MARKET REPORT 2018 MEET THE FESTIVAL-GOERS... AGE 2% under 16 5% 16-17 41% 12% 18-20 of festival goers attend 13% 21-25 10% 26-30 6-20 gigs per year 7% 31-34 11% 25-40 GENDER 19% 41-50 56% 14% 51-60 44% 6% 60+

WHEN THEY BOUGHT TICKETS

SCOTLAND 3%

ABROAD 16%

NORTHERN IRELAND 2% When early bird tickets went on-sale - 45% North East 8% When general release tickets went on-sale - 19% North West 14% When my friends bought theirs - 32%

REPUBLIC OF IRELAND 1% After the headliners were announced - 32% Midlands 10% When the full line-up had been released - 23% WALES 3% EAST ANGLIA 4% After I saw it advertised - 16% LONDON 7% When there was an early-bird offer - 14% SOUTH WEST 12% SOUTH EAST 16% After I saw it featured in print or online media - 5% After someone I trusted recommended it to me - 11% After I saw it promoted on social media - 13% After a new music release of an artist performing - 4% WHERE THEY LIVE When non-music entertainment was announced - 1% Other (please specify) - 5% Pop / RnB FESTIVAL TICKET PRICES...

Hip hop / Grime Good value for MONEY 20% Rock / Indie What type of music They’re about do they like? Dance RIGHT 55% other

Classical Overpriced for Ambient / what they deliver Electronica 25% World / Reggae

Metal / Punk Jazz / Funk / Soul / Blues Folk / Country THEY BOUGHT THEIR FESTIVAL TICKETS... 45% When early bird tickets went on-sale HOW MANY GIGS DO THEY ATTEND PER YEAR? HOW MANY FESTIVALS DID THEY ATTEND THIS YEAR? 32% When friends bought theirs 1-2 16% None 18%

One 32% 32% 3-5 30% After the headliners had Two 25% been announced 6-10 25% Three 14% 23% 11-20 16% When the full line-up had been released Four 5% 21-30 7% Five 3% 19% When general release 31-40 3% Six 1% tickets went on-sale

41+ 4% More than six 3% 16% After they saw it advertised

HOW FAR IN ADVANCE DID THEY BUY TICKETS?

12% 19% 33% 23% 11% 2%

1 Year 9 MONTHS 6 MONTHS 3 MONTHS 1 MONTH 1 WEEK How did THEY rate the VERY AND HOW WERE THE 50% REASONABLE FOOD choice OF FOOD & drinks? FOOD & drink PRICES?

40% ABOUT DRINK RIGHT

30% A LITTLE STEEP 20%

TOTAL 10% RIP-OFF

0% 10% 20% 30% 40% 50% EXCELLENT GOOD OKAY POOR AWFUL

Top 10 drink types purchased at festivals

1. Cider 39% 2. Soft drinks 25% 3. Mainstream lager 21% 4. Vodka 20% 5. Hot drinks 18% 44% of 6. Premium lager 17% festival 7. Wine: Still 15% goers have 8. Cask ales 15% tried new 9. World lagers 14% =10. Cocktails 13% drinks at =10. Craft beers 13% festivals

Where did they buy your festival tickets? At the gates Ebay See Tickets Ticketline Eventim Skiddle Dice FM Other 5% 3% 24% 8% 4% 11% 2% 16%

Ticketmaster Eventbrite Ticketweb Gigs & Tours Viagogo I didn't need to 46% 14% 7% 5% 3% buy tickets 8% Seatwave 1% Top 12 food types purchased at festivals with pizzas and burgers being the main contenders

Pizza - 52% Falafel - 25%

Vegetarian - 26% Burgers - 50% Chips & dips - 38% Sandwiches & wraps - 36%

Pasta - 26% Chicken & chips - 29%Fish & chipsMexican - 30% - 31% Thai - 27%

Indian - 28%

Chinese - 28%

43% of festival goers thought the overall line-up was a major factor to consider when choosing Car sharing was the which festival to attend, compared to 32% who thought most popular mode the headliners was a major factor. of transport to festivals, with 63% traveling this way.

THE MAIN METHODS OF

THE PRICE OF PAYMENT USED AT PREVIOUS EXPERIENCE HEADLINERS TICKETS FESTIVALS THIS YEAR AT THE SAME EVENT

01 CASH - USING MONEY I BROUGHT WITH ME 02 CASH - WITHDRAWN FROM A FESTIVAL ATM 03 CREDIT OR DEBIT CARD 04 MOBILE PHONE PAYMENT 05 CASHLESS WRISTBAND / PRE-LOADED CARD 57% OF FESTIVAL GOERS PREFERRED 06 TOKENS PURCHASED WITH CASH OR CARD TO USE CASH THEY’D BROUGHT WITH THEM “At a family festival it would be great to have family friendly meal deals. It wouldn't have been abnormal for our family meal with drinks to top the £40 mark at the festival we went to, and for a 2 day festival it becomes extortionate on top of the hot chocolates, coffees, pancakes, ice-cream, slushies”

WHAT would most improve a festival?

Meal and drink deals 40% to pay for food & drinks ON card 34% Free public Wi-Fi in the vicinity of the bar 33% Discounts on group orders 29% Phone charging facilities 27% to pay for food & drinks WITH A wristband 23% A wider selection of beers 18% A wider selection of food on offer 18% None of the above 14% Recognisable food and restaurant chains 13% A wider selection of cocktails 9% A wider selection of wines 6%

Queuing to get in festivals and queuing at bars is long, and frustrating! EE -eastern electrics was amazing using more loaded wristbands as the queues went down so quickly!

OF PEOPLE PREFERRED A SMALLER FESTIVAL OF 5,000 TO 10,000 BIGGER PEOPLE. ONLY 2% PREFERRED THE CROWDS OF A BIGGER FESTIVAL (75,000 AND ABOVE). HOWEVER, MOST PEOPLE (28%) DIDN’T MIND OR SMALLER? 18% HOW BIG OR SMALL THE FESTIVAL WAS. THE THINGS PEOPLE LOVED AGREE? OR DISAGREE? MOST ABOUT FESTIVALS "One act can make or break a festival" 1. The music (52%)

10% 25% 30% 27% 8% 2. The sense of STRONGLY AGREE AGREE Neither agree Disagree STRONGLY nor disagree Disagree escapism (23%) "If a festival doesn't have good headliners it isn't worth attending"

7% 21% 27% 27% 10% 3. Hanging out with my friends (17%) STRONGLY AGREE AGREE Neither agree Disagree STRONGLY nor disagree Disagree "I prefer discovering newer acts than watching established acts at festivals" 4. Meeting new

7% 30% 46% 16% 2% people (6%)

STRONGLY AGREE AGREE Neither agree Disagree STRONGLY nor disagree Disagree 5. 'roughING it' without "I would prefer festivals to have fewer acts and showers or clean lower ticket prices" toilets (7%)

3% 13% 34% 42% 9% 4. Queues and STRONGLY AGREE AGREE Neither agree Disagree STRONGLY nor disagree Disagree overcrowding (10%) "If the line-up of a festival does not include familiar acts I won't consider attending" 3. bands clashing on the running order (11%) 9% 31% 25% 29% 6%

STRONGLY AGREE AGREE Neither agree Disagree STRONGLY 2. The price of food and nor disagree Disagree drink onsite (12%) "The production quality (e.g. sound, lighting, special effects) is comparable to the quality of acts in my rating of a festival" 1. Wet and muddy

17% 50% 25% 7% 1% conditions (14%)

STRONGLY AGREE AGREE Neither agree Disagree STRONGLY ... AND THEIR BIGGEST nor disagree Disagree DOWNERS OF PEOPLE thought that “All festivals should provide more that festival OF PEOPLE covered eating areas, it is very organisers made DIDN’T uncomfortable to try and eat when it sufficient provisions ENOUGH is raining on both you and your food.” for all potential PROVISIONS weather conditions... WERE MADE

what would put them off attending a festival next year?

None of them would put me off - 20% 5% increase in the ticket 50% price from last year - 26% of people said the Weather - 6% economic climate did not affect A different 5% increase in the price of their festival location, same alcohol from last year - 4% plans distance from your home - 3% Fewer acts / stages Less high profile headline than I expected - 23% artists than I expected - 20%

12% HAVE GONE TO FESTIVAL abroad THIS YEAR

ADMITTED TO TAKING ILLICIT How concerned were DRUGS AT A festival THEY about safety?

Very concerned - 7% 48% OF PEOPLE accept that festivals need BRAND SPONSORSHIP but it OF Slightly concerned - 25% DIDN’T improve 31% THEIR enjoyment PEOPLE REMEMBERED SPONSORS FROM THE FESTIVALS THEY Not particularly ATTENDED concerned - 37%

18% THOUGHT A SPONSORED Not at all concerned - 24% BAR, area or activation ADDED TO THEIR FESTIVAL EXPERIENCE I haven't even thought about it - 7% I I think it’s a great idea. People are think this is an Recently, festivals have begun going to take drugs anyway, the organisers extremely good idea. For a to offer free drug testing should provide facilities so that people lot of people, festivals are a It's a going can test what they’re taking. And facilities on-site. What are weekend to experiment away from good idea. People will do drugs evidence points that if it isn’t what they your thoughts on this? parents with little reprocussions, at festivals - better to have them do thought it was they get rid of it so in a way that is as safe as possible. At and no matter how hard festivals try least these facilities might prevent this isn't going to change. Sniffer dogs, something awful happening and free high security and searches is a waste of up medical staff on site. money as people are ALWAYS going to find a way to get drugs on site. Therefore because of this, a better spend of money is going to be into these drug testing facilities.

Isle of Wight festival proved itself again as being by far the “I attended A Festival for best for safety atmosphere the day this year. I was absolutely disgusted at the lack of security and of Festival organisers cannot govern the health and safety the weather but safer walkways issues I saw. Who deems it and bad weather cover area safe to have fires in the facility in downpours would camp sites? I PEOPLE increase safety and enjoyment witnessed STAYED IN... more than one tent in flames.”

A TENT - 56% How does this concern compare to previous years?

Very concerned - 7% I felt safer this year than in the past - 17% A CAMPER VAN- 10%

Slightly concerned - 25% paID to use a I felt less safe this year than premium in the past - 12% toilet Not particularly AN OFFSITE HOTEL- 18% concerned - 37% It hasn't really changed - 65% VIP Not at all concerned - 24% THOUGHT festivals should make these premium accommodation/ I haven't been to I haven't even thought sorts of premium VIP campsite- 6% about it - 7% festivals in the past - 6% facilities more readily available TOP FIVE MOST IMPORTANT ASPECTS OF STAGE PRESENTATION

1. SOUND 2. STAGE 3. LIGHTING 4. High Quality, 5. Onstage LAYOUT QUALITY Visible screens special effects

Which festivals have THEY visited BEFORE?

GLASTONBURY - 27% OTHER - 26%

READING FESTIVAL - 24% V Festival - 23%

Leeds Festival - 17% T in the Park - 15% Isle of Wight British Summer Time Festival - 14% Hyde Park - 14% Download Festival - 14% Bestival - 13% Creamfields - 11%

... AND Which festivals have THEY visited THIS YEAR?

GLASTONBURY - 49%

ISLE OF WIGHT FESTIVAL - 7% KENDAL CALLING - 9%

READING FESTIVAL - 7% PARKLIFE - 7%

BoardMasters - 6% V Festival - 6%

Leeds FestivalL - 5% British Summer Time Hyde Park - 5% Download Festival - 5% Boomtown Fair - 5% 60% WHAT DID PEOPLE SPEND ON FOOD 50% When choosing which festival to attend, 61% of festival AND DRINK goers believe the selection of food 40% and drink AT FESTIVALS? stalls is an important factor to 30% consider. 40% WENT to festivals with NO 20% budget in mind - THEY just spent what THEY spent and didn't really think about it 10%

0% NOTHING £5 - 10 £10 - £50 £50 - £100 £100+

ROCKETING FOOD AND “Ticket prices along with food & “we went to A festival which DRINK PRICES HAVE drink prices are becoming ridiculous. was good but the food and drink It is becoming a choice between a BEEN A TURN-OFF was extortionate really put a holiday or a festival.” dampener on things”

How much did you spend before How much did you spend AT THE the festival, excluding ticket? festival, excluding ticket?

£350+ - 6% £350+ - 4% £300 - £350 - 3% £300 - £350 - 4% Less than £10 - 2% Less than £10 - 7% £250 - £300 - 6% £250 - £300 - 8%

£10 - £50 - 17% £150 - £200 - 13% £150 - £200 - 17%

£10 - £50 - 20%

£100 - £150 - 18% £50 - £100 - 27% £100 - £150 - 20% £50 - £100 - 27% WHAT MAKES OR BREAKS A FESTIVAL? WHAT WAS REALLY important to THE FESTIVAL-GOERS?

I would Headliners be happier The overall line-up

without it The event's reputation

Who owns the festival

Your previous experience at the same event No The price of tickets consideration The price of food & drink onsite at all How near it is to your home

The level of safety and security onsite

That friends and like-minded people are going

That the festival promotes environmental sustainability

The availability of good toilet & shower facilities

Quality of production and organisation A minor Attention to detail shown on the visual decoration of the event consideration Provision of non-musical attractions and entertainment Diverse selection of food and drink stalls

Provision of Wi-Fi connectivity

Availability of a good mobile signal

Quite important

When choosing which festival to attend, 74% of festival goers believe the availability of good toilet & A major shower facilities is an factor important factor to consider.

0% 10% 20% 30% 40% 50% 60% Festivals should be much more 58% open to sustainability such of festival goers as using different types of renewable energy to power believeD sustainability their infrastructure. an important factor When choosing which festival to Festivals attend, should do more to discourage the negative impact on their environment, with more sustainable food / drink options and better education about the impact of rubbish left behind. 70% When choosing which festival to attend, 60% WHERE DID THEY 89% of festival SEE THE FESTIVAL goers believe the quality of 50% ADVERTISED? prodcution and organisation is an important factor to 40% consider.

30%

20%

10%

0%

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Michael Baker +44 (0)161 476 8389 [email protected]