Festival Marketing WHY HAVE A FESTIVAL? Abigail Carney Associates 2010 Festival Marketing Workshop HCMC December 2010
Purpose <ul><li>What is the  purpose  of our festival? </li></ul><ul><li>What’s the scale of  ambition ? </li></ul><ul><li...
Drivers <ul><li>Drivers are: </li></ul><ul><li>People, knowledge and conditions (such a market forces) that initiate & sup...
Drivers <ul><li>Drivers for the arts in Scotland tend to be </li></ul><ul><li>Cultural </li></ul><ul><li>Artistic </li></u...
Drivers <ul><li>Drivers determine: </li></ul><ul><li>leadership </li></ul><ul><li>direction </li></ul><ul><li>content </li...
Purpose <ul><li>Drivers also influence measures of success: </li></ul><ul><li>Profile?  </li></ul><ul><li>Position in the ...
Purpose <ul><li>Let’s look at some examples . . . </li></ul>Abigail Carney Associates 2010
 
Lammermuir Festival <ul><li>Purpose </li></ul><ul><li>Lamp of Lothian Trust – charitable trust </li></ul><ul><li>Establish...
Lammermuir Festival <ul><li>Background – issues </li></ul><ul><li>Lamp of Lothian Trust summer concert series suffering fr...
Lammermuir Festival <ul><li>Background – opportunities </li></ul><ul><li>Three individuals – contacts & resources </li></u...
 
Lammermuir Festival <ul><li>Aims </li></ul><ul><li>For visitors & residents of East Lothian to be inspired & uplifted by e...
Lammermuir Festival <ul><li>Aims </li></ul><ul><li>To contribute to East Lothian being recognised nationally & internation...
Lammermuir Festival <ul><li>Vision </li></ul><ul><li>To contribute to the development of East Lothian as a destination reg...
 
Edinburgh Science Festival <ul><li>Purpose </li></ul><ul><li>Event promoter: EISF – educational charity </li></ul><ul><li>...
Edinburgh Science Festival <ul><li>Background – issues </li></ul><ul><li>Edinburgh was a festival city </li></ul><ul><li>N...
Edinburgh Science Festival <ul><li>Background – opportunities </li></ul><ul><li>Edinburgh reputation as a festival city </...
Edinburgh Science Festival <ul><li>Edinburgh born scientists: </li></ul><ul><li>James Clerk Maxwell – electromagnetic theo...
Edinburgh Science Festival <ul><li>Scottish born scientists: </li></ul><ul><li>John Logie Baird – television </li></ul><ul...
Edinburgh Science Festival <ul><li>Background – opportunities </li></ul><ul><li>Raise profile of Edinburgh year round </li...
Edinburgh Science Festival <ul><li>Stakeholders & drivers: </li></ul><ul><li>Local council – economy </li></ul><ul><li>Tou...
Edinburgh Science Festival <ul><li>Partners & drivers: </li></ul><ul><li>Local venues – income, profile </li></ul><ul><li>...
Edinburgh Science Festival <ul><li>Proposition:  </li></ul><ul><li>The world’s first science festival </li></ul><ul><li>Fo...
Edinburgh Science Festival <ul><li>Vision </li></ul><ul><li>A world where the wonder & value of science & technology is re...
 
Imaginate Children’s Festival <ul><li>Background – issues </li></ul><ul><li>Little high quality performing arts for childr...
Imaginate Children’s Festival <ul><li>Background – opportunities </li></ul><ul><li>Edinburgh is a festival city </li></ul>...
Imaginate Children’s Festival <ul><li>Purpose  </li></ul><ul><li>UK’s first arts festival for children  </li></ul><ul><li>...
Imaginate Children’s Festival <ul><li>Proposition  </li></ul><ul><li>1990 – 1998 huge success </li></ul><ul><li>World clas...
Imaginate Children’s Festival <ul><li>2000:  </li></ul><ul><li>Creation of parent company to develop art form </li></ul><u...
Imaginate Children’s Festival <ul><li>Stakeholders & drivers: </li></ul><ul><li>Scottish Arts Council – arts dev & audienc...
Imaginate Children’s Festival <ul><li>Partners & drivers: </li></ul><ul><li>International performers – UK showcase </li></...
Imaginate Children’s Festival <ul><li>Imaginate Vision </li></ul><ul><li>That children and young people have the opportuni...
Imaginate Children’s Festival <ul><li>Mission </li></ul><ul><li>Imaginate will achieve this by producing </li></ul><ul><li...
Common Festival Drivers <ul><li>So, festivals deliver: </li></ul><ul><li>Artistic </li></ul><ul><li>Educational </li></ul>...
Common Festival Drivers <ul><li>Key ingredients for success have to be: </li></ul><ul><li>Local connections =  </li></ul><...
Exercise <ul><li>Look at your event </li></ul><ul><li>What is the purpose? </li></ul><ul><li>What are the drivers? </li></...
Sharing <ul><li>Feedback on exercise </li></ul><ul><li>Considerations? </li></ul><ul><li>Concerns? </li></ul>Abigail Carne...
<ul><li>Useful planning tool </li></ul>Abigail Carney Associates 2010
Planning tools <ul><li>We need to ask ‘what is the world like’? </li></ul><ul><li>Political, economic, social, technologic...
Planning tools <ul><li>P.E.S.T. analysis  </li></ul><ul><li>Political </li></ul><ul><li>Economic </li></ul><ul><li>Social ...
Planning tools <ul><li>S.W.O.T. analysis: </li></ul><ul><li>Strengths – internal  </li></ul><ul><li>Weaknesses – internal ...
So where are we? <ul><li>We must understand the  purpose  &  drivers  of our festival at the outset  </li></ul><ul><li>The...
Purpose <ul><li>We need to determine what success will look like for us </li></ul><ul><li>But also for our customers </li>...
Purpose <ul><li>To be a success in the eyes of our customers we need to meet  their  needs </li></ul><ul><li>If we meet th...
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  • The drivers for our festival?
  • Workshop 2 2 fei purpose

    1. 1. Festival Marketing WHY HAVE A FESTIVAL? Abigail Carney Associates 2010 Festival Marketing Workshop HCMC December 2010
    2. 2. Purpose <ul><li>What is the purpose of our festival? </li></ul><ul><li>What’s the scale of ambition ? </li></ul><ul><li>What will success ‘look like’ for us? </li></ul><ul><li>What are the drivers ? </li></ul><ul><li>We need to know! . . . </li></ul>Abigail Carney Associates 2010
    3. 3. Drivers <ul><li>Drivers are: </li></ul><ul><li>People, knowledge and conditions (such a market forces) that initiate & support activities for which the business was designed </li></ul>Abigail Carney Associates 2010
    4. 4. Drivers <ul><li>Drivers for the arts in Scotland tend to be </li></ul><ul><li>Cultural </li></ul><ul><li>Artistic </li></ul><ul><li>Social </li></ul><ul><li>Educational </li></ul><ul><li>Economic </li></ul><ul><li>Festivals in Scotland are generally funded by </li></ul><ul><li>Scottish government via agencies: </li></ul>
    5. 5. Drivers <ul><li>Drivers determine: </li></ul><ul><li>leadership </li></ul><ul><li>direction </li></ul><ul><li>content </li></ul><ul><li>stakeholders </li></ul><ul><li>partners </li></ul><ul><li>audiences </li></ul>Abigail Carney Associates 2010
    6. 6. Purpose <ul><li>Drivers also influence measures of success: </li></ul><ul><li>Profile? </li></ul><ul><li>Position in the market place? </li></ul><ul><li>Art form development? </li></ul><ul><li>Number & type of customers? </li></ul><ul><li>Public, private sector funding generated? </li></ul><ul><li>Income earned? </li></ul><ul><li>Range of stakeholders & partners? </li></ul>Abigail Carney Associates 2010
    7. 7. Purpose <ul><li>Let’s look at some examples . . . </li></ul>Abigail Carney Associates 2010
    8. 9. Lammermuir Festival <ul><li>Purpose </li></ul><ul><li>Lamp of Lothian Trust – charitable trust </li></ul><ul><li>Established1967 by Duchess of Hamilton </li></ul><ul><li>Patron Yehudi Menuhin </li></ul><ul><li>To encourage community events </li></ul><ul><li>Renovation of buildings for community activities </li></ul><ul><li>Music & youth involvement in music </li></ul><ul><li>Driver = community cohesion </li></ul>Abigail Carney Associates 2010
    9. 10. Lammermuir Festival <ul><li>Background – issues </li></ul><ul><li>Lamp of Lothian Trust summer concert series suffering from dwindling audiences </li></ul><ul><li>Local international arts consultant wishing to tackle lack of youth music opportunities </li></ul>Abigail Carney Associates 2010
    10. 11. Lammermuir Festival <ul><li>Background – opportunities </li></ul><ul><li>Three individuals – contacts & resources </li></ul><ul><li>Gap in region’s event calendar </li></ul><ul><li>Range of historic buildings for venues </li></ul><ul><li>Range of schools </li></ul><ul><li>Proposition – to create a new festival </li></ul><ul><li>Proposition met stakeholder needs </li></ul>Abigail Carney Associates 2010
    11. 13. Lammermuir Festival <ul><li>Aims </li></ul><ul><li>For visitors & residents of East Lothian to be inspired & uplifted by experiencing great music at the highest performance level in spectacular local venues </li></ul><ul><li>To bring the opportunity for economic benefits to local communities & to promote community cohesion </li></ul>Abigail Carney Associates 2010
    12. 14. Lammermuir Festival <ul><li>Aims </li></ul><ul><li>To contribute to East Lothian being recognised nationally & internationally as a vibrant year round visitor destination, supporting 2009 East Lothian Tourism Strategy </li></ul><ul><li>For young people to discover & develop their musical talents to the highest level by attending Festival concerts & taking part in our educational activities </li></ul>Abigail Carney Associates 2010
    13. 15. Lammermuir Festival <ul><li>Vision </li></ul><ul><li>To contribute to the development of East Lothian as a destination region to live, work and visit </li></ul><ul><li>Mission </li></ul><ul><li>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 </li></ul>Abigail Carney Associates 2010
    14. 17. Edinburgh Science Festival <ul><li>Purpose </li></ul><ul><li>Event promoter: EISF – educational charity </li></ul><ul><li>Established in 1989 funding City Council </li></ul><ul><li>To celebrate city of science & innovation </li></ul><ul><li>Scientific, cultural & educational activities </li></ul><ul><li>Drivers = economic, tourism, education </li></ul>Abigail Carney Associates 2010
    15. 18. Edinburgh Science Festival <ul><li>Background – issues </li></ul><ul><li>Edinburgh was a festival city </li></ul><ul><li>No celebration of sciences </li></ul><ul><li>Need to develop tourism shoulder months </li></ul>Abigail Carney Associates 2010
    16. 19. Edinburgh Science Festival <ul><li>Background – opportunities </li></ul><ul><li>Edinburgh reputation as a festival city </li></ul><ul><li>Edinburgh reputation for science / scientists </li></ul><ul><li>Scotland reputation for science / scientists </li></ul>Abigail Carney Associates 2010
    17. 20. Edinburgh Science Festival <ul><li>Edinburgh born scientists: </li></ul><ul><li>James Clerk Maxwell – electromagnetic theory </li></ul><ul><li>James Young Simpson – chloroform </li></ul><ul><li>Alexander Graham Bell – telephone </li></ul><ul><li>Marie Stopes – birth control </li></ul><ul><li>Wilmut & Campbell – Dolly the Sheep </li></ul>Abigail Carney Associates 2010
    18. 21. Edinburgh Science Festival <ul><li>Scottish born scientists: </li></ul><ul><li>John Logie Baird – television </li></ul><ul><li>John Loudon McAdam – tarmac </li></ul><ul><li>Kirkpatrick MacMillan – the bicycle </li></ul><ul><li>James Young – paraffin, first oil refinery </li></ul><ul><li>Sir Alexander Fleming – penicillin </li></ul>Abigail Carney Associates 2010
    19. 22. Edinburgh Science Festival <ul><li>Background – opportunities </li></ul><ul><li>Raise profile of Edinburgh year round </li></ul><ul><li>Develop April – tourism shoulder month </li></ul><ul><li>Stimulate local economy </li></ul>Abigail Carney Associates 2010
    20. 23. Edinburgh Science Festival <ul><li>Stakeholders & drivers: </li></ul><ul><li>Local council – economy </li></ul><ul><li>Tourism agency – visitors </li></ul><ul><li>Education institutions – profile </li></ul><ul><li>Government – profile </li></ul>Abigail Carney Associates 2010
    21. 24. Edinburgh Science Festival <ul><li>Partners & drivers: </li></ul><ul><li>Local venues – income, profile </li></ul><ul><li>Performers – income, audiences </li></ul><ul><li>Educators – young people </li></ul><ul><li>Businesses – income & customers </li></ul>Abigail Carney Associates 2010
    22. 25. Edinburgh Science Festival <ul><li>Proposition: </li></ul><ul><li>The world’s first science festival </li></ul><ul><li>For scientists to discuss & share their work </li></ul><ul><li>For people to discover science </li></ul><ul><li>Inaugural event 1989 </li></ul>Abigail Carney Associates 2010
    23. 26. Edinburgh Science Festival <ul><li>Vision </li></ul><ul><li>A world where the wonder & value of science & technology is recognised & celebrated in order to achieve a brighter & more sustainable future </li></ul><ul><li>Mission </li></ul><ul><li>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 </li></ul>Abigail Carney Associates 2010
    24. 28. Imaginate Children’s Festival <ul><li>Background – issues </li></ul><ul><li>Little high quality performing arts for children </li></ul><ul><li>Few professional performing arts companies </li></ul><ul><li>Edinburgh was a festival city </li></ul><ul><li>Nothing showcasing quality arts for children </li></ul>Abigail Carney Associates 2010
    25. 29. Imaginate Children’s Festival <ul><li>Background – opportunities </li></ul><ul><li>Edinburgh is a festival city </li></ul><ul><li>Gap in provision for children & young people </li></ul><ul><li>Audience group attracts stakeholders – funding </li></ul><ul><li>Royal support – Princess Margaret </li></ul><ul><li>Large family audience </li></ul><ul><li>Large schools audience </li></ul><ul><li>Platform to stimulate Scottish companies </li></ul>Abigail Carney Associates 2010
    26. 30. Imaginate Children’s Festival <ul><li>Purpose </li></ul><ul><li>UK’s first arts festival for children </li></ul><ul><li>Based in a park in tents in the city </li></ul><ul><li>Public holiday, weekend & week day events </li></ul><ul><li>Attract families and schools </li></ul><ul><li>Scottish International Children’s Festival 1990 </li></ul>Abigail Carney Associates 2010
    27. 31. Imaginate Children’s Festival <ul><li>Proposition </li></ul><ul><li>1990 – 1998 huge success </li></ul><ul><li>World class performing arts festival for children </li></ul><ul><li>But </li></ul><ul><li>Huge issues with location & weather </li></ul><ul><li>Affecting customer experience </li></ul><ul><li>Restricting choice of shows </li></ul>Abigail Carney Associates 2010
    28. 32. Imaginate Children’s Festival <ul><li>2000: </li></ul><ul><li>Creation of parent company to develop art form </li></ul><ul><li>Moved festival into Edinburgh theatres </li></ul><ul><li>Won backing of major sponsor </li></ul><ul><li>2000 Bank of Scotland Children’s Festival </li></ul>Abigail Carney Associates 2010
    29. 33. Imaginate Children’s Festival <ul><li>Stakeholders & drivers: </li></ul><ul><li>Scottish Arts Council – arts dev & audience dev </li></ul><ul><li>Local city council – social, educational </li></ul>Abigail Carney Associates 2010
    30. 34. Imaginate Children’s Festival <ul><li>Partners & drivers: </li></ul><ul><li>International performers – UK showcase </li></ul><ul><li>Scottish performers – international showcase </li></ul><ul><li>Venues – audiences, income & profile </li></ul><ul><li>Schools – educational, social development </li></ul><ul><li>International industry – promoters’ opportunities </li></ul><ul><li>Major sponsor – corporate responsibility, PR, brand </li></ul>Abigail Carney Associates 2010
    31. 35. Imaginate Children’s Festival <ul><li>Imaginate Vision </li></ul><ul><li>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 </li></ul>Abigail Carney Associates 2010
    32. 36. Imaginate Children’s Festival <ul><li>Mission </li></ul><ul><li>Imaginate will achieve this by producing </li></ul><ul><li>a world class performing arts festival </li></ul><ul><li>an annual tour of festival performances </li></ul><ul><li>a showcase of Scottish work </li></ul><ul><li>a portfolio of professional performing arts sector development opportunities </li></ul>Abigail Carney Associates 2010
    33. 37. Common Festival Drivers <ul><li>So, festivals deliver: </li></ul><ul><li>Artistic </li></ul><ul><li>Educational </li></ul><ul><li>Social </li></ul><ul><li>Tourism </li></ul><ul><li>Economic development </li></ul><ul><li>Results! </li></ul>Abigail Carney Associates 2010
    34. 38. Common Festival Drivers <ul><li>Key ingredients for success have to be: </li></ul><ul><li>Local connections = </li></ul><ul><li>Real meaning = </li></ul><ul><li>Authentic experience = </li></ul><ul><li>Sustainable event </li></ul>Abigail Carney Associates 2010
    35. 39. Exercise <ul><li>Look at your event </li></ul><ul><li>What is the purpose? </li></ul><ul><li>What are the drivers? </li></ul><ul><li>Who are the partners? </li></ul><ul><li>What are they looking for? </li></ul><ul><li>Is there a vision statement? </li></ul><ul><li>Is there a mission statement? </li></ul>Abigail Carney Associates 2010
    36. 40. Sharing <ul><li>Feedback on exercise </li></ul><ul><li>Considerations? </li></ul><ul><li>Concerns? </li></ul>Abigail Carney Associates 2010
    37. 41. <ul><li>Useful planning tool </li></ul>Abigail Carney Associates 2010
    38. 42. Planning tools <ul><li>We need to ask ‘what is the world like’? </li></ul><ul><li>Political, economic, social, technological? </li></ul><ul><li>We need to ask ‘what is our situation like’? </li></ul><ul><li>What are the strengths & weaknesses </li></ul><ul><li>What are the opportunities & threats </li></ul><ul><li>These affect our ability to do what we need to do </li></ul>Abigail Carney Associates 2010
    39. 43. Planning tools <ul><li>P.E.S.T. analysis </li></ul><ul><li>Political </li></ul><ul><li>Economic </li></ul><ul><li>Social </li></ul><ul><li>Technological development </li></ul>Abigail Carney Associates 2010
    40. 44. Planning tools <ul><li>S.W.O.T. analysis: </li></ul><ul><li>Strengths – internal </li></ul><ul><li>Weaknesses – internal </li></ul><ul><li>Opportunities – external </li></ul><ul><li>Threats – external </li></ul><ul><li>Observation / evidence / action? </li></ul>Abigail Carney Associates 2010
    41. 45. So where are we? <ul><li>We must understand the purpose & drivers of our festival at the outset </li></ul><ul><li>These determine scale of ambition, direction & leadership, festival content </li></ul><ul><li>These enable us to identify stakeholders, partners & customers </li></ul><ul><li>Vision & mission statements are useful ways to communicate the purpose of the festival internally & externally </li></ul>Abigail Carney Associates 2010
    42. 46. Purpose <ul><li>We need to determine what success will look like for us </li></ul><ul><li>But also for our customers </li></ul><ul><li>They will be different </li></ul>Abigail Carney Associates 2010
    43. 47. Purpose <ul><li>To be a success in the eyes of our customers we need to meet their needs </li></ul><ul><li>If we meet their needs they will return & tell their friends & we will have a successful event </li></ul>Abigail Carney Associates 2010
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