Assessing the social impacts of event portfolios through non-use value

Event portfolios play a crucial role in regional development, fostering economic growth, community identity, and destination branding. While economic impacts of events have been extensively studied, their social impacts-especially at the portfolio level- remain underexplored. This paper addresses this gap by applying Contingent Valuation Method (CVM) to measure the non-use value of a regional event portfolio in Jämtland, Sweden. Using survey data from 414 regional residents, we assess willingness to pay (WTP) for twelve prominent events, capturing the perceived social value beyond direct participation. Findings indicate significant variation in WTP across different event types and demographic groups, with sports and cultural events eliciting distinct patterns of valuation. Results suggest that non-use value is a viable metric for assessing the social impact of event portfolios, providing policymakers and event managers with actionable insights for strategic planning. This study contributes to event portfolio research by demonstrating how CVM can be systematically applied to quantify social value, offering a framework for more informed event policy and funding decisions.