Joining Forces How event organisers and destinations can work together to their mutual advantage Nick Dodds, Managing Director Festivals and Events International, past Chairman BAFA William Culver-Dodds, Associate Director Festivals and Events International, board member IFEA-Europe

Joining Forces Introductions, Definitions and Examples Festivals Mean Business Economic Impacts Event Led Tourism: working together Case Studies

Cultural Festivals – the FEI Definition “A time limited, concentrated celebration of cultural activity rooted in a particular location” Yes No Arts FestivalsReligious Festivals Pop FestivalsCultural Seasons Film FestivalsShopping Festivals Book FestivalsSports Festivals Children’s Festivals Science Festivals Food Festivals

An explosion of Festivals in the UK

A selection of UK Festivals

Multi-Arts Festivals – Edinburgh

UK Festivals Manchester The world's first international festival of original, new work

Specialist Festivals - BBC Proms Gustavo Dudamel and the Gothenburg Symphony Orchestra

Specialist Festivals Hay Gustavo Dudamel and the Gothenburg Symphony Orchestra

Outdoor Festivals Greenwich + Docklands International Festival Gustavo Dudamel and the Gothenburg Symphony Orchestra

UK Pop Festivals - Glastonbury

Latitude Festival, Suffolk blurring the boundaries? Gustavo Dudamel and the Gothenburg Symphony Orchestra

Festivals Mean Business FMB III BAFA ACE sam 2007 Research 600 approached 200 returns BAFA and non BAFA members

Festivals Mean Business Creating and Showcasing Culture Nearly 18,000 events took place at 193 festivals BAFA members 10,000 events,4,000 exhibition days BAFA members commissioned 200 pieces of new work presenting 1,750 premieres

Festivals Mean Business Building and Developing Audiences Over 5 million attendances at 193 festivals 250,000 people look part in education programmes and over 60% of these people were young people

Festivals Mean Business Sustainable Businesses Excellent value for money – operating on limited resources Majority of resources invested in programmes not infrastructure Varied income sources – BAFA members attracted £30m of investment

Festivals Mean Business Sustainable Businesses Running costs/overheads 12% Production, performance and exhibition costs 55% Marketing 8% Other expenditure 3% Staff costs (core, freelance and seasonal) 22% Festival expenditure mostly on Programmes

Festivals Mean Business Sustainable Businesses Festivals have varied income sources Arts Councils 12.0% National Lottery 0.9% County Council or Unitary Authority 13.1% Borough or District Council 2.2% European 0.0% Other contributed income 2.9% Individuals 2.8% Businesses 12.2% Trusts and foundations 11.3% Ticket sales 33.6% Additional sales (eg. bar, food, programmes) 3.7% Advertising 2.1% Membership fees 1.2% Interest on invested funds 0.5% Other earned income 1.5%

Festivals Mean Business Boosting Local Communities and Economies Enriching the life of residents, building cohesion Creating a sense of place Employing 12,500 staff using 4,000 volunteers Creating positive media profile Attracting visitors BAFA members directly spent £42m in local economies

Economic Impacts HAT FAIR 2008 ECONOMIC IMPACT STUDY Glastonbury Festivals 2007 Economic Impact Assessment The Ascent of Manchester An independent evaluation of the first Manchester International Festival 2007 THE VALUE OF “V” AN EVALUATION OF THE ECONOMIC IMPACT OF THE “V” FESTIVAL 2006 EDINBURGH’S YEAR ROUND FESTIVALS ECONOMIC IMPACT STUDY BRIGHTON FESTIVAL 2004 A STUDY OF THE ECONOMIC AND CULTURAL IMPACT OF BRIGHTON FESTIVAL UPON BRIGHTON AND HOVE A report into the impact of folk festivals on cultural Tourism 2002

Economic Impacts £ Edinburgh Festivals 184,000,000 Notting Hill Carnival 93,000,000 Folk Festivals 77,000,000 Glastonbury Festival 51,900,000 Cheltenham Festivals 34,000,000 BBC Proms 30,000,000 Manchester International Festival 28,000,000 Brighton Festival and Fringe 20,000,000 V Festival Chelmsford 10,400,000 Glasgow annual Festivals 6,000,000 Celtic Connections 6,000,000 Birmingham International Dance Festival 3,300,000 Chester Festivals 2,000,000 Hat Fair Winchester 1,000,000 Salisbury Festival 1,000,000 Total £547,600,000 Hundreds of other cultural and pop festivals.....

Event-led Tourism Festival Organisers and Destinations Working Together Vision Who’s the Audience What makes a good festival destination Understanding the timescales - long and short Packaging – tickets, travel and accommodation Partners

Liverpool European Capital of Culture 2008

European Festivals Benicassim, Spain

Event-led Tourism Festival Organisers and Destinations Working Together Vision Who’s the Audience What makes a good festival destination Understanding the timescales - long and short Packaging – tickets, travel and accommodation Partners

Transport partners

Case Studies Swale Birmingham

Swale Sustainable Communities Community Cohesion Place Making

Birmingham Profile Visitors Economic Benefit

Festivals - A growing opportunity

Thank You