FESTIVAL MANAGEMENT MASTERCLASS

Basel

2016
 FESTIVAL
MANAGEMENT

MASTERCLASS

Paul@paulgudgin.com
Fringe History
FESTIVAL
MANAGEMENT

MASTERCLASS

•1947 Creation of the Edinburgh Paul@paulgudgin.com

International Festival and birth of

the Fringe
•1948 Fringe got its name
•1955 Central Box Office
•1958 Festival Fringe Society was
created
 FESTIVAL
MANAGEMENT

Fringe Statistics MASTERCLASS

Paul@paulgudgin.com

• 3,193 Shows
• 49,497 Performances
• 2,183,591 Tickets Sold
• 17,000 Performers
• £80 Million Economic Benefit to the
City
Ticket Sales FESTIVAL
MANAGEMENT

1996 – 2014 MASTERCLASS

Paul@paulgudgin.com

2,500,000

2,000,000

1,500,000

1,000,000

500,000

0
1996 1999 2002 2005 2008 2011 2014
Successful Festivals and FESTIVAL
MANAGEMENT

Festival Cities MASTERCLASS

Paul@paulgudgin.com
Successful Festivals and FESTIVAL
MANAGEMENT

Festival Cities MASTERCLASS

Paul@paulgudgin.com
Motivations to Perform
FESTIVAL
MANAGEMENT

MASTERCLASS

Paul@paulgudgin.com
Successful Festivals and FESTIVAL
MANAGEMENT

Festival Cities MASTERCLASS

Paul@paulgudgin.com

Edinburgh International Science Festival

Imaginate Children's Theatre Festival
Edinburgh International Film Festival
Edinburgh Art Festival
Edinburgh Jazz & Blues Festival
Edinburgh Military Tattoo
Edinburgh Festival Fringe
Edinburgh International Book Festival
Edinburgh International Festival
Edinburgh Mela
Scottish International Storytelling Festival
Edinburgh's Hogmanay
Successful Festivals and FESTIVAL
MANAGEMENT

Festival Cities MASTERCLASS

Paul@paulgudgin.com
Successful Festivals and FESTIVAL
MANAGEMENT

Festival Cities MASTERCLASS

Paul@paulgudgin.com
Successful Festivals and FESTIVAL
MANAGEMENT

Festival Cities MASTERCLASS

Paul@paulgudgin.com
Successful Festivals and FESTIVAL
MANAGEMENT

Festival Cities MASTERCLASS

Paul@paulgudgin.com

Attribute 1= Low
5 = High

1. Attractive location

2. Easily accessible with good transport links

3. A wide range of interesting venues and spaces

4. A compact centre or spaces where the festival can be

dominant

5. A wide range and variety of year-round cultural activities

6. Effective networks to enable festivals to work together and

collaborate with others

7. Political will to develop festivals and events

Developing Audiences
FESTIVAL
MANAGEMENT

MASTERCLASS

Changes in booking behaviour

Paul@paulgudgin.com

1999 2007 2015

In Person 46.6% 18.2% 12.1%
Phones 42.9% 20.9% 14.4%
Post 6.5% 0.8% 0.5%
Groups 2.2% 0.3% 0.3%
Press 1.8% 0.8% 0.9%
Ticket 0 8.9% 9.2%
Village
Online 0 50.1% 62.6%
Developing Audiences
FESTIVAL
MANAGEMENT

MASTERCLASS

IT initiatives Paul@paulgudgin.com

• Fringemail
• Box Office
• The Ticket Village
• Press Resources
• Fringeware
• Mobile Phone Initiatives
• Social Networking
Developing Audiences
FESTIVAL
MANAGEMENT

MASTERCLASS

Social Networking
Paul@paulgudgin.com
Developing Audiences
FESTIVAL
MANAGEMENT

MASTERCLASS

Social Networking Paul@paulgudgin.com

WHY USE SOCIAL MEDIA

Generate an audience
Provide event information
Maintain audience attention
Increase your knowledge
Align & connect with your competitors
Establish your authority as an expert
Run an event more productively
Festival Marketing
FESTIVAL
MANAGEMENT

MASTERCLASS

Social Networking Paul@paulgudgin.com

Developing Audiences
FESTIVAL
MANAGEMENT

MASTERCLASS

Social Networking Paul@paulgudgin.com

Collecting
Developing Audiences
FESTIVAL
MANAGEMENT

MASTERCLASS

Social Networking Paul@paulgudgin.com

Developing Audiences
FESTIVAL
MANAGEMENT

MASTERCLASS

Social Networking Paul@paulgudgin.com

Waterford Airport Spraoi, Waterford
Killowen, N/A Waterford, Page
Ireland 4,298 people like this
20,313 people like this.
Kazbar Waterford
431 check-ins
57 John Street, 0000 Waterford,
Waterford Ireland
Page 5,658 people like this.
5,912 people like this 98 check-ins
Waterford Crystal The Fitzwilton Hotel Waterford
Page Bridge Street, Waterford, Ireland
5,628 people like this. 15,248 people like this.
368 check-ins
Enjoy Waterford Waterford Institute of
Page Technology Graduate Network
3,184 people like this Page
841 people like this
Developing Audiences
Developing Audiences
FESTIVAL
MANAGEMENT

MASTERCLASS

Paul@paulgudgin.com
Developing Audiences
FESTIVAL
MANAGEMENT

MASTERCLASS

Paul@paulgudgin.com

Design
Developing Audiences
FESTIVAL
MANAGEMENT

MASTERCLASS

Paul@paulgudgin.com
Developing Audiences
FESTIVAL
MANAGEMENT

MASTERCLASS

Paul@paulgudgin.com
Developing Audiences
FESTIVAL
MANAGEMENT

MASTERCLASS

Paul@paulgudgin.com
Festival Marketing
FESTIVAL
MANAGEMENT

MASTERCLASS

Promotions Paul@paulgudgin.com

When are Sales Made? (By Show Date)

4000

3500

3000

2500
Count

2000

1500

1000

500

0
01/08/04
02/08/04
03/08/04
04/08/04
05/08/04
06/08/04
07/08/04
08/08/04
09/08/04
10/08/04
11/08/04
12/08/04
13/08/04
14/08/04
15/08/04
16/08/04
17/08/04
18/08/04
19/08/04
20/08/04
21/08/04
22/08/04
23/08/04
24/08/04
25/08/04
26/08/04
27/08/04
28/08/04
<= 2 Hours Before <= 12 Hours
DateBefore <= 24 Hours Before
<= 48 Hours Before <= 2 Weeks Before > 2 Weeks Before
Festival Marketing
FESTIVAL
MANAGEMENT

MASTERCLASS

The half-price hut

Paul@paulgudgin.com

• 35% of customers had

not booked for the Fringe
before
•75% felt the variety of
shows on offer good
•87% felt it was good value
for money
•78% said it made them try
something new
•94% said they would use it
again
Festival Marketing
FESTIVAL
MANAGEMENT

MASTERCLASS

Promotions Paul@paulgudgin.com
Working with the Press
Working with the Press
FESTIVAL
MANAGEMENT

MASTERCLASS

Types of Press Coverage Paul@paulgudgin.com

• Previews
• Reviews
• Features
• Supplements
• News
• Photos
• Diary
• Other
Working with the Press
FESTIVAL
MANAGEMENT

MASTERCLASS

Paul@paulgudgin.com
Working with the Press
FESTIVAL
MANAGEMENT

MASTERCLASS

Paul@paulgudgin.com
Working with the Press
FESTIVAL
MANAGEMENT

MASTERCLASS

Paul@paulgudgin.com
Sponsorship and FESTIVAL
MANAGEMENT

Fundraising
MASTERCLASS

Paul@paulgudgin.com

Building Your Brand at

the World’s Biggest Arts Festival
Sponsorship and FESTIVAL
MANAGEMENT

Fundraising
MASTERCLASS

Paul@paulgudgin.com

To give you a sense of scale…

Recent research shows that
the Edinburgh Festivals
annually attract a phenomenal
2.6 million attendances.
Attendance

The Fringe has become the

driving force for this incredible
deluge, responsible for
attracting over 50% of the
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Sponsorship and
FESTIVAL
MANAGEMENT

Fundraising
MASTERCLASS

Paul@paulgudgin.com

Officially the Largest

Arts Festival in the World
• It all began back in 1947 when 8 amateur theatre companies
decided to gatecrash the inaugural Edinburgh International
Festival and launch their own shows for the crowds.

• Times have changed and today the Fringe boasts 26,995

performances of 1,830 productions in almost 300 venues.
Total ticket sales in 2005 exceeded 1.3 million.

• However an open-door policy remains central to the Fringe’s

constitution & essence.

GLOBAL… INCLUSIVE… PIONEERING…

HEDONISTIC… SPONTANEOUS. .INVENTIVE…
ENGAGING… SUPRISING… REBELLIOUS…
Sponsorship and
FESTIVAL
MANAGEMENT

Fundraising
MASTERCLASS

Paul@paulgudgin.com

Sponsorship Opportunities
The e-Ticket Tent
The e-Ticket Tent is located on Edinburgh’s main thoroughfare – Princes Street.
Housed in a temporary structure, the facility offers free internet access for buying
tickets and onsite ticket collection.
The benefits for a sponsor:
• Opportunity to demonstrate software within an accessible and dynamic environment.
• Unique brand exposure at one of the busiest intersections in Edinburgh.
• Positive PR for your brand and products.
• An enhanced corporate reputation through positive association with the Arts.
The benefits for the Fringe:
• Increases convenience to ticket-buyers by providing central location within
Edinburgh.
• Encourages new audiences to attend.
• Creates a simple and effective booking experience for users with security & reliability
Sponsorship and
FESTIVAL
MANAGEMENT

Fundraising
MASTERCLASS

Paul@paulgudgin.com

Further Opportunities…
“It’s the greatest free show in town during the Edinburgh Fringe,
offering a taste of the best of the Festival”
The Scottish Daily Mail

Fringe Sunday is the ultimate family day out and the largest free arts event in the
world, attracting crowds of over 200,000. This enormous open-air jamboree is now
the largest free arts event in the world. Marquees become the packed venues for
the day and visitors can catch hundreds of top Fringe acts, including music, kids
shows, comedy, all free!

Fringe Sunday offers a unique opportunity to

bring your brand to life through sampling,
activities and competitions. This family day is a
Fringe institution, much loved by residents and
visitors alike. This flexible sponsorship can meet
both commercial and CSR objectives.
Sponsorship and
FESTIVAL
MANAGEMENT

Fundraising
MASTERCLASS

Paul@paulgudgin.com

•Royal Bank on the Royal Mile

•The bank supply stages and
Rubbish Busters
•The bank put up Entrance Arch and
Poster drums
Sponsorship and
FESTIVAL
MANAGEMENT

Fundraising
MASTERCLASS

Paul@paulgudgin.com

•Venue number boards for

200 venues
• Venue map
• Supply product for Fringe
events
Sponsorship and
FESTIVAL
MANAGEMENT

Fundraising
MASTERCLASS

Paul@paulgudgin.com

•Times Text
Critic
•Times Fringe
Knowledge
Sponsorship and FESTIVAL
MANAGEMENT

Fundraising MASTERCLASS

Paul@paulgudgin.com

• Mobile Phone Manufacturer

• Small High Quality Mens Clothing Shop
• Small Bakery
• Local Newspaper (Education Project)
• Trade Union
• Energy Drink Manufacturer
• Shopping Centre
• Budget airline
• Green Energy Company
• Industrial Lighting Company
• Toyota Dealership
Sponsorship and FESTIVAL
MANAGEMENT

Fundraising MASTERCLASS

Paul@paulgudgin.com

 Align your mission with

companies

 Research the company

 Create a prospect-tracking system

 Don’t be tempted to stray from

your own vision to match theirs
Sponsorship and FESTIVAL
MANAGEMENT

Fundraising MASTERCLASS

Paul@paulgudgin.com

 Knowing their product/Knowing your product

 Go with ideas and be willing to come up with new
ones
 Make it compelling

 It’s about people, know who you are ‘proposing’ to

 Present them with the vision…not your needs
 Tell them what your brand brings to theirs
 Listen
Sponsorship and
FESTIVAL
MANAGEMENT

Fundraising
MASTERCLASS

Paul@paulgudgin.com

Other Sources of Income

• Merchandise
• Festival Markets
• Mobile Donations
• Advertising
• Friends Schemes
• Affiliate Income
Sponsorship and
FESTIVAL
MANAGEMENT

Fundraising
MASTERCLASS

Paul@paulgudgin.com
 FESTIVAL
MANAGEMENT

Markets MASTERCLASS

Paul@paulgudgin.com
 FESTIVAL

Mobile Donations MANAGEMENT

MASTERCLASS

Paul@paulgudgin.com
Sponsorship and
FESTIVAL
MANAGEMENT

Fundraising
MASTERCLASS

Paul@paulgudgin.com

CPC – Cost per click advertising

•Advertiser pays you for each click
Sponsorship and
FESTIVAL
MANAGEMENT

Fundraising
MASTERCLASS

Paul@paulgudgin.com
Sponsorship and
FESTIVAL
MANAGEMENT

Fundraising
MASTERCLASS

Paul@paulgudgin.com
CROWDFUNDING

• Fundraising for the social media age

• Individuals are able to play a semi-public role by
supporting what they believe in
• It is generally good for small sums not generally covered
by existing funding bodies
• As well as providing funds it is a way to promote a festival
or cause.
 FESTIVAL
MANAGEMENT

MASTERCLASS

Paul@paulgudgin.com
 TOP TIPS
1. Tell your story (from the heart)

2. Decide on an achievable number

3. Create a stunning video or images

4. Design a simple, well-thought-out rewards system

5. Find newsletter, blogs and social networking sites that will help you spread
the word.

6. Spend time crafting a powerful email pitch

7. Set a reasonable time period for your campaign

8. Explain precisely how you plan to use supporter’s money

Evaluation and FESTIVAL
MANAGEMENT

Increasing Support
MASTERCLASS

Paul@paulgudgin.com
Programming
FESTIVAL
MANAGEMENT

MASTERCLASS

Paul@paulgudgin.com
Programming
FESTIVAL
MANAGEMENT

MASTERCLASS

Paul@paulgudgin.com

“When I was first asked by the city to set it up

to celebrate artists and culture from around the
world, my immediate thought was, "There are
quite a lot of festivals already." So, unless we
could create a new cultural experience, rather
than imitate, there wasn't much point doing it.”
Alex Poots, Director – Manchester
International Festival
 FESTIVAL
MANAGEMENT

MASTERCLASS

Paul@paulgudgin.com
Programming
Festivals - Impact and FESTIVAL
MANAGEMENT

Evaluation
MASTERCLASS

Paul@paulgudgin.com

Finding Data
• Your audience
• Your ‘Sector’
• Your
Town/City/Region
Festivals - Impact and
FESTIVAL
MANAGEMENT

Evaluation
MASTERCLASS

Paul@paulgudgin.com
Festivals - Impact and FESTIVAL
MANAGEMENT

Evaluation
MASTERCLASS

Paul@paulgudgin.com

Your Audience
• Sales Data
• Web Data
• Observation and
Feedback
• Surveys
• Focus groups
Festivals - Impact and FESTIVAL
MANAGEMENT

Evaluation
MASTERCLASS

Paul@paulgudgin.com

• What is the purpose of the event

evaluation
• Who is it for?
• What is the most suitable approach
for conducting the evaluation
• Have evaluations been conducted on
the event in the past? What use was
made of the evaluation report?
 Festival/Event Organisers Stakeholders
e.g. Funders, Partnership
Organisations

Festival/Event
Programme Evaluation Organisers’ Objectives Stakeholders’
Evaluation Objectives
Evaluation

Customer/Audience Content Process Evaluation

Profile Evaluation
Economic Social Environmental
Impact Impact Impact

Who came Satisfaction: Quality Internal External

from where? Customer/ Processes e.g. Processes e.g.
audience/ partnership Marketing £s Widening Resources
working & Jobs Participation acquisition
performer communication
Evaluation
Tourism
Rate the Training/Skills Waste
performances Development
Need to know e.g.: Transport/traffic
Age Where did the Community
Rate the inclusion/cohesion
Geographic Origin Customer hear Noise
/celebration
Gender Event about the event?
Occupation Marketing Channels Energy
Ethnicity working?
Reg. Disabled Contact details
Contact Details Score the event
Repeat visits
Favourite activity
Suggestions for Future events
improvement
• Marketing Contact details
Programme Suggestions
Feedback from Impact
Evaluations
Festivals - Impact and
FESTIVAL
MANAGEMENT

Evaluation
MASTERCLASS

Paul@paulgudgin.com
Festivals - Impact and
FESTIVAL
MANAGEMENT

Evaluation
MASTERCLASS

Paul@paulgudgin.com

Key Findings
• Economic impact of £170m in Edinburgh and
£184m in Scotland
• This supports 3,200 FTE jobs for a year in
Edinburgh and 3,900 in Scotland
• Together the Festivals received public funding
of just over £3m and private sector support of
£4m
• For the public sector each £1 of support has
generated £61 of new output in Scotland
Festivals - Impact and
FESTIVAL
MANAGEMENT

Evaluation
MASTERCLASS

Paul@paulgudgin.com

Key Findings
• Festivals generated an additional £31m for
accommodation providers and £22.5m for
bars and restaurants
• Impact beyond Edinburgh 39,000 trips that
included an overnight stay in Glasgow,
34,000 that included an overnight stay in the
Highlands and Islands
• Fringe 2003 presented
21,594 performances of 1,541
shows by 668 companies in
207 venues.
• A total of 12,940 performers
were on Edinburgh’s Fringe
stages.
• A third of all shows were
World Premieres. 7% were UK
premieres,
4% European Premieres.
• 10% of all shows at Fringe
2003 were absolutely free.
• 669 shows (43%) cost just
£5 or under.
The festival runs educational and engagement activities in the
wider community. These range from programming community
choirs – such as the acclaimed Festival Chorus, Bigger Sky and
Sing Your Heart Out – to world-class education programmes in
schools.

“This has been an incredible journey – the pupils have learned

to express themselves in ways they didn’t know were possible”
Matthew Brown, head of music at Hellesdon High School
Evaluation and FESTIVAL
MANAGEMENT

Increasing Support
MASTERCLASS

Paul@paulgudgin.com

SUPPORT AND NETWORKING

ORGANISATIONS
Evaluation and FESTIVAL
MANAGEMENT

Increasing Support
MASTERCLASS

Paul@paulgudgin.com

Mission
• To act on behalf of and represent the collective strengths
of the Edinburgh Festivals
• To develop and deliver collaborative projects and
initiatives which support growth, product
development, leadership and audiences
• To help sustain the Festivals’, Edinburgh and Scotland’s
pre-eminence as the world’s leading
festival destination.
Evaluation and FESTIVAL
MANAGEMENT

Increasing Support
MASTERCLASS

Paul@paulgudgin.com

Expo funding for all Edinburgh Festivals

Edinburgh's world famous Festivals will share £2 million from the

Scottish Government to showcase Scotland's cultural and
creative talent.
The funding will support ambitious and innovative projects for
audiences in Scotland and overseas. They will include
collaborations between the festivals and with international artists
and creators.
The Edinburgh Festivals Expo Fund is designed to help maintain
the global competitive edge of the festivals, to increase funding
available to Scottish-based artists and practitioners and to
encourage creative collaborations.
PEOPLE AND FESTIVAL
MANAGEMENT

PARTNERSHIPS
MASTERCLASS

Paul@paulgudgin.com

SUPPORT AND NETWORKING

ORGANISATIONS
PEOPLE AND FESTIVAL
MANAGEMENT

PARTNERSHIPS
MASTERCLASS

Paul@paulgudgin.com

Mission
• To act on behalf of and represent the collective strengths
of the Edinburgh Festivals
• To develop and deliver collaborative projects and
initiatives which support growth, product
development, leadership and audiences
• To help sustain the Festivals’, Edinburgh and Scotland’s
pre-eminence as the world’s leading
festival destination.
PEOPLE AND FESTIVAL
MANAGEMENT

PARTNERSHIPS
MASTERCLASS

Paul@paulgudgin.com

Expo funding for all Edinburgh Festivals

Edinburgh's world famous Festivals will share £2 million from the

Scottish Government to showcase Scotland's cultural and
creative talent.
The funding will support ambitious and innovative projects for
audiences in Scotland and overseas. They will include
collaborations between the festivals and with international artists
and creators.
The Edinburgh Festivals Expo Fund is designed to help maintain
the global competitive edge of the festivals, to increase funding
available to Scottish-based artists and practitioners and to
encourage creative collaborations.
Review Session and FESTIVAL
MANAGEMENT

Closing Remarks
MASTERCLASS

Paul@paulgudgin.com