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Innibos

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  • 1. NORTH-WEST UNIVERSITY POTCHEFSTROOM CAMPUS PRIVATE BAG X6001 POTCHEFSTROOM 2520 Tel +27 18 299 1810 Fax +27 18 299 4140 E-mail: Melville.Saayman@nwu.ac.za Dr Martinette Kruger, Mr Marco Scholtz, Prof Melville Saayman & Prof Andrea SaaymanCopyright © 2012 Tourism Research in Economic Environs & Society i
  • 2. AcknowledgementsThe authors would like to thank the following individuals and institutions: Ms Sandra Jacobs of Innibos management for her help in providing us with quality information and support. All the festinos for their participation and cooperation in completing the questionnaires. The NRF for co-funding. Philna Scholtz for organising accommodation for the fieldworkers. Ms S Oberholzer for managing the collation of the data. The following students from the North-West University for the distribution of the questionnaires: Ms D Venter Ms N Jacobs Ms M Benade Ms B Niemand Ms B Swanepoel Ms Cecile van Zyl for the language editing. ii
  • 3. Table of contents1. INTRODUCTION 12. RESEARCH AIM 13. METHOD OF RESEARCH 34. PROFILE OF VISITORS TO INNIBOS ARTS FESTIVAL 44.1 Gender 44.2 Age groups 54.3 Language 64.4 Occupation 64.5 Annual gross income 64.6 Province of residence 74.7 Number of people in travelling group 84.8 Number of people paid for 94.9 Days spent at the Festival 94.10 Nights in Nelspruit 104.11 Type of accommodation 104.12 Expenditure per group 124.13 Number of tickets purchased for shows 134.14 Preferred type of shows 144.15 Festival as main reason for visit to Nelspruit 144.16 Other festivals attended 154.17 Decisions to attend Festival 164.17.1 Type of decision 164.17.2 Initiator of trip 164.18 Sponsors associated with Innibos 174.19 Number of visits to the Festival 184.20 Motivation to attend the Festival 184.21 Types of media 194.22 Repeat visits to Festival 204.23 Factors that classify national arts festivals 214.24 Degree of exposure to the arts during childhood 234.25 Perception of Innibos’ contribution to the arts 244.25.1 Innibos’ contribution to the arts 244.25.2 Perceptions of Innibos’ contribution to the arts 284.25.3 Personal involvement in the arts 29 iii
  • 4. 5. ECONOMIC CONTRIBUTION 30 5.1 The number of visitors and length of stay 30 5.2 The magnitude of spending 31 5.3 Economic contribution 31 6. CONCLUSIONS AND RECOMMENDATIONS 34 6.1 Profile of visitors 34 6 CONCLUSIONS AND RECOMMENDATIONS 25 6.1 Profile of the visitors 25 6.2 Conclusions 26 6.3 Recommendations 27 List of figuresFigure 1: Gender 4Figure 2: Occupation 6Figure 3: Annual gross income 7Figure 4: Festival as main reason for visit to Nelspruit 15Figure 5: Other festivals attended 15Figure 6: Decision to attend Festival 16Figure 7: Initiator of attendance 17Figure 8: Repeat visits to Festival 21Figure 9: Exposure 23 iv
  • 5. List of tablesTable 1: Ticket sales in 2005-2012 1Table 2: Comparison between studies done 2004-2012: Gender 4Table 3: Comparison between studies done 2004-2012: Age groups 5Table 4: Language 5Table 5: Province of residence 7Table 6: Number of people in travelling group 8Table 7: Size of the travelling party 2004-2012 8Table 8: Number of people paid for (2011 & 2012) 9Table 9: Comparison between surveys 2004-2012: Number of days spent at 9 the FestivalTable 10: Comparison between surveys 2004-2012: Number of days spent at 10 the FestivalTable 11: Type of accommodation 10Table 12: Expenditure per group 11Table 13: Comparison of expenditure per group 2004-2012 12Table 14: Number of tickets purchased for shows 13Table 15: Preferred types of shows 13Table 16: Number of visits to the Festival 18Table 17: Motivation to attend the Festival 18Table 18: Types of media 20Table 19: Factors classifying Festival 22Table 20: The degree in which Innibos contribution towards the promotion of 24 the performing artsTable 21: The degree to which Innibos contributes towards the promotion of 26 the visual artsTable 22: Perception of Innibos’ contribution to the arts 28Table 23: Personal involvement in the arts 29Table 24: Profile of an average Innibos visitor 2011 & 2012 32 v
  • 6. 1. IntroductionThe Innibos Arts Festival celebrated its ninth year in 2012. It has grown from an attendance of25 000 in 2004 to almost 90 000 in 2007. Innibos also hosts an array of theatre, cabaret,classical and rock productions at various venues in and around Nelspruit. The visual arts arealso well represented, including an arts meander and several art exhibitions. The Festival isbased on the structure of the Klein Karoo National Arts Festival and the Aardklop National ArtsFestival, but is packaged to ensure a competitive edge for the occasion. In essence, theFestival is an Afrikaans arts festival with a Portuguese influence. Some jazz and classicalmusic productions pay no heed to cultural borders. Similar research has been conducted since2004 and comparisons were therefore made between the surveys to identify changes in theprofile as well as trends. The table below (Table 1) shows a gradual decline in visitor numberssince 2009. It is important to increase the number of visitors as this has an influence on theeconomic impact of the Festival.Table 1: Ticket sales in 2005-2012 YEAR SHOW TICKETS (EXCLUDING TERRAIN TICKETS)2005 21 0002007 21 6222008 23 0002009 19 6552010 13 0492011 14 1002012 14 000 1
  • 7. 2. Research aimArts festivals have become important in the South African society because of a growing needamong the broader public for various forms of art. These festivals in general are important formany reasons, some of which are: to sustain different forms of art; to contribute to the livelihood of artists; to grow regional and local economies; to promote specific destinations; and to create specific images of these destinations.Continuous growth of festivals in South Africa is ensured as government supports andpromotes them as part of its strategy for economic development. However, the sustainability ofthe festivals has become questionable as many of these festivals compete for similar tourismmarkets. Does the same group of people attend one festival after another, or is it a differentgroup of people attending different festivals? These are the questions that contributed to thissurvey and needed answering. This survey is one in a series that was undertaken by TourismResearch in Economic Environs and Society (TREES) at the North-West University. Asmentioned above, it has become important to unlock information pertaining to the profile offestinos, as well as the impact of the Festival on the economy of Nelspruit and the MbombelaArea. This information can contribute to the sustainability of the Festival, especially in terms ofits marketing value. The profile can help organisers focus on a specific market instead of usinga shotgun approach.This research focused on the following objectives: To determine the profile of visitors/tourists to Innibos Arts Festival: o Who visits the Festival? o Where do the visitors come from? o How much money is spent at the Festival? o What is the size of the travel group? o In which activities do visitors participate and what is the frequency of participation? To determine the economic value of the Festival for Nelspruit: o What are the spending patterns of the visitors? 2
  • 8. 3. Method of researchIn order to determine the profile of festinos as well as the economic impact of Innibos ArtsFestival, a questionnaire was used. In total, 471 questionnaires were completed by means ofavailability sampling over three days of the Festival (27 to 30 June 2012). Questionnaires weredistributed among the different venues and main festival grounds to ensure that all festinos hadan equal opportunity to participate. Questionnaires were also completed at the main festivalgrounds and venues where fieldworkers moved around in order to minimise bias. During thesurvey, fieldworkers approached the respondents and explained the goal of the survey as wellas the questionnaire. Hereafter the profile of the visitors to the Festival will be discussed. 3
  • 9. 4. Profile of visitors to the Innibos Arts FestivalThis section focuses on analysing the profile of visitors to Innibos Arts Festival. The profile canbe useful in determining marketing strategies and programme planning. DEMOGRAPHIC PROFILE4.1 Gender 64% 36% Male FemaleFigure 1: GenderAccording to Figure 1, 64% of respondents were female, while 36% were male. Thiscorresponds well with previous surveys where females were also the majority (Table 2).Table 2: Comparison between studies done 2004-2012: GenderGENDER 2004 2005 2006 2007 2008 2009 2010 2011 2012Male 48% 41% 41% 45% 35% 40% 37% 42% 36%Female 52% 59% 59% 55% 65% 60% 63% 58% 64% 4
  • 10. 4.2 Age groupsThe highest categories of visitors to the Innibos Arts Festival in 2012 were visitors between 46and 60 years of age (27%) and visitors who were between 36 and 45 years. Twenty percent(20%) were between 26 and 35 years of age, while 17% were between 18 and 25 and 10%were 61 or older (Table 3). The average age of the visitors at the Festival in 2012 was 41.29years, which is much older than 2011’s average of 33.9 years and 2010’s 37.9 years.Table 3: Comparison between studies done from 2004-2012: Age groupsAGE GROUPS 2004 2005 2006 2007 2008 2009 2010 2011 201218-25 years 32% 32% 28% 38% 24% 40% 22% 41% 17%26-35 years 17% 24% 22% 20% 21% 20% 21% 22% 20%36-45 years 18% 17% 21% 24% 26% 20% 27% 15% 26%46-60 years 8% 19% 24% 15% 24% 15% 24% 16% 27%61+ years 8% 8% 5% 3% 5% 5% 6% 6% 10%4.3 LanguageTable 4 indicates that the Festival continues to attract a very high percentage of Afrikaans-speaking people (90%), which corresponds with the results obtained since 2004. English-speaking visitors accounted for 9% of festinos, while 1% spoke other languages, whichincluded French, German and Greek.Table 4: LanguageLANGUAGE 2004 2005 2006 2007 2008 2009 2010 2011 2012Afrikaans 84% 83% 84% 86% 94% 96% 90% 94% 90%English 7% 13% 13% 13% 4% 4% 9% 5% 9%Other 5% 2% 2% 1% 2% 0% 1% 1% 1% 5
  • 11. 4.4 OccupationNineteen percent (19%) of the visitors at the Festival were in a professional occupation,followed by 16% who were self-employed, 15% who were in a managerial position, 12% whowere in sales, and 7% who respectively were housewives, pensioners or students (Figure 2).Technical as well as sales staff accounted for 5% of the respondents respectively, followed by4% who were educators. Other occupations (3%) as indicated by respondents included:draughtsmen, farmers, a graphic designer, a paramedic, a pilot and a professional hunter. Other 3% Unemployed 0% Student 7% Pensioner 7% House wife 7% Education 4% Administrative 12% Sales 5% Technical 5% Self-employed 16% Management 15% Professional 19%Figure 2: Occupation4.5 Annual gross incomeTwenty percent (20%) of respondents (according to Figure 3) earn an annual income ofbetween R20 001 and R140 000 and 16% earn respectively more than R552 001 per annumand R140 001 and R221 000. Fifteen percent (15%) earn between R221 001 and R305 000and 14% earn less than R20 000. Twelve percent (12%) earn between R305 001 and R431000, while 7% earn between R431 001 and R552 000. 6
  • 12. >= R552 001 16% R431 001-R552 000 7% R305 001-R431 000 12% R221 001-R305 000 15% R140 001-R221 000 16% R20 001-R140 000 20% <= R20 000 14%Figure 3: Annual gross income4.6 Province of residenceForty-eight percent (48%) of the respondents were from Mpumalanga, with the second highestnumber of visitors travelling from Gauteng (35%) (see Table 5). Five percent (5%) travelledfrom the Limpopo Province, 4% from the North West Province and 3% from KwaZulu-Natal.Respondents from the Free State and Western Cape accounted for 2% each, while only 1% ofrespondents were from the Northern Cape. There were no respondents from the Eastern Cape.Less than 1% was foreign visitors. When comparing the results with those from previous years,Mpumalanga and Gauteng remain the Festival’s main target market.Table 5: Province of residencePROVINCE 2004 2005 2006 2007 2008 2009 2010 2011 2012Mpumalanga 48% 56% 65% 67% 65% 53% 55% 43% 48%Gauteng 31% 29% 24% 19% 26% 33% 30% 34% 35%North West 6% 3% 2% 3% 2% 3% 3% 6% 4%Free State 4% 2% 1% 3% 2% 3% 3% 3% 2%KwaZulu-Natal 3.5% 2% 0.5% 2% 1% 2% 2% 6% 3%Western Cape 3% 4% 2% 2% 1% 1% 1% 2% 2%Limpopo 3% 3% 4% 2.5% 3% 3% 5% 5% 5%Eastern Cape 0.6% 0.7% 0.8% 0.5% 0% 1% 0% 0% 0%Northern Cape 0.3% 0.3% 0.5% 0.5% 0% 0% 0% 0% 1%Outside RSA 0.6% 1% 0.2% 0.5% 0% 1% 1% 1% 0% 7
  • 13. ECONOMIC PROFILE 4.7 Number of people in travelling group As indicated in Table 6, most of visitors at the Innibos Arts Festival in 2012 travelled in a group of two people (30%) or with a group of four persons (21%). Sixteen percent (16%) of the visitors attended the Festival in groups of three persons, followed by 11% who travelled with five persons and 6% who travelled with six persons (see Table 6). The average size of the visitors’ travelling groups to the Festival in 2012 was 4.17 persons, which is a decline from 2011’s 6.15 persons average as well as 2010’s 4.5 person average. Table 6: Number of people in travelling group PEOPLE IN GROUP PERCENTAGE 2012 1 person 5% 2 people 30% 3 people 16% 4 people 21% 5 people 11% 6 people 6% 7 people 2% 8 people 2% 9 people 0% 10 people 2% 11 people 0% 12 people 2% 14 people 0% 15+ people 3% According to Table 7, visitors to the Festival in 2012 travelled in groups of three to four persons (37%) or one to two persons (35%). Travelling group size is smaller than in 2011. Table 7: Size of the travelling party 2004-2012SIZE OF TRAVELLING PARTY 2004 2005 2006 2007 2008 2009 2010 2011 20121-2 people 39% 27% 31% 30% 32% 38% 35% 28% 35%3-4 people 33% 31% 35% 37% 37% 29% 32% 31% 37%5+ people 28% 42% 34% 33% 31% 33% 33% 41% 28% 8
  • 14. 4.8 Number of people paid for According to Table 8, the majority of respondents (37%) were financially responsible for two persons. Paying for one person accounted for 20% of the respondents, while 14% were financially responsible for three and four persons respectively. Five percent (5%) paid for five persons, while 4% were financially responsible for no-one. The average number of people paid for in 2012 was 2.57 persons, which matches 2011’s result, but is lower than 2010’s average of 2.9 persons. Table 8: Number of people paid for (2011 & 2012) NUMBER OF PEOPLE PERCENTAGE 2011 PERCENTAGE 2012 None 6% 4% 1 person 29% 20% 2 persons 33% 37% 3 persons 12% 14% 4 persons 10% 14% 5 persons 4% 5% 6 persons 3% 3% 7 persons 1% 0% 8 persons 1% 1% 9 persons 0% 0% 10+ persons 1% 2% 4.9 Days spent at Festival Table 9: Comparison between surveys 2004-2012: Number of days spent at the FestivalDAYS SPENT AT THE FESTIVAL 2004 2005 2006 2007 2008 2009 2010 2011 2012One day 12% 17% 17% 13% 15% 20% 33% 21% 25%Two days 15% 17% 18% 13% 22% 18% 25% 20% 25%Three days 13% 18% 20% 18% 19% 18% 22% 21% 19%Four days 60% 48% 45% 56% 44% 41% 19% 20% 21%Five+ days - - - - - - 3% 38% 10% According to Table 9, 25% of the respondents respectively spent one or two days at the Festival, followed by 21% who spent four days or more and 19% who spent three days at the Festival. The average number of days spent at the Festival in 2012 was 2.67 days, which is the same as 2010 and 2011’s average. 9
  • 15. 4.10 Nights in NelspruitAs shown in Table 10, 29% of visitors attending Innibos Arts Festival stayed in Nelspruit for fournights or more, while 25% of respondents were day visitors (did not overnight in Nelspruit).Twenty-three percent (23%) of respondents stayed for two nights, 15% for three nights and 8%stayed for one night. The average length of stay in Nelspruit during the Festival in 2012 was 2.4nights, which is the same as 2011’s average.Table 10: Comparison between surveys 2004-2007, 2009-2012: Number of nights spent in NelspruitNUMBER OF NIGHTS IN NELSPRUIT 2004 2005 2006 2007 2009 2010 2011 2012None - - - - - 12% 35% 25%One night 12% 8% 10% 13% 21% 11% 6% 8%Two nights 9% 19% 21% 13% 21% 26% 17% 23%Three nights 16% 16% 17% 18% 19% 26% 12% 15%Four+ nights 63% 57% 51% 56% 39% 25% 30% 29%4.11 Type of accommodationTable 11: Type of accommodation TYPE OF ACCOMMODATION PERCENTAGE 2011 PERCENTAGE 2012 Local resident 31% 31% Family or friends 29% 25% Guesthouse or B&B 17% 21% Hotel 6% 6% Camping 7% 3% Rent entire house 0% 3% Day visitor 5% 6% Hostel 1% 2% Other 4% 3%It is clear from the information reflected in Table 11 that 31% of the visitors to the Festival wereresidents of the area and therefore did not make use of paid accommodation. Other visitorspreferred to stay with family or friends (25%) or in guesthouses and B&Bs (21%). Six percent(6%) of the respondents indicated that they respectively stayed in hotels or were day visitors.Three percent (3%) respectively camped or rented an entire house, while 2% stayed in ahostel. Other accommodation (3%) used included backpackers, lodges and timeshare. 10
  • 16. 4.12 Expenditure per groupTable 12: Expenditure per group ITEMS AVERAGE SPENT PER ITEM Entrance fee R 288.50 Accommodation R 716.41 Food and restaurants R 522.04 Beverages R 414.86 Shows R 173.96 Retail shopping R 368.76 Shopping at stalls R 402.83 Transport (return) R 409.43 Parking R 34.71 Other R 25.53 TOTAL R 3 357.03The average spending of the visitors per group was R3 357.03 (Table 12). The highestspending categories included accommodation (R716.41), food and restaurants (R552.04),beverages (R414.86), transport (R409.43) and shopping at stalls (R402.83). When comparing2012’s spending to that of the previous years’ surveys, 2012 was the year with the highestspending thus far (Table 13). This year’s spending was 20% higher than that of 2011. 11
  • 17. Table 13: Comparison of expenditure per group 2004-2012 AVERAGE AVERAGE AVERAGE AVERAGE AVERAGE AVERAGE AVERAGE AVERAGE AVERAGESPENDING CATEGORY AMOUNT AMOUNT AMOUNT AMOUNT AMOUNT AMOUNT AMOUNT AMOUNT AMOUNT 2004 2005 2006 2007 2008 2009 2010 2011 2012Show tickets R89.23 R159.69 R147.92 R84.12 R311.93 R242.88. R186.05 R126.22 R 173.96Accommodation R168.28 R145.25 R148.36 R150.62 R269.66 R265.37 R583.14 R421.41 R 716.41Food and restaurants R154.25 R192.66 R222.29 R164.27 R281.40 R248.18 R456.77 R463.17 R 522.04Transport R69.12 R56.76 R66.69 R106.33 R72.38 R107.48 R257.53 R259.46 R 409.43Alcoholic drinks R45.57 R154.29 R104.23 R210.92 R208.77 R234.76 R423.45 R540.71 R 414.86Non-alcoholic drinks R38.23 R50.28 R52.68 R52.81 R97.85 R95.54 R123.53Shopping at retail stores R91.39 R103.06 R127.24 R96.74 R165.26 R116.05 R274.60 R285.83 R 368.76Tobacco products R5.93 R35.24 R32.83 R17.71 R24.19 - - - -Souvenirs and gifts/ Shopping at R77.50 R74.16 R131.58 R109.39 R116.95 R207.83 R371.30 R282.51 -stallsParking R2.33 R15.70 R15.02 R14.19 R0.00 R16.54 R26.43 R27.46 R 34.71Other R23.53 R74.90 R0.00 R43.67 R84.05 R133.25 R78.38 R108.47 R 25.53Gate/Entrance fees R94.60 R45.00 R150.75 R206.59 R333.23 R283.95 R 288.50TOTAL R 765.38 R1 062.11 R1 048.84 R1 095.76 R1 783.19 R1 875.24 R3 114.41 R2 799.20 R3 357.03 12
  • 18. 11
  • 19. 4.13 Number of tickets purchased for showsTable 14: Number of tickets purchased for shows NUMBER OF TICKETS PERCENTAGE 2011 PERCENTAGE 2012 None 52% 44% One ticket 7% 5% Two tickets 16% 14% Three tickets 7% 8% Four tickets 7% 12% Five tickets 3% 4% Six tickets 2% 5% Seven tickets 1% 1% Eight tickets 1% 3% Nine tickets 0% 0% Ten tickets 2% 1% Twelve tickets 2% 3%According to Table 14, the single highest category of visitors to the Innibos Arts Festival did notpurchase any tickets for shows (44%). Of the respondents who did purchase tickets, 14%indicated that they purchased two tickets, followed by 12% who respectively purchased fourtickets and 8% who purchased three tickets. Five percent (5%) respectively purchased one orsix tickets. The average number of tickets purchased for shows in 2012 was 1.9, which is higherthan 2011’s 1.85 average. 13
  • 20. CONSUMER PROFILE4.14 Preferred types of showsTable 15: Preferred types of shows 2011 2012 TYPE OF SHOWS YES NO YES NO Drama 12% 88% 11% 89% Word art and poetry 5% 95% 5% 95% Children’s theatre 8% 92% 8% 92% Theatre discussions 8% 92% 7% 93% Music theatre and cabaret 23% 77% 23% 77% Classical music 15% 85% 6% 94% Choir and ensemble 9% 91% 5% 95% Rock 24% 76% 11% 89% Visual art and exhibition 21% 79% 10% 90% Comedy 29% 71% 30% 70% Other 7% 93% 4% 96%Table 15 shows that the most popular type of show attended by visitors was comedies (30%),followed by musical theatre and cabaret (23%) as well as drama and rock (11% each). Tenpercent (10%) prefer visual art and exhibition, 8% prefer children’s theatre and 7% prefertheatre productions. Other less popular genres included classical music (6%), word art andpoetry (5%), choir and ensemble (5%) and other genres (4%) such as dog shows.4.15 Festival as main reason for visit to NelspruitFifty-five percent (55%) of the respondents indicated that the Festival was their main reason forvisiting Nelspruit, while 25% indicated that it was not (Figure 4). Twenty percent (20%) of thefestinos were local residents. 14
  • 21. Local 20% Yes 55% No 25%Figure 4: Festival as main reason for visit to Nelspruit4.16 Other festivals attendedVisitors indicated that they also attend the Aardklop National Arts Festival (33%), followed bythe KKNK (18%) (see Figure 5). Eight percent (8%) of the visitors indicated that they attendedother festivals such as Oppikoppi and the Crayfish festival. Four percent (4%) of respondentsalso attended Vryfees and 3% attended the Grahamstown Arts Festival. 33% 18% 8% 3% 4% KKNK Grahamstown Vryfees Aardklop OtherFigure 5: Other festivals attended 15
  • 22. 4.17 Decision to attend FestivalIn this section, respondents were asked when the decision was taken to visit the Festival, aswell as who initiated the trip to Nelspruit. 4.17.1 Type of decision Other 11% More than a month ago 43% Less than a month ago 15% Spontaneous decision 31%Figure 6: Decision to attend FestivalAccording to Figure 6, the majority of visitors (43%) to the Innibos Arts Festival made theirdecision to attend the Festival more than a month ago. Thirty-one percent (31%) indicated thatit was a spontaneous decision, while 15% made their decision to attend less than a month ago.Eleven percent (11%) (Other) indicated that they made their decision right after last years’festival and that it was an annual commitment. 4.17.2 Initiator of tripIt is clear from Figure 7 that the majority of respondents (49%) at the Innibos National ArtsFestival in Nelspruit in 2012 initiated the trip to the Festival themselves, followed by friends(25%), spouses or family (25% each) and media (4%) who initiated the trip. One percent (1%) oftrips was initiated by respondents’ boyfriends or girlfriends. 16
  • 23. 49% 25% 16% 16% 7% 4% 1% Self Spouse Media Friends Children Family OtherFigure 7: Initiator of attendance4.18 Sponsors associated with InnibosRespondents were asked to indicate the sponsors that they associate with the Festival. Thefollowing were the most popular: • Jacaranda FM; • Standard Bank; • Klipdrift; • Coca-Cola; • Huisgenoot; • MK; • Beeld; • KykNET; • Windhoek Lager; and • Castle. 17
  • 24. 4.19 Number of visits to FestivalEven though this Festival was nine years old in 2012, it is interesting to note that it still attracts ahigh number of first-time visitors (33%). Sixteen percent (16%) of the visitors have attended thisFestival twice and 13% have been attending the Festival since it started nine years ago. Twelvepercent (12%) attended the Festival for the third time, 8% for the fourth time and 6% for the fifthtime (Table 16). The average number of times that the visitors have attended this Festival was3.63 times, which is more than 2011’s average of 2.52 times and 2010’s 2.6 times.Table 16: Number of visits to the FestivalNUMBER OF VISITS 2011 2012First time 31% 33%Twice 17% 16%3 Times 17% 12%4 Times 11% 8%5 Times 12% 6%6 Times 6% 3%7 Times 3% 3%8 Times 3% 5%9 Times - 13%4.20 Motivation to attend the FestivalThis question focused on the motivating factors for attending the Innibos Arts Festival. Thisinformation can be used when developing marketing strategies for specific markets.Table 17: Motivation to attend the Festival Not at all Less Very Extremely MOTIVATIONAL FACTORS Important important important important importantTo get away from routine 7% 7% 23% 20% 43%To relax 4% 3% 15% 28% 50%To spend time with family 9% 8% 16% 24% 43%To spend time with friends 7% 8% 18% 28% 39%To meet new people 26% 21% 23% 14% 16% 18
  • 25. Innibos is different to other festivals 8% 9% 26% 21% 36%Variety of productions 7% 13% 24% 28% 28%Quality productions 8% 7% 19% 34% 32%Sociable festival 2% 2% 14% 35% 47%Ticket prices are reasonable 8% 11% 27% 24% 30%It is the closest festival for me 24% 13% 18% 16% 29%To the benefit of my children 36% 8% 18% 16% 22%To see well-known performers 9% 5% 22% 27% 37%To support the food stalls 15% 19% 32% 18% 16%To support the stalls 13% 16% 30% 24% 17%To buy art 41% 19% 17% 14% 9%It is an annual commitment 19% 8% 19% 20% 34%To explore the environment 27% 17% 27% 15% 14%It is primarily an Afrikaans festival 7% 3% 13% 20% 57%The following reasons for visiting the Innibos Arts Festival (Table 17) may be considered asimportant to extremely important: • Sociable festival 96% • To relax 93% • It is primarily an Afrikaans festival 90% • To get away from routine 86% • To see well-known performers 86% • To spend time with friends 85% • Quality productions 85% • To spend time with family 83% • Innibos is different to other festivals 83% • Ticket prices are reasonable 81% • Variety of productions 80%The only aspect that was considered less important to not at all important was to buy art (60%).4.21 Types of mediaWhen asked, “Where did you hear about the Festival?”, visitors indicated that they had mostlyheard about the Festival from the radio (42%), followed by word-of-mouth (37%), newspapers 19
  • 26. and television (28% each) and magazines (19%) (Table 12). When compared to 2011, mediahad a weaker impact when it came to informing respondents about the Festival. Radio as wellas word-of-mouth remained the two most important marketing tools.Table 18: Types of media 2011 2012TYPES OF MEDIA YES NO YES NOTelevision 47% 53% 28% 72%Radio 56% 44% 42% 58%Festival website 37% 63% 15% 85%Email 15% 85% 5% 95%Newsletter 11% 89% 2% 98%Magazines 26% 74% 19% 81%Newspapers 38% 62% 28% 72%Word-of-mouth (from family and friends) 42% 58% 37% 63%Blogs - - 3% 97%Facebook - - 13% 87%Twitter - - 4% 96%Other 16% 84% 6% 94%4.22 Repeat visits to FestivalOn the question whether respondents will attend the Festival again, the majority of therespondents indicated that they would definitely visit the Festival again (92%). Seven percent(7%) were uncertain about returning and only 1% said that they would not return (Figure 8). 20
  • 27. Perhaps No, definitely not 7% 1% Yes, definitely 92%Figure 8: Repeat visits to Festival4.23 Factors that classify national arts festivalsRespondents were asked to indicate how important certain aspects are when classifying anational arts festival. The respondents rated the following aspects as important to extremelyimportant: • Festival has to attract people further than just the surrounding 95% areas • Festival has to be an annual event 95% • Festival has to be at least three days long 94% • Festival has to cater to a variety of target markets, e.g. 93% children, youth and families • The festival has to give professional and amateur artists 92% exposure • The Festival has to promote the arts in general 92%Respondents felt that all aspects were important for the classification of an arts festival. 21
  • 28. Table 19: Factors classifying Festival Not at all Less Very ExtremelyASPECT Important important important important importantFestival has to present at least five different 8% 7% 28% 18% 39%genresFestival has to present a variety of visual 5% 8% 26% 26% 35%and performing artsFestival has to present at least 80 8% 17% 34% 17% 24%productionsFestival has to have recognisable sponsors 11% 11% 26% 22% 30%as main sponsorsFestival has to primarily present theatre 14% 18% 35% 17% 16%productionsFestival has to cater to a variety of target 4% 3% 17% 29% 47%markets, e.g. children, youth and familiesFestival has to be an annual event 3% 2% 12% 21% 62%Festival has to be at least three days long 3% 3% 16% 21% 57%The festival has to give professional and 4% 4% 20% 28% 44%amateur artists exposureFestival has to enhance a certain culture 7% 7% 18% 26% 42%The number of attendees to the Festival 9% 11% 32% 20% 28%has to be at least 50 000 and moreThe Festival has to promote the arts in 4% 4% 23% 30% 39%generalFestival has to attract people further than 3% 2% 17% 23% 55%just the surrounding areas 22
  • 29. CONTRIBUTION OF THE FESTIVAL TOWARDS THE ARTS4.24 Degree of exposure to the arts during childhoodForty-one percent (41%) of respondents were moderately exposed to the arts duringtheir childhood, followed by 37% who had little exposure and 22% who were exposed tothe arts to a larger extent (22%) (Figure 9). A great deal Little 22% 37% Moderate 41%Figure 9: Exposure 23
  • 30. 4.25 Perception of Innibos’ contribution to the arts 4.25.1 Innibos’ contribution to the artsTable 20: The degree in which Innibos contributes towards the promotion of the performing arts INNIBOS’ CONTRIBUTION TO I agree I agree to PERFORMING ARTS I do not to a I fully I agree a greater (THEATRE, DANCE AND agree lesser agree extent MUSIC) extent Innibos inspires people to become actors, dancers and 4% 17% 38% 20% 21% singers. Innibos encourages people to attend more theatre, music and 1% 2% 20% 27% 50% dance productions. Innibos influences people to join art associations (e.g. dance and 4% 24% 37% 18% 17% theatre groups). Innibos contributes to an increase in ticket sales of dance-, 1% 5% 25% 31% 38% theatre- and music productions. Innibos contributes to more employment opportunities for 38% 1% 7% 24% 30% individuals within the theatre-, dance- and music industries. Innibos contributes to a more stable income for individuals 2% 8% 26% 31% 33% within the theatre-, dance- and music industries. Innibos contributes to an increase in CD and DVD sales of 1% 3% 23% 36% 37% theatre pieces, dance and music. Innibos’ selection requirements contribute to quality music-, 1% 3% 24% 32% 40% dance- and theatre productions. The singers/actors/dancers at Innibos create a quality 46% 2% 2% 20% 30% experience of performing arts during the festival. Innibos improves the quality of 2% 7% 28% 33% 30% actors, singers and dancers. Innibos contributes to the development of actors, dancers 1% 5% 25% 37% 32% and singers’ skills. Innibos improves people’s knowledge about the performing - 3% 23% 36% 38% arts. Innibos promotes research within 30% 29% 1% 9% 31% the performing arts. Innibos promotes the image of performing arts (theatre, dance 1% 2% 23% 33% 41% and singing) in SA. 24
  • 31. The marketing of Innibos makes people more aware of the 2% 2% 15% 34% 47% productions in the country in general. Innibos markets well-known as well as new artists within the 1% 2% 20% 36% 41% performing arts. Innibos establishes networking opportunities for performing 1% 2% 24% 37% 36% artists. Due to Innibos, the number and variety of productions in SA have 1% 5% 27% 33% 34% increased. Innibos’ existence has led to the development of other arts 4% 12% 29% 26% 29% festivals in SA. Innibos contributes to an increase in the production of 1% 6% 32% 33% 28% production/music CDs and DVDs. Because of Innibos, there are a growing number of actors, 1% 11% 34% 27% 27% dancers and singers that have entered the market. Innibos’ financial support contributes to an increase in 1% 4% 32% 30% 33% productions. Innibos develops infrastructure for theatre, dance and music 1% 5% 31% 33% 30% productions.Respondents agreed to a greater extent or fully agreed with the following statementspertaining to Innibos’ contribution to the performing arts (Table 21): • The marketing of Innibos makes people more aware of the 81% productions in the country in general. • Innibos encourages people to attend more theatre, music and 77% dance productions. • Innibos markets well-known as well as new artists within the 77% performing arts. • The singers/actors/dancers at Innibos create a quality experience 76% of performing arts during the Festival. • Innibos improves people’s knowledge about the performing arts. 74% • Innibos promotes the image of performing arts (theatre, dance and 74% singing) in SA. • Innibos contributes to an increase in CD and DVD sales of theatre 73% pieces, dance and music. • Innibos establishes networking opportunities for performing artists. 73% 25
  • 32. • Innibos’ selection requirements contribute to quality music-, dance- 72% and theatre productions.Respondents agreed to a lesser extent or did not agree at all with the followingstatements pertaining to Innibos’ contribution to the visual arts (Table 23): • Innibos influences people to join art associations (e.g. dance and 28% theatre groups). • Innibos inspires people to become actors, dancers and singers. 21% • Innibos’ existence has led to the development of other arts festivals 16% in SA.Table 21: The degree to which Innibos contributes towards the promotion of the visual arts INNIBOS’ CONTRIBUTION TO VISUAL ARTS (PAINTING, SCULPTING PHOTOGRAPHY AND I agree to I agree to LITERATURE) I do not a lesser a greater I fully agree extent I agree extent agree x Innibos inspires people to become painters, sculptors, photographers 4% 20% 36% 25% 15% and writers. y Innibos encourages people to attend more art exhibitions, art markets, art 1% 9% 34% 32% 24% stalls or book exhibitions. z Innibos influences people to join art clubs (e.g. book clubs, photography 5% 22% 35% 25% 13% clubs, etc.) aa Because of Innibos, there are more 2% 15% 37% 29% 17% people who invest in visual art. bb Innibos creates more employment opportunities for visual artists 37% 31% 2% 10% 20% (painters, sculptors, photographers, writers). cc Innibos contributes to a more stable income for painters, sculptors, 2% 14% 38% 26% 20% photographers and writers. dd Innibos encourages people to purchase more paintings, sculptures, 1% 13% 40% 27% 19% photo art. ee Innibos encourages people to 2% 14% 41% 27% 16% purchase more books. ff Innibos creates a platform for the availability of quality paintings, 1% 7% 37% 31% 24% sculptures, photo art and books. gg Painters, sculptors and writers at 1% 4% 35% 36% 24% Innibos create a quality experience of 26
  • 33. visual arts during the festival. hh Innibos promotes the quality of painters, sculptors, photographers 2% 9% 35% 34% 20% and writers. ii Innibos contributes to the development of the skills of painters, 2% 12% 42% 26% 18% sculptors, photographers and writers. jj Innibos improves people’s knowledge 1% 8% 34% 36% 21% about the visual arts. kk Innibos promotes research within the 1% 13% 42% 28% 18% visual arts. ll Innibos promotes the image of the visual arts (paintings, sculptures, 1% 8% 36% 33% 22% photo art and books) in SA. mm The marketing of Innibos makes people more aware of SA art works 1% 5% 35% 33% 26% and literature in general. nn Innibos markets well-known as well 1% 5% 33% 37% 24% as new artists within the visual arts. oo Innibos establishes networking 1% 6% 35% 34% 24% opportunities for visual artists. pp Because of Innibos, the number and 2% 12% 39% 27% 20% variety of art works have increased. qq Because of Innibos, there is a growth in the number of painters, sculptors, 2% 14% 39% 27% 18% photographers and writers that enter the market. rr Because of Innibos, there is a growth in the number of paintings, 1% 12% 35% 31% 21% sculptures, photo art and literature. ss Innibos’ financial contribution contributes to the growth in visual 1% 8% 36% 30% 25% arts. tt Innibos develops infrastructure for the 1% 7% 38% 29% 25% exhibition of visual art.Respondents agreed to a greater extent or fully agreed with the following statementspertaining to Innibos’ contribution to the visual arts (Table 22): • Innibos markets well-known as well as new artists within the visual arts. 61% • Painters, sculptors and writers at Innibos create a quality experience of visual 60% arts during the Festival. • The marketing of Innibos makes people more aware of SA art works and 59% literature in general. • Innibos establishes networking opportunities for visual artists. 58% • Innibos improves people’s knowledge about the visual arts. 57% • Innibos encourages people to attend more art exhibitions, art markets, art stalls 56% or book exhibitions. 27
  • 34. Respondents agreed to a lesser extent or did not agree at all with no aspects named(Table 22).4.25.2 Perception of Innibos’ contribution to the artsTable 22: Perception of Innibos’ contribution to the arts VISITORS’ PERCEPTION OF INNIBOS’ CONTRIBUTION TO THE ARTS YES NO Do you feel that Innibos promotes all art forms on an equal level? 84% 16% Does Innibos make the arts more accessible to you? 98% 2% Does Innibos inspire you to practise some form of the arts? 55% 45% Did Innibos improve your knowledge about the arts? 81% 19% In general, did the quality of art at Innibos improve? 83% 17% Did Innibos create a greater awareness in you pertaining to art? 86% 14% Did you experience a greater variety of the arts at this year’s festival 73% 27% compared to previous festivals? Did you specifically spend money on the arts at this year’s festival? 67% 33% I consider myself to be an art lover? 81% 19%Respondents perceived the following aspects to which Innibos contributed (Table 24): • Innibos makes the arts more accessible (98%) • Innibos creates a larger awareness around the arts (86%) • Innibos promotes all forms of art to an equal degree (84%) • The general quality of art has improved at the Innibos Festival (83%)Respondents perceived the following aspects as less effective contributions: • Innibos inspires me to also participate in the arts (45%) 28
  • 35. • Did you specifically spend money on art during your visit to the Festival? (33%) • Have you experienced a larger amount of art at this year’s Festival, compared to previous years (27%)2.3 Personal involvement in the artsRespondents purchased Innibos art products during their visit, which shows theirpersonal art involvement. The average number of art products purchased at Innibos2012 per person was as follows: 0.57 books, 1 CD or DVD and 0.36 paintings. Thenumber of live productions attended was as follows: 0.51 dance productions and 4.24theatre tickets. On average, respondents are part of 0.24 art associations/clubs andhave visited the Festival 3.69 times before, on average. When looking at the precedingthree years, respondents attended 1.29 other festivals on average (Table 4).Table 23: Personal involvement in the arts AVERGAE NUMBER PER PERSONAL INVOLVEMENT IN THE ARTS PERSONHow many books did you purchase during the Festival? 0.57 booksHow many CDs / DVDs did you purchase during the Festival? 1.07 CDs / DVDsHow many paintings and/or sculptures did you purchase during 0.36 paintingsthe Festival?How many new artists did you see perform during the Festival? 2.61 artistsHow many dance productions did you attend? 0.51 dance productionsHow many tickets for theatre productions did you purchase? 4.24 tickets for theatreHow many art associations/clubs are you currently involved 0.24 art associations/clubswith?In the 9 years of Innibos’ existence, how many times, including 3.69 times attended Innibos2012, have you attended the festival?How many other arts festivals have you attended over the past 1.29 other arts festivalsthree years? 29
  • 36. 5. Economic contributionWhen events are hosted in an economy, it leads to additional spending within that economy,which influences production and income. However, only additional spending in an economy cancause an economic impact in that economy. This additional spending represents the cashinjection into the local economy and this is often referred to as the direct impact of an event. Intourism, the main contributors to this additional spending are tourists. Factors that influence themagnitude of the direct impact caused by tourists include: The number of tourists; The magnitude of their spending; and The length of stay.To determine the direct impact of visitor spending at Innibos Festival, these aspects have to beconsidered. The numbers calculated are derived from the information obtained from the surveyas well as data provided by the festival organisers.Events also generate another form of spending, namely spending by organisers. To get a truereflection of the value of the festival for the economy of the area, the spending by organisersshould also be considered.5.1 The number of visitors and length of stayThe total number of tickets sold for shows at Innibos 2012 was 14 000, which is very similar tothe 14 100 show tickets sold in 2011. In addition to the show tickets sold, 53 000 tickets weresold for the festival grounds where productions were also showcased, which shows a declinefrom last years’ 83 526 entrance tickets sold, but is quite similar to the 59 049 tickets sold during2010.Since the tickets for the festival grounds could be bought for more than one day, the totalnumber of visitors are estimated to be the same as the tickets sold for the festival grounds –53 000 (compared to 83 526 last year). This is then taken as the absolute number of visitors.Since the results from the visitor questionnaire showed that people stayed for an average of2.67 days at the Festival, the number of visitor days is estimated at 141 510, which shows asignificant decrease compared to the 250 578 visitor days estimated for 2011, but which is 30
  • 37. again very comparable to the 141 718 visitor days estimated for 2010. A visitor day counts thevisitor every day that he/she spends at the Festival, which implies that a visitor, who attends theFestival for three days, is counted three times. Therefore, visitor days are calculated by takingthe absolute number of visitors multiplied by the average number of days spent at the Festival.The decline in visitor days is fuelled by both the decline in time spent at the Festival as well asthe decline in the number of entrance tickets sold.Since the expenditure is shown in per visitor group terms, the number of visitor groups shouldbe determined. Based on the income received from entrance tickets sold and the averagespending per visitor group on entrance tickets, the number of visitor groups at Innibos 2012is estimated at 20 901, which is comparable to the 20 250 visitor groups that attended Innibos2011 and the 20 362 visitor groups at Innibos 2010.5.2 The magnitude of spendingThe questionnaire distributed to visitors included a question on spending due to the Festival.Different components were included in the spending breakdown, including accommodation,transport, food and restaurants (see Table 12). It is estimated that a visitor group spent anaverage of R3 357.03 (including entrance fees) while at the Festival. Spending due to theFestival shows an increase from spending at the 2011 (R2 799.20) and even the 2010 festival(R3 114.41).A simple calculation to determine the extent of total spending by visitors due to the Festivalreveals that approximately R67.5 million was spent, which is more than the R56.7 millionestimated for 2011 and also more than the R63.4 million estimated for the 2010 InnibosFestival. This can mainly be attributed to the increase in spending per visitor group. However,some of this spending does not take place in the area of the Festival and in order to get a truereflection of the extent of total spending, this should be accounted for.5.3 Economic contributionSince the festival organisers use the income received from show ticket sales as well as fromentrance fees to pay for services and other cost in hosting the festival, it should not be countedtwice as a spending item. Therefore, this is excluded from total visitor spending this year andrather added to organiser spending. In addition, visitor spending is adjusted to account for 31
  • 38. transport costs, which do not accrue to the local area (an adjustment of 50% is made).Furthermore, not all of the exhibitors and food vendors at the Festival stem from the local areaand spending on souvenirs and food should therefore also be adjusted to reflect this. Theadjustments made are based on the distribution of stalls between locals and non-locals (samedistribution as 2011 was used). After these adjustments, the spending by the festinos(excluding spending on entrance and shows) amounts to R45.1 million, which is similar to thespending by festinos (including entrance and show tickets) during 2011’s Innibos Festival.While visitor spending is by far the greatest contributor to the additional spending in the area,the spending by festival organisers and exhibitors also takes place in the local economy. Thisshould also be accounted for to derive a realistic economic impact. The cost to host the Festival(in terms of venues, contractors etc.) that accrued to local institutions and people is estimatedas a percentage of the ticket sales, entrance fees, sponsorships, stall rental and other incomereceived. Based on the cost items spent on, this percentage that remains in the local area isestimated on 67% of total festival organiser spending and this amounts to R7.9 million.Table 24: Economic impact 2010: 2010: 2011: 2011: 2012 2012 Scenario 1 Scenario 2 Scenario 1 Scenario 2 Scenario 1 Scenario 2Visitor spending R51 069 804 R51 069 804 R45 123 222 R45 123 222(including tickets)Visitor spending R45 128 292 R45 128 292(excluding tickets)Organiser spending R 3 484 469 R 3 484 469 R 3 267 353 R 3 267 353(excluding tickets)Organiser spending R7 908 000 R7 908 000(including tickets)Total direct R54 554 273 R54 554 273 R48 390 575 R48 390 575 R53 036 292 R53 036 292spendingMultiplier 1.5 1.3 1.5 1.3 1.5 1.3Indirect impact R27 277 137 R16 366 282 R24 195 287 R14 517 172 R26 518 146 R15 910 888Total impact R81 831 410 R70 920 555 R72 585 862 R62 907 747 R79 554 438 R68 947 180Table 22 summarises the total spending by each of the categories. By adding the differentcomponents, a direct impact estimate can be derived, which is estimated at R53 million(compared to R48.4 million in 2010 and R54.6 million in 2009). When money is spent in anarea, it provides additional income to those individuals and institutions that use the additional 32
  • 39. money to spend on other items. For example, businesses will pay suppliers for additional stockand pay employees, while individuals will use the income to buy additional products. Thiscauses some businesses and individuals to receive additional income, which leads to anincrease in their spending and so the process continues. This process is captured by themultiplier and represents the indirect impact of the event.In order to draw a comparison, two scenarios are again presented. Scenario 1 uses a multiplierof 1.5 (as in previous years), while Scenario 2 is based on the average multiplier of the businesssurveys of 2008 and 2009, which is 1.3. This is reflected in Table 22, and the total impact of theFestival is estimated at R79.6 million under Scenario 1 (multiplier of 1.5) and R68.95 millionunder Scenario 2 (multiplier of 1.3). Scenario 1 can therefore be viewed as the “most optimistic”scenario, while Scenario 2 may present a more realistic picture of the value of the InnibosFestival. 33
  • 40. 6. Conclusions and recommendationsThe following conclusions can be made with regard to the survey:6.1 Profile of the visitorsProper market segmentation will aid in the effectiveness of marketing strategies and use offinancial and human resources. Table 26 provides an overview of the profile of visitors to theInnibos National Arts Festival in 2011 & 2012.Table 25: Profile of an average Innibos visitor 2011 & 2012CATEGORY VISITOR PROFILE 2011 VISITORS PROFILE 2012Gender Female (58%); Male (42%) Female (64%); Male (36%)Age Average age: 33.9 years Average age: 41.29 yearsLanguage Afrikaans (94%) Afrikaans (90%)Occupation Students (29%); Professional (19%); Professional (19%); Self-employed Self-employed (12%) (16%); Managerial (12%)Annual gross income R20 001-R140 000 (30%); <=R20 R20 001-R140 000 (20%); 000 (23%); R141 001-R221 000 >= R552 001 (16%) (15%)Province of origin Mpumalanga (43%); Gauteng (34%) Mpumalanga (48%); Gauteng (35%)Size of travel party Average: 6.15 persons Average: 4.17 personsFinancial responsibility Average: 2.5 persons Average: 2.57 personsAccommodation Local resident (31%); Family and Local resident (31%); Family or friends (29%); Guesthouses and friends (25%) B&B (17%)Days spent at Festival Average: 3 days Average: 2.66 daysNights spent in Nelspruit Average: 2.5 nights Average: 2.4 nightsNumber of tickets Average: 1.85 tickets Average: 2.4 ticketspurchasedPreferred type of shows Comedy (28%); rock (24%); music Comedy (30%); Music theatre and theatre and cabaret (23%) cabaret (23%)Average spending per R2799.20 R3368.88groupOther festivals attended Aardklop (46%); KKNK (31%) Aardklop (46%); KKNK (18%) 34
  • 41. Decision to attend Festival More than a month ago (43%); More than a month ago (43%); spontaneous decision (32%) Spontaneous decision (31%)Initiation of trip Self (60%); Friends (34%); Family Self (49%); Friends (25%); Family (16%) (16%); Spouse (16%)Preferred information Radio (56%); Television (47%); Radio (42%); Word-of-mouth (37%)source word-of-mouth (42%)Number of visits to Festival Average: 2.52 times Average: 3.63 timesMain reason for attending To relax (70%); Sociable event Sociable event (96%); To relaxthe Festival (70%); To spend time with friends (93%); It is primarily an Afrikaans (68%) festival (90%)Next year’s attendance 83% would definitely attend again Yes, definitely (92%)Associated sponsors 94.2 Jakaranda; Standard Bank, Jacaranda FM, Standard Bank, Beeld BeeldEvaluation of the Festival Arts festivals such as Innibos make Festival has to attract people further a contribution towards the arts in than just the surrounding areas general (81%); It provides exposure (95%); Festival has to be an annual to art forms/genres that generally do event (95%); Festival has to be at not get exposure (80); Arts festivals least three days long (94%); led to the number of artists Festival has to cater to a variety of increasing dramatically target markets, e.g. children, youth and families (93%)THE FOLLOWING CONCLUSIONS CAN BE DRAWN FROM THE RESEARCHCOMPLETED AT THE INNIBOS NATIONAL ARTS FESTIVAL WITH REGARD TO THEVISITOR PROFILE AND ECONOMIC IMPACT• The majority of respondents to Innibos Arts Festival 2012 were Afrikaans-speaking females in their early forties.• Respondents were in a professional position at work, self-employed or in a managerial position, where they earn either between R20 001 and R140 000 per annum, R140 001 and R221 000 or more than R552 001.• Respondents travelled from Mpumalanga or Gauteng in groups of four people, two to three for whom they were financially responsible.• The respondents travelling from far preferred to stay with family or friends in Nelspruit.• An average of two tickets was purchased during the three days and respondents spent two nights in the area.• Comedy as well as musical theatre and cabaret were their preferred types of shows. 35
  • 42. • Respondents are also of the view that the Festival makes a clear contribution to the growth of arts in South Africa.• Respondents mainly heard about the Festival on the radio or through word-of-mouth and made the decision to visit the Festival for themselves more than a month before the Festival started.• Respondents visited this Festival four times on average, but they also indicated that they attend other festivals, such as Aardklop National Arts Festival and KKNK.• They will visit this Festival again.• Innibos Arts Festival was attended because it is seen as a sociable event where visitors can relax and enjoy everything that is Afrikaans.• The main sponsors that were respondents recognised as part of the Festival was Jacaranda FM, Standard Bank and Beeld.• The festival generates approximately R70 million for the region.• From the respondents’ point of view, a national arts festival should offer a variety of genres (minimum five), based on at least 80 productions on an annual basis and the festival should be at least three days long and attract 50 000 or more visitors.• Most respondents had some degree of exposure to the arts during childhood, which highlights the importance of children productions on the one hand, but also the importance of parents taking children to such shows on the other hand.THE FOLLOWING RECOMMENDATIONS WERE MADE BY THE FESTINOS • Improve organisation at ticket sales • Improve parking system • Cheaper entrance fees • Get a larger venue for the Festival • Cheaper access and shows for children and pensioners • Special smoking areas • Improve signage at venues • Improve management of dust • More toilets 36

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