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Arts, Festivals and Concerts - Ireland - July 2013

“The expense of tickets is a major barrier to the arts, festivals and concerts sector of the Irish market, but despite the economic struggles of Irish consumers, there remains a strong thirst for a variety of different festivals and events. However opportunities still exist to increase revenue generated by festivals and events through sales of food, drink and accommodation.”

– Brian O’Connor, Production Manager

Some questions answered in this report include:

  • What are the most popular types of arts, festivals or concerts among Irish consumers?
  • How important is cost to consumers when attending arts, festivals or concerts?
  • What can be done in the future to boost festival/concert attendance?
  • What impact does the weather have on festival/concerts?
  • What impact do overseas visitors have on the festivals/concerts market in Ireland?

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Table of contents

  1. Introduction

      • Key themes of the report
        • Definition
          • Data sources
            • Abbreviations
            • Executive Summary

                • The market
                  • Figure 1: Estimated IoI music concerts, festivals and events market, by segment, 2009, 2011 and 2013
                • Forecast
                  • Figure 2: Indexed market value of music concerts, festivals and events, NI and RoI, 2008-18*
                • Market factors
                  • Internet key channel for sourcing information on festivals, as well as buying tickets
                    • Mature consumers key target for arts, festivals and concerts in the near future
                      • Core 16-24-year-old target market under increased financial pressure
                        • One fifth of NI and over a quarter of RoI consumers rate their finances as ‘tight’
                          • Companies, brands and innovations
                            • The consumer
                              • Family friendly festivals and events top the bill
                                • Figure 3: Types of events visited in the last 12 months, by consumers, NI and RoI, July 2013
                                • Figure 4: Types of event, festival or concert consumers would consider visiting in the future, by demographics, NI and RoI, July 2013
                              • Expense is the overriding concern with festivals and concerts
                                • Figure 5: Agreement with statements relating to arts, festivals and concerts, NI and RoI, July 2013
                              • Cheaper tickets would encourage more festival attendance
                                • Figure 6: Factors that would encourage consumers to attend more concerts and festivals in NI/RoI, NI and RoI, July 2013
                              • What we think
                              • Issues in the Market

                                • What are the most popular types of arts, festivals or concerts among Irish consumers?
                                  • How important is cost to consumers when attending arts, festivals or concerts?
                                    • What can be done in the future to boost festival/concert attendance?
                                      • What impact does the weather have on festival/concerts?
                                        • What impact do overseas visitors have on the festivals/concerts market in Ireland?
                                        • Trend Applications

                                            • Secret, Secret
                                              • Objectify
                                                • Mintel Futures: Access Anything, Anywhere
                                                • Market Overview

                                                  • Key points
                                                    • Internet a key channel for sourcing information and planning holidays in Ireland
                                                      • Figure 7: Information sources that influenced choice when planning a trip to Ireland and information sourced used to plan trip to Ireland, by region, RoI, 2012
                                                      • Figure 8: Agreement with the statement 'The internet has changed the way I book and/or source information on holidays' and ‘The internet has changed the way I shop’, NI and RoI, July 2012
                                                    • Concert & festival sales bounce back in 2013 after sluggish 2012
                                                      • Figure 9: Entertainment (eg tickets for cinema, concerts, sporting events), bought online in the last 12 months, NI and RoI, 2011-13
                                                    • Strong level of ticket buying across all age groups
                                                      • Figure 10: Entertainment (eg tickets for cinema, concerts, sporting events), bought online in the last 12 months, by age, NI and RoI, February 2013
                                                    • Mature consumers set to become important target for arts, festivals and concerts
                                                      • Figure 11: Population, by age, NI and RoI, 2012 and 2024/2026
                                                    • The 16-24 key target market are struggling to fund festival and concert tickets
                                                      • Figure 12: Unemployment (%) levels in NI, by age, 2010-13
                                                      • Figure 13: Unemployment (%) levels in RoI, 2010-13
                                                      • Figure 14: Unemployment (%) levels in NI, by age, 2010-13
                                                    • Irish weather could put off outdoor/festival/concert-goers
                                                      • Figure 15: Annual recorded summer rainfall levels (mm), NI and RoI, 2013
                                                    • Higher costs of living eating into leisure spending
                                                      • Figure 16: Consumer price index, UK (inc NI) and RoI, year-on-year percentage change, 2007-13*
                                                      • Figure 17: Average weekly wages (excluding overtime payments), NI and RoI, 2008-13
                                                    • Little money left at the end of each month
                                                      • Figure 18: How consumers rate their current financial situation, NI and RoI, July 2013
                                                      • Figure 19: Estimated average ticket prices for music concerts at NI/RoI venues, by genre, 2008 and 2012
                                                  • Competitive Context

                                                    • Key points
                                                      • Inexpensive nature of sightseeing a threat to arts, festivals and concerts
                                                        • Figure 20: Agreement with statements relating to sightseeing, NI and RoI, September 2012
                                                        • Figure 21: Agreement with the statement ‘sightseeing is expensive’ (2012) vs ‘Tickets for festivals are often too expensive’ (2013), NI and RoI, July 2013
                                                      • Outdoor activities see revenue levels increase – but at the mercy of the elements
                                                        • Figure 22: Estimated value of outdoor adventure tourism, NI and RoI, 2008-18
                                                        • Figure 23: Top five outdoor adventure activities that Irish consumers have taken part in Ireland in the last 12 months, NI and RoI, May 2013
                                                    • Market Size and Forecast

                                                      • Key points
                                                        • Spending at music concerts, festivals and events bounces back in 2013
                                                          • Figure 24: Estimated market value of music concerts, festivals and events, NI and RoI, 2008-18*
                                                        • The Gathering and City of Culture events have helped to draw in visitors and boost ticket sales for festivals
                                                          • Figure 25: Indexed value of music concerts, festivals and events vs indexed overseas visitor numbers, IoI, 2008-13
                                                        • RoI festivals and concert spending growth to be more sluggish compared to NI
                                                          • Figure 26: Indexed market value of music concerts, festivals and events, NI and RoI, 2008-18*
                                                        • At-event spending accounts for a quarter of total festival and concert spending
                                                          • Figure 27: Estimated IoI music concerts, festivals and events market, by segment, 2008-13
                                                        • Visitor numbers to Ireland continue to recover in 2013
                                                          • Figure 28: Total visitor numbers, by overseas and domestic, RoI, 2008-18
                                                          • Figure 29: total visitor numbers, by overseas and domestic, NI, 2008-18
                                                      • Strengths and Weaknesses

                                                        • Strengths
                                                          • Weaknesses
                                                          • Companies and Innovations

                                                              • Examples of innovations
                                                                • Body charging your festival phone
                                                                  • WiFi farming at Glastonbury
                                                                    • The digital Swiss Army Knife
                                                                      • Tourism Boards
                                                                        • Tourism Ireland
                                                                          • Key facts
                                                                            • Recent developments
                                                                              • Fáilte Ireland
                                                                                • Key facts
                                                                                  • Recent developments
                                                                                    • Northern Ireland Tourist Board (NITB)
                                                                                      • Key facts
                                                                                        • Recent developments
                                                                                          • RoI festivals and events
                                                                                            • The Festival of Fire
                                                                                              • Drogheda Samba Festival
                                                                                                • Oxegen
                                                                                                  • Steeple Sessions
                                                                                                    • Slane Concert
                                                                                                      • Jameson Dublin International Film Festival
                                                                                                        • Galway International Oyster & Seafood Festival
                                                                                                          • Electric Picnic
                                                                                                            • NI festivals and events
                                                                                                              • Ulster Bank Belfast Festival at Queens
                                                                                                                • Tennent’s Vital
                                                                                                                  • Belsonic
                                                                                                                    • B/E Aerospace Festival of Flight
                                                                                                                      • Belfast Beer and Cider Festival
                                                                                                                        • Omagh Walking Festival
                                                                                                                          • Féile an Phobail 
                                                                                                                          • The Consumer – Attendance at Arts, Festivals and Concerts

                                                                                                                            • Key points
                                                                                                                              • Family friendly shows/events most attended
                                                                                                                                • Figure 30: Types of events, festivals and concerts visited by consumers, NI and RoI, July 2013
                                                                                                                              • Family events the most visited in the last 12 months
                                                                                                                                • Figure 31: Visits to family/kids show/event, NI and RoI, July 2013
                                                                                                                                • Figure 32: Visits to family/kids show/event in the last 12 months, by gender and number of children in household, NI and RoI, July 2013
                                                                                                                              • Parents take an active role in organising leisure activities for children
                                                                                                                                  • Figure 33: Division of responsibilities when organising shared leisure activities in the household, by gender, NI and RoI, 2012
                                                                                                                                • Countryside fairs/shows see strong visitation due to grass roots trend
                                                                                                                                  • Figure 34: Visits to countryside fair/show in the last 12 months, by gender, age and location, NI and RoI, July 2013
                                                                                                                                • RoI consumers more likely to have attended food festival
                                                                                                                                  • Figure 35: Visits to food festivals, NI and RoI, July 2013
                                                                                                                                • Food festivals prove to be a big draw to Irish consumers
                                                                                                                                    • Figure 36: Agreement with selected statements about food eaten on holidays in Ireland, RoI and NI, 2009
                                                                                                                                  • Pop concerts and festivals most popular type of music event
                                                                                                                                    • Figure 37: Visits to pop music festivals/concerts, NI and RoI, July 2013
                                                                                                                                  • 16-24-year-olds most likely pop music attendees
                                                                                                                                    • Figure 38: Visits to pop music festivals/concerts in the last 12 months, by age, NI and RoI, July 2013
                                                                                                                                  • Men more likely to attend rock/metal/etc festivals and events than women
                                                                                                                                      • Figure 39: Visits to pop music festivals/concerts vs Rock/metal/indie/punk music concerts/festivals in the last 12 months, by gender, NI and RoI, July 2013
                                                                                                                                    • Film festivals are a hope for the future
                                                                                                                                        • Figure 40: Types of event, festival or concert consumers would consider visiting in the future, by demographics, NI and RoI, July 2013
                                                                                                                                      • R&B has little pull on NI & RoI consumers
                                                                                                                                        • Figure 41: Visits to R&B/jazz/blues festival/concert, NI and RoI, July 2013
                                                                                                                                    • The Consumer – Attitudes to Arts, Festivals and Concerts

                                                                                                                                      • Key points
                                                                                                                                        • Cost still a major concern for Irish consumers
                                                                                                                                          • Figure 42: Agreement with statements relating to arts, festivals and concerts, NI and RoI, July 2013
                                                                                                                                        • Irish consumers see festival tickets as too expensive
                                                                                                                                          • Figure 43: Agreement with the statement ‘tickets for festivals are often too expensive’, NI and RoI, 2011 and2013
                                                                                                                                        • Young consumers less inclined to see festival tickets as being expensive
                                                                                                                                          • Figure 44: Agreement with the statement ‘tickets for festivals are often too expensive’, by age, NI and RoI, July 2013
                                                                                                                                        • Festival/concert food and drink also seen as being too expensive
                                                                                                                                          • Figure 45: Agreement with the statement ‘The food and drink at festivals and events is too expensive’, NI and RoI, 2011-13
                                                                                                                                        • RoI consumers feel Ireland has a good selection of events and festivals: NI consumers less likely to agree
                                                                                                                                          • Figure 46: Agreement with the statement ‘There is a good selection of festivals and events in Ireland’, by gender and age, NI and RoI, July 2013
                                                                                                                                        • Belfast restriction on promotion
                                                                                                                                          • Facilities still see as poor
                                                                                                                                            • Figure 47: Agreement with the statement ‘Facilities in festivals (eg toilets, camp sites) tend to be poor’, by gender and age, NI and RoI, July 2013
                                                                                                                                          • Many believe that unused tickets should be returned
                                                                                                                                            • Travelling an issue
                                                                                                                                              • Figure 48: Agreement with selected statements relating to travelling to attend festivals, NI and RoI, July 2013
                                                                                                                                          • The Consumer – Factors That Would Encourage Greater Attendance at Arts, Festivals and Concerts

                                                                                                                                            • Key points
                                                                                                                                              • Cheaper tickets most important factor
                                                                                                                                                • Figure 49: Factors that would encourage consumers to attend more concerts and festivals in NI/RoI, NI and RoI, July 2013
                                                                                                                                              • Reduction in ticket prices most likely to boost festival attendance
                                                                                                                                                • Figure 50: Consumers who would attend more concerts and festivals in NI/RoI if ticket prices were cheaper, NI and RoI, July 2013
                                                                                                                                              • Lower accommodation costs more important to RoI consumers
                                                                                                                                                • Figure 51: Consumers who would attend more concerts and festivals in NI/RoI if accommodation was cheaper, NI and RoI, July 2013
                                                                                                                                              • Consumers don’t like to go to concerts/festivals alone
                                                                                                                                                • Figure 52: Consumers who would attend more concerts and festivals in NI/RoI if a friend or family member also planned on going, by gender, NI and RoI, July 2013
                                                                                                                                              • Local attractions appeal to a fifth of consumers
                                                                                                                                                • Over a quarter would like to see bigger acts
                                                                                                                                                  • Figure 53: Consumers who would attend more concerts and festivals in NI/RoI if bigger/more popular acts/events occurred in their region, by age, NI and RoI, July 2013
                                                                                                                                              • Appendix

                                                                                                                                                • NI Toluna tables
                                                                                                                                                  • Figure 54: Types of event, festival or concert visited in the last 12 months, by demographics, NI, July 2013
                                                                                                                                                  • Figure 55: Types of event, festival or concert visited in the last 12 months, by demographics, NI, July 2013 (continued)
                                                                                                                                                  • Figure 56: Types of event, festival or concert visited in the last 12 months, by demographics, NI, July 2013 (continued)
                                                                                                                                                  • Figure 57: Types of event, festival or concert visited in the last 1-2 years, by demographics, NI, July 2013
                                                                                                                                                  • Figure 58: Types of event, festival or concert visited in the last 1-2 years, by demographics, NI, July 2013 (continued)
                                                                                                                                                  • Figure 59: Types of event, festival or concert visited in the last 1-2 years, by demographics, NI, July 2013 (continued)
                                                                                                                                                  • Figure 60: Types of event, festival or concert consumers would consider visiting in the future, by demographics, NI, July 2013
                                                                                                                                                  • Figure 61: Types of event, festival or concert consumers would consider visiting in the future, by demographics, NI, July 2013 (continued)
                                                                                                                                                  • Figure 62: Types of event, festival or concert consumers would consider visiting in the future, by demographics, NI, July 2013 (continued)
                                                                                                                                                  • Figure 63: Types of event, festival or concert consumers have never visited, by demographics, NI, July 2013
                                                                                                                                                  • Figure 64: Types of event, festival or concert consumers have never visited, by demographics, NI, July 2013 (continued)
                                                                                                                                                  • Figure 65: Types of event, festival or concert consumers have never visited, by demographics, NI, July 2013 (continued)
                                                                                                                                                  • Figure 66: Agreement with statements relating to arts, festivals and concerts, by demographics, NI, July 2013
                                                                                                                                                  • Figure 67: Agreement with statements relating to arts, festivals and concerts, by demographics, NI, July 2013 (continued)
                                                                                                                                                  • Figure 68: Agreement with statements relating to arts, festivals and concerts, by demographics, NI, July 2013 (continued)
                                                                                                                                                  • Figure 69: Factors that would encourage consumers to attend more concerts and festivals in NI/RoI, by demographics, NI, July 2013
                                                                                                                                                  • Figure 70: Factors that would encourage consumers to attend more concerts and festivals in NI/RoI, by demographics, NI, July 2013 (continued)
                                                                                                                                                  • Figure 71: Factors that would encourage consumers to attend more concerts and festivals in NI/RoI, by demographics, NI, July 2013 (continued)
                                                                                                                                                • RoI Toluna tables
                                                                                                                                                  • Figure 72: Types of event, festival or concert visited in the last 12 months, by demographics, RoI, July 2013
                                                                                                                                                  • Figure 73: Types of event, festival or concert visited in the last 12 months, by demographics, RoI, July 2013 (continued)
                                                                                                                                                  • Figure 74: Types of event, festival or concert visited in the last 12 months, by demographics, RoI, July 2013 (continued)
                                                                                                                                                  • Figure 75: Types of event, festival or concert visited in the last 1-2 years, by demographics, RoI, July 2013
                                                                                                                                                  • Figure 76: Types of event, festival or concert visited in the last 1-2 years, by demographics, RoI, July 2013 (continued)
                                                                                                                                                  • Figure 77: Types of event, festival or concert visited in the last 1-2 years, by demographics, RoI, July 2013 (continued)
                                                                                                                                                  • Figure 78: Types of event, festival or concert consumers would consider visiting in the future, by demographics, RoI, July 2013
                                                                                                                                                  • Figure 79: Types of event, festival or concert consumers would consider visiting in the future, by demographics, RoI, July 2013 (continued)
                                                                                                                                                  • Figure 80: Types of event, festival or concert consumers would consider visiting in the future, by demographics, RoI, July 2013 (continued)
                                                                                                                                                  • Figure 81: Types of event, festival or concert consumers have never visited, by demographics, RoI, July 2013
                                                                                                                                                  • Figure 82: Types of event, festival or concert consumers have never visited, by demographics, RoI, July 2013 (continued)
                                                                                                                                                  • Figure 83: Types of event, festival or concert consumers have never visited, by demographics, RoI, July 2013 (continued)
                                                                                                                                                  • Figure 84: Agreement with statements relating to arts, festivals and concerts, by demographics, RoI, July 2013
                                                                                                                                                  • Figure 85: Agreement with statements relating to arts, festivals and concerts, by demographics, RoI, July 2013 (continued)
                                                                                                                                                  • Figure 86: Agreement with statements relating to arts, festivals and concerts, by demographics, RoI, July 2013 (continued)
                                                                                                                                                  • Figure 87: Factors that would encourage consumers to attend more concerts and festivals in NI/RoI, by demographics, RoI, July 2013
                                                                                                                                                  • Figure 88: Factors that would encourage consumers to attend more concerts and festivals in NI/RoI, by demographics, RoI, July 2013 (continued)
                                                                                                                                                  • Figure 89: Factors that would encourage consumers to attend more concerts and festivals in NI/RoI, by demographics, RoI, July 2013 (continued)

                                                                                                                                              Companies Covered

                                                                                                                                              To learn more about the companies covered in this report please contact us.

                                                                                                                                              Arts, Festivals and Concerts - Ireland - July 2013

                                                                                                                                              £1,095.00 (Excl.Tax)