Irish Festivals, Irish Life: the facts and how to use them for your festival Fiona Goh Consulting...

Irish Festivals, Irish Life:the facts and how to use them for your festival

Fiona Goh Consulting 2003

Background

Page 01

Why do we need the research?

To evaluate the value and impact of Irish festivals

To understand the needs and priorities of festivals better

To explode myths about the festivals movement

To share best practice in festival organisation and development

To make the case for Irish festivals nationally and internationally


Background

Page 02

The research objectives:

To gather baseline data on the Irish festivals movement

To analyse the data and provide a summary of key findings, together with a full report

To explore the main issues in depth in a series of case studies

To produce an appropriate research template for future use


Methodologies

Page 03

Project components:

Consultation and literature review

Survey research via a postal questionnaire

Case studies via telephone interviews

Database of 469 member and non-member festival organisers

Republic of Ireland - 2002 data only

103 eligible questionnaires returned - 22% response rate


The myths...

Page 04

Myth 1:

“Festivals are like fireworks - they’re great while they are here but they don’t have

any lasting impact.”


Irish festivals: creating an impact

Page 05

Facts 1:

Festivals promote an estimated minimum of 10,600 events per year: equivalent to 30 events per day

55% of festival organisations undertake activities in addition to running a festival

The indirect economic impact of festivals’ spending on other areas of the economy is estimated to be at least €31.7 million

An estimated audience of 7.1 million saw festival events in 2002 - the entire population of Ireland is 3.9 million


The myths...

Page 06

Myth 2:

“Festivals are always asking for money but they don’t give

anything back to their local economies.”


Irish festivals: community investors

Page 07

Facts 2:

The average festival audience is made up of 67% locals - the remaining 33% require overnight accommodation

Festivals on average spend 69% of their total expenditure in their local area

This represents a direct local investment of at least €8.9 million

Community venues are the backbone of festivals; two thirds of festival organisers use churches, pubs, outdoor public spaces, or community halls for their events


The myths...

Page 08

Myth 3:

“Festivals are like the circus - they roll into town

and have no interest in local communities.”


Irish festivals: community developers

Page 09

Facts 3:

Festivals encourage and develop active communities - 98% use volunteers

The majority of people volunteer for festivals in order to support or develop their community

83% of volunteers are involved in additional community activities

90% of festivals programme free events

Festivals’ top priorities focus on artistic excellence, tourism and local communities


The myths...

Page 10

Myth 4:

“Festivals are temporary,so they’re not good

value for money.Why should I fund them?”


Irish festivals in context

Page 11

Festivals are here to stay:


Festivals' dates of birth

0

10

20

30

40

2000 or

later

1990 -

1999

1980 -

1989

1970 -

1979

1960 -

1969

1950 -

1959

pre 1950

Year founded

Irish festivals: resourceful with resources

Page 12

Facts 4:

Festivals spend 53% directly on artists’ fees and event costs

In turn, festivals generate income from a wide variety of sources - only 31% of income is from public funders, with 39% coming from sponsorship

The remaining 30% is self-generated, from ticket sales or other earned income, including merchandise and bars or catering

Festivals receive significant media coverage - 99% generate coverage in their local newspaper, and 30% receive international media attention


The myths...

Page 13

Myth 5:

“Volunteering is:1. For retired people

2. Full of menial tasks3. Useful but not essential”


Volunteers: a key festivals resource

Page 14

Facts 5:

98% of festivals use volunteers - 50% have no paid staff at all

Support is given at all levels for a broad range of tasks

An estimated 2,772 people work year round - plus 8,316 during festival time

Total support given by volunteers to Irish festivals is the estimated equivalent of 185 Full Time Equivalents (FTEs)

Value of volunteers’ time at the Minimum Wage = €2.2 million


Volunteers: a key festivals resource

Page 15Fiona Goh Consulting 2003

Volunteer age

10%

16%

21%

20%

16%

13%4%

Under 18 years

19 - 25 years

26 - 34 years

35 - 44 years

45 - 54 years

55 - 64 years

Over 65 years

Future development

Page 16

Some areas for development...

47% of festivals have no data on their audiences

59% of festivals don’t provide training for their volunteers

23% of festivals have no presence on the world wide web

58% of festivals have no strategic plan

33% of festivals did not carry out a risk assessment in 2002

31% of festivals did not have a dedicated safety officer


Using the facts

Page 17

Make use of the research!

Quote the research and key findings when approaching funders or other relevant stakeholders

See how your festival compares on key data - are you spending a higher % on artists or attracting a greater % of visitors?

Develop some positive PR out of season for your festival by telling your local media about the research

Learn from fellow organisers’ experience in the case studies

Lobby for support on areas of development


Summary

Page 18

In conclusion:

Irish festivals are here to stay; they are a vibrant and growing sector providing a wealth of activities year-round

Festivals have a significant impact on the cultural, social and economic fabric of Ireland

Festivals support and develop active communities

The research allows us to demonstrate the value of festivals, share best practice and make the case to key stakeholders


Fiona Goh Consulting: [email protected]

Irish Festivals, Irish Life: the facts and how to use them for your festival Fiona Goh Consulting...

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