heather maitland presentation at The Business of Fun 2011
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Heather Maitland presentation on audience trends for Irish festival and events 2010 at The Business of Fun 2011
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heather maitland presentation at The Business of Fun 2011
- 4. HOW ARE WE DOING?
- 5. Festivals: Average number of events 2010: 133 2009: 164
- 6. Festivals Large scale Under 500
- 8. Festivals Large scale Under 500
- 10. Festival ticket sales: % capacity 2010: 49% 19% 72%
- 11. Ticket sales: % capacity 2010: 49% 14% 80%
- 12. Festivals Large scale Under 500
- 14. Festivals Large scale Under 500
- 15. EVENTS FEWER MORE HIGHER LOWER % CAPACITY
- 16. EVENTS FEWER MORE HIGHER LOWER % CAPACITY Spread the audience more thinly
- 17. EVENTS FEWER MORE HIGHER LOWER % CAPACITY Spread the audience more thinly Concentrate the audience
- 18. EVENTS FEWER MORE HIGHER LOWER % CAPACITY Spread the audience more thinly Concentrate the audience Increased impact
- 19. EVENTS FEWER MORE HIGHER LOWER % CAPACITY Spread the audience more thinly Concentrate the audience Increased impact Reduced impact
- 20. Concentrate the audience Increased impact Spread the audience more thinly Reduced impact
- 25. ARE WE MAXIMISING OUR INCOME?
- 26. Festivals: % of tickets sold at full price 2010: 73% 14% 100%
- 28. Complimentary tickets All comps: 12% Excluding ‘paid for’: 10%
- 29. Ticket prices: Festivals Offer price: €18.76 Ticket yield: €19.33
- 30. ABOUT AUDIENCES
- 31. HOW GOOD IS THE DATA?
- 33. Festivals: Data capture rates 2010: 90% 71% 100%
- 34. Data capture rates 2010: 89% 25% 100%
- 35. HOW MUCH DO THEY LOVE US?
- 36. Six + events Festivals
- 37. Six + events Three + events
- 38. Six + events Three + events Two events
- 39. Six + events Three + events Two events One event
- 40. Festivals: Average number of events in 2010 2010: 1.9 1.3 3.6
- 41. Festivals Large scale Under 500
- 42. 2009 2010
- 43. 2009 2010
- 44. 2009 2010
- 45. Continuing New Deficit
- 46. Continuing New Reactivated
- 48. Continuing New Reactivated
- 49. Continuing New Reactivated
- 50. ARE THEY BOOKING LATER?
- 53. IS OUR MARKETING WORKING?
- 54. Marketing spend per seat put on sale including staff costs Average for Festivals: €10.22 € 3.57 € 25.17
- 55. Festivals Large scale Under 500
- 56. Festivals Large scale Under 500
- 58. RoI including staff costs Average for Festivals: €2.06 € 0.35 € 9.87
- 59. Festivals Large scale Under 500
- 60. Website visits (000s) “ International” Festivals: 85K 10k 160k
- 65. Emailing response rates Average for Festivals: 7% 1% 24%
- 66. Facebook referrals (% of all visits) Average for Festivals: 4% 1% 13%
- 67. Pay Per Click Advertising (000s) Ave no of impressions: 1,000k 1k 4,000k Festivals
- 68. Pay Per Click Advertising Ave click through rate: Festivals 3% 0.04% 17%
Notas del editor
- Skewed because includes four new festivals this year Of the 7 festivals providing data in 2009 and 2010: 4 presented more events, 3 presented fewer events Average change for these venues: +1 event
- High – no concessions at all Low – children’s festival
- Any guesses? Write on the card nice and big what you think the average data capture rate across the 30 arts centres and festivals?
- Highest number of events are both music festivals Next highest is jazz Lowest is Jazz festival – free events?