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8/3/2019 Barnaby Festival 2011 Evaluation Report -Lo Res- Final
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EVALUATION REPORT 2011
1
Barnaby is making a realimpact in Macclesfeld byhelping to strengthenthe local economy
Ijustw
anted
tosay
howph
enome
nal
Barnabyw
asfor
business
I absolutely loved the buzzo the town, the invisible
sparkle that sharing allthese wonderul activities
together brought
EVALUATION REPORTBARNABY FESTIVAL 2011
17- 19 JUNE 2011
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We set out in 2009 to create a contemporary arts estival which
would have an impact on the town, and build pride in our heritageand talents. Ater only the second Barnaby Festival there is a realsense that this is being achieved.
The Festival spirit has taken root so quickly because o the eagernessin the town to regain a sense o community, and start a cultural andeconomic renaissance. This evaluation is clear evidence o that.
Enormous thanks are due to the Barnaby volunteers or their hugecommitment and enthusiasm, to the artists, supporters and local
business sponsors, and to the people o Maccleseld.Lynne Jones, Chair o the Board o Trustees, Macclesfeld Barnaby Festival, November 2011
The impact o Barnaby on Macc has been extraordinaryso many initiativeshave come out o the Festival. Even i there were no more Barnaby its legacywould be o inestimably value to the uture o Maccleseld.
It is Sunday morning and I just wanted to say how phenomenal Barnabywas or business, despite the disastrous weather! People turned out in theirdroves to support the Festival and we had a record days trading at theTreacle Tap both on Friday and Saturday!
In two years youve made not just a Festival (achievement enough) but asplendid Festival. There were enough volunteers on the ground; the venueswere excellent and well thought out; above all, there was NO CRAP on theprogramme to bulk it out or placate local artists. The ree stuf in particularwas excellent. The groundswell o goodwill is antastic.You have created both demand and supply or artistic
events in Maccleseld and we love you or it.
Foreword
Evaluation Report design by Ingenious Creative
Photography courtesy o Fiona Bailey, unless stated otherwise
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Contents
Commentary: The Barnaby Festival Legacy .................................................3
Valuing Barnaby 2011: A Summary in Numbers ..........................................4
Evaluating Barnaby 2011: An Introduction.....................................................7
Barnaby 2011: the dicult second Festival? ................................................8
The Barnaby 2011 Programme ............................................................................9
Marketing and Media Campaigns.................................................................. 10
Visitors to Barnaby and their Responses ....................................................... 11
A Voluntary Eort .................................................................................................. 18
Participation............................................................................................................ 21
Visitor Figures......................................................................................................... 22
Economic Impact on the Town......................................................................... 24
Appendices................................................................................................................ 27
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The overwhelmingly positive response to the inaugural Festival in
2010 has been translated into a tangible impact on the town.A number o those people involved saw the publics enthusiasm or cultural events and communal
activities and have capitalized on that. The lively ood and drink market at Barnaby 2010 was very
well attended and comments on the eedback orms called or a more regular market in the town
centre. Maccleseld now has a hugely successul and growing monthly Treacle Market or
arts, antiques, crats, ood and drink market. www.treaclemarket.co.uk
Seeing the place come alive during Barnaby showed us the huge enthusiasmor a quality market and the potential o the town centre. It galvanized usinto creating the bustling market which we call Treacle.
Debbie Quinn, Treacle Market organiser
The success o The Monkey Run, an original opera perormed by a cast o local proessional and
student singers who came together as Silk Opera, has led to the establishment oMaccleselds
own and rst ever opera company. Silk Opera put on two productions beore returning to
Barnaby with The Bate Hall Ghost. It aims to become a valued and valuable part o Maccleselds
cultural lie. www.silkopera.com
The energy unleashed by Barnaby 2010 came just as a momentum was building within the
business community and ollowing changes in the administration o the town. Regular Business
Breakasts, chaired by the MP, had been initiated to spur economic improvement in the town.
Barnaby attends regularly and has presented its vision and plans to the 150 attendees.
The networks created between civic, council and business interests, culminated in September
2010 with the creation o the Maccleseld Economic Forum. Barnaby Festival was invited to be
a ounding member, helping keep arts, culture and heritage at the heart o the economic debate.
Barnaby has helped to build the condence and energy in the town whichhas become the platorm or the great initiatives which will supportMaccleselds long term success. This includes the Maccleseld EconomicForum, a consortium o stakeholders rom business, civic society andpolitics working together. Maccleseld is creating its own road to long termsuccess and much o this will be through culture, art and heritage. It was theBarnaby Festival that started that journey and continues to positively push
the boundaries.
Clare Hayward, Chair, Macclesfeld Economic Forum www.makeitmaccleseld.co.uk
Barnaby Festival 2011 has already led to a urther enriching othe towns cultural lie:
a huge mural adorns the gable end o a two storey building on Sunderland Street painted by
Maxonian and proessional artist TJ Dolan. Funded by Barnaby Festival. the images are an
intriguing reerence to Maccleselds industrial and artistic traditions.
a monthly Laugh Out Louder Comedy Club has been established as a commercial venture,
building on the sell out comedy night at Barnaby http://www.lolcomedyclub.co.uk
a ortnightly Speakeasy open mic night o words and music around a theme has been
enthusiastically supported http://www.acebook.com/#!/SpeakeasyMaccleseld
Commentary: The Barnaby Festival Legacy
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Valuing Barnaby 2011: A Summary in Numbers
Barnaby 2011 had 41 ocial venues, an increase o 30% on the inaugural Festival
The programme comprised o78 separate and diverse events
The Festival attracted at least 6,000 visitors to the town over the weekend, generating
high levels o engagement in the Festival oer and an estimated 144,000 o direct
visitor spend attributable to the Festival
The Festival took19,000 in ticket income an increase o over 50% on 2010
Businesses in the town centre, responding to an impact survey, indicated their trade
rose by an average o 20% on the Friday, 35% on the Saturday and 74% on the Sunday
The level o public unding was signicantly lower at 5,400 compared with a total
o 22,350 o grants the previous year, whilst sponsorship and undraising rose by 450%
The increased support o local sponsors was an important eature o the 2011 Festival with a
total cash sponsorship o 13,350 rom local businesses
The Festival was delivered by a team o 170 volunteers, valued at 84,000 - 169,000
40,000 printed brochures were distributed, 5,000 Art Trail cards handed out and
20 banners put up in the town to market the Festival
The Festivals acebook page has 386 ans, with a combined reach o 70,000 riends
The Barnaby website had over 10,000 visits in May and June, 44% up on last year
Evaluation ramework devised and survey analysis produced by Dr Abigail Gilmore, University o Manchester.
Many thanks to those involved in distributing and collected survey questionnaires and data or the evaluation.
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More than 2,100 event tickets issued, an increase o 50% on last year
Over 800 took part in the Parade including teams who created the giant puppets
1,600 2,000 spectators at the Parade (based on 2 visitors or each o 800 participants)
Over 60 community and social groups involved, an increase o 50% on last year
An estimated 600 people attended the Barnaby Street Kitchen - all 8 ood stalls sold out
About 500 attended ree workshops in lantern making, Crat Cae or Circus skills Over 1000 people were in the Market Place on Sunday or the outdoor morning service
and aternoon Street Fest
Between 350 and 850 visitors completed some or all o the Art Trail
(this is a conservative estimate based on table o exhibition visitor numbers below)
Over 90 exhibiting artists, photographers and makers
The work o around over 300 school children was shown
Around 50 musicians played on streets, outdoor events, or on the Peoples Pianos
About 250 sang, played, acted or spoke at ticketed events, ree shows and workshops
115 participated in The Treasure Hunt and Eleven Missing days immersive street game
About 20 societies, clubs and charities provided childrens activities or ood at the Fete
10 local businesses provided ood at the Fete and the Street Kitchen
The town actively participated in the Festivals many events and activities
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A Visitor Feedback Survey provides some indicative statisticson what people did, elt, spent and enjoyed at Barnaby 2011:
48% o respondents heard about Barnaby through the Festivals marketing mix
(the remainder heard through word o mouth or other means)
27% o respondents stated they had actively taken part in Barnaby e.g. in the Parade
80% had visited the Festival on both Saturday and Sunday
78% stated they had tried something new during the Festival
Over 88% gave their enjoyment o the Festival a score o 8 or above
Over 95% gave the quality o the Festival a score o 8 or above
Nearly 95% said Barnaby had a positive impact on the towns image
and the way they elt about Maccleseld
Respondents particularly liked and commented on:
the art over a quarter o respondents mentioned art, visual arts or artists;
the town coming to lie, its vitality; the atmosphere or buzz the Peoples Pianos; and the overall variety / diversity o events.
They commented that the Festival provides a true holiday or thetown and gave them new things to do and quality experienceswithout having to travel elsewhere:
We were visiting places as a tourist which we wouldnt usually see.
The energising buzz made it eel like a weekend away!
Im very impressed by the concept, diversity o events and the actthat the community seems very engaged.
A great continuum o art, rom very local - and hobby - basedthrough local national and international artists, challengingand sae.
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This evaluation report collates and summarises inormation about the organisation and delivery
o Maccleseld Barnaby Festival 2011 and the experiences o and responses rom the Festivalsparticipants, audiences and organisers. It aims to demonstrate how and whether the objectives o
the Festival were met, to summarise and learn lessons or uture delivery and to articulate evidence
o the impact and eects o the Festival. It was compiled in July - November 2010 ollowing the
Festival weekend, 17 - 19 June 2011.
The report works on the assumption that the Festivals successes can be understood in terms o
whether and how closely its original intentions were achieved. It thereore takes as a guiding
ramework the strategic objectives o the Festival.
There are ve key objectives o the Barnaby Festival based around championing the towns
cultural and historic assets, and promoting enjoyment o the arts.
To build community cohesion and grow social networks by reviving the Maccleseld
midsummer tradition o celebrating Barnaby. To originate an artistic and cultural programme (including events, activities, exhibitions
and perormance) rooted in local heritage.
To champion the cultural and historic traditions o Maccleseld, and inspire the
development o new ones.
To bring people in the Maccleseld area together with proessional artists locally and
those in the creative industries.
To advance the education o the public in all arts - including perorming and
experimental - and local culture, and to enrich appreciation o the arts.
The report examines evidence to show whether and how these objectives were met and
to provide a commentary on the impact and benets resulting rom Barnaby. It is based
on the ollowing data sources: Sel-administered Visitor Survey available at various Festival venues
Business Impact Survey distributed to 32 town-centre businesses in close
proximity to Festival venues and/or parade route
online Volunteer Survey sent to volunteer mailing list ater the Festival
various operational data, collated rom the Festival website and
other communications
Evaluating Barnaby 2011: An Introduction
Barnaby Festival 2011 was an incredible achievement, which broughthundreds o people out onto the streets. Barnaby is making a real impact inMaccleseld by helping to strengthen the local economy, revitalise the towncentre and building the community spirit - long may it continue!
David Rutley,MP or Macclesfeld
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The rst Barnaby Festival in 2010 clearly had an impact on the towns condence and encouraged
more people and places to get involved in delivering the programme or 2011. Barnaby 2011had 41 ocial venues, an increase o 30% on the inaugural Festival (see Appendix or ull
list). Keeping the same spirit established in the Festivals objectives, a broader programme
drew upon Maccleselds history, heritage and contemporary arts scene to celebrate the towns
talents, encouraged local people to celebrate their achievements and drew in others to see what
Maccleseld has to oer.
Similar to the rst Festival, Barnaby 2011 was governed and delivered by a Board and a host o
volunteers. The level o public unding was signicantly lower at 5,400 compared with a
total o 22,350 o grants the previous year, whilst sponsorship and undraising rose by 450%
(see Appendix or expenditure, Festival Board and Team leaders, unders, sponsors and
other supporters).
The increased support o local sponsors was an important eature o the 2011 Festival with
a total cash sponsorship o 13,350 rom Maccleseld businesses. This reects the increased
und-raising ocus and suggests that town businesses have now taken more ownership o
Barnaby and eel comortable oering public and nancial support. The principal sponsor Orbit
Developments matched the cash contribution o 5000 rom Cheshire East Council.
The volunteer contribution to Barnaby is its key asset without the 170-plus people who gave
their time (excluding additional support o parents, riends and amily or those who were actively
involved providing extra value through costume making, childcare, transport and so on),
the Festival simply wouldnt be possible.
Barnaby 2011: the dicult second Festival?
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OBJECT: To originate an artistic and cultural programme rooted
in local heritage.
The Barnaby 2011 programme comprised o 78 separate eventsand activities eaturing a wide range o arts and cultural orms andpractices, including:
23 amily riendly events 16 o which were ree, 13 o which oered participatory
opportunities, including 5 structured workshops
16 music events - 9 o which were ree
14 perormance events - including 4 which were ree
4 lm events
6 spoken word events, including high prole BBC Radio 4 programme Any Questions?
35 visual arts events all o which were ree
The ticketed events included
Comedy Club: Live at the Assembly Rooms
The Bate Hall Ghost: Silk Opera
Stan Tracey Trio
Pia: The Songs
Acoustic Sanctuary
KEMS Charter 750 Concert
Barnaby Rocks Out
Sir Gawain and the Green Knight
Poetry Cabaret
So Well Remembered and North West Film Archive
Maccleseld History Walks
Other highlights included
The Peoples Pianos a dozen pianos dotted around town: inspired and inspiring
Barnaby Parade: Treacle Town timeline 12612011 - celebrating eminent Maxonians
The Great Barnaby Treasure Hunt endishly tricky needing a knowledge o Macc
Fete: Barnaby at the Beach imaginative and un on a theme with Barnaby rock! Barnaby Street Fest high quality, unusual, hilarious and ree entertainment
Barnaby Lights the Night & Street Kitchen taking ownership o the Market Place
Wild Thing Contemporary Art Exhibition at Paradise Mill
Tales rom the Tower at Savage Chapel Tower site specic installation
Eleven Missing Days an immersive game based on Maccleseld history
Full listings can be ound on www.barnabyestival.org.uk
The Barnaby 2011 Programme
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The Festival mixed traditional and online/social media marketing:
A bespoke website http://www.barnabyFestival.org.ukeaturing programme inormation and
providing online booking
A acebook page which has received 368 likes, and eatures news and updates about Barnaby
and other related events and activities http://www.acebook.com/pages/Barnaby-Festival-2011
Flickr group http://www.ickr.com/groups/barnabyestival/
Twitter account @barnabyestival with 386 ollowers
40,000 twenty page brochures were printed, with 17, 000 distributed through the Maccleseld
Express newspaper as a orm o sponsorship. The remainder were delivered door to door in hard
to reach areas, distributed by volunteers in others, available at key venues in Maccleseld and
neighbouring towns and villages, and handed out at Treacle Markets and shopping streets.
Twenty banners advertised the Festival dates on roadsides and in town centre, and or the
weekend itsel 5000 Art Trail cards were available through all appropriate venues.
The website was imaginatively redesigned or 2011 incorporating more eatures and rening
the search acility. This year the site was more widely used, with over 10,000 visits during May and
June, an increase o 45% on last year. The average number o pages viewed has remained steady at
an impressive 6, and the bounce rate* similarly encouraging.
Media coverage was a priority and the Festival achieved signicant local press coverage, with
eature articles and a special edition in the Maccleseld Express and regional magazines. There
was regular coverage in the 6 weeks leading up to the Festival weekend, including a ull two-page listings the week beore & a special Barnaby Edition o the paper on the weekend itsel with
an exclusive Barnaby cover page. Barnaby also eatured regularly (in the 4 weeks lead up) in
Cheshire Independent newspaper (monthly), Inside Magazines (all our editions), Local People
magazine, amily magazines including Little Tigers, Families (Cheshire) and Mums&Dads magazine
(which reaches South Manchester including Chorlton and Didsbury), plus occasional articles with
photos in Cheshire Lie: Cheshire Choice, Diary and Gallery guide sections.
Broadcast media coverage was good, with local commercial radio station, Silk 106.9 giving
Barnaby a regular weekly slot in the 8 weeks beore, Breakast presenter talked with guests about
upcoming events and happenings. There were also interviews on Dee 106.3 radio (which eeds
news to Silk and Moorlands Radio in Leek). Volunteers also appeared regularly on Canalside
Community Radio, which collaborated with Barnaby in a scriptwriting competition, with the
winning plays perormed live on air and at the Festival.
BBC Radio Manchester were in Maccleseld on the Saturday o the Festival recording interviews,
and there was a live studio interview ater the Festival, a ollow-up to the rst interview about the
launch o Barnaby 2010.
Marketing Campaign
Media Campaign
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Visitors to Barnaby and their responses
This section o the report looks at evidence o how the Festival wasreceived rom the questionnaire survey placed in various venues onthe Saturday and Sunday, and distributed rom the inormation stall,
along with qualitative comments rom letters, emails and online posts.Feedback orms were completed by 226 people. This cannot be considered a representative
sample o those who attended the Festival or o the Maccleseld (or any other population) in
general, as the questionnaire was sel-administered and no probability sampling rame or other
rubric was applied. However the responses do provide useul data to help to understand what the
audiences and participants o Barnaby elt about the Festival, what they liked and didnt like, which
events they attended, where they came rom and whether they are likely to return. The data is also
used to develop an average visitor spend based on inormation volunteered by the sample, which
provides a means or extrapolating and estimation o the economic value o attracting visitors to
Maccleseld town centre by putting on the Barnaby Festival.
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Who answered the questionnaire?
O the 219 who answered the question, 71% were women and 29% men. They represented
dierent age groups, with the largest age cohort answering the questionnaire being the
55 64 year old cohort.
Where did audiences originate rom?
95% o respondents identied their ethnic group as white, with 5% describing themselves as
mixed, Asian, black/black British or other. Three quarters (77%) o respondents stated they were
local residents - 156 out o 205 respondents who answered the question came rom SK10 and SK11
postcodes - and almost a quarter were visiting the town.
(Base = 213 respondents)
A local resident
76.9%
8.8%
14.4%
Visiting the area or the day/evening
Visiting the area and stayng overnight
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How did they hear about the Festival?
The survey respondents had heard about the Festival in a number o ways, with 48% stating they
had heard through print, online and social media marketing but 52% through word o mouth or
other means.
What did visitors do?
Over hal o the questionnaire respondents had attended (or participated in) the Parade. Please
note percents total more than 100% as respondents could select more than one event; some
gures may reect the location o questionnaire
(Base = 219 respondents)
(Base = 224 respondents)
Word o mouth
Barnaby website
Print marketing
Other
20.5%
40.2%
31.7%
0.9%0.9%
5.8%
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27% o respondents stated they had actively taken part in the Festival,
e.g. through the Parade.
Signicantly, 48% o respondents had been to Barnaby the previous years, but 52% o the
respondents had not been to the rst Barnaby Festival so were new visitors in 2011.
67% o those visiting the area, and 68% o those visiting the area and staying overnight
were new to the Festival.
80% o respondents visited on Saturday and Sunday, with 38% attending on the Friday;
7% attended on the Thursday.
OBJECT: To bring people in the Macclesfeld area together with
proessional artists locally and those in the creative industries.
New Cultural Experiences
78% stated they had tried something new note there was a low (less than 50%) response
rate to this question. 83% o local residents and 68% o visitors to the town said they had
tried something new.
(Base = 100 respondents)
(Base = 227 respondents)
Yes
78% 22%
No
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OBJECT: To advance the education o the public in all arts and local
culture, and to enrich appreciation o the arts.
A number o respondents mentioned specic new experiences, including Friispray, lantern
making, the Peoples Pianos, nding new places, contemporary arts exhibitions and the Pia event.
Comments about these new experiences included:
[We are] visiting places as a tourist which we wouldnt usually see.
Bought a painting (original). Enjoyed all the art especially the puppets in Savage Tower, never
been in the tower beore.
What did they think?
Survey respondents were asked to say, on a scale o 0 to 10 (10 being very likely) how likely they
were to attend again, how much they had enjoyed the Festival and how they would rate the overall
quality o the events and shows they had attended.
Over 70% o respondents said they were positive they would attend the
Barnaby Festival again (a score o 10) Over 88% gave their enjoyment o the Festival a score o 8 or above
Over 95% gave the quality o the Festival a score o 8 or above
(Base = 216 respondents)
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When asked what aspect o Barnaby Festival or event or show respondents had enjoyed most,
requent/repeated phrases included:
the art over a quarter o respondents (58 or 28%) mentioned art or artists;
the town coming to lie, its vitality; the atmosphere or buzz (34 respondents 17%); 17 responses (8% o respondents to this question) mentioned the Peoples Pianos;
the variety / diversity o events.
The energizing buzz made it eel like a weekend away!
A great continuum o art, rom very local and hobby based throughlocal national and international artist, challenging and sae. Last yearit was polarised between challenging (Christ Church) and sae(almost all the rest).
Im very impressed by the concept, diversity o eventsand the act that the community seems very engaged.
The aspects o the Festival which survey respondents enjoyed least lay mainly in the
environmental conditions: 73 respondents (55%) mentioned the rain or weatherparticularly
poor on the Saturday.
Other comments about the content or delivery o events reected on:
the poor quality o Maccleseld Express exhibition;
poor timing or clashes between too many events;
technical problems and sound quality at the Sci Bar; poor sightlines and
choice o venue or The Bate Hall Ghost Opera;
too ew ood stalls on Saturday evening;
the lack o young people in the 16-18 year old group participating in
Barnaby/drawn to the event.
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Sense o Place
Respondents were asked whether and how Barnaby had made a dierent to the image o the town.
More than 9 out o 10 respondents stated the Festival had a positive impact on the towns image
and the way they elt about Macc.
Base = 183 respondents
Base = 211 respondents
OBJECT: To champion the cultural and historic traditions o
Macclesfeld, and inspire the development o new ones.
Yes (has answered positively)
94.5%
5.5%
No (has not answered or has
answered that no diference)
Yes
94.5%
5.5%
0.5%
No
Dont know
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A Voluntary Efort
OBJECT: To build community cohesion and grow social networks
There were at least 170 volunteers involved in delivery Barnaby including 60 core volunteers
involved in planning throughout the year, 60 involved in the events and shows on the weekend,
and a urther 50 in Parade preparation and marshalling. A volunteer survey was circulated ater
the Festival to the volunteer mailing list and 28 responded (a rate o around 17%). This was the rst
experience o volunteering or 4 respondents:
Respondents claimed a range o benets rom their experience, with all respondents agreeing they
had given something back to their town and their community, 82% saying they had made new
riends, and nearly 60% saying they had learnt new things.
No - this is the rst time
Yes - I have volunteered once or twice beore
Yes - I volunteer regularly
14.3%
42.9%
42.9%
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Comments about the experience o volunteering were overwhelming positive. There was however
some ormative eedback on operational issues, most notably the need to make clear distinction
between artistic direction and operational management roles, the need or better coordination o
teams, and better inormation management or volunteer contact details. There was also a clear
request or more volunteers to spread the heavy workload and or specic skills recruitment to help
lead particular work streams.
Really good or the town - the improving community networks.
The impact o Barnaby on Maccleseld has been extraordinary.So many initiatives have come out o the Festival. Even i there wereno more Barnaby Festivals its legacy would be o inestimably value tothe uture o Maccleseld.
I volunteered originally to gain experience within the creative eld I wantedto work in. The contacts I made through Barnaby have been very useul,many o whom I now count as riends. As well as eeling I had contributedpositively to my community, I also gained valuable experience and enoughcondence in my own abilities to retrain in a eld I wanted to
work in. I now have a job in that area, and I eel myinvolvement with Barnaby helped that happen.
As with last years survey, all respondents - 100% - said that theywould volunteer again.
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Using the same methodology as in last years Festival evaluation, the
value o the volunteer labour has been estimated.
The VIVA model (Volunteer Investment and Value Audit) provides a way o calculating the value o
volunteer input using the total numbers o hours and an hourly wage rate (see www.volunteering.
org or ull methodology). Using survey data that suggests 6423 hours were given by 27
volunteers, a mean average contribution might be 237 hours.
Counting only the 60 core volunteers suggests a total o14,220 total volunteer hours were
generated by Barnaby, and taking the current minimum wage o 5.93 (or over 21 year olds)
produces an estimated total value o over 84,000. This is a somewhat conservative estimate
given the senior and specialist roles including strategic planning, marketing, curation and
musical direction.
Using the median wage in the UK or emale employees (68% o respondents were emale), across
all occupations (given the range o roles) o 9.90 (see Annual Survey o Hours & Earnings 2010,
www.statistics.gov.uk) gives a more realistic estimate o the labour cost o core volunteers could
be over 140,000.
VIVA recommends that volunteer value calculations should also include on-costs and other
overheads, including National Insurance, pension benets and holiday pay. I these are added
using a 20% mark-up (used by local authorities to reect additional labour costs, holiday pay and
recruitment costs) this gives a value o 101,000 (or average hourly wage) and almost 169,000
(using median wage or emale employees).
The value attributable to the core volunteer team can be reasonablyassumed to lie between 84,000 and 169,000, an increase o 20%on last year reecting the growth o the Festivals content and needor higher numbers o volunteers as well as the slightly higherminimum wage.
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Participation
There were a range o opportunities or local people to actively
participate in cultural activities in the run up to and during theFestival itsel.
An estimated 2000 people took part as artists, perormers, exhibitors, production staf
and participants.
about 170 volunteers: 60 active during year, 60 weekend volunteers, and an additional 50
helping marshal the Parade
over 90 exhibiting artists, photographers and makers
the work o around over 300 school children was shown
around 50 musicians played on streets, at ree outdoor events, or on the Peoples Pianos
about 250 sang, played, acted or spoke at ticketed events, ree perormances and workshops
over 800 took part in the Parade including the teams who created the giant articulated
puppets, the Treacle Town Twelve
115 participated in the Treasure Hunt and Eleven Missing Days immersive street game
20 societies, clubs and charities provided childrens activities or ood at the Fete
10 local businesses provided ood at the Fete and the Street Kitchen
Over 60 community and social groups took part in the second Festival, an increase o 50% on
last year and a more inclusive range, due to regular and positive press coverage and word o mouth
but also through use o social media and direct outreach by Barnaby. For instance:
a team rom the Snowgoose Cae Bar was one o up to a dozen which attended parade
workshops and created a giant puppet;
MaccPinoy, a Filipino community group oered to marshal the parade and along with 3 towncentre restaurants were invited to sell ethnic ood at the Flavours o Macc, Barnaby Street
Kitchen alongside traditional and rustic Cheshire ayre;
Men in Sheds and a zumba class were two o the groups to dress up and take part in the
parade or the rst time;
independent shops, caes and even a supermarket concealed Treasure Hunt clues.
I absolutely loved the buzz o the town, the invisible sparkle that sharingall these wonderul activities together brought, and making new riends.It was brilliant, next year I will be planning wall to wallBarnaby Friday through Sunday. Thanks everyone.
There were a range o ree activities or visitors to spontaneously participate in over the weekend:Friispray, lantern making and ceramics demonstrations or all ages; mosaic making, hat making,
print making, origami and paper crat at the Crat Ca; hands on childrens activities on a beach
theme at the Fete including wildlie experiments, ossil making and creative recycling, and
sand; and tug o war, Sport and Play games and competitions and ootball skills and drills.
Its worth noting that the level o engagement with small, medium and large local businesses
in terms o sponsorship and sta support was noticeably higher this year, and represents
participation rom the commercial sector. This is reected in their nancial contribution to
the Festival. The hospital in Maccleseld and medical centre were also very keen to be involved
oering premises and encouraging their employees to be involved as volunteers or visitors.
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It is estimated that at least 6000 people attended Barnaby Festival
2011 over the 3 days.
Visitor gures are hard to calculate accurately particularly or a three day event across multiple
indoor and outdoor venues and variable weather conditions. However actual or estimated
attendance at key events and venues give some indication.
More than 2,100 event tickets issued, an increase o 50% on last year
Increased sales or some businesses, an average o 35% on Saturday and 74% on Sunday
(see business impact survey, page 24)
Town centre car park sales on Friday and Saturday were up 16% on the previous weekend
and car park sales were over 3% up on last years Barnaby weekend (see table below: gures
rom an average o Friday and Saturday daytime sales ree car parking on Sunday)
1,600 2,000 spectators were present at the Parade(based on 2 visitors or each o 800 participants)
an estimated 600 people attended the Barnaby Street Kitchen on Saturday evening
all 8 stalls sold out o ood
about 500 attended ree workshops in lantern making, Sunday Best Crat Cae or Circus skills
over 1000 people were in the Market Place on Sunday or the outdoor morning service or
aternoon Street Fest
between 350 and 850 visitors completed some or all o the Art Trail
(this is a conservative estimate based on table o exhibition visitor numbers below)
Visitor gures
Town centre car park
ticket sales
10 & 11 June 2011 17 & 18 June 2011
Barnaby
24 & 25 June 2011
Grosvenor MSCP 1166 1400 1150
Duke Street 1196 1395 1195
Exchange Street 1221 1307 1226
Churchill Way 1876 2135 2014
Christ Church 266 232 (closed Sat am) 254
Whalley Hayes 660 910 640
Jordangate MSCP 327 474 378
Town Hall 512 562 592
TOTALS 7224 8415 7449
Total equiv 2010 7366 8141 NA
Source: Cheshire East Council
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Exhibition Visitors Comments
Tales rom the Tower,
The Savage Tower,
St Michaels
850 Many had never been in the Medieval Tower, some
thought puppet magical, others creepy but usually
a reaction.
Wild Thing at
Paradise Mill
400 Its great to see this extraordinary space being used
or such a high quality contemporary exhibition. Its
wonderul to see such high prole regional, British
and European artists exhibiting here in Maccleseld.
It really is inspiring. We love it!
Barnaby Belles &
Under One Rooat
Sevens, Chestergate
650 Generally well received. Visitors enjoyed the diversity
and quality o everything.
Festival Gallery, pop-up at
Hallams Commercial (disused)
650 Coming rom Manchester to Maccleseld and
seeing such a wonderul collection o art is such an
achievement and something that should happen
more oten. Far too oten city goers are rightul o
leaving the culture. However this pop up gallery has
proved much reason or us to do exactly that.
Aghan Bazaar at
The Heritage Centre,
Roe Street
423 Its great to see this extraordinary space being used
or such a high quality contemporary exhibition. Its
wonderul to see such high prole regional, British
and European artists exhibiting here in Maccleseld.
It really is inspiring. We love it.
Safron Samples at
Dj vu, Chestergate
364 Lovely exhibition, great atmosphere in the town,
parade very moving, Macc at its best.
Summer Show at
Longden Gallery,
Shaw Street
159 Fabulous loved the prints; Great variety thanks or
exhibition; lovely paintings o St. Ives; Lovely work as
ever; terric.
Three Presidents at
Gateway Gallery,
Prestbury Road
135 It was really hectic and many people came rom
outside the SK postcode; surprised that sold 5000
worth o paintings!
Natural Ceramics at
Toni & Guy,
Mill Street
100
(Sun
only)
Sta could not have been more obliging and helpul,
sales were very good - I gave the manager a piece o
my work!
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An estimated 144,000 in direct visitor spend is attributable to
Barnaby (see visitor spend questionnaire results below) reected inthe substantial increases in ootall and sales at some town centrebusinesses (see business survey below).
In addition the bulk o over 21,000 o grant and sponsorship income to Barnaby Festival,
and over 10,000 rom ticket income was spent on goods, services and talents o local,
independent traders.
Long term and sustainable impact is difcult to assess or disentangle rom the impact o other
initiatives such as the Treacle Market and Make it Maccleseld events and promotions, however
comments reect a positive impact on condence.
Calculating the total economic impact o Barnaby in terms o increased visitors and spend is
difcult and any attempt to do so without extensive primary data collection should be taken withcaution. However, the audience survey or 2011 included questions about spend and attribution
(whether visitors had specically attended the town or Barnaby and so one could reasonably
attribute their spending to the Festival).
However, this indicator is based on a sample o visitors who had completed questionnaires
voluntarily without a probability sampling rame, and so may indicate bias (e.g. people who
already eel generous towards the Festival).
152 respondents recorded how much they believed they would spend over the weekend
(in their immediate group)
This totalled 10,316.20p suggesting a mean average spend o 67.87 per attendee/group
over the weekend
This is an indicative gure o average spend which includes tickets and also Festivaltrade/produce (e.g. art works).
For an estimate o the total economic value o this spend to the town, we would require a
higher response rate and a robust estimate o the total number o visitors/groups to the town
Further accuracy on the attribution o spend to Barnaby can be gained by looking at the
proportion o visitors had specically attended or Barnaby
(in this survey this was 85% o respondents).
Using a conservative estimate o 6,000 visitors over the Festival weekend, and accepting that the
responses to the visitor survey give an accurate reection o spend, we can assume the ollowing:
2,500 attendees/groups (based on the proportions o responses to this question which included
proportions in couples, with riends, in amily groups and on own) visited Maccleseld town centre
during the Barnaby weekend. From the survey, the number o respondents who attributed theirvisit (and thereore spend) to Barnaby was 85% o this gure.
Thereore a total 2,125 attendees/groups in total who were in Maccleseld that weekend were
there specically or Barnaby.
Responses to the survey suggest an average o 67.87 per attendee/group over the weekend. This
implies a total o over 144,000 in visitor spend attributable to Barnaby (this is direct spend value
rather than any indirect or induced impact, it also doesnt take into account spend that may have
been displaced by the Festival).
Economic Impact on the Town
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Business impact survey
The business impact questionnaire asked town centre businesses to provide ootall and sales
gures (compared with previous weekends and the same weekend last year) and or comments on
their impression and involvement in Barnaby: 16 business completed the questionnaire out o a
possible 32 who were asked to ll in the survey.This 50% response rate suggests that overall economic impact cannot be calculated rom the
businesses responses as these arent representative o the whole; however there are some useul
indicative ndings both o impact on trafc and trade, and on inormative eedback rom traders
on how to improve these eects. (Please note, respondents include important multiples such as
Marks & Spencer and new businesses such as Treacle Tap).
Footall:
12 out o 16 businesses stated the Barnaby weekend saw rises in ootall an average o28%
(ranging between 2% and 67%) on the Friday, an average 40% increase (between 10% and 67%)
on the Saturday, and an average o 58% (between 25% and 100%) rise in ootall in Sunday (with
100% increases reported by three businesses). Some businesses couldnt estimate ootall butstated they couldnt t anyone else in!
Sales:
12 out o 14 responding businesses reported increases in sales on the Barnaby weekend
compared with the previous weekends and in relation to the previous Barnaby Festival. Those who
gave gures reported a range between 9% increase and 32% increase an average o 20% - on
the Friday, between 8% and 100% increase in sales an average o 35% - on the Saturday and an
average o 74% increase - between 19% and 107% increase in trade - on the Sunday. Again three
traders reported increases o around 100% or the Sunday.
Some reported to the organizers that they were much busier than usual but werent prepared to
ll in the questionnaire. Two respondents considered the positive impact on their trade was not
due to the Festival but due to Fathers Day weekend.
Five o the non-respondents anecdotally reported a negative eect however describing business
as quieter than normal. These were all businesses away rom the Market Place and Chestergate,
where visitors are drawn to by Festival events. This is urther supported by comments rom
respondents who asked or the Parade route and Art Trail to come to them, in recognition o the
economic benets they bring.
Others suggested events that they would be prepared to host to increase their involvement
in Barnaby, requested an extended Treacle Market and bringing back the Peoples Pianos. One
business suggested that the Festival should be extended to a week, to broaden the impact and
give them time to see all the events!
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What businesses in Maccleseld say about Barnaby and the impact ithas on them and the town:
Rain afected sales so we saw no increase. When the weather is OK it brings
in higher ootall and attracts new custom.
Activity in the Market Place and Town Hall denitely increases trade. Itbrings ootall to the town. It encourages people to use Maccleseld orentertainment. People were dining with us beore and ater perormanceswhich signicantly boosted trade.
Loads o new customers came to see the lms. It also seemed there weremore visitors rom out o town.
The busiest Saturday the store has ever had; Footall much higher in thetown centre, sales thereore much higher than a usual weekend.
Footall = ree advertising. Wonderul atmosphere rom the peoplevisiting the shop.
Raised moral and raises awareness o us as a business. Networking withother small businesses and artists. Community spirit.Fab artwork in our space!
Atmosphere, buzz.
Barnaby brings like-minded arty/musical people; un and increased revenue.
Party atmosphere and eel-good actor brought to the town has to be goodor all businesses.
Greater awareness. It reminds locals that there are good shops on their doorsteps.
Overall 30% rise in ootall, but ewer sales in comparison to last years Barnaby.
Better atmosphere and smileatmosphere was brill, sold lots o salad!
The Barnaby Festivaldespite the bad weather conditions- brings in a ewnew aces. Just a huge thank you to all involved!
Thank you or giving us the opportunity to be involvedit was antastic orour atmosphere and or our business!
A lot more people around this year or the weekend o the Festival,particularly ater the parademaybe sheltering rom the rain.More sales but much smaller items. Good atmosphere.
We absolutely support the Festival and the positive impactit has on the town centre.
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Appendices
Maccleseld Barnaby Festival: Summary Income & Expenditure Statement as at 31 October 2011
INCOME EXPENDITURE
Grant Income Expenditure - Events
CEC Direct 5,000 Events & Exhibitions 20,464
CEC Community
Grant
250 Silk Opera 3,000
Maccleseld Charter
Trustees
150 Street Fest 2,744
Wild Thing 1,950
TOTAL GRANT
INCOME
5,400 TOTAL EVENT COSTS 28,158
Other Income Overheads & Central Costs
Sponsorship &
Fundraising
16,135 Subscriptions & Insurance 993
Ticket & Event Income 21,406 Central Marketing 5,576
Inrastructure (Police/
Security/Toilets/Site
Management)
900
TOTAL OTHER
INCOME
37,541 Ticket Printing &
Commission
846
Stationery, materials, etc. 420
Licensing 210
Other 1,443
TOTAL CENTRAL COSTS 10,388
Total Income 42,941 Total Costs 38,546
Net Surplus or Year 4,395
A. Financial Summary
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Macclesfeld Barnaby Festival Board:
Chair...........................................................................Lynne Jones
Festival Director .....................................................Nicholas Smith
Secretary...................................................................Jane Munro
Treasurer ...................................................................Ian Musgrave
Visual Arts Coordinator .......................................Anna Riordan
PR & Marketing.......................................................Fiona Bailey
Perormance, Sponsorship & Evaluation.......Aileen McEvoy
Volunteer team leaders:
Marketing:................................................................Sally Bull
Distribution: ............................................................Lizzie Wood
Design: ......................................................................Sue Asbury & Mark Hamilton
Website Development and Design: ................Andrew McCully
Social Media: ...........................................................Louise Murphy
Tickets and Box Ofce:.........................................Margaret Charlton
Volunteer Coordinators:......................................Annie Matthews & Melanie Alexandrou
Administration:.......................................................Claire Sykes
Venue Coordinator:...............................................Iain McLean
Evaluation ................................................................Abigail Gilmore
Access Advisor:.......................................................Wendy Moss
Parade Organiser & Artistic Director:..............Louise Lewis & John Hartshorn
Visual Arts:................................................................Hilary Jack & Jacki Clark
Fete Coordinator:...................................................Jane Griths
Event Coordinators: ..............................................Andy Bailey
Jo Bell
Sarah BullockJude dSouza
Kaite Helps
Matthew Hyde
Jennier Keenan
Neil Puttick
Debbie Quinn
Bradley Snelling
Garry White
B. Contributors
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Orbit Developments Cheshire East Council
ASB Housing Solicitors
Asbury & Asbury
Belong
Bell Jar
Bollington Brewing Co
Bradshaw Bennett
Capita Symonds
Ingenious Creative
JAM Film Festival
Kids Allowed
Keyworker Homes
Maccleseld Charter Trustrees
Magnus
Mother Goose interiors
Ogden Townsend
Pannone
P R Jones, Jewellers, Maccleseld
Red Willow
SAS Daniels LLP
Sevens o Maccleseld
Shackleord Pianos
The Snowgoose
Spiral Colour
VIBE
thewhitegallery
Wright & Morton Vets
Adamley Maccleseld Printed Silks
Cheshire Demolition
Hallams Property Consultants
Maccleseld Express
Maccleseld Guild and Chamber o Trade
Maccleseld LibraryMaccleseld Town Football Club
Manchester Evening News
R A Smart Textiles
Resourses or Business
Shenton Garden Supplies
Spiveys Web
St Michael and All Angels Church, Maccleseld
Storm Brewing Co.Stormguard
Terra Nova School, Holmes Chapel
Other Friends & Supporters o the Festival:
C. Sponsors, Partners and Friends o the Festival
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D. Report on Press & Marketing
E. Report on Social media activity
Facebook in particular has seen a big increase in activity. Barnaby had a Facebook group with
over 400 members but a decision was taken to move to a page ormat, which allowed or better
communication with members (or comparison, Buxton Festival, a long running proessional
event, had 500 members). Rather than having to visit the group or news, updates rom Barnaby
would appear automatically in members news eeds, making contact with the Festival easier. Over
the Festival period it was used to check in, leave latest news, upload photos and review events,
creating a rolling news eect which attracted more interest and built popularity.
Members who liked the page rose rapidly, and over 300 had signed up to Barnabys updates. Since
June this has risen to over 360. Monthly active users peaked at around 1000 on the week o the
Festival, and has remained steady since with around 200 active users every month, mainly due to
the continued interaction with users by the admins. The page has become a orum or exhibitions
or spin-os such as Speakeasy, Film on Tap and the Laugh Out Louder Comedy Club, and or
events at new versatile venues such as the Snowgoose Cae and Treacle Tap pub.
There are twice as many emale as male users, with just over 40% o the emale users aged 2544.
Nearly 100 are Maccleseld based, just over 50 are in Manchester and around 30, London (NB
not all users reveal their location). Our ans have a combined total o 70,000 riends greatly
increasing our potential reach. We have very regular page views, an average o about 5 a day, but
this can uctuate greatly depending on specic content. Between April 2011 and November 2011,
over 700 visits to the Barnaby website have come rom Facebook. Around hal o those hadnever visited the site beore.
Twitter activity has also increased, with a core group o tweeters providing responses and
support. While Facebook is useul or engaging with our audience, Twitter has become useul
or making connections with local businesses, sponsors, key volunteers and other like minded
organisations. We have 394 ollowers and have been listed 10 times by other tweeters this
increases ollowers as it means another tweeter has added you to a eatured list o respected
Twitter proles. Between April 2011 and November 2011, over 95 visits to the Barnaby website
came rom Twitter. Around hal o those had never visited the site beore.
Other reerrers to the website are a variety o websites and blogs including the MEN site, the Macc
Loop blog, the Make it Maccleseld brand site, the Best o Maccleseld site, Go See This (an arts
culture listings site) and the Thread, whats on guide. In total, reerring sites sent around 2,500
visitors to the website between May and November, around a quarter o our total visits or that
period. We have recently established a Flickr account or members to add their photos o the
Festival, and will continue to explore new ways o interacting with our ever growing audience.
May & June
2010
May & June
2011
Week beore & inc.
Barnaby 2010
Week beore &
inc. Barnaby 2011
Website Visitors
Visits 7,122 10,267 3,178 4,351
Page Views 39,752 62,464 20,701 27,944
Pages per visit 5.58 6.08 6.51 6.42
Bounce Rate * 29.16% 33.44% 25.02% 28.87%
Main Trac Sources
Google 55.08% 55.00% 60.48% 63.66%
Direct 21.06% 17.15% 16.87% 12.66%
Facebook 4.14% 6.49% 4.69% 4.44%
Yahoo 1.47% 1.41% 1.73 1.61%
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