Irish Festivals, Irish Life: the facts and how to use them for your festival

1. Irish Festivals, Irish Life: the facts and how to use them for your festival Fiona Goh Consulting 2003

2. Background • Why do we need the research? • To evaluate the value and impact of Irish festivals • To understand the needs and priorities of festivals better • To explode myths about the festivals movement • To share best practice in festival organisation and development • To make the case for Irish festivals nationally and internationally Fiona Goh Consulting 2003 Page 01

3. Background • The research objectives: • To gather baseline data on the Irish festivals movement • To analyse the data and provide a summary of key findings, together with a full report • To explore the main issues in depth in a series of case studies • To produce an appropriate research template for future use Fiona Goh Consulting 2003 Page 02

4. Methodologies • Project components: • Consultation and literature review • Survey research via a postal questionnaire • Case studies via telephone interviews • Database of 469 member and non-member festival organisers • Republic of Ireland - 2002 data only • 103 eligible questionnaires returned - 22% response rate Fiona Goh Consulting 2003 Page 03

5. The myths... Myth 1: “Festivals are like fireworks - they’re great while they are here but they don’t have any lasting impact.” Fiona Goh Consulting 2003 Page 04

6. Irish festivals: creating an impact • Facts 1: • Festivals promote an estimated minimum of 10,600 events per year: equivalent to 30 events per day • 55% of festival organisations undertake activities in addition to running a festival • The indirect economic impact of festivals’ spending on other areas of the economy is estimated to be at least €31.7 million • An estimated audience of 7.1 million saw festival events in 2002 - the entire population of Ireland is 3.9 million Fiona Goh Consulting 2003 Page 05

7. The myths... Myth 2: “Festivals are always asking for money but they don’t give anything back to their local economies.” Fiona Goh Consulting 2003 Page 06

8. Irish festivals: community investors • Facts 2: • The average festival audience is made up of 67% locals - the remaining 33% require overnight accommodation • Festivals on average spend 69% of their total expenditure in their local area • This represents a direct local investment of at least €8.9 million • Community venues are the backbone of festivals; two thirds of festival organisers use churches, pubs, outdoor public spaces, or community halls for their events Fiona Goh Consulting 2003 Page 07

9. The myths... Myth 3: “Festivals are like the circus - they roll into town and have no interest in local communities.” Fiona Goh Consulting 2003 Page 08

10. Irish festivals: community developers • Facts 3: • Festivals encourage and develop active communities - 98% use volunteers • The majority of people volunteer for festivals in order to support or develop their community • 83% of volunteers are involved in additional community activities • 90% of festivals programme free events • Festivals’ top priorities focus on artistic excellence, tourism and local communities Fiona Goh Consulting 2003 Page 09

11. The myths... Myth 4: “Festivals are temporary, so they’re not good value for money. Why should I fund them?” Fiona Goh Consulting 2003 Page 10

12. Irish festivals in context Festivals are here to stay: Fiona Goh Consulting 2003 Page 11

13. Irish festivals: resourceful with resources • Facts 4: • Festivals spend 53% directly on artists’ fees and event costs • In turn, festivals generate income from a wide variety of sources - only 31% of income is from public funders, with 39% coming from sponsorship • The remaining 30% is self-generated, from ticket sales or other earned income, including merchandise and bars or catering • Festivals receive significant media coverage - 99% generate coverage in their local newspaper, and 30% receive international media attention Fiona Goh Consulting 2003 Page 12

14. The myths... Myth 5: “Volunteering is: 1. For retired people 2. Full of menial tasks 3. Useful but not essential” Fiona Goh Consulting 2003 Page 13

15. Volunteers: a key festivals resource • Facts 5: • 98% of festivals use volunteers - 50% have no paid staff at all • Support is given at all levels for a broad range of tasks • An estimated 2,772 people work year round - plus 8,316 during festival time • Total support given by volunteers to Irish festivals is the estimated equivalent of 185 Full Time Equivalents (FTEs) • Value of volunteers’ time at the Minimum Wage = €2.2 million Fiona Goh Consulting 2003 Page 14

16. Volunteers: a key festivals resource Fiona Goh Consulting 2003 Page 15

17. Future development • Some areas for development... • 47% of festivals have no data on their audiences • 59% of festivals don’t provide training for their volunteers • 23% of festivals have no presence on the world wide web • 58% of festivals have no strategic plan • 33% of festivals did not carry out a risk assessment in 2002 • 31% of festivals did not have a dedicated safety officer Fiona Goh Consulting 2003 Page 16

18. Using the facts • Make use of the research! • Quote the research and key findings when approaching funders or other relevant stakeholders • See how your festival compares on key data - are you spending a higher % on artists or attracting a greater % of visitors? • Develop some positivePR out of season for your festival by telling your local media about the research • Learn from fellow organisers’ experience in the case studies • Lobby for support on areas of development Fiona Goh Consulting 2003 Page 17

19. Summary • In conclusion: • Irish festivals are here to stay; they are a vibrant and growing sector providing a wealth of activities year-round • Festivals have a significant impact on the cultural, social and economic fabric of Ireland • Festivals support and develop active communities • The research allows us to demonstrate the value of festivals, share best practice and make the case to key stakeholders Fiona Goh Consulting 2003 Page 18

20. Fiona Goh Consulting: fiona.goh@virgin.net