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heather maitland presentation at The Business of Fun 2011

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AOIFE
AOIFE

Heather Maitland presentation on audience trends for Irish festival and events 2010 at The Business of Fun 2011

Entretenimiento y humorEmpresariales
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ARTS FESTIVALS OVERVIEW
About the project ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Festivals Scope ,[object Object],[object Object],[object Object],[object Object]
HOW ARE WE DOING?
Festivals: Average number of events 2010: 133 2009: 164
Festivals Large scale Under 500
Ticket Sales: number of tickets ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Festivals Large scale Under 500
Β 
Festival ticket sales: % capacity 2010: 49% 19% 72%
Ticket sales: % capacity 2010: 49% 14% 80%
Festivals Large scale Under 500
Comparison with 2009
Festivals Large scale Under 500
EVENTS FEWER MORE HIGHER LOWER % CAPACITY
EVENTS FEWER MORE HIGHER LOWER % CAPACITY Spread the audience more thinly
EVENTS FEWER MORE HIGHER LOWER % CAPACITY Spread the audience more thinly Concentrate the audience
EVENTS FEWER MORE HIGHER LOWER % CAPACITY Spread the audience more thinly Concentrate the audience Increased impact
EVENTS FEWER MORE HIGHER LOWER % CAPACITY Spread the audience more thinly Concentrate the audience Increased impact Reduced impact
Concentrate the audience Increased impact Spread the audience more thinly Reduced impact
Trend organisations ,[object Object],[object Object]
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Β 
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ARE WE MAXIMISING OUR INCOME?
Festivals: % of tickets sold at full price 2010: 73% 14% 100%
Β 
Complimentary tickets All comps: 12% Excluding β€˜paid for’: 10%
Ticket prices: Festivals Offer price: €18.76 Ticket yield: €19.33
ABOUT AUDIENCES
HOW GOOD IS THE DATA?
Capturing names and addresses ,[object Object],[object Object],[object Object]
Festivals: Data capture rates 2010: 90% 71% 100%
Data capture rates 2010: 89% 25% 100%
HOW MUCH DO THEY LOVE US?
ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ Six + events Festivals
ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ ο‚‚ο‚‚ο‚‚ ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ Six + events Three + events
ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ Six + events Three + events Two events
ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ ο‚‚ο‚‚ο‚‚ ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ ο‚‚ο‚‚ο‚‚ ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ Six + events Three + events Two events One event
Festivals: Average number of events in 2010 2010: 1.9 1.3 3.6
Festivals Large scale Under 500
ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ ο‚‚ 2009 ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ 2010
ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ 2009 ο‚‚ο‚‚ο‚‚ο‚‚ ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ 2010
ο‚‚ 2009 ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ 2010
ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ ο‚‚ ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ Continuing New Deficit
ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ ο‚‚ ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ Continuing New Reactivated
Keeping first time ticket buyers ,[object Object],18%
ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ ο‚‚ ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ Continuing New Reactivated
ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ ο‚‚ ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ ο‚‚ο‚‚ο‚‚ ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ο‚‚ Continuing New Reactivated
ARE THEY BOOKING LATER?
Β 
Β 
IS OUR MARKETING WORKING?
Marketing spend per seat put on sale including staff costs Average for Festivals: €10.22 € 3.57 € 25.17
Festivals Large scale Under 500
Festivals Large scale Under 500
RETURN ON INVESTMENT
RoI including staff costs Average for Festivals: €2.06 € 0.35 € 9.87
Festivals Large scale Under 500
Website visits (000s) β€œ International” Festivals: 85K 10k 160k
Increase in traffic to festival websites ,[object Object],+45%
Online marketing effectiveness ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Overseas visitors ,[object Object],34%
Overseas visitors ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Emailing response rates Average for Festivals: 7% 1% 24%
Facebook referrals (% of all visits) Average for Festivals: 4% 1% 13%
Pay Per Click Advertising (000s) Ave no of impressions: 1,000k 1k 4,000k Festivals
Pay Per Click Advertising Ave click through rate: Festivals 3% 0.04% 17%
Summary ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

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heather maitland presentation at The Business of Fun 2011

Notas del editor

  1. 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
  2. High – no concessions at all Low – children’s festival
  3. Any guesses? Write on the card nice and big what you think the average data capture rate across the 30 arts centres and festivals?
  4. Highest number of events are both music festivals Next highest is jazz Lowest is Jazz festival – free events?