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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Transcript of 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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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! . . .

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Drivers

• Drivers are:

People, knowledge and conditions (such a market forces) that initiate & support activities for which the business was designed

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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:

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Drivers

Drivers determine:• leadership• direction• content• stakeholders• partners• audiences

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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?

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Purpose

• Let’s look at some examples . . .

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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

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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

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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

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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

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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

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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

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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

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Edinburgh Science Festival

Background – issues• Edinburgh was a festival city• No celebration of sciences• Need to develop tourism shoulder months

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Edinburgh Science Festival

Background – opportunities• Edinburgh reputation as a festival city• Edinburgh reputation for science / scientists• Scotland reputation for science / scientists

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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

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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

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Edinburgh Science Festival

Background – opportunities• Raise profile of Edinburgh year round• Develop April – tourism shoulder month• Stimulate local economy

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Edinburgh Science Festival

Stakeholders & drivers:• Local council – economy• Tourism agency – visitors• Education institutions – profile• Government – profile

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Edinburgh Science Festival

Partners & drivers:• Local venues – income, profile• Performers – income, audiences• Educators – young people• Businesses – income & customers

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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

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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

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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

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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

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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

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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

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Imaginate Children’s Festival

Stakeholders & drivers:• Scottish Arts Council – arts dev & audience dev• Local city council – social, educational

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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

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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

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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

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Common Festival Drivers

So, festivals deliver:

• Artistic• Educational• Social• Tourism• Economic development

Results!

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Common Festival Drivers

Key ingredients for success have to be:

• Local connections = • Real meaning = • Authentic experience = • Sustainable event

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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?

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Sharing

• Feedback on exercise• Considerations?• Concerns?

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Useful planning tool

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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

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Planning tools

• P.E.S.T. analysis

PoliticalEconomicSocialTechnological development

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Planning toolsS.W.O.T. analysis:

• Strengths – internal • Weaknesses – internal • Opportunities – external • Threats – external

• Observation / evidence / action?

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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

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Purpose

• We need to determine what success will look like for us

• But also for our customers

• They will be different

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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