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.{ ìI THE IMPACT OF GARDEN FESTIVAT WALES ON THE LOCAL TOURISM INDUSTRY
FIONA ]AYNE WILLIAMS
A thesis submitted in partial fulfilment of the requirements of the Open University for the degree of Master of PhilosoPhY
LL)r[Luau¿ (ct-a't+)
February 1994 Ca¡diff Institute of Higher Education DECLARATION
I hereby declare that this dissertation is the result of my own work and that due reference is made where necessary to the work of other researchers and authors'
I further declare that this disserbation has not beeir accepted in substance for any former degree and is not currentlY submitted in candidature for any other degree.
C-andidate Supervisor ,rl1 LU,-tltaL¡¿ -/"^À¿ Fiona J Williams e P#,8¿"47
Director of Studies Supervisor
C L DrJ Evans Dr D Botterill ABSTRACT
by the Government as The concept of the garden festival was introduced to Britain part of the problems. have varie basic parameters as stated bY the D considerations' 'l'his accorded to each festival haíe diffe local some of the objectives of thesis describes attempts to determine the of company, Garden Ga¡den Festival wales held at Ebbw vale in 1992. The Festival image of the area, which in Festival wales Limited, placed priority on improving the Therefore, it is turn would act as a ffiur for more rápid economic regeneration' postulated in this study that Garden Festival W numbers attributable to the event would have a tourism industry. The criteria for assessment ar atEibutable to Garden Festival Wales'
A multiple resea¡ch approach is adopted which involve methods and results in three data sets' Sixteen visitor a I Wales sampling purposes a¡e all located within a 25km radius tryside ,it",^ar,íir,Aude heritage attractions, mu a method of attractions and industr nl/craÍtattraction visitor ii-guf"tion which combines the percepti ocal of visitors to those athactions with an investigatiot oi th" áttit.tdut and opinions data is atEactions. An evaluation"of this primary data and the relevant secondary undertaken to achieve the research objectives' 'perceived' and 'actual' Evidence is presented to demonstrate the extent to which the Festival wales' benefits to the local visitor atÚactions were attributable to Garden generated by the Most of the benefits were the result of the new visitors to the area evenl The occurrence of image-related b Festival, is not supported by the evidence Garden Festival Wales had a beneficial i impact was modest in terms of what was explored ; they include market overlap, a to the concept of The issues addressed in this study, and its findings, are relevant recommendations a¡e festirrals and special events in a broader definition. Therefore, events as part of presenæd r"grrair,g the wider application of festivals and special iourism product development and economic regeneration' ACKNOWLEDGEMENTS
"The ímpossìbte ìs possible when people ølìgn wìth Aort."
(Gita Bellin)
support : I would like to thank all of the following people for their help and
The interviewers: Mr G. Evans Ms J. Gwilliam Ms A. Pontin Ms N. Summerill Mr R. Wooding
R. The interviewees : Mr O. Brace Ms Howells Ms S. Carter Ms P. Jahnson Ms C. Colthart Ms L. Liversuch Mr B. Davies Mr D. Radford Mr S. Done Ms C. Ross Mr R. Ellis Ms M Scourfield Mr G. Gregory Mr S. Sully Mr S. Griffiths Mr B. Trett Ms E. Harries Ms V. Williams Mr D. Zienkiewicz
at Cardiff Institute of Higher The Library and Technical Support-noard Staff particular : Educationitt u Wut"s Tourist and the Welsh Office, in
Mr I. Burrage Mr D. Duggan lvtu G. Helmich Mr B. Thomas Mr I. Williarns
Hayes and I would like to extend specÍal thanks to my Supervisors, Dr M' Dr D. Botterill, and my Director of Studies, Dr J'C' Evans'
I have learned from eadr of them.
ll CONTENTS
PAGES
1 ABSTRACT ii ACKNOWLEDGEMENTS iii CONTENTS iv LIST OF ABBREVIATIONS v LIST OF TABLES VI-X LIST OF FIGURES
1.-47 CHAPTER L : INTRODUCTION 48-63 CHAPTER 2 : METHODOLOGY
64- 80 CHAPTER 3 : WSITORSURVEYRESULTS 81 -721 CHAPTER 4 : HOSTSURVEYRESULTS
122 - 1,40 CHAPTER 5 : ,ANA¿YSIS
!41- 1.46 CHAPTER 6 : CONCIUSION
xl - xvll REFERENCES
APPENDICES
lll LIST OF ABBREVIATIONS
B.G.B.C. Blaenau Gwent Borough Council
B.I.E. Bureau International des Expositions
B.S.C. British Steel CorPoration
CADW Welsh Historic Monuments c.s.o. Central Statistical Office
D.o.E. Department of the Environment
G.A.T.A. Gwent Association of Tourist Athactions
G.C.C. Gwent CountY Council
G.F.W. Garden Festival Wales
G.G.T.B. Greater Glasgow Tourist Board
G.M.B.C. Gateshead Metropolitan Borough Council
G.S.G. Golley Slater GrouP
I.C.L.I. Joint Council of Landscape Industries
M.D.C. Merseyside Development Corporation
N.O.P. National Opinion Poll
N.M.W. National Museum of Wales
s.D.A. Scottish DeveloPment AgencY
S.T.B. Scottish Towist Board
T.I.C. Tourist Information Centre
U.K.T.S. United Kingdom Tourism SurveY
w.D.A. Welsh DeveloPment AgencY
w.T.B. Wales Tourist Boa¡d
lv LIST OF TABLES
TABLE PAGES
1.1 Tou¡ism by British Residents within Britain - Purpose of Visit, 1986 31
'J,.2 Wales' Share of the Overseas Visitor Market, L986 32
1.3 Wales' Share of the British Tourism Market 32
7.4 Wales' Accommodation Stock and the Expenditure C,enerated,t986 33
2.t The Visitor Attraction sample : c-ategorisation of the Resouræ 50
2.2 The Visitor Athaction Sample : Ownership and Management 51
2.3 G.A.T.A. Members Induded in the Visitor Attraction Sample 52
v LIST OF FIGURES
PAGES FIGURE
4 1.1 British Garden Festivals Location Map
8 1.2 Total Costs for Each Festival, 19U- 1990
Festival' 1.3 Sponsorship Contribution to Each Garden 10 19U- 1990
23 7.4 Wales - Counties and Districts
24 1..5 Location of Ebbw Vale
25 1.6 Population of Blaenau Gwent, 1897 -1991
in Comparison 1.7 Unemployment Rate for Bliaenau Gwent 27 to Wales, 1984 - t99t
29 1.8 Wales - Tourism 1991
in 1986 30 7.9 Expenditure by British and Overseas Tourists
1.l0TheDistributionofAccommodationinRelationto 33 Popul,ation in Wales by County, 1980 - 1986
Target Markets 39 1.11 Garden Festival Wales Limited's Proposed 4l 1..12 The Garden Festival Wales Logo ''Gryff'
49 2.1 The Data Sources il 2.2 Location of the visitor Attractions in the sample
at Eadl Attraction 2.3 Quota of Visitors to be Interviewed 56 During the SurveY Period
vl 58 2.4 Visitor SurveY - DaY of Interview
59 2.5 Visitor Survey - Time of Day of Interview
59 2.6 Visitor Survey - Weather at Time of Interview
64 3.1 The Age Distribution of the Sample Population
65 3.2 Social Classification of the Respondents
65 3.3 C-ategorisation of Respondents into Group TyPe
66 3.4 C-ategorisation of Respondents into Group Size
3.5 Mode of Transport Used by Respondents to Visit the Attractions 66
67 3.6 How Respondents Lea¡ned of the Visitor Attractions
68 3.7 Domicile of ResPondents
3.8 Categorisation of Respondents into Day-Trippers and Staying Visitors 69
3.9 Type of Accommodation Used by Respondents Staying Overnight 70
7t 3.10 Locatign of Staying Visitors' Accommodation
72 3.11 Length of Stay of Respondents Staying Overnight
72 3.12 Trip Arrangements of Respondents Staying Overnight
3.13 Organising Arrangements of Respondents Staying Overnight 73
73 3.1,4 Package Tour Indusions
vu 74 3.1s Change in Overnight Stayers'Image of Wales
3.16 Overnight Stayers Who Stated That They Would Visit 74 Wales Again
3.77 Visitation to GFWby Respondents 75
75 3.1.8 Intention of Respondents to Visit GFW
76 3.19 How ResPondents Leamed of GFW
Affect 3.20 Respondents'Opinions on Whether GFW Would 77 the Local Tourism IndustrY
Affect 3.21 Respondents' Opinions of How GFW Would 78 the Local Tourism Indushry
79 3.22 Association of the Sample to GFW
Resource 3.23 Respondent categorisation at Eadr Attraction 80 TyPe
4.1 The Change in Visitor Numbers at the Attractions During the 7992Summer Season 81
4.2 The Variables to Which Lrterviewees Attributed 83 Changes in Visitor Numbers
4.3 Influence of GFW on Visitor Numbers at the Attractions 85 as Perceived bY Interviewees
4.4 The ctranges of Particular Markets at the Attractions During l}ret992 Summer Season 87
GFW on 4.5 Interviewees'Expectations of the Effect of 89 Their Business and the Consequent Meastues Taken
91 4.6 Measures taken as a Direct Result of GFW
vlll Over 4.7 The Attractions Involved in Market Research theTgglSummerSeasonandthelnformationGained 96 Relating to GFW
4.8 Involvement of Interviewees With Their Umbrella Organisations In Making Decisions Regarding 96 Representation of the Attractions at GFW
Authorities 4.9 Involvement of Interviewees with Their Local in Making Decisions Regarding Representation of the 97 Attractions at GFW
4.lo Interviewees'Assessment of the coordination Among theReleva¡rtlnterestsandSatisfactionRegarding 99 Their Involvement With GFW
4.llInterviewees'PerceptionsofthelmagePortrayedby 101 GFW in Terms of WTB Poliry
by 4.12 Interviewees' Perceptions of the Image Portrayed 103 GFW in General Terms
4.73 Interviewees' opinions of the Media's Portrayal of 104 GFW
4.14 Interviewees'Perceptions of the Role of GFW in Increasing Awareness of Wales as a Tourism Destination (U.K.Market) 106
4.15 Interviewees'Perceptions of the Role of GFW in Increasing Awa¡eness of Wales as a Tourism 106 Destination (International Market)
4.16Interviewees'opinionsoftheRoleofGFWinChanging 109 Visitors' PercePtions of Wales
4.17 Interviewees' opinions of the Influence of GFW on Positive 109 Word-of -Mouth Recommendation
lx 4.lsInterviewees'opinionsofthelnfluenceofGFWin 109 Encouraging Repeat Visits to Wales
4.1g Interviewees'Evidence showing That Visitors were 111, Athacted to South Wales bY GFW
Local 4.20 Interviewees' Perceptions of the Benefits to the 113 Tot¡¡ism IndusüY
4.21 Interviewees' Perceptions of the Costs to the Local Tourism tt7 IndustrY Athibutable to GFW
4.22 Interviewees'Assessment of GFW in Terms of the costs 120 and Benefits to the Local Tourism Industry
x CHAPTER ]..
INTRODUCTION
" success depends on where ìntentìott ìs"'
(Gita Bellin) garden festival became After the second world war, the concept of the of West Germany directly associated with the bomb-damaged cities reconstruction of where there was an urgent need for the physical garden event selected, areas of devastated land. A horticultural was (Bundesgartenshau) of approximately six months duration As a result of proposed as part of a master plan for redevelopment' legacy for the local this an urban park would remain as a permanent to the people. The garden festival was intend'ed as an impetus costs' This was regeneration process and to partly offset the associated followed by a similar the background to the 1.950 festival in Stuttgart, event in Hanover in L951.
in Germany since The garden festival philosophy has been maintained organisation' the those early events with a Government-funded take on the major Zentralverband Gartenbau, being established to To responsibilities and critical early stages of 'Bundesgartenshauen'' a dear poliry allow for strong continuity from festival to festival occur in major framework is stipulated. 'Bundesgartenshauen' now were held in German cities every two years' The most recent Frankfurt (1989) and in Munchen Gladbadr (1991)'
has now become An initiative introduced by the former west Germany countries well established continental practise, as other European havegraduallyadoptedtheconcept.Inadditiontonationalgarden festivals,internationaleventshavebeenintroducedsuchasthe ,Floriade,intheNetherlands.ThiswasheldinAmsterdamnl97z the Munich and 1982 and in Zoetermeet tnt992. In Germany, 1'983 with a simiiar International Garden Festival was held in events come international event in stuttgart in 1.993. International Expositions (B'I'E') under the ruling of the Bureau International des event every decade which dictates that a country can only hold such an (Holden and Turner, 7987)'
well established' outside Europe, the movement is in existence but less in 1980 and the first A garden festival was held in Montreal, canada was the 'Ameriflora garden festival to take place in the United States
1 exposition of its 1gg2, in Columbus, Ohio. The first large horticultural and Greenery kind to be held in Asia was the International Garden Exposition at Osaka, Japan in 1990 (Grayson' 1990)'
is more recent' ln 7979 In Britain, the introduction of garden festivals ' (J'C'L'I') lobbied Lord the Joint Council of Landscape Industries of the Bellwin, the then Minister of state at the Departrnent should Environment (D.o.E.), suggesting that the Government of inner city introduce the garden festival concept as a means cities were a regeneration (Beaumont, 1985). At that time the inner growing political concern with some urban areas becoming poor housing increasingly associated with high unemploymentr cond.itions, vandalism' poverty and decay'
consider adapting the In 1980, having conducted a research study to D'o' E' produced garden festival concept to the British inner cities, the in the u'K'" The a document for discussion, "Garden Exhibitions in need of regeneration D.o.E. expressed the view that inner city areas and landscaping' could benefit from a festival based on horticulture community and From such a scheme permanent benefits to the local was intended that catalyticbenefits to the area could be expected' It any public sector the festival itself would be self-financing and of a park for financial commitment would be timited to the creation of five years long-term use. There would be a minimum lead time before the opening of the event (D'o'E', 1980)'
by the D'o'E' to In April1981, feasibility stud,ies were commissioned for two separate consider Liverpool and stoke on Trent as hosts potential sites' garden festivals because they were identified as having In Liverpool, the inner These studies were completed in August 1981'. cityproblemwasbroughtsharplyintofocusbytheextensiveriotsin Michael Heseltine, the Toxteth, in July 198L. This may have influenced in september 1981' secretary of state for the Environment, to announce National Garden that Liverpool would be the host city for the first be followed by a Festival. The event would take place in 1,984, to second festival to be held in Stoke in 1'986'
2 the D'o'E' issued an with an intention to stage a third garden festival as key objectives land advice note in March 19g3. The note specified economic benefits' A reclamation, environmental improvement and achieve rapid redamation shorter timescale was proposed in order to should and a higher quality landscape. Environmentalimprovement over a wider area' occur on the site and. act as a spur for improvements ,image'effects. gain short-term including The local a¡ea should and franchises economicbenefits due to construction work, operations related spin-offs from associated with the festival, and expenditure should aiso visitors to the event. The festival and site after-use industries and stimulate the landscape design and horticultural provide longer-term economic benefits to the locality'
InlgS4,theD.o.E.announcedthatGlasgowandGatesheadwereto respectively, and a host the 1988 and 1.990 National Garden Festivals, In 1986, site in wales was to be selected for the event int992. announced that the Nicholas Edwards, secretary of state for wales, Vale, Gwent fifth National Garden Festival would be held in Ebbw (Figure 1..1.).
FINANCE
InLiverpool,theMerseysideDevelopmentCorporation(M.D.C.),a A Riverside D.o.E. funded'quango,'was established in 1980' DevelopmentProgrammewasalreadyinplaceforasitecommittedto was mainly for these reclamation and in the M.D.C.'s ownership. It for the first British reasons that this site in Liverpool was designated to be the responsibility garden festival, the organisation of which was of a sub-committee of the M'D'C'
two and a half miles The Riverside site covered 95 hectares. situated tip of the dock from Liverpool city centre, the area was at the southern oil installations, system and access was Poor. It consisted of former refuse tip and the petroleum tank farms, jetties, a municipal domestic tank farms silted-up Herculaneum Dock' Waste from the gas. Approximately 45 contaminated the ground with oil and methane
3 t tff €88
GATESHEAD NGF 1990
LIVERPOOL þF 198 4
STOKE ON TRENÏ o NGF É86
VALE NGFI992
BRITISH GARDEN FESTIVALS
FIGURE 1.1 British Garclen Fcstivals Location Map
4 for the festival itself with hectares of the site were identified as suitable (Beaumont, 1985)' additional areas for temporary bus and car parking
garden The festival at Liverpool was to differ from succeeding was elevated to festivals from the outset. Almost immediately it des Expositions international status when the Bu¡eau International event in the awarded it the right to host the 1.984 premier horticultural the Riverside world (Beaumont, 1.985). This international designation' months had programme and a restricted time scale of twenty-eight Emphasis was significant implications on the festival objectives. operation of a placed on the speed of reclamation and the successful horticultural event
Festival in stoke covered The site chosen for the 1986 National Ga¡den a mile of the city centre' The 94 hectares and was situated within half tips and remains of works site itself was a wasteland of slag heaps, ash coal-mining and and mines, the result of a history of iron-working, claydiggingforthepotteryindustry.Industrialactivityendedonthe Bar steelworks' The cl0sure site in 1979 with the closure of the shelton and, following was not accompanied by any plans for redevelopment the derelict site was an unsuccessful Enterprise zonesubmission in 1981' A entered. on the Land Register as surplus to requirements confirmed that most detailed ground investigation canied out in 1982 ofthesitewasseverelydegraded(O'Connel1,1'986).Stokewasnota but the site itself had designated area for urban Programme assistance for Derelict Land Grant (PA a high priority for reclamation and hence C-ambridge Economic Consultants, L990)'
prime development land' stoke city council needed to create areas of priority was given to with the acquisition of the 1,986 garden festival, thequalityarrdspeedofreclamationofthewholesiteandits annual redamation conversion to an after-use. on the basis of their catalyst it would have allowance a¡rd without the festival acting as a the site (o'Toole and taken stoke city council fifteen years to reclaim on the operational Robinson, 1990)- Less emphasis was placed objectives of the festival itself'
5 event' A festival Stoke had four and a half years to prepare for the was set up' company, National Garden Festival (stoke) 1986 Limited, of state The company Board included nominees of the secretary stoke on Trent (D.o.E.) and the sponsoring institutions, in this instance CityCouncitandStaffordshireCountyCouncil.TheSenior on a fixed contract Executives of the Festival Company were employed operations, basis. They specialised in areas such as finance, marketing, was supported events, horticulture and landscape design. The Team for the day by administrative and technical staff and was responsible in which to day organisation of the festival. stoke typifies the way (Holden, 1989)' British festivals have been organised and managed
Scottish Glasgow Garden Festival 1988 Ltd' was owned by the Giasgow Development Agency (S.D.A.). They worked dosely with time of District council and strathclyde Regional council, to a lead fouryears.In]'gS3,whenGlasgowwasdesignatedforthel9S8 site were National Ga¡den Festival, 36 hectares of the 48.5 hectare of the River owned by Laing Homes. situated along the south side clyde, it consisted of the disused Princes Dock and dereiict warehousing. The site was non-toxic which eliminated many Stoke' The s'D'A' reclamation problems encountered at Liverpool and pay rent for the carne to an arrangement with Laing that they would Laing also site over the preparation period and the event itself. Glasgow for housing received building land in lieu in various parts of development (Mann, 1990).
importance on The objectives of the Glasgow Garden Festival placed of the city's three facets in particula¡. Tourism was a key component was seen as regeneration strategy (Dawson Scott, 1990). The festival improving the making an imporlant contribution in atbacting visitors, profile of Glasgow' image of the city and thus enhancing the tourism to undertake For Strathclyde Regional Council it was an opportunity progra¡nme infrastruch¡ral development, comp lementing an existing tobringtheRiverClydeintotheCity.TheS.D'A.recognisedthe (O'Toole potential economicbenefits and attempted to maximise these andRobinson,1.990).Overall,therewasagreaterawarenessof the image- environmental improvement and an emphasis given to building objectives.
6 InNovember\gSl,GatesheadMetropolitanBoroughCouncil (G.M.B.C.)receivedapprovalfromtheSecretaryof'Statetohostthe them a development 1gg0 National Garden Festival thus allowing reclamation and period of five and a half years. The responsibility for NGF '90 festival operation was that of the Festival company, nominated by (Gateshead) Ltd. The Board consisted of five directors directors the secret ary ofstate for the Environment and seven nominated bY G.M.B.C.
separate areas to be The 73 hectare site at Gateshead, consisted of fou¡ to almost two miles linked into one. These individual sites, amounting contained in length from the centre of Gateshead to the River Tyt", sidings. derelict gasworks, tar works, coke works and railway along the Reclamation and environmental schemes were underway D.o.E' riverba¡rk and th¡oughout the Borough. Prior to the announcement,G.M.B.C.werealreadycommittedtoreclaimingS.l the surrounding ex- hecta¡es of the former Redheugh Gas works and out to railway land. Detailed site investigations had been carried (Brandt and Rimmer' 1987)' assess the degree of land contamination
was considered an The Gateshead National Garden Festival 1990 site development enabling mechanism to accomplish reclamation and Royal in her objectives. This was emphasised by H.R.H. The Princess (NGF '90 (Gateshead) contribution to the Festival Souveni¡ Brochure Ltd, 1.990) :
,,ThefestíualorganíserssetouttoachÌeuesomethingwhíchhad
neuefbeenilonebe|ore:tosecurethelong-termreáeuelopment of a Nøtíonal Garden Festíaal síte''
companies. All of the festivals have been managed as autonomous organisation and This has facilitated the coordination of festival were under no uurlagement under a single agency' The Companies obligationtoconsultwiththelocalcommunityandhencewere be implemented in insulated from commr¡nity pressure. Finance could public to private sector a conunercially oriented way. The balance of being doser to the involvement has varied, with Stoke and' Gateshead their respective Local Authorities, and Liverpool and Glasgow under
7 developnrcn[ corporations. These cliffcrcnccs of slructure have had implicafions rcgarcling the financing of cach fcstival, resulbing in considerable conrPlcxi tY.
Feslival company expcnclittrre is a ftrncbion of thc four successive opera[ional phascs involvccl in the gardcn festival proccss : -cletoxificalion, land rcclamalion and infras[ruc[ural work, -site construcbion and prcparation' -festival oPcration. -sitc disr'¡rantling anc.l af tcr-usc clcvclopment'
The costs elre thosc.t-¡i lancl acqtrisition ancì rcclar¡aLion, ìanclscaping
and bu il cl in gs, si lc scrv i t.r:s ( i ncl u cl in g f ra nchiscs), atlministration, 'I'hcsc, nrarke[ing ancl ptrtrlicity. {:on]Lrinccl with the capital de.velopnrcnt ancl opcrating cos[s of thc afLcr-ttse ar-:tivities, conrprise the total cclst of thc icsLjvr.rl IPA Cainrbricìge Econonric Con-strltants, 19e0).
'1.0'r.ü. ('()fil' (r iú|l,JJ(.tNSl
I,IVERPOCIL STOKE CLASGO\¡/ GATESHEAD 1984 l9E6 1988 1990 G4RDf¡/F¿,STIIAL SITE
FIGURE 1.2 Total Cìosts for Each Fcstival, 1984 - 1990
At Liverpool anc'l Sloke, the total cosl for each feslival was f30 million; Glasgow anrounled Lo L41.4 million (Holden, 1989). The total cxpenditLtrc a[ Gatcshcad was €,60 nlillion (O'Toole and Robinson, 1990) (Figrrrc 1.2). Accorcling to PA Cambridge Economic Constrlbants,
I (1990)disaggregationofthesecostsintopublicandprivatesector contribution is considered impossibie'
stoke and Glasgow site acquisition and reclamation costs at Liverpool, respectively (PA were Ê9.1 millio n, 1,9.9 million and, 81.4.6 million Gateshead the figure was c-ambridge Economic consultants, 1990). At €7 million (O'Toole and Robinson, 1990)'
festival via the Reclamation monies have been allocated to each and at Glasgow it relevant agencies. At Liverpool this was the M'D'C'' received was the s.D.A. Stoke and Gateshead Local Authorities indude the Derelict Land Grants. other sources of public finance mainlinebudgetsofthefestivalsponsoringbodies,theformer the D'o'E' Manpower services commission community Programme, and assistance under the D'o'E' urban Iobs with Training scheme Programme (D.o.E., 1989)'
from the public and All of the festivals have attracted sponsorship 'Effective' private sectors. Two types of sponsorship were pursued' sponsorshipinvolvedacapitalcontributionbythesponsorconcerned whereas,,enhanced,sponsorshipinvolvedtheSponsorinfinancinga building,themeride,pavilionorgardenetc.Theexpectedreturnson mainly associated investrnent for the sponsoring organisation were The fi¡st with image enhancement and. mass consumer targeting' value of just over €3 festival at Liverpool attracted sponsorship to the increased with million (Beaumont, 1985) and as anticipated this figure in excess of f'6 million subsequent festivals (Figure 1.3). stoke raised (NGF,86(Stoke)Ltd.,1g87)andGlasgowattractedoverÊ]']'million (Wilson,19s8).sponsorshipwasacrucialfactortotheGateshead programme.NGF'90(Gateshead)Ltd.raisedoverÊ20millionwith commitmentfromprivatesectorcompaniessuchasSirRobert and public sector McAlpine, shepherd Homes, Newcastle Breweries organisationssuchastheTyneandWearDevelopmentCorporation (NGF'90(Gateshead) and the Northern Regional Health Authority Ltd., 1990).
9 \ 20 N l-5
l0
Ns 5 R\ 0 J Ê O FOco < Ê1 o ñ dà È* He tsa Et) õ) Êl- !J Ct: trr tãd (.,:t ts - =* C' lì¡lRi)FlÀ/ þ'þ:'V I I AL :;ITE
FIGURE t-.3 Sponsorshi¡'r Contrilxltion to Eaclr Garden Festival, 1984-7990
lnconre is clerivcrl tltrring ¿rncl ¿lfler lhe feslival period. This is in the fornr of aclllrission charges ant'l proccecls from commercial operations such as comnrission on sales and pal'6enls for sole supplier agreenlclnts ancl Llrc salc of assets when the festival is over' With garclen fcstivals cxpcclcci to bc sclf-financing (D.o.E,, 1980) it appcars that public scctor cxpcncliturc is intcndccl to act as a catalyst to private seclor contribuLions ancì that thc event is priced to cover the nrnning cosls of tlrc fcslival.
It woulcl appcìar t.hat thc British garclcn fcstival has bccn an cvolving cxpcrimcnt whcrc thc prioritics accolded to each fcstival have differed in rcsponsc lo local consicicrations. In practise, the perceptions of lhe pcoplc involvcd conrbincd with thc incorporation of their prcdcccssors' praclical cxpcrience, have influenced the eruphasis on cliffcrcnl aspccts of policy ol'rjcctivcs, Thc priorities have been acknowlcclgcd at an carll/ s[agc of cach fcsrival and therefore corresponcl with the intcgral functions of thc proccss and ullinratcly the otttconres.
Thcre has also bccn considerable flexibility in the approach to sile afler-trse. The creation of pernlancnl urban park land has not been a priority. Lord Skclmcrsclalc, formcr Govcrnmen[ spokesman for the D.o.E., ¡'rublicly stalecl at the Lanciscape Inciuslrics Confcrcnce, Keele (19B6), llrat Britain c'ìid not trcccl large ncw parks anci ib was intended
10 (Aldous, that garden festivals would not be used for that pwpose was to stimulate 1986). The view taken was that the garden festival for private sector invesûnent and provide a landscape structure site' housing, educational and civic development on a specified
RESEARCH AND EVALUATION
to garden As a result of the flexible and experimental policy approach festivals in Britain it has proved difficult to judge their success' and However, this would appear to be true of other national (1984) international festivals and special events in general. Ritchie with points out that the conceptual and research issues associated events in a assessing the costs and benefits of festivals and special are broader definition, tend to focus on the economic impacts. These usually the positive ones, such as increased revenues and employment created by the event.
Ritchie and There are many examples of this type of assessment. Beliveau ([g74)carried out a cross-sectional study of the Quebec to the Winter Carnaval to determine the economic returns athibutable effect on event. The results were that the Ca¡naval had a pronounced City the level of travel expenditures in the Metropolitan Quebec a city Region during the period of the event. when compared with it was with no C-arnaval such as Montreal, during the same period, as far as travel found that Quebec was more economically active receipts were concerned. It was conduded that the apparent profitability of such events spawned a number of attempts to create To similar events in order to share in the economic benefits available' to be a be successful, it was necessary for the event in question strong constantly evolving product, with a long-term perspective, have local support and a continuing organisational strucLu¡e.
to assess Della Bitta and Loudon (1975) developed a research method this method the impacts of short-duration tou¡ist events. They applied to investigate the affect of an annual event, the Newport Intemational sailboat show, on the economy of Rhode Island. It was determined that the event had a substantial net economic benefit to the State'
11 examined by The British columbia winter Games of 1989 were MurphyandCarmiclrael(1991).ThegameswereheldinNelson, Nelson was l0cated in the mountainous interior of that Province. industries attempting to develop its tourism industry as traditional the tourism were in decline. In providing a method for measuring confirmed that expenditure associated with an open-access event, they contribution to a local a regional sports festival can make a significant economy.
and Edinbulgh In spring 1gg1., the scottish Tourist Board, Lothian council and Lothian Enterprise Limited, the city of Edinburgh District out a study of the Regional Council commissioned Scotinform to cÀrty year' The nine major festivals which take place in Edinburgh each economic impact of resea¡ch was conunissioned in order to assess the provide data on the the festivals, both nationally and locallY, and to fhalfA4million of profile of visitors to each festival. The results show Ê9 million direct expenditure in Edinburgh and the Lothians meant jobs (scotinform Ltd', local income and 1.,300 full-time equivalent festivals did not tggz). These economicbenefits would not exist if the measured 872 take place. In scotland as a whole, direct expenditure jobs' other million and resulted in over 3,000 full-time equivalent may economicbenefits, sudr as the possibility that the festivals at non- festival encourage people to re-visit Edinburgh and scotland more difficult to times, were aclcnowledged in the report but were measure so were not part of the investigation'
expenditure by Van Der Lee and Williams (1986) assert that, although benefit, there are visitors to an event is often the most tangible tourism benefits that other short and long-term, individually, unquantifiable using the 1985 are of greater value than the visitor expenditure impact' outline repeat Adelaide Formula One Grand Prix as a case study, they electronic and visitation, visits generated by word of mouth publicity, and tou¡ism print media exposure, image and awareness enhancement (1984) inveshent motivation as exalnPles of such benefits. Ritdrie are recognised as states that these tourism and commercial impacts impacts are important outcomes and it is generally assumed that these paid to primarily positive in nature. However, little attention has been
72 associated with their assessing their significance owing to difficulties measurement.
of events based Few sfrdies document the extent to which sponsorship enhancement of the on the assumption that the event leads to the Ritdrie (1984) awareness and, reputation of the host region is valid' outcomes do exist and consid,ers that negative tourism and commercial the event may that event organisers should recognise that promoting the region as a be met with opposition. Development may favour particular individuals whole but it may also have a negative impact on trade' and firms in terms of competition and diverted
(1987) argues that the In terms of the gard,en festivar in Britain, c-ass commercial success' Government places too much emphasis on their and the ratio of using siteria such as high visitor numbers , net cost publictoprivateexpenditrrre.Asaresultlandscapeissuesare the potential afforded by secondary and the opportunity to maximise gardenfestivalsforlong-terminveshnentinthelandscape is supported by infrastructure in towns and cities is lost. This view more on porter (1990) who comments that priorities a¡e accorded economic than environmental benefits'
the concept of the This criticism highlights the vaguery surrounding that the festivals at garden festival in Britain. Smith (1986) argues Liverpool,andstokelackedaclearandenduringpu¡Poseanda'sense of the festival. He of place,, capable of surviving after the operation points out:
íssues related ,,Therehøs been much uncertaínty øbout attkínds of desígn and planníng, especíally theír to the garden festíuals and theír oaerall PurPose."
of a garden festival with no set criteria by whicJr to judge the 'success' the first four festivals because of the different emphasis on objectives, by the Government but all adhered to the overall objectives outlined it extremely placed a differing priority on each of these, making Executive Director difficult to compare their success. Copeland (1987), of NGF'90 (Gateshead) Ltd, stated:
13 and judge ,'There is no right and wrong and those who wilt meøsure to meet dífferíng obiectiues"' íts success wíll draw on díflermt crítería
each festival as a As a result, evaluative studies tend to consider at any comparative separate entity and there has been little attempt with the garden study. Much of the evaluative resea¡ch associated both short and festival in Great Britain focuses on economic objectives, the body of long-term. The majority of this research contributes to and events in general' It research on the economic impact of festivals period for marketing is based on data collected during the festival purPoses.
NationalopinionPoll(N.o.P.)MarketResea¡chLimitedwas of visitors at both the commissioned by the D.o.E. to conduct a survey National Liverpool International Garden Festival and the stoke in order to assess the Garden Festival. The aim was to prod,uce data and ,market attraction' of the festivals and to aid the planning Information was management of future garden festivals in Britain. catchment area and collected. on the demographic profile of visitors, and mode of transport, reasons for visiting, on-site expenditure levels and behaviour, reactions to the festival including satisfaction were carried out at perceived value-for-money. Visitor exit surveys These exit polls both the Glasgow and Gateshead Ga¡den Festivals' of its success as a contribute to an evaluation of each festival in terms concerning the visitor attraction and often form the basis of statements the festival' wider economic impact on the region attributed to
Wornell(1985)statesthat,byattractingalmost3.4millionvisitors International while its target figure was 3 million the Liverpool Fifty-two per Garden Festival was successful as a visitor athaction' centofthosevisitorswerefromoutsidetheMerseysidea¡ea.He of the garden festival in concludes that this establishes the credibility that the Liverpool Festival Britain as a visitor attraction, but points out of the catchment area' The was helped by good weather and the nature (Beaumont' N.O.P. Survey recorded about 95 per cent user-satisfaction 1e85).
74 Garden Regarding the wider impact of the Liverpool International received about Festival, the N.o.P. research suggests that Merseyside of which a quarter of a million extra bed-nights due to the festival, 10 per 170,000 were in hotels, motels or guest houses. Approximately attractions on cent of visitors (344,000) to the festival visited other would be Merseyside and about 13 per ænt (M7,000) said that they spendingmoneyoff-site.AccordingtoN.o.P.MarketResearchLtd. Ê2'8 million (1935) this amounted to €3 million over the whole season' wilsher of which was by visitors from beyond Merseyside. However, (1gg5) recognised a reluctance by the travel trade to indude a day visit' A Merseyside in their programmes on anything other than at least a visit to the Liverpool International Garden Festival required people whole day which meant that there was little likelihood of trip' wishing to visit other attractions if they were solely on a day
for Merseyside In 1.985, the Assistant Tourism Development officer of visits took County Council, Pam Wilsher stated that a substitution etc tended place and the a¡rnual outings of schools, women's Institutes area' Visits to to be to the festival and not to other attractions in the lower than local attractions by people in the North West were also festival season normal. It is assumed that they took advantage of the tidcets.
by wilsher (1935) confirms that some 350 temporary jobs were created throughout the the festival and assumes that extra staff were recruited during the Merseyside tourist trade to cater for the extra visitors difficult to garden festival period. However, she states that it is very of the estimate the impact of the festival on emploFnent because difficulty in determining how many of these jobs became permanent'
was In operational terms, the stoke-on-Trent Garden Festival its Liverpool considered by Holden (1989) to be less successful than expected counterpart. There were 2,2SO,O}Ovisitors in total, Iess than attributes this to and consequently the festival operated at a loss. He also poor wet and windy weather during the summer of 1986 and marketing on behalf of the Festival Company'
15 were stated in the The economicbenefits of the Stoke garden festival off-site NGF Chairman's Report (1987). These included estimated spendingbyvisitorsofET.Zmillionandaheightenedawarenessand making improved image of the area, the multiplier effect of tourists to provide repeat visits to the a¡ea and availability of skilled staff provided employers with improved performances. The festival employmentfor!,zSopeopleandtheFestivalCompanyassumedthat at the it created 430 long term jobs. The N.o.P. survey undertaken undear on what festival accounted for some of this information but is subjectivity data the other assertions were based. This suggests some in the evaluation of potential wider benefits'
emphasis on Glasgow Ga¡den Festival L988 Limited placed greater 4.3 million visitors marketing the festival and consequently attracted the local (Holden, 1989). As a result, this was of definite benefit to (Leverton, tou¡ism industry and the image of Glasgow was improved that such Prescott, Delpak and Wang ,1gg2l' It would aPpear the festival assertions were based on the poll undertaken during period.However,verylittletimehadelapsedinordertoassesshow into far these image-building effects locally were translated Tourist Board regeneration effects over the wider a¡ea. The Scottish Board (S.T.B.) in conjunction with the Greater Glasgow Tourist (G.G.T.B.) interviewed 838 people as they were leaving the S.T.B./G.G.T.B.TouristInformationCentre(T.I.C.),whichwaslocated were on the garden festival site. Thirty-nine per cent of respondents were looking looking for irrformation about Glasgow and Mper cent in the for information about other parts of scotland. It was suggested in report that followed that Glasgow Ga¡den Festival assisted 1988). dispersing tourism throughout scotland (s.T.B. /G.G.T.B.,
visitors' The Gateshead Garden Festival attracted over 3 million cent of these Figures extracted from the exit poll indicated that 42per Following were from outside the Tyne-Tees a¡ea (G.M'B.C. ,7992). this,aFestivallmpactSurveywasundertakeninNovember1990. (Gateshead) Huntley Associates were commissioned by NGF '90 that the Limited to carry out a formalised assessment of the impact consisted of 100 festival had on the local tourism industry. The sample over Tyne representatives from tourist organisations and companies
16 seventy-six per and wear, Northumberland, Durham and clevetand. of visitors to the cent of respondents considered that the number this increase to the region had increased while 59 per cent attributed the National garden festival. Ninety-two per cent considered that in the North-East' by Garden Festival had a positive impact on tourism to increase attracting more outsiders to the area' This helped awareness and imProve the image'
appear to support the These economic assessments of garden festivals is a tendenry towards claims of cass (1987) and Porter (1990) that there benefits evaluation based on the long and short-term economic overlooked is stipulated by the Government. An objective seemingly in the long- the contribution of the garden festival to the environment term and to the landscape indusfries'
Festival at Beaumont (7gg2) believes that the International Garden profession to be Liverpool was a unique opportunity for the landscape project. He states that the seen as the lead design profession in a major other projects and festival acted as a,shop window' which influenced encouragedthegrowthofurbanlandscapeprojectsinthe]'980's' landscape at the However, he comments that the quality of the overall resulting Stoke, Glasgow and Gateshead Festivals was marginalised in pursuit of the from an increasing emphasis on marketing and events necessitY to break-even.
Fieldhouse(1988)recognisestheGlasgowGardenFestivalwasan promotion ideal opportunity to acJrieve individual and corporate disappoinbnent within the landscape indusfries sector and expresses the visitors to the at their lad< of presence. He questions whether or were athacted festival recognised or appreciated the garden origins (1990) both by the commercial aspects. clouston (1986) and Porter become secondary comment that the landscape element seems to have the events have to the entertainment function of festivals and that become more important than the concept'
the Liverpool site Because of local political and financial arguments that had been was not converted to the desired long-term after-use council reneged on conceived in the initial masterplan. Liverpool city
77 area (Marur' its undertaking to adopt the site as a sports and recreation development was 1gg0). The central road, an essential feature of any taken place' not built until 1,986, two years after the festival had the festival However, in 1985 the M.D.C. did open 34 hectares of In 1986, the M'D'C' gardens and spent f400,000 on remodelling them. who operated them handed over those gardens to Transworld Limited commercially.TheCompanylaterwentbankruptduetocommitments to take control' elsewhere and the M.D.C. were once again forced the area on a low They maintained the gardens and parkland' opening as a concert or key basis, punctuated by the occasional event such PoP amotorshow.Inl'gSS,acompanycalledMaximumEntertainment the attractions took control with the intention of gradually increasing and visitor number over several years'
suburb' came This Ê10 million development, described as a'garden Barratt Chester about after an agreement between the housebuilder andtheM.D.C.InJutytgsg,workbeganontheconsfructionoflS0 (Mann, Towards the homes on 19 hectares of the original site 1990)' prograrune to convert end of lggl,workbegan on another Ê10 million The company the remaining 36 hectares into a pleaswe Park' site from the Tomorrow,s Leisure secured a725year lease on the M.D'C.withaÊ1'milliongranttowardsdevelopment(Faux,1992).
was not effectively As with Liverpool, the after-use of the stoke site with Stoke City plarmed from the outset. Responsibility for this was the Festival Estates Deparûnent who were quite separate from St' Modwen Company. A Birmingham-based property company' on most of the site Developments Limited, took out a 150 year lease Park' from Stoke city council. Thei¡ strategy was to create'Festival induding inüoducing leisure, industrial and retail development and proposalsforahotel,acinema,officesandabusinessPalk'In1988, to build Festival Park the th¡ee year commercial development period waterways ; began. The remainder of the site was owned by British (Holden, 1989)' Of the first this included a marina and a public house (1990) to be the fou¡ festival sites, Festival Park is considered by Porter mostsuccessfulatattractingpost-festivalinvestment.
18 private housing Most of the Glasgow site was already committed to intention from development before the festival was considered. The work would be the outset was that much of the festival landscape council and the removed. However, after the event Glasgow District protested that there local inhabitants of the Govan district of the city housing would be no permanent benefit for local people if the between Laing development went ahead. subsequent negotiations HomesandtheS.D.A.resultedinanamendedschemewith4.5 the City as a permanent hectares of festival parkland being donated to scheme in feature. Final planning consent was given to the amended 23'5 hectares october tgilg. The total housing development , covering Work on the represented a Ê100 million investment (Mann' 1990)' an effort to ensure business park was delayed by the City council in from outside and that firms moving in represented inward invesbnent city did not consist of existing companies relocating from Glasgow back to the S'D'A' centre. The land allocated to this has now been sold (Beaumont,\992).
by previous In an attempt to overcome the problems encountered exerted a tight festivals concerning after-use development, Gateshead it well in advance control on site after-use at an early stage, finalising ofthefestivalopening.Theyproposedtodevelop60percentofthe form (Mann, site, with 40 per cent remaining in landscaped festival of rented and 1990). The council issued a brief demanding a mix for the riverside private housing and sport, leisure and recreation uses site. Shepherd Homes and McAlpine were the two housing (Stansfield, 1990)' associations to be involved with the developments
that garden festivals From the outset, central Government has argued on partictrlar sites and are a means of stimulating private investment long term that the garden festival in Britain is not intended to create parkland.Asaresult,thefestivalsiteshavebeensoldfor public oPen development, with only a small element being left for by this' Porter space. Many u.K. landscaPe architects are embittered as money (1990) considers the money spent on temporary landscape (1986) who states that : wasted. This belief is supported by clouston
19 ,,Garden prelude to alonger term ínuestment ín festíuøls are the that prínciple open space planníng. If we contínue to compromise I fear all is lost,"
Cass (1987) airs a simila¡ grievance :
glorìfíed shows on preuíously "If garilen festíuøls end up øs flower derelict lønil, thm we wíllhaae thrown awaA øn ímportant the profession,'' opportunity to ímproue the landscape and strengthen
afforded by the The landscape profession argues that the opportunities of the local community' garden festivals have been lost at the expense Foundation In order to investigate this issue, the c-alouste Gulbenkian terrn social gains commissioned an independent review of the longer festivals' As a result of to the local communities of the first for¡¡ garden of Town and that review a report was produced by the Departrnent upon Tyne, that country Planning at the university of Newcastle economic and considered the environmental benefits, access' employmentbe¡efitsonthebasisoftheimplicitassumptionthat local inner city residents' garden festivals should substantially benefit of the garden It was concluded in the Report that the objectives aims, but there is festivals have been a mixture of long and short-term (o'Toole and Robinson, L990)' little concern at who benefits from these
both long and short- In fact, tangible benefits to the local community, been developed in term, have been disappointing. The festivals have community an isolated way and there is a need to fully integrate community benefit at the interests with a broader remit which pliaces top of the agenda.
'An Evaluation of A report commissioned by the D.o.E. in 1'987 entitled the first th¡ee festivals' It Garden Festivals' provides an evaluation of the main report attempting is based on three individual stud,ies, with an attempt by to compare and contrast the evidence. This represents in Britain in terms of the Government to evaluate the garden festival Environmental and cost effectiveness and actrievement of objectives. but the emphasis is social considerations are included in the study, distinctty on economic benefits (Porter, 1990)'
20 of each garden An attempt was made to estimate the gross effects compare these with festival in their local areas and regions and then the garden festival not estimates of what would have happened had benefits were considered' been staged. Environmental and economic Someofthesewerequantifiable,otherswerebasedonvalue judgements.
Garden Festival, were Most of the benefits athibuted to the Liverpool the major benefits considered environmental and short term' At Stoke were economic and were associated with the after-use of the site and short-term long-term in cha¡acter. Glasgow Garden Festival showed for long-term environmental and economic benefits and potential has become more benefits. It was considered that the festival concept benefitted from their effective over time in that the latter festivals had predecessors. The overall impression was that :
,,Gardenfestiaalshaaeyíeldedawiderangeofbenet'ítsbutmany índíaíduattyørequítemodest,gíumtotølcosts''(PACambridge Economic Consultants, 1990)'
total benefits, a unified In the overview, it was stated that in terms of the short-term and more measure was not available. It suggested that a wider range than would direct benefits were fairly modest, but span normallyhavebeenthecase.Theviewformedwasthatthefestivals had worked in different had achieved benefits at some net cost and ways. It was conduded that:
"...agørdenfestiaalmaynotinísolationbeapowerfulinstrummt' addítional ínstrument to be but a festíaal iloes prouíde a aøluøble includedínaregenerøtionstrategy,''(PACambridgeEconomic Consultants, 1990)'
GARDEN FESTIVAL WALES 1992
InlgS4,whensitesinGlasgowandGatesheadwereselected,the garden festival in south decision was also taken to stage the fifth Wales.Aswiththeallocationofformersites,manyareasinSouth once dominant wales were suffering as a result of the dedine in the
21, revitalisation of heavy industries. Urban renewal schemes such as the active cardiff Bay and the Maritime Quarter of swansea rePresented the efforts in the major centres of south wales to counteract consequential problems of industrial decline'
and social There was evidence of serious economic, environmental itself in problems within the valleys of South wales. This manifested in areas of high unemplo)¡ment and large expanses of derelict land Housing Gwent, Mid, South and West Glamorgan (Figure 1'4)' of houses conditions were a particular problem. In 1985, 1'6.4per cent of a lack in the Clmon Valley were classified as unfit to live in because houses fell of basic amenities. Almost 10 per cent of Mid-Gtamorgan the Rhondda into the satne category and 15.3 per cent of houses in Valley were condemned (Williams, 1990)'
Borough council In 1.983, the chief Planner of Blaenau Gwent (B.G.B.C.)LlmPowellproduceda'statementoflnterestinthe by the National Garden Festival1.989'. In 1985, this was followed proposed site initial bid to host the 1992 National Garden Festival' The is located at the was in the urban district of Ebbw Vale. Ebbw vale (Figure L.5). head of the Ebbw Fawr Valley, 20 miles north of Newport was in the highest The Borough was suffering many problems and categoryofregionalassistance(B.G'B.C.,1985).Itwasrecognisedby for support the European Economic Community (E.E.C.) as qualifying Borough was under the European Regional Development Fund. The Areas Act granted designated district status under the Inner Urban (1978)andwasthereforeabletoutilisetheurbanprogramme particularly the Urban Development Grant Sdreme'
22 Colwyn Arfon ctwYo
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Crown Copyright 1992 Reproduced with pcrnission of theCont¡oller of HMSO
FIGURE 1.4 Wales - Counties and Districts
23 ardi
ñm ilrÞ !0d S.li.d ¡ft¡ñud.ñEÈ === ttl';0qn¡q fh.lÈtrisw kL llhr b REvitr g m.lnnúd! 4 Arlr¡ ol odd¡¡diq ll¡tr.l 8d¡y ú lh0.¡l Pril¡ orhr fh.d¡ - tù[d/C!!ilf 00üó - hann
FIGURE 1.5 Location of El¡bw Vale
24 POPUUTION F-IGURE 140 (rqous4NDS) t20
100
80
60
40
20
0 l89t l90l lgll l92l l93l 19-51 196l l97l l98l tnnt,*..lo
FIGURE 1.6 Population of Blacnatt Cìwcrrt, 1891-1991 (8.G.8.C., 1985 / lVclsh Officc, 1993)
'Ihc prrpulaticln of thc Ilorclrtg,h lrac'l [:crcn irl clt:clintl for many decad<:s (Figurc i,6). Bclwcc¡r l92l antl 1981, thc population of the alca had ¿i¡rinishccl try 37 pcr ccnt (8.G,8.C., 1985J. Thc arc¿r w¿ls tr¿lcÌitionally ¿cpCndcnt On thr-'ct:al, slccl and iron inclustrit:s, a consccluence o( this acLiv¡ty was â poor quality physical crnvironmcnt. Evans (1988) states:
^I nstü rcully tl.(tr.tgltt aboul uhy thc Riuu Eltbw ran rcd'u¡ítlt elÍluutt, or abottl thc uglitrcss oJ the grent heaps ol spoil that foulcd ttn u¡zt i r ott m an ta l diia st et ..'" th e tra ll e t ¡.'fltt :+ l tcl u,nllks i¡ros
Such poììution cont.ributtrcl ttl tJ-rc ìow irnngc ¿issoci¿t[ctl with thc Borough.
R H I s't o RI_ø!_EAçK G oullD
Bcforc thc 1780's, wlrcn thc first iron fttrnacc was conslrtlcted, Ebbw Vale was a scrics of scattcrcd uplancl farnrs. Most of the lancl was owncd by thc Dtlkc of Bctlutfort. As the fltrnaces were crected, the workforcc incrcasccl steac'lily and honsing was btrilt around thcir workplace. In lhe 1850's, lhe railway was cxbcndcd to Ebbw Vale and consequently therc was grcatcr outpul fronr lhe works. The population incrcascd with the arrival of incoming migrants. Townships dcvelopecl a[ Beaufort, Briey Hill and Willowtown. Ebbw Vale continttccl to cxpand. This was stlstained by the applicalion of
25 coal below the valley deep mining techniques to the seams of coking floor.TheWaunllwydCollierya¡oundwhichthetownshipof side of the Waunllwyd was formed, was sunk in1874. on the Western built, and the Victoria valley, the victoria Ironworks and colliery were was opened and township established. In 1889, the Marine colliery the settlement of Cwm develoPed'
demand for coal and The First world war resulted in an inc¡eased acombination of the steel and Ebbw Vale thrived. However, after lg2l led to a steady decline post-war trade recession and industrial disputes !929, the steelworks in activity at the steelworks and the collieries. By and there was outmigration closed, unemployment rose to 35 per cent ofthepopulation(8.G.8.C.,1985)'Thisrecessioncontinuedintothe was made to create 1.930's before an early goverrunental attempt a new integrated employment in a depressed' region, by opening war stimulated steelworks at Ebbw Vale in 1938. The second world employment demand, for primary products and this sustained employment in the tluoughout the 1940's. During the 1950's and 1960's employed tocally in the area remained stable with over 10,000 people and steel industries' coal industry and a total of 8,900 in the iron
away from heavy Gradually, there was a move in the U'K' economy demand for steel and industry to light industrial development and the and the workforce was coal fell. In!973,a number of collieries closed reducedto3,600.Withfurthercloswes'only2'T}}wereemployedin there are no the coal industryby 1985 (B'G'B'C', 1985)' Today' workingcollieriesremaininginBlaenauGwent.TheBritishSteel Corporation(B.S.C.)closedthefurnacesandsteelmakingplantsat EbbwValeinlgTSandoverthenext5yearstheyweredemolished. ThislefttheB.S.C.TinplateWorkswhidremployedaround2'1'00 peoplein1988(Martin,PrescottandLeverton,l'988).Asaresultofthe to deteriorate' demolition, large areas of industrial land were left
26 The fluctuatiol'r in fortr-llre of this area 'd/as sltnrnrarised by the fornrer Works Managcf of B,S.C. Tinplalc, I-lcnry Ball (1985) :
" I hauc wt¡rkccl in Ebbw Vnle lor twelue lJcars' and it is impossible not to ltc oware of ttrc dcptlt of ittdr.tstrial history in thís communíty, Althotryh íts histttrry is slrcrt it hns bem a ntict'ocostn ol the total Ittdustrinl Rauolt.ttitttt experiencíttg all the st'tccesses and faílures of the
Ior tu otl s y aa rs of d euel tt ¡t ntatt t'"
Thc ulncnr¡-r1o1,r111.¡1¡ ratc in lhc uppcr Vallcys of Gwent and Mid- Glantorgatt (Blacnar.t Gwcrlt, McrLhyr ancl Rhunlney) increased (Figure 1.7), Efforts wcrc nrat'lc to rcconslrulcL lhc cconomic base in Blaenau Gwcnt through altcrnalive fornrs of cnrploynren[ (Martin, Prescott & Lcvcrton, 1988). Howclvcr, at the tinre of thc National Gardcn Festival bid in 1986, uncnt¡-rloynrcnt lcvcls in the Borough were at 18.4 pcr cent, conrparccl with Lhc tlnacijr,lslccì joblcss rate for Wales of 14.8 per ccnt (Wclsh Officc, 1993).
20 \
$ I t¡',¿t.ts
[il a¿,'l¿.1'.,tt ] GIIþ:A.[
1984 1985 1986 1987 1988 1989 1990 l99l
),EAR
FIGURE 1.7 Uncnr¡rlo1,ttìt:llt Ratc for Bl¿tcllau Cìrvc¡rt in Conr¡'rarison to Wales, 19iì4 - ic)c)l (\A'r:lslr Of fice, 1993)
27 of state for wales launched the In June 1988, Peter walker as secretary was aimed at tackling Valleys, Initiative. This three year prograÛune Two million pounds the fult range of problems found in the Valleys. The funds were of public funds were made available for investment. and commercial to be allocated to schemes committed to industrial education, expansion, urban development and renewal, housing, prescott Projects tourism and the arts (Martin, and Leverton, 1988). co-operation relating to those schemes were designed to encourage authorities and the between central goverrunent and its agencies, local In 1989, private sector, in order to attract private sector investment' progralrune under the 'Valleys Initiative' was extended, to a five year the remit of the new Welsh Secretary, David Hunt'
TOURISM DEVELOPMENT
a report, In 1984, the Wales Tourist Board (W.T.B.) commissioned was the first ,Realising the Potential of the South wales Valleys'' This the area' It was comprehensive assessment of tourism potential in Action,' a report followed by 'The south wales Valleys ; an Agenda for publishedbythelnstituteofWelshAffairsinJanuarylgSS.This development included reco'unendations in general terms for tourism 'heritage' and 'the in these areas. Key themes to be developed included was Valleys.' The development of a'Valley Gateway' concept attractions to proposed. This would link towns and existing tourist form the basis of a day-visit or a short-break'
involving local By the late 1980',s, considerable tourism development provision and authorities and government agencies in leisure the Valleys' Projects environmental improvement had taken place in Park' Newport' included Bryn Bach Country Park, Rhymney' Tredegar BigPitMiningMuseum,Blaenafon,PontypriddHistoricaland cultural centre and the Rhondda Heritage Park (Rees, 1988) (Figure 1.8).
year period ending in Guidelines for development in Wales over a five lgglwereproposedintheW.T.B.Strategyof1988'Theimportanceof the revenue to tourism to the welsh economy was outlined. In 1986, an estimated wales from tourism was Ê600 million. This included
28 oö 3 Prq¡tt¡Yn ¡È æ: ngleâ Auph
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M¡in.?.4. ol blh¡m ¡nd wlor brrad a9ot¡ 3 bV æunlvl unldl¡fe Núûûi d !.drolG lll¡191 I ttiúodc propcrw Þ Y Arrt ol Oultl¡nding Th¡m¡ ¡nd L€hur€ Pût Nslurrl B€lutY An. @ Mumum. C?tlr. fb gu¡gc lndurtr¡ll or YL¡tol C¡ritr r Taartìwlv. Narrow Nrrionll P.tk or St€rm Rr¡lwrv n Counlnrgldo rnd nlur.l' Y County Boundary country Pù¡ ol Gtñlm t G¡lh¡dral t ü morc ¡ñ 1091
of the Conuoller of HMSO Crown Copyrtght 1992 Reproduced wlth pennission
FIGURE 1.8 Wales - Tourism 1991
29 ! ¿+ Nlcrrrs rtt% (DOMESTIC) ffi t-¡ NlcHrs (DOMESTIC) I ovnnsn¡.s [-] eusil'tsss
Bri¡ain : Tcltal d,l l,?8ont
lltu il ++ Nlcurs (ÐOùvfESTIC)
trÊE l-:r NIGHTS (DOMESTIC) f, ovrnss¿s fl suswnss
Wales:Total f,600m
FIGURE 1.9 Expencliturc by British and Ovcrseas Towists In 1986 (w.T.8., 1988)
30 Oòa Ê.x \o \o \o O O \o N rl (n r¡¡ tq -g s æ F{ O æ O :l-o!o- \o rl ri O < .90 r-f U) rO t¡t N Þ- N o\ À to r-{ r-r ri O ! o t- rl \o oo Ol ! Os Fi O. O o\ o Or o N r-f t^ âñ rt) n an 0) t¡l É b -l ú) É o tJ. 5 Êq o F 31 took a holiday , €500 million from the 12 million British residents who and relatives in had an overnight business trip or stayed with friends was attributable Wales, during the year. The remaining f,100 million Expenditure by to the 520,000 overseas visitors to wales (Figure 1.'9)' day visitors was estimated at an additional Ê300 million. component of In L986, travel for holiday purposes formed the major of all trips,79 domestic tou¡ism to wales, accountin gfot 67 per cent (Table 1'1')' per cent of all nights and.72per cent of all expenditure low The market sha¡e of the overseas visitor market was very less in accounting for only 3 per cent of all trips to the u'K. and even 9 per cent terms of expenditure (Table 1.2). In terms of market share, visitors were of all tourism trips and 72pet cent of nights by domestic by the to wales (Tabte L.3), a market share which was only exceeded West Country, England. TRIPS NIGHTS EXPENDITURE % of UK Volume % of UK Volume 9ó of UK Volume All overseas 520,000 3Vo 4.5 m 3o/o f,100m 2o/o visitors Market, 1986 TABLE 1.2 Wales' Share of the Overseas Visitor (w.T.B.,1988) TRIPS NIGHTS EXPENDITURE % of UK Volume % of UII Volume 96 of UK Volume €500m !0o/o All tourism 12r 9Vo 60m t2% €360m 12Vo Holiday tou¡ism 8m 17% 50m 73Vo Ma¡ket, 1986 TABTE 1.3 Wales' Sha¡e of the British Tourism (w.T.B., 1988) 32 BEDSPACES SHARE OF EXPENDITURE Serviced accommodation 76,000 (37Vo) 510/o Self-ca[cring (non caravans) 52,000 (21,o/o) t5% Ca¡avans ancl camPing 116,000 (480/0) 340h TABLE 1.4 Walcs' Accolnnroclation Stock and the Ex¡rencliture Cìcncrattrcì, 1986. (W.T.8., 1988) Table 1.4 shows thc acrconrmoclat.ion s[ock in Wales in 1986. Serviced accommodation lcPrcsenlcd a third of thc bcdspaces in Wales, though thc scctor act:ountr:cl for ap¡'rroxirttatcrly half of thc totaì expcrnditure of Staying visitors fronr Brit¡lin ilncl abrcl¿rcl. lt was es[inr¿rtcd by the W.T.B. (19S8) that thc liccnscrl hc¡tcl suctor, rvìth 48,000betispaces, 'J'lre gcneratccl 36 pcr cL\'ìt of lhe expcnclittlrL', arouncl f,l70 millicln. distribution of acconrnrocl¡rtion lry county jn relalion lo population in 1986 is rcprcscntcd in Figurc 1.10 Glanrorgan and Gwent had approxinratcly 62 Pcl cent of the ¡ropulation, bltt only .13 per cent of Walcs' accomnroclation for tot¡ ri.sm. ('4) 35 I neccrnoEo 3t) BEDSPACES 25 Ë$ pcpularroN 20 l5 l0 5 0 êÊ Þt ÊEE==E= FIGURE 1.10 The Distribution of Acconrmodation in Rclation to Poptrlation in Waìcs by Cottntv, 1980 - 1986 (W.T'B., 1988) 33 time equivalent jobs The w.T.B. estimated that in 1988 some 90,000 full representing were sustained directly or indirectly through tourism, This was more than between 7 and I per cent of the total labou¡ force. steel double the combined. direct employment in the coal and indusfries. relatively It was stated in the w.T.B. strategy (1988) that wales was However, dependent on the declining main seaside holiday market. represented by this market was being eroded by'import substitution' that hotidays abroad in sunshine destinations' It was anticipated of 4 or more between 1978 and 1988 Wales lost L million holidays nights from within Britain. of towism A review of the comparative strengths and weaknesses establish resources in wales was included in the strategy to of the south development priorities for that time. An image problem among its markets Wales Valleys and the perception of unsightliness festival in South were identified. The w.T.B. recognised that a garden of new Wales provided an opportunity to attract a large number of the visitors into a part of Wales where toruism was a part an opportunity regeneration process. A festival was considered to be repeat to alleviate negative perceptions of the a¡ea and encourage visits to South Wales in the future' (G'C'C') and It was within this context that Gwent county council a special Blaenau Gwent Borough council (B.G.B.C.) established Garden Festival committee to pursue the bid to host the fifth National on the severe in Ebbw Vale. The arguments put forwa¡d capitalised problems in the a¡ea and the potential of a festival to accelerate in the environmental improvement and economic regeneration Outlined in the Blaenau Gwent Borough and the South Wales Valleys' bidweretheopportunitiesaffordedbyavalleysettingfora ,,funilamentally díffumú" event and its potential to attract visitors who the bid would not otherwise come (8.G.8.C., 1986). In March 1986, and was shortlisted with three other proposals from C-ardiff, Swansea Shotton in Clwyd (Buckingham, 1'987)' v awarded Ebbw The sec¡etary of state for wales Nicholas Edwards, told the two Councils : Vale the franctrise to stage thetgg}Festival. He ,,The but at the same time síte ís one ol classíc índustrial dereliction, It is øhighly presmts a pørticularly ilramatíc setting for the festiuø\. ambitíousprojectwhích,ífitfutfíItsítspromíse,willgiaearealboost of wíder benefit not just to Ebbw vøle ønd its neighbours, but wíll be to the whole of Wales." (Evans, 1988) GardenFestivalWaleswasaprojecttobefundedbyboththepublic sponsoring and private sectors. B.G.B'C' and G'C'C' were the through the authorities with central Government providing support and the Welsh Office. The Welsh Development Agenry W'D'A') to the festival w.T.B. were also key parbrers. A significant advantage of the Valleys Initiative was that it was organised under the umbrella prospects of the site from and this, in itself improved the longer-term the outset. already been A feasibility study on the reclamation of the site had Victoria Heights wasz undertaken in 1.980 (8.G.8.c., 1985). The site at The total area miles in length and located just south of Ebbw Vale- land was situated at was 135 hectares (N.G.F. Ltd.,1987). The derelict topography of the site the lower contours of Y Domen Fawr with the (cooper, 1991)' varying from 2?3 mefies to 381 metres above sea level former Ebbw Vale It comprised two distinct but linked sections of the to slag-dumping steelworks, a large area of which had been subject land owner was the and. metallic recovery operations' The primary by B'G'B'C" B.S.C., although a significant proportion was owned involved to a lesser British Rail and other private interests were also extent (8.G.8.C., 1983). LAND RECLAMATION managed by the The reclamation scheme was wholly funded and w.D.A. who were able to begin the 1,22.5 million redamation Process Four contracts sta¡ted on site, two for in January 1987 (Thomas, 1993). These early site investigation and two for advanced planting' contract valued at contracts were overlapped by the main reclamation 35 contract for more than Ê10 million (Poller, tggt) and a €2 million the main strengthening a river culvert running 25 metres underneath works part of the site from the River Ebbw. Principal engineering parking , involved regrading the slag tip, provision of festival car cappinganumberofmineshafts,constructionofanewroad,the active rail festival landforms and lake and the rearrangement of marshalling areas (Blunt, 1987)' to be Two million ctrbic metres of earth and industrial spoil had vast quantities, shifted and reprofiled. Soil ameliorants were used in the ground' and top soil was imported from local sources to rejuvenate that planting The site had no substantial vegetation so it was essential One and a half had maximum establishment time prior to the festival' designed million trees and shmbs were planted consisting of mixtures for rapid screening, colourful shrub cover, woodland development with indigenous and exposure tolerance. The reafforestation of the site speciessuchasash,alder,cherryandmountainashwasupto90per scheme cent successful. (cooper,1991.). Completion of the redamation of problems was programmed for April 1'989' However, a number handed over delayed the process and the reclaimed site was officially (Poller, 1991)' to the Garden Festival Company in November l'989 GARDEN FESTIVAL WALES LIMITED (later Garden Festival ln !gg7,, lggzNational Garden Festival Limited' form as previous Wales Limited) was established. This took the same of four Festival companies. The company Board consisted from the representatives from each Council and five representatives of the private sector. The chairman, Phitip weekes, was ex-Director Lyn Powell, National Coal Boa¡d, South Wales. The Chief Executive, wassecondedfromB.G.B.C.WhentheW.D.A.handedoverthe Directors were reclaimed site, this position was taken by Bob Webb' and Project also appointed for Finance, Marketing, Operations Management(G.F.W.Ltd.,1990)'Initially,theCompanyheadquarters at Victoria were set up in a temporary unit overlooking the site housed in a unit Heights ; company persorurel were later PurPose-built on the festival site. 36 Company's on the basis of the proposals put forward in the bid, the operate the stated, objectives were to design, construct, market and least 2,000,000 1992 National Garden Festival that would attract at visitors and generate operating receipts of at least î,I1'-2 million' the site and G.F.W. Ltd. aimed to maximise private investrnent within an attract at least €3.5 million in commercial sponsorship, achieving an exciting day overall net project surplus. The festival was to provide of out for the whole family while establishing a recognised level project a horticultural excellence. In the long-term, the festival would the creation of new image for the valleys thereby acting as a primer for economic wealth and job opportunities (N'G'F' Ltd'' 1987)' all 0f the basic It was intended that Ga¡den Festival wales should meet However' parameters for a garden festival as stated by the D'o'E' by means of emphasis was placed on improving the image of the area point to environmental improvement and using the festival as a focal more rapid increase awareness. In turn, this would bring about been regeneration and a wider economic base than would have achieved otherwise. Philip Weekes stated : ,,Ebbut vale wílt chønge people's attítude to south wales, They wíll pløces to liae ín and to uisit, see the aalleys as they reøIly are, pleasant popular rather thøn the strífe-rídden, coal-bløckened dísaster areas of mythology. " (Smith, 1992). THE MARKETING APPROACH dramatic setting The semi-rural valley location offered the benefits of a of population for the event, but the greater distance from large centres on in comparison to previous festivals placed more importance integrated and effective marketing. Victoria Heights is approximately Three miles north 20 miles north of Newport and the M4 motorway. provides of the site lies the Heads of the Valleys Trunk Road. This to the west direct dual cani ageway and motorway access to swansea area of one and the Midtands to the east. In lgSg,within the catchment of hour's driving distance from the site, was a combined popuiation Newport' 2,400,000 which inctuded that of the major centres of half cardiff, swansea, Bristol and Gloucester. within an additional 37 to hou¡s driving distance, the catchment population extended cheltenham 4,000,000 with the inclusion of Birmingham, Swindon, distance from and Llanelli. The site is approximately L hour's driving the site' Cardiff wales Regional Airport. There was a rail head within Negotiations with a freight onty link to Newport (B'G'B'C', l'983)' passenger between G.F.w. Ltd. and British Rail to introduce a rail to the site, for service faited. consequently the only means of access festival purPoses, was bY road' pursue a 'market- To meet their objectives the company intended to led'rather than a'design-led' strategy. This would necessitate visitors' In l'989' identifying the wants, needs and, desires of potential ama¡ketingplanwasprepared;thiswasalnendedinl'990.The N'O'P' exit market research for this Plan inctuded utilisation of the The polls undertaken at Liverpool and stoke Garden Festivals. and company decided to lower the age profile of the target market as schools in focus their efforts on attracting younger groups suc-h spending addition to middle to upper income families with greater propensitY. that Ebbw In comparison to previous festival sites, it was essential repeat visits' In Vale attracted long distance visits and encouraged that order to actrieve their aim of 2,000,000 visits, it was anticipated of drive time to 100,000 of these would be educational visits. In terms for less than one Ebbw Vale ,440,000 visitors were expected to travel one and three hour, 960,000 visitors were expected to travel between that hours and 475,000 for more than three hours. It was anticipated domestic between 330,000 and 500,000 visits would be made by expected from overseas tourists (staying visitors) ; 25,000 visitors were (Figure 1.11). in the marketing Access to Ebbw Vale, the target markets specified Plan,theproximityoftraditionalholidayareasandthesocial factors which characteristics of the resident population were all key Ltd' influenced product decisions. In terms of marketing G.F.W. conception identified the following market perception problems : the from c-ardiff' of distance to Ebbw Vale on the part of potential visitors 'garden Bristol, the Midlands and the South East ; the concept of the 38 ô I tt) 4. F z (t) L F I4 8 a þ.1 Ê lì 5 :i EI tt) Ëì o Ø.t Øt¡ & -8 OJ .vtr (ú tf,IF Ð q) (!Lo F ({'ì q) Ø c( o. o I tr i ê. -(t) t_l !(J E I ..1 (â d a) ñ ) 3 - (ü d v) CJ il Pr ú ! l.i (d 3 É * nt-t d f¡¡ n É v)F O E¡ t¡< o o d á c.l F d ú Ð o o F" a o ¡ 39 the visitor that festival,and the need for broad,er appeal ; convincing of an easily definable the valleys were a tourist destination ; the lack and the high level image for south wales in the rest of Great Britain ; of perceived competition from alternative athactions' overcome some of In order to reach the target ma¡kets and, attempt to an intensive the perceptual problems, G'F'W' Ltd' undertook a promotional promotional programme' The Festival Company had Festival wales budget of 87.7 million. This consisted of the Garden marketingbudgetoff}- million,W'T'B'supportofÊ3'3millionand carriers and co-advertising and promotions with the media' sPonsors, operatorstothevalueofÊl.million(G.F.W.Ltd.,1990).Collaboration strategy in with the latter formed a significant part of the Festival's reaching diverse markets' Limited, was A Welsh advertising agency, Golley slater and Parbrers considered the commissioned by the Festival Company' The Agency of the drive-time bands target penetration potential from within each targeted number of and concluded that it was necessary to exceed the potential visitors from within south wales, maximise the Midlands M4 corridor, Avon and and create a high penetration of visits from the Bristol.Athree-phasecoÛununicationsprograÛunewasplanned' launch (January - comprising pre-launch (January - December 1991), 1992)' end of May 7992) and post-launch (June - October InFebruarytggl,aresearchproposaltomonitorvisitororiginand responsetoGardenFestivalWaleswasPreParedbyGolleySlaterand parbrers Limited. A reporting system and exit survey and schedule wereoutlined.Theproposedexitswveywasverysimilartothose considered necessary undertaken at previous garden festivals. It was of an evaluation of the to collect visitor information for the purposes to the festival marketing activity and feedbad< on customer resPonse product. the 'spirit' of Garden It was necessary to establish an image to convey the target audience. Festival wales that would athact and impress Golley Slater peter Gill Associates in Cardiff designed a logo which (Figure 1'12)' The and Parbrers developed into the cha¡acter of 'Gryff '' 40 FIGURE 1.12 'Ihc Cìardcn Fcstival Walcs Logo - 'Cìryff' 41 and friendliness' aim of Gryff was to be a living embodiment of fun and stationery' The logo was colourful in terms of promotional print aimed at Initially, marketing activities focused on public relations markets, influencing the local community, the consumer and business For the launch and both educational and wid,er political audiences. periodduringtheautumnoflgg\,anationwidemediacampaign began.PostersappearedinWales,theMidlandsandLondon.The and central television campaign involved HTv cymro/wales Ltd. press were Independent Television plc.. Local, national and specialist into the spring used for branding purposes. This activity intensified and summer of 1992. promotional print The Festival company undertook its own extensive programme.Anumberofcriteriawereconsideredduringits a new product preparation. There was a need to achieve awareness of quid carriers, tour and Money was allocated to the travel trade to encourage in their indusive coach operators to include entrance to the festival prograÍunes.Asecondaryaimwastoensu¡ethatGardenFestival brochure where wales was mentioned in the text of any operator's WaleswaspartoftheprograÛune.U.K'andoverseastourandcoach British Rail operators, handling agents, airline and ferry companies' a combination of and accommodation providers were targeted using visits, methods. These included sales visits, direct mail, famiiia¡isation The main roadshows and attendance at trade fahs and workshops' commissionable approach to the retail trad,e was via operators whose interest groups pacJ education market to Particular importance was placed on athacting the committed the festival. The high-street hamburger chain, McDonald's, 42 strategy' The Ê750,000 in support of Ga¡den Festival wales' Education site pre -1992was strategy consisted of 3 main elements. The festival went to see the used to generate interest, and 48,000 school children packs were site during the construction phase. written educational by the produced, aimed ataS-L4-age range. These were evaluated Curriculum Council for Wales and the Welsh Office to establish within a 3 hour credibility ¿unong the education sector. All schools visits were made drive time of Ebbw Vale were targeted and personal byG.F.W.Ltd.staff.schoolswereencowagedtoparticipateinthe The events schedule which would take place during the festival. opporttrnitiesaeatedbythiscampaignwereusedforwidermedia pwposes, particularty public relations' product Within this marketing framework, the Garden Festival Wales been established was developed. Though a preconceived identity had product which' by previous garden festivals in Britain, it was a new and the financial operating within the physical parameters of the site customer limitations of the festival budget, could be tailored to meet focus on the requirements. From the outset, there was a very strong design and there customer. This obviously had implications on the site and the was very close liaison between the Marketing Departrnent Project DePartment. the site was to the value The contract for the design and construction of ofEÏSmillion.Thiswasmanagedbyacoreteamconsistingof construction representatives for design co-ordination, cost control, design co- management, visual arts and horticulture. The overall was provided by a ordinator was Gillespies ; the cost control team and construction professional quantity surveying practise, Symonds ; Construction nEnagement was organised under a contract with Bovis team (Ridout, tggtl. The visual arts co'ordinator and the horticultural werepredominantlyin-house.oncethedesignmasterplanwas into eight approved by the Festival company, the site was divided separateareasandissuedtoeightconsultantdesignteams'The Welsh history' festival was to adhere to th¡ee main themes that traced of car parking Visitor marurgement decisions had to be made in terms of spending and transportation, signposting and the maximisation 43 retail outlets' The opportunities through the location of catering and integrationofpermanentandtemporarybuildings,themedareas, displays also had to be special features, exhibits and horticultural planned. Anadditional,andveryimportantfactor,wastheroleandimpactof sponsors.Thesponsorshipconsultancy,AlanPascoeAssociateswas and achieve an effective commissioned, to work alongside G.F.w. Ltd. sponsorshiptargetofÊ3.5million(G.F.W.Ltd',].989).Therewerel'20 sponsorship' All plots of land or'voids' on site available for enhanced in the festival expected of those investing money or goods and services during the festival' As in returns and aimed to maintain a high profile occasions arose when a the case with all of the British garden festivals, site that conflicted with sponsor identified a particular location on the (Poller, 1991)' In the ideas and concepts of the festival theme harnessed the support of Novembe r 1991,the Festival company had 60sponsorsfromboththepublicandprivatesector(G'F.W'Ltd., and household Tggt). This included a number of Local Authorities British Steel' Glengettie narnes such as Hoover, British coal opencast, Teas, South Wales Electricity and Cadbury's' RESEARCH HYPOTHESIS ItwouldappearfromtheevidenceprovidedthatG.F.W.Ltd.adhered ,market-led, the Company objectives to a strategy in order to achieve Research and attract alargenumber of visitors to the festival' that objectives conducted into the first four garden festivals indicates in each case' It is for regarding short-term benefits have been achieved Festival wales had the this reason it has been assumed that Garden potentialtoattractvisitorstoSouthWaleswhowouldnothavecome otherwise. AnegativeimageoftheSouthWalesValleyshadbeenidentifiedasa as part of the problem whichhindered tourism d'evelopment regenerationprocess.Thebidforthetgg}gardenfestivalcitedthe possiblebenefitsaffordedbyattractinglargenumbersofvisitorsto EbbwVale.opportunitiestoc¡eateawarenessamongpotential problems of the area were markets and to alleviate some of the image M attributed to made apparent. In view of the positive tourism impacts resulting festivals and special events in general, the positive outcomes from previous garden festivals and the endorsement of Garden festival will have Festival wales by the w.T.B., it is postulated that the a beneficial affect on the local tourism industry' local In order to consider this, the visitor attraction sector of the are the tourism industry will be studied. The criteria for assessment Festival ,perceived' benefits and'actual' benefits attributable to Garden wales. The perceived benefits are the tourism and commercial Lee and impacts such as those previously outlined by Van Der Williams (1986). TheY indude : - Potential repeat visits to the tocality in the future, benefitting local tourist attractions. .AnincreasedawarenessandknowledgeofSouthWalesasa tourism product arnong potential visitors' -AnimprovedimageofsouthWalesamongactualandpotential visitors. actual and - Positive word-of-mouth reconunendation among potential visitors. -EnhancementofexistingCampaignsthataimtoencourage visitors to the localitY. - Trained people in tourism and visitor promotion services i'e' of positive implications for operators regarding dissemination information. economic impacts of The actual benefits are mainly concerned with the Ga¡denFestivalWales.Thesehavereceivedagreatdealmore festivals' Such attention in terms of the evaluation of previous garden benefits indude : 45 - Additional visits / increased visitor numbers to the athactions in question. - Higher exPenditure Per head' in order to - Greater coordination between relevant interests maximise the above potential e.g. tourist attractions consortia' -Encowageoperatorstoactivelymarketthemselvese.g.new approaches, review existing approach' -Provisionofanadd,itionalpromotionalchannelbywhichto target Potential visitors. - Development of a professional tourism network' has been As already stated by Ritchie (7g84l,much less research to festivals and undertaken to assess the perceived benefits attributable benefits' Although special events in comparison to the study of actual it is essential it is difficult to measu¡e and quantify perceived outcomes of Government to consider their significance, particularly as aspects festivals objectives for garden festivals and the objectives of individual aimtoaclrievesuchbenefits.Judgingbytheexampleofprevious to be undertaken garden festivals it has been assumed that the exit poll the basis of for the duration of Garden Festival wales would form It is suggested statements regard,ing the perceived positive impacts. This that an independent complementary assessment is required. study aims to provide that assessment' by Ritchie It is worthwhile remembering the argument sustained (1'984),thatthereispotentialfornegativeeconomic,tourismand by visitor commercial impacts. The substitution effect as experienced are reminders attractions during the Liverpool and Gateshead festivals a possible of this and G.F.w. Ltd. aclcnowledged competition as problem. consensus of the The proposed resea¡ch aims to obtain an overall local uìsítor impact of visitors to Garden Festival wales on other subsequent attractìons. The study necessitates the collection and of which is outlined in analysis of th¡ee distinct data sets, the collection and actual benefits the following ctrapter. The postulated perceived proposed research' a¡e the criteria which form the parameters of the which The impact will be judged using a method of triangulation 46 ie. the managers of combines the perceptions of the 'professional host' of the attitudes and the local visitor attractions with an investigation of this opinions of visitors to those attractions. A unified evaluation the validity pri.n*y data and the relevant secondary data aims to test of the stated hYPothesis : ,GARDENFESTIVALWALESANDTHEINCREASED vIsIToRNUMBERSATTRIBUTABTEToTHEEVENT' HADABENEFICIALAFFECToNoTHERPERMANENT TOCAL VISITOR ATTRACTIONS.'' 47 CHAPTER 2. METHODOLOGY ,,prøctìse whøt you know ønd ìt wìll help aou dìscoaer whøt You do not know"' (Rembrandt) of the The research design was determined by the practicalities most appropriate research objectives . It was necessary to select the to obtain resea¡ch instruments from an operational standpoint A evidence that would. test the validity of the stated hypothesis. three multiple research approactr has been adopted which involves sets' Two of data-collection methods and has resulted in three data by primary these data-sets consist of direct data ie. that obtained information for the research techniques, designed specifically to obtain from indirect pu{poses of the study. The third data-set was derived and statistics sources ie. secondary Sources composed of information (Figr'ue 2'1)' compiled by various public and private organisations It was recognised Problems inherent to the researctt were anticipated. changes in that there would be difficulties in relating any measured wales' visitor patterns at the visitor attractions to Garden Festival and would Each athaction operated under a variety of circumstances benefits, an be influenced by external va¡iables. The perceived and therefore integral part of the research criteria, were intangible were also would be difficult to assess in quantitative terms' They have been un- susceptible to other external influences which may were identified related to Garden Festival wales. These problems the research beforehand to ensu¡e that they were accounted for in design. managed visitor The sample selected for the study consisted of sixteen, the 'visitor attractions. The resources on each site which provide experience'couldbeclassifiedinanumberofways.Forthepurposes according to of this research the visitor athactions were categorised six groupings used by the W.T'B' (lggl)' The sample comprised three industrial and historic properties, five museurns and, art galleries, (Table 2.1). Five of the craft attractions and two countryside atEactions (welsh Historic attractions were owned and managed by Cadw Forest Enterprise Monuments), eight by Local Authorities, two by the (N'M'W') (Table in Wales and, one by the National Museum of Wales 2.2).ofthesixteenattractions,eightweremembersofGwent AssociationofTouristAttractions(G.A.T.A.)(Table2'3)'Itwas 48 EI F. t. ø r.Þ Ël >' H $å (t) r¡ (.) ú Il- ìJ ! a E ú 'û zÊ E E O ß O ú J I (¡) g F{ T f'l I o u â 5 tt) I f¡) (ú U ú A I 0, Êi tJ t¡¡ú ñ f¡¡ â É (J h 0 49 CATEGORY OF ATTRACTIONS IN CATEGORY TARGET OF RESOURCE THE SAMPTE PERCENTAGE FINAL UOTA HISTORIC Caerphilly Castle PROPERTIES Raglan Castle Tretower Castle & Cowt 36.7 Castell Coch Tredegar House Caerleon Roman Baths & Amphitheatre MUSEUMS & ART Abergavenny Castle & GALLERIES Museum Caerleon Roman lægionary Museum 27.0 Pontypridd Historical & Cultural Centre Clarthfa Castle Museum & ArtGallery Newport Museum & Art Gallery INDUSTRIAL Big Pit Mining Museum CRAFT Llancaiach Fawr 22.0 ATTRACTIONS Rhondda Heritage Park COUNTRYSIDE Ga¡wnant Visitor Centre ATTRACTIONS Cwmcarn Scenic Forest 1.4.3 Drive TABLE 2.1 The Visitor Attraction sample: categorisation of the Resou¡ce 50 TARGET CONTROLLING ATTRACTIONS IN CATEGORY OF ORGANISATION THE SAMPLE PERCENTAGE FINAL OTA Newport Museum & Art LOCAL Gallery AUTHORITIES Tredegar House Big Pit Mining Museum Pontypridd Historical & Cultural Centre 47.2 Rhondda Heritage Park Llancaiach Fawr Cyfarthfa Castle Museum & Art Gallery AbergavennY Castle & Museum CaerPhillY Castle CADW (Welsh Raglan Castle Historic Tretower Castle and Monuments) Court 34.1, Caerleon Roman Baths & AmPhitheatre Castell Coch FOREST Ga¡wnant Visitor Centre 74.3 ENTERPRISE IN Cwmcarn Scenic Forest WALES Drive NATIONAL Caerleon Roman MUSEUM OF Iægionary Museum 4.4 WALES and TABLE 2.2 The Visitor Attraction Sample : Ownership Management 51 G.A.T.A ATTRACTIONS IN THE SAMPLE Raglan Castle AbergavennY C-astle & Museum Big Pit Mining Museum Cwmcarn Scenic Forest Drive Caerleon Roman LegionarY Museum C-aerleon Roman Baths & AmPhitheatre Newport Museum & Art GallerY Tredegar House TABTE 2.3 G.A"T.A. Members Included in the Visitor Attraction Sample 52 of important that the visitor attractions were collectively rePresentative size and ownership the sector and that variables such as resource type, were considered in the studY. the attraction conditions were applied to the selection process. First, Festival wales had to be l0cated within a 25 km radius of the Garden site(Figure2.2).AsaconsequenceoftheirproximitytoEbbwValethe relevance to potential implications of Garden Festival Wales had more be listed in the l'992 such athactions. second, the attraction had to statistics w.T.B. Resea¡ch Information Factsheet whidr reported of visitor compiled from annual retu¡ns made by individual operators had a reasonable attractions in wales. This ensured that the attraction comparison between basis for recording attendance and allowed for a to official visitor figures for \991, and1992. Third, it was necessary of visitors in enswe that the attraction received an adequate number would be significant 199L so that the visitor sample at that atbaction sampling frame and valid. The 1992 W.T.B. Factsheet provided the and the specified criteria determined the sample size' to the prior to the field research, an introductory letter was sent and outlined the manager of each attraction. This letter introduced in the sample study, detailed why the attraction had been included andrequestedthecooperationofthemanager.AletterwassentlolT to this visitor attractions. sixteen managers responded positively and granting permission to allow interviewing of visitors on-site The manager of one agreeing to take part in a face-to-face interview. visitor attraction did not wish to be included in the research' 'umbrella' Introductory letters were also sent to the relevant Enterprise in organisations ie. the Wales Tourist Board, Cadw, Forest authorites' wales, the National Museum of wales and six iocal THE VISITOR SURVEY period of The visitor survey was carried out during the operational involved the use of Garden Festival wales ie. May - october l.|ggz,and on-site' It was a standard.ised questionnaire to interview visitors and that it would essential that the questionnaire was user-friendly the information allow the interviewer to obtain and record accurately, 53 q 'Éo U 6 .b o 5s'6 oç o. cã '!;oo(^ o-8É Õ¡ r.l Í¡¡ É Þ (J H f¡{ 54 fundamental specified by the research criteria. These were the principles behind the questionnaire design' daily visitor figure was A 20 per cent quota sample of the average 1991 of the survey' The the target figure for each attraction for each month for each attraction is translation of this percentage into visitor numbers per month shown in Figure 2.g. Atotal targel of 427 respondents of Garden resulted in an overall target of 2,135 over the 5 months Festival Wales' oPeration' The Pilot SamPle attractions during The draft questionnaire was piloted at one of the that the May. After evaluating this pilot-study, it was considered satisfied by the research requirements of the visitor survey were fully extension of questioruraire design. only minor alterations involving During the pilot- the options for pre-coded questions were necessary. the questionnaire' study such amend.ments were added instantly to 'As the final survey the this data was obtained in a manner consistent with in the ultimate data obtained from the pilot sample has been induded data-set. The Ouestionnaire the basis of the face-to- The questionnaire (Appendix 1.) which formed respondent consisted of face, fully-structured, brief interview with the regarding the 25 succinct items. It was designed to collect information catdrment area and demographic profile of the visitor, type of visitor, learned of the mode of transport, length of stay, how the visitor Festival Wales' One attraction, awareness and perception of Ga¡den choice question was open-ended, the remainder were pre-coded /fixed questions. Show cards were used for some questions' indude reference In addition to this information it was necessary to be checked' The information by which individual questionnaires could of the main reference questions were included at the beginning attitudinal and questionnaire, followed by classification, behavioural, demographic then profile questions consisting of personal and 55 r0¡8ni I ßsn l}¡]9 rflfl[v 11ì lu r8n0J t n¡8vJ uro¡¡u,t ffi ú ¡sfX}H ffflM¡ l¡¡ co À f¡l s¡8) H wuJulm t JüolslB 00ltd¡Jllu tnl¡J E IETil!} ¡¡T I tflB{ti fl¡sb l$t¡uüD ! t-" o tt) 'Ë l{tYd mürilm OJ o È o È t:] tärd ilfi¡tul{ lllsolTl (na G) É ¡ú¡r¡8¡[¡tñ b0 É | *urE xçü,{ßl[$ 'É J A 5 tmm oÉ ¡¡Tilnm flrm Ð@lEË 'E ¡ U(! .b ldfff ¡trh¿ J083il rilfllfp .ç ñU lr¡ lJl z nqjltr ¡lf¡llsu ¡itlruvÐ (d l-ì ! o) LU 3 'tC) t1¡8f} trÐn i.l L >- GJ È (!) 0) m00 "f8¡su ¡ Ë o ¡'. t¡ .:f L !o y[[8Y¡ I l?0ld¡gÌ:) u) P à o ! (! mßni Сüili ¿ld cl8 o ô5 ruîrÐ I¡T r insni Jr0dr¡rl .tì N f¡¡ o ú ff888888cî fnNõ,1 Ê (J [Wfl/]r{ fr 'çYAIß/,,| '{0 56 to predict their c-haracteristics. It was necessary to ask respondents statements of own behaviour and it is acknowledged that respondents' were grouped intent may not have been borne out in reality. Questions whether and introduced by a main 'filter' question to determine If terms were not subsequent or'dependent' questions were relevant. the results it was self explicit, they were defined. In order to tabulate possible to categorise and code all answers' Implementation of a team Implementation of the visitor swvey involved the assistance sampling approach was of 6 volunteer interviewers. A non-probability adopted.Aquotasamplewasobtainedbasedonthe199lvisitor Additional figures available for each attraction (W'T'B'' 1992)' patterns information regarding visitor characteristics and behaviour wasnotavailable,henceastratifiedsamplingapproacJrwasnot possible.Thequotasamplingmethodensu¡edthatultimatelya of the significant sample size representative of visitor volumes of each attractions sample would be obtained. The representativeness to individual site quota may be less rigourous as it was necessary and selection of the forgo too much control over the time of interview quota' Interviewers respondent in order to ensure the collection of the visit during the aimed to collect data for each attraction in a single often necessary to month, however to obtain the required quota it was large sample size visit on more than one occasion. This was due to a as the weather at some attractions and. external variables such of the visitor affecting visitor numbers. At certain attractions part for a steady or experience was a guided tour which did not allow constantflowofvisitors,andtimesofover-capacityforthe interviewerswerefollowedbyperiodsofidletime. were useable' on completion of the visitor survey 2,!21'questionnaires survey' The day and This figure provides the base figure for the visitor period is shown time of interview for each attraction over the sampling byFigure2.4and,Figure2.5respectively'Theweatheratthetimeof interview is depicted in Figure2'6' 57 20 l8 t6 $l; N'o \e\8 2 o < < < ê É¡ â lt) ê t¡l o -ë È¡ re p -Þ E. va - È- - (t)< DÊ Ë- I+'EEKDAI 8¡GURE 2.4 Visiùon Su,rvey - Day of Interview 58 I n"u. E p.tu, FIGURE 2.5 Visitor Survey - Time of Day of Interview I sunw t croupv I stoweRv @ sretoy n¡nl FIGURE 2.6 Visitor Survey - Weather at Time of Interview 59 THE HOST SURVEY interviews with the The host survey involved structured, recorded interviews were managers of the sample visitor attractions. These after the dosure of carried out during Decemb er t99tto January 7992, coilection programme the festival. This qualitative aspect of the data impressions' was designed to uncover the opinions' percePtions' had about reasons, ideas and motivations that these individuals under different Garden Festival Wales. Eadr attraction was operating present' To gather the circumstances and a number of variables were with each requisite information it was necessary to talk at length, and insights professional host and allow for a broad range of opinions a number of criteria in to be expressed. These data are used to address the resea¡dt. process to ensure The professional host was selected in a purposive of their profession it that they were relevant to the study. By the nature would have was expected that the managers of the visitor attractions product in South an understanding of the tourism industry and and development wales, a knowledge of the nature of tourist activity visitor characteristics in the area, and access to information regarding This specialist and marketing techniques for their atüaction. information was necessary for the purPose of the research' The Interview Sdredule criteria had to be The same set of issues adhering to the research an interview schedule covered. in all the interviews. To facilitate this flexible but (Appendix 2.) was produced that was open-ended and schedule was followed an established framework. The interview significant dranges divided to two main parts. Part 1. determined any and if so, the factors in the nurnber or type of visitor to the atfraction Festival wales' Partz' responsible for this and the relevance of Garden of Ga¡den Festival of the interview was concerned with the evaluation product ie' the Wales in terms of its contribution to the local tourism image portrayed involvement of the respondent with the festival, the bythefestival,theimpactonmarketawarenessofWalesandthe distribution of the associated costs/benefits of the festival' 60 Keyquestionsweresupportedbyprompterwordsandphrases,aimed the interviewee' This at maximising the information volunteered by to arise in the involved carefur assessment of all the issues likely questions' conversation and listing the possible'probe' more expansive, the To motivate a reluctant interviewee to become general' The question sequencing went from the specific to the and awareness to questions sought responses in terms of description affective, behavioural and attitudinal' Implementation of a battery-powered Each interview was recorded onto tape by means notes were audio_tutor. In the immediate post-interview process, encountered' made regarding the interview settin E, ûY problems interview ensured behavioural and non-verbal cues. Recording the eliminated selective accuracy in transc¡ibing the conversation and perceptionfromtheprocess.However,thereweredisadvantageswith time eadr individual this method. First, uncertainty as to the length of the capacity of the interview would take created probrems regarding equipment.second,backgroundnoisewasundesirableandinsuch The recording instances clarification of certain points was essential' less information was process inhibited certain individuals and thus to think about obtained, however it encouraged other interviewees theirresponses,thusencouragingmoreeffectivecommunication. greater flexibility and could The qualitative interview format afforded It lessened be tailored to the differing circumstances of interviewees' scope for darification the chance of misunderstanding as there was arrdin-depthinquiry.Theuseofthistedrniquemadeitpossibleto at the core of the gain interview data that portrayed issues and themes disadvantages and analysis. overall, the advantages outweighed the the research insEuments were satisfactory' evident that on completion of the L6 scheduled interviews, it was someinformationgaPsexisted.Thiswastheresultofcertain information' To gain interviewees not having access to the requisite of the this information a further 3 interviews with representatives 61 ,umbrella' Museum of wales' relevant organisations ie. the National carried out' It was c-adw and the Forest Enterprise in wales, were completed the data-set. considered that these 3 additional interviews widely in volume' but The transcriptions of the 19 interviews varied eventhesmallestprovidedsufficientevidencetoprogress. gathering relevant The secondary data collection prograÍune involved over the full period tourism statistics, regarding numbers and trends, and occupanq/ figures of the study. This included visitor admissions of the information to tourist attractions and amenities. The nature statistics gathered utilised includes longitudinal data ie. obtained from on a cross-sectional basis' on an ongoing basis and studies undertaken Alargenumberoforganisationsareinvolvedwiththetourism was a rigorous industry and the indirect data was extensive' There was relevant to the research element of selection to ensure that the data question. PRE-ANALYSIS derived from preceeding the analysis of the three data-sets, the data statistical software the visitor survey has been analysed using the pacJ 62 into two For reporting purposes, the results have been aggregated sections relating to the visitor and host surveys. The software Version packages'Microsoft Excel, version 3.0'and 'Microsoft Draw, 1.0' have been used for the graphics presentation' 63 CHAPTER 3. VISITOR SURVEY RESULTS "BA knowìng thíngs thøt exist , Uou cøn know that whìch does not exìst"' (Miyamoto Musashi) The visitol survey providcd 2,121useable questionnaires. Male (1,060) and female (1,061) respondents wcre equally represented. The age distribu¡ion of dre sample is shown in Figure 3.1. The females in the sample population are slightly youngcr than their male counterparts' When compared to L981 census figures for the U.K. resident population (C.S.O., 1,993), the age distribution of adult male respondenbs is skcwed towards the older age categories' The mean age of the adult femalc rcspondent is less than that for the 1981' census. % OF TOTAL,\AA'IPLE rl) o I u¡le ffi reuel-e r(l (BASE :2121) o + \¡ã sñs$tsv-itlLl-.fã,ôú)\O€ eo =õ¡d5$\¡l AGE C'|'TE(I)R}' FIGURE 3.1 The Age Distribution of the Sample Population The Market Reseafch society classification of social groupings provides the basis for thc categorisation of respondents. A 'miscellaneous' group has been added to indude those respondents who quoted themselvcs as'housewives,' or'retired,' giving no indication as to their income. There was a high percentage 126.7%) of these rcspondents (Figwe 3.2). Compared to 1991 sbatistics for Great Britain (Advertising Associabion, t992), the visitor sample (exduding the miscellaneous catcgory) conbains less B's and D's but a greater proportion of CL's. 64 30 20 % OF TOTAL SAAIPLE l0 0 FO (,) c\¡(J (BASE 2t2t) ê TOTAL " Êt S;(l('I¿41, (L.1,5'.S (J ar) = FIGURE 3.2 Sr:ciaì Ctassificatjon of the Respondents The respondents wer€ cafegorise.d into visitol groupings. Family groups and couplcs werc vcìry dominant in the sample, over tw(> thirds of the respondcrìts were at the visitor attractions in one of the-se group types (Figure 3.3). Thc rcsPondenls at the visitor attractions as part of an organised group were 5.7 pcr ccnt of the sample, The results for the numbcr of visitors in the respondents groups are cclrnpatible with the above findings. Ovcr 70 per cent of the respondents bclonged to.a group containing 2 to 4 pcople (Figure 3.4). 91,Olt'lUl'ÁL s àíPL[. 40 3-5 30 25 20 l5 l0 5 0 CÐUPT,E FAMILY AI,oNE FRIENDS PARTY FAMILY OROUP & FRIENDS WSITOR GROUP TYPE (BASE :2121) FIGURE 3.3 Categorìsatiorr of Res¡rondents into Group Type 65 % OF TOTAL SAMPLE 60 50 40 30 (BASE | 2t2t) 20 l0 0 ¡¡1 o o o o ø ôt s @ o ¿\¡ cÐ rdr ¡.t: o o o o È o o +)o o o câ r¡l CO \12 Þ c\¡ c.l rù GROLIP NUAIBER FIGURE 3.4 categorisation of Rcspondcnts into Group Sizc A dependence on the car as a mode of transport is shown by the results in Figure 3.5. With the'own car'and 'hired ca¡'categories combined, over lh¡ee quarters (76.6%) of the respondenbs were recorded as [ravelling to bhe visibor atlractions by motor car' These resulls are not unexpected, as over 80 per cent of holiday trips to and within Wales are made by car (Wanhill, 1992)' % OF'TOTAL SAÀ,TPLE EO 70 60 50 40 30 20 l0 0 CA 4 üû ü.aE EJ Ê ú E a EE E - É FIGURE 3.5 Mode of Transport uscd by Rcspondcnts to Visit the Attractions 66 The restrlts in Figtrrc 3.6 (showing how lhe respondcnts 'learned' of the visitor alt¡actions) cnrphasise the local involvcnrcnt in tou¡ism. The local knowled ge (42.8Vo) and word-of-mou[h recommendation (23.7 o/o) channcls are of major importance to the visilor attractions' The costly methods of advertising eg. press and telcvision, are of little significance. All of the alLractions were reprcscnted at Ga¡den Feslival Wales, but only 1.10/o of rcspondents'learned'of the visilor altracbions via this n'ìcans. % OF TO7"4I. S, ÀTPI.E 45 40 35 30 25 2t) 2l2t) I5 tHAl;E t{} 5 0 >9ê N â E ¿, Þ o .¡ *¡ Pl âá Ep HqË 2 tl L ô 1 Êã RÊ .eË t Ë FI È r-5 d, fE EE HË E- L, 'r IJ lt7 "H e ='i.:j.F Fg < Ë ¿ ÊD 6= Êo r z. ts v) {.{.)t IM iilyc]'i x.ìÀ' ('ll.,J,\!\lì1,S FIGIIRE 3-6 l-lorv Re.spr:ndcnt.s ]-aarned of thc Visit0r Atf.raclir)ns Thc donricile of respondcnts at the tinre of inlerview, is ctepictcd in Figure 3.7, As expected [herc was a gr(:aler reprcscnta[ion fronr South Wales, particularly of the counties Mid-Cìlamorgafì (13.5%), South Glanrorgan (S.9%l and Gwent (19.3%). 'I'here was also a greater rcpresentation of rcsponclents fro:m Lhe. English counlies doscst tcl the visitor attraction siles {ic. !:lereford and Worcesler, Gloucestershire and Avon). The South East was also a significant atca, in particurlar Greater London {3,3V0) and Hanrpshire 12.7o/o). Overseas visitors accottnted for 12.60/o of thc respondents. In order of rcpresentation the U.S.A. markel was highest (3'070), followed by Germany, Australia, Francc and Canada. In lerms of the main ovcrseas markets to Walcs, lhese results are consistent with the In[ernational Passengcr Survey figures of overseas visitors to Wales in 1991 (W.T.B., 1993 a.) 67 0/o 0 1.0 o/o 8.0 - 9,0 e/o 1.1 - 2.0 o/o 13.0 - 14,0 0/o 2,1 - 3.0 0/o 19.0 - 20,0 3.1 - 4.0 o/o (BASE | 2l2r) FIGURE 3.7 Domicile of Respondents ßß they The domicilc of respondents obviottsly had a bearing on whelher were day visitors or staying visitors. Thc relatively equal breakdown of respondenls into lhcsc categories is shown in Figure 3.8. The growth in the numbcr of touris¡ attractions in Wales is in itself to considered to bc cvidence of the growth in the day visitor markeb Wales (W.T.B.,1993 a). Though it is statcd by the W'T'B', in bheir 7ggz/gAnnual Rcport, that this markel is likely to have becn the day adversely affecfed by thc cconomic recession, it appears that visitor is under-reprcscntcd in the sanlple' {BASß:lll.'lt) iurd st'ayi:rg FIGI-)RE 3.8 Categorisalion of Rcsponclt-.nts into Ðay-ll'riplxrs Visitors The acconrmodation use.c! by bolh ovcrscas and cìontcslic respondents who wcre staying in wales overnight is shown in Figure 3.9. Though 'friends and relatives' was ranked highcst accon'ìnlodation (ätcgory, the figure (26.2%)is less than the 199L figure for accommoclation used by domestic visibors to Wales [W.T.8., 1993 b). The survey figures for serviced accommodation ie. hotels, guest hottses and B and B's were higher, at lhe expense of the self catering and calavan categories, in comparison to 1991 figures (W.T.B., 1993 b). 69 ]O 9ó OF ,ST'.4I'ING t,l,stToRs 25 20 l5 t0 5 0 -..f Cr: â ËË== zz Ë Ë H ã# =H co É ÊE É, =3 äËFE= F= EÚ "öh Z E-F- H Þ ¡tt (-Þ u) =5at) (BASE : 1035) I ('('o/|l/¡.loDA TION T1'PE Ovcrnight FIGURE 3.9 Typo of Acco¡nmodation Used by Rcspondcnts Staying Thc location of thc overnighl stayers' accommodation is depicted in Figure 3.10. A significant number of rcspondents were staying in Cardiff, Newport, Brecon, Abergavenny and Monmouth' When were respondents were staying outside the ciLies and lowns listed they categorised inlo distance bands from the Garden Festival wales site. 10 radius of only 3.2 per cenl of respondenls were staying within a km - the sitc, but 28.8 per cent of respondents were staying within a 10 25 km raclius. Responclen[s slaying beyond 25 km in Wales and beyond (12.3% 25 knr in Englancl wcre in relatively eqtral proportions and o/o 12.7 rcspcclivcl Y), Thc lcngth of stay of rcspondcnts who were sbaying in Wales (Figure the 3.11) shows a high percentage l35.2oh) of 1,-3 nights. Even with growlh and developmenl of tlne short break market in recent years, this figtrrc is high whcn comparcd to thosc stated for Wales in the United Kingdom Tourism Survey (U.K.T.S.) 1992 Trend Report (N'O'P' Travel & Leisure, 1993). The resulbs for longer stays of 4 plus nights, peak al the week (24.8oh) and forlnighr (S.7%) inlervals' The imporbance of is Wales as a traditional domeslic holiday destination (W.T.B', 1993 b) reflected by [hcsc rcsulls. 70 :o \c ér\ 3\ o !o (ô |n 'tr6 I t €ü (It c Ë \Þ êl Þ f¡l oE U) U CJ É -th I (n 5 b0 gx v't c{ q o .Ilo z '\ê cl H I Ë s c F¡ F. o c (t) la¡ ã o (t) I I n frl (A \o t¡ f¡lú t) f, f¡r 71 %OF STAYING WSITORS 40 35 30 25 (BASE: 1035) 20 15 .10 5 0 m eã Cê ¡ o 6Ð -!r o o s o o È¡D À Þ -g ll i. co ¡ro E. LENGTH OFSTAY FIGURE 3.11 Length of stay of Respondents staying overnight as Of bhese respondenbs the majority were staying in one Place the 5 opposed bo touring (Figure 3.12). However, when compared to per cent figure for domestic tou¡ists to Wales on a touring holiday in 1990 (Wanhill, 1,gg2l, the number of respondents touring appe¿rs high. It should be nobed therefore, that the resPondents staying overnight include a significant number of overseas visitors who have a greater tendency to tor-r than the domestic visitor' (BASE: 1035) FIGURE 3.12 Trip Arrangements of Respondents staying ovcrnight 72 Very few (8.3%) of the overnight sfayers were on an all-indusive holiday (Figure 3.13). Nearly half of these package tours included admission to Garden Festival Wales (Figure 3.14) A smaller segment of these included admission to onc or more visitor attractions in addition to Garden Feslival Wales. Brccon Beacon Holidays and Saga were the Operators most frequenbly quoled. I ¡Nospe¡.¡unNrLv B plc¡ (BASE: 1035) FIGURE 3.13 Organisi'ng A.ruangemcnts of Respondent.s Staying Overnight (BASE:86) FIGURE 3.14 Package Tow Inclusions 73 Of the rcspondents slaying ovcrnight 29'8o/o slated that lheir image of Wales had bccn changed in a positivc conlext (Figure 3.15). This figure is similar to that reportcd by the Garden Feslival Wales Exit Poll (G.S.G., 1.992) which quotes 270/o of visilors from oubside Wales as saying lhat lhe Festival had altcrcd thcir image of Walcs. There was a significant nttmber of respondenls in the survey who eithcr lived in Wales or were vcry familia¡ with Walcs and so considered themsclves not applicable to thc qr-rcstion. The intention of thc overnighl stayers to visil Wales again was very high (Figwe 3.16). The small percentage who did not think that thcy woulcl visi[ Wales again, tended lo be overscas visibors. ffi r'r.s (2t) tl(Ì'ô) I ¡ltl rjll gq,or I tx)N'l xNOW 1l t)91,) [-l Ncn ,APPLtc'Aul F (t2..'ì'ló) IBASE I0,J5) FIGURE 3.15 Changc: irr Ovenlight Staycrs' Irlage of \{alcs M ves (9t¡7q/o) Ll No 1{ tet') I oo¡¡'t KNow ( r -l%) l-l uor APPLIcAa[.g (:ì.87o) (BASE 1035) FIGURE 3.16 ovcmight stayers who stated ftat Thcy would visit wales Again 74 Garden A significant numbcr 167.10/o) of responden[s had not visited Fesfival Wales at the lime of interview (Figure 3.17). This figure is high, though nearly half of bhese rcspondcnts cxprcsscd an inlention to visit the Festival (Figure 3.18). The more costly mcans of conrnrunication ie. television, radio and the press were of major inrportance in creating awaleness of Garden Festival Wales (Figure 3.19). Though local comnrunication channels are emphasised thcy are not as significanb when compared to thcir role in creating awarencss of the visibor attractions themselves (Figurc 3.6)' Dcspite the Gardcn Festival Wales aclverLising campaign,4.4 per ccnb of fhe samplc were unawarc of thc Fcstival. I ves BNo I trxnwnnr oF GFw (BASE '.212t\ FIGURE 3.17 Visitation to GFW by Respondents (BASE : 1427) FIGURE 3.18 Irrtcntion of Respondents to Visit GFW o 75 %OF'TOTAL SAMPLE 40 35 30 25 20 15 (BASE :2028) l0 5 0 C) h Ë g- FE ^Ë ã Ee äH H EE : ËËËË ããi ¿E ä (OhUt'lt..iN ÌC.47'I ON (,H4¡V¡VEZS FIGURE 3.19 F{ow Responclcnts Learnecl of GFW A large nunrber of rcspondents considered that Gardcrn Fes[iv¿¡] Wales would affecr lourisrn in Sotrth Wales (Figurc 3.20). On furLher investigation of this, it was found that respondents considercd ¡he 'effects' (impacrs) to be beneficial and mainly short-term (Figure 3"21). Many respondcnts considered that Garden Festival Wales would attract morc bourists during thc Fcsbival peliod, hence thcy viewed it as a significanl visitor attrac[ion. There was a Lendency for respondents to state more than one impracL, Lhe conscquence being that the total in Figure 3.21 is greater than 100 per cent. Some long-lclrm benefits such as increased awareness and improvecl image were stated, but less frequently. The impacts cattrgorised as 'othcr' (4.7%) tended to be negative, 76 70 (r0 !r -so $ou N.' h, l0 {l y8s NO DON'T KNOIil ft&î¡'{,,\T;¿' (B,A.SE ,. )_t2t) FIGURE 3.20 Respondents' Opinions on Whethe¡ GFW Would Af fect the l.'ocal Tourism lndr¡stry 77 !t x $ f¡l å ?F f¡J F. f¡J rt an dh g üà¡e É ËfrË ul & ó äÉän H F Ë (Ë UãEE o (.) E I s I þ ij l& el ¡-,. üo Ën þ?1 ço EãF õ Qn ¿az. 5 9!=. f¡¡aì o 9È9 ã5i 3 3 f¡ EËH BäH (J t I ! ¡- r- l¡¡ o Éz o 78 The association of thc rcspondents to Garden Fcstival Wales is depicted in Figurc 9.22. Of the respondents staying overnight in Wales (48.80/0), nearly one-lhird of these had been influenccd by the Ga¡den Feslival when n'raking their decision to stay. This figure appears significanl. Howcvcr, only one-fifth of thc ovcrnight sbayers were fundamcnlally influenced by thc Fcstival ie. they would not have visitcd Wales had the Festival bcen held outside of Walcs. This is just over 10 per cent of fhe tolal number of rcspondents intervicwcd ab the visitor attraclions. Starirrg visihrs i¡r Soulh Walc¡ tt<';rust qrf OF'\l' Stating,,'isìlt¡rs in S+¡rth Wslcs ìrrfltlr;ncecl b¡ Ûf \Ì Sta"'lng lisilots Retu¡jn FIGURE 3.22 Ar;socìatictn of tlrc Sample to GFW The tìisLribution of thcsc rcspondents across the visitor atLraclions shows nrarked clifferenccs according to rcsource [ype (Figure 3.23) Respondents staying overnighf formed a large proporlion of visitors to the industrial / c;af.laltractions. Consequently those respondents heavily influenced by Garden Festival Wales were well represenlcd at thcse attracLions, This pattern lcssened in significance regarding the hisloric properties. Thc coun[ryside allractions and musellms and a-rb gallcries were nruch nlore relianb on lhe day tripper' 79 rr'¡ rxt Ëi U1 v) l¡J g þ, É ä ñ' É v7 I () E ú H B 6 H e (, t-ú E. { t-x Ql) I H l¡l Ìt) Ë À & b EI U É G úF E & v) v) Ë (5^ o É 2d 2 fi ts ú vlo ãE dì E â E8 U) h9 t; fi t E I 6 v7 "8 E g tr .5 úF 6 (n \ô T E s B 8F t *i ¡t) F ÈJ IA )'1 0) É É É F É z (rl F Fl cô çd ã l¡. úfe¡ & U (J J ¡r ú t)ts â a 80 CHAPTER 4. HOST SURVEY RESUTTS " All our knowledge høs ìts orìgíns in ortr Perceqtíons" (Leonardo da Vinci) As shown in Figure 4.1 the change in visitor numbers at the attracLions during the 1992 Summer season is reflected in one of three ways ie' an increase, a decrease or negligible. Six visitor attractions in the sample experienced an increase in visitors as oPPosed to either a decrease in numbers or a negligible effect, however this majority was marginal' Five interviewees stated that any changes in visitor numbers had been negligible and five interviewees said there had been a decrease' DECREASE INCREASE t-IECLIGIBLE Historic Properly Museurn and ,{r1 (.ìal}ery furtlustria l¿Craft -Altrafi tiotl lj,c¡unlrysi rJe Attra cti on FIGI.JRE 4.I 'Îhc Chnngc in Visitor Nr¡rlbers at thc Attracliorrs During The 1992 Stttìllllc'r Seact)tl However, the eviclence suggests that the ntuseurns ancl art galleries a¡d historic properties were the attraclions which experienced either a decrease or no change. 'Ihe increase in visitor numbers was mainly at the countrysi cle an d indus trial / s aft attracLi ons. One hi storíc property and one museum and art gallery had an increase in visitors. lhe reasons for this were made clear and were individual to those attractions : ,, A lot of interest .tuils generLted by the fact that we'ue got a medieaal garden, that's relatiuely ntu, so it was íts fírst full suntmer really thís last sumnter. " (Custodian, Historic ProPertY) 81 who ,,The only increase we really noticed wøs the number of people used the Touríst Informatíon Cmtre for bed bookíng ""' (Curator, Museum and Art GallerY) for these In answer to what factors they considered to be responsible mentioned a changes in numbers at their attraction the interviewees (13/16) number of different factors. The majority of interviewees and attributed cJrange to a combination of factors, both internal external. Figure 4.2 depicts a number of variables and the considered experienced impact of these on the attractions. Those attractions whidr a key factor : a decrease in visitor numbers considered the recession ,, of recessíon ...1 thínk economícs comes into thís ... u)e're ín ø tíme are abit dou)n"' and eueryone ís generally feelíng that aísitor fígures (Curator, Museum and Art GallerY) Related to this was competition for discretionary income : "Golf is another thing ønd the fact that the superstores are open wøs' on a Sunday. At one tíme there was nothíng open so it Coch, ,where shall we go ? we'Il pop to Cøerphílly Castle, Castell our Qrepstow,' but because these shops are open "' we can look from they're winilow at the carparks ín Asda and the Garden Centre ønd futl You can't sPenil money tuice." (Custodian, Historic ProPertY) that of Another factor considered to have had a negative effect was inadequate signPosting : of ,,our maín problemhere, whích ís my main complaint, ís lack goíng into the signpostíng. I think people were comíng to the toun' toutn, seeing the town, but not findíng the Museum'" (Curator, Museum and Art GallerY) 82 VARIABI,E DECREAST] IN INCRTIASE IN \¡ISI'TOR NUMBERS VISI'I'OR NTIMBERS wþ.4'l'llliR REC]ESSION COlvtPE'l'ITION ( GI'NTJRAt- INTERN¡\1, CIHANGLI h*,IARKEIINCì r\('(ìl,SS / SI(iNPOS I-IN(; FIGURE4.2TheVariablestoWhittrlntcrvieweesAttributed Changes in Visitor Numbcrs in a As shown in Figure 4.2 other variables affected some attractions while negative way, in particular the museuns and art galleries' was an exa-rnple of tiris having a positive affect on others. The weather and is a reflection of the type of resource at that attraction : people ,,The wentlte( wøs goocl wltích ís usually bød for u6 because long spel) don't tencl to come to the mttsettm. We had a trentendously is just barl nluseumg " front Mnrch onwnrrls and hot weather t'or (Curator, Museum and Art GallerY) ,,TIre nttnlbers were up sliglttty but that has to tlo with the weather, I was a tltink. we ltarl better weather this year thøn last veaf ... 199tr' particularly bad year, then it uas aery wet if you remembet"' (Warden, CountrYside Attraction) also considered Internal circumstances specific to each attraction were numbers' by the interviewees to be responsible for changes in visitor point during Construction work hacl affected three attractions at some the 1992 season : ,,we duing the afe now doing ø socialhistory disptag and inaariably wøs quíte a lot sumnrcr months we dídn' t close the museum but there of construction work goirtg on prouíding a sonrewhat noisy 83 enaironmmt.Soprobøblywedídn,thauetheamountofpeoplethatwe would høae had normallY. " (Curator, Museum and Art GallerY) had a beneficial However, many of the internal dranges to the product effect on the visitor numbers : ,,The pøst two seasons íncrease ín uisítor numbershere ouer the the cafetería'" haaebeen solely through our efforts, príncipally (senior Forest Ranger, Countryside Attraction) ,,we of thís sort which u)ere experímentíng wíth new ettmts and thíngs ølsohød an ímpact on the aisítor fígures'" (Manager, Industrial / Cr aft Athaction) to marketing had In all cases where sustained and new approaches effective at taken place, the approaches were considered to be attracting additional visitors : working ,,It,s a questíon of word-of-mouth recommmdatíon and throughagmtsandsoforth.We,uebempleasedwíththerateo| get people in at growth there and certaín ínitiatíues olkeen prícíng to particulørtímes,haueobaíoustyhelpedthatprocess'" (Manager, Industrial / Ctaft Athaction) ,,We,reprepareiltoilocartwheelsforthepressditwíIlhelp.Wedo try and eflsure that we get good media couerøge"' (Manager, Industrial / Ctaft AtÚaction) considered that the Figure 4.3 shows the number of interviewees who and the effect' Garden Festival had an impact on their visitor figures for a decrease in Those who considered the Festival partly responsible in a static visitors numbers perceived it as an additional attraction market: 84 us because i anothet aftractíon in the tourísm índustry." ,t's (Custodian, Historic ProPertY) ECREASE TNCREASE SUBSTITUTION FIGURE 4.3 Influcnce of GI.'W on Visitor Numbcrs ¿rt the Attactions as Pert:civcd bY Interviewccs Howeve.r, lhere r.r,ere interviewe.es who consitlere to ',ln the eild it tut'ned out Io be quiÍe beneJicial^ I\4tut tends to get hnppen utillt lowristn sites is bccause suerllone ís under pfessure do a of ø certain mtntber ol borlies thror.tgh the door you gel Jeelíng contpetìtion. Orrc thing that tLte Gartlen Festíual showed rcaIIy wøs thon ís going on lhat tlrcre's sco¡te Jor rytite a lot ntore cooperalíon ìn a\101'?.o íl there nl the tnon.tent -.. that people orc more líkelt1 to stag go see. Pcrhalts |þc'Ïe beùry uerg ore a Jeut things .[or lhcnt to ntd gel people blinkcretl here in the tourisnt trsde br¡looking at how we can justhere rallter l|tun how \ile c'ùtt get thrcm inlo tJrc area ond share them." [Manager, Inc]ustrial / C.raft Atfraction) taking A nunrber of jntervie\ryees were awale of a 'srjlrstitution' effect place at their attractions which tlrey attributecl to Garden Festival to Wales. The combination of an increase in visitor numbers belonging target one market segnrent with a decrease in numtrers from a different market balanced so the net effect was negligible : ,,wtnt actually happened wíth the Garden Festiuøl ín the møin regíon, was, alright it brought ín a nun'tber of peopte from outside the bttt.it also tttopped up the internal market wíthín the regíon." (Curator, Museum and Art GallerY) 85 "Our local aisitors øt weekends went downbecause of ít , our of numbers of aisítors from further afíetd went up becøuse ít" (Manager, Industrial / Cr aft Athaction) "coach pørtíes compensøted for the lack of schools which we know was dírectly attríbutøbte to the Garden Festiual"' (Marketing Officer, Historic Property) at their Interviewees identified changes in particular market segments to identify attractions. In doing so the managers were specific and able Festival Wales the main causes of such changes. The impact of Garden 4'4 shows the on particular attractions became more apparent' Figure dranges in particular market segments perceived by the interviewees' of A decrease in the schools market was experienced by attractions Ga¡den Festival each resource type and the evidence suggests that the was largely resPonsible for this : quíte drømatíc' 'In July this year, the ímpact on our school aisíts was ThegroupaísítsforJulywentdown6,000,a30percmtdtop'We onlyhad one school from the whole of Gwmt in, duríng those few The anídence weeks and that was the cwm school from Ebbw vale, was poínts at the Garden Festiaal Up until then the Garden Festiual the quíte worríed about their number of school uísíts, but suddenly pîcture was transformed, theyhad an enormous number and actually exceeded the target. " (Manager, Industrial / Ct aft Attacti on) types of visit, It seems that the schools market can be divided into two less the solely educational visit a¡rd the annual school trip that places reasons for emphasis on the educational aspect of the visit. The stated greater an increased number of sctrool visits at other attractions had a of emphasis on educational pwPose associated with the requirements the National Curriculum : the ,,That íncrease is simpty to do with the NatíonøI Curriculum, required at juníor leael to teach an optíon - a fact that schools are now come. So as course on Early Peoples, and we're the natural place to far 86 any as thøt's cotlcernecl I catt't ímagíne that the Garden Festíaalhad et'fect. " (Curator, Museum) a portion of their The evidence suggests that those attractions who lost reliant on school market to the Garclen Festival were those attractions the annual school triP : ,,1 going to be øs suspected that perhaps the Garden Festiaal uasn',t was bøsicølly a useful to schools as perhops the Museunt would be, it educatÌonal" fun-day out as opposed to an (Curator, Museum and Art GallerY) VARIABLE DECREASE SUBSTITUTION INCREASE OVERSEAS CASUAL / o DOMESTIC COACH PARTIES SCHOOLS SPECIALIST 0 FIGURE 4.4 'l'he Changes of Particular Markets at the AttracLions During the 1992 Summer Season in coactr Figure 4.4 shows that four athactions experienced a decline For parties. Three interviewees attributed this to tl"re Garden Festival' example: ,,we to the lost nearly aII of the coach traaelbusíness and I presume Garrlen Festíaal because they had lørge quantities of booked coach períod tours. wehad absolutely no coøch tours whatsoeaer dutíng the to 70,000 of the Garden Festíual. This accounted for about 9,000 uisitors. (Curator, Museum and Art GallerY) a7 "Ourgroupaísitswereøctuøllydownby20percmt'ít'sørelatíaely ít wøs down small ingredímt ín our ouerall mørket a'n7wayt but promoted ín coniunctíon despíte the fact thøt we were in ítineraies wíth the Gardm Festíual." (Manager, Industrial / CraÍt Attraction) experienced Three other athactions involved in coach tour itineraries This was an increase in visitors belonging to this market segment. Festival' This attributed to tours operated in alliance with the Ga¡den is considered in detail later in the text' Manyintervieweesobservedachangeinthepatternoftheir largely a reflection casual/domestic visitors. The reasons for this were the positive of the variables stated previously (Figure 4.2), induding (Figure 4.3)' This is and negative impacts of Garden Festival wales effect of typified by two of the interviewees reiterating the substitution Garden Festival Wales. changes regarding It is worthwhile noting that statements referring to were not athibuted specialist visitor markets and the overseas market to Ga¡den Festival Wales in any way' as to whether they Figure 4.5 represents the response of the managers the type of visitor expected the Ga¡den Festival to have an impact on of the or visitor numbers to their attraction, prior to the opening that the Festival. The majorily (73/t6l of interviewees expected eight thought that Festival would have some impact. of this number, The this would be positive and five expected this to be negative. arguments put forward were as follows : ,,...theyweremarketíngtheGardenFestíaalalloaerthe people country and we were one of the closest touríst attractions for dríaíng to the Festiaal." (Warden, CountrYside Athaction) 88 ,,1'tn a cyníc .., because rtf the tack of ínfrasttucture aisítors don't stay. My impression was that we'd get loads of day uisítors and they would spend the day at Eltbw \lale and then they'il go home at'terwards ønd we woultbt't see any of the spin-off." (Curator, Museum and Art GallerY) YES Negative Expected change as a result of GFW Positive Any measures taken to counteract potential effects Non - directly related FIGURE 4.5 Interviewees' Exprlctittions of the Effect of GFW on Thci¡ ßusiness and the Conscclucnt Measures Takcn There were three interviewet:s who did not expect the Ga¡den Festival to affecb them at all : 'ue the " I dotl' t tltínk I had any great fears because I always known specìalist nature of our uisítor here ís not the sort of uisítor that's going to be dented by the Garden Festiual." (Curator, Museum) Interviewees were either personally involved or aware of actions taken by their organisational hieralchy, to counter or maximise the potential effects of Garden Festival Wales. Even those interviewees who did not expect their attractions to be affected were involved in promotional campaigns: 89 "I woulil sít through long discussíons about the Festíual thínking, ,Whøt's thís to do wíth me ?' The other partícipants , attractions of my more gmerøl interest, there was a lot in ít for them "' but t'eeling was always, we,re not going to tøp into the extrø market too rnuch." (Curator, Museum) Interviewees made reference to other marketing approaches that were aimed at inc¡easing visitor numbers and were not directly related to the Garden Festival though may have athacted visitors that were in Wales as a result of the Garden Festival. The measures taken as a direct result of Garden Festival Wales that were mentioned by the interviewees can be grouped into four categories as listed in Figure 4.6. LocalAuthorities, cadw and the National Museum of Wales had a physical Presence on the Festival site. This took va¡ious forms eg. exhibitions, stands, themed attractions etc. In this context, the majority of visitor attractions (14/76)were represented on the Festival site' The promotional leaflets relating to the athactions were distributed at these outlets ' Only one interviewee considered this to be successful. The remaining interviewees who were involved stated that they had no way of judging the effectiveness of this promotion, but many were sceptical : "I thínk with leaflets people tmd to píck them up when they're at the Festíual, but neaer really read them. There is so much ínformatíon øaaíIable, you pick ít up, scan it and that's about ít'" (Senior Forest Ranger, Counfryside Attraction) The members of the consortium G.A.T.A. (the Gwent Association of Tourist Attractions) considered it necessary to counter the potential negative impact of the Garden Festival and as a result of this the 'Passport to Gwent' initiative was instigated. This involved seven attractions in the sample. G.A.T.A. produced a leaflet which promoted all the attractions in the Association. The'Passport to Gwent' leaflet of included a sales promotion in the form of a competition' The aim this promotion was to encourage visitors to visit the athactions belonging to the Association. In doing so the visitor collected points 90 MEASURES INVOLVEMENT PERCEIVEI) EFFECTTVENESS SUCCESS PASSPORT TO GWENT DON'T KNOW IJNSUCCESSFUL I SI,]CCESS T.EA}'LET DISTRIBTITIOI.ì / STA}¡D DON'T KNO}V UNSUCCESSruL ;it(lïi'JÀÎìr:' suct'ESs COACH ITINÉRARTES DON'T KNOW LN.JSUCCESSFUL ,srlccESs MAGA?,INE / KNOW PUBLICATION DC)N'T TINSLICìCÊ,SSFUL FIGURE 4.6 Mei¡sures'l'¿rken as a Dùect Result of GFW Historic ProPertY Museum and Art Gallery lndustriaVCraft Attraction Countryside Attraction 91 visitor could then and on attaining a certain number of points, the suzuki Vitara' enter the competition to win a four-wheel d¡ive be effective, four did not Not one of the interviewees considered this to Some of their know and three considered the scheme unsuccessful' reasons are given below : ,,WethoughtthattheGardenFestíaal'smaíncontríbutíon thekínd of people wouldbe to gmerate traffic with their o'un cars, on the public thøt we relg on day ín, day out, because u)e're not pørtners ín the transport network ín common with most of our expensiue us to Associøtíon, The car-borne uísitors are the most for and píggy-back on try and promote ønd we thought that we would try The Gørdm Festíaal the Gørden Festíuøl's massiue marketíng budget. the Gwmt Assocíatíon leaflet offereit thelacitíty of dístríhutíng eamt' the whm people wete goíngback to theír cars' In the prínted dístibutíon was aeryhaphazard really' Wehad 700'000 andtheydistributedlessthan300,000,hdídn'tgetíntoenough targeted hands or the ríghthands ...it was meant to be a tíghtly campaígn." (Manager, Industrial / Craft Attraction) expectíng and that ,,It rltasn,t going to haue the ímpact thøt they were wasproaedbythenumbero|peoptewhoaskedtohøuetheirleaflet low' The people who came stamped for the competition. It was aery ø weekmd or week øt the down for the Garden Festíuø\, perhøps for most...thechanceso|thmdoingtheGardenFestíaal,whichwøs tryíng to probøbly a two day thíng to make the most of ít' and thm points' u)asn't get to alt of these other attractíons to get maxímum reølly feasible." (Marketing Officer, Historic Property) ThetwocountrysideattractionswerenotrepresentedbyaForest EnterprisestandontheFestivalsite,howevertheorganisation the Festival' This produced a publication, Y Goedwig, as a result of people to visit the also included a competition aimed at encouraging Forest Enterprise reqeational sites : 92 that we ,,To behonest I think that it was decided at løst mínute Festíaal wehaue shouldhaue some ínput. At eaery other Garden lørge exhíbits' but thís hail some contríbutíon to make ... u)e"uehød tímewedídn,thøaeanythíng,ontyøcertaínamountofmoneywas produce thís publícøtion'" set øsíile and thebest that we could ilo was (Senior Forest Ranger, Counkyside Attraction) the Basing their opinion on the response to the competition' in interviewees considered the publication to be unsuccessful achieving its PurPose : ,, on the Garden Thírty-two thousand publicatíons were distríbuted through people's doors Festíual síte, another 50,000 were dístríbuted competitíon so no great in South Wøles. There were 70 entries to the response reallY." (Senior Forest Ranger, Countryside Attraction) that was A marketing ploy associated with the Garden Festival fewer considered to be more successful (Figure 4.6) but involving attractionsinthesample,wasthecoac]ritineraryoperatedin visiting two conjunction with Garden Festival wales' This involved It seems that historic properties and two industrial / saftathactions' in terms of the interviewees could encourage the coactr operators ,familiarisation visits'but the decision as to the inclusion of the of the coach attraction in the itinerary remained at the discretion Operator: wales Tourist ,well beþre the Garden Festíaal øctually størted, the oaerseas market and Boørd were promotíng the Gardm Festíual to their theybroughtanawfullotofTouroperatorshere,TourOperators whomíghtorganísetourstotheFestíaat.They,dcomehereandmy them that íf they were job was then to take them around and conaínce bríngíngpeopletoWalestheyhadtocomeandaisítourattractíon. Hotelswoulilberepresmtedaswellsoítwøsuerymuchapackagq,, (Marketing Off icer, Industrial / Cr aft Attraction) 93 were considered The results of involvement in these coach itineraries beneficial by two managers' For example : ,,CoachpartíesínJune,lulyandAugustweremuchhígher,There werethteecoachcompanieswhoweredoingthejoíntGardenFestiaal øndanotherattractíonsortofthíng|ortheweekendandsoeuera weekmdwehadahugenumberofcoachpartíes,SøgøHolidays uasone'EnterpríseTraaelwasanotherandHíltonlnternational Hotels, the other." (Marketing Officer, Historic Property) However, others were less enthusiastic: ,we Festíaal staff and 'fam' díil proaíde føcítíties forboth Gørden for agents ín the hope aisíts by prospectíue Tour operators and handlíng ín that"' of pícking up somekínil ol trade. We weren't successful (Manager, Industrial / Craft Attraction) eaerY "They came to see the Garden Festíaal "' coach tours "' well, Monday duríng the summer. Some of them camehere as someofthemdídn't.TheAwereallowedhereiltheywantedto' it was ít was in their programme' but on quíte a t'ew Mondøys tipping-ít-down with rain - so they didn't bother"' (Custodian, Historic ProPertY) was not The following quote from an interviewee whose attraction with the officialty included in any itineraries operated in conjunction of the managers who Garden Festival, highlights the difficult situation decision: have very little control over the coadr operators ,,1 don,tknow which Tour Opuøtor washerebecause of the Garden that díd come Festíual, but there u,ere no more coach partíes. Those wouldcometothesíte,notwanttopaytogoínandgodowntheside, gettíng the síte That was quíte ønnoyíngbecause the aísitors weren't as it should haae bem uieuted"' (Custodian, Historic ProPertY) 94 that were not The measures taken by the managers of the attractions and directly related to the Garden Festival included promotions Festival, but advertising that would have occurred regardless of the of the utilised the existence of Garden Festival Wales to the advantage athaction | ' ,,we always mmtíoned a three-quarter of ønhour dríue from the vale. vísítors síte of the 1992 NøtíonøI Gørdm Festíual at Ebbw - weren,t going to come to South Wales iust to aísit our attrøctíon to see there was a greater líkelíhood thøt they'd aísit SouthWøles the Gørilen Festiaal and thm comehere as well"' (Marketingofficer,Industrial/CraftAthaction) ,,we in the tíed ín some of our øduertísíng to the Gørden Festiaal long ít would take sense that we made a point of telling peoptehow route to take." to reøch us from the Gardm Festíaal and what (Manager, Industrial / Ctafl Athaction) effectiveness of A large number of interviewees were not aware of the Wales' their promotional campaigns associated with Garden Festival or a combination The evidence suggests that this is attributable to one at the of two reasons. First, very little related market researctt attractions actually took place. As shown in Figure 4.7 , five at their interviewees stated that market research was undertaken included attraction during the Festival period. Two of these studies therefore questions that were directly linked to Garden Festival wales what only two interviewees could estimate with any accuracy Both percentage of their visitors also visited the Garden Festival' that 45 per cent of managers from industrial / saÍtathactions estimated their visitors had also visited the Garden Festival. 95 50 1ts%) o/o of visitors to the attractions who had also visited GFW 0 +i¡';¡ I Non - GFW GFW related related inclusions FIGURË4.7ThcÀ¡tr¿üìrr¡ulnvolr,cdìnMarketRcse¿rclrovert}¡e1992 cF-w sunlmr:r season ullrl thc lllforrnatior¡ Gailled Relating lo NO aRGANISATISN çgNSlUHârs!È CW CAD\ì/ I,OCAI., AUTIIORITIES FOREST ENTERPRISE NATTONAL MUSELM OF \ryALES Llmbrella Organisations FIGURE 4.8 Invotvement of lnte.rviewees With Their Attractions In M'.rking Decisions lìcgarcling Representat'ion of the at GFW although The second reason, as sugger;ted by Figure 4'8, was that site in some fourteen of the attractions were represented on the Festival way there was a varying degree of consultation with the attraction of the managers regarding this. As stated previously, representation organisations, attractions had been the responsibitity of the'umbrella' particularly the Local Authorities. The three additional interviews with representatives from the' umbrella' organisations, provided 96 at the further information regarcling the representation of attractions not consulted Garden Festival, particularly when the managers were ancl decisions were made at a higher level in the organisation' properties was Consuitation with the interviewees from the historic that the very low. The interviewees at all of the cadw sites stated of by Head representation of their attracLions had been taken care Office and they had not been involved : we ,,An orgonisation like C,ldw tends to be uery departmentalised, so It's not as custodians, clon't hrrue the inaolaement ín the publicity. becatlsewedon'twantto,it'sthewaythesystemworksandast'ar with that as tlte ¿¡ctual Garden Fet;tiaal goes I had no inuolaement uhatsoeuer. " (Custoclian, H istoric ProPertY) all stated that it Those interviewees consulteri by their local authority, (Figure 4'9)' was the result of their membership with G'A'T'A' CONSULTATION N LOCAL ATJTHORITIES ffi{ Local Authorities in FIGURE 4.9 lnvolvemcn! of Interviewees with f'heir Makingl)e<:isionsRegarrdingRepresen[ationoftheAtt¡actions at GF'W 97 Festival wales ie' In terms of the decision making Processes of Ga¡den Festival itself' only one those associated with staging the event, and the managerhadadirectinvolvement.Thishadbeeninaprevious and not in the employment capacity with the Festival Company capacityoftheinterviewee'scurrentpositionattheattraction: why they gaae me the iob here " I thínk it ' s part of the reason becauselhailcontactsthere,Iconsíderedmyselfasbeínguery both proiects"' fortunøte to be inaolaed with (M arketing Off i cer, In dustrial / Cr aft Attraction) interviewees felt that As shown in Figure 4.10 the majority (11'/16) of the relevant interests' there had not been enough coordination between Festival wales : regarding the decisions associated with Garden the euent ,,we u)eren't consulteil ín any meaníngful sense abouthow shouldtakeptace.Infact,thatwasoneofthedísappointmmtsto G'A'T'A' as a my mínd, wøs its tack of íntegratíon' They ioined member,butaprettypøssiuekíndofmember,moreoføPRexercise ratherthananymeaníngt'ulconsultation,andtheywerequite ilísmíssíaeoftheconceftlswewereaoícing.Theymighthaae íntegratíon into the bmefítted by being a títtle more receptíue and to exísting tourism product ín the area"' (Manager, Industrial / Ctaft Attraction) walked in to see ít." (Curator, Museum and Art GallerY) 98 ADEOUATE COORDINATION / YES / YES DON'T KNOW NO NO Among the Relevant FIGURE 4.10 lutef\,ir.wees' Assessmcnt oI the Co<;rdination GFW Intcrr:sts;rncl s¿¡t'tsf¿rc:tir.rn llegarding'I'hcir Involvement with ten l'his is supportetì Lry thel fact, as refler:tecl in Figrrre 4'10, tl'rat with inter-v'iewees woulcl harre liked to have hzrd a greater involve¡nent the Festival, to a varYlng extent : euerythillg ^We encle d up in a sìIuatian oJbeing quite isolaled Jront much more tJnt utus hnppening there. I',d hnue líked to ltu'uebeen ute u¡ould ìnuoluecl. I coulcln't help lntt tltínk zuha! u uttndetfitl impaü to ne thnt Itauc cuen iJ zttc'¡l tlone sonrcthîng Jairl.y basíc' It seenls 'rad, " ule ntisscd $orllr? looti a¡tporl mities. (Manager, Inclurstrial / Crafl Attraction) ,I'd would ha'ue Jtu'ue trikeù to hnue been inaited to go up ... I think il bearíng heen polìtical Jor most oJ us on site lo see wl'tat'uas on ffir, ín mínd we rlon't ltoue ntut:h tit'ne ofl during the suntmer. People all I can say would nsk me, 'lfitnt's it like?' anà I would say, 'Sorrg' is that the re¡torls are conting t'auourably through'' " (Custodian, Historic ProPertY) Although in the minority, some interviewees (2/16) considered that the coordination hac{ been aclequate : 99 ,,Theopportunitywasthereforeaeraonetogetinaolaed,whetherthey døy ít's up to the did or not was ilown to them. At the md of the índíuíduø\." (Marketing Manager, Indu stri al / Cr aft Athaction) on their others agreed, they thought that any greater involvement behalf, would have been futile : a great ,,1 don't think ín our sítuation thøt there would haae been dealofpointinmegettingínuolaed,tobehonest'becauseu)e're notreallyinaposítiontopickupaerymuch|romtheGardenFestiual, We are essmtíally a small, locøl museum"' (Curator, Museum and Art GallerY) the 'umbrella' It was interesting that alt three interviewees rePresenting enough coordination organisations, considered that there had been satisfied with their among the relevant interests. They were fully Festival : personal and organisational input to the Garden ,,FuIImarkstothew.T.B,,theypultedthestríngstogetheranddidit relatiuelywell.Wewereínuolaeilindíscussíonsasgroups.of courseonceitgotunderwayweweresoleyconcernedwithour oun presmce there, but there wøs a lot ol pre-díscussíon"' (Representative, National Museum of Wales) apparent as they The interviewees' personal opinions became more Festival wales on the local considered the perceived impact of Garden to the actual tourism industry, in more general tetms, as oPPosed attractions' impact of Garden Festival wales on their visitor of the w'T'B''s policy Three of the sixteen interviewees were unaware industry' when asked to establish a welsh identity among the tourism toexpressanopinionontheimageofWalesportrayedbyGarden the Festival reflected Festival Wales, only two respondents said that W.T.B. policy and even then expressed reservations : ,,Icanseethatitwasøtogícal|ollow-onfromthe,Walest'orYou' cømpaígnthattheW'T'B'isdoíngatthemoment'buttheGørden 100 Festiual tlid haue ã uet'lJ strong corporate ídentity of its own' corporate ímage 'Gr!Íf' for exant¡tle,'uns uery uisíble' Their slíghtly wos so strong that, I thínk in a waA' it became a thíng W'T'B'" ín isolatiott from what utas being done by the (Manager, Industrial / CraÍt Athaction) REFLECTION OF W T B. POLICY NON - REFLECTION OF W,T,B POLICY DON'T KNOW by GFW in Terms FIGURE 4.11 l¡rtcrvicwees' I'crt:cptions of the Image Portrayed of W'Itl Polit:Y portrayed by the Seven interviewees saicl that a Welsh iclentity was not Garden Festival at all (Figure 4.l.l.) Some accepted this as necessity : ,,1 Iheme they didn't rettlly play on the welslt ' I ¡tcrsonally think thnt they had ex¡tressed concern about that '.. but al the end of the day use the welsh to aclclrcss wltat the custonter wanted. They had to u)anted'" culture within reqson and clo it to the extenl the tourísts (MarketingOfficer,Inclustria]/CraftAttraction) Others were nìore c¡itical ,,1'Il be pert'cctly honest witlt you, I think it ¡tortru'gcd absolutely nothíng of wales. It was a large borly oJ well-uersed, well-practised In Garden Festiaal organisers who haae ilone quíte a Jew before. Jact, what happens is that you end up with an 'off-the-shelJ' Garden Festiaal. Yes, it's tailored to the site but there wetehonestly aery t'ew elentents tlnt I fclt said an awful lot about Wales' are If you're hauíng a Gurtlcn Festiual, you'ue got to think why Aou colour actually doing ít. well, the ídea was to bríng abít ot' lífe and in south to what was a barrenbít of índustrially destroyed, landscape Wales ... In ntany ways thay'd haue donebetter to haue drawn snd there's whereaer possibte fi.om the resources ín south wales, plentyofpeoplewithabilityinthearea,atldthenítwould,uehad 1()1 its own uníque character." (Curator, Museum and Art GallerY) Wales The managers were asked to consider the Garden Festival ,image' in more general terms of whether it was favourable or unfavourable. The interviewees were more specific and stated their shown personal observations and opinions regarding the Festival. As had in Figure 4.!2, Í.owteen managers said that Garden Festival Wales projected an unfavourable image. The reasons supPorting these Festival's lack of statements tended to reflect issues associated with the identity, particularly 'Welshness,'which had already been stated previously by some interviewees. Ten interviewees mentioned the Ga¡den Festival identity in an unfavourable context : ,,It the came oaer in pretty much the same wayhad ít been ín of North of Englønd or scotlanil or anywhere else. I think some Wales' the people, who haae to deøl wíth promotíng eumts ín culture, haue a títtle bít of dfficutty in comíng to terms wíth welsh history and ídentity, and they tend to go for the clíches, whích some of us who líue here línd a líttle bít ínítøting' " (Curator, Museum and Art GallerY) ,'It's seems to ø Gailm Festíual identity, rather than a localíty. It much møtter høae øn 'Alton Towers' feel about ít, and ít doesn't think where you put ítbecause it takes ít's ídmtíty wíth ít. I don't thatbeíng ínWales made much dífference to this"' (Curator, Museum) ,'Theyhød this røther strange cartoon character called 'Gryt'f,' whích therefore means he must be welsh. I'm not conuinced more in about that, in fact in manY ways I lelt thathehad common with a Belgíun Smurf !" (Curator, Museum and Art GallerY) 702 FAVO,TJRABI,E UNFAVOURABLE FIGURE 4.12 Intcrvicrwccs' Pert:eptions of the Image Portrayed by GFW in Gc'neral 'l'crrlrrs However, scven of tl'ìe interviewees also wished to state that there were positive aspecis of the Garden Festival that would Projed a favourable inrage to visitors. Once again, all of the interviewees tended to I'righlight one particular Point. In this instance it was the actual Garden Festival site : ".So,r,¿ uisilors suid tlnt theg'rl ltecn to nll oJ the Garden Fc.stiaals, und llrcy lhougltt IItnt tlrc bntkdrop, tltc sr.entn¡, was far hetter in Eltltut Vnle thort anyutherc clse tlrcy'tl lteen ... zuhiclt, il yott look dozttl 111¿ vallcy itt ¡;ne directiott, was true ',' il utas beauti.ful," (ia-f { },1 anager, lnclustr ial / t A ttlaclion) As for the portraval of Gardt:n Festjval Warles t'ry lire'nÌedia, the interviewees rc'spotts€s varied and, as shovürì in Figure 4.13, tl'rere are no i had attracted acler¡uate covet'age fronr the nreclia : "l lhink B.B.C. Wales Rodio gaue it foir cûueroge ,,. they gaue it n lot of space. Tltcg t'on shous front there and interuiewed people uirtuully euery duy." (Custodian, Historic ProPertY) 103 REPRESENTATIVENESS FAIR ACCURATE o TNADEQUA'l'E INACCI.IRATE Portrayal of GFW FIGURE 4.13 lntc'rvicwees' Opinions of thc Media's be inadequate Two managers consitlered ttre media coverage to "l didn't tltink there uas mttchltype' Sonte of it canrc too late broadcost wos on to be ntttclt use ... I think that the 'Highway' a uery well tlte last rlay of tlte euent' There dícln't seent tobe region The orchestrated campaign of pubticity outside the "' GardenFestiualhasn,tbroughtthemedíaattention,thgt,we thought mígltt accrue' to the area generally'' (Manager, lndust¡ial / Craft Att¡action) their opinions on A greater nuntber of interviewees (10/14lexprcssed therepresentativenessoftl.recoverage.Fourconsideredittobe acc.urate : accuratelg I didn't Jeel that " l sttppose it cttme auoss fairty " anyone was trying to sell n1e a lie'" (Curator, Museum and Art GallerY) However,sixintervieweest}roughttl.rattheportrayalofGarden various reasons : Festival Wales by the meclia was inaccurate' for ,,Irarelythinkthatanylhíngwelshísaccuratelyportrageil bythemedia,beingquítehonest'Thingsareforcedintoftting thenrcilia,sstereotypeofWales.Ithinktoacertainextentthís uiew patronage ctossed witlt the 'How Green is My Vølley" was of Woles, uapt through in the way the Garden Festiual 104 portrøAed outside W ales. " (Manager, Industrial / Cr aft Attraction) "I thought that some of the gardening programmes gaae a they concentrated purely on a uery false ímagebecause gørdening sectíon and they would høue probably giuen people the idea that ít wøs all gørdeníng and it u)asn't"' (Curator, Museum) Ga¡den Festival The managers were asked their opinion as to whether wales had inseased awareness of wales as a tourism destination, ¿unong the u.K. market . As shown in Figure 4.1.4, thirteen interviewees stated that national awareness would have been increased as a consequence of the Garden Festival : ,,Tøkíng the U.K, market, despíte the fact that a stereotypícal ímage exístence helped came through ín the press, I stítt thínk that íts uery to challmge people's preconceptions"' (Manager, Industrial / Cr aft Athaction) ,,1 numbers suspect it probøbty díd ... yes. I mean the sheer uísitor that they ilíd get." (Curator, Museum and Art GallerY) way' In an índirect way, Wales was promoted,but not in ø dírect It mayhøaebeen promoteil as ø result of the Gardm Festíaal' but I don,t thínk ít was promoted ín the Festíaøl ítself ... it encouraged people to come and stay ín the area and see other thíngs," (Marketingofficer,Industrial/CraftAthaction) out that the However, a number of these interviewees also pointed been changed was extent to which the visitor's awareness would have dependent on the length of the visitor's stay in Wales : ''Probably some, because they,d spend more than one day here, tíme' Alot of ønil then see other parts of Wales at the same coachesstøyedfor|ourtofíuedays,sothry'dhaaeseenthíngs 105 FIGURE 4.14 lnterviewees' Perceptions of the Role of GFW in tnt:rcasing Awarencss of Wales as a f'ourism Destination (U.K. Market) DON'T KNOIW DONT KNO\ry YES N! E NA üt ,rffi' ffi * ü FIGIIITE 415 tnterviewees' PercePtions of the Rolc of GI¡W in lncreasing Aware.ness of Wales as ¿r 'Iour isr¡r Destination {lnternational Ma¡ket) Historic Property Museum and Art Gallery IndustriaVCraft Attraction Countryside Attraction 106 other than the Gørdm Festíual." (Custodian, Historic ProPertY) "If you're talkíng øbout a coøch party thøt cøme down from the only going Mídlands for the day, to the Gørdm Festíual, they're to be øble to do the one thíng ín the one døy'" (Curator, Museum) ít's lil<"e íf you go "Because ø festíaal ís so obuíously a festiual "' You go to a but the to a faírground in a toutn, from outside, fair' føír doesn't make a tou)n," (Curator, Museum and Art GallerY) In terms of increased awareness in the international market, the rrunagers reached opposite conclusions (Figure 4'15)' Eleven interviewees considered that Garden Festival Wales did not influence awareness in this market. The reasons given for this are surunarised by two interviewees : ,,Alot of our internatíonøl aisítors were going to Garden FestíuøI wøIes, but I think thøt its chønce of hauíng a great ímpact is tímítedbecause ít was only there for a aear. It would need to be there a lot longer and better establíshed to actually start to attract people ... ít needs to deuelop a reputatíon of íts ou)n'" (Manager, Industria I / Craft Atbacti on) wales "people wíll traael from all ouer the world to come to south and thq're comingbecause of their ínterest in the índustrial herítage and, ín some cases, íts línk wíth theír famíly history ... Garden thøt would,ae got thernhere anaway. I',m sure that the on Festíaal was an extremely pleasant díscoaery, that it was "' rather thøn that's why they came. Iknow that wehad no fewer foreign aísítors than normal." (Curator, Museum and Art GallerY) In answer to whether Ga¡den Festival wales had influenced the visitor's image of wales (Figure 4.1.6), the majority of respondents (13/t6)were of the opinion that those visitors who came to Wales, and 107 perception had not visited previously, would have left with a changed of the area : ,,If ít brought people ín for the fírst tíme, then ít,s bound to haue altered their image. By and targe they haae a pretty old-fashioned ímpressíon oJ the south wøles valleys. That was significantly whíttted awa7 ... íf theY came at all." (Manager, Industrial / Craft Athaction) of ,,It brought people ínto wales. I'm sure a tot of people think that sort of South Wales øs aery índustríøL,, mínes, steelworks, thing. It witlhaue changed people's ídeas ... fnore countrysíde than than they would ímagíne.It wouldhauebeen posítíae rather the opposíte." (Marketingofficer,Industrial/CraftAthaction) could also be Some interviewees stressed that this changed perception in a negative sense : "It would depmd on whích day they went "' those who went when ít was pouríng with raín .,. I wouldn't thínk that would encoutage them to aisít Wales agøin' I mean Ebbw Vale ín the rain isn't the best pløce on earth to be"' (Curator, Museum) the most "Some people may høae come down for a fat days, made ol their aísit anil gone ofl to the Gower, or through Mid-Wøles or something, ønd they wouldhøue gone away I'm sure wíth ø those who came down on the Coach fauourable ímpressíon. Now with what they saw"' for ø day mayhøaebeen dísappointed (SeniorForestRanger,CountrysideAttraction) of the word- This caution was reflected in the interviewee's perception by the of-mouth recoEunendation that would have been generated (6) visitors. As shown in Figure 4.17, a lesser number of interviewees were thought that this would have been positive. Seven managers very unsure and gave their reasons for this. Many of the statements reflected the examples stated previously : 108 Visitors' FIGURE 4.16 Irrrervi$vces' opiniotts c¡f thc Role of GFW in challging Pcrccptions of Walcs DON'T KNOW YES NO 0 o o FIGURE 4.],7 FIGURE 4.18 OPinions of the Intervicwccs' OPinions of thc Interviewees' of GFW in tnfluent:e of GFW on Positive lnfluance RePeat Visils to Word-of -Mou th ll,ct:ommcnda t ion Encuurag,ing Wales DON"I'KNOW DON']'KNOW HIGH LOW # s ffi,I'w/ o 1()9 "I would thínk thøt it probøbly díd somethíng for South Wøles' you went whether that's good or bad, I reølly wouldn't lil<'e to say' If could høue to the Garilen Festiaal on a aery wet day, quíte honestly ít , people's ideas through no fault of the organísers, iust entrmched " ...'Oh, ilon't go to SouthWales ít just raíns øll of the tíme" (Curator, Museum and Art GallerY) purísts' "I thínk alot depends onwhy thq went there "' the'gardm who were goíng simpty for the gardms, some of those were disappointed. But, those who came out of curíosity and perhaps coming to Wales for the fírst time, were fauourably impresseil wíth the whole ambíence of the area' They'd had to them frímdly accommodation, peoplehad been pleasant and they'd come awa7 wíth a positiue impression"' (Manager, Industria | / Ct aft AtÚaction) when There was further cla¡ification of this double-sided argument again the interviewees considered the likelihood of repeat visits' Once in Figure 4.18 : majority (g /t6) of interviewees were unsure, as shown ,,A Gørdm Festíual sort of euent ís ø one-off. It's not líke íf you gotoDísneyworldandgobacknextyear,thatít'sgoingtobe yeør, the same, ít won'tbe, If people comeback to Wales next going because they'aebem to the Garden Festíual, they're not came ín to get that experíence. I thínk ít depends on why people the fírst Place." (Custodian, Historic ProPertY) to the area as Five interviewees thought that repeat visits would accrue a result of Garden Festival Wales : ,I thínk there were benefíts, because it defínitely brought a lot more people into wales. I thínk we wíIl get a lot of uisítorsback more øgaín and perhøps the awareness might iust get manq aisítors to Wales." (Curator, Museum and Art GallerY) 110 ,,A4ost pcople lcndetl to thínk tlut it was a nice area to explore and arot.tntl Gzuent. I know there nre people who wíll contebockhere, tlrey're going to go elscwlrcre as wcll. So I think it's been posítiue t'or the orca genernllY." (Warden, CountrYside Attraction) The interviewees had evidence that visitors were attracted to South Wales by the Garclen Festival (Figure 4.1,9). Thirteen managers had evidence as a consequence of operations at their attractions' This incorporatecl points that have been considered previously, such as market research at the atl.raction, involvement in coach itineraries and the bed-booking system in operation on site at sotne attractions' Three interviewees rnentionecl verbal feedback from their visitors : specit'ically "We had a lot of ¡teo1tle who eilher cunte dowtt Jor the Garclen Festiual, or peo\tle who were dtøwn to the Gurden Festiuctl, but lhougl1t they would tnke ín other sites of South Wnles as well, nnd n'take it ¡turt of theírholidoy ." You'rl take the op¡torluttity to cltut to tltcttt' Itt lncl thcy utould prontpt thnl thet¡'tl cotttc rlown t'or the Gordcn Festiual." (Warden, Countrysicle Attraction) EVIDENC E THAT VISITORS WERE NC) ATTRACTED TO WALES BY GFW EVtr)ENCE MARKET RESEARCH T.t.q.'s VlBÞAL FIGURE 4.19 lnte rviewees' Evidenr:c Showing That Visitors Were Attracted to South Walcs Bt'GFW 111 atkacted to one interviewee who acknowledged that visitors had been Wales by the Garden Festival, made a cautionary point : "I don't think that ít'sbrought an enormous number of uisitors local uisits were to the area. It's a case of recyclíng, an awt'ul lot of Numbers aren't møile there - repeat aísíts t'rom withín the locality ... of the mough on their own, they haue to be potentíal purchøsers thíngs youhøae to sell. The Gørdm Festiaal wouldhauebeen purchøsers of holidays successlul if they'd brought ín new potentíal ín Wøles and those aren't necessaríIy local residents"' (Manager, Industrial / CraÍt Athaction) benefits to the The managers considered the distribution of the overall Festival' The local tourism industry, that they attributed to the Ga¡den 4.20. some interviewees stated a number of benefits, as listed in Figwe as a points were reiterated, sucJt as increased awa¡eness of wales Wales and tourism destination, the encouragement of repeat visitors to promotional benefits : wales' ,,(Jltímately the Garden Festiual wøs to promote tourism in It wøs an agmt of regeneratíon and an agent of promotion t'or terms of the tourísm industry and I personølly feel that it did. In Iong-termuseandwhat'stherenow,Idon'tknow,butt'orthose benefitted"' síx months I think that the tourism índustry definítely (Marketing Off icer, Industrial / Cr aft Athaction) to the Other stated benefits included environmental improvements areaanddevelopmentstothelocalinfrastructure: what it ,It díd return the Ebbw vøle valley to somethíng close to shouldhaaebem to start off wíth. It did a lot of rmoaatíon work anil true reclamatíon whích was well worth whíle. I thh* it gaue people a sense of communíty príde "' they had ouer the somethíng sufficíentty good to attract people t'tom øll country," (Manager, Industrial / Cr aft Attraction) 772 ,,1 thit'tk that ít ,n|u encournge people to con'te back. IMat ít did do, was encoltrflge 'tìtlyíng-up' of bits of Wales, not iust the Garden Festiual síte, but euen the area around was dramatícally ínqtrouerl ... It can only be an adaantoge, the better the facílitíes, the more líkely lo attract people in." (Cwator, Museum and Art GallerY) ,'The took place. I mean fírst benefít of course was thebíg tídy-up that the a¡tproaches ... certainly the Heatls of the Valleys, aII the rountlabonts, lhe nice stone wnlls ontl the planting. I mean thal's there for all linrc and that's on obuiousbenet'it anil ít's improued the oppcarûnce of lhe roads." (senior Forc'st Ranger, Countrysi de A ttraction) AT"LeLB U T AB LE B-EI'IEF I T S Alleviated a poterrtial econonúc c downturn Envi¡onmental imProvement lncreaxd awarencss of rrVales Improved infrastructure Employment in the local tourism Encouraged visitors to \lales in the ü short term An additional attraction fur agent of Promotion Encouraged repeat visits to Wales ü FIGURE 4.20 l¡rtcn'iewees' f'crt:c'¡rtions of the l]cncfits to the Lcxal 'l'ottristn InclustrY Four interviewees stated that the seation of employment in the local tourism industry was a positive result of Garden Festival Wales, however they also expressed concern at the fact that this was only short temr : 113 getting " .., the employees there, a lot of whom were really upset "' They øre inaolaeil in the tourísm trade, and suddenly ít was oaer, they dídn't all quite spread through the communíty in the sense that comefromEbbwVale.Theyurenowtryíngtogetíntotourism, economíc they'uehad a goodbøckground in some wøys, but the they should sítuøtíon ísn't such øt the mommt, thøt thebenet'íts thøt haue from ít, can be reaPed bY them"' (Manager, Industrial / Craft Attraction) tourism Four managers were cynical as to the benefits to the local was industry, attributable to Garden Festival wales. Their scepticism benefits : apparent when they considered the distribution of any ,,I,dsaythebmefitswereaeryhardtoquøntifyinexactlywhat bmefítønyonedídgetfromtheGardmFestíual,apartfromthe peoplewhowerebeingpaidtodosomethíng-theartists,the money contractors, who I suspect would make quite a lot of doíngthíngs|ortheFestiualorganisers,Isupposethatbrings youbacktothatpointagaínthatlstronglysuspectthatthe uleren,t peopte who made some sort of fínønciat or wo*bmet'ít from South Wales." (Curator, Museum and Art GallerY) haae been largely " Commercíally, the ret)enue bmefíts must concmtrated on those who were on the síte ítself "' It was intended to be an all-ínclusíae day out, you wmt there ' you requíre there' hød your fooil there andbought euerythíng trade and that,s the opposíte spín-0t'f, what ít does is suck the ín, rather than creating spín-off, I'aehød comments' t'tom faírly and the small crafts peopte for ínstance, that the rentals required particípate conilítions ímposed were such that they felt they couldn't 774 compantes and that a tot of the retøíI companíes on the síte were wíth nobøse in the area." (Curator, Museum and Art GallerY) why the One interviewee highlighted this point and explained distribution of benefits would have been unequai : Becauseofthet'actthatyouhødtopaytobeínaoluedwithGarden us, owned by a Festíaal wøles, and ín the cøse of an attraction lk'e council permissíon, to Local Authoríty, you also hød tohøue Distnct haaebenefítted slightly be ínaolaed ... ít means thøt some people who høue' b met'ítted less than they would from Garden Festíaal w a!es, haae haaebecome il they'dhød either the money, or the go-ahead to øctually more actíaelY ínuolaed "'(Manager, Ind,ustrial / CtaÍt' Athaction) any benefits would All of the managers agreed that the distribution of nothavebeenequal.Manystatedthatthiswasthenatureoftheevent ,,It not the ol the can,t be euenly spreød ín any sense, but thøt's laull GørdenFestiual,becauseit,snotdesignedtobenet'itthingsinan a loss-leader euen-haniled way. It's meant to be ø showcase really, The show organisers to encourøge people to do their own marketíng "' puttheeuentonaniladaertisetobringinlotsofpeopletothatetlent, they get"' so that the exhíbítors can benefít by the exposure (Manager, Industrial / CraflAttraction) the impact of Interviewees mentioned other va¡iables that affected of geographical Garden Festival Wales. These included a combination of the local tourism influences and distribution according to sectors industry.Forexample,itwasperceivedthattheaccolnmodation from the additional sector in the local vicinity would have gained trade generated bY the Festival : parks thal ,,1wouldhaae saíd that ít was thehotels, B and B's, carauan would haue bmet'itted the most (Marketing"' Manager, Historic Property) 115 ,,There must haae bem some quíte considerøble bmefíts to the accommodatíon sector,I should ímagíne. A consíderable number of bedníghts must be attibutable to the Gørdm Festíual. That wouldhøaebeen quite lucrøtíuebusíness for those who pícked ít up. would haue In that sense it can't be equally dístríhuted because ít been distributed o'uer a pretty tight area." (Manager, Industrial / Cr aft Athaction) Regarding the local tourism attractions, many interviewees considered that the positive impacts of the Garden Festival would have benefitted some more than others : "I'm tryíng to thínk of a place that didn't benefít "' small scale uísits øttractíons. But thm, they wouldn't want large scale group because that ísn't theír markeL" (Marketing Off icer, Industrial / Ct aft Attracti on ) "Most ol thebíg attractions tmd to be from Glømorgan and Gwent' their The coach compøníes pícked out the obuious attrøctíons, for optíonal extras on theír excursíons ...they pícked out the ímpressíue lookíng things, anil the nationally known things, ønd homed ín on thern." (Curator, Museum and Art GallerY) ,,You utoulilhaae to ask other operators, ín the Gwent area, of the We are specíalist, we tourist facílities that are of generøI ínterest. didn't expect any effect, we didn't t'ind any et'fect and we ttteren't surprísed ... So in that sense, ít wasn't euen'" (Curator, Museum) the The va¡iables that affected distribution and examples stated by interviewees were also applicable to the distribution of the costs the associated with Garden Festival Wales. Interviewees considered costs to the local tourism industry that they attributed to the Festival' The managers perceived the negative impact of Garden Festival wales in terms of either, financial or social costs as shown in Figure 4'21' A number of interviewees were very aware of the large financial cost involved: 116 ,'lt zuns on ozufrù Iot of ntoney to spend on a tentporary altraction in Ëltlnu \/olc." ( lr4 arketin g O ff i cer, ln dustrial / Craft Attraction) ,,lt docstt' t up¡tear to haue done uery niltch, notltirtg uery dranutic ín tourisnt ternts to giue us ntuch confidence that next year's goíng to be - tnt.tch bettcr or thut 1992 was a hígh utater-ntark in Wales' tourísm nollríng lìke that, des¡títe the fact tl'tat more money was spent on the prontotiott of tourism in Wales, by the Gardcn Festiual ín 1992, tlnn any lle0r euer, I sltotú¿l intagine'" (Manager, lnclustrial / Craft Athaction) Financial (general) Financial (to the attractions) Additional competition Short termism (emPloYment) Social Lost opportunities FIGURE 4.21 lrltcrrvicwec:s' Pert:cptions of thc costs to thc LocalTot¡rism Industrv Attributablc to GFW Others consiclerecl the financial cost to the tourisnt attractions : "The Nutional A4useunt A4arketing De pnrtnrcnt spenl an awJul lo| of tínrc itt connection with thc Gardcn Festíual, thut l'wonder it' it wos well Spctlt, wltether they could haae s¡tent tlrc time sonrcwhere tíme else at a lesser cosf ... tl'te otlrcr attractíons tlrcy inuested a lot ol and energy in tr.yittg to accomnlotlste the Gurden Fcstiual to get a sidezunrrl eft'ect, to protluce lenflets, to make sttre they didn't sut'ler effort Tnd concern." ... tltot is ¡trobably a uery rcal cost it't tern'ts of (Curator, Museum) One manager suggestecl that the financial investment in Garden Festival Wales coulcl have been better allocated : 117 ,,The just saying sheer, unbelíeaable sums that it cost ...l'm not øny of museums, there are lots of other símíIar organísatíons, if of they could all themhad iust a fractíon of thøt sort fundíng, or ten create somethíng worthwhíle, that woulil last øt first fíue yeørs, perhaps wíth an ongoingbmefit"' (Curator, Museum and Art GallerY) in a The transient nature of Garden Festival wales was mentioned to the negative context by many of the interviewees. In addition Festival financial costs stated previously, the short duration of Garden for the social Wales was considered a contributory factor responsible regarding short costs of the Festival. This was particularly apparent term emploYment: ,,1 I knew øm ø líttte bít worríeil about the socíøl ímpact becøuse the people who were wotkíng there .,. and theír excitemmt at tímeleadínguptotheopmíngoftheeueflt,wøsíncredible,they abruptly' were reøIly finny on aII cylínders ... and it mded so Anawfutlotofthemwereleftfeelíng,they'dtastedwhøtthey and wanted to do, they wanted tobe ínuolued ín sellíng wales haaínghad the door opened for them ít was being slammed shut agaín." (Manager, Industrial / Cr aft Attraction) ,,1don,t talked to get the ímpressíon from the people that I,ue thøt there's really øny spin-off for the people of Ehbw VøIe' I was talking to some youngsters who worked there for a there whíle, anil their expectations were raísed, If they worked did, at the md of the for uery low money, anil most of them pøcks up' døy there would be other iobs ...The Festíaal goesaway,thry'rebackonthedoleandEbbwValeísstíII EbbwVale." (Curator, Museum) to be more sitical There was an inclination among all the interviewees Wales' regarding the costs that they associated with Ga¡den Festival reference to lost because of its short operational life. There was much opportunities: 118 ,'Alot o| people's concem now ís, you'r,le got this site whích ís goingtobecomerundownínafewyearstíme,Afterseeíngthe wonderful work that's gone ínto Üeøtíng somethíng quíte special later eaen that's crumbled for síx to seuen months of the year, and bmeath them, that's where the wøstage would come ín' not picking up the momentum and usíng that síte for somethíng specía\." (Warden, CountrYsi de Athaction) ,,1thínk the whole ideabehínd the Gardm Festiuøl unfortunately Gørden Festíuals in stops too short, not iust wíth thís onebut wíth but gmeral. I meøn thís one ís goíng to be the last one ønywøy I thínk that the problem wíth them ís that they creøte somethíng ís undoubtedly good, they inuolve the communíty ín somethíng that is such bmefícial and yet when ít's ouer euerything that comes at'ter that an ønti- clímøx. Really, to haue ínaested some of the money an ongoing was put into deaelopíng ít, ínto ensuríng that there wøs thíng afterwards." (Manager, Industrial / Craft Attraction) and Finally, the interviewees reconciled their contradictory opinions athibuted considered whether the benefits to tourism in south wales to Garden Festival Wales, outweighed the costs and difficulties are outlined in associated with the event. The managers responses Figure 4.22. Intheir final assessment the majority of interviewees (g/76)didconsiderthebenefitstooutweighthecosts: ,,1'm sure it musthøaebeen good for lots of sections of tourísm , whether it was B ønil B's ín the area, orhotels, or ancient monummt sites, or cafes, or whateaer' It must haue brought the income into the urea, euen though I read somewhere thøt numbers who came were much lower than expected, it stíll brought more people ínto the area than wouldhøue come' I'm sure, normally Ebbw Vale ísn'tknown as the tourist cmtre of Wales." (Custodian, Historic ProPertY) 119 BENEFITS OUTWEIGH COSTS ( COSTS OUTWEIGH BENEFITS È NEGLIGIBLE FIGURE 4.22 Interviewees'Assessment of GFW in Terms of the Costs and Benef its to the l,o<:al 'l'ourism Industry However, they continued to express their reservations throughout : I think tlte Garclcn Festiual u)ûs a good thing, despite the t'act that I',ue jttst saíd I'ue nll thcse reseruutions, but ma rcserunlions are ntore to tlo zuítlt zuhat llrcy'rc goitrg to tlo after the Garden Festiual , rather thun the Gartlen Festíztal itse[. t really do belieue Ihnt it tlid rtnre gootl than bad but I ¿Io think lltnt somctlting more shoulrl haue been thoughl through as to whut t:ontes alter (lorden Íestiuall4,'dlcs ... I'u,,ish thnl sttmcthinghudbeen done to c.¡tsttre Íhal its itn¡tuct Tttus more reulisticslltl pernrnlent," { ñf an ;rger, I n tl trstrial,/ Craf t Attraction ) 'I'hat's "Ilow n1{tît!J ttisitors rlirl theq ø1lruct | gol io lte good hnsn'l íl ?" ( Custoclian, I-listoric Proper ly) Those interviewees u'ho clír..1 not consicler that Garcie'n F'estival Wales 'were had been 'r,vortl-rvyl'rile je. tile c-osls ìrati otttr,r'eighed the benefits, in little tk¡ubt: "l hnuen'l ns yet httrl any ¡troof that the Garden Fesliuulhns on signiJícantty intproued lhe tourisrn Ttotentíal oJ wales, pafiicularly lost a long-term ltasîs, antl cerløinly Jronl oLtf poínt oJ uîew we actunlly down ... we out fínntcinlly, obuiÛusty wíth the uisitor figures bcing lost quite badly ...ue hauen' t seen any benet'ít. " (Curator, Museum and Art GallerY) ,,It uasn't nteant tobe a tottrisnt euent, ít's an econonlìc regeneration euent anrl land reclantatíon eaent, but certainly as a tourism euent it wasn't worth doíng at all. Thete are far nrore effectíue means of achíeaing a sintílar entl or perhlps a better targetted end, in tourísm. job in ternts of It's for others to say really, if ít did a reasonable 1ro on that one economíc deuelopmmt. I thínk the iury ís stíll out and til<,ely to støy out for a aery long tíme'" (Manager, Industrial / Ct aft Attaction) Five managers were less definitive : yes it's great' ít's "I haue míxed leetings about ít, part of me say, well' you ilone a tot for the Welsh image, other parts of me saA "' knowwhenyouhearthecostsoleaerythíng'Iiusthaueaerymíxed of the costs were incredfulyhígh'" feelíngs about ít,I thínk some (Curator, Museum) spent ,,you cøn be aery negatíue and say whøt was all the money ínto the country a leísure for, why couldn't we íniect the money for That's pørk, that gíaes people ongoíng mioyment, or whateuer' it gaae one aíew, the other uíew ? Yes, ít was employment' on theír someone that go, maybe the impetus to do somethíng a uery' own afterwards. I don't thínk you can Seneralise "' ít's aery personaluieul" (Custodian, Historic ProPertY) 121 CHAPTER 5. ANATYSIS "How mønA aisìtots d¡d they øttrøct ? Thøt's got to be good ... hasn't ¡t ?" (Custodian) a positive It was expected that Garden Festival wales would have a basis for impact on the permanent, Iocal, visitor atÍactions used as of the the researctr. Analysis of the research results and incorporation in relevant secondary data, will test the validity of the hypothesis, perceived terms of the stated criteria ie the actual benefits and the benefits. visits criteria used to consider the actual benefits induded additional To attract their and increased numbers to the attractions in question. adhered to a target of 2,000,000 visitors to the Festival, G'F'W' Ltd' attracted long market-led strategy. It was essential that Ebbw Vale Between 330,00 and distance visitors and encouraged repeat visitors. 500,000domestictouristswereexpected.Itwasproposedthatthe by these visitor attractions would benefit from additional visits made staying visitors initially encowaged to Wales by the Festival' and host survey The results acquired. from both the visitor swvey a significant indicate that Garden Festival Wales was considered to be interviewed event in south wales. A large percentage of respondents would be attracted at the visitor attractions thought that more tourists (13/16) of the to south wales during the Festival period. The majority as a marì,agers interviewed for the host survey had evidence were attracted to consequence of their own operations, that visitors that south wales by Garden Festival wales. This evidence suggests additional Garden Festival wales established itself as a aedible attraction to the tou¡ism product in South Wales' numbers at the There were a number of influential factors on visitor eg' the weather' attractions, over which the managers had little control to have a the recession and access problems. These factors tended the managers negative impact on visitor numbers; The factors that and new could influence included internal changes to the product was relevant to both approaches to marketing. Garden Festival wales managers had categories. It was taking place in south wales and the accommodate the no control over this, but they could take action to Festival's existence. 122 visitors The Festival was successful in achieving its targel' of 2 million by (w.T.B., 1993 a). The Garden Festival Wales exit poll commissioned (G.S.G., 1'992) the w.T.B. and carried out by the Golley slater Group staff' Visitors reports the results of interviews undertaken by Festival the Festival were interviewed during May and August 1992 as they left the visitors were site. Festival exit poll results report that nearly half of that the from outside wales and the majority (80%o) of these stated per cent of Festival was the main reason for their visit. Thirty-five these visitors were staying for at least 2 nights' per cent of the The results of the visitor survey show that just over 10 not have respondents interviewed at the visitor attractions would visited Wales had it not been for the Garden Festival, and therefore would not have visited the attractions. This apPears to be a significant number of visitors over this period' staying visitor There is further correlation between the profile of the overnight' reported in the Festival exit poll and the respondent staying show that interviewed at the visitor athactions. Visitor survey results in a significant number of overnight stayers were located and accoûunodation in Ca¡diff, Newport, Brecon, Abergavenny Monmouth. The utilisation of serviced accomlnodation by these (w.T.B., respondents was greater,when compared to 1991 figures over a third of 1993 a). It is stated in the Festival exit poll report that were staying in staying visitors interviewed at Garden Festival Wales popular the Gwent area. Brecon and cardiff were also noted to be locations. Twethirds of these visitors were staying in paid acconunodation. visits were made to These facts support the argument that additional of other attractions by visitors who calne to Wales as a consequence support this Garden Festival Wales. The results of the host survey of Garden statement but are more complex. The opposite effects are also Festival Wales on total visitor numbers at the attractions reported. within The interviewees identified cJranges that had occurred visitor the particular market segments. In terms of the casual/domestic 723 market but an managers reported a decrease from within the local insease in visitors who had travelled greater distances. was, ,,what actually happmed with the Gørden Festíaal in the main but it alright ítbrought ín a number of peopte from outsíde the region, regíon"' also mopped up the internal market wíthín the (Curator, Museum and Art GallerY) markets schools and coach parties were the other visitor athaction which influenced, by the Festival. The managers of attractions to the Garden experienced a decrease in school visits attributed this placed Festival. These results are expected as the Festival company greatimportance on this particular market segment' They to attract 100,000 implemented an 'educational strategy'which aimed surpassed its educational visitors (G.F.W. Ltd., 1989). This programme visiting the target,with 160,000 school children and teachers actually Festival (G.S.G., 19921. market varied The effect of the Garden Festival on the coach Party be responsible for with each attraction. The Festival was considered to responsible for a an inc¡ease in this market at some attractions but pattern decrease in numbers at others. There was no definitive regarding this in terms of resource type' ,,coach parties compmsated for the lack of schools whích weknow was directly øttríbutable to the Gardm Festiual"' (Marketing Officer, Historic Property) Garden Festival The combination of these cJranges attributable to in the Merseyside wales, is similar to that reported to have taken piace (wilsher, a¡ea during the Liverpool lnternational Garden Festival atbactions, 1985). A substitution of visitors took place at some numbers' Further resulting in a negligible net impact on their visitor investigation of the results, within these criteria, is required' 724 with a In their Tggz-lgg3Annual Report, the w.T.B. point out that is difficult to large number of attractions of such diversity in wales, it identify clear regional differences in visitor number movements' in North However, they state that a significant number of attractions in south and west wales experienced a fatl in visitor numbers, while and Mid wales many attractions reported an increase in numbers' in the The official figures for individual attractions have been reported in Wales (1992)' 1993 W.T.B. Factsheet, Visitors to Tourist Attractions returns made by This presents statistics for 1992 compiled from annual in the individual operators. The experiences of the attractions induded varied sample and listed, were mixed. changes in visitor numbers ie. historic a¡nong these attractions in three of the four categories The properties, museurns and art galleries and countryside attractions' in visitor three industrial /qaftattractions all experienced an increase given numbers. comparison of these official figures with the reports bythemanagersinthehostsurveyshowedconsistenry.The in Íulnagers were fairly accurate in their assessment of any changes overall visitor numbers. at the Although just over 10 per cent of the respondents interviewed the visitor attractions were in Wales as a result of the Garden Festival' The distribution of these visitors among the attractions was unequal' visitors industrial / qaflattractions benefitted from these additional This much more than the attractions in other resource categories' properties positive impact diminished in significance from the historic to the countryside athactions and museuln and art galleries' respectivelY. Eadl attraction category exhibits a different visitor type. The stayer to industrial /qaftattractions rely heavily on the ovemight market becomes wales as opposed to the more local ma¡ket. The local muctr more important to the historic properties and countryside and art attractions. It is fundamental to the survival of the museulns exhibits a galleries. The domicile of respondents' in the visitor survey and Gwent' large representation from the counties of Mid-Glamorgan 725 to many of the This is evidence of the importance of the local market Festival visitor attractions. As outlined previously, the Garden different ways and affected the local ma¡ket and holiday market in on their market affected the athactions accordingty depending breakdown. Although market There is further evidence to support this assertion' attractions, all the research was undertaken at few of the visitor it did occur' On industrial / qaftathactions were amongst those where attraction the basis of this market researdr, two indusfríal/craft had also visited the managers said that nearly half of their visitors show that over two- Ga¡den Festival. The results of the visitor survey wales at the thirds of the respondents had not visited Garden Festival of visitors at the time of interview. It appears that a higher proportion when industrial / saftatEactions had also visited the Festival and art galleries compared to visitors at the heritage sites, museums a greater and countryside attractions. It is deduced that there is Ga¡den Festival similarity between the profile of visitors atbacted to therefore Wales and those attracted to the industrial / craftattractions' visits' it was these attractions who gained in terms of additional ,,... was a lot in it them øttractions of more Seneral interest there t'or "' not going to tap ínto the extra but my feeting was always, u)e're mø¡ket too much." (Curator, Museum and Art GallerY) argument (Ritchie' This interpretation of the results reinforces Ritchie's whole but it may llgty1)that development may favour the region as a and firms in also have a negative impact on particular individuals terms of competition and diverted trade' to assess with The higher expend,itl¡re per head criterion is difficutt to the off-site any accuracy, as there are no figures available relating is stated in the spending of visitors to Ga¡den Festival wales. It overall profile of Ga¡den Festival wales exit poll report that the bands and that one visitors was strongly biased towards the older age 726 There is no in five visitors were in private parties with d:Ìil&en. visitors. only a indication as to the socio-economic profile of these the attractions were of small percentage of the visitors interviewed at more money to south the opinion that the Garden Festival would bring Wales. Waies did contribute Secondary sources suggest that Ga¡den Festival The W'T'B' state that to an inc¡ease in expenditure by holida)¡makers. in1'992, measured for wales as a whole the volume of holiday business bythenumberoftripsbyU.K.holida}rmakersandthenumberof 199I' The number nights spent in wales was virtuaily identical with oftripsspentinSouthWalesincreasedbySpercentandthenumber to the impact of of nights by 4 per cent. The w.T.B. attributes this (w'T'B', 1993 a)' Garden Festival wales in attracting staying visitors cent (Ê55 million) to Expenditure by holidaymakers increased by 7 per a noticeable growth in an estimated figure of ]ß2'million. There was fall in North wales' expenditure in Mid and South wales, but a slight attributable to the The managers considered any potential benefits among the local tourism Garden Festival and the distribution of these any revenue industry. It was perceived that by the nature of the event, among the locality' In benefits would have been unequally distributed the managers perceived agreement with the W.T.B' (W'T'B', 1993 a)' Festival wales' that any increased expenditure by visitors to Garden sector' would have been concentrated on the accomodation ,,A attributable to the consíderable number of bed-níghts must be those who Garilm Festiual. That must be quite lucratiae busíness for Pícked it uP." (Manager, Industrial / Ct aft Attraction) benefits generated' The managers were sceptical about any revenue associated with concern regarding the financial costs in terms of those financial costs to the the staging and operation of the Festival and the was also visitor athactions who tried to accommodate its existence, million deficit on apparent. Their concerns were justified. A near Ê10 1993)' It was Garden Festival wales was reported (western Mail, 727 the disposal of reported that the Victoria Partnership, set up to handle its sponsors and the Festival,s assets, had paid back only Ê500,000 to of the debt' that Blaenau Gwent Borough council was owed much ,,It atttøctíon in utøs an awful lot of money to spend on ø temporary EbbwVø\e." (Marketing O ff icer, Industrial / Ct aÍt Attracti on) additional visits, It appears that Garden Festival Wales did generate the visitor though the distribution of the visitors was unequal amongst which atbactions. There is no evidence to suggest that the attractions Festival benefitted from additional visitors as a result of Garden per head by these wales, also benefitted from any greater expenditure visitors. COORDINATION with the Other criteria termed 'actual benefits' were those associated activities of the impact of Ga¡den Festival Wales on the marketing mainly visitor attractions. once again these were tangible and was perceived as a concerned. with economics. Ga¡den Festival Wales to the opening of significant event taking place in South wales. Prior that it would, the Festival, the majority (73/1,6) of managers expected overall, either in some way, affect business at their visitor attractions' were they reacted to this expectation accordingly, or measures r¡ndertaken by their respective'umbrella' organisations. ItwouldappearthatthepotentialimpactsofGardenFestivalWales to coordinate prompted, the managers or their'umbrella' organisations Gwent' scheme their efforts to some extent. The G.AT.A. 'passport to wasanexampleofaninitiativeinstigatedbytheprospectofGarden G.A.T.A' to work Festival Wales. This encouraged the operators in together.G.A.T.A.itselfwasalreadyinexistenceandnota outside of consequence of the Garden Festival. However, consultation were this scheme was limited. Although all of the athactions amount of represented on the Festival site, there was a varying their 'umbrella' consultation between the managers of the attractions, this' A 'top- organisations and the relevant local authorities, regarding 728 particular down,approach was reported by many of the managers, in were those of the historic properties. In many cases the interviewees informed after the d,ecisions had been made. Some were not informed by their seniors. operation Regarding the decision making processes associated with the would of Garden Festival wales, the majority (70/76) of the managers They like to have been given greater opportunity for involvement. to be, expressed disappointment about what they considered that the inadequate coordination. Data from the host survey suggests ,umbrella', organisations represented the managers in this context' This typifies the'top-down' approach mentioned above' eaent "We u)eren't consulteil in any meaningt'ul sense abouthow the should take Place." (Manager, Industrial / Ctaft Attraction) This lack of coordination and the desire for greater involvement of the need reported' by the managers, suggests that they were aware is no for greater coordination within the local tourism industry. There of new evidence of any moves being taken towards the development consortia or a professional tourism network' ,,one thíng thøt the Garden Festiual showed really zaas that there,sscopeforquítealotmorecooperatíonthanísgoíngon at themommt ...." (Manager, Industrial / Craft AtÚaction) APPROACH TO MARKETING the The results suggest that Garden Festival Wales did encourage review visitor attraction marulgers, or their 'umbrella' organisations to the their existing approaches and implement new techniques. All of visitor attractions were involved in promotional campaigns directly measwes were associated with the Festival. In addition to this, indirect of the Festival taken at some attractions which utilised the existence measures but would have occurred regardless. The effectiveness of the 729 cases ln taken as a consequence of the Festival, and in some cooperation with the Festival, is less positive' were As previously stated., nearly all of the visitor attractions Promotional represented at specific outlets located on the Festival site' visitors of their leaflets were distributed from these outlets to potential of this attractions. The nlarì,agers could, not judge the effectiveness results of the promotion, but they were sceptical as to its success. The visitors visitor survey support this scepticism. Only 1.1 per cent of the at interviewed at the visitor athactions learned of the attraction by means Garden Festival wales. Also promotional leaflets distributed visitors' other than the Festival did not featu¡e significantly in and word-of- responses. However, local communication channels mouth recoÍunendation were of major importance' Enterprise The countryside attractions were involved in a Forest publication, produced, as a result of Garden Festival Wales. A by competition was included in this as a Promotional tactic. Judging countryside the response to this competition, the managers of the effective in attractions did not consider that the publication had been its purpose. and operating in The most complex campaign involving the managers to Gwent' conjunction with Garden Festival wales, was the 'Passport nearly half of the scheme. This involved Garden Festival wales and was a visitor attractions in the sample' The G'A'T'A' promotion the carefully coord.inated campaign and was designed to encompass particularly positive advantages that the Garden Festival had to offer, in terms of its large promotional budget and visitor targets' of population, in As a result of the greater distance from large centres that Garden comparison to previous garden festivals, it was essential were Festival wales attracted car owners. Potential visitors and categorised by the Festival Company in terms of drive-times pr-rrposes' The specific catchment areas were targeted for promotion programme to Festival Company r¡ndertook an intensive promotional This induded a raise awareness and encourage visitors to the Festival' of nationwide media campaign, necessitating more costly methods 130 G'A'T'A' communication. These circumstances were known to the company be members and they anticipated that should the Festival as a result of the successful in achieving its targets they would benefit 'Passport to Gwent' scheme. importance to The car as a mode of transport for visitors is of utmost The emphasis the attractions. This is confirmed by the visitor survey. is also reflected of the Garden Festival Wales promotional campaign at the by the results to the visitor survey. The majority of visitors communication attractions learned of the Festival via these more costly the majority of channels. The Festival exit poll report indicates that by visitors to the Ga¡den Festival, from outside wales travelled '^ Íor 25 per cent and that the south west and Midlands jointly accounted of all visitors. to Gwent' scheme Despite these facts, the effectiveness of the 'Passport involved, was disappointing. The managers of the visitor athactions had not had considered that the initiative had been unsuccessful and survey and the expected impact. Once again, the results of the visitor how the respondents learned of the attractions are relevant. in association The'coach itinerary' was a marketing technique operated successful with Garden Festival wales. This was deemed to be more the sample' by the interviewees but involved only four attractions in no control over the This is a reflection of the fact that the manager had it' At some Coach Operators' decision and could only try to influence to an attractions an increase in the coaclt market segment contributed This was a overall increase in visitor numbers at the attractions. consequences consequence of involvement in coactr itineraries. other effect' were less apparent as they were absorbed into a substitution ,,The theír coach companies pícked out the obuious attrøctíons, for optíonal extras on theír mcursions ""' (Curator, Museum and Art GallerY) by coach' The Over a third of visitors to the Garden Festival arrived travelled by majority of those who had travelled from the south west 131 on a group coach. Nearly one in three visitors were reported to be excursion (G.S.G., 7992). visitor attractions The visitor survey highlights the fact that few of the or were involved were in a position to benefit from these coach groups in itineraries associated with the Ga¡den Festival. An insignificant of more than number of respondents were at the attractions in a group Only a small 15 people or categorised themselves as a party' coach' percentage of the visitors travelled to the attractions by Just were on an'all- over 8 per cent of the overnight stayers interviewed admission inclusive holiday' and less than half of these tou¡s included to the Garden Festival. encourage the The evidenae suggests that the Garden Festival did It did visitor attraction operators to review their existing situation' an individual encourage them to actively market themselves on both drannel to do and collective basis and it also provided a promotional a this. However, for a number of reasons the measures taken as consequence of the Garden Festival were not successful. its visitor Although Garden Festival wales was successful in achieving May and targets, the Festival exit poll report states that between August,45 per cent of the visitors calne from within the core residents Glamorgan and Gwent catctrment. In the first month, Gwent lessened as the accounted for a third of alt visitors but this proportion high and overall Festival progressed. The level of repeat visiting was Z1-percentofvisitorswereonarepeatvisit(G.S.G.,1992).on the promotional consideration of these facts it becomes more clear why There was measures taken by the attractions were largely unsuccessful' was a considerable amount of wastage in that the communication of the visitor received by local people who were already aware attractions in the area. uísits were møile thete - "It's a case of recgcling, an awfut lot of local arefl't mough on reput uísíts fromwíthín thelocalíty ... Numbers youhaue their own, thq haae to be potmtíøl purchasers of the things to sell" (Manager, Industrial / Ctaft Athaction) 732 nearly two-thirds In the Garden Festival wares exit poll (G.s.G., 7992) If they had of the visitors from outside wales were on a day trip. would have had travelled. to visit the Festival it is unlikely that they stated in the visitor extra time to visit other attractions in the area. As surveyresults,itappearsthatrepresentationofdayvisitorsatthe attractions is less than expected' and ,,My ímpression was that we'il get loads of day aisítors thq aftenttards woulil spmd the døy at Eþbw vale anil then they'd gohome ønd we wouliln't see any of the spin-off"' (Curator, Museum and Art GallerY) of Garden Festival The qiteria used, to assess the perceived benefits generally more wales were impacts that tended to be long-term and as an difficult to quantify. Much emphasis was placed on the Festival of the area and agent to achieve such impacts ie. image improvement increased awareness among potential visitors, consequently encouraging repeat visits and positive word-of-mouth to Garden reconunend,ation. In this respect, the priorities attached Garden Festival Festival wales were simila¡ to those of the Glasgow (1e88). made by the The results of this researclt complement the assertions stated that w.T.B. (7gg2l.In their official journal 'Tourism wales,'they on visitor Garden Festival wales did have a positive impact perceptions of South Wales' survey are The results of the Festival exit poll and the visitor (visitor survey) compatible. Nearly one-third of the overnight stayers better as a result report that their image of Wales had changed for the the attractions of thei¡ visit. A significant number of visitors at and benefit the thought that Garden Festival Wales helped to improve and knowledge image of the region and increased people's awareness one-third of of the region. In the Festival exit poll (G.s.G. Ltd.,1992), 133 of wales' visitors from outside wales had a more favourable image beauty and The main reasons given for this change were the aPPearanceofthelandscapeandtheapparentimprovementsthathad better than taken place. Forty-seven per cent found the environment they had exPected (G.S.G., 19921' bound to haue ',If it brought peopte ín for the fírst tíme, thm it's altereil their imøge. By and large they haae a pretty old fashíoned impression of the South Wales V alleg s (Manager, Industrial"' / QaÍtAthaction) the overall, the re¿ction of the lIraruìgers was positive regarding in south wales Festival's contribution to the physical tou¡ism product developments to ie. the environmental improvement to the area and to have the local infrastructt¡re. Some even considered it advantageous attract new an additional attraction in the markeþlace that would outside visitors to the a¡ea. The Festival did attract new visitors from were on a day- Wales to the locality and although two'thirds of these impression of trip (G.S.G .,lggzlthey would have formulated an initial Festival Wales. Over three-quarters of the managers thought that the they would have challenged visitors'perceptions of wales, but to influences expressed caution in that such perceptions were subject such as length of stay and the weather' often unaware of It is interpretated that first-time visitors to wales are is not as they the tourism product on offer in wales and frequently it in an expected. The Festivat did contribute to image improvement product in indirect way. It was an addition to the overall tourism on making a south wales whictr encouraged people to visit the area. In visit many visitors'perceptions were ctranged in a positive way' ttlrn, this inqeased their awareness' a direct wøy ,,In an inilírect way, wøles was promoted, but not in "' itmcourageitpeoptetocomeanilstayintheareaandseeother thíngs." (Marketing Officer, Industrial / Crafl Athaction) 7U poll report The compatibility of the visitor survey and Festival exit but the visitor reinforces this point. Both referred to visitors to Wales, and survey included those who had not visited the Garden Festival perceptions would have visited wales regardless of the Festival. Their of Wales were altered nonetheless' The The host survey results take the analysis one step fu¡ther. the Festival and managers considered the type of image portrayed by of the questioned whether this was beneficial within the context campaigns for prod,uct in wales and previous and existing marketing visitors to the area. This becomes more relevant in terms of potential wales as opposed to the actual visitors referred to above. portrayed overall, the managers did not think that the Garden Festival Festival had too a Welsh identity. It was perceived that the Garden factors led strong an identity of its own. A combination of these two Garden the majority (14/1,6)of the Íullulgers to the condusion that visitors Festival Wales as a lone entity, projected an image to potential that was unfavourable. "It's a Gørdm Festíaal identíty rather than a localíty"' (Curator, Museum) The advertising campaign undertaken by the Festival company the included a nationwide med,ia campaign. As stated previously, visitor survey highlighted the importance of costly communication among potential channels in creating awareness of the Garden Festival coniltmers. The Festival exit poll clarifies this as the principal sources press of awareness were given as television advertising and of the advertising. The managers' opinions of the representativeness of them coverage in the media varied but over tluee-quarters awareness considered tlrat the Garden Festival would have increased of Wales as a tot¡¡ism destination ¿unong the U'K' market' in the image It appears that the Garden Festival was less successful the image that it portrayed to the potential U.K. market. It seems that create was not easily identifiable with wales. The Festival did 135 image porÚayed awareness of South Wales as a destination but the wasnotrepresentativeoftheoveralltourismproductonoffer. In terms of the such opinions were only atfibuted to the u.K. market. the Garden overseas market, the managers did not consider that enough to influence this Festival as an individuat entity was significant from the outset market. The Garden Festival Company recognised this small proportion of as overseas visitors accounted for only a very whether this targeted visitors. There is no information available stating show that target was actually attained. Results of the visitor survey were from 12.6per cent of the visitors interviewed at the attractions trips to waies as a overseas. This figure is higher tttan that of overseas as there proportion of all trips (w.T.B., 1993 a). This is not unexpected regards overseas is a greater dependence on the holiday market as and trips. The time of interviews incorporated the holiday season visitors on visitor atEactions contribute to the product utilised by greater holiday. To create awareness among the overseas market, to individual emphasis is placed on the whole product as opposed elements. pleasant "I'm sttre that the Garilen Festiaal was an extremely came'" díscouery, that it uøs on ... rather than that's why they (Curator, Museum and Art GallerY) REPEAT VISITS on image and The implications of the Ga¡den Festival's impact word-of-mouth awareness should become apparent in the form of been reconunendation and repeat visits to the locality. It has left with a suggested that the visitors who came to south wales this was a changed perception of the area. Dependent on whether positive or negative clnnge, it should influence the recommendation previously, accord,ingly. The nlarulgers were aware of this, as stated and were therefore unsure whether the word-of-mouth would be wholly reconunendation generated would be beneficial. It This point was dependent on the individual experience of the visitor. also relevant to the tikelihood of repeat visits' r.36 such Ritchie (1984) acknowledges the difficulties in quantifying impacts. He recognises that negative tourism and commercial in assessing outcomes do exist. The apparent caution of the managers these impacts illustrates Ritdrie's opinion' of individual It is ad and In the mission statement of the W'T'B', the need to sustain need promote the culture of wales is highlighted (w.T.B.,1993 c)' The the to establish a welsh identity within the industry, through promotion of the cultural and heritage assets available, has been continuallY stated bY the W.T.B. in the u'K' is The objective of the w.T.B.'s image-building advertising and to to enhance awareness of Wales as a holiday destination This is improve the image and perceptions which are held of wales. The w'T'B' aimed at potential visitors in higher spending categories. have little suggest in their Amual Report 1993 that new customers perception of the outstanding scenery in wales and their image- building campaign aims to rectify this problem. This campaign is relatively new but has been incorporated into the Board's existing marketing strategY. wales within this context, the evidence suggests that Garden Festival in that did complement the exisiting marketing strategy of the w.T.B" visitors left with it encouraged visitors to Wales. The majority of these impression a greater knowledge and, consequently, a more favou¡able Festival of the area. However, in terms of potential visitors, Garden 737 wales did not project an image compatible with the w.T.B. campaign, This was as the Festival had too süong a corporate identity of its own' recognised by the majority (14/1.6) of the managers and they The results considered this lack of Welsh identity to be unfavourable' Garden Festival suggest that this is why seven nEnagers perceived the image to be non-rePresentative of W'T'B' policy' what ,I th¡nk in a way, it became a thing slightly ín isolatíon lrom was beíng done bY the W.T.B' " (Manager, Industrial / C-raft' Athaction) terms of seven nlarì;lgers were unsure about the Festival image in in that w.T.B. poticy. This in itself reflects the complexity of the issue, and the Festival did indirectly have a beneficial impact on image negative awareness as a result of the actual visitors, but a potentially impact on possible visitors. LABOUR FORCE the training The final criterion for assessment was that associated with of the of people involved in the industry. This affects the quality overall tourism product. It also has implications for information visitor dissemination of the product on offer, which incorporates the attractions. (G.F.W. Lld-,1992), The Festival company stated in their factsheets made available after the closure of the Festival, that they employed over 800 people of whom over 500 had previously been unemployed' The workforce was largety local. All of the Company employees qualifications received training which included nationally recognised The eg. city and Guild s9294and National vocational Qualifications' w.T.B.'s'welcome Host' customer ca¡e training Programme was was the completed by company employees. The Garden Festival exit poll largest training centre for this scheme :[í.1992-In the Festival the report (G.S.G., 7gg2) it is stated fhal97 per cent of visitors to Festival rated the attitude of staff as good or excellent. 138 by the These facts are positive. However, the creation of employment GardenFestivalwasacknowledgedbyonlyasmallproportionof one quarter of respondents interviewed at the visitor athactions. Only of the the managers perceived job creation to be a beneficial impact life of the Festival. This was a reflection of the short operational considered the Festival and the reality of the situation. The managers at social cost in short-term employment generated by the Festival to be the long-term. to be " ... I knew people who were workíng there "'thq wanted them ít ínuolaed in sellingwales andhauinghad the door opened for wasbeíng slømmed shut agaín"' (Manager, Industrial / Ctaft Athaction) ItwouldaPpearthatthenlanagerswereunaffectedbythe Festival's employment and training initiatives associated with the Gulbenkian operation. In the study commissioned by the Calouste the Foundation, the university of Newcastle upon Tyne investigated part of the employment benefits of the first fou¡ garden festivals, as (o'Toole longer term social gains to the local communities involved to the and Robinson, 1990). It was concluded that tangible benefits the results Iocal communities were disappointing. within this context, learn from the of this study suggest that Garden Festival wales did not experienæs of previous British garden festivals' apparent that From analysis of the actual and perceived benefits, it is tou¡ism the Garden Festival had beneficial impact on the local expected' industry, but this impact was modest in terms of what was of the similarities exist between the results of this study and those Garden Festival Festival Impact Study ca¡ried out after the Gateshead the (Huntley Associates, 1990). The positive impact on tourism in were attracted North East was atEibuted to the fact that more visitors that visitors to the area. The visitor suryey provides tangible evidence evidence were attracted to south wales by Garden Festival wales' The the basis for suggests that not all of the stated criteria whidr provided were considered assessment, ultimately occurred. Those criteria that 139 to the new visitors beneficial impacts of the Festival were athibutable generated bY the event. who The disappointrnent of the visitor attraction managers their final represented the local tor¡¡ism industry, is shown in managers assessment. overall, only half of the visitor attraction event' considered Garden Festival Wales to have been a worthwhile " Ihørte míxeit leelings about it ....u (Curator, Museum) 140 CHAPTER 6. CONCTUSION ,,whøt we are today comes ftom our thoughts of yesterday, ønd out present thoughts bu¡ld our lìfe of tomorrow"' (The Buddha) festivals The circumstances under which each of the British garden priorities operated have varied considerably. consequently, the to local accorded to each festival have differed, and the response different considerations has influenced the emphasis to be placed on of previous aspects of policy objectives. As a result, evaluative studies entity' festivals have tended to consider each festival as a separate in that it This study is no exception to this pattern and it too is unique cannot be rePeated. stated by the G.F.W. Ltd. aimed to meet all of the basic parameters as of the area' D.o.E. (c.f. 3), but placed priority on improving the image whictr in turn would act as a primer for more rapid economic regeneration. of some This thesis has described attempts to determine the realisation in this of the objectives of Garden Festival wales. It was postulated numbers study that Garden Festival Wales and the increased visitor on the local attributable to the event, would have a beneficial affect tourism industry. The impact of the Festival on other local, this The perûument, visitor attractions would be representative of ' of Garden research obtained an overall consensus of the impact Festival wales on other local, Pennanent, visitor athactions. and The criteria for assessment of the impact were the'perceived' ,actual'benefits athibutable to Ga¡den Festival Wales' The occurence the Festival, is of all of the stated criteria, expected as a consequence of findings not supported by the evidence presented in this study. The impacts reinforce Ritctrie's argument (1984) that potential for negative wales had a does exist. It is concluded that, while Garden Festival was beneficial impact on the local tourism industrY, this impact modest in terms of what was expected' attractions The perceived and actual benefits to the local visitor of the new attributable to Garden Festival Wales were the result impacts visitors to the area generated by the event. These positive were short-term. 747 The Festival established itself as a temporary, credible, additional athaction to the tourism product in South Wales and achieved its targetof 2 million visitors. Some of the visitor attractions surveyed did benefit from additional visits made by the visitors who were attracted to Wales by the Garden Festival. The distribution of these additional visitors was not equal, in that the industrial/ cr:aft attractions benefitted more than the visitor attractions in other resource categories. The positive impact diminished in significance from the historic properties to the countryside attractions and museulns and art galleries, respectively. A substitution effect simila¡ to that reported to have taken place in the Merseyside area during the Liverpool International Garden Festival (c.f. 15) was also observed. Substitution of particular market segments took place which resulted in a negligible net impact on visitor numbers. There is no evidence to suggest that the athactions which benefitted from additional visitors as a result of Garden Festival Wales also benefitted from any greater expenditure per head by these visitors' The impact of Garden Festival Wales on image and awareness should become apparent in the form of word-of-mouth recoÛunendation and repeat visits. It has been observed that many visitors who came to south wales as a result of the Festival left with a favourable impression of the tourism product available in the a¡ea. It is expected that this will have a positive effect on word-of-mouth reconunendation and will encourage repeat visits' Other expected beneficial impacts were not fully realised by Garden Festival Wales. These benefits induded irnpacts sudl as image enhancement, increased awareness, positive coordination and effective marketing activity. such impacts have been given less attention in the evaluation of previous British garden festivals. In an indirect way, Garden Festival wales did have a beneficial impact on image and awa¡eness as a result of the visitors it prompted to come to Wales. The Festival encou¡aged first-time visitors to the area and, 742 on making a visit, many visitors'perceptions were changed in a positive way. Their awareness of the tourism product in wales was increased,. However, the Festival could have had a potentially negative impact on possible visitors. The image projected by the Festival to the potential market was not deemed. successful as it was not considered representative of the overall tourism product on offer in Wales. The as intensive promotional campaign (c.f. 40) raised awareness of wales a a destination, but the Festival product was not one that portrayed the Welsh identity. Within the context of the Welsh tourism product, the Festival image was not compatible and was not consistent with W.T.B.'s image-building advertising in the U'K' Garden Festival Wales did complement the W.T.B.'s existing marketing strategy but only in that it encouraged visitors to wales and thus increased awareness alnong these visitors. This was not the case in terms of potential visitors who were exposed to the Festival ad.vertising but did not visit wales. The Festival, as an individual entity was not significant enough to influence the overseas ma¡ket' at The expectancy that Garden Festival Wales would affeú. business 'umbrella' the visitor attractions prompted the managers or their for the organisations to coordinate their efforts. There was a tendenry coordination to be reactive rather than proactive. The coordination A that did occltr was considered to be inadequate by the managers' 'top-d,own'approach was rePorted by the managers and, consequently, This suggests a desire for greater involvement was expressed by them. greater that among the tou¡ism industry in Wales there was scope for cooperation regarding the Festival' operators to Garden Festival wales did encourage the visitor attraction and actively market themselves on an individual and collective basis' the visitor it also provided a promotional channel to do this. All of attractions were involved in promotional campaigns as a consequence and was of the Festival. The effectiveness of these measures varied, by the not considered to be positive overall. The uncertainty shown highlights managers regard,ing the effectiveness of their promotions 143 the need for further researdr and efficienry control related to marketing activities. The visitor athactions were largely unaffected by the employment and training initiatives associated with the Garden Festival Wales. Although the emplo)¡ment generated for the duration of the Festival was positive, the fact that this emplo)¡ment was only short-term was considered by the managers to be at social cost in the long-term. PA Cambridge Economic Consultants (1990) stated that, given total costs, the individual benefits athibutable to the first three garden festivals were quite modest. Garden Festival Wales was the last in a series of garden festivals and it had the advantage of the experiences of its predecessors. There was also a regeneration strategy for the area in existence. However, the outcome of Garden Festival Wales is similar to that of the first three festivals. There are a number of possible reasons why the impact of Garden Festival Wales was not as beneficial as had been expected. G.F.W. Ltd. pursued a market-led strategy to achieve Company objectives. An intensive promotional programme was aimed at specific catchment areas and market segments. However, there was overlaP btween these markets and those on which the visitor attractions were reliant. The Festival was, therefore, a competitor for the visitor attractions in terms of the local market, and diverted this trade. The extent to which the attractions were dependent on partictrlar ma¡kets had a bearing on how they were affected by the Festival. This has been a consequence of each of the garden festivals' The nature of the event, pa¡ticularly those notably market-led i.e. Glasgow and Ebbw Vale, necessitates market overlap in order to meet short-term objectives. Garden Festival Wales did attract a large number of visitors from the local a¡ea. This provides one explanation for the apparent inefficiency of the promotional teduriques undertaken by the visitor athactions as a result of the Festival. There was a considerable amount of wastage in 74 that much of the communication was received by local people who were already aware of the visitor attractions in the area' Another possible reason why Garden Festival Wales was not as beneficial as had been expected was that the corporate image of the Festival was very distinct, but it was not compatible with the image- building objectives of the local tourism industry. However, this was partly countered by the fact that the Festival did attract first-time visitors to the area which raised their awareness of the overall tourism product on offer in Wales. Another reason is highlighted by the argument of Ritchie and Beliveau (7974) who stated that, to be successful, it is necessary for the event in question to be a constantly evolving product, with a long term perspective that has strong local support and a continuing organisational structure. The short operational lifetime of Garden Festival Wales guaranteed that it was not possible for it to become an established part of the product in South Wales and attract new visitors on a regula¡ basis. The previous British garden festivals attempted to be responsive to local circumstances, but the scale of the events and the relatively short lead times resulted in the festivals being developed in an isolated way' Garden Festival Wales was also an ex¿unple of this and, consequently, the development of a synergistic relationship between the Festival and the exisiting, permanent, tou¡ism industry in the area was not fully developed. Currently, there are no plans for any future garden festivals in Great Britain. However, the issues addressed in this study, and its find'ings, are relevant to the concept of festivals and special events in a broader context. Regarding the wider application of festivals and special events as part of tourism product development and economic regeneration, the following recoûunendations are made : 1,45 The festival should be compatible and incorporated within the tor¡¡ism product already in existence in the locality' A synergistic relationship between the festival and the tourism industry should be encouraged. The scale of the festival should be one that can be assimilated by the local tourism industry and not be disruptive to existing, perm¿ment oPerations. The festival organisers should be aware of the local circumstances within which the tourism industry operates and be responsive to to the needs and objectives of local operators. stakeholders within the local tourism industry should be fully involved from the initial planning stages . Attempts towards coordination, cooperation and control should be apparent throughout the planning process and during the operation of the festival. 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(1992) 'Tourism 2000 : A Perspective for wales' WELSH OFFICE (1993) 'Employment Statistics' xvl WELSH OFFICE (1993) 'Population Statistics' WESTERN MAIL (1993) '€1Om loss at Garden'L1' June' WILLIAMS I. (1990) 'Taking the Valley Initiative; south wales' The Sunday Times 18 June. WILSHER P. (1985) 'The Wider Impact of the Liverpool International Garden Festival' Planning for Leisure and Tourism - Proceedings of seminar c. at the PTRC Summer Annual Meeting (P260) University of sussex. Education and Research Services Lld.,25-33. wILsoN I. (1988)'Designedto Please' LandscaPe Design (173), 15,17 WORNELL A. (1985) 'Liverpool International Garden Festival - The visitor Reaction' Planning for Leisure and Tourism - Proceedings of seminar c.at the PTRC Summer Annual Meeting (P260) University of sussex. Education and Research services Ltd, t3-24. xvll APPENDICES 1. The visitor sun¡ey questionnaire. 2. The host sun¡ey interview schedule. CARDIFF INSTITUTE OF HIGHER EDUCATION GARDEN FESTIVAL WALES: TOURISM IMPACT STUDY TOURIST ATTRACTIONS: VISITOR SURVEY rad the quætions as shown. Intrúuce rujor resardt project. Ask the respondent few questions. Rassure the respondent as neceßsøry, INTERVIEWER'S NAME: PLACE OF INTERVIEW: DMY DATE OF INTERVIEW: DAY: Monday WEATHER: Sunny Tuesday Cloudy Wednesday Showery Thursday Steady rain Friday Saturday Sunday TIME OF INTERVIEW: Commenced Completed COMMENCE INTERVIEW 1. Where is your home? Town County Country (if not U.K.) 2. Where did you stay last night? Home tr Other (spectfy place) 9. Did Ga¡den Festival Wales influence your decision to stay in Wales in any way? Yes No ) proced to Quætíon 17. Not aware of GFW E ) 10. If the 7992 Garden Festival had been held elsewhe¡e i.e. outside Wales, would you have visited Wales? Yes No E 11. Has your image of Wales changed as a result of your visit? Yes Don't know No E Not applicable E 72. Do you think you will visit Wales agun? Yes No Not applicable H 13. Have you visited Garden Festival Wales? Yes to Question 15 Not aware of GFW to Quætion 76 No 74. Do you intend visiting Garden Festival Wales? Yes No E 15. Where did you leam of Garden Festival Wales? Uæ Showcard A I I t Tt I I I tI 16. Do you think Ga¡den Festival Wales will affect tot¡rism in South Wales? Don't know l¡nrorrø No to Quætíon 78 Yes H Garden Festival Wales E...ott a).€t b). a). How did you learn of the attraction at Garden Festival Wales? b). Did you learn of any other attractions at Garden Festival Wales? Yæ (specífyl No J...proced to Quætion 22 c). Have you visited them as a result? Yes (specify numbql ...proceeil to Question 22 No E d). Do you intend visiting them? (speoþ nutnbul [es H 22. Into which age category do you fall? Less than 15 l' t5 -24 I 2:t-v I 35-44 t 45-fl I s5 -æ t 65+ 23. What is your marital status? Single Married Divorced Widowed H 24. 25. What is your postcode? trtrtrtrtrtrtr Gendq Male E Female E Conclude the íntmtiant and tlw¡tk the respondmt for their time and coopration. Comments I V rd¿n tt'uo prts' The The intruiant is divided into f uith Fætiul Walæ on *e toirist attîocfion in qu anluting Carden Fætiwl Walæ in tetms ol its 1 who came to Was there any significant change iÎ the number of visitors ""' this summo *"*n i.e-. as comp-a¡ed to previous years? ++t Áac p ssiÍb s6 su n t¡ot¿ *i tÁ fgu n:' rnarket segment? Was the¡e any significant increase/decrease in a particular whiù? why? in any way? Do you thirù that Garden Festival wales influenced this Were there any other factors that inJtuenced this? (i'e'. end of last year's Prior to the opening of Ga¡den-Festival W4es at the J;;i991) ¿fã i.ü *Þ*r rÈ Fesrival to affect business during this summer season? How?ffiY rct? potential effects? Did you take any measures to maximise or counteract these WIút ¡lid you do?lWhY not? also visited Garden C-an you estjmate what Percentage of your visitors Fesüúal Wales? 2. Festival How involved were you in the decjsion.making. PrTPs€s of Garden the Fesrival itself? wales i.e. those.rJdà'¡"á';irh Jt"ging the eveñtãnd your droice? RoIe, consulbtion, actitx participation?Mos it was there enough coordination between all interests? Welsh Are vou awa¡e of the'io*iã^ Wates Tor¡¡ist Board policy of establishing .a íä,iw ;iihi" ü," itta,rstry i.e. einptnsis on ct¡lrt¡¡e, heribage, languaþe, peoPle? wales portrayed? what sort of image of wales do you think Garden Festival Wales by the media i'e' Did Uris fearr.¡¡e in the PorEayal of Garden Festival press and TV? -2- (i.e. the Do vou thi.k that Ga¡den Festival Wales increased narignal amongst úËr_",.i.ú;;-å''*s of wales as a ror¡¡ism destinarion? awa¡eness of Do vou think that Ga¡den Festival wales increased international Wafes as a tou¡ism deslination? result of Do vou think that the visitors' image of Wales was changed as a Garáen Fesrival Wales? Hou? Will this have any influence on word of mouth recornmendation? wales by Garden Have vou any evidence that visitors were altracted to south Fesdvil wal&? os a ræult? For ulut røsn? Do you thiú that thæ pæple wíll return to th¿ ara Do vou think that the benefits of Garden Festival wales were evenly distríbuæd? is your opinionfud? Who uqe the grøltait barlfciaria,? On utøt grouttfu distribubed? Do you think that the cosLs of Ga¡den Festival wales we¡e evenly Who sullerd as a ræult? WhY? to the do you thir& the benefits to tou¡ism in so-Yth wales attributed overall, with the Garden Festival tiiäyiã"i;;ttt t¡;. õ;ts and diffict¡lties associated event? hislhet time anil cæpemtiott Conclude the intruieu ond tlunk lhe inten¡iatee lor Williams Novembe¡ 1992 Fiona