Issue 58

EVENTS
to say, “I will be focussing on delivering
our shared priorities for the sector so that
we can continue to grow the economy
(through festivals and events) and enrich
lives across the country”.
So, there it is, we are now back on
the radar of the 13th DCMS minister in
recent years. From discussions I believe
she genuinely agrees that our events
are important to communities and the
economy, and I believe we will get her
support whenever possible. We can also
recruit support through her opposite
number in the Labour Party who is
now a permanent member of the APPG
Events. The best way for you to join in this
correspondence is to write to your own
local MPs and keep up the profile of you
own event in their mailbox. It is through
these actions that government will be
ready when we turn to them for further
support.
Remember government needs positive
messages, not problems. i.e. what are
we looking for, what solutions can we
offer, what can be achieved and how
might government assist? Don’t take your
problems to your MP, take your ideas of
what the solution might be.
SOME OLD, SOME NEW, SOME
STRUGGLING, SOME SUCCESS
Variation on a well-known phrase, but
it is very appropriate. I must say I am
surprised to see new festivals popping
up all over the UK. Not hundreds, but a
good few. Whilst others are struggling
to sell tickets, blaming the economic
climate, struggling to cover the costs of
infrastructure, blaming Covid and lack of
funding, blaming government. You have
my support and indeed my sympathy, but
we are on the cusp of the 2023 season.
We have now got to start coming up with
solutions, ideas on how we are going to
solve these problems. If they remain as
problems, then we are doomed. Why is
it that Shambala has sold out along with
Beautiful Days? How come Medicine
Festival is down to their last couple of
dozen tickets?
Have a good look at their websites, their
publicity and marketing, their artistic line
up, their target audience, their philosophy,
their modus operandi. Maybe there is
something that can be learned that will
help you if you are struggling to get your
event back on the road.
I remember saying at the end of the
second year of Covid that by 2023 if our
industry grew by 17% we would be back
to where we were before Covid. I am sorry
to say that I think I was wrong. I think it is
going to take until 2025 for us to properly
recover, but you are the most resilient,
creative and imaginative people in the
arts world. You will dig in and make your
festivals happen one way or another and
gradually we will recover. There may be
political debates to be had but festivals
will live on as they have for thousands of
years.
ABOUT THE AUTHOR
Steve Heap is the
general secretary of the
Association of Festival
Organisers (AFO). AFO
membership is open to
festival and event organisers,
associates, suppliers and sole
traders within the festival industry. For more
information visit
www.festivalorganisers.org, drop Steve an
email at sh@festivalorganisers.co.uk or give
him a call on 01629 827014.
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