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Edinburgh Festivals: History and Future Planning

Explore the rich history of Edinburgh festivals since 1947 and delve into future planning strategies for sustaining its global reputation as a leading Festival City. Discover the economic, social, and cultural impacts, along with opportunities and threats in the changing landscape of festival marketing.

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Edinburgh Festivals: History and Future Planning

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  1. Susan Russell Marketing Manager Festivals Edinburgh

  2. History and Context 1947 1950 1978 1983 1988 1990 1994 1995 2004

  3. History & Context • 12 Festivals • 25,000 Artists • 2,000+ accredited media • 3,000+ shows • 4.2m audiences • £261m economic impact

  4. History and Context FESTIVALS FORUM CEOs of key public sector stakeholders plus independent experts Mid to long term planning, including funding and decision making concerning Edinburgh’s competitive position as the world’s leading Festival City. THUNDERING HOOVES STEERING GROUP Managers/Officers of key stakeholders Monitoring and ensuring implementation of the action plan; following through decisions made at the Festivals Forum FESTIVALS EDINBURGH FE Board: 12 Festival Directors/CEOs FE : 8 staff

  5. Collaboration FESTIVALS EDINBURGH FE Board: 12 Festival Directors/CEOs FE Staff: 8 FTE What is required to achieve our objectives and enhance our position? Programming Environment • WORKING GROUPS • Festival Staff Members • Chaired by a board member • Supported by FE staff member Marketing Innovation Professional Development Development

  6. 2012: sport and culture OPPORTUNITIES: • Heightened international awareness • Global media exposure • Cultural Olympiad/Festival 2012

  7. 2012: sport and culture THREATS: • No like-for-like comparisons on other destinations • 2012 visitor volumes - but where? • Avoidance of UK?

  8. 2012: sport and culture CULTURAL OLYMPIAD: • Edinburgh International Festival • Speed of Light • Shakespeare Festival • Bank of Scotland Imaginate Festival Speed of Light

  9. Marketing in 2012 • Earlier/multi-tiered • Extension • Displacement • Staycation

  10. Marketing in 2012 • International campaign • UK campaigns • Expedia • Times/Guardian • NE Radio • Ryanair/Easyjet • Year-round PR • Year-round digital • E-CRM

  11. Tourism & Culture • 2012 – the Year of Creative Scotland • Partnerships with VisitScotland/VisitBritain and Marketing Edinburgh • Creation of trade produce – Edinburgh Festivals Passport • Festival impacts on Edinburgh

  12. Edinburgh & it’s Festivals SOCIAL/CULTURAL IMPACTS: • 89% of Edinburgh respondents said that the Festivals increase local pride in their home city • 93% of tourists say that Festivals are part of what makes Edinburgh special as a city • 82% say the Festivals make them more likely to visit Edinburgh again in the future ECONOMIC: • £261m economic impact

  13. 2012 Legacy: what next? FUTURE PLANNING • Glasgow 2014 Commonwealth Games • Homecoming Scotland 2014 • What you should think about?

  14. 2012 Legacy: for you

  15. History and Context

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