2016 REPORT - Hay Festival...2016 PAGE 7 Author Subject area Total 1. Cressida Cowell Literacy 1667 2. Sam & Mark Literacy, Creative Writing 1659 3. Curtis Jobling Literacy, Art, Animation

2016 REPORT

CONTENTS

Welcome 3

Hay Festival Schools Programme 6

HaydayS 14

Hay-on-Earth 16

Marketing and Press 20

Pre-Festival Coverage 22

Partnership with the BBC 24

Book Trade 36

Social Media 38

Our audience 39

Pre-Festival News Feed 40

Filming at Hay Festival 42

Sponsors, Partners, Funders 47

Experience and Economic impact 51

about Hay Festival 53

Cover artwork by aine Venables

Hay Festival Report: Wales 2016

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W E L C O M E

Our 29th Hay Festival featured hundreds of the writers, thinkers and entertainers we admire. We listened to the movers and shakers on the debate about Europe, the pioneers in new technologies, historians, scientists, poets and novelists who continually broaden our minds. We welcomed lovers of language to cheer the celebrations of William Shakespeare, the greatest writer who ever lived, and Cervantes, his contemporary who died on the same date 400 years ago. a modern master of story-telling, Welsh-born Roald dahl, was fêted in events for adults and children.

The Schools Programme, funded by the Welsh Government, attracted the top authors relevant to primary and secondary curricula, and our newly named HaydayS (formerly Hay Fever) strand for families and children, directed by Julia Eccleshare, was an astounding success.

Sunshine and genius came together in the magical town of Hay-on-Wye, at the foot of the beautiful Black Mountains, where newcomers and faithful Festival-goers discovered new heroes and revisited old favourites. and as always it was one magnificent party.

Peter Florence, director, Hay Festival

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THURSDAY 26 MAY 2016 /IAU 26 MAI 2016

Sarah Lean10am Tom

PalmerCurtis Jobling RSC

Sam & Mark11.15am

Tony Bradman

Tom Morgan-Jones

RSC Phil Earle

Cressida Cowell1pm Caroline

Lawrence RSC Dr Emily Grossman

Break / Egwyl

Lunch / Cinio

H a y F e s t i v a l S c h o o l s P r o g r a m m e - R h a g l e n Y s g o l i o n

Primary Schools Day, Thursday 26 May 2016

1. The Programme

The programme of events for schools was designed to be engaging, accessible and inspirational, especially for boys and reluctant readers, with subject matter including sport, superheroes, dragons, and fantasy horror. Some very well known stars such as Cressida Cowell, Sam and Mark, and dr Emily Grossman brought celebrity stardust to the programme, creating a great buzz of excitement. The most popular session was by Cressida Cowell, best-selling author of the How To Train Your Dragon series.

Many of the authors’ work crossed disciplines of creative writing, animation, illustration and drama. all the literacy events celebrated the power of story-telling through these different formats.

Children were introduced to Shakespeare by the RSC’s education team with Company actors and directors exploring A Midsummer Night’s Dream and then also to Shakespeare’s life and times by Tony Bradman and Tom Morgan-Jones.

Each session lasted approximately one hour; book-signing took place during the lunch break when students also had the opportunity to enjoy letterpress workshops and a demonstration of robotic building blocks by Tio Toys. The table on the following page show how many children attended each session.


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Author Subject area Total

1. Cressida Cowell Literacy 1667

2. Sam & Mark Literacy, Creative Writing 1659

3. Curtis Jobling Literacy, Art, Animation 1463

4. Tom Palmer Literacy, History, Sport 912

5. Phil Earle Literacy, Reluctant Readers 841

6. Dr Emily Grossman Science 893

7. Royal Shakespeare Company Drama 578

8. Tony Bradman and Tom Morgan-Jones Drama/Shakespeare/History 731

9. Caroline Lawrence History, Literacy 626

10. Sarah Lean Literacy, Creative Writing 656

* RSC total for all three sessions 196, 138, 104

2. The Schools

a total of 71 primary schools from England and Wales brought children to the Festival on the first day, Thursday 26 May.

Schools came from as far away as abergele in north Wales – 134 miles – and Nottingham 133 miles away, with travel times of over three hours, although the majority came from Wales, Herefordshire, Shropshire and Worcestershire.

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3. Book sales

Many children enjoyed visiting the bookshop to meet authors and have their books signed.

all children were offered a 99p discount on all titles by authors participating in the Schools Programme and the bookshop reported 2,273 books were sold on Thursday 26 May.

Top Primary Schools Day Book Sales

1. Cressida Cowell

2. Sam & Mark

3. Curtis Jobling

4. Phil Earle

5. Sarah Lean

6. Tom Palmer

7. Caroline Lawrence

8. Tony Bradman and Tom Morgan-Jones

4. Results

a number of schools responded to our survey sent out after the festival; – see the results on page 14.

The 10am session was attended by 3,231 studentsThe 11.15am session was attended by 3,432 studentsThe 1pm session was attended by 3,363 studentsTotal number of attendances – 10,026


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Secondary Schools

5. The Programme

FRIDAY 27 MAY 2016 / GweneR 27 MAI 2016

Juno Dawson

Eve AinsworthRSCFrances

Hardinge11.15amCode-

breaking with Enigma

RSC10am Matt Dickinson

Dr Emily Grossman

Code-breaking

with EnigmaHolly Smale

Mark Brake &

Jon Chase

Patrick Ness1pm

Code- breaking

with EnigmaRSC

Break / Egwyl

Lunch / Cinio

This was an award-winning, Everest conquering, gender changing, code breaking, Star Wars exploring, Shakespeare play-acting, book signing, aMaZING day of authors and events for secondary schools. Taking part were great communicators of science and technology dr Emily Grossman, Mark Brake, Jon Chase, and Thomas Briggs, inspiring role models including mountaineer Matt dickinson, Juno dawson with her new book Mind your Head (a non-fiction guide to mental heath for teens) as well as top-selling writers Patrick Ness, Holly Smale, Frances Hardinge and Eve ainsworth. and, in this, 400th year since the death of Shakespeare, the RSC introduced students to Hamlet performed by actors and directors from the company.

The table on the following page shows how many children attended each session.

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Author Subject area Total

1. Patrick Ness Literature, Creative Writing 1494

2. Francis Hardinge Literature, Creative Writing 1245

3. Matt Dickinson Geography, Film, Creative Writing 927

4. Mark Brake and Jon Chase Science, Drama 744

5. Holly Smale Literature, Creative writing 872

6. Royal Shakespeare Company Drama 547*

7. Eve Ainsworth Literature, Social science 470

8. Dr Emily Grossman Science 243

9. Juno Dawson Mental Health, Creative Writing, LGBT 383

10. Enigma History, IT, Maths 194*

* Total for all three sessions

6. The Schools

a total of 62 secondary schools came to the Festival on the second day, Friday 27 May.

Schools came from as far away as Hollywell in north Wales – 119 miles away with a travel time of three hours – and even from Lincolnshire, travelling over 130 miles, to attend the Festival.

The majority came from south Wales and Herefordshire as shown on the map below.


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7. Book sales

The bookshop reported 3,760 books were sold on Friday 27 May.

Top Secondary Schools Book Sales

1. Patrick Ness

2. Holly Smale

3. Francis Hardinge

4. Eve Ainsworth

5. Juno Dawson

6. Matt Dickinson

7. Mark Brake and Jon Chase

8. Results

See full survey results on page 14

The 10am session was attended by 2,338 students

The 11.15am session was attended by 2,395 students

The 1pm session was attended by 2,386 students

Total number of attendances 7,119

Thanks to Welsh Government funding, the programmes for both Primary and Secondary schools were made available to schools from Wales with a priority booking period and as a result, on both primary and secondary schools days there were more students from Wales than England.

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9. Schools Days Survey

MeTHOD

We sent a 10-question survey to 112 schools of which 28 replied: a geographically representative sample.

ReSPOnSeS

1. Attendance History40% of schools were attending for the first time, 22% for the second time, 38% had come three times or more. Eleven% of schools had also attended a Scribblers Tour day at a university.

2. Party numbersThe average number of teachers per school visit was four. average number of pupils was 45 for both Primary and Secondary schools.

3. Travel78% of parties came by coach, 14% by minibus, and 8% by combination of coach and car/minibus.

4. Satisfaction Levels68% extremely satisfied, 32% satisfied with the experience.

5. ‘Schools Days are thought-provoking for students’54% agreed, 46% agreed strongly.

6. ‘Rural setting adds to atmosphere’36% strongly agreed, 25% agreed, 36% neither agreed nor disagreed.

7. ‘events were relevant to wider learning at school’43% strongly agreed, 50% agreed.

8. ‘Teachers and Students were well briefed about events in advance’43% agreed strongly, 39% agreed, 7% neutral, 10% disagreed.

9. ‘Students were inspired by attending a local event of international profile’

89% agreed or agreed strongly.


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10. ‘Schools Days have a real sense of community spirit’85% agreed or agreed strongly

11. ‘Attending Hay has a positive impact on broadening pupils’ horizons’

79% agreed strongly, 21% agreed.

12. ‘Pupils are now more likely to read for pleasure’92% agreed or agreed strongly.

13. ‘Pupils enjoyed meeting authors in person’78% agreed strongly, 22% agreed.

14. ‘Our school will definitely return to Hay Schools Days’97% agreed strongly, 3% agreed.

15. ‘The school would be interested in attending a Scribblers Tour day’

78% agreed or agreed strongly.

16. ‘we’d be likely to recommend to colleagues’86% agreed strongly, 14% agreed.

17. ‘what would improve the experience for pupils?’a number of requests for workshops, some enthusiasm for availability of books in advance, some concern about coach departure strategy.

18. ‘Availability of curriculum-relevant Hay Festival video material’Welcomed across KS2, KS3 and KS4.

19. Potential book purchase at discount for schools88% of respondents said yES or PLEaSE TELL ME MORE to the option of buying school books through the Festival Bookshop.

20. On-going participation68% of respondents would be happy to join a HF facebook group or discussion forum.

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H A Y D A Y S f o r f a m i l i e s a n d c h i l d r e n

By Julia Eccleshare, Children’s Director

From three-year-olds celebrating Elmer the Patchwork Elephant’s 25th birthday to teens near to swooning listening to vlogger Caspar Lee, HAYDAYS 2016 showed its strength as a family festival.

There was something for everyone in a range of events that engaged young readers in the thrilling world of storytelling. These were not just about listening to favourite authors talking about their books and how they write them, their characters and their ideas; they were also about active and creative engagement by the readers who were asked to act, draw and sing, as well, of course, asking lots of questions. The result was a festival with reading at the heart of it that put creativity of all kinds into the hands of children.

Best-known authors included: Julia donaldson, who entertained with an all singing and dancing family show; Cressida Cowell, who wrapped up her awesome How to Train Your Dragon series with passion; Patrick Ness, who engaged his many teenage fans in discussion about the forthcoming film of his award-winning A Monster Calls; and Jacqueline Wilson who relived her own daughter’s dream of being a bridesmaid when she gave the Hay Library lecture. Current Children’s Laureate Chris Riddell held an audience spellbound as he drew answers to their questions on a visualiser that all could see, before handing a lucky questioner the picture to keep.

HaydayS also introduced some of the most highly acclaimed of the new talent of 2016. M.G. Leonard brought a selection of awesome insects to provide an appropriate and unusual authentic entertainment to showcase her debut novel Beetle Boy, while G.R Germin played opera clips to bring to life Sweet Pizza, his touching novel about the joys of a joint Welsh/Italian heritage and a successful campaign to save the family’s café.


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Throughout HaydayS 2016 two great anniversaries – Shakespeare 400 and Roald dahl 100 – were celebrated with a number of events for all ages. These included a riotous Roald dahl’s ‘Most Villainous Villain’ event in which four authors revelled in Roald dahl’s revolting creations in front of 1500 cheering children, and Pamela Butchart’s hilarious and memorable introduction to Shakespeare for seven-year-olds.

For anyone wanting an activity of another kind, making models of Gromit, Morph or Shaun the Sheep with the experts from aardman Studios, watching a magical performance of The King of the Sky, a play set in the Welsh valleys in the 1920s, or listening to the great percussionist Evelyn Glennie play The Sounds of Science provided a rich alternative experience.

Free workshops for children and teens were as popular as ever. Hereford’s Courtyard Theatre ran ‘a play in a day’ on Romeo and Juliet, aimed at 15-16-year-olds, culminating in a performance of the young people’s work. Students from Hereford College of art created exciting artwork inspired by Roald dahl’s exquisite nonsense and the Rural Media Company led iPad film-making workshops, inspired by Shakespearean characters. The British Library encouraged 8-12-year-olds to plan and write a Shakespearean plot, inserting insults worthy of the Bard.

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H A Y - O N - E A R T H

For nine years, Hay Festival has been engaged in a programme of managing and mitigating its environmental impact through its Hay-on-Earth programme. Over this period we have focused on three key areas: our own direct impact; the impact of our audience, and the programming of events that will stimulate debate and discussion about key issues.

While we still have a lot more to do, here are our successes and lessons learned over the past year.

The area we have most control over and where we can gain both environmental and financial benefit is from minimising our own direct impact. We have focused on the core areas of energy, waste, transport, procurement and venues.

examples of this include:

Reduced use of resources including printed materials (down by 35%) and diesel (down by 25%).

This year we switched the entire site over to LEd festoon lighting resulting in an 84% reduction in electricity use on 2015.

Recycling 82% of the waste produced on site including 5.2 tonnes of cardboard and paper, 1.7 tonnes of plastic and cans, 6.4 tonnes of glass and 300 litres of cooking oil for biodiesel use.

Composting 1.5 tonnes of food waste and other compostables.

The banning on the sale of bottled water and the provision of water standpipes across the site so that people can fill their own bottles.

Local reuse and recycling destinations were found for a wide range of materials: with excess food being taken to a project for the homeless, 10 bags of textiles to a charity shop and crates going to a community garden project.

Re-usable coffee cups were sold with discounts on coffee as incentives to re-use resulting in a reduction of 750 disposable coffee cups.


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We continue to use BS8901 and ISO 20121 as our management tools to help us in assessing the direction we go in.

By far our biggest indirect impact is caused by people visiting the Festival via their transport, accommodation etc. While this has a huge benefit economically, we look for ways in which we can reduce the environmental impact.

examples include:

We provide a public bus service from our nearest train station to the Festival site which runs ten times a day in conjunction with partners, First in the Midlands and in 2016 carried 3179 passengers, an 8% increase on 2015. We have also developed a bus service which links Festival-goers with local B&Bs and the surrounding villages and towns and in 2016 it carried 945 passengers.

For the past five years we have also teamed up with a number of car-sharing firms to promote car-sharing for visitors to the Festival.

We also provide free electric-car recharging points at our Park and Ride carpark at Clyro Court.

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One of the major benefits we can offer is to programme a wide range of speakers and events that discuss, challenge and explore the environmental issues currently facing us. Examples from 2016 include:

Christiana Figueres, Nick Stern, Kate Humble, Joanna yarrow, Peter Lacy, Sophie Howe, Safia Minney, Kate Fletcher, andrew Simms, Rosie Boycott, Tony Juniper, Juliet davenport, Jane davidson and danny dorling.

The infrared camera we bought in 2010 is still proving popular and we are continuing to work with our local Transition Town group to help survey the heat loss from homes, businesses and schools. http://www.gveg.org.uk/TransitionTowns.html

Through all of our programming we hope to inspire change. Examples of this are, the 10:10 Campaign, the initial idea for which came on the train home from Hay Festival 2009 during a chat between Franny armstrong and Ed Miliband, and the campaign for ashton Hayes to become Britain’s first Carbon Neutral Village - http://www.chesterchronicle.co.uk/news/chester-cheshire-news/ashton-hayes-celebrates-10-years-10755503

Sustainability includes financial and social impact and a few examples of these are:

Free tickets for students in tertiary education

Free loan of our thermal imaging camera for local communities to assess heat loss from buildings.

We purchase from local businesses where feasible and encourage our contractors to do the same.

These are just some of the issues we are continuing to address, working with our suppliers, contractors and partners. We have been focussing on our main Festival in Hay-on-Wye. However, we are now starting to address issues facing the Festivals we hold overseas.

Our entire Hay-on-Earth programme is a journey not a destination, which is why we aim to be carbon minimal rather than carbon neutral. We are in a privileged position to be able to run these Festivals and we therefore have a responsibility to ensure that a positive impact is felt in the wider community and that any negative ones are minimised.


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M A R K E T I N G A N D P R E S S

Headline results:

There were more than 1,000 news reports relating to Hay Festival across national print publications (197), regional print (99), broadcast (126) and online (707)

daily updates in The Bookseller and Bookbrunch online

More than 80 accredited journalists were on site, including those from the Guardian, The Times, Daily Mail, Daily Mirror, Associated Press, Mumsnet, and (for the first time) Buzzfeed and Politico

23 press accredited photographers were on site

what the press said about Hay Festival 2016:

A frenzied collection of more than 600 events taking place in a cluster of marquees near the picture-perfect town of Hay-on-Wye in Wales… Ostensibly an annual literary festival, Hay Festival celebrates all manner of culture, arts and ideas.daniel davis, the Guardian, 6 June

Hay continues to attract the world’s most prominent writers, comedians, politicians and musicians.Sharon Ezeldin, Newsweek

Born around a kitchen table in 1987, Hay is now one of the world’s foremost literary festivals and, with outposts in Spain, Mexico and Peru, it continues to grow. This year, on the eve of its 30th birthday, the line-up is particularly strong, with an eclectic collection of Nobel prize-winners, novelists, scientists and historians set to discuss everything from poetry to politics. Bridget arsenault, Vanity Fair’s A List, 17 May

… a magical place full of character and intrigue.Mark Smith, Daily Record

Hay Festival takes in money and morality, genius and goodness.The Times


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Once more the sleepy valley of Hay-on-Wye will hum with wit, conversation and intellectual insights. Elle Decoration

One of the biggest and most respected books and arts festivals in the world.The Big Issue

Hay Festival brings together writers and artists from around the world to debate, share stories and exchange views, in what Bill Clinton described as “the Woodstock of the mind”. It features everything from comedy to music to political debates to literature readings, as well as workshops on everything from cookery to farming for readers of all ages and interests.Lydia Smith, International Business Times

The HAYDAYS festival was absolutely brilliant; so much of it was down to the great variety and organisation of the children’s events. Roll on next year!amazed Earthling (Teen Opinion), the Guardian, 3 June

… a ten-day festival that celebrates the power of great ideas.Crick.ac.uk

as always, we had good news support, with stories in the Western Mail, Hereford Times, Brecon & Radnor Express, Wales Online, and South Wales Evening Post.

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P R E - F E S T I v A L C O v E R A G E

Highlights:

Harper’s Bazaar, Country Living Magazine, Elle Decoration, Vogue.com; Tatler online, Winq, AnOther Magazine online, British Heritage Magazine, Vanity Fair newsletter, Marie Claire online, House & Garden online, NFU Countryside Magazine, Cara (aer Lingus in-flight magazine), The Countryman, and Net-a-Porter’s The Edit.

Plus:

Stronger than ever trade news support – eight pre-festival stories on The Bookseller

Julia Eccleshare interviewed by BBC Radio Wales and Peter Florence interviewed by BBC Radio Hereford when programme announced; plus Peter interviewed on site for BBC Wales News festival preview

Caroline Michel interviewed by Monocle 24 on 2016 programme highlights

Local news support, with stories across Hereford Times, Brecon & Radnor Express, Wales Online, and South Wales Evening Post


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The Telegraph, in its third and final year of our partnership, produced:

13 pre-Festival news and feature pieces

51 news stories from the Festival site, plus seven video packages including a one-off exclusive performance by Suzanne Vega

50+ on-site portraits

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P A R T N E R S H I P W I T H T H E B B C

The third year of the BBC’s partnership with Hay was the most successful yet with BBC teams working together to provide extensive coverage.

news:

This year we had BBC 2’s Newsnight and BBC Radio 4’s The World at One reporting live from Hay each day, and news reporter Rebecca Jones broadcasting over the first long weekend.

CBBC: New for 2016 was a series of fantastic events revealing the creators and writers behind award-winning children’s programmes, from Hetty Feather to Wolfblood, Jamie Johnson to Blue Peter and we also welcomed the CBBC Bookclub: www.bbc.co.uk/cbbc/shows/cbbc-book-club and www.bbc.co.uk/iplayer/cbbc/episode/p03x4t8d/cbbc-hq-cbbc-book-club


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BBC TenTIn total, 39 broadcast and non-broadcast sessions took place over nine days in the BBC Tent. For the first time in the three-year partnership, the majority of sessions in the BBC Tent were fully booked in advance, and standby queues on the day filled up any remaining seats in the 287-seat venue.

TeLeVISIOnClick was recorded at Hay for the first time and went out on the News channel – the first broadcast was on 4 June with four repeats over weekend of 4/5/11/12 June. The programme’s links were recorded at Hay and the session in the BBC Tent was featured in the first half of the programme.

6+ hours of TV broadcast from the Hay Festival Site

45+ hours in total broadcast on radio at Hay Festival site

24hours of radio broadcast from the BBC Tent (both live and pre-recorded)

23 broadcast sessions from the BBC Tent

21+hours of radio broadcast from other venues at the Hay Festival

Coverage was extensive across all parts of the network – global, national and local – with coverage on BBC 2, BBC News, World, BBC Wales, Radio 3, Radio 4, Radio 6 Music, BBC arts Online and local radio. The number of people who accessed Hay through one or more BBC platforms reached millions with an impressive take-up online.

STATS:

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BBC TwOArtsnight recorded a special edition of the programme with writer and broadcaster Paul Mason. The programme included interviews with Simon Sebag-Montefiore, Margaret Boden, Gaia Vince, Janine di Giovanni, Ruth dudley Edwards and General Sir Richard Shirreff. The programme was broadcast on 3 June at 23.30 and was viewed by 152,400 people.

BBC newSRebecca Jones and her team spent three days at Hay Festival from 28-30 May, broadcasting live and ‘as live’ clips and interviews for TV and Radio bulletins including:

Sunday 29 May14:20 News Channel Rebecca with Sir Mervyn King LIVE15:20 News Channel Rebecca with Russell T davies PRE-REC16:20 News Channel Rebecca with Michael V. Hayden LIVE17:20 News Channel Rebecca with Bruce Robinson LIVE18:20 News Channel Rebecca with Russell T davies (repeat)19:20 News Channel Rebecca with Tom Hollander and

Maxine Peake PRE-REC20:20 News Channel Rebecca with Tom Hollander and

Maxine Peake (repeat)

Monday 30 May 11:20 News Channel Rebecca with Juan Gabriel Vasquez LIVE12:20 News Channel Rebecca with Thomas Keneally LIVE12:35 World News dTL Norma Percy LIVE16:20 News Channel Rebecca with yanis Varoufakis LIVE16:30 World News dTL yanis Varoufakis LIVE17:00 Radio 4 pm prerec dTL Rear admiral Chris Parry

via ISdN17:20 News Channel Rebecca with Ruby Wax LIVE18:20 News Channel Rebecca with Juan Gabriel Vasquez

(repeat)18:30 BBC1 teatime bulletin Rear admiral Chris Parry SOT (Pool for

ITN)19:45 News Channel Rebecca with Ruby Wax (repeat)22:30 World News Michael V. Hayden SOT


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wORLD SeRVICe GROUPTalking Books recorded four sessions from Hay: Tahmima anam, Peter Carey, Lionel Shriver and Marlon James. These went out throughout June on BBC World News and BBC News and iPlayer.

Talking Books at Hay Festival 2016: Marlon James

Sat 4 June 12:30 14.30Sun 5 June 00:30, 07:30, 19:30 10.30 16.30Tue 7 June 08:00

Talking Books at Hay Festival 2016: Tahmima Anam

Sat 11 June 00.30, 02.30, 14.30Sun 12 June 00:30, 07:30, 19:30Tue 14 June 08:00

Talking Books at Hay Festival 2016: Peter Carey

Sat 18 June 12:30Sun 19 June 00:30, 07:30, 19:30Tue 21 June 08:00

Talking Books at Hay Festival 2016: Lionel Shriver

Sat 16 July 12:30Sun 17 July 00:30, 07:30, 19:30Tue 19 July 08:00

They made numerous of shorts and films and face-to-camera pieces which they have shared on their site, their Facebook page and their blogs. We are working with their social teams to co-ordindate. Here is a sample:

On BBC Culture, we published our highlights piece:

www.bbc.com/culture/story/20160601-writers-quotes-im-good-at-getting-into-trouble

www.bbc.com/culture/story/20160603-what-is-proper-english

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RADIORADIO 3

The Verb recorded a programme with Ian McMillan in the BBC Tent with guests Tahmima anam, Peter Carey, John Mullan, Jasmine Gardosi and music from danielle Lewis. The programme went out on 3 June.

The Essay recorded two sessions on different days in the BBC Tent with writers on ‘The art of Storytelling’ith guests: Jon Gower, Edmund de Waal, Clemency Burton-Hill, david Crystal and Emma Smith. They went out on air every day from 30th May to 3rd June.

Free Thinking presented by Rana Mitter interviewed guests discussing inheritance: Lionel Shriver, Marlon James and Prof Steve Jones. This went out on 1 June.

Free Thinking: New Generation Thinkers presented by Rana Mitter announced the 10 New Generation Thinkers for 2016. The programme went out on 31 May.

In Tune presented by Sean Rafferty had guests Michael Palin, Roger McGough and the duchess of Rutland with music from Ghazalaw, harpist Hannah Stone and Men Only aloud. The programme was broadcast live on 2 June..

World on 3 broadcast four Lunchtime Recitals (featuring The Sitkovetsky duo, Pavel Kolesnikov, Peter Moore and James Baillieu, Cremona Quartet and Morgan Szymanski) live from St Mary’s Church from 31 May - 3 June plus Baaba Maal in concert live from the festival on 1 June.

RADIO 4 Front Row presented by John Wilson included a discussion about

young adult Fiction with Patrick Ness, Holly Smale and Juno dawson; an interview with Charlotte Church about her latest production of The Little Mermaid and Lionel Shriver and Tracy Chevalier discussed how Jane Eyre had inspired a series of short stories by women. Broadcast live on 27 May.

World at One went out live every weekday. Presented by Martha Kearney, guests included Salman Rushdie, Vince Cable, Tom Fletcher, Germaine Greer, William Perry, Liam Fox and deborah Moggach.

Start the Week presented by Tom Sutcliffe had guests Michael Hayden, Harry Parker, Philippe Sands and Janine di Giovanni. Broadcast 30 May


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Gardeners’ Question Time presented by Peter Gibbs featured panellists Matthew Wilson, Bob Flowerdew and Pippa Greenwood. Broadcast 5 June.

Four Thought recorded two sessions on one day with presenter Kamin Mohammadi and guests Marina Lewycka, VV Brown, Lucy Hurst-Brown and Tom Fletcher. These aired in June.

Inside Science presented by adam Rutherford talked with Prof Steve Jones, Gaia Vince and Marcus du Sautoy. Broadcast on 2 June.

RADIO wALeS Wynne Evans’ Big Weekend came live from the BBC Radio Wales

Hub on 27 May. Guest: Peter Florence.

Jamie Owen broadcast live at the BBC Tent on 29 May with guests Horatio Clare, dan Thomas and Ruth davies with music from danielle Lewis.

BBC Wales Patrick Hannan Lecture with speaker John McGrath was broadcast live from the BBC Tent with invited guests on 30 May.

Arts Show was live from the BBC Tent on 1 June presented by Nicola Heywood Thomas.

Horizons Showcase featuring Staylittle Music was an acoustic music gig recorded at the BBC Tent featuring music from Climbing Trees, Tendons, Matthew Frederick and The Minerals.

BBC Music Day Concert featuring Forte was an acoustic music gig recorded at the BBC Tent featuring music from Bryony Sier, alex Stacey, Ofelia and dan Bettridge.

The Leak recorded from the BBC Tent on 2June, with presenter Tom Price and guests yasmine akram and Clint Edwards, aired on 4 June.

ReGIOnAL RADIO BBC Introducing in Hereford & Worcester broadcast live from

the BBC Radio Wales Hub on 28 May and aired every Saturday throughout June.

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BBC ARTS OnLIne

Highlights

56K page views: Michael Palin discussing Monty Python

38k page views to ‘10 things we learned at this year’s Hay Festival’

150k video views (107K clips/43K iPlayer)

We published 70 short-form videos across Facebook and Twitter which between them have attracted more than 250k views (200k on Facebook and 54k on Twitter to date). and, for an interesting coda, their music performance film Orkestra Obsolete perform Blue Monday has now been viewed by one million people (736k views on youTube, 75k on Facebook, 188K on BBC site = 999k.)

29 full Sessions + 6 iPlayer episodes

300k page views for Hay69 short clips

104 films in total


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The small team worked round the clock producing, compiling and editing sessions.

27 May: david Gilmour and Polly Samson, Ben Miller, andrew davies 28 May: Steve Silberman, Sam Mendes, Neil MacGregor and

Richard J Evans, Edmund de Waal, James Shapiro, Chris Packham 29 May: Marlon James, Peter Carey, Lionel Shriver, Joan Bakewell,

Russell T davies and Maxine Peake, Salman Rushdie/Kamila Shamsie/Valeria Luiselli/Juan Gabriel Vasquez, Maxine Peake/Paapa Essiedu/Jerry Brotton

30 May: Ruby Wax, yanis Varoufakis, Susan Calman, Caitlin Moran, Edna O’Brien, Germaine Greer, Salman Rushdie, Thomas Keneally talks to Gaby Wood

31 May: Thomas Keneally talks to Philippe Sands, Chris Hoy, Imtiaz dharker and Gillian Clarke

2 June: Jonathan dimbleby, Malorie Blackman, Claire Harman, Michael Palin, Jonathan Bate, Billy Bragg

3 June: Michael Morpurgo, Sarah Millican and Hannah dunleavy, Gregory doran

4 June: Julian Clary and david Roberts, Jeanette Winterson: Shakespeare 400, Stephen Frears, Simon Schama, George Monbiot, Jeanette Winterson on The Gap of Time

5 June: david Mitchell, Paul Mason, Fay Weldon, Eleanor Tomlinson/Karen Thrussell/debbie Horsfield

SHAKeSPeARe LIVeS Produced original content from Hay for the Shakespeare Lives site:

“What would you ask Shakespeare?” Collated Shakespeare-related content from all over the festival

BBC MUSIC DAY World on 3 organised a ‘Hay Jam’ where guitarists young and

old at all skill levels were invited to take part in a jam to celebrate BBC Music day. The session was led by Mexican guitarist Morgan Szymanski and 70 attended. The jam was recorded and played in the live broadcast of World on 3’s lunchtime concert from St Mary’s Church later the same day.

The BBC Tent was home to a BBC Music day concert organised by the Horizons project featuring acoustic performances from new Welsh music acts.

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nOn-BROADCAST SeSSIOnS16 non-broadcast sessions in the BBC Tent:

Public launch of #LovetoRead, with authors deborah Moggach, Owen Sheers and Jenny Valentine discussing the books that had the most impact on them and answering questions from the audience. Chaired by Jonty Claypole

Click presented by Spencer Kelly at Hay for the first time, running a session on the future of filming technology, including giving out VR goggles to the audience (while parts of the session were used in the Hay episode of Click, the session was not broadcast in full)

Interviews with programme makers/contributors:

Storyville: Notes on Blindness with writer-directors James Spinney and Peter Middleton and Marilyn Hull (John’s wife), chaired by Cassian Harrison

Arena: 1966 – The Year the Decade Exploded with author Jon Savage, director Paul Tickell and executive producer anthony Wall, chaired by Cassian Harrison

B is for Book with executive producer Liesel Evans and director Sam Benstead, chaired by Cassian Harrison

Dan Cruickshank: At Home with the British with dan Cruickshank talking to Jonty Claypole

Martha Kearney: My Love Affair with the Brontës with Martha Kearney and director Linda Sands, chaired by series producer John das

The Bankers’ Guide to the Art Market with executive producer Patrick Forbes and art dealer Kenny Schachter, chaired by Martha Kearney

Masterclasses:

How to find your writer’s voice and The Perfect Ten: Top Tips for Scriptwriting delivered by Simon Nelson from BBC Writers Room

The Art of Adaptation – a radio drama session with alison Hindell

How to Break Into the Media chaired by Rebecca Jones


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CBBC:

Blue Peter Book Awards with presenter Lindsey Russell and authors Ross MacKenzie and adam Frost

Jacqueline wilson introduced a session on Hetty Feather with clips and Q&a with cast and creatives

Screening of the first episode of Jamie Johnson and Q&a with author dan Freedman and producer Sam Talbot

Clips and Q&a with cast and creatives from Got What it Takes

Six other BBC sessions took place around the festival site (not including Talking Books):

andrew davies talks to Peter Florence: War and Peace

Russell T davies and Maxine Peake: A Midsummer Night’s Dream

dahl’s Most Villainous Villains with Blue Peter’s Lindsey Russell

Elaine Collins, ann Cleeves, Clare Batty and alison O’donnell: Shetland

debbie Moon and Leona Vaughan: Wolfblood

Eleanor Tomlinson, Luke Norris, Karen Thrussell and debbie Horsfield: Poldark

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On BBC Culture (World News Channel):



www.bbc.co.uk/programmes/articles/1nvJy4rXp5d2241cQD4g1kP/10-things-we-learned-at-this-years-hay-festival

BBC 2s Artsnightwww.bbc.co.uk/programmes/b07dx5tj

at Hay Festival, Paul Mason talks to six writers engaged with the most urgent issues of our time, from documenting the horrors of the war in Syria to how artificial Intelligence will determine our future, and from the fall of past empires to the possibility of a war with Russia. In the face of these momentous challenges to the global order, Paul Mason asks if the West can survive. With Simon Sebag Montefiore, Margaret Boden, Gaia Vince, Janine di Giovanni, Ruth dudley Edwards and General Sir Richard Shirreff.

BBC wORLD:BBC World News were here over one weekend making programmes. The BBC World News Culture site is viewable in the UK and around the world – a terrific platform – sitting across co.uk and .com, making the reach a potential 650 million homes.

The programmes are here with transmission dates: www.bbc.co.uk/culture/tv/talking-books

On BBC Culture, we published our highlights piece:




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The Telegraph (included in Press Report below).Staff shortages and gardening leave meant a new and different team came to Hay this year. They produced some great editorial and lengthy supplements.

The Guardian:www.theguardian.com/science/occams-corner/2016/jun/06/in-your-face-literature-the-hay-festival-gets-scientific?CMP=Share_iOSApp_Other

www.theguardian.com/books/booksblog/2016/jun/05/shakespeare-hay-festival-2016-anniversary-year-benedict-cumberbatch

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B O O K T R A D E

Working with the book trade in print, online and on the high street reaches a vital audience that we hope will come to Hay. It also supports our authors and shows them real commitment to their work.

Over the last three years we have been developing and expanding this work in advance of the festival and nationwide. The result is that Hay Festival has now become a promotional highlight alongside the calendar year with Summer Reading Campaign in august and the Man Booker Prize in September.

THe BOOKSeLLeRThis year, a new media partnership was negotiated with The Bookseller, which resulted in them bringing ‘The Bookseller’s ya Book Prize’ to Hay for the first time in 2016 (media coverage below in the press report). Following this there was substantial coverage this spring in The Bookseller which is important for Hay’s key relationships i.e. authors, publishers and booksellers.

www.youtube.com/watch?v=0w8LSwdpsKQ

www.buzzfeed.com/chelseypippin/one-sarah-crossan?utm_term=.rwwwwpAqA#.cuj99yeDe

The Bookseller covered all Hay’s press news stories in the build-up to Hay, increasing visibility to the core book trade audience, authors, publishers and booksellers.

BOOKBRUnCH:Jasmin Kirkbride worked with the team during the festival on the Hay twitter feed. She also works for BookBrunch and filed stories to them each day.

wATeRSTOneSWorking with a new marketing team, and for the fourth year, in advance of our festival, Hay ran two promotions. One was direct to Waterstones Card Holders on the day the programme launched; they promoted Festival highlights and Hay offered a competition prize). They have more than seven million card holders in the UK.

The second was a high street promotion at selected stores nationwide, using Point of Sale promotion of Hay authors. In return Hay branded the Svetlana alexievitch event ‘In association with Waterstones’.


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THe BOOKSeLLeRS ASSOCIATIOnFor the second year, Hay ran a promotion with the independent Booksellers association in advance of the festival.

Independent Bookshops Nationwide ran in store promotions for Hay authors nationwide. Hay also collaborated over Shakespeare’s Birthdate in late april on social media, successfully launching and introducing ‘Talking about Shakespeare’ to their customers on social media.

LIBRARIeS AnD THe ReADInG AGenCYThe Festival works with local library authorities directly. In Powys it supports Hay Library and shares the Hay programme and promotions in all Powys libraries.

In Herefordshire it supports the work that the very dedicated team of librarians do in their Herefordshire Libraries Book Festival. This year it did exchange work with them to reach High School libraries.

In both counties the libraries put up displays promoting Hay Festival to a core audience, using Point of Sale material and promoting Festival authors on front of house desks.

The Reading Agency is given ‘in association’ branding for the Hay Library Lecture, this year given by Jacqueline Wilson. This was enough to secure nationwide promotion to Libraries and Sixth Forms, reaching thousands of people, promoting Hay Festival in advance.

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S O C I A L M E D I A

InSTAGRAM:This was the first year for an instagram account. There are more than 13,000 hashtagged images there: www.instagram.com/explore/tags/hayfestival/?hl=en

you can link to this from our home page:

www.hayfestival.com/wales/index.aspx?skinid=2&currencysetting=GBP&localesetting=en-GB&resetfilters=true

TwITTeR:Every event was reported from @hay Festival. a campaign to ensure well managed sharing and tweeting out for most important sponsors and partners was mapped out in advance to ensure proper and proportionate share of our audience.

There were five million impressions in april and May 2016


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InTeRnATIOnAL wRITeRS BLOG:Here is the link to this year’s Hay Festival International Writers Blog: http://blog.hayfestival.org

you will find the link on our home page here: www.hayfestival.com/wales/index.aspx?skinid=2&currencysetting=GBP&localesetting=en-GB&resetfilters=true

We run this at all our festivals around the world. We also published blogs from Writers at Work and about the Beacons Project.

FACeBOOK:26 May-4 June 2016 From 28,103 likes to 29,286 likes

Page likes: 1,183

average likes per day: 64 (previous week was 14)

Page unlikes: 183 over total period

Largest audience: Women 35-44

The number of people our posts have reached: 221,385

The number of people who have engaged (likes, commented, shared) with our posts: 108,255

The number of times the videos have been viewed for at least 3 seconds: 21,638 (up 186% from the previous week)

Total reach (the number of people who participated in any activity from our page, including our posts : 1,047,400

O U R A U D I E N C E

Gender

Short reports were posted on the website to maintain engagement and boost ticket sales. They show the breadth of the festival at a glance.

68% Women 32% Men

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P R E - F E S T I v A L N E W S F E E D

Nine pre-Festival announcements were issued:

Caroline Michel named Chair of Hay Festival board – September 2015

Julia Eccleshare announced as new Children’s director at Hay – November 2015

Hay Cartagena wrap-up – February 2016

Hay Educational Trust partners Welsh Government for free schools days – april 2016

Hay Festival Talking about Shakespeare launched – april 2016

Hay Festival 2016 programme announced – april 2016

Nielsen to track Hay book sales – May 2016

BBC programme at Hay Festival announced – May 2016

Hay Levels Live launch – May 2016

Hay Festival 2016 line-up additions – May 2016

India, Indonesia, Hong Kong, Poland, Germany, France, Spain (sites where English is not a barrier).

Mexico, Brazil, Russia, South Korea, Japan, Turkey (sites where Shakespeare is popular but English is a barrier). For this group of countries we can provide accompanying text content in the country’s language and plan to focus on dance and music content.

We will also promote across our corporate, arts, education and English websites.

We will use mainly use the highlight clips, directing audiences to the long form for more. NB. For The Globe’s Complete Walk series we will only use the short versions, as per terms.

In order to do this on Solas (our platform) we need to first embed the film in youTube and then ‘pull it’ into the relevant webpage. It will appear as unlisted content, so won’t be visible or findable easily. For ease for everyone, it’s suggested that the BBC would do this on your behalf.


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B. SOCIaL MEdIa

We will be using country social media accounts as well as our central department accounts.

We will select images and short clips from your content in order to do this.

Permissions are covered in the Grant agreements and we think it will be more efficient for everyone if we make the choices as opposed to asking you to do so.

ROaLd daHL aNNIVERSaRy:Our programmed included launches and performances for all the dahl books and events this spring – from the dahl dictionary to collected letters, to workshops for ya, to musical performances and david austen roses.

The dahl Foundation had partnership with the Telegraph so we did lots of promotional work in that circle, but the household brand name of dahl also allowed us to reach to new audiences (– article below from The Sun newspaper).

dahl day in Sept in Wales will be much celebrated and Ness has been to meetings to keep across what they are doing.

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F I L M I N G A T H A Y F E S T I v A L

a combination of filming live events and special projects meant that more video was created at this year’s festival than ever before.

Numerous other short films were created, ranging from topics such as ‘my favourite book’ to interviews with participants from the Beacons Project.

Films were uploaded to the Hay Festival Facebook and Hay Wales live web pages throughout the festival. a selection of the Shakespeare films shot with the artists were shared with the BBC for the Shakespeare Lives project.

5 Hay Levels Live events were streamed from the Compass Tent

8 Hay in a Day films were made

60 films were created for Hay Levels

214 events were filmed across the Tata, Telegraph, Llwfyan-Wales Stage and Starlight venues


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TALKInG ABOUT SHAKeSPeAReHay Festival celebrated the global impact of Shakespeare in the 400th

anniversary year of his death with a major project that involved commissioning, creating and curating new short films.

Talking about Shakespeare features some of the world’s leading directors, poets, novelists, actors, artists and academics, sharing their ideas, theories and personal insights into the canon of work and reasserting its relevance in the 21st century.

The project also creatively engaged the wider public at Hay 2016, creating films across the festival site with audiences, asking them to reflect on their own relationship with Shakespeare. Students from Hereford College of arts studying film, graphic and media design, illustration and fine art also contributed films to the project.

In July, the Talking about Shakespeare website had 161 videos, with more being added; 83 of these were created with members of the public and 68 with artists; 10 were shot at University College London (UCL), the London Book Fair and by students from Hereford College of arts and the Mid Wales Music Project. The films explore a multitude of themes, from performance and education to language and politics, offering a unique insight into how Shakespeare’s work has affected us, and encouraging us to look at it with fresh eyes.

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HAY FeSTIVAL VIMeO AnD TALKInG ABOUT SHAKeSPeARe STATISTICS (www.talkingaboutshakespeare.org ) 23 april - 4 July 2016

*does not include BBC Shakespeare Lives views

Top 10 Talking about Shakespeare films

1. Judi dench and Benedict Cumberbatch

2. Judi dench: Talking Shakespeare

3. Toni Morrison: Iago

4. Judi dench: Performing Cleopatra

5. Judi dench: Titania

6. Toni Morrison: Othello

7. Simon Schama: a Muse of Fire

8. Talking about Shakespeare

9. Nell Lyshon: Poetry and Music

10. Judi dench: acting Shakespeare

HAY FeSTIVAL ACADeMYThe Hay academy is a skills development and work experience programme. The aim of the academy is to give talented young people aged 18-25 the opportunity to join the Hay Festival team to develop their skills, knowledge, and potential career path in the creative industries, whilst working in a professional environment.

The academy has three elements - pre-Festival, Festival and post-Festival. Each element places a different emphasis on training and development, ensuring that each participant develops a deep knowledge and understanding of their chosen specialism. all participants will not only have access to the core staff team at Hay and be assigned a personal mentor, but also benefit from meetings and workshops with visiting speakers and artists drawn from the festival’s programme.

71,061* Plays Loads723,282


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Journalism Hay Festival academy introduces students of journalism to the

work of a news organisation covering a major event. Their edited work is seen by Festival visitors and a global audience, who can follow events as they happen and read reports of events not always covered by the nationals. On the newsdesk throughout the 11 days, professional journalists work with five students of journalism. Their work appears with bylines and credited images form the student photographers, and is uploaded on to the Hay Facebook page and website. In 2016 we worked with Cardiff School of Journalism and the News academy in London. Cardiff is consistently ranked in the top three in the UK for postgraduate journalism. The News academy offers a mix of masterclasses and training, career advice and support to 18 – 25-year-olds who are passionate about becoming the next generation of journalists. For 2017, we are widening the net to allow access from all over the UK to post-graduate students of journalism or English, up to the age of 25, who plan to pursue a career in print or digital journalism. Opportunities for internships will be posted on the festival website in autumn 2016.

Photography Hay Festival academy offer students of photography the chance to

cover a major event over 11 days, with their edited work, with full credits, available to view worldwide.

Our professional photographer liaises with the highly respected school of documentary photography at the University of South Wales. The students are given training days in advance of the Festival, including how to use Mainstream.

Technical studentsThere were 12 student camera operators at Hay this year, studying either Media Production in Television and Film or Television Production. They applied from the universities of Cardiff, aberystwyth, Gloucestershire, Bath Spa and Kelvin College Glasgow.

Students operate a number of cameras in the three largest venues, working alongside professional directors, filming approximately 200 events over 11 days.

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Before the festival the students take part in training days with a BBC on framing, focusing and colour-balancing. On site, the students can hone their skills, filming back-to-back events, gaining vital experience for their future career.

events management and Live ArtsEach year we provide a budding stage manager from Hereford College of arts the opportunity to be a runner for the backstage team. This gives them the opportunity not only to meet and talk with professional stage managers and technicians, but also to be part of the backstage team throughout the Festival period. Our Green Room interns meet and greet speakers, ensure they have everything they need in the Green Room, escort them to their event and from there to their book signing. They need to be attentive and helpful, to be able to calm ruffled nerves, and put the speaker at her/his ease. In return, they get the chance to meet some amazing, creative people, ask them questions if appropriate, and experience the daily running of a fast-moving international festival, where time-keeping is important and, above all, performers and audience should leave with the feeling that they have had a thoroughly enjoyable, stimulating and thought-provoking day.


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The Festival is funded primarily through our audience, who buy tickets, books and merchandise, become Friends of Hay Festival, patrons and benefactors, and are our greatest and most valued supporters.

a diverse funding base keeps the Festival sustainable, and to that end, we hugely value our many sponsors and partners who support our mission to bring together writers and readers to share stories and ideas not only at the Festival but also to the wider public.

These sponsors include the Tata Group, whose investment into Hay Levels and Hay Levels Live has created a valuable education resource for a Level Students; funding from the arts Council of Wales, Visit Wales and the Welsh Government’s education department provided the opportunity for Welsh authors to showcase their work and for emerging Welsh writers to network with members of the international creative industries, as well as making the festival accessible to 6,500 State-school students.

Good Energy and the Woodland Trust complement and support our sustainability agenda, while our university partners and funders at Birmingham, Cambridge, Cardiff, Swansea and Worcester contribute academic excellence to the festival.

Media sponsors and partners at the Telegraph Media Group, BBC and International New York Times help to bring the festival programme to millions of readers, listeners and viewers worldwide.

Project partners from the business, charity, cultural and academic sectors include Baillie Gifford, Oxfam, Cancer Research UK, Waterstones, Wellcome Book Prize, Royal Shakespeare Company and the British Library.

The international partners we work with, to bring great writers from around the world to Hay, are Wales arts International, accion Cultural Espanola, Embassies of Colombia, Mexico and Chile, LSE and Literature across Frontiers

Our thanks and gratitude go to our wonderful, loyal and long-standing local sponsors who make Hay-on-Wye the best place to host a festival, with its superb independent shops, restaurants, cafés, pubs, B&Bs, hotels, creative community, and also educators at Hereford Sixth Form College and Hereford College of arts.

Together this diverse group of individuals, sponsors and partners make it possible for the Festival to bring together great writers, thinkers, musicians, politicians, historians and comedians here in Hay. Our heartfelt thanks to them all.

S P O N S O R S , P A R T N E R S , F U N D E R S

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Methodology

QRS Market Research were present on nine days of the Festival, both on site and in Hay town. Interviewers collected e-mail addresses of attendees and ascertained the last day they were expected to attend. These people were subsequently asked to complete an online survey within 24-48 hours of their last day at Hay. In addition, a random sample form the Hay database was contacted. a total of 926 attendees completed the online survey, a response rate of 23%. The average survey length was nine minutes.

E X P E R I E N C E A N D E C O N O M I C I M P A C T O F H A Y F E S T I v A L 2 0 1 6

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Key Performance Indicators (KPIs)

Respondents showed a high level of satisfaction, with an average score of 8.5 out of 10. More than half (56%) gave a score of nine or 10. a Net Promoter Score (NPS) of +73% indicates that Hay Festival has a strong future; 96% agreed with the statement, “I will definitely return to Hay Festival in the future”.

Hay Festival is clearly providing a platform for learning, creativity and inspiration. 84% agreed that “attending Hay Festival had a positive effect’ on their life, 85% agreed that they “felt inspired after visiting”, and 95% agreed that “the festival was thought-provoking”. One third (33%) of attendees agreed that they “feel more positive towards this companies that sponsor/partner as a result of their affiliation with Hay”.

economic impact

40% of attendees stayed in paid-for accommodation, and for an average of 3.8 nights. The average amount spent on accommodation was £54.40 per person per night (£40 if we use the median). The average amount spent per day on non-accommodation items was £77.10 (£55 if we use the median).

The event IMPaCTS Economic Calculator indicates that the total spectator spend in the local economy is approximately £21.4 million.

Attendee profile

Three in ten (30%) were new visitors to Hay Festival. Overall, the average age was 51 [this excludes the two-day Schools Programme]. The sample was 73% female and 27% male. Hay Festival attracts visitors form a large catchment area with almost half (48%) living more than two hours’ drive from Hay.

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A B O U T H A Y F E S T I v A L

Hay Festival brings readers and writers together to share stories and ideas in sustainable events around the world. The festivals inspire, examine and entertain, inviting participants to imagine the world as it is and as it might be.

Hay Festival is an international celebration of arts and sciences that has been held for the past 30 years in Hay-on-Wye, a small town in Wales that is famous for its bookshops. The Festival lasts 11 days, hosts more than 700 events, debates, interviews and concerts. Its audience comes from the UK, Europe and the americas.

Hay Festival has expanded to run Festivals around the world since 2006 including Hay Festival Cartagena de Indias (Colombia), Hay Festival Segovia (Spain) Hay Festival Querétaro (Mexico) and Hay Festival arequipa (Peru). Hay curates gatherings of emerging writers under the age of 40; these have been held in Bogotá (2007), Beirut (2010), Port Harcourt (Nigeria 2014), Mexico (2015), aarhus, denmark (2017) and again in Bogotá 39 (2018).

Photo by Marsha Arnold

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The Hay Festival is defined by:

Sharing literature locally and internationally in order to promote dialogue, cultural exchange, education and development.

Presenting inclusive and accessible events with international artists, and contributing to social action and development.

Providing free tickets to students in tertiary education, and to pupils on Schools days at each festival.

Working with local and international institutions, organisations and private companies, maximizing the impact of the festivals’ connection with the local population.

Increasing the impact of Hay Festival events through Hay Player, reaching a global audience in English and Spanish languages.

Photo by Sam Hardwick

Documents

2016 REPORT - Hay Festival...2016 PAGE 7 Author Subject area Total 1. Cressida Cowell Literacy 1667 2. Sam & Mark Literacy, Creative Writing 1659 3. Curtis Jobling Literacy, Art, Animation