Barnaby Festival 2011 Evaluation Report - Lo Res - Final

EVALUATION REPORT 2011
EVALUATION REPORT
BARNABY FESTIVAL 2011
ay to s l ed a ant omen w n r st I ju phe was fo how naby Bar iness bus
I absolutely loved the buzz of the town, the invisible sparkle that sharing all these wonderful activities together brought
Barnaby is making a real impact in Macclesfield by helping to strengthen the local economy
17- 19 JUNE 2011
Foreword
We set out in 2009 to create a contemporary arts festival which would have an impact on the town, and build pride in our heritage and talents. After only the second Barnaby Festival there is a real sense that this is being achieved. The Festival spirit has taken root so quickly because of the eagerness in the town to regain a sense of community, and start a cultural and economic renaissance. This evaluation is clear evidence of that. Enormous thanks are due to the Barnaby volunteers for their huge commitment and enthusiasm, to the artists, supporters and local business sponsors, and to the people of Macclesfield.
Lynne Jones, Chair of the Board of Trustees, Macclesfield Barnaby Festival, November 2011
The impact of Barnaby on Macc has been extraordinaryso many initiatives have come out of the Festival. Even if there were no more Barnaby its legacy would be of inestimably value to the future of Macclesfield. It is Sunday morning and I just wanted to say how phenomenal Barnaby was for business, despite the disastrous weather! People turned out in their droves to support the Festival and we had a record days trading at the Treacle Tap both on Friday and Saturday! In two years youve made not just a Festival (achievement enough) but a splendid Festival. There were enough volunteers on the ground; the venues were excellent and well thought out; above all, there was NO CRAP on the programme to bulk it out or placate local artists. The free stuff in particular was excellent. The groundswell of goodwill is fantastic. You have created both demand and supply for artistic events in Macclesfield and we love you for it.
Evaluation Report design by Ingenious Creative Photography courtesy of Fiona Bailey, unless stated otherwise
Contents
Commentary: The Barnaby Festival Legacy .................................................3 Valuing Barnaby 2011: A Summary in Numbers ..........................................4 Evaluating Barnaby 2011: An Introduction.....................................................7 Barnaby 2011: the difficult second Festival? ................................................8 The Barnaby 2011 Programme ............................................................................9 Marketing and Media Campaigns .................................................................. 10 Visitors to Barnaby and their Responses ....................................................... 11 A Voluntary Effort .................................................................................................. 18 Participation............................................................................................................ 21 Visitor Figures......................................................................................................... 22 Economic Impact on the Town ......................................................................... 24 Appendices................................................................................................................ 27
Commentary: The Barnaby Festival Legacy

The overwhelmingly positive response to the inaugural Festival in 2010 has been translated into a tangible impact on the town.
A number of those people involved saw the publics enthusiasm for cultural events and communal activities and have capitalized on that. The lively food and drink market at Barnaby 2010 was very well attended and comments on the feedback forms called for a more regular market in the town centre. Macclesfield now has a hugely successful and growing monthly Treacle Market for arts, antiques, crafts, food and drink market. www.treaclemarket.co.uk
Seeing the place come alive during Barnaby showed us the huge enthusiasm for a quality market and the potential of the town centre. It galvanized us into creating the bustling market which we call Treacle.
Debbie Quinn, Treacle Market organiser The success of The Monkey Run, an original opera performed by a cast of local professional and student singers who came together as Silk Opera, has led to the establishment of Macclesfields own and first ever opera company. Silk Opera put on two productions before returning to Barnaby with The Bate Hall Ghost. It aims to become a valued and valuable part of Macclesfields cultural life. www.silkopera.com The energy unleashed by Barnaby 2010 came just as a momentum was building within the business community and following changes in the administration of the town. Regular Business Breakfasts, chaired by the MP, had been initiated to spur economic improvement in the town. Barnaby attends regularly and has presented its vision and plans to the 150 attendees. The networks created between civic, council and business interests, culminated in September 2010 with the creation of the Macclesfield Economic Forum. Barnaby Festival was invited to be a founding member, helping keep arts, culture and heritage at the heart of the economic debate.
Barnaby has helped to build the confidence and energy in the town which has become the platform for the great initiatives which will support Macclesfields long term success. This includes the Macclesfield Economic Forum, a consortium of stakeholders from business, civic society and politics working together. Macclesfield is creating its own road to long term success and much of this will be through culture, art and heritage. It was the Barnaby Festival that started that journey and continues to positively push the boundaries.
Clare Hayward, Chair, Macclesfield Economic Forum www.makeitmacclesfield.co.uk
Barnaby Festival 2011 has already led to a further enriching of the towns cultural life:
a huge mural adorns the gable end of a two storey building on Sunderland Street painted by Maxonian and professional artist TJ Dolan. Funded by Barnaby Festival. the images are an intriguing reference to Macclesfields industrial and artistic traditions. a monthly Laugh Out Louder Comedy Club has been established as a commercial venture, building on the sell out comedy night at Barnaby http://www.lolcomedyclub.co.uk a fortnightly Speakeasy open mic night of words and music around a theme has been enthusiastically supported http://www.facebook.com/#!/SpeakeasyMacclesfield
Valuing Barnaby 2011: A Summary in Numbers

Barnaby 2011 had 41 official venues, an increase of 30% on the inaugural Festival The programme comprised of 78 separate and diverse events The Festival attracted at least 6,000 visitors to the town over the weekend, generating high levels of engagement in the Festival offer and an estimated 144,000 of direct visitor spend attributable to the Festival The Festival took 19,000 in ticket income an increase of over 50% on 2010 Businesses in the town centre, responding to an impact survey, indicated their trade rose by an average of 20% on the Friday, 35% on the Saturday and 74% on the Sunday The level of public funding was significantly lower at 5,400 compared with a total of 22,350 of grants the previous year, whilst sponsorship and fundraising rose by 450% The increased support of local sponsors was an important feature of the 2011 Festival with a total cash sponsorship of 13,350 from local businesses The Festival was delivered by a team of 170 volunteers, valued at 84,000 - 169,000 40,000 printed brochures were distributed, 5,000 Art Trail cards handed out and 20 banners put up in the town to market the Festival The Festivals facebook page has 386 fans, with a combined reach of 70,000 friends The Barnaby website had over 10,000 visits in May and June, 44% up on last year
Evaluation framework devised and survey analysis produced by Dr Abigail Gilmore, University of Manchester. Many thanks to those involved in distributing and collected survey questionnaires and data for the evaluation.
The town actively participated in the Festivals many events and activities
More than 2,100 event tickets issued, an increase of 50% on last year Over 800 took part in the Parade including teams who created the giant puppets 1,600 2,000 spectators at the Parade (based on 2 visitors for each of 800 participants) Over 60 community and social groups involved, an increase of 50% on last year An estimated 600 people attended the Barnaby Street Kitchen - all 8 food stalls sold out About 500 attended free workshops in lantern making, Craft Cafe or Circus skills Over 1000 people were in the Market Place on Sunday for the outdoor morning service and afternoon Street Fest Between 350 and 850 visitors completed some or all of the Art Trail (this is a conservative estimate based on table of exhibition visitor numbers below) Over 90 exhibiting artists, photographers and makers The work of around over 300 school children was shown Around 50 musicians played on streets, outdoor events, or on the Peoples Pianos About 250 sang, played, acted or spoke at ticketed events, free shows and workshops 115 participated in The Treasure Hunt and Eleven Missing days immersive street game About 20 societies, clubs and charities provided childrens activities or food at the Fete 10 local businesses provided food at the Fete and the Street Kitchen
A Visitor Feedback Survey provides some indicative statistics on what people did, felt, spent and enjoyed at Barnaby 2011:
48% of respondents heard about Barnaby through the Festivals marketing mix (the remainder heard through word of mouth or other means) 27% of respondents stated they had actively taken part in Barnaby e.g. in the Parade 80% had visited the Festival on both Saturday and Sunday 78% stated they had tried something new during the Festival Over 88% gave their enjoyment of the Festival a score of 8 or above Over 95% gave the quality of the Festival a score of 8 or above Nearly 95% said Barnaby had a positive impact on the towns image and the way they felt about Macclesfield
Respondents particularly liked and commented on:

the art over a quarter of respondents mentioned art, visual arts or artists; the town coming to life, its vitality; the atmosphere or buzz the Peoples Pianos; and the overall variety / diversity of events.
They commented that the Festival provides a true holiday for the town and gave them new things to do and quality experiences without having to travel elsewhere:
We were visiting places as a tourist which we wouldnt usually see. The energising buzz made it feel like a weekend away! Im very impressed by the concept, diversity of events and the fact that the community seems very engaged. A great continuum of art, from very local - and hobby - based through local national and international artists, challenging and safe.
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Louise Murphy
Evaluating Barnaby 2011: An Introduction

This evaluation report collates and summarises information about the organisation and delivery of Macclesfield Barnaby Festival 2011 and the experiences of and responses from the Festivals participants, audiences and organisers. It aims to demonstrate how and whether the objectives of the Festival were met, to summarise and learn lessons for future delivery and to articulate evidence of the impact and effects of the Festival. It was compiled in July - November 2010 following the Festival weekend, 17 - 19 June 2011. The report works on the assumption that the Festivals successes can be understood in terms of whether and how closely its original intentions were achieved. It therefore takes as a guiding framework the strategic objectives of the Festival. There are five key objectives of the Barnaby Festival based around championing the towns cultural and historic assets, and promoting enjoyment of the arts. To build community cohesion and grow social networks by reviving the Macclesfield midsummer tradition of celebrating Barnaby. To originate an artistic and cultural programme (including events, activities, exhibitions and performance) rooted in local heritage. To champion the cultural and historic traditions of Macclesfield, and inspire the development of new ones. To bring people in the Macclesfield area together with professional artists locally and those in the creative industries. To advance the education of the public in all arts - including performing and experimental - and local culture, and to enrich appreciation of the arts. The report examines evidence to show whether and how these objectives were met and to provide a commentary on the impact and benefits resulting from Barnaby. It is based on the following data sources: Self-administered Visitor Survey available at various Festival venues Business Impact Survey distributed to 32 town-centre businesses in close proximity to Festival venues and/or parade route online Volunteer Survey sent to volunteer mailing list after the Festival various operational data, collated from the Festival website and other communications
Barnaby Festival 2011 was an incredible achievement, which brought hundreds of people out onto the streets. Barnaby is making a real impact in Macclesfield by helping to strengthen the local economy, revitalise the town centre and building the community spirit - long may it continue!
David Rutley, MP for Macclesfield
Barnaby 2011: the difficult second Festival?

The first Barnaby Festival in 2010 clearly had an impact on the towns confidence and encouraged more people and places to get involved in delivering the programme for 2011. Barnaby 2011 had 41 official venues, an increase of 30% on the inaugural Festival (see Appendix for full list). Keeping the same spirit established in the Festivals objectives, a broader programme drew upon Macclesfields history, heritage and contemporary arts scene to celebrate the towns talents, encouraged local people to celebrate their achievements and drew in others to see what Macclesfield has to offer. Similar to the first Festival, Barnaby 2011 was governed and delivered by a Board and a host of volunteers. The level of public funding was significantly lower at 5,400 compared with a total of 22,350 of grants the previous year, whilst sponsorship and fundraising rose by 450% (see Appendix for expenditure, Festival Board and Team leaders, funders, sponsors and other supporters). The increased support of local sponsors was an important feature of the 2011 Festival with a total cash sponsorship of 13,350 from Macclesfield businesses. This reflects the increased fund-raising focus and suggests that town businesses have now taken more ownership of Barnaby and feel comfortable offering public and financial support. The principal sponsor Orbit Developments matched the cash contribution of 5000 from Cheshire East Council. The volunteer contribution to Barnaby is its key asset without the 170-plus people who gave their time (excluding additional support of parents, friends and family for those who were actively involved providing extra value through costume making, childcare, transport and so on), the Festival simply wouldnt be possible.
The Barnaby 2011 Programme

OBJECT: To originate an artistic and cultural programme rooted in local heritage.
The Barnaby 2011 programme comprised of 78 separate events and activities featuring a wide range of arts and cultural forms and practices, including:
23 family friendly events 16 of which were free, 13 of which offered participatory opportunities, including 5 structured workshops 16 music events - 9 of which were free 14 performance events - including 4 which were free 4 film events 6 spoken word events, including high profile BBC Radio 4 programme Any Questions? 35 visual arts events all of which were free
The ticketed events included

Comedy Club: Live at the Assembly Rooms The Bate Hall Ghost: Silk Opera Stan Tracey Trio Piaf: The Songs Acoustic Sanctuary KEMS Charter 750 Concert Barnaby Rocks Out Sir Gawain and the Green Knight Poetry Cabaret So Well Remembered and North West Film Archive Macclesfield History Walks
Other highlights included

The Peoples Pianos a dozen pianos dotted around town: inspired and inspiring Barnaby Parade: Treacle Town timeline 12612011 - celebrating eminent Maxonians The Great Barnaby Treasure Hunt fiendishly tricky needing a knowledge of Macc Fete: Barnaby at the Beach imaginative and fun on a theme with Barnaby rock! Barnaby Street Fest high quality, unusual, hilarious and free entertainment Barnaby Lights the Night & Street Kitchen taking ownership of the Market Place Wild Thing Contemporary Art Exhibition at Paradise Mill Tales from the Tower at Savage Chapel Tower site specific installation Eleven Missing Days an immersive game based on Macclesfield history
Full listings can be found on www.barnabyfestival.org.uk
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Marketing Campaign
The Festival mixed traditional and online/social media marketing: A bespoke website http://www.barnabyFestival.org.uk featuring programme information and providing online booking A facebook page which has received 368 likes, and features news and updates about Barnaby and other related events and activities http://www.facebook.com/pages/Barnaby-Festival-2011 Flickr group http://www.flickr.com/groups/barnabyfestival/ Twitter account @barnabyfestival with 386 followers 40,000 twenty page brochures were printed, with 17, 000 distributed through the Macclesfield Express newspaper as a form of sponsorship. The remainder were delivered door to door in hard to reach areas, distributed by volunteers in others, available at key venues in Macclesfield and neighbouring towns and villages, and handed out at Treacle Markets and shopping streets. Twenty banners advertised the Festival dates on roadsides and in town centre, and for the weekend itself 5000 Art Trail cards were available through all appropriate venues. The website was imaginatively redesigned for 2011 incorporating more features and refining the search facility. This year the site was more widely used, with over 10,000 visits during May and June, an increase of 45% on last year. The average number of pages viewed has remained steady at an impressive 6, and the bounce rate* similarly encouraging.
Media Campaign
Media coverage was a priority and the Festival achieved significant local press coverage, with feature articles and a special edition in the Macclesfield Express and regional magazines. There was regular coverage in the 6 weeks leading up to the Festival weekend, including a full twopage listings the week before & a special Barnaby Edition of the paper on the weekend itself with an exclusive Barnaby cover page. Barnaby also featured regularly (in the 4 weeks lead up) in Cheshire Independent newspaper (monthly), Inside Magazines (all four editions), Local People magazine, family magazines including Little Tigers, Families (Cheshire) and Mums&Dads magazine (which reaches South Manchester including Chorlton and Didsbury), plus occasional articles with photos in Cheshire Life: Cheshire Choice, Diary and Gallery guide sections. Broadcast media coverage was good, with local commercial radio station, Silk 106.9 giving Barnaby a regular weekly slot in the 8 weeks before, Breakfast presenter talked with guests about upcoming events and happenings. There were also interviews on Dee 106.3 radio (which feeds news to Silk and Moorlands Radio in Leek). Volunteers also appeared regularly on Canalside Community Radio, which collaborated with Barnaby in a scriptwriting competition, with the winning plays performed live on air and at the Festival. BBC Radio Manchester were in Macclesfield on the Saturday of the Festival recording interviews, and there was a live studio interview after the Festival, a follow-up to the first interview about the launch of Barnaby 2010.
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Visitors to Barnaby and their responses
Visitors to Barnaby and their responses
This section of the report looks at evidence of how the Festival was received from the questionnaire survey placed in various venues on the Saturday and Sunday, and distributed from the information stall, along with qualitative comments from letters, emails and online posts.
This section of the report looks at evidence of how the Festival was received from the questionnaire survey placed in various venues on Feedback forms were completed by 226 people. This cannot be considered a the Saturday and Sunday, and distributed from the information stall, representative sample of those who attended the Festival or of the Macclesfield (or any other population) in qualitative comments from letters, emails and online posts. along with general, as the questionnaire was self-administered and no probability sampling frame or other rubric was applied. However the responses do
provide useful data to were completed by the audiences and participants be considered a representative Feedback forms help to understand what 226 people. This cannot of
sample of those who attended the Festival or of the Macclesfield (or any other population) in 13 general, as the questionnaire was self-administered and no probability sampling frame or other rubric was applied. However the responses do provide useful data to help to understand what the audiences and participants of Barnaby felt about the Festival, what they liked and didnt like, which events they attended, where they came from and whether they are likely to return. The data is also used to develop an average visitor spend based on information volunteered by the sample, which provides a means for extrapolating and estimation of the economic value of attracting visitors to Macclesfield town centre by putting on the Barnaby Festival.
Matt Davenport
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Barnaby felt about the Festival, what they liked and didnt like, which events they attended, where they came from and whether they are likely to return. The data is also used to develop an average visitor spend based on information volunteered by the 2011 EVALUATION REPORT sample, which provides a means for extrapolating and estimation of the economic value of attracting visitors to Macclesfield town centre by putting on the Barnaby Festival. Who answered the questionnaire? Of Of the 219 whoansweredthe question, 71% werewere women and 29% men. They the 219 who answered the question, 71% women and 29% men. They represented represented different with the largest age the largest age cohort answering the the different age groups, age groups, with cohort answering the questionnaire being questionnaire old cohort. 55 64 year old cohort. 55 64 year being the
Who answered the questionnaire?
Where did audiences originate from?

95% did audiences originate ethnic Where of respondents identified their from?group as white, with 5% describing themselves as local respondents identified their ethnic group as white, with 5% describing 95% of residents - 156 out of 205 respondents who answered the question came from SK10 and SK11 postcodes - and almost a quarter were visiting the town. themselves as mixed, Asian, black/black British or other. Three quarters (77%) of respondents stated they were local residents - 156 out of 205 respondents who answered the question came from SK10 and SK11 postcodes - and almost a quarter were visiting the town.
A local resident
mixed, Asian, black/black British or other. Three quarters (77%) of respondents stated they were
Visiting the area for the day/evening
14.4% 76.9% 8.8%
Visiting the area and stayng overnight (Base = 213 respondents)
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How did they hear about the Festival?

The survey respondents had heard about the Festival in a number of ways, with 48% stating they had heard through print, online and social media marketing but 52% through word of mouth or other means.
5.8%
0.9% 0.9%
Word of mouth Print marketing Barnaby website
40.2% 20.5%
Other Twitter Facebook
31.7%
(Base = 224 respondents)
What did visitors do? Over half of the questionnaire respondents had attended (or participated in) the Parade. Please note percents total more than 100% as respondents could select more than one Parade. Over half of the questionnaire respondents had attended (or participated in) theevent; some Please note percents the locationthan 100% as respondents could select more than one figures may reflect total more of questionnaire event; some figures may reflect the location of questionnaire surveys.
What did visitors do?
(Base 219 respondents) (Base ==219 respondents)
27% of respondents stated they had actively taken part in the Festival, e.g. through the Parade. Significantly, 48% of respondents had been to Barnaby the previous years, but 52% of the respondents had not been to the first Barnaby Festival so were new visitors in 2011. 67% of those visiting the area, and 68% of those visiting the area and staying overnight
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27% of respondents stated they had actively taken part in the Festival, e.g. through the Parade. Significantly, 48% of respondents had been to Barnaby the previous years, but 52% of the respondents had not been to the first Barnaby Festival so were new visitors in 2011. 67% of those visiting the area, and 68% of those visiting the area and staying overnight were new to the Festival. 80% of respondents visited on Saturday and Sunday, with 38% attending on the Friday; 7% attended on the Thursday.
OBJECT: To bring people in the Macclesfield area together with professional artists locally and those in the creative industries.
New CulturalNew Cultural Experiences Experiences

78% stated they had tried something new note there was a low (less than 50%) response rate to this question. 83% new note there was a low (less than said they had 78% stated they had tried something of local residents and 68% of visitors to the town50%) response tried 83% of new. rate to this question.somethinglocal residents and 68% of visitors to the town said they had
tried something new.
Yes No

78% 22%
(Base = 100 respondents) OBJECT: To advance the education of the public in all arts and local culture, and to enrich appreciation of the arts.
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EVALUATION REPORT 2011 A number of respondents mentioned specific new experiences, including Friispray, lantern making, the Peoples Pianos, finding new places, contemporary arts exhibitions and the Piaf event. Comments about these new experiences included: OBJECT: To advance the education of the public in all arts and local culture, and to places as a 'tourist' which [We are] visitingenrich appreciation of the arts.we wouldn't usually
A see.number of respondents mentioned specific new experiences, including Friispray, lantern making, the Peoples Pianos, finding new places, contemporary arts exhibitions and the Piaf event. Comments painting (original). Enjoyed all the art especially the Bought aabout these new experiences included: Bought a painting (original). Enjoyed all the art especially the puppets in Savage Tower, never
[We are] visiting places Tower, never been usually see. puppets in Savage as a tourist which we wouldntin the tower before.
What did they think? before. been in the tower
Survey respondents were asked to say, on a scale of 0 to 10 (10 being very likely) how likely What did they think? they were to attend again, how much they had enjoyed the Festival and how they would rate Survey respondents were and to say, on a scale of attended. the overall quality of the events askedshows they had 0 to 10 (10 being very likely) how likely they
quality of respondents said had attended. Over 70%of the events and shows theythey were positive they would attend the Barnaby Festival again (a said they were positive they would attend the Over 70% of respondents score of 10) were to attend again, how much they had enjoyed the Festival and how they would rate the overall
Over 88% gave their enjoyment of the Festival of 8 or above 8 or above Over 88% gave their enjoyment of the Festival a score a score of Over 95% gave the quality of the Festival a score of 8 or above
Over 95% gave the quality of the Festival a score of 8 or above
Barnaby Festival again (a score of 10)
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Louise Murphy
When asked what aspect of Barnaby Festival or event or show respondents had enjoyed most, frequent/repeated phrases included: the art over a quarter of respondents (58 or 28%) mentioned art or artists; the town coming to life, its vitality; the atmosphere or buzz (34 respondents 17%); 17 responses (8% of respondents to this question) mentioned the Peoples Pianos; the variety / diversity of events.
The energizing buzz made it feel like a weekend away! A great continuum of art, from very local and hobby based through local national and international artist, challenging and safe. Last year it was polarised between challenging (Christ Church) and safe (almost all the rest). Im very impressed by the concept, diversity of events and the fact that the community seems very engaged.
The aspects of the Festival which survey respondents enjoyed least lay mainly in the environmental conditions: 73 respondents (55%) mentioned the rain or weatherparticularly poor on the Saturday. Other comments about the content or delivery of events reflected on: the poor quality of Macclesfield Express exhibition; poor timing or clashes between too many events; technical problems and sound quality at the Sci Bar; poor sightlines and choice of venue for The Bate Hall Ghost Opera; too few food stalls on Saturday evening; the lack of young people in the 16-18 year old group participating in Barnaby/drawn to the event.
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Sense of Place
Respondents were asked whether and how Barnaby had made a different to the image of the town.
Yes (has answered positively)
No (has not answered or has answered that no difference)
94.5% 5.5%
Base = 183 respondents
More than 9 out of 10 respondents stated the Festival had a positive impact on the towns image and the way they felt about Macc.
Yes
No
Dont know Base = 211 respondents
0.5% 5.5% 94.5%
OBJECT: To champion the cultural and historic traditions of Macclesfield, and inspire the development of new ones.
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A Voluntary EffortVoluntary A
Effort
OBJECT: To build community cohesion and grow social networks

There were at least 170 volunteers involved in delivery Barnaby including 60 core volunteers involved in planning throughout the year, 60 involved in the events and shows on the weekend, and a further 50 in Parade preparation and marshalling. A volunteer survey was circulated after the Festival to the volunteer mailing list and 28 responded (a rate of around 17%). This was the first experience of volunteering for 4 respondents:
No - this is the first time
Yes - I have volunteered once or twice before
42.9%
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Yes - I volunteer regularly
42.9% 14.3%
Respondents claimed a range of benefits from their experience, with all respondents agreeing they had given something back to their town and their community, 82% saying they had made new friends, and nearly 60% saying they had learnt new things.
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Comments about the experience of volunteering were overwhelming positive. There was however some formative feedback on operational issues, most notably the need to make clear distinction between artistic direction and operational management roles, the need for better coordination of teams, and better information management for volunteer contact details. There was also a clear request for more volunteers to spread the heavy workload and for specific skills recruitment to help lead particular work streams.
Really good for the town - the improving community networks.

The impact of Barnaby on Macclesfield has been extraordinary. So many initiatives The impact of Barnaby on Macclesfield has been extraordinary. have come out of the Festival. Even if there were no more Barnaby Festivals its So many initiatives have come out of the Festival. Even if there were legacy would be of inestimably value to the future of Macclesfield. I volunteered originally to gain experience within the creative field I wanted to work in. the future of Macclesfield. The contacts I made through Barnaby have been very useful, many of whom I now count as friends. As well as feeling gain experience to my community, I also gained I volunteered originally to I had contributed within the creative field I wanted valuable experience and enough Iconfidence in myBarnaby have been very useful, to work in. The contacts made through own abilities to retrain in a field I wanted to work in. I now now countin that area, As well asmy involvement with many of whom I have a job as friends. and I feel feeling I had contributed Barnaby helped that happen.
no more Barnaby Festivals its legacy would be of inestimably value to
positively to my community, I also gained valuable experience and enough Reallyconfidence in my own abilities to retrain in a field I wanted to good for the town - improving community networks work in. I now have a job in that area, and I feel my involvement with Barnaby helped that happen. As with last years survey, all respondents - 100% - said that they would volunteer
again. Using the same methodology as in last years Festival evaluation, the value of the volunteer would volunteer again. labour has been estimated. The VIVA model (Volunteer Investment and Value Audit) provides a way of calculating the value of volunteer input using the total numbers of hours and an hourly wage rate (see www.volunteering.org for full methodology).
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As with last years survey, all respondents - 100% - said that they
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Karen Allsopp
Using the same methodology as in last years Festival evaluation, the value of the volunteer labour has been estimated.
The VIVA model (Volunteer Investment and Value Audit) provides a way of calculating the value of volunteer input using the total numbers of hours and an hourly wage rate (see www.volunteering. org for full methodology). Using survey data that suggests 6423 hours were given by 27 volunteers, a mean average contribution might be 237 hours. Counting only the 60 core volunteers suggests a total of 14,220 total volunteer hours were generated by Barnaby, and taking the current minimum wage of 5.93 (for over 21 year olds) produces an estimated total value of over 84,000. This is a somewhat conservative estimate given the senior and specialist roles including strategic planning, marketing, curation and musical direction. Using the median wage in the UK for female employees (68% of respondents were female), across all occupations (given the range of roles) of 9.90 (see Annual Survey of Hours & Earnings 2010, www.statistics.gov.uk) gives a more realistic estimate of the labour cost of core volunteers could be over 140,000. VIVA recommends that volunteer value calculations should also include on-costs and other overheads, including National Insurance, pension benefits and holiday pay. If these are added using a 20% mark-up (used by local authorities to reflect additional labour costs, holiday pay and recruitment costs) this gives a value of 101,000 (for average hourly wage) and almost 169,000 (using median wage for female employees).
The value attributable to the core volunteer team can be reasonably assumed to lie between 84,000 and 169,000, an increase of 20% on last year reflecting the growth of the Festivals content and need for higher numbers of volunteers as well as the slightly higher minimum wage.
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Participation
There were a range of opportunities for local people to actively participate in cultural activities in the run up to and during the Festival itself.
An estimated 2000 people took part as artists, performers, exhibitors, production staff and participants. about 170 volunteers: 60 active during year, 60 weekend volunteers, and an additional 50 helping marshal the Parade over 90 exhibiting artists, photographers and makers the work of around over 300 school children was shown around 50 musicians played on streets, at free outdoor events, or on the Peoples Pianos about 250 sang, played, acted or spoke at ticketed events, free performances and workshops over 800 took part in the Parade including the teams who created the giant articulated puppets, the Treacle Town Twelve 115 participated in the Treasure Hunt and Eleven Missing Days immersive street game 20 societies, clubs and charities provided childrens activities or food at the Fete 10 local businesses provided food at the Fete and the Street Kitchen Over 60 community and social groups took part in the second Festival, an increase of 50% on last year and a more inclusive range, due to regular and positive press coverage and word of mouth but also through use of social media and direct outreach by Barnaby. For instance: a team from the Snowgoose Cafe Bar was one of up to a dozen which attended parade workshops and created a giant puppet; MaccPinoy, a Filipino community group offered to marshal the parade and along with 3 town centre restaurants were invited to sell ethnic food at the Flavours of Macc, Barnaby Street Kitchen alongside traditional and rustic Cheshire fayre; Men in Sheds and a zumba class were two of the groups to dress up and take part in the parade for the first time; independent shops, cafes and even a supermarket concealed Treasure Hunt clues.
I absolutely loved the buzz of the town, the invisible sparkle that sharing all these wonderful activities together brought, and making new friends. It was brilliant, next year I will be planning wall to wall Barnaby Friday through Sunday. Thanks everyone.
There were a range of free activities for visitors to spontaneously participate in over the weekend: Friispray, lantern making and ceramics demonstrations for all ages; mosaic making, hat making, print making, origami and paper craft at the Craft Caf; hands on childrens activities on a beach theme at the Fete including wildlife experiments, fossil making and creative recycling, and sand; and tug of war, Sport and Play games and competitions and football skills and drills. Its worth noting that the level of engagement with small, medium and large local businesses in terms of sponsorship and staff support was noticeably higher this year, and represents participation from the commercial sector. This is reflected in their financial contribution to the Festival. The hospital in Macclesfield and medical centre were also very keen to be involved offering premises and encouraging their employees to be involved as volunteers or visitors.
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Visitor figures
It is estimated that at least 6000 people attended Barnaby Festival 2011 over the 3 days.
Visitor figures are hard to calculate accurately particularly for a three day event across multiple indoor and outdoor venues and variable weather conditions. However actual or estimated attendance at key events and venues give some indication. More than 2,100 event tickets issued, an increase of 50% on last year Increased sales for some businesses, an average of 35% on Saturday and 74% on Sunday (see business impact survey, page 24) Town centre car park sales on Friday and Saturday were up 16% on the previous weekend and car park sales were over 3% up on last years Barnaby weekend (see table below: figures from an average of Friday and Saturday daytime sales free car parking on Sunday) 1,600 2,000 spectators were present at the Parade (based on 2 visitors for each of 800 participants) an estimated 600 people attended the Barnaby Street Kitchen on Saturday evening all 8 stalls sold out of food about 500 attended free workshops in lantern making, Sunday Best Craft Cafe or Circus skills over 1000 people were in the Market Place on Sunday for the outdoor morning service or afternoon Street Fest between 350 and 850 visitors completed some or all of the Art Trail (this is a conservative estimate based on table of exhibition visitor numbers below) Town centre car park ticket sales Grosvenor MSCP Duke Street Exchange Street Churchill Way Christ Church Whalley Hayes Jordangate MSCP Town Hall TOTALS Total equiv 2010
Source: Cheshire East Council
10 & 11 June 2011
17 & 18 June 2011 Barnaby 1400 1395 1307 2135 232 (closed Sat am) 910 474 562 8415 8141
24 & 25 June 2011
1166 1196 1221 1876 266 660 327 512 7224 7366
1150 1195 1226 2014 254 640 378 592 7449 NA
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Exhibition Tales from the Tower, The Savage Tower, St Michaels Wild Thing at Paradise Mill
Visitors 850
Comments Many had never been in the Medieval Tower, some thought puppet magical, others creepy but usually a reaction. Its great to see this extraordinary space being used for such a high quality contemporary exhibition. Its wonderful to see such high profile regional, British and European artists exhibiting here in Macclesfield. It really is inspiring. We love it! Generally well received. Visitors enjoyed the diversity and quality of everything. Coming from Manchester to Macclesfield and seeing such a wonderful collection of art is such an achievement and something that should happen more often. Far too often city goers are frightful of leaving the culture. However this pop up gallery has proved much reason for us to do exactly that. Its great to see this extraordinary space being used for such a high quality contemporary exhibition. Its wonderful to see such high profile regional, British and European artists exhibiting here in Macclesfield. It really is inspiring. We love it. Lovely exhibition, great atmosphere in the town, parade very moving, Macc at its best. Fabulous loved the prints; Great variety thanks for exhibition; lovely paintings of St. Ives; Lovely work as ever; terrific. It was really hectic and many people came from outside the SK postcode; surprised that sold 5000 worth of paintings! Staff could not have been more obliging and helpful, sales were very good - I gave the manager a piece of my work!
400
Barnaby Belles & Under One Roof at Sevens, Chestergate Festival Gallery, pop-up at Hallams Commercial (disused)
650
650
Afghan Bazaar at The Heritage Centre, Roe Street
423
Saffron Samples at Dj vu, Chestergate Summer Show at Longden Gallery, Shaw Street Three Presidents at Gateway Gallery, Prestbury Road Natural Ceramics at Toni & Guy, Mill Street
364 159
135
100 (Sun only)
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Economic Impact on the Town

An estimated 144,000 in direct visitor spend is attributable to Barnaby (see visitor spend questionnaire results below) reflected in the substantial increases in footfall and sales at some town centre businesses (see business survey below).
In addition the bulk of over 21,000 of grant and sponsorship income to Barnaby Festival, and over 10,000 from ticket income was spent on goods, services and talents of local, independent traders. Long term and sustainable impact is difficult to assess or disentangle from the impact of other initiatives such as the Treacle Market and Make it Macclesfield events and promotions, however comments reflect a positive impact on confidence. Calculating the total economic impact of Barnaby in terms of increased visitors and spend is difficult and any attempt to do so without extensive primary data collection should be taken with caution. However, the audience survey for 2011 included questions about spend and attribution (whether visitors had specifically attended the town for Barnaby and so one could reasonably attribute their spending to the Festival). However, this indicator is based on a sample of visitors who had completed questionnaires voluntarily without a probability sampling frame, and so may indicate bias (e.g. people who already feel generous towards the Festival). 152 respondents recorded how much they believed they would spend over the weekend (in their immediate group) This totalled 10,316.20p suggesting a mean average spend of 67.87 per attendee/group over the weekend This is an indicative figure of average spend which includes tickets and also Festival trade/produce (e.g. art works). For an estimate of the total economic value of this spend to the town, we would require a higher response rate and a robust estimate of the total number of visitors/groups to the town Further accuracy on the attribution of spend to Barnaby can be gained by looking at the proportion of visitors had specifically attended for Barnaby (in this survey this was 85% of respondents). Using a conservative estimate of 6,000 visitors over the Festival weekend, and accepting that the responses to the visitor survey give an accurate reflection of spend, we can assume the following: 2,500 attendees/groups (based on the proportions of responses to this question which included proportions in couples, with friends, in family groups and on own) visited Macclesfield town centre during the Barnaby weekend. From the survey, the number of respondents who attributed their visit (and therefore spend) to Barnaby was 85% of this figure. Therefore a total 2,125 attendees/groups in total who were in Macclesfield that weekend were there specifically for Barnaby. Responses to the survey suggest an average of 67.87 per attendee/group over the weekend. This implies a total of over 144,000 in visitor spend attributable to Barnaby (this is direct spend value rather than any indirect or induced impact, it also doesnt take into account spend that may have been displaced by the Festival).
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Business impact survey

The business impact questionnaire asked town centre businesses to provide footfall and sales figures (compared with previous weekends and the same weekend last year) and for comments on their impression and involvement in Barnaby: 16 business completed the questionnaire out of a possible 32 who were asked to fill in the survey. This 50% response rate suggests that overall economic impact cannot be calculated from the businesses responses as these arent representative of the whole; however there are some useful indicative findings both of impact on traffic and trade, and on informative feedback from traders on how to improve these effects. (Please note, respondents include important multiples such as Marks & Spencer and new businesses such as Treacle Tap).
Footfall:
12 out of 16 businesses stated the Barnaby weekend saw rises in footfall an average of 28% (ranging between 2% and 67%) on the Friday, an average 40% increase (between 10% and 67%) on the Saturday, and an average of 58% (between 25% and 100%) rise in footfall in Sunday (with 100% increases reported by three businesses). Some businesses couldnt estimate footfall but stated they couldnt fit anyone else in!
Sales:
12 out of 14 responding businesses reported increases in sales on the Barnaby weekend compared with the previous weekends and in relation to the previous Barnaby Festival. Those who gave figures reported a range between 9% increase and 32% increase an average of 20% - on the Friday, between 8% and 100% increase in sales an average of 35% - on the Saturday and an average of 74% increase - between 19% and 107% increase in trade - on the Sunday. Again three traders reported increases of around 100% for the Sunday. Some reported to the organizers that they were much busier than usual but werent prepared to fill in the questionnaire. Two respondents considered the positive impact on their trade was not due to the Festival but due to Fathers Day weekend. Five of the non-respondents anecdotally reported a negative effect however describing business as quieter than normal. These were all businesses away from the Market Place and Chestergate, where visitors are drawn to by Festival events. This is further supported by comments from respondents who asked for the Parade route and Art Trail to come to them, in recognition of the economic benefits they bring. Others suggested events that they would be prepared to host to increase their involvement in Barnaby, requested an extended Treacle Market and bringing back the Peoples Pianos. One business suggested that the Festival should be extended to a week, to broaden the impact and give them time to see all the events!
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Louise Murphy Louise Murphy
What businesses in Macclesfield say about Barnaby and the impact it has on them and the town:
Rain affected sales so we saw no increase. When the weather is OK it brings in higher footfall and attracts new custom. Activity in the Market Place and Town Hall definitely increases trade. It brings footfall to the town. It encourages people to use Macclesfield for entertainment. People were dining with us before and after performances which significantly boosted trade. Loads of new customers came to see the films. It also seemed there were more visitors from out of town. The busiest Saturday the store has ever had; Footfall much higher in the town centre, sales therefore much higher than a usual weekend. Footfall = free advertising. Wonderful atmosphere from the people visiting the shop. Raised moral and raises awareness of us as a business. Networking with other small businesses and artists. Community spirit. Fab artwork in our space! Atmosphere, buzz. Barnaby brings like-minded arty/musical people; fun and increased revenue. Party atmosphere and feel-good factor brought to the town has to be good for all businesses. Greater awareness. It reminds locals that there are good shops on their doorsteps. Overall 30% rise in footfall, but fewer sales in comparison to last years Barnaby. Better atmosphere and smileatmosphere was brill, sold lots of salad! The Barnaby Festivaldespite the bad weather conditions- brings in a few new faces. Just a huge thank you to all involved! Thank you for giving us the opportunity to be involvedit was fantastic for our atmosphere and for our business! A lot more people around this year for the weekend of the Festival, particularly after the parademaybe sheltering from the rain. More sales but much smaller items. Good atmosphere. We absolutely support the Festival and the positive impact it has on the town centre.
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Appendices
A. Financial Summary
Macclesfield Barnaby Festival: Summary Income & Expenditure Statement as at 31 October 2011 INCOME Grant Income CEC Direct CEC Community Grant Macclesfield Charter Trustees TOTAL GRANT INCOME Other Income Sponsorship & Fundraising 16,135 5,000 250 150 EXPENDITURE Expenditure - Events Events & Exhibitions Silk Opera Street Fest Wild Thing 5,400 TOTAL EVENT COSTS Overheads & Central Costs Subscriptions & Insurance Central Marketing Infrastructure (Police/ Security/Toilets/Site Management) TOTAL OTHER INCOME 37,541 Ticket Printing & Commission Stationery, materials, etc. Licensing Other TOTAL CENTRAL COSTS Total Income Net Surplus for Year 42,941 4,395 Total Costs 993 5,576 900 20,464 3,000 2,744 1,950 28,158
Ticket & Event Income 21,406
846 420 210 1,443 10,388 38,546
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B. Contributors
Macclesfield Barnaby Festival Board:
Chair ...........................................................................Lynne Jones Festival Director .....................................................Nicholas Smith Secretary ...................................................................Jane Munro Treasurer ...................................................................Ian Musgrave Visual Arts Coordinator .......................................Anna Riordan PR & Marketing .......................................................Fiona Bailey Performance, Sponsorship & Evaluation.......Aileen McEvoy
Volunteer team leaders:

Marketing: ................................................................Sally Bull Distribution: ............................................................Lizzie Wood Design: ......................................................................Sue Asbury & Mark Hamilton Website Development and Design: ................Andrew McCully Social Media: ...........................................................Louise Murphy Tickets and Box Office:.........................................Margaret Charlton Volunteer Coordinators: ......................................Annie Matthews & Melanie Alexandrou Administration:.......................................................Claire Sykes Venue Coordinator:...............................................Iain McLean Evaluation ................................................................Abigail Gilmore Access Advisor: .......................................................Wendy Moss Parade Organiser & Artistic Director:..............Louise Lewis & John Hartshorn Visual Arts:................................................................Hilary Jack & Jacki Clark Fete Coordinator:...................................................Jane Griffiths Event Coordinators: ..............................................Andy Bailey Jo Bell Sarah Bullock Jude dSouza Kaite Helps Matthew Hyde Jennifer Keenan Neil Puttick Debbie Quinn Bradley Snelling Garry White
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C. Sponsors, Partners and Friends of the Festival

Orbit Developments ASB Housing Solicitors Asbury & Asbury Belong Bell Jar Bollington Brewing Co Bradshaw Bennett Capita Symonds Ingenious Creative JAM Film Festival Kids Allowed Keyworker Homes Macclesfield Charter Trustrees Magnus Mother Goose interiors Ogden Townsend Pannone P R Jones, Jewellers, Macclesfield Red Willow SAS Daniels LLP Sevens of Macclesfield Shackleford Pianos The Snowgoose Spiral Colour VIBE thewhitegallery Wright & Morton Vets Cheshire East Council
Other Friends & Supporters of the Festival:

Adamley Macclesfield Printed Silks Cheshire Demolition Hallams Property Consultants Macclesfield Express Macclesfield Guild and Chamber of Trade Macclesfield Library Macclesfield Town Football Club Manchester Evening News R A Smart Textiles Resourses for Business Shenton Garden Supplies Spiveys Web St Michael and All Angels Church, Macclesfield Storm Brewing Co. Stormguard Terra Nova School, Holmes Chapel
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D. Report on Press & Marketing

May & June 2010 Website Visitors Visits Page Views Pages per visit Bounce Rate * Main Traffic Sources Google Direct Facebook Yahoo 55.08% 21.06% 4.14% 1.47% 55.00% 17.15% 6.49% 1.41% 60.48% 16.87% 4.69% 1.73 63.66% 12.66% 4.44% 1.61% 7,122 39,752 5.58 29.16% 10,267 62,464 6.08 33.44% 3,178 20,701 6.51 25.02% 4,351 27,944 6.42 28.87% May & June 2011 Week before & inc. Barnaby 2010 Week before & inc. Barnaby 2011
E. Report on Social media activity

Facebook in particular has seen a big increase in activity. Barnaby had a Facebook group with over 400 members but a decision was taken to move to a page format, which allowed for better communication with members (for comparison, Buxton Festival, a long running professional event, had 500 members). Rather than having to visit the group for news, updates from Barnaby would appear automatically in members news feeds, making contact with the Festival easier. Over the Festival period it was used to check in, leave latest news, upload photos and review events, creating a rolling news effect which attracted more interest and built popularity. Members who liked the page rose rapidly, and over 300 had signed up to Barnabys updates. Since June this has risen to over 360. Monthly active users peaked at around 1000 on the week of the Festival, and has remained steady since with around 200 active users every month, mainly due to the continued interaction with users by the admins. The page has become a forum for exhibitions or spin-offs such as Speakeasy, Film on Tap and the Laugh Out Louder Comedy Club, and for events at new versatile venues such as the Snowgoose Cafe and Treacle Tap pub. There are twice as many female as male users, with just over 40% of the female users aged 2544. Nearly 100 are Macclesfield based, just over 50 are in Manchester and around 30, London (NB not all users reveal their location). Our fans have a combined total of 70,000 friends greatly increasing our potential reach. We have very regular page views, an average of about 5 a day, but this can fluctuate greatly depending on specific content. Between April 2011 and November 2011, over 700 visits to the Barnaby website have come from Facebook. Around half of those had never visited the site before. Twitter activity has also increased, with a core group of tweeters providing responses and support. While Facebook is useful for engaging with our audience, Twitter has become useful for making connections with local businesses, sponsors, key volunteers and other like minded organisations. We have 394 followers and have been listed 10 times by other tweeters this increases followers as it means another tweeter has added you to a featured list of respected Twitter profiles. Between April 2011 and November 2011, over 95 visits to the Barnaby website came from Twitter. Around half of those had never visited the site before. Other referrers to the website are a variety of websites and blogs including the MEN site, the Macc Loop blog, the Make it Macclesfield brand site, the Best of Macclesfield site, Go See This (an arts culture listings site) and the Thread, whats on guide. In total, referring sites sent around 2,500 visitors to the website between May and November, around a quarter of our total visits for that period. We have recently established a Flickr account for members to add their photos of the Festival, and will continue to explore new ways of interacting with our ever growing audience.
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Barnaby Festival 2011 Evaluation Report - Lo Res - Final

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EVALUATION REPORT 2011