Splashy Fen Music Festival: Comparative Summary Report2007 - 2012

Wayne Tifflin

Karen Kohler

Tourism KwaZulu-Natal

July 2012

Objectives

– To determine the profile of visitors to the Splashy Fen music festival in Underberg from 2007 to 2012.

– To determine what factors influenced their decision to attend this event.

– To ascertain their travel and activity patterns over the period of this event.

– To determine their perceptions of the overall organisation of the event.– To determine the overall impact of the event.

Methodology

– 286 face-to-face interviews based on a set questionnaire.– Probability sample design.– Stratified allocation by day.– Respondents randomly selected.– The survey was conducted from the 6th – 8th of April 2012.

Positive Findings for KZN

• 84% would attend this event again• 99% rated the event as good or excellent• 98% would recommend the event to friends and relatives• 99% would recommend KZN as a tourist destination to family and

friends• More respondents stayed for 4 (43%) and >4 (17%) nights when

compared to 2011. • 96% were satisfied with information provided to them.

Visitors’ Residence

Domestic Spectators: Province of Residence

0%

20%

40%

60%

80%

100%

%

2007 83% 14% 2% 1% - - - -

2008 84% 15% 1% - - - - -

2009 66% 23% 4% 3% 1% 1% 2% -

2010 85% 12% 1% - 1% - - 0.4%

2011 79% 18% 1% 1% 0.4% - 0.4% -

2012 78% 16% 2% 2% 0.40% - 0.70% 0.70%

KZN GautengWestern

CapeEastern

CapeFree State Limpopo Mpumalanga North West

Z Test Analysis: A Z-test of two independent sample proportions revealed that there was no statisticallysignificant difference in the proportion of KZN visitors when comparing 2011 and 2012. There was also no significant difference in the proportion of Gauteng visitors between 2011 and 2012.

Foreign Visitors’ Residence Country of Residence (Respondents)

2006 2007 2008 2009 2010 2011 2012

Australia - 1 - - 1 - -

Lesotho - 1 - - - 1 -

Namibia - 1 - - - - 1

Swaziland - 2 - 1 - - -

UK 4 3 1 - - - 4

USA - - 1 - - - 1

Zimbabwe 1 - - - - - -

New Zealand 2 - - - - - -

Netherlands - - 1 1 - - -

Brazil - - - 1 - - -

Germany - - - 1 3 - 2

India - - - 1 1 - -

Malaysia - - - 1 - - -

Belgium - - - - 1 - -

Ireland - - - - 1 - 1

Seychelles - - - - 1 - -

Zambia - - - - 1 - -

France 1

Visitors’ Gender

Gender

44%

56%

62%

38%

66%

34%

53%

47% 47%

53%

46%

54%

0%

10%

20%

30%

40%

50%

60%

70%

Male Female

200720082009201020112012

Visitors’ Age

Age

0%

10%

20%

30%

40%

50%

60%

2007 25% 44% 16% 11% 4% -

2008 24% 35% 22% 13% 4% 2%

2009 16% 43% 30% 8% 3% -

2010 10% 55% 18% 11% 5% 0.4%

2011 5% 51% 27% 11% 5% 0.3%

2012 17% 45% 13% 14% 9% 8%

<20 21-30 31-40 41-50 51-60 61-70

A Z-test indicated no significant difference in the proportion of respondents who fell within the ages of <20-40 when comparing 2011 and 2012. However there seems to be more <20 year old attendees in 2012.

Average Group Size

2006 2007 2008 2009 2010 2011 2012

10.6 9.1 6.4 6.1 6.9 4.8 6.2

Group size has increased when compared to 2011. This may be due to attendees sharing camping facilities and transport.

Main reason for visiting area where event took place

0%

20%

40%

60%

80%

100%

120%

2007 94% 0% 3% 2% 1%

2008 96% - 2% - 2%

2009 95% 1% 1% 2% -

2010 97% 2% 2% - -

2011 99% 1% - 0.30% -

2012 95% 1% 2% 2%

Spectator VFR Holiday Business Other

A Z test revealed a statistically significant decline in the number of respondents who visited the area specifically for the Splashy Fen event between 2011 and 2012. There was also a significant increase in respondents who visited the area for business and holiday purposes and attended the event as an add-on in 2012 when compared to 2011.

Length of Stay: Average Nights

0%

20%

40%

60%

2007 1% 4% 12% 33% 42% 9%

2008 2% 2% 13% 28% 44% 11%

2009 5% 0% 6% 30% 51% 9%

2010 3% 2% 10% 27% 44% 15%

2011 4% 1% 11% 42% 32% 10%

2012 1% 0.30% 15% 23% 43% 17%

Day visitor 1 Night 2 Nights 3 Nights 4 Nights >4 Nights

A Z-test of two independent sample proportions revealed that there was a statistically significant difference in the proportion of respondents whose length of stay were 3 nights when comparing 2011 and 2012. Although there was a percentage increase in 4 and >4 nights, it was not significant. The increase in staying longer may be due to the value for money in staying for 4 or more nights.

Accommodation

0%

50%

100%

150%

%

2007 99% 1% - - - -

2008 99% - 1% - - -

2009 93% - - 2% 5% - - -

2010 99% - 1% - - - - -

2011 94% 4% 1% 1% - 1% - -

2012 97% - 0.40% - - 1.40% 0.70% 0.30%

Camping B&BFamily hotel

VFR Home OtherSelf

CateringHoliday Home

A Z test revealed no statically significant change in the number of respondents who camped in 2012. Most of the respondents camped at the Splashy site. As there were many students the cost of staying in a commercial establishment may have been prohibitive. Also the headlining bands of the event performed at night so travelling out to accommodation at night and then back again in the morning was not an ideal situation.

If Splashy Fen was not your primary reason for visiting the event, did you plan your visit to coincide with the event?

45%55%

14%

86%93%

7%

45%55% 50%50%

43%

57%

0%

20%

40%

60%

80%

100%

Yes No

%

200720082009201020112012

Only 7 respondents indicated that the event was not their primary reason for being in the area. This number is too small to derive any statistical significance .

Transport to Event:

0%

20%

40%

60%

80%

100%

%

2007 94% 2% 0% 1% 2% 1%

2008 97% 2% - - - 1%

2009 96% 1% - - 3% -

2010 96% 1% - - 1% 2%

2011 98% - - 0.30% 1% 0.30%

2012 95% 3% 1% 0.30% 1%

Private Vehicle

Rented Vehicle

Airplane BusMini-Bus

TaxiOther

Transport to the event was predominantly by private vehicle. There was an increase in the use of rented vehicles in 2012. Due to the remote location of the event private or rented vehicle were better suited than public transport.

What Influenced you to attend?

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

2007 76% 1% 1% 2% 2% 19% -

2008 64% 1% 2% 7% 3% 23% -

2009 52% - - - 3% 1% 42%

2010 56% - - 5% - 1% 38%

2011 47% 1% 0.30% 11% 3% 3% 36%

2012 47% - - 1% 1% 3% 48%

Word of Mouth

TV AdNewspaper/ Magazine

Posters/banners/flyer

sRadio Other

Attended previously

Word-of-mouth was the most significant factor influencing people to attend the event as has been the case previously. This was followed by attended the event previously.

Satisfied with information?

0%

20%

40%

60%

80%

100%

2007 91% 6% 2%

2008 90% 8% 2%

2009 94% 6% -

2010 91% 9% -

2011 94% 6% -

2012 96% 4% -

Yes No Don't know

A Z test revealed no statistical increase in the number of respondents who were satisfied with the information received regarding the event in 2012.

Did you attend previously?

6675

25

75

25

66

34

69

3134

19

81

0

10

2030

40

50

6070

80

90

Yes No

200720082009201020112012

A Z-test of two independent sample proportions indicated that there was a significant difference in the proportion of respondents who attended the event previously when comparing 2011 and 2012. This is positive for the event as it is and indication of attracting new attendees. But what about those who did not attended again? The experience of the event is important for the 31% who are first-timers and also in light of those who are undecided about attending the event again in the next slide.

Attend again?

83

4

13

88

29

88

39

84

511

90

1

9

84

4

12

0

10

20

30

40

50

60

70

80

90

100

Yes No Don't know

%

2007

2008

2009

2010

2011

2012

A Z test showed that there was a significant decline in the number of respondents who would attend the event again compared to 2011. This was possibly due to the high number of respondents who attended for the first time.

Experience Rating

60

36

3 1

54

42

4

68

29

3

42

51

52

57

42

1

41

1 1

57

0

10

20

30

40

50

60

70

80

Excellent Good Fair Poor

%

200720082009201020112012

A Z-test of two independent sample proportions revealed that there was no statistically significant difference in the proportion of respondents who had ‘excellent’ and ‘good’ experience between 2011 and 2012 events. 98% of the respondents had an excellent or good experience. In spite of 20% having experienced a problem, this augurs well for the event.

Experience Problem?

20 20

80

20

43

57

90

10

0102030405060708090

100

Yes No

%

2009201020112012

A Z-test of two independent sample proportions indicated a statistically significant difference in the proportion of respondents who did experience problems at the event when comparing 2011 and 2012. As indicated in the previous slide, 98% had an excellent or good experience. It seems as though experiencing a problem and enjoying the event does not impact on each other. Respondents seem to enjoy the event irrespective of some of the problems they may have had.

Any ProblemsIssue 2006 2007 2008 2009 2010 2011 2012

Toilets (too few/poor/too far)

73% (+showers)

36% 22% 31%

(few)

72% - 17%

Toilets - dirty - - - 17% - 3% -

Shower (too few) See above 25% 19% 19% - 6% -

Water (shortage) - 20% - - 5% 3% 2%

Theft/crime 9% 6% - 8% 1% 32% 28%

Noise 7% 2% - - - 6% -

No provision/selling of ice - 3% - - - - -

Bad Road - 8% 41% - 2% 24% 3%

More information at event - - 8% - - - -

Weather - - 2% - - - -

Advertising - - 3% - - - -

Signage 11% - 5% - - 3% -

No dustbins - - - 8% 4% - 3%

Too many drunk people - - - 17% - 9% -

Showers/bathrooms need improvement

- - - - 3% 3% -

Expensive showers - - - - - 3% -

ATM was out of money - - - - - 3% 5%

Lack of food variety - - - - - 3% -

Expensive tickets - - - - - 3% -

Any Problems cont’d

Issue 2012

Car boot music loud 9%

Traffic congestion and delays at the gate 6%Better security (under age drinking, drunk driving, trashing and slashing tents) 6%

Showers are cold, not hot water 5%

Fighting 2%Organisers are greedy for the money they have increased their fees 2%

Parking should be at designated spots 2%

Sound problem 2%

Problem with communication with the organisers 2%

Safety in the river 2%

Showers and toilets are not good and are expensive 2%

The family area could be more secure 2%

Recommend the Event to Family & Friends?

96%

4%

95%

5%

100% 98%

2%0%

20%

40%

60%

80%

100%

120%

Yes No

2009

2010

2011

2012

There is no statistical change in respondents recommending the event when compared to 2011. The event is still considered a worthwhile event to recommend to family and friends. Due to a high number of respondents (98%) having an excellent or good experience of the event this impacts on their willingness to recommend the event.

Reasons: Recommendation

The reasons for recommending Splashy Fen were related to the event

having the following characteristics as perceived by the respondents:

Awesome event/experience Family event Scenery and setting Fantastic music Superb event/fantastic festival Good for relaxation, socializing and time out Different experience Camping Good event for youth and kids Laid back event Weekend to ‘lose control’/free spirit

Recommend KZN as a Tourist Destination to Family & Friends?

96%

4%

97%

3%

97%

3%

99%

1%0%

20%

40%

60%

80%

100%

120%

Yes No

2009

2010

2011

2012

Respondents are willing to recommend KwaZulu-Natal as a destination. Their experience of the event and in the destination impacts on their willingness to recommend the province.

Reasons for Recommending KZNThe following were noted as reasons for recommending KZN as a tourist destination: Good wildlife Drakensberg Good weather Natural attractions Culture and good music Whole world in one province Great beaches Great getaway Nice people Laid back

The following issues were noted as reasons for not recommending KZN as a tourist destination: Better other places in other provinces Other provinces have more to see than KZN

Characteristics or Images of KZN

• The beach/coastline

• Good weather/hot weather/sunshine

• Zulu culture/people/warriors

• Heritage/culture

• Wildlife

• Friendly people

• Durban beachfront

• Adventure

• Friendly people

• Drakensberg

• Greenness

• uShaka Marine World

• Landscapes

• Lakes/rivers

• Diverse cultures

• Indian culture

• Sharks rugby team

• Kingdom of the Zulu

Atmosphere of KZN

• Relaxed/chilled/laid back mood• Calm/cool/peaceful• Cheerful• Festive/holiday• Friendly/welcoming• Fun/happy/joyful• Party/vibe• High energy/vibrant• Diversity• Exciting• Family orientated

Unique Attractions

• Battlefields• The Beach• Bushman paintings• Botanical gardens• Drakensberg• Cathedral Peak• Durban beachfront• Hluhluwe Game Reserve• St Lucia Wetlands Park• Suncoast Casino• Crocodile park• Midlands/Midlands Meander• Game reserves• Moses Mabhida Stadium• Valley of 1000 hills

• South Coast

• Howick falls

• uShaka Marine World

• Nottingham Breweries

• Oribi Gorge

• Zulu Culture

• Florida Road

• Gateway Shopping Centre

Familiar with TKZN’s Slogan?

88%

12%

29%

76%

24%

80%

20%

77%

23%

70%71%

30%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Yes No

%

2007

2008

2009

2010

2011

2012

A Z –test revealed a statistically significant increase in the respondents who were not familiar with TKZN’s slogan in 2012. This was because a new brand was introduced in 2011.

Associations - TKZN slogan:

  2006 2007 2008 2009 2010 2011 2012

KZN/Promotion of KZN 30% 20% 17% 13% 6% 19% 17%

Tourism/ Holidays 6%- 15% 36% 14% 33% 4%Zulu history/heritage/culture/monarchy/Shaka 51% 24% 31% 9% 41% 32% 30%

Culture 1% 14% 10% 14%  5% 2%

Tourism/KZN Tourism 6% 34% 8% 3% 1% 1% 4%

Durban  - 1% 1% 4% 1% 1% 1%

Drakensberg/Mountains  - 5%  -  - 2% - 5%

Wilderness/Wildlife  - 2%  -  - 3% - -

Entertainment 6%  -  -  -   - -

Africa  -  - 5% 3% 8% 4%- 4%

Other  -  - 19% 18% 3% 5% 10%

Casino  -  -  -  - 3% - -

Don't know/Not sure  -  -  -  - 12% - -

Ushaka  -  -  -  - 2% - 4%

Warrior/Spear/Shield  -  -  -  - 4% - 1%

Politics - - - - - 2% -

Events - - - - - - 2%

uBuntu - - - - - - 2%

Noted TKZN logo?

87

13

80

20

90

10

88

12

87

13

50 50

0

10

20

30

40

50

60

70

80

90

100

Yes No

%

2007

2008

2009

2010

2011

2012

A Z test revealed a statistically significant decline in the number of respondents who noted the TKZN logo in 2012. This was because of the introduction of a new logo in 2011.

Where TKZN logo noted?  2007 2008 2009 2010 2011 2012

Billboards 13 12 11 14 21 8

Brochures 22 13 14 14 10 3

uShaka Marine 16 9 13 12 10 8

Newspapers 11 1 1 2 2 2

Airport 6 12 8 4 8 18

Durban - 6 1 6 2 2

Tourist Information Office 4 3 5 6 3 9

Internet 13 9 14 4 8 3

Television 15 18 8 4 7 3

Magazines - 6 2 6 9 6

Sibaya Casino - - 4 4 - -

Clothing/Merchandise - 3 7 5 5 1

Other - 4 6 4 7  

Events - 4 4 6 7 -

Various Ads - - 1 2 1 -

Not Sure - - - 7 - 8

Valley of 1000 Hills - - - 1 - -

Other towns - - - 2 - -

Familiar but don’t know where - - - - - 2I know some who works at TKZN - - - - - 1

Moses Mabhida Stadium - - - - - 2

Splashy Fen - - - - - 13

iSimangaliso - - - - - 1

The TKZN logo was most noted at the airport and at the event. This is a indication that the below the line advertising strategy is working due to the decline in noticing the logo on billboards and brochures.

Total mean individual spend?

2006 2007 2008 2009 2010 2011 2012

Mean Spend R1 357 R1 525 R1 372 R1 740 R1 860 R2 174 R2 050

Low margin of error of mean at 95% confidence level

R 1 240 R 1 379 R 1 365 R1 626 R1 750 R2 029 R1 911

High margin of error of mean at 95% confidence level

R1 474 R1 671 R1 380 R1 853 R1 971 R2 319 R2 188

The mean spend has decline slightly when compared to 2011. However it is higher than any of the previous years. The general increase can be attributed to the increased cost of travelling which includes petrol and accommodation .

Total spend breakdown

Item Spend per

Person (2007)

Spend per Person (2008)

Spend per Person (2009)

Spend per Person (2010)

Spend per Person (2011)

Spend per person (2012)

Transport R396*

R350**

R441***

R479*

R476**

R482***

R553*

R509**

R597***

R476*

R421**

R532***

R618*

R561**

R675***

R632*

R571**

R694***

Food & beverages

R664*

R568**

R761***

R588*

R510**

R666**

R631*

R579**

R683***

R924*

R848**

R1000***

R793*

R736**

R850***

R740*

R673**

R807***

Entertainment R489*

R386**

R593***

R337*

R296**

R377**

R395*

R255**

R534***

R556*

R496**

R705***

R420*

R369**

R471***

R322*

R238**

R405***

Souvenirs & other

R281*

R244**

R318***

R100*

R174**

R226***

R249*

R213**

R284***

R325*

R266**

R385***

R250*

R224**

R275***

R315*

R266**

R364***

****Tickets (accommodation was included in ticket price)

R503*

R428**

R579***

R349*

R313**

R385***

R441*

R431**

R452***

R414*

R413**

R426***

R472*

R461**

R483***

R480*

R419**

R542**** No margin of error of mean **Low estimate of margin of error of mean at 95% confidence level***High estimate of margin of error of mean at 95% confidence level****Accommodation was included in the ticket price.

Increased expenses were on transport and souvenirs. The price of tickets would increase annually. The cost of petrol was high at this time and there may have been more variety in terms of souvenirs to buy.

Estimated economic impact (2008 to 2011)

Year Attendees Estimated

Direct Spend

*Low

Estimate

**High

Estimate

Direct

Spend with

a multiplier of 1.42

*Low Estimate

**High

Estimate

2008 6 000 R11.71mn R10.61mn R12.81mn R16.63mn R15mn R18.20mn

2009 5838* R10.2mn R9.6mn R10.8mn R14.6mn R13.7mn R15.4mn

2010 6 480* R12.12mn R11.37mn R12.84mn R17.22mn R16.14mn R18.24mn

2011 6 937* R15.08mn R14.07mn R16.08mn R21.4mn R19.9mn R22.8mn

2012 7 197* R14.75mn R13.75mn R15.74mn R20.9mn R19.5mn R22.3mn

Estimated direct tourism spend taking std error into account

Estimated total spend with a multiplier of 1.42, taking std error into account

Although there were more attendees in 2012, their spend was slightly less than in 2011. This was because of the lower spend in 3 of the 5 categories., viz. transport, souvenirs and tickets.

Main Findings/Conclusions

• The majority of respondents (99%) indicated they would recommend KZN as a tourist destination to family and friends as they were of the view the province has the following elements:– Good wildlife– Drakensberg– Good weather– Natural attractions– Culture and good music– Whole world in one province– Great beaches

• Most of the respondents are from KwaZulu-Natal and Gauteng. This is true for KwaZulu-Natal’s domestic tourism market as well.

• The majority of respondents fell within the ages of 21-30 and 31-40. These seem to be the dominant age groups of Splashy Fan spectators when analyzing the results of previous years. These results thus provide an indication that the festival appeals mainly to such age groups. This also helps to direct the marketing of the event.

• There was a small but statistically significant increase in the <20 years of age respondent. This possibly means that Splashy is attracting a younger attendee.

Main Findings/Conclusions (cont’d)

• As per the trend, the large proportion of respondents during 2012 were in the area specifically for attending the festival as shown by 95% of respondents who indicated had visited the area specifically for the event. This fact, together with the age group of 21-30 years old, gives an indication that the event is the main attraction for drawing this age group to the area. It would be good to ask if the event was not held would they have come to this area at any other time anyway?

• There was a significant increase in the proportion of respondents whose average length of stay was 4 and >4 nights when comparing 2011 and 2012 suggesting they stayed for a longer period. Overall, previous research shows that people stay mainly for an average of 3 and 4 nights for the event which is positive as the event usually takes place over a four-day period.

• The main form of accommodation continued to be camping at the farm suggesting that very few people opted to stay at establishments around the area. This suggests that few accommodation establishments around the area benefited as a result of the event. This also gives an indication that because most of the respondents were students they would not have been able to afford commercial accommodation. Also it would have been inconvenient to travel every morning and evening from the farm to their accommodation because the best artists usually perform in the evening.

Main Findings/Conclusions (cont’d)

• Some 47% and 48% of respondents were influenced through word-of-mouth and previous attendance, respectively. Most people then make a decision to attend Splashy because they heard about it or they have been previously. This then makes the experience at Splashy of utmost importance, because attendees decisions are not only based on advertising, but also personal communication.

• 96% of respondents were satisfied with information provided regarding the event. This was information that was provided in various media such as radio, posters/flyers, the internet and newspapers/magazines. This possibly means they (respondents) knew what the event was about, artists that would perform and what to bring, etc. The latter would have been influenced also by the existing knowledge of the event through previous attendance as mentioned previously.

• Respondents continued to indicate their intention of attending again as shown by 84% of them that said they would attend the event in future while 12% did not know. This was a statistical decrease compared to 2011. This maybe because there was a high number of respondents (31%) who attended for the first time and thus where not sure if they would attend again. This may be as a results of respondents only wanting to experience the event and not necessarily wanting to attend every year.

Main Findings/Conclusions (cont’d)

• In addition to the above points, a large proportion of respondents had a positive experience at the event as shown by 56% and 41% who had an ‘excellent’ and ‘good’ experience, respectively. This suggests a positive relationship between positive experience and intentions of visiting again.

• The event continued to attract new people as shown by 31% of respondents who were attending the event for the first time. In relation to the above point, this augurs well for the future of the event as 97% of the respondents had an ‘excellent’ or ‘good’ experience.

• About 20% of respondents experienced problems which was a significant increase from the 2011 event. This suggests that more effort needs to be applied in addressing the problems experienced in 2012. The main problems that were cited in 2012 were:– Theft/crime– Loud car boot music- Lack of clean toilets

• It was positive that 98% of the respondents said they would recommend the event to family and friends as they were of the view it had the following attributes:– It was a fun event/experience– Family event– The setting of the event is good– Fantastic music

Main Findings/Conclusions (cont’d)

• About 50% of the respondents had noted the Zulu Kingdom logo while 37% were familiar with the Zulu Kingdom slogan which they mainly associated with :– KZN and the promotion of the province (17%)– Zulu history/heritage/culture/monarch/King Shaka (30%)

TKZN had introduced a new logo and slogan in May 2011. Thus the recognition of these elements of the brand is not well known as yet.

• KZN is known for the beach, culture, sunshine, friendliness, the mountains, wildlife and scenery. These aspects were highlighted when respondents were asked about the characteristics and attractions of the province. KZN provides a relaxed, chilled, calm, holiday atmosphere for it visitors.

Recommendations

The issues which respondents raised were not new - they had been

raised in previous years. Recommendations were made on these issues

in previous research. Again the main issue which was raised in 2012 was

theft/crime. In this regard, it is recommended that the event organizers

consider the following:

1. Need to encourage more attendees from other provinces.

2. Employ more security personnel to walk around during the night.

3. Ensure that there are enough toilets and that they are clean.