TAFWYL EVALUATION 2019
CONTENTS
2
Our Story
3
Festival Aims
4
Attendance
5
Sponsors
5
Partners
6
2019 Programme
6
Highlights
7
Marketing
8
Digital
12
Merchandise
14
The Evaluation
15
Results
16
Grading the Festival
18
Non-Welsh Speakers
19
Economical Impact
20
The Way Forward
21
Food for Thought
23
OUR STORY… Tafwyl is an annual festival celebrating
taking
the best of Welsh language, arts and
highlight is the Festival which is held
culture. It was established in 2006 as
at Cardiff Castle. This year for the
part of the core activity of Menter
first time the castle opened its doors
Caerdydd, a charity that promotes and
on Friday evening to the sounds of some
extends the social use of the Welsh
of Wales’s most contemporary artists;
language in Cardiff with the ambition
a successful addition to the programme
that
that received an encouraging response
the
Welsh
language
becomes
an
integral part of life in the Capital City.
place
across
the
city.
The
from our audience and partners alike. The
Festival
makes
a
positive
Tafwyl’s audience has grown impressively
contribution to the Welsh language, as
over the years from just over a thousand
it provides an opportunity for everyone
people who attended the Mochyn Du pub
to sample the language in an informal,
car park in 2006. It’s a free event,
fun and inclusive environment. Tafwyl
open to everyone - Welsh speakers and
is proud to celebrate the very best our
non-Welsh speakers alike, appealing to
indigenous language and culture has to
families and people of all ages and
offer.
backgrounds.
Eluned Morgan, AM, Minister for Welsh
The 2017 Festival was awarded the title
Language and International Relations,
of Best Cardiff Festival in March 2018
addressed
at the Cardiff Music Awards. In July of
reception
this year Tafwyl and our main sponsor,
supporters who had paraded to Tafwyl in
Cardiff
celebration of 70 years of Welsh-medium
with
University
Cardiff
and
in Vale
association College
won
the top prize in the Arts, Business and Community category at the Arts & Business
Cymru
Awards.
This
was
in
recognition of the innovative scheme creating new rock, pop and indie bands in 5 Cardiff secondary schools.
the and
official
welcomed
opening
nearly
1,500
education in Cardiff:
“CULTURAL EVENTS SUCH AS TAFWYL ARE VITAL TO ATTRACT A NEW AUDIENCE AND ARE KEY TO GROWING THE WELSH LANGUAGE BY 2050.”
Tafwyl is a 9-day event; with a wide-
Eluned Morgan, AM, Minister for Welsh
ranging programme of community events
Language and International Relations 3
MS I A L A V FESTI
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“The atmosphere and thrill of being among so many people who value and enjoy Welsh music, and the tremendous talent for every generation we have in Wales” “The fact that it’s free and makes an effort to be inclusive! There is also a good variety of events and faultless music.” “The whole experience, my children take part in their school, I can watch live music and practice speaking Welsh. The atmosphere is always friendly and the whole weekend is a celebration of everything positive about Welsh Language and Culture.”
4
ATTENDANCE 37,000 people attended Tafwyl 2019 compared to 40,000 in 2018. The main factor for the fall this year was the rain that affected Sunday numbers (down over 6,000). However, the additional Friday night, organised in conjunction with PYST, the Welsh language music promotion and distribution agency, attracted nearly 4,500, with the audience mainly consisting of young adults who enjoyed the distinctive atmosphere. Saturday saw almost 21,000 attendees, with nearly 4,000 of those on site within half an hour of the doors opening.
PARTNERS Tafwyl is a partnership between the public, private and voluntary sectors that enables us through grants and funding to create a free and confident Welsh language event in the heart of the Capital City of Wales. This year Tafwyl attracted £38,700 in sponsorship which is a 3.5% increase on 2018 income, and four of the sponsors, Cronfa Gari, Hodge Foundation, WRU and
Darwin Gray were new partners. We are
proud of the fact that many of our existing partners have already committed to supporting Tafwyl for the next 2 years. The mix of local and national sponsors is consistent with our audience’s general perceptions and now regard Tafwyl as both a community and national Festival.
“We wanted to maximise the presence of such a brilliant event to ensure people in the city centre could take advantage as well as providing another reason for people to come to Cardiff.” Adrian Field, Executive Director, FOR Cardiff
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In addition to financial support, a number of our partners came up with ideas and offered practical solutions for some of the sessions during Tafwyl. We are extremely grateful to 40 organisations, charities, societies and individuals for contributing to this success.
2019 PROGRAMME OVER 60 LIVE BANDS OVER 60 PARTNERS AND SPONSORS 30 PERFORMANCES ON THE SCHOOLS STAGE 30 FRINGE EVENTS HELD OVER 9 DAYS OVER 130 VOLUNTEERS AND STAFF 30 CRAFT AND MARKET STALLHOLDERS 15 STREET FOOD OUTLETS
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HIGHLIGHTS • 4 stages packed with back to back live music performances including Gwenno, Band Pres Llareggub Brass Band, Caryl Parry Jones, Mr and DJ Huw Stephens. • New edgy comedy sessions with Hywel Pitts, Cabarela, Carys Eleri and Connie Orff in a 15thcentury Undercroft in Cardiff Castle. • Welsh Learners’ Tent, Literature Tent, Schools Tent, relaxing yoga, Q&A on topics ranging from LGBT to Academi Hywel Teifi academic sessions, all sorts of activities for children of all ages including craft and eco-friendly gardening, an opportunity to have a photograph taken with international rugby players and the Six Nations Championship trophy, special bingo based on Welsh music, Yurt T for relaxing with friends and listening to new bands, not forgetting the silent disco with veteran broadcaster and national treasure, Beti George spinning the discs.
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MARKETING Thanks to the fantastic support of For Cardiff and discussions with Visit Wales, we have explored ways to build on our reputation and raise awareness of the Tafwyl brand at other events, some outside Wales. In 2018 an exciting, three-year partnership was agreed with Orchard, as the Festival’s Media Partner, primarily offering their services to film the weekend highlights and provide coverage of the main stage on the large digital screen.
Our discussions with Orchard are on-going as we look
to identify other opportunities to extend the Tafwyl brand beyond the Festival boundaries.
In
2019, we also used Orchard’s expertise in communications, advertising and public relations to help underpin our marketing campaign.
DYDD MWISIG CYMRU / WELSH MUSIC DAY IN SCHOOLS We have worked closely with the Welsh-medium primary and secondary schools in the Capital to promote our brand, and this year to coincide with Dydd Miwsig Cymru (Welsh Music Day), the schools were invited to organise a “non uniform day”.
As an added enticement, one of
the participating schools had a chance to win a rock gig with the prominent band Candelas. The response from the Head Teacher, staff and pupils of the successful school, Ysgol Glan Ceubal, was priceless, as the school immersed the children in the sounds of Welsh music in the weeks leading up to the gig.
On the day, year 6 pupils from adjoining Gabalfa
Primary, an English-medium school, were invited to join them.
A number of the pupils also
persuaded their non-Welsh speaking parents to take them to see the band play on the main Tafwyl stage on the Saturday night. In early May and in association with Clwb Ifor Bach a packed and successful gig was held
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in The Lexington London with up and coming bands Gwilym, Ynys and Melin Melyn.
At the end of May, Tafwyl collaborated with Y Selar magazine to curate 10 special performances over 5 days by some of our most prominent artists on
the
Glanfa
Millennium
Stage
Centre
at
during
the
Wales
the
Urdd
National Eisteddfod in Cardiff Bay.
EISTEDDFOD YR URDD CAERDYDD A’R FRO 2019 CANOLFAN MILENIWM CYMRU / WALES MILLENNIUM CENTRE
26 - 30 MAI / MAY AM DDIM! / FREE EVENT!
AL LEWIS GWILYM GLAIN RHYS PATROBAS ELIDYR GLYN SERA RHYS GWYNFOR KIZZY CRAWFORD OMALOMA PLU
2019 has been designated UNESCO’s International Year of Indigenous Languages, and this context underpinned
the
collaboration
between
Gouel
Broadel Ar Brezhoneg and Tafwyl. With support from the British Council, Chroma band represented Wales at a festival in Brittany; and as part of the exchange, UKAN a group from Brittany came to perform and take part in a question and answer session at Tafwyl.
“Here in Britany the public were really enthusiastic with Chroma. It is precisely such groups that we are seeking to bring to Brittany in parallel with the so-called traditional music of Fest-Noz.” Anais Scornet. One of the Gouel Briadel Ar Bezhoneg organisers.
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SUMMARY OF PUBLIC RELATIONS WORK • Live talks on S4C’s Heno magazine programme, and live broadcast from our Friday evening event • Coverage on BBC Cymru Wales Newyddion and online service, BBC Cymru Fyw. • Regular coverage on BBC Radio Cymru leading up to the event, including first announcement on BBC Radio Cymru 2 of the Tafwyl line-up; live broadcast from Tafwyl during the Saturday afternoon, an edition of Talwrn y Beirdd (poetry programme) recorded at Tafwyl Literature Tent. • The Festival was the backdrop to a one-off
BBC Radio 4 programme with DJ Huw Stephens
tracing the growing interest in contemporary Welsh music. • An article on the Visit Wales site illustrating why Tafwyl 2019 was going to be bigger and better than ever. • Advert in Transport for Wales ‘mailer’. • Press coverage including wales247.co.uk, walesonline.co.uk, Cardiff Life and Y Dinesydd.
VISUAL / EXTERNAL BRAND: • Digital screens in central Cardiff (700 spots on Capitol Screen between April and June and coverage on the Cardiff Blues screen in the 3 days leading up to the Festival). • On-screen and banner coverage at Noel Gallagher’s concert at Cardiff Castle and onscreen coverage at the Bath Festival (May). • Ads on 10 Cardiff buses for 4 weeks from mid-May to early June. • Various posters around Cardiff including Central Station (reaching 173,577 miles); and Arts posters near MotorPoint, Womanby Street, Cowbridge Road East, Westgate Street and Queen Street (rotated from mid-May until the Festival). • 1 arts poster and 5 large posters over a 4 week period in Bristol. • Banners outside Cardiff Castle for two weeks leading up to the Festival.
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PRINT • 2 strips on the front page of the Western Mail and 2 similar strips in the South Wales Echo tactically rotated from mid-May to the Festival. • Half page advertisement and editorial in the South Wales Metro and Bristol Metro (May). • Leaflets distributed in popular locations around the city including shops and arts centres e.g. Chapter, Spillers Records, Bodlon etc. • For the first time charged £1 for the A5 hard copy of the Tafwyl programme, on the assumption that most of our audience would choose to browse the digital versions.
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DIGITAL We initiated 5 paid for digital campaigns on Facebook, Instagram, Audience Network and Messenger
CAMPAIGN OVERVIEW: CLICK THROUGH TO SITE
IMPRESSIONS
REACH
669,721
386,355
1,858
60 Miles
Generic weekend promotional message within a 60 mile radius of Cardiff. 38,000
Reach:
59,343 Tafwyl website promotional messages within a 60 mile radius of Cardiff.
18,000
1,671
1,671
REACHED 37,792 PEOPLE 90,788 IMPRESSIONS 662 CLICK THROUGHS
New Friday Night promotional messeges within a 30 mile radius of Cardiff.
170,911 Impressions: 266,203
150,000 5,000
7,955
7,955
30 Miles
Reach:
Generic Festival message in the Bristol area.
170,911 Impressions: 203.233 Reach:
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70,000
60,000 19,955 17,955
OTHER DIGITAL CAMPAIGNS • Wales Online – week-long presence leading up to the Tafwyl weekend • Spotify - promoting the Friday night in the Bristol area; and Spotify promoting the Tafwyl Weekend in its entirety in Cardiff. Both
campaigns
featured
in
the
2-weeks
leading up to Tafwyl. Ads reached 68,000 in the 2 areas.
Tafwyl’s website and social media (Facebook, Twitter,
and
Snapchat)
are
used
regularly to communicate tactical and timely messages. They
were
schedule, schemes
used
to
specific
including
promote sessions,
the
free
the
Festival
environmental tap
water
and
reusable cup schemes, Tafwyl fringe events, call for volunteers etc. Our followers year on year have increased. We
recognise
the
importance
of
responding
quickly to comments and engaging with our audience on social media, and again this year a dedicated officer was employed to oversee this during the Festival weekend.
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MERCHANDISE Our volunteers receive a free Tafwyl t-shirt as a token of our appreciation for their dedication. To extend and raise the Tafwyl brand, a limited number of T-shirts designed by our illustrator Efa Lois, winner of this year’s Urdd Eisteddfod Geraint George Scholarship were produced. t-shirts were sold for the first time during the Urdd Eisteddfod week.
The
As well as demand for
shirts throughout the Festival, they were distributed 3 weeks ahead of the event in various shops throughout Cardiff including Bodlon, Caban, Rugby Shop, Spillers Records and Castle Shop.
Local craft brewery Tomos Lilford again this year produced a limited number of Cwrw Tafwyl ale.
The bottles with the
colourful Tafwyl branded labels were distributed in several shops in Cardiff including St Canna’s Ale House, The Bottle Shop in Roath and Penarth, Canna Deli, Bant a la Cart, Bodlon and St Fagans Food Festival.
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THE EVALUATION AIMS The purpose of any evaluation is to gather feedback which enables us to celebrate and build on successes, whilst identifying and addressing areas that need to be further developed.
The results
are also an invaluable source when discussing ideas with stakeholders.
METHODOLOGY For the second year running we worked with Cardiff University Business School and employed students to gather public feedback over the weekend. Survey Monkey’s online survey was also used and promoted through Menter Caerdydd’s e-newsletter network which includes a pool of over 5,500 people. A further response was encouraged through the use of social media and an incentive this year was a £25 voucher to be spent at Spillers Records as a prize. A specially tailored questionnaire was sent to craft stall owners, caterers, patrons and staff; and a number of individual meetings were held with stakeholders and partners.
RESULTS It is estimated that 1/3 of Tafwyl’s audience on the Saturday and Sunday are children.
The special
nature of this year’s Friday evening event suggests a wider appeal amongst the 16-25 year old groups.
On average the majority of the Festival’s audience are aged between 25 and 54.
Do you speak Welsh? Of the non-Welsh speaking audience 97.5% say that the Festival is welcoming to nonWelsh speakers (3.5% increase on 2018).
No Learning Yes
Do you live in Cardiff?
% No % Yes
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If you live in Cardiff in which area do you live? Caerau / Ely 1.09 Cathays 2.19 Cyncoed 1.64 Gabalfa 3.84 Glan yr Afon / Riverside 5.49 Grangetown 14.28 Llaneirwg / St Mellons 1.09 Llandaf 7.69 Llanedeyrn 0.54 Llanisien 3.29 Llanrhymni 0.54 Llysfaen / Lisvane 1.09 Mynydd Bychan / Heath 1.09 Penylan 1.59 Pentwyn 0.05 Pentyrch 0.54 Plasnewydd 0.01 Pontcanna 1.09 Pontprennau 1.63 Radur a Phentre-Poeth 1.64 Rhath / Roath 3.29 Rhiwbeina 3.29 Sain Ffagan 0.01 Sblot 0.05 Trebiwt/Butetown 0.54 Tredelerch/Rumney 1.09 Treganna / Canton 25.78 Trelai / Ely 1.09 Tongwynlais 0.03 Trowbridge 0.50 Waun Adda / Adamsdown 1.09 Waun Ddyfal / Cathays 0.50 Ystum Taf / Llandaf North 2.19 Yr Eglwys Newydd / Whitchurch 10.98 Y Tyllgoed / Fairwater 1.09 0%
These figures reflect the high density of Welsh speakers living in the Canton and Grangetown areas; and suggest a way forward in targeting and extending our publicity activity for 2020.
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5%
10%
15%
20%
25%
If you have travelled from outside Cardiff where have you come from?
Rest of Wales 90% Rest of UK 4% Outside the UK 6%
How far have you travelled to reach Tafwyl?
200+ miles 100-200 miles 30-100 miles 2018
10-30 miles
2019
Less than 10 miles This result is consistent with the
perception
travelled
from
that
more
outside
have
Cardiff
this year How did you get to Tafwyl?
Walked 28% Bus 24% Train 15% Cycled 5% Car 28%
When did you arrange to come to Tafwyl?
On the day 10% A week in advance 32% A month in advance 14% 1-3 months in advance 17% More than 3 months in advance 27%
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GRADING THE FESTIVAL Advance Information
Location
Staff and Stewards
Food and Drink
Entertainment
Live Music
Stalls
Atmosphere
General Impression
0%
20% Excellent
40%
60% Good
80% Fair
100% Poor
“The staff were lovely from the bar to security, especially considering how busy and hot it was! Friday night was a great addition, the atmosphere was lovely.”
“People join in celebrating the Welsh language and culture. Something there for all ages. Great location ”
“The fact that it’s free and makes an effort to be inclusive!
There’s also a good variety
of events, and the music is faultless.
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NON-WELSH SPEAKERS Over 98% of Tafwyl’s audience believe that the Festival has a positive impact on the Welsh language in Cardiff. 15% of visitors are learners and a further 10% are non-Welsh speakers, with a high percentage attending to support their children’s performances in the Schools Tent.
encouraged me to see Welsh more positively shows that there is a wide range of Welsh things in Cardiff inspired me to learn Welsh increased my understanding of Welsh culture Tafwyl is a festival for everyone
0%
20%
Strongly Agree
40%
Agree
60%
80%
No Opinion
100%
Disagree
Do you see Tafwyl as a Cardiff Festival or a National Festival?
Festival for Cardiff 61% National Festival 39%
95% OF PEOPLE ARE LIKELY TO COME TO TAFWYL AGAIN
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ECONOMICAL IMPACT The events economic impact tool, eventIMPACTS.com was used to calculate the estimated total visitor spend in Cardiff.
Shopping
28%
Total spent by Travel 21%
visitors
£1,090,682
Accommodation 8% Food & Drink 43%
WITHIN THE FESTIVAL Average Cyfartaledd Food and Drink
£36.82 £36.82
Stalls
£29.07 £29.07
Activities
£3.42 £3.42
Total expenditure per head in Tafwyl
£69.31 £69.31
By
analysing
that
1/3
of
the
results,
the
Festival’s
and
taking
attendees
into
account
are
children
(multiplying the average by 2/3 of Tafwyl’s audience at Cardiff Castle), we can see that the economic value of the festival is approximately £1,832,485 within the Festival grounds. figures.
20
This is a 18% increase on 2018
THE WAY FORWARD • An indication of the popularity and growth of the Festival was the Castle reaching maximum capacity on Saturday afternoon by 2.30pm.
A one in one out system was introduced for a 4-hour
period with priority for disabled people as well as families whose children were performing in the Schools Tent.
Due to the hot weather, water bottles were offered free of charge.
• The centre of Cardiff is the natural home of Tafwyl; with the majority of respondents favouring the Castle or another central location as their preferred options. • We will be working with Cardiff Council and will take into account some of the concerns expressed this year. • A variety of activities were organised for children of all ages including S4C’s Cyw shows, Bwrlwm play area, Cwtsh Babis, Sali Mali celebrating her 50th anniversary, art workshops and join in sports sessions in the Urdd and Welsh Rugby Union areas. we could expand this offer.
However some feedback suggests
We will look at an integrated and exciting programme for 2020.
• Free water was introduced for the first time in association with Refill Cardiff which proved to be a popular resource.
For future events we will look at ways of building on this success
through pre-promotion and encouraging even more of our audience to bring their own cups. • More toilets were ordered this year, and were located in 2 main areas.
Again we are aware there
is room for improvement, and we will review the provision for 2020. • We respect our environment and 65% of Tafwyl’s waste is recycled.
The introduction of tap water
and multi-use plastic glasses significantly reduced the use of plastic this year and we will, in collaboration with our waste disposal contractor, look at ways to reduce our carbon impact for 2020 including encouraging the use of biodegradable packaging by our catering providers. • ATM’s were provided for convenience and to reduce the need to get in and out of the Castle.
500
transactions were made to withdraw £ 15,180 in cash. The figure is slightly less than originally estimated, so we will be reviewing for the future.
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Quotes from our Surveys “The atmosphere and buzz of being among so many people who appreciate and enjoy Welsh music and the artistic talent with something for every generation we have in Wales” “Great atmosphere, good food and stalls, good initiative to reduce plastic” “Best line-up yet! Great!” “Using my Welsh around others” “The whole experience, my children take part with their school, I can watch live music and practice speaking Welsh. The atmosphere is always friendly and the whole weekend is a celebration of everything positive about Welsh Language and Culture.” “The setting, the music, the comedy, the food, the schools singing. Great atmosphere!” “The fact that it’s free and makes an effort to be inclusive! There is also a good variety of events and no-fault music.” “The fact that you welcome everyone” “The Castle is fantastic! Don’t move! But I find that there is going to be a capacity problem in a couple of years (praise to the queue management this time!).” “I enjoyed the idea of using the Undercroft ... and how full each performance looked.” “The festival feels very personal at the moment so maybe you don’t have to change anything. “The only negative aspect of Tafwyl this year was the boring queues to come in.” “Well done for this amazing event. Can’t wait for next year.” “Fabulous Weekend !! Thank you very much!! I’ll come back again!!” “Please keep doing what you are doing. I discovered Tafwyl though my children attending a Welsh medium school. It’s an experience I would have relished as a child and want them to share together for a long time to come. You are amazing, Thanks...”
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FOOD FOR THOUGHT 2019 was a very special year - opening for the first time on a Friday night and every night opening for an hour later. This document has identified the happy collaboration between partners, sponsors, performers, volunteers, stallholders and contractors alike.
It’s all tireless teamwork and we appreciate the
positive responses from our audience. Looking forward to 2020 we will: • Work with 2Can Productions, Cardiff Council and the Welsh Government to select a suitable venue for Tafwyl 2020. • Keep the Festival free of charge but continue to generate significant income from both public and commercial sources to sustain the Festival and the expectations of our audience. • Continue to market Tafwyl outside Cardiff and outside Wales to attract a new audience to experience the Welsh language. • Create timely and innovative new content for the Festival. Research is always helpful to show value for money, number of attendees and similar statistics. Video and photographs capture precious moments; but to experience the friendly, inclusive and happy spirit of the Festival, it is necessary to be there and see it first-hand.
98% OF OUR AUDIENCE BELIEVE THE FESTIVAL HAS A POSITIVE IMPACT ON THE WELSH LANGUAGE. 95% SAID THE ENTERTAINMENT WAS EXCELLENT 95% SAY THEY WILL RETURN AGAIN TO TAFWYL.
WILL YOU BE THERE IN 2020? 23
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