Barnaby Festival 2011 Evaluation Report -Lo Res- Final

8/3/2019 Barnaby Festival 2011 Evaluation Report -Lo Res- Final

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EVALUATION REPORT 2011

1

Barnaby is making a realimpact in Macclesfeld byhelping to strengthenthe local economy

Ijustw

anted

tosay

howph

enome

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Barnabyw

asfor

business

I absolutely loved the buzzo the town, the invisible

sparkle that sharing allthese wonderul activities

together brought

EVALUATION REPORTBARNABY FESTIVAL 2011

17- 19 JUNE 2011


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We set out in 2009 to create a contemporary arts estival which

would have an impact on the town, and build pride in our heritageand talents. Ater only the second Barnaby Festival there is a realsense that this is being achieved.

The Festival spirit has taken root so quickly because o the eagernessin the town to regain a sense o community, and start a cultural andeconomic renaissance. This evaluation is clear evidence o that.

Enormous thanks are due to the Barnaby volunteers or their hugecommitment and enthusiasm, to the artists, supporters and local

business sponsors, and to the people o Maccleseld.Lynne Jones, Chair o the Board o Trustees, Macclesfeld Barnaby Festival, November 2011

The impact o Barnaby on Macc has been extraordinaryso many initiativeshave come out o the Festival. Even i there were no more Barnaby its legacywould be o inestimably value to the uture o Maccleseld.

It is Sunday morning and I just wanted to say how phenomenal Barnabywas or business, despite the disastrous weather! People turned out in theirdroves to support the Festival and we had a record days trading at theTreacle Tap both on Friday and Saturday!

In two years youve made not just a Festival (achievement enough) but asplendid Festival. There were enough volunteers on the ground; the venueswere excellent and well thought out; above all, there was NO CRAP on theprogramme to bulk it out or placate local artists. The ree stuf in particularwas excellent. The groundswell o goodwill is antastic.You have created both demand and supply or artistic

events in Maccleseld and we love you or it.

Foreword

Evaluation Report design by Ingenious Creative

Photography courtesy o Fiona Bailey, unless stated otherwise


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Contents

Commentary: The Barnaby Festival Legacy .................................................3

Valuing Barnaby 2011: A Summary in Numbers ..........................................4

Evaluating Barnaby 2011: An Introduction.....................................................7

Barnaby 2011: the dicult second Festival? ................................................8

The Barnaby 2011 Programme ............................................................................9

Marketing and Media Campaigns.................................................................. 10

Visitors to Barnaby and their Responses ....................................................... 11

A Voluntary Eort .................................................................................................. 18

Participation............................................................................................................ 21

Visitor Figures......................................................................................................... 22

Economic Impact on the Town......................................................................... 24

Appendices................................................................................................................ 27


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4

The overwhelmingly positive response to the inaugural Festival in

2010 has been translated into a tangible impact on the town.A number o those people involved saw the publics enthusiasm or cultural events and communal

activities and have capitalized on that. The lively ood and drink market at Barnaby 2010 was very

well attended and comments on the eedback orms called or a more regular market in the town

centre. Maccleseld now has a hugely successul and growing monthly Treacle Market or

arts, antiques, crats, ood and drink market. www.treaclemarket.co.uk

Seeing the place come alive during Barnaby showed us the huge enthusiasmor a quality market and the potential o the town centre. It galvanized usinto creating the bustling market which we call Treacle.

Debbie Quinn, Treacle Market organiser

The success o The Monkey Run, an original opera perormed by a cast o local proessional and

student singers who came together as Silk Opera, has led to the establishment oMaccleselds

own and rst ever opera company. Silk Opera put on two productions beore returning to

Barnaby with The Bate Hall Ghost. It aims to become a valued and valuable part o Maccleselds

cultural lie. www.silkopera.com

The energy unleashed by Barnaby 2010 came just as a momentum was building within the

business community and ollowing changes in the administration o the town. Regular Business

Breakasts, 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 o the Maccleseld Economic Forum. Barnaby Festival was invited to be

a ounding member, helping keep arts, culture and heritage at the heart o the economic debate.

Barnaby has helped to build the condence and energy in the town whichhas become the platorm or the great initiatives which will supportMaccleselds long term success. This includes the Maccleseld EconomicForum, a consortium o stakeholders rom business, civic society andpolitics working together. Maccleseld is creating its own road to long termsuccess and much o this will be through culture, art and heritage. It was theBarnaby Festival that started that journey and continues to positively push

the boundaries.

Clare Hayward, Chair, Macclesfeld Economic Forum www.makeitmaccleseld.co.uk

Barnaby Festival 2011 has already led to a urther enriching othe towns cultural lie:

a huge mural adorns the gable end o a two storey building on Sunderland Street painted by

Maxonian and proessional artist TJ Dolan. Funded by Barnaby Festival. the images are an

intriguing reerence to Maccleselds 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 ortnightly Speakeasy open mic night o words and music around a theme has been

enthusiastically supported http://www.acebook.com/#!/SpeakeasyMaccleseld

Commentary: The Barnaby Festival Legacy


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Valuing Barnaby 2011: A Summary in Numbers

Barnaby 2011 had 41 ocial venues, an increase o 30% on the inaugural Festival

The programme comprised o78 separate and diverse events

The Festival attracted at least 6,000 visitors to the town over the weekend, generating

high levels o engagement in the Festival oer and an estimated 144,000 o direct

visitor spend attributable to the Festival

The Festival took19,000 in ticket income an increase o over 50% on 2010

Businesses in the town centre, responding to an impact survey, indicated their trade

rose by an average o 20% on the Friday, 35% on the Saturday and 74% on the Sunday

The level o public unding was signicantly lower at 5,400 compared with a total

o 22,350 o grants the previous year, whilst sponsorship and undraising rose by 450%

The increased support o local sponsors was an important eature o the 2011 Festival with a

total cash sponsorship o 13,350 rom local businesses

The Festival was delivered by a team o 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 acebook page has 386 ans, with a combined reach o 70,000 riends

The Barnaby website had over 10,000 visits in May and June, 44% up on last year

Evaluation ramework devised and survey analysis produced by Dr Abigail Gilmore, University o Manchester.

Many thanks to those involved in distributing and collected survey questionnaires and data or the evaluation.


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More than 2,100 event tickets issued, an increase o 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 or each o 800 participants)

Over 60 community and social groups involved, an increase o 50% on last year

An estimated 600 people attended the Barnaby Street Kitchen - all 8 ood stalls sold out

About 500 attended ree workshops in lantern making, Crat Cae or Circus skills Over 1000 people were in the Market Place on Sunday or the outdoor morning service

and aternoon Street Fest

Between 350 and 850 visitors completed some or all o the Art Trail

(this is a conservative estimate based on table o exhibition visitor numbers below)

Over 90 exhibiting artists, photographers and makers

The work o 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, ree 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 ood at the Fete

10 local businesses provided ood at the Fete and the Street Kitchen

The town actively participated in the Festivals many events and activities


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A Visitor Feedback Survey provides some indicative statisticson what people did, elt, spent and enjoyed at Barnaby 2011:

48% o respondents heard about Barnaby through the Festivals marketing mix

(the remainder heard through word o mouth or other means)

27% o 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 o the Festival a score o 8 or above

Over 95% gave the quality o the Festival a score o 8 or above

Nearly 95% said Barnaby had a positive impact on the towns image

and the way they elt about Maccleseld

Respondents particularly liked and commented on:

the art over a quarter o respondents mentioned art, visual arts or artists;

the town coming to lie, its vitality; the atmosphere or buzz the Peoples Pianos; and the overall variety / diversity o events.

They commented that the Festival provides a true holiday or thetown and gave them new things to do and quality experienceswithout having to travel elsewhere:

We were visiting places as a tourist which we wouldnt usually see.

The energising buzz made it eel like a weekend away!

Im very impressed by the concept, diversity o events and the actthat the community seems very engaged.

A great continuum o art, rom very local - and hobby - basedthrough local national and international artists, challengingand sae.


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This evaluation report collates and summarises inormation about the organisation and delivery

o Maccleseld Barnaby Festival 2011 and the experiences o and responses rom the Festivalsparticipants, audiences and organisers. It aims to demonstrate how and whether the objectives o

the Festival were met, to summarise and learn lessons or uture delivery and to articulate evidence

o the impact and eects o the Festival. It was compiled in July - November 2010 ollowing the

Festival weekend, 17 - 19 June 2011.

The report works on the assumption that the Festivals successes can be understood in terms o

whether and how closely its original intentions were achieved. It thereore takes as a guiding

ramework the strategic objectives o the Festival.

There are ve key objectives o the Barnaby Festival based around championing the towns

cultural and historic assets, and promoting enjoyment o the arts.

To build community cohesion and grow social networks by reviving the Maccleseld

midsummer tradition o celebrating Barnaby. To originate an artistic and cultural programme (including events, activities, exhibitions

and perormance) rooted in local heritage.

To champion the cultural and historic traditions o Maccleseld, and inspire the

development o new ones.

To bring people in the Maccleseld area together with proessional artists locally and

those in the creative industries.

To advance the education o the public in all arts - including perorming and

experimental - and local culture, and to enrich appreciation o the arts.

The report examines evidence to show whether and how these objectives were met and

to provide a commentary on the impact and benets resulting rom Barnaby. It is based

on the ollowing data sources: Sel-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 ater the Festival

various operational data, collated rom the Festival website and

other communications

Evaluating Barnaby 2011: An Introduction

Barnaby Festival 2011 was an incredible achievement, which broughthundreds o people out onto the streets. Barnaby is making a real impact inMaccleseld by helping to strengthen the local economy, revitalise the towncentre and building the community spirit - long may it continue!

David Rutley,MP or Macclesfeld


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The rst Barnaby Festival in 2010 clearly had an impact on the towns condence and encouraged

more people and places to get involved in delivering the programme or 2011. Barnaby 2011had 41 ocial venues, an increase o 30% on the inaugural Festival (see Appendix or ull

list). Keeping the same spirit established in the Festivals objectives, a broader programme

drew upon Maccleselds 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

Maccleseld has to oer.

Similar to the rst Festival, Barnaby 2011 was governed and delivered by a Board and a host o

volunteers. The level o public unding was signicantly lower at 5,400 compared with a

total o 22,350 o grants the previous year, whilst sponsorship and undraising rose by 450%

(see Appendix or expenditure, Festival Board and Team leaders, unders, sponsors and

other supporters).

The increased support o local sponsors was an important eature o the 2011 Festival with

a total cash sponsorship o 13,350 rom Maccleseld businesses. This reects the increased

und-raising ocus and suggests that town businesses have now taken more ownership o

Barnaby and eel comortable oering public and nancial support. The principal sponsor Orbit

Developments matched the cash contribution o 5000 rom Cheshire East Council.

The volunteer contribution to Barnaby is its key asset without the 170-plus people who gave

their time (excluding additional support o parents, riends and amily or those who were actively

involved providing extra value through costume making, childcare, transport and so on),

the Festival simply wouldnt be possible.

Barnaby 2011: the dicult second Festival?


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OBJECT: To originate an artistic and cultural programme rooted

in local heritage.

The Barnaby 2011 programme comprised o 78 separate eventsand activities eaturing a wide range o arts and cultural orms andpractices, including:

23 amily riendly events 16 o which were ree, 13 o which oered participatory

opportunities, including 5 structured workshops

16 music events - 9 o which were ree

14 perormance events - including 4 which were ree

4 lm events

6 spoken word events, including high prole BBC Radio 4 programme Any Questions?

35 visual arts events all o which were ree

The ticketed events included

Comedy Club: Live at the Assembly Rooms

The Bate Hall Ghost: Silk Opera

Stan Tracey Trio

Pia: 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

Maccleseld 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 endishly tricky needing a knowledge o Macc

Fete: Barnaby at the Beach imaginative and un on a theme with Barnaby rock! Barnaby Street Fest high quality, unusual, hilarious and ree entertainment

Barnaby Lights the Night & Street Kitchen taking ownership o the Market Place

Wild Thing Contemporary Art Exhibition at Paradise Mill

Tales rom the Tower at Savage Chapel Tower site specic installation

Eleven Missing Days an immersive game based on Maccleseld history

Full listings can be ound on www.barnabyestival.org.uk

The Barnaby 2011 Programme


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The Festival mixed traditional and online/social media marketing:

A bespoke website http://www.barnabyFestival.org.ukeaturing programme inormation and

providing online booking

A acebook page which has received 368 likes, and eatures news and updates about Barnaby

and other related events and activities http://www.acebook.com/pages/Barnaby-Festival-2011

Flickr group http://www.ickr.com/groups/barnabyestival/

Twitter account @barnabyestival with 386 ollowers

40,000 twenty page brochures were printed, with 17, 000 distributed through the Maccleseld

Express newspaper as a orm o sponsorship. The remainder were delivered door to door in hard

to reach areas, distributed by volunteers in others, available at key venues in Maccleseld 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 or the

weekend itsel 5000 Art Trail cards were available through all appropriate venues.

The website was imaginatively redesigned or 2011 incorporating more eatures and rening

the search acility. This year the site was more widely used, with over 10,000 visits during May and

June, an increase o 45% on last year. The average number o pages viewed has remained steady at

an impressive 6, and the bounce rate* similarly encouraging.

Media coverage was a priority and the Festival achieved signicant local press coverage, with

eature articles and a special edition in the Maccleseld Express and regional magazines. There

was regular coverage in the 6 weeks leading up to the Festival weekend, including a ull two-page listings the week beore & a special Barnaby Edition o the paper on the weekend itsel with

an exclusive Barnaby cover page. Barnaby also eatured regularly (in the 4 weeks lead up) in

Cheshire Independent newspaper (monthly), Inside Magazines (all our editions), Local People

magazine, amily 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 Lie: 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 beore, Breakast presenter talked with guests about

upcoming events and happenings. There were also interviews on Dee 106.3 radio (which eeds

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 perormed live on air and at the Festival.

BBC Radio Manchester were in Maccleseld on the Saturday o the Festival recording interviews,

and there was a live studio interview ater the Festival, a ollow-up to the rst interview about the

launch o Barnaby 2010.

Marketing Campaign

Media Campaign


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Visitors to Barnaby and their responses

This section o the report looks at evidence o how the Festival wasreceived rom the questionnaire survey placed in various venues onthe Saturday and Sunday, and distributed rom the inormation stall,

along with qualitative comments rom letters, emails and online posts.Feedback orms were completed by 226 people. This cannot be considered a representative

sample o those who attended the Festival or o the Maccleseld (or any other population) in

general, as the questionnaire was sel-administered and no probability sampling rame or other

rubric was applied. However the responses do provide useul data to help to understand what the

audiences and participants o Barnaby elt about the Festival, what they liked and didnt like, which

events they attended, where they came rom and whether they are likely to return. The data is also

used to develop an average visitor spend based on inormation volunteered by the sample, which

provides a means or extrapolating and estimation o the economic value o attracting visitors to

Maccleseld town centre by putting on the Barnaby Festival.


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Who answered the questionnaire?

O the 219 who answered the question, 71% were women and 29% men. They represented

dierent age groups, with the largest age cohort answering the questionnaire being the

55 64 year old cohort.

Where did audiences originate rom?

95% o respondents identied their ethnic group as white, with 5% describing themselves as

mixed, Asian, black/black British or other. Three quarters (77%) o respondents stated they were

local residents - 156 out o 205 respondents who answered the question came rom SK10 and SK11

postcodes - and almost a quarter were visiting the town.

(Base = 213 respondents)

A local resident

76.9%

8.8%

14.4%

Visiting the area or the day/evening

Visiting the area and stayng overnight


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How did they hear about the Festival?

The survey respondents had heard about the Festival in a number o ways, with 48% stating they

had heard through print, online and social media marketing but 52% through word o mouth or

other means.

What did visitors do?

Over hal o the questionnaire respondents had attended (or participated in) the Parade. Please

note percents total more than 100% as respondents could select more than one event; some

gures may reect the location o questionnaire



Word o mouth

Barnaby website

Twitter

Print marketing

Facebook

Other

20.5%

40.2%

31.7%

0.9%0.9%

5.8%


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27% o respondents stated they had actively taken part in the Festival,

e.g. through the Parade.

Signicantly, 48% o respondents had been to Barnaby the previous years, but 52% o the

respondents had not been to the rst Barnaby Festival so were new visitors in 2011.

67% o those visiting the area, and 68% o those visiting the area and staying overnight

were new to the Festival.

80% o respondents visited on Saturday and Sunday, with 38% attending on the Friday;

7% attended on the Thursday.

OBJECT: To bring people in the Macclesfeld area together with

proessional artists locally and those in the creative industries.

New Cultural Experiences

78% stated they had tried something new note there was a low (less than 50%) response

rate to this question. 83% o local residents and 68% o visitors to the town said they had

tried something new.



Yes

78% 22%

No


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OBJECT: To advance the education o the public in all arts and local

culture, and to enrich appreciation o the arts.

A number o respondents mentioned specic new experiences, including Friispray, lantern

making, the Peoples Pianos, nding new places, contemporary arts exhibitions and the Pia event.

Comments about these new experiences included:

[We are] visiting places as a tourist which we wouldnt usually see.

Bought a painting (original). Enjoyed all the art especially the puppets in Savage Tower, never

been in the tower beore.

What did they think?

Survey respondents were asked to say, on a scale o 0 to 10 (10 being very likely) how likely they

were to attend again, how much they had enjoyed the Festival and how they would rate the overall

quality o the events and shows they had attended.

Over 70% o respondents said they were positive they would attend the

Barnaby Festival again (a score o 10) Over 88% gave their enjoyment o the Festival a score o 8 or above

Over 95% gave the quality o the Festival a score o 8 or above



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When asked what aspect o Barnaby Festival or event or show respondents had enjoyed most,

requent/repeated phrases included:

the art over a quarter o respondents (58 or 28%) mentioned art or artists;

the town coming to lie, its vitality; the atmosphere or buzz (34 respondents 17%); 17 responses (8% o respondents to this question) mentioned the Peoples Pianos;

the variety / diversity o events.

The energizing buzz made it eel like a weekend away!

A great continuum o art, rom very local and hobby based throughlocal national and international artist, challenging and sae. Last yearit was polarised between challenging (Christ Church) and sae(almost all the rest).

Im very impressed by the concept, diversity o eventsand the act that the community seems very engaged.

The aspects o 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 o events reected on:

the poor quality o Maccleseld Express exhibition;

poor timing or clashes between too many events;

technical problems and sound quality at the Sci Bar; poor sightlines and

choice o venue or The Bate Hall Ghost Opera;

too ew ood stalls on Saturday evening;

the lack o young people in the 16-18 year old group participating in

Barnaby/drawn to the event.


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Sense o Place

Respondents were asked whether and how Barnaby had made a dierent to the image o the town.

More than 9 out o 10 respondents stated the Festival had a positive impact on the towns image

and the way they elt about Macc.

Base = 183 respondents

Base = 211 respondents

OBJECT: To champion the cultural and historic traditions o

Macclesfeld, and inspire the development o new ones.

Yes (has answered positively)

94.5%

5.5%

No (has not answered or has

answered that no diference)

Yes

94.5%

5.5%

0.5%

No

Dont know


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A Voluntary Efort

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 urther 50 in Parade preparation and marshalling. A volunteer survey was circulated ater

the Festival to the volunteer mailing list and 28 responded (a rate o around 17%). This was the rst

experience o volunteering or 4 respondents:

Respondents claimed a range o benets rom their experience, with all respondents agreeing they

had given something back to their town and their community, 82% saying they had made new

riends, and nearly 60% saying they had learnt new things.

No - this is the rst time

Yes - I have volunteered once or twice beore

Yes - I volunteer regularly

14.3%

42.9%

42.9%


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Comments about the experience o volunteering were overwhelming positive. There was however

some ormative eedback on operational issues, most notably the need to make clear distinction

between artistic direction and operational management roles, the need or better coordination o

teams, and better inormation management or volunteer contact details. There was also a clear

request or more volunteers to spread the heavy workload and or specic skills recruitment to help

lead particular work streams.

Really good or the town - the improving community networks.

The impact o Barnaby on Maccleseld has been extraordinary.So many initiatives have come out o the Festival. Even i there wereno more Barnaby Festivals its legacy would be o inestimably value tothe uture o Maccleseld.

I volunteered originally to gain experience within the creative eld I wantedto work in. The contacts I made through Barnaby have been very useul,many o whom I now count as riends. As well as eeling I had contributedpositively to my community, I also gained valuable experience and enoughcondence in my own abilities to retrain in a eld I wanted to

work in. I now have a job in that area, and I eel myinvolvement with Barnaby helped that happen.

As with last years survey, all respondents - 100% - said that theywould volunteer again.


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Using the same methodology as in last years Festival evaluation, the

value o the volunteer labour has been estimated.

The VIVA model (Volunteer Investment and Value Audit) provides a way o calculating the value o

volunteer input using the total numbers o hours and an hourly wage rate (see www.volunteering.

org or ull 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 o14,220 total volunteer hours were

generated by Barnaby, and taking the current minimum wage o 5.93 (or over 21 year olds)

produces an estimated total value o 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 or emale employees (68% o respondents were emale), across

all occupations (given the range o roles) o 9.90 (see Annual Survey o Hours & Earnings 2010,

www.statistics.gov.uk) gives a more realistic estimate o the labour cost o 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 benets and holiday pay. I these are added

using a 20% mark-up (used by local authorities to reect additional labour costs, holiday pay and

recruitment costs) this gives a value o 101,000 (or average hourly wage) and almost 169,000

(using median wage or emale employees).

The value attributable to the core volunteer team can be reasonablyassumed to lie between 84,000 and 169,000, an increase o 20%on last year reecting the growth o the Festivals content and needor higher numbers o volunteers as well as the slightly higherminimum wage.


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Participation

There were a range o opportunities or local people to actively

participate in cultural activities in the run up to and during theFestival itsel.

An estimated 2000 people took part as artists, perormers, exhibitors, production staf

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 o around over 300 school children was shown

around 50 musicians played on streets, at ree outdoor events, or on the Peoples Pianos

about 250 sang, played, acted or spoke at ticketed events, ree perormances 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 ood at the Fete

10 local businesses provided ood at the Fete and the Street Kitchen

Over 60 community and social groups took part in the second Festival, an increase o 50% on

last year and a more inclusive range, due to regular and positive press coverage and word o mouth

but also through use o social media and direct outreach by Barnaby. For instance:

a team rom the Snowgoose Cae Bar was one o up to a dozen which attended parade

workshops and created a giant puppet;

MaccPinoy, a Filipino community group oered to marshal the parade and along with 3 towncentre restaurants were invited to sell ethnic ood at the Flavours o Macc, Barnaby Street

Kitchen alongside traditional and rustic Cheshire ayre;

Men in Sheds and a zumba class were two o the groups to dress up and take part in the

parade or the rst time;

independent shops, caes and even a supermarket concealed Treasure Hunt clues.

I absolutely loved the buzz o the town, the invisible sparkle that sharingall these wonderul activities together brought, and making new riends.It was brilliant, next year I will be planning wall to wallBarnaby Friday through Sunday. Thanks everyone.

There were a range o ree activities or visitors to spontaneously participate in over the weekend:Friispray, lantern making and ceramics demonstrations or all ages; mosaic making, hat making,

print making, origami and paper crat at the Crat Ca; hands on childrens activities on a beach

theme at the Fete including wildlie experiments, ossil making and creative recycling, and

sand; and tug o war, Sport and Play games and competitions and ootball skills and drills.

Its worth noting that the level o engagement with small, medium and large local businesses

in terms o sponsorship and sta support was noticeably higher this year, and represents

participation rom the commercial sector. This is reected in their nancial contribution to

the Festival. The hospital in Maccleseld and medical centre were also very keen to be involved

oering premises and encouraging their employees to be involved as volunteers or visitors.


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It is estimated that at least 6000 people attended Barnaby Festival

2011 over the 3 days.

Visitor gures are hard to calculate accurately particularly or 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 o 50% on last year

Increased sales or some businesses, an average o 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: gures

rom an average o Friday and Saturday daytime sales ree car parking on Sunday)

1,600 2,000 spectators were present at the Parade(based on 2 visitors or each o 800 participants)

an estimated 600 people attended the Barnaby Street Kitchen on Saturday evening

all 8 stalls sold out o ood

about 500 attended ree workshops in lantern making, Sunday Best Crat Cae or Circus skills

over 1000 people were in the Market Place on Sunday or the outdoor morning service or

aternoon Street Fest

between 350 and 850 visitors completed some or all o the Art Trail

(this is a conservative estimate based on table o exhibition visitor numbers below)

Visitor gures

Town centre car park

ticket sales

10 & 11 June 2011 17 & 18 June 2011

Barnaby

24 & 25 June 2011

Grosvenor MSCP 1166 1400 1150

Duke Street 1196 1395 1195

Exchange Street 1221 1307 1226

Churchill Way 1876 2135 2014

Christ Church 266 232 (closed Sat am) 254

Whalley Hayes 660 910 640

Jordangate MSCP 327 474 378

Town Hall 512 562 592

TOTALS 7224 8415 7449

Total equiv 2010 7366 8141 NA

Source: Cheshire East Council


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Exhibition Visitors Comments

Tales rom the Tower,

The Savage Tower,

St Michaels

850 Many had never been in the Medieval Tower, some

thought puppet magical, others creepy but usually

a reaction.

Wild Thing at

Paradise Mill

400 Its great to see this extraordinary space being used

or such a high quality contemporary exhibition. Its

wonderul to see such high prole regional, British

and European artists exhibiting here in Maccleseld.

It really is inspiring. We love it!

Barnaby Belles &

Under One Rooat

Sevens, Chestergate

650 Generally well received. Visitors enjoyed the diversity

and quality o everything.

Festival Gallery, pop-up at

Hallams Commercial (disused)

650 Coming rom Manchester to Maccleseld and

seeing such a wonderul collection o art is such an

achievement and something that should happen

more oten. Far too oten city goers are rightul o

leaving the culture. However this pop up gallery has

proved much reason or us to do exactly that.

Aghan Bazaar at

The Heritage Centre,

Roe Street

423 Its great to see this extraordinary space being used

or such a high quality contemporary exhibition. Its

wonderul to see such high prole regional, British

and European artists exhibiting here in Maccleseld.

It really is inspiring. We love it.

Safron Samples at

Dj vu, Chestergate

364 Lovely exhibition, great atmosphere in the town,

parade very moving, Macc at its best.

Summer Show at

Longden Gallery,

Shaw Street

159 Fabulous loved the prints; Great variety thanks or

exhibition; lovely paintings o St. Ives; Lovely work as

ever; terric.

Three Presidents at

Gateway Gallery,

Prestbury Road

135 It was really hectic and many people came rom

outside the SK postcode; surprised that sold 5000

worth o paintings!

Natural Ceramics at

Toni & Guy,

Mill Street

100

(Sun

only)

Sta could not have been more obliging and helpul,

sales were very good - I gave the manager a piece o

my work!


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An estimated 144,000 in direct visitor spend is attributable to

Barnaby (see visitor spend questionnaire results below) reected inthe substantial increases in ootall and sales at some town centrebusinesses (see business survey below).

In addition the bulk o over 21,000 o grant and sponsorship income to Barnaby Festival,

and over 10,000 rom ticket income was spent on goods, services and talents o local,

independent traders.

Long term and sustainable impact is difcult to assess or disentangle rom the impact o other

initiatives such as the Treacle Market and Make it Maccleseld events and promotions, however

comments reect a positive impact on condence.

Calculating the total economic impact o Barnaby in terms o increased visitors and spend is

difcult and any attempt to do so without extensive primary data collection should be taken withcaution. However, the audience survey or 2011 included questions about spend and attribution

(whether visitors had specically attended the town or Barnaby and so one could reasonably

attribute their spending to the Festival).

However, this indicator is based on a sample o visitors who had completed questionnaires

voluntarily without a probability sampling rame, and so may indicate bias (e.g. people who

already eel 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 o 67.87 per attendee/group

over the weekend

This is an indicative gure o average spend which includes tickets and also Festivaltrade/produce (e.g. art works).

For an estimate o the total economic value o this spend to the town, we would require a

higher response rate and a robust estimate o the total number o visitors/groups to the town

Further accuracy on the attribution o spend to Barnaby can be gained by looking at the

proportion o visitors had specically attended or Barnaby

(in this survey this was 85% o respondents).

Using a conservative estimate o 6,000 visitors over the Festival weekend, and accepting that the

responses to the visitor survey give an accurate reection o spend, we can assume the ollowing:

2,500 attendees/groups (based on the proportions o responses to this question which included

proportions in couples, with riends, in amily groups and on own) visited Maccleseld town centre

during the Barnaby weekend. From the survey, the number o respondents who attributed theirvisit (and thereore spend) to Barnaby was 85% o this gure.

Thereore a total 2,125 attendees/groups in total who were in Maccleseld that weekend were

there specically or Barnaby.

Responses to the survey suggest an average o 67.87 per attendee/group over the weekend. This

implies a total o 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).

Economic Impact on the Town


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Business impact survey

The business impact questionnaire asked town centre businesses to provide ootall and sales

gures (compared with previous weekends and the same weekend last year) and or comments on

their impression and involvement in Barnaby: 16 business completed the questionnaire out o a

possible 32 who were asked to ll in the survey.This 50% response rate suggests that overall economic impact cannot be calculated rom the

businesses responses as these arent representative o the whole; however there are some useul

indicative ndings both o impact on trafc and trade, and on inormative eedback rom traders

on how to improve these eects. (Please note, respondents include important multiples such as

Marks & Spencer and new businesses such as Treacle Tap).

Footall:

12 out o 16 businesses stated the Barnaby weekend saw rises in ootall an average o28%

(ranging between 2% and 67%) on the Friday, an average 40% increase (between 10% and 67%)

on the Saturday, and an average o 58% (between 25% and 100%) rise in ootall in Sunday (with

100% increases reported by three businesses). Some businesses couldnt estimate ootall butstated they couldnt t anyone else in!

Sales:

12 out o 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 gures reported a range between 9% increase and 32% increase an average o 20% - on

the Friday, between 8% and 100% increase in sales an average o 35% - on the Saturday and an

average o 74% increase - between 19% and 107% increase in trade - on the Sunday. Again three

traders reported increases o around 100% or the Sunday.

Some reported to the organizers that they were much busier than usual but werent prepared to

ll 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 o the non-respondents anecdotally reported a negative eect however describing business

as quieter than normal. These were all businesses away rom the Market Place and Chestergate,

where visitors are drawn to by Festival events. This is urther supported by comments rom

respondents who asked or the Parade route and Art Trail to come to them, in recognition o the

economic benets 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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27

What businesses in Maccleseld say about Barnaby and the impact ithas on them and the town:

Rain afected sales so we saw no increase. When the weather is OK it brings

in higher ootall and attracts new custom.

Activity in the Market Place and Town Hall denitely increases trade. Itbrings ootall to the town. It encourages people to use Maccleseld orentertainment. People were dining with us beore and ater perormanceswhich signicantly boosted trade.

Loads o new customers came to see the lms. It also seemed there weremore visitors rom out o town.

The busiest Saturday the store has ever had; Footall much higher in thetown centre, sales thereore much higher than a usual weekend.

Footall = ree advertising. Wonderul atmosphere rom the peoplevisiting the shop.

Raised moral and raises awareness o us as a business. Networking withother small businesses and artists. Community spirit.Fab artwork in our space!

Atmosphere, buzz.

Barnaby brings like-minded arty/musical people; un and increased revenue.

Party atmosphere and eel-good actor brought to the town has to be goodor all businesses.

Greater awareness. It reminds locals that there are good shops on their doorsteps.

Overall 30% rise in ootall, but ewer sales in comparison to last years Barnaby.

Better atmosphere and smileatmosphere was brill, sold lots o salad!

The Barnaby Festivaldespite the bad weather conditions- brings in a ewnew aces. Just a huge thank you to all involved!

Thank you or giving us the opportunity to be involvedit was antastic orour atmosphere and or our business!

A lot more people around this year or the weekend o the Festival,particularly ater the parademaybe sheltering rom the rain.More sales but much smaller items. Good atmosphere.

We absolutely support the Festival and the positive impactit has on the town centre.


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Appendices

Maccleseld Barnaby Festival: Summary Income & Expenditure Statement as at 31 October 2011

INCOME EXPENDITURE

Grant Income Expenditure - Events

CEC Direct 5,000 Events & Exhibitions 20,464

CEC Community

Grant

250 Silk Opera 3,000

Maccleseld Charter

Trustees

150 Street Fest 2,744

Wild Thing 1,950

TOTAL GRANT

INCOME

5,400 TOTAL EVENT COSTS 28,158

Other Income Overheads & Central Costs

Sponsorship &

Fundraising

16,135 Subscriptions & Insurance 993

Ticket & Event Income 21,406 Central Marketing 5,576

Inrastructure (Police/

Security/Toilets/Site

Management)

900

TOTAL OTHER

INCOME

37,541 Ticket Printing &

Commission

846

Stationery, materials, etc. 420

Licensing 210

Other 1,443

TOTAL CENTRAL COSTS 10,388

Total Income 42,941 Total Costs 38,546

Net Surplus or Year 4,395

A. Financial Summary


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29

Macclesfeld 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

Perormance, 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 Ofce:.........................................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 Griths

Event Coordinators: ..............................................Andy Bailey

Jo Bell

Sarah BullockJude dSouza

Kaite Helps

Matthew Hyde

Jennier Keenan

Neil Puttick

Debbie Quinn

Bradley Snelling

Garry White

B. Contributors


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Orbit Developments Cheshire East Council

ASB Housing Solicitors

Asbury & Asbury

Belong

Bell Jar

Bollington Brewing Co

Bradshaw Bennett

Capita Symonds

Ingenious Creative

JAM Film Festival

Kids Allowed

Keyworker Homes

Maccleseld Charter Trustrees

Magnus

Mother Goose interiors

Ogden Townsend

Pannone

P R Jones, Jewellers, Maccleseld

Red Willow

SAS Daniels LLP

Sevens o Maccleseld

Shackleord Pianos

The Snowgoose

Spiral Colour

VIBE

thewhitegallery

Wright & Morton Vets

Adamley Maccleseld Printed Silks

Cheshire Demolition

Hallams Property Consultants

Maccleseld Express

Maccleseld Guild and Chamber o Trade

Maccleseld LibraryMaccleseld Town Football Club

Manchester Evening News

R A Smart Textiles

Resourses or Business

Shenton Garden Supplies

Spiveys Web

St Michael and All Angels Church, Maccleseld

Storm Brewing Co.Stormguard

Terra Nova School, Holmes Chapel

Other Friends & Supporters o the Festival:

C. Sponsors, Partners and Friends o the Festival


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D. Report on Press & Marketing

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 ormat, which allowed or better

communication with members (or comparison, Buxton Festival, a long running proessional

event, had 500 members). Rather than having to visit the group or news, updates rom Barnaby

would appear automatically in members news eeds, 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 eect 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 o 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 orum or exhibitions

or spin-os such as Speakeasy, Film on Tap and the Laugh Out Louder Comedy Club, and or

events at new versatile venues such as the Snowgoose Cae and Treacle Tap pub.

There are twice as many emale as male users, with just over 40% o the emale users aged 2544.

Nearly 100 are Maccleseld based, just over 50 are in Manchester and around 30, London (NB

not all users reveal their location). Our ans have a combined total o 70,000 riends greatly

increasing our potential reach. We have very regular page views, an average o about 5 a day, but

this can uctuate greatly depending on specic content. Between April 2011 and November 2011,

over 700 visits to the Barnaby website have come rom Facebook. Around hal o those hadnever visited the site beore.

Twitter activity has also increased, with a core group o tweeters providing responses and

support. While Facebook is useul or engaging with our audience, Twitter has become useul

or making connections with local businesses, sponsors, key volunteers and other like minded

organisations. We have 394 ollowers and have been listed 10 times by other tweeters this

increases ollowers as it means another tweeter has added you to a eatured list o respected

Twitter proles. Between April 2011 and November 2011, over 95 visits to the Barnaby website

came rom Twitter. Around hal o those had never visited the site beore.

Other reerrers to the website are a variety o websites and blogs including the MEN site, the Macc

Loop blog, the Make it Maccleseld brand site, the Best o Maccleseld site, Go See This (an arts

culture listings site) and the Thread, whats on guide. In total, reerring sites sent around 2,500

visitors to the website between May and November, around a quarter o our total visits or that

period. We have recently established a Flickr account or members to add their photos o the

Festival, and will continue to explore new ways o interacting with our ever growing audience.

May & June

2010

May & June

2011

Week beore & inc.

Barnaby 2010

Week beore &

inc. Barnaby 2011

Website Visitors

Visits 7,122 10,267 3,178 4,351

Page Views 39,752 62,464 20,701 27,944

Pages per visit 5.58 6.08 6.51 6.42

Bounce Rate * 29.16% 33.44% 25.02% 28.87%

Main Trac Sources

Google 55.08% 55.00% 60.48% 63.66%

Direct 21.06% 17.15% 16.87% 12.66%

Facebook 4.14% 6.49% 4.69% 4.44%

Yahoo 1.47% 1.41% 1.73 1.61%


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Barnaby Festival 2011 Evaluation Report -Lo Res- Final

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