Promoting Sunderland as a music venue

destination and investigating attendee and host

motivations

Catherine Mercer

Ba Honours Events Management

University of Sunderland

http://www.google.co.uk/url?sa=i&rct=j&q=university+of+sunderland+images&source=images&cd=&cad=rja&docid=FsAYaNE51q4IPM&tbnid=-sJu03CPzUwo0M:&ved=0CAUQjRw&url=http://www.safc.premiumtv.co.uk/page/TestimonialsDetail/0,,10281~2081395,00.html&ei=J_uHUbzgH8nL0AXdpICYDg&bvm=bv.45960087,d.d2k&psig=AFQjCNEl_HfRpQXt37u8NoKzNkhXY-6X-Q&ust=1367952541642055

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Standard Declaration

“No component of the work referred to in this report has been submitted in

support of any application for another qualification, for this or any other

University or institute of learning.”

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Acknowledgements

Firstly, I would like to thank Ali Abdallah for your feedback and support

during this final year which is greatly appreciated. Your knowledge of tourism

was of great assistance.

Secondly, I would like to thank John Probyn, Tim Mcwilliams, Live Nation

and its associated divisions for taking the time to take Sunderland on board as

a music venue destination. Your support with this major project has been of

value.

Thirdly, I would like to thank some ex-colleagues at Showsec International

Ltd. for coming to us with the idea of looking at new markets outside its

normal catchment areas. Your growth ideas were useful in the early stages of

this project.

Fourthly, I would like to thank some ex-colleaugues from SMG Europe for

your feedback for ideas to look at this project from a North East Regional

perspective. A special thanks is dedicated to Mike Cowley for assisting me as

to where to look for the economic research.

Fifthly, I would like to thank my other industry colleagues, Mick Upton, Carl

A.H. Martin, Barrie Marshall, Junior Wood and many more for sharing your

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industry experience with me throughout this major project. It has been a

wonderful experience.

Sixthly, I would like to thank my family for supporting me throughout this

year, your support has been exceptional

I would also like to thank the music event attendees and Event Industry

Interviwees for agreeing to help me with my major project and share your

experiences of events

Lastly, I would like to thank my friends who work for other events industry

companies for sharing your knowledge and experience with me. It has been

widely appreciated.

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Abstract

Sunderland has started to host major music events in the last four years which

started with SJM Concerts, Marshall Arts and then Anschutz Entertainment

Group. These music events have Included Take-That, Coldplay, Kings of

Leon, Oasis, Pink, Bruce Springsteen and Rihanna in 2013 at the Stadium of

Light.

This major project is to promote Sunderland as a music venue destination and

investigate attendee and host motivations for attending and investing in events

from the host destinations perspective. The researcher tried to achieve the

promotion of Sunderland as a music venue destination to a major music

promoter who would normally hold major music events in mainly catchment

areas like London, Birmingham, Manchester and Glasgow but also to find out

why the local residents attended music events. The researcher also wanted to

find out if the local authority would invest in any future event related

infrastructure.

While undertaking the major project research dissertation the researcher found

that most of the primary data was similar to the secondary data already written

on attendee and host motivations, while on the contrary, the researcher found

that there were areas for improvement with the host authority. While the

researcher was undertaking the research, some of the respondents did state that

Sunderland was not attractive as Newcastle or South Shields in terms of

employment opportunities for the younger generation. There also seemed to be

criticism of Sunderland City Councils lack of investment within the city and

some of the respondent’s event cited the former Vaux site not being turned

into the new Tesco Superstore location which is now in the Wheatsheaf area of

the city. One respondent even goes on to argue that the city council have let

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the Crow Wood Leisure Centre go into decline. Most respondents did feel that

they would like to see some investment in infrastructure whether it be an

Arena or an O2 Academy but, a few of them questioned who would invest in it

and where could they build one.

The significance of these findings is that this research could help the City

Council look at its event plans for the future in terms of changing their local

resident’s opinions of them. It could also help to attract new investment for

infrastructure for future events as well as attracting new businesses to the area.

The overall aim of the major project was to promote Sunderland as a music

venue to a major music event promoter and produce. The objective of this

major project was to investigate attendee and host motivations using

secondary research which looked at the development of tourism utilising a

case study of Sheffield during the 1980’s, what culture is based on, British

Post War Period, a study on Displaced Masculinities, Chavs, Youths, and

Class in the Post Industrial City and De-Industrialization, Working Class Boys

caught in the uncertain transition period and then a new government at the end

of the 1990’s.

It also looks at what an event is defined as, the driving force behind events,

further benefits mentioned, the different relationships in the marketing of

events and the attraction of events to customers, how events are used, music

events and attendee motivations or going to events, music events and

community development about how to involve the local residents, what the

Local Authority offers and further analysis of what to do next to make

improvements. The next section is on music events and cultural impacts which

looks at what a cultural tourist is, the tourist experience and what they want to

see, core cultural products, the type of market segment for different cultural

tourists, a case study on Rotterdam’s Cultural Product Offerings and what

people thought about it. There is also a mention for Manchester and Sheffield

as examples of areas in decline and their reasons for moving into events.

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The next section talks about music events and host motivations for hosting

events which includes incentives to event organizations like offering reduced

taxes, using events to try an increase visitor expenditure, image enhancement,

also political reasons, attractive opportunities for propagandizing political

messages as the worst thing that can happen and events can also be used to

override normal planning processes. Next is music events and destination

branding which talks about the packaging of events within the use of branding

to attract visitors to a destination with the use of tour packages that include

accommodation and travel in, the use of festivals for promoting tourism and

boosting the local economy, how the money is made available for events,

customer relationship marketing and client database development through new

regulation, the definition of branding and also the change in cultural policy

and who took this up.

The final section looks at local music policies with a global music industry

using the case study of Sheffield during the 1980’s, but what cities had

accepted who they were in competition with and the future of their cities and

what they had to do to attract new investment and new business and who to

work with. The section also talks about the public relations and marketing

campaigns of the 1980’s, while on the other hand, looking at the decline of the

city and who worked with Sheffield City Council to develop facilities for their

local music industry. One of the authors does mention that a key problem for

local strategy is centred not on retaining talent but developing infrastructure

that can help and benefit from locally based talent. The research method that I

have used is the qualitative method to interview attendees and 2 focus group

interviews which consisted of the host local authority and event industry

representatives. The main findings were that the some of the local residents

would like to see a venue built and that the City Council need to invest in

some infrastructure as the residents did not think that Sunderland was not that

attractive as Newcastle while the majority of respondents stated that they

would travel out for music events elsewhere whether it be festivals down

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south. The aim of this researching the analysis was to see if the primary data

matches the secondary data as to what the authors have written or if there is

any difference of opinions.

The main conclusion of this major project is that there is room to

undertake further research on Sunderland as a music venue destination

as the researcher only undertook forty interviews of local residents

while the project itself was too big to do within a year so more

quantitative data would be needed for a clearer picture.Another

conclusion is that Sunderland City Council needs to invest more in

infrastructure that would create some employment for local residents

even if this is part time.My main recommendation for this project is to

undertake more research utilising the various partners involved with

the staging of events for more information on how to proceed with the

next phase of development for gaining infrastructure for live events

that will keep the local residents from travelling out to Newcastle.

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Table of Contents

Standard Declaration…………………………………………………………2

Acknowledgements……..……………………………………………………3

Abstract………………………………………………………………………5

Table of Contents…………………………………………………………….9

Chapter 1: Introduction………………………………………………………10

Chapter 2: Literature Review………………………………………………...14

Chapter 3: Methodology……………………………………………………..29

Chapter 4: Results, Analysis and Discussion………………………………...38

Chapter 5: Conclusions………………………………………………………51

Reference List………………………………………………………………...55

Appendices…………………………………………………………………...60

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Chapter 1

Introduction

This chapter will introduce the justification of research, how relevant it is,

clear aims and objectives, and introducing the topic structure. The project is all

about undertaking research on promoting Sunderland as a music venue

destination and investigating attendee and host motivations for going or

investing in events.

This research will find out if the primary research undertaken on attendee and

host motivations match what certain authors argue that include Nayak (2006),

Allen et al (2002), Stokes (2005) cited in Quinn (2005), Getz (2001), Getz

(2008, p.406), Kolb (2009), Long, Robinson and Picard (2004), Crompton

(1993) cited in Nicholson and Pearce (2001, p.450), Gelder and Robinson

(2008), Markusen (2002), Bowdin et al (2011, p.64), Roseland (2000, p.95),

Tezak, Saftic and Sergo (2009), Lee at al (2004) Brown, O’Connor, and

Cohen (2000) have written about is similar or if there are some areas that have

not been mentioned in the literature.

This research will also explore the secondary research on research methods on

what certain authors have written that include Altinay and Paraskevas (p.1),

Boyer (1990:23), cited in Altinay and Paraskevas (2008), Taylor and Edgar

(1996) cited in Altinay and Paraskevas (2008), Healey et al (2003) cited in

Altinay and Paraskevas (2008), E. Easterby-Smith et al (1999) cited in Altinay

and Paraskevas (2008,p.69), Gill and Johnson (1997) cited in Altinay and

Paraskevas (2008), Veal (2006) cited in Altinay and Paraskevas (2008),

Denzin and Lincoln (1994), Wood (1999), cited in Altinay and Paraskevas

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(2008), Spangler (1986:101), cited in Altinay and Paraskevas (2008), Johnson-

Laird and Byrne (1991:16), Sackmann (1991), Schein (1992) cited in Altinay

and Paraskevas (2008) to understand and explore the respondents behaviours.

This research is of importance because no one has ever undertaken research on

promoting Sunderland as a music venue destination and investigated attendee

and host motivations. Academic authors have written on other events and

festivals worldwide but there was nothing specific relating to the North East of

England and the nearest I could find about any music event was Gelder and

Robinson (2008) who wrote about host motivations for Glastonbury and V

festivals. I have chosen to undertake qualitative research as I thought the study

was too large to undertake in terms of the amount of customers that buy tickets

for these events held at the Stadium of Light. The actual amount of customers

who buy tickets is around forty thousand people and the qualitative method

achieves more realistic data for the research I am doing as I am speaking to

them face to face. Also, I wanted to engage with the people involved with the

planning of events in Sunderland City Council, plus any other agencies

involved, and I also wanted to understand the purchasing decision of the

consumer.

Secondly, this would give me a more honest view of visitor views and host

views surrounding Sunderland and any future developments regarding various

event industry organizations. I could have done quantitative data but I saw

some limitations with this that include the data protection act.which does not

allow me to gain the information required. The research is of relevance

because a few industry organizations have mentioned about looking at growth

market areas and when initially coming up with the idea and having spoken to

former colleagues in certain organizations all came to the same conclusion of

growth market areas.

The main aim of the research was to promote Sunderland as a music venue

destination to major music event organizations to invest in infrastructure in the

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future. When I first started talking to former colleagues in the events industry

about this major project, one organization did make the suggestion that this

project should be regionally based, while a few others stated their interest in

Sunderland as a growth market. The objectives for this major project was to

investigate, explore and understand attendee and host motivations for going to

events and investing in events whether it be purely to socialize with their

families and friends or for investing in events purely for economic gains.

The structure of the major project will include a title page with a photo of an

event at the Stadium of Light. Standard declaration referring to the work being

submitted not for any other educational establishment, there will also be a

brief outline of what the major project is all about, a table of contents of what

is in the project, Next, will be the brief introduction outlining what the major

project is all about. The next chapter will be the Literature Review on

secondary research of what authors have to say on the development of tourism

after De-industrialization, Music events and tourism and what events are

primarily used for, music events and attendee motivations for going to music

events, music events and community development where ultimately involving

the local residents for developing a tourism industry, music events and cultural

impacts which focuses on the consumer experiencing the culture that a

destination has to offer and the types of segments that can be targeted, as well

as using Manchester and Sheffield as examples of cities that have become de-

industrialized, Music events and host motivations that look at the economic

benefits of hosting events.

There is also a section on music events and destination branding which looks

at how music events and festivals are primarily used for packaging to attract

visitors and what companies do to market their events and the last section is on

local music policies within a global music industry which looks at the case

study of Sheffield during the 1980’s. The next section is the methodology

chapter which talks about what the research is, the types of research methods

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available to the researcher , the reason for the method chosen, the advantages

and disadvantages of the method chosen, the introduction of the research

population, the discussion and explain questions asked, the data collection

techniques that involves interviews, focus groups and observations. Another

section is on the collection of primary data, the data collection methods using

focus groups and interviews plus the observations taken during the interview

process, while how the data will be analysed, and research ethics and

limitations associated with the interview process.

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Chapter 2

Literature Review

2.0 Introduction

This chapter reviews literature of current primary research already written on

music events and tourism, and this will include areas on the development of

tourism, music events and tourism, music events and attendee motivations,

music events and community development, music events and cultural impacts,

music events and host motivations, music events and destination branding and

finally, music events in the North East of England.

2.1 A development of tourism

Hunt (2004, p.350) cited in Miles (2005,p.913) uses Jonathan Glanceys

suggestion that during the Victorian period they had created a culture based on

trade and industry, while Nayak (2006) acknowledges that in the British Post-

War Period, manufacturing employment was seen to offer viable, if restricted,

opportunities for Working Class-Males. Hunt (2004) agrees with Miles (2005)

about one man’s suggestion about trade and industry being culture based.

Nayak (2006) does not mention anything pre British War Period. However, he

did a study on Displaced Masculinities, Chavs, Youth and Class in the Post

Industrial City and argues that Dee-industrialization began to set in during the

1970’s and 1980’s. This suggests that trade and industrialization was trade and

industry plus manufacturing, which seemed to be in decline, in Coal Mines,

Steel Yards and Shipyards and that by the end of the 1980’s unemployment

was high. Bates (1984) cited in Nayak (2006) suggests another point that was

not looked at by previous authors which was that Working-Class Boys were

caught in the uncertain transition period that accompanied ill-paid poorly

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structured government training schemes , or quite simply, were left schooling

for the dole. Furthermore, during the 1990’s a new government came to power

and the then prime minister the Right Honourable Tony Blair acknowledged

that Britain led the world during the Industrial Revolution and that it would

lead the Creative Industries. This was what led to the development of music

events and the tourism industry.

2.2 Music Events and tourism

Allen et al (2002) defines events as a special event is one-time or infrequently

occurring event outside normal programs or activities of the sponsoring or

organizing body. To the customer or guest, a special event is an opportunity

for leisure, social or cultural experience outside the normal range of choices or

beyond everyday experience. This suggests that an event can be a one off or a

frequently occurring event outside their normal activities of the sponsoring or

organizing body while, on the other hand, to the customer or guest this is an

opportunity for leisure, social or a cultural experience. Similary, Jamiskee

(1980:970) cited in Quinn (2006) agrees by offering a similar definition as

festivals and events as being ‘formal periods or programs of pleasurable

activities, entertainment, or events have a festive character and publicly

celebrating some concept, happening or fact’. This also suggests that festivals

and events have formal periods or programs of activities, entertainment, or

events do have some sort of festive character that publicly celebrate some sort

of concept, can be any happening such as Religious Celebrations, Festivals,

Music and Sport, or even fact. Stokes (2005) Cited in Quinn (2009, p.2) argues

that event tourism is a sector driven by the goal of economic benefits.

However, Similarly, Getz (2001) makes the same point but also goes further

by adding further benefits in such as, the investment in infrastructure, urban

regeneration of an industrial area that was in decline, attracting new

businesses, industries and residents. Getz (2008:406) also acknowledges that

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there is a set of interrelationships that underpins ‘the marketing of events to

tourists, and the development and marketing of events for tourism and

economic purposes’. This suggests that events is widely used by policy makers

for economic and tourism purposes. An example of this would be sports events

, music festivals and events , parades , political conferences to name a few ,

while Turner (1982:11) Cited in Quinn (2009) recognises that people in all

types of culture recognise the need to set aside certain times and spaces for

communal creativity and celebration. Turner (1982) has more specifically

agreed with Jamiskees (1980) definition that involves cultural celebration.

Some of the articles undertaken in (1991), (1992), (1993), (1996), (1997), and

(1998) that have been written on festivals and tourism all link festivals, events

and tourism together by Quinn (2009), Getz (2001) and Kolb (2009) all agree

that events are widely used in packages to attract visitors, business travellers,

different age groups and the ordinary tourist to a host destination that they

would not normally visit. Kolb (2009) uses an example of a tourist whose

particular interest is in Victorian Houses and then suggests a way of marketing

a tour for this. This also encourages them to spend money on products and

services provided by the host destination like accommodation, food and

beverages, local culture shopping centres and the local nightlife plus the

relevant transport infrastructure in place in the local vicinity. Long, Robinson

and Picard (2004) also agree that events are therefore staged brought from

concept to being staged with bringing visitors in from the outside tourist

markets. They also say that festivals and events do make a significant

contribution to tourism and economic development strategies, plus they also

provide a vehicle for the participation of the local host community in the urban

renewal programmes, a much higher sense of civic pride and an enhanced

image of the destination so this is what leads to people attending various

events.

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2.3 Music events and attendee motivations

Prior to these three studies being undertaken in (2001), (2005), (2008) there

was previous research already undertaken by Getz (1991); Hall (1992); Usual

et al (1991); Uysal , Gahan and Martin (1993); Mohr et al (1993); Formica and

Uysal (1996); Crompton and Mckay (1997); Formica and Murrmann (1998)

on this subject. Crompton and Mckay (1997) identified three main reasons for

undertaking research on event motivation is significant and these include

being seen as a way of designing better products and services for the consumer

, it’s also linked to consumer satisfaction and is very crucial in understanding

the visitors decision making process. These three main reasons will become

very important as the more and more different types of events leads to more

competition. The main motivations for the previous studies identified escape,

excitement/thrills, event novelty, socialization, and family togetherness.

Similarly Crompton (1993) cited in Nicholson and Pearce (2001 , p.450) also

acknowledges novelty , socialization and relations/family togetherness but has

also gone further by identifying other motivations such as prestige/status , rest

and relaxation , education value/intellectual enrichment , enhanced kinship and

regression during research on attendee motivations. Gelder and Robinson

(2008) also found similar motivations during their research on two United

Kingdom Festivals but found some differences in terms of the two during their

research. They cited that Glastonbury Festival had more of an ambience than

V and this was the ambience at the event whereas V Festival was about seeing

your favourite band. The Glastonbury Festival has more of a community feel

than some of the other festivals mentioned in previous research. Furthermore,

there were some similarities with previous research that has been undertaken.

2.4 Music events and community development

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Markusen (2002) argues that economic and community development planners

target the local residents and businesses in shaping the local economic

development strategy for a given destination. This suggests that the relevant

participants are identified on the basis of capture, high relative employment

growth rates, being able to connect with all businesses in different sectors,

along with the underemployed groups and the potential for self-employment

and entrepreneurship. Similarly, Bowdin et al (2011 ,p.64) also say that

involving the committee meetings , the approaches to local businesses for

support , the involvement of local arts and sports groups , the contacting of

service groups and volunteers does help to create social capital and community

wellbeing. Roseland (2000 ,p.95) did some research on sustainable community

development and he offers a different view that goes on to acknowledge that

growth is the pre-requisite of everything else including the provision of

welfare services and ultimately the creation of jobs within a given area by

offering reduced taxes. Similarly Kolb (2009,p.12) also agrees about involving

the local community to become stakeholders in the tourism and economic

development process. This suggests that engaging with the local residents and

gaining their feedback about what they find are the strengths, weaknesses,

opportunities and threats to the city. According to Kolb (2009, p.13) the next

stage would then be to do a further analysis of where improvements need to be

made to attract visitors. After all this has been done, then the local community

and its residents can start marketing/advertising and promoting what they have

to offer to the potential visitor. This is the creation of a tourism industry which

also has cultural impacts. Tezak, Saftic and Sergo (2009) all wrote on

prediction of preferences towards cultural and artistic events from preferences

of different activities. They looked at excursions by boat, to picturesque

mediaeval towns in rural areas and to protected landscapes, sports and eon-

gastronomic events, theme evenings organized by tourist representatives in

accommodation facilities, all-day non organized programmes for children.

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2.5 Music events and cultural impacts

There are various impacts such as economic, social, cultural, political,

physical and environmental ones. Kolb (2009, p.121) states that a cultural

tourist is someone whose main purpose when travelling is to experience the

culture within a given destination. The term suggests that the cultural tourist is

used to refer to someone whose primary purpose when they are travelling is to

visit historic sites, participate in an arts or ethnic festival, or attend the

performing arts. However, while they may be travelling to experience culture,

at the same time they will also want an enjoyable tourist experience. Therefore

cultural tourists will only be attracted to a core cultural product that is unique

and not available at home. Furthermore, Cultural tourists can fit any of the

other segmentation criteria. Demographically both older and younger cultural

tourists can be targeted, depending on the type of cultural event. Older cultural

tourists may be attracted to performances of the typical high arts, such as

Classical Music, Ballet and Opera. Tezak et al (2009) also agree with Kolb

(2009) that the modern tourist is becoming more interested and aware of the

cultural heritage and artistic offer that a place has to offer to the visiting

tourist. Lee et al (2004) cited in Tezak et al (2009) goes further by saying that

events with a strong cultural piece are increasing in numbers. This suggests

that the effect of this is that it enhances local pride in the culture, it also

exposes visitors to new groups of people and their customs plus other purposes

such as bringing in including more monies into the local economy and the

provision of recreation opportunities like Leisure and Entertainment like

cultural celebrations like Carnivals, Religious Events and The Arts and

Entertainment. Tezak et al (2009) research in Istria County, Pula, Medullin,

Pore, Umag and Rovinj showed that 78% of people stated that they would

prefer to visit cultural and artistic events due to their age. In a sense this backs

up what Kolb (2009) has written. Richards and Wilson (2004) used Rotterdam

for research studies on the 1991 Capital Of Culture and found that most

visitors were from abroad found that most were in agreement with the image

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attributes that the city has to offer, while the city had some images that stood

out both for residents and visitors alike and this is what most had come to see.

Brown , O’Connor and Cohen (2000) acknowledges that cities like Sheffield

and Manchester had depended upon on their 19th Century ‘some stack’

manufacture and export , then experienced a decline in De-industrialization In

the 1980’s and had been looking for new employment. This led to recognition

that this demanded not just the attracting of new industries or services but a

complete overhaul of what they were as cities.

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2.6 Music events and host motivations

Getz (2001) argues that host motivations include attracting new investment

and infrastructure, reducing taxes to try and encourage new businesses to

move to an area that was once in decline and using events to try to increase

visitor expenditure (spending) and Numbers. This includes tax reductions for

businesses , encouraging people from outside to come and visit who normally

would not do due to finding the attractions a bit out of date or in need of

upgrading. Similarly, Kolb (2009) also agrees but goes further by

acknowledging other reasons like image enhancement especially if the city has

a bad reputation due to high crime rates, natural disasters or loss of

employment. Hall (1994 a) cited in Getz (2001) adds further reasons such as

that there could be political reasons for staging events, while Chernushenko

(1994,p.57) demonstrates attractive opportunities for propagandizing political

messages as being the worst thing that can happen where the downside seems

to be manipulation or control over the media coverage either to hide elements

or to highlight others and a good example would be mega events. Events are

seen as an excuse to override normal planning and consultation processes

while at the same time displacing local residents in the name of urban renewal

and economic development. Kolb (2009) cites the packaging of events within

branding to attract visitors to a destination by using tour packages and this is

where putting accommodation and travel in to create a package deal.

2.7 Music events and destination branding

Kolb (2009) argues that local festivals are being used for mainly promoting

tourism and boosting the local economy within a given area. While at the same

time, money is being made available through the public finances. Events are

used primarily as part of package deals and then promoted to the potential

tourists who may want to go and see the cultural offerings on offer at a

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particular host destination , so in essence , you need to put the right event with

the right destination for this to be successful. Davidson and Rogers

(2006 ,p.31) also agree that when it comes to the destination branding and

marketing of events through customer relationship management and client

database development through new regulation it must be sensitive and respond

effectively of political , social and technological developments as well as

highlighting any innovations and enhancements to the product or service.

Chris Doghudge (2004) cited in Marketing Canada Journal Of The Canadian

Institute Of Marketing (2006 ,p.21) defines branding as giving a product a

distinct identity that includes the name , trademark , goodwill , customer

satisfaction , consumer loyalty , reputation , formulation , overall image , and

the feelings towards it. On the other hand Felix Ohiweres (1981) has a

different view of branding in which he describes a brand as a collective sum of

an organizations history , its products or services , staff , customers ,

management and leadership. It is a collection of perceptions in the mind of the

consumer. In summary, a brand is a bundle of benefits with a name. David

Jobber (2001) offers another a view that branding is the process by which

companies distinguish their product offering from the competition while ,

Kotler and Armstrong (2004) goes further by stating that by developing an

individual identity , branding permits customers to develop associations with

the brand e.g. prestige , and eases the purchase decision. A brand is a name,

term, sign, symbol, design or a combination of those that identifies the maker

or seller of a product or service. Consumers view a brand an important part of

a product, and branding can add value to product. Interbrand (1990) cited in

Rogers (2009) offer another view of ‘branding is a simple thing : it is in effect

a trademark which , through careful management, skilful promotion and wide

use, comes into the minds of consumers , to embrace a particular and

appealing set of values and attributes , both tangible and intangible’. All these

authors agree that branding distinguishes product differentiation. Brown ,

O’Connor and Cohen (2000,p.437 – 451) argue that the last decade has

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witnessed a change in cultural policy making from being a small concern or at

one time tied to an Arts Funding System , the Cultural or Creative Industries

as they are known by have now become more visible and well linked to

economic development. Taken up by the last Labour Government, the shift

towards this was prepared at the sub-national level by City Authorities using

the Creative and Cultural Industries as part of more Local Economic Strategies

to bring visitors and their expenditure in. However, in this the Music Industry

has gained such prominence, with Local Authorities attempts to create or

promote a ’local music industry’.

2.8 Local Music Policies within a global music industry: cultural quarters In

Sheffield

Brown et al (2000,p,438) cited that many British Cities had accepted

the fact by the end of the 1980’s that they were now in competition

with other Cities not just nationally but also at the International Level.

They also accepted that the futures of their cities depended on

attracting and generating new investment and new business through

more openness to private sector co-operation and partnerships; new

planning flexibility; local tax and funding incentives usually through

Central Government Initiatives; marketing schemes; integrated

business support and training and so on. The interaction of this

Cultural Policy had to firstly, input into its image whereby the ‘old

industrial’ image was off-putting towards the would-be investors. The

public relations and marketing campaigns for cities and towns took off

during the 1980’s. Within these campaigns Cultural Facilities were

needed to be very attractive to the executives and senior management

upon whose preferences towards relocation could be swung. Cultural

Capital should be mobilised in the image campaign, but if the facilities

were not there then they needed to be built. The development of the

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Cultural Industry Quarter in Sheffield was the response to two distinct

pressures. The first being the decline of the local Steel Industry, which

in turn led to a huge loss of jobs during the early 1980’s, and this

prompted Sheffield City Council to look at Cultural and Media

Industries as their new growth sector. The second major factor was that

by the late 1970’s Sheffield had a really distinct Local Music Scene

based around a group of Avant-Garde Post-Punk Electronic Bands that

included The Human League, Cabaret Voltaire, ABC, and Heaven 17.

These bands had major record deals and national and international

chart success and it was argued that during several interviews that

Sheffield was responsible for 5% market share of UK singles in 1982)

and that they and other Local Bands were dissatisfied with the lack of

adequate recording / design / performance facilities in Sheffield. There

was also a perceived inevitability about the ‘drift’ to London of

Sheffield talent which some key musicians wanted to reverse.

Sheffield’s musical success, therefore, was not translated into a

successful Sheffield Music Industry. Nor was this benefitting the

Sheffield economy. These artists and bands worked with Sheffield City

Council to establish much needed local Music Industry Facilities. The

bands like the Human League saw the importance of trying to

encourage and support initiatives that developed talent and business

and to help grow the sector and provide facilities for this as well. This

led to Sheffield’s strategy beginning with the provision of facilities

aimed, at one hand increasing access to the resources to make music,

rehearsal space, and a live venue. Then over the following next ten

years Sheffield City Council was involved in renovating a group of

disused buildings based near to the City Centre and they were also

involved in the setting up of The Leadmill live Venue and Nightclub;

Red Tape Recording Studios which was the first municipally owned

Recording Studios which opened in 1986 providing training courses

25

and cheap Rehearsal and Recording Facilities namely The Audio

Visual Enterprise Centre , Axis and Fonn Recording Studios, The Site

Gallery and Sheffield Independent Film. The Work Station providing

short-term cheap rent accommodation exclusively for cultural

businesses. On the contrary, Brown et al (2000, p. 449) does

acknowledge that the key problem for local strategy is centred not on

retaining talent but on developing infrastructure that can help and

benefit from locally based talent as it as it moves towards

globalization. The infrastructure mentioned includes facilities like the

ones mentioned earlier and business services like legal, financial and

marketing but includes those wider networks of knowledge and

creativity that allow innovation, adaptability and the development of

new markets such as digital technologies will be crucial.

Summary

Hunt (2004, p.350) cited in Miles (2005) states that culture was based on trade

and industry whereas Nayak (2006) also agrees to a certain extent but does not

mention anything pre British War Period but looks at the effects of De-

industrialisation. Allen et al (2002) and Jamiskee (1980: 970) both cited in

Quinn (2006) describes events as one of formal periods or programs as

pleasurable activities. Stokes (2005) cited In Quinn (2009, p.2) events tourism

is described as a sector that is driven by economic benefits. Turner (1982:11)

also cited in Quinn (2009) recognises that people in all types of cultures needs

to set aside certain times and spaces for creativity and celebration. On the

contrary, Jamiskee (1980) also agrees with this point of view. Quinn (2009),

Getz (2001) and Kolb (2009) all agree that events are used in packages to

attract visitors from outside a destination. Long, Robinson and Picard (2004)

that events are used from concept to staging them to attract visitors from

outside markets.

26

Crompton and Mckay (1997) undertook research that identified this as a way

of designing better products and services for the consumer, while Crompton

(1993); Nicholson and Pearce (2001) acknowledged that novelty, socialization

and relations / family but also identified other motivations as well for

attending events. Gelder and Robinson (2008) also found similar motivations

but they mentioned other reasons like wanting to see a specific musical act.

Markusen (2002), Bowdin et al (2011,p.64) and Roseland (2000, p.95) all state

that involving the local community in the development of events is the right

thing to do. On the other hand, Kolb (2009,p.12 & 13) also states the same

argument. Tezak, Saftic and Sergo (2009) all argue the same point that cultural

and artistic events are some consumers’ preferences when it comes to their

purchasing decisions.

Kolb (2009,p.121) also agrees with a cultural tourist as being someone who

wants to see and experience the offerings of a destination, while, Tezak et al

(2009) and Kolb all mention that that people want to see the cultural and

artistic offer that visitors want to see. Lee et al (2004) and Tezak et al (2009)

say that events with a cultural piece within them are increasing in numbers. On

the contrary Tezak et al (2009) shows that 78% of people state that they would

prefer to visit cultural and artistic events and this backs up what Kolb (2009)

has actually said. Richards and Wilson (2004) argue that image attributes to a

visitors perception of a city. Brown, O’Connor and Cohen (2000) state that

attracting new employment, the attracting of new industries or services lead to

a complete overhaul of a destination. Getz (2001) also agrees that new

investment and infrastructure, government subsidies, while on the on the

contrary, Kolb (2009) also agrees with image enhancement.

Hall (1994, a); and Getz (2001); both argue that political reasons can also be

used within events, while, Chernushenko (1994;p.57) state that events can be

used for propagandizing political messages. Kolb (2009) says that events are

used for promoting tourism and boosting the local economy. Furthermore,

27

Davids and Rogers (2006,p.3) also mention the extensive use of customer

relationship marketing and client databse development. Chris Doghudge

(2004), (2006,p.21) argues the importance of branding, while Felix Ohiweres

(1981) offers a different opening on the definitions of branding. David Jobbler

(2001), Kotler and Armstrong (2004), Interbrand and Rogers 2009 also offer

various opinions on what branding actually is. Brown et al (2000,p.438) also

agree that cities and destinations realise that they’re competing internationally,

so they need to attract and generate new investment and new business. They

also need more private sector co-operation and partnerships, new planning

flexibility, local tax and funding incentives which are usually done through

Central Government Initiatives, marketing schemes, integrated business

support and training and so on.

Introduction

This chapter will introduce the justification of research, how relevant it is,

clear aims and objectives, and introducing the topic structure. The project is

all about undertaking research on promoting Sunderland as a music venue

destination and investigating attendee and host motivations for going or

investing in events.

This research will find out if the primary research undertaken on attendee and

host motivations match what certain authors argue that include Nayak (2006),

Allen et al (2002), Stokes (2005) cited in Quinn (2005), Getz (2001), Getz

(2008,p.406), Kolb (2009), Long, Robinson and Picard (2004), Crompton

(1993) cited in Nicholson and Pearce (2001,p.450), Gelder and Robinson

(2008), Markusen (2002), Bowdin et al (2011,p.64), Roseland (2000,p.95),

Tezak, Saftic and Sergo (2009), Lee at al (2004) Brown, O’Connor, and

Cohen (2000) have written about is similar or if there are some areas that have

not been mentioned in the literature.

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This research will also explore the secondary research on research methods on

what certain authors have written that include Altinay and Paraskevas (p.1),

Boyer (1990:23), cited in Altinay and Paraskevas (2008), Taylor and Edgar

(1996) cited in Altinay and Paraskevas (2008), Healey et al (2003) cited in

Altinay and Paraskevas (2008), E. Easterby-Smith et al (1999) cited in Altinay

and Paraskevas (2008,p.69), Gill and Johnson (1997) cited in Altinay and

Paraskevas (2008), Veal (2006) cited in Altinay and Paraskevas (2008),

Denzin and Lincoln (1994), Wood (1999), cited in Altinay and Paraskevas

(2008), Spangler (1986:101), cited in Altinay and Paraskevas (2008), Johnson-

Laird and Byrne (1991:16), Sackmann (1991), Schein (1992) cited in Altinay

and Paraskevas (2008) to understand and explore the respondents behaviours.

This research is of importance because no one has ever undertaken research on

promoting Sunderland as a music venue destination and investigated attendee

and host motivations. Academic authors have written on other events and

festivals worldwide but there was nothing specific relating to the North East

Of England and the nearest I could find about any music event was Gelder and

Robinson (2008) who wrote about host motivations for Glastonbury and V

Festivals. I have chosen to undertake qualitative research as I thought the

study was too big to undertake in terms of the amount of customers that buy

tickets for these events held at the Stadium Of Light. The actual amount of

customers who buy tickets is around forty thousand people and the qualitative

method achieves more realistic data for the research I am doing as I am

speaking to them face to face. Also, I wanted to engage with the people

involved with the planning of events in Sunderland City Council, plus any

other agencies involved, and I also wanted to understand the purchasing

decision of the consumer.

Secondly, this would give me a more honest view, visitor views and host

views surrounding Sunderland and any future developments regarding various

event industry organizations. I could have done quantitative data but I saw

29

some limitations with this that includes the data protection act which

companies do not give out.. The research is of relevance because a few

industry organizations have mentioned about looking at growth market areas

and when initially coming up with the idea and having spoken to former

colleagues in certain organizations all came to the same conclusion of growth

market areas.

Chapter 3.

Methodology

3.0 Introduction

This chapter reviews literature of current research theories already written on

qualitative and quantitative research methods for tourism, and this will include

areas on aim / objective of the research, how you’re achieving your aim of the

research, methods / practicalities, secondary and primary research, why,

justification and explanation of the method chosen. The aim of the research is

to promote Sunderland as a music venue destination and investigating host

and attendee motivations for getting involved with events and consumers

going to events.

3.1 Research Definition

Altinay and Paraskevas (p.1) define research being a form of systematic

enquiry that contributes to a person’s knowledge. Research is therefore

essential for understanding the various phenomenon’s that individuals and

organizations encounter in their everyday activities. The end result of a

research project or a dissertation depends not only on the topic of their

investigation but also on how the researcher has chosen the sample that they

30

are going to do, the data collection and analysis techniques, and how he or she

has planned each stage thus from the literature review to the conclusions and

recommendations. On the contrary, Boyer (1990:23) cited in Altinay and

Paraskevas (2008) acknowledged an articulated paradigm shift in academic

research to include three dimensions and firstly. Integration of knowledge by

bringing together otherwise isolated knowledge from two or more disciplines

or fields, thus creating some new insights and understanding.

Secondly, they argue application of knowledge in order to trigger change,

improvement or resolution of societal and business issues. Thirdly, teaching

by the development of creative and original means for delivery and measuring

the achievement of learning objectives, and by stimulating ‘active’, not

passive learning which encourages students to be critical, creative thinkers

with the capacity to go on learning. Research is not just about, discovery but

should also include the integration and application definitions as well.

3.2 Research Methods

Taylor and Edgar (1996) cited in Altinay and Paraskevas (2008) suggest three

main principle purposes of hospitality and tourism research and these include

firstly, uncovering and making sense of existing patterns of behaviour and

phenomenon that affect the tourism and hospitality industry. Secondly, to

identify new and better ways of managing within the hospitality industry.

Finally, to enable hospitality and tourism factually to educate future

practitioners within the sector. On the other hand, Healey et al (2003) cited in

Altinay and Paraskevas (2008) states that the dissertation is considered a

perfect platform on which to display the highest order thinking skills

developed during a student’s studies. Furthermore, Easterby-smith et al (1999)

cited in Altinay and Paraskevas (2008,p.69) that there are three main reasons

why this whole mental exercise regarding the research philosophy, you should

31

follow in your studies is important because it can help you to choose the

research methods that you will use, so in other words, to help you decide on

your overall strategy. This should also include the type of evidence gathered

and its origins, the way in which the collated evidence will be analysed and

interpreted, and how it will help to answer your research questions.

The knowledge of research philosophy will enable and assist you to evaluate

different research methods and avoid inappropriate use and unnecessary work

by identifying the limitations of particular approaches at an early stage of your

study that you are undertaking. Secondly, it may help you to be creative and

innovative by either choosing or adapting research methods that are, as yet,

outside your experience. Gill & Johnson (1997) cited on Altinay and

Paraskevas (2008) argue that finally, there are two main research philosophies

and they are Positivism, and phenomenology. Positivism promotes a more

objective interpretation of reality, using hard data from surveys and

experiments, while phenomenology (or interpretation) is concerned with

methods that examine people and their social behaviour.

According to Veal (2006) cited in Altinay and Paraskevas (2008) states that

positivism has been more commonly associated with scientific research, while

phenomenology has its roots within the social sciences. Denzin and Lincoln

(1994); Easterby-Smith et al (1999); Wood (1999) cited in Altinay and

Paraskvas (2008) Some of the key features of positivism and phenomenology

logical differences viewpoints include key areas like basic beliefs, method of

research, research design, involvement of the researcher, preferred methods,

sampling, data collection methods, research instruments, strengths and

weaknesses.

3.3 Justification of the Chosen Method

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The reason why I personally chose to use the qualitative research method was

mainly because the study was too big to undertake in terms of the amount of

customers that buy tickets for these events held at the Stadium Of Light. The

actual amount of customers who buy tickets is around forty thousand people.

The Qualitative method achieves more realistic data for the research I am

doing as I am speaking to them face to face. Also I also wanted to engage with

the people involved with the planning of events in Sunderland City Council,

plus any other agencies involved, and I also wanted to understand the

purchasing decision of the consumer. The study could be undertaken in more

depth at a later stage as this could involve Quantitative research methods

which gives a broader picture of what everyone involved in events actually

thinks. I have found during my secondary research that there is not a lot of

information written on music events in the North East Of England so there is

the potential to develop within this region.

According to Spangler (1986:101) cited in Altinay and Paraskevas (2008)

mention the term use the term deduction to describe ‘the human process of

going from to another while Johnson-Laird and Byrne (1991:16) describe

induction as ‘a process whereby from sensible singulars, perceived by the

senses, one arrives at universal concepts and principles held by the intellect’.

The first definition suggests that moving from the known to the unknown

while the second definition suggests that these observations of the researcher

who must draw a conclusion from one or more pieces of evidence, thus, it is

the pieces of evidence that ultimately leads the researcher to the conclusion.

3.4 Advantages and Disadvantages of method chosen

The inductive approach has advantages and disadvantages that need to be

taken into account when deciding which method will be used to adopt and

these include in that it helps you to make a cause effect link between variables

and the way in which we humans interpret variables in their social world.

Secondly, it is flexible in that it helps to identify different theories on your

33

research topic and allows change of the research emphasis as your research

progresses as well as, helping you to explain the reasons why a phenomenon is

taking place. Thirdly, this also acknowledges that you are a part of the

research and allows research of topics that have some less existing literature to

support them plus it also allows the use of empirical evidence as the beginning

of the reasoning process and can be easily applied.

The disadvantages include that it is more effective with a small sample, so

there is a limit to the sample size and it is more time consuming, as ideas are

generated over a much longer period of data collection and analysis. Finally,

the risk of the research coming up with no useful data patterns and theories is a

lot higher than with deductive research.

3.5 Introduction of research population

Altinay and Paraskevas (2008,p.91) describe sampling is known as the process

by which researchers select representatives subset or part of the population

that is going to be studied for their particular topic so that they will be able to

draw some conclusions regarding the population. These conclusions or

generalizations the researcher makes are only as good as the sample that they

are based on. The one obvious advantage of using sampling is that the smaller

number of elements to be studied makes the research more manageable and

time-efficient, therefore, less costly, and potentially more accurate. Probability

sampling involves defining a representative subset of the population you wish

to study; the first problem acknowledged is selection bias. Selection bias is

defined as arising when certain members of the population under study are

under or over represented relative to others.

Stratified sampling is a method in which the population is divided into

homogeneous exclusive groups called ‘strata’ that takes into account a

person’s age, gender or market segment for the focus groups. This will allow

34

me to target those involved with the planning of events and consumers that

visit them.

3.6 Discuss and explain questions asked

The list of questions to the host destination on their motivations for getting

involved with music events include finding who is involved with events from

Sunderland City Council and their various partnerships, What their key roles

within the organizations are, does their organization have a strategic plan for

events, referring to the investment of infrastructure to host events other than

the Stadium Of Light, to find out what their future plans are with regards to

Local Government Incentives, their motivations for hosting events, do they

have a strategic plan for the future, also to find out if Sunderland has

benefitted from hosting events and finally, to see if there is agreement for the

future for event facilities.

The list of questions to the consumer going to music events in Sunderland

include their name, how they have travelled to Sunderland, how many events

they have been to at Sunderland, the consumers motivations for attending

music events in Sunderland, what their normal average spend is at a music

event, do they enjoy the music events at Sunderland, To find out the

consumers view on having a music venue built in Sunderland, and if so, would

the consumer be willing to see music events here. The overall aim of these

interviews will be to gain everyone’s opinion on a future strategy for

Sunderland with regard to music events.

3.7 Data Collection Techniques

3.7.1 Interviews

Interviewing is a systematic collection of data through asking questions, then

carefully listening to and recording or noting the responses concerning the

research topic. There are four main types of interview consisting of

35

unstructured interviews, structured interviews, semi-structured interviews and

focus group interviews. The unstructured interview is a flexible way of

allowing interviewees to reveal their opinions, knowledge and experience and

structured interviews allows the researcher to have total control over the topic

area covered during the interview and you can base them on a predetermined

and standardized set of questions. On the contrary, the semi-structured

interview is meant to strike the balance between a broad investigation through

using unstructured interviews and a very explanatory or descriptive approach.

3.7.2 Focus Groups

Focus group interviews is a number of informants that has been selected

purposely and interviewed together as a group because they have a common

experience, come from a similar background or have a particular expertise in a

given area.

The next technique is observation which Sackmann (1991) describes providing

rich, detailed, context-specific descriptions, which are close to the insider’s

perspective. Schein (1992) cited in Altinay and Paraskevas (2008) argues that

the observation technique is also used to validate or further explore

information obtained from interviews through a process that includes constant

questioning, comparing and contrasting. Questionnaires are also another form

of data collection and is the most popular used by researchers to obtain

information from a sample of respondents and record the findings.

Furthermore, there is a content analysis if documents allow you to analyse any

published documents that are produced for other purposes.

3.8 Primary Data Collection

The date will be collected by interviewing people firstly the focus group will

mainly consist of the Host Destination City Council, various partnerships,

36

Safety Advisory Groups by asking them about their organisation, roles of

individuals and strategies for the future. Secondly, the researcher will then

interview the event buying consumer individually by asking them about their

motivations for attending an event in Sunderland, The researcher also plans to

record or film this first and then from there it will be transcribed what people

say along with observations of them. Finally, the data will then be typed up

and the main themes will be highlighted using Windows Microsoft Office

package software.

3.8.1Focus Groups

For The focus groups the researcher will arrange in advance with Sunderland

City Council and the various partnerships once they have emailed me back

with a date when everyone can meet which will consist of approximately 2

made up of five people in each. This will be done on Wednesday the 13th of

March at the Council offices.

3.8.2 Interviews

For this I will randomly select music buying consumers and those consumers

that have been to the concerts as well as those who have not so the data

highlight both sets of opinions in the Bridges Shopping Centre and the time

frame for this will be done within one day as this is what the Administrator

will allow. The date that the researcher can go down the research with the

consumer will be on Monday the 25th of February 2013. The interviewees will

consist of Customer Service Desk Assistants, Shop Assistants, Musicians,

Young Mums With Children, Retired Workers, Bankers, Solicitors, Council

Workers, Emergency Services Workers, Transport Workers, Unemployed

People and Venue Workers.

37

3.9. Analysing of data

Veal (2011,p.391-392) states that the most common form of qualitative data is

interview or focus group transcripts or notes used during research and goes on

to say that qualitative data can be analysed manually or by computer but the

emphasis is on consideration given to the security and confidentiality of

transcripts and digital files especially if sensitive material is involved. The

main precaution needed is that research material should not be labelled with

real names or organisations or people involved in the research. Veal

(2011,p.396) acknowledges that the most basic activity associated with

qualitative analysis is the reading of notes, transcripts, documents or listening

to or viewing audio and video materials. The main approach to qualitative

analysis is to search for emerging themes, or in other words, the equivalent of

variables.

The themes that emerge from the interview transcripts are then ‘flagged’ in the

left hand margin by the researchers judgement of the strengths with which

respondents views are expressed are then indicated with one or more plus

signs or minus signs. Another way to highlight themes is to use colour coding

and post it notes to mark key sections. There are also computer packages

Caqdas Packages now available and they include Nvivo, Qsr, N6, Xsight and

also Microsoft Office.

I will analyse the data by taking the transcripts of interviews and then carefully

read them before highlighting by computer the main themes that come out of

the interviews. After this has been done I will then put this in the Appendices

for the project.

3.10 Research Ethics

38

The research ethics that I will be using will be not naming individuals but

referring to them anonymously and this will be kept primarily between me and

the people I will interview so the information will be kept confidential.

3.11 Limitations

The problems that will stop me from achieving my objectives will be down to

time constraints that consist of people not being available to interview when I

need due to their commitments. Also potential interviewees not answering

their emails when I send them. Some organisations may also not share their

information due to relevant legislation such as the data protection act.

Chapter 4

Results & Analysis

4.0 Introduction

This chapter reviews the primary data recently undertaken on Sunderland as a

music venue destination as well as the motivations of host and attendees at live

music events along with the secondary data already written on the subject.

There will be a discussion of what the event attendees have said along with the

host representatives including the academic authors.

4.1 De-industrialization

Nayak (2006) mentions in his study that de-industrialization set in during the

1970’s and 1980’s and that trade and industry was in decline including

manufacturing, coal mines, Steel Yards and Shipyards that led to high

unemployment and many people out of work .Years later, towards the end of

the 1990’s a new government came to power and Tony Blair stated that it

would lead the Creative Industries. Sunderland appears to have

unemployment. The results show that there is some support for a venue to be

39

built within Sunderland which would bring more money into the local

economy and create employment for local people while it shows that most

local residents would prefer to see an O2 Academy type of venue, while a few

want an Arena which would bring in a more variety of acts that would

influence the purchasing decisions of the consumer. You can also see from the

results the different in opinions between young people and the older

generation, however the most interesting result is that most respondents were

willing to travel outside of the Sunderland area to see a music event. My

observations of the attendee respondents during the interviews consisted of

their body language was that they seemed to come across as wanting to be in a

hurry to go somewhere else. A few of the attendee respondents did not want to

talk much, while a few were willing to voice their opinions as well as a few

having a bad attitude while speaking to them. Finally, a few of the respondents

were polite.

4.2 Attendee Motivations

Allen et al (2002) defines that an event is an opportunity and an analysis of the

results shows that most respondents were from the Sunderland area and in

agreement with secondary research by Gelder and Robinson (2008) about their

reasons for attending music events consisted of family togetherness for a day

out to socialize but some respondents also mentioned about a day out with

friends including their girlfriends, grandchildren or other band members, while

a few respondents mentioned that they had no interest in music events at all

and did not agree with the academic authors. Crompton (1993) cited in

Nicholson and Pearce (2001,p.450) also mention novelty, socialization, and

relations / family togetherness but also went further by stating that there were

other motivations for attending events such as prestige / status, rest and

relaxation, education value / intellectual enrichment, enhanced kinship and

regression during research on attendee motivations. Now, Gelder and

Robinson (2008) also found similar motivations during some research they did

40

on two United Kingdom Festivals which were Glastonbury Festival and V

Festival in which they found that were some differences in terms of the two

while undertaking their research. They did mention that Glastonbury Festival

had more of an ambience than V and this was the atmosphere at the event

whereas V Festival was about seeing your favourite artists/bands play. On the

other hand, the Glastonbury Festival has more of a community feel than some

of the other festivals mentioned in previous research.

Some respondents also mentioned that the performer/artist and band were

what determined their motives for going to an event as stated in the secondary

research by Quinn (2009). Most respondents either travelled by car, bus, taxi

to the event which was held at the Stadium Of Light.

4.3 The Use of Events

Stokes (2005) cited in Quinn (2009,p.2) does argue that event tourism is a

sector driven by the goal of economic benefits while Getz (2001) has the same

view but goes further by mentioning further benefits include the investment of

infrastructure, urban regeneration of an industrial area that was in decline, the

attraction of new businesses and residents. Similarly, Quinn (2009), Getz

(2001), and Kolb (2009) are all in agreement that events are widely used to in

packages to attract visitors, business travellers, different age groups and the

ordinary tourist to a host destination that they would not normally visit.

Finally, Long, Robinson and Picard (2004) do also agree that events are

therefore staged to bring from concept to being staged with bringing visitors

from the outside tourist markets. They do also mention that festivals and

events do make a significant contribution to tourism and economic strategies,

plus they also provide a vehicle for the participation of local host community

in the urban renewal programme, a much higher sense of civic pride and an

enhanced image of the destination so this is also what leads people to

attending various events. Lastly, Getz (2008:406) also does accept that there is

a set of interrelationships that in a way that underpins ‘the marketing of events

41

to tourists and the development and marketing of events for tourism and

economic purposes. This suggests that events are used by government policy

makers for primarily economic and tourism purposes. A good example of this

would be the concerts at The Stadium Of Light along with the annual split

festival. Most respondents mentioned that this was only venue that the city had

to offer in terms of catering for music events. Person 14 mentioned that their

motivation for attending music events was that it was their job.

4.4 Attendee Experiences

Most of the popular events held at the Stadium of Light were Take-That, Pink,

Kings of Leon, Oasis and Coldplay while few respondents enjoyed the

atmosphere, few did not. Person 4 stated that they had a bad experience

mentioning that too many drunken people from the afternoon onwards were

throwing bottles of urine towards the stage which made them feel

uncomfortable. On the contrary, Person 8 acknowledges that it was okay but

not as good as other venues. However, when asked to elaborate explains about

the fans drinking prior to the concerts as there were too many people drunk.

Person 18 also states that they did not enjoy it due to people being drunk.

Person 22 also acknowledged that it was not great and when prompted to

elaborate also mentioned that she did not like seeing the younger ladies drunk.

Persons 9 and 29 both agreed that they had an amazing time while most of the

respondents said it was okay while one said it was good.

4.5 Attendees willing to travel

Most respondents were willing to travel outside Sunderland as they felt that

Newcastle was more attractive and had a lot to offer. Person 4 also

acknowledges that Newcastle is a lot more attractive. You can see the

investment that’s been made there. Sunderland is not that attractive and needs

something done. As a local you can see the decline. Person 5 also agrees that

Newcastle has a lot more to see and do. Person 10 is also willing to travel

42

outside Sunderland but also mentions about going to other festivals throughout

the Country. Along with person 27. Person 28 mentions that he would be

willing to travel if had had the money to do this.

4.6 Community Development

Markusen (2002) mentions that economic and community development

planners from local authorities need to target the local residents and businesses

in shaping the local economic development strategy for a given destination.

This does suggest that the relevant participants are then identified on the

grounds of capture, high relative employment growth rates, being able to

connect with all businesses in various sectors, along with those that are

underemployed groups and the potential for self-employment and

entrepreneurship. Bowdin et al (2011,p.64) also acknowledge that involving

the committee meetings, the approaches to local business for support, the

involvement of local arts and sports groups, the contacting of service groups

and volunteers does help to create social capital and community wellbeing.

Roseland (2000,p.95) had done some research on sustainable community

development and he in a way disagrees by mentioning that growth is the pre-

requisite of everything else that includes the provision of welfare services and

ultimately the creation of jobs within a given area by offering reduced taxes to

employers. Kolb (2009,p.12) also agrees with other authors about the

involvement of the local community to become stakeholders in the tourism

and economic development process. This does suggest that talking to the local

residents gaining their feedback about what they find are the strengths,

weaknesses, opportunities and threats to the city. In the case of Sunderland

this clearly came across as having weaknesses such as the lack of investment.

Kolb (2009,p, 13) does suggest that the next stage would then be to do a

further analysis of where improvements need to be made to attract visitors.

After all this has been done, then the local community and its residents can

43

start marketing/advertising and promoting what they have to offer to the

potential visitor.

4.7 Cultural Impacts

This is the creation of a tourism industry which also has cultural impacts and

Tezak, Saftic and Sergo (2009) mention that they all wrote on prediction of

preferences towards cultural and artistic events from preferences of different

activities. They looked at excursions by boat, to picturesque mediaeval towns

in rural areas and to protected landscapes, sports and eno-gastronomic events,

theme evenings organized by tourist’s representatives in accommodation

facilities, all-day non organized programmes for children. Kolb (2009,p.121)

also mentions that a cultural tourist is someone whose main purpose when

travelling is to experience the culture within a given destination that includes

visiting historic sites, participate in an arts or ethnic festival, or attend the

performing arts while at the same time wanting to experience an enjoyable

tourist experience. Therefore, cultural tourists will only be attracted to a core

cultural product that is unique and not available at home, so this is definitely

true in the case of Sunderland that some residents are willing to go outside

because some music events are not available at home. Tezak et al (2009)

mentions a further view that that events with a strong cultural piece are

increasing in numbers because it suggests that it brings in more money into the

local economy and it provides recreation opportunities like leisure and

entertainment including arts and entertainment. Brown, O’Connor and Cohen

(2000) mentions that cities like Manchester and Sheffield had until the 1970’s

onwards depended upon 19th century ‘some stack’ manufacture and export,

then experienced a decline in de-industrialization in the 1980’s and had been

looking for ways of employment which in turn led to a recognition that there

was a demand for not just attracting new businesses or services but a radical

overhaul of what they were as cities.

4.8 Venue Support

44

Most of the respondents were in support of the idea for a purpose built venue

to cater for music events as it would give them more choice when making their

purchase decisions. Person 7 was supportive of the idea, but commented on

the council not doing anything with the former Vaux site. However, the person

did mention about the money and location that would be involved. The person

thinks Sunderland does okay sports wise. He also stated that it would bring in

job opportunities but acknowledged Sunderland City Councils lack of

structured vision. He also mentioned about people going to South Shields due

to chances of employment, but a music venue would be a young person’s

thing. He then goes onto state that it needs someone with a good vision. And

then lists the leisure centre as an example on how they’ve let it go.

He then referred to there being a lot of children in there during its height but

now it’s all about the money and how the councils racket record and when

asked to explain further about budget cuts, he then mentions about a bridge

that still hasn’t been done in so many years. He then acknowledges that

something would improve the city. His wife then turns up and also agrees with

him about the council being terrible when it comes to investing in the area.

Person 9 is also supportive of the idea, but again agrees with person 7 that the

question is investment from the council and their track record. When asked to

elaborate, he again mentions the former Vaux site that was meant to be the

Tesco site which has been on-going for twelve years. Person 10 also agrees

with the other respondents about supporting a venue but also argues that the

location, cost and need of a backer.

He again also mentions that the council haven’t done anything in years and

mentions the former Vaux sit and person 12 offered a different opinion that it

would be somewhere to go. Person 15 has also offered another opinion which

stated that it would be nice not to travel to Newcastle. Person 17 is also

supporting the idea of a venue but mentions the financing of it and refers to the

budget cuts that the government has been making while person has admitted

45

that it would be nice to see some investment. However, Person 21 was not

supportive of the idea due to the funding issue and the council letting the

leisure centre go. Person 22 is in support of the idea but mentions the location,

availability of a site and the costs involved. Person 25 agrees with 15 that it

would be good instead of having to travel to Newcastle all the time. On the

other hand, person 26 argued that it would be nice to have variety In terms of

their purchasing decisions.

4.8 Job Creation

Person 27 agrees with person 12 that it would be nice to go somewhere

different within the city centre while person 28 talks about having somewhere

to apply for part time work to help out with his studies. Finally, Person 29

talked about it being good to have more variety of concerts for those of us who

regularly buy tickets. Person 30 thinks that it would be good for more

opportunities in terms of employment. Most respondents would like to see a

small type of venue like the O2 Academy in Newcastle while others would

like to see an arena. Person 5 backs this up by saying that an arena would be

too big as Sunderland has only entered the market within the last few years.

However, he did go onto say that an arena would be the next phase. He then

listed Leeds and Sheffield as examples of how they started out. Person 10 also

agrees with Person 5, Person 6 did not mention any specific type of venue but

then talked about any opportunity to bring more money and jobs into the area.

Person 8 suggests an O2 Academy or an Arena but she mentions that the

stadium is not enough as it only brings in a few concerts, while person 9 says

that an O2 Academy would be good but mentions the need of a really good

backer. Person 23 also suggests an O2 academy or an Arena but also mentions

about creating employment for his children looking for full time employment

within the current economic climate. Person 25 suggests an Arena that could

attract lots of different acts that would give us more than only the stadium in

the summer months.

46

4.9 Host Motivations

Getz (2001) mentions that host motivations include the attraction of new

investment and infrastructure by local authorities offering reduced taxes to try

and encourage new businesses, encouraging people from outside to come and

visit who would normally not due to the attractions out of date or in need of

upgrading but Kolb (2009) agrees with Getz (2001) mentions further that like

image enhancement especially if the city has a bad reputation due to high

crime rates, natural disasters or loss of employment. Sunderland falls into the

latter one with loss of employment. Kolb (2009) also agrees that events are

being used for mainly promoting tourism and boosting the local economy

within a given area, but at the same time, money is made available through the

public finances. Events are mainly used as part of package deals and then

promoted to potential tourists who want to go and see the cultural offerings on

offer at a particular host destination, so in practice, you need to put the right

event with the right destination for this this to be successful. Brown, O’Connor

and Cohen (2000,p.437–451) mention that within the last decade has

witnessed a change in cultural policy making from being a relatively small

concern or at one time tied to an arts funding system, the cultural or creative

industries as they are widely known as have become more visible and well

linked to economic development. This was taken up by the last government

and this shift was prepared at the sub-national level by city authorities using

the creative and cultural industries as part of their local economic strategies to

bring in visitors and their money in. However, in this, the music industry has

gained such prominence, with local authority’s attempts to create or promote a

local music industry.

4.10 Rebuilding of Cities

Brown et al (2000, p.438) stated that many United Kingdom cities had

accepted the fact that by the end of the 1980’s that they were in competition

with various cities not just nationally but also at the international level. They

47

also accepted that the futures of their cities now depended upon the ability to

attract new investment and new business through being open to co-operation

with the private sector and partnerships; flexible new planning; local tax and

funding incentives usually through the local central government initiatives;

marketing schemes; integrated business support and training, This cultural

policy had to input into its image whereby the ‘old industrial’ image was off-

putting to potential new investors. The public relations and marketing for

cities and towns took off during the 1980’s, but in these campaigns, cultural

facilities were needed to be attractive the executives and senior management

whose preferences toward relocation could be swayed. Cultural capital needed

to be mobilised in the image campaign, but if the facilities were not there, then

they needed to be built. The development of the cultural industry quarter in

Sheffield was the response to two pressures. The first reason was the decline

of the local steel industry, that in turn led to a huge loss of jobs during the

early 1980’s and this led Sheffield City Council to move towards looking at

cultural and media industries as their new area of growth. The second main

factor was that by the late 1970’s Sheffield had a distinct local music scene

based around a set of avant-garde post punk electronic bands that had major

and national and international chart success. It was also argued that they had

5% market of the singles chart in 1982 but it was argued that they and other

local bands were dissatisfied with the lack of adequate

recording/design/performance facilities in Sheffield.

It was also perceived that there would be a drift to London of Sheffield talent

which some main musicians wanted to reverse which Sheffield’s musical

success was never translated into a successful music industry and neither was

this benefitting the local economy. These artists and bands worked in

conjunction with Sheffield City Council to establish badly needed music

industry facilities, but these people saw it as important to encourage and

support initiatives which developed talent and business to help grow the sector

and provide facilities for this as well. This is what actually started Sheffield’s

48

strategy starting off with the provision of facilities and increased access to the

resources to make music, rehearsal space and a live music venue. Then

following on from that, Sheffield City Council decided to start renovating

disused buildings that were based near the city centre and developing the

Leadmill and various other projects.

4.11 Local Authority Representation

Focus group interview 1 consisted of companies a to f and the analysis of the

interviews found that one represents the city council events department, the

policing operation, on duty emergency service, venue safety operation and

transport operation on these events. Strategy wise, company a wanted to

organize more events and strengthen their partnerships with other

stakeholders. Company b wanted to ensure a safe and enjoyable experience

while company c wanted to maintain their equipment and ensure the continual

development of properly trained staff. Company d wanted to also do the same

as company a by strengthening their partnerships and growth at more events.

On the contrary, Company e talked about expansion within the market while

company f wanted keep improving their service.

4.12 Involvement with Events

On the second point, all companies had been involved with events for between

four to sixteen years and o the next point company stated that the promoters

use their own preferred suppliers. While the other company b, c and

representatives agreed with the representative from a. On the question about

the venue most representatives were in agreement that Sunderland had only

one main music venue being the Stadium of Light. Company a. also

mentioned a few pubs within the city centre. On the question about investing

in infrastructure for events, company a mentioned that they would look at it if

there was someone willing to invest and who could put the money into support

this. Company b mentioned that it would not be a bad idea and questioned if it

49

was financially viable. Companies’ c, d, and e. all agree that legal

requirements would have to be adhered to such as accident reporting, transport

services. Company f offered the view that this would be up to the Sunderland

Chamber of commerce.

4.13 Event Infrastructure Plans

The question about music venue plans for the future all companies revealed

they do have plans but would not discuss further due to confidentiality

agreements between all stakeholders and some even mentioned that they are in

agreement about on-going negotiations.

4.14 Event Industry Representation

Focus group interview 2 consisted of two Promoters, Security Suppliers and

An Events-Production company which was companies a toe.

4.15 Company Strategies

Their strategies for music events in the next few years included more market

share and expansion but would not go further due to confidentiality reasons.

4.16 Involvement with Events

These company representatives have been involved with events for eight to

seventeen years respectively. On the question of any other organizations

involved Companies a and b mentioned about the local venue and local safety

advisory group. Three other companies including c, d and e agreed with them.

All companies agreed that Sunderland’s Stadium of Light was the main music

venue in which music events were held.

50

4.17 Long Term Plans

Two of the companies agree that they have long term plans for music event

while the other three companies mentioned that it is up to the promoter who

are their clients who then inform them with the contract negotiation. In terms

of the music venue plans, two companies mention their partnership with

Academy Music Group while company c again states that they get told by the

client with the same being for companies d and e.

Overall, the two focus groups agree on some areas like their strategies for

events like Sunderland City Council and the various partnerships wanting to

add some more events to their calendar but it was a question of finding

someone willing to invest. Secondly, one of the events industry representatives

admitted that it was looking at growth areas within its plans for the next few

years so there seems to be some potential for the future to build its event

profile. Lastly, some of the subcontracted companies mentioned that they

usually expand when told by their clients. In the case of one of the security

suppliers this is the normal procedure for doing so but they also tender for new

contracts by other event organizers.

51

Chapter 5

Conclusion

The main conclusion drawn from this major project research dissertation is

that the primary research is similar to the secondary research written by

academic authors. Take for example, Nayak (2006) acknowledging that de-

industrialization did set in during the 1970’s and 1980’s with the decline in

coal mines, steel yards and shipyards and that by the end of that decade

unemployment was high, while Bates (984) cited in Nayak (2006) suggests

that there was another area not looked at by previous authors that included

working class boys were caught in the uncertain transition period that followed

but accompanied ill-paid poorly structured government training schemes, or

were queuing for the dole. Later on, at the end of the 1990’s, a new

government came to power and the prime minister declared that Britain would

lead the creative industries.

Allen et al (2002) define an event as a one of or infrequently occurring event

outside normal activities of the sponsor or organizer, but to the customer or

guest, this is an opportunity for leisure, social or cultural experience outside

their normal day, while Jamiskee (1980:970) cited in Quinn (2006) offers

events as having a formal program of activities or they even have a festive

character to celebrate. Stokes (2005) cited in Quinn (2009, p.2) does argue that

the events sector is driven by economic benefits to the host destination. Getz

(2001) offers a similar view but does go further by more benefits like the

investment in infrastructure, the urban regeneration of an area in decline

attracting new businesses and residents but he also states the various

relationships in the marketing of events to tourists and the development and

marketing of events for tourism and economic purposes.

Turner (1982:11) cited in Quinn (2009) recognises that all people in different

types of culture need to put some time aside for community celebrations,

52

while, Kolb (2009) agrees with various authors that events are mainly used in

packages to attract visitors, business travellers, different age groups and

tourists to a host destination that they would not normally go to. Long,

Robinson and Picard (2004) do also agree that events are staged with bringing

in visitors from outside markets. Next, most of the respondents agree with the

academic authors that have written on attendee motivations for attending

events. Crompton (1993) cited in Nicholson and Pearce (2001, p.450) do

acknowledge novelty, socialisation, and relations / family which seemed to be

most respondents answers on why they attend music events. Gelder and

Robinson (2008) also mentioned about the performer being the reason why

some people went to V Festival which was what a few respondents mentioned

about the music events in Sunderland.

Markusen (2002) argued that economic and community development planners

need to target the local residents and businesses in shaping the local economic

development strategy for the destination involved. However, Bowdin et al

(2011, p.64) also mention that involving the members of the committee, the

approaches to local business for support, the involvement of local arts and

sports groups, the contacting of service groups and volunteers does help to

create social capital and community wellbeing, but Roseland (2000, p.95)

mentions the provision of welfare services and the creation of jobs. Similarly,

Kolb (2009, p.12) also agrees with bringing in the local community to become

stakeholders and gaining their feedback about what they find are the strengths,

weaknesses, opportunities and threats and then to do a further analysis of

where improvements need to be made.

In the case of Sunderland, most of the respondents felt that this was not the

case. Tezk , Saftic and Sergo (2009) all wrote about events with a strong

cultural piece are increasing in numbers while Kolb (2009) talks about people

wanting to go to a destination and experience what is on offer at the

destination and that they want an enjoyable experience, but also more monies

53

into the local economy and the provision of recreation facilities. Brown ,

O’Connor and Cohen (2000) acknowledge Manchester and Sheffield as cities

that have had to look for new employment and a complete overhaul of what

they were. Getz (2001) mentions that host motivations include the attraction of

new investment and infrastructure by offering reduced taxes to businesses to

move to an area that was once in decline and they use events to try and bring

visitors in along with their money. This fits in with one event industry

representatives plans for growth. Kolb (2009) also argues that local festivals

are used for promoting tourism and boosting the local area, while public

money is being available to finance this.

Events are widely used as part of package deals and then promoted to tourists

who may want to go and see the cultural activities on offer, but according to

David Jobber (2001) offers disagrees but comes up with his own view of

branding as a process that companies use to distinguish their product offerings

from the competition while Interbrand (1990) cited in Rogers (2009) offers the

definition that ‘branding is in effect a trademark which, through careful

management, skilful promotion and wide use, comes into the minds of

consumers, to embrace a particular and appealing set of values and attributes,

both tangible and intangible’. In effect, this is what the consumer uses for its

purchasing decisions. Brown et al (2000, p.4380 argue that most British cities

accepted that they were in competition with other cities not just nationally but

internationally as well as an acceptance that they had to attract and generate

new investment and business through working with the private sector

corporation, new planning flexibility, local tax and funding incentives through

central government marketing schemes and integrated business support.

The future recommendation for the promotion of Sunderland as a music venue

destination would be to undertake more research by using the quantitative

research method to gain more respondents as then there could a more wider

54

picture results wise and this could be built on for the future which would fit on

with the growth plans of one of the event industry representatives. Secondly,

there could be more networking with various partnerships in the formulation

of event infrastructure plans which would entice local residents to go out in

Sunderland for music events rather than travelling out to Newcastle all the

time or anywhere else in the country. There did not seem to be much of vision

for Sunderland when talking to local residents.

55

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60

Appendices

Major project research dissertation attendee and host questions

Major project attendee interviews

Major project focus group interview 1

Major project focus group interview 2