The Castlemaine State Festival is committed to delivering a high quality program that draws on the distinctive environment and creative culture of the central Victorian region. The strong and ambitious 2013 program attracted record-breaking audiences and box office numbers.
An overview of the 2013 festival includes:
- 355 artists
- 70 events across various art forms
- 14 international presentations
- 19 newly produced works and commissions
- Over 40 award winning artists / performances
- Increased audiences for both ticketed and free events
Through Castlemaine Created, an arm of the Festival dedicated to presenting and producing works by local artists the Festival was able to create, produce and present diverse and exciting new works of excellence across a range of artistic disciplines. With 19 new works, the 2013 Festival delivered the largest suite of original productions to date.
- Cornucopia! Opening Night Street Parade
- The Republic of Trees – George Fairfax New Theatre Award Winner
- The Literature Program, ‘Collective DNA’ which included 34 artists in 7 shows
- The Castlemaine Visual Arts Biennial ‘Periscope’ with the work of 14 artists
- The Dominique Segan Emerging Artist Mentorships – including two prestigious mentorships with national and international companies
Castlemaine State Festival plays an important leadership role across the region, demonstrated through the strength of our partnerships that included:
- 70 sponsor, philanthropic, and government partnerships
- 35 local industries and businesses
- All 13 primary schools within the Shire
- Castlemaine Secondary College and LaTrobe University
- Other national and international arts organisations, festivals and producers including representation from 10 countries
- Community sectors including farming, fresh produce, meat and steel industries
TICKET SALES & ATTENDANCES
The 2013 Festival Box Office attendances were exceptional with a total of 12,160 tickets sold, reaching a total of 96% of capacity. Opening Night reached its maximum capacity of 1,250 within 8 days of tickets becoming available, and 89% of attendees came from the Mount Alexander Shire. Attendances at free events have risen to numbers estimated to be in excess of 33,000 patrons.
The calculated economic contribution resulting from the 2013 Castlemaine State Festival is $2.48 million.
The 2013 Festival could not have succeeded without the support of its dedicated and skilled volunteers who collectively provided over 6,200 hours.
MARKET RESEARCH & DEMOGRAPHICS
An online survey was released through our social media sites, website, e-news and email lists. Responses were analysed, compiled and compared with previous results to track changes and growths in festival audiences.
Of particular significance for the 2013 Festival:
- 20% increase in attendance of younger people (under 40)
- 10% increase in local attendance (from Mount Alexander Shire)
2013 Market Research also shows that:
- 91% of respondents were ‘very satisfied’ or ‘satisfied’ with their Festival experiences
- 93% are planning to return for the 2015 Castlemaine State Festival
- 90% will recommend the Festival to family and friends
- 33% of attendees were new, and were attending for the first or second time
What did you like best about the 2013 Festival?
- 38% Buzz / excitement / quality
- 32% Diversity & variety of events / program
- 15% location / venues
- 12% community involvement / participation
2013 MARKETING & PUBLICITY
- Pocket Guide – 20,000 copies
- Festival Program – 20,000 copies
- Postcards – 57,000 copies
- National Poster Campaign – 2,000 ranging from A0 – A4
- Festival Stickers – 1,500 stickers of 3 x designs
- Social Media Campaign – focus on Facebook & Twitter
- E News and quarterly newsletters
- Joint Marketing Campaigns with V/Line, Mount Alexander Shire Council & other key sponsors which included:
- Train Wrap with internal & external Festival decal
- Media Launch at Southern Cross Station & Bendigo Station
- Distribution of Festival Program through Visitor Information Centre’s
- Festival feature included on Mount Alexander Shire Council webpages
- Qantas – The Australian Magazine
- Australian Country Magazine
- The Australian
- ABC Radio National & ABC Classic FM
- Realtime magazine
State wide media:
- The Age
- The Herald Sun
- ABC Statewide VIC
- Royal Auto RACV magazine
- Timeout Magazine
- Midland Express
- Bendigo Advertiser
- ABC Central Victoria
- Win TV
- Independent publications
- Castlemaine Mail
- WMA FM
- Artshub: general features, reviews
- Broadsheet: overall festival profile
- Vulture magazine: features, reviews
- Trouble Magazine – features, reviews
The Castlemaine State Festival was extremely successful in fulfilling its aims and objectives, and delivered sold out events, well-populated free events, high box office figures and a great atmosphere in the town during the Festival.
The Castlemaine State Festival ended the 2-year planning cycle on budget thanks to strengthened partnerships with sponsors, philanthropic organisations and businesses. We also relied on the significant support of our 250 + committed and generous volunteers – we couldn’t have done it without you!
We thank you for all your support in helping ensure the success of the 2013 Festival, and look forward to seeing you for a smashing 2015!