2009 Feedback Evaluation
Artwave the visual arts festival for the Lewes district August 29th – Sept 13th
This annual festival now in its 16th year is co-ordinated by the Tourism and Economic Development Service of Lewes District Council.
Artwave is an annual visual arts festival held in open houses and studios within the Lewes District. As a district we have built on the legacy of creativity that has thrived over the years from artists including Picasso, Rodin and the Bloomsbury group amongst other renowned artists and craftsmen.
Artwave continues to provide support for local artists and makers to platform their work to the wider public throughout the duration of the festival. Through extensive marketing throughout the district awareness of the arts continues long after the festival is officially over.
Growing in content each year the festival continues to contribute to the local economy, not via local spend but by attracting visitors from outside the area who come into the district with the sole purpose of viewing the festival. It is widely considered that these visitors not only spend in the open houses and studios but support other businesses in the district whilst on their visits.
Participating artists have reported that the long term business achieved continues throughout the year, thus generating ongoing revenue for the local creative industries.
Feedback Questionnaire
A comprehensive feedback questionnaire was sent to each venue providing the Tourism and Economic Development service with information to assess and plan future festivals and events.
Of the 88 participating venues only 66 questionnaires were returned, despite the inclusion of prepaid envelopes and two reminders, this percentage has gone up from last year but 100% return would be ideal.
From the 75% feedback questionnaire’s returned the following information has been compiled, although the final figures will of course be substantially higher.
The 88 participating venues were higher than last year by just over 12%, showcasing the work of 351 known artists. The majority of Artwave 2009 venues had participated in previous years, with 18% participating for the first time. Due to Artwave dates rolling over to coincide with the first weekend of the new academic year Priory School were able to take part.
Known 2009 Artwave visitor numbers totalled 22,572, this exceeded last year’s total of known visitors by just under 25%; however the actual figure will be substantially higher than this. These figures provide evidence that this event increases in status and recognition each year. Only 12% of venues reported a decrease in visitors. These venues stated that they considered this to be as a result of their own choice to be open for fewer days than previous years.
Venues were encouraged to open on all weekend festival days which amounted to 6 weekend days & 1 bank holiday over 3 weekends; 40% were able with 3% unable to open due to illness or unforeseen circumstances. Some venues were able to open during the week. All proposed opening times were advertised in the brochure.
Venues stated that they considered that 58% of their visitors were local within the district; 31% from Sussex and 11% coming into the district from outside the county.
Whilst a few venues reported that sales were down they considered this to be as a result of the current economic climate; however known sales of £88,970 were reported, up on last year by just under 20% (the actual figure will of course be substantially higher than stated). Only 2% of open houses were intentionally non selling exhibitions this year.
Just over 14% of open houses also participate in other festivals including Brighton, Eastbourne and Arundel. All venues were unanimous that Artwave 2009 gave equal or better service/ value for money with 10% indicating equal service/ value and 4% indicating better service/ value. In feedback for the entry fee value for money less than 1% indicated less value; 9% equal value with 5% more value in comparison to other events. The entry fee for 2009 was £55 per venue; it is considered that this may have to be increased for 2010.
Lewes District Council are very grateful for the continued sponsorship of Latest 7, Harvey’s, Hilary Moore Flowers, Chaula’s and Newhaven Fort who all sponsored in kind and to the Order of Bards, Druids & Ovates who once again donated the cash prize for the Artwave open entry art competition. We were delighted to gain 4 new sponsors for Artwave 2009; All Saints Centre; Kudos Foods; Viva Lewes and Bishops Printers.
Media Launch
Artwave 2009 staged a very successful media launch held in the All Saints Centre where in excess of 120 people attended.
This new venue was considered to be a good choice with the more central location to the station proving to be convenient.
The launch was held on August 6th and was attended by Cllr David Gray, Chair of Lewes District Council. Whilst some considered this to be too early in advance of the festival, the main purpose of the launch was to raise the profile of Artwave in the local media prior to opening.
The launch was also an opportunity for participating artists to network and make contact with the media for their own promotion. Press attendees included Latest Group, Sussex Express, Brighton Visitor, The Argus, Absolute Brighton, Seaford Scene, and Viva Lewes. Meridian News expressed interest but were unable to attend at the last minute.
Each venue was invited to show one piece of artwork to represent their venue, 40 pieces were displayed on easels in a quirky studio style exhibition
Artists were able to mix with each other and the press representatives whilst enjoying a fabulous lunch provided by Harvey’s, Chaulas and Kudos Foods.
The media launch generated successful media coverage which was wide spread across the district. In their August – September editions Latest 7 ran an eleven page advertorial full listings with images and a media launch photo shoot this reached a minimum of 100,000 regional circulation. Viva Lewes ran a four page editorial spread in the August edition of their handbook in addition to a full page advert with a circulation of 10,000 copies with an estimated 35,000 readership plus showing Artwave information online. We are also aware of achieving articles in other local media including Sussex Express, The Argus, Seaford Gazette and Seaford Scene throughout the festival.
The marketing achieved led to a higher profile of the festival as a whole, however 25% of venues said they were not aware, with 15% saying they were aware of the extra media coverage!
Overall the Artwave team felt that the marketing was successful.
Participating venues were encouraged to arrange independent advertising for their individual events. Indications from the feedback are 11% paid for extra advertising whilst 31% did not.
Artwave printed 25,000 brochures and 1,000 posters which were distributed to outlets across Lewes District and Sussex. This year we were able to reinstate the Artwave Street Banner; this raised the festival profile in the town of Lewes.
Each year the Tourist information Centres (TIC) in Lewes and Seaford oversee the distribution of brochures to venues as well as dealing with public enquiries related to the festival. 42% of venues indicated that the TIC staff were considered to be helpful and informative about the festival.
The Artwave coordinator visited 81 venues over the 16 days as part of the supporting role which enabled a personal interaction between the Artwave team, venues and visitors. Excellent personal feedback was gained from the venues and their visitors in relation to the festival as a whole and to the helpfulness and willingness of the Tourist Information staff in both Seaford and Lewes offices. The TIC’s being an important link between the Artwave team and visitors.
The artwavefestival.org website was in full operation which meant that entry forms, brochures, and competition information were easily accessible and could be downloaded.
Competitions
As in previous years we ran two competitions. The ‘Latest Group’ sponsored and independently administered the Open House Competition, which offered visitors the chance to vote for their best open house during Artwave. The winner for 2009 was Mark Glassman and Geoff Stonebanks of Seaford.
Newhaven Fort sponsored the event by offering a prize of an annual family pass to one voter randomly picked; this was won by Beth Anderton of Seaford.
For the fourth year running the Order of the Bards Ovates and Druids sponsored the Open Artwave Art Competition. A cash prize of £100 was awarded to the best interpretation of this year’s theme ‘Gods in the Landscape’. This open entry competition received 40 entries which were then exhibited for 7days at the Crypt Gallery, Seaford with a known visitor figure of 650.
Two representatives from the Order judged the entries and awarded the cheque to winner Jacqueline Bayley. Runners up were Lilliana Gibbs and Michael Harrison; both were presented with a bottle of sparkling wine.
The award ceremony was attended by Cllr Tracy Willis Seaford Mayor along with representatives from the Sussex Express, Seaford Scene and Seaford Gazette.
‘... Artwave 2009 has been a great festival which supports the local artists and contributes to the local economy whilst raising the profile of Seaford and its environs. I feel sure that after this year’s hugely successful festival more open houses will want take part next year....’ said Cllr Tracy Willis Mayor of Seaford
‘Was not sure what to expect but was pleasantly surprised with the amount of visitors and the constant stream of interest and interesting people. Thank you Artwave organisers for your support and enthusiasm...’ Peter Messer of Lewes
‘Excellent - far more visitors than expected; many visitors came because we were in the Artwave brochure. Thank you.’ Robin Shell of Seaford
‘Great festival, we raised £700 for charity through the event.’ Lesley Ayres of Seaford
‘It was the first time we took part in Artwave as artists as we were new to the area, we enjoyed the planning and taking part in the event very much. We had problems with our venue but thanks to Artwave coordinator we were able to re-locate at very short notice and were able to make use of the Artwave website to publish our new location so all visitors managed to find it. Artwave was all that we hoped for and more, this was a great experience.’ Marianne Fowler
‘... excited to be voted ‘Best Open House’ we raised in excess of £300 for charity through teas and cupcakes along with generous donations from visitors enjoying the garden.’ Mark Glassman & Geoff Stonebanks
Overall Artwave Festival 2009 received a hugely positive response and was generally considered to have been not only enjoyable but an outstanding success.
Date for the Diary
Artwave Festival 2010
August 28 - September 12
