2015 Perth International Arts Festival - The Report

perthfestival.com.au13 feb–7 March

the report

There is a weird alchemical effect when thousands of people focus on something as strange and wonderful

as this, a collective suspension of disbelief that can

fuel the reimagining of an entire city.

Stephen Bevis, The West Australian

The Incredible and Phenomenal Journey of The Giants to the Streets of Perth cr. Jessica Wyld

22015 PERTH INTERNATIONAL ARTS FESTIVAL THE REPORT

01 YOUr feSTIVaL aT a GLaNce 5

02 GeNeraL MaNaGer’S rePOrT 7

03 arTISTIc DIrecTOr’S rePOrT 9

04 VITaL STaGeS 19

05 INTerNaTIONaL eXceLLeNce 27

06 rIO TINTO faMILY 31 aND eDUcaTION PrOGraM

07 feSTIVaL PaTrONS 37

08 MarKeTING OUr feSTIVaL 43

09 MeDIa hIGhLIGhTS 53

10 feSTIVaL ParTNerShIPS 63

11 OUr PhILaNThrOPY PrOGraM 65

12 feSTIVaL ThaNKS 69

contents

Beyond cr. Andy Phillipson3 2015 PERTH INTERNATIONAL ARTS FESTIVAL THE REPORT

We all agreed – there was something in the air at Perth this year. Something magical and Oz-like. It was a tangible energy

... the festival was a place where magic actually happened.

Dave Hackett, author at Perth Writers Festival


01 YoUR FestIVAL At A GLAnce

InterStAte AnD InternAtIonAl AttenDAnceS

37,142

168,751,710 6,849 meDIA clIPS reAcHIng A PotentIAl cumulAtIve AuDIence oF

rADIo clIPS

3,433

televISIon clIPS

1,079

89%

97%

96%

74%braND faMILIarITY

braND affINITY

braND recOGNITION

braND cOMMITMeNT

(at events)

FAceBook PoStS For tHe cAmPAIgn

HAD A collectIve reAcH oF over FIve

mIllIon – more tHAn DouBle 2014

1,190,245

3,599,587WeBSIte PAge vIeWS For tHe

FeStIvAl cAmPAIgn (nov–APrIl)

WeBSIte vISItAtIon SeSSIonS

engAgeD FAceBook uSerS

40,000

INcreaSe IN INTerNaTIONaL VISITOrS

30%

95%oF tHe PertH PoPulAtIon BelIeveD The GIAnTS HAD A very PoSItIve eFFect on tHe communIty AS A WHole

$6MILLION

$26 MILLION

MeDIa cOVeraGe VaLUe

1,790,702totAl AttenDAnce For tHe FeStIvAl

1,068PArtIcIPAtIng ArtIStS

The Paper Architect cr. toni Wilkinson

02GeneRAL MAnAGeR’s RepoRt

7 2015 PERTH INTERNATIONAL ARTS FESTIVAL THE REPORT

IntRoDUctIon

The Paper Architect cr. toni Wilkinson

Julian Donaldson General Manager

At our heart, we are a festival for the people and it is central to our mission that we attract the broadest possible cross-section of our community to experience the Festival program. Perth truly dived in to the events on offer during the recent summer, with an extraordinary number of people booking out nearly all the seats on offer.

the 2015 Perth International Arts Festival was the final in the cycle of four Festivals under the artistic direction of Jonathan Holloway. It was a Festival of great ambition, rendered in both massive scale and personal intimacy. From The Incredible and Phenomenal Journey of The Giants to the Streets of Perth (The Giants) to The Paper Architect, audiences participated in the largest arts event ever staged in Western Australia and were transported by the intimacy of a miniature world of breathtaking delicacy. It was a program that was generous in its offer and well received by all who joined us for five months of outdoor cinema and three weeks of intense and joyful celebration of the transformative nature of art.

Delivering a program of such scale required substantial increases in the number of contract staff and volunteers to complement the on going Festival team. All who worked for the Festival and assisted in its delivery committed themselves with energy and passion and we owe everyone who contributed a huge debt of gratitude.

our primary supporter group is the Friends of the Festival, who provide immense support through both ticket purchases and advocacy. We thank every member.

I would like to acknowledge the significant contribution made by the university of Western Australia and underscore the Festival’s commitment to its original purpose and to its role as a major pillar of the university’s community engagement program.

under the leadership of 2013–15 Festival chair, e/Prof margaret Seares Ao, the Festival Board is deeply engaged and contributes much to challenge and inspire the organisation. e/Prof Seares retired from the Festival Board in April 2015. Her contribution as a member of the university executive and then as a Board member and chair has been significant. She has done much to encourage and nurture the Festival and we have been the beneficiary of her knowledge, wisdom and guidance over many years.

every single supporter who stands behind our Festival is important to us and we thank our sponsors, grantors and donors for their tremendous support in 2015. Without the support of the city of Perth, our founder the university of Western Australia, the State government of Western Australia and lotterywest, our Principal Partner, we simply could not achieve all we do.

03ARtIstIc DIRectoR’s RepoRt

The Rabbits cr. toni Wilkinson9 2015 PERTH INTERNATIONAL ARTS FESTIVAL THE REPORT

From day one in Perth I saw and talked about the four Festivals

I was responsible for as a set, a series of stories building to a

conclusion, a symphony in four movements. the first Festival

introduced the themes and ideas and was both tantalising and

discernably different from the Festivals it followed. the second

built on those themes but took them further. the third was the

adagio: new themes, darker, a minor key – almost melancholic

at times – but by far the most broad and complex of the four, a

depth-charge into the dark soul of humankind.

And so we approached the fourth Festival, the final movement.

this Festival intended to reincorporate the themes of

the first two Festivals and bring them to a conclusion

whose energy and sense of celebration would leave the

city humming.

I am confident that the 2015 Perth International Arts Festival

was a fitting finale to the set. It was narrower than the previous

two, with fewer works, but it was deeper in its engagement and

far, far taller in its presence.

the ‘epic and the intimate’ was our rallying cry, and it certainly

seems to have delivered.

A quick revisit of the themes and ideas of the set of four

Festivals is worthwhile here.

Jonathan Holloway, on set at The Incredible and Phenomenal Journey of The Giants to the Streets of Perth cr. toni Wilkinson

We will commission and program world-class artists to present contemporary work of the highest quality. International artists will see it as the place to create their best work and emerging artists will be enriched by their connection with it.

Place des Anges cr. toni Wilkinson11 2015 PERTH INTERNATIONAL ARTS FESTIVAL THE REPORT

the challenge from the start of this set of Festivals was clear – to

consolidate ticket sales and raise the bar dramatically in terms

of quality and scale of work. this was expressed in terms of the

‘silver birches’, the works that stand out in the mix.

the artists and works within this category over four years

have been:

• LesStudiosdeCirque’s Place des Anges

• Peter Brook’s A Magic Flute

• grupo corpo’s Onqotô & Parabelo

• ennio morricone

• BonIver

• TheBerlinerEnsemble’s The Threepenny Opera

• Philip glass’s Piano etudes

• laurie Anderson and the kronos Quartet

• JimCampbell’s Scattered Light

• margaret Atwood

• BatshevaDanceCompany’sDeca Dance & Sadeh21

• Dmitry krymov’s A Midsummer night’s Dream

• nalaga’at Deaf Blind theatre’s not By Bread Alone

• the national

• MartinAmis

• 12 Years a Slave

• royal de luxe’s The Giants

• MadamaButterfly,directed by Anthony minghella

• MarkMorrisDanceGroup’s Mozart Dances

• TheRabbitsby Barking gecko/opera Australia

• LesArtsFlorissants conducted by William christie

• SineadO’Connor

• MarikoMori

• HilaryMantel

Philip Glass cr. toni Wilkinson

We will bring to Perth the art of the unexpected, disrupting the city, using temporary transformation to bring about permanent change, and allowing us to see our surroundings and lives with fresh clarity.

The Incredible and Phenomenal Journey of The Giants to the Streets of Perth cr. Jessica Wyld13 2015 PERTH INTERNATIONAL ARTS FESTIVAL THE REPORT

Images: The Incredible and Phenomenal Journey of the Giants to the Streets of Perth cr. Jessica Wyld

In 2012, we began with les Studios de cirque’s Place Des Anges, which converted St georges terrace into a huge public play-space, dropping two tonnes of feathers onto an unsuspecting city, and in 2015, we finished with royal de luxe’s The Incredible and Phenomenal Journey of The Giants to the Streets of Perth.

The Giants completely delivered on disruption and transformation, turning the city and our expectations on their heads in a way that moved beyond the collective impact of any other year, and which I believe will see a transformational effect on the people of Western Australia for years to come.

Place des Anges cr. Jarrad Seng

We will unlock contemporary and traditional stories, and the talent of Western australia. artistic exchanges, international and regional commissioning, and workshops will strengthen the arts sector of the region and so raise the global profile of Western australia.

MadamaButterfly cr. toni Wilkinson15 2015 PERTH INTERNATIONAL ARTS FESTIVAL THE REPORT

Identifying and supporting Western Australian artists, and placing them on an international stage, was central to our 2012–15 vision. In 2015, vital Stages has been larger than ever, with so many core works about engaging with the stories and talent of our region:

• The Giants involved the whole community – artistic and not, professional and not, paid and volunteer

• MadamaButterfly was produced with West Australian opera and a live score performed by the West Australian Symphony orchestra

• MarkMorris’sMozart Dances was accompanied by WASo

• The Rabbits, by Barking gecko and opera Australia, was our first ever world premiere performance of a major Festivals Initiative commission

• TheFestivalcomprisedamassiverangeofprojects, workshops, masterclasses etc.

MadamaButterfly cr. toni Wilkinson

Mozart Dances cr. tanya voltchanskaya

We will involve the people of Perth and beyond as active collaborators in the festival in order to influence, shape and create irresistible events. We will continue to use free work and innovative ticket pricing to remove financial barriers, we will use digital work to remove time barriers, and work in public spaces will remove the physical barriers.


Performances of all scales and engagements of all types have been a key attribute of the past four Festivals, from the intimacy of Oráculos to the ‘community of the feathers’ in Place des Anges, and all points in between.

I am delighted with what we have achieved in 2015 and over the set of four Festivals. the chevron Festival gardens has been attractive and vibrant with great programming, the visual arts program has been irresistible and imaginative, the Perth Writers Festival has reached new heights while our classical music program has united the ancient and the modern. lotterywest Festival Films and the great Southern Festival continue to flourish, while education and digital programs are ever re-inventing and exploring a constantly moving leading

edge. opera has followed a great four-point arc, circus is vibrant, and theatre and dance have seen premieres and exclusives as befits one of the world’s great festivals.

All in all, I am happy that we have achieved what we set out to do – broaden audiences, increase the world’s focus on Perth, invest in incredible art and lift the game in every possible way.

most importantly, the Festival has grown while being loved by so many, and it is in a great position to consolidate that growth and springboard into the next exciting chapter of its history.

Jonathan holloway artistic Director 2012–15


04 VItAL stAGes


hack The Festival cr. Fields & Skies 202015 PERTH INTERNATIONAL ARTS FESTIVAL THE REPORT


conceived in 2011 and delivered by the Festival from 2012–15, vital Stages is born out of the idea that there are key stages in the artistic creation process, across all genres, when support would enable a good project to become great, and achieve outcomes it would not otherwise achieve without focused investment.

now in its fourth year, the vital Stages program has been an essential part of the Festival, strongly benefitting Perth’s artistic community and audiences.

2015 vital Stages highlights include:

the GIAntsThe Incredible and Phenomenal Journey of The Giants to the Streets of Perth provided extraordinary opportunities to a diverse group of more than 80 artists and 150 arts workers from Western Australia. these individuals participated in rehearsals and then performed with royal de luxe on the streets of Perth; many were involved from the initial creative development through to performance.

key artistic collaboration between royal de luxe and yirra yaakin theatre company saw local Indigenous artists involved in the theatrical delivery of noongar storytelling across dance, music, visual art and traditional ceremony.

other local Indigenous artists were engaged as lilliputians, cymbal relay players, drummers, drivers, dancers and musicians.

Arts workers/technical and support staff were engaged across areas including crew, costumes, safety, production management, site and front-of-house management and event management.

Four independent visual artists were commissioned to create work especially for The Giants.

Hundreds of individuals were also involved in The Giants through community groups and schools to realise the commemoration of the Anzac centenary.

In addition to the paid opportunities, unique experiences were provided to local artists who observed royal de luxe’s closed rehearsal process.

VItAL stAGes

Images: The Incredible and Phenomenal Journey of The Giants to the Streets of Perth cr. Jessica Wyld

NotI,Footfalls,RockabyArtist talk cr. Jessica Wyld

a series of 30 events associated with key international and local artists took place over the course of the festival. These included rehearsal observations, workshops with schools, panel discussions, artist talks, Q&a sessions and local artist discussions.


Madama Butterfly: comprising 85 full-time musicians from WASo, with support and administrative staff around them, this production also involved 28 singers from the WA opera chorus as well as WA opera production staff across stage management, set construction, costumes, wigs and dressers. Also from Western Australia were ten dancers, five minor principals, the chorus master and assistant conductor, repetiteurs, coaches, surtitlists and ballet pianists.

Soft Soft Loud: A dozen local musicians gathered to perform an international, curated program of music directed by local and international artists.

Chevron Festival Gardens: the Festival’s contemporary music program incorporated local DJs and support acts.

Cut The Sky: this major new work and world premiere was from Western Australian company marrugeku.

The Rabbits: this Barking gecko theatre company and opera Australia co-production was a major Festivals Initiative commission by Perth International Arts Festival and melbourne Festival.

MIX Artists: Home Front: twenty local visual artists contributed to this exhibition across a range of media including painting, sculpture, digital and textiles.

Tim Pearn: On the Beach: this exhibition of artworks incorporated scale build-up of plastic detritus from beaches in Albany.

Other visual arts exhibitions: Western Australian artists and curators contributed to exhibitions at lawrence Wilson Art gallery, Fremantle Arts centre, John curtin gallery, PIcA, the Art gallery of Western Australia, the Western Australian museum and the city of Subiaco.

Hack the Festival: Australia’s first ‘art hack’ brought interdisciplinary artists together with coders, designers and developers to create innovative digital prototypes and new opportunities for collaboration across arts and technology. Fifty-two local artists were involved in the hack-a-thon, including four as mentors.

Two Worlds: this workshop brought experienced digital practitioners together with Indigenous artists and storytellers to experiment with different formats and digital platforms in the development of a proof of concept. twenty-four participants and five mentors were involved in the project.

Somewhere Our City: local artists Steve Berrick, Sam Price and chris nixon were commissioned to create this interactive digital installation for children.

Principal Partner

VItAL stAGes: peRFoRMAnce, FILM, VIsUAL ARts AnD DIGItAL pRoGRAMs

Ubu and The Truth Commission Workshop cr. Jessica Wyld

Supported by

feSTIVaL cIrcLe DONOrS

Images: In An Italian Garden workshop cr. Jessica Wyld

05 InteRnAtIonAL exceLLence



MadamaButterfly cr. toni Wilkinson

In 2015, the festival delivered an infinite number of extraordinary moments, experienced at different times and in myriad ways.


our role as an international arts festival is to curate a program of tantalising events by attracting international artists and companies at the top of their game, and presenting their work, in the most accessible way, right here in Western Australia.

From its inception, the Perth International Arts Festival has been a Festival for the people of Western Australia. our International excellence program celebrates what it is to live in one of the most remote cities on earth and considers our state’s place in the world through active patronage in ideas and themes with the best thinkers and storytellers. While this program enables the highest quality international work to be presented to an audience with a healthy appetite for great art, it also provides subsidised tickets and many free events for new audiences to commence a journey through the wonders of the Festival and their own cultural life.

2015 International excellence highlights included:

• The Incredible and Phenomenal Journey of The Giants to the Streets of Perth

• Beyond

• Mozart Dances

• The Rabbits

• chevron Festival gardens

• london grammar

• Perth Writers Festival special events – Hilary mantel and elizabeth gilbert: On Creativity

• In An Italian Garden

• Rising

• MadamaButterfly

International excellence Partner

InteRnAtIonAL exceLLence


06 RIo tInto FAMILY AnD eDUcAtIon pRoGRAM


Perth Writers Festival Family Day cr. Jessica Wyld 322015 PERTH INTERNATIONAL ARTS FESTIVAL THE REPORT

recognising the essential role creativity plays in shaping, learning and building resilience in young people, Perth International arts festival has grown a significant program of high-quality work specifically for young people and their families over the past four years.

Perth Writers Festival Family Day cr. Jessica Wyld33 2015 PERTH INTERNATIONAL ARTS FESTIVAL THE REPORT

0

2,000

4,000

6,000

8,000

10,000

12,000

14,000

2012 2013 2014 2015

free PaIDTOTaL

aTTeNDaNce

92%

RIo tInto eDUcAtIon pRoGRAM hIGhLIGhts

TOTaL STUDeNTS ParTIcIPaTING

37,959In An event, WorkSHoP or exHIBItIon SInce 2012

INcreaSe

IN SchOOLS aTTeNDaNce SINce 2012

443AcroSS WeStern AuStrAlIA HAve PArtIcIPAteD In tHe rIo tInto eDucAtIon ProgrAm over tHe PASt Four yeArS

SchOOLS

$809,589ScHoolS AnD StuDentS’ totAl SAvIngS on tIcketS to FeStIvAl eventS (2013–15)

2012

2013

2014

2015

7,000

8,000

10,000

13,000

eDUcaTION PrOGraM TOTaL aTTeNDaNce

eDUcAtIon pRoGRAM

Future Postal Service cr. Jessica Wyld

The Perth Writers festival family Day has gone from strength to strength each year with attendances starting at 7,500 in 2012 and reaching 18,000 in 2015.


• Tangle in 2013 was a huge, colourful, messy elastic- weaving event created by children in the heart of the Perth cultural centre. Part visual-arts installation, part performance, part playground, part dance party, Tangle was enjoyed by 3,350 children.

• The house of Dreaming and The house Where Winter Lives, were vastly different experiences but both as magical, immersive and tactile as the other. created especially for young audiences, these projects showcased some of the world’s greatest theatre for young audiences.

• TheinitialpresentationofScreenkidsin2014provided young audiences and families with a unique and accessible film experience. the dynamic, curated program brings the

world’s best international children’s films to Perth and is now expected to grow in scale.

• Theopeningweekendofthe2015PerthInternational Arts Festival was the largest free family event to be staged in Western Australia. Attracting 1.4 million attendances over three days, The Incredible and Phenomenal Journey of The Giants to the Streets of Perth created a very real buzz locally, nationally and overseas, setting the benchmark for a world-class family cultural experience.

Family and education Program Partner

The Future Postal Service cr. Jessica Wyld

RIo tInto FAMILY pRoGRAM hIGhLIGhts 2012–15

07 FestIVAL pAtRons


Festival patrons are generally well educated and have a rich cultural diet. they are socially active, environmentally aware and pursue a stimulating and progressive lifestyle. Festival attendances are mostly by residents of the Perth metropolitan area, with small (but increasing) visits from cultural tourists.

As the sunniest capital, Perth’s incredible weather encourages Festival patrons to be social; with backyard barbecues, dinner parties and drinks throughout the year, they love to get out into Perth city to soak up the atmosphere in February. this social aspect of Western Australian life is now not only quarantined in the physical, patrons are also continually increasing their level of interaction through social media,

seeking out information and catching up online with friends. they are ‘information vacuums’ and engage online with the Festival more profoundly each year.

our patrons’ arts engagement is both regular and broad during the year, and on average they spend more than $200 each on Festival events alone. they respond with great enthusiasm towards communication and events that are unique, well styled and produced with authenticity – citing the artists and production values as key drivers to attendance, while our outdoor venues are also major attractors. they have a preference for intellectual stimulation over ‘light’ entertainment.


The festival’s brand health measures remained high in 2015, reflecting a strong relationship with our diverse patrons. This year also saw a marked increase in new audiences.


oF tHe PertH PoPulAtIon StAteD tHAt tHey HAD AttenDeD A FeStIvAl event

ReAchtHe FeStIvAl reAcHeD more PeoPle tHAn ever BeFore In 2015

enGAGeMenttHe FeStIvAl’S BrAnD HeAltH meASureS remAIneD HIgH In 2015, reFlectIng A Strong relAtIonSHIP WItH our DIverSe PAtronS. tHIS yeAr AlSo SAW A mArkeD IncreASe In neW AuDIenceS

NeT PrOMOTer ScOre 56 (feSTIVaL PaTrONS)

89%

97%

96%

74%braND faMILIarITY

braND affINITY

braND recOGNITION

braND cOMMITMeNT

(at events)

96%

oF PAtronS Felt PoSItIve ABout tHe eventS tHey AttenDeD WItH 27 eventS exceeDIng 90% SAtISFActIon AnD only FIve eventS regISterIng BeloW tHAt FIgure

The Incredible and Phenomenal Journey of The Giants to the Streets of Perth cr. toni Wilkinson402015 PERTH INTERNATIONAL ARTS FESTIVAL THE REPORT

Low interest and knowledge of the arts; low interest in Perth Festival; more likely to be male

Preference for mainstream events; may attend Festival if low cost and about something they are already interested in; more educated than Indifferents

Similar demographic profile to Mainstreamers; more interest and knowledge of the arts; more open to Festival events; seek events that are fun/not too serious

The youngest segment; not as highly educated as Seekers; tend to live in the suburbs; some interest in the arts; willing to explore and try new things

The segment with the most females; mirror the Traditionalists to some degree, though not as highly educated; younger and more socially motivated.

Very selective and judgmental; highly educated; more likely to be males; relatively low affinity with the Festival

Tend to be younger and well educated, with a high interest and knowledge of the arts; great supporters of the Festival

The oldest segment; strong interest and knowledge of the arts; well educated and eloquent; great supporters of the Festival

2008 2009 2010 2011 2012 2013 2014 2015

Indifferents

Mainstreamers

All-rounders

Young Explorers

Impressives

Selectives

Seekers

Traditionalists

1915 15

24

17

24

1618

60

5357

4959

5363

54

6

5

6 34 5

6

3

11

15

1312

15 159

10

0

76

84 3 4

10

1221 2 1

1 10 1 1

0 122

our market segmentation model was developed by Festival partner catalyse research and, over many years of consistent reporting, we now have a very rich history of survey data to reference.

Based on this customised model, we have three main representative audience groups:

• SeekerS

• TradiTionaliSTS

• impreSSiveS

Both the geographic spread and the demographic are broad. From the cumulation of our key audience segments, our overall audience:

• haS a very high female Skew

• iS evenly Spread acroSS diverSe age rangeS

• iS highly educaTed

In 2015, students and schools were responsible for 7% of all tickets sold, and an exceptionally strong family and children (and free) Festival program drove increases in attendance from that very important market segment.

AUDIence seGMents AUDIence pRoFILe

% of respondents

FestIVAL pAtRons

Gender Male

Female

Unknown

Age

Residence

26

71

3

2

4

15

18

20

22

16

3

14–17yrs

18–24yrs

25–34yrs

35–44yrs

45–54yrs

55–64yrs

65+yrs

Unknown

Western Suburbs

Inner North

Inner South

Outer North

Outer South

Regional WA

Outside WA

Unknown

16

25

16

20

16

4

1

1

Highest level of eductation High school

Diploma/Advanced diploma

Bachelor degree

Postgraduate degree or higher

Other

Unknown

Full-time student

Part-time student

Friends of the Festival

Disability or impairment

Aboriginal or Torres Strait Islander

Non-English speaking background

Other

13

13

32

34

6

4

6

6

23

8

2

11

% of respondents

DeMoGRAphIc

g-eazy cr. Ali Judd 422015 PERTH INTERNATIONAL ARTS FESTIVAL THE REPORT

In 2015, we developed and implemented a broad-reaching marketing program which set a new attendance record of more than 1.7 million individual experiences.

We set out with the following key objectives:

• Strengthenourrelationshipwithexistingcustomers

• Attractaudienceswhohavehadnorelationshipwiththe Festival before

• Deepenthelevelofengagementthateachpatronhas with their Festival experience

While the performance program had less capacity to sell than in the previous two years, the box office income increased due to larger scale and higher priced events. Beyond classical music, theatre and dance, our contemporary music program saw a significant increase in average ticket prices.


08 MARketInG oUR FestIVAL


Patrons phenomenally increased their level of engagement with the festival through digital platforms, while our brand measures remain as high as ever.


2012

2013

2014

2015

772,122

555,162

377,424

1,790,702

TOTaL aTTeNDaNceS

ALL AttenDAncesYear

pAID AttenDAnces SIgnIFIcAnt IncreASeS (+30% on 2014) In PAID AttenDAnceS Were FounD In clASSIcAl AnD contemPorAry muSIc, But overAll SAleS DecreASeD Due to A SmAller tIcketeD ProgrAm

WHIle tHere Were FeWer tIcketS to Sell, We SolD A lArger SHAre oF AvAIlABle tIcketS tHAn In 2014

91%95%

70% 67%

TheaTre

cLaSSIcaL MUSIc

cONTeMPOrarY MUSIc

DaNce

2012

2013

2014

2015

193,449

179,093

194,908

169,657

TOTaL TIcKeTS SOLD

chevron Festival gardens cr. Ali Judd

The Giants contributed to 1,379,633 of our total attendances, and a high performing visual arts program, plus an increase in the Perth Writers festival family Day, lifted our free attendances to more than 1.5 million.


box oFFIce IncoMe

$6 MILLIONOVeraLL bOX OffIce

over tHe PASt Four yeArS, We HAve IncrementAlly IncreASeD our AverAge tIcket PrIce oWIng to A lIFt In tHe ScAle oF tHe WorkS PreSenteD 2012 2015

$27.57$34.32

DurIng tHe tHree DAyS oF The GIAnTS (13–15 FeB), We recorDeD 430,540 SeSSIonS – eQuAl to our totAl For tHe entIre 2014 cAmPAIgn

ONLINe eNVIrONMeNT

146% 1,190,245 3,599,587

60%

oF All trAFFIc BroWSerS Were

on tABletS/moBIleS

PAge vIeWS For tHe FeStIvAl

cAmPAIgn (nov–APrIl)WeBSIte SeSSIonSIncreASe In WeBSIte

vISItAtIon For 2015

SOcIaL MeDIa eNGaGeMeNT

tHe numBer oF engAgeD FAceBook uSerS

40,000

145,000

255,355

150,000

150,000

44%

83%

120%

INcreaSe

INcreaSe

INcreaSe

87%INcreaSe

MaIN feSTIVaL brOchUreS

The WeST GUIDe TO The PerTh INTerNaTIONaL arTS feSTIVaL

LOTTerYWeST feSTIVaL fILMS brOchUreS

The GIaNTS POcKeT GUIDeS

First Aid kit cr. Ali Judd 482015 PERTH INTERNATIONAL ARTS FESTIVAL THE REPORT


tIcketInG AnD cUstoMeR seRVIce

72% 75%

PAtron SAtISFActIon WItH our tIcketIng AnD cuStomer ServIce remAIneD At 2014 levelS

tHere IS mucH to ImProve, But tHe 2015 reSultS Are A greAt StArtIng PoInt

tIcketIng ServIce cuStomer ServIce

$1,320,953

MeDIA bUYtHe totAl vAlue oF our 2015 FeStIvAl ADvertISIng exceeDeD 2014 totAlS By 3%

(totAl meDIA Buy leverAgeD From A DIrect FeStIvAl exPenDIture oF $575,010 ex gSt)

ADvertISIng SPenD WAS moStly

conDenSeD Into tHe PerIoD From

mID-JAnuAry to tHe enD oF tHe FeStIvAl to

mAxImISe ImPAct AnD AlIgn WItH SIgnAge

InStAllAtIon AnD DIStrIButIon oF The WeST

GUIDe TO The FeSTIvAL

InterStAte AnD InternAtIonAl vISItorS Were reSPonSIBle For 37,142 AttenDAnceS AcroSS tHe ProgrAm

VIsItoRs to WesteRn AUstRALIA

INcreaSe IN INTerNaTIONaL VISITOrS

30%

tHe FeStIvAl contrIButeD to WeStern AuStrAlIA’S tourISm DrAW By IncreASIng tHe numBer oF vISItorS to our StAte

37,142

VeRY sAtIsFIeD

2012

2013

2014

2015

1,307

1,3111,446

1,590

VoLUnteeRstHIS yeAr, volunteerS Were tASkeD WItH ADmInIStrAtIon, mArketIng, croWD FloW mAnAgement AnD InFormAtIon SHArIng,

AS Well AS WorkIng WItH ArtIStS In green roomS, AnD ASSIStIng AuDIenceS WItH DIgItAl vISuAl Art AnD exPerIentIAl Work

PeOPLe reGISTereD TO VOLUNTeer608

SPecIfIcaLLY fOr THe GIAnTS397

FRIenDs oF the FestIVALFrIenDS oF tHe FeStIvAl exPerIenceD A 10% IncreASe In AnnuAl memBerSHIP,

reAcHIng A totAl oF 1,944, mADe uP oF 1,590 AnnuAl memBerS AnD 354 lIFe memBerS

frIeNDS aNNUaL MeMberS Year

IMpAct oF the GIAnts

95%

$3.6MILLION

tHe economIc ImPAct rePort commISSIoneD By tourISm WA noteD:

SPent In tHe cIty oF PertH AS A reSult oF The GIAnTS neW money enterIng WA WItH InterStAte AnD InternAtIonAl vISItorS

oF tHe PertH PoPulAtIon BelIeveD The GIAnTS HAD A very PoSItIve eFFect on tHe communIty AS A WHole

$38 MILLION

The Incredible and Phenomenal Journey of The Giants to the Streets of Perth cr. Jessica Wyld522015 PERTH INTERNATIONAL ARTS FESTIVAL THE REPORT

09 MeDIA hIGhLIGhts




televISIon clIPS 1,079

MeDIA hIGhLIGhts

$26MILLIONMeDIa VaLUe

168,751,710

tHe 2015 PertH InternAtIonAl ArtS FeStIvAl cAmPAIgn WAS our BIggeSt to DAte, cAPItAlISIng on A rIcH AnD DIverSe ProgrAm

6,849 clIPS reAcHIng A PotentIAl cumulAtIve AuDIence oF

2012 2013 2014 20150

1,000

2,000

3,000

4,000

5,000

6,000

7,000

onlIne rADIo tv PreSS

rADIo clIPS 3,433Internet clIPS 1,205

PreSS clIPS 1,132

tHIS IS FAr AnD AWAy tHe lArgeSt volume oF clIPS We HAve ever AcHIeveD, Due PArtly to SPecIFIc coverAge oF The GIAnTS But AlSo to A generAl lIFt In coverAge AnD IntereSt In tHe FeStIvAl

london grammar cr. Ali Judd

nAtIonAL pUbLIcItYour relationship with national media continues to strengthen and grow.

We extended invitations to national media to come to Perth to review and broadcast from the Festival. Attendance increased this year, with a concentration on the opening weekend and during the Perth Writers Festival. Among new visitors were the Deputy Arts editor of The Age, a journalist from Arts Hub, radio national Drive and conversations with richard Fidler.

The Guardian returned, providing previews, reviews, multimedia presentations and photo galleries. In a first, a reporter and video journalist went to Albany for the great Southern Festival, highlighting the visual arts in the region.

once again, we received excellent coverage of the visual arts in the Sydney Morning herald/The Age and three cover stories of Review in The Australian. The Age also published an enthusiastic wrap by its Deputy Arts editor following her successful visit.


The highlight of the national coverage was the heightened quality and range of national reviews to balance and complement local reviews.


WesteRn AUstRALIAn MeDIAPerth International Arts Festival’s relationship with The West Australian produced a huge volume of press including an excellent Guide to the Perth International Arts Festival, with Beyond on the cover, inserted into the Weekend West in late January. The West Australian’s coverage included reviews of all major shows and a minimum of one photo story in the news section each day (sometimes up to two pages), plus coverage in Today, Seven Days and Weekend West. there were also reviews of all films each week and on the weekend throughout the season.

this year also saw support from local radio 720 ABc, in particular, Afternoons with Gillian O’Shaughnessy (leading compere). Afternoons’ outside broadcast during the Perth Writers Festival was very successful, with ‘gillo’ and her listeners delighted by the calibre of talent available (particularly the hugely popular elizabeth gilbert and Andy griffiths).

Western Australian television coverage included regular reports driven largely by The Giants.

many local publications were again supportive, for example, the Subiaco Post was a great source of reviews of key events and films.

Scoop magazine gave high-volume, high-quality editorial in their summer edition and online coverage including in their e-news to subscribers.

onLIne MeDIAonline media clippings doubled in 2013 to more than 500 clips and increased again in 2014 to more than 700. In 2015, this figure was 1,205 reports. While some coverage was generated by online websites of traditional media outlets (e.g. ABc, The West Australian online), there was also increased engagement from newer websites, niche websites (youth culture, film and theatre criticism) and blogs, some of which are very influential. this helps the Festival reach a demographic that does not ordinarily engage deeply with traditional press and broadcast media.

there are many advantages to this shift in media. the ease with which audiences can access and share stories leads to far greater word-of-mouth and buzz than simple figures would indicate, and provides a lift in visibility for the Festival as a whole.

Beyond cr. Andy Phillipson59 2015 PERTH INTERNATIONAL ARTS FESTIVAL THE REPORT


the GIAnts In the MeDIAto supplement the national campaign, an international multimedia release was distributed via Hong kong-based PR newswire. this contained a 400-word release which was translated into local-language, english-language and simplified-chinese landing pages. the results were more than 1,400 page views. the objective of this release was to increase the online visibility of the event in the Asian, european and American markets, and this was achieved. countries reached included mainland china, uk, united Arab emirates, vietnam, taiwan, Japan, Austria, germany, Switzerland, canada, Hong kong, France, egypt, malaysia, India, Spain, Singapore, South korea, Finland, thailand, Iraq, new Zealand, Indonesia, Poland, Philippines, uSA, Sweden and Pakistan. on our opening weekend, the eyes of the world were on Perth.


The campaign for The Giants was highly visible and successful, generating more than 3,000 media clips and an advertising space rate of more than $7 million.


10 FestIVAL pARtneRshIpsIn 2015, we attracted the largest number of Festival partners, resulting in the most valuable portfolio to deliver an extremely ambitious program of events.

our Development team has two areas of focus. the first is to grow our existing relationships with sponsors, funders and donors of the Festival, who contribute funds and services to facilitate the creation and execution of each program. the second is to identify target sources of new funding and convert a proportion of these to raise new funds to make each Festival possible.

For the 2015 Perth International Arts Festival, the Development department managed relationships with 87 partners and more than 326 individual donors. the total value of the portfolio managed was $15,460,780 (includes operating grants from lotterywest and the university of Western Australia, and cash income for The Giants). this is $3,153,895 (25.6%) more than the amount secured in 2014.

only 30% of what it actually costs to deliver a Festival of this scale and calibre is covered by ticket sales. therefore, our partners are absolutely essential to the delivery of our artistic ambition. We couldn’t do what we do without them.

our 2015 Partners are featured on page 69.

operating grants

cash sponsorship

contra sponsorship

Federal government grants

State government grants

local government grants

International government grants

Philanthropy

$8,198,467

$3,159,250

$1,447,618

$1,640,903

$398,578

$19,308

$298,138

$298,518

First Aid kit cr. Ali Judd

for the 2015 Perth International arts festival, the Development department managed relationships with 87 partners and more than 326 individual donors. The total value of the portfolio managed was $15,460,780.


11 oUR phILAnthRopY pRoGRAMPhilanthropic donations are gifts for the benefit of the community. over our 63-year history, thousands of individuals and trusts have donated to the Festival.

In 2015, we saw a 23% year-on-year increase in revenue through a range of investment programs for the benefit of artists and audiences. this is money directly invested in artistic programs and a result of the great care that we take with this important group of Festival patrons.

the 2015 Festival giving program comprised six areas:

• FestivalCircledonors• Medicidonorprogram• SouthernLightsdonors• Majorgifts• Trustsandfoundations• The Giants donors

A list of Festival donors and supporters is included in Festival thanks (page 69).


2012 2013 2014 2015

acTUaL $162,141.00 $158,771.23 $241,726.57 $298,137.62

NUMber Of DONOrS 123 151 201 326+


The Queen of heaven cr. toni Wilkinson

AnnUAL GIVInG: FestIVAL cIRcLe In FocUsestablished in 2011, the Festival circle was created to raise the bar for both the quality of international work we present and the depth of engagement we have with the local Western Australian arts sector. this program has seen outstanding growth over the past four years, and has contributed to the realisation of some of our greatest commissions and achievements.

Donations received are directly invested into:

Local artist engagement: this program enhances the opportunity for local artists to work and perform alongside world-renowned international artists or to conceive, develop and present new contemporary works that are Festival-ready.

International program: the core of the Festival provides our community with the opportunity to experience the highest quality work from artists at the peak of their practice. many of these events inspire our youth and live on in our memories and imaginations for years to come.

Funds received through the Festival circle are directly invested in contemporary local and international art. All donations to the Festival over $2 are fully tax deductible.

Levels of Support

visionary: $10,000+ Innovator: $5,000+ creator: $2,500+ Discoverer: $1,000+ explorer: $500+

festival circle donors enjoy:

• InvitationstoexclusiveFestivalfunctionsduringtheyear • AssistancewithFestivalticketbookings • ExclusiveopportunitiestomeettheArtisticDirector and Festival artists • AcknowledgementinFestivalpublications • Subscriptiontothequarterlye-newsletter, The Festival Philanthropist • tax deductibility for your donation

For further information, please contact Acil tayba, Development executive, on 08 6488 8603 or [email protected].


mailto:[email protected]


12 the FestIVAL thAnksfOUNDer

MaJOr eVeNTS ParTNer cIVIc ParTNer

LeaDerShIP ParTNerS

LeaDerShIP ParTNerS

PreMIer ParTNerS

MaJOr DONOrSMeDIa ParTNer

ParTNer

THe GIAnTS SUPPOrTING ParTNer IN PerTh

THe GIAnTS SUPPOrTING ParTNer IN PerTh

PrINcIPaL ParTNer INTerNaTIONaL eXceLLeNce THe GIAnTS PreSeNTING ParTNer IN PerTh

8HotelsAlbany AdvertiserAlbany chamber of commerce and Industry IncAlbany entertainment centreAlbany Harbourside Apartments and HousesAPn outdoorAvant cardBarnesby Ford chrysler Jeep Dodge

Barrington consulting groupBunn Winecommunity newspaper groupDuxton Hotelgreat Southern Distilling companygreen man media ProductionsH+H ArchitectsInstant toilets and Showerslepley Propertieslincolns Beyond numb3rs

oranje tractor WinesPerth AudiovisualPoacher’s ridgertrFm 92.1the Backlot Perththe Brand Agencythe music WAthe rocks Albanytrevelen Farm – great Southern Winex-Press magazine

MaJOr ParTNerS

PUbLIc fUNDING ParTNerS

SUPPOrTING ParTNerS recOMMeNDeD reSTaUraNTS

lalla rookhlot twentymatilda Bay restaurant and Function centremust WinebarPublic Housethe Butterworth Bar & kitchenthe Dominion leaguethe georgethe terrace Hotel

GOVERNMENT OFWESTERN AUSTRALIA

Department of Education

Department of Culture and the Arts

Tourism Western Australia

feSTIVaL cIrcLe DONOrS

VisionaryAnonymous Donors

Innovatormichael and margrete chaneyDr David cookeeureka legacyPeter mallabone and Joan retallackm+H tuiteAnonymous Donors

creatorJoanne cruickshankgene tilbrookm and H tuiteDavid Wallace and Jamelia gubgubkate and richard Wilson

DiscovererSue BoydDane etheridge and Brooke FowlesDavid and Julanne griffithsJim and Freda Ireniclynn murrayrosemary Prattcarol tomcalaDiana Warnockmichael WiseAnonymous Donors

explorerSuzanne ArdaghBernard and Jackie Barnwell

David Blenkinsop cBe Am and lynn Blenkinsopcoral carter and terence moylanAndrew Doylegoodlad FamilyJoss gray and tim leaverole and gerie Hansengreg and lisa HutchinsonJanet kingmary-ellen kingStephen kobelkevincent and Fiona laumegan loweQuang lygaye and John mcmathDelys and Alan newmannigel and Dr Heather rogerslinda SavageFiona StanleyJai tulsimargaret WhitterDr Helen WildyAnonymous Donors

SOUTherN LIGhTS DONOrS

Albany PodiatryBay merchantsBowles FamilyDavid and nan AndersonDawes Familyt and e gernerneil Houghton and georgina Folvig

John and Paula PhillipsDot and Jon PricePeter Watson mlAAnonymous Donors

MeDIcI DONOrS

neil Archibald and Alan r. Dodge AmZelinda Bafile and robert de la motteJohn Barrington and Fiona Harrisrobert Bayliss and Simon Dufalllinda Birmingham and John Bondmark clapham and Dr Andrew mulcahyDr David cookeIn memory of Dr Stella Barratt-Pughmarco D’orsogna and terry ScottPaul and Susanne FinnDerek gascoine and Dale Harperterry grose and rosemary SayerFiona HackettSue and Peter Harleyrichard and nina HarrisDavid and Sandy Heldsingerkathryn Hogan and graham DroppertJanet Holmes à court AcJanet and rob kirkbyPeter and lynne leonhardtgreg lewis and Sue robertsonJohn and elizabeth mairIan mccubbingmichael murphy and craig merreyDr Fred and georgina nagle

Dr Walter ong and mr graeme marshallPearl ProudJoakim and véronique raménBill repard and Jane PrendivilleSam and Dee rogersPeter Smith and Alexandrea thompsonthompson estateDebra and Joe throsbyAndrew umneytim and chris ungarmelvin yeoAnonymous Donors

THe GIAnTS DONOrS IN PerTh

John Barrington and Fiona HarrisJoanna caldertania chambers and eddy cannellaPenny and ron crittallJulanne and David griffithsgaye and John mcmathgabe and Andrew mostyngrant and libby robinsonlinda Savagemargaret and roger Searesungar Family Foundation

LeGacY cIrcLe DONOrS

Anita claytonnigel and Dr Heather rogersAnonymous Donors

INTerNaTIONaL ParTNerS

Consulate of Italy Perth

Beyond cr. Andy Phillipson

Documents

2015 Perth International Arts Festival - The Report