Š EHDC 2012
sponsorship opportunities
© EHDC 2012
BUTSERFEST BUTSERFEST is an alcohol/drug-free festival aimed at young people from across the South of England. It is organised by East Hampshire District Council. Now in its eighth year, BUTSERFEST 2014 will welcome up to 3,000 young people to Butser Hill at Queen Elizabeth Country Park, Hampshire on Saturday 13 September. The festival line-up is a selection of bands from various music genres including nationally up-and-coming bands and local unsigned acts. Many of the bands that have appeared at the festival have become nationally recognised, including: You Me At Six, The Blackout, The King Blues, Deaf Havana, Young Guns, Kids In Glass Houses and We Are The Ocean. Some of the unsigned acts that have appeared at the festival have also seen success as a result of playing alongside more established acts, securing support slots on major tours. The festival provides free activities included within the price of a ticket. We’ve had bungee runs, inflatable table football, laser quest, climbing walls, cycle tracks, roller-skating rinks and more. If your target is affluent and socially engaged young people, then BUTSERFEST is for you!
Event Overview What: A one-day alcohol/drug-free music festival aimed at young people. Main features: 2 stages of music including local acts and nationally recognised up-and-coming bands Free activities included in the ticket price Market area of traders selling food, clothing etc Community area with stalls from local organisations and sponsors When: Saturday 13 September 2014 11am–10pm Why: To offer a safe, enjoyable event for young people who want to get out and experience a festival that is aimed specifically at them.
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@butserfest yesterday was one of the best nights/days I’ve ever had. Such beautiful people and beautiful music :)”
Target audience
2013 lineup
Young people who enjoy a cross-section of music genres including rock, metal, pop-punk and indie.
Main stage lineup: We Are The Ocean • Mallory Knox • Fearless Vampire Killers • Natives • Arcane Roots • Attention Thieves • Max Raptor • Subsource • We Start Partys • A Tale of Two Cities • 13:32 • The Bottom Line
Age range is predominantly 11–20 years. The most popular way to find out about the festival is friends then Facebook, then our website (butserfest.co.uk). Most ticket holders come for the bands.
2013 advance ticket sales map
The Glory or Death stage: Bleed From Within • Heights • Hacktivist • Marmozets • Hildamay • Continents • Palm Reader • The Valiant • Now, Voyager • Set Your Sails • Aurora • The Call Back Academy
Butserfest sponsors & funders 2013 1. Southampton Solent University 2. Glory or Death Management 3. Crossroads Centre Antigua 4. Radian Housing Association 5. East Hampshire Youth Council 6. Unison East Hampshire 7. Blackstar Amplification 8. Awesome Merchandise
Source: eventbrite.co.uk
Map based on billing address postcodes for online purchases. Some guests travel long distances to the festival. Others may have credit cards registered in other areas and be in the south for university/college/school.
9. The Directory Group 10. Biffa 11. Sainsbury’s 12. Rustic Catering
Š EHDC 2012
Butserfest 2013 by numbers 24 bands performed across 2 stages
13 commercial trader stalls
17 free stalls & activities
140 volunteers on the day
6,393 likes on www.facebook.com/ butserfest
1,776 followers of
Marketing the festival Butserfest is marketed through a range of media. Our primary goals are: to involve as many young people as possible in the event to promote the association of our sponsors and partners involved in Butserfest to reassure parents that the festival is a safe and fun event for young people to increase our credibility with local and national bands through our lineup and positive feedback from visitors The main media we use for this are: Social media (Facebook/Twitter/Tumblr) including Facebook ads
@butserfest on Twitter
Website (butserfest.co.uk)
20,401 unique
Music blogs
visitors to butserfest.co.uk between 16 Sep 2012 and 14 Sep 2013
Local and national press Magazines (Partners, Serving You) Print ads Flyers and posters (distributed to local schools, colleges, businesses and through street team) Merchandise Events Radio/TV Ticket sales (including schools)
Sponsorship 7 reasons to sponsor Butserfest Target exposure and positive positioning amongst and affluent and socially active audience. High profile association with one of Hampshire’s most established teenage events. Opportunity for product sampling, data capture and experiential marketing activity. Staff engagement and corporate social responsibility opportunities. Develop content, stories and conversation for your brand. Build loyalty for your brand from a young, influential audience and their families. Take your brand out to a festival and let a new audience engage with you personally.
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Gold package includes Naming rights (minimum 2 years commitment) The event will be known as [your company] Butserfest Main stage sponsorship Majority branding of main and second stage All collateral branded All official clothing branded All official wristbands branded Programme posters - issued free and used to collect photographs 30 tickets for use in promotions/giveaways # mentions on Twitter Links to website and Facebook Included in all paid adverts Potential PR mentions Space allocated for a stand at the event
Butserfest was INSANE! Met amazing people, lost my voice, my body hurts a lot but so many amazing memories <3â&#x20AC;?
East Hampshire District Council presents
Saturday 14 September O 11am-10pm Queen Elizabeth Country Park, Hampshire Alcohol drug free festival
Posters & Flyers
STAGE
One of our prime sources of promotion for the festivals will be posters and flyers. We will be producing large quantities (last year we used 30,000 flyers) and distributing them locally and through the bands and our street teams which are located around the country.
free activities
BUNGEE RUNS • ZORBING LASER QUEST • HUMAN DEMOLITION
£20
in advance (plus online booking fee)
£30
on the door (cash only)
butserfest.co.uk/tickets
Lineup may be subject to change without notice
/butserfest @butserfest c
Rusti ing
Cater
Many of the bands at Butserfest take time out to sign things for fans.
© EHDC 2012
PROGRAMME posters
District Council East Hampshire presents
© EHDC 2012
MAIN STAGE 2040
Our fold-out programmes are very popular with our visitors who collect band autographs on them.
The
All times correct at time
CONTRABAND SPARTAN ENGLAND ROADEE ITT MIDDAY COMM
The
KIDS IN GLASS HOUSES
of printing. All details
1940 1840
may be subject to change.
TIST DEATH OF AN ARS HOUSEFIRE ONY AG E TH PROLONG TIST CHICK RIDES AR Supported by
sroads Cros re an tig ua Ce nt
0800 783 9631 rg crossroadsantigua.o
and Friends Stage
FEED THE RHINO SHADOWS CHASING GHOSTS 1740 HEART IN HAND 1650 POLAR 1605 THE ELIjA H 1520 VIOLET 1435 FLOODS 1350 DEATH OF AN ARTIST 1310 HOUSEFIR ES 1235 PROLONG THE AGONY 1200 CHICK RIDE S ARTIST
LOWER THAN ATLANTIS 1820 YASHIN 1725 FUTURES 1635 CANTERBU RY 1545 DON BROC O 1500 MALLORY KNOX 1415 MIKE TV 1335 BURN THE FLEET 1300 CONTRABA ND 1230 SPARTAN 1200 ENGLAND ROAD 1130 ds Stage MIDD FrienAY and COMMITTEE 1925
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@Butserfest I traveled for 5 hours this year and I cant wait til next year!â&#x20AC;?
ON-SIte branding A main sponsor will be given the opportunity to brand the main stage (top-right), second stage marquee (middle-right) and perimeter fences as they see fit. Experiential marketing stalls or activities will be welcome on site.
Exposure Facebook 6,393 likes Our primary method of communication with our target audience. An album of photos of Butserfest 2013 has been seen by 9,272 people.
Website 20,401 unique visitors to butserfest.co.uk between 16 Sep 2012 and 14 Sep 2013. The central hub for information on the festival, the website contains details and news stories from the festival.
Twitter 1,776 followers Twitter is not as important to our audience to find information, but during the buildup to the festival, we get instant feedback on our lineup choices as well as encouraging interaction between bands and fans.
youtube 153 subscribers Our YouTube channel contains live videos of Butserfest from 2008 onwards. We embed and share the videos into our other social media outlets.
Traditional media coverage Traditional media has little influence when trying to reach our target audience.
Portsmouth News (pre and post event articles and ticket competition)
However, given the influence that parents have over their childrenâ&#x20AC;&#x2122;s ability to come to the festival, traditional media coverage is still important.
In addition to these newspapers that we have regular contact with, festival releases are sent to:
The following local newspapers have covered the festival since 2007: Petersfield/Bordon Post (pre and post event articles and ticket competition) Herald series - Alton, Bordon, Petersfield, Farnham, Haslemere and Liphook (pre and post event articles)
Surrey Advertiser Southampton Echo Hampshire Chronicle Chichester Observer Alton Post & Gazette Petersfield Messenger The Guardian Metro Life Magazines Kerrang! magazine Big Cheese magazine Rock Sound magazine
Eagle Radio BBC Radio Solent Express FM Wave 105 XFM Total Rock radio Kerrang! Radio The Breeze ITV Meridian BBC South Today Sunday Times Culture The Argus (Brighton) MTV Rocks Scuzz TV 4Music Kerrang! TV
Research In order to provide a solid basis for the decisions we have made about the future of Butserfest, independent research has been carried out to find out more about our primary target audience - young people in years 9, 10 and 11 at school. Here are a few of the things we’ve learned...
Is a music festival right for the audience? The majority of the sample base has attended an entertainment event over the last year – over twice the number that have not Music Concerts were by far the most commonly attended type of event Conclusion This demographic in Hampshire is actively attending music events in line with Butserfest confirming that Butserfest is the right type of activity to engage the target audience
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Is it just a local event? The majority of respondents would travel more than 25 miles to a local event. Many of them will rely on lifts from parents for transport. Conclusion The catchment area for Butserfest is wider than may have been previously targeted. If we can make the festival more inviting to the parents who provide transport, we could improve attendance.
Best day ever was my first time was in almost every pit from the fourth band, plus I’m only 12”
“ can’t wait until next year” “ @Butserfest rocks!” “
Awesome weekend! #Butserfest”
Are we promoting What sort of it the right way? music do our audience like? Facebook, chatting to friends and parents/ family were the most common ways in which the sample group find out about local events and things to do. The next in line was posters/flyers/banners locally. The key driver for respondents that attended Butserfest was that their friends were going
The sample group like a very broad mix of artists with very few standing out - the most popular band was Bastille followed by artist Eminem. Conclusion We will be expanding the mix of music at Butserfest to expand the festival’s appeal to an audience with broad tastes.
Conclusion Facebook is the most important channel for Butserfest, alongside posters/flyers/ banners locally.
Is the ticket the right price?
Twitter is less important.
The majority of respondents said they would pay more than £25 for an event they really wanted to attend
Creating a ‘buzz’ about the event on Facebook will get it talked about amongst the target group and broaden the reach of the event.
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Conclusion The Butserfest pricing is likely to be right with early bird tickets at £15 and full price at £20.
awesome fun had at Butserfest yesterday!”
© EHDC 2012
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Brought my stepdaughter for her first festival, she loved it and made me promise to take her again next year! thank you all so much for putting on such a great day. Big pats on the back all round. :0) XxX”
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Amazing day @Butserfest it was incredible seeing all the amazing bands and just having an all round amazing day!!”
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@butserfest thanks for the greatest day of my life guys. Incredible experience”
www.facebook.com/butserfest • www.twitter.com/butserfest