Freedom Festival Evaluation Report 2014
Key Findings from the 2014 Freedom Festival Evaluation Report
These figures were taken from an independent evaluation conducted on-site and post-event by Information by Design:
- The overall estimated total number of visitors for the three days of the Festival was 115,000 – an increase of around 44% on the 2013 audience.
- 57% of respondents were from Hull, 31% from East Riding and 12% from outside of these two areas, with an increase in the proportion of the audience from outside of the city from 2013.
- 97% of 2014 respondents would ‘definitely’ or ‘possibly’ come to Freedom Festival next year.
- 4 out of 10 rated the festival with a score of 9 or 10 (out of 10). 9 out of 10 rated it 6 or over.
- The average spend in the city as a result of Freedom Festival was £3.5 million. This is higher than the estimated spend of just over £2 million from the previous year’s survey.
- 92% of respondents thought that the part that Freedom Festival plays in Hull’s cultural offering as a city was ‘a great deal’ or ‘a lot’.
- Nearly two-thirds (64%) of respondents felt that the Freedom Festival had made them speak more highly of Hull; no respondents felt that the Freedom Festival had made them speak less highly of it.
- 84% of respondents would consider ‘definitely’ or ‘possibly’ going to other similar activities or events since attending the Freedom Festival. 31% would consider getting involved in something else they had not done before, and 25% would consider getting involved in the performing arts. 22% of respondents would consider attending a course or studying something related to what they saw at the festival. 17% would consider setting up a business relating to the festival.
- A quarter of respondents interviewed after the festival had visited another attraction in Hull as part of their visit to the festival, generating approximately 21,800 visits to other city attractions.
- 6 out of 10 respondents would not have come to Hull city centre if Freedom Festival was not on. Nearly two-thirds (63%) would have stayed at home or gone to work.