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James McVeigh, Head of Marketing and Innovation, Festivals Edinburgh
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©Festivals Edinburgh 2012©Festivals Edinburgh 2012
Edinburgh’s Festivals: A Collaborative Story
©Festivals Edinburgh 2012
History and Context
©Festivals Edinburgh 2012©Festivals Edinburgh 2012
History and Context
1947 1950 1978 1983 1988 1990 1994 1995 2004
©Festivals Edinburgh 2012©Festivals Edinburgh 2012
History and Context
• 12 Festivals• 25,000 Artists• 1000+ producers• 2,000+ accredited media• 3,000+ shows• 4.2m audiences
©Festivals Edinburgh 2012©Festivals Edinburgh 2012
History and Context
Jan Feb March April May June July August Sept Oct Nov Dec
Atten
danc
e (n
umbe
rs)
Summer Festivals
©Festivals Edinburgh 2012©Festivals Edinburgh 2012
• CEC Festivals Strategy
• Economic Impact Report
• Thundering Hooves
History and Context
©Festivals Edinburgh 2012©Festivals Edinburgh 2012
History and Context
4 Key Strategic Areas:1. Strategic Planning around the
needs, ambitions, threats and opportunities of Edinburgh’s festivals
2. Joint marketing of Edinburgh’s Festivals and of Edinburgh as world’s leading Festival City
3. Supporting programme innovation and development
4. Addressing infrastructure issues affecting the festivals
Opportunities and Threats
©Festivals Edinburgh 2012©Festivals Edinburgh 2012
History and Context
FESTIVALS FORUMCEOs of key public sector stakeholders plus independent experts
THUNDERING HOOVES STEERING GROUPManagers/Officers of key stakeholders
FESTIVALS EDINBURGHFE Board: 12 Festival Directors/CEOs
FE : 8 staff
Mid to long term planning, including funding and decision making concerning Edinburgh’s competitive position as the world’s leading Festival City.
Monitoring and ensuring implementation of the action plan; following through decisions made at the Festivals Forum
©Festivals Edinburgh 2012
CollaborationModel
©Festivals Edinburgh 2012©Festivals Edinburgh 2012
Collaboration: Aims
Mission: Help to sustain the Festivals’ and Edinburgh’s pre-eminence as the world’s leading festival city
Key Objectives:• Act on behalf of and represent
the collective strengths of the Edinburgh Festivals
• Develop and deliver collaborative projects and initiatives
©Festivals Edinburgh 2012©Festivals Edinburgh 2012
Collaboration: Membership
Membership Criteria for Festivals• Exists for a charitable purpose• Accepts membership fees [sliding scale]• Promotes a programme of events that is:
– open to the general public– takes place predominantly within Edinburgh–for the most part concentrated within a period of not more than 1 month, not less than 3 days – is delivered either annually or biennially
• Successful record of at least three years standing• Has governance and infrastructure in place• Commit to working to deliver the joint principles• World class in its quality and delivery• Position of established leadership• High degree of distinctiveness and pre-eminence• Positive contribution to the current mix
©Festivals Edinburgh 2012©Festivals Edinburgh 2012
Collaboration: Governance
FESTIVALS EDINBURGHFE Board: 12 Festival Directors/CEOs
FE Staff: 8 FTE
WORKING GROUPS
• Festival Staff Members • Chaired by a board
member• Supported by FE staff
member
Programming
Marketing
Innovation
Professional Development
Development [Fundraising]
Environment
What is required to achieve our objectives and enhance our position?
©Festivals Edinburgh 2012
Working Groups
©Festivals Edinburgh 2012©Festivals Edinburgh 2012
Process
Future Gaze
Board agreeexploration
Commission Research
Cross-festival working group
Evolve Strategy
Agree with Board
Evolve Action Plan
Agree with Board
Fundraise
STOP
GOREVISING
STOPSTOP
Expl
orin
g Fu
ndin
g O
ppor
tuni
ties
©Festivals Edinburgh 2012©Festivals Edinburgh 2012
Programming
• Investment: Scottish Government Edinburgh Festivals Expo Fund
• Talent: World’s elite and emerging artists
• Internationalism: Country/Regional showcases across Festivals, internationational Gatherings
©Festivals Edinburgh 2012©Festivals Edinburgh 2012
Programming: Diplomacy
• Identifying Key International Areas
• Mapping Key Partner International Relationships
• Building Cultural and Diplomatic Partnerships
• Aligning ambitions and work with tourism, education and business agendas in Scotland
©Festivals Edinburgh 2012©Festivals Edinburgh 2012
Marketing
Attributes
Benefits
Values
Personality
Promise
12 Festivals 1000s of performances
100s of genres
Year round 100s of venues
Artists and thinkers
Enriching
Leading edge
Genuine uniquenessWelcoming
Cultural & informed
Witty & flamboyant
A Scottish renaissance person
The world in Edinburgh
Staged in Edinburgh
Charismatic
Authoritative
Something for everyone
A fun, unforgettable cultural experience in an iconic city
Creative buzz
©Festivals Edinburgh 2012©Festivals Edinburgh 2012
Marketing: 2012
Enhanced Programmes• International campaigns – N. America & EU (VB/VS)• National campaigns – London, SE & North (VS)• Website, EF microsite [languages]• Social Media – facebook, twitter, youtube, flicker• First multi channel integrated campaign
• Scotland: Bus Shelter – Glasgow • UK: Print – Times & Guardian, National• UK: Radio – Bauer Radio, North England• UK: Rail – Partnership with East Coast Trains• UK: Online – Partnership with expedia• International: Media / PR – online press syndication
• International: London Media Centre [20,000]• International: Media visits program with London 2012
and VS/VB [staff]• International: Scotland House – London facility
[message]• Digital: media microsite, int. mapping, QR [CRM]• Digital: online ‘ticketing basket’ functionality
©Festivals Edinburgh 2012©Festivals Edinburgh 2012
Environment
• Responsibly manage the environmental impact of Festivals
• Incorporate environmental practices into core business
• Need to engage audiences, venues and artists
• Research, behavioural change and communication
• Launch of Green Venue Initiative - http://www.efgreen.co.uk/
©Festivals Edinburgh 2012©Festivals Edinburgh 2012
Environment
Launch of Creative Carbon Scotland
• Cultural organisations working towards a low carbon Scotland
• Initiated and led by Edinburgh’s Festivals
• Working with Federation of Scottish Theatre, Visual Arts and Galleries and key sector leaders to develop a sectoral climate strategy
• Audience, Artist Impact Reduction Strategy (AIR)
• Research, Innovation and Implementation
©Festivals Edinburgh 2012©Festivals Edinburgh 2012
Innovation
©Festivals Edinburgh 2012©Festivals Edinburgh 2012
Innovation
Students Media
Developers
Audience
Staff
Academics
Designers
©Festivals Edinburgh 2012©Festivals Edinburgh 2012
Innovation
Students
Academics
Staff
Audience
Developers
Media
Designers
Social Media
Festival DNA
SMART Tourism
Ideas Challenge
Open Data API
Culture Hack
ProjectLab
Inform
Enrich
Engage
Empower
Explore
Enhance
Enable
©Festivals Edinburgh 2012©Festivals Edinburgh 2012
Innovation: Open Data API
Application Programming Interface[integrated listings database]
Tourism Developers
Single output ‘live’ feed available in different formats [e.g. xml, json etc]
Media PartnersEnvironmentAccess
©Festivals Edinburgh 2012©Festivals Edinburgh 2012
Innovation: Open Data API
©Festivals Edinburgh 2012©Festivals Edinburgh 2012
Process
Future Gaze
Board agreeexploration
Commission Research
Cross-festival working group
Evolve Strategy
Agree with Board
Evolve Action Plan
Agree with Board
Fundraise
STOP
GOREVISING
STOPSTOP
Expl
orin
g Fu
ndin
g O
ppor
tuni
ties
©Festivals Edinburgh 2012©Festivals Edinburgh 2012
Process: Funding
• Programming: £6,750,000 over four years
• Marketing: £1,250,000 over four years
• Innovation: £330,000 over two years
• Cultural diplomacy: £100,000• Environment: £60,000 into
environmental practice
Three year ongoing commitment of £6million, plus additional £1.3million in 2012
©Festivals Edinburgh 2012
Next Steps
©Festivals Edinburgh 2012©Festivals Edinburgh 2012
Paid attendances up by 5% - and significant financial increaseIncrease of 9% in sales income and 11% in number of ticketsEst 1.85m tickets issued for 279 venues, being only 1% decreaseMost visits in history, with ticket sales up 3%Sold out 14th consecutive year, with UK broadcast reaching 5.4m50+ major exhibitions & 8 new public art commissions, UK media coverage doubled
Next Steps: 2012 Results
©Festivals Edinburgh 2012©Festivals Edinburgh 2012
Next Steps: Positioning
• Events – Edinburgh International Culture
Summit [37 countries]– Edinburgh World Writers’
Conference [60]– World Fringe Congress [18]
• Delegation programme– Partnership with – Cultural policy makers
[knowledge and appreciation]– Arts & culture professionals
[markets and collaborations]– Arts audiences & participants
[ideas and issues]
©Festivals Edinburgh 2012©Festivals Edinburgh 2012
Next Steps: Positioning
• Partners
• Targets– Print [Scotland House -FPA]– Broadcast [BBC luncheon]– Online [Travel Bloggers]
• Immediate v Long Term– UK– Europe– North America/Australia– Emerging Markets
©Festivals Edinburgh 2012©Festivals Edinburgh 2012
Festival Cities [In] Direct Routes
Programming Countries
South KoreaNew ZealandSub-Saharan Africa
Germany [Munich, Dusseldorf] & Berlin]France [Paris & Lyons] Holland [Amsterdam]Ireland [Cork / Dublin]Denmark [Copenhagen]USA [New York]
France [Avignon]Holland [Rotterdam] India [Jaipur]China [HK & Shanghai]Malay[Singapore]Brazil [Rio / Sao Paolo]Canada [Montreal]Australia [Sydney, Adelaide & Melbourne]USA [Austin, Chicago, New Orleans & San Fran]
Turkey [Istanbul]Spain [Barcelona]Norway [Oslo & Bergen]Belgium [Brussels]Finland [Helsinki & Tampere]Czech [Prague]Italy [Rome & Venice]Poland [Poznan & Krakow]UAE [Dubai]
Russia [Moscow]UAE [Abu Dhabi] South Africa [Grahamstown]Japan [Tokyo & Kyoto]Korea [Seoul]Canada [Vancouver]Malaysia [Singapore]Argentina [Buenos Aires]Cuba [Havana]Ukraine [Kiev]
Switzerland [Basel, Geneva & Zurich]Austria [Salzburg, Graz, Innsbruck & Vienna] Italy [Naples, Verona & Pisa]Spain [Alicante, Malaga & Madrid]Sweden [Stockholm & Gothenburg]Brussels [Sofia]Iceland [Reykavik]Poland [Gdansk & Lodz]Portugal [Lisbon]Hungary [Budapest]Greece [Athens]
France [Nice, Bordeaux, Toulouse & Poitiers]Germany [Bremen & Frankfurt]Canada [Calgary, Toronto & Vancouver]USA [Orlando & Philadephia]
Twin Cities•Munich, 1954•Nice, 1958•Florence, 1964•Dunedin, 1974•Vancouver, 1977•San Diego, 1977•Xi’ian, 1985•Kiev, 1989•Aalborg, 1991
Friendship Link•Kyoto, 1994
Partner Cities•Krakow, 1995
Best CitiesGlobal Alliance•Cape Town•Copenhagen•Dubai•Edinburgh•Houston•Melbourne•San Juan•Singapore•Vancouver
©Festivals Edinburgh 2012
LessonsLearned
©Festivals Edinburgh 2012©Festivals Edinburgh 2012
Lessons Learned
Trusted Facilitation and Facilitated Trust
• Clarity of Purpose• Common Agenda• Agreed Principles• Shared ownership• Evidence Based Advocacy• Investment of resource• Constant communication• R&D: embracing experimentation• Generosity of spirit: Tolerating complexity• Respect and passion
©Festivals Edinburgh 2012©Festivals Edinburgh 2012
Lessons Learned
Unfruitful Collaboration
• New approaches to funding
• Social investment and capital
• Redefining ourselves as a ‘community’
• Agreeing shared collateral for large scale sponsors – difficult in tough economic times
©Festivals Edinburgh 2012©Festivals Edinburgh 2012
Lessons Learned
©Festivals Edinburgh 2012©Festivals Edinburgh 2012
Directors’ Thoughts
©Festivals Edinburgh 2012©Festivals Edinburgh 2012
Edinburgh’s Festivals: A Collaborative Story
Questions and Answers