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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! . . .
- Drivers
- Drivers are:
- People, knowledge and conditions (such a market forces) that initiate & support activities for which the business was designed
- 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
- 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?
- Purpose
- Lets look at some examples . . .
- 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
- 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
- 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
- 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
- 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
- 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
- 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
- Edinburgh Science Festival
- Background issues
- Edinburgh was a festival city
- No celebration of sciences
- Need to develop tourism shoulder months
- Edinburgh Science Festival
- Background opportunities
- Edinburgh reputation as a festival city
- Edinburgh reputation for science / scientists
- Scotland reputation for science / scientists
- 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
- 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
- Edinburgh Science Festival
- Background opportunities
- Raise profile of Edinburgh year round
- Develop April tourism shoulder month
- Stimulate local economy
- Edinburgh Science Festival
- Stakeholders & drivers:
- Local council economy
- Tourism agency visitors
- Education institutions profile
- Government profile
- Edinburgh Science Festival
- Partners & drivers:
- Local venues income, profile
- Performers income, audiences
- Educators young people
- Businesses income & customers
- Edinburgh Science Festival
- Proposition:
- The worlds first science festival
- For scientists to discuss & share their work
- For people to discover science
- Inaugural event 1989
- 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
- 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
- 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
- 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
- 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
- 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
- Imaginate Childrens Festival
- Stakeholders & drivers:
- Scottish Arts Council arts dev & audience dev
- Local city council social, educational
- 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
- 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
- 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
- Common Festival Drivers
- So, festivals deliver:
- Artistic
- Educational
- Social
- Tourism
- Economic development
- Results!
- Common Festival Drivers
- Key ingredients for success have to be:
- Local connections =
- Real meaning =
- Authentic experience =
- Sustainable event
- 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?
- Sharing
- Feedback on exercise
- Considerations?
- Concerns?
-
- Useful planning tool
- 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
- Planning tools
- P.E.S.T. analysis
- Political
- Economic
- Social
- Technological development
- Planning tools
- S.W.O.T. analysis:
- Strengths internal
- Weaknesses internal
- Opportunities external
- Threats external
- Observation / evidence / action?
- 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
- Purpose
- We need to determine what success will look like for us
- But also for our customers
- They will be different
- 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
