Title of Report: City of Derry Jazz & Big Band Festival 2017 Post Event Evaluation Officer Presenting: Head of Culture Author: Festivals & Events Manager and Marketing Manager 1 Purpose of Report/Recommendations 1.1 The purpose of this report is to update members on the outcome of the 16 th City of Derry Jazz and Big Band Festival and to seek approval to progress the programming and promotion of the 17 th City of Derry Jazz and Big Band Festival. 2 Background 2.1 The City of Derry Jazz and Big Band Festival is a core event in the council s annual events calendar. 2017 was another hugely successful year for the well-established event with sustained visitor numbers and occupancy levels peaking at 98% on Saturday 29th April. It is estimated there were over 60,000 visitors to the event this year bringing economic and social benefits into the region. The festival had over 50 participating venues which included pubs, restaurants, shopping centres, public spaces and community groups ensuring music was played to many different audiences right across the city. The festival has grown in recent years and this year it introduced a new Schools Education Programme which had over 4,000 local school children take part in 30 sessions delivered in 16 Primary Schools which proved to be hugely successful. The festival also developed further educational workshops including master classes, development projects and talent showcase platforms to ensure that the festival maintains its reputation as one of the most established and influential music events on the island of Ireland. 2.2 The City of Derry Jazz festival is a huge showcase for the city and region attracting international artists. 2017 saw for the first time our Headline Act Imelda May selling out within weeks of tickets going on sale. It also hosted new acts Motown Brothers and the International renowned Hot Chocolate. Furthermore it provided a platform for talented local musicians such as master of jazz Gay McIntyre, John Leighton and many others. 2.3 It is this combination of local and international artist that has allowed the festival to meet and exceed its objectives.
2.4 Venues are appreciative and supportive of the measures being adopted by Council and to ensure the development and improvement of the festival it is recommended that officers further explore opportunities with its partners to continue to grow the event. In 2018 it is proposed that this will include attracting and supporting new talent within the programme, ensuring performances are in suitable venues at relevant times and continuing to develop the pure Jazz element of the programme that continues to establish the event as a significant Jazz festival. 3 Key Issues 3.1 The success of this festival can be attributed to the significant support provided by Council. Officers recognise the need for transitional changes in the festival which will lead to Council ultimately playing a role only in coordination and promotion (subventing the profile acts and realising the marketing plan) with venues taking ownership for the acts within their premises. This is the longer term strategic objective as to how the festival will be sustained in the future. Council is also committed to the continued close working relationship with the many hotels and venues across the City and region to ensure that the event maintains its strong profile and occupancy and attendance levels. Officers would recommend that they continue to work with these venues and promoters in order to develop further the sustainability of the event and continue to grow audiences. 3.2 Feedback from Venues/Acts 3.3 In completion of a feedback exercise with the majority of venues it was noted that it was their most successful year to date for visitor numbers and spend. Post event reviews in conjunction with a number of key venues have confirmed that the promotion of the festival earlier this year and launching the full programme listings five weeks prior to the start of the festival has reaped positive results. 3.4 To plan for the 2018 event it is proposed that an open meeting is held in July with businesses and venues to discuss the following: Booking Acts for 2018 in relation to size of venues and suitability Issuing venue registration forms and advising the deadline date for return How to maximise the return on the council s event budget and the venues budget Introducing fresh talent to the Festival Set date for venues to submit proposals and requests for acts
See attached document detailing feedback received from acts / venues 3.5 Officers are also keen to develop a Show Bands exhibition in conjunction with Museum and Visitor Services team and local contributors that will be launched in February in the City and lead up to a showcase during the festival in 2018. The estimated cost of this would be around 3,000 that would be shared between the Festival and Events and Museum and Visitor Services budget. 3.6 Marketing Activities The multi-platform marketing campaign for the 2017 festival ran from 21 st March until 2 nd May 2017 with a total spend of 23,000. A heavy focus on outdoor advertising had 48 sheet (billboard) placements in Derry, Belfast, Magherafelt and Strabane along with over 30 bus advertisements throughout Belfast, Derry and Coleraine. Print advertisements featured in the Daily Mirror, Belfast Telegraph, Hot Press Magazine and the Inishowen Independent. Radio advertising targeted a NI and ROI audience on Q Network, Downtown Radio, Cool FM and iradio. Early advertising on Brunswick Moviebowl and TV3 Event Guide along with an effective social media campaign all contributed to the successful results. 3.7 Marketing Results Overview (Full breakdown in attached evaluation): Over 1 million Facebook impressions and a 19% increase in fans Nearly 30,000 Twitter impressions and a 10% increase in followers AVE of 123,337 which is a decline in previous years but this is mainly a result of our chosen media monitoring company going through a transitional period so this report was compiled internally and may be omitting data Achieved an average click through rate (CTR) of 17% from the 3 e-zines. Data collected from 52 participants with the overall results (94%) rated the festival as Very Good or Good with none (0%) rating it as Poor 3.8 Occupancy / Visitor Numbers This year s festival has exceeded expectations and has been the most successful year to date with an increase in visitor numbers and occupancy levels increased on Thursday and Friday. Over 50 venues participated with more than 300 musical performances.
Visitor Bednights 2017 2016 Thursday 27 th April 2017 57.29% 49.10% Friday 28 th April 2017 83.16% 76.58% Saturday 29 th April 2017 97.29% 99.55% Sunday 30 th April 2017 78.20% 91.29% Overall 4 Day Average 79% 79.13% 3.9 Finance Please see below details of up to date budget figures so far: Jazz 2017 DCSDC Budget = 121,200 (Core Festival and Events budget + 1200 Marketing) Sponsorship = 23,333 Income = 25,968.75 (Box Office Sales) 84,269 (Estimated income from Venues) Total Income = 133,570 Total Income + DCSDC Budget: Spend to date = 253,570 4 Financial, Equality, Legal, HR, Improvement and other Implications 4.1 The overall council budget for the 2017 event was 120,000 this combined with an income of 25,968.75 (Box Office Sales) 84,269 (Estimated income from Venues) and support from Tourism Ireland of 8,333 and sponsorship from Diageo of 15,000 and a Marketing Transfer of 1,200 should ensure that the 2017 event will be delivered within budget with the possibility of an under spend. 4.2 For the 2018 event it is proposed that officers work within the existing rates allocation for the City of Derry Jazz Festival which is 120,000. Officers now seek approval to move forward with planning for the 2018 event by recommending the following to maximise planning and promotional opportunities for the 17 th City of Derry Jazz & Big Band festival. Permission to work on a budget of 50,000 to contract a headline performer and appoint through the single tender action process.
A subvention budget of 20,000 to allow us to secure our headline acts in conjunction with our Tier 1 venues. To work on a budget of 5,000 for an early promotional campaign including sending a delegation to the Cork Jazz Festival and Sligo Jazz Festival to promote the event. Approve the financial contribution required to begin planning and promotion of the festival and to fully support the City of Derry Jazz & Big band Festival development. Approve a 3,000 budget to develop the Showbands Exhibition. 5 Recommendations 5.1 It is recommended that members approve the financial contribution and distribution outlined for officers to begin planning and promotion of the festival including securing a headline act and to fully support the City of Derry Jazz & Big band Festival development. 5.2 Analysis of the campaign and online conversation, as well as day to day interaction with venues, artists and audiences would suggest that people refer to the festival as The Jazz Festival rather than Jazz & Big Band Festival. With this in mind it is recommended that the name of the festival be reviewed. Taking this into consideration, as well as the fact that the festival now promotes a range of music genres, it is suggested that the festival be renamed as the City of Derry Jazz & Music Festival. Background Papers Appendix 1 Marketing Evaluation Appendix 2 Feedback from Venues/Acts