The European Festival Market Report 2010

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1 04 The European Festival Market Report 2010 Powered by Author: James Drury, Festival Awards Ltd The European festival scene is incredibly varied, with a mixture of mature markets in countries such as the UK, France, Germany, the Netherlands and Belgium; rapidlydeveloping markets in countries such as Poland; and nascent markets in the likes of Romania and the Baltic Countries. Following the nervousness of last year, it certainly appears that the 2010 season saw a lot more optimism from promoters and fans themselves. According to IQ magazine s European Festival Report 2010, average attendance among comparative festivals in Europe rose 6.2% on last year, while average capacity among the same sample of events rose 15.4% from 24,318 in 2009 to 28,745. As if to further illustrate the upbeat mood among promoters, the report says 64% of those questioned said they felt the state of the market is fantastic or healthy, while 26% felt it was static. Over the next few pages, this report will analyse the results of a major survey of festival-goers from across the continent the European Festival Census, produced by Festival Awards Ltd and Virtual Festivals. The Census surveyed 1,079 people from across Europe on a variety of issues from ticketing to sponsorship and festival organisation. The largest proportion of respondents was from the UK and Ireland (44%), which is unsurprising considering the questions were in English. However, there was a broad range of countries represented by those filling out the questionnaire, including (in alphabetical order): Australia Belgium Denmark France Germany Greece Malta Poland Serbia The Netherlands Turkey USA

2 05 Profile of average festival-goer What s important to festival-goers? Festival fans were asked how important different factors are in influencing their decision of whether or not to attend a music festival. Respondents answered: a) Very Important; b) Fairly Important; c) Not That Important; or d) Not Important at all. Results suggest that overall amongst festival goers there are several distinct groups of factors:

3 07 Topping the list is that like-minded people and friends will be there, demonstrating just how important a sense of community is at a festival, and how powerful the human tribal instinct is. What may be surprising is that the quality of headliners is not foremost in festival-goers minds. The following chart will be the least surprising most people buy their tickets online. Where do you buy your ticket? Nonetheless, 61% of respondents said the thing they like the most about festivals is the music, while 22% say it is escaping from normal life. According to the Census, the biggest dislike of festival goers (27%) is not having clean toilets or showers onsite, with the next largest objection (16%) is about the price of food and drink. The good news is that although 41% say the thing they miss the most is a clean flushable toilet, 21% say they don t miss any home comforts at all when they re at a festival. What s also positive is that 47% of respondents said bad weather during the summer wouldn t put them off going to a festival. Almost four out of 10 of respondents said the economic crisis hasn t altered their festival plans, while the next largest group (23%) said they would attend fewer festivals as a result of the financial difficulties. What prompts you to buy your ticket? Tickets During challenging economic times, and with the media landscape as scattered as it is, knowing what prompts people to buy tickets, where they go to find out information about festivals and so on, is crucial information. Census respondents were asked a variety of questions about their ticket-buying habits and the results make for interesting reading. What may dismay media is that advertising What may dismay media is that advertising campaigns and previews appear to have minimal impact when it comes to prompting people to actually part with their cash. However, these are no doubt important awareness-raising tools, and help people choose which festival to go to, so shouldn t be discounted.

4 08 Our Census shows only 10% of people buy their tickets a year in advance, but the good news for festival promoters is that 48% of people think that festival tickets are priced about right, while 39% think they re over-priced for what they deliver. How much do you spend in euros at a festival? Spending habits The average price of a festival ticket in Europe is euros, according to IQ s report, which many would argue is extremely good value for money considering the amount of bands people can see, plus camping and the many other entertainments on offer. With this in mind, festival-goers were asked how much they spend before a festival (excluding their ticket), on things such as camping equipment, clothes, accessories and so on. How much do you spend in euros before a festival? We also asked festival-goers what they spend their money on at a festival - 43% of people spend the largest proportion of their money on food at a festival - 38% say they spend the most amount of money on alcohol - 6% spend the most on clothes and fashion items - 54% buy festival branded merchandise According to the results of the Census, 11% of people buy their travel arrangements six months in advance, 23% buy three months in advance, and 25% buy one month in advance of a festival. With travel arrangements being organised much later than ticket-buying, there is clearly scope for bundling travel and tickets, or creating partnerships with travel companies to offer discounts or other incentives. They were then asked how much they spend AT a festival on transport, food, merchandise, drinks etc. The future for festivals certainly seems bright, provided ticket prices remain sensible and the fans feel they are getting value for money. On the next page, we have a few of the suggestions respondents gave us for what they would like to see at festivals. Some are amusing, others seem easily achievable. What s clear is that festival-goers are passionate about the events they attend and have a strong interaction with them, as well as feel a sense of ownership. Which is an enviable position to be in. Want to find out more? We can help you understand more about the specific issues that interest you and your business. We combine years of industry experience with extensive research and analysis to generate a unique and in-depth understanding of festival markets. Contact us for more information: research@festivalawards.com

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