Impact of Tampere Region Festivals and Cultural Attractions in 2013

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DEVELOPING CULTURAL TOURISM IN THE TAMPERE REGION

Impact of Tampere Region

Festivals and Cultural

Attractions in 2013 2 Eräjärven Eerola © Kari Savolainen Education Centre Synergos. operation withtheTampere region tourism income andemployment conducted survey by ofTampere’s theUniversity Research and Ikaalinen, Mänttä-Vilppula, Nokia, Orivesi, Parkano, Ruovesi, Urjala andValkeakoski. Sastamala, The was carried survey outinco- European Regional Development Fund viatheCouncil ofTampere ofTampere Region, theCity of andthemunicipalities andcities oftheCultureThe ispart survey Tampere Region development project, managedandrealised by ry. Pirfest The project isfundedby the transportation services fuel; and entertainment, nature and vices; shopping; accommodation services; cultural services; was divided into seven different categories (catering ser whose spending the response concerns, the spending and The respondent was asked to specify the number of people Spending was measured by means of the visitor survey. sites. count is based on visitor statistics reported by the events and the margin of error is just ±1 percentage points. The visitor The survey was completed by over 13,000 respondents, so cultures.” other culture and own their both of appreciation and understanding their and to theseget know cultural resources, them. in participate This them or learn from strengthens the formation people’s of identity where, respecting regional and local cultural resources. The purpose is to create great experiences and give people the chance to “Cultural tourism produces tourism products and services and offers them on business grounds to locals and peoplefrom else The Finnish Tourist Board definescultural tourism follows:as region. the within tourism income from €139.3 million consisted of tourism income brought by tourists outside from the Tampere region and €113 million was local festivals a total and attracted of 2.5 attractions million visitors, who contributed €253 million to the local economy. this, Of The visitor survey was completed by 13,523 people, soit was exceptionally extensive in scope. According to the survey, the included at the end of this report. hotels. surveyed The attractions were located in 10 different municipalities in the Tampere region. The list of participants is 37 member festivals ry/Tampere of Pirfest Region Festivals, 34 cultural and tourist in the attractions Tampere region and 13 The survey was out carried as avisitor survey combined with visitor information received the It from attractions. involved ofimpact cultural tourism and the quality of tourist in the attractions Tampere region. In 2012–2014, Tampere Region and Innolink Festivals ry –Pirfest Research out carried asurvey Oy on the regional economic Introduction THE RELIABILITY OF THE SURVEY: THE OF RELIABILITY THE OY, RESEARCH INNOLINK STATES ON FOLLOWING THE AT DIRECTOR & SALES RESEARCH MIKKO KESÄ,

- to cultural events and sites in the Tampere region. eralised materials cover avast majority of the annual visitors The results of the survey can be considered reliable. The gen may to try downplay it. unnoticed, addition,In spending partially may people go or includeonly the spending that the respondents remember. their spending relying their memory. on The sums reported than the actual spending. This is because respondents list shown that the reported spending is usually slightly lower recreational services; other spending). Earlier surveys have - - 3 Numbers of visitors

The festivals, events and attractions that took part in the survey attracted a total of more Of the respondents, 38 per cent came from outside the Tampere region. than 2.5 million visitors. Of the visitors, 62 per cent were from the Tampere region and the The average spending of these tourists was €183 per person. Thus, the rest were from elsewhere in Finland or abroad. Slightly over 40 per cent of the respondents tourism income generated by these tourists was €139.3 million. said they live in the city or municipality in which the festival or site is located. The top three home countries of international visitors were Sweden, the UK and Germany.

The total number of visitors to the festivals was 546,000, and cultural and tourism sites attracted about 2 million people. The festivals and events with the largest number of visitors Visitors € per visitor € in total were the Tampere Theatre Festival, Tammerfest, the Workers’ Music Festival in Valkeakoski, From the Tampere region 62% 1,575,599 92 €113,976,088.20 the Tampere Floral Festival and Orivesi Summer Festivals. The sites with most visitors were From outside the Tampere region 38% 965,690 183 €139,304,107.80 Tampere’s Särkänniemi Adventure Park, Tampere Hall, Palatsi Music Theatre, Vapriikki Mu- TOTAL €253,280,196.00 seum Centre and TTT-Theatre. Note: The spending figures in the table were calculated using weighted values based on responses collected at each event and attraction, not based on an average.

All in all, the financial impact of the festivals and cultural and tourism at- The financial impact of tractions in the Tampere region amounted to €253.3 million. Of this sum, 46 per cent came from year-round and winter events and attractions. Only events and attractions about one-sixth of the money was spent on the main reason of the visit – the cultural or entertainment service (admission, etc.) – and more than 80 per cent on other purchases. The most important of these are catering in the Tampere region services, shopping and accommodation services.

Festival visitors who responded to the survey spent an average of €143 per person during their visit. Visitors to cultural and tourism attractions spent an average of €104 per person. In total, festival visitors spent €79.7 million and visitors to attractions spent €173.6 million. Spending € per person Total Of the visitors to attractions, theatre visitors spent a total of €61.4 million and museum and Catering services €25 €60,787,247.04 exhibition visitors €42 million. Shopping €19 €45,590,435.28 Accommodation services €16 €37,992,029.40 Cultural services €18 €43,057,633.32 Number of visitors Average spending per visitor Spending in total Transportation services and fuel €12 €30,393,623.52 Festivals and events 545,791 €143 €79,695,138.00 Entertainment, nature and recreational services €6 €15,196,811.76 Attractions 1,995,498 €104 €173,585,058.00 Other spending €8 €20,262,415.68 TOTAL 2,541,289 €104 €253,280,196.00 TOTAL €104 €253,280,196.00

Note: The spending figures in the table were calculated using weighted values based on responses collected at each event and attraction, not based on an average.

4 5 6 Tammerfest © Kari Savolainen as alocalattraction Cultural venues andfestivals 0% 0% DID YOU TRAVEL TO THE LOCATION BECAUSE OF A FESTIVAL, EVENT OR ATTRACTION? ARE YOU GOING TO COME TO THE FESTIVAL, EVENT OR ATTRACTION AGAIN? No 0.9%(52) No No, themainreason was somethingelse13.9%(928) 20% 40%60%80% 20% 40% 60% 80% Maybe 21.7%(1,215) come again. again, andonlylessthan1percent didnotintend to of therespondents were that theywould certain come tival andsite visitors are loyal: asmany as77percent orevent.traction The alsorevealed survey that thefes- had come to thelocation ofthecultural at because - responding non-locals Of to thesurvey, themajority I live at thelocation 42.5%(2,833) 43.6% (2,910) Yes, theattraction/event/festival was themainreason for my trip Yes 77.4%(4,334) 100% 100% 7 8 The reasons for coming includedanearliervisit, afriend’s recommendation orthereputation oftheattractionorevent. Quality assessment 0% WHAT INSPIRED YOU TO COME TO THIS FESTIVAL, ATTRACTION, EVENT OR ACCOMMODATION? 4.2 points outof5. from visitors: theoverall rating by around 8,000respondents was assessment receivedincluded inthequality excellent scores mend theattractionorevent they visited to others. All attractions manyAs as85percent oftherespondents intended to recom- 0% WOULD YOU RECOMMEND THE FESTIVAL, EVENT OR ATTRACTION TO OTHERS? No 4.1%(287) No Maybe 10.9%(759) The ratio price/quality 10.7%(1,256) 20% 40%60%80% 20% 40%60% 80% Offering/event programme 16.9%(1,975) Location/event venues 18.1%(2,115) Recommendation by afriendoracquaintance 20.2%(2,366) The reputation ofthefestival/event/attraction/accommodation 20.2%(2,367) Something else21.9%(2,559) Something My earlier participation/visit 38.5%(4,497) My earlierparticipation/visit

Yes 85.0%(5,905) 100% 100% 9 TaitoPirkanmaa/Verkaranta © Olli-Pekka Latvala Tampere Theatre Festival © Olli-Pekka Latvala Latvala © Olli-Pekka Festival Theatre Tampere

Sources of information

The most usual source of information about a festival, event or attraction was a recommendation by a friend, acquaintance or colleague. The second most important source of information according to the respondents was the website of the event. Print media also remains important: 15 per cent of the respondents named newspapers and PLEASE RATE THE FOLLOWING ASPECTS OF THE FESTIVAL, EVENT, ATTRACTION OR ACCOMMODATION: magazines as the source of information.

ASPECT NUMBER OF RESPONDENTS SCORE WHERE DID YOU FIRST HEAR ABOUT THIS FESTIVAL, EVENT, ATTRACTION OR ACCOMMODATION? Tidiness (accommodation) 1,490 4.3 Interesting programme content (festivals, events, attractions) 6,767 4.2 Customer service 8,412 4.2 Event website 17.5% (1,678) Availability of information (festivals, events, attractions) 6,946 4.1 Other websites 3.2% (307) Visual appearance (brochures, web, posters, etc.) (festivals, events, attractions) 6,984 4.0 Brochure 8.4% (802) Location/venue (festivals, events) 3,011 4.0 Other services (restaurant, sauna, etc.) (accommodation) 1,257 4.0 Street advertisement 4.6% (439) Room furnishing (accommodation) 1,357 4.0 Newspaper/magazine 15.4% (1,473) Price/quality ratio 8,432 4.0 OVERALL SCORE 7,966 4.2 Radio/TV 2.8% (268)

Scale: 1 = very dissatisfied... 5 = very satisfied Social media 7.3% (698)

The best scores for festivals participating in the quality Serlachius museums in Mänttä, Visavuori and Myllysaari Friend/acquaintance/colleague 26.0% (2,491) assessment were given to small, intimate festivals con- Museum in Valkeakoski and Art Center Purnu in Orivesi. Other 16.6% (1,587) centrating on one form of art: Annikki Poetry Festival, The best hotels were Scandic Tampere Station, Sokos Music! Ruovesi and the Dance Current Contemporary Hotel Tammer and Sokos Hotel Ilves. Dance Festival. The best cultural attractions were the 0% 20% 40% 60% 80% 100%

10 11 12 Serlachius-museot © Olli-Pekka Latvala transport services. transport spend money on food, accommodation, shopping and ly reflected onotherbusinesslife inthearea asvisitors oftheattractions andeventsThe impact were diverse permanent residents andcorporate investments. on, bothfrom theviewpoint oftourism andinattracting events andsites are asignificant for the attraction regi- inthe tractions Tampere region high.High-quality isvery of festivals and culturalnancial impact and tourism at- The unambiguouslyshows that survey theregional fi- Conclusions - and strengthened. developed cultural tourism attractionsshouldbefurther The Tampere region’s brand as a cluster of festivals and businesslife.fit oflocal investmentspality were returned 126-fold for thebene €1.13 millioninstate subsidies. This meansthat munici - received just€632,000inregional subsidiesand orlocal nicipalities: in total, the festivals includedin the survey festivals isaprofitable investmentSupporting for mu- - information Respondents’ background RESPONSE LANGUAGE OCCUPATION AGE AND GENDER English 6.4%(854) Under 20years 14.3%(1,455) 20–29 years 15.0%(1,532) Other 3.9%(207) Other 60 ormore years 16.9%(1,718) 50–59 years 16.8%(1,716) Unemployed/laid off4.8%(258) 40–49 years 18.4%(1,872) 30–39 years 18.6%(1,894) Entrepreneur 5.4%(290) Leadership position/higher-level employee 5.4%(293) Student/pupil 12.4%(668) Pensioner 15.8%(849) Finnish 93.6%(12,432) Unspecified 0.4%(42) White-collar workerWhite-collar 19.6%(1,055) Male 33.0%(3,369) (1,398) worker 26.0% Blue-collar Female 66.5%(6,783) 13 14 Lost In Music © Kari Savolainen badly well ended atmosphere Cons Pros festival expensive time hour information time wonderful great bands more marvellous fabulous service performers comfortable friendly best food nice beautiful before food place location show slightly nice ambience again performers nice sit ticket thanks prices right much pay place excellent programme information hard more after successful back near much enough suitably performances people queues expensive small VIP premises quite whole area thanks toilets bands more people easy area Ratina great performers expensive calm everyone bands pleasant less first bad time actors feeling worked food wonderful yes free nice away price really festival area enough arrangements very happy expensive day totally high great good organisers neat again long staff stage drinks always opportunity organised year same exit clean better nice year better opportunity schedules earlier friendly event setting open after once diverse relaxed area work toilets year any food Hotel Victoria Hotel Ellivuori Inn TampereHoliday Dream Hostel Cumulus Pinja Cumulus Koskikatu Cumulus Hämeenpuisto Reikäreuna Film Festival DancePispala Mania Schottische Pentinkulman päivät Mänttä MusicFestival WeeksArts Mänttä Visual Music! Ruovesi Murros Youth TheatreFestival Monsters ofPop Worldof Tango Lost InMusic Floral Festival Kirjazz Kirjaset Children’s Fair Book Circus Festival Ruska Chilifest Finland Blockfest FestivoArt Annikki Festival Poetry TampereComedy Theatre CenterArt Purnu Mältinranta Artcenter AdventureSärkänniemi Park Finnish Silverline Museums Serlachius Museum HildénArt Sara Sammallammas Air Rönni Open Theatre Rönni Recreation Centre Air Open Pyynikki Theatre Orivesi Crafts Centre HotelMänttä Honkahovi Club andArt Music TheatrePalatsi Vapriikki MuseumCentre Lenin Museum Verkaranta &Crafts Centre Arts Participants ACCOMMODATION ATTRACTIONS FESTIVALS AND EVENTS Sokos Hotel VillaSokos Hotel TammerSokos Sokos Hotel Ilves TampereScandic Station TampereScandic City Rosendahl Tampere Scandic Days Literature ofOld Workers’ MusicFestival Tomatoes! Tomatoes! Stand-up Comedy Festival Tapsan Tahdit Tampere Dance Current −Contemporary Dance Festival Tampere TheatreFestival Tampere Vocal MusicFestival Tampere Flamenco Festival Tampere Film Festival Tampere Kuplii Comics Festival Tampere Festival Guitar Tampere Convention Bureau Tampere Biennale Tammerkosken Sillalla Tammerfest Soi! Sääksmäki AccordionSata-Häme Soi Festival GregorianaSastamala −Early MusicFestival Väinö Linna’s Route Voipaala Centre Art Visavuori Museum/MyllysaariMuseum Vilppula Crafts Centre Vammalan Seurahuone Photographic Centre Nykyaika Valkeakoski TheatreCity Spy Museum Finnish Labour Museum Werstas Dance TheatreMD Tampere Hall TTT-Theatre Tampere Theatre Tampere MuseumofPirkanmaa Museum/RegionalArt Art Tampere Museum/Moominvalley Collection Art Tampere TradeFairs 15 Tampere Region Festivals–Pirfest ry Tampere [email protected] www.pirfest.fi