Art events and cultural festivals are an important part of the cultural landscape of regional Australia. They range from small community art prizes, community food festivals to city wide extravaganzas. Each event contributes to the cultural value of the town or city and offers important opportunities for artists, businesses and entertainers to gain exposure for their work.
Research and evaluation at arts and cultural events assists in the development of audience segments, but also in understanding the changes in audience needs. Research can track changes in perceptions over time, and in the needs of visitors and local audiences.
Importantly our research tracks changes in the use of media over time from traditional TV, radio and newspaper to social media and web-based platforms. This helps our clients choose the best return on investment for their marketing dollar.
We have a long list of clients throughout eastern Australia who have used our services to track changes in their audiences at arts and cultural festivals, here are just a few:
- Swell Sculpture Festival
- Jacaranda Festival
- Jerilderie Letters Event
- Bleach* Festival
- Taste of Kingscliff
- Woologoolga Curryfest
Our recent research shows the value of these events in attracting high proportions of visitors from outside the region and their ability to contribute to the cultural image of a destination.