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Australians agree that the Sydney Opera House is a national icon, but what is it worth to them? Quite a lot, actually. Find out more at: http://goo.gl/ERfEhV
How do you value a brand? A new Deloitte report assesses the economic, cultural, brand and digital value of the Sydney Opera House.
The Sydney Opera House is estimated to be worth $4.6 billion to Australia
The Sydney Opera House is estimated to contribute $775 million to the Australian economy each year, and to support 8,439 full-time equivalent jobs, directly and indirectly
In 2011/12 alone, the venue attracted nearly 1.4 million people to more than 1,800 performances.
More than half of surveyed tourists from China, the U.S., UK and New Zealand said the Sydney Opera House was their main reason for visiting the city.
So how do put a value on a brand like the Sydney Opera House? This report considers the direct and indirect financial value the Sydney Opera House adds to the economy, it's iconic and experiential value to local and international visitors, perceived value amongst key audiences and the value of its digital footprint -- now and into the future.