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
Fiona Goh Consulting 2003
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
Fiona Goh Consulting 2003
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
Fiona Goh Consulting 2003
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.”
Fiona Goh Consulting 2003
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
Fiona Goh Consulting 2003
The myths...
Page 06
Myth 2:
“Festivals are always asking for money but they don’t give
anything back to their local economies.”
Fiona Goh Consulting 2003
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
Fiona Goh Consulting 2003
The myths...
Page 08
Myth 3:
“Festivals are like the circus - they roll into town
and have no interest in local communities.”
Fiona Goh Consulting 2003
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
Fiona Goh Consulting 2003
The myths...
Page 10
Myth 4:
“Festivals are temporary,so they’re not good
value for money.Why should I fund them?”
Fiona Goh Consulting 2003
Irish festivals in context
Page 11
Festivals are here to stay:
Fiona Goh Consulting 2003
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
Fiona Goh Consulting 2003
The myths...
Page 13
Myth 5:
“Volunteering is:1. For retired people
2. Full of menial tasks3. Useful but not essential”
Fiona Goh Consulting 2003
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
Fiona Goh Consulting 2003
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
Fiona Goh Consulting 2003
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
Fiona Goh Consulting 2003
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 2003
Fiona Goh Consulting: [email protected]
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