Not All ‘Doom and Gloom’ Claim AIF
§ 2011 Festivals sell out in record time § AIF launches Entry Level Membership option to introduce budding festivals into the fold1 September 2011, London:- Despite discouraging accounts of the festival scene this year, all is not doom and gloom as a number of AIF festival members have sold out, some for the first time and others at record speed.AIF members Secret Garden Party, Camp Bestival, Green Man and as of last Friday, Bestival have all sold out this year joining dance powerhouse Creamfields and boutique festivals Kendal Calling and End of the Road which all sold out in record time. Womad, the large capacity world music, arts and dance festival also had a 30% increase in sales over last year.Ben Turner, co–founder of AIF states "In what is clearly a troublesome year for the UK in general, it is incredible that so many of the independent festivals have sold out or had record years for ticket sales. I think it shows that people are finding warmth and inspiration from the more creative end of the festival sector. The love being put in by our promoters is being sent back by consumers voting with their feet." Says Rob da Bank, Bestival, Camp Bestival and AIF board member, “Obviously it’s been a tricky year for festivals, but there doesn’t seem to be a set trend. Some of our AIF festivals have sold out in record time, others haven’t sold as well as in previous years. I’m glad that Camp Bestival sold out and that Bestival just sold out over the weekend, for its fifth year running. But as I always say to other promoters around the AIF boardroom table – we're only as good as our last year so we never rest on our laurels...” Sofia Hagberg, Director of sold out End of the Road Festival claims, “Saleswise, this has been a vintage year for us. The festival capacity has grown slightly, and we still sold out in record time, around two months earlier than last year. It's always hard to say why, but we think there are two main factors. The increase in capacity basically allowed us to book an even better lineup than ever before. Secondly, every year we've noticed that sell-out happens sooner. We're still one of the younger festivals on the circuit and our growing reputation and word of mouth means that new people are still finding out about us each year.” Director of Kendal Calling, Ben Robinson says, "Kendal Calling increased capacity and sold out in record time this summer. Now in its 6th year Kendal Calling has grown from 900 capacity to 10,000 in that time and has increased numbers, stages and entertainment with each festival."The team behind the festival also launched a new series of shows called 'Jodrell Bank Live - The Transmissions'. Selling out of tickets in just three weeks the mini one-day science and music themed festival featured Astronomical talks and activities as well as shows from The Flaming Lips, British Sea Power and OKGO. It's been a superb summer for us and tickets for our events are becoming ever more desirable."James Barton, Creamfields says “This is the fastest selling Creamfields to date and the 3rd consecutive year we’ve sold out. Demand for tickets was such that we increased the capacity by an extra 10,000 taking it to 50,000 people and this has still been our fastest selling Creamfields to date. Over the last 14 years we have consistently invested into all areas of the show, from line up to production and security - all of these factors are important to maintain and improve on. If there’s one thing we’ve learnt over the years, it is to never become complacent.“AIF’s board members have vast experience in festival promotion and a good feel for what makes for a successful festival. Factors include a good understanding of the audience, willingness to plough profits back in for constant improvements, having the flexibility to try new creative ideas, and the ability to run a safe festival site. A good relationship with local communities and authorities, and a site that works well whatever the weather will help events along the way.With a view toward sharing this knowledge with festivals in their difficult early years, AIF have developed a new low cost membership level, tailored to early stage promoters, especially first year festivals with a capacity of under 10,000. This will enable budding festivals to receive basic support in the fundamentals of organising a large event for as little as £250.From supplier discounts to networking opportunities AIF can offer a great deal to the up-and-coming promoter Claire O’Neill, General Manager of AIF explains.” AIF can open the door to a host of good contacts, initiatives and an experienced team to give advice and help to avoid some of the fundamental mistakes that can be made in early years.”Two new members have just recently taken AIF up on this opportunity and been welcomed into the association: London Green Fair, a free and environmentally conscious fair in the heart of London and Lubstock, a flourishing acoustic festival in Leicestershire.The fact that these and other festivals are popping up and others selling out in a saturated market during a recessionary period is a testament to the buoyancy of the UK live music sector.Entry Level Member benefits Include:
- Free entry to AIF organised networking and discussion events.
- Learning about issues such as theft and crime, to help create a safer and more enjoyable festival experience via newsletters, contacting the Association and at AIF hosted and discounted events.
- Up to 20% discount on event insurance with industry experts Robertson Taylor and Doodson.
- Lobbying power on legal and industry issues.
- Inclusion in audience surveys and economic impact assessments, plus exclusive access to full survey results.
- Access to advice regarding environmental management in association with A Greener Festival.
- Discounted admission to industry events and conferences.
- Advisory body for issues in the overall live industry.
- Access to Members section of the AIF website to view online resources, special offers and job applications.
- Introductions to key service providers: security, legal, financial, ticketing, insurance and more.
- Exclusive member discounts and offers with key service providers and subcontractors.
- Email updates on essential issues and diary dates
- Work experience scheme bringing music & event business students into independent festivals.
- Shared resources and skills with the Association of Independent Music.
Upon completing their membership at this level, festivals will be able to upgrade their next annual membership which will include the key advantage of invitation to the bi-monthly member meetings and the Friends of AIF Annual Networking Event in order to make alliances and share knowledge/resources with fellow festivals and international partners.Membership Options:Less than 10,000 Capacity Start Ups £250 +VATRegistered Charity / Free Event / Less Than 1000 Capacity £500 +VAT1000 to 5000 Capacity £750 +VAT5001 to 7500 Capacity £850 +VAT7501 to 10000 Capacity £1,000 +VAT10001+ Capacity 15% of licensed capacity In addition to these membership levels, festivals outside the UK that are run by UK based promoters receive a 30% discount and international festivals receive 50%.Claire O’Neill, General Manager of AIF said: “Organising a festival is a massive and risky endeavour. We don’t encourage anyone to embark on this path… however, many out there will choose to get started on this rocky road each year. The new entry level membership is a way for new, young festivals to gain information via an experienced support network whilst organising their event. Of course the success of a festival is dependent upon the festival’s own uniqueness and internal organisation. What AIF can do is open the door to a host of good contacts, initiatives and an experienced team to give advice and help to avoid some of the fundamental mistakes that can be made in early years.“People will continue to want to organise festivals, driven by their passion for music, some form of entertainment or message. We’re faced with an oversaturated market – but at least it can’t be called stagnant. Whilst we don’t encourage people to start new festivals, what we do aim to encourage is best practice, innovation, diversity and creativity.”For enquiries on how to register as a member of AIF, please contact:Emmy Buckingham / emmy@aiforg.com
The Association of Independent Festivals is a not for profit body set up in 2008 to represent independent music festivals in the UK and Ireland.Conceived by Bestival promoter Rob da Bank and Graphite’s Ben Turner, the association’s founder members included Bestival, Cornbury Festival, Creamfields, Evolution Festival, Field Day/Underage, Secret Garden Party, Summer Sundae Weekender and WOMAD.With 31 members ranging from Bromley’s Leefest to the 55,000 capacity Bestival in the Isle of Wight, AIF enables the promoters of some of the UK & Ireland’s most innovative and successful festivals to speak with one voice when addressing the wider music business and government.AIF aims to establish best practice for festivals in a variety of areas such as security, the environment and beyond, providing a knowledge base for festival promoters, as well as creating collective purchasing and marketing opportunities for its members.AIF operates as an autonomous division of the Association of Independent Music. For press enquiries please contact:Hugo Mintz/ hugo@namepr.co.uk 020 835 77305