Post on 26-Aug-2014
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Abigail Carney Associates 2010
Festival Marketing
WHY HAVE A FESTIVAL?
Festival Marketing Workshop HCMC December 2010
Abigail Carney Associates 2010
Purpose
• What is the purpose of our festival?• What’s the scale of ambition?• What will success ‘look like’ for us?• What are the drivers?
• We need to know! . . .
Abigail Carney Associates 2010
Drivers
• Drivers are:
People, knowledge and conditions (such a market forces) that initiate & support activities for which the business was designed
DriversDrivers for the arts in Scotland tend to be
• Cultural• Artistic• Social• Educational• Economic
Festivals in Scotland are generally funded by Scottish government via agencies:
Abigail Carney Associates 2010
Drivers
Drivers determine:• leadership• direction• content• stakeholders• partners• audiences
Abigail Carney Associates 2010
PurposeDrivers also influence measures of success:• Profile? • Position in the market place?• Art form development?• Number & type of customers? • Public, private sector funding generated?• Income earned? • Range of stakeholders & partners?
Abigail Carney Associates 2010
Purpose
• Let’s look at some examples . . .
Abigail Carney Associates 2010
Lammermuir Festival
Purpose• Lamp of Lothian Trust – charitable trust• Established1967 by Duchess of Hamilton• Patron Yehudi Menuhin• To encourage community events• Renovation of buildings for community activities• Music & youth involvement in music• Driver = community cohesion
Abigail Carney Associates 2010
Lammermuir Festival
Background – issues• Lamp of Lothian Trust summer concert series
suffering from dwindling audiences• Local international arts consultant wishing to
tackle lack of youth music opportunities
Abigail Carney Associates 2010
Lammermuir FestivalBackground – opportunities• Three individuals – contacts & resources• Gap in region’s event calendar• Range of historic buildings for venues• Range of schools• Proposition – to create a new festival• Proposition met stakeholder needs
Abigail Carney Associates 2010
Lammermuir FestivalAims
• For visitors & residents of East Lothian to be inspired & uplifted by experiencing great music at the highest performance level in spectacular local venues
• To bring the opportunity for economic benefits to local communities & to promote community cohesion
Abigail Carney Associates 2010
Lammermuir FestivalAims
• To contribute to East Lothian being recognised nationally & internationally as a vibrant year round visitor destination, supporting 2009 East Lothian Tourism Strategy
• For young people to discover & develop their musical talents to the highest level by attending Festival concerts & taking part in our educational activities
Abigail Carney Associates 2010
Lammermuir FestivalVision• To contribute to the development of East Lothian
as a destination region to live, work and visit
Mission• To produce a cultural festival of international
standing, celebrating the rich cultural heritage of East Lothian, and attracting the finest performers and audiences of all ages
Abigail Carney Associates 2010
Edinburgh Science Festival
Purpose• Event promoter: EISF – educational charity• Established in 1989 funding City Council• To celebrate city of science & innovation• Scientific, cultural & educational activities• Drivers = economic, tourism, education
Abigail Carney Associates 2010
Edinburgh Science Festival
Background – issues• Edinburgh was a festival city• No celebration of sciences• Need to develop tourism shoulder months
Abigail Carney Associates 2010
Edinburgh Science Festival
Background – opportunities• Edinburgh reputation as a festival city• Edinburgh reputation for science / scientists• Scotland reputation for science / scientists
Abigail Carney Associates 2010
Edinburgh Science Festival
Edinburgh born scientists:• James Clerk Maxwell – electromagnetic theory• James Young Simpson – chloroform• Alexander Graham Bell – telephone• Marie Stopes – birth control• Wilmut & Campbell – Dolly the Sheep
Abigail Carney Associates 2010
Edinburgh Science Festival
Scottish born scientists:• John Logie Baird – television• John Loudon McAdam – tarmac• Kirkpatrick MacMillan – the bicycle• James Young – paraffin, first oil refinery• Sir Alexander Fleming – penicillin
Abigail Carney Associates 2010
Edinburgh Science Festival
Background – opportunities• Raise profile of Edinburgh year round• Develop April – tourism shoulder month• Stimulate local economy
Abigail Carney Associates 2010
Edinburgh Science Festival
Stakeholders & drivers:• Local council – economy• Tourism agency – visitors• Education institutions – profile• Government – profile
Abigail Carney Associates 2010
Edinburgh Science Festival
Partners & drivers:• Local venues – income, profile• Performers – income, audiences• Educators – young people• Businesses – income & customers
Abigail Carney Associates 2010
Edinburgh Science Festival
Proposition: • The world’s first science festival• For scientists to discuss & share their work• For people to discover science• Inaugural event 1989
Abigail Carney Associates 2010
Edinburgh Science Festival
Vision• A world where the wonder & value of science &
technology is recognised & celebrated in order to achieve a brighter & more sustainable future
Mission • To inspire, encourage & challenge people of all
ages & backgrounds to explore & understand the world around them & to communicate the educational, social & economic benefits of science & technology
Abigail Carney Associates 2010
Imaginate Children’s Festival
Background – issues• Little high quality performing arts for children• Few professional performing arts companies • Edinburgh was a festival city• Nothing showcasing quality arts for children
Abigail Carney Associates 2010
Imaginate Children’s Festival
Background – opportunities• Edinburgh is a festival city• Gap in provision for children & young people• Audience group attracts stakeholders – funding • Royal support – Princess Margaret• Large family audience• Large schools audience• Platform to stimulate Scottish companies
Abigail Carney Associates 2010
Imaginate Children’s Festival
Purpose • UK’s first arts festival for children • Based in a park in tents in the city• Public holiday, weekend & week day events• Attract families and schools• Scottish International Children’s Festival 1990
Abigail Carney Associates 2010
Imaginate Children’s Festival
Proposition • 1990 – 1998 huge success• World class performing arts festival for children
But• Huge issues with location & weather• Affecting customer experience• Restricting choice of shows
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Imaginate Children’s Festival
2000: • Creation of parent company to develop art form• Moved festival into Edinburgh theatres• Won backing of major sponsor• 2000 Bank of Scotland Children’s Festival
Abigail Carney Associates 2010
Imaginate Children’s Festival
Stakeholders & drivers:• Scottish Arts Council – arts dev & audience dev• Local city council – social, educational
Abigail Carney Associates 2010
Imaginate Children’s Festival
Partners & drivers:• International performers – UK showcase• Scottish performers – international showcase• Venues – audiences, income & profile• Schools – educational, social development• International industry – promoters’ opportunities• Major sponsor – corporate responsibility, PR, brand
Abigail Carney Associates 2010
Imaginate Children’s Festival
Imaginate Vision• That children and young people have the
opportunity to access a diverse range of high quality performing arts activity, from home and abroad, that will entertain, enrich, teach and inspire them
Abigail Carney Associates 2010
Imaginate Children’s Festival
MissionImaginate will achieve this by producing• a world class performing arts festival• an annual tour of festival performances• a showcase of Scottish work• a portfolio of professional performing arts sector
development opportunities
Abigail Carney Associates 2010
Common Festival Drivers
So, festivals deliver:
• Artistic• Educational• Social• Tourism• Economic development
Results!
Abigail Carney Associates 2010
Common Festival Drivers
Key ingredients for success have to be:
• Local connections = • Real meaning = • Authentic experience = • Sustainable event
Abigail Carney Associates 2010
Exercise
Look at your event• What is the purpose?• What are the drivers?• Who are the partners?• What are they looking for?• Is there a vision statement?• Is there a mission statement?
Abigail Carney Associates 2010
Sharing
• Feedback on exercise• Considerations?• Concerns?
Abigail Carney Associates 2010
Useful planning tool
Abigail Carney Associates 2010
Planning tools
• We need to ask ‘what is the world like’?• Political, economic, social, technological?• We need to ask ‘what is our situation like’?• What are the strengths & weaknesses• What are the opportunities & threats
• These affect our ability to do what we need to do
Abigail Carney Associates 2010
Planning tools
• P.E.S.T. analysis
PoliticalEconomicSocialTechnological development
Abigail Carney Associates 2010
Planning toolsS.W.O.T. analysis:
• Strengths – internal • Weaknesses – internal • Opportunities – external • Threats – external
• Observation / evidence / action?
Abigail Carney Associates 2010
So where are we?
• We must understand the purpose & drivers of our festival at the outset
• These determine scale of ambition, direction & leadership, festival content
• These enable us to identify stakeholders, partners & customers
• Vision & mission statements are useful ways to communicate the purpose of the festival internally & externally
Abigail Carney Associates 2010
Purpose
• We need to determine what success will look like for us
• But also for our customers
• They will be different
Abigail Carney Associates 2010
Purpose
• To be a success in the eyes of our customers we need to meet their needs
• If we meet their needs they will return & tell their friends & we will have a successful event