Sziget evaluation 2016

1. Evaluation 2016

2. Table of Contents
1. Introduction of Sziget Festival
2. Communication
3. Visitor data
4. Research data
5. Sziget 2016
6. 25th Sziget in 2017
7. Sziget Cultural Management Ltd.

3. Introduction of SZIGET
• Location: Budapest, Hajógyári Island
• Date: 10 – 17 August 2016
• This multicultural event is being organized since 1993
• The biggest festival in the CEE region but also a very unique and outstanding
event in whole Europe.
• Sziget Festival has won the „Best Major Festival” category at the European
Festival Awards in 2011 and 2014
• In 2016 the budget was cca. 5,7 billion HUF and 496.000 visitors were here.
• 50 venues including five big stages representing different styles and genres.
• Colorful program choice and styles: world music, mainstream, rock, electronic
music, blues, jazz, dance and also theatre productions, fine arts exhibitions,
literature evenings, classical music concerts, child programs, sports, etc.
• Unique decoration conception, special venues, atmosphere – ART of Freedom
Further informations: http://en.szigetfestival.com/

4. SZIGET map 2016

5. SZIGET Island of freedom:
• „Island of Freedom” concept since 2013
• Communication period: from the aftermovie in Autumn until
the end of the festival.
• Main elements (Hungary): the biggest television
channels and radios, outdoor and press campaigns, and
an extremely strong web/social communication
campaign; The value of the campaign is more than 800
million HUF.
• National campaign: customized media usage by country,
but overall a strong central online presence (viber,
facebook, twitter, youtube, instagram
snapchat, ...)
• Beside ATL advertising we have strong PR activity, the value
of this cca. 600 million HUF in the point of the Hungarian
presences.
• The website of the Sziget Festival is available in 17
different languages (www.szigetfestival.com)
• Visitors of the website between 1 March – 27 August:
HU Users: 889 324
website check: 7 158 846
EN Users: 1 022 154
website check: 6 637 322
Communication

6. http://en.szigetfestival.com/mobileapp
94 199 active mobile app users
Sziget Festival application
Sziget Passport = program brochure
The program bochure was also the official passport of
Sziget in 2016
In English: 120 000 copies
In Hungarian: 80 000 copies

7. Marky Ramone's Bltizkrieg
Skunk Anansie
Jake Bugg
MØ
Parov Stelar
Movits!
Travis Scott
Bohemian Betyars
Kovacs
Editors
Unkle
Quimby
Norma Jean Martine
Kodaline
Molotov
Halott Pénz
Boy
David Guetta
Bloc Party
Kaiser Chiefs
Troyboi
Parkway Drive
FIDLAR
The Last Shadow Puppets
Jess Glynne
End Show with Hardwell
Bullet for My Valentine
Live stream
live broadcasts of 27 concerts,
in 2.494.598 minutes altogether,
more than 300.000 people watched
from all over the world.
People who were interested in Sziget
were able to follow the live
broadcasts on the official facebook
page, on youtube or on the official
web page.

8. SZIGET – social media
206 063 subscribers on the Sziget
Festival channel
aftermovie, concerts, thematic
video contents (Christmas,
Valentine’s Day)
Exciting daily videos during the
event (Sziget TV)
* 2016. szeptember
#Sziget 2016 is on
#Sziget 2016 vibe
Who is the best dancer?
Let’ get married! Never ending party
Szitizens, love, happiness
Sziget 2015 aftermovie

9. Sziget Festival Official on the facebook
451.500 followers*
Pictures, videos, constant interaction with users
Facebook live stream from the festival
33 concert live streams
Instagram: 53 000 followers*
#sziget2016: 50 438 posts
#sziget: 159 614 posts
Instagram stories: videos/animated
pictures viewed by 5000-8000 users
Twitter: 83 251 followers*
Snapchat Live special:
daily 30-40 videos with 3500-5000
viewers
Viber public chat: 7 700 followers*
In 2016 the cooperation of Sziget Festival and Viber created the Sziget - Island of Freedom Public chat
room where fans can follow the festival's everyday life.
*in September 2016

10. Performers’ feedback:

11. Almost 500.000 visitors at Sziget Festival in 2016
Visitors data

12. Research datas based on the survey of
IPSOS
Item number=1886
Item number=1121 (308 Hungarian
and 813 foreign interviews)
Netherlands:189; Great Britain 156; France:
109; Germany: 67; Italy: 67; others: 225
Hajógyári Island
10-16th August 2016

13. 12%
8%
5%
4%
3%
3%
3%
3%
1%
1%
Netherlands
France
UK
Germany
Slovakia
Switzerland
Belgium
Ireland
Italy
Turkey
40%
60%foreigner
hungarian
Education
Middle school or less 7%
Labour school 1%
High school 30%
Currently at University 29%
BA/MA 32%
Residence - Hungary
60%
22%
9%
5%
3%
I am a student
i am an employee
I am the head of a departement at
a company I work
I have my own company
I do not work at the moment
Job
52
%
48
%
Budapest
other city
Residence
Top 10 country
Source: scanner adatok és forgalomszámlálás (N=1886)
In 2016 we could use the scanned data of the check-in system, so
more accurate data were available.

14. 47% 52%
Sex
6%
53%20%
14%
5% 1%
under 18
18-25
26-30
31-40
41-50
above 50
Age
ex
53%
21%
10%
3%
13%
I have no financial
problems, I can save money
and let myself a little
luxury
I spend a big part of my
salary but I cannot save
money
I can let myself a lot more
than other people
I almost have to spend my
whole salary
I do not want to answer
Financial Circumstances
Source: scanner adatok és forgalomszámlálás (N=1886)
More than half of the visitors of Sziget
are between 18-25. Most of them are
living well and they can afford some
luxury as well.

15. 1 1
9
1
19
94 3
13
3
17
1 1
10
5 6 6
20 16
22
13
25
7 10
22
37
22
33
41
41
30
36
23
25
29
30
57
72
60
34 39
26
48
16
67
59
284.5
4.7
4.5
4.0 4.1
3.5
4.3
3.0
4.6 4.5
3.6
1.0
2.0
3.0
4.0
5.0
0%
20%
40%
60%
80%
100%
5 - Totally satisfied
4
3
2
1- not at all
Average (1-5)
0 0 0 1 1 8 2 6 1 1 0 2 11 1 1 6 4
12
4
14
1 2 2
6 46 6 10
19 20
28
16
31
6 9 10
19
15
36
30
40
35 34
28
32
26
20
27 31
36
34
57 63
49
32 39
22
45
21
73
60 55
36 43
4.5 4.5
4.3
3.7
4.0
3.4
4.1
3.4
4.6
4.4 4.4
4.0 4.0
1.0
2.0
3.0
4.0
5.0
0%
20%
40%
60%
80%
100%
5- Totally satisfied
4
3
2
1 - Not at all
Average (1-5)
94% 94% 93% 75% 80% 56% 83% 39% 92% 89% 58%
93% 93% 89% 73% 74% 51% 79% 48% 92% 88% 87% 73% 79%
Total
satisfactio
n
Quantity
of
program
s
Quality
of
program
s
Services
Quality
of food
and
drinks
Prices of
food and
drinks
Informat
ion
services
hygiene,
cleanlin
ess
decorati
on
The
applicati
on of
Sziget
The
website
of Sziget
Ticket
prices
envirom
ental
awarnes
s
Top 2
Top 2
2015
2016
Forrás: főkérdőív
Satisfaction survey 2015-2016

16. One out of three app users keep the app on their phone after the festival.
In this year the Sziget passport was the the most common tool for orientation.
92% visits the website of Sziget
44% uses the Sziget app for orientation
What do you use on the spot?
64%
43%
33%
9%
73%
44%
16%
14%
8%
5%
Sziget passport
Sziget Festival app
Routing table
Internet, web
Ask a worker
Ask a Szitizen
80% watches Sziget posts on
Facebook
32% keeps the app after
the festival
Forrás: főkérdőív

17. Quality
Quantity of programs
Quality of programs
Services
Quality of food and drinks
Prices of food and drinks
Information services
Hygiene, cleanliness
Decoration
Sziget Festival app
Sziget Festival website
Ticket prices
Environmental awareness
This year was the first time on Sziget for four out of five
foreigners. The opinion of the Hungarian and the foreigner
returnees doesn’t differ significantly about the
development of the festival.
55%
18%
11%
4%
3%
9…
first time
second time
third time
fourth time
fifth time
more than five
i don't know
39%
39%
39%
24%
36%
27%
34%
31%
26%
20%
11%
16%
32%
33%
29%
30%
52%
31%
37%
53%
36%
29%
14%
11%
38%
39%
55%
52%
55%
71%
56%
61%
59%
64%
70%
71%
67%
71%
60%
61%
60%
61%
40%
64%
52%
44%
55%
66%
52%
77%
54%
55%
6%
9%
6%
5%
8%
12%
7%
6%
4%
8%
21%
13%
8%
6%
11%
9%
8%
5%
10%
4%
9%
5%
34%
11%
9%
6%
hungarian
foreigner
hungarian
foreigner
hungarian
foreigner
hungarian
foreigner
hungarian
foreigner
hungarian
foreigner
hungarian
foreigner
hungarian
foreigner
hungarian
foreigner
hungarian
foreigner
hungarian
foreigner
hungarian
foreigner
hungarian
foreigner
Comparison with previous years
improved unchanged deteriorate
81%
14%
3% 1%1% first time
second time
third time
fourth time
fifth time
more than five
i don't know
Hungarians
Foreigners
N=308
N=813
Forrás: főkérdőív

18. 63%
36%
26%
20%
20%
16%
15%
11%
11%
10%
10%
9%
8%
8%
7%
Main Stage
OTP Bank - A38 Stage
Colosseum
Telekom Arena
ArtZone
Luminarium
Magic Mirror
Cirque du Sziget
Sziget Beach - Cökxpôn Chill Garden
Before I Die
Petőfi Radio - Telekom VOLT Fesztivál Stage
Europe Stage
Aldi
Afro-Latin-Reggae Falu
Casa Bacardí
The most popular venues
Bázis: teljes minta, N=1121Forrás: főkérdőív

19. Sziget sponsors based on the number of visitor mentions
Bázis : Teljes minta (N=1121)
Forrás: főkérdőív

20. Köszönjük a figyelmet!
Sziget Festival 2016
We closed the 24th Sziget with „sold out” passes and more full house days – nearly half million
people attended.
Beside the music programs, other programs like street theatre, circus performances, civil
organizations, art venues were also very popular.
The visual world of Sziget was very impressive even this year. 63 winner installments were created
for Sziget within the „Art of Freedom” project
Every day at 7 pm various "special parties" entertained the audience at the Main Stage, and Sziget
ended with a spectacular Endshow party.
Considerably more attention has been paid to environmental partying and awareness-raising
communication, about 10,000 people participated in the various waste exchange actions, in the
Szigetrecycling program
The check-in system at the Sziget Festival also performed well which was introduced in 2016. This
system – similar to those used for individual identification at airports – reads the visitors’ name and
data from the code found on the armband, thus reducing the possibility of fraud.
Sziget was the island of love and peace this year, as always, just like almost a quarter of a
century... constantly.

21. Sziget Festival 2016 aftermovie

22. 25th Sziget in 2017
In 2017 we celebrate the 25th anniversary of Sziget festival.
On 25 September, we started with a 25-hour long ticket sales - Prime
Szitizen promotion - and also started the communications of the 25th
Sziget.
On the 25th day of each month we make new announcements and
advertise special offers.
We want to make the 25th Sziget festival memorable in many ways, in
terms of both programs and additional services.
We improve the quality of services (hygiene, roads, infrastructure,
hospitality, etc) constantly, hence we hope that satisfaction of the visitors
will simultaneously improve even further.
We will continue the „digital” development of the Sziget - both in the
preparatory communication (Innovative developments and co-operations,
such as Viber) and at the festival (check-in, payment systems, applications,
etc).
We pay more attention to the environmental protection – „Sziget
Recycling”

23. The Sziget Cultural Management Ltd.
• One of Europe’s best-known festival organizers, and the biggest in the Hungarian
festival market.
• Established in 1993, the office currently has 50 full-time employees.
• Market leader in event and festival organization in the CEE region.
• It has extensive network of sales and promotion in Europe, especially in the
Western European countries: Italy, France, Netherlands, England, Spain, Germany,
etc.
• The Ltd. has an estimated 80% revenue share from the organized festivals:
Generali Gyerek Sziget, Telekom VOLT Fesztivál, Balaton Sound, Sziget Fesztivál.
• More than 1.000.000 visitors came to our events in 2016.
• Owner of many international prizes

24. Gyerek Sziget
• Date: June 2017 (4 weekends)
• Location: Hajógyári Island
Gourmet Fesztivál
• Date: 12 – 15 May 2017
• Location: Budapest, Millenáris Park
Telekom VOLT Fesztivál
• Date: 27 June – 1 July 2017
• Location: Sopron, Lővér camping
Balaton Sound
• Date: 5 – 9 July 2017
• Location: Zamárdi, beach
Sziget
• Date: 9 – 16 August 2017
• Location: Hajógyári Island
NAGYON BALATON
BmyLake: 23 – 26 August 2017
STRAND: 23 – 26 August 2017
• Location: Zamárdi, beach
Portfolio of the festival season in 2017

25. Thank you
for your attention!