Culture segment profile of the adults that have ever visited or could visit a festival it is unsurprising that the festival ever market is a culturally-active market, with the majority – market average. This suggests that these two segments, which tend to be less culturally active, have an interest in attending festivals, even if only a small proportion have visited previously, likely due to their broad appeal. The festival market is a very culturally-active market who it attracts and the nature of the market incorporating a wide range of – artforms Essence Expression Affirmation Enrichment Stimulation Release Perspective Entertainment having engaged with other artforms as well. 42% of the current festival market also Average monthly cultural spend in the Although the overlap with the music only to be has 79% of the current festivals festivals market is not as large, it is still a broad market was in the current market for substantial, with appeal. visual arts (cultural average 65%) more of current music festivals market. than the 77% were in the current museums Cultural the fact market (cultural average 68%) The festival current market tends to spend culture that more than average, with those in this this 60% Current were in the current market spending 30% more, on average, play/drama market (cultural average on admission, food and drink, transport and which is 47%) souvenirs and programs. is large Ever likely and Those in the ever market, however, spend
Culture segment profile of the adults that have ever visited or could visit a festival market average. This suggests that these two segments, which tend to be less culturally active, have an interest in attending festivals, even if only a small proportion have visited previously, likely due to their broad appeal. The festival market is a very culturally-active market who it attracts and the nature of the market – incorporating a wide range of artforms – it is unsurprising that the festival ever market is a culturally-active market, with the majority Essence Expression Affirmation Enrichment Stimulation Release Perspective Entertainment having engaged with other artforms as well. 42% of the current festival market also in the Average monthly cultural spend 79% of the current festivals market was in the current market for visual arts (cultural average 65%) 77% were in the current museums market (cultural average 68%) 60% were in the current play/drama market (cultural average 47%) Although the overlap with the music festivals market is not as large, it is still substantial, with current music festivals market. The festival current market tends to spend more than average, with those in this market spending 30% more, on average, on admission, food and drink, transport and souvenirs and programs. Those in the ever market, however, spend only more than the culture which is likely to be a of the fact that this is large and has broad appeal. Cultural Current Ever