Workshop 2 2 fei purpose

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Abigail Carney Associates 2010 Festival Marketing WHY HAVE A FESTIVAL? Festival Marketing Workshop HCMC December 2010

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  • Festival Marketing WHY HAVE A FESTIVAL? Abigail Carney Associates 2010 Festival Marketing Workshop HCMC December 2010
  • Purpose
    • What is the purpose of our festival?
    • Whats 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
    Abigail Carney Associates 2010
  • Drivers
    • Drivers for the arts in Scotland tend to be
    • Cultural
    • Artistic
    • Social
    • Educational
    • Economic
    • Festivals in Scotland are generally funded by
    • Scottish government via agencies:
  • Drivers
    • Drivers determine:
    • leadership
    • direction
    • content
    • stakeholders
    • partners
    • audiences
    Abigail Carney Associates 2010
  • Purpose
    • Drivers 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
    • Lets 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 Festival
    • Background opportunities
    • Three individuals contacts & resources
    • Gap in regions 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 Festival
    • Aims
    • 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 Festival
    • Aims
    • 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 Festival
    • Vision
    • 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 worlds 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 Childrens 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 Childrens 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 Childrens Festival
    • Purpose
    • UKs 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 Childrens Festival 1990
    Abigail Carney Associates 2010
  • Imaginate Childrens 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
    Abigail Carney Associates 2010
  • Imaginate Childrens Festival
    • 2000:
    • Creation of parent company to develop art form
    • Moved festival into Edinburgh theatres
    • Won backing of major sponsor
    • 2000 Bank of Scotland Childrens Festival
    Abigail Carney Associates 2010
  • Imaginate Childrens Festival
    • Stakeholders & drivers:
    • Scottish Arts Council arts dev & audience dev
    • Local city council social, educational
    Abigail Carney Associates 2010
  • Imaginate Childrens 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 Childrens 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 Childrens Festival
    • Mission
    • Imaginate 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
    • Political
    • Economic
    • Social
    • Technological development
    Abigail Carney Associates 2010
  • Planning tools
    • S.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
    Abigail Carney Associates 2010