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2019 REPORT
Founder Principal Partner
Acknowledgements
This report has been prepared by Kristine Genovese, Jordan Gibbs, Marc Dunford and Shannon Pearse of Culture Counts™. We would like to thank Perth Festival for their support through the development and delivery of the evaluation project. We would also like to thank all stakeholders including public patrons, artists, participants, volunteers and staff for their participation in this project.
Date of Preparation: May 2019
ContentsPerth Festival 2019 Evaluation 2
Welcome 2
How it works 4
At a Glance 6
Impact Showcase 8
Audience Profile 11
Program Outcomes 15
Festival Overview 16
Boorna Waanginy: The Trees Speak 18
Core Festival Program 20
Case Study: Made in WA 22
Chevron Gardens 24
Writers Week 26
Lotterywest Films 28
2018/19 Festival Comparison 30
Community Engagement 35
Sector Development Activities 36
Artists and Arts Organisations 38
Education Program 39
Partners & Donors 40
Economic Impact 43
Economic Impact Assessment 45
Tourism Impact Summary 49
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Perth Festival 2019 Evaluation
Welcome
Perth Festival acknowledges that we stand on Noongar Boodja, the land of the Whadjuk people of the Noongar nation, and we pay our respects to the traditional custodians of this Country. We respect the continuing culture of the Wadjuk people and their contribution to the life of this city and this region.
Perth, this has been your 2019 Festival.
At Festival time in Perth, there is no other place like this on Earth. For a few weeks every summer, the best artists from Western Australia and around the world come together in celebration of the unique brilliance and beauty of our special part of the world.
This Perth Festival 2019 Report is presented to the community of Western Australia. It assesses the quality and scope of the Festival’s impact on life in this State and its findings stem from the generous feedback and information given by you.
This year, we were thrilled to welcome Festival audiences and artists in their hundreds of thousands – Western Australians and visitors from elsewhere sharing magic moments and unforgettable memories together. Our Festival is made for the people who live here but we know that visitors to our State want to go to where the locals have fun too.
We strive to present opportunities for all Western Australians to engage with a diverse range of world-class arts experiences at Festival time. We also want to give artists the freedom, support and platform to make extraordinary work for all of us to enjoy.
As Australia’s longest-running arts festival, we relish change and restlessly look for ways to improve our contribution to the community. We want people to be proud and active contributors to this constantly evolving Festival project to enrich life in Western Australia through art.
Your Festival is sustained by the support of its community. Just as artists help all of us see the world afresh, the insights and feedback of our patrons, participants and partners are critical to improving and shaping the Festival for the future.
This is the second year in which the Festival has commissioned Culture Counts to measure the Festival’s contribution to Western Australia. Using internationally recognised metrics, the report scores the Festival’s artistic quality, its contribution to the State’s cultural ecology, its demographic reach and its social, cultural, civic and economic impact on our community.
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Perth Festival 2019
It combines ticketing data with extensive research led by Culture Counts including 6,665 surveys of audiences, artists, arts workers, teachers, students, Festival partners, staff and volunteers.
The findings reveal that the Festival’s spectacular opening event, Boorna Waanginy: The Trees Speak, attracted over 202,000 people to the avenues of Kings Park for the immersive celebration of Noongar culture and innovative technology. Survey results demonstrate the phenomenal cultural, social and environmental outcomes realised by the event and the Festival overall, which reached a diverse audience from Perth and beyond.
For the first time, Perth Festival conducted a Tourism Impact Study that examined the specific direct impact that Festival attendees from interstate and overseas bring to Perth, with results revealing the total trip visitor nights generated by visiting audience members to be over 65,000.
Although this is just the second year of reporting under the Culture Counts framework, it gives us a consistent guide by which to track our achievements and rise to the challenges of improving our contribution to our State’s vitality, social cohesion and reputation.
The 2019 Festival was an outstanding conclusion of Artistic Director Wendy Martin’s four-year vision to celebrate this incredible corner of the world and the stories that make it unique. On behalf of the entire Festival family, I extend my thanks to Wendy for her enormous contribution towards making Western Australia a better place to live, work and play.
In presenting this report, the Festival also owes a very big thanks to our audiences, sponsors and donors, whose support enables us to develop the local cultural sector and make a fully curated international arts festival accessible to as many people as possible.
We can’t wait to see everyone at the Festival again next year as new Artistic Director Iain Grandage builds on our legacy of enriching life in Western Australia through art.
Nathan Bennett
Executive DirectorPerth Festival
Image: Boorna Waanginy: The Trees Speak - JWyld
Perth Festival 2019
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Impact is about understanding how action creates change. We can measure impact by asking people questions about their intrinsic experience.
The evaluation framework applied by Culture Counts uses a standardised set of metrics called ‘dimensions’ to measure the quality and impact of arts and culture. They have been developed through extensive work with the sector, internationally tested and academically validated.
Each Perth Festival 2019 survey contained a core set of dimensions, asking respondents about their experience of the Perth Festival event they attended and their overall perceptions of the Festival. Survey respondents moved a slider to indicate the extent to which they agreed or disagreed with the dimension statement.
These dimensions were selected in alignment with the goals identified in Perth Festival’s Strategic Plan 2018-22:
• Excellence: Curate a diverse artistic program of the highest international quality
• Advocacy: Contribute to a strong cultural ecology
• Identity: Be remarkable, with a clear voice and character
• Sustainability: Secure the future
Dimension results contribute to the realisation of outcomes. By linking the outcome domains back to our goals, we can see the pathway between Perth Festival’s strategic intentions and their realisation. This illustrates how dimensions combine to generate outcomes and how the unique nature of these outcomes determines their impact.
DOMAIN DIMENSION
Artistic & Cultural
Distinctiveness: It was different to things I’ve experienced before
Excellence: It is one of the best examples of its type that I have seen
Authenticity: It had a connection to the State/Country that we live in
Relevance: It had something to say about today’s world
Voice:1 Perth Festival’s voice, character and identity is grounded in Perth
Value:1 Perth Festival plays an important role in the cultural life of this State
Quality:1 Perth Festival delivers high quality cultural experiences for the people of WA
Social
Place: It made me feel proud of my local area
Belonging: It helped me feel part of the community
Content: It reflected a broad and inclusive range of voices
Stretch:2 I did something I didn’t know I was capable of
PlaceLocal Impact: It’s important that it’s happening in Perth
Showcase: It showcases Perth’s arts and cultural depth
Economic
Opportunity:2 It opened up new opportunities for me
Skills:2 It helped me develop new and existing skills and gain experience
Development:2 It contributed to the development of my creative practice
Collaboration:2 It enabled me to collaborate with others
Networks:2 It connected me with other people in my field
Profile:2 It helped raise my profile
Growth:2 It appealed to new audiences
1 Applied to Perth Festival as a whole, rather than per show.
2 Applied to Community Engagement programs only.
How it works
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Artistic Cultural EconomicPlace Social
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GOALS
DIMENSIONS
OUTCOMES1
DOMAINS
Outcomes Alignment
Artistic: Connects the quality of what we produce, the realisation of our intentions and the strength of our impact.
Cultural: The aspect of life in which human beings’ values are enacted, which are the things we care about and the ways we share them.
Social: Supports a society that creates and promotes participation in community life and fosters the realisation of self within the individual.
Place: Recognises the links between ourselves and where we live, contributing to our overall wellbeing.
Economic: Promotes dynamic and resilient local economies that are required to sustain vibrant communities.
1 Adapted framework based on the Cultural Development Network’s Measurable Outcomes model, more info: www.culturaldevelopment.net.au/outcomes
Perth Festival 2019
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PROGRAM
AUDIENCE
ARTISTS
312Events
15
61 91%
World Premieres 26 Australian
Premieres 40 WA Premieres
7 ‘Made in WA’ World Premieres Commissioned by Perth Festival
27Venues
1,070Performances
1,407Artists
11%Interstate
36%International
53%Local
454,986Attendance
134,433Core Program
202,328Boorna Waanginy
77,442Lotterywest Films
Net Promoter Score Overall Experience
Tourists stayed for an average of 9.5 nights attending 3.9 events during the Festival
19,295Chevron Gardens
21,488Writers Week
An NPS of 50 is considered to be excellent, this score shows an extremely high level of customer loyalty
Surveyed attendees rated their Perth Festival 2019 experience as ‘very good’ or ‘excellent’
28 point increase from 2018
7%more than2018
17%
New Attendees
A high proportion of the audience attended a Perth Festival event for the first time in 2019 (a total of 77,215 attendees).
5%more than2018
TOURISTS
26,650Festival visits by interstate and overseas attendees
$138Average daily spend by interstateand overseas attendees
40%Tourists came to Perth specifically for the Festival
At a Glance At a G
lance
Perth Festival 2019
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BOX OFFICE
MARKETING
$5.4 millionSpent at the Box Office
$36.66Average Ticket Price
147,355Tickets Sold
21,400Instagram Followersas at March 2019
58,115Facebook Likesas at March 2019
66,000Twitter Followersas at March 2019
1,365 ‘Tix for $36’ Sold 6 Average number of tickets
purchased per customer
81%
Perth Festival’s voice,character and identityis grounded in Perth
97%
Perth Festival plays animportant role in thecultural life of the State
96%agree agree agree
Perth Festival delivers highquality cultural experiencesfor the people of WA
11% more than 2018
1% more than 2018
2% more than 2018
14% increase from 2018
60% increase from 2018
723,407Website SessionsFrom 1 November 2018 – 25 March 2019
1.196 billionTotal Media Reach
14Visiting National Media
46% increase from 2018
BRAND OUTCOMES
ECONOMIC IMPACT
$23Attendee Average Spend (Per visit, excluding ticket price)
$19.0 millionDirect Expenditure
$26.4 millionTotal Economic Impact
$10.2 millionDirect Tourism Expenditure 2% increase from 2018
Perth Festival 2019
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Impact ShowcaseEach survey respondent was asked nine dimension1 questions about the show they experienced. Using statistical analysis techniques, it is possible to identify unique clusters of shows with responses that are statistically distinct from the total sample set. Shows that are identified through this method represent a combined unique impact, in comparison to the rest of the festival.
The clustering technique analyses responses from shows with a statistically relevant sample size. 30 shows from the core performance program met this requirement. The process then explores the responses for each dimension by show type and then dynamically tests whether that show had a positive
result compared to the whole program. By grouping these shows with other top performers together for a given dimension, we can then test correlations between dimension responses to discover sets of shows that had a combined, unique impact.
To determine which clusters are the strongest, we look at the frequency of occurrence for each cluster, mapping the links between dimensions. These links are highlighted in the visualization.
Clusters are selected to maximise the representation of dimensions and shows, in as few clusters as possible.
Belonging
Local Impact
PlaceAuthenticityShowcaseDistin
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Exce
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Relevance
Note: Clustering has three key requirements: shows within each cluster must have an individual response distribution that is significantly stronger than the pooled distribution mean, per dimension (z-test, p value < 0.5); the pooled response distribution of the entire cluster must be significantly stronger than the pooled distribution mean, per dimension (z-test, p value < 0.5); selected clusters must maximise size and representation of dimensions.
1 Voice, Value and Quality were dimensions that asked about audience’s experience and perceptions of Perth Festival as a whole.
Authenticity & Showcase
Belonging, Local Impact & Place
Distinctiveness & Excellence
Content & Excellence
Content & Relevance
At a G
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Perth Festival 2019
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Clusters
Best of Show
Shows that performed well in eight or more dimensions were excluded from the clustering process to promote the discovery of unique impact correlations. These shows represent the complete realisation of the Festival’s strategic goals, as determined by audience responses.
Authenticity & Showcase
These shows combined to create unique experiences that were linked to the cultural identity of Western Australia. Where Authenticity strengthens shared cultural ties within community, Depth celebrates those experiences as meaningful and worthy of sharing with others.
Belonging, Local Impact & Place
These shows were unique in that they brought audiences together in a way that generated local pride, and ways in which audiences identified as particularly important. The selection of music events here suggests that in the context of Festival programming, music generates significant impact in facilitating social bonding and community pride.
Distinctiveness & Excellence
Audiences identified these shows as distinctly different from other cultural experiences and as top examples of their kind. The international origin of these productions speaks to their unique nature and is evidence of Perth Festival’s ability to deliver experiences audiences are otherwise unlikely to experience in WA.
Content & Excellence
Reflecting a broad and inclusive range of voices is a significant hallmark of meaningful social impact. These shows demonstrated an ability to represent their audience’s communities of interest while meeting the high qualitative standards set by the entire festival’s program.
Content & Relevance
The relevance of these productions was in their ability to speak to audience perception of today’s world. The link to inclusive and diverse voices is likely the inspiration for this perception and speaks to Perth Festival’s ability to advocate for social change in emotionally meaningful ways.
Boorna Waanginy (Image Credit: JWyld)
Le Nor
Five Short Blasts
Sunset
A Ghost in My Suitcase
Julia Jacklin
Jungle Brothers
Ned Kelly
Speechless (Image credit: Paul Tadday)
Aloe Blacc
Orbital
Nothing But Thieves
Melbourne Ska Orchestra
Wanju Ba Boorlo: Welcome to Perth
Deafheaven + Zeal & Ardor
Christine and The Queens (Image credit: Jamie Morgan)
Gatz
Silkroad Ensemble
Dada Masilo’s Giselle
Mozart’s The Magic Flute
Swan Lake
The Great Tamer
Wot? No Fish!! (Image credit: Tony Lewis)
A Ghost in My Suitcase
Speechless
Christine and The Queens
Wanju Ba Boorlo: Welcome to Perth
Silkroad Ensemble
Dada Masilo’s Giselle (Image credit: Stella Olivier)
Deafheaven + Zeal & Ardor
Christine and The Queens
Dada Masilo’s Giselle
Northern Lights - Estonian Philharmonic Chamber Choir (Image credit: Kristian Kruuser)
Client
10Image: Perth Festival Eve - JWyld
Perth Festival 2019
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Audience Profile
Perth Festival appeals to a diverse demographic, attracting people of all ages and backgrounds. The average age of an audience member across all programs was 49, and the majority of attendees are professionals (44%).
In 2019, the Festival increased its new market reach by 5%, while maintaining its very loyal audience base with 83% return visitors.
A postcode analysis of respondents reveals that audiences travelled from all corners of Perth to attend the Festival and furthermore, Perth Festival remains a driver of attendance for those living in regional WA, interstate and overseas.
Perth Festival 2019
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GENDER AGE
73%
26%
1%
Female
Male
In another way
Under 200%
10%
20%
30%
40%
20 - 29 30 - 39 40 - 49 50 - 59 Over 60
OCCUPATION
2019
2018
Average age was calculated by weighting survey results by attendance per program.
49
Festival Average Age 2019
Festival Average Age 2018 47
44% Professional
23% Retired
8% Office/admin
8% Other
6% Manager
4% Student
3% Community/personal service
2% Technical/trade
1% Sales
1% Unemployed
IDENTITY
Aboriginal/Torres Strait Islander
Person with a disability or impairment6%
1%
Born overseas and mainly speaks a language other than English7%
High School Leaving Certificate
Diploma or Advanced Diploma
Bachelor Degree
Postgraduate Degree or higher
EDUCATION1
10%
21%
28%
41%
$156,000 or more
$78,000 to$155,999
$33,800 to$77,999
Nil to $33,799
INCOME1
1-2 timesa year
7%
3-4 timesa year
29%
At leastonce amonth
48%
At leastonce aweek
15%
Never
1%
FREQUENCY OF CULTURAL ATTENDANCE
How frequently do you attend arts and cultural events or activities?
33%
21%
29%
14%
Audience Profile
1 Analysis used changes in postcode response data to model these outputs for 2019. Removing ‘prefer not to say’ from analysis and recategorising data to align with ABS outputs are primarily responsible for year-on-year changes.
Perth Festival 2019
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1% 10%
Survey respondent place of residence
LOCATION
93% Perth Metro Area
4% Elsewhere in WA
2% Interstate
1% Overseas
Postcode analysis reveals that 99% of all
Perth postcodes and 68% of all WA postcodes
were represented across the Perth Festival 2019
ticketing and survey data.
The top ten residential postcodes were identified as:
6008 - Subiaco
6009 - Nedlands
6010 - Claremont
6050 - Mount Lawley
6014 - Floreat
6018 - Innaloo
6011 - Cottesloe
6019 - Scarborough
6163 - Bibra Lake
6160 - Fremantle
Perth and surrounding areas, by local government boundaries (SA2 level)
Client
14Image: One Infinity - Toni Wilkinson
Perth Festival 2019
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Program Outcomes
In 2019, Perth Festival presented 312 events throughout Perth’s ornate theatres and galleries, historic precincts, purpose-built pop-up venues, and unique natural landscapes.
The Festival officially opened with the spectacular free event Boorna Waanginy: The Trees Speak, and the following three-weeks saw a program of the world’s best theatre, dance, music, film, writers and visual arts showcased across the city.
Perth Festival 2019
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For the purpose of this report, Perth Festival’s key programming streams have been assessed individually, and benchmarked against overall Festival averages. The program evaluation aims to identify any differences measured across audience demographics and recognise the unique impact that each program delivers.
The subsequent pages outline the distinctive outcomes achieved by the Festival’s opening event, its core program, Chevron Gardens contemporary music program, Writers Week and Lotterywest Films. A ‘Made in WA’ case study has been included within the core program section, putting a spotlight on the special impact of these celebrated, new Western Australian works.
This is the second year that Perth Festival has used Culture Counts methodology to evaluate the Festival’s impact. From page 30, the 2018 and 2019 Festival comparison identifies the strengths of each program and any changes in perception between the two years.
PROGRAM ATTENDANCE
Boorna Waanginy: The Trees Speak 202,328
Core Program, includes: 134,433
Dance 5,515
Fine Music 10,818
Theatre 21,270
Visual Arts 70,772
Other 26,058
Chevron Gardens 19,295
Writers Week 21,488
Lotterywest Films 77,442
Total Attendance 454,986
Includes attendance from umbrella events - Our Town, Kwongkan, Soft Soft Loud, Arvo Part & JS Bach, Ballet at the Quarry
Overall Experience
All surveyed audience members were asked to rate their Perth Festival 2019 overall experience from purchasing tickets, to event experience and atmosphere. Responses were split into five measures – very poor, poor, average, very good and excellent.
Brand Trial
The brand trial percentage shows the proportion of the audience that were first time Perth Festival attendees in 2019. This number shows Perth Festival’s new audience reach and is also a good indication of loyalty from repeat audience members.
Net Promoter Score (NPS)
NPS is a standardised metric that measures the loyalty between an organisation and its audience, based on their likelihood to recommend to a friend or colleague. An NPS that is positive (above 0) is generally considered to be good, with an NPS of 50+ considered to be excellent.
Attendee Average Spend
Attendees were asked how much they spent during their trip to Perth Festival, both inside and outside the venue. This figure gives an insight into audience behaviour at the event, and how this might differ for different programs and venues.
Festival Overview
PATRON EXPERIENCE
Overall Experience(% Very good/excellent)
Brand Trial(% Attended for the first
time in 2019)
Net Promoter Score
91% 17%
61Attendee Average Spend
(Per visit, ex. ticket price)
$23
ProgramO
utcomes
Perth Festival 2019
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OVERALL PERTH FESTIVAL 2019 OUTCOMESIncluding Festival Benchmarks
Value
Quality
Local Impact
Relevance
Excellence
Distinctiveness
Content
Voice
Showcase
Belonging
Place
Authenticity
Artistic & Cultural Outcomes Social Outcomes Place OutcomesBrand Outcomes
2019 Festival Average Overall Festival Benchmark2
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
88%
86%
84%
75%
74%
73%
73%
72%
69%
69%
64%
70%
All surveyed respondents were asked nine dimension questions about their event experience, as well as three additional dimension questions regarding their overall perceptions of Perth Festival1. By plotting the average results for each dimension with the interquartile range, it is possible to see where the majority of responses were found.
Small ranges represent a consistent outcome across all respondents, whereas larger ranges indicate more divergence. This divergence is to be expected, as Perth Festival has a wide and diverse program, which means the variety of experiences available all have different artistic intentions and strengths.
By including a benchmark interquartile range for comparison, this years’ results can be seen within the legacy of outcomes achieved by Perth Festival2.
Brand dimensions were the strongest performer on average and in range, acknowledging that audiences are united in their appreciation of Festival as a whole. Large ranges with high maximum points are indicative of Perth Festival’s strong programming variety and illustrate why shows that perform well in these outcome areas can have such a significant impact.
1 Highlighted as ‘Brand’ outcomes for the purpose of clarity.
2 Benchmarks only exists for 2018 data currently.
Perth Festival 2019
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First showcased by Perth Festival in 2017, Boorna Waanginy: The Trees Speak returned to Kings Park by popular demand, to launch the 2019 Festival. Over 202,000 people came to enjoy the immersive experience, which took place over four nights.
In this spectacular work; Noongar culture, science, cutting-edge technology and breathtaking artistry come together to celebrate the unique and fragile beauty of South Western Australia’s landscape, and transform Kings Park into a nocturnal wonderland.
Large-scale projections transformed the avenues of Kings Park, over a 1.5km journey through a moving canvas, with stories unfurling around the audience.
ESTIMATED ATTENDANCE
Adults 188,076
Children 14,252
Boorna Waanginy Total Attendance 202,3281
AUDIENCE AGE PROFILE
Under 200%
10%
20%
30%
40%
20 - 29 30 - 39 40 - 49 50 - 59 Over 60
Overall Festival
Boorna Waanginy
49 Perth Festival Average AgeBoorna Waanginy Average Age 41
PATRON EXPERIENCE
Overall Experience(% Very good/excellent)
Brand Trial(% Attended for the first
time in 2019)
Net Promoter Score
99% 50%
75Attendee Average Spend
(Per visit)
$14
Non-traditional arts attendees34%
26% more than the Festival average. Includes surveyed audience members who only frequent arts and cultural events 0 - 2 times a year
1 Attendance estimates have been calculated using WiFi data, captured by TSG receptors at the event. A multiplier of 0.2 has been applied to raw WiFi data to account for adults without an active WiFi device, plus an additional 0.08 for estimated total children visits (children multiplier based on survey data).
‘Imagine Sydney’s Vivid neon light festival on an intimate scale with not only heart and soul, but embellished with the smell of fresh eucalyptus.’
Michaela Boland, ABC National Arts Reporter
Boorna Waanginy: The Trees Speak
ProgramO
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Boorna Waanginy attracted a diverse audience, with representation from all age groups and the low cost associated with attending the event, including free entry, meant that it was easily accessible to everyone.
The event reached a large proportion of new audience, with half of those surveyed indicating that this was the first time they had attended a Perth Festival event.
All dimensions received an overwhelmingly positive response, exceeding Festival averages on all counts. This demonstrates that events such as Boorna Waanginy are are well aligned with Perth Festival’s strategic goals, and help the Festival realise its cultural, social and environmental outcomes.
BOORNA WAANGINY DIMENSION AVERAGES
Local Impact
Authenticity
Relevance
Excellence
Distinctiveness
Place
Showcase
Content
Belonging
92%
91%
90%
89%
87%
85%
84%
84%
84%
+8%
+27%
+15%
+15%
+14%
+16%
+14%
+11%
+15%
Difference to Overall Festival Score
Artistic & Cultural Outcomes Social Outcomes Place Outcomes
Image: Boorna Waanginy: The Trees Speak - JWyld
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Core Festival ProgramPerth Festival’s core program is a celebration of extraordinary arts experiences, with a program that features the world’s greatest names in fine music, circus, dance, theatre and visual arts.
In its 66th year, and Artistic Director Wendy Martin’s fourth and final Festival program, there was a spotlight on Western Australian works underneath the ‘Made in WA’ banner. The outcomes of these homegrown events are explored in the case study on Page 22.
As always, the Festival brought ground-breaking international works to Perth, including the Australian premiere of Mozart’s The Magic Flute from Barrie Kosky’s
Komische Oper Berlin, breathtaking Vietnamese circus of Lang Toi: My Village, and the mind bending theatrics of The Great Tamer, from Athens Olympic Opening Ceremony director Dimitris Papaioannou.
Swan Lake was reimagined as raw Irish-noir theatre courtesy of Michael Keegan-Dolan, and South African dancer and choreographer Dada Masilo let loose with her stunning version of Giselle.
The visual arts program offered an unprecedented number of artists and artworks to Perth, with seven exhibitions as part of this year’s Festival program, featuring work by Cassils, Ramesh Mario Ninthiyendran, Renee So and more.
AUDIENCE AGE PROFILE
Under 200%
10%
20%
30%
40%
20 - 29 30 - 39 40 - 49 50 - 59 Over 60
50%
Overall Festival
Core Program
49Perth Festival Average Age
Core Program Average Age57
PATRON EXPERIENCE
Overall Experience(% Very good/excellent)
Brand Trial(% Attended for the first
time in 2019)
Net Promoter Score
91% 8%
68 $35Attendee Average Spend
(Per visit, ex. ticket price)
‘Perth Festival gives new Australian work an internationally recognised platform on which to prove itself. Perth Festival’s disability arts initiative is having a powerful Australia-wide effect.’
Dee Jefferson, ABC Digital Arts Editor
ProgramO
utcomes
Perth Festival 2019
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CORE PROGRAM DIMENSION AVERAGES
Local Impact
Distinctiveness
Excellence
Relevance
Content
Showcase
Belonging
Place
Authenticity
85%
83%
81%
76%
75%
72%
67%
65%
63%
+1%
+10%
+7%
+1%
+2%
+2%
-2%
-4%
-1%
Difference to Overall Festival Score
Artistic & Cultural Outcomes Social Outcomes Place Outcomes
The core program average for the ‘Distinctiveness’ dimension exceeds the overall Festival average by 10%, showing that core program attendees are more likely to agree Perth Festival shows are different to other things they’ve experienced before. This is a good indication that the Festival delivers new and exciting works to the people Perth.
Attendees at Perth Festival’s core program events are loyal Festival fans and regular arts event goers, this is supported by the brand trial percentage which reveals a larger return audience than the overall Festival average (92% repeat attendees, 9% above the overall Festival average of 83%).
Image: Iko Freese / drama-berlin.de
Perth Festival 2019
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Case Study: Made in WAThe Perth Festival 2019 program included eight works proudly stamped ‘Made in WA’. Boorna Waanginy was part of the series, which also included seven world-premieres that were commissioned and nurtured by the Festival.
The hidden parts of the Sunset Heritage Precinct at Dalkeith revealed their shadowy secrets in the immersive dance-theatre work Sunset. Tura New Music and award-winning composer Cat Hope presented an original new opera Speechless. From Barking Gecko Theatre came A Ghost in My Suitcase, a thrilling and heart-warming family adventure based on Gabrielle Wang’s popular book.
Perth theatre darlings The Last Great Hunt made their Festival debut with Le Nor: The Rain, a faux foreign romantic film. In Kwongkan: Sand, Perth’s Ochre Dance and India’s Daksha Sheth Dance combined artistry in a ritual of dance, theatre, music and aerial work at Fremantle Arts Centre. And Lost & Found Opera took audiences on an adventure to the outskirts of Perth for the world premiere of Ned Kelly.
The Swan River was the star in Five Short Blasts Fremantle, a small-boat cruise at dawn and dusk to encounter the sights, sounds and stories of Fremantle port life.
AUDIENCE AGE PROFILE
Under 200%
10%
20%
30%
40%
20 - 29 30 - 39 40 - 49 50 - 59 Over 60
Overall FestivalMade in WA
49Perth Festival Average Age
Made in WA Average Age49
PATRON EXPERIENCE
Overall Experience(% Very good/excellent)
Brand Trial(% Attended for the first
time in 2019)
Net Promoter Score
89% 25%
70Attendee Average Spend
(Per visit, ex. ticket price)
$38
‘One show that could not exist anywhere else was Sunset, a Festival commission, created by British choreographer Maxine Doyle with local dance company Strut. It was mysterious and melancholy, full of tragedy, sadness and faded beauty.’
Ashleigh Wilson, The Australian
ProgramO
utcomes
Perth Festival 2019
23
The Made in WA program aligned very closely with the Festival’s cultural and artistic outcomes. Audiences were much more likely to agree that these events had a connection to the State/Country that we live in, with the ‘Authenticity’ statement receiving an average agreeance rate that was 14% above the overall Festival average.
The age distribution for Made in WA events trended similarly to the Festival average, however there was a larger proportion of people aged between 20 and 39 present in the Made in WA audience.
The Made in WA program also attracted a large number of newcomers, with a quarter of the audience indicating that they had never been to Perth Festival before.
MADE IN WA DIMENSION AVERAGES
Local Impact
Distinctiveness
Authenticity
Showcase
Relevance
Content
Excellence
Place
Belonging
84%
81%
78%
77%
77%
74%
73%
72%
71%
Difference to Overall Festival Score
0%
+8%
+14%
+7%
+2%
+1%
-1%
+3%
+2%
Artistic & Cultural Outcomes Social Outcomes Place Outcomes
Image: Five Short Blasts - Cam Campbell
Perth Festival 2019
24
Chevron GardensChevron Gardens once again became the Perth Festival sizzling summer HQ, with a truly diverse program of funk, soul, rock ‘n’ roll and heavy metal. In 2019, a huge line-up featuring 14 headline acts from across the globe, took to the main stage at Elizabeth Quay.
Storytelling legend Archie Roach officially opened the Gardens, launching a program that spanned a diverse range of genres, from UK’s Nothing But Thieves dynamic pop-rock, to beat-making electronic duo Orbital, indie-folk charmer Julia Jacklin and cinematic dream-pop duo Beach House on the bill. The Gardens also housed a free stage that was open to the public and showcased a handpicked selection of local music talent.
Audiences took to popular acts and new, bold voices alike, and closed out the final night of the Festival singing all the words to French pop icon Christine and the Queens.
ESTIMATED ATTENDANCE
Ticketed 15,436
Free 3,859
Chevron Gardens Total 19,295
AUDIENCE AGE PROFILE
Under 200%
10%
20%
30%
40%
20 - 29 30 - 39 40 - 49 50 - 59 Over 60
Overall Festival
Chevron Gardens
49 Perth Festival Average AgeChevron Gardens Average Age 42
PATRON EXPERIENCE
Overall Experience(% Very good/excellent)
Brand Trial(% Attended for the first
time in 2019)
Net Promoter Score
94% 39%
61Attendee Average Spend
(Per visit, ex. ticket price)
$55
‘At (her) first Australian performance on the final night at the Chevron Gardens, we saw an artist in her pomp ... one of the most memorable Perth Festival gigs.’ (Christine and the Queens)
Simon Collins, The West Australian
ProgramO
utcomes
Perth Festival 2019
25
The Chevron Gardens audience spent more money on their night out compared to the average Festival goer. Based on the Gardens location at Elizabeth Quay, it is likely that attendees enjoyed the food and beverage offerings in nearby city locations and at the venue, before, during and/or after the show.
Attendees at Chevron Gardens were most likely to agree that the event made them proud of their local area, signifying the audience’s appreciation for the pop-up venue, its location and distinctive Perth backdrop.
Chevron Gardens attracted a large proportion of new Festival audience, with 39% of those surveyed having attended the Festival for the first time in 2019. With the venue also attracting a younger demographic than the Festival average, it can be presumed that people aged between 20-29 experienced the Festival for the first time at the Gardens.
CHEVRON GARDENS DIMENSION AVERAGES
Local Impact
Place
Content
Excellence
Belonging
Showcase
Relevance
Distinctiveness
Authenticity
87%
77%
73%
72%
71%
70%
69%
67%
65%
Difference to Overall Festival Score
+3%
+8%
0%
-2%
+2%
0%
-6%
-6%
+1%
Artistic & Cultural Outcomes Social Outcomes Place Outcomes
Image: Aloe Blacc at Chevron Gardens - NuShade Photography
Perth Festival 2019
26
Writers WeekThe Perth Festival Writers Week program returned in 2019 with the theme, Our Imagined Selves.
Featuring over 150 events, the carefully curated program of conversations, performances, workshops, family activities, literary tours and adventures unfolded across The University of Western Australia’s picturesque campus as well as Perth’s libraries, galleries and writers’ centres.
Highlights of the program included: Booker-Prize winning Nigerian novelist and poet, Ben Okri; The Big Crazy Book Club featuring madison moore; Anna Funder and Benjamin Law; a program with a special focus on graphic novels; Canadian Booker Prize-shortlisted novelist Esi Edugyan; plus a jam-packed kids program and much, much more.
ESTIMATED ATTENDANCE
Ticketed 12,083
Free 9,405
Writers Week Total21,488
14% increase from 2018
AUDIENCE AGE PROFILE
Under 200%
10%
20%
30%
40%
20 - 29 30 - 39 40 - 49 50 - 59 Over 60
50%
Overall Festival
Writers Week
49Perth Festival Average AgeWriters Week Average Age58
PATRON EXPERIENCE
Overall Experience(% Very good/excellent)
Brand Trial(% Attended for the first
time in 2019)
Net Promoter Score
87% 27%
49Attendee Average Spend
(Per visit, ex. ticket price)
$36
‘It’s the event that kicks off the writers’ festival circuit every year, and Perth Festival’s faithful will tell you it’s one of the best in Australia.’
Emily Paull, The AU Review
ProgramO
utcomes
Perth Festival 2019
27
Writers Week has a very loyal following, with 73% of the audience having attended a Writers Week event prior to 2019. The percentage of new audience demonstrates the programs growing appeal with an 11% increase on the same figure from 2018.
Attendees of the Writers Week program were more likely to agree with the Authenticity statement (76% average agreeance range, 12% above the Festival average) and that events had a connection to the state/country we live in, demonstrating the cultural significance of sharing stories and active audience engagement.
WRITERS WEEK DIMENSION AVERAGES
Local Impact
Relevance
Content
Authenticity
Place
Belonging
Showcase
Excellence
Distinctiveness
88%
80%
77%
76%
71%
71%
70%
64%
63%
Difference to Overall Festival Score
+4%
+5%
+4%
+12%
+2%
+2%
0%
-10%
-10%
Artistic & Cultural Outcomes Social Outcomes Place Outcomes
Image: Writers Week Launch - JWyld
Perth Festival 2019
28
Lotterywest FilmsPerth Festival makes the most of the city’s balmy summer nights with its Lotterywest Films program, presented on the big screen and under the stars, across two sites at UWA Somerville Auditorium and ECU Joondalup Pines from November to April.
Lotterywest Films enjoyed a particularly strong season, with a critically acclaimed program of international cinema. Record-breaking sales over Christmas and New Year, plus a new ‘encore week’ saw the program close out with strong sales across its nineteen weeks.
Popular 2019 Festival films included Everybody Knows starring Penelope Cruz and Javier Bardem, compassionate, heart-wrenching street epic, Carphanaüm and Pick of the Litter, a heartwarming story about guide dogs in training. ESTIMATED ATTENDANCE
Lotterywest Films Total 77,442
AUDIENCE AGE PROFILE
Under 200%
10%
20%
30%
40%
20 - 29 30 - 39 40 - 49 50 - 59 Over 60
50%
Overall Festival
Lotterywest Films
49Perth Festival Average AgeLotterywest Films Average Age56
PATRON EXPERIENCE
Overall Experience(% Very good/excellent)
Brand Trial(% Attended for the first
time in 2019)
Net Promoter Score
88% 9%
54Attendee Average Spend
(Per visit, ex. ticket price)
$27
‘The Lotterywest Film season continues to span the globe, presenting the best in cinema ... This collection of films is as diverse a selection of genres as it is with the cultures it represents.’
David Morgan-Brown, X-Press Magazine
ProgramO
utcomes
Perth Festival 2019
29
The Lotterywest Films audience is one of the most loyal Festival program audiences, with 91% having attended in previous years. The new audience share is 3% more than the 2018 audience, demonstrating growth into new markets.
Dimension averages trended similarly to Lotterywest Films 2018, with more favourable responses recorded within the social outcome area. While the above results are very positive, they are less than the Festival averages which have been inflated by other program streams.
Almost three quarters of the Lotterywest Films 2019 audience were aged over 50 years, making up an audience that is slightly older than the overall Festival average. Postcode analysis reveals that both cinema locations (UWA Somerville and ECU Joondalup Pines) attract audiences that live in close vicinity to the venue.
LOTTERYWEST FILMS DIMENSION AVERAGES
Local Impact
Relevance
Content
Belonging
Distinctiveness
Excellence
Showcase
Place
Authenticity
78%
71%
67%
66%
66%
66%
65%
64%
56%
Artistic & Cultural Social Outcomes Place Outcomes
Difference to Overall Festival Score
-6%
-4%
-6%
-3%
-7%
-8%
-5%
-5%
-8%
Image: UWA Somerville - JWyld
Perth Festival 2019
30
2018/19 Festival ComparisonIn 2018, Perth Festival first implemented the current Culture Counts’ evaluation framework to measure the impact of the Festival. Comparing results from the 2018 and 2019 Festivals provides additional insight to survey findings.
A comparison also allows for ongoing measurement of new data against baseline results, and provides the ability to identify interesting changes or developments in audience perceptions, including the influence of new programming strategies.
Audiences at Perth Festival 2019 were more likely to rate their overall experience as ‘very good’ or ‘excellent’ with a 7% increase from the same figure in 2018. The percentage of new audience increased to 17%, which may be attributed to the large number of non-traditional arts attendees at the Festival’s opening event, Boorna Waanginy.
A Net Promoter Score (NPS) that is positive is generally considered to be good, and NPS of +50 is excellent. Perth Festival’s NPS almost doubled from 2018 to 2019, and the new score of 61 indicates a very high level of audience loyalty and strong likelihood of recommendations for Perth Festival.
Image: Lé Nør [the rain] - Daniel Grant Photgrapher
ProgramO
utcomes
Patron Experience Comparison
OPENING1 CORE PROGRAM
CHEVRON GARDENS
WRITERS WEEK
LOTTERYWEST FILMS OVERALL
Overall Experience
2018 78% 85% 90% 70% 91% 84%
2019 99% 91% 94% 87% 88% 91%
Brand Trial2018 15% 14% 26% 16% 6% 12%
2019 50% 8% 39% 27% 9% 17%
Net Promoter Score
2018 17 45 52 15 43 33
2019 75 68 61 49 54 61
Attendee Average Spend 2
2018 $55 $58 $93 $76 $40 $58
2019 $14 $35 $55 $36 $27 $23
1 For the purpose of this comparison, Boorna Waanginy has been compared to 2018’s opening event, Siren Song.
2 Per visit, excluding ticket price.
Perth Festival 2019
31
2018 & 2019 DIMENSION AVERAGE COMPARISON
Value
Quality
Local Impact
Relevance
Excellence
Distinctiveness
Content
Voice
Showcase
Belonging
Place
Authenticity
88%
86%
84%
75%
74%
73%
73%
72%
70%
69%
69%
64%
2019
2018
Artistic & Cultural Outcomes Social Outcomes Place OutcomesBrand Outcomes
Difference to 2018 Festival Average
+4%
+4%
+1%
0%
+9%
+3%
+3%
+6%
-3%
+5%
+6%
0%
A comparison of the Perth Festival dimension averages across the 2018 and 2019 Festivals reveals that the 2019 program received more favourable scores for nine of the twelve dimensions, with another two receiving equal results across the years. This demonstrates that the 2019 Festival program aligned well with the Festival’s objectives, and impacted attendees as intended.
All dimensions within Perth Festival’s ‘brand’ domain saw increases in averages. These dimensions measure the cultural impact associated with the Festival as a whole, rather than per event. For example, the ‘Value’ statement is, “Perth Festival plays an important role in the cultural life of WA.”
The largest difference was seen for the ‘Excellence’ dimension, with respondents more likely to agree that the 2019 Festival events were ‘one of the best examples of its type that I’ve seen’. The average result for this dimension was 9% above the 2018 average.
A significant increase was also noted for the ‘Place’ dimension, with respondents in 2019 more likely to agree that Perth Festival makes them feel proud of their local area.
Perth Festival 2019
32
PERTH FESTIVAL AVERAGE1
<20
0%
10%
20%
30%
40%
50%
20 - 29 30 - 39 40 - 49 50 - 59 60+ <20 20 - 29 30 - 39 40 - 49 50 - 59 60+
<20 20 - 29 30 - 39 40 - 49 50 - 59 60+ <20 20 - 29 30 - 39 40 - 49 50 - 59 60+
<20 20 - 29 30 - 39 40 - 49 50 - 59 60+ <20 20 - 29 30 - 39 40 - 49 50 - 59 60+
CORE PROGRAM
0%
10%
20%
30%
40%
50%
WRITERS WEEK
0%
10%
20%
30%
40%
50%
OPENING EVENT2
0%
10%
20%
30%
40%
50%
CHEVRON GARDENS
0%
10%
20%
30%
40%
50%
LOTTERYWEST FILMS
0%
10%
20%
30%
40%
50%
2019 2018 Boorna Waanginy 2019 Siren Song 2018
2019 2018
2019 2018
2019 2018
2019 2018
Audience Age Profiles
Overall, Perth Festival continues to appeal to a broad age group, with good representation from audiences aged between 20 and 60 plus.
Audience age profiles for each Perth Festival program trended similarly in 2018 and 2019, particularly for Writers Week and Lotterywest Films. Boorna Waanginy attracted a younger audience than the opening event for Perth Festival 2018, Siren Song, and Chevron Gardens saw a slight shift to an older demographic, attracting more people aged 40-49 in 2019. The core Festival program also appealed to an older audience in 2019. 1 Average age is calculated by weighting survey results by attendance per program.
2 For the purpose of this comparison, Boorna Waanginy has been compared to 2018’s opening event, Siren Song.
ProgramO
utcomes
Perth Festival 2019
33
Program Dimensions
Core Program
In 2019, the outcomes of Perth Festival’s core program excelled in the areas of artistic, cultural and social impact, with significant increases recorded against Distinctiveness, Excellence and Content.
Chevron Gardens
The Chevron Gardens results saw a significant increase in audience perceptions relating to social outcomes, will all three aligned dimensions recording increases in 2019.
Writers Week
Writers Week respondents were much more favourable to the Excellence dimension in 2019 than in 2018, as well as Authenticity and Content.
Lotterywest Films
Lotterywest Films audiences ranked Place and Belonging significantly higher in 2019, demonstrating that the event has been even more successful at achieving its social outcomes.
85%
83%
81%
76%
75%
72%
67%
65%
63%
84%
78%
75%
74%
71%
74%
66%
65%
64%
Local Impact
Distinctiveness
Excellence
Relevance
Content
Showcase
Belonging
Place
Authenticity 20192018
87%
77%
73%
72%
71%
70%
69%
67%
65%
86%
71%
67%
73%
68%
72%
69%
67%
62%
Local Impact
Place
Content
Excellence
Belonging
Showcase
Relevance
Distinctiveness
Authenticity 20192018
88%
80%
77%
76%
71%
71%
70%
64%
63%
88%
76%
71%
71%
69%
68%
74%
56%
61%
Local Impact
Relevance
Content
Authenticity
Place
Belonging
Showcase
Excellence
Distinctiveness 20192018
78%
71%
67%
66%
66%
66%
65%
64%
56%
75%
74%
67%
60%
71%
65%
71%
55%
56%
Local Impact
Relevance
Content
Belonging
Distinctiveness
Excellence
Showcase
Place
Authenticity 20192018
Client
34Image: ArtistWelcome - JWyld
Perth Festival 2019
35
Community Engagement
As well as providing arts and cultural experiences to audiences, Perth Festival strives to nurture and collaborate with its diverse stakeholders through various programs and activations.
The arts and culture sector is engaged through workshops, masterclasses and industry networking opportunities, presented as part of the Festival Connect, Festival Lab and Producer’s Lab series. In addition to this, primary and secondary students and teachers across the State have the opportunity to access unique cultural experiences and curriculum-aligned lessons through Perth Festival’s Education Program.
The Festival simply wouldn’t be possible without its community of artists, partners and donors, and Perth Festival aims to provide its stakeholders with unique and enjoyable event experiences.
Perth Festival 2019
36
Sector Development ActivitiesPerth Festival engages the city’s artists, industry and arts lovers through Festival Connect. It offers an extensive program of workshops, masterclasses and opportunities to engage with Festival artists and practitioners, and gain an insight into their vision and creative practice.
Festival Lab is a development program for selected emerging arts workers to engage with the program and participate in a series of facilitated sessions.
Local emerging and established producers and venue managers have the opportunity to participate in Producer’s Lab, providing the opportunity to learn from and engage with visiting national and international producers.
Perth’s local arts industry is encouraged to sign up to the Industry Pass program, with access to special offers and invitations throughout the Festival and the year.
OVERALL EXPERIENCE
SECTOR ENGAGEMENT PROGRAM OUTCOMES
6,260Participants in sector engagement programs
174Industry passes
261Staff employedby the Festival
123Volunteers forthe Festival
96%
93%agree
Sector Engagement Program participants rated their Perth Festival 2019 experience as very good or excellent
NetworksIt enabled me to collaborate with others
89%agree
OpportunityIt opened up new opportunities for me
78%agree
SkillsIt helped me develop new and existing skills and gain experience
74%agree
CollaborationIt enabled me to collaborate with others
81%agree
DevelopmentIt contributed to the development ofmy creative practice
Com
munity
Engagement
Perth Festival 2019
37
Festival Connect
Artist-in-Residence
Festival Lab
Producer’s Lab
Education Program
59%
70%
31%
18%
42%
PUBLIC AWARENESS
PUBLIC PERCEIVED IMPORTANCE
95%agree
Public respondents agree that it is important that Perth Festival supportsthe local arts sector through sector development activities like these
Are you aware of any of the following sector development opportunities delivered by Perth Festival?
Note: Respondents could select more than one response.
Difference to 2018 Festival Average
+8%
+13%
+7%
+4%
+4%
Image: Caroline Bowditch workshop - Perth Festival
Public awareness of all Perth Festival sector engagement programs grew significantly in 2019, when compared to the previous years survey results.
The biggest increase in awareness was seen for the Artist-in-Residence program, with 70% of the audience indicating that they were aware of it in 2019 (13% increase from the 2018 result).
Perth Festival 2019
38
Artists and Arts OrganisationsPerth Festival 2019 engaged over 1,400 individual artists from a diverse range of backgrounds. The program celebrated the work of emerging and established practitioners across all genres, and provided a platform for them to connect with audiences and each other.
Over half of the artists involved in the 2019 Festival were from Western Australia, with a further 11% from interstate and 36% from overseas.
OVERALL EXPERIENCE
OUTCOMES
1,407Artists
53%Local
11%Interstate
36%International
73%agree
Artists were satisfied with theiroverall experience of Perth
CollaborationIt enabled me to collaborate with others
85%agree
OpportunityIt opened up new opportunities for me
60%agree
ProfileIt helped raise my profile
83%agree
GrowthIt appealed to new audiences
95%Artists rated their Perth Festival2019 experience as very good orexcellent
84%
“My experience of Perth Festival was uplifting, enlightening, and inspirational. What a privilege it was to be included in this creative hotbed of visionary cultural activity, and in a truly unique part of the world.”
Artist Survey Respondent
“Staging a World Premier successfully in a major Festival setting is a huge undertaking. Thankfully our partners at Perth Festival had our backs at all times and helped in a myriad of ways.”
Artist Survey Respondent
Com
munity
Engagement
Perth Festival 2019
39
Education ProgramEach year, Perth Festival inspires students and teachers across this city with its Education Program. The program of masterclasses, participatory activities and incursions aligns art and culture with the Western Australian curriculum.
In 2019, the Education Program engaged over 4,000 students and 420 teachers from 45 primary schools and high schools, and delivered world-class educational arts experiences direct to classrooms.
OVERALL EXPERIENCE
STUDENT OUTCOMES
4,173Students
420Teachers
45Schools
8Free educationalprograms
88%agree
Students rated their experienceas very good or excellent
DistinctivenessIt was different to things I’ve experiencedbefore
81%agree
SkillsIt helped me develop new and excitingskills and gain experience
66%agree
StretchThey did something they didn’t knowthey were capable of
90%Students agree that it was anexciting or inspirationalexperience
85%
“Who Run The World has given me skills and opportunities that have changed the way I look at and tackle the music industry”
Student Survey Respondent
“I was treated like a real artist with my own freedom to create what I wanted and I really saw my ideas come to life. The workshop was an amazing experience overall.”
Student Survey Respondent
Perth Festival 2019
40
Partners & DonorsPerth Festival wouldn’t be possible without the support of its valued partners and donors. In 2019 the Festival received $4.35 million in sponsorship and donations, and $8.09 million in State and Local government support.
Partners and donors rated their overall experience of the Festival extremely highly, with 95% of respondents rating their overall experience of Perth Festival 2019 as very good or excellent.
4% more thanin 2018
4% more thanin 2018
OVERALL EXPERIENCE EXPECTATIONS MET
OUTCOMES
57Partners
$8.09 millionFunding from State and Local Government
$4.35 millionSponsorship and donation income
34In kind supporters
5,700Donors
87%agree
Partners and donors rated their overall experience of Perth Festivalas very good or excellent
My organisation’s support forPerth Festival was well recognisedacross event promotionalmaterials
85%agree
My interactions with Perth Festivalwere authentic and productive
92%agree
The values of Perth Festival reflectand align with my (or myorganisation’s) own values
83%agree
Supporting Perth Festival helpsme achieve my (or myorganisation’s) communityinvestment goal
95%Partners and donors felt that theoutcomes of their partnershipmet their expectations
92%
Com
munity
Engagement
Perth Festival 2019
41
Public respondents believe it is important that the Western Australia Government invests in the local arts and cultural sector
Lotterywest 81%Chevron 75%
Kings Park & Botanic Garden 47%The University Club of WA 41%
Wesfarmers Arts 36%Perth Theatre Trust 33%
The West Australian 30%Boffins Books 28%
Edith Cowan University 24%Screenwest 22%
Water Corporation 20%Vasse Felix 19%
Feral Brewing Co 15%Coopers 11%
Mix 94.5 9%Goethe Institute 7%
APN Outdoor 5%Hertz 5%
Audio Techlink 4%Other 3%
City of Perth 71%Government of WA 55%
University of WA 84%
96%agree
Public Recognition
Public respondents were asked to indicate which organisations they recognised as supporters of Perth Festival. Respondents to the question were most likely to select the University of Western Australia, Lotterywest and Chevron as supporters, with 84%, 81% and 75% recognition rates respectively.
Image: Boorna Waanginy - JWyld
Client
42Image: Orbital at Chevron Gardens - Tashi Hall
Perth Festival 2019
43
Economic Impact
The expenditure of audiences, artists and the Festival itself, contribute to Perth Festival’s overall impact on the economy.
All surveyed audience members and artists were asked a range of questions regarding their spending activity due to their attendance at Perth Festival 2019. This expenditure includes items such as food and beverage, accommodation, shopping and transport.
This information, alongside organisational spend, is used to calculate the total direct expenditure, and then multiplied to estimate the total economic impact.
Perth Festival 2019
44
JOBS
261Staff
123Volunteers
BEHAVIOUR
37%Went out for a mealbefore or after attendingPerth Festival
14%Wandered or exploredthe city before or afterattending Perth Festival
15%Went to a pub, club or licensed venue beforeor after attending PerthFestival
$23Attendee average spend (per visit, ex. ticket price)
ECONOMIC IMPACT
$9.3 millionGross Audience Expenditure
$13.7 millionGross Organiser Expenditure
$9.3 millionGross Organiser Expenditurein Western Australia
$10.2 millionTotal Direct Tourism Expenditure
$19.0 millionDirect Expenditure
$26.4 millionTotal Economic Impact
ATTENDANCE
454,986Total attendance
3.9Average eventsattended perperson
VISITATION
6,162Event staying visitors(5.5%)
17,747Event visitor nights
155Interstate artists
507Overseas artists
TOURISM IMPACT
$5.8 millionTotal Direct Tourism Impact
65,112Total Tourist NightsEvent and trip
Economic
Impact
Perth Festival 2019
45
Economic Impact AssessmentAttendance
Perth Festival saw a total attendance of 454,986 across free and ticketed events that made up the 2019 program. For the purpose of patron expenditure calculations, known children attendance has been removed from this figure, resulting in a total of 440,734.
Based on audience survey data, the average number of events attended per person was approximately 3.9, resulting in an estimated unique attendance of 112,826.
ATTENDANCE
Total Attendees (Free & Ticketed) 440,734
Average events attended per person 3.9
Unique Attendees 112,826
Audience Expenditure
Audience surveys included questions regarding spend within Festival venues and outside of the venues (before and/or after the event).
In order to assess overall economic impact, it is essential to measure the proportion of expenditure that would have been spent in Perth anyway versus the unique spending that the Festival generated. To enable this, surveyed attendees were asked to identify what they would have done if they had not attended Perth Festival. Responses to this question are used to calculate the additionality adjustment that is the percentage of spending that is considered additional.
Patron expenditure data has been used to calculate averages across the five key programs as referenced by this report.
Major changes from 2018 results were found in lower average spend accompanied with higher proportions of additionality. Lower average spending is in line with current regional economic circumstances, however positive changes in additionality indicate that Perth Festival is a strong driver of deliberate local area spending and that it makes a meaningful difference to the local economy.
Audience Expenditure Summary
CORE PROGRAM
BOORNA WAANGINY
CHEVRON GARDENS
WRITERS WEEK
LOTTERYWEST FILMS TOTAL
Average Spending $35 $14 $55 $36 $27 $23
Additionality Adjustment 65% 72% 66% 51% 86% 78%
Attendance 134,433 188,076 19,295 21,488 77,442 440,734
Total Direct Impact $3,041,963 $1,835,960 $701,167 $393,725 $1,786,098 $7,758,913
Perth Festival 2019
46
Respondents were also asked whether they were staying overnight as a result of their visit to Perth Festival, and if so, how much they were spending on accommodation per night, per person.
The value of total accommodation spend has been calculated based on the share of staying visitors, the average per night spend on accommodation and the length of stay. Average spend per night and average nights stayed are pooled averages across all festival responses.
Accommodation Expenditure Summary
TOTAL
Percentage of Staying Visitors 5.5%
Number of Staying Visitors 6,162
Average Nights Stayed 2.88
Average Spending per Night 85.48
Total Direct Impact $1,516,878
Artist Expenditure
In 2019, Perth Festival engaged 155 individual artists from interstate and 507 from overseas, and they travelled to Perth to perform or present as part of the Festival.
Artists were asked to indicate their average expenditure per day while in Perth, as well as how many nights they were staying as part of their visit. It is assumed that these artists would not have otherwise been in Perth, so no additionality adjustment has been applied to artist spend. It is assumed that interstate and overseas artists would not have attended Perth during that period if they weren’t participating in the Festival, so an additionality adjustment has not been applied.
Artist Expenditure Summary
INTERSTATE OVERSEAS TOTAL
Number of Interstate/ overseas Artists
155 507 662
Nights Stayed 6
Average Daily Expenditure Artist
$98
Total Direct Impact $92,521 $302,633 $395,154
Economic
Impact
Perth Festival 2019
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Organisation Expenditure
The organisational expenditure of Perth Festival makes a significant contribution to the overall economic impact of the Festival. Spending on contractors, artists and suppliers directly injects money into the State economy.
Wages and other associated costs also result in the generation of further economic impacts through employee expenditure. A summary of organisational expenditure is shown in the table.
Organisation Expenditure Summary
Total cost of sales $8,027,676
Portion spent in WA $4,842,545
Total expenses $12,870,221
Portion spent in WA $4,485,072
Total Organisation Expenditure $13,654,431
Total Spent in WA $9,327,617
Impact Summary
The total expenditure as a direct result of Perth Festival also benefits a range of sectors as it flows through the economy. For example, customer spending at venues is then further spent on things such as supplies or staff wages. A simplified method of estimating this involves applying a multiplier to direct expenditure.
For the purpose of this analysis, a single multiplier provided by the Meeting of Cultural Ministers Statistics Working Group of 1.39 has been applied to total direct expenditure1. Similarly, it is estimated that for every $1 million of value added to the economy, 22 jobs are created.
1 University of South Australia (2009) Asia Pacific Journal of Arts and Cultural Management Vol. 6 Issue 2
DIRECT ECONOMIC IMPACT TOTAL VALUE ADDED FTE JOBS CREATED
Attendee Spending $9,275,791 $12,893,349
581
Event spending $7,758,913 $10,784,889
Accommodation $1,516,878 $2,108,461
Artist Spending $395,154 $549,264
Organisation Spending $9,327,617 $12,965,388
Total $18,998,562 $26,408,001
Perth Festival 2019
48Image: Boorna Waanginy - JWyld
Perth Festival 2019
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Tourism Impact SummaryFurther analysis was conducted to measure the specific direct impact of tourists due to their Perth Festival visit. This combines the expenditure of their visits to Perth Festival events with the expenditure of their entire stay in WA.
Based on survey data, it is estimated that 7,349 unique interstate or overseas visitors attended Perth Festival events. In addition 527 Western Australians indicated that they would have done something elsewhere outside of WA if they had not attended Perth Festival. This represents new spending directly coming into the state from outside of WA, as well as WA-based spending that would have left the state if not for Perth Festival. This escape spending has been classified as ‘Interstate Leakage’.
By applying the average number of event visits figures for tourist visitors we can calculate the unique attendance of tourists. Average spend-per-day is a conservative summation of accommodation spend and daily spend. Direct tourism expenditure from attendees is assessed based on unique visits, multiplied by tourist average spend per day.
This is added to the direct expenditure from travelling artists to calculate a total direct expenditure of tourism.
Tourism Expenditure Summary
INTERSTATE LEAKAGE INTERSTATE OVERSEAS TOTAL
Tourist Attendance 2,057 11,513 15,137 28,707
Perth Festival (ex. Boorna) - 6,600 8,678
Boorna Waanginy - 4,913 6,460
Average Event Visits 3.9 3.9 3.9
Perth Festival (ex. Boorna) - 5.4 5.4
Boorna Waanginy - 2.9 2.9
Tourist Unique Attendance 527 2,947 3,875 7,349
Perth Festival (ex. Boorna) 1,231 1,619
Boorna Waanginy 1,716 2,256
Tourist Average Nights Stayed 9.5 9.7 9.4
Tourist Average Spend per Day $139 $171 $114
Accommodation $95 $118 $78
Daily Spend $43 $53 $36
Total Trip Visitor Nights Tourists 28,575 36,536 65,112
Direct Tourism Expenditure Tourists & WA Locals $697,240 $4,880,317 $4,178,840 $9,756,398
Direct Tourism Expenditure Artists $92,521 $302,633 $395,154
Total Direct Tourism Expenditure $697,240 $4,972,838 $4,481,473 $10,151,551
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In addition to total expenditure, it is important to calculate the additionality of tourism expenditure. This represents the influence that Perth Festival has on tourists coming to the state, as well as on their daily spending.
Event additionality asks attendees what they would have done otherwise if it was not for their attendance at the event. Spending from attendees that would have otherwise been in the area is therefore discounted because it is assumed they would have spend money regardless of Perth Festival.
Trip additionality asks tourists how much influence Perth Festival had on their decision to visit WA. Tourists that indicated Perth Festival was their primary reason for attending means that 100% of
their total trip spend is attributable to Perth Festival, whereas tourists that were unaware of Perth Festival before visiting WA indicates that Perth Festival is responsible for 0% of their trip spend. A weighted scale of attribution is applied to calculate an overall trip additionality figure.
The table shows the effect of applying additionality on the Direct Tourism Expenditure figures. Direct Tourism Event Impact is a product of unique attendance by average events attended, average event spend and the additionality of what attendees would have done otherwise. Direct Tourism Trip Impact is a product of unique attendance by average nights stayed, average daily spend and the additionality of how much Perth Festival influenced their reason to visit WA.
Tourism Additionality
ATTRIBUTION INTERSTATE OVERSEAS WEIGHTED AVERAGE
Perth Festival was my main reason for visiting WA 100% 57% 18% 40%
Perth Festival was a contributing factor to my visiting WA 50% 16% 11% 14%
I rescheduled or extended a trip I already had because of Perth Festival 25% 4% 6% 5%
I was already in WA but knew about Perth Festival 5% 19% 37% 27%
I was not aware of Perth Festival before coming to WA 0% 5% 27% 15%
Trip Additionality 67% 27% 49%
TOURISM IMPACT SUMMARY INTERSTATE LEAKAGE INTERSTATE OVERSEAS TOTAL
Unique Attendance 527 2,947 3,875 7,349
Average Nights 9.5 9.7 9.4
Average Events 3.9 3.9 3.9
Daily Spend $139 $171 $114
Event Spend $43 $53 $36
Tourism Additionality
Additionality Adjustment (Event) 100% 69% 39%
Additionality Adjustment (Trip) 49% 67% 27%
Direct Audience Event Impact $89,056 $419,474 $214,718 $723,248
Direct Audience Trip Impact $344,476 $3,253,545 $1,122,221 $4,720,241
Direct Artist Impact $92,521 $302,633 $395,154
Total Direct Tourism Impact $433,531 $3,765,540 $1,639,572 $5,838,643
Economic
Impact
Perth Festival 2019
51Image: Orbital at Chevron Gardens - Tashi Hall
Perth Festival 2019
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WE COULDN’T DO IT WITHOUT...
SUPPORTING PARTNERS
Advance PressAesopArchie RoseBritish CouncilCommunity Newspaper GroupCopyright Agency Cultural FundDigital LoopMello HouseMt FranklinPerth City LibraryRTRFM 92.1The BacklotTravel BeyondUnlimited
DRINK. DINE. DREAM. PARTNERS
Adelphi GrillHadiqaHalford BarHarvey Leigh’s at HighgateHaven Lounge at The WestinJames St Bar + KitchenLalla RookhLong Chim PerthPetition KitchenPostSantini GrillSentinel Bar and GrillThe StandardWildflower
SUPPORT FOR MADE IN WA
Sunset, Le Nor, Speechless & Desert River Sea have been supported by the Australian Government through the Australia Council, its arts funding and advisory body; and the Government of Western Australia though the Department of Local Government, Sport and Cultural Industries.Desert River Sea has also been supported by the Department of Primary Industries and Regional Development and the Royalties for Regions program. Sunset has also been supported by City of Perth.
PATRON ARTIST-IN-RESIDENCE
Adrian and Michela Fini
PATRON EDUCATION
Fogarty Foundation
PATRON MAJOR NEW WORKS
Anonymous
PATRON WA ARTS SECTOR DEVELOPMENT
Ungar Family Foundation
CHAIR’S CIRCLE DONORS
Liza BlakistonPhil CardaciJock CloughAdrian FiniBen LisleMeredith McClementsJohn PoyntonPhil ThickTim Ungar
FESTIVAL CIRCLE DONORS
Inspirer $20,000+Gina and Ben LisleThe McClements FoundationVisionary $10,000+Eureka LegacyPrimewestInnovator $5,000+The Clayton FamilyMaureen ConnaughtonWarwick Hemsley and Melissa ParkeJoan Retallack and Peter MallaboneLinda Savage and Stephen DavisPeter Smith and Alexandrea ThompsonProf Fiona StanleyMichael and Helen TuiteDavid Wallace and Jamelia Gubgub
Anonymous DonorsCreator $2,500+Joanne CruickshankDelys and Alan NewmanGene TilbrookAnonymous DonorsDiscoverer $1,000+Jo AgnewNathan and Elly BennettThe Birman FamilyShane Colquhoun and Leigh CathcartEmma FletcherBrooke Fowles and Dane EtheridgeLynn MurrayRosemary PrattGrant and Libby RobinsonKerry SandersonMargaret and Roger SearesBonney TullochDiana Warnock and the late Bill WarnockAnonymous DonorsExplorer $500+Bernard and Jackie BarnwellSue BoydDeborah Brady and Stephen BoyleCoral Carter and Terence MoylanTania Chambers OAM and Eddy Cannella
Penny and Ron CrittallG and K DonohueAndrew DoyleGerie and Ole HansenJanet KingMary-Ellen King and Jackie DillonVincent and Fiona LauRosalind LilleyMegan LoweQuang LyGaye and John McMathSarah and Ben TanMargaret WhitterAnonymous Donors
MEDICI DONORS
$5,000+Adrian and Kath ArundellJohn Barrington and Fiona HarrisMegan Enders and Tony DaleJLThe McClements FoundationAnonymous$2,500+Marco D’Orsogna and Terry ScottAdrian and Michela Fini Griffiths ArchitectsKathryn Hogan and Graham DroppertGreg Lewis and Sue Robertson
Busi OMichael Wise and Kathryn TealeAnonymous Donors$1,400+Neil Archibald and Alan Dodge AMZelinda BafileRobert Bayliss and Simon DufallJohn and Linda BondAnna CiffolilliMark Clapham and Dr Andrew MulcahyPaul and Susanne FinnAndrew and Mandy FriarsDerek Gascoine and Dale HarperJohn GoodladJulanne and David GriffithsTerry Grose and Rosemary SayerMack and Evelyn HallDavid and Sandy HeldsingerJanet Holmes à Court ACJon and Tracey HortonJim and Freda IrenicLuke and Sally KennyJanet and Rob KirkbyLorton Investments Pty LtdJohn and Elizabeth MairIan McCubbingMorris-Johnson FamilyCraig Merrey and Michael Murphy
Founder Principal Partner International Excellence Partner
Civic Partner Festival Partner
Leadership Partners
Production Partner Premier Partners
E S T . 1 9 6 7
M A R G A R E T R I V E R
Major Donors
ADRIAN AND MICHELA FINI
PATRON MAJOR NEW WORKS (ANONYMOUS)
THE ALEXANDRA AND LLOYD MARTIN
FAMILY FOUNDATIONTHE MCCLEMENTS
FOUNDATION
Major Partners
Hotel Partners
Public Funding Partners International GovernmentDepartment of Education
Department of Local Government,Sport and Cultural Industries
Tourism Western Australia
Fred and Georgina NagleDr Walter Ong and Graeme MarshallZahra Peggs and Anthony MaguireMark and Ingrid PuzeyVéronique RaménGary and Jacqueline SteinepreisTim and Chris UngarSharon and Chloe WarburtonMurray and Christine WestphalTerri-Ann WhiteJimmy and Karen WilsonMelvin YeoAnonymous Donors
THE MAGIC FLUTE DONORS
MM Electrical MerchandisingMark Clapham and Dr Andrew MulcahyDr Sandy and David HeldsingerFred and Georgina NagleMichael and Helen TuiteKathryn Hogan and Graham DroppertRoxane Clayton
LEGACY CIRCLE DONORS
Anita ClaytonNigel and Dr Heather RogersAnonymous Donors
Perth Festival 2019
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SUPPORTING PARTNERS
Advance Press
Aesop
Archie Rose
British Council
Community Newspaper Group
Copyright Agency Cultural Fund
Digital Loop
Mello House
Mt Franklin
Perth City Library
RTRFM 92.1
The Backlot
Travel Beyond
Unlimited
DRINK. DINE. DREAM. PARTNERS
Adelphi Grill
Hadiqa
Halford Bar
Harvey Leigh’s at Highgate
Haven Lounge at The Westin
James St Bar + Kitchen
Lalla Rookh
Long Chim Perth
Petition Kitchen
Post
Santini Grill
Sentinel Bar and Grill
The Standard
Wildflower
SUPPORT FOR MADE IN WA
Sunset, Le Nor, Speechless & Desert River Sea have been supported by the Australian Government through the Australia Council, its arts funding and advisory body; and the Government of Western Australia though the Department of Local Government, Sport and Cultural Industries.
Desert River Sea has also been supported by the Department of Primary Industries and Regional Development and the Royalties for Regions program. Sunset has also been supported by City of Perth.
PATRON ARTIST-IN-RESIDENCE
Adrian and Michela Fini
PATRON EDUCATION
Fogarty Foundation
PATRON MAJOR NEW WORKS
Anonymous
PATRON WA ARTS SECTOR DEVELOPMENT
Ungar Family Foundation
CHAIR’S CIRCLE DONORS
Liza Blakiston
Phil Cardaci
Jock Clough
Adrian Fini
Ben Lisle
Meredith McClements
John Poynton
Phil Thick
Tim Ungar
FESTIVAL CIRCLE DONORS
Inspirer $20,000+
Gina and Ben Lisle
The McClements Foundation
Visionary $10,000+
Eureka Legacy
Primewest
Innovator $5,000+
The Clayton Family
Maureen Connaughton
Warwick Hemsley and Melissa Parke
Joan Retallack and Peter Mallabone
Linda Savage and Stephen Davis
Peter Smith and Alexandrea Thompson
Prof Fiona Stanley
Michael and Helen Tuite
David Wallace and Jamelia Gubgub
Anonymous Donors
Creator $2,500+
Joanne Cruickshank
Delys and Alan Newman
Gene Tilbrook
Anonymous Donors
Discoverer $1,000+
Jo Agnew
Nathan and Elly Bennett
The Birman Family
Shane Colquhoun and Leigh Cathcart
Emma Fletcher
Brooke Fowles and Dane Etheridge
Lynn Murray
Rosemary Pratt
Grant and Libby Robinson
Kerry Sanderson
Margaret and Roger Seares
Bonney Tulloch
Diana Warnock and the late Bill Warnock
Anonymous Donors
Explorer $500+
Bernard and Jackie Barnwell
Sue Boyd
Deborah Brady and Stephen Boyle
Coral Carter and Terence Moylan
Tania Chambers OAM and Eddy Cannella
Penny and Ron Crittall
G and K Donohue
Andrew Doyle
Gerie and Ole Hansen
Janet King
Mary-Ellen King and Jackie Dillon
Vincent and Fiona Lau
Rosalind Lilley
Megan Lowe
Quang Ly
Gaye and John McMath
Sarah and Ben Tan
Margaret Whitter
Anonymous Donors
MEDICI DONORS
$5,000+
Adrian and Kath Arundell
John Barrington and Fiona Harris
Megan Enders and Tony Dale
JL
The McClements Foundation
Anonymous
$2,500+
Marco D’Orsogna and Terry Scott
Adrian and Michela Fini
Griffiths Architects
Kathryn Hogan and Graham Droppert
Greg Lewis and Sue Robertson
Busi O
Michael Wise and Kathryn Teale
Anonymous Donors
$1,400+
Neil Archibald and Alan Dodge AM
Zelinda Bafile
Robert Bayliss and Simon Dufall
John and Linda Bond
Anna Ciffolilli
Mark Clapham and Dr Andrew Mulcahy
Paul and Susanne Finn
Andrew and Mandy Friars
Derek Gascoine and Dale Harper
John Goodlad
Julanne and David Griffiths
Terry Grose and Rosemary Sayer
Mack and Evelyn Hall
David and Sandy Heldsinger
Janet Holmes à Court AC
Jon and Tracey Horton
Jim and Freda Irenic
Luke and Sally Kenny
Janet and Rob Kirkby
Lorton Investments Pty Ltd
John and Elizabeth Mair
Ian McCubbing
Morris-Johnson Family
Craig Merrey and Michael Murphy
Fred and Georgina Nagle
Dr Walter Ong and Graeme Marshall
Zahra Peggs and Anthony Maguire
Mark and Ingrid Puzey
Véronique Ramén
Gary and Jacqueline Steinepreis
Tim and Chris Ungar
Sharon and Chloe Warburton
Murray and Christine Westphal
Terri-Ann White
Jimmy and Karen Wilson
Melvin Yeo
Anonymous Donors
THE MAGIC FLUTE DONORS
MM Electrical Merchandising
Mark Clapham and Dr Andrew Mulcahy
Dr Sandy and David Heldsinger
Fred and Georgina Nagle
Michael and Helen Tuite
Kathryn Hogan and Graham Droppert
Roxane Clayton
LEGACY CIRCLE DONORS
Anita Clayton
Nigel and Dr Heather Rogers
Anonymous Donors
Perth Festival 2019
54
Founder Principal Partner
