Presentation of analysis, research, feedback & statistical data relating to Fleadh Cheoil na hÉireann, a major festival of Irish Music which took place in Sligo, Ireland 10-17 August 2014. More on www.fleadhcheoil.ie Compiled by Omedia for Fleadh Cheoil na hÉireann

1. Fleadh Cheoil na hÉireann
10th-17th August 2014
Sligo
Festival Review
Micheál Ó Domhnaill • Fleadh PRO

3. FLEADH CHEOIL 2014 – early days
August 2013 – a fact finding mission in Derry
Aim: To build on the successes of Cavan and Derry
and to provide an even bigger and better
Fleadh Cheoil na hÉireann for visitors to Sligo in August 2014
Fleadh Cheoil na hÉireann – 10-17 August 2014 – Sligo, Ireland

4. FLEADH CHEOIL – planning for a party
Getting Sligo Fleadh - ready
Fleadh Cheoil na hÉireann – 10-17 August 2014 – Sligo, Ireland

6. FLEADH CHEOIL – our pin ups
Thanks to all of our musicians • Photos by James Fraher & Declan Courell
Fleadh Cheoil na hÉireann – 10-17 August 2014 – Sligo, Ireland

7. Local, National, International Press
Music and Arts Magazines
Local Supplements
Data Analysis post-Fleadh

8. FLEADH AMBASSADORS
Kian Egan Cathy Jordan Michael Flatley
Music provided by Téada & Dervish
Fleadh Cheoil na hÉireann – 10-17 August 2014 – Sligo, Ireland

9. FLEADH CHEOIL 2014 – key objectives
• To run a world class Fleadh Cheoil
• To develop the most comprehensive programme ever of events, competitions & fringe festival
• To build on & revitalize the tradition of music in Sligo
• To adhere to the traditions & ideals of Comhaltas
• To showcase Sligo’s unique heritage, landscape, culture, crafts & fine food
• To promote the Fleadh as a family-friendly & ‘green’ event
• To harness the generous community spirit of Co Sligo through our volunteer programme
• To foster inclusiveness through reaching out to other communities & cultures
• To produce a legacy that makes Sligo the preferred visitor destination in the West (WAW)
Fleadh Cheoil na hÉireann – 10-17 August 2014 – Sligo, Ireland

10. FLEADH CHEOIL 2014 – teamwork
Fleadh Executive Committee (FEC)
Sub Committees Fleadh Advisory Board Sponsors Funders
Volunteers Community Media Partners
Fleadh Cheoil na hÉireann – 10-17 August 2014 – Sligo, Ireland

12. FLEADH CHEOIL 2014 – by numbers
6,000 competitors
350,000 visitors over 8 days
€50m value to local economy
5,000 registered beds
6,000 session musicians
25 competition venues
400+ events
1,535 volunteers
Fleadh Cheoil na hÉireann – 10-17 August 2014 – Sligo, Ireland

13. Fleadh Ambassadors
Sligo Leader
Sligo County Council
Venue Volunteers
FEC & Subcommittees
1050
60
50
250
125

16. “Over the coming days we will see an
inspiring blend of the culture that has
shaped us … releasing us into the endless
possibilities of what we can achieve
together.
Ar aghaidh leis an gceol.”
President Michael D Higgins
Speaking at Opening Ceremony Fleadh Cheoil 2014

18. FÁILTE IRELAND STUDY – key findings
• Fáilte Ireland conducted a study of 484 attendees at Fleadh Cheoil 2014
• 76% were ‘extremely satisfied’ – 62% is national average for 2014
• 95% of total would attend the Fleadh again next year
OVERSEAS
• 22% were overseas visitors (inc. NI) (stayed 4 days on average)
• NI 8%, Britain 7%, USA 3%, Germany 1%, Other 2%
• 39% travelled as a family
• Satisfaction level 9.13 out of 10
• 9 in 10 would visit the festival again next year
• Accommodation – 30% private homes, 19% S/C, 17% hotel, 11% camping, 9% B&B
• 72% of overseas visitors were influenced a lot by the Fleadh Cheoil to visit Ireland
DOMESTIC
• Locals 43%, Domestic Visitors 36% (stayed 3 days on average)
• Gender split 50/50 • 49% are 45 years or older
• Satisfaction level 8.94 out of 10
• 93% of domestic visitors were influenced by the Fleadh Cheoil to visit Sligo
Fleadh Cheoil na hÉireann – 10-17 August 2014 – Sligo, Ireland

19. PEDESTRIANS – review of footfall (purple flag)
• Review period 10-17 August 2014
• 9 Footfall counters through Sligo town centre – single beam
• Total footfall 787,676 pedestrian movements
• Daily average 98,460 movements
• Busiest day Saturday 16th August 131,139 movements
• Quietest day Sunday 10th August 59,476 movements (Sept 14th 16,295)
• Greatest footfall recorded at pedestrian bridge 145,144 over 8 days
Fleadh Cheoil na hÉireann – 10-17 August 2014 – Sligo, Ireland

20. TRAFFIC MANAGEMENT
• O’Connell St closed Friday 8th to Tuesday 19th
(Monday after Fleadh very busy)
• Other street closures as week progressed
(mainly Wednesday 13th – Monday 18th)
• Evening & night time closures
(Thursday 14th – Sunday 17th 6pm-7am)
• No right turn Hughes Bridge onto Ballast Quay
Fleadh Cheoil na hÉireann – 10-17 August 2014 – Sligo, Ireland

21. TRAFFIC MANAGEMENT - Pros & Cons
PROS:
• Traffic Management Plan worked reasonably well
• Lack of major congestion on approach roads
(despite accident involving Garda motorcyclist on Friday 15th
& significant holiday traffic for North)
• City centre free of vehicular traffic, enabling free pedestrian movement
• Publicans along Bridge St, Teeling St, Thomas St very much in favour
• Close working relationship with Gardaí throughout
• Local radio gave up-to-date information on traffic capacity
Fleadh Cheoil na hÉireann – 10-17 August 2014 – Sligo, Ireland

22. TRAFFIC MANAGEMENT - Pros & Cons
CONS:
• Significant workload to implement closures
• Mass exodus of cars from competitions Friday 15th and Saturday 16th evenings
• Motorists did not obey ‘No Parking’ signs even on emergency routes
• Motorists occupying temporary taxi ranks & shuttle bus points
• More stringent controls needed to police motorists, traders, shop owners
including ticketing
• Not enough volunteers/stewards at certain times to man street closures
• Big screen – possible move to end of Market St to lessen congestion
• Taxi drivers not happy with 7am restrictions (favoured 4-5am re-opening)
Fleadh Cheoil na hÉireann – 10-17 August 2014 – Sligo, Ireland

24. FLEADH WEBSITE – www.fleadhcheoil.ie
• New website built, optimized for computers, tablets, mobiles (JDK Design)
• Most popular: 1. homepage; 2. accommodation; 3. what’s on; 4. competitions
• Busiest individual day Sunday August 17th with 12,234 visits
• 25% of all visitor information sourced through website (Fáilte Ireland)
Month by
Visits
month
January 6,018
February 6,294
March 7,188
April 9,292
May 12,189
June 17,077
July 42,494
August 115,200
September 5,426
Country Visits
Ireland 149,455
United Kingdom 44,795
United States 12,937
Germany 2,173
France 1,579
Australia 1,402
Canada 1,370
Spain 1,085
Italy 745
Netherlands 527
Fleadh Cheoil na hÉireann – 10-17 August 2014 – Sligo, Ireland

25. SOCIAL MEDIA – key findings
• 80% increase in Facebook friends between March & August
• Facebook friends 45,000 (November 2014)
• Average reach of posts between 12,000-30,000
• Very good record of fan interaction, sharing, liking
• Strong willingness to share social media content (FI)
• 67% of fans are female, 33% male
• 47% increase in Twitter followers
• Twitter followers 8,257 (November 2014)
• First Fleadh to live tweet all competition results
• 30,000+ video plays of Fleadh promotional video
Fleadh Cheoil na hÉireann – 10-17 August 2014 – Sligo, Ireland

26. “Each volunteer, each person
who is stewarding on the street,
each person who plays music or
sings a song … has made a
significant contribution to who we
are and what we want to be.”
Senator Labhrás Ó Murchú
Ard Stiúrthóir – Comhaltas Ceoltóirí Éireann
Speaking at Opening Ceremony Fleadh Cheoil 2014

28. PEACE IN THE FLEADH
PAGEANTS WORKSHOPS
LECTURES PERFORMANCES
Fleadh Cheoil na hÉireann – 10-17 August 2014 – Sligo, Ireland
INTERDENOMINATIONAL SERVICE
EXHIBITIONS
DISCUSSIONS
FILM
CONCERTS
GIG RIG
DRAMA

30. SIGNAGE
• Big undertaking as sub-section of traffic management
• Most design work done for next year
• Considerable time required for erecting and taking down signs
• Directional signage (campsites/venues) feedback positive
• Improvements needed for shuttle bus signage
Fleadh Cheoil na hÉireann – 10-17 August 2014 – Sligo, Ireland

32. RADIO – key broadcasts & promotion
RTÉ Radio 1: 30” spot adverts June-August 2014
RTÉ Radio 1: 3 X live transmissions during Fleadh • also recorded & deferred programming
Ocean FM: 30” spot adverts June-August 2014 on local radio
Ocean FM: Daily live transmissions 9am-6pm throughout Fleadh
Ocean FM: Weekly Fleadh News slot every Friday June-August
RTÉ RnaG: Daily Irish language broadcasts
Fleadh Cheoil na hÉireann – 10-17 August 2014 – Sligo, Ireland

33. RTÉ – official broadcast partner
Radio Programmes
• 30” spot adverts on RTÉ Radio 1 & Lyric FM June-August
• Sunday Miscellany 10.08.’14 - RTÉ Radio 1 (150,000*)
• John Murray Show 15.08.’14 – RTÉ Radio 1 LIVE (318,000*)
• John Creedon Show 15.08.’14 – RTÉ Radio 1 LIVE (40,000*)
• Céilí House 17.08.’14 – RTÉ Radio 1 LIVE & 8 recorded programmes (35,000*)
• The Rolling Wave – RTÉ Radio 1 – 2 recorded programmes (40,000*)
TOTAL: 868,000
• Iris Aniar 14.08.’14-15.08.’14 – RTÉ Raidió na Gaeltachta LIVE
• Binneas Béil 14.08.’14-15.08.’14 – RTÉ Raidió na Gaeltachta LIVE
• Rabhartha Ceoil 16.08.’14 – RTÉ Raidió na Gaeltachta LIVE
• Aifreann 17.08.’14 – RTÉ Raidió na Gaeltachta LIVE
*Ipsos MRBI/JNLR Figures – includes live audience listenership & streaming
Fleadh Cheoil na hÉireann – 10-17 August 2014 – Sligo, Ireland

34. RADIO – other broadcasters
Local Radio
• 30” spot adverts on Ocean FM (official local radio partner) June-August 2014
• LIVE daily broadcasts from the Fleadh Cheoil 9am-6pm from O’Connell St., Sligo on Ocean FM
• Fleadh News hour weekly Fleadh News report June-August 2014 on Ocean FM
Other Radio Stations
• Newstalk lunchtime reports X 2
• LIVE daily web broadcasts from the Fleadh Cheoil on www.celticmusicradio.net
• NDR Radio (Germany) journalist Marko Pauli reports from the Fleadh
• WDR Radio, Deutchlandfunk (DLF) Radio Duisburg (Germany) presenter Harold Jeungst
• BBC Radio Oxford reports by journalist Henry Wymbs
• Reports deferred coverage on CRC FM
Fleadh Cheoil na hÉireann – 10-17 August 2014 – Sligo, Ireland

35. TV – broadcast, film online platforms
• RTÉ 1 6 X hour programmes with John Creedon Aoibheann Ní Shúilleabháin
• RTÉ 1 Full Nationwide programme on Fleadh broadcast on 11.08.’14
• RTÉ 1 News packages on 10, 12, 15 August 2014
• TV3 Ireland AM live broadcast from Sligo 14.08.’14 (Fáilte Ireland)
Promotional spot adverts on TV3 pre-Fleadh
• TG4 Fleadh TV live music broadcasts from the Fleadh 15, 16, 17 August
Transmission of Sligo tourism adverts during these broadcasts
• Irish TV Kenny Wild Atlantic Way hour documentary for Sky
Sligo Matters hour documentary for Sky
• Fáilte Ireland TV Fleadh informercial for online viewers worldwide
• Film Peace in the Fleadh film produced during Fleadh Cheoil
Fleadh Cheoil na hÉireann – 10-17 August 2014 – Sligo, Ireland

37. PRINT – accredited visiting media
International
National Geographic Irish Voice Irish Central
Irish American News Printemps de Perouges Irish World
National
Irish Times Irish Independent Irish Examiner
Irish Music Magazine
Local
Sligo Weekender – official local media partner
Sligo Champion Sligo Now Sligo Today
Discover Sligo Crossmaglen Examiner Fermanagh Herald
Fleadh Cheoil na hÉireann – 10-17 August 2014 – Sligo, Ireland

38. PRINT – additional copy week before Fleadh
01.08.’14 Irish Independent Pop Up Pub Gets Nod
Irish Times Ticket Sligo Fleadh on TG4
Travel Ireland Magazine The Fleadh Comes To Sligo
03.08.’14 Sunday Times Anti-Shell Agitators
Sunday Independent Festival Fun Under An August Moon
04.08.’14 Irish Independent Fleadh Fights Rip Offs
05.08.’14 Irish Examiner Vintage Weekend
06.08.’14 Irish Daily Mail Anger As Shell Sponsors Fleadh
Irish Times Fleadh Cheoil Criticised For Shell Support
Hot Press Fleadh Comes To Sligo
07.08.’14 Irish Daily Mail Fleadh Cheoil Returns Its Shell Sponsorship Money
Irish Sun Shell Trad Fest Snub
Irish Times Fleadh Cheoil Gives Money Back To Shell ( Ticket)
Irish Independent Fleadh Bows To Pressure
Irish Examiner Fleadh Rejects Sponsorship From Shell
08.08.’14 Irish Independent Court Fight Over ‘Fleadh Ale’ Ends In A Clothes Shop
The Sun Last Minute Stay-Cations
Irish Times Fleadh Would Have Counted The Cost Of Shell
Irish Examiner Pick Of The Day
09.08.’14 Irish Times Something For The Weekend
Fleadh Cheoil na hÉireann – 10-17 August 2014 – Sligo, Ireland

39. Print Statistical Analysis
• Analysis on local, regional, national print outlets
• Sample analysis 01.08.’14 – 08.09.’14 (5 weeks)
• 910 individual segments generating 329,172 cm2
• AVE (advertising value equivalent) of over €1m
• 162 segments pre-Fleadh (01.08.’14 - 09.08.’14)
• 256 segments during Fleadh (10.08.’14 – 17.08.’14)
• 492 segments post-Fleadh (18.08.’14 – 08.09.’14)
results, photos, reports

41. “Everyone who calls Sligo their home
has put their hearts souls into
getting the town and county ready
for welcoming the Fleadh and
welcoming the hordes of visitors
that will come to our town over
the next week.”
Bartley Gavin
Cathaoirleach Fleadh Cheoil - Sligo
Speaking at Opening Ceremony Fleadh Cheoil 2014

42. COMMUNITY DRIVEN FLEADH
• Huge civic spirit
• Public community bodies – Sligo County Council, Sligo Leader, Tidy Towns, GAA
• Grassroots of Comhaltas – expertise, experience passion
• ‘First in – last to bed’ mentality evident throughout Fleadh week
Fleadh Cheoil na hÉireann – 10-17 August 2014 – Sligo, Ireland

43. VISITOR EXPERIENCE - feedback
Fáilte Ireland - feedback
Fleadh Cheoil na hÉireann – 10-17 August 2014 – Sligo, Ireland

44. Targets for 2015
• Engage earlier with sponsors
• Build relationships with media
• Galvanize local support – corporate voluntary
• Volunteers - focus on individual strengths
• Revisit the programme – assess strengths weaknesses
• Activation of different parts of Sligo
• Infrastructure – streets, stages, signage
• Promote Sligo as a destination – In Tune With The Fleadh
• Create a Fleadh Legacy

53. Thanks everyone – let’s roll up the sleeves again!