3.5 million are in the festival market The current festivals 88% of the culture Overall, market market 12% is in the festival market, representing Festivals have one of the 3.2 million people. largest lapsed markets Given the nature of this market, The market for festivals is large, with incorporating a variety and depth of Compared to other artforms, festivals has 88% of the culture market having events across a number of different the largest lapsed market (32%) either been or are interested in suggesting that organisations would benefit this artforms, it is not surprising that attending. Interestingly, the from targeting those individuals who have artform is particularly proportion who haven’t been but are become inactive. interested is only 8%, meaning that most of attractive to the more those in the market for festivals have culturally-active segments attended before. Essence, Expression, Stimulation – and Affirmation. 28% visited in the past 12 months Festival market penetration spends around 78% more 8% 20% than average, with the most significant 20% visited 1-3 years ago differences in spend seen for food 32% visited 3+ years ago and drink and transport. 8% never been and interested 12% never been
3.5 million are in the festival market Overall, 88% of the culture market is in the festival market, representing 3.2 million people. Given the nature of this market, incorporating a variety and depth of events across a number of different artforms, it is not surprising that this artform is particularly attractive to the more culturally-active segments – Essence, Expression, Stimulation and Affirmation. The current festivals market Festivals have one of the largest lapsed markets The market for festivals is large, with 88% of the culture market having either been or are interested in attending. Interestingly, the proportion who haven’t been but are interested is only 8%, meaning that most of those in the market for festivals have attended before. Festival market penetration 12% Compared to other artforms, festivals has the largest lapsed market (32%) suggesting that organisations would benefit from targeting those individuals who have become inactive. 28% visited in the past 12 months spends around 78% more than average, with the most significant differences in spend seen for food and drink and transport. 8% 20% 20% visited 1-3 years ago 32% visited 3+ years ago 8% never been and interested 12% never been
Arts_Vic_v961.docx