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Events Tourism - Ireland - August 2014

INTRODUCTION
Key themes of the report
Definition
Data sources
Abbreviations
EXECUTIVE SUMMARY
The market
Figure 1: Estimated IoI events tourism market, by segment, 2009-14
Forecast
Figure 2: Indexed market value for events tourism, IoI, NI and RoI, 2009-19
Market factors
Online ticket sales decline in 2014
Counterfeit ticketing a significant cost to events tourism sector
Garth Brooks highlights concert licensing issue in RoI
Growing consumer confidence could see increased leisure spending
Companies, brands and innovations
The consumer
Family friendly events popular with Irish consumers
Figure 3: Types of events visited in the last 12 months, NI and RoI, July 2014
Figure 4: Types of event, festival or concert consumers would consider visiting in the future, NI and RoI, July 2014
Better price value would boost attendance at events
Figure 5: Factors that would encourage consumers to visit more events, NI and RoI, July 2014
Cost the main issue prohibiting attendance at events
Figure 6: Factors that have prevented consumers from visiting events in the past, NI and RoI, July 2014
What we think
ISSUES IN THE MARKET
What were the most popular types of events among Irish consumers in the last 12 months?
The facts
The implications
How can event promoters encourage Irish consumers to attend more events?
The facts
The implications
What are the main barriers prohibiting Irish consumers’ attendance at events?
The facts
The implications
Does the weather impact attendance at events taking place in Ireland?
The facts
The implications
How has the growing consumer confidence in Ireland impacted the events tourism sector?
The facts
The implications
TREND APPLICATION
Trend: Nouveaux Poor
Trend: Access All Areas
Trend: Collective Intelligence
MARKET OVERVIEW
Key points
Online entertainment ticket sales falling
Figure 7: Entertainment Tickets (eg tickets for cinema, concerts, sporting events) bought online in the last 12 months, NI and RoI, 2011-14
Legislation introduced to curb booking fees
Financial crisis contributing to decline in attendance at music events
Figure 8: Music performances and attendances at NAA member venues*, UK (including NI), 2008-12
Mobile devices to become important channels for ticket sales
Figure 9: Consumers who own, or have access to mobile technology devices, NI and RoI, October 2013 - July 2014
Fake tickets an issue for events tourism industry
Figure 10: Most targeted areas for ticketing fraud, UK (including NI), 2013
Concert licensing in the spotlight after Garth Brooks gigs cancelled
Upbeat consumers a positive for Irish events industry
Figure 11: Annualised consumer sentiment index, RoI, 2009-14
Figure 12: Consumer confidence index, NI, September 2008-June 2014
2014 sees improvement in NI consumers’ finances
Figure 13: How consumers rate their current financial situation, NI, January- July 2014
RoI consumers’ personal finances “OK”
Figure 14: How consumers rate their current financial situation, RoI, January-July 2014
Ireland’s unpredictable weather an issue for events tourism
Figure 15: Annual recorded summer rainfall levels (mm), NI and RoI, 2014
COMPETITIVE CONTEXT
Key points
Culture and heritage sites key to Irish tourism
Figure 16: Visitors to top 10 fee- and non-fee charging tourist attractions, RoI, 2009-13
Figure 17: Visitors to top 10 tourist attractions, NI, 2009-13
Attendance at spectator sports continues to grow
Figure 18: Average attendance numbers (per season) for Danske Bank Irish Premier League games, NI, 2008/09-2013/14
Figure 19: Average season attendance for GAA (Gaelic Football and Hurling) matches (2010-13) and Airtricity League of Ireland football matches (2010-14), RoI, 2010-14
MARKET SIZE AND FORECAST
Key points
Events tourism sector expected to grow in 2014
Figure 20: Estimated market value for events tourism, IoI, NI and RoI, 2009-19
Ticket sales show strong growth
Figure 21: Estimated IoI events tourism market, by segment, 2009-14
Visitors to Ireland to continue growing in 2014
Figure 22: Estimated total visitor numbers, IoI, NI and RoI, 2009-19
2014 to see further growth in inbound tourism
Figure 23: Overseas visitor numbers, IoI, NI and RoI, 2009-19
GB driving growth in visitors to NI
Figure 24: Estimated GB, RoI and other overseas overnight visitors to NI, 2012-13
Domestic visitors to increase in 2014
Figure 25: Domestic visitor numbers, IoI, NI and RoI, 2009-19
STRENGTHS AND WEAKNESSES
Strengths
Weaknesses
COMPANIES AND INNOVATIONS
Key points
Examples of Innovation
Cow-Fi and BB suit keep festival attendees connected
Official festival apps ensuring genuine ticket purchases
Interactive Rider Spoke bike rides encourage city exploration
Tourism authorities
Fáilte Ireland
Northern Ireland Tourist Board (NITB)
Tourism Ireland
NI events
B/E Aerospace festival of Flight
Belfast Beer and Craft Cider Festival
Belsonic
Féile an Phobail
Tennents Vital
Ulster Bank Belfast Festival at Queen’s
RoI events
Cork Folk Festival
Drogheda Samba Festival
Electric Picnic
Galway International Oyster and Seafood Festival
Irish Craft Beer and Cider Festival
Jameson Dublin International Film Festival
Sligo International Choral Festival
THE CONSUMER – ATTENDANCE AT EVENTS IN IRELAND
Key points
Family and kids events most popular events in Ireland
Figure 26: Types of events, festivals and concerts visited by consumers, NI and RoI, July 2014
Consumers with young children attend family events
Figure 27: Consumers that have visited a family/kids show/event in the last 12 months, by presence of children in the household, NI and RoI, July 2014
Figure 28: Consumers that have visited a family/kids show/event in the last 12 months, by age, NI and RoI, July 2014
Irish men attend sports events
Figure 29: Visits to a sports event/festival by consumers and future intentions, by gender, NI, July 2014
Figure 30: Visits to a sports event/festival by consumers and future intentions, by gender, RoI, July 2014
Consumers from rural regions most likely to attend countryside events and festivals
Figure 31: Consumers attending a Countryside fair/show in the last 12 months, by location, NI and RoI, July 2014
NI and RoI consumers equally likely to visit pop music events
Figure 32: Visits to a Pop music concert/festival by consumers and future intentions, NI and RoI, July 2014
RoI Millennials show strong demand to return to pop music concerts
Figure 33: Consumers that have visited a pop music concert/festival in the last 12 months, by age, NI and RoI, July 2014
THE CONSUMER – FACTORS THAT WOULD ENCOURAGE GREATER ATTENDANCE AT EVENTS
Key points
Cheaper tickets and free entry would boost attendance at events
Figure 34: Factors that would encourage consumers to visit more events, NI and RoI, July 2014
Ticket price reductions and free entry appeals to all
Figure 35: Consumers stating that cheaper tickets or free entry would encourage them to visit more events, by work status, NI and RoI, July 2014
Local events have highest appeal to elderly consumers
Figure 36: Consumers stating that events taking place in their local area would encourage them to visit more events, by age, NI and RoI, July 2014
Figure 37: Consumers stating that events that do not need an overnight stay would encourage them to visit more events, by age, NI and RoI, July 2014
Transport, parking and low-cost accommodation important to rural consumers
Figure 38: Consumers stating that the availability of low-cost accommodation at or near an event and better transport or parking facilities would encourage them to visit more events, by age, NI, July 2014
Figure 39: Consumers stating that the availability of low-cost accommodation at or near an event and better transport or parking facilities would encourage them to visit more events, by age, RoI, July 2014
THE CONSUMER – FACTORS PROHIBITING ATTENDANCE AT EVENTS
Key points
Cost of events the main deterrent for Irish consumers
Figure 40: Factors that have prevented consumers from visiting events in the past, NI and RoI, July 2014
Mature Irish consumers most likely to be prevented from attending events by cost
Figure 41: Selected factors that have prevented consumers from visiting events in the past, NI, July 2014
Figure 42: Selected factors that have prevented consumers from visiting events in the past, RoI, July 2014
Distance preventing rural consumers from attending events
Figure 43: Consumers stating the distance that having to travel to get to events had prevented attendance at events in the past, by location, NI, July 2014
Figure 44: Consumers stating the distance that having to travel to get to events had prevented attendance at events in the past, by location, RoI, July 2014
Facilities a key concern for women and mature consumers
Figure 45: Consumers stating the distance that concerns about facilities have prevented them from attending events in the past, by gender and age, NI and RoI, July 2014
APPENDIX
NI Toluna data
Figure 46: Visits to a Countryside fair/show by consumers and future intentions, by demographics, NI, July 2014
Figure 47: Visits to a Family/kids show/event by consumers and future intentions, by demographics, NI, July 2014
Figure 48: Visits to a Rock/metal/indie/punk music concert/festival by consumers and future intentions, by demographics, NI, July 2014
Figure 49: Visits to a Pop music concert/festival by consumers and future intentions, by demographics, NI, July 2014
Figure 50: Visits to a traditional Irish/folk music concert/festival by consumers and future intentions, by demographics, NI, July 2014
Figure 51: Visits to an R&B/jazz/blues concert/festival by consumers and future intentions, by demographics, NI, July 2014
Figure 52: Visits to an Arts event/exhibition by consumers and future intentions, by demographics, NI, July 2014
Figure 53: Visits to a Food festival by consumers and future intentions, by demographics, NI, July 2014
Figure 54: Visits to a Film festival by consumers and future intentions, by demographics, NI, July 2014
Figure 55: Visits to a Theatre/performing arts festival by consumers and future intentions, by demographics, NI, July 2014
Figure 56: Visits to a Classical music concert/festival by consumers and future intentions, by demographics, NI, July 2014
Figure 57: Visits to a Sports event/festival by consumers and future intentions, by demographics, NI, July 2014
Figure 58: Factors that would encourage consumers to visit more events, by demographics, NI, July 2014
Figure 59: Factors that would encourage consumers to visit more events, by demographics, NI, July 2014 (continued)
Figure 60: Factors that would encourage consumers to visit more events, by demographics, NI, July 2014 (continued)
Figure 61: Factors that have prevented consumers from visiting events in the past, by demographics, NI, July 2014
Figure 62: Factors that have prevented consumers from visiting events in the past, by demographics, NI, July 2014 (continued)
Figure 63: Factors that have prevented consumers from visiting events in the past, by demographics, NI, July 2014 (continued)
RoI Toluna
Figure 64: Visits to a Countryside fair/show by consumers and future intentions, by demographics, RoI, July 2014
Figure 65: Visits to a Family/kids show/event by consumers and future intentions, by demographics, RoI, July 2014
Figure 66: Visits to a Rock/metal/indie/punk music concert/festival by consumers and future intentions, by demographics, RoI, July 2014
Figure 67: Visits to a Pop music concert/festival by consumers and future intentions, by demographics, RoI, July 2014
Figure 68: Visits to a traditional Irish/folk music by consumers and future intentions, by demographics, RoI, July 2014
Figure 69: Visits to an R&B/jazz/blues concert/festival by consumers and future intentions, by demographics, RoI, July 2014
Figure 70: Visits to an Arts event/exhibition by consumers and future intentions, by demographics, RoI, July 2014
Figure 71: Visits to a Food festival by consumers and future intentions, by demographics, RoI, July 2014
Figure 72: Visits to a Film festival by consumers and future intentions, by demographics, RoI, July 2014
Figure 73: Visits to a Theatre/performing arts festival by consumers and future intentions, by demographics, RoI, July 2014
Figure 74: Visits to a Classical music concert/festival by consumers and future intentions, by demographics, RoI, July 2014
Figure 75: Visits to a Sports event/festival by consumers and future intentions, by demographics, RoI, July 2014
Figure 76: Factors that would encourage consumers to visit more events, by demographics, RoI, July 2014
Figure 77: Factors that would encourage consumers to visit more events, by demographics, RoI, July 2014 (continued)
Figure 78: Factors that would encourage consumers to visit more events, by demographics, RoI, July 2014 (continued)
Figure 79: Factors that have prevented consumers from visiting events in the past, by demographics, RoI, July 2014
Figure 80: Factors that have prevented consumers from visiting events in the past, by demographics, RoI, July 2014 (continued)
Figure 81: Factors that have prevented consumers from visiting events in the past, by demographics, RoI, July 2014 (continued)

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