One-day multi-arts festival

PROJECT PITCH

Tara Deane Samuel Lounton Daniel GibsonAnete Hiie

A one-day multi-arts festival in March 2016 that celebrates creativity and brings together many cultural communities within Southampton. With something for everyone, we hope to offer a unique program of music, film, dance, interactive arts and more in unusual places, while enhancing community pride and improving access to culture in a warm and welcoming community vibe.

Elevator Pitch

• Tiger Yard - Community space & venue. 700 members • The Art House - Café & community 8000 members • Element Arts - The Wool House Project - Hub of culture events & activities. 1000 members

• A Space Arts - Creative trade shows, workspaces, events, exhibitions ~600 members.

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• City Eye - Film and video. 600 members • Monthly film gatherings at Picturehouse, Tower House, The Art House

• Southampton Film Week - 600 members.

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Market Research• Red Hot Press - Fine art print courses. 700 members

• SO: To Speak (Festival of Words) - Nearly 800 members

• East Street Arts Festival - 530 event attendees.

• Music In the City - ~2000 members.

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• Curb: The Real Junk Food Project - pop-up food waste café. 1000 members

• Dangerous Ideas Southampton - Ideas for creative social change. 800 members

• Arts Complex - arts hub with live arts, visual arts, dance studios, film and video

SALISBURYBOURNEMOUTHARTS BY THE SEA FESTIVITIES

PORTSMOUTHINTERNATIONAL ARTS FESTIVAL

Other Cities & Competitors

BOURNEMOUTHARTS BY THE SEA INTERNATIONAL

ARTS FESTIVAL

SALISBURY

Other Cities & Competitors

FESTIVITIESPORTSMOUTH

SALISBURYBOURNEMOUTHARTS BY THE SEA FESTIVITIES

PORTSMOUTHINTERNATIONAL ARTS FESTIVAL

Other Cities & Competitors

BOURNEMOUTH• ..program of theatre, music,

dance, visual and interactive art.

• 5th year & attracts ‘many

thousands of visitors’ (Arlington,

2015)

Other Cities & Competitors

PORTSMOUTH• ‘..bringing Portsmouth’s rich

heritage and thriving cultural scene to the forefront.’ (Portsmouth Festivities,

n.d.)

• 17th year, 83 cultural events, 12 000 attendees (Williams, 2013)

SALISBURY• Multi-arts festival of music,

comedy, film, dance, theatre..

• Over 150 events, 58 000 attendees an increase of 16% on 2014

• Top 6% of arts festivals in the UK (Salisbury Festivals Ltd, 2015)

TARGET MARKET & AUDIENCE

• Age: 18-50 & 3-12

• From culturally active students to older citizens and families with children looking for weekend entertainment.

• Lifestyle & personality: enjoy cultured weekends/evenings, music events, cinema, galleries, exhibitions, cafés, meeting like-minded people.

• Values: care about local communities, enhancing community price, city image, environment; spending time with friends/family

• Income & geographical location: live close to the city centre; do not have to have a high income -> they can support the community and artists by pay-as-you-feel donations.

TARGET MARKET & AUDIENCE

Can I reach them with my message?

Are there enough people?

Will the target really benefit from the service?

• Thriving underground scene in the creative sector

• 16-64yr olds = 67.9% of Southampton’s population in 2014 (Hampshire County Council, 2014)

• Build upon the existing market and creating a larger community.

• Weekend entertainment.

• Attend community events

• Offer a creative outlet, create awareness

• Encourage them to get involved and promote their product/service at the festival.

SWOT

STRENGTHS WEAKNESSES OPPORTUNITIES THREATS

STRENGTHS!

• Gap in the market after the cancellation of Ejector Seat in 2014, which attracted thousands. • Improving access to arts and culture • Variety of events and venues -> each venue dedicated to certain arts • Family- and child-friendly festival with activities for all. • Interactive events and promoting community engagement • Promoting environmentally-conscious practices • Fostering community pride, supporting local economy and entrepreneurs •Offering and outlet for collaboration and networking between creative

communities

WEAKNESSES!

• Multiple venues -> festival maps and geocaching routes . • Lack of brand history and an established clientele -> research into

the underground scenes and targeted marketing. • Inadequate financial resources and no previous budget -> source

financing from different outlets and aim to keep expenditures low.

OPPORTUNITIES!

• Local focus on other genres and the mentality ‘Southampton lacks a cultural scene’ gives an opportunity to create a new scene • Space in the market -> re-establishing the concept of multi-arts events in Southampton. • Create networking and collaboration opportunities to locals artists and entrepreneurs. • Sponsorship

THREATS!

• Bad weather conditions may prevent people from travelling between the venues -> give information about bus routes that bring people close to the venues. • Lack of income from the pay-as-you-feel scheme -> donating will be actively promoted, encouraged and made as visible as possible.

The Art House often put on poplar events with ‘suggested donations’. • Not finding enough external help eg. Volunteers -> approaching volunteers at The Art House, throughout the University.

• Political • Economical • Sociological • Technological • Legal • Environmental

PESTLE

POLITICAL!

• Local brewery - external licence for selling alcohol. • Council’s Health & Safety requirements & capacities. • Funding, grants and initiatives - Southampton City Council,

Arts Council England, Southampton Festivals. • Bear in mind the length of time it may take to receive

licences & sponsorships and be proactive.

ECONOMICAL

• Similar events are initially free, with the exception of bigger events/workshops being charged.

• Pay-as-you-feel - affordable, encouraged donations. • Chosen date (5th March) is close to payday and people are

more enticed to spend.

SOCIOLOGICAL• Demographics - cultural people involved and interested in creative

scenes • Arts Complex - new focus on culture in 2016 and an

estimated +5,9% increase in population between 2014-2021 (Hampshire County Council, 2014) potentially increases customer need for entertainment and new events.

SOCIOLOGICAL

• Social beliefs & trends - mentality vs creative underground who want to emerge in culture and arts and tend to be environmentally conscious.

• Busy work ethics - event will be held on a Saturday.

TECHNOLOGICAL!

• Geocaching - help finding the venues and encourage travelling between them.

• Equipment - low power usage (LEDs)

LEGAL• Parking spaces and permits • Sound curfews set by the council • Risk assessment • Security guard for any venue where we will be selling alcohol at & first aid • PRS, PPL, PLI, TEN licenses

ENVIRONMENTAL• Promoting environmental consciousness - reducing carbon footprint,

encouraging recycling, using recycled & recyclable cups and plates. • If adverse weather occurs, other alternative travel routes of travel are

suggested; encouraged to stay at one venue. • Providing chalks to draw on the pavement means ensuring the roads are

cleaned afterwards.

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Apply for: • Southampton City Council Voluntary and Community Grants Ejector Seat Arts Festival 2012/13 (Southampton City Council, 2015) • Arts Council England (supported many similar projects) • Southampton Festivals (supported SO: To Speak Festival of Words) • Southampton Solent University (SMILEfest) !

Expenditures will be kept to a minimum with the help of volunteers. !

Pay-as-you-feel ‘ticketing’ - most similar events are free with the odd bigger charged events. !

FINANCING

BRANDING

‘A brand is not a logo. A brand is not a slogan. A brand is not an identity.. a brand is not a symbol

or a shape. [...] A brand is the total emotional experience a customer has with your company and its product or service.’ (Hammond 2011, p.13)

“

• Experience, stimulating the senses

• Welcomed, creative, warm atmosphere.

• Accessible, creative, supporting local businesses & communities

• Enhancing Southampton’s image

• Family-friendly, child-friendly

• Personal, affordable, value for money

• Quality artists/performers

• Friendly, warm, soft, inviting colours

• Illustration - communicates creativity

1) S: Bring together creative communities

2) M: By tapping into the creative communities within Southampton

3) A: Southampton’s numerous underground communities 4) R: Attend meetings and indulge ourselves within the creative scenes

5) T: Nov 2015 - March 2016

SMART

1) S: Establishing an outlet for local artists/performers

2) M: Amount of interest from the artists and the creative communities

3) A: Talent scouting/direct promotion/enticing artists 4) R: Research into the creative communities

5) T: Nov 2015 - 5th March 2016

1) S: Attract at least 100 attendees

2) M: Stamps when donating

3) A: Venue caps come to approx. 100 4) R: Existing previous contacts, clientele through other events

5) T: Dec 2015 - 5th March 2016

GANTT CHART

1 2 3 4 5 6

A  =  1  week B  =  6  weeks  C  =  6  weeks

E  =  15  weeks  F  =  10  weeks  G  =  5  weeks  H  =  2  weeks  I  =  1  weeks  J  =  3  weeks

K  =  1  weeks L  =  2  weeks

D  =  6  weeks

0  0

1  1

7  7

22  22

23  23

25  25

(Riley,  J.,  2015)

CRITICAL PATH ANALYSIS

Critical  Path  Analysis  TableTask Activity Order Duration  

(Weeks)A Choose  Event  Date Starting  Activity 1

B Sourcing  &  Booking  Venues Begin  after  A  Complete 6

C Sourcing  &  Booking  Performers Begin  after  A  Complete 6

D Sourcing  Bars  &  Breweries Begin  after  A  Complete 6

E Venue  Liaison Begin  after  B  Complete 15

F Social  Media  Promotion Begin  after  B  Complete 10

G Performer  Liaison Begin  after  C  Complete 5

H Physical  Promotion Begin  after  B,C,D  Complete 2

I Risk  Assessment Begin  after  B  Complete 1

J Acquire  Licensing Begin  after  B  Complete 3

K Event Begin  after  D,E,G,I,J  Complete 1

L Post-­‐Event  Promotion Begin  after  K  Complete 2

EJECTOR SEAT !

• 700 members, thousands of attendees ‘Sadly we have to cancel this year’s festival due to us being unsuccessful with a major funding application.’ (Daily Echo, 2014)

WHY SHOULD WE SUCCEED?

ISLE OF WIGHT ARTS FESTIVAL !

• Over 700 members ’Several requests from the Arts Council proved unsuccessful and in the current economic climate commercial sponsorship is even harder to secure.’ (Isle of Arts, 2015)

We benefit from focusing on a smaller, intimate event with quality artists, which potentially keeps our

production expenditures remarkably lower and funding

applications smaller.

REFERENCES• Arlington Bournemouth, 2015. Bournemouth Arts by the Sea Festival 2016 [viewed 10 November 2015]. Available from: http://

www.arlingtonbournemouth.co.uk/

• Daily Echo, 2014. EjectorSeat music and arts festival in Southampton cancelled after funding blow [online] [viewed 7 November]. Available from: http://www.dailyecho.co.uk/

• Hammond, J., 2011. Branding Your Business. Rev. ed. London: Kogan Page, p.13

• Hampshire County Council, 2014. Small Area Population Forecasts (SAPF) [online] [viewed 10 November 2015]. Available from: http://documents.hants.gov.uk/population/Southamptoninfographic-2014SAPF.pdf

• Isle of Arts, 2015. About Us [online] [viewed 7 November]. Available from: http://www.artsisle.org/

• Portsmouth Festivities, n.d. About Us: Our Festivities [viewed 9 November 2015]. Available from: http://www.portsmouthfestivities.co.uk

• Riley, J., 2015. Critical Path Analysis [online] [viewed 12 November]. Available from: http://www.tutor2u.net/business/reference/critical-path-analysis

• Salisbury Festival Ltd, 2015. About Us: Key Facts and Figures [online] [viewed 14 November]. Available from: https://www.salisburyfestival.co.uk/

• Southampton City Council, 2015. Southampton City Council - Grants Awarded since April 2009. Updated: August 2015 [online] [viewed 10 November]. Available from: https://www.southampton.gov.uk/

• Williams, J., 2013. Portsmouth Festivities’ Visitor Economy Plans. Team Locals [online] [viewed 8 November]. Available from: http://teamlocals.co.uk/

ILLUSTRATIONS• Klassen, J., 2011. I Want My Hat Back. London: Walker Books Ltd

• Kwan, B., n.d. Almost Take Off [digital image] [viewed 6 November]. Available from: https://society6.com/

• Lawson, N., 2013. Because I’m a Wild Animal [digital image] [viewed 7 November]. Available from: http://nanlawson.tumblr.com/

• Mackay, L., 2014. Still Raining [digital image] [viewed 7 November]. Available from: http://lizziem-lizziem-lizziem.blogspot.co.uk/

• Pott, J., 2012. MTV Valentines Day Card 2012 animation [digital image] [viewed 8 November]. Available from: http://www.juliapott.com/

• Pott, J., 2013. Triangle [digital image] [viewed 8 November]. Available from: http://www.juliapott.com/

• Vorst, van der L., 2011. Postkaart winkeltje, bramenjam en feestje [digital image] [viewed 7 November]. Available from: http://www.liekeland.nl/

• Vorst, van der L., 2012. Postkaarten bizon, dansende dieren en op zee [digital image] [viewed 7 November]. Available from: http://www.liekeland.nl/

THANK YOU!