ARTS FESTIVALS OVERVIEW
About the project <ul><li>Initiated and led by Theatre Forum </li></ul><ul><li>Funded by Arts Council and Failte Ireland <...
Festivals Scope <ul><li>41,000 ticket buyers </li></ul><ul><li>194,000 tickets  </li></ul><ul><li>worth €3.7 million </li>...
HOW ARE WE DOING?
Festivals: Average number of events 2010:  133 2009:  164
Festivals Large scale Under 500
Ticket Sales: number of tickets <ul><li>43 organisations provided data in 2010 & 2009 </li></ul><ul><li>One third sold mor...
Festivals Large scale Under 500
 
Festival ticket sales: % capacity 2010:  49% 19% 72%
Ticket sales: % capacity 2010:  49% 14% 80%
Festivals Large scale Under 500
Comparison with 2009
Festivals Large scale Under 500
EVENTS FEWER MORE HIGHER LOWER % CAPACITY
EVENTS FEWER MORE HIGHER LOWER % CAPACITY Spread the audience more thinly
EVENTS FEWER MORE HIGHER LOWER % CAPACITY Spread the audience more thinly Concentrate the audience
EVENTS FEWER MORE HIGHER LOWER % CAPACITY Spread the audience more thinly Concentrate the audience Increased impact
EVENTS FEWER MORE HIGHER LOWER % CAPACITY Spread the audience more thinly Concentrate the audience Increased impact Reduce...
Concentrate the audience Increased impact Spread the audience more thinly Reduced impact
Trend organisations <ul><li>Consistent cluster of 17 organisations involved in the project from the beginning </li></ul><u...
 
 
 
ARE WE MAXIMISING OUR INCOME?
Festivals: % of tickets sold at full price 2010:  73% 14% 100%
 
Complimentary tickets All comps:  12% Excluding ‘paid for’:  10%
Ticket prices: Festivals Offer price:  €18.76 Ticket yield:  €19.33
ABOUT AUDIENCES
HOW GOOD IS THE DATA?
Capturing names and addresses <ul><li>Absolute minimum: 75% </li></ul><ul><li>OK: 85% or more </li></ul><ul><li>Excellent:...
Festivals: Data capture rates 2010:  90% 71% 100%
Data capture rates 2010:  89% 25% 100%
HOW MUCH DO THEY LOVE US?
            Six + even...
             Six + eve...
            Six + even...
              Six + ev...
Festivals: Average number of events in 2010 2010:  1.9 1.3 3.6
Festivals Large scale Under 500
    2009       2010
         2009   2010
 2009         2010
           Continuing N...
            Co...
Keeping first time ticket buyers <ul><li>Percentage of first time ticket buyers at festivals in 2009 who also bought ticke...
            Co...
             C...
ARE THEY BOOKING LATER?
 
 
IS OUR MARKETING WORKING?
Marketing spend per seat put on sale including staff costs Average for Festivals:  €10.22  € 3.57 € 25.17
Festivals Large scale Under 500
Festivals Large scale Under 500
RETURN ON INVESTMENT
RoI including staff costs Average for Festivals:  €2.06  € 0.35 € 9.87
Festivals Large scale Under 500
Website visits (000s) “ International” Festivals:  85K  10k 160k
Increase in traffic to festival websites <ul><li>Six festivals supplied data in 2009 and 2010 </li></ul>+45%
Online marketing effectiveness <ul><li>Page views per visit up </li></ul><ul><li>Bounce rates down from 50% to 42% </li></...
Overseas visitors <ul><li>Website visits from outside Ireland </li></ul>34%
Overseas visitors <ul><li>Website visits by country (000s): </li></ul><ul><li>UK:    312k </li></ul><ul><li>USA:    305k <...
Emailing response rates Average for Festivals:  7%  1% 24%
Facebook referrals (% of all visits) Average for Festivals:  4%  1% 13%
Pay Per Click Advertising (000s) Ave no of impressions:  1,000k  1k 4,000k Festivals
Pay Per Click Advertising Ave click through rate: Festivals  3%  0.04% 17%
Summary <ul><li>The picture is very mixed with some of us doing much better than others </li></ul><ul><ul><li>Doing more/l...
Upcoming SlideShare
Loading in...5
×

heather maitland presentation at The Business of Fun 2011

344

Published on

Heather Maitland presentation on audience trends for Irish festival and events 2010 at The Business of Fun 2011

0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
344
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
0
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide
  • Skewed because includes four new festivals this year Of the 7 festivals providing data in 2009 and 2010: 4 presented more events, 3 presented fewer events Average change for these venues: +1 event
  • High – no concessions at all Low – children’s festival
  • Any guesses? Write on the card nice and big what you think the average data capture rate across the 30 arts centres and festivals?
  • Highest number of events are both music festivals Next highest is jazz Lowest is Jazz festival – free events?
  • heather maitland presentation at The Business of Fun 2011

    1. 1. ARTS FESTIVALS OVERVIEW
    2. 2. About the project <ul><li>Initiated and led by Theatre Forum </li></ul><ul><li>Funded by Arts Council and Failte Ireland </li></ul><ul><li>Sixth year </li></ul><ul><li>59 venues and festivals </li></ul><ul><ul><li>9 first timers including 4 festivals </li></ul></ul><ul><ul><li>16 festivals </li></ul></ul><ul><ul><li>8 venues with more than 600 seats </li></ul></ul><ul><ul><li>35 venues with under 500 seats </li></ul></ul>
    3. 3. Festivals Scope <ul><li>41,000 ticket buyers </li></ul><ul><li>194,000 tickets </li></ul><ul><li>worth €3.7 million </li></ul><ul><li>1,733 performances </li></ul>
    4. 4. HOW ARE WE DOING?
    5. 5. Festivals: Average number of events 2010: 133 2009: 164
    6. 6. Festivals Large scale Under 500
    7. 7. Ticket Sales: number of tickets <ul><li>43 organisations provided data in 2010 & 2009 </li></ul><ul><li>One third sold more tickets in 2010 </li></ul><ul><li>Two thirds sold fewer tickets </li></ul><ul><li>Out of eight festivals: </li></ul><ul><li>On average 15% fewer tickets </li></ul><ul><li>One sold more tickets </li></ul>
    8. 8. Festivals Large scale Under 500
    9. 10. Festival ticket sales: % capacity 2010: 49% 19% 72%
    10. 11. Ticket sales: % capacity 2010: 49% 14% 80%
    11. 12. Festivals Large scale Under 500
    12. 13. Comparison with 2009
    13. 14. Festivals Large scale Under 500
    14. 15. EVENTS FEWER MORE HIGHER LOWER % CAPACITY
    15. 16. EVENTS FEWER MORE HIGHER LOWER % CAPACITY Spread the audience more thinly
    16. 17. EVENTS FEWER MORE HIGHER LOWER % CAPACITY Spread the audience more thinly Concentrate the audience
    17. 18. EVENTS FEWER MORE HIGHER LOWER % CAPACITY Spread the audience more thinly Concentrate the audience Increased impact
    18. 19. EVENTS FEWER MORE HIGHER LOWER % CAPACITY Spread the audience more thinly Concentrate the audience Increased impact Reduced impact
    19. 20. Concentrate the audience Increased impact Spread the audience more thinly Reduced impact
    20. 21. Trend organisations <ul><li>Consistent cluster of 17 organisations involved in the project from the beginning </li></ul><ul><li>Means we can compare year on year </li></ul>
    21. 25. ARE WE MAXIMISING OUR INCOME?
    22. 26. Festivals: % of tickets sold at full price 2010: 73% 14% 100%
    23. 28. Complimentary tickets All comps: 12% Excluding ‘paid for’: 10%
    24. 29. Ticket prices: Festivals Offer price: €18.76 Ticket yield: €19.33
    25. 30. ABOUT AUDIENCES
    26. 31. HOW GOOD IS THE DATA?
    27. 32. Capturing names and addresses <ul><li>Absolute minimum: 75% </li></ul><ul><li>OK: 85% or more </li></ul><ul><li>Excellent: 90% or more </li></ul>
    28. 33. Festivals: Data capture rates 2010: 90% 71% 100%
    29. 34. Data capture rates 2010: 89% 25% 100%
    30. 35. HOW MUCH DO THEY LOVE US?
    31. 36.           Six + events Festivals
    32. 37.            Six + events Three + events
    33. 38.           Six + events Three + events Two events
    34. 39.             Six + events Three + events Two events One event
    35. 40. Festivals: Average number of events in 2010 2010: 1.9 1.3 3.6
    36. 41. Festivals Large scale Under 500
    37. 42.     2009       2010
    38. 43.          2009   2010
    39. 44.  2009         2010
    40. 45.            Continuing New Deficit
    41. 46.             Continuing New Reactivated
    42. 47. Keeping first time ticket buyers <ul><li>Percentage of first time ticket buyers at festivals in 2009 who also bought tickets in 2010 </li></ul>18%
    43. 48.             Continuing New Reactivated
    44. 49.              Continuing New Reactivated
    45. 50. ARE THEY BOOKING LATER?
    46. 53. IS OUR MARKETING WORKING?
    47. 54. Marketing spend per seat put on sale including staff costs Average for Festivals: €10.22 € 3.57 € 25.17
    48. 55. Festivals Large scale Under 500
    49. 56. Festivals Large scale Under 500
    50. 57. RETURN ON INVESTMENT
    51. 58. RoI including staff costs Average for Festivals: €2.06 € 0.35 € 9.87
    52. 59. Festivals Large scale Under 500
    53. 60. Website visits (000s) “ International” Festivals: 85K 10k 160k
    54. 61. Increase in traffic to festival websites <ul><li>Six festivals supplied data in 2009 and 2010 </li></ul>+45%
    55. 62. Online marketing effectiveness <ul><li>Page views per visit up </li></ul><ul><li>Bounce rates down from 50% to 42% </li></ul><ul><li>Websites referring the most traffic: </li></ul><ul><ul><li>www.dublinevents.com </li></ul></ul><ul><ul><li>www.visitdublin.com </li></ul></ul><ul><ul><li>www.entertainment.ie </li></ul></ul><ul><ul><li>www.whazon.com </li></ul></ul>
    56. 63. Overseas visitors <ul><li>Website visits from outside Ireland </li></ul>34%
    57. 64. Overseas visitors <ul><li>Website visits by country (000s): </li></ul><ul><li>UK: 312k </li></ul><ul><li>USA: 305k </li></ul><ul><li>Germany: 55k </li></ul><ul><li>Netherlands: 30k </li></ul><ul><li>France: 23k </li></ul><ul><li>Canada: 18k </li></ul><ul><li>Spain: 15k </li></ul>
    58. 65. Emailing response rates Average for Festivals: 7% 1% 24%
    59. 66. Facebook referrals (% of all visits) Average for Festivals: 4% 1% 13%
    60. 67. Pay Per Click Advertising (000s) Ave no of impressions: 1,000k 1k 4,000k Festivals
    61. 68. Pay Per Click Advertising Ave click through rate: Festivals 3% 0.04% 17%
    62. 69. Summary <ul><li>The picture is very mixed with some of us doing much better than others </li></ul><ul><ul><li>Doing more/less </li></ul></ul><ul><ul><li>Selling more/less </li></ul></ul><ul><ul><li>Marketing more/less </li></ul></ul><ul><li>It’s not about type of organisation </li></ul><ul><li>Huge differences in marketing effectiveness </li></ul><ul><li>Not about spend but about strategies </li></ul>

    ×