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ACKNOWLEDGEMENTSThis survey would not have been possible without the help andassistance of several individuals.     The au...
TABLE OF CONTENTS1.     INTRODUCTION                                                        12.     RESEARCH AIMS         ...
4.22   All time favourite Artist/Band/Performers                   19KEY MANAGEMENT ASPECTS                               ...
LIST OF TABLES4.            PROFILE OF THE STEVE HOFMEYR CONCERT ATTENDEE                       3SOCIO-DEMOGRAPHIC PROFILE...
LIST OF FIGURES4.            PROFILE OF THE STEVE HOFMEYR CONCERT ATTENDEE   3SOCIO-DEMOGRAPHIC PROFILE                   ...
1. INTRODUCTION   Steve Hofmeyr is one of South Africa’s best-known singer/songwriters. Born in   Pretoria on 29 August 19...
3. METHOD OF RESEARCHIn order to achieve these aims, the following approach was implemented:           Aquestionnaire was ...
4. PROFILE OF THE STEVE HOFMEYR                          CONCERT ATTENDEE                     SOCIO-DEMOGRAPHIC PROFILE4.1...
respondents aged between 20-24 years accounted for 6% with 5% of respondents being 19 years and younger. The average age o...
Figure 4.2: Home Language 4.5 Province of residence Ninety-two percent (92%) of respondents at the Steve Hofmeyr concerts ...
4.6 Level of Education Table 4.4 indicates that the respondents at Steve Hofmeyr concerts primarily indicated that they ha...
Pensioner                                              4%Student                                                7%Unemploy...
4 people                                             16%5 people                                             2%6 people   ...
4.11 Length of stay in the area Table 4.8 Length of stayLENGTH OF STAY                               PERCENTAGENone       ...
2 Tickets                                        49%3 Tickets                                           11%4 Tickets      ...
4.14 INITIATOR OF ATTENDANCE Fifty percent (50%) of the respondents at Steve Hofmeyr’s concerts indicated that they initia...
Figure 4.4: Decision to attend 4.16 Heard of the concert As recorded in Table 4.13, respondents to the Steve Hofmeyr conce...
Newspapers                   28%             11%            29%               32%Word-of-mouth                7%          ...
Table 4.14 indicates the importance of the motivational aspects that respondents recorded on a5-point Likert scale of impo...
For a chance to be with people        4%            3%          17%           29%       47%who are enjoying themselvesTo e...
•      To be a part of this unique and exciting event (80%)   •      Because I have seen this artist before and wanted to ...
6 events                                            6%7+ events                                           11%Average      ...
The majority of the respondents at the Steve Hofmeyr concerts (84%) indicated that they hadattended other musical festival...
Classical                                                 35%            65%Instrumental                                  ...
•   Steve Hofmeyr    •   Theuns Jordaan                        KEY MANAGEMENT ASPECTSRespondents to the Steve Hofmeyr conc...
staff in and around the venueCommunication of adequate safety        4%         5%    17%   23%   51%measures/precaution i...
concert venueVariety of food and beverages (for       6%        11%          25%      21%        37%example, Halaal, veget...
5.1 Profile of the Steve Hofmeyr concert attendee      Table 5.1: Profile of the Steve Hofmeyr concert attendeeDEMOGRAPHIC...
CONSUMERBEHAVIOURInitiator of attendance   Self (50%)Decision to attend        Spontaneous decision (46%)Motivation to att...
•   Parletones                                   •   Ray Dylan                                   •   Steve Hofmeyr        ...
•   Respondents spent an average of R620.15 at the concert.   •   Respondents to the concert purchased an average of three...
A marketing analysis of the Steve Hofmeyr CD launch concerts
A marketing analysis of the Steve Hofmeyr CD launch concerts
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A marketing analysis of the Steve Hofmeyr CD launch concerts

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A marketing analysis of the Steve Hofmeyr CD launch concerts

  1. 1. ACKNOWLEDGEMENTSThis survey would not have been possible without the help andassistance of several individuals. The authors would like tothank the following people and institutions:1. Ms Stefanie and Andie for their kindness and for helping and providing the passes for the fieldworkers.2. Prof. Melville Saayman for his support and for believing in the research.3. The following tourism staff and students from the North West University for the distribution of the questionnaires at Emperor’s Palace in Johannesburg: Ms C Pretorius Mr I Karrit Ms Y Castro.4. The concert attendees for their positive attitude and participation in the survey.5. Mr Malcolm Ellis for the language editing. I
  2. 2. TABLE OF CONTENTS1. INTRODUCTION 12. RESEARCH AIMS 13. METHOD OF RESEARCH 24. PROFILE OF THE STEVE HOFMEYR CONCERT ATTENDEE 3SOCIO-DEMOGRAPHIC PROFILE 34.1 Gender 34.2 Age 34.3 Marital status 44.4 Home Language 44.5 Province of residence 54.6 Level of education 64.7 Occupation 6ECONOMIC PROFILE 74.8 Number of people in travelling group 74.9 Number of people paid for 74.10 Local resident 84.11 Length of stay in the area 94.12 Number of tickets purchased 94.13 Expenditure 10CONSUMER BEHAVIOUR 114.14 Initiator of attendance 114.15 Decision to attend 114.16 Heard of the concert 124.17 Motivation to attend 14MUSICAL INTEREST 164.18 Number of musical events attended in 201 164.19 Preference of Artists/Bands/Performers to perform in South Africa 174.20 Attendance of other Musical Festivals 184.21 Preferred type of music 18 II
  3. 3. 4.22 All time favourite Artist/Band/Performers 19KEY MANAGEMENT ASPECTS 204.23 Key management aspects for a memorable visitor experience 205. CONCLUSIONS AND RECOMMENDATIONS 235.1 Profile of the Steve Hofmeyr concert attendee 235.2 Conclusions 255.3 Recommendations made by respondents 26 III
  4. 4. LIST OF TABLES4. PROFILE OF THE STEVE HOFMEYR CONCERT ATTENDEE 3SOCIO-DEMOGRAPHIC PROFILE 3Table 4.1: Age 4Table 4.2: Marital status 4Table 4.3: Province of residence 5Table 4.4: Level of education 6Table 4.5: Occupation 6ECONOMIC PROFILE 7Table 4.6: Number of people in travelling group 7Table 4.7: Number of people paid for 7Table 4.8: Length of stay 9Table 4.9: Number of tickets purchased 9Table 4.10: Expenditure per group (in ZAR) 10CONSUMER BEHAVIOUR 11Table 4.12: Initiator of attendance 11Table 4.13: Heard of the concert 12Table 4.14: Motivation to attend the Steve Hofmeyr concerts at Johannesburg 13MUSICAL INTEREST 16Table 4.15: Number of musical events attended in 2011 16Table 4.16: Preference of artists/bands/performers to perform in South Africa 17Table 4.17: Preferred type of music 18Table 4.18: All time favourite artist/band/performer 19KEY MANAGEMENT ASPECTS 20Table 4.19 Key management aspects for a memorable visitor experience 205. CONCLUSIONS AND RECOMMENDATIONS 23Table 5.1: Profile of the Steve Hofmeyr concert attendee 23 IV
  5. 5. LIST OF FIGURES4. PROFILE OF THE STEVE HOFMEYR CONCERT ATTENDEE 3SOCIO-DEMOGRAPHIC PROFILE 3Figure 4.1: Gender 3Figure 4.2: Home Language 5Figure 4.3: Local Resident 8Figure 4.4: Decision to attend 12MUSICAL INTEREST 16Figure 4.5: Attendance of other music festivals 18 V
  6. 6. 1. INTRODUCTION Steve Hofmeyr is one of South Africa’s best-known singer/songwriters. Born in Pretoria on 29 August 1964, Steve attended Grey College in Bloemfontein where he graduated in 1982. Thereafter, he completed two years of compulsory military service before he joined the Pretoria Technikon drama school. Steve Hofmeyr is best known for Afrikaans pop/folk music such as Pampoen, Agter elke man, Juliet, Liefie my duifie, Kyk hoe lyk ons nou and Bloubul. Apart from his musical career, he is instantly recognised by the South African public as a presenter and as an actor where he has starred in numerous television soap operas and films. With almost 2 million units sold and a SAMA award as Best Selling South African artist, Steve Hofmeyr was nominated in 2004 in two different independent polls as both 32nd and 13th most popular South African of all times . Steve also exploded on the international music genre when he recorded a duet with Belgium superstar Dana Winner where “You don’t bring me flowers “charted No 2 on the Top 100 in Belgium. Apart from his success as an actor, singer, songwriter, polemicist, presenter, poet, writer, activist and blogger, Steve is an artist that South Africans will always love and cherish. 2. RESEARCH AIMSThis research project had the following primary aims: • To determine the profile of the visitors attending the Steve Hofmeyr Concerts at Emperor’s Palace in Johannesburg. • To determine the spending patterns of the visitors at the event. • To determine what motivated visitors to attend a Steve Hofmeyr concert. • To determine the key management aspects that would lead to a memorable visitor experience. 1
  7. 7. 3. METHOD OF RESEARCHIn order to achieve these aims, the following approach was implemented: Aquestionnaire was developed by TREES at the North-West University, in cooperationwith the event organisers that focussed on the following aspects: Demographic data; Expenditure patterns; Consumer behaviour; Travel motivations; Musical interest; and Critical Success Factors.Visitors were approached before the show. The fieldworkers explained the goal of thesurvey as well as the questionnaire. Based on simple random sampling, 310 visitorsformed part of the survey at Emperor’s Palace in Johannesburg on 21, 22 and 23 June2012.The results from the respective surveys will be discussed in the next section. 2
  8. 8. 4. PROFILE OF THE STEVE HOFMEYR CONCERT ATTENDEE SOCIO-DEMOGRAPHIC PROFILE4.1 GenderFigure 4.1: GenderAs shown in Figure 4.1, mostly female respondents participated in the survey at the SteveHofmeyr concerts. Seventy-three percent (73%) of the respondents were female while 27% weremale.4.2 AgeThe largest category of respondents who attended the Steve Hofmeyr concerts at Emperor’sPalace were aged between 35-49 years (42%), followed by those attendees 50 years of age andolder (31%). Respondents of the age group 25-34 years accounted for 16%, whereas the younger 3
  9. 9. respondents aged between 20-24 years accounted for 6% with 5% of respondents being 19 years and younger. The average age of respondents at the Steve Hofmeyr concerts was 42 years. Table 4.1: AgeAGE PERCENTAGE< 19 5%20-24 6%25-34 16%35-49 42%50+ 31%Average age 42.14 years 4.3 Marital Status Table 4.2 indicates that the majority of the respondents at the Steve Hofmeyr concert were married (64%). A small percentage of the respondents also indicated that they were either single (14%) or in a relationship (11%). Six percent (6%) of the respondents indicated that they were divorced whereas 3% indicated that they were living together, while 2% were widowed. Table 4.2: Marital StatusMARITAL STATUS PERCENTAGESingle 14%In a relationship (not 11%married)Married 64%Living Together 3%Divorced 6%Widow/er 2% 4.4 Home Language The majority of attendees at the Steve Hofmeyr concerts at Emperor’s Palace were Afrikaans- speaking (94%) while only 6% of the respondents who attended the concert indicated English as their home language. 4
  10. 10. Figure 4.2: Home Language 4.5 Province of residence Ninety-two percent (92%) of respondents at the Steve Hofmeyr concerts originated from the host province of Gauteng. However, Steve Hofmeyr also attracted respondents from all over South Africa as 2% came from North West Province and 1% indicated they originated, respectively, from the Eastern Cape, Mpumalanga, KwaZulu-Natal, Limpopo and the Free State. Attendees from countries outside South Africa’s borders included residents of Belgium and Saudi Arabia. Table 4.3: Province of residencePROVINCE PERCENTAGEWestern Cape -Gauteng 92%Eastern Cape 1%North West 2%Mpumalanga 1%Northern Cape -KwaZulu-Natal 1%Limpopo 1%Free State 1%Outside RSA borders 1% 5
  11. 11. 4.6 Level of Education Table 4.4 indicates that the respondents at Steve Hofmeyr concerts primarily indicated that they had Matric as their highest level of education (36%) while 31% indicated either a diploma or a degree as their highest level of education. Eighteen percent (18%) of respondents indicated that they were professionals. Ten percent (10%) of the respondents indicated they had a post- graduate qualification as their highest level of education while 5% of the respondents who attended the Steve Hofmeyr concert indicated that they were still scholars. Table 4.4: Level of educationLEVEL OF EDUCATION PERCENTAGEScholar 5%Matric 36%Diploma/Degree 31%Post-graduate 10%Professional 18% 4.7 Occupation The greater part of the respondents who attended the Steve Hofmeyr concerts at Emperor’s Palace indicated that they were in a professional occupation(48%), followed by 10% who were self-employed (Table 4.5). Six percent (6%) of the respondents indicated they were, respectively, civil servants as an occupation or being a housewife. Seven percent (7%) indicated they were students. Five percent (5%) claimed sales as a career and 4% indicated that they were, respectively, either a technician or a pensioner. Other occupations included an assessor, sound engineer and a vehicle tracker. Table 4.5: OccupationOCCUPATION PERCENTAGEProfessional 48%Self-employed 10%Technical 4%Sales 5%Work at mine 1%Civil service 6%Housewife 6% 6
  12. 12. Pensioner 4%Student 7%Unemployed 1%Other 8% ECONOMIC PROFILE 4.8 Number of people in travelling group Table 4.6: Number of people in travelling groupPEOPLE IN GROUP PERCENTAGE1 person 3%2 people 41%3 people 14%4 people 27%5 people 5%6 people 4%7 people 3%8+ people 3%Average 3.32 persons Forty-one percent (41%) of the respondents at the concert travelled in a group of 2 people. However, a significant number of respondents indicated that they travelled in a group of 4 people (27%) or 3 people (14%) (Table 4.6). The average size of the groups travelling to the concert was 3 persons. 4.9 Number of people paid for Table 4.7: Number of people paid forNUMBER OF PEOPLE PAID PERCENTAGEFORNone 7%1 person 11%2 people 48%3 people 11% 7
  13. 13. 4 people 16%5 people 2%6 people 3%7+ people 2%Average 2.52 persons According to Table 4.7, the greater part of respondents at the concerts paid for 2 persons (48%). Sixteen percent (16%) of the respondents indicated that they paid for 4 people while 11% indicated that they paid either for only 1 or for 3 persons. Seven percent (7%) indicated that they were financially responsible for no-one. The average number of people that respondents at the concert were financially responsible for was 2.52 persons. 4.10 Local Residents As shown in Figure 4.3, 61% of respondents who attended the Steve Hofmeyr concert at Emperor’s Palace in Johannesburg were local residents. Thirty-nine percent (39%) of attendees indicated that they were not residents where the Steve Hofmeyr concerts took place. Figure 4.3: Local Residents 8
  14. 14. 4.11 Length of stay in the area Table 4.8 Length of stayLENGTH OF STAY PERCENTAGENone 85%1 night 10%2 nights 2%3+ nights 3%Average nights spent 0.42 nights As recorded in Table 4.8, the majority (85%) of the attendees at the Steve Hofmeyr concerts indicated that they were likely to be local residents in the area where the concert took place and so would not seek accommodation in the area. Ten percent (10%) indicated that they spent 1 night in the area while 3% indicated that they would stay 3 nights or more in the area and 2% indicated that they spent 2 nights in the area. Based on the calculation of the average length of stay, attendees to the Steve Hofmeyr concerts did not purchase overnight accommodation in the area. 4.12 Number of tickets purchased Table 4.9 indicates that respondents to the Steve Hofmeyr concerts purchased 2 tickets (49%), followed by 4 tickets (20%), 3 tickets (11%) and 1 ticket (8%). Only 4% of the respondents indicated that they did not buy a ticket. On average, respondents purchased 3 tickets to attend the concert. Table 4.9: Number of tickets purchasedNUMBER OF TICKETS PERCENTAGEPURCHASEDNone 4%1 Ticket 8% 9
  15. 15. 2 Tickets 49%3 Tickets 11%4 Tickets 20%5 Tickets 2%6 Tickets 3%7 + Tickets 3%Average 2.74 4.13 Expenditure Attendees at the concert spent, on average, R620.15 per group (Table 4.10). The highest categories of spending included tickets (R291.37), food (R136.04), beverages (R63.19), transport (R63.03) and accommodation (R52.99). It is clear that respondents did not spend money on souvenirs and merchandise (R6.22) nor on parking (R5.28). Table 4.10: Expenditure per group (in ZAR)ITEMS AVERAGE SPENT PER ITEMTickets R 291.37Accommodation (if applicable) R 52.99Food R 136.04Beverages R 63.19Transport (return) R 63.03Souvenirs and merchandise R 6.22Parking R 5.28Other R 2.01TOTAL R 620.15 CONSUMER BEHAVIOUR 10
  16. 16. 4.14 INITIATOR OF ATTENDANCE Fifty percent (50%) of the respondents at Steve Hofmeyr’s concerts indicated that they initiated their attendance themselves while others were had their attendance initiated by family members (21%), friends (20%) and spouses (12%). Two percent (2%) of the respondents indicated that their fiancé/e had initiated their attendance to the concert. Table 4.12: Initiator of attendance PERCENTAGEINITIATOR OF ATTENDANCE YES NOSelf 50% 50%Friends 20% 80%Media 11% 89%Spouse 12% 88%Family 21% 79%Work 4% 94%Boyfriend/Girlfriend 5% 95%Other 2% 98% 4.15 Decision to attend According to Figure 4.4, the majority (46%) of the respondents to the Steve Hofmeyr concert had made a spontaneous decision to attend. Seventeen percent (17%) had decided to attend a month prior to the concert. Sixteen percent (16%) of respondents had made their decision to attend the concert when the concert dates were announced and 12% had made their decision more than a month previously. Nine percent (9%) indicated that their decision to attend was made when respondents received a ticket as a birthday gift, a prize, complimentary or received an invitation to attend the concert. 11
  17. 17. Figure 4.4: Decision to attend 4.16 Heard of the concert As recorded in Table 4.13, respondents to the Steve Hofmeyr concerts indicated, on a four point Likert scale, the extent to which different media had persuaded them to attend the concert. Table 4.13: Heard of the concertMEDIA PERCENTAGE NOT AT TO A TO A COMPLETELY ALL LESSER GREATER EXTENT EXTENTTelevision 32% 11% 15% 42%Radio 17% 17% 29% 37%Steve Hofmeyr’s 28% 6% 15% 51%websiteMagazines 29% 15% 24% 32% 12
  18. 18. Newspapers 28% 11% 29% 32%Word-of-mouth 7% 7% 19% 67%Facebook 24% 8% 10% 58%Twitter 37% 12% 7% 44%Internet blogs 53% 15% 12% 20%Computicket’s 17% 3% 19% 61%websiteOther 46% 3% 8% 43% The following media influenced the respondents to a greater extent or completely to attend the concert: • Word-of-Mouth (86%) • Computicket’s website (80%) • Facebook (68%) • Radio (66%) • Steve Hofmeyr’s Website (66%) • Newspapers (64%) • Television (57%) • Magazines (56%) • Twitter (51%) • Other, including e-mails and posters (51%) The following media were indicated to have influenced the respondents’ choice to attend the Steve Hofmeyr concert not at all or to a lesser extent: • Internet Blogs (68%) 4.17 Motivation to attend 13
  19. 19. Table 4.14 indicates the importance of the motivational aspects that respondents recorded on a5-point Likert scale of importance.Table 4.14: Motivation to attend the Steve Hofmeyr concerts at Emperor’s Palace in JohannesburgMOTIVATION PERCENTAGE Not at all Slightly Important Very Extremely important important important importantTo see my favourite artist 2% 1% 13% 22% 62%performBecause I got tickets for free or as 38% 13% 17% 11% 21%a presentTo spend time with family, 5% 5% 22% 25% 43%friends or someone specialIt’s a sociable event 4% 3% 18% 31% 44%This concert is value for money 2% 1% 11% 27% 59%I try to attend as many of these 4% 7% 17% 29% 43%music events as possibleSteve Hofmeyr is a well-known 2% 3% 12% 21% 62%national actIt is a unique, once in a life-time 5% 8% 17% 21% 49%experienceI always wanted to see Steve 3% 6% 14% 21% 56%Hofmeyr perform liveTo be part of this unique and 3% 4% 12% 26% 54%exciting eventTo have fun and because I enjoy 2% 3% 13% 22% 60%these types of special eventsThese concerts are entertainment 1% 2% 12% 27% 58%at its bestT o enjoy the music 2% 2% 9% 18% 69%For nostalgic reasons 7% 7% 15% 25% 46% 14
  20. 20. For a chance to be with people 4% 3% 17% 29% 47%who are enjoying themselvesTo experience new things 5% 4% 21% 25% 45%These concerts enable one to 6% 5% 21% 24% 44%experience the possibility of theartist singing a song for the firsttime or a song that have not beenrecorded on CDBecause these concerts enable on 4% 5% 18% 26% 47%to get physically close to theartists when performing a songBecause I have seen this artist 4% 4% 12% 23% 57%before and wanted to do so againBecause the attendance makes 3% 3% 18% 24% 52%one part of the performanceBecause of social status in terms 41% 7% 12% 13% 27%of being seen by othersBecause of the possibility to meet 10% 8% 18% 20% 44%the artist in personTo relax and escape from daily 3% 2% 11% 21% 63%tension and my busy every dayenvironmentTable 4.14 shows that respondents at the Steve Hofmeyr concerts considered the followingmotives as either important to extremely important for attending the event: • To enjoy the music (87%) • This concert offers value for money (86%) • These concerts are entertainment at its best (85%) • To see my favourite artist perform (84%) • To relax and escape from daily tension and my busy everyday environment (84%) • Steve Hofmeyr is a well-known national act (83%) • To have fun and because I enjoy these types of special events (82%) 15
  21. 21. • To be a part of this unique and exciting event (80%) • Because I have seen this artist before and wanted to do so again (80%)The following motives were considered as either less important or not important at all: • Because I got tickets for free or as a present (51%) • Because of the social status in terms of being seen by others (48%). MUSICAL INTEREST4.18 Number of musical events attended in 2011.According to Table 4.15, a significant percentage of the attendees at the Steve Hofmeyr concertsindicated that they had attended 2 similar events in 2011/12 (25%) or 3 similar events (16%).Fourteen percent (14%) of the respondents who attended the concert indicated that they hadattended 4 similar concerts while 12% indicated that they had not attended any similar concertsin 2011/12. The average number of musical events attended in 2011 by attendees was 3.5concerts.Table 4.15: Number of musical events attended in 2011NUMBER OF MUSICAL PERCENTAGEEVENTS ATTENDEDNone 12%1 event 9%2 events 25%3 events 16%4 events 14%5 events 7% 16
  22. 22. 6 events 6%7+ events 11%Average 3.5 events4.19 Preference of artists/bands/performers to perform in South AfricaRespondents indicated that they would also like to have the following artists/bands/performersperform in South Africa (Table 4.16):Table 4.16: Preferred artists/bands/performers to perform in South Africa Steve Hofmeyr Concert Attendees • Bobby van Jaarsveld • Juanita du Plessis • Kurt Darren • Neil Diamond • Parletones • Ray Dylan • Steve Hofmeyr • Theuns Jordaan4.20 Attendance of other music events or festivals 17
  23. 23. The majority of the respondents at the Steve Hofmeyr concerts (84%) indicated that they hadattended other musical festivals.Figure 4.5: Attendance of other music festivals4.21 Preferred type of musicAs shown in Table 4.17, the majority of the respondents at the Steve Hofmeyr concert mainlychose to listen to Afrikaans music (92%). However, respondents also indicated that they listento pop, country, rock ‘n’ roll, folk/traditional, classical and instrumental music. It is notable thatthe attendees at concerts such as Steve Hofmeyr’s do not listen to such musical genres as heavymetal, rap, punk rock, jazz, blues, reggae or R&B. Some respondents listed that they chose tolisten to gospel, rave and music in other languages.Table 4.17: Preferred type of musicTYPE OF MUSIC PERCENTAGE YES NOPop 61% 39%Punk Rock 12% 88% 18
  24. 24. Classical 35% 65%Instrumental 32% 68%Jazz 12% 88%Blues 14% 86%Heavy metal 8% 92%Rap 9% 91%Rock ‘n Roll 46% 54%R&B 15% 85%Reggae 14% 84%Country 66% 34%Folk/Traditional 37% 63%Afrikaans 92% 8%Other 7% 93%4.22 All time favourite artists/bands/performersRespondents indicated the following artists/bands/performers were their all-time favouriteperformers (Table 4.18):Table 4.18: All time favourite artists/bands/performers STEVE HOFMEYR RESPONDENTS • Juanita du Plessis • Neil Diamond • Queen 19
  25. 25. • Steve Hofmeyr • Theuns Jordaan KEY MANAGEMENT ASPECTSRespondents to the Steve Hofmeyr concert were asked to rate the importance of variousmanagement aspects that they thought would contribute to a memorable visitor experience. Themanagement aspects were rated on a five point Likert scale where 1 indicated not at allimportant and 5, extremely important. The importance of these management aspects, referredto as key management aspects, can help management to improve certain aspects that visitors seeas important in order to ensure a more satisfying and memorable experience in the future.4.23 Key management aspects for a memorable visitor experienceTable 4.19 indicates the importance of the Key Management Aspects that respondents regardedas important:Table 4.19: Key management aspects for a memorable visitor experience PERCENTAGEKEY MANAGEMENT ASPECTS Not at all Slightly Important Very Extremely important important important importantAdequate, clean and hygienic 2% 1% 7% 24% 66%ablution facilities inside/outside thevenueEffective traffic control to and from 2% 3% 11% 33% 51%the venueFriendly and professionally-trained 2% 1% 14% 29% 54%staff in and around the venue whoare easily noticeableAppropriate gate opening time before 3% 1% 11% 31% 53%the eventVisibility of emergency and security 3% 4% 15% 28% 50% 20
  26. 26. staff in and around the venueCommunication of adequate safety 4% 5% 17% 23% 51%measures/precaution in place duringthe concert in case of an emergency(for example. That an evacuationplan/emergency exists)Adequate pre-concert performances 9% 6% 22% 29% 64%or pre-show entertainmentAdequate/effective marketing prior 4% 3% 20% 32% 41%to the eventVariety of marketing media used, for 3% 4% 25% 31% 37%example, magazines, radio andpostersCommunication about parking & 4% 7% 26% 29% 34%transport options prior to the eventUser friendly & accessible 1% 4% 23% 32% 40%information regarding the concertsfor example, websites, radioadvertisements and postersCorrect information given through 2% 1% 11% 24% 62%marketing (for example, date, time,venue, transport options)Good quality sound and lighting 2% 1% 4% 16% 77%Good all-round visibility and stage 2% 1% 5% 18% 74%layoutGood layout of venue and 2% 1% 5% 21% 71%comfortable seatingPunctuality of concert starting time 2% 2% 5% 22% 69%Affordable, variety, good quality and 5% 4% 16% 26% 49%easily accessible merchandiseFreebies from sponsors 15% 13% 20% 18% 34%Effective signage and directions to 3% 4% 19% 32% 42%concert venueAdequate parking at the concert 1% 2% 12% 28% 57%venueAdequate security at parking areas 3% 1% 10% 24% 62%Adequate information kiosks at 4% 3% 25% 26% 42% 21
  27. 27. concert venueVariety of food and beverages (for 6% 11% 25% 21% 37%example, Halaal, vegetarian, wines,soft drinks)Effective ticket sales prior to the 4% 4% 16% 27% 49%concert for example online bookingsAffordable food and beverages at 4% 5% 21% 26% 44%venueAccessibility for the disabled 4% 4% 12% 24% 56%Effective regulated traffic flow after 2% 3% 16% 27% 52%the concertAffordable tickets 3% 3% 13% 25% 56%The opportunity to meet the artist 4% 5% 17% 22% 52%after the show for, perhaps, photosand autographsAdequate ATM facilities 6% 6% 24% 25% 39%Table 4.19 shows that attendees at the Steve Hofmeyr concert considered the followingaspects for a quality visitor experience at these types of events as being important toextremely important: • Adequate pre-concert performances or pre-show entertainment (93%) • Good quality sound and lighting (93%) • Good all-round visibility and stage layout (92%) • Good layout of venue and comfortable seating (92%) • Punctuality of concert starting time (91%) • Adequate, clean and hygienic ablution facilities inside/outside the venue (90%) • Correct information given through marketing (for example, date, time, venue, transport options) (86%) • Adequate security at parking areas (86%) • Adequate parking at the venue (85%) • Effective traffic control to and from the venue (84%) • Appropriate gate opening time prior to the event (84%) 5. CONCLUSIONS AND RECOMMENDATIONS 22
  28. 28. 5.1 Profile of the Steve Hofmeyr concert attendee Table 5.1: Profile of the Steve Hofmeyr concert attendeeDEMOGRAPHIC JOHANNESBURGPROFILEGender Male (27%); Female (73%)Age Average age, 42.14 yearsMarital Status Married (64%)Home Language English (6%); Afrikaans (94%)Province of residence Gauteng (92%)Country of residence • Belgiumoutside RSA borders • Saudi ArabiaLevel of education Matric (36%)Occupation Professional (48%)ECONOMICINFORMATIONNumber of people in Average of 3.32 peopletravelling groupNumber of people paid Average of 2.52 peopleforLocal residents Local residents (61%)Length of stay in area Average of 0.42 nightNumber of tickets Average of 2.74 ticketspurchasedExpenditure per group R 620.15 23
  29. 29. CONSUMERBEHAVIOURInitiator of attendance Self (50%)Decision to attend Spontaneous decision (46%)Motivation to attend • To enjoy the music (87%) • This concert is value for money (86%) • These concerts are entertainment at its best (85%) • To see my favourite artist perform (84%) • To relax and escape from daily tension and my busy everyday environment (84%) • Steve Hofmeyr is a well-known national act (83%) • To have fun and because I enjoy these types of special events (82%) • To be part of this unique and exciting event (80%) • Because I have seen this artist before and wanted to do so again (80%)MUSICAL INTERESTMusic events/festivals Average of 3.5 eventsattended in 2011Preferred artist to • Bobby van Jaarsveldperform in South Africa • Juanita du Plessis • Kurt Darren • Neil Diamond 24
  30. 30. • Parletones • Ray Dylan • Steve Hofmeyr • Theuns JordaanAttendance of other Yes (84%)music events in 2011 No (16%)Preferred type of music • AfrikaansAll time favourite • Juanita du Plessisartist/band/performer • Neil Diamond • Queen • Steve Hofmeyr • Theuns Jordaan 5.2 Conclusions The following conclusions can be drawn from the study: • Attendees at the Steve Hofmeyr concerts were mainly female and Afrikaans-speaking. • Respondents originated largely from Gauteng. Foreign visitors came mainly from Belgium or Saudi Arabia • The respondents at the Steve Hofmeyr concerts were married, had obtained a professional qualification and were 42 years of age. • Attendees travelled in groups of 3 persons, were financially responsible for 3 people and were mainly resident in Johannesburg where the concerts were held. • The majority of respondents did not seek overnight accommodation in the area. 25
  31. 31. • Respondents spent an average of R620.15 at the concert. • Respondents to the concert purchased an average of three tickets. • The decision to attend the Steve Hofmeyr concerts was made spontaneously and the attendance of the concert was initiated by the respondents themselves. • Respondents to the Steve Hofmeyr concerts indicated that an average of 4 events were attended in 2011/12. • The majority of respondents indicated that they chose to listen to Afrikaans music. A variety of artists was indicated as being all-time favourite artists/bands/performers including Juanita du Plessis, Neil Diamond, Queen, Steve Hofmeyr and Theuns Jordaan. 5.3 Recommendations The following recommendations are made by the attendees of the Steve Hofmeyr concerts at Emperor’s Palace in Johannesburg: • A 15-min break should be allowed during the concert; • Cup holders should be provided on the seating; • Chairs should be spaced further apart; • Ticket prices should maintain an affordable value; and • More live performances of Steve Hofmeyr’s concerts were sought.In general, all the respondents were very impressed by the concert as well as being satisfied bythe organisation and management of the event. 26

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