Evaluation of the Festival of Fools 2011
Evaluation of the Festival of Fools 2011 1 Written by Cath McBride Designed by Nic Charlton Design t. 028 71353018 / 07540 232756 t. 028 9081 3221 / 07885 035698 e. [email protected] e. [email protected] w. niccharlton.co.uk
2 Evaluation of the Festival of Fools 2011 Contents
Summary: The successes, the facts and the figures 04–05 1.
Evaluation aims and methodology 06–09 2.
Yesterday’s Fools: Background to the Festival of Fools 10–11 3.
Today’s Fools: The context of the Festival of Fools in 2011 12–17 4.
Fooling About: What the Festival does 18–35 5. ersity
5.1. Shared cultural space, community cohesion and div 19–23
5.2. Impact on tourism and local economy 24–26
5.3. Artistic quality and contribution to the arts 27–30 eting and PR 5.4. Spreading the word – mark 31–32
5.5. Keeping it up – sustainability 33–35
Tomorrow’s Fools: Conclusion and looking to the future 36–39 6.
Appendices 40–52 7.
Evaluation of the Festival of Fools 2011 3 1. Summary: The successes, the facts and the figures
“I was so delighted to see the Festival of Fools back in Belfast again this year, and I have to admit I think it just keeps getting better and better! It just brought the city to life over the Bank Holiday weekend… It is a Belfast gem; I hope we get to keep it!”
MICHELLE CROSS, FESTIVAL OF FOOLS AUDIENCE MEMBER
4 Evaluation of the Festival of Fools 2011 From Thursday 28th April to Monday 2nd May 2011 saw more audience members than 2011, the streets of Belfast once again came alive in previous years, increased numbers of with laughter, banter and general tom-foolery performances (in part due to the extra Bank as the city hosted the 8th Festival of Fools. The Holiday), and new and creative ways of using sun shone down on the weekend, providing the shared space. Responses from the public, artists perfect backdrop to the very broadest range of and key stakeholders were highly positive, street theatre entertainment for casual audience deeming the event a success. The Festival was members and dedicated Festival goers alike! challenged by decisions around funding and the lack of financial support for core costs, but this was managed through staff commitment, additional long hours and creativity.
KEY FACTS & FIGURES: –––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––– • 67 artists delivered 137 performances across 7 venues –––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––– 1 people attended the Festival over 5 days – an 11% increase on • In total 46,600 20092 and 55% increase since the Festival began in 2004 ––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––1% were from Belfast, 25% were from the • Of the 46,600 audience members 6 rest of Northern Ireland and 14% were from out of state –––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––– eyed there were representatives from every Belfast postcode • Of those surv
––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––eyed included those from England, Scotland, Wales, • Out of state visitors surv the Isle of Man, the Republic of Ireland, France, Germany, Netherlands, Spain, Poland, the Czech Republic, USA, Brazil, Mexico, Korea, Latvia and Singapore –––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––– • Audience members spent an average of 2.5 days at the Festival –––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––– eyed audience members rated the quality of performances as either • 99% of surv good or excellent –––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––– • 100% of surveyed audience members would attend the Festival again in 2012 –––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––– • 100% of surveyed audience members would recommend the Festival of Fools to others –––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––– • Festival of Fools continues to be Northern Ireland’s only street theatre Festival
–––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––– 1 Audience numbers have been calculated by Venue Managers’ audience head counts at static sites, and the Festival Director’s estimates of public interaction with walkabout acts.
2 Comparisons are made with the 2009 Festival throughout this evaluation; this is because the last independent evaluation was carried out in 2009.
Evaluation of the Festival of Fools 2011 5 2. Evaluation aims and methodology
6 Evaluation of the Festival of Fools 2011 This evaluation has been commissioned by the Festival of Fools as a result of funding from the Northern Ireland Tourist Board, Belfast City Council and the Community Relations Council. The aim of the evaluation is to give an independent view of the contribution made by the 8th Festival of Fools to Belfast, Northern Ireland and the arts generally. This will be assessed against the Festival’s overarching aims and the key criteria stipulated by the main funding bodies. The document will celebrate the event’s key successes, highlight the challenges faced, and bring to light areas for review and development.
The evaluation process has been carried out with support from key personnel within the Festival team and has involved the collection of both qualitative and quantitative information including: –––––––––––––––––––––––––––––––––––––––––––––––––– • Review of written historic and contextual data –––––––––––––––––––––––––––––––––––––––––––––––––– • Review of previous Festival evaluations –––––––––––––––––––––––––––––––––––––––––––––––––– • Attendance and observation at performances across the 5 days of the Festival
––––––––––––––––––––––––––––––––––––––––––––––––––ysis of 340 audience • Design, collection and anal surveys across the Festival’s range of venues and 3 performances
––––––––––––––––––––––––––––––––––––––––––––––––––ysis of 128 Venue • Design, collection and anal Manager surveys across the Festival’s range of venues and performances –––––––––––––––––––––––––––––––––––––––––––––––––– raphic evidence • Collection of photog –––––––––––––––––––––––––––––––––––––––––––––––––– ace-to-face and telephone interviews • In depth f with key stakeholders
–––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––– 3 To view the audience survey and venue managers’ survey see appendix 1. For a complete list of audience comments see appendix 2.
Evaluation of the Festival of Fools 2011 7 Those who have contributed to the evaluation through interview include:
Will Chamberlain: Artistic Director - Festival of Fools Will is the creative mastermind behind the Festival of Fools. He conceived the initial concept of bringing an eclectic mix of accessible street theatre to the centre of Belfast more than 8 years ago, since which time he has grown and developed the Festival to its current level. Will is responsible for the strategic direction of the Festival; specific tasks include “It’s up there with the best street Festivals in the event programming, fundraising and team world. That’s not just me saying that, it’s what management – his role within Festival of Fools I hear from audiences and also from the artists is a voluntary position. who spend their lives travelling from one Festival
to the next.” ––––––––––––––––––––––––––––––––––––––
WILL CHAMBERLAIN: ARTISTIC DIRECTOR FESTIVAL OF FOOLS
Sarah Kelly: Coordinator - Festival of Fools Sarah has had a coordination role with the Festival of Fools since 2006. Working closely with Will, her current responsibilities include “The Festival itself went really well over the coordination of all event administration, event five days, we had a fantastic venue manager marketing and PR, attracting event sponsors, volunteer management and artist relations. team, technical crew and volunteer team – they know what they are doing now, it all Since 2009, Sarah has been employed by the ran smoothly.” Festival of Fools in a part-time salaried post – previous to this Sarah’s role was also voluntary. –––––––––––––––––––––––––––––––– SARAH KELLY:
COORDINATOR FESTIVAL OF FOOLS
8 Evaluation of the Festival of Fools 2011 “I think Festival of Fools contributes Grant Goldie: a lot to the arts in NI, there are a lot of people Local Street Theatre Artist from other artistic disciplines that come along to Belfast based Grant has performed at 6 watch it and see that it’s a valuable art in itself - Festival of Fools including the 2011 event. Grant because sometimes street theatre gets dismissed has a broad experience base in terms of street as not being ‘proper art.” theatre having performed around the world at Festivals and events. He has seen the Festival –––––––––––––––––––––––––––––––––––––– of Fools develop over the years from an artist’s view point. GRANT GOLDIE: LOCAL STREET THEATRE ARTIST
Joan Dempster: Community Arts Development Officer – Arts Council of Northern Ireland (ACNI) Joan was the Festival of Fools’ Community Arts Officer for ACNI in its first two years (2004 “It has really developed and is now a recognized and 2005) and once again covered the Festival brand. It has a good place in the arts calendar – in her client portfolio in 2011. She therefore there is nothing else like it in Belfast or represents the event’s principal funder and has Northern Ireland.” a comprehensive understanding of the Festival’s aims. On a personal level, she has attended and –––––––––––––––––––––––––––––––––––––– enjoyed the Festival every year since it began. JOAN DEMPSTER:
COMMUNITY ARTS DEVELOPMENT OFFICER
ARTS COUNCIL OF(ACNI) NORTHERN IRELAND
“I feel that the Festival is gaining in confidence each year and that decisions made this year particularly show an Kevin Vernon: assuredness that can only have come from Audience Member (2009-2011) its longevity.” and Volunteer (2011) Kevin has attended the Festival as an audience ––––––––––––––––––––––––––––––––––––––––– member for the past three years. In 2011, having KEVIN VERNON: seen an advertisement for Festival volunteers AUDIENCE MEMBER (2009-2011) on the website, Kevin and his son participated AND VOLUNTEER (2011) in the event in a voluntary capacity. This binary relationship with the Festival has given him first hand insight into the event from both audience and volunteer perspective.
Evaluation of the Festival of Fools 2011 9 3. Yesterday’s Fools: Background to the Festival of Fools
10 Evaluation of the Festival of Fools 2011 The Festival of Fools was first piloted in Belfast The Festival continued to grow in terms of in May 2004 – as a Belfast Community Circus content, audience numbers and publicity and in School initiative. The initial funding partners 2006 the Festival of Fools split from the Belfast were Culture 2000 (EU Funding Scheme), Community Circus School becoming a company the Northern Ireland Events Company and limited by guarantee in its own right (though Laganside. The Arts Council of Northern Ireland still today, the two organisations share premises and Belfast City Council provided support and resources). In 2008 the Festival of Fools indirectly through Belfast Community Circus was rated the second best ‘Boutique Festival’ in School’s core funding. Each of these funding the UK by The Observer newspaper. bodies (with the obvious exception of Culture 2000) continue to fund the Festival today in In terms of growth over the past 8 years, there their evolved format. This demonstrates a has been a 55% increase in audience numbers commitment to the Festival - a belief in what it to reach this year’s estimated total of 46,600. aims to do and how it achieves these aims - and Significant growth is also reflected in the income illustrates the development of a synergy which and expenditure which in 2011 amounted to is still relevant some 8 years on. approximately £145,000, a 107% increase on the first year of the event and a 16% increase The initial aims of the Festival were to ‘bring the since 2009. Promoting the Festival continues streets alive, to encourage people to take back ownership to be a significant undertaking and involves of the city centre... We wanted to make it a place of traditional as well as innovative methods, from celebration after so many years when the city was unsafe billboards and programmes to tourist portals territory, and to declare that normality was here. We and social networking sites. wanted to bring to people’s attention the amazing quality of street theatre around Europe and the rest of the world, but also showcase the artists who live and work in Belfast’.4
In 2004 the Festival of Fools’ audience was estimated at 30,000 watching about 100 performances across 5 locations including a small number of walkabout acts taking in the breadth of the city centre. The overall budget for the Festival in its first year was £70,000.
“We wanted to make it a place of celebration after so many years when the city was unsafe territory, and to declare that normality was here.”
–––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––– 4 Festival Director Will Chamberlain in ‘When the Circus Came to Town – Celebrating 20 Years of the Belfast Community Circus School’
Evaluation of the Festival of Fools 2011 11 4. Today’s Fools: The context of the Festival of Fools in 2011 “The Fool’s Festival is in its 8th year and is wonderfully beneficial to the city, bringing tourists; increasing spending in shops and restaurants; introducing amazing talents from all over the world; and creating laughter, wonder and happiness on the streets
of Belfast.” AUDIENCE MEMBER
12 Evaluation of the Festival of Fools 2011 The Festival of Fools came from humble Taking place outdoors, utilising shared space beginnings but the 2011 Festival demonstrates within the city centre, and programmed across just how much the event has grown and the May Bank Holiday weekend makes the diversified over the past 8 years. In 2011 the Festival vulnerable to certain factors including Festival boasts significantly more audience weather, city centre traffic and noise and clashes members watching more performances across with other events. However in 2011 it appears more venues. There are quirky new additions that factors beyond the control of the Festival such as a Corporate box (for daily winners of a organisers all added to the Festival’s success: photo competition), logo’d carpet squares (for the weather was outstanding, the street venues sitting on), a popcorn stand and funky banners – were looking their best and the additional Bank all of which build on the event brand and add to Holiday due to the Royal Wedding, added to the the overall festival experience. holiday feel and gave people an extra full day to enjoy the Festival.
Mr H performing in St Anne’s Square on the extra Bank Holiday
Youth Circus performing in the sunshine
Evaluation of the Festival of Fools 2011 13 A tapestry of funding supported this year’s event including finance from funding bodies representing the arts, the city of Belfast, Northern Ireland tourism, community relations and European peace initiatives. ––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––– • To provide free, accessible, top-quality Street theatre, attracting local artists and performers of global acclaim to Belfast ––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––– • To support Belfast as an emerging cultural hub, enhancing the relationship between the audience and the public realm
THE KEY AIMS OF ––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––– • To create venues for shared community experiences THE FESTIVAL IN 2011 INCLUDED: ––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––– • To deliver a wide-ranging programme
––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––– • To appeal to local communities and international spectators ––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––– • To promote understanding within our increasingly diverse community ––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––– • To promote the use of shared public spaces to bring communities together for positive interaction and mutual understanding
––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––– All sorts of people in the audience! • To promote tourism and generate benefits for business in Belfast
14 Evaluation of the Festival of Fools 2011 So who came along to the Festival of Fools in 2011?
According to the survey results, the Festival can In 96% of the performances they observed older demonstrate that it was attended by a diverse people, in 86% those of ethnic minority groups, audience. The gender balance was a near-even and 66% those with visible disabilities (for split with 51% males and 49% females. example, wheelchair users). This observation mechanism, although rather crude, gives a The gender of audience members visible indication of the audience diversity.
Who audience members attended with
There was representation across all age groups– the highest percentage falling into the 36-49 age bracket. 56% of those surveyed were attending 64% of audience members had attended the with family and 29% with friends – this Festival in previous years, demonstrating how highlights how the Festival continues to attract the Festival of Fools maintains a loyal audience families, appeal to all ages and act as a forum for base. However there is also significance in the friends to gather together and celebrate. remaining 36% representing new audience.
The ages of audience members First time at the Festival or attended previously?
In addition to gathering surveys from audience members, Venue Managers were asked to complete a questionnaire which included making observations about the demographic of each performance’s audience; in every instance they claimed to observe children, young people and families.
Evaluation of the Festival of Fools 2011 15 What was new in 2011?
This value for money Festival...
... this year included the addition of evening cabaret shows. Acts that were participating in “What we spend on artists, some ” the Festival came together at the end of the day Festivals spend on an opening show. to perform – some of them repeating elements of their daytime shows and some using new ––––––––––––––––––––––––––––––––––––––––– or different material. This development was programmed into the event to overcome the WILL CHAMBERLAIN: challenge of late funding decisions and uncertain ARTISTIC DIRECTOR budgets, allowing the Festival to save money FESTIVAL OF FOOLS on bringing in big spectacle shows. It was an accidental success providing a refreshing alternative to the usual format. Without exception, all feedback about the cabarets was extremely positive and it will be an anticipated element of future Festivals.
16 Evaluation of the Festival of Fools 2011 “The cabarets were fantastic. It was a risk to do that because it was just so free, but it was worth it and
they worked really well. ––––––––––––––––––––––––––––––––––––––––––––––––”
SARAH KELLY: COORDINATOR FESTIVAL OF FOOLS
Evaluation of the Festival of Fools 2011 17 5. Fooling About: What the Festival does
“There is a great sense of taking part in something “new” and “different” for Belfast. What I mean by that is that the acts seem to create a shared space devoid of the usual attributes expected in Belfast leaving you able to throw yourself wholeheartedly into enjoying the acts.”
KEVIN VERNON: AUDIENCE MEMBER (2009-2011) AND VOLUNTEER (2011)
18 Evaluation of the Festival of Fools 2011 5.1 Shared cultural space, community cohesion and diversity
One of the key strengths of the Festival is that it This is reinforced by 99% of those audience brings people together in safe, neutral spaces to members who completed a survey agreeing with unite through shared cultural experience – and the statement that the Festival ‘effectively brings most typically through laughter. people together for a shared experience’. This is backed up by audience comments such as:
––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––– • Everyone wants some fun and it lightens the day... we are all together without prejudice ––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––– or shared enjoyment • Brings people out f –––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––– ast needs - uniting people under a common header • This is something Belf –––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––– ether by proposing areas where people can come • It brings people tog
–––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––– y to get people out and experience something together • Humour is the best wa –––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––– • Everybody likes laughing, no matter where they’re from WHAT THE –––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––– • The Festival creates a social environment AUDIENCE SAY: ––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––– • It gets people together laughing in a new area –––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––– e range and opens up public space • Appeals to a wide ag –––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––– tunity to meet people from other communities and countries • It provides an oppor ––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––– • Spontaneous communion –––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––– • The Festival promotes social cohesion through the medium of entertainment
––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––ent where people stop to watch the same thing together, • It’s a cross-community ev while otherwise they would have carried on shopping and not had the interaction
Evaluation of the Festival of Fools 2011 19 Did the audience believe that the Festival “I had done a talk about public space at of Fools was effective in bringing people Belfast Exposed where I heaped praise on together for a shared experience? St Anne’s Square after last year’s Festival. I bumped into the architect for St Anne’s Square on the last day of the Festival and he said they had taken some of what I said and used images from last year’s Festival, and won an urbanism award over in the States... he was chuffed to bits to see it really alive with people.” –––––––––––––––––––––––––––––––––––––––––––– The main spaces utilised by the Festival are: Will Chamberlain • City Hall • Cornmarket • Rosemary Street Quality of venue • Arthur Street • Cotton Court • St Anne’s Square • Fountain Street
96% of those surveyed rated the quality of the chosen spaces as either Excellent or Good. 25% stated that they would not usually come to these City Centre venues and almost half did not recognise that the space could be used as a venue for cultural activity. This demonstrates the capacity of the Festival to increase awareness of, and access to, shared spaces and provide unique opportunities for people of all backgrounds to come together.
Crowds gather at City Hall for the Youth Circus performance
20 Evaluation of the Festival of Fools 2011 Audience participation with Skate Naked
Audience participation with Goronwy Thom
Did those surveyed claim to often come to the Being based on the streets of Belfast means shared spaces utilised by the Festival? that the event attracts individuals who may not traditionally participate in arts or cultural activity. The concept of a theatre without walls removes the exclusivity factor of more conventional arts activity which can introduce issues around cost, class and appeal. On the street artists and the audience merge together; in many instances audience participation is integral to the success of the performance – audience and artists pass freely between each other in a way that is not possible or practical in Do those surveyed recognise the spaces a more conventional setting. utilised by the Festival as venues for shared cultural activity? “The Festival of Fools engages people who may not traditionally engage in the arts – those who wouldn’t buy a ticket for a theatre piece…it’s very accessible and engages people regardless of gender, age, religion, economic status etc.” –––––––––––––––––––––––––––––––––––––––––––– JOAN DEMPSTER
Evaluation of the Festival of Fools 2011 21 The diverse audience demographic (as detailed Similarly, people from the length and breadth of in section 4) illustrates the wide appeal of Northern Ireland are represented at the Festival the Festival and the aptitude of the event for - amongst those surveyed were individuals from bringing people together from a wide range of Holywood, Lisburn, Downpatrick, Castlewellan, backgrounds. People attended the event from Banbridge, Newcastle, Newry, Larne, Antrim, right across Belfast, all corners of Northern Magherafelt, Derry-Londonderry (both the Ireland and overseas. Every Belfast postcode is waterside and city side), Armagh, Craigavon, represented through the 340 audience surveys Dungannon, Omagh and Cookstown. This – this includes postcodes which represent spread indicates that the Festival brings people areas which are predominantly catholic, together from various religious, ethnic, social predominantly protestant and of various social and economic backgrounds and highlights the class. The most common postcodes are BT7 indiscriminate reach and accessibility. (South Belfast / Botanic / student areas), BT6 and BT5 but there is a City-wide spread.
Belfast based audience postcodes
Rest of Northern Ireland post codes of those surveyed
22 Evaluation of the Festival of Fools 2011 “I gained a lot of feedback from folks when This cultural diversity is a real treat for Belfast carrying out surveys after each show this and provides a refreshing reminder of the wider context - giving the audience the opportunity to year. I can only say that the complete cast reflect on concepts of ‘self’ and ‘other’ through of Belfast turned out. Working class, middle the vehicle of laughter and enjoyment. class, couples, families, teenagers, you name it they were there. Quite a lot of tourists “The Festival does a lot for community too who were thrilled to have something relations – people get to see high level other than murals to look at. The number of performers from around the world, breaking families with small kids was brilliant to see.” down perceptions.” –––––––––––––––––––––––––––––––––––––––––––– –––––––––––––––––––––––––––––––––––––––––––– KEVIN VERNON JOAN DEMPSTER
It is also of significance that the artists participating in Festival of Fools represent great diversity. In 2011 alongside local performers, artists from Spain, Australia, USA, Germany, France, Canada, Finland, Holland, England, Wales and Ireland made up the programme.
Australian artist Fatt Matt wows the crowd
Evaluation of the Festival of Fools 2011 23 5.2 Impact on tourism and local economy
“St Anne’s Square is not somewhere I would Where those surveyed came from normally consider socialising but the Festival brought me and hundreds of others to it, many of whom were tourists...for once I was Other parts of NI proud of how buzzing Belfast was!” –––––––––––––––––––––––––––––––––––––––––––– AUDIENCE MEMBER
By increasing footfall around the city, providing international quality entertainment on the street, working in partnership with city centre KEY ECONOMIC INDICATORS businesses and showing city centre venues • Between the 340 audience members in the very best light – it is evident that the surveyed there were a total of 151 Festival of Fools can claim to provide wide overnight stays in the city, this multiplies benefits for Belfast and for Northern Ireland. to 20,687 bed nights across the 46,600 strong audience. The audience surveys reflect that of the 46,600 strong audience, 61% were from Belfast, 25% • The approximate value of bed nights was were from the rest of Northern Ireland and £603,768. 14% were from out of state5. Although the out • The average spend per head was £32. of state visitor numbers have decreased since • The spend per head increased by £10 the 2009 Festival (21%), it should be recognised since 2009 in an economic climate which that the number of tourists visiting Northern continues to be challenging for many people. Ireland generally has dropped by approximately 300,000 over the past year6. Amongst those • £32 per head across the total audience from outside Northern Ireland 16 nationalities equates to an economic benefit to Belfast of were represented, demonstrating a universal £1,118,400. appeal of this art form and the ability of the • With the Festival costing £145,000 to event to draw in the tourist market. deliver, there is a return of £7.71 on every £1 invested in the Festival. • In terms of the principal funder’s (ACNI) contribution, this spend reflects a return of £27.96 for every £1 invested in the Festival of Fools.
–––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––– 5 Those carrying out the audience surveys commented that there was probably a higher percentage of out of state visitors amongst the audience, but due to the surveying methods language acted as a barrier to participation in the surveys for some international audience members.
6 Cited at http://www.bbc.co.uk/news/uk-northern-ireland-13829019
24 Evaluation of the Festival of Fools 2011 Audience at SQ Bar and Grill
City Centre spend of those surveyed Key elements of the Festival encourage city centre spending, for example: • The day-long programme of activity invites people to stay in Belfast from 11am to 9pm – audience members were observed on the streets planning their day and their route around the city using the Festival programme • The fact that the Festival is free may make people more prepared to spend in local shops / restaurants etc Did audience members come especially for the • The street venues are close to bars and Festival or happen upon It? restaurants where people can purchase food and drink and enjoy the entertainment • The Festival programme has a section titled the ‘Festival of Foods’ which contains discount vouchers for meals at partnering cafes and restaurants
“We enjoyed the cosmopolitan feel that the Festival gave to the City as well as being enthralled by the quality of the performances. 76% of audience members came into Belfast Overall it felt as if we were on continental specifically to attend the Festival of Fools in Europe enjoying a holiday treat that 2011. This equates to 35,416 individuals in the town centre over the 5 days of Festival of Fools, welcomed all to take part in; something to be highlighting the capacity of the event to draw in applauded in Northern Ireland.” the audience and encourage spending in Belfast. –––––––––––––––––––––––––––––––––––––––––––– The survey asked audience members what they KEVIN VERNON would be doing if they were not at the Festival, 80% of the responses reflected activities outside of the city and 58% stated that they would have been either at home, doing nothing or working, therefore not spending anywhere in Northern Ireland.
Evaluation of the Festival of Fools 2011 25 The partnerships that have been created with “At the St Anne’s Square venue the local eating / drinking establishments have bars and restaurants were doing a roaring been developed and nurtured over the past 8 trade all day with a huge payoff during the years. This is reflected through the growth in end of day shows this year. I can only assume the number of food and drink based businesses that are buying-in to the Festival. This year they that the longer people are in the town the included: greater the amount of money they spend • The Potted Hen while there.” • La Boca –––––––––––––––––––––––––––––––––––––––––––– • The Cloth Ear KEVIN VERNON • 2 Taps Wine Bar • The Garrick • Nick’s Warehouse It appears that some of the partner businesses • NO. 27 Talbot Street genuinely embrace the Festival and maximise • The John Hewitt the opportunities that it presents for them. Some • Little Wing Pizzeria restaurants created special menus to fit with the • SQ Bar and Grill Festival theme and to appeal to Festival goers, • 4 Corners where others did not take full advantage of this opportunity. There is scope for development in As well as demonstrating an understanding terms of reinforcing the economic impact of the of the Festival’s purpose, these long term event for businesses and how they can maximise relationships indicate that there are their financial gain. considerable economic benefits for local business. The Festival effectively puts Belfast and specific areas of the city on the map. Probably the most pertinent example of this is St Anne’s Square.
“The Festival did a great job of maximizing new spaces such as St Anne’s Square.” ––––––––––––––––––––––––––––––––––––– JOAN DEMPSTER
Over the Festival weekend this relatively new space becomes a hot spot in terms of tourism, cultural activity and entertainment. The audience surveys brought to light the number of people that were not aware of this architecturally stunning area of Belfast – the Festival raised awareness of the Square, which is likely to have a long term knock on effect in terms of the benefits to businesses based there.
St. Anne’s Square - the perfect backdrop
26 Evaluation of the Festival of Fools 2011 5.3 Artistic quality and contribution to the arts
“Festival of Fools makes a huge contribution It is with confidence that the Festival of Fools to the arts in terms of Street theatre and can claim to provide artistic quality and make unique and innovative contributions to the arts spectacle…It has a great capacity to engage in Northern Ireland. The event brings some of audiences, even if they don’t know they the world’s most talented artists to the streets are audiences!” of Belfast, providing something for everyone –––––––––––––––––––––––––––––––––––––––––––– through an eclectic mix of performances from JOAN DEMPSTER the comical and visually beautiful Carillon by La Tal to the eccentric, extraordinary and somewhat chaotic Rumplestiltskin.7 The quality of acts is complimented by the quality The hilarious Nakupelle Trap of the street venues. The use of a variety of venues allows the spectator to watch the same performance in differing contexts and witness how the artists use the various spaces and audiences in such varied and dynamic ways.
Knäcke plays with an audience member
–––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––– 7 For a full list of acts and their descriptions, see the Festival of Fools programme which accompanies this evaluation.
Evaluation of the Festival of Fools 2011 27 Walkabout act Dot Comedy’s Freed and Zonika
“It’s the only street theatre festival in Northern Ireland and its doing a really good job. I think it does well in terms of showing a different face to the arts.” –––––––––––––––––––––––––––––––––––––––––––– GRANT GOLDIE
The Festival manages to successfully merge quantity and quality through the unique format of street theatre and walkabout performances. Providing Belfast with almost 140 programmed performances over 5 days demonstrates great value for money for the Festival’s funders and ensures that the audience’s attention can be held over the duration of the event.
“Thanks for the great Festival - It’s the first walkabout act Electric Circus’s Dirk time I have been to it! It’s great to see street the homeless robot entertainers of this quality and in such numbers in ever-changing Belfast.” –––––––––––––––––––––––––––––––––––––––––––– AUDIENCE MEMBER
The quality of the event is confirmed through “As for the acts themselves, these were a the audience surveys in which 98% rated the complete revelation and something we had performance quality as either Good or Excellent rarely seen before and certainly not in Belfast. (78% Excellent), and 99% rated the variety of The inventiveness and sheer energy was acts as either Good or Excellent (70% Excellent). 100% of those surveyed confirmed that they contagious and genuinely thrilling to behold.” would attend the Festival again and would –––––––––––––––––––––––––––––––––––––––––––– recommend it to others – a significant accolade KEVIN VERNON to the event.
28 Evaluation of the Festival of Fools 2011 Would those surveyed recommend the Audience arts attendance Festival of Fools to others?
The Festival is also a great catalyst for introducing people to arts activity and attracting Would those surveyed attend the Festival of new audiences. The audience surveys illustrate Fools again? that 28% of the Festival audience attended arts activity either Never or Occasionally – this equates to 12,582 people that seldom access the arts. While maintaining a faithful following, this year’s Festival also saw approximately 36% individuals who were new to the event.
There continues to be little direct competition for the Festival of Fools; with no other street theatre Festival in Northern Ireland or Ireland of this size or quality. It holds its position as a unique and anticipated entry in the Northern Quality of performance Ireland arts calendar.
It appears that the artists participating in the Festival value it in their portfolio of engagements. Grant Goldie comments that performers are well treated by the Festival organisers and that there are great professional benefits to participating. In addition to providing paid work for 67 artists – to an approximate value of £100,000, it gives local and international performers the opportunity to interact with, and learn from, other artists from Variety of acts around the world:
“It is one of the first places that I was able to see lots of different styles of street theatre in the same place, from a unicycle show to a musical show to a pure comedic street show. It really opened my eyes to other possibilities of what could be done.” –––––––––––––––––––––––––––––––––––––––––––– GRANT GOLDIE
Evaluation of the Festival of Fools 2011 29 This international element also has artistic “It was good to hear an audience member benefits for the audience; in addition to saying that the local artists we have are every challenging perceptions and stereotypes, as bit as good as the international performers.” discussed in section 5.1, the audience feel valued –––––––––––––––––––––––––––––––––––––––––––– by being offered international street theatre of this quality. It also provides local young SARAH KELLY people and aspiring artists (including those performing at the Festival as part of the Belfast Circus School) with role models and examples of international excellence.
“People are proud that this happens in Belfast and that they can get the cream of international street performers on their doorstep.” –––––––––––––––––––––––––––––––––––––––––––– SARAH KELLY
The Festival provides a forum for highlighting the quality and professionalism of local artists by placing them in an international context – both the artists and the audience are able to gauge that local acts are every bit as good as those emerging from other parts of the world. In fact audience feedback illustrated that acts such as the Barren Carrousel, The Magilligans, Grant Goldie, Jitterbug Jackson and Mr H were considered to be some of the highlights of the Festival.
Local artists The Barren Carrousel
30 Evaluation of the Festival of Fools 2011 5.4 Spreading the word – marketing and PR
The Festival programme continues to be the most effective audience recruitment vehicle with 44% of those surveyed selecting this as how they heard about the Festival. This is followed by posters, word of mouth and the Festival website. The online and radio advertising campaigns generated low audience numbers – There are 2 possible explanations for this. The Festival organisers feel that the online campaign was not targeted precisely enough by the marketing company responsible. In addition, it is reasonable to assume that the size of budget available for radio advertising, although large as a proportion Billboard on Ormeau Road of Festival marketing budget, is still very small and does not buy sufficient coverage to make The Festival has created a strong and the desired impact. In future, it might be worth recognisable brand. This brand was delivered considering either focussing all radio spend through a thorough marketing plan, based on 8 with one station, or instead allocating greater years of experience. The plan aimed to attract resources to printing and distributing brochures. new audiences by reaching out to a broad demographic including those who do not usually How audience members found out about access arts / cultural activity, those living in the Festival socially disadvantaged areas and international visitors. An extensive range of marketing and promotional activities were delivered within tight budgetary constraints, these included the targeted distribution of event programmes, a poster campaign, strategic placement of 48 sheet Billboards around the city and at key entry points into Northern Ireland, advertising (through print, radio and online media), a press launch, promotion through the Festival of Fools website, appropriate use of social media – primarily Facebook (the Festival’s Facebook page has attracted over 600 ‘likers’), and targeted letters and e-mails. The Festival appears to have gained good media coverage; in addition to 10 paid advertising pieces the event received free coverage of 68 printed pieces, 3 TV and 6 radio packages.8
–––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––– 8 For a full list of media coverage see appendix 3. For an example of printed coverage, see appendix 4.
Evaluation of the Festival of Fools 2011 31 This facilitated the Festival information in reaching almost 4,000,000 people with an estimated value of £59,000. This appears to be an excellent result for an event which has to consider every penny of expenditure, however Festival Director Will Chamberlain comments that Street Theatre is rarely covered in the media as a serious art form, and as such does not attract the level of media support that other The use of social media could be maximised events and festivals may attract. further and could certainly aim to reach more people for future events. Although 600 ‘likers’ A key challenge faced by the Festival of Fools is is a positive start, other Belfast based festivals the late decisions around event funding, which have been more successful in developing online means that final budgets cannot be confirmed support: Ulster Bank Festival at Queens has until just before the Festival weekend (this will 1,186 likers; Belfast Children’s Festival has be explored further in section 5.5). In 2011 this 1,276; and Feile and Phobail has 3,310. had a considerable impact on the marketing of These festivals are however better resourced the event; where marketing spend should be a and have dedicated staff to work on the event priority area the lack of clarity around budgets marketing, while Festival of Fools does not. meant the pre-event marketing could not be as focussed as desired. Of those surveyed 52 commented that the marketing of the event was an area for “The marketing spend wasn’t as targeted as development. Their comments (few of which we would have liked. Situations arose where took into account funding constraints) were we had to get work done by a particular mainly focussed on increasing the event company because they were the company advertising generally, but some specific that could do it in time... it wasn’t the ideas included: coherent coordinated process we have delivered in previous Festivals with reasonable lead in times.” Advertising –––––––––––––––––––––––––––––––––––––––––––– WILL CHAMBERLAIN ideas: –––––––––––––––––––––––––––––––––––––––––––– • Advertising more widely across Northern This lack of financial certainty led to some Ireland / the UK (with mention of specific marketing tools which have been used in the areas) past, not being included this year. Examples of marketing which could not proceed because –––––––––––––––––––––––––––––––––––––––––––– of timelines or budget restrictions include • Advertising earlier the branded beer mats and bus liners. To –––––––––––––––––––––––––––––––––––––––––––– counterbalance this, the use of social media as • Increasing the use of social media a free and accessible forum for attracting new –––––––––––––––––––––––––––––––––––––––––––– audiences was pitched fairly well. There was not ertising in local / Increasing the adv an over use of Facebook, nor did the Festival • free papers page lie dormant. Updates and information were provided regularly and the Facebook profile ––––––––––––––––––––––––––––––––––––––––––––ertising (i.e acted as a vehicle for gathering photos and • Doing more on-street adv comments during and after the event period. walkabout flyering etc.)
32 Evaluation of the Festival of Fools 2011 5.5 Keeping it up – sustainability
“Great Festival this year as always - it is one availability is good; Festival of Fools has built of the highlights in Belfast entertainment up a reputation whereby it goes hand in hand with the Mayday Bank Holiday - in fact some and would be a real shame if you don’t get people now call it the Festival of Fools Bank funding to continue - where else can you see Holiday weekend!; The date also works well near naked men with sparklers where the sun in terms of the PR launch one month prior on don’t shine!” April Fool’s day. –––––––––––––––––––––––––––––––––––––––––––– The impact of late funding decisions means that AUDIENCE MEMBER acts are booked, marketing materials developed and programming completed before budgets are The event funders in 2011 include: confirmed. This places considerable pressure • Ar ts Council of Northern Ireland’s Lottery and uncertainty on the shoulders of the Festival Project Funding Director and the Festival’s governing Board. • EU Peace 3 “It’s about having more clarity and certainty • Belf ast City Council - Annual Funding and Community Festivals Funding about what our budgets will be.” –––––––––––––––––––––––––––––––––––––––––––– • Depar tment of Social Development (DSD) – Laganside Events Funding WILL CHAMBERLAIN • N orthern Irish Tourist Board (NITB) – Event However, it appears that the funding provided Funding eventually came from a diverse range of funding • Community Relations Council bodies demonstrating that the Festival meets a broad range of criteria and programme aims. A key challenge for the Festival continues to be the late decisions of funding bodies in terms Disappointingly, funding from ACNI’s Annual of whether they will fund the Festival and to Support for Organisations Programme (ASOP) what level, with some letters of offer not being was withdrawn in 2010, adding to the ongoing received by the Festival team until the week challenge faced by the Festival of supporting the before the event’s start date. This is in part due administration and management of ‘Belfast’s to the Festival falling early in the financial year best festival’9. This funding had been granted - Young at Art who deliver the Belfast Children’s in 2009 and had a real impact on the potential Festival in May, have moved their Festival to of the Festival. Removing this funding means March in order to address this funding issue. that the Festival design and delivery further For the Festival of Fools, moving the event depends on the good will of staff, volunteers date is unlikely to be an option for a number of and supporters and the investment of 100s reasons: The Festival falls at the beginning of of voluntary hours by the Festival Director, the Street Theatre calendar meaning that artist Festival Coordinator and Festival Administrator.
–––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––– 9 Taken from an audience member’s survey comments.
Evaluation of the Festival of Fools 2011 33 Is this really sustainable in the long term? The range of sponsors illustrates the appeal of the Festival. There could be development in “A major challenge is covering the core costs terms of gaining greater levels of support and new ways of partnershipping with the existing for the Festival, so many of them are not met businesses – however there may be a reluctance because the truth is that an awful lot of time to renegotiate these relationships which have goes into it...I can’t begin to think of another taken time and energy to develop to the current Festival that has the level of staffing that we level. There is also scope for development in have. To have 1 part-time member of staff to terms of attracting brand new sponsors or a put all that together is just unreasonable.” main sponsor, such as Victoria Square who made a significant investment in 2009. This is –––––––––––––––––––––––––––––––––––––––––––– reinforced by Joan Dempster’s comment: WILL CHAMBERLAIN
“There is great potential for attracting private Another challenge that the festival faces is the level of monitoring and evaluation that funding sponsorship, particularly due to the Festival bodies require in terms of event quality, but being so visual and so accessible. This is an more significantly event expenditure. There area for development.” is a lack of flexibility around how money can –––––––––––––––––––––––––––––––––––––––––––– be spent and which items of expenditure are JOAN DEMPSTER covered by which funding body. This can be extremely difficult for the event organisers It should be acknowledged that investment has to manage, particularly when budgets are been put into attracting event sponsors in the unclear throughout the lead-up to the Festival. past (through funding from DCAL in 2009). The audit process following the event also It seems that the current financial downturn takes up a lot of time, without a staff team to coupled with the Festival team’s lack of time and undertake this specific area of work. Either financial resources to invest in this area, makes more funding is required to staff this element it challenging to attract more significant levels of work or additional strategic discussions of cash sponsorship. need to be had with funding bodies to increase their understanding of the challenge that this presents to small event teams. “Feedback from potential sponsors was that the Festival is excellent but they didn’t have In addition to grants from public funding bodies, the budget to support it.” the Festival is financed through audience –––––––––––––––––––––––––––––––––––––––––––– donations, in-kind and cash support from SARAH KELLY businesses and sponsors. This year, the audience donated a record £7,000 over the 5 days of the The Festival relies heavily upon the Festival – this reinforces the quality and the contributions made by volunteers. In fact, in its value of the event to its audience. current format it could not run without them. This year, over the 5 day Festival, 90 volunteers Corporate sponsorship came from Stena Line assisted with a variety of roles. - who provided travel for UK artists; Ramada Encore - who provided reduced rate rooms and meals for artists; and 11 city centre bars and restaurants - who each provided meals for artists.
34 Evaluation of the Festival of Fools 2011 Specific volunteer roles carried out over While this voluntary input is to be applauded, the weekend include acting as stewards for the amount of time and investment required for walkabout acts, assisting acts in setting up training and support of volunteers should not and taking down their site, crowd control be taken for granted. The Festival Coordinator and health and safety at static site venues, puts great effort into ensuring that volunteers ensuring the event does not impact negatively are able to successfully fulfil their roles. It on shops / businesses adjacent to street venues, is important that both the value added by undertaking audience surveys, distributing volunteers and the investment in the volunteer programmes, signposting to performances, team is reflected in future funding applications. selling Festival memorabilia and collecting donations. This voluntary contribution amounts Festival partners include Premiere Circus and to in-kind support of £5,24210 before considering the Belfast Circus School. Premiere Circus the massive voluntary contributions made in the contributes finance to the event and Belfast run up to the event by the main Festival team. Community Circus shares staff, resources and accommodation with the Festival. This The evaluation of the 2009 Festival highlighted relationship appears to continue to work for all volunteer diversity as an area for development, parties involved and certainly helps the Festival pointing out that the majority of volunteers were to have some faith in its future sustainability. linked to the Belfast Community Circus School. It was suggested that the Festival could engineer Partner-shipping also takes place between the mechanisms for reaching out to new volunteers Cathedral Quarter Arts Festival (CQAF) and the and increase participation at this level. It seems Festival of Fools. Festival of Fools is advertised that this has been a positive development in through the CQAF programme, which is of 2011: in addition to the loyal ‘circus family’ benefit to the Festival, however there is some volunteers i.e those involved with Belfast Circus merging of identity in that it can be unclear School’s Youth and Adult Circus, new volunteers whether the Festival of Fools is actually a stand- emerged including international visitors to alone event or whether it is part of CQAF. This is Northern Ireland and previous Festival audience an area that could be further clarified in 2012. members. New recruitment mechanisms were engaged including advertising for volunteers on There is great potential for the Festival of the Festival of Fools website and direct e-mails Fools working with the MAC (Metropolitan via the Festival mailing list. Arts Centre), which is due to open in February 2012. The MAC is based in St Anne’s Square - a “A request was put out for volunteers and highlight venue during this year’s Festival. A well thought through strategy between the two my son and I thought it would be fun to organisations could lead to super benefits for help out by way of appreciation for the the MAC. enjoyment we had in previous years and also to help contribute to the Festival’s ongoing “The MAC will benefit enormously from existence.” engaging with what we are doing because we –––––––––––––––––––––––––––––––––––––––––––– could be channelling people through that door KEVIN VERNON at 7pm if they are programming to link with what we’re producing.” –––––––––––––––––––––––––––––––––––––––––––– WILL CHAMBERLAIN
–––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––– 10 Based on the national minimum wage in 2011.
Evaluation of the Festival of Fools 2011 35 6. Tomorrow’s Fools: Conclusion and looking to the future
“In terms of shared cultural space, it delivered. In terms of bringing this area to life, it paid dividends. The quality and diversity of artists was there. It’s amazing to think that of the 340 responses to questionnaires 100% said they would come again and recommend it to others – that’s a massive success.”
WILL CHAMBERLAIN
36 Evaluation of the Festival of Fools 2011 Festival of Fools in 2011 can be deemed a success. It has effectively delivered on its aims and objectives and met many of the criteria outlined by funding bodies. The public undoubtedly have an appetite for the Festival and it continues to grow a loyal following year on year. However, through audience survey and stakeholder interviews, a number of areas have come to light where there is scope for recommendation and development. Inevitably many of the following recommendations rely on additional resources, in particular staff time, the lack of which is the overarching challenge faced by the Festival of Fools. With this in mind a potential direction Audience member that the Festival of Fools could take is to reunite with the Belfast Community Circus School. This Using the extensive mailing list, website would begin to address some of the challenges and Facebook page to capitalise on arising due to the lack of a paid staff team. volunteers and the broad audience base to get programmes and posters into the more Additional recommendations include: marginalised communities (from the inside), and parts of Northern Ireland beyond the FUNDING Greater Belfast area. 1. Continue to lobby and challenge funding F urther develop the use of online social bodies about the timing of their decision- 3. media by for example, including the Facebook making OR finding ways to address the / Twitter logos on marketing materials; timetabling issue. Could the Festival date be link from various websites to the Facebook moved to the last weekend in May or August page; put a call out to existing supporters to Bank Holiday? encourage their network of online ‘friends’ to 2. T o continue to challenge funding bodies like and follow the Festival of Fools. in terms of the degrees of reporting and Mak e a push towards the Festival becoming monitoring required. 4. the ‘face’ of relevant publications. A real 3. Widen the fundraising net including more strength of the Festival is its colour and trusts and foundations which are not locked creativity. Perhaps the Festival team into statutory decision-making timetables, could encourage more use of their images which affect the confirmation of budget in public body publications for example allocations. Northern Ireland Tourist Board literature 4. Increase the focus on securing a main and publications, the Arts Council reports corporate Festival sponsor, thus decreasing and Government department documents the dependency on funding body (particularly DCAL and DSD). This would contributions. have a three-fold effect – it would improve access to free marketing opportunities; it MARKETING may lead to more funding opportunities (both public and private) by demonstrating 1. Commence marketing activities earlier. the popular impact of the event; it would 2. D istribute information more widely across capitalise on the quality of the acts to Northern Ireland and the UK. develop an international reputation of note.
Evaluation of the Festival of Fools 2011 37 “I would love to get more stories in about 1. U nusually for a city centre, there is not the different facets to the Festival... to try one single power source on the streets. This means that all of the sound systems and tease out stories which may be nothing have to be powered by battery and must to do with the acts but some other aspects of run continuously for up to 6 hours. The the Festival.” Festival of Fools was dependant on small –––––––––––––––––––––––––––––––––––––––––––– portable sound systems which worked fine SARAH KELLY for most performances, but there were some difficulties in terms of compatibility with MORE, MORE, MORE radio microphone systems used by artists and issues with some portable mixers, Many audience members’ comments are 1. resulting in patchy sound quality for a focussed on ‘more’. More shows, over a handful of performances. A simple solution longer duration, at more venues and more would be to upgrade the technical spec of walkabout acts. This may have financial the PA systems to accommodate more inputs implications in terms of expenditure, but and for Festival to purchase 10 headset a longer and broader Festival could help microphones. Although this would require raise revenue and be part of the strategic funding, it would represent an investment development. In the 2009 evaluation, there in the future quality and reliability of the was a recommendation of additional spin off Festival experience for audiences. events at other times of the year – Festival of Fools is now delivering events year round PARTNERSHIPS including Sunday Treats, Outside In, and most recently the 12th July celebrations 1. R eview the partnership with the Cathedral back-to-back shows. Quarter Arts Festival and ensure that both parties get the maximum gain from It is evident that the cabaret was a great 2. the relationship through positive mutual success and should be a strategic element of reinforcement. future Festivals. 2. Continue to develop a strategic partnership The possible addition of workshops in the 3. with the MAC to ensure that both parties run up to the Festival. This would promote have maximum gain from the relationship. the skill development side of circus locally; contribute to event income; and broaden what is currently largely a performance event into VOLUNTEERS an education and training one as well. 1. Div ersify volunteer roles, particularly providing new opportunities in the run-up to the Festival. “One year there was a series of amateur workshops which led to a walkabout performance during the Festival. I always “I can see volunteers helping in the run up think that was such a nice element.” to the Festival, supporting specific areas –––––––––––––––––––––––––––––––––––––––––––– such as basic admin tasks and youth circus SARAH KELLY participants providing online support such as contributing to a youtube / facebook page.” LOGISTICS –––––––––––––––––––––––––––––––––––––––––––– There were few logistical issues during this SARAH KELLY year’s Festival with more than 95% shows beginning on time, but there were some technical problems around sound systems.
38 Evaluation of the Festival of Fools 2011
Evaluation of the Festival of Fools 2011 39 6. Appendices
40 Evaluation of the Festival of Fools 2011 Appendix 1 – Audience Survey
Evaluation of the Festival of Fools 2011 41 Appendix 1 – Venue Manager’s Survey
42 Evaluation of the Festival of Fools 2011 Appendix 2 – Audience comments
The following comments are in response to the By proposing areas where people can come question ‘How does the Festival of Fools bring together people together?’ Comedy! A cultural event for all Common interest. Fun day out Accessible to all Common sense of enjoyment All ages Communal laughter and relaxed atmosphere All ages / all types Community event for everyone All kinds of people came to watch- everyone Community spirit seemed to enjoy it Creates a good atmosphere around the city All together in the crowd Creates a sense of community in the city All types participate Creates a social environment Allows people to laugh together Cross community / Positive image of Belfast Appeals to a wide age range, opens up public space Cross community entertainment Appeals to a wide range of people and it’s free Cross-community, non- denominational, non- religious - all good Appeals to all ages/ Good buzz and liveliness on streets Crowd participation Atmosphere - Jovial/ friendly / fun Cultural experience / people learn more about other cultures Attraction of great acts and via children participation - community spirit Culture- an event to include all Attracts a lot of families Diverse cultures together Audience participation Eclectic mix/ age range / outside Audience participation and laughing Enjoy others’ company Available to all Enjoy variety of shows Because people are near each other in a Enjoy laughter / talk to strangers / good mood wee crowd Everybody likes laughing, no matter where Being available, accessible. Good weather they’re from Best festival in town - Making Belfast a truly Everyone gets involved during the show European city Everyone standing and enjoying the same thing. Better than divisive marches Great atmosphere Bit of craic (2 comments) Everyone wants some fun and lightens the day. We are all together without prejudice Brilliant (2 comments) Family friendly / shared entertainment Brings all ages together and brings people into the city. The weather helps Family fun days out Brings family together - fun Focus for people Brings more culture to European streets Free and good fun, especially with good weather Brings people out, shared enjoyment Fun for all ages Gets other Belfast communities into the city
Evaluation of the Festival of Fools 2011 43 Gets people together laughing in a new area Loosens people up, makes them laugh and brings people together Gives Belfast something extra - particularly for children / tourists / all It’s a middle class audience without a doubt Good atmosphere Mixes all sorts of cultures Good craic for everyone and it’s free! Multi Community Good to chat to people. Makes Belfast a more Non sectarian vibrant place Non-political, fun and unity Good mix of nationalities and locals Non-sectarian. There is something for everyone Good, but could bring people together more- Open to all ages and classes Why aren’t more people attending on this fabulous day? Open to everyone; non-denominational Great to hear people laugh together and feel part Opportunity to meet people from other of the act communities and countries Happiness and smiles People enjoy this type of event, always get a good crowd. Having good time/ Seeing something new/ Inspiring people People interact with each other Humour appeals to all ages. Visual/ Physical acts People of all ages, backgrounds, nationalities appeal to everyone Promotes social cohesion through the medium of Humour is the best way along with music to get entertainment people out and experiencing something together Safe and shared spaces Humour is universal See friends from all over Inclusive and lovely Sense of Community Integrating everyone together Shared experience as an audience It allows all different types of people to stop and watch and laugh and join in with the shows Sharing experiences/laughing together It allows all sorts to mix and have a good laugh Shows are for everyone, no matter what age etc It brings young and old together. Sociable, friendly, chatting, cross-cultural Excellent experience interaction It is a social event Something Belfast needs - uniting people under a common header It unites all kinds of diverse people To enjoy it, to laugh. A free, fantastic and It unites people around heart-warming laughter positive event instead of encouraging division as politicians do Very diverse and cultural It’s a great thing. It’s so much fun to laugh together Very good for bringing people together Just look around Very nice way to enjoy the city Keep peoples’ interest due to diversity of acts Very relaxed Laughing and sitting beside strangers Very varied Laughter allows you to forget about troubles We are all kids at heart Laughter is the best medicine We love it! Laughter is the best way of making friends It has wide appeal Laughter unites people Wonderful atmosphere / family friendly / sense of community / safe / friendly / our friends are here
44 Evaluation of the Festival of Fools 2011 Wonderful atmosphere / very relaxed Better advertising/ media coverage. It is not known well at all outside Belfast. Better sound Wonderful entertainment systems – hard to hear You hear many accents, very good Better directions to St Anne’s Square Better map in the programme. Don’t like The following comments are in response to the Rosemary Street as a venue. Like the grass – use question ‘Can you think of any ways in which more grassy venues we could improve the Festival of Fools in 2012 Better seats / any other comments?’: Better sound - louder? (3 comments) A Longer Festival Better spaces. More local acts Accessible Venue Bit windy for jugglers Acoustics not great - amplification mics Brilliant already, well organised Advertise in free papers in local areas Brilliant event- came in especially. More Advertise it earlier, put programme of events in promotion through schools, even having acts paper come into schools/ organise school trip to the Advertise more (11 comments) circus Advertise more - Didn’t hear about it until this Bring back the Lords of Strut week. Nothing as fun Child friendly workshops Advertise more - not known Continue to get different performers from Advertise more widely! previous years More advertising across the UK Couldn’t be improved. Came specifically for the Festival of Fools. Spending money in Belfast as Advertise outside Belfast - we found out about it they know it is a free event by chance, we live in Newtownabbey Didn’t know St Anne’s Square existed. More Advertisement for awareness further afield signage. Arrows Advertise in libraries and community centres Doing a great job as it is Advertising the event in leisure centres, bars, Don’t invite Rumplestiltskin back- Unmitigated restaurants, paper, TV etc rubbish I’m afraid Adverts in the South too Easier to read programme (2 comments) All Good End of the day Cabaret is a lovely improvement! All very good / provide seats Even more fun! Be more active on Facebook and Twitter (at times Events listed in timetable could have page during the days of events). Do a video summary reference so it’s easier to find in programme of day 1 on Youtube to attract more people. Send sms reminders to people who showed interest Everything is fine prior to the event Expand it/ Advertise it to Southerners and local Beanbags towns in Northern Ireland Beer stalls, food stalls, better sound Festival gives tourists a good impression of Belfast. Programme should indicate an age-group Better advertising a while before the event which acts are suitable for. St George’s Market Better advertising further afield could be a good venue in case of the rain Better advertising outside of Belfast i.e. Newry Festival makes you make an effort to come etc - local newspapers to Belfast. Perhaps make sure there are bins available or emptied. At City Hall a ramp would be Better advertising, more awareness and support helpful for wheelchair user from council and local businesses Festival of Fools is brilliant
Evaluation of the Festival of Fools 2011 45 First time at Festival and St Anne’s Square. Keep it up! Restaurants didn’t seem too welcoming Keep on keepin’ on Free pizza slices Lack of advertising. Also, the cinema doesn’t have Get bigger a sign and isn’t marked on the map Getting better every year. Keep going as it is Less swearing Getting to people/ publicity Longer / more days Good the way it is (2 comments) Longer festival and longer shows (2 comments) Great Festival - much needed Love it Great fun and would like a bouncy castle Love the food/drink offers- especially kids eat free Greater advertisement via TV and Radio Make it bigger for longer! Thank you! Guarantee good weather Make sure it happens again. Assist with funding Half hourly intervals for shows Make sure the sun shines. Great day today Hard to say as acts vary from year to year Make the good acts longer. The tennis match was too short Haven’t been here before - great for kids, enjoyable for adults too. Fabulous. The best Maybe more crowd interaction on the first night acts were from circus school yesterday- Barren Maybe workshops over the weekend? Clowning Carrousel and Magilligans were amazing. workshops? For example either drop-ins or Inspiration for kids to see their teachers perform- things you can enrol your kids in at the start. outperformed international acts A lot of general public would relish it but don’t Have acts closer together - they are too far apart necessarily know enough to enrol their kids in Youth Circus Have it more often More acrobatics etc I have always found the Festivals of Fools to be incredibly entertaining and an excellent way of More acts like this one. Make it longer e.g. over a introducing children to the arts few weekends, not just one long one I think it’s brilliant and it is getting better More advertisements - TV and Radio. Too Belfast every year centred. More directed towards OAPs It is excellent More advertisement wider It was brilliant More billboards around the city It’s fantastic More child friendly It’s Good More directions to St Anne’s Square It’s great! More drinks concessions It’s nice to see the same companies with different More events / time based calendar rather than shows - make it longer! act based It’s okay More events at night please It’s relative - but check that all acts are good? Face painting for kids It’s very good, I look forward to it each year. I was More funding (8 comments) surprised it didn’t have any/much TV coverage More info from Twitter It’s very good More of it more often Just keep putting on the festival, it is great! More of same Keep it going. Advertise more in South Volunteers very accommodating Keep it the same More organised even than last year
46 Evaluation of the Festival of Fools 2011 More parking Not using the same acts each time More child friendly places for families to sit and Opening show too late - should be earlier. eat. More buskers (music) St Anne’s Square too awkward to get to More posters. Show adverts in free papers or Over priced food at SQ / Drinks stalls local papers Posters or adverts in stores or newspapers More publicity- you have to know what it is They can’t all be good (Rumpelstiltskin was bad) before you pick up programme. Disappointed no but there’s always good surprises, great variety, Naked Chef some super shows More Publicity. Perhaps invite a “big” showbiz Saw Festival advertised on Facebook. Would name (or just someone funny on TV or radio) to definitely come again promote it a week or two before Seats or benches More publicity/ Somehow ‘shout’ about it a bit more Shout a bit louder - People not aware of it More puppets shows Skate Naked should not be classed as for everyone. I think they should be adult only, late- More street advertising night More walkabout acts Some aspects samey, samey. Recognise same My neighbours come down every day for every faces. More diversity. Understand budgetary show. It’s very inclusive of all the people who live constraints here now, especially new immigrants Space Cowboy - get him to perform Never knew of St Anne’s Square- love the venue Additional support from ACNI. Otherwise it’s (2 comments) awesome Nice acoustics. More in the evenings for families The Festival should be more widely publicised like in France. Hope there are many more because it is the best of its type in these islands. festivals like this. It is cross community and it Also PLEASE organise Gift-Aiding of donations. loses all colour in terms of political allegiance My £1 would get you £1.40! Nice to have a venue where family can sit and The range of venues was better this year. If you picnic and the children can see well could encourage more businesses to support it Nice to walk through the City and see and possibly have more wandering acts for those passing through shopping Brilliant volunteers also This show was shocking, not suitable for children. No improvement needed Don’t include rude things! Include parental It’s great, we come every year. Bring back advisory (Skate Naked) Invisible Man! To have it in a park No local advertising in Larne Venues closer together No Rumplestiltskin! Otherwise excellent Very happy with Festival, have attended in as always! previous years. This year may be fewer acts due It was excellent right through to funding issues/ recession. Arts can suffer when funds are low Loved it all, can’t wait for next year Have all my pictures on facebook! Looking Very good forward to next year already It’s all fantastic Volunteering with flyers pre-show Great spirit. More funding in the best of all Wanted to see Granny Turismo but couldn’t find possible worlds! them! It gets better every year Warren Point - no advertising Keep getting funding Use the space at the Waterfront Hall Belfast in general needs more places to put rubbish, there’s too much flying around Evaluation of the Festival of Fools 2011 47 Appendix 3 – Media coverege
Date Newspaper/Radio Section Title March-June City Matters p33 Festival of Fools March-April Flybe Uncovered p94 Belfast City March-April Whatabout p7 Top 10 March-April Whatabout p43 Foolin’ Around April edition Motomag (Israel) p21 Festival of Fools Apr-May edition Belfast In Your Pocket p11 Festival of Fools 02/04/2011 Irish News p15 Fool time fun 02/04/2011 Irish Times Go Last Minute 15/04/2011 News Letter p31 Get Ready for the Festival of Fools 17/04/2011 Sunday Life p52 Egg-cellent events for everyone to enjoy 17/04/2011 Sunday Life p76 Belfast is set to buzz over the holidays 20/04/2011 News Letter p20 Have a cracking time in Northern Ireland this Easter 20/04/2011 Irish News p28 Festival of Fools returns to Belfast 21/04/2011 Metro Herald p24 Festival of Fools 21/04/2011 Armagh-Down Observer p10 10 things to do in Northern Ireland next week 21/04/2011 Armagh Observer p6 10 things to do in Northern Ireland next week 22/04/2011 News Letter p24 Juggling and foolishness in street theatre festival 22/04/2011 Irish News p8 Don’t pity these fools 22/04/2011 Daily Mirror p9 Quarter back again 22/04/2011 Belfast Telegraph - North West p5 Fooling all of the people, all of the time 22/04/2011 Belfast Telegraph - Final Edition p5 F ooling all of the people, all of the time 22/04/2011 Belfast Telegraph - AM p5 Fooling all of the people, all of the time 23/04/2011 Belfast Telegraph - North West p4 50 great things to see and do over the Easter holidays 23/04/2011 Belfast Telegraph - AM p4 50 great things to see and do over the Easter holidays 23/04/2011 Belfast Telegraph - Final Edition p4 50 great things to see and do over the Easter holidays April edition South Side Advertiser p23 Mind Boggling street theatre returns to Belfast
48 Evaluation of the Festival of Fools 2011 25/04/2011 Andersonstown News p15 Mind Boggling street theatre returns to Belfast with the popular Festival of Fools 26/04/2011 Derry Journal - Tuesday edition p27 Belfast Festival of Fools 27/04/2011 Belfast Telegraph - North West p2 5 great things to do 27/04/2011 Belfast Telegraph - AM p2 5 great things to do 27/04/2011 Belfast Telegraph - Final Edition p2 5 great things to do 28/04/2011 Armagh-Down Observer p3 Enjoy some May Madness in Northern Ireland 28/04/2011 Armagh Observer p3 Enjo y some May Madness in Northern Ireland 28/04/2011 Irish News Front cover Bravo, Oscar - be a fool such as I 28/04/2011 Belfast Telegraph - North West p35 Inside Cathedral Quarter Arts Festival 28/04/2011 Belfast Telegraph - Final Edition p35 Inside Cathedral Quarter Arts Festival 28/04/2011 Belfast Telegraph - AM p35 Inside Cathedral Quarter Arts Festival 28/04/2011 Belfast Telegraph - Final Edition p12, 13 Some well known local faces pick their artistic highlights 28/04/2011 Belfast Telegraph - AM p12, 13 Some well known local faces pick their artistic highlights 28/04/2011 Belfast Telegraph - AM p13 Send in the clowns for a bit of fooling around 28/04/2011 Belfast Telegraph - Final Edition p13 Send in the clowns for a bit of fooling around 29/04/2011 Dungannon Observer p3 Enjo y some May Madness in Northern Ireland 29/04/2011 Belfast Telegraph - Final Edition p14 Mov e over Kate and Wills... It’s time for our royal party 29/04/2011 Belfast Telegraph - AM p14 Mov e over Kate and Wills... It’s time for our royal party 30/04/2011 Irish Times Backstage Pass 30/04/2011 News Letter p33 What’s On 30/04/2011 Belfast Telegraph - North West p8 Looking a little foolish… and he nose it 30/04/2011 Belfast Telegraph - Final Edition p8 Looking a little foolish… and he nose it 30/04/2011 Belfast Telegraph - AM p8 Looking a little foolish… and he nose it 30/04/2011 Belfast Telegraph - Final Edition p18 Festival Diary 30/04/2011 Belfast Telegraph - AM p18 Festival Diary 02/05/2011 Irish News p24 IN 02/05/2011 Belfast Telegraph - North West p15 My Idyllic Ulster childhood... by AV campaigner Izzard
Evaluation of the Festival of Fools 2011 49 02/05/2011 Belfast Telegraph - Final Edition p15 My Idyllic Ulster childhood..by AV campaigner Izzard 02/05/2011 Belfast Telegraph - AM p15 My Idyllic Ulster childhood..by AV campaigner Izzard 02/05/2011 Belfast Telegraph - Final Edition p2 Scantily-clad acrobats give city centre shoppers a real eyeful 02/05/2011 Belfast Telegraph - AM p2 Scantil y-clad acrobats give city centre shoppers a real eyeful 04/05/2011 Belfast Telegraph - North West p25 Are these fools really a laughing matter? 04/05/2011 Belfast Telegraph - Final Edition p25 Are these fools really a laughing matter? 04/05/2011 Belfast Telegraph - AM p25 Are these fools really a laughing matter? 12/05/2011 Belfast Telegraph - North West p34 Festival criticism was really foolish 12/05/2011 Belfast Telegraph - Final Edition p34 Festival criticism was really foolish 12/05/2011 Belfast Telegraph - AM p34 F estival criticism was really foolish 16/05/2011 Belfast Telegraph - Final Edition p25 We’d be fools if we didn’t find this funny 16/05/2011 Belfast Telegraph - AM p25 W e’d be fools if we didn’t find this funny 27/05/2011 Belfast Telegraph - Final Edition p40 P erformers are streets ahead in excitement 27/05/2011 Belfast Telegraph - AM p40 P erformers are streets ahead in excitement May-June Whatabout p13 Ev ents listing
Advertising Apr-May edition Belfast In Your Pocket p11 A dvertorial - press release plus 1/2 page ad 17/04/2011 Sunday Life p51 and p71 Comedy, clowning and bellylaughs…get ready for the five-day Festival of Fools 24/04/2011 Sunday World p19 1/4 page advert, editorial and competition 15/04/2011 Metro Herald p20 Advert plus competition 21/04/2011 Metro Herald p25 Advert (plus editorial p24) 22/04/2011 Andersontown News p12 Advert 25/04/2011 Andersontown News p15 Advert 30/04/2011 South Belfast News p13 Advert 23/04/2011 North Belfast News p24 Advert 28/04/2011 Irish News p28 Advert (plus editorial)
50 Evaluation of the Festival of Fools 2011 Date Station Title
Radio 01/04/2011 U105 - Frank Mitchell Interview with Will Chamberlain 01/04/2011 BBC - Arts Extra Interview with Will Chamberlain; the Magilligans, Nick Livingston 01/04/2011 Downtown & Cool FM News Festival of Fools mentioned 15/04/2011 Today FM - Friday Night 80’s Promo with competition prize 21/04/2011 Downtown Radio - Caroline Fleck show Interview with Will Chamberlain 29/04/2011 Downtown & Cool FM News Festival of Fools mentioned
TV 15/04/2011 Go To Belfast advert on UTV Go To Belfast advert used footage of past Festival of Fools 18/04/2011 NVTV Festival of Fools Launch 2011 27/04/2011 BBC Newsline interview with Will Chamberlain, filmed in Circus School
Online – features 24/03/2011 Translink Rail Nights Out - 1/3 off return tickets 14/04/2011 Belfast Visitor & Convention Bureau April-May Offers - Restaurants 18/04/2011 Belfast Visitor & Convention Bureau Hatch a plan for Easter 20/04/2011 Culture Northern Ireland Festival of Fools - Peewee Has His Say 22/04/2011 Belfast Visitor & Convention Bureau The Buzz on Belfast ..... Easter 21/04/2011 Discover Northern Ireland Festival spotlight on Festival of Fools
Online – listings http://www.gotobelfast.com http://www.discovernorthernireland.com http://www.whatsonni.com http://www.inyourpocket.com/northern-ireland/belfast http://www.communityni.org http://www.netmums.com/home/localhome/belfast http://www.activbelfast.com http://www.whatsonwhen.com http://www.citylocal.com http://www.belfastcircus.org http://www.demotix.com http://www.eventful.com http://globalvillagebelfast.com/287 http://www.culturenorthernireland.org http://city.gov.uk http://www.thecathedralquarter.com http://sluggerotoole.com http://www.creativechangeni.com http://bespokebelfast.com/festival-fever
Evaluation of the Festival of Fools 2011 51 Appendix 4 – Article example
52 Evaluation of the Festival of Fools 2011 Evaluation of the Festival of Fools 2011 53 Thanks, and see you next time!
The Festival of Fools 2011 was supported by:
Supported by the Northern Ireland Executive through the Department for Social Development
No 27© Talbot Street Bar / restaurant
Contact details for the Festival of Fools 23-25 Gordon Street, Belfast BT1 2LG t. 028 9023 6007 e. [email protected]
54 Evaluation of the Festival of Fools 2011