Pennine Lancashire Festival of Food & Culture

Evaluation 2009

Evaluation methodology

•Evaluation carried out by project management team Jane Saxon Associates•400 customer questionnaires distributed at 80% of events•Ticket sales data•100 Interviews with venues, organisers and participants

The story so far

•Now in its 5th year - one of England’s top 20 Summer events 3 years running•Generated positive media coverage locally, nationally and internationally•Building partnerships with over 250 businesses and organisations•Attended by more than 150,000 to date•Visitor spend exceeding £3 million since 2006•Works with the physical regeneration of the area by supporting businesses and embedding the brand•Funded by 7 Local Authorities, Elevate, sponsorship & advertising

• 45,000 attenders - up 12,000 (30%) over 2008, and a 90% growth since 2006• 49% PL residents, 15% from the rest of Lancashire, 31% from the rest of

NW, 5% from beyond the NW• 26% repeat visitors from previous years = 74% new audience• 80% of events were ‘very well received’ by the audiences• 100% of respondents intend to visit the festival and the area again next year• Top performing events in 2009 included: Pendle Heritage Centre, Gourmet

Short Breaks, Tosca at Towneley Hall, Steam Train Dining, Haworth Gallery, mushroom hunts, Thwaites Brewery Tours, Canal Boat Cruising, Gravy Wrestling

Key findings 2009

Key findings 2009

• Visitors spent an average of £39 per person• Total visitor spend £1,750,000 • Works out at a cost of 73p per visitor• All £40,000 of the festival budget was spent on local businesses and

services across Pennine Lancashire• Sponsorship and in-kind contribution valued at £150,000• Value placed on other festival resources inc. ambassadors, steering

group and volunteers = £18,100

Awards and accolades 2009• National Tourist Board ‘Enjoy England’ - Top 20 Summer Events in England for 3

years running• Country Life Magazine – One of Britain’s Best Festivals 2009• The Times / Wacky Nation – Britain’s Best Silly Event 2009• Coverage in every national newspaper (including Sundays)• 25% growth in visitor numbers and 110% growth in visitor

spend • Delivers great value for partners in an expensive and competitive market• Growing interest from potential partners/supporters and ambassadors for 2010• Media coverage valued at £57,640

• Nigel Howarth –Ribble Valley Inns, Festival Ambassador and sponsor: “Fantastic to see the success of the Pennine Lancashire Festival of Food & Culture. It’s time to shout about all that is good in this region – and the PLFFC certainly achieved this and raised awareness of how great Lancashire is. Well done.”

• Martin Cleaver - Foulridge Canal Cruises, Chair Pendle Tourism Association and a Festival Ambassador for 2010: ‘Thank you for your part in the food festival organisation, the results of which appear to have been good… It was worth £800 in revenue to my business which I can assure you was welcome this year.”

Feedback 2009

Feedback 2009

• Steve Allcock, Shireburn Arms, Chair of Ribble Valley Tourism Association, Board Member LBTB and a Festival Ambassador for 2010 : “A full-house for the Tolkein Trail and Hotpot supper at the Shireburn Arms. I believe that the festival is a great catalyst for regeneration, a major contributor to the visitor economy and a working partnership for local private businesses which must not be missed.”

• Helen Blundell, Haworth Art Gallery Accrington, Hyndburn BC: ‘The event proved popular, very good value at £3 per head and it was a novel idea not done before. The Gallery would like to do a full weekend in 2010.”

• Andy Holt, R S Ireland and Festival Ambassador: “The Gravy Wrestling was a fab event, 2500 attended, huge press coverage and raised £3,500 for East Lancs Hospice.’

Strengths• A festival with an excellent reputation• Playing a positive role in defining the area• Year on year growth in economic value and visitor numbers• Accessible, inclusive, flexible and adaptable programme – attracts a truly wide audience• Exploits Lancashire’s greatest quality of life assets• Excellent media coverage – both in volume and positivity • Delivers great value for sponsors

Weaknesses• 8 failed events in 2010 – quality control issues • Dependent on annual commitment from range of partners – always starting from a zero budget• Complex web of relationships with venues, LAs, media, other festivals, potential partners

Summary – Strengths & Weaknesses

Opportunities• Extend Ambassadors scheme –forecast 20+ on board for 2010• Increased links and involvement with healthier/greener living/eating, local food and local

businesses – engaging with PCTs• New events to respond to customer preference: Film Festival, B2B, local crafts, history trails, real

ales, outdoor theatre• Involve and appeal to more young people• Develop closer working links with Chamber of Commerce and Business Community

Threats• Recession impacting on sponsorship opportunities, public sector support and audience

participation• LA partners pressure on physical resources - availability and time• Weather!

Summary – Opportunities and Threats

Onwards and upwards to 2010

Finance• Planning for a £50k operational budget for the festival in

2010• Seeking additional income from the private sector to

ensure quality programme of events and marketing • To undertake additional sponsorship development work

Onwards and upwards to 2010

Operations• The festival will continue to be managed by the PLDC• Directed by the Destinations Manager seconded and funded from

BwDBC• Close collaborative working with public and private sector• Increase number of active Ambassadors• Critical success factors are quality control and partnership

development

Making 2010 happen today

Recommendations• PLACE to note festival achievements for 2009• Agree to a commitment of £4,000 each to fund the 2010

festival – no increase from 2009• Agree that planning, partnership development and

programming for Festival 2010 can begin now

Dates for the diary 2010

• The Pennine Lancashire Festival of Food & Culture 2010

• 19th August – 19th September

• Contact: jacqui.livesey@elevate-eastlancs.co.uk • Tel: 01254 304582