Association of Festival Organisers - the impact of folk festivals
In 2003 the hub was invited by the Association of Festival Organisers (AFO) to manage its research project into the impact of folk music festivals on the UK’s economy. We recruited, and liaised with, the Morris Hargreaves MacIntyre research agency and worked with them, the AFO team and participating festivals at every stage of the research process. Following the completion of the research process, we coordinated the production, publication and dissemination of the two associated advocacy reports.
The research does much to dispel stereotypical views of folk festival audiences, drawing attention to some key facts: women outnumber male folk festival attenders; nearly half of folk festival attenders are under 35 years old, and nearly 15% are teenagers between 15 and 19 years old. Similarly, the report outlines the success that the sector has in attracting and retaining new audiences; 24% of attendees at any one festival are first-time attendees, and - crucially - most of these will return the following year.
The report has transformed the self-esteem of the sector, demonstrating the sound business sense that is possessed by folk festival organisers. The advocacy reports have been of enormous value to festivals, and many have used them to secure significant increased in funding from local authorities and other funding bodies.
Beyond this, the findings have been used by the AFO and subsequently Folk Arts England (the organisation formed by AFO’s merger with the Folk Arts Network), to inform the development of new services for its members. the hub is currently working with it and Jazz Services to develop an on-line ticketing and audience development function for UK music festivals. To find out more, please email Julia Payne at julia@thehubuk.com
‘the hub came to the rescue of the Association of Festival Organisers and the Folk Arts Network. They quickly understand the issues, seek out the right people to talk to, and even assist with project management. the hub do a professional job from beginning to end, but in fact the end never comes as the hub continue to keep in touch to develop further opportunities. With its finger on the pulse, the hub has an understanding of the large and the small. They are flexible, approachable, and professional.’
Steve Heap, General Secretary, Folk Arts England
You can read the report by clicking here
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