Culture Segment profile of adults who have ever attended a festival compared to the profile of the culture market Percentage point difference between the market of adults that have ever attended a festival and the culture market The festival ever market similar to the culture market Essence +1 the nature of festivals (events Base [3089] Enrichment with a diverse range of events attempting to Stimulation cater to a wide audience within an area of interest) and the size of the market itself, Release it’s unsurprising that the festivals ever -1 Perspective market looks similar to the culture market in general. -1 Festivals attract a slightly higher -1 proportion of three of the more -1 segments Expression, Essence and Affirmation +1 – and a lower proportion of – segments. As both Attracting the potential market will Expression and Essence are these segments enjoy communal help diversify festivals’ Culture prominent in the current experiences and are open to a wide range Segment profile market of artforms, festivals are a good fit for them The Culture Segment profile of the potential culturally. Of those who have attended a festival festivals market is significantly different to in the past three years, Essence and the current and lapsed markets for festivals, Expression feature strongly, making The proportion of less culturally-active which are broadly distributed in a similar up 17% and 25% of the current segments (Enrichment, Release, manner to the market respectively, which is 4 Perspective and Entertainment) is low culture market overall. Of those who are percentage points higher than the in both the current and ever market for interested culture market overall for both festivals.
Culture Segment profile of adults who have ever attended a festival compared to the profile of the culture market The festival ever market similar to the culture market Percentage point difference between the market of adults that have ever attended a festival and the culture market Essence the nature of festivals (events with a diverse range of events attempting to cater to a wide audience within an area of interest) and the size of the market itself, it’s unsurprising that the festivals ever market looks similar to the culture market in general. Festivals attract a slightly higher proportion of three of the more segments – Expression, Essence and Affirmation – and a lower proportion of Base [3089] -1 -1 -1 -1 +1 +1 Enrichment Stimulation Release Perspective Expression and Essence are prominent in the current market Of those who have attended a festival in the past three years, Essence and Expression feature strongly, making up 17% and 25% of the current market respectively, which is 4 percentage points higher than the culture market overall for both segments. As both these segments enjoy communal experiences and are open to a wide range of artforms, festivals are a good fit for them culturally. The proportion of less culturally-active segments (Enrichment, Release, Perspective and Entertainment) is low in both the current and ever market for festivals. Attracting the potential market will help diversify festivals’ Culture Segment profile The Culture Segment profile of the potential festivals market is significantly different to the current and lapsed markets for festivals, which are broadly distributed in a similar manner to the culture market overall. Of those who are interested
Arts_Vic_v961.docx