Festivals to have the last laugh over recession and beat the credit crunch.
THEY say laughter is the best medicine. And it’s this age-old expression that could provide the antidote to the credit crunch as far as this year’s Edinburgh festivals are concerned.
According to international events guru Dr Joe Goldblatt, the Capital’s festivals could see record attendance in 2009 as people seek distraction from the doom and gloom of the recession.
The director of Queen Margaret University’s International Centre for the Study of Planned Events believes the festivals could cash in on people’s misery this summer, as well as the high air fares which make travelling abroad a distant dream for many UK residents.
Even redundancy is viewed as a way of luring people into Edinburgh for their summer holidays.
If the festivals are correctly marketed to target the UK audience this year, Dr Goldblatt believes organisers can convince Britons to turn their backs on foreign holidays and travel to Edinburgh instead.
Dr Goldblatt’s theory is based on how people have responded to recessions in previous years.
Back in the dark days of the 1920s depression, and again during the post-Second World War recession, entertainment industries boomed as people sought out light relief. Going to the cinema, dance hall or theatre became more popular with people looking to escape their worries.
Dr Goldblatt, believes the same kind of mentality will sweep in this year, and Edinburgh – as host to the biggest arts festival in the world – will be able to offer whatever is needed to take people’s minds away from these difficult financial times.
And, in turn, the city will reap the rewards.
Dr Goldblatt, who works in the university’s School of Business, Enterprise and Management, said: “In the 1920s and after World War Two, these types of events flourished because people needed a distraction and it might be an opportunity for festivals to play that role. People were looking for a way to overcome their sense of malaise and depression.
“In 1947, we had the founding of the Edinburgh International Festival solely for the purpose of lifting the spirits of a devastated Europe following World War Two.
“During these times, events such as film and live theatre actually experienced an increase and there was a proliferation of artistic achievement.”
Targeting the UK market is so integral to attracting people to Edinburgh’s festivals this year that it needs to be done exactly right, particularly as the numbers of international tourists could be hit by the global economic downturn.
Dr Goldblatt believes comparing what’s on offer in Edinburgh against foreign destinations is one way to go about it, especially if the Capital is shown to be far better value for money.
An advertising campaign promoting, for example, Spanish dance, Polish theatre and comedy from the USA all under one roof in the Capital could be a way to tempt those seeking international culture to the Edinburgh International Festival.
Dr Goldblatt also believes offering discounts to those who have lost their jobs due to the credit crunch would be a good way to show the UK population that Edinburgh’s festivals are sympathetic to the difficult financial times.
“They need to offer workers who have been made redundant special bursaries to be able to attend the festival,” he said.
“They will become supporters in the future once they gain employment and, in the meantime, it will make the festival look like heroes because they are being sympathetic to redundant people.”
Dr Goldblatt, who organised events for Ronald Reagan and Donald Trump when he lived in his native America, added: “We could see record attendance this summer if it’s marketed properly.
“Consumer confidence has to rise because it’s at an all-time low and those in the industry have to be effective in marketing value for money.
“If those two are aligned, I think it could be one of the most successful summers in the history of Edinburgh.”
He will present his theories and findings to organisers and city chiefs in the spring, when Queen Margaret University’s research into the funding for Edinburgh and Glasgow’s festivals is concluded.
But it’s not just the academics who have been assessing the potential for a bumper year in 2009. Fringe organisers are already gearing up for this year’s festival, agreeing that it could be the biggest ever after receiving record levels of interest from performers and audiences.
The number of people joining the Friends of the Fringe scheme, which gives priority booking and discounted tickets, has risen by 32 per cent on this time last year.
The number of companies expressing an interest in performing is up by nearly 20 per cent and organisers hope this will translate into a record number of shows.
Faith Liddell, director of Festivals Edinburgh, is hopeful the predictions are true. She said: “For the first time this year, we have a new, collaborative marketing plan for all Festivals Edinburgh members which will commence in late spring and will help to build buoyancy, particularly in light of the current economic downturn. The plan will aim to attract even more new visitors through a creative and strategic combined marketing and PR plan that will supplement the festivals’ own efforts at home and overseas.”
Deputy council leader Steve Cardownie, the city’s festivals champion, said: “He (Dr Goldblatt] is a world renowned authority on festivals and events, and whatever he says, he says with a great deal of authority.
“The indications are that he is probably right and everybody is looking forward to a bumper year.
“But nobody is being complacent and we have to target the UK market. We are also not going to forget about our international visitors because there will still be a lot of people coming from abroad.”
Source: scotsman
Category: Credit Crunch, Festival News
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Adam Parry is the editor for Event Industry News. If you would like to get in touch and learn more about Event Industry News email editor@eventindustrynews.co.uk.Subscribe
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