oregon film festivals impacts final · 2017. 10. 6. · film festivals in oregon the first step in...

Film Festivals in Oregon: Impacts and Marketing Strategies

September2017

FinalReport

CommunityServiceCenterDepartmentofPlanning,PublicPolicy&Management

UniversityofOregon

SpecialThanks&Acknowledgements

CommunityPlanningWorkshopwishestothankthefollowingindividualsfortheirassistancewiththisproject.WethankCaroleAstley,KendraPerry,MichaelSturdevant,andotherTravelOregonstaff;TimWilliamsfromOregonFilm;SvenBonnichsen,DirectorofNWAnimationFest;MikeDilley,ExecutiveDirectoroftheEugeneInternationalFilmFestival;StevenRemmington;EmilyMcPeck,MarketingandCommunicationsCoordinatorfortheAshlandIndependentFilmFestival;RichardPettigrew,ExecutiveDirectorofArchaeologyChannelInternationalFilmFestival;AyleenCrotty,DirectorofFilmedbyBike;PamelaQuan,AssociateDirectorofDis-OrientAsianAmericanFilmFestival;TaraJohnson-Medinger,ExecutiveDirector,PortlandOregonWomen’sFilmFestival;BennaGottfried,PRandMarketingManagerattheNWFilmCenter;JuanTrujillo,DirectorofCorvallisQueerFilmFestival;andalloftheparticipantsofourfocusgroupandinterviews.

Community Service Center Research Team RobertParker,ExecutiveDirectorAndrewMartin,ProjectManagerKerryEdinger-SnodgrassBenHaleyEricMonganPaigePortwood

About the Community Service Center TheCommunityServiceCenter(CSC)isaresearchcenteraffiliatedwiththeDepartmentofPlanning,PublicPolicy,andManagementattheUniversityofOregon.ItisaninterdisciplinaryorganizationthatassistsOregoncommunitiesbyprovidingplanningandtechnicalassistancetohelpsolvelocalissuesandimprovethequalityoflifeforOregonresidents.TheroleoftheCSCistolinktheskills,expertise,andinnovationofhighereducationwiththetransportation,economicdevelopment,andenvironmentalneedsofcommunitiesandregionsintheStateofOregon,therebyprovidingservicetoOregonandlearningopportunitiestothestudentsinvolved.

ThisprojectwasmadepossiblebyagrantfromtheOregonTourismCommission(OTC)andbyagrantfromtheU.S.DepartmentofCommerceEconomicDevelopmentAdministration(EDA).Theinformationpresentedinthisreportdoesnotnecessarilyrepresenttheperspectivesofthefunders.

Table of Contents

ExecutiveSummary...............................................................................................iOverviewandMethods.................................................................................................i

FilmFestivalsinOregon..................................................................................................iiPatronProfile..............................................................................................................iii

RecommendedMarketingStrategies.............................................................................iv

Chapter1:Introduction........................................................................................1Background..................................................................................................................1Methods.......................................................................................................................1OrganizationofthisReport...........................................................................................2

Chapter2:FilmFestivalsandDestinationTourism...............................................3ImpactofFilmsandMedia............................................................................................3WhatisaFilmFestival?EstablishingaWorkingFilmFestivalDefinition........................5DestinationTravelandFilmFestivals............................................................................7

Chapter3:CharacteristicsofOregonFilmFestivals...............................................8EventCharacteristics....................................................................................................8FestivalMission..........................................................................................................16FestivalOrganizationandOperations.........................................................................17

RevenueandExpenses..................................................................................................18FestivalMarketing.........................................................................................................19FestivalSupport,BarrierstoExpansion,andNeeds......................................................22

Chapter4:CharacteristicsofOregonFilmFestivalPatrons..................................24SampleCharacteristics................................................................................................24PatronDemographics.................................................................................................25PatronTravelPatterns................................................................................................26PatronExpenditures...................................................................................................29FestivalExperience.....................................................................................................29

Chapter5:PatronProfiles...................................................................................32LocalandDestinationPatrons....................................................................................32PatronsbyFestivalRegion..........................................................................................35PatronsbyFestivalAttendance...................................................................................37

Chapter6:EconomicImpacts..............................................................................39DirectEconomicImpactofFestivalOperations...........................................................39EconomicImpactofFestivalPatrons...........................................................................40

PatronExpenditures......................................................................................................41RegionalImpacts...........................................................................................................44

Conclusion..................................................................................................................45

Chapter7:PotentialMarketingStrategies...........................................................46

AppendixA:FilmFestivalInventory....................................................................50

AppendixB:FestivalOrganizerSurvey.................................................................53

AppendixC:PatronSurvey..................................................................................64Methods.....................................................................................................................64

FilmFestivalsinOregon September2017 Page|i

EXECUTIVE SUMMARY

Filmfestivalsaresourcesofentertainment,culturalamenities,andforsome,atraveldestination.Priortothisstudy,littlewasknownaboutOregonfilmfestivalsandtheirpatronsbeyondaworkinglistoffestivalscompiledbyOregonFilm.Thisreportpresents(1)aninventoryoffilmfestivalsinOregon,(2)adescriptionofthecharacteristicsoffilmfestivals,(3)aprofileoffilmfestivalpatrons,and(4)potentialmarketingstrategiestopromotefilmfestivals.ThefocusisonpromotingfilmfestivalsaspartoftheportfoliooftraveldestinationsinOregon.

Overview and Methods

ThefilmindustrymakessubstantialcontributionstoOregon’seconomy.A2011studybytheNorthwestEconomicResearchCenteratPortlandStateUniversity,estimatedthatthetotalannualeconomicoutputfromtheOregonfilmindustryis$1.4billion.OregonFilmhasseveralincentiveprogramsaimedatspurringdevelopmentintheindustry;directlyincentivizedprojectsinOregonhadanoveralleconomicoutputof$540Min2015.Avitalsubsetofthefilmindustryisfilmviewing,includingfilmfestivals.Filmfestivalsareplatformsforthefilmindustrytopromotelocalandinternationalfilms,connectfilmmakerstoaudiences,andprovideinsighttofilmproductions.Priortothisstudy,however,littlewasknownaboutthenatureoffilmfestivalsandtheirpatrons.

Akeyfirststepinthisprojectwastoinventoryfilmfestivals.BuildingfromalistprovidedbyOregonFilm,theCommunityServiceCenter,CSC,inventoried77filmfestivals.TheinventoryidentifiedfestivalsineveryregionofOregon,withabroadrangeofmissions,coveringeverygenreoffilm.Together,theseeventsattracttensofthousandsofvisitors.Whetherlocalresidentsortourists,bothfestivalandpatronactivitiesgenerateeconomicactivity.Filmfestivalsfrequentlypartnerwithlocalscreeningvenues,hotels,restaurants,andavarietyofbusinesssponsors.

WhileOregonFilmandTravelOregonhaveexperienceworkingwithindividualfestivals,thisreportcontributesamorecomprehensiveexaminationfilmfestivalsacrossthestate.Littleisknownabouttheextentoftheeconomic,cultural,andeducationalimpactsoftheseeventsinOregon.Moreover,reliabledataabouthowmanyfilmfestivalsexist,whentheyoccur,theirsize,andwhoattendsthemislacking.Thisresearchbridgestheseknowledgegaps.

ResearchMethods

Inventory.CSCdevelopedacomprehensiveinventoryoffilmfestivalsinOregon.

Interviews.CSCconductedinterviewswithfestivalorganizerstosupplementinternetresearchanddevelopadeeperunderstandingoffilmfestivalsandtheirimpacts,

FilmFestivalOrganizerSurvey.CSCdevelopedanonlinesurveywhichweadministeredtothe54festivalswith35festivalsprovidinginformation.

FirmFestivalPatronSurvey.CSCsurveyedpatronsof11festivalsandreceived900completeresponses.

FocusGroupMeeting.CSCheldafocusgroupmeetingwithrepresentativesoffilmfestivals,destinationmarketingorganizations,OregonFilm,andTravelOregon.

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Film Festivals in Oregon

Thefirststepintheprojectwastocreateaninventoryoffilmfestivals.Thisstudydefinesfilmfestivalsasfollows:Filmfestivalsareeventsthatshowfilmsthathavenotyetbeenreleasedcommercially.Thefilmsareobtainedthroughsubmission,solicitation,orselectedfromother

filmfestivals.CSCdevelopedasetofcriteriatoscreenpotentialeventsanddeterminewhethereacheventmetthedefinitionofafilmfestival.Thecriteriainclude:(1)filmsnotinpre-commercialrelease,and(2)filmsobtainedthroughsubmission,solicitationorshownatotherfilmfestivals.

CSCinventoried79filmfestivalsthatmetourcriteria.Whilethesefestivalswereineveryregionofthestate,nearlyhalfarehostedinthePortlandMetropolitanarea.Withrespecttovenues,63%areheldinhistorictheaters.Festivalorganizersreceiveanestimated20,000filmsforconsideration;1,500oftheseareproducedinOregon.

Basedonsurveydata,theCSCestimatesOregonFilmFestivalshavebetween75,000and85,000uniquepatronsannuallyattheireventsandbetween170,00and180,000totalpatronsforallfestivalsinOregon.Ofthosepatrons,CSCestimatesthat10,000and12,000traveledmorethan50milesfromtheirhomes.

Filmfestivalshavearangeofeconomicimpactsoncommunities—startingwithfestivaloperations.Datafromthefestivalorganizersurveyindicatesthereis

considerablediversityinthesizeandorganizationalstructureoffilmfestivals.Manyarefullynon-profiteventsrunbyvolunteers.Followingisasetofestimatesoftheeconomicimpactsoffilmfestivals:

• TotalRevenueisbetween$1.93millionand$2.82million.

• TotalExpenseisbetween$1.84millionand$2.30million.Theresultssuggestexpensesexceedrevenuesforsomefestivals.Thisresultalsosuggeststhatfestivalsarerelyingonreservesorotherfundingsourcestosupportfestivaloperations.

• Expensessupportinglocalfirmsisbetween$526,000and$631,000.

• Employmentisbetween40and80full-timeemployeesand90and270part-timeemployees.

• Volunteerparticipationisbetween440and620personsforactivitiespriortothefestival,andbetween2,060and4,540personsduringthefestival.

• Theestimatedvalueofvolunteereffortsisbetween$680,000and$840,000.

FestivalFastFacts

79filmfestivals

47%inthePortlandMetroregion

Ticketssold:175,000

80,000uniquepatrons;11,000traveledmorethan50miles

63%hostedbyhistorictheaters20,000filmssubmitted;1,500producedinOregon

Revenue:$2.4million

Totalemployment:240

FilmFestivalsinOregon September2017 Page|iii

Patron Profile

AkeyobjectiveofthisstudywastoidentifytheextenttowhichOregonfilmfestivalsareattractingdestinationpatrons.Destinationpatronsexhibitdifferenttravelandexpenditurepatternsthanlocalpatrons.Localpatronsaredefinedaspatronswhotraveledlessthan50milestoattend,orcommuteddailyfromtheirpermanentresidencetoattendafestival.Destinationpatronsaredefinedaspatronswhotraveled50ormoremiles,orstayedawayfromtheirpermanentresidencefor1ormorenightstoattendthefestival.

Demographics

Thesurveyresultsshowthelargestgroupofpatronswerebabyboomers.MoreLocalpatrons(50%)werebabyboomerthandestinationpatrons(39%).Localpatrons’averageagewas54,comparedtotheslightlyyoungeraverageageof50fordestinationpatrons.

AsignificantpercentageoflocalpatronshaveeducationalattainmentlevelaboveaBachelor’sdegree(52%).Destinationpatronswereslightlylesswelleducatedwith40%holdingBachelor’sdegree(40%)orgraduatedegree(39%).

Withrespecttoincome,patronstendtoberelativelyaffluent.Forty-fivepercentofdestinationpatronsreportincomesof$100,000ormore,asdo35%oflocalpatrons.Infact,morethan70%ofallpatronsreportedincomesof$50,000ormore.

Key Patron Characteristics

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Travel Patterns

Destinationpatronshadaslightlyhighernumberof2.47peopleperparty,comparedtothelocalpatronpartysizeof2.15.Forbothlocalanddestinationpatrons,morethanhalfofthepatronsindicatedtheyhadbeentothefestivalwheretheycompletedthesurveypriortothisyear.Forlocalpatrons,almost75%ofpatronswerereturningtothefestival,manyforanaverageof6timesoramedianof4times.Destinationpatronswerereturningforanaverageof6.5times.

Notsurprisingly,mostlocalpatrons(97%)indicatedtheyweredaytriptravelers.Althoughtheymayhaveattendedthefestivalformultipledays,theystayedattheirprimaryresidence.Incomparison,75%ofdestinationpatronsindicatedtheystayedtwonightsormorewhileattendingthefestival.Approximately81%ofdestinationpatronsweretravelingprimarilyforthefestival.Finally,destinationpatronstravelelsewhereduringtheirtrip;about80%traveledtoadifferentOregoncitybesidesthefestival’shostcity,and30%traveledtoadifferentstate.

Somedestinationpatronsalsoenjoyedotheractivitiesbesidesattendingthefestival;28%visitedfriendsorfamily,14%visitedamuseum,zoo,orculturalcenter,and13%specifiedotheractivitiessuchasgoingtothetheater,ajazzfestival,oranotherculturalfestival.

Expenditures

Festivalpatronsspendalotofmoneyatfestivals;destinationpatronsspendalotmorethanlocalpatrons.Destinationpatronsreportedspendinganaverageof$803relatedtotheirtrip—notincludingairfare.Thisequatesto$122perpersonperday.Localpatronsaveragedabout$107perpartyorabout$19perday.

Recommended Marketing Strategies

Whiletheeconomicimpactsarerelativelymodest,filmfestivalsaddimmensevaluetotheircommunitiesandincreasingthenumberofpatronshasbenefitsforthosecommunitiesandforOregon.Moreover,thereissubstantialopportunityforgrowth.Regionaldestinationmanagementorganizations,TravelOregon,OregonfilmandthefilmfestivalsthemselvescanalltakeactionsthatwillhelptoincreaseattendanceandraisetheprofileofOregonasanamazingplacetoseefilms.

FilmFestivalsinOregon September2017 Page|v

Thefollowingrecommendationsareorganizedthematically.Whilesomeoftheactionsapplytospecificorganizations,thethemeshelptoorganizesetsofspecificactionsthatwillnotnecessarilyapplytoeveryoneinvolvedinthefilmfestivalecosystem.Thefollowingideasweredevelopedthroughourresearch,interviewswithfestivalorganizers,thefocusgroupmeeting,andthefestivalorganizerandpatronsurveys.

Strategy1:ShareInformation.Atthefocusgroupmeeting,severalfilmfestivalorganizersreportedthattheyworkwiththeirRegionalDestinationMarketingOrganization,DMO,andTravelOregontopromotetheirfestival,whileothershadnoknowledgeoftheresourcesfordestinationtravelmarketing.Somefilmfestivalorganizersdidn’thaveenoughinformationaboutlocalhotelsandrestaurantstosharewiththeirpatronsandfilmmakersthatcomefromoutoftown.Severaltravelprofessionalsnotedthattheydidn’tknowwhenallthefilmfestivalswereoccurring,eveniftheyknewthatmanyexisted.Topromoteamorerobustexchangeofinformation,theCSCsuggeststhefollowingactions:

• RDMOs:Developapackageoflocalinformationforfilmfestivals.• TravelOregon:Hosta‘TravelOregon101’specificallyforfilmfestivals.• Filmfestivalorganizers:SubmitfestivalinformationtoTravelOregonandDMOs

regularly.

Strategy2:IncreaseandLeveragePartnerships.Throughoutthisresearch,filmfestivalorganizerscontinuallymentionedhowimportanttheirpartnershipswithotherorganizationsandgroupswere.Nomatterthesizeofthefestival,partnershipsareessentialtorunningafilmfestival.Organizersrespondedthattheyprovidedsponsorships,accesstofacilitieslikemovietheaters,andthattheyarevitalsourcesofpatrons.

• Filmfestivalorganizers:Leveragepartnersinmarketing.• Filmfestivalorganizers:Partnerwithlocaluniversities.• RDMOsandTravelOregon:Usefilmfestivalassetsforpromotion.• Allparties:Promotefestivalsatotherfestivals.

Strategy3:OfficialSupport.StateagenciesarealreadyrunningprogramsthatpromotetravelinOregon.TravelOregonandRDMOsalreadyworkwithsomefestivalstomarket.Somefestivalorganizersfeltthattheybenefitedfromhavingofficialstaterecognition.

• TravelOregonandOregonFilm:Createasealofapproval.• TravelOregonandfilmfestivals:Createafilmfestivalprofilebook.

Strategy4:TargetSelectedPatrons.TravelOregonhasatargetedpatrondemographicof25-to64-yearold’swhospend$1,000ormoreonvacations.TravelOregontargets“culinaryenthusiasts”foraFallcampaign,and“activeoroutdoorenthusiasts”fortheirSpringcampaign1.Thesegroupshavesignificantoverlapwithmanyofthefilmfestivalpatrons–whoareaffluentandwell-educated.Byworkingtogether,festivalsandTravelOregoncanattractnewtouristsandpatrons.

• TravelOregon:Usefestivalsinexistingmarketingcampaigns.• FilmFestivals:Usedatatofindyouraudience.

1http://industry.traveloregon.com/industry-resources/oregons-target-markets/the-americas/

FilmFestivalsinOregon September2017 Page|1

CHAPTER 1: INTRODUCTION

Filmfestivalsaresourcesofentertainment,culturalamenities,andforsome,atraveldestination.Priortothisstudy,littlewasknownaboutOregonfilmfestivalsandtheirpatronsbeyondaworkinglistoffestivalscompiledbyOregonFilm.Thisreportpresents(1)aninventoryoffilmfestivalsinOregon,(2)adescriptionofthecharacteristicsoffilmfestivals,(3)aprofileoffilmfestivalpatrons,and(4)potentialmarketingstrategiestopromotefilmfestivals.ThefocusisonpromotingfilmfestivalsaspartoftheportfoliooftraveldestinationsinOregon.Thisstudy,conductedbytheUniversityofOregonCommunityServiceCenter(CSC),wasfundedbyTravelOregon(throughtheMatchingGrantProgram)andtheU.S.EconomicDevelopmentAdministration(throughtheEDA’sUniversityCentergrantprogram).

Background

ThefilmindustrymakessubstantialcontributionstoOregon’seconomy.A2011studybytheNorthwestEconomicResearchCenteratPortlandStateUniversity,estimatedthatthetotalannualeconomicoutputfromtheOregonfilmindustryis$1.4billion.2OregonFilmhasseveralincentiveprogramsaimedatspurringdevelopmentintheindustry;directlyincentivizedprojectsinOregonhadanoveralleconomicoutputof$540Min2015.3Avitalsubsetofthefilmindustryisfilmviewing,includingfilmfestivals.Filmfestivalsareplatformsforthefilmindustrytopromotelocalandinternationalfilms,connectfilmmakerstoaudiences,andprovideinsighttofilmproductions.Priortothisstudy,however,littlewasknownaboutthenatureoffilmfestivalsandtheirpatrons.OregonFilmandTravelOregonareinterestedinbetterunderstandingfilmfestivalstoidentifyopportunitiestofurthercultivateOregon’stourismandfilmindustries.

Akeyfirststepinthisprojectwastoinventoryfilmfestivals.BuildingfromalistprovidedbyOregonFilm,theCSCinventoried79filmfestivals.TheinventoryidentifiedfestivalsineveryregionofOregon,withabroadrangeofmissions,coveringeverygenreoffilm.Together,theseeventsattracttensofthousandsofvisitors.Whetherlocalresidentsortourists,bothfestivalandpatronactivitiesgenerateeconomicactivity.Filmfestivalsfrequentlypartnerwithlocalscreeningvenues,hotels,restaurants,andavarietyofbusinesssponsors.Additionally,filmfestivalscontributetodestinationtourismandattractattendeesthatmakeOregonadestination.

AstheCSCdeepeneditsresearch,anunderlyingthemeemerged.Beyondprovidingexposuretothefilmindustryorenhancingeconomicbenefits,filmfestivalsareartisticandculturalexperiences.Theyoftenincludeeventsdesignedtofosterconversationamongpatronsandfilmmakersabouttheart,andcraftoffilmmaking.

Individually,filmfestivalsfeatureauniqueandcompellingcharm.Eachhasa“brand,”oftenbasedonnichefilmgenres,audienceinterests,oraspeciallocale.Moreover,manyfestivalsarenonprofitorganizations,andthemajorityareoperatedprimarilybydedicatedvolunteers.Many

2NorthwestEconomicResearchCenter2011,PortlandStateUniversity.

3NorthwestEconomicResearchCenter2016,PortlandStateUniversity.


havelimitedresourcesformarketingandexpansion,butdiligentlycontinueyearafteryear.Withevenmorededicatedpartnersandgreatermarketingassistance,OregonfilmfestivalscanexpandtheircontributionstoOregon’sreputationasavibranttouristdestination,ahubofartandculture,withathrivingmediacommunity.

WhileOregonFilmandTravelOregonhaveexperienceworkingwithindividualfestivals,thisreportcontributesamorecomprehensiveexaminationfilmfestivalsacrossthestate.Despitethebenefitsoffilmfestivals,littleisknownabouttheextentoftheeconomic,cultural,andeducationalimpactsoftheseeventsinOregon.Reliabledataabouthowmanyfilmfestivalsexist,whentheyoccur,andtheirsizeislacking.Moreover,nodataexistonfilmfestivalpatronsorwhatkindsofactivitiestheyengageinbecauseofattendingafilmfestivals.Thus,thepurposeofthisresearchistobridgetheseknowledgegaps.

Methods

TheCSCresearchteamusedseveralmethodsincollectingdataonOregonFilmFestivals:

• Inventory.CSCdevelopedacomprehensiveinventoryoffilmfestivalsinOregon.CSCstartedwithalistofabout50festivalsprovidedbyOregonFilmandsupplementedthatlistthroughinternetresearch.Eachfestivalwasscreenedagainstasetofcriteriatodeterminewhetheritwasafilmfestivaloradifferenttypeofeventthatincludedfilms.ThecompleteinventoryoffestivalsisincludedinAppendixA.

• Interviews.CSCconductedkeyinterviewswithindividualsfromsevenfilmfestivalstosupplementinternetresearchanddevelopadeeperunderstandingoffilmfestivalsandtheirimpacts.TheresearchteamalsointerviewedrepresentativesfromTravelOregonandOregonFilm.

• FilmFestivalOrganizerSurvey.CSCdevelopedanonlinesurveywhichweadministeredtothe54festivalsforwhichwehadcontactinformation.Wereceived35partialresponsesand20completeresponsestothesurvey.Thefestivalorganizersurveyaskeddetailedquestionsaboutthenatureoffestivals,marketingstrategies,feestructuresandothertopics.Theresultsshowconsiderablevariationamongfestivalsintermsofpatronage,numberoffilms,genreoffilmsandotherdimensions.AdditionaldetailsontheorganizersurveymethodsandresultsarepresentedinAppendixB.

• FirmFestivalPatronSurvey.CSCdevelopedanonlinesurveyinstrumenttocollectdataonfestivalpatrons.Acoreobjectiveofthisstudywastodevelopaprofileoffilmfestivalpatrons.Wesurveyedpatronsof11festivalsandreceived900completeresponses.AdditionaldetailsonthepatronsurveymethodsandresultsareincludedonAppendixC.

• FocusGroupMeeting.CSCorganizedandfacilitatedafocusgroupmeetingwithrepresentativesoffilmfestivals,destinationmarketingorganizations,OregonFilm,andTravelOregon.Thefocusgroupmeetinghadseveralobjectives:(1)tocreateconnectionsbetweentravelandmediapromotionorganizationsandfestivalorganizers,(2)toidentifybarriersandopportunitiestoexpandingfilmfestivals,and(3)toidentifyopportunitiesforcollaborationonspecificprojects.

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Organization of this Report

Theremainderofthisreportisorganizedasfollows:

Chapter2:FilmFestivalsandDestinationTourismprovidesanoverviewoftheimpactoffilmasentertainment,theresearchteam’sworkingdefinitionofafilmfestival,andtherelationshipbetweenfilmfestivalsanddestinationtravel.

Chapter3:CharacteristicsofOregonFilmFestivalspresentstheresultsofanonlinesurveycompletedby35festivalorganizers.4Itdescribeskeyoperationalandfinancialcharacteristicsoffestivals,marketingstrategies,aswellasopportunitiesandbarrierstofurthergrowthoffestivals.

Chapter4:ProfileofFilmFestivalPatronspresentstheresultsofanonlinesurveyof900patronsat9Oregonfilmfestivals.Itincludesdataonpatronexperience,travelandexpenditurepatterns,anddemographics.

Chapter5:PatronProfilesprovidesadeeperlookatpatroncharacteristicsandidentifieskeydifferencesbasedondimensionssuchasregion,typeoffestival,locationofresidenceandothercharacteristics.

Chapter6:EconomicImpactofFilmFestivalspresentstheresearchteam’sestimatesoftotalfilmfestivalpatronageandthedirecteconomicimpactsfilmfestivalsandfestivalpatrons.

Chapter6:ConclusionsandRecommendedMarketingStrategiessummarizeskeyconclusionsandpresentsasetofmarketingstrategiesdirectedatfestivalorganizersanddestinationmarketingorganizations,includingTravelOregon.

Thisreportalsoincludesseveralappendices:

AppendixA:FilmFestivalInventoryincludesinformationonthe77festivalsinventoriedbytheCSCresearchteam.

AppendixB:OrganizerSurveyMethodsprovidesanoverviewofthemethodsusedtodevelopandadministerthesurveyoffilmfestivalorganizers.Italsoincludesthesurveyinstrument.

AppendixC:PatronSurveyMethodsprovidesanoverviewofthemethodsusedtodevelopandadministerthefilmfestivalpatronsurvey.Italsoincludesthesurveyinstrument.

4Notallindividualsthatstartedthesurveyansweredallquestions.CSCreceived20completeresponsesand15partialresponses.Throughoutthereport,weincludethenumberofrespondentstoeachquestion.


CHAPTER 2: FILM FESTIVALS AND DESTINATION TOURISM

Thischapterprovidescontextforthisstudybydescribinghowfilmfestivalsconnecttothelargerfilmandmediaindustryandtodestinationtourism.Filmfestivalsareavaluablepartofthemulti-billion-dollarfilmindustrythathasbenefitsbothinrevenueandemployment.Moreover,filmfestivalscontributetocommunityartsandcultureandhelpdefinethesenseofplaceforhostcommunitiesacrosstheStateofOregon.Thechapterstartswithadiscussionofthefilmandmediasector,thenprovidesthedefinitionoffilmfestivalsCSCusedintheinventory.ItconcludeswithadiscussionofdestinationtravelandhowfilmfestivalscancontributetoOregon’stourismeconomy.

Impact of Films and Media

MoviegoingisagreatAmericanpastimethatisdeeplyingrainedinourculture.Filmisaboutmorethanentertainment,itreflectscultureandisanartisticmedium.Globally,themediaandentertainmentindustry(M&E)generated$632billionin2015;afigurethatisexpectedtoreach$771billionin2019(2014-2019M&EOutlookbyPriceWaterhouseCooper).5Broadly,theM&Esectorincludesbusinessesthatdistribute:movies,televisionprogrammingandcommercials,streamingcontent,musicrecordings,broadcast,booksandvideogames.TheM&EindustryintheU.S.representsathirdoftheglobalmarket.BoxofficereceiptsformotionpicturesshownintheU.S.areprojectedtogrowfrom$9.9billionin2015to$10.9billionin2020.6Basedonthesefigures,CSCestimatesboxofficespendinginOregoncouldbeasmuchas$140.6millionin2020.7

Theproductionofmoviesandvideoisanimportantcomponentoftheoverallmediasector.IBISWorldestimatesthatmovieandvideoproductiongeneratedglobalrevenuesof$43.9billionthrough9,300businessesin2017.Moreover,theindustryisforecasttogrow2.0%annuallybetween2017and2022.8Movietheatersareafixtureincommunitiesallovertheglobe,andprovidetheprimarymeansofmovieviewing.IBISWorldestimatesmovietheatersgenerated$16.7billioninrevenuein2017.

In20079and201110,theGovernor’sOfficeofFilmandTelevision(knownasOregonFilm)commissionedstudiesoftheOregonmediaandfilmsector.TheNorthwestEconomicResearchCenterestimatedthatthemediasectorcontributed$1.4billionandmorethan12,500jobsto

5https://www.selectusa.gov/media-entertainment-industry-united-states

6https://www.selectusa.gov/media-entertainment-industry-united-states

7Calculatedbydividingestimatedgrosssalesin2020byUSpopulationprojectionsin2020thenmultiplyingbytheestimated2020populationofOregon.

8IBISWorldIndustryReport51211a,Movie&VideoProductionintheUS

9ECONorthwest_Economic-Impacts-Film-Industry-Oregon_2008.pdf

10ContributionoftheFilm&TelevisionIndustrytotheEconomieso.pdf


thestateeconomyin2011.Comparingthe2007and2011studiesshowstotaleconomicactivitygrew24%overthefour-yearperiod.

Theimpactoffilmandmediaextendsbeyonddollarsandjobs.Movietheatersarekeycommunityfacilitiesandsocialgatheringplaces.Filmartscontributetocommunitycultureandimage.Thebuildingstheyarehousedinareoftenexamplesofperiodarchitecturethatservedaskeycommunityanchors.A2015studyofhistorictheatersinOregonbytheCSCconcluded:

Thevalueoftheaterscanbedescribedinthreesimpleideas:theyaresocialspaces,economiccatalysts,andculturalambassadors.Theaterscanprovideopportunitiesforrecreationandgathering,economicdevelopment,communityinteractions,andpromotetourism.Bytakingadvantageoftheirprimedowntownlocation,theatersareabletodrawinvisitorsfromsurroundingareas,increaserevenueatnearbybusinesses,andcreatenewopportunitiesfortourism.Additionally,theaterscanleveragetheirpositionascommunityassetstoinstillapalpablesenseofprideamongstcommunitymembers,businessowners,andtheaterenthusiasts.11

Inshort,theactofmoviegoingandthefacilitiestheyaredisplayedinhavebroadculturalimpactsoncommunities.

Filmfestivalsplayanimportantrolewithincommunitiesastheyservetodefinethepersonalityofthepeople,place,andregion.Therearenumerousexamplesofworldfamousfilmfestivalsdefiningthelocationswheretheyarehosted,however,itisimportanttoconsiderthebenefitsoflessorknownfilmfestivalswithincommunitiesacrossthestate.Filmfestivalshighlighttheattributesofacommunityanddisplaycommunityvalues.

Inthiswayfilmfestivalsactasculturalplacemakers.Culturalorcreativeplacemaking,asdefinedbytheNationalEndowmentfortheArts,includesutilizingartsandculturaleventstoshapeanddefinespacesimprovingvisibilityandtoboostlocaleconomies.12

Afilmfestivalisalsoanopportunitytobringacommunitytogether,eitherthroughviewingfilmsorbywayofvolunteeringduringafestival.Asafestivalvolunteer,individualsareaffordedtheexperienceofprovidingaculturalexperienceandrepresentingthecommunityhostingthefestival.Viewingfilmsisalsoaculturalexperiencethatcancrosspolitical,social,andeconomiclines,sparkingconversationsandnewrelationships.

Accordingtodatapostedonfilm-festival.org,onaverage,46.5feature-lengthfilmsarescreenedatafestival,andasmanyas13,000uniquefeaturefilmsareshowneachyearintheUnitedStates.Moreover,filmfestivalsintheU.S.generateanestimated$89millioninpatron

11OregonHistoricTheaters:StatewideSurveyandNeedsAssessment,CommunityServiceCenter,September2015.

12https://www.arts.gov/sites/default/files/CreativePlacemaking-Paper.pdf


spending,andanother$55millionthroughin-kindmerchandiseandservices(www.film-festival.org).

Overthecourseofayear,approximatelytwomillionpeoplewillattendafilmfestivalacrosstheUnitedStates.Onaverage,afestivalfills11,900seatsthroughoutthedurationofthefestival,andaudiencememberswillseeapproximately2filmswhileatthefestival.Visitorsprimarilylearnaboutfestivalsthroughfriendsandword-of-mouth.

Inreviewingtheliteratureonfilmfestivals,theCSCwasunabletofindanystudiesthatdocumenttheeconomicimpactoffilmfestivalsinOregon.Somestudiesofspecificfestivalsexist,butnoneaddressthebroadimpactoffestivals.Forexample,a2013studyoftheSundanceFilmFestivalestimatednearly46,000peopleattendedthefestivalspendingatotalof$56.7million.13A2007studyoftheEugeneInternationalFilmFestivalestimated850visitorscontributed$456,000totheEugeneEconomy.14CSCfoundseveralothersimilarstudies,butnonelookedatfilmfestivalsintheU.S.oratthestatewidelevel.

What is a Film Festival? Establishing a Working Film Festival Definition

“Whatisafilmfestival”isaseeminglysimplyansweredquestionthatisdeceptivelytrickyinpractice.Thevarietyamongfilmfestivalspresentsachallengeindefiningtheevents.Bothscholarsandfilmprofessionalsdefinefilmfestivals,butfocusondifferentelementsofthefestivals.Scholarsemphasizetheculturalimpactsoffilmfestivals,andstudyhowtheycanbeusedtofostertheemergenceofnewbusinesses,ideas,andmarketscenteredaroundfilm.Thoseinthefilmindustrydefinefilmfestivalsbytheirpracticalpurpose,andlooktothemasvehiclestogainexposureanddistributiondeals.

ThesuccessofmajorfilmfestivalslikeUtah’sSundanceFilmFestivalandColorado’sTellurideFilmFestivalhavesparkedtheemergenceoffilmfestivalsasmajorculturaleventsinNorthAmerica.Prestigiousfestivalslikethesegeneratethemostbuzz,butrepresentjustonetypeoffilmfestival.FilmjournalistMarkPeransoncreatedthefollowingtwomodelsoffilmfestivalsthatcapturethenatureoftheevents:

• BusinessModelFestivals:Majorfestivalswithestablishedmarkets,highbudgets,largestaffs,corporatesponsorsandHollywoodstudioinvolvement.Businessfestivalsarepremiere-oriented,includeprestigiousawardcompetitions,andfilmsaresubmitteddirectlytothefestivals.Theygenerallydonotrelyonticketsalesorattendancetogeneraterevenue.

• AudienceFestivals:Thesefestivalshaveasmalleroperatingbudget,andhavelimitedsponsorshipandbusinesspresence.Theydonothaveasmuchofafocusonaward

13TheEconomicImpactsofthe2913SundanceFilmFestival,JanEliseStambro,BureauofEconomicandBusinessResearch,UniversityofUtah,April2013.

14EconomicImpactandVisitorStudyoftheEugeneInternationalFilmFestival,TheUniversityofNorthernIowaSustainableTourismandtheEnvironmentProgram(STEP),December2007.


competition,andoftenreceivefilmsfromotherfestivalsorviasolicitation.Audiencefestivalstendtohavesmallstaffs,andrelyonticketsalesforrevenue.

Peranson’smodelsserveasumbrellaprototypes,asmanyfilmfestivalsfallsomewherebetweenthetwomodels.Forexample,mostlargecitieshostfilmfestivalsthatarewellfundedandwellattended,whilemanyfilmfestivalsareoftenorganizedbyvolunteersandtendtobemuchsmallerinscale.Inbetweenbusinessandaudiencefestivalsliegenrefests,whichvaryinscaleandfocusonaspecificgenreoffilm,andfestivalsheldinresorttowns,whichalsovaryinscaleandfunds.

Afterinitiatingtheinventoryprocess,itwasclearthatadefinedsetoffunctionalcriteriaisnecessarytodeterminewhethereventsshouldbeincludedintheinventory.Thecriteriaaremodeledonthepractitionerdefinitionof:

Filmfestivalsareeventsthatshowfilmsthathavenotyetbeenreleasedcommercially.Thefilmsareobtainedthroughsubmission,solicitation,orselectedfromotherfilmfestivals.

Forthisstudy,CSCdevelopedasetofcriteriatoscreenpotentialeventsanddeterminewhethereacheventmetthedefinitionofafilmfestival.TheCSC’scriteriainclude:

• Filmsnotinpre-commercialrelease• Filmsobtainedthroughsubmission,solicitationorshownatotherfilmfestivals.

TheCSCacknowledgesthattherearemanyculturaleventsthroughoutOregonthataredrivenbyfilm,suchasfilmseriesorspecialfilmscreenings,butthisanalysisfocusesoneventsthatmeettheabovestateddefinitiontoproperlygaugetheeconomicimpactsofOregon’sfilmfestivals.


Destination Travel and Film Festivals

Destinationtravelisa$11.3billionindustryinOregonthatdirectlysupportsmorethan109,000jobs.TourismhaslongbeenafundamentalelementofOregon’seconomicdevelopmentstrategy.Atthestatelevel,developmentoftheindustryisledbyTravelOregon,asemi-independentagencycreatedbytheOregonLegislaturein2003toenhancethequalityoflifeforOregoniansbystrengtheningeconomicimpactsofthestate’stourismindustry.TravelOregon’svisionistocreate“abetterlifeforallOregoniansthroughstrong,sustainablelocaleconomies.”15Thedestinationtourismindustryhassubstantialgrowthopportunity.

Existingstudiessuggestthatfilmfestivalsareattractionsfordestinationtravelers.OneoftheobjectivesofthisprojectistodeterminehowOregonFilmFestivalscontributetothedestinationtravelindustry,andhoweffortsoforganizationslikeTravelOregonandDestinationMarketingOrganizations(DMOs)canleveragetheimpactsofeventsthatareattractingdestinationtravelerstothestate.

15TravelOregonStrategicPlan--ActivatingExplorers2017–2019.

Foreveryticketpurchasedtoanartseventanadditional$24.24inartsrelatedspendingsupportslocalbusinesses,includingrestaurants,parkingstructures,andretailoutlets.Hotels,restaurants,andretailersalsobenefitfromtourismgeneratedbyathrivingandenergeticartsscene.

TheRegionalArtsandCultureCouncil(RACC).


CHAPTER 3: CHARACTERISTICS OF OREGON FILM FESTIVALS

Thischapterpresentstheresultsofastatewidesurveyoffilmfestivalorganizers.Tobetterunderstandthefocusandoperationalaspectsoffilmfestivals,theresearchteamdevelopedandadministeredanonlinesurveytofilmfestivalorganizers.TheCSCobtainedcontactinformationfor54ofthe79filmfestivalsidentifiedintheinventoryandsentasolicitationtocompletethesurveytothe54festivals.Wereceived35responsestothesurvey,20thatwerefullycompleteand15thatwerepartiallycomplete.

Oneofthedifficultiesindevelopingaprofileoffestivalsandadministeringasurveyisthatfestivalsaredynamic;festivalsmaybeactiveoneyearandnotthenext,andnewfestivalsformwhileolderfestivalsdissolve.Developingacomprehensiveinventoryischallenging,andrepresentsasnapshotoffestivalsinOregonatthetimeofthestudy.

Theinventoryandsurveyresultsshowadeep,rich,anddiversesetoffestivalsexistinginOregon.Festivalsexistineveryregionofthestate,butareconcentratedinurbanareas(particularlythePortlandmetropolitanregionandtheWillametteValley).Festivalsoccurineveryseason,andaresomewhatevenlydistributedthroughouttheyear.Mostfestivalsarerelativelysmallandattractafewhundredpatrons,andafewfestivalsareverylarge,attractingtensofthousandsofpatrons.

Thediversitymakesitchallengingtogeneralizeaboutthecharacteristicsoffilmfestivals.Webelievethesurveyresultshavegreatvalueinunderstandingthedynamicsoffilmfestivals,butweurgereaderstoapplycautioningeneralizingtheresults.Whilefestivalsallsharecommonelements,eachisuniqueinimportantways.Inshort,theresultsrepresenttherespondingfestivals,butcannotbeaccuratelyextrapolatedtoallfilmfestivals.

Theremainderofthischapterisorganizedaroundfourkeythemes:(1)characteristicsoffestivalevents;(2)theirmission;(3)operationalcharacteristics;and(4)theneedsoffilmfestivals.Adetaileddiscussionofthesurveymethodology,andacopyofthesurveyinstrumentareincludedinAppendixB.

Event Characteristics

Thefestivalorganizersurveystartedwithaseriesofquestionsaboutthestructureoffestivalsincluding:location,lengthoftheevent,numberoffilmssubmittedandscreened,whenthefestivalwasestablished,andothercharacteristics.Thesequestionsunderscorethediversityoffestivalsasevents.

TheCSCinventoried79filmfestivalsineveryregionofthestate.Figure3-1showsthenumberoffestivalsbyregionsasdefinedbyTravelOregon.Notsurprisingly,mostfestivals(68%)areinthemoreurbanareasofthestate(thePortlandmetropolitanregionandtheWillametteValley).ThePortlandregionhas47%(37festivals)ofthe79filmfestivals;36ofwhichtakeplaceinthecityofPortlanditself.TheWillametteValleyregionhoststhenextlargestproportionofOregon’sfilmfestivals,with22%(17festivals).ThecityofEugene,whichisintheWillametteValleyregion,hostsnine(53%)ofthosefestivals.


Figure 3-1: Festivals by Travel Oregon Region

Thirtyrespondentslistedthecitieswheretheyheldscreenings.Fifty-sixpercentoffestivalswerescreenedinPortland,while16%ofthefestivalsheldscreeningsinEugene.EightypercentofthefestivalsthatscreenedinEugenereportedtheywerealsoscreenedinPortland.Themajority(77%)oforganizerssurveyedreportedthattheirfestivalswereheldinoneOregoncity.SeventeenpercentscreenedtheirfilmsintwocitiesinOregon,and6%heldtheireventinthreeormorecities.Onefestivalscreenedineightcities—thehighestnumberreported.

TheCSCaskedorganizerstoindicatetheyearthattheirfestivalwasestablished.Figure3-2showsthatmostthefestivalsrepresented(58%)werefoundedafter2010,and34%reportedestablishmentbetween2001and2010.Lessthan10%listeddatesbefore2000.Theseresultssuggestthatfestivalsareactivelyformingandthatthereispotentiallyroomformorefestivalstobeestablishedaroundthestate.

Figure 3-2: Year Festivals Were Established (n=26)

TheCSCaskedorganizershowmanytimestheirfestivalwillhavebeenheldbytheendof2017.Figure3-3showsthat46%offestivalsreportedhavingbeenheldthreeorfewertimes.Theoldestfilmfestivalreportedbeingheldannuallyfor40years,andthemedianwas4.5times.

Region NumberofFestivals PercentofTotalNorthesternOregon 3 4%SouthernOregon 5 6%ColumbiaGorge 5 6%CentralOregon 6 8%OregonCoast 6 8%WillameteValley 17 22%PortlandMetroArea 37 47%Total 79 100%

0%

5%

10%

15%

20%

25%

30%

35%

40%

1975-1990 1991-2000 2001-2010 2011-2015 2016-2017


Theseresultsareconsistentwiththeresultsofwhenfestivalswereestablishedandindicatethatmanyfestivalsarerelativelynew.

Figure 3-3: Number of Annual Editions (n=28)

Note:Thetermeditionsisusedtoindicatethenumberofuniqueannualeventsheldbyindividualfestivals.

Figure3-4showsthetypesofvenuesusedtoscreenfilmsatfestivals.Organizerswereaskedtoselectallanswersthatapplytotheirevents.Festivalvenuesmaybecountedintwocategories(e.g.manyhistorictheatersarealsoindependentmovietheaters).Theresultsshowthathistorictheaters(62%)andindependenttheaters(58%)arepreferredvenuesformanyfestivals.The“Other”typesofvenuesincludebreweries,bikeshops,libraries,ballrooms,andauditoriums.Manyfestivalschoosetoscreeninvenuesthatarealreadyequippedtoscreenfilms.

Figure 3-4: Types of Venues Used by Film Festivals (n=29)

Note:Respondentscouldindicatemorethanonetypeofvenue.

0%5%

10%15%20%25%30%35%40%45%50%

1-3 4-7 8-13 14-17 18-31 32-41

0% 10% 20% 30% 40% 50% 60% 70%

HistoricTheater

IndependentTheater

Other

Museum

ConferenceCenter

Park

NationalChain

Drive-In


Wealsoaskediffestivalsshowfilmsconcurrently.Twenty-onepercentofrespondentsreportedthattheirfestivalsscreenmultiplefilmsatthesametime.

Weaskedfilmfestivalorganizerstoindicatewhatformatstheyacceptforentry.Figure3-5showsthat59%offestivalscoveredshowedbothshortfilmsandfeaturelengthfilms,while38%solelyscreenedshortfilms.Fourpercentoforganizersreportedthattheirfestivalsexclusivelyshowedfeaturelengthfilms.

Figure 3-5: Format of Films Accepted (n=29)

Inadditiontotheformatoffilms,weaskedorganizersaboutthetypesoffilmstheyscreen.Twenty-eightorganizersprovidedaresponsetothisquestion.Theresultsshowthat57%offestivalsfocusonaspecificfilmgenre,and43%percentofthefestivalswelcomedallfilmgenres.Figure3-6showsthespecificgenresthatwereselected,aswellashowoftengenreswereselected.Otherwrite-ingenresincludeddance,LochNessMonsterthemedfilms,bicyclethemedfilms,pornography,snowsportsandoutdoorstories.

FormatofFilms Number PercentFeaturelength(Greaterthan40minutes) 1 3%Shorts(40minutesorless,includingcredits) 11 38%Both 17 59%


Figure 3-6: Genre of Films Screened (n=17)

Filmsubmissionisamajorcomponentoffestivaloperations.Twenty-fiverespondentsprovideddatafortheirmostrecentfestivaledition.Figure3-7showsabroadrangeinthenumberoffilmssubmitted,withanaverageof307films.Twenty-fivepercentoftherespondentsindicatedtheyreceivedbetween1and15entries,with54%receiving125orfewerentries.Remarkably,17%ofthefestivalsreportedtheyreceivedmorethan750entrieswithonefestivalreporting1,415filmssubmitted.

0% 10% 20% 30% 40% 50% 60% 70% 80%

Experimental/Abstract

Horror

Women

Music

African-American/Black

Historical

Drama

Comedy

LGBTQ

Sports

Animation

Political

Science

Shorts

Documentary

Independent

Other


Figure 3-7: Number of Films Submitted (n=24)

Additionally,weaskedhowmanyfilmssubmittedtoscreenatfestivalsinOregonwereproducedinOregon.Figure3-8showsthathalfoftherespondentsreportedreceivingfewerthan10Oregon-producedfilms.Theaveragewas23,andonefestivalhadalmost100Oregonmadefilmssubmitted.

Figure 3-8: Oregon-Produced Films Submitted (n=24)

Togaugetherelationshipbetweenthenumberoffilmssubmittedandthenumberoffilmsshown,thesurveyaskedorganizershowmanyfilmstheyshowedattheirmostrecentfestival.Figure3-9showsthatone-thirdofrespondentsreportedscreeninglessthan15films,and50%between16and75films;theaveragenumberoffilmswas47.Onefestivalreportedscreening212filmsatasingleedition.

0%

5%

10%

15%

20%

25%

30%

1-15 16-75 76-125 126-275 276-750 751-1,415

0%

10%

20%

30%

40%

50%

60%

0-9 10-25 26-45 46-75 76-100


Figure 3-9: Number of Films Shown (n=24)

Tobetterunderstandthescopeoffestivalactivities,weaskedorganizerstoindicateotherrelatedactivitiesassociatedwiththeirevents.Figure3-10showsthatawardsarethemostfrequentnon-screeningactivityduringfilmfestivals(72%).ThisfindingisconsistentwithdataonthenumberoffilmssubmittedandsuggestsalevelofcompetitivenessbetweenfilmsshowcasedatOregon’sfilmfestivals.Audienceawardswerealsoindicatedasafrequentnon-screeningevent,with60%ofrespondentsindicatingtheirfestivalfeaturesthem.Audienceawardsbothmeasurethepopularityofafilm,andactivelyengagefestivalattendees.

Filmfestivalsfrequentlyhostsocialnetworkingeventsofsomeform.Sixtypercentofthefestivalsofferatleastonesocialeventonsite,44%holdanoff-sitesocialevent,and44%holdanetworkingeventforfilmmakers.Otherpopulareventsatfilmfestivalsinclude:questionandanswerpanels(56%),liveperformances(48%),andinformationdistributionortabling(44%).Multimediaandvirtualrealityeventswerelesscommon.Othereventsindicatedbyrespondentsinclude:artdisplays,sportsexhibitions,politicalactionorganization,speakers,andlivemusic.

0%

10%

20%

30%

40%

50%

60%

1-15 16-75 76-125 126-275


Figure 3-10: Related Activities Associated with Film Festivals (n=25)

Weaskedrespondentstoindicatethenumberofnon-screeningactivitiesheldattheirevents.Notably,45%ofthe22respondentsindicatedtheirfestivalsdidnotincludeanynon-screeningactivities.Figure3-11showsthat33%oftherespondentsreportedincludingthreetofiveactivities,with14%includingsixormore.The55%offilmfestivalshostnon-screeningactivitieshadanaverageofsixnon-screeningevents,witharangeofoneto18events.

Figure 3-11: Number Non-Screening Activities (n=22)

0% 10% 20% 30% 40% 50% 60% 70% 80%

Awards

AudienceAwards

SocialEvents(on-site)

Q&A/Panel

LivePerformance

SocialEvents(off-site)

Information/Tabling

FilmmakerNewtorking

MultimediaEvents

Other

VirtualRealityEvents

0%5%

10%15%20%25%30%35%40%45%50%

0 1-2 3-5 6-10 10+


Festival Mission

Filmfestivalsareaboutmorethanjustscreeningfilms.Weaskedorganizersiftheirfilmfestivalhasamissionstatementthatreflectsthegoalsandpurposeoftheirfestival.Figure3-12showsawordcloudgeneratedfromtheprovidedmissionstatements.Thelargerdarkerwordsarethosethatoccurredmostoftenacrossallresponses.Althougheachfestivalmissionstatementisdifferent,therespondingfestivalsshareacommongoal:tousefilmtobringpeopletogetherintoacommunitywhereaudiencescanexperiencefilmthroughart.

Figure 3-12: Word Cloud of Festival Mission Statements

Weaskedfestivalorganizerstoindicateotherobjectivesoftheirevents.Figure3-13showsthatthemostfrequentselectedobjectivewastopromoteartsinthecommunity(82%).Additionally,59%ofrespondentsstatedtheirfestivalincludesanobjectivetopromotespecificfilmgenres.Notably,45%oftherespondentsindicatedpromotingOregon-basedproductsandfilmsasanobjective.Financialgainfororganizers,growthandpromotionofabusinessornonprofitorganization,promotionofaspecifictypeoffilmmaker,andfundraisingforaspecificcausewereeachindicatedby27%ofrespondents.


Figure 3-13: Objectives of Oregon Film Festivals (n=22)

Festival Organization and Operations

Weaskedrespondentsaboutorganizationalandoperationalaspectsoftheirfestivals.Thisincludedtheirlegalstructure,questionsaboutrevenuesandexpenses,patronage,useofemployeesandvolunteers,andothersupport.

Figure3-14showsthat69%ofthefestivalswerenonprofitorganizations,and46%ofthe26respondentsindicatedtheyareentirelyvolunteerrunorganizations.Thirty-onepercentofthefestivalsreportedafor-profitstructure,and27%oftherespondentsareincorporatedinOregon.

Figure 3-14: Organizational Structure (n=26)

Weaskedaseriesofspecificquestionsaboutstaffinganduseofvolunteers.Forty-sixpercent(12of26respondents)haveoneormorepaidemployees.Forty-percentofthefestivalswithemployeesindicatedtheyhaveoneortwoemployees;40%threetofive,and20%sixto12.Sixfestivalsindicatedthattheyemploybothfulltimeandparttimestaff.Amongthe12festivalswithemployees,thenumberoffulltimeemployeesrangefromoneto12employees,whilethenumberofparttimeemployeesrangefromoneto30employees.

0% 20% 40% 60% 80% 100%

Fundraisingforanissue/cause

Growth/promotionofabusinessornonprofitorganization

Financialgainfororganizers

Promotingaspecifictypeoffilmmaker

Promotinganissue/cause

Other

Promotinglocally-madeorOregon-madefilms

Promotingaspecifictypeorgenreoffilm

Promotingartsinthecommunity

OrganizationalStructure Number PercentNonprofit,allvolunteers 12 46%Nonprofit,withpaidemployeesandvolunteers 6 23%For-profit,incorporatedinOregon 7 27%For-profit,incorporatedelsewhere 1 4%


Filmfestivalsaregenerallyoperatedthroughvolunteers.Twenty-twofestivals(92%)indicatedtheyrecruitvolunteerstoworkforthefilmfestivalpriortotheevent,and23festivals(96%)indicatedtheyhavevolunteersduringthefilmfestival.Respondentsindicatedthatmorethan1,800volunteersassistwithfilmfestivals,withabout400volunteersworkingpriortofilmfestivals,and1,400volunteersworkingduringfilmfestivals.

Thetwenty-tworespondingfestivalsestimatethatmorethan72,500volunteerhoursarecontributedtoorganizingandoperatingfilmfestivalsacrossthestate.Thenumberofvolunteerhoursreportedrangedfrom36to50,000.Themedianvolunteerhourscontributedtoafestivalis450hours.

Revenue and Expenses

Weaskedrespondentsaseriesofquestionsaboutattendance,revenue,andexpenses.Theresultshighlightthediversenatureoffilmfestivals.Wegroupedthefestivalsintothreecategories,basedonindicatedattendance.Festivalswithattendanceindicatedatlessthan500wereconsideredsmall;between500and1,000,medium;andover1,000,large.Weusedthesesizecategoriestoorganizedataonrevenueandexpenditures.

Filmfestivalsindicatedarangeofpatronage.Thefestivalsurveyedwiththelargestpatronagesoldnearly20,000ticketsatitsmostrecentfestival,whilethesmallestfestivalhadapatronageof10.Theaveragenumberofuniquepatronsforthe22festivalsrespondingwas1,000withanaverageof2,600ticketssold.

Figure3-15showsrevenuesandexpensesofrespondentfestivalsbysize.Theresultsshowthatthe32respondingfestivalsgeneratedabout$830,000inrevenueandspentnearly$900,000.Indicatedexpensesexceedingrevenuesuggeststhatfestivalshaveothersourcesoffundsthatarenotconsideredrevenues.Festivalsindicatedthattheyspentnearly$275,000inOregon.

Figure 3-15: Total Revenues and Expenditures Reported by Survey Respondents

Figure3-16showsthetypesoffestivalpassesofferedbyrespondingfestivals.Mostfestivalsindicatedthattheyofferfullaccesspasstickets.Otherthanfullaccesspassesandticketsforindividualscreenings,festivalsmostcommonlyofferedvolunteerpasses(50%)andfreeadmission(46%).Theleastcommonlyindicatedticketingstructureswerediscountedratesforselectgroups(e.g.seniors,students)at38%,anddaypasses(29%ofrespondents).

SizeClassNumberofRespondents Total Average Total Average Total Average

Large 8 $719,699 $89,962 $809,445 $101,181 $231,000 $28,875Medium 6 $52,239 $8,707 $25,073 $4,179 $12,223 $2,037Small 18 $58,294 $3,239 $63,814 $3,545 $30,562 $1,698Total 32 $830,232 $25,945 $898,332 $28,073 $273,785 $8,556

Revenue Expenses ExpensesinOregon


Figure 3-16: Types of Festival Passes Offered (n=24)

Festival Marketing

Marketingandpromotionareimportantforthesuccessofanyevent.Becausethisstudyfocusesonhowtopromotefilmfestivalsasatraveldestination,weaskedfestivalorganizersaseriesofquestionsabouthowtheymarketandpromotetheirevent.

Festivalsindicatedthattheyspendbetween$10and$50,000onmarketing,withanaveragemarketingbudgetof$9,000.Themarketingbudgetstrackcloselywithfestivalpatronage;smallerfestivalshavesmallerbudgets.Figure3-17showsthat40%ofthefestivalshavemarketingbudgetsoflessthan$500,and25%havebudgetsofmorethan$10,000.

Figure 3-17: Total Marketing Budget (n=23)

0% 20% 40% 60% 80%

FullAccessPass

IndividualScreenings

FreeAdmission

VolunteerPass

SelectGroupDiscount

DayPass

0% 5% 10% 15% 20% 25% 30% 35%

$10- $99

$100-$499

$500-$999

$1,000-$2,499

$2,500-$9,999

$10,000-$24,999

$25,000ormore


Figure3-18showsthetypeofmarketingmediausedbyrespondingfestivalorganizers.TheresultsshowthateveryrespondentusesFacebookeventsorfreeFacebookpagepromotion.Nearlyall(96%)indicatedthattheyusewebsites,word-of-mouth,andlocalmedia.Three-quartersofallrespondentsindicatedtheypromotebyemailorlistservs.MorethanhalfoffilmfestivalsuseTwitterand/orInstagramformarketing,whileonly22%useonlinesearchengineoptimization.Comparativelyfewerfestivalsadvertisedinlocalnews(35%),oratotherfilmfestivals(26%).Othertypesofmarketingthatrespondentsuseinclude:posters,emaillists,radioPandora/Googleadvertising,TV,movietheaters,andadvertisinginastatewidemagazine.

Figure 3-18: Types of Marketing Media Employed (n=23)

Figure3-19showstargetmarketsasreportedbysurveyrespondents.Unsurprisingly,mostrespondents(91%)targetthelocalcommunity,and57%targetOregoniansoutsideofthelocalcommunity.Nearlyhalf(49%)targetinternationalfilmmakers,and43%targetdomesticfilmmakers.Thirtypercentoffilmfestivalstargetnon-Oregonians,with13%ofrespondentstargetingresidentsofothercountries.Seventeenpercentreportedtargetingspecificagegroups,4%specificgenders,and9%membersofaspecificrace/ethnicgroup.Seventeenpercentoffestivalsmarkettoparticipantsofanactivityorsport,and17%tospecificprofessions.Otherresponsesprovidedinclude:LGBTQ+,students,parentsandfamilies,andsnowsportenthusiasts.Fivepercentofthefestivalsreportedthattheyengageinnomarketingactivities.

0% 20% 40% 60% 80% 100%

OtherSocialMedia

SEOPromotion

AdsatotherFilmFestivals

LocalAds

Adsatnon-filmevents

Twitter

Instagram

PaidFacebook

Email/Listserv

Website

LocalNews

WordofMouth

FacebookEvent/Promotion


Figure 3-19: Targeted Demographics (n=22)

Toprovideinsightfromtheperspectiveoffestivalorganizers,weaskedrespondentstoindicatetheirperceptionsofhoweffectivevariousmarketingstrategiesare.Figure3-20showsthatwordofmouthwasperceivedaseffectiveorveryeffectivebymorerespondents(92%)thananyotherstrategy.Otherstrategiesthatrespondentsperceiveaseffectiveorveryeffectiveinclude:email(74%),adsatothernon-filmfestivals(67%)andwebsites(65%).Interestingly,only10%offestivalorganizersperceivesocialmediatobeaneffectivemarketingstrategy.

Figure 3-20: Perceived Effectiveness of Promotion Strategies (n=23)

Weaskedrespondentstoindicatetheirlevelofagreementordisagreementaroundaseriesofstatementsrelatedtomarketingtheirfestival.Figure3-21showsthatmostrespondents(96%)thinkthatmarketingisimportanttothesuccessoffilmfestivals.Asizableproportion(78%)agreedthattheirfestivalisnotmarketedaseffectivelyasitcouldbe.Financialresourcesappeartobealimitationforfestivals,75%ofrespondentsagreedthatfinancialresourcesaretheirbiggestlimitation.Slightlylessthanhalf(48%)ofrespondentsidentifiedknowledgeofmarketing

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

SpecificGenders

NoMarketing

SpecificRace/Ethnicity

OtherCountries

SpecificIndustries/Professions

ParticipantsinSpecificSports/Events

Other

Non-Oregonians

InternationalFilmmakers

DomesticFilmmakers

OregoniansOutsideLocal

LocalCommunity

MarketingStrategy NotUsedNot

EffectiveSlightlyEffective Effective

VeryEffective

Website/Internet 4% 0% 30% 48% 17%WordofMouth 0% 0% 9% 35% 57%Email 0% 0% 26% 39% 35%AdsatotherFilmFestivals 13% 4% 39% 35% 9%Adsatnon-FilmFestivals 13% 5% 14% 48% 19%SocialMedia 14% 5% 29% 10% 0%OtherMedia 57% 5% 38% 5% 0%


asalimitation.Thisislikelyassociatedwithsmallerfestivals.Finally,mostrespondentsdisagreedthatpatronswouldattendwithoutmarketing.

Figure 3-21: Respondent Perceptions of their Festival’s Marketing Program and Needs(n=23)

Festival Support, Barriers to Expansion, and Needs

Festivalsareeventsrunbyorganizations,theyrequiresupportandresourcestorunsmoothlyandeffectively.Tobetterunderstandpartnershipsandsupport,weaskedrespondentsaboutthetypesofsupporttheyreceivefromvariousorganizations.Thedatasuggeststhatfestivalsrelyonsupportfromawidevarietyoforganizations.

Figure3-22showsthat76%offestivalsreceivesupportfromlocaltheaters,and63%receivesupportfromOregonFilm.Forty-onepercentofrespondentsreportedsupportfrommediasectortradegroups,privatesponsors,orotherfestivals.Notably,lessthan20%offestivalsreportedreceivingsupportfromTravelOregonortheirDestinationMarketingOrganization,DMO/RDMO.Thisresultisconsistentwithpreviousresultsthatshowfestivalsfocustheirmarketingeffortslocally.Itdoessuggest,however,potentialtopartnerwithtravelmarketingagenciestosupportfestivalsthatcouldbeatravelattraction.

StatementStronglyAgree

SomewhatAgree

NeitherAgreeNorDisagree

SomewhatDisagree

StronglyDisagree

Marketingisimportanttothesuccessofthefilmfestival 87% 9% 4% 0% 0%

Thefestivalisnotmarketedaseffectivelyasitcouldbe 43% 35% 22% 0% 0%

Financialresourcesarethebiggestlimitationwhenitcomestomarketingthefestival

48% 26% 13% 9% 4%

Marketingknowledge/expertiseisthebiggestlimitationwhenitcomestomarketingthefestival

9% 39% 26% 17% 9%

Themajorityofpatronswillattendthefilmfestivalregardlessofthedegreeofmarketingandoutreach

0% 30% 17% 30% 22%


Figure 3-22: Sources of Festival Support (n=17)

Notsurprisingly,mostfilmfestivalorganizers(87%)wishtoincreasetheattendanceattheirfestival.Figure3-23showsbarrierstoexpansionasindicatedbysurveyrespondents.Themostfrequentlyindicatedstatementwasbusinessorotherorganizationalpartners(83%),followedbymarketingassistance(74%),andfundraisingassistance(65%).

Figure 3-23: Barriers to Expansion (n=16)

0% 20% 40% 60% 80% 100%

RDMO

TravelOregon

ChamberofCommerce

LocalCollege/University

OtherFestivals

PrivateSponsors

MediaSectorTradeGroups

OregonFilm

LocalTheater

0% 20% 40% 60% 80%

LackofCommunityInterest

LackofVisitorInformation

LackofMarketingSkills

LackofPartnerOrganizations

VenueLocation/Size

Competition-CulturalEvents

LackofSponsors

Financial


CHAPTER 4: CHARACTERISTICS OF OREGON FILM FESTIVAL PATRONS

TobetterunderstandthedirecteconomicimpactandculturalinterestofOregonFilmFestivals,theCSCpartneredwith11filmfestivalsacrossthestatetocollectpatronemailaddressestodistributeanonlinesurvey.Atotalof964patronsparticipated(seeAppendixCforamoredetaileddiscussionofthesurveymethods).Thepurposeofthepatronsurveyistoinformprojectcollaboratorsandstakeholdersoffilmfestivalattendees.Thesurveyincludesinformationaboutpatrondemographics,travelpatterns,economictrends,andotherfeedbackabouttheirfestivalexperience.

Thischapterassessesthesurveyresultsandcouldbeutilizedtoinfluencemarketingstrategies,incentivizecollaborationamongrelatedagenciesorgovernments,andtodevelopimprovementsforthefilmfestivalindustry’sfuturegrowth.

Sample Characteristics

Beforepresentingtheresults,itisusefultoexploretherespondentpoolinmoredetail.Wesampledat11ofthe79filmfestivalsandreceived986responses.WeconductedthesurveyusingQualtrics,anonlinesurveyinstrument.Forsomefestivals,wecollectedemailaddressesofpatronsandthensentthemalink;thelargerfestivals(PortlandandAshland)distributedanemailsolicitationthroughtheirpatronlists.Figure4-1showsthepercentageofresponsesbyfestival.

Figure 4-1: Percentage of Patron Surveys by Festival

Akeyconcernoforganizationsthatconductsurveysisstatisticalvalidity.WeestimatethatOregonfilmfestivalsattractabout80,000uniquepatronseachyear.Ifoneweretoassumethatthesamplewasperfectlyrandomandthattherewasnoresponsebias,thenthesurveywould

0% 10% 20% 30% 40% 50%

EugeneNWAnimationArchaeologyChannelFestival

EIFFPortlandNWAnimation

CorvallisQueerFilmDis-OrientAsian-AmericanFilm

POWFestReelMusic&Film

FilmedbyBikeAshlandIndependentPortlandInternational


haveamarginoferrorof±3.1%atthe95%confidencelevel.Thismeansthatifasurveywereconducted100times,theresultswouldendupwithin±3.1%ofthosepresentedinthisreport.

Thesamplingmethodology,however,targetedspecificfestivals.Inthatsense,itwasnotarandomsampleanddoesnotincluderesponsesfromallfestivalsinOregon.Akeyquestion,then,iswhetherfilmfestivalpatronssharesimilarcharacteristics.Wethinkthatinsomerespecttheydo,theanalysisofkeycharacteristicssuchasincomeandeducationissimilaracrossdifferentfestivals.

Insummary,weurgereaderscautionininterpretingthepatronsurveydata.WhilethesamplewasnotrandomandcannotbeextrapolatedtotheentirepopulationofOregonfilmfestivalpatrons,theresponsesprovideinsightintokeycharacteristicsofpatronsonkeydimensionsimportantformarketing.

Patron Demographics

Thissectionprovidesdemographicinformationonsurveyrespondents,including:age,gender,andincome.Thedataisusefulforunderstandingthenatureofthesample,andthecharacteristicsoffestivalgoers.Whereappropriate,wecommentoncharacteristicsofthesamplethatmaysuggestsamplebias.

AsshowninFigure4-1,Oregonfilmfestivalsattractpeopleofallages.Thesurveyresultsshowaminimumageof17andmaximumageof88.Theaverageageofpatronsis53yearsold,68%areages45to74yearsold,andthelargestproportionofpatronsareage65to74yearsold(26%).

Figure 4-1: Age Distribution of Patron Survey Respondents

Sixty-fourpercentofsurveyrespondentswerefemale,while33%weremale.Asmallpercentage(2%)identifiedasadifferentgender,orpreferrednottoanswer(1%).CSCconsistentlygetshigherresponseratesfromfemalesinoursurveys,includingrandomsamplesurveys.Wethinkthisresultisafunctionofwhoismorelikelytofilloutasurvey,butitislikelynotrepresentativeofthegenderdistributionoffilmfestivalpatrons.Wewouldexpectthattolookmorelikethegeneralpopulation’sequalgenderdistribution.Nearlyallthesurveyrespondentsindicatedan


educationlevelaboveahighschooldegree(97%).ThelargestpercentagesofpatronshaveaBachelor’sdegree(36%)orMaster’sdegree(31%).Wefindthisaninteresting,butplausibleresult.

Figure4-3showsthedistributionofhouseholdincomeasreportedbysurveyrespondents.Educationalattainmentoftenreflectstheincomelevelsofindividuals.Forthatreason,itisunsurprisingthat37%ofpatronsindicatedahouseholdincomeof$100,000ormoreperyear.Thereisarelativelyconsistentpercentagedistributionof17%to18%amongincomegroupsbetween$25,000and$99,000.Only10%ofpatronshaveahouseholdincomeof$25,000orless.

Figure 4-3: Household Income of Survey Respondents

Patron Travel Patterns

Weaskedaseriesofquestionsregardingpatrontravelpatterns.Theintentofthequestions,inpart,wastoidentifyhowmanyOregonFilmFestivalpatronswereattendingfestivalsastouristdestinations.Surveydatasuchastripduration,distancetraveled,sizeoftheirtravelparty,andotheractivitiespatronsparticipatedinoutsideofthefestivalareintendedtoinformimpactsandcorrelationswiththetouristeconomy.

Weaskedrespondentstoprovidethesizeoftheparty,includingthemselves,whoattendedthefestival.Thesurveyresultsshowaminimumpartyofoneperson,andamaximumof41people.Thedatadistributionindicatedanaveragepartysizeof2.2people.

Figure4-3showsthedistributionofnumberofdayspatronsattendedafilmfestival.Alargepercentageofpatronsattendedafilmfestivalforasingleday(34%),and66%ofrespondentsattendedthefestivalfor2daysormore.

0% 10% 20% 30% 40%

$100,000&above

$25,000to$49,999

$50,000to$74,999

$75,000to$99,999

Under$25,000


Figure 4-3: Number of days attended

Weaskedhowmanynightsthepatronspentawayfromtheirprimaryresidencewhileattendingthefestival.Eight-fivepercentofallrespondentsreportedtheydidnotspendanynightsawayfromtheirprimaryresidenceand86%traveledlessthan50milesawayfromtheirresidence.

Weaskedpatronsifattendingthefestivalwastheprimaryreasonfortakingtheirtrip.Eighty-onepercentofrespondentsstated“yes,”and98%ofrespondentsindicatedtheydidnotattendanyotherfestivalsonthetrip.Thissuggeststhatmostpatronsareuniquetravelerstoasinglefestival.

Figure4-4showsthatdespitethelowattendancetomultiplefilmfestivalsinonetrip,somepatronstraveledtoothercitiesduringtheirvisit.Inadditiontovisitingthelocationoffilmfestivals,nearlyhalfofpatrons(43%)alsotraveledtoPortland,15%traveledtoBend,and12%travelledtoEugene,eventhoughthefestivaltheyattendedwasnothostedinthecities.

Figure 4-4: Other Cities Visited

0%

5%

10%

15%

20%

25%

30%

35%

1day 2days 3days 4days 5daysormore

0% 10% 20% 30% 40% 50%

Salem

KlamathFalls

GrantsPass

TheDalles

Ashland

HoodRiver

Corvallis

Eugene

Bend

Portland


Approximately70%ofsurveyrespondentsindicatedpreviousattendancetothefilmfestivalwheretheyreceivedthesurvey,while30%ofpatronsindicatedtheywereexperiencingthefilmfestivalforthefirsttime.Returningpatronshaveattendedthefestivalanaverageofsixtimes,andamedianoffourtimes.Moreover,54%ofpatronsindicatedthiswasnottheirfirstvisittoOregon,amoderateproportionofpatrons(34%)areOregonresidents,andthesmallestproportionofpatrons(12%)werefirsttimevisitors.

Overall,mostpatrons(68%)onlyvisitOregonwhentheytraveltoanOregonFilmFestival.Figure4-5showsthedistributionofborderingstatesthatarecommondestinationsforOregonfilmfestivalpatronssuchasCalifornia(13%)andWashington(9%).

Figure 4-5: States Visited by Patrons

Weareinterestedinadditionalactivitiesthatpatronsenjoywhileattendingafilmfestival.Thisinformationprovidesinsighttolocalbusinessesoractivitiesthatarelikelyinfluencedbythenumberoffestivalgoersinthearea.ThisinformationcaninformDestinationMarketingOrganizations,DMOs,ofpotentialactivitiestopromoteatfilmfestivals,oractivitiesthatmightattractfilmfestivalpatrons.Figure4-6showsthatotherthanattendingafilmfestival,mostpatronsvisited:friendsorfamily(34%),amuseum,zoo,orculturalcenter(17%),and/orengagedinbusiness-relatedactivities(10%).

0% 20% 40% 60%

Utah

Montana

Idaho

Nevada

Other:

Washington

California

JustOregon


Figure 4-6: Other Activities Patrons Reported Engaging in While Attending a Film Festival

Patron Expenditures

Weaskedpatronstoestimatethetotalamountofdollarsspentwhileatthefilmfestival.Figure4-7showspatronexpendituresbycategoryperdayperpartyandperperson.Theresultsshowthattheaveragepartyspentjustover$200relatedtothefilmfestival,orabout$93perperson.Theresultsshowthatabout30%ofexpendituresareatthefestival,33%onfoodanddrink,and29%onlodging.AbreakoutofexpendituresbylocalanddestinationvisitorsisincludedinChapter6.

Table 4-7: Patron Expenditures Per Day by Category, Per Party and Per Person

Festival Experience

Thesurveyincludedaseriesofquestionsaboutpatron’sexperienceatthefestivaltheyattended.Thequestionsincluded:howpatronslearnedaboutthefestival,patronsatisfactionwithvariouselementsofthefestival,andtheiroverallsatisfactionwiththeevent.

0% 5% 10% 15% 20% 25% 30% 35%

Skiedorsnowboarded

Visitedthecoast

Cycled

Brewerytours

Winetasting

Hikedorcamped

Engagedinbusiness-related activities

Visitedamuseum, zoo,orculturalcenter

Visitedfriends orfamily

Expenditure PerParty PerPersonFoodanddrink $66.34 $30.19Lodging $44.66 $20.33Filmfestivals $58.58 $26.66Otherentertainment $5.68 $2.58Souvenirs $2.54 $1.16Othershopping $12.72 $5.79Transportation $10.96 $4.99Other $1.90 $0.86Total $203.37 $92.56

AllRespondents


Figure4-8showshowpatronslearnedaboutthefestivaltheyattended.Thirty-threepercentindicated“other”(areviewofopenendedresponsesto“other”showsthatmanyoftheresponsesfellintothegivencategories).Morethanaquarterofpatronslearnedaboutthefestivalthroughwordofmouth(28%),15%throughanonlineadvertisement,and12%fromsocialmedia.Thesmallestproportionofpatronslearnedaboutthefestivalthroughtelevisionadvertisement(3%)andradioadvertisement(5%)

Figure 4-8: How Patrons Learned About the Festival

Weaskedpatronstoratetheirfestivalexperience.Figure4-9showsthatamajority(74%)indicatedhavinganextremelypositiveexperience,and23%asomewhatpositiveexperience.Responsessuggeststhatfilmfestivalsaremeetingpatronexpectations.

Figure 4-9: Overall Festival Experience

Weaskedpatronstoindicatetheirlevelofsatisfactionwithvariousaspectsofthefestivaltheyattended.Figure4-10showsahighlevelofsatisfactionacrossallaspectsofthefestival.Thefilmsshown(63%),festivalatmosphere(66%),andlocation(69%)receivedthehighestlevelsof

0% 10% 20% 30%

TVAdvertisement

RadioAdvertisement

Magazine

SocialMedia

OnlineAdvertisement

WordofMouth

Other

0% 15% 30% 45% 60% 75%

ExtremelyNegative

SomewhatNegative

NeitherPositive orNegative

SomewhatPositive

ExtremelyPositive


satisfactionfrompatrons.Averyminimalpercentageofpatrons(2%orless)were“verydissatisfied”withanycomponentofthefestivaltheyattended.

Figure 4-10: Patron Satisfaction with Festival Components

AspectVery

Satisfied Satisfied

NeitherSatisfiedNorDissatisfied Dissatisfied

VeryDissatisfied

Location 69% 24% 3% 3% 1%Atmosphere 66% 28% 4% 1% 1%FilmsShown 63% 29% 4% 3% 2%Processofpurchasingtickets 54% 34% 7% 3% 1%Costoftickets 47% 38% 10% 4% 1%SizeofCrowd 44% 38% 13% 3% 1%Interactwithfilmcastsandcrew 44% 25% 27% 3% 1%Interactwithotherpatrons 40% 35% 22% 3% 1%Learnaboutfilmmaking 28% 26% 41% 4% 1%


CHAPTER 5: PATRON PROFILES

Thischapterpresentsprofilesofsegmentedgroupsofpatrons.Theprofilesextrapolatethepatronsurveydataintopoolsofpatrons;wecalltheresultinganalysisPatronProfiles.TheintentistoprovideusefuldataforTravelOregon,DMOs,andfilmfestivalorganizersthatisolatekeypatroncharacteristicsand/oridentifypatronsthatsuitafestivalbrand.Thedatashouldassistwithenhancingmarketingstrategiesandattractingpotentialpatronsforthefuture.PatronProfilesfeaturedinthischapterinclude:

• LocalandDestinationPatrons• PatronsbyFestivalRegion• PatronsFestivalSizes:Small,Medium,andLarge

TheCSCdevelopedasetofcomparativetableswithkeyindicatorsthatalloweasycomparisonsacrossdifferentpatronsegments.

Local and Destination Patrons

AkeyobjectiveofthisstudywastoidentifytheextenttowhichOregonfilmfestivalsareattractingdestinationpatrons.Destinationpatronsexhibitdifferenttravelandexpenditurepatternsthanlocalpatrons.Thisprofiledividesthegeneralpatronsurveyresultsbydestinationpatronsandlocalpatrons.

• Localpatronsaredefinedaspatronswhotraveledlessthan50milestoattend,orcommuteddailyfromtheirpermanentresidencetoattendthefestival.

• Destinationpatronsaredefinedaspatronswhotraveled50milesormore,orstayedawayfromtheirpermanentresidencefor1nightormoretoattendthefestival.

Figure5-1summarizeskeylocalanddestinationpatroncharacteristics.

Demographics

Thesurveyresultsshowbabyboomersaccountedforthelargestpercentageofpatrons.Localpatronshadahigherpercentageofbabyboomers(50%)thandestinationpatrons(39%).Theaverageageoflocalpatronswas54,comparedto50yearsfordestinationpatrons.Additionally,20%ofdestinationpatronsweremillennials,comparedto13%oflocalpatrons.

Fifty-twopercentoflocalpatronshaveaneducationalattainmentlevelaboveaBachelor’sdegree(52%),while40%ofdestinationpatronsholdaBachelor’sdegree(40%).Withrespecttoincome,patronstendtoberelativelyaffluent.Forty-fivepercentofdestinationpatronsreportincomesof$100,000ormore,asdo35%oflocalpatrons.Infact,morethan70%ofallpatronsreportedincomesof$50,000ormore.

Travel Patterns

Destinationpatronsaveraged2.47peopleperparty,comparedto2.15personsforlocalpatrons.Morethan50%ofbothlocalanddestinationpatronsindicatedtheyhadpreviouslyattendedthe


festival.Forlocalpatrons,almost75%ofpatronswerereturningtothefestival.Notably,52%ofdestinationvisitorshadpreviouslyattendedthefestival.Thisindicatesconsiderablerepeatvisitation,whichinturncreatesopportunitiesfordestinationtravelmarketing.

Notsurprisingly,mostlocalpatrons(97%)indicatedtheyweredaytriptravelers.Althoughtheymayhaveattendedthefestivalformultipledays,theystayedattheirprimaryresidence.Bycomparison,75%ofdestinationpatronsindicatedtheystayedtwoormorenightswhileattendingthefestival.Approximately81%ofdestinationpatronsindicatedthefestivalwastheprimaryreasonfortheirvisit.Finally,mostdestinationpatronstravelelsewhereduringtheirtrip.About80%ofrespondentstraveledtoadifferentOregoncitybesidesthefestival’shostcity,and30%traveledtoadifferentstate.

Somedestinationpatronsalsoenjoyedotheractivitiesbesidesattendingthefestival.Twenty-eightpercentvisitedfriendsorfamily,14%visitedamuseum,zoo,orculturalcenter,and13%specifiedotheractivities,suchas:goingtothetheater,ajazzfestival,oranotherculturalfestival.

Expenditures

Festivalpatronsspendalotofmoneyatfestivals.Destinationpatronsspendmorethanlocalpatrons.Destinationpatronsreportedspendinganaverageof$803relatedtotheirtrip(notincludingairfare).Thisequatesto$122perpersonperday.Localpatronsaveragedabout$107perpartyorabout$19perday.


Figure 5-1: Key Characteristics of Local and Destination Patrons

Characteristic Local PatronsDestination

Patrons

Demographics

Ag eGreatestGeneration 8% 6%

BabyBoomers 50% 39%

GenX 28% 34%

Millenials 13% 20%

AverageAge 54 50E ducational Atta inment

%<Bachelor'sDegree 12% 20%

%withBachelor'sDegree 35% 40%

GraduateorProfessionalDegree 52% 39%

Household Income<$50,000 29% 26%

$50,000-$99,999 36% 29%

$100,000ormore 35% 45%

Travel Patterns

Averag e P arty S ize 2.15 2.47Returning P atrons 74% 52%

Averagetimesreturning 6 6.5

Mediantimes 4 5

F irs t time at F ilm F es tiva l 26% 48%

Dis tance Traveled Lessthan50Miles 50milesorGreater

Overnig ht S tays

%daytriponly 97% 14%

%spent1night 0.3% 11%

%2nightsormore 3% 75%

Average#ofnightsspent 0.3 5

F ilm fes tiva l was the primary reas on for trip

Yes N/A 81%

No 19%

Additional Traveling

%whovisitedanothercity NA 80%

%whovisitedanotherstate 30%

Patron Expenditures Average Average

Total S pending P er P arty $107.15 $802.93

S pending P er P erson $49.77 $325.44

S pending P er P erson P er Day $19.14 $121.89


Patrons by Festival Region

Festivalsexistineveryregionofthestate.Forthisanalysis,webrokepatronsintogroupsbasedonfourregions:GreaterPortland,WillametteValley,CentralandEasternOregon,andSouthernOregon.WedidnotreceiveenoughsurveystoincluderesultsfromtheotherTravelOregonregions.Figure5-2summarizeskeypatroncharacteristicsbyregion.

Demographics

Unsurprisingly,responsesshowthatdifferentfestivalsattractdifferentagegroups.SouthernOregonpatronsindicatedahigheraverageage(61years)andasignificantlyhigherpercentageofbabyboomerpatrons(71%)thanotherregions.TheWillametteValleyandCentralOregonpatronshadtheyoungestaverageageat46years.TheWillametteValleyhadthehighestpercentageofmillennials(32%),whileSouthernOregonhadthesmallestpercentage(2%).

Allregionsshowedhighlyeducatedandaffluentpatrons.PortlandMetro(40%)orSouthernOregon(40%)hadthehighestpercentageofpatronswithahouseholdincomeof$100,000ormore.Almost50%ofthepatronshadahouseholdincomeunder$50,000intheWillametteValleyregion.Thisislikelyduetosurveyingatfestivalshostedbyuniversities.

Travel Patterns

Allregionshadsimilartravelpartysizeaverages,rangingfrom2.3to2.5persons.SouthernOregonshowsthehighestpercentageofreturningpatrons(83%),whiletheWillametteValleyhadmostpatrons(67%)whoexperiencedthefestivalforthefirsttime.

PortlandMetroshowsthehighestpercentageoflocalpatronsacrossallregions(90%).Asignificantmajority(morethan75%)ofpatronsforallregionsweredaytrippatrons,and10%to17%ofpatronsspenttwoormorenightsawayfromhome.

PortlandMetroalsohadalowpercentageofpatronswhotraveltoothercities(0.1%)ortraveltootherstates(8%).PatronswhoattendedafestivalinWillametteValleyhadthehighestpercentageofthefourregionswhovisitedanothercity(19%)oranotherstate(23%).Themostcommonactivitypatronsengagedin,whichwasconsistentacrossallregions,wasvisitingfriendsorfamily.

Patron Expenditures

SouthernOregonpatronsstandoutashavingthehighestexpenditurepatterns,morethan$206perpersonor$107perpersonperday.ThisisconsistentwithlargenumbersofdestinationpatronsvisitingSouthernOregon.


Table 5-2: Patron Characteristics by Region

Portland Metro Willamette ValleyCentral OregonSouthern Oregon

DemographicsAge

GreaterGeneration 8% 4% 0% 11%BabyBoomers 45% 38% 31% 71%GenX 31% 27% 59% 15%Millenials 16% 32% 10% 2%AverageAge 52 46 46 61

Educational Attainment

%<Bachelor'sDegree 11% 22% 12% 17%%withBachelor'sDegree 36% 33% 36% 36%GraduateorProfessionalDegree 53% 44% 50% 46%

Household Income

<$50,000 28% 49% 27% 19%$50,000-$99,999 32% 41% 39% 41%$100,000ormore 40% 10% 34% 40%

Travel PatternsAverage Party Size 2.1 2.2 2.5 2.3

Returning Patrons 73% 33% 60% 83%

Averagetimesreturning 7 4 4 6

Median 4 2 3 6

First time at Film Festival 27% 67% 40% 17%

Distance Traveled

%traveledlessthan50miles 90% 78% 79% 80%

%traveled50milesorgreater 10% 22% 21% 20%

Day v. Overnight Patrons

%daytriponly 89% 79% 82% 77%%spent1night 1% 6% 2% 2%%2nightsormore 10% 15% 17% 16%Average#ofnightsspent 0.93 1.21 2 5

Film festival was the primary reason for trip Yes 65% 95% 85% 93%

No 35% 5% 15% 8%

Additional Traveling

%whovisitedanothercity 0.10% 19% 18% 14%%whovisitedanotherstate 8% 23% 20% 17%

Patron Expenditures Average Average Average Average

Spending Per Person $79.84 $91.67 $81.84 $206.17

Spending Per Person Per Day $37.16 $44.68 $34.68 $106.69


Patrons by Festival Attendance

Wedividedfestivalsintothreecategoriesbasedonattendance(size):festivalswithreportedattendanceoflessthan500wereconsideredsmall;between500and1,000,medium;andover1,000,large.Figure5-3summarizeskeypatroncharacteristicsbyfestivalsize.

Demographics

Millennialsarethelargestagegroupamongsmallfestivalpatrons(39%),whilebabyboomersarethehighestpercentageofpatronsformedium(46%)andlargefestivals(50%).Moreover,theaverageageofsmallfestivalpatronswasyounger(43years)thanmediumandlargefestivalpatrons,whichshowaverageagesof49yearsand54yearsrespectively.

LargeandsmallfestivalshadaboutthesamepercentageofpatronswithBachelor’sdegrees(~50%).Notably,smallandmediumfestivalpatronshadlargepercentagesofpeoplewhoindicatedtheirhouseholdincomewasbelow$50,000.

Travel Patterns

Theaveragepartysizeforallfestivalsizeswasslightlymorethantwopersons.Fifty-fivepercentofmediumfestivalpatronswerereturnpatrons,while75%oflargefestivalpatronswerereturnpatrons.Interestingly,14%ofsmallfestivalpatronsreporthavingattendedthefestivalmorethanonce.Thisisconsistentwiththefindingthatmanysmallfestivalsarerelativelynewandarestillbuildingaudiences.

Mediumfestivalsshowasignificantpercentageofdestinationpatrons(37%),whilesmallfestivalshad13%andlargehad8%.Smallfestivalshadthehighestpercentageofpatronswhoattendedthefestivalasadaytrip(92%),andlargefestivalshad85%.Fifteenpercentoflargefestivalpatronswereovernightvisitors.

One-hundredpercentofsmallfestivalpatronsindicatedthefestivalwastheprimaryreasonfortheirtrip.Incomparison,93%ofmediumfestivalpatronsand78%oflargefestivalpatronstraveledprimarilyforthefestival.Thirty-ninepercentofmediumfestivalpatronsvisitedanothercitybesidesthefestivalhostcity,and54%ofmediumfestivalpatronsvisitedanotherstatewhileontheirtrip.

Otheractivitiesvariedbyfestivalsize.Whilevisitingfamilyandfriendsremainedthemostcommonactivityformedium(36%)andlargefestival(27%)patrons,smallfestivalpatronsdidnotindicatethisasanactivity.

Patron Expenditures

Mediumfestivalpatronsreportedindicatedhigherexpendituresperparty($132),thanlarge($113),orsmallfestivalpatrons($61).


Table 5-3: Patron Characteristics by Festival Size

Small Medium Large

DemographicsAg eGreaterGeneration 4% 3% 8%BabyBoomers 30% 46% 50%GenX 26% 28% 29%Millenials 39% 23% 12%AverageAge 43 49 54

E ducational Atta inment%<Bachelor'sDegree 19% 26% 12%%withBachelor'sDegree 31% 36% 36%%<Bachelor'sDegree 50% 36% 51%

Household Income<$50,000 56% 42% 26%$50,000-$99,999 42% 39% 35%$100,000or> 2% 19% 40%

Travel Patterns

Averag e P arty S ize 2.27 2.11 2.19

Returning P atrons 14% 55% 75%

Averagetimesreturning 3 4 6Median 2 4 5

F irs t time at F ilm F es tiva l 86% 45% 25%

Dis tance Traveled%traveledlessthan50miles 92% 63% 87%%traveled50milesorgreater 8% 38% 13%

Overnig ht P atrons%daytriponly 92% 63% 85%%spent1night 0% 13% 2%

%2nightsor> 8% 24% 13%

Average#ofnightsspent 1 3.5 1F ilm fes tiva l was the primary reason for trip Yes 100% 93% 78%No 0% 7% 22%

Additional Traveling %whovisitedanothercity 2% 39% 10%%whovisitedanotherstate 16% 0% 11%

Patron Expenditures Average Average Average

S pending P er P ers on $61.06 $131.84 $112.50

S pending P er P erson P er Day

$15.98 $82.34 $54.98


CHAPTER 6: ECONOMIC IMPACTS

Destinationtourism,suchastravelforfilmfestivals,hassignificanteconomicimpactsinOregon.Culturaltourismisonepieceofthislargeeconomicsector.TheRegionalArtsandCultureCouncil(RACC)statesthat,“foreveryticketpurchasedtoanartseventanadditional$24.24inartsrelatedspendingsupportslocalbusinesses,includingrestaurants,parkingstructures,andretailoutlets.Hotels,restaurants,andretailersalsobenefitfromtourismgeneratedbyathrivingandenergeticartsscene.”16Intotal,thatisequaltoover$150millionspentbyartsandcultureconsumersperyear,abovethecostofadmission.

Thepatronsurveyresultsindicatethatabout14%offilmfestivalpatronsengageintraveltoandaroundthestateaspartoftheirfestivalexperience.Tourismhelpstobringmoneyinfromoutsideofthestateandsupportsawiderangeofbusinesses,suchas:hotels,restaurants,andavarietyofotherattractions.Evenfilmfestivalpatronswhodon’tleavetheirhomeareaengageinotheractivitiesthatpromoteeconomicactivitiesaroundthefestivals,suchasvisitingrestaurantsorbarsbeforeandafterthefestival.

Tobetterunderstandtheeconomicimpactsoffestivalsincommunities,theCSCdevelopedmodelstoestimatedirecteconomicactivitygeneratedbythefilmfestivals.17Theestimatesincludeeconomicactivitiesofthefestivaloperations(e.g.,employmentandrevenue),andpatronexpenditures.CSCalsodevelopedestimatesofexpendituresforpatrons,bothintotalandforthosepatronsthatweredestinationtravelers.Thesemodelsrelyprimarilyondatagatheredfromsurveysoffilmfestivalorganizersandfilmfestivalpatrons.

Direct Economic Impact of Festival Operations

Filmfestivalshavearangeofeconomicimpactsoncommunities—startingwithfestivaloperations.Datafromthefestivalorganizersurveyindicatesthereisconsiderablediversityinthesizeandorganizationalstructureoffilmfestivals.Manyarefullynon-profiteventsrunbyvolunteers.

Figure6-1showstheestimatedeconomicimpactofallfilmfestivalsinOregon.Theestimatesareextrapolatedfromthefilmfestivalorganizersurveyresults.Toreflectuncertaintyoftheassumptionsusedtodeveloptheestimates,CSCdevelopedlow-,medium-,andhigh-range

16BureauofPlanningandSustainabilityandtheCityofPortland,Oregon.PortlandBackgroundPlanReport:ArtsandCulture.Portland:CityofPortland,Oregon,2011.

17CSCdidnotestimateindirectandinducedeconomicimpacts—sometimescalledmultipliers.Theseimpactsestimatejobsandrevenuethatisgeneratedbydollarsspentbyfestivalsandpatronsthroughothersectorsoftheeconomy.

TourisminOregon

Touristsspentmorethan$11.3billioninOregonin2016alone.TravelOregonestimatesthattourismsupportsmorethan100,000jobs,anumberthanisgrowingquickly.

Source:DeanRunyanandAssociates(2017).OregonTravelImpacts1992-2016.


estimatesforeachimpactcategory.Followingisasummaryoftheresultsforall79knownfilmfestivals:

• TotalRevenueisbetween$1.93millionand$2.82million.

• TotalExpenseisbetween$1.84millionand$2.30million.Theresultssuggestexpensesexceedrevenuesforsomefestivals.Thisresultalsosuggeststhatfestivalsarerelyingonreservesorotherfundingsourcestosupportfestivaloperations.

• Expensessupportinglocalfirmsisbetween$526,000and$631,000.

• Employmentisbetween40and80full-timeemployeesand90and270part-timeemployees.

• Volunteerparticipationisbetween440and620personsforactivitiespriortothefestival,andbetween2,060and4,540personsduringthefestival.

• Theestimatedvalueofvolunteereffortsisbetween$680,000and$840,000.

Figure 6-1. Estimated Impact of Film Festivals

Source:Filmfestivalorganizersurvey;estimatesbyCSC

Economic Impact of Festival Patrons

Theeconomicimpactoffestivalpatronsonthesurroundingareaisasecondareaofinterest.Priortothisstudy,littlewasknownaboutthecharacteristicsofpatrons,includingbasiccharacteristicssuchas:totalpatronage,destinationpatrons,andpatronexpenditurepatterns.Thissectionbuildsfromdatacollectedfromtheover900responsestothepatronsurveytodevelopestimatesofpatronimpacts.

Tosetabaseline,wedevelopedanestimateoftotalfestivalpatronage.Sixteenfestivalsreportedatotalof17,200uniquepatronsandatotalattendanceof38,790,thisequatestoabout2.25attendancesperuniquepatron.

Category LowEstimateMediumEstimate HighEstimate

Revenue $1,927,000 $2,396,000 $2,864,000Expenses $1,844,000 $2,072,000 $2,299,000LocalExpenses $526,000 $579,000 $631,000TotalFTE 40 60 80 Part-timeFTE 90 180 270 Volunteers-Before 440 530 620 Volunteers-During 2,060 3,300 4,540 Volunteer-Hours 34,000 38,000 42,000 Est$ValueofVolunteers $680,000 $760,000 $840,000


Usingthisdata,theCSCestimatesOregonFilmFestivalshavebetween75,000and85,000uniquepatronsattheirevents,andtotalattendanceforallfestivalsisbetween170,000and180,000.

Manypatronsarelocaltotheeventstheyattend,andabout14%ofrespondentstothepatronsurveyindicatedthattheytraveled50milesormoretoattendafestival.Ofthetravelingpatrons,weestimatethat10,000to12,000traveledmorethan50milesfromtheirhomes.

Figure 6-2. Estimated Visitation, Oregon Film Festivals

Source:Filmfestivalorganizerandpatronsurveys;estimatesbyCSC

Patron Expenditures

Travelbehaviorisakeyinteresttotourismmarketingorganizationsandeconomicdevelopmentprofessionals.Aspartofthepatronprofile,weaskedsurveyrespondentstoprovidedataontheirfestivalexpendituresandrelatedactivities.Figure6-3showsthattheaverageamountspentperpartyforallsurveyrespondents(notincludingairfare)isjustover$200.Thisequatestoabout$35perperson,perday.

Surveyresultsareclearthatdestinationvisitorshaveadifferentexpenditureprofilethanlocalvisitors.Theaverageamountspentbydestinationpatrons(thosethantraveledmorethan50miles)wasjustover$800perparty,withahighof$8,000.Thisequatestoabout$122perpersonperday.Incontrast,localpatronsspentanaverageof$107perparty,orabout$19perperson,perday.

Weaskedrespondentstoestimatetheirfestivalexpendituresaswellasbroadcategoriesofexpensesincludingfood,lodging,transportation,souvenirs,entertainment,andothermiscellaneousexpenses.Unsurprisingly,lodgingwasthelargestexpensefordestinationpatrons,($265perparty),whilefestivalexpenseswerethelargestexpensecategoryforlocalpatrons($50perparty).ItisimportanttonotethattheseexpendituresoccuratanarrayofOregonbusinesses.

CategoryLow

EstimateMediumEstimate

HighEstimate

TotalAttendance 170,000 175,000 180,000

UniquePatrons 75,000 80,000 85,000

PatronsTraveling50+miles 10,000 11,000 12,000


Figure 6-3: Average Patron Expenditures, by Travel Status and Expenditure Category

WeareinterestedinwhatactivitiesdestinationpatronsengagedinontheirtripwhileinOregon.Figure6-4showsthatmorethanone-thirdofpatronsreportedvisitingfriendsorfamily,withmuseumsandotherculturalcentersbeingthesecondmostfrequentlyselecteddestination.

Figure 6-4. Other Activities Destination Patrons Engaged in While in Oregon

Inshort,sizeablepercentagesoftravelingfilmfestivalpatronsengageinotheractivitiesthatgenerateeconomicactivitywhileinOregon.Manyoftheseactivities,suchastouringwineries,breweries,theOregoncoast,cycling,andskiingareactivitiespromotedbyDMOsandTravelOregon.Theseactivitiesaccountforasizeablepercentageofspendingbytourists,andfindingwaystolinktouriststotheseandotheractivitiesmayincreasetheeconomicimpactoffilmfestivaltourism,aswellasexposetouriststootherpositiveaspectsofOregon.Giventhatmany

Expenditure Party PerPerson,PerDay

Party PerPerson,PerDay

Party PerPerson,PerDay

Food and drink $239.66 $36.38 $38.57 $6.89 $66.34 $11.57Lodging $264.49 $40.15 $8.92 $1.59 $44.66 $7.79Film festivals $115.59 $17.55 $49.98 $8.93 $58.58 $10.22Other entertainment $26.74 $4.06 $2.27 $0.41 $5.68 $0.99Souvenirs $11.59 $1.76 $1.12 $0.20 $2.54 $0.44Other shopping $78.27 $11.88 $2.14 $0.38 $12.72 $2.22Transportation $64.22 $9.75 $2.30 $0.41 $10.96 $1.91Other $2.37 $0.36 $1.85 $0.33 $1.90 $0.33Total $802.93 $121.89 $107.15 $19.14 $203.37 $35.47

Traveled>50Miles AllRespondentsTraveled<50Miles

0% 5% 10% 15% 20% 25% 30% 35% 40%

Skiedorsnowboarded

Visitedthecoast

Cycled

Brewery tours

Winetasting

Hikedorcamped

Engaged inbusiness-relatedactivities

Visitedamuseum,zoo,orculturalcenter

Visitedfriendsorfamily


festivalattendeeswhoweretravelingawayfromhomeindicatedthattheyhadbeentoOregonbefore,theseamenitiesmaybeareasontheycontinuetocomebacktovisitfilmfestivalsinthestate.

Weusedsurveydatatoestimateoveralleconomicactivitygeneratedbypatrons.Figure6-5showsestimatedpatronexpendituresrelatedtofilmfestivalattendance.Responsesshowthatthe75,000to85,000estimatedpatronsspendbetween$6.9millionand$7.9million.Takeninaggregate,about40%ofpatronexpendituresondirectlyrelatedtothefilmfestival(tickets,etc.)contributingapproximately$3millioninexpenditures.

Lookingatlocalanddestinationpatronsshowsadifferentpicture.The65,000to73,000localpatronsspendanestimated$3.2to$3.6million.Forty-sixpercentoflocalpatronexpenditures(about$1.6million)aremadedirectlyatfestivals,and$1.8milliononfestivalrelatedexpenses.

Destinationpatronscontributeanestimated$3.3to$3.9millioninexpenditures.Theirexpenditurepatternsaredifferentthanlocalpatrons,with14%oftheexpendituresbeingatthefestival.Destinationpatronscontributeanestimated$2.8to$3.3milliontolocaleconomiesduringtheirvisitstoOregon.

FilmFestivalBenefitsFilmfestivalsprovidemuchmorethanjusteconomicbenefitstolocalcommunities.Infact,only7%offilmfestivalssurveyedbytheCSCstatedthatpartoftheirfestival’smissionwastomakemoney.Filmfestivalsaremuchmorelikelyexisttopromote:artinthecommunity,Oregonfilmmakers,specificgenresoffilm,orprovideadvocacyforanissueorcause.Oregonishosttoseveralfestivalsfocusedon:childrenandyouthfilmmakers,LGBTQfilmsandissues,environmentalfilms,andmanyothersthatdon’tfocusonthepromotionoffilmscommercially.

Festivalmissionstatementsfrequentlyfeaturedwordslike:art,community,inspire,andeducate.Manyfestivalsstatedthattheirmissionwastoshowarttotheirlocalcommunityandpromotefilmmakingasanart.Othersfocusedoncelebratingspecificgenresoffilm.

Thecommunitydrivenaspectoffestivalsisalsoapparentinthenumberofvolunteersandthenumberofemployeesatfilmfestivals.Abouthalfofallfestivalsdon’thaveanypaidstaffandthosethatdoareusuallyrunbyoneortwofulltimestaffersandacoupleofpart-timeemployees.Incontrast,evensmallfestivalstypicallyrequire10ormorevolunteers,whilelargerfestivalscanhavewellover100volunteers.

Itshouldn’tbesurprisingthatculturaleventslikethesearelargelycommunityfocused.Thebenefitsofshowingfilmandpromotinglocalfilmmakerscontributestoavibrantcommunityandartsscene.ThislikelyhasspillovereffectsintootheraspectsofOregon’smediaindustry.OregonhasarobustfilmindustrythatOregonFilmworkstobolster.Nodoubt,filmfestivalsthatshowcaselocalworkhelpgrowthisandotherartisticpursuitsaroundthestate.


Figure 6-5. Estimated Film Festival Related Patron Expenditures in Oregon

Regional Impacts

Filmfestivalsarehostedineveryregionofthestate.Figure6-6showsanestimateofthenumberofuniquevisitorsbyregion.Notsurprisingly,CSCestimatesthatabouttwo-thirdsofallpatronageoccursinthePortlandMetroRegion(50,000to56,600uniquepatrons).TheWillametteValleyaccountsforabout11%ofestimatedpatronage,CentralandSouthernOregonabout6%each,andtheremainingregionsaccountfor3%to4%.

Figure 6-6. Estimated Unique Patronage by Region

Category LowEstimateMediumEstimate HighEstimate

UniquePatrons 75,000 80,000 85,000TotalPatronExpendituresFestival $2,750,000 $2,930,000 $3,120,000Other $4,190,000 $4,470,000 $4,750,000Total $6,940,000 $7,400,000 $7,870,000

LocalPatronExpendituresUniquePatrons 65,000 69,000 73,000Festival $1,509,300 $1,602,180 $1,695,060Other $1,725,750 $1,831,950 $1,938,150Total $3,235,050 $3,434,130 $3,633,210

DestinationPatronExpendituresUniquePatrons 10,000 11,000 12,000Festival $468,500 $515,350 $562,200Other $2,785,900 $3,064,490 $3,343,080Total $3,254,400 $3,579,840 $3,905,280

RegionLow

EstimateMediumEstimate

HighEstimate

CentralOregon 4,500 4,800 5,100EasternOregon 2,000 2,100 2,200Gorge 3,000 3,300 3,500OregonCoast 2,400 2,600 2,800Portland 50,000 53,300 56,600SouthernOregon 4,500 4,800 5,100WillametteValley 8,600 9,100 9,700Total 75,000 80,000 85,000


ThehighproportionofPortlandfestivalpatronagedoesnotmeantheeconomicbenefitsareentirelyconcentratedinPortland.Filmfestivalattendeesfrequentlymaketripstootherareas,engagingintouristactivities,andspendingmoneyinavarietyofways.Overall,42%ofpatronswhotraveledtoattendafilmfestivalvisitedacityoutsideofthefestivallocation.AboutonethirdofpatronswhotraveledtoafestivalalsovisitedPortland,asmallerproportionofpatronsalsovisitedothercities.Whenpatronstravelawayfromthelocationofthefestival,they’repotentiallyextendingtheirtripandinducespendingonotheractivities.

Conclusion

About75,000Oregonresidentscanbeconsideredfilmfestivalpatrons.Thesepatronsspendconsiderablesumsofmoneywhenattendingfestivals.The$7to$8millionpatronsspendeachyearwhileattendingfilmfestivalssupportsboththefestivals,andthelocaleconomy.Festivalpatronsfrequent:hotels,restaurants,localtheaters,transportation,localstores,andothertypesofentertainment.Notably,patronswhotravelfartherfromhomespendsignificantlymoreinthelocaleconomy.

Festivalsalsospendlargesumsonavarietyofgoodsandservicesthatmaketheeventspossible.Filmfestivalsspendabout$2.4millioneachyeartopromoteandholdtheirfestivals,aboutone-thirdofthis($575,000)isspentatlocallyownedbusinesses.GrowingthefilmfestivalsectorcanmeanadditionaltouristdollarsandadditionaleconomicactivityforOregoncities.

Inadditiontoeconomicactivity,havingculturaleventsinOregoncommunitiesprovidesmanybenefits.Whilethesebenefitsarehardertoestimateandquantify,itisobviousfromthemissionstatementsoffestivals,andtheresponsesofpatronstooursurveythattheseprogramsprovideenormousbenefitstolocalcommunitiesandthefilmecosysteminOregon.


CHAPTER 7: POTENTIAL MARKETING STRATEGIES

Filmfestivalsaddimmensevaluetolocalcommunities.Whiletheeconomicimpactsarerelativelymodest,ourdatasuggestsubstantialpotentialforgrowth.IncreasingthenumberofpatronshasbenefitsforlocalcommunitiesandforOregon.Moreover,thereissubstantialopportunityforgrowth.RDMOs,TravelOregon,OregonFilmandfilmfestivalorganizerscanalltakeactionsthatwillhelptoincreaseattendanceandraisetheprofileofOregonasadestinationtoviewfilms.

Thefollowingrecommendationsareorganizedthematically.Althoughsomeoftheactionsapplytospecificorganizations,thethemeshelptoorganizesetsofspecificactionsthatdonotnecessarilyapplytoeveryoneinvolvedinthefilmfestivalecosystem.Thefollowingideasweredevelopedthroughourresearch,interviewswithfestivalorganizers,thefocusgroupmeeting,andthefestivalorganizerandpatronsurveys.

Strategy 1: Share Information

Atthefocusgroupmeeting,severalfilmfestivalorganizersreportedthattheyworkwiththeirRDMOandTravelOregontopromotetheirfestival.Othershadnoideaaboutresourcesfordestinationtravelmarketing.Somefilmfestivalorganizersdidn’thaveenoughinformationaboutlocalhotelsandrestaurantstosharewiththeirpatronsandfilmmakersthatcomefromoutoftown.Severaltravelprofessionalsnotedthattheydidnotknowtheexactdatesofallthefilmfestivals,eveniftheyknewthatmanyexisted.

Topromoteamorerobustexchangeofinformation,theCSCsuggeststhefollowingactions:

• RDMOs:Developapackageoflocalinformationforfilmfestivals.Usingthedemographicinformationaboutfilmfestivalpatronscontainedinthisreportandotherinformationalreadyknownaboutculturaltourists,developapackageofhoteloptions,restaurants,andlocalattractionsthatcanbeprovidedtofilmfestivalorganizerswhenrequested.Thispacketcouldincludedigitalcopiesofinformationaboutlocalattractionsforfestivalorganizerstouseintheirownmaterials,oritcouldalsobepamphletsandhandoutsproducedbyRDMOsthatproviderelevantinformationtofilmfestivalpatrons.Thismaterialwillhelpfilmfestivalstoprovideinformationforpatronseagertovisitthelocalcommunity,andtohighlighttheotheramazingaspectsofthecommunity.Materialscanalsohelpfilmfestivalorganizersattractnewpatronsfromoutoftownbymakingiteasiertounderstandthelocalcommunity.Surveydatashowsthatfilmfestivalpatronswhotravel,almostalwaysvisitotherlocalattractions.Havingasetofstandardizedinformationaboutthelocalcommunitycanbearesourceforothersimilartypesofeventsaswell.Thereverserelationshipalsoexists.RDMOsregularlydistributeinformationaboutwhat’sgoingonincommunitiestohotels,conventioncenters,andotherareaslikelytoattracttourists.Filmfestivaldatesandinformationcouldbeaddedtothesematerials


whentheyaredistributed.

• TravelOregon:Hosta‘TravelOregon101’specificallyforfilmfestivals.SomefilmfestivalsalreadypartnerwithTravelOregontoshowcasetheirevents.However,manywereunawareoftheresourcesthatTravelOregonofferstoeventsinthestate.Themostefficientwaytocommunicatewithalltheinterestedpartieswouldlikelybetohostanevent,perhapsevenannually,thatwouldallowfestivalorganizerstomeetwithTravelOregonstaffandlearnaboutresourcestheycanusethatalreadyexist.HostinganeventspecificallyforfilmfestivalswillallowTravelOregonandfilmfestivalorganizerstonetworkinwaysthatarenotpossibleatthelargerregionalevents.FilmfestivalsareauniquenicheinOregon’stouristeconomy,assuch,therearelikelyspecializedmaterialsandinformationthatTravelOregoncanprovidethatwillhaveagreaterinfluencethanthemoregeneralevents.

• Filmfestivalorganizers:SubmitfestivalinformationtoTravelOregonandRDMOsregularly.TravelOregonandRDMOsregularlypromoteeventswithmarketingtheyarealreadydoing.Withoutknowledgeofwhenfilmfestivalsoccur,whogoestothem,andwhatisgoingtohappenatthem,theseorganizationscannoteffectivelyincludefestivalsintheircampaigns.Submittingdatesandspecialevents,aswellasphotosandothermaterialthatwillhelpRDMOsandTravelOregontomarkettheeventswillprovidegreaterexposureforthefilmfestivalsandgivetheorganizationsvaluablematerialstouseintheircampaigns.

Strategy 2: Increase and Leverage Partnerships

Throughoutthisresearch,filmfestivalorganizerscontinuallymentionedhowimportanttheirpartnershipswithotherorganizationsandgroupswere.Partnershipsareessentialtorunningafilmfestivalnomatterthesize.Organizersrespondedthattheyprovidedsponsorships,accesstofacilitieslikemovietheaters,andthatpartnershipsarevitalsourcesofpatrons.

• Filmfestivalorganizers:Leveragepartnersinmarketing.Filmfestivalorganizersshouldcreativelyleveragetheirexistingpartnershipstomaximizetheeffectoftheirmarketingbudgets.SeveralfilmfestivalsprovidedexamplesofhowtodothisattheCSC’sfocusgroup:

o Askiandsnowboardfocusedfestivalnotedthattheyworkedwithalocalyouthskiclubtosellticketsasafundraiserfortheclub.Thefilmfestivalgotenthusiasticpromotionthroughextensivewordofmouth.Notonlywasthismarketinghighlytargeted–theskiclubcouldtapintonetworksofpeoplewhoareskienthusiasts–butitwasalsohighlyeffective.Thiskindofpartnershipalsohighlightshowfilmfestivalsprovidemanybenefitstotheirlocalcommunities.

o AnotherfestivalsharedthatFacebookmarketingwasonemajorwaythattheyadvertised,butpayingtosharetheireventswasn’tnearlyaseffectiveastappingintotheirpartners’socialmediapresences.Thefilmfestivalaskedtheirpartnerstosharetheeventandsomeevenpaidtopromoteittotheirnetworks.Thiswashighlyeffective;thesamegroupofpeoplewhoaremost


likelytocomearethesameoneswhofollowthefestivalonFacebook.ThereweremanypotentiallyinterestedFacebookuserswhofollowedthefestival’spartnerswhowouldneverhaveseenthepostsifthefestivalhadbeentheonetopromotetheeventonsocialmedia.

• Filmfestivalorganizers:Partnerwithlocaluniversities.ThesurveysconductedbytheCSCshowedthatuniversitieswereunderutilizedbyfestivals.Whilesomefestivalsareattachedtouniversitiesinsomeway(i.e.theyareorganizedbyfacultyorstudents)manyseemedunconnectedwithalargepotentialmarket.AllofOregon’slargercitiesarehosttouniversitiesandcolleges.Manyfestivalsarealsolocatedinthesecities.Festivalsshouldconnectwithcinemastudiesdepartments,butalsobecreative.Asianstudies,Africanstudies,Women’sstudies,History,English,andotherdepartmentsarealsopossiblepartners.Outdoorandsportfestivalscouldconnectwithclubsandsportsteams.Studentsandfacultyarenotjustlikelypatrons,butthey’realsoapotentialsourceforvolunteersorsponsors.

• RDMOsandTravelOregon:Usefilmfestivalassetsforpromotion.Filmfestivalsregularlyattractcelebrities,filmmakers,inadditiontohostingeventsthatcouldbeusedinmarketingcampaigns.DMOsandTravelOregonshouldutilizetheseassetsinpartnershipwiththefilmfestivals.Directors,actors,andothersmayprovetobeatouristdrawifusedincampaigns.Thismaytaketheformofthecelebrityparticipatinginadvertisingorassimplyaspromotingthatthecelebritywillattendthefestival.Photosorvideostakenatfestivaleventscanshowcasethevibrantnatureoftheseevents.

• Allparties:Promotefestivalsatotherfestivals.Patronsoffilmfestivalsarethemostlikelypotentialpatronsatotherfestivals(includingmusicandotherfestivals).Festivalsshouldpartnerwithotherfestivalsand‘share’patrons.TravelOregon,RDMOs,andOregonFilmcanallpartnerwithfestivalstohelpmarketthemselves,marketfestivals,andmarkettourismdestinationsaroundOregon.Existingmarketingmaterialscanbeusedandifeffective,newmaterialscanbedevelopedspecificallyforpromotingOregonattractionsatfestivals.

Strategy 3: Official Support

StateagenciesarealreadyrunningprogramsthatpromotetravelinOregon.TravelOregonandRDMOsalreadyworkwithsomefestivalstomarket.Somefestivalorganizersfeltthattheybenefitedfromhavingofficialstaterecognitionthattheirfestivalwascredible.

• TravelOregonandOregonFilm:Createasealofapproval.FestivalsmaybeabletoattractadditionalsponsorsandpartnerswithstateapprovalfromTravelOregonandOregonFilmasstateagencies.OregonFilmstaffalreadyknowandworkwithmanyfestivalsinthestate.Therelationshipstheyformhelptobuildconnectionsbetweenmanygroupsthatworkinmediaandtravelthroughoutthestate.OregonFilmcouldvetfilmfestivalsaslegitimatepartnersanddetermineiffilmfestivalsareeligibleforstaterecognition.Thisofficialrecognitionwouldserveasa‘badge’ofsortsthatfestivalscouldusewhenworkingwithpotentialpartnersandsponsors.


• TravelOregonandfilmfestivals:Createafilmfestivalprofilebook.Usinginformationsubmittedbyfilmfestivals,createaprofilebook.ThiswouldprovidepotentialpatronsandtravelerswitharesourcetocheckwhentheyareconsideringtravelingtoOregonandplanfilmfestivalsintotheirtrip.Thiswouldalsoservethefunctionofpromotingculturalamenitiesthroughoutthestate.

Strategy 4: Target Selected Patrons

TravelOregonhasatargetedpatrondemographicof25-64yearoldswhospend$1,000ormoreonvacations.TravelOregontargets‘culinaryenthusiasts’foraFallcampaign,andactiveoroutdoorenthusiastsfortheirSpringcampaign18.Thesegroupshavesignificantoverlapwithmanyofthefilmfestivalpatrons—whoareaffluentandwell-educated.Byworkingtogether,festivalsandTravelOregoncanattractnewtouristsandpatrons.

• TravelOregon:Usefestivalsinexistingmarketingcampaigns.TravelOregonalreadyrunsnationalmarketingcampaignstargetinglikelyvisitorstoOregon.TravelOregoncanweavefestivalsintotheirexistingmarketingcampaigns,asfestivalsarealikelydrawforthesepotentialvisitors.Festivalscanbemarketedasanaddontoothertypesoftrips.Forinstance,TravelOregon’sSpringcampaigncanincorporatefestivalsthataregearedtowardssportsandtheoutdoors.TheFallcampaigncanincorporatefestivalsthatfocusonlocalfilmmakersandthemoreartisticaspectsoffestivals.

• FilmFestivals:Usedatatofindyouraudience.TravelOregon,DMOs,andthisstudyhaveinformationaboutwhomaybelikelytoattendfestivals.Marketingshouldbetargetedtoattractpeoplethataremostlikelytobepatronsatthefestival.Shiftmarketingresourcesifpossibletobetteralignmarketingwithyourmarket.

18http://industry.traveloregon.com/industry-resources/oregons-target-markets/the-americas/


APPENDIX A: FILM FESTIVAL INVENTORY

ThisappendixpresentsaninventoryofFilmFestivalsinOregon.WestartedtheinventorywithalistprovidedbyOregonfilm.Thatworkwassupplementedwithinternetsearches.TheCSCsearchedfor400citiesandtownstakenfromtheTravelOregonwebsite.Additionally,theCSCteamnotedtheatersthatareusedforfilmfestivals.

Tovalidatetheinventory,theCSCsharedtheinventorywithselectfilmfestivalorganizers,whocheckedthelistagainsttheirknowledgeofexistingfestivals.Thisapproachofinternetsearches,combinedwithdataprovidedbyOregonFilmandtheOregonMediaProductionAssociation,providedacomprehensivelistoffilmfestivals.

Usingthelistoffestivals,theCSCteamcheckedthateachfestivalrecordedwasstillactiveandthatitmetthedefinitionoffilmfestivalsestablishedinthepreviouschapter.

FigureA-1presentsalistofOregonfilmfestival.


Table A-1: Film Festival Inventory FestivalName FestivalCity Venue Season #Days WebsiteArchaeologyFest Bend CentralOregonCommunity

College

Winter 4 http://www.archaeologychannel.org/events-guide/archaeologyfest-

film-series-guide

AshlandIndependent

FilmFestival

Ashland VarsityTheatre,HistoricAshland

Armory,AshlandStreetCinema

Spring 5 http://www.ashlandfilm.org/index.asp

AstoriaInternational

FilmFestival

Astoria LibertyTheater Fall 3 http://www.goaiff.com/section.cfm?wSectionID=613

BendFilmFestival Bend Multiple Fall 4 http://www.bendfilm.org/festival/

CorvallisQueerFilm

Festival

Corvallis DarksideCinema Winter 4 https://filmfreeway.com/festival/CorvallisQueerFilmFestival

Dis-OrientAsian

AmericanFilmFestival

Eugene BijouArtCinema,Broadway

Metro

Spring 3 http://www.hosteugene.com/disorient/

EasternOregonFilm

Festival

LaGrande N/A Fall 3 http://eofilmfest.com/

EugeneChildren'sFilm

Festival

Eugene/Springf

ield

TheRichardE.WildishCommunity

Theater

Fall 1 http://www.aacfoundation.org/

EugeneInternational

FilmFestival

Eugene/Cottag

eGrove

Regal,BroadwayMetro,Cottage

GroveArmory

Fall N/A http://www.eugenefilmfest.org/

ItalianFilmFestivalUSA Portland FifthAvenueCinema Spring 3 http://www.italianfilmfests.org/index.html

KillerValleyHorrorFilm

Festival

Ashland AshlandHillsHotel&Suites Fall 1 http://killervalleyhorrorfilmfestival.com/

KlamathIndependent

FilmFestival

KlamathFalls RossRaglandTheater Fall 3 http://www.klamathfilm.org/festival.php

MagbasEntertainment

InternationalFilm

Festival

Eugene BroadwayMetro N/A 4 http://www.magbasentertainment.com/node/2

Snowvana Portland N/A Fall 2 http://snowvana.com/about

NorthwestFilmmakers

Festival

Portland N/A Fall 6 https://nwfilm.org/festivals/nwff43/

NWAnimationFilm

Festival(Eugene)

Eugene BijouArtCinema Spring 3 http://www.nwanimationfest.com/

OregonCoastFilm

Festival

CoosBay EgyptianTheatre Fall 1 http://www.oregoncoastfilmfestival.org/

OregonIndependent

FilmFestival

Portland Seven+ Fall 15 http://www.oregonindependentfilmfest.com/

OregonIndependent

FilmFestival(Eugene)

Eugene BijouArtCinemas,Broadway

Metro

Fall 5 http://www.oregonindependentfilmfest.com/

PDXtremeFest Portland LaurelhurstTheater Winter 3 http://www.pdxtremefest.com/,

https://filmfreeway.com/festival/PDXtremePortlandUndergroundFilmF

est


FestivalName FestivalCity Venue Season #Days WebsitePortlandEcoFilmFest Portland N/A N/A 4 http://www.portlandecofilmfest.org/submit/

PortlandFilmFestival Portland LaurelhurstTheater Summer 7 http://portlandfilmfestival.com/

PortlandInternational

FilmFestival

Portland RegalFox,Laurelhurst,NWFile

Whitsell,Cinema21,Valley

Cinema,Empirical,Bagdad.

Winter 16 https://nwfilm.org/festivals/piff40/

PortlandQueerFilm

Festival

Portland Cinema21 Fall 7 http://www.pdxqueerfilm.com

POWfestThePortland

OregonWomen'sFilm

Festival

Portland HollywoodTheater Spring 4 http://powfest.com/

QDOC:PortlandQueer

DocumentaryFilm

Festival

Portland HollywoodTheater Spring 4 http://www.queerdocfest.org

ReelabilitiesFilmFestival Portland AlbertaRoseTheater Spring 3 http://portland.reelabilities.org

SignaltoNoise Beaverton SunsetPresbyterianChurch N/A N/A http://www.signaltonoisefestival.com/about/

SproutFilmFestival Salem NorthernLightsTheater&Pub Winter 1 http://www.resourceconnections.org/

TheArchaeology

ChannelInternational

FilmandVideoFestival

Eugene BroadwayMetro,SheddInstitute

RecitalHall

Spring 4 https://www.archaeologychannel.org/

TheOverlookFilm

Festival

Mt.Hood N/A N/A N/A http://www.overlookfilmfest.com

UpUpFarmFilmFestival Silverton SilvertonGrangeHall Winter 1 http://www.thegreenhorns.net/up-up-farm-film-festival/about-the-

festival/

EcoFilmFest(Corvallis) Corvallis OddFellowsHall Winter 4 http://sustainablecorvallis.org/2017/01/annual-corvallis-festival/

PortlandJewishFilm

Festival

Portland NWFilmCenter Summer 15 http://pdxjff.org/index.html

48HourFilmProject Portland N/A Summer 2 http://www.48hourfilm.com/portland-or

90-SecondNewberyFilm

Festival

Portland HollywoodTheater Winter 1 https://www.eventbrite.com/e/90-second-newbery-film-festival-2017-

portland-screening-tickets-29922034611

BackcountryFilm

Festival

Sistersand

Bend

SistersMovieHouseandVolcanic

TheatrePub

Winter 2 http://www.cascadeae.com/backcountry-film-festival-returns-central-

oregon-tickets-sale/

BanffFilmFestival Salem Salem'sHistoricGrandTheatre

191

Winter 1 http://www.awloutdoors.org/banffsalem

BendBicycleFilm

Festival

Bend TheTowerTheatre Spring 1 http://bendbicyclefilmfestival.com

BowWowFilmFestival Portland HollywoodTheater Fall 1 http://www.bowwowfilmfest.com/

CentralOregonFilm

Festival

Madras MadrasPerformingArtsCenter Spring 1 http://www.centraloregonshowcase.com/COFF.html

HatfieldMarineScience

CenterFilmFestival

Newport VisitorCenterAuditorium,HMSC Fall 1 hmsc.oregonstate.edu/events


FestivalName FestivalCity Venue Season #Days WebsiteHUMP! Eugene BijouArtCinemas Spring 2 http://humpfilmfest.boldtypetickets.com/events/39266175/dan-

savages-hump-film-festival

InternationalYouth

SilentFilmFestival

Portland N/A Spring N/A http://www.makesilentfilm.com/

LochNessMonsterFilm

Festival

CoosBay EgyptianTheatre Spring 1 https://www.facebook.com/events/1980069672217157/

LunaFest Portland MelodyBallroom Winter 1 http://www.lunafest.org/portland0202

ManhattanShort Salem SalemCinema Fall 7 http://www.manhattanshort.com/film-entry.html,

http://www.salemcinema.com/manhattanshort.html

McMinnvilleShortFilm

Festival

McMinnville McMinnvilleTheater Fall 2 http://mcminnvillefilmfest.org/

McMinnvilleUFO/Sci-Fi

FilmFestival

McMinnville ,MoonlightTheater Spring 3 https://www.facebook.com/McMinnville-UFO-Film-Festival-

186753631358311/

FullSailFilmFestival Mt.Hood N/A Spring 1 https://www.skihood.com/schedule-events/april1/film-fest

NorthPortland

UnknownFilmFestival

Portland Disjecta Fall 2 http://www.northportlandunknown.com/

OregonShortFilm

Festival

Portland AvalonTheater Spring 1 https://oregonshortfilmfestival.blogspot.com/

PortlandMotorcycle

FilmFestival

Portland HollywoodTheaterPDX Winter 2 http://www.pdxmotorcyclefilms.com

RubyPeakFilmFestival Enterprise OKTheatre Winter 3 http://www.rubypeakfilmfest.com/contact

TheBestofthe43rd

NorthwestFilmFestival

Manzanita HoffmanCenterfortheArts Winter 1 http://hoffmanblog.org/http:/hoffmanblog.org/category/film-series

WanderingReelFilm

Festival

Florence,

LincolnCity,

Newport,

Manzanita

Varies Fall 1ineach

location

https://www.wanderingreel.org/

WeLike'EmShort BakerCity N/A Fall 4 http://www.welikeemshort.com/

Wild&ScenicFilm

Festival

Ashland SOUMusicRecitalHall Fall 1 http://rogueriverkeeper.org/,

https://www.wildandscenicfilmfestival.org/about/

CascadeFestivalof

AfricanFilms

Portland HollywoodTheaterPDX,PCC

Cascade

Winter 4 https://www.africanfilmfestival.org

FilmedbyBike Portland N/A Spring N/A

GorgeWindFestival Portland N/A Fall N/A https://filmfreeway.com/festival/GorgeWindFestival

HPLovecraftFilm

Festival

Portland N/A Fall N/A http://www.hplfilmfestival.com/

NWAnimationFilm

Festival(Portland)

Portland N/A Spring N/A

OneFlamingArrow Portland N/A N/A N/A http://www.oneflamingarrow.com/

OutFoundSeries HoodRiver N/A Summer 3 http://outfoundseries.com


FestivalName FestivalCity Venue Season #Days WebsitePortlandBlackFilm

Festival

Portland HollywoodTheaterPDX Winter 13 https://hollywoodtheatre.org/programs/series/portland-black-film-

festival/

PortlandAsianFilm

Festival

Portland N/A Fall N/A https://filmfreeway.com/festival/InternationalFilmExchangeofOregonA

sianFilmFestival

PortlandComedyFilm

Festival

Portland N/A Spring N/A https://filmfreeway.com/festival/PortlandComedyFilmFestival?utm_ca

mpaign=Submission+Button&utm_medium=External&utm_source=Sub

mission+Button

PortlandDanceFilm

Festival

Portland N/A Fall N/A https://filmfreeway.com/festival/PortlandDanceFilmFest

PortlandGermanFilm

Festival

Portland N/A N/A N/A

PortlandHorrorFilm

Festival

Portland N/A Summer N/A https://portlandhorrorfilmfestival.com/

ReelMusicFilmFestival Portland N/A Winter N/A https://nwfilm.org/festivals/34th-reel-music-festival/

ReelPaddlingFilm

Festival

Bend TheTowerTheatre Summer 1 http://tumalocreek.com/reel-paddling-film-festival/

RoseCityHero Portland N/A N/A N/A http://rosecityhero.com/,

https://filmfreeway.com/festival/RoseCityHero2016

SiskiyouFilmFestival Ashland GrantsPassHighSchool Winter 1 http://www.siskiyoufilmfest.org

StoriesofOur

Watersheds

Portland N/A Spring N/A https://filmfreeway.com/festival/StoriesofOurWatershed?utm_campai

gn=Submission+Button&utm_medium=External&utm_source=Submissi

on+Button

Wild&ScenicFilm

Festival

Corvallis AveryHouseNatureCenter Fall 1 http://www.corvallisenvironmentalcenter.org/wild-scenic-film-festival/


APPENDIX B: FESTIVAL ORGANIZER SURVEY

ThissectionpresentsmethodsusedtocollectinformationfromorganizersinasurveydistributedbytheCommunityServiceCenter.Thisinformationwasusedtounderstandfilmfestivalsasagroupandtrendswithinthefestivalssurveyed.

Aspartoftheinventoryprocess,theCSCcollectedemailaddressesandcontactinformationforasmanyfestivalorganizersaspossible.Intotal,contactinformationfor54organizers.TheCSCusedtheonlinesurveysoftwareQualtricstodistributeasurveytotheidentifiedorganizersinMarch2017.Thirty-fiveorganizersrespondedforaresponserateof65%.

Thesurveycontainedatotalof45questionsdesignedtohelpCSCresearchersunderstandaspectsoffilmfestivalsandhowtheyoperate.Someofthetopicscoveredbyquestionsinclude:

• Basicinformationaboutfestival(dates,yearsheld,location,etc.)• Venuesused• Typesofpartnersandsupportreceived• Informationonvolunteersandemployees• Numberandtypesoffilmshown• Numberofpatronsandticketssold• Festivalmission• Currentmarketingstrategies• Revenuesandexpenses

ThoughtheCSCsurveyednearlyhalfoffestivalorganizersinthestate,thesurveycannotbesaidtoberepresentativeofallfestivalsandorganizers.Theresearchteamattemptedtosurveyallfestivalorganizerstheycould,howevertheseresultsrepresentonlytheorganizerswhotookthesurvey.


FilmFestivalOrganizerSurvey

Oregoncommunitieshostmorethan80filmfestivalseachyear.However,thenatureofthefestivals,thecharacteristicsofpeoplethatvisitthem,andtheirimpactsonthecommunitiesthathostthemarenotwellstudied.Tobetterunderstandtheseimpacts,theUniversityofOregon’sCommunityServiceCenter(CSC),inpartnershipwithOregonFilmandTravelOregon,isstudyingfilmfestivals.OurstudywillresultinacomprehensiveinventoryoffilmfestivalsinOregon,aprofileoffilmfestivalpatrons,andstrategiestosupportfilmfestivals.Akeypartofourresearchisthissurveyoffilmfestivalorganizers.Thissurveywillhelpusbetterunderstandthenatureandscopeoffilmfestivals.Wewillanalyzetheresultsinaggregate,whichwillprovideadetailedpictureoffilmfestivalsinOregon.Thestudyresultswillbepubliclyavailableinfall2017.Asafestivalorganizer,wewillemailyouacopyofthefinalreportwhenitiscomplete.Pleaseanswerbasedonyourmostrecentfestival.Ifyouaretheorganizerofmultiplefilmfestivals,pleasecompletethesurveyonbehalfofthelargestfestival.Ifnecessary,pleaseprovideyourbestestimateforquestions.Ifyouhaveanyquestionsaboutthesurvey,pleasecontactBobParker,ExecutiveDirectoroftheCommunityServiceCenter([email protected]).


Q2First,pleasetellusaboutyourfestivalQ3Pleaseprovidethenameofyourfestival:

________________________________________________________________Q4Whattypeofvenuedoesthefestivalusetoscreenfilms?Pleasecheckallthatapply.

£ Historictheatre£ Independentmovietheatre£ Nationalchainmovietheatre£ Park£ Museum£ Drive-in£ Conferencecenter£ Other________________________________________________

Q5Doesthefestivalscreenonmultiplescreenssimultaneously?

£ Yes£ No

Q7Pleaseanswerthefollowingquestions.

£ HowmanyOregoncitiesdoesthefestivalscreenin?________________________________________________

£ Howmanynon-Oregoncitiesdoesthefestivalscreenin?________________________________________________

£ PleaselistalltheOregoncities.________________________________________________Q7Attheendof2017,howmanyannualeditionsofyourfestivalwillhavetakenplace?

________________________________________________________________Q9Whatyearwasthefestivalfirstheld?________________________________________________________________Q9Whatlengthoffilmsareacceptedatthefestival?

£ Featurelength(Greaterthan40minutes)£ Shorts(40minutesorless,includingcredits)£ Both


Q10Isthemissionofyourfestivaltofocusonaspecificgenreoffilm?£ No,thefestivalshowcasesfilmsofallkinds£ Yes,thefestivalexiststopromoteaparticulargenreoffilm

Q11Whatgenresdoesthefestivalshow?Pleasecheckallthatapply.

£ Animation£ Shorts£ Comedy£ Documentary£ Drama£ Historical£ Independent£ Political£ Science£ Horror£ Sports£ Women£ Experimental/Abstract£ Music£ LGBTQ£ African-American/Black£ Other(pleasespecify)________________________________________________

Q12Pleaseanswerthefollowingforyourmostrecentfestival.Ifyouareunsure,pleaseprovideyourbestestimate.

£ Howmanyfilmsweresubmittedtothefestivalforconsideration?________________________________________________

£ Howmanyofthesubmittedfilmswereshot,produced,orotherwisemadeinOregon?________________________________________________

£ Howmanyfilmsdidyoushowatthefestival?________________________________________________


Q13Doesyourfestivalincludeanyofthefollowingactivities?Pleasecheckallthatapply.£ Awards£ Audienceaward(s)£ Socialeventsinthesamevenue(e.g.happyhour)£ Socialeventsoffsite£ Informationdistribution/tablingbyanorganization£ Networkingeventsforfilmmakers£ Q&Aorpanelevents£ Liveperformance£ Multimediaevents£ Virtualrealityevents£ Other(pleasespecify)________________________________________________

Q14Howmanynon-screeningeventsdoesyourfestivalinclude?

________________________________________________________________Q15Whatbestdescribesthefestival'smission?Pleasecheckallthatapply.

£ Promotinganissue/cause(pleaseindicatecause)________________________________________________

£ Fundraisingforanissue/cause(pleaseindicatecause)________________________________________________

£ Growth/promotionofabusinessornonprofitorganization£ Financialgainfororganizers£ Promotingartsinthecommunity£ Promotinglocally-madeorOregon-madefilms£ Promotingaspecifictypeorgenreoffilm(pleaseindicatetype/genre)

________________________________________________£ Promotingaspecifictypeoffilmmaker(pleaseindicatetype)

________________________________________________£ Other________________________________________________

Q16Doesthebeneficiaryofthefestivaloperatelocally,statewide,nationallyorinternationally?

£ Locally(within50milesoffestivallocation)£ Regionally£ Statewide£ Nationally£ Internationally


Q17Ifyourfestivalhasamissionstatement,pleaseenteritbelow.________________________________________________________________________________________________________________________________________________________________________________________________

Q18Next,we’reinterestedinorganizationalandoperationaldetailsofyourfestival.Q19Pleaseselecttheorganizationalstructureofyourfestival:

£ Nonprofit,allvolunteers£ Nonprofit,withpaidemployeesandvolunteers£ For-profit,incorporatedinOregon£ For-profit,incorporatedelsewhere

Q20Doesyourorganizationhavepaidemployees?

£ Yes£ No

Q21Pleaseindicatethenumberofemployees.

£ Full-Time________________________________________________£ Part-Time________________________________________________

Q22Howmanyunpaidvolunteerscontributetothefilmfestival?

£ Priortothestartofthefestival________________________________________________£ Duringthefestival________________________________________________

Q23Pleaseestimatethetotalnumberofvolunteerhourscontributedtothefilmfestival.

________________________________________________________________Q24Pleaseprovideyourbestestimateforyourmostrecentfestivalinthefollowingcategories.

£ Totalrevenues(ticketsales,filmsubmissions,etc.)________________________________________________

£ Totalexpenses________________________________________________£ Totalexpensesatlocally-ownedbusinesses

________________________________________________


Q25Doesthefestivalreceivesupport(includingfinancial,volunteer,in-kind,collaborative,orothersupportivecontributions)fromthefollowinggroups? Yes No

Filmhouses/studios/theaters £ £ Otherfilmfestivals £ £ Businessesandnonprofits £ £ Localnewsandmediaoutlets £ £ Otherlocaleventsororganizations £ £

Communitymembers £ £ Localgovernmentofficialsorgovernmentagencies £ £

Statewidegovernmentofficialsorgovernmentagencies £ £

Q26Pleaseestimatethetotalnumberofpatronsandticketssoldatyourmostrecentfestival.

£ Totalnumberofticketssold________________________________________________£ Totalattendance(includingguestlist,volunteers,guestfilmmakers,

etc.)________________________________________________£ Numberofuniquepatrons________________________________________________

Q27Nowwe’dliketoaskyousomequestionsabouthowyoupromotethefilmfestival.Q28Whattypeofticketpackagesdoyouoffer?Pleasecheckallthatapply.

£ Fullaccesspass£ Daypasses£ Ticketsforindividualscreenings£ Volunteerpasses£ Discountedratesforselectgroups(e.g.seniors,students)£ Freeadmission

Q29Whatwasyourmarketingbudgetforyourmostrecentfestival?

________________________________________________________________


Q30Pleaseindicateallofthewaysthefestivalismarketed.Pleasecheckallthatapply.£ Website£ SEOpromotion£ Emailstofestivalmailinglistorlistserv£ Localnewsarticles£ Localnewsadvertisements£ Wordofmouth£ Advertisementsatotherfilmfestivals£ Advertisementsatrelated(non-film)events£ FacebookeventorfreeFacebookpagepromotion£ Twitter£ Instagram£ PaidFacebookadvertisements£ Othersocialmedia(pleasespecify)________________________________________________£ Other(pleasespecify)________________________________________________

Q31Doyoupartnerwithanyofthefollowingorganizationstopromotethefestival?Pleasecheckallthatapply.

£ TravelOregon£ LocalChamberofCommerce£ Local/regionaltravelmarketingorganization£ OregonFilm£ Mediasectortradegroups(e.g.OMPA)£ Privatesectorsponsors£ Localtheater£ Localcollege/university£ Otherfestivals

Q32Doyoucollectmarketing-relatedinformationfrompatrons(e.g.wheretheyheardaboutthefestival,demographicinformation,contactinformation,etc.)?

£ Yes£ No


Q33Pleaseindicatewhichdemographicsyouradvertisingtargets.Pleasecheckallthatapply.£ Wedon'tmarket£ Localcommunity£ Oregoniansoutsideoflocalcommunity£ Residentsofotherstates(non-Oregonians)£ Residentsofothercountries£ Domesticfilmmakers£ Internationalfilmmakers£ Specificagegroups£ Specificgenders£ Membersofaspecificrace/ethnicgroup£ Participantsofanactivityorsport£ Specificindustriesorprofessions£ Other:________________________________________________

Q34Pleaseindicatewhichofthefollowingstrategiesyouusetopromoteyourfestival.Forstrategiesyouuse,pleaseratetheeffectivenessofmarketingtopatronsforthefollowingstrategies:

NotUsed NotEffective

SlightlyEffective Effective Very

Effective

Festivalwebsite/internetsearch £ £ £ £ £

Wordofmouth £ £ £ £ £ Sendingemailstoanemaillist £ £ £ £ £ Advertisementsatotherfilmfestivals £ £ £ £ £

Advertisementsatnon-filmevents £ £ £ £ £

Socialmedia £ £ £ £ £ Mediaadvertisementsotherthansocialmedia(newspapers,newsletters,handouts,radio)

£ £ £ £ £

Q35Next,we’reinterestedinyourfutureplansforyourfestivalQ36Doyouwanttoincreaseattendanceatyourfestival?

£ Yes£ No


Q37Doyouexperiencebarriersintryingtogrowyourattendance?£ Yes£ No

Q38Whatarebarrierstogrowingattendanceatyourfestival?Pleasecheckallthatapply.

£ Financialbarriers£ Lackofcommunityinterest£ Lackofvisitorinformation£ Lackofmarketingskills£ Lackofpartnerorganizations£ Lackofsponsors£ Venue/Locationsize£ Competitionfromotherculturalevents

Q39Pleaseprovidemoredetailaboutbarriersyouface:

________________________________________________________________________________________________________________________________

Q40Pleaseindicateyourlevelofagreementordisagreementwiththefollowingstatements:

Stronglyagree

Somewhatagree

Neitheragreenordisagree

Somewhatdisagree

Stronglydisagree

Marketingisimportanttothesuccessofthefilmfestival.

£ £ £ £ £

Thefestivalisnotmarketedaseffectivelyasitcouldbe. £ £ £ £ £

Financialresourcesarethebiggestlimitationwhenitcomestomarketingthefestival.

£ £ £ £ £

Marketingknowledge/expertiseisthebiggestlimitationwhenitcomestomarketingthefestival.

£ £ £ £ £

Themajorityofpatronswillattendthefilmfestivalregardlessofthedegreeofmarketingandoutreach.

£ £ £ £ £


Q41Whatkindofsupportwouldbestbenefityourfilmfestival?Pleasecheckallthatapply.£ Business/organizationpartners£ Partnershipswithotherfestivals£ Opportunitiesforfestivalorganizerstonetwork£ Marketingstrategydevelopmentassistance£ Fundraisingstrategydevelopmentassistance£ Othertechnicalassistance£ Other________________________________________________

Q46Tellusabouttheonethingthatwouldmostbenefityourfestival.

________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

Q47Finally,pleaseprovidecontactinformationforourinventory

£ Name________________________________________________£ EmailAddress________________________________________________£ PhoneNumber________________________________________________

Q44Wemayconductfollowupinterviewsafterreviewingtheresultsofthesurveytofurtherourunderstandingoffilmfestivalsinthestate.Maywefollowupwithyouatalaterdate?

£ Yes£ No

Q49Isthereanythingelseyouwouldliketosharewithusandourprojectsponsors(OregonFilmandTravelOregon)aboutyourexperienceorganizingafilmfestivalinOregon?

________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

Q46Thankyouforyourresponse!Pleasepress>>torecordyourresponse.


APPENDIX C: PATRON SURVEY

TheCSCdistributedaconveniencesamplesurveytopatronsat11filmfestivalsinOregonfromNovember2016throughMay2017.PatronswereinterceptedatthefestivalsbyCSCresearchers,oralternately,alistofemailaddressesforpatronswasprovidedbythefestival.Theresultsindicatetrendsinfestivaldemographics,travelpatterns,andenjoymentofaspectsoffestivals.Resultsfromthesurveyfollowbelow.

Methods

TheCommunityServiceCenterdistributedaconveniencesamplesurveytopatronsoffilmfestivalsinOregon.Thepurposeofthesurveywastocreateademographicprofileoffilmfestivalpatrons,understandtheirtravelandspendingpatterns,andcollectadditionaldatathatwouldfeedintomarketingrecommendationsforfilmfestivalsanddestinationmanagementorganizations.Patronswereaskedabout:

• Demographicinformation• Travelpatterns• Activitieswhileonthetrip• Spendingwhileonthetrip• Purposeoftheirtrip• Aspectsoftheirfestivalexperience

TheCSCpartneredwith11festivalsoccurringduringthestudyperiodtodistributethesurveytotheirpatronsviaemailthroughthesurveysoftwareQualtrics.SeveralfestivalsalreadycollectedemailaddressesandprovidedtheliststotheCSCtodistributethesurveytotheirpatrons.Atotherfestivals,theCSCinterceptedpatronsastheywereenteringthefestivalandcollectedemailaddresses.Patronsdidnotreceivesurveysuntilafterthefestivalhadconcluded.Inoneinstance,afestivaldistributedagenericlinktotheiremaillistapproximatelyonemonthafterthefestivaldatesothattheCSC’ssurveydidnotconflictwithasurveydistributedbythefestival.

Atotalof964respondentsansweredthesurvey.TheCSCdirectlyemailed4048patrons.Thesurveywasdistributedtoanadditionalseveralthousandpatronsthroughafestival’semaillist.Theexactnumberisunknown.TheCSCreceived748responsesoutof4048emailssent,foraresponserateof18.5%.

Thesurveywasnotrandomlydistributed,andthus,wecannotsaythatitisfullyrepresentativeofallpatronswhoattendfilmfestivalsinOregon.Theresearchteamdoesbelievethattheresultsarelikelyclosetorepresentativebasedonthesamplesize.Givenanestimateof75,000uniquepatrons,968responseswouldproduceresultswithamarginoferrorof+-3.13%.Thesurveyresultsarelikelyclosetothismarginoferror.


FilmFestivalPatronSurvey

TheCommunityServiceCenterattheUniversityofOregonhaspartneredwithTravelOregonandOregonFilmtoanalyzetheimpactsoffilmfestivalsinOregon.Aspartoftheeffort,wearesurveyingpatronswhohaverecentlyattendedafilmfestivalinOregon.Ourobjectiveistolearnmoreaboutwhoisattendingfestivals,theirexperienceatthefestival,andwhetherpatronsareengagedinothertourismactivities.AsarecentpatronofafilmfestivalinOregon,wevalueyouropinions.Weanticipatethatthissurveywilltake10-15minutes.Ifyouareunsureaboutanyofyouranswers,pleaseestimatetothebestofyourability.Shouldyouhaveanyquestionsaboutthissurveyorhowtheinformationwillbeused,pleasecontactRobertParkerattheUniversityofOregonatrgp@uoregon.eduor541-346-3801.PleaseclickNext>>tocontinue.


Q2WhichOregonfilmfestivaldidyouattendmostrecently?

£ POWFest£ PortlandInternationalFilmFestival£ Dis-OrientAsian-AmericanFilmFestival£ FilmedByBike£ NWAnimationFilmFestival-Portland£ NWAnimationFilmFestival-Eugene£ AshlandIndependentFilmFestival£ TheArchaeologyChannelFestival£ ReelMusicFilmFestival£ CorvallisQueerFilmFestival£ AshlandIndependentFilmFestival£ EugeneInternationalFilmFestival

Q3Pleaseanswerthefollowingquestionsbasedonthemostrecentfilmfestivalyouhaveattended.

Q35Whichfilmsdidyouwatch?

________________________________________________________________

Q4Howdidyouhearaboutthefestival?(Selectallthatapply)

£ Onlineadvertisement

£ Socialmedia

£ TVadvertisement

£ Radioadvertisement

£ Magazine

£ Wordofmouth

£ Other:________________________________________________

Q5Haveyoupreviouslyattendedthisfestivalbefore?Ifso,howmanytimes?

£ Yes-Numberoftimes:________________________________________________£ No


Q6Howmanydaysdidyouattendthefestival?

£ 1£ 2£ 3£ 4£ 5+

Q7Overall,howwouldyourateyourfestivalexperience?

£ Extremelynegative£ Somewhatnegative£ Neitherpositivenornegative£ Somewhatpositive£ Extremelypositive

Q8Pleaserateyoursatisfactionwiththefollowingaspectsofthefestival:

Verydissatisfied Dissatisfied

Neithersatisfiednordissatisfied

Satisfied Verysatisfied

Notapplicable

Thelocation £ £ £ £ £ £

Thecostoftickets £ £ £ £ £ £

Theprocessofpurchasingtickets £ £ £ £ £ £

Thefilmsshown £ £ £ £ £ £

Thesizeofthecrowd £ £ £ £ £ £

Abilitytointeractwithfilmcastsandcrews £ £ £ £ £ £

Abilitytolearnaboutfilmmaking £ £ £ £ £ £

Interactionwithotherfestivalpatrons £ £ £ £ £ £

Theoverallatmosphere £ £ £ £ £ £


Q9Howmanyfilmfestivalsdoyouattendinatypicalyear?

InOregon:_______OutsideOregon:_______

Total:________

Q10Howmanypeoplewereyourtravelparty,includingyourself?

________________________________________________________________

Q12Howmanynightsyouspendawayfromyourprimaryresidence,whileinOregon?Enter"0"ifthiswasadaytrip.

________________________________________________________________

Q11Didyoutravelmorethan50milestoattendthefestival?

£ Yes£ No

Q13Wasthefestivaltheprimaryreasonfortakingthetrip?

£ Yes£ No

Q14Didyouattendotherfilmfestivalsonthistrip?

£ Yes£ No

Q15Whichotherfilmfestivalsdidyouattendonthistrip?(Pleasewriteinallthatapply)

________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________


Q16Whichcities,otherthanthelocationofthefilmfestival,didyouvisit?

£ Portland£ Salem

£ Eugene£ Bend£ Corvallis£ Ashland£ KlamathFalls

£ GrantsPass£ HoodRiver£ TheDalles£ Pendleton£ Burns

Q17Whileonthistrip,whatotheractivitiesdidyouengageinwhileinOregon?(Selectallthatapply)

£ Visitedfriendsorfamily

£ Engagedinbusiness-relatedactivities£ Winetasting

£ Brewerytours£ Visitedthecoast£ Skiedorsnowboarded£ Hikedorcamped

£ Cycled£ Fished£ Visitedamuseum,zoo,orculturalcenter

£ Attendedotherculturalevents:(pleasespecify)________________________________________________

£ Other:(specify)________________________________________________

Q18IsthisyourfirstvisittoOregon?

£ I'manOregonresident

£ Yes£ No


Q19AreyouvisitingotherstatesbeforeorafteryourvisittoOregon?(Selectallthatapply)

£ No,justOregon£ Washington

£ California£ Utah£ Idaho£ Montana

£ Nevada£ Other:________________________________________________

Q20Excludingairfare,butincludingallothertravelexpenses(lodging,fuel,food,entertainment,etc.),pleaseestimatehowmuchyourtravelpartyspentfortheportionofyourtripwhichwasinOregon.

________________________________________________________________

Q21PleaseestimateyourexpensesinthefollowingcategoriesforyourentiretravelpartywhileinOregon.Enter0ifnone.

Foodanddrink:_______Lodging:_______Filmfestivals:_______Otherentertainment:_______Souvenirs:_______Othershopping(clothing,etc.):_______Transportation(taxis,carrental,etc.):_______Other:_______

Total:________

Q22Now,pleasetellusalittlebitaboutyourself.

Q23Age:_________________________________________________________

Q24HomeZip/postalcode:_______________________________________________

Q25Gender:

£ Male£ Female£ Somethingelse£ Prefernottosay


Q26Selectyourhighestlevelofeducationcompleted.

£ Somehighschool£ Highschoolgraduate£ Somecollege£ Bachelor'sdegree£ Master'sdegree£ Professionaldegree£ Doctoratedegree£ Technicalschool£ Other:________________________________________________

Q27Whatwasyourhouseholdincomein2015?

£ Under$25,000£ $25,000-$49,999£ $50,000-$74,999£ $75,000-$99,999£ $100,000ormore

Q28PleaseshareanyotherthoughtsyouhaveaboutyourexperiencewithfilmfestivalsinOregon.

________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

Q29Clicknexttosubmityoursurvey.

Thankyouforyourparticipation!

oregon film festivals impacts final · 2017. 10. 6. · film festivals in oregon the first step in...

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