without walls associate touring network audience … · 2017-01-26 · demographics frequency of...

Without Walls Associate Touring Network

Audience Benchmarking Report

Penny Mills, Rita Yau

November 2016

© The Audience Agency 2016 1

Contents

Background ................................................................................................... 2

Festival dates .............................................................................................. 2

Festivals each year ........................................................................................ 3

Audience Development Aims and Objectives: 2016-18 .............................................. 3

Methodology .................................................................................................. 4

Outcomes and Objectives ................................................................................ 4

Audience surveying ........................................................................................ 4

Context ...................................................................................................... 5

Data ............................................................................................................ 5

Sample size and margins of error ....................................................................... 6

Weighting ................................................................................................... 6

Notes on level of reporting ............................................................................... 6

Overall Findings .............................................................................................. 7

Conclusions and recommendations .................................................................... 14

Future evaluation ......................................................................................... 15

2016 WW ATN benchmark results ...................................................................... 16

Audience Spectrum ....................................................................................... 26

Audience Spectrum across Festivals ................................................................... 27

A note on population make-up .......................................................................... 28

Audience Spectrum 2013 to 2016 ....................................................................... 29

Audience Spectrum comparison to Audience Finder national benchmark ........................ 31

Audience Spectrum comparison to Visitor Finder national benchmark ........................... 32

Mapping .................................................................................................... 33

Appendices ................................................................................................. 35

Appendix 1: Core questionnaire ........................................................................ 35

Appendix 2: Audience Spectrum ........................................................................ 39

Appendix 3: individual festival results tables ........................................................ 42

Individual festivals’ trends – Audience Spectrum .................................................... 49


Background

The Without Walls Associate Touring Network (WW ATN) has now entered its second phase

involving Festivals and events in ten different locations:

Those who have continued from the previous WW ATN project 2013-2015 include:

Freedom Festival Hull – ACE NPO

SO Festival – ACE NPO

Derby Feste (looking to associate with North Derbyshire CPP)

Appetite Stoke/New Vic Theatre – Big Feast – CPP

New members for 2016-18 are:

City Festival and Diwali Leicester – local authority run – two events

DNweekeND run by Right Up Our Street, Doncaster, CPP

Vivacity, Peterborough – across a number of events, Park Tales and Key Feste

Watermans, Hounslow – Bell Square weekend events, CPP associated

Lancashire Encounter – run by Preston local authority, every two years (2016 and

2018) –

Yorkshire Festival – run by Welcome to Yorkshire, multi-location every two years

(2016 and 2018)

Festival dates

Festival 2016

Bell Square May-Oct

SO Festival 25 June – 3 July

Peterborough Arts Festival – Park Tales / Key

Feste

20/21 August & 3/4

September

Yorkshire Festival 1-3 July

Big Feast Festival, Appetite/New Vic Theatre 27/28 August

City Festival, Leicester / Diwali Leicester 26/27 August & 21/22

September

DNweekeND, Doncaster 3/4 September

Freedom Festival 3/4 September

Lancashire Encounter, Preston 23/25 September

Derby Feste 23/25 September


Festivals each year

Festivals 2016 2017 2018

Bell Square

SO Festival

Peterborough Arts Festival – Park Tales / Key

Feste

Yorkshire Festival -

Big Feast Festival, Appetite/New Vic Theatre

City Festival, Leicester / Diwali Leicester

DNweekeND, Doncaster

Freedom Festival

Lancashire Encounter, Preston -

Derby Feste

Audience Development Aims and Objectives: 2016-18

The aim of the Associate Touring Network is to increase engagement with and enjoyment

of outdoor arts at a regional and national level, and to collect evidence to inform the

development of audiences for the network and for the sector.

The audience development objectives are:

To create opportunities for audiences to experience quality outdoor arts

To reach diverse audiences

To create opportunities for festivals to reach out to communities

To engage with people who typically have low or medium engagement with arts

and culture

To engage in consultation and discussion with audiences to gather feedback

To collect demographic data to build a nationwide picture of outdoor arts

audiences

To collate and disseminate feedback to festivals to improve audience experience


Methodology

The focus of this evaluation is two fold:

Firstly to assess the outcomes for each of the festivals and events against their

stated audience development objectives.

Secondly, and to inform the former, to undertake audience monitoring, create a

project benchmark and put the findings in the context of the national Outdoor Arts

benchmarks generated by Audience Finder (and the outcomes of the previous WW

ATN project 2013-2015)

Outcomes and Objectives

Each festival and event completed an audience development framework at the outset of

the project including objectives and measures of success. The outcomes of this are

reported on in a separate report, using the data collected from audiences and other data,

documentation and reporting provided by festivals and events.

Audience surveying

A core set of audience monitoring questions were set for festivals to deliver at their

events, covering the following areas (a copy of the questions is included in the Appendix):

Demographics

Frequency of attendance / first time attenders

Purpose of visit

Overall experience of the festival rating and/or comment

Impact in terms of making a return visit

Festivals either delivered the survey using the Audience Finder service or commissioned

their own research agency and matched the questions. All festivals included the same

demographics questions. However, as some festivals have been collecting data in slightly

different ways over a number of years, not all the questions are matched.

Festivals using the Audience Finder system were:

Derby Feste

DNweekeND

Vivacity, Peterborough


These festivals were provided with reporting through the Audience Finder dashboard,

along with pdf reporting and raw data available through the dashboard. Those festivals

who provided datasets are provided with Audience Spectrum profiling and mapping only.

Context

Reporting also includes:

Production of an annual project benchmark across all quantitative data, including

Audience Spectrum Profiling and comparators to population statistics and national

Outdoor Arts benchmarks 2015 (and WW ATN 2013-15 as appropriate) This report

will develop year on year as the annual benchmarks are developed.

All other audience feedback – photography, video or chalk board comments etc., is

expected to be compiled by individual festivals and Without Walls.

Data

The data used for this reporting has been collected at the main festivals or events. The

reach of each festival is greater than the estimated attendance here which does not

include many of the participative and pre-festival activities undertaken by the festivals

and events.

Festival 2016 sample size 2016 estimated

attendance

Bell Square (3 events) 113 2,692

SO Festival 297 40,613

Peterborough Arts Festival – Park Tales /

Key Feste

296 3,500/5,500

Yorkshire Festival 528 165,000

Big Feast Festival, Appetite 288 11,685

City Festival, Leicester / Diwali Leicester 278 80,000/5,500

DNweekeND, Doncaster 196 6,000

Freedom Festival 560 72,893

Lancashire Encounter, Preston 370 28,000

Derby Feste 312 35,000

Totals 3,237 456,383


Sample size and margins of error

In total 3,237 questionnaires were completed by the festivals over the data collection

period; this gives an overall margin of error of ±1.72% at the 95% confidence. For questions

with fewer responses this margin of error will be greater, and for questions where

responses diverge from 50% it may be smaller. The base figure is given below each graph

to indicate the number of responses for the respective question. Bases are shown against

all the findings below.

Weighting

The Without Walls benchmarks are weighted by festival size (in terms of number of visitors

over the benchmarking period). This means the benchmarks take into account the

proportional size of each festival at the aggregate level, therefore no festival with a

smaller or larger visitor size and/or sample size can bias the overall benchmark.

The festival size weighting corrects for the fact that the festivals have similar sample

sizes, no matter how large or small their populations are. This weighting ensures that each

festival, including those that have lower samples, are represented in proportion to their

population size within the respective festival.

The Outdoor arts 2015 benchmark takes the average for all the festivals of the group so it

suggests what a 'typical' member of the group would look like. Therefore, the average

doesn't take into account how big the audience of each member of the cluster is so it

doesn't describe the overall audience of the cluster.

This should be remembered when comparing the different benchmarks and averages,

along with taking into account the margin of error.

Notes on level of reporting

The data presented within this report has been cleaned to meet Audience Finder

benchmarking standards, such as removing responses given by audience members under

the age of 16.


Overall Findings

The following is a summary of the audience surveying results across the 2016 Without

Walls Associate Touring Network. The findings are put in the context of population

statistics and those of the results of previous Without Walls Associate Touring Network

2013-2015. However with reference to this contextual data it should be noted that the

population of the locations of the festivals differs from that of the population of England

on average; and that there was a different range of festivals I the 2013-2015 project.

Summary

Overall in terms of the demographics of the festivals show a slightly younger profile than

the local population, which can be understood in terms of outdoor arts attracting a mainly

active and/or family profile. In terms of ethnicity, the profiles are broadly reflective of

the English population, although with large variances in line with the local population. In

terms of audiences with limiting health problems and disability, the festivals are

attracting a proportion at a lower level than the population – which is probably only to be

expected.

Levels of cultural engagement again are in line with the English population (and festival

by festival broadly in line with local population profiles with under-representation

particularly in relation to the lower engaged segments). Compared to the previous WW

ATN 2013-2015 there are slightly fewer lower engaged audiences – however, this may

change over the course of the three years as audience development activity it embedded.

Finally, as these festivals draw on local populations which are lower engaged with culture

generally they show a greater proportion of middle engaged audiences than the national

Outdoor Arts benchmark for 2015. Individually the festivals’ profiles reflect those of their

local population.

The lower proportion of previous attenders is more than likely reflective of the fact that

there are a few festivals in the project which are new or only a few years old and

therefore not as established as some of the others. Again this should shift over the three

years of the project.

A good proportion at 60% were in the area specifically for the event reflecting the

‘destination’ nature of the events.

There is a consistently high level of ratings across the festivals and events for quality of

performances, ease of physical access in and around the site and for the whole

experience.


Added to this a large proportion of audiences are very likely or likely to seek out further

outdoor arts in the future.

Demographics

All festivals asked the core demographic questions

Overview

Across the Festivals the proportion of respondents was 37% males and 62% females

64% of respondents were 25 – 54 years old

In ethnicity terms overall 84% of respondents were White British, 5% White Other, 8%

Asian and 2% mixed, 1% Black and <1% Other.

91% of respondents were not limited by health problems or disability

99% of respondents were UK residents

In terms of group type 22% Single adult, 12% With child/children only, 39% With other

adult(s) only, 27% With other adult(s) and child/children

English population context

Compared to the population of England the results show fewer males (49% male, 51%

female)

The age profile of festival respondents show a slightly younger profile than the

population which has 51% 25-54 years old

The English population is 85% White, with 8% Asian and 2% Mixed and 3% Black, 1%

other – so very similar to the profile of the WW ATN 2016 benchmark

The population has a slightly higher proportion of people with limiting health problems

or disability at 17%

Comparison to WW ATN 2013-15

Results are comparable where females were in the range 56%-60% and males 39%-44%

The age range matches almost exactly that of the previous WW ATN benchmarks

Ethnically, the benchmarks ranged from 83%-95% White and 2%-10% Asian.

Those with no limiting disability of health problem was comparable to the WW ATN

2016

The benchmarks show a slightly smaller proportion with children only at 9% and a high


proportion of adult only groups at 51%

Comparison to national Outdoor Arts benchmark 2015

The gender balance matches that of the 2015 Outdoor Arts benchmark at 40% male,

60% female

The Outdoor Arts benchmark is 65% 25 – 54 years matching that of the 2016 festivals

Overall the ethnicity was 82% White and 9% Asian, 3% Mixed, 3% Black, 3% mixed so

slightly more diverse than the WW ATN 2016

Overall those with a limiting health problem or disability was slightly fewer

This benchmark in comparison has more adult only groups at 46% and fewer single

adults at 16%

Festival notable differences

Festivals ranged from males 25% - 50% and 50% - 75% females

The age ranges of festivals vary – Freedom Festival has a particularly older age range

of 20% 55-64, compared to Lancashire Encounter which has a young profile of 23% 16-

24 years and Bell Square with 37% 25-34 years, while Peterborough Arts Festivals have

the highest 35-44 years at 47%.

Ethnically Bell Square has the lowest proportion of White respondents at 29% and 57%

Asian, and Leicester events attracted respondents 60% White and 33% Asian

The festivals and events show little variation regarding limiting health or disability

In terms of group size Bell Square and Lancashire Encounter have the highest

proportion of single adults at 34%and 30%, the highest proportion of adult only groups

at 53% was the Big Feast, and mixed groups of adults and children were most at

Peterborough Arts Festival at 59% and Derby Feste 41%

Audience Spectrum profiling

All festivals provided a set of full postcodes of respondents for profiling

Overview

WW ATN 2016 benchmark shows audiences of 22% highly culturally engaged, 43%

medium culturally engaged and 35% lower culturally engaged according to Audience

Spectrum.

Population context

Compared to the population of England, this is an almost identical spread between the

highly, medium and lower engaged


Comparison to WW ATN 2015

In comparison the previous project shows slightly lower higher engaged at 17%, similar

medium engaged at 40% and higher lower engaged at 42%


This benchmark is much more evenly split between highly engaged at 32%, medium

engaged at 34% and lower engaged at 35% - so more highly engaged than the WW ATN

2016


Bell Square, Big Feast and DNweekeND have the highest proportions of the lower

culturally engaged all around 53-55%

The range of those with a good proportion of medium engaged culturally ranges from

35% to 58%

Bell Square also has the highest proportion of the highly engaged at43% – which is

reflective of the population of London

Previous visits/Motivations

8 of the festivals asked questions about previous visits in a consistent way and 7 the motivations

question

Overview

45% of respondents had attended the festival or event in question before, so on

average 55% were new attenders

Of those who had attended previously, the majority of respondents had attended in

the previous year only – 89%

60% quoted that the festival or event was the main reason they were in the area, 13%

it was one of the reasons and 27% came for another reason


This shows a lower proportion of previous attenders in comparison the previous WW

ATN responses were in the range 57% to 69%

The question of motivation was asked differently in previous years so data is not

comparable.


The split for this benchmark was 55% had attended before, slightly higher than WW


ATN 2016

Overall a lower proportion of 48% were in the area specifically for the festival


Previous attendance:

o The more established festivals such as Derby Feste, Freedom Festival and SO

Festival, had a higher proportion who had attended before 66% - 78%

o Those perhaps which are newer – Yorkshire Festival, Lancashire Encounter and

DNweekeND were in the range 19% - 30% having attended before

o Peterborough Arts and City Festival and Diwali were in the middle with 48% and

49% previous visits

In terms of motivation and being in the area specifically for the event

o Derby Feste, Peterborough Arts and SO Festival are the highest with 65% - 82%

specifically there for the event

o Whereas Bell Square, DNweekeND and Lancashire Encounter were highest for

being in the area for another reason 39% - 41%

Ratings

6 festivals asked the ratings question in a compatible way

Overview

Ease of physical access in and around the festival achieved a rating of 95% very good

and good

Quality of experience achieved a rating of 95% very good and good

The whole experience achieved a rating of 95% very good and good

In comparison to WW ATN 2013-15 and Outdoor Arts benchmark, the ratings are slightly

higher

Across all festivals and events ratings are consistently high.

Future intentions

6 festivals and events asked the future intentions questions

Overview


86% respondents are much more likely or more likely to attend outdoor arts in the

future

63% of respondents are much more likely or more likely to visit the area in the next 12

months, other than to attend the event


In 2015 80% of respondents were much more likely or more likely to attend outdoor

arts in the future

In 2015 65% of respondents were much more likely or more likely to visit the area in

the next 12 months, other than to attend the event


Attenders at the Big Feast and City Festival/Diwali Leicester are much more likely to

attend outdoor arts in the future, compared to other festivals

City Festival/Diwali Leicester attenders are much more likely to visit the area, not for

another such event

Comparisons

To WW ATN 2013 – 2015 trends

Overall the outcomes for the WW ATN 2013-2015 vary between the festivals, overall

they were all mostly successful in maintaining engagement with Trips & Treats and the

comparison to 2016 festivals seems primarily a result of the differing make-up of the

populations in relation to the festivals.

For those festivals which have been tracked over 4 years it is possible to look at

trends:

SO Festival’s biggest increases have been with Up Our Street, Home & Heritage

and Experience Seekers

Big Feast biggest increases with Facebook Families, Kaleidoscope Creativity and

Experience Seekers

Freedom Festival biggest increases with Facebook Families, Kaleidoscope

Creativity and Dormitory Dependables

Derby Feste biggest increases with Facebook Families and Trips & Treats

The 2016 WW ATN festivals seem to be currently particularly successful in attracting

Experience Seekers and Dormitory Dependables in comparison, so it will remain to be

seen how this shape changes as a result of the focused audience development work of


the festivals over the next 2 years.

To Audience Finder benchmarks

Performing Arts nationally – the WW ATN 2016 profile is over represented for the

Experience Seekers, Trips & Treats and Facebook Families segments compared to the

benchmarks. The WW ATN profile more closely matches that of the population of

England than that for audiences for performing arts nationally.

The profile of attenders to Museums nationally, as outlined through the Visitor Finder

project, indicates that there are similarities between the profiles, with the museums

profile over-represented for Commuterland Culturebuffs and Dormitory Dependables

and under-represented for Facebook Families compared to the WW ATN profile.

Overall the museums profile has a higher proportion of highly and medium engaged

visitors than the WW ATN 2016 profile.


Conclusions and recommendations

In the first year of the project festivals have developed focused audience development

plans (see separate reporting) and achieved or exceeded their objectives in the main. The

following conclusions can be made in terms of the specific project objectives in relation to

audiences and audience data (the specific objectives set by each festival are covered in

the separate reporting):

To reach diverse audiences

The festivals and events’ profiles – both demographic and Audience Spectrum, more

closely match those of the population than of those for other (indoor) artform audiences1.

Where the population is ethnically diverse this has been reflected in the audiences and the

same in terms of diversity of cultural engagement.

To engage with people who typically have low or medium engagement with arts and

culture

The majority of audiences across the festivals are drawn from population which can be

classified as medium or low engagement according to Audience Spectrum – chiefly

Dormitory Dependables, Trips & Treats, Facebook Families and Kaleidoscope Creativity

segments.

To engage in consultation and discussion with audiences to gather feedback

All festivals were successful in gathering a robust and representative sample of

audience monitoring data.

Many also gathered a range of other data including vox pops, comments – mostly

through social media, photographs etc. which have provided a rich resource of

audience feedback.

A number of the festivals and event also created specific opportunities through

activity tents or equivalent offering opportunities to enter into conversation with

audiences.

Those who are part of CPP projects or who have a developed ambassador

programme also have direct interaction on an ongoing basis with key audience

members and representatives of the community.

1 Audience Finder benchmarks have been used to make these comparisons. Visit www.audiencefinder.org for more information

http://www.audiencefinder.org/


To collect demographic data to build a nationwide picture of outdoor arts audiences

All the audience monitoring data collected will contribute to the Audience Finder national

outdoor arts benchmarks. All data is also accessible for individual festivals and events

through the Audience Finder dashboard providing access to an additional range of

benchmarks for comparative purposes.

Future evaluation

It has been suggested that the question set options could be expanded for 2017 to include

questions about community impacts. The set of question set below is a theme used within

Audience Finder and could be a starting point to understand the wider impacts of the

festivals. The festivals would need to agree on their usage and a minimum number use

these questions within festival or event questionnaires to provide a suitable test sample of

results in 2017. Events such as Bell Square have already started looking at this area in

more detail.

Otherwise it is recommended that festivals ensure that year on year they are collecting

consistent quantities of a representative sample of survey responses from audiences.

Community impacts First Tier ID: CY1 Score: 1

To what extent would you agree or disagree with the following statements? (Please give one rating for each item)

Strongly

agree Agree

Neither agree

nor disagree Disagree

Strongly

disagree

[Org/event] is welcoming for the whole

community

ID: CY2 Score: 1

[Org/event] encourages participation in

community life and events

ID: CY3 Score: 1

[Org/event] enhances the sense of community

in [insert your Geographical Area of Interest

here]

ID: CY4 Score: 1

[Org/event] is good for [insert your

Geographical Area of Interest here]’s image


2016 WW ATN benchmark results

Gender

Are you…?

Base: 3,099 Margin of Error±1.72%

English population gender – 49% male, 51% female

38%

62%

Male Female


Age group

Which of the following age group do you belong to?

Base: 3,152 Margin of Error ±1.74%

12%

21%

23%

20%

14%

11%

15%

17% 17% 17%

14%

20%

0%

5%

10%

15%

20%

25%

16 - 24 25 - 34 35 - 44 45 - 54 55 - 64 65 or older

WOW ATN 2016 benchmark England 2011 Census


Ethnicity

What is your ethnic group?


Ethnicity 2013 to 2016 comparison

Noting that that it is not the same group of festivals each year

The greatest increase can be seen in relation to the Asian population which has shown

greater engagement overall due to the work of festivals where the proportion of Asian

84% 80%

4% 2%

7% 3% 4%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

White: British White: other Mixed:Multipleethnic

background

Black or BlackBritish

Asian or AsianBritish

Other

WOW ATN 2016 benchmark England 2011 Census

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

White Asian Mixed Black Other

WOW ATN 2013 benchmarkWOW ATN 2014 benchmarkWOW ATN 2015 benchmarkWOW ATN 2016 benchmark


population is higher than the national average. It is this growth which has consequently

reduced the proportion of White population.


Limiting disability

Are your day-to-day activities limited because of a health problem or disability which has

lasted, or is expected to last, at least 12 months?


English population limiting health and disability - Day-to-day activities limited a lot 8%,

Day-to-day activities limited a little 9%, Day-to-day activities not limited 82%

Place of residence

Do you live in the UK?


3% 6%

91%

Yes, limited a lot

Yes, limited a little

No

99%

1%

Yes No


Group type


Group type comparison 2015 to 2016

22%

12%

39%

27% Single adult

With child/children only

With other adult(s) only

With other adult(s) andchild/children

0%

10%

20%

30%

40%

50%

60%

Single adult With child/childrenonly

With other adult(s)only

With other adult(s)and child/children

WOW ATN 2015 benchmark



Previous visits

Have you visited Festival before?


When was your last visit before this year?


45%

55%

Yes No

89%

7% 2% 1% 1%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Last year Two years ago Three years ago Between four andfive years ago

More than fiveyears ago



Motivations

Did you come in to the area specifically for this event?


60%

13%

27%

Yes, main reason

It was one of the reasons

I came for another reason


Visit rating

How would you rate the following…?

Base - Quality of the performances: 1,538 Margin of Error ±2.5%

Base - The whole experience: 1,632 Margin of Error ±2.42%

Base - Ease of physical access: 1,346 Margin of Error ±2.67%

54%

55%

60%

41%

40%

35%

3%

4%

3%

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

Ease of physical access in and around thefestival

The whole experience

Quality of the performances

Very good Good Neither good nor poor Poor Very poor


Future intentions

Made you more or less likely to attend outdoor arts in the future?

Base: 1,501Margin of Error ±2.53%

Made you more or less likely to visit the area in the next 12 months, other than to attend

this event?


47% 39% 13% 1%

0%

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

Much more likely More likely Made no difference Less likely Much less likely

36% 27% 35% 2%

0%

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

Much more likely More likely Made no difference Less likely Much less likely


Audience Spectrum

Base (benchmark/population): 2,527 / 44,174,196 Margin of Error ±1.95%

1%

9%

12%

15%

21%

8%

10%

14%

6%

4%

5%

11%

8%

15%

17%

10%

8%

12%

9%

5%

0%

5%

10%

15%

20%

25% WOW ATN 2016 benchmark England (15+ 2014)


Audience Spectrum across Festivals

Highly

Engaged

Medium

Engaged

Lower

Engaged

WW ATN 2016 benchmark 22% 43% 35%

Bell Square (3 events) 43% 4% 53%

SO Festival 5% 47% 48%

Peterborough Arts Festival – Park

Tales / Key Feste

10%

58% 32%

Yorkshire Festival 28% 46% 27%

Big Feast Festival, Appetite 10% 35% 55%

City Festival, Leicester / Diwali

Leicester

27%

33% 41%

DNweekeND, Doncaster 12% 36% 53%

Freedom Festival 16% 46% 38%

Lancashire Encounter, Preston 25% 44% 31%

Derby Feste 19% 53% 28%

Population average 2016 13% 35% 53%

English Population 24% 42% 34%

WW ATN 2015 17% 40% 42%

Population average 2013-2015 8% 38% 53%

National Outdoor Arts 2015 32% 34% 35%

N.B: For a summary of Audience Spectrum festival by festival see the Appendix


A note on population make-up

The population make-up in terms of proportions of Audience Spectrum segments has

shifted between the 2013 - 2015 project compared to 2016 – as the locations of the

festivals have changed – so it is useful to understand these differences when comparing

the results between the two projects (even though some of the festivals are the same).

The population make-up comes more from the highly engaged segments for the

2016 locations compared to 2013-2015 on average, with less of the population in

the middle engaged segments. However the proportions of lower engaged in the

population has stayed the same for the two projects.

The increase in the population in the highly engaged is chiefly coming from the

Experience Seekers segment, and the slightly fewer in the middle engaged

segments is principally a lower proportion of Trips & Treats.

In relation to the lower engaged segments for 2016 there are fewer Up Our Street

as a proportion and more Kaleidoscope Creativity – although for the lower engaged

segments overall it is the same proportion.

It is also useful to note that the population of the locations of the festivals is also

different to that of the population of England as a whole in terms of being of a

higher proportion middle and lower engaged.

2%

4%

7%

9%

16%

9%

12%

20%

14%

7%

0%

4%

4%

9%

19%

10%

15%

20%

10%

8%

5%

11%

8%

15% 17%

10%

8%

12%

9%

5%

0%

5%

10%

15%

20%

25%2016 Festivals population profiles 2013-2015 Festivals population profiles

England (15+ 2014)


Audience Spectrum 2013 to 2016

The following summarises the Audience Spectrum profiles from the previous project 2013-

2015 of the WW ATN compared to 2016. However, it should be remembered that the

selection of festivals is different between 2013 - 2015 compared to 2016 – 2018. So the

population make-up is different between the two groups of festivals – as outlined above.

It should also be remembered that many of the 2016 festivals are at the beginning of the

project, so the aim will be to close the gaps between the 2016 festivals and the previous

cohort for engagement with the middle and lower engaged segments.

0%

10%

20%

30%

40%

50%

60%

Highly engaged Middle Engaged Lower Engaged





0%

5%

10%

15%

20%

25% WOW ATN 2013 benchmarkWOW ATN 2014 benchmarkWOW ATN 2015 benchmarkWOW ATN 2016 benchmark


This chart shows the ups and downs of the segments over the years. As can be seen, Trips

& Treats dominate followed by Facebook Families. However the trend line is variable,

which is more to do with the variability in datasets and participating festivals, rather than

statistically robust trends. It is more useful therefore to be looking at the direction of

development festival by festival.

It should also be noted that the positioning of the line on the chart is relative, as if the

proportion of one segment is going up, then another must be coming down.

The variance between 2013-2015 and 2016 can be in part explained in relation to the local

populations for the festivals – for instance there are more Experience Seekers in the

populations of the festivals in 2016 and that trend line shows a significant increase.

However, despite there being a slightly higher proportion of Kaleidoscope Creativity in the

2016 populations, this shows a reduction compared to the previous project.

0%

5%

10%

15%

20%

25%

WOW ATN 2013benchmark




Metroculturals Commuterland CulturebuffsExperience Seekers Dormitory DependablesTrips & Treats Home & HeritageUp Our Street Facebook FamiliesKaleidoscope Creativity Heydays


Audience Spectrum comparison to Audience Finder national benchmark

As can be seen, in the chart above, the WW ATN benchmark for 2016 shows that the

profile of audiences for the festivals is closer to that of the population of England than the

performing arts in general. The performing arts represented here encompasses theatre,

dance, music, opera, children/family work, entertainment at in-door theatre and concert

hall venues across England which is ticketed and paid for (in the main) by audiences.

1%

9%

12%

15%

21%

8%

10%

14%

6%

4%

14%

19%

9%

20%

14%

9%

5% 4%

5%

1%

5%

11%

8%

15%

17%

10%

8%

12%

9%

5%

0%

5%

10%

15%

20%

25%WOW ATN 2016 benchmark AF Benchmark 15/16 Performing Arts England (15+ 2014)


Audience Spectrum comparison to Visitor Finder national benchmark

The comparison to museums visitor, as the Visitor Finder2 benchmark for 2015/16 shows

above indicates that museum attenders also have a similar profile to the population.

Although there is an over-represented for Commuterland Culturebuffs and Dormitory

Dependables and to a lesser extent Home & Heritage compared to both the population

and the WW ATN 2016 benchmark. While the WW ATN 2016 profile shows that Facebook

Families is over-represented compared to both the museums’ audience profile and the

population. Overall therefore the museums profile shows an over-representation for the

higher and medium engaged, compared to the WW ATN benchmark.

2 Visitor Finder was a pilot project for museums to use the Audience Finder survey framework, all museums are now invited to join Audience Finder.

1%

9%

12%

15%

21%

8%

10%

14%

6%

4% 5%

15%

10%

18% 17%

12%

8% 8%

4% 3%

5%

11%

8%

15%

17%

10%

8%

12%

9%

5%

0%

5%

10%

15%

20%

25%WOW ATN 2016 benchmark Visitor Finder 2015/16 benchmark England (15+ 2014)


Mapping

WOW ATN 2016 festival attenders

This map shows the geographical distribution of the Without Walls ATN 2016 festival

attenders with a valid postcode.


WOW ATN 2016 festival attenders - count map

This map shows a count by postal sector, weighted by festival visitor figures, of the 2016

respondents that gave a valid postcode, that appear within that sector.


Appendices

Appendix 1: Core questionnaire

Please ignore coding it is for Audience Finder office purposes only.

Interview paradata (face-to-face only) ID: CQa, CQc- CQd, CQe Score: 0

Date of visit (dd/mm/yy) ____ / ____ / ____ Interviewer ____________________

Interview time _______________________ (If multi venue/site) Location of interview ____________

Previous visits

Previous visit frequency (annual events only) ID: CQ3, CQ4 Score: 0

Have you visited [x festival] before? (Tick one only)

Yes No

If yes: when have you visited previously? (Tick all that apply)

Last year 2015 Between four and five years ago 2012- 2011

Two years ago 2014 More than five years ago 2010 or before

Three years ago 2013

Answer codes fixed

2. Did you come in to [area] specifically for this event? (Tick one only)

Yes, main reason It was one of the reasons I came for another reason

Demographics

Sex ID: CQ5 Score: 0

Are you… (Tick one only)

Male Female Prefer not to say

Answer codes fixed

Age (short) ID: CQ7 Score: 0

Which of the following age groups do you belong to? (Tick one only)

Under 16 16 – 24 35 - 44 55 - 64 Prefer not to say

25 – 34 45 - 54 65 or older

Answer codes fixed.

OR


Age (standard) ID: CQ6 Score: 0

Which of the following age groups do you belong to? (Tick one only)

Under 16 30 – 34 50 – 54 70 – 74 Prefer not to say

16 – 19 35 – 39 55 – 59 75 – 79

20 – 24 40 – 44 60 – 64 80 - 84

25 – 29 45 – 49 65 – 69 85 or older

Answer codes fixed.

Ethnicity (short) ID: CQ9 Score: 0

What is your ethnic group? (Tick one only)

White British Mixed/multiple ethnic background Asian or Asian British

White other* Black or Black British Other*

Prefer not to say *What other?

Answer codes fixed.

OR

Ethnicity (standard) ID: CQ8 Score: 0

What is your ethnic group? (Tick one only)

White Mixed Asian or Asian British

British White and Black Caribbean Indian

Irish White and Black African Pakistani

Gypsy or Irish Traveller White and Asian Bangladeshi

Other White background* Other Mixed/multiple ethnic background* Chinese

Other Asian background*

Black or Black British Other

African Arab

Caribbean Other*

Other Black/African/ Caribbean background* Prefer not to say

*What other?

Answer codes fixed.

Limiting disability ID: CQ10 Score: 0


Are your day-to-day activities limited because of a health problem or disability which has lasted, or is expected to

last, at least 12 months? (Tick one only)

Yes, limited a lot Yes, limited a little No Prefer not to say

Answer codes fixed.

UK residency ID: CQ11 Score: 0

Do you live in the UK? (Tick one only)

Yes No

Postcode ID: CQ12, CQ13 Score: 0

If you live in the UK, what is your full postcode? If you live overseas, what is your country of residence?

Answer codes fixed.

Ratings

Ratings

How would you rate the following? (Please give one rating for each item)

Very

good Good

Neither

good nor

poor Poor

Very

poor

Don’t

know/Not

applicable

Access First tier ID: OP4 Score: 1

Ease of physical access in and around the

[site]

Quality First tier ID: OP5 Score: 1

Quality of the

[performance/event/exhibition]

Whole experience First tier ID: OP10 Score: 1


Answer codes fixed.

Future intentions

Future intentions Second Tier ID: IN9 Score: 1

Has this visit:


Much more

likely More likely

Made no

difference Less likely

Much less

likely

Made you more or less likely to attend

[outdoor arts] in the future?

Made you more or less likely to visit [org

defined area] in the next 12 months,

other than to attend this event?

Answer codes fixed.

Group composition

Attend with others First Tier ID: GP1 Score: 1

Are you visiting with other people? (Tick one only)

Yes No

Answer codes fixed.

Ages of group (Child/adult split) First Tier ID: GP2 Score: 1

If yes, how many of those you are visiting with are aged… (this does not include yourself)

Under 16 ______ 16 or older ______

Answer codes fixed.

OR

Ages of group (Child breakdown/adult split) First Tier ID: GP3 Score: 1

If yes, how many of those you are visiting with are aged… (this does not include yourself)

Under 5 ______ 5-11 ______ 12-15 ______ 16 or older ______

Answer codes fixed.

Describe experience First tier ID: OP13 Score: 3

Which three words would you use to describe your experience of today’s visit?

1 _____________________________ 2 _____________________________ 3 ______________________________

Other comments First tier ID: OP14 Score: 3

Is there anything else you would like to say about your visit? (Please describe below)


Appendix 2: Audience Spectrum

Metroculturals

Prosperous, liberal urbanites, Metroculturals choose a city lifestyle for the broad cultural

opportunity it affords. They are therefore interested in a very wide spectrum of activity,

but many tend towards their own preferred artform or style. Although active museum

attenders, more engage with the arts and many on a weekly basis. Working in demanding

but rewarding professions, they are highly educated and have a wide variety of other

interests from food and travel to current affairs and architecture.

Commuterland Culturebuffs

Affluent and settled with many working in higher managerial and professional occupations.

Commuterland Culturebuffs are keen consumers of culture, with broad tastes but a

leaning towards heritage and more classical offerings. Mature families or retirees, living

largely in leafy provincial suburban or greenbelt comfort, they are willing to travel and

pay for premium experiences, their habits perhaps influenced by commuting. Motivations

are multiple, ranging from social and self-improvement, to the pursuit of learning

opportunities for older children. They tend to be frequent attenders and potential donors.

Experience Seekers

An important and significant part of urban arts audiences, these highly active, diverse,

social and ambitious singles and couples are younger people engaging with the arts on a

regular basis. Students, recent graduates and in the early to mid-stages of their careers,

they live close to city centres, have easy access to and attend a wide variety of arts,

museums galleries and heritage. Interests cover mainstream, contemporary and culturally

diverse offers and attending is at the heart of their social lives. They are mostly in search

of new things to do and have disposable income to spend on a variety of leisure activities

like sports/arts memberships and frequent visits to cafes, bars and restaurants. Digitally

savvy, they will share experiences through social media on their smart phones.

Dormitory Dependables

A significant proportion of audiences are made up of this dependably regular if not

frequently engaging group. Most live in suburban or small towns and show a preference for

heritage activities, alongside popular and more traditional, mainstream arts. Many are

thriving well off mature couples or busy older families; lifestage coupled with more

limited access to an extensive cultural offer mean that culture is more an occasional treat

or family outing than an integral part of their lifestyle.


Trips & Treats

While this group may not view arts and culture as a passion, they are reasonably active

despite being particularly busy with a wide range of leisure interests. Comfortably off and

living in the heart of suburbia their children range in ages, and include young people still

living at home. With a strong preference for mainstream arts and popular culture like

musicals and familiar drama, mixed in with days out to museums and heritage sites, this

group are led by their children’s interests and strongly influenced by friends and family.

Home & Heritage

Conservative in their tastes, this more mature group appreciates all things traditional: a

large proportion are National Trust members, while classical music and amateur dramatics

are comparatively popular. While this is not a highly engaged group – partly because they

are largely to be found in rural areas and small towns – they do engage with the cultural

activity available to them in their locality. They look for activities to match their needs

and interests, such as accessible day-time activities or content exploring historical events.

Up Our Street

Living reasonably comfortable and stable lives, Up Our Street engage with popular arts and

entertainment and museums, and are also visitors of heritage sites. Many are older and

have some health issues, living on average or below average household incomes, so access

in all its forms can be an issue. Modest in their habits and in their means, value for money

and low-risk are important factors in leisure decision making.

Facebook Families

Arts and culture play a very small role in the lives of this younger, cash-strapped group

living in suburban and semi-urban areas of high unemployment. They are the least likely to

think themselves as arty, while less than a third believe that the arts is important.

Nevertheless, they do go out as families: cinema, live music, eating out and pantomime.

Kaleidoscope Creativity

Characterised by low levels of cultural engagement despite living in and around city areas

where plenty of opportunities are within easy reach. A great mix of people comprise this

segment with a wide range of ages, living circumstances, resources and cultural

backgrounds all living cheek-by-jowl. Low incomes and unemployment can present barriers

to accessing some cultural provision. Nevertheless, two thirds do engage with more

popular and accessible culture annually, some of this in the local community and outside


the mainstream. Free, local events like outdoor arts, festivals and carnivals may appeal,

and so might popular offerings like musicals and music events.

Heydays

Heydays are the group least likely to attend arts or cultural events, believing that the arts

are no longer as important or relevant to them as perhaps they once were. Many live in

sheltered or specially adapted accommodation for older people, and are excluded from

many activities due to a raft of health, access and resource barriers. If they do engage this

is likely to be participatory such as craft and knitting, painting, reading and writing

activities organised by their sheltered housing, church group or community library.


Appendix 3: individual festival results tables

Demographics & Audience Spectrum

Audience Spectrum

WOW ATN

2016

benchmark Bell Square SO Festival

Peterborough

Arts Festival

– Park Tales /

Key Fest

Yorkshire

Festival

Big Feast

Festival,

Appetite

City Festival,

Leicester /

Diwali

Leicester

DNweekeND,

Doncaster

Freedom

Festival

Lancashire

Encounter,

Preston Derby Feste

Metroculturals 1% 15% 0% 1% 1% 1% 0% 0% 1% 0% 0%

Commuterland Culturebuffs 9% 4% 0% 8% 14% 4% 8% 7% 7% 7% 9%

Experience Seekers 12% 25% 5% 2% 13% 6% 19% 4% 8% 18% 10%

Dormitory Dependables 15% 4% 8% 25% 17% 11% 9% 10% 16% 14% 20%

Trips & Treats 21% 0% 21% 25% 19% 20% 21% 17% 22% 21% 24%

Home & Heritage 8% 0% 18% 7% 9% 4% 3% 9% 7% 9% 9%

Up Our Street 10% 0% 21% 11% 10% 16% 5% 24% 12% 7% 5%

Facebook Families 14% 2% 19% 16% 12% 28% 15% 20% 15% 13% 15%

Kaleidoscope Creativity 6% 49% 1% 3% 3% 7% 17% 3% 4% 7% 4%

Heydays 4% 2% 7% 2% 2% 3% 4% 6% 6% 3% 4%

Unweighted 2527 53 219 255 479 255 120 163 498 215 270

Weighted 2527 15 225 50 914 65 473 33 404 155 194


Demographics and Audience Spectrum

Sex

WOW ATN

2016


Peterborough

Arts Festival

– Park Tales /

Key Fest

Yorkshire

Festival

Big Feast

Festival,

Appetite

City Festival,

Leicester /

Diwali

Leicester

DNweekeND,

Doncaster

Freedom

Festival

Lancashire

Encounter,

Preston Derby Feste

Male 38% 39% 29% 32% 34% 32% 43% 25% 50% 38% 39%

Female 62% 61% 71% 68% 66% 68% 57% 75% 50% 62% 61%

Unweighted 3099 98 284 294 493 286 249 182 560 348 305

Weighted 3099 18 276 61 1120 79 581 41 495 190 238

Age

WOW ATN

2016


Peterborough

Arts Festival

– Park Tales /

Key Fest

Yorkshire

Festival

Big Feast

Festival,

Appetite

City Festival,

Leicester /

Diwali

Leicester

DNweekeND,

Doncaster

Freedom

Festival

Lancashire

Encounter,

Preston Derby Feste

Under 16 - - - - - - - - - - -

16 - 24 12% 7% 9% 3% 13% 8% 11% 8% 11% 23% 9%

25 - 34 21% 37% 18% 20% 23% 25% 22% 19% 15% 22% 20%

35 - 44 23% 15% 22% 47% 22% 24% 26% 23% 16% 22% 32%

45 - 54 20% 12% 21% 18% 18% 19% 18% 23% 25% 19% 21%

55 - 64 14% 12% 15% 8% 12% 14% 15% 13% 20% 9% 12%

65 or older 11% 15% 15% 4% 13% 9% 8% 14% 13% 5% 6%

Unweighted 3152 97 279 292 527 285 268 182 559 359 304

Weighted 3152 19 281 62 1140 81 591 41 503 193 242

Ethnicity_grpdv2

WOW ATN

2016


Peterborough

Arts Festival

– Park Tales /

Key Fest

Yorkshire

Festival

Big Feast

Festival,

Appetite

City Festival,

Leicester /

Diwali

Leicester

DNweekeND,

Doncaster

Freedom

Festival

Lancashire

Encounter,

Preston Derby Feste

White 89% 29% 99% 92% 97% 91% 60% 93% 97% 91% 92%

Asian 8% 57% 0% 3% 1% 2% 33% 4% 2% 5% 4%

Mixed 2% 2% 1% 2% 1% 2% 4% 1% 1% 1% 1%

Black 1% 3% 0% 0% 1% 2% 2% 2% 0% 2% 2%

Other 1% 8% 0% 2% 0% 2% 2% 1% 1% 0% 1%

Unweighted 3138 89 282 292 525 286 263 182 557 358 304

Weighted 3138 19 279 62 1135 80 588 41 501 193 241

Ethnicity_grpd

WOW ATN

2016


Peterborough

Arts Festival

– Park Tales /

Key Fest

Yorkshire

Festival

Big Feast

Festival,

Appetite

City Festival,

Leicester /

Diwali

Leicester

DNweekeND,

Doncaster

Freedom

Festival

Lancashire

Encounter,

Preston Derby Feste

White: British 84% 19% 98% 86% 94% 85% 51% 89% 93% 89% 82%

White: other 5% 10% 1% 7% 3% 6% 8% 4% 4% 3% 10%

Mixed: Multiple ethnic background 2% 2% 1% 2% 1% 2% 4% 1% 1% 1% 1%

Black or Black British 1% 3% 0% 0% 1% 2% 2% 2% 0% 2% 2%

Asian or Asian British 8% 57% 0% 3% 1% 2% 33% 4% 2% 5% 4%

Other 1% 8% 0% 2% 0% 2% 2% 1% 1% 0% 1%

Unweighted 3138 89 282 292 525 286 263 182 557 358 304

Weighted 3138 19 279 62 1135 80 588 41 501 193 241

Limiting disability

WOW ATN

2016


Peterborough

Arts Festival

– Park Tales /

Key Fest

Yorkshire

Festival

Big Feast

Festival,

Appetite

City Festival,

Leicester /

Diwali

Leicester

DNweekeND,

Doncaster

Freedom

Festival

Lancashire

Encounter,

Preston Derby Feste

Yes, limited a lot 3% - 4% 1% 3% 2% 5% 1% 2% - 2%

Yes, limited a little 6% - 6% 4% 4% 8% 5% 10% 7% - 7%

No 91% - 90% 94% 93% 90% 90% 89% 91% - 91%

Unweighted 2648 - 276 292 521 283 232 181 557 - 306

Weighted 2648 - 253 56 1026 73 532 37 453 - 218

Do you live in the UK?

WOW ATN

2016


Peterborough

Arts Festival

– Park Tales /

Key Fest

Yorkshire

Festival

Big Feast

Festival,

Appetite

City Festival,

Leicester /

Diwali

Leicester

DNweekeND,

Doncaster

Freedom

Festival

Lancashire

Encounter,

Preston Derby Feste

Yes 99% 98% 100% 100% 99% 99% 99% 99% 98% 98% 98%

No 1% 2% 0% 0% 1% 1% 1% 1% 2% 2% 2%

Unweighted 3054 95 273 293 528 204 253 182 560 357 309

Weighted 3054 18 272 60 1104 78 572 40 488 187 234


Group Type

Group type

Group type

WOW ATN

2016


Peterborough

Arts Festival

– Park Tales /

Key Fest

Yorkshire

Festival

Big Feast

Festival,

Appetite

City Festival,

Leicester /

Diwali

Leicester

DNweekeND,

Doncaster

Freedom

Festival

Lancashire

Encounter,

Preston Derby Feste

Single adult 22% 34% - 14% - 8% 26% 20% - 30% 14%

With child/children only 12% 17% - 18% - 7% 16% 17% - 4% 6%

With other adult(s) only 39% 30% - 9% - 53% 40% 31% - 43% 40%

With other adult(s) and child/children 27% 19% - 59% - 32% 18% 32% - 23% 41%

Unweighted 1477 83 - 293 - 85 259 186 - 265 306

Weighted 1477 22 - 75 - 97 710 50 - 233 291


Previous visits

Previous attendance

Have you visited Festival

before?

WOW ATN

2016


Peterborough

Arts Festival

– Park Tales /

Key Fest

Yorkshire

Festival

Big Feast

Festival,

Appetite

City Festival,

Leicester /

Diwali

Leicester

DNweekeND,

Doncaster

Freedom

Festival

Lancashire

Encounter,

Preston Derby Feste

Yes 45% - 77% 48% 19% - 49% 27% 78% 30% 66%

No 55% - 23% 52% 81% - 51% 73% 22% 70% 34%

Unweighted 2814 - 290 295 528 - 265 196 558 370 312

Weighted 2814 - 259 57 1050 - 544 38 464 178 223

When was your last visit

before this year?

WOW ATN

2016


Peterborough

Arts Festival

– Park Tales /

Key Fest

Yorkshire

Festival

Big Feast

Festival,

Appetite

City Festival,

Leicester /

Diwali

Leicester

DNweekeND,

Doncaster

Freedom

Festival

Lancashire

Encounter,

Preston Derby Feste

Last year 89% - 95% 84% - - 93% 75% 90% - 75%

Two years ago 7% - 3% 10% - - 3% 25% 7% - 16%

Three years ago 2% - 1% 6% - - 0% 0% 2% - 5%

Between four and five years ago 1% - 1% 0% - - 1% 0% 1% - 2%

More than five years ago 1% - 0% 1% - - 3% 0% 1% - 2%

Unweighted 1105 - 170 142 - - 120 52 418 - 203

Weighted 1105 - 180 40 - - 379 27 323 - 155


Motivations

Reason for visit

Did you come in to the area

specifically for this event? ...

WOW ATN

2016


Peterborough

Arts Festival

– Park Tales /

Key Fest

Yorkshire

Festival

Big Feast

Festival,

Appetite

City Festival,

Leicester /

Diwali

Leicester

DNweekeND,

Doncaster

Freedom

Festival

Lancashire

Encounter,

Preston Derby Feste

Yes, main reason 60% 45% 65% 82% - - 58% 38% - 43% 71%

It was one of the reasons 13% 16% 15% 9% - - 11% 21% - 18% 11%

I came for another reason 27% 39% 20% 9% - - 31% 41% - 39% 18%

Unweighted 1811 107 289 294 - - 256 190 - 368 307

Weighted 1811 24 356 79 - - 749 53 - 245 307


Visit ratings

Ease of physical access in and

around the festival

WOW ATN

2016


Peterborough

Arts Festival

– Park Tales /

Key Fest

Yorkshire

Festival

Big Feast

Festival,

Appetite

City Festival,

Leicester /

Diwali

Leicester

DNweekeND,

Doncaster

Freedom

Festival

Lancashire

Encounter,

Preston Derby Feste

Very good 54% - 35% 51% - 58% 60% 60% - - 61%

Good 41% - 59% 38% - 37% 36% 35% - - 36%

Neither good nor poor 3% - 6% 7% - 5% 2% 3% - - 3%

Poor 1% - 0% 4% - 0% 0% 2% - - 0%

Very poor 0% - 0% 1% - 0% 1% 0% - - 0%

Unweighted 1346 - 217 295 - 84 261 183 - - 306

Weighted 1346 - 291 65 - 84 613 43 - - 251

Quality of the performances

WOW ATN

2016


Peterborough

Arts Festival

– Park Tales /

Key Fest

Yorkshire

Festival

Big Feast

Festival,

Appetite

City Festival,

Leicester /

Diwali

Leicester

DNweekeND,

Doncaster

Freedom

Festival

Lancashire

Encounter,

Preston Derby Feste

Very good 60% 81% - 71% - 70% 59% 56% - 53% 62%

Good 35% 18% - 26% - 27% 37% 40% - 38% 35%

Neither good nor poor 3% 0% - 3% - 2% 3% 3% - 7% 3%

Poor 1% 1% - 0% - 1% 1% 1% - 1% -

Very poor 0% 0% - 0% - 0% 0% 0% - 1% -

Unweighted 1538 107 - 282 - 83 226 182 - 354 304

Weighted 1538 23 - 78 - 101 739 52 - 242 303


WOW ATN

2016


Peterborough

Arts Festival

– Park Tales /

Key Fest

Yorkshire

Festival

Big Feast

Festival,

Appetite

City Festival,

Leicester /

Diwali

Leicester

DNweekeND,

Doncaster

Freedom

Festival

Lancashire

Encounter,

Preston Derby Feste

Very good 55% - 43% 69% - - 59% 55% - 49% 61%

Good 40% - 51% 29% - - 37% 41% - 40% 36%

Neither good nor poor 4% - 5% 1% - - 4% 4% - 9% 2%

Poor 1% - 2% 1% - - 0% 0% - 0% 0%

Very poor 0% - 0% 0% - - 0% 0% - 2% 0%

Unweighted 1632 - 255 294 - - 227 183 - 368 305

Weighted 1632 - 325 72 - - 684 48 - 224 280


Future Intentions

Future intentions

Made you more or less likely to

attend outdoor arts in the

future?

WOW ATN

2016


Peterborough

Arts Festival

– Park Tales /

Key Fest

Yorkshire

Festival

Big Feast

Festival,

Appetite

City Festival,

Leicester /

Diwali

Leicester

DNweekeND,

Doncaster

Freedom

Festival

Lancashire

Encounter,

Preston Derby Feste

Much more likely 47% - - 45% - 55% 59% 40% - 38% 23%

More likely 39% - - 45% - 31% 31% 40% - 38% 60%

Made no difference 13% - - 10% - 12% 7% 18% - 23% 18%

Less likely 1% - - 1% - 0% 2% 2% - 1% 0%

Much less likely 0% - - 0% - 1% 0% 0% - 1% 0%

Unweighted 1501 - - 293 - 83 268 183 - 365 309

Weighted 1501 - - 77 - 100 733 51 - 240 300

Made you more or less likely to

visit the area in the next 12

months, other than to attend

this event?

WOW ATN

2016


Peterborough

Arts Festival

– Park Tales /

Key Fest

Yorkshire

Festival

Big Feast

Festival,

Appetite

City Festival,

Leicester /

Diwali

Leicester

DNweekeND,

Doncaster

Freedom

Festival

Lancashire

Encounter,

Preston Derby Feste

Much more likely 36% - - 27% - - 52% 14% - 29% 8%

More likely 27% - - 25% - - 27% 26% - 26% 28%

Made no difference 35% - - 47% - - 18% 59% - 43% 63%

Less likely 2% - - 0% - - 3% 0% - 1% 0%

Much less likely 0% - - 0% - - 0% 0% - 1% 0%

Unweighted 1375 - - 295 - - 232 182 - 357 309

Weighted 1375 - - 76 - - 719 50 - 235 294


0%

10%

20%

30%

SO Festival 2013 SO Festival 2014 SO Festival 2015 SO Festival 2016

Metroculturals Commuterland Culturebuffs Experience Seekers

Dormitory Dependables Trips & Treats Home & Heritage

Up Our Street Facebook Families Kaleidoscope Creativity

Heydays

0%

10%

20%

30%

The Big Feast 2014 The Big Feast 2015 Big Feast Festival 2016




Heydays

Individual festivals’ trends – Audience Spectrum

For those festivals in their 4th year of the WW ATN project, the following shows the trends over the years based on the sample collected,

however, these results should be taken in context in relation to the activity undertaken by each individual festival and its own particular

circumstances – SO Festival, Big Feast, Freedom Festival and Derby Feste.


0%

5%

10%

15%

20%

25%

30%

Freedom Festival 2014 Freedom Festival 2015 Freedom Festival 2016




Heydays

0%

10%

20%

30%

40%

Derby Festé 2013 Derby Festé 2014 Derby Festé 2015 Derby Feste 2016

Metroculturals Commuterland Culturebuffs Experience SeekersDormitory Dependables Trips & Treats Home & HeritageUp Our Street Facebook Families Kaleidoscope CreativityHeydays


Contacts

London Office

2nd Floor, Rich Mix

35-47 Bethnal Green Road

London E1 6LA

T 020 7407 4625

Manchester Office

Green Fish Resource Centre

46–50 Oldham Street

Northern Quarter

Manchester M4 1LE

T 0161 234 2955

[email protected]

www.theaudienceagency.org

Registered in England & Wales 8117915

Registered Charity No. 1149979

without walls associate touring network audience … · 2017-01-26 · demographics frequency of...

Documents