British Science Festival Newcastle 2013 Evaluation Report Produced by Flo-culture Published in January 2014 by Newcastle University and the British Science Association British Science Festival Newcastle 2013 | Evaluation Report Contents 1. Executive Summary ............................................................................................................. 4 1.1 Main findings .......................................................................................................................... 4 1.2 Recommendations ................................................................................................................. 7 1.3 Future vision ........................................................................................................................... 9 2. Introduction ...................................................................................................................... 10 2.1 About the evaluation report ................................................................................................ 10 2.2 Overarching aims .................................................................................................................. 10 2.3 Evaluation approach ............................................................................................................. 11 3. Key findings and recommendations ................................................................................... 12 3.1 Programme profile and audience attendance ..................................................................... 12 3.2 Audience profile ................................................................................................................... 15 3.3 Audience motives and behaviour ......................................................................................... 18 3.4 Audience experience ............................................................................................................ 21 3.5 Audience perceptions of Newcastle ..................................................................................... 25 3.6 Programme content ............................................................................................................. 27 3.7 Programme schedule ........................................................................................................... 29 3.8 Programme presenters ........................................................................................................ 31 3.9 Marketing and communications .......................................................................................... 36 3.10 Media evaluation ................................................................................................................ 40 3.11 Regional partners and stakeholders .................................................................................. 41 3.12 Business partnerships ......................................................................................................... 45 3.13 Operations .......................................................................................................................... 47 4. Summary of key conclusions and recommendations .......................................................... 51 4.1 Conclusions ........................................................................................................................... 51 4.1 Recommendations ............................................................................................................... 52 5. Final thoughts ................................................................................................................... 55 6. Abbreviations, references & links ...................................................................................... 56 6.1 Abbreviations ...................................................................................................................... 56 6.2 References ............................................................................................................................ 56 6.3 Links ...................................................................................................................................... 56 7. Appendices ....................................................................................................................... 57 7.1 Description of evaluation methodologies and approaches to data collection and analysis 57 7.2 Description of method used to confirm Festival audience numbers ................................... 62 7.3 Overview of main Festival partners ..................................................................................... 64 7.4 Call for proposals .................................................................................................................. 65 7.5 Feedback on the Young People’s Programme 2013 ............................................................ 66 7.6 Festival delivery team professional development impacts .................................................. 67 7.7 Media Evaluation report ...................................................................................................... 70 8. Acknowledgments ............................................................................................................. 77 9. Contacts ............................................................................................................................ 78 Hosted by Newcastle University 2 | 78 British Science Festival Newcastle 2013 | Evaluation Report Foreword When the British Science Festival visited Newcastle from 7 – 12 September 2013 tens of thousands of people helped make it an event to remember. The event was a city-wide celebration, showcasing the region’s world-class science, engineering and technology credentials. From its beginnings, the British Science Festival has brought together scientists from different disciplines to explore scientific breakthroughs and to demonstrate how research can make a real impact on diverse areas of science, business, innovation and professional endeavour. Newcastle University is a research-intensive university focusing on the global societal challenges of ageing, sustainability and social renewal, and as hosts of the 2013 Festival, we had the perfect platform to bring our expertise to life. Like many universities, science engagement is very high on our agenda and we were pleased to be working with the British Science Association and with our regional partners to throw the spotlight on Newcastle’s science and technology strengths. For us, the Festival was so much more than just a six-day science event – we expect to see lasting legacies in innovation, industry and investment. It is with this in mind that we, in partnership with the British Science Association, have undertaken this evaluation, to learn from the experience of hosting the Festival and to ensure that our future efforts to collaborate with partners maximises the city’s scientific potential and raises awareness of our collective expertise across the world. Professor Ella Ritchie OBE Deputy Vice-Chancellor Newcastle University Hosted by Newcastle University 3 | 78 British Science Festival Newcastle 2013 | Evaluation Report 1. Executive Summary This report presents the findings of the evaluation of the British Science Festival 2013 and resulting conclusions and recommendations for the future. It was commissioned by Newcastle University and the British Science Association, with the overall aim of providing an independent assessment of the Festival and its impact in relation to audiences, key stakeholders and the media. The report details the work undertaken for the evaluation and presents findings in relation to 13 impact and delivery areas. The analysis is based on data gathered via online audience and stakeholder questionnaires, interviews with audience members and stakeholders, and a review of programme documents and data supplied by delivery partners. 1.1 Main findings a. The annual British Science Festival is the British Science Association’s premier programming highlight and one of Europe’s largest celebrations of science, engineering and technology. The British Science Festival in Newcastle, 2013 recorded 76,393 visits to 258 different events and exhibitions. It is estimated that 19,000 unique visitors attended the Festival. In addition, 7,349 pupils and adults participated in the Festival’s Young People’s Programme. b. The Festival attracted people of all ages and it is estimated that one-third of the audience (circa 5,500 visitors) had not previously attended a public science event or venue. • 19% of visitors were from outside the North East region. • 2,470 visitors stayed in Newcastle for more than three days. • Direct visitor expenditure during the Festival was in the region of £250,000. c. The audience was fairly evenly split between those attending for professional and study reasons and those with a more general interest in science. Visitors were mainly motivated to attend because they were interested in the subjects being discussed and the opportunity to learn something new. The location of the Festival in Newcastle and the quality of the speakers were also cited as being of high importance to visitors. d. The most significant finding from the audience feedback was the strength attributed to the core function of the Festival, which was to deliver relevant and meaningful content through high-quality speakers in ways that were engaging and thought-provoking.