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Draft results of Halloween Audience Survey
2017
Overall 306 respondents completed this questionnaire.
Questionnaires were carried out by VisitDerry staff over the course of the four
days of the Halloween events.
Contents
Reasons for attendance ................................................................................................................... 2
Rating of events ................................................................................................................................. 6
Event profile ........................................................................................................................................ 9
Origin of visitors and associated expenditure ......................................................................... 10
Survey participant profile .............................................................................................................. 14
Mailing list .......................................................................................................................................... 17
Reasons for attendance
What is your main reason for being in the city today?
Main reason Number %
Attending the Halloween Festival 228 75%
Working at/performing in the Halloween Festival 34 11%
Holiday/recreation 24 8%
Visiting friends/family 12 4%
Work/business (includes travelling home) 2 1%
Other 6 2%
TOTAL 306 100%
Other reasons included:
From the city – up for the day
Live locally/from city and out for the evening
Foreign exchange students
75%
11%8%
4%1% 2%
0%
10%
20%
30%
40%
50%
60%
70%
80%
Attending theHalloween Festival
Workingat/performing inthe Halloween
Festival
Holiday/recreation Visitingfriends/family
Work/business(includes travelling
home)
Other
%
Main reason for being in the city
What events during the Halloween Festival have you attended/hope to attend?
Events Number %
Haunted Harvest Market 242 79%
Awakening the Walls 241 79%
Museum of the Moon 231 76%
Fireworks Finale 214 70%
Releasing the Moon Carnival Parades 184 60%
Monster Fun Fair at Ebrington 127 42%
Invasion Heroes and Legends 50 16%
Little Horrors Kids Show (Guildhall) 27 9%
Samhain Sessions at the Guildhall 24 8%
Other 7 2%
Other events included:
Spark Ghost Bus Tour
Tower Museum Craft Fire Wall
Historical Walking Tours Craft Village Chocolate Factory
Haunted House @ Playhouse Make up Masterclass
Fire performers Tourist Office Crafts
Tower Museum Storytelling See no evil
Longtower Haunted House
79% 79%76%
70%
60%
42%
16%
9% 8%2%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
HauntedHarvestMarket
Awakeningthe Walls
Museum ofthe Moon
FireworksFinale
Releasingthe MoonCarnivalParades
MonsterFun Fair atEbrington
InvasionHeroes and
Legends
LittleHorrors
Kids Show(Guildhall)
SamhainSessions at
theGuildhall
Other
%
Events you attended/hope to attend
How likely is it that you will attend this Halloween Festival in future years?
Likely you will attend Number %
Very likely 199 65%
Likely 74 24%
Unsure 30 10%
Unlikely 2 1%
Very unlikely 1 0%
TOTAL 306 100%
Reasons it is ‘unlikely’ or ‘very unlikely’
Studying in Dundalk
Live in Japan
Have you attended other events in the city in the past?
Attended other events Number %
Yes 200 65%
No 106 35%
TOTAL 306 100%
65%
24%
10%
1% 0%0%
10%
20%
30%
40%
50%
60%
70%
Very likely Likely Unsure Unlikely Very unlikely
%
Likely you will attend
Other events attended included:
Previous Halloweens St Patrick’s Day
City of Culture 2013 Christmas including markets
Clipper Foyle Cup
Fashion Fest Craft fair
Craft events Invasion events
Kids events Slow Food Festival
Sports events Food Festival
Oktoberfest Foyle Hospice walks
Jazz Festival Soring Carnival Parade
Fleadh Lumiere
Maritime Festival Choral Festival
Feis Steward at most events
Flavours of the Foyle
65%
35%
Yes No
Rating of events
How would you rate the Halloween Festival in general?
Events Number %
Very Good 265 87%
Good 37 12%
Average 2 1%
Poor 0 0%
Very poor 1 0%
Don’t know 1 0%
TOTAL 306 100%
87%
12%1%
Very Good
Good
Average
Poor
Very poor
Don’t know
How would you rate the following elements of the Halloween Festival?
Events Quality of events
Atmosphere Marketing Value for Money
Family fun
activities
Variety of
events
Very Good
68% 79% 50% 51% 66% 70%
Good 30% 20% 25% 25% 25% 28%
Average 1% 1% 9% 14% 3% 2%
Poor 0% 0% 1% 5% 0% 0%
Very poor 0% 0% 0% 2% 0% 0%
Don’t know
1% 0% 15% 4% 6% 1%
TOTAL 100% 100% 100% 100% 100% 100%
Very Good Good Average Poor Very poor Don’t know
Quality of events 68% 30% 1% 0% 0% 1%
Atmosphere 79% 20% 1% 0% 0% 0%
Marketing 50% 25% 9% 1% 0% 15%
Value for Money 51% 25% 14% 5% 2% 4%
Family fun activities 66% 25% 3% 0% 0% 6%
Variety of events 70% 28% 2% 0% 0% 1%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Quality of events Atmosphere Marketing Value for Money Family fun activities Variety of events
Please detail any suggestions or recommendations for improvements on any
aspect of the Halloween Festival
Suggestions/recommendations included:
One way system on the Walls
More floats in the carnival
More out of city park and ride facilities
Better co-ordination between council and independent events
More for children under 3 – craft village live music was very loud
More stuff like sparks and actors
Car Parking is a nightmare
Too many drunk people
Little happening on the walls
Bit pricey and accommodation scarce
Weather
More dancers and cheaper prices
More information points
Walls were too dark
Parking close to the festival is difficult
Event profile
How did you hear about the festival?
Hear about the festival Number %
Internet/social media 246 80%
Brochure/flyer 164 54%
Press advertising 107 35%
Outdoor advertising 78 26%
Radio/TV advertising 74 24%
Didn’t hear about it 8 3%
Other 19 6%
Other ways of hearing about the Halloween Festival included:
Word of mouth
Family
Comes to Ireland every year
Been at previous events
Hotel staff
Festival information office
80%
54%
35%
26%24%
3%6%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Internet/socialmedia
Brochure/flyer Pressadvertising
Outdooradvertising
Radio/TVadvertising
Didn’t hear about it
Other
%
Hear about the festival
Origin of visitors and associated expenditure
Overall, geographical breakdown of attendees
Regions Number %
DCSDC area 147 48%
Rest of NI 61 20%
Republic of Ireland 37 12%
Elsewhere 61 20%
TOTAL 306 100%
Of those who stated ‘Republic of Ireland’ the county they lived in is detailed
below:
Kerry Mayo
Donegal Galway
Rosscommon Kildare
Dublin Cork
Kilkenny Tipperary
Sligo Meath
Clare Tyrone
Of those who stated ‘Elsewhere’ the country they lived in is detailed below:
Spain England
Japan Scotland
Wales Sweden
Norway Canada
USA Germany
Russia France
Hawaii India
China Barbados
Taiwan Asia
What is the duration of your visit to the city?
Duration Number %
Day/evening trip 233 76%
One night or more 73 24%
TOTAL 306 100%
Of those who stated they stayed 1 night or more, the number of nights in total
they stayed was recorded
No. of nights Number %
Not stated 1 1%
1 Night 15 21%
2 Nights 19 26%
3+ Nights 38 52%
Total 73 100%
76%
24%
Day/evening trip One night or more
Where did you stay during your visit?
Stay Number %
Hotel 22 30%
With friends/family members 19 26%
Guesthouse/B&B 15 21%
Hostel 6 8%
Other 12 16%
Total 74 100%
Other places to stay included:
Campervan
Live locally
Caravan
Staying with local host organisation
Staying with relatives during the stay
30%
26%
21%
8%
16%
0%
5%
10%
15%
20%
25%
30%
35%
Hotel With friends/familymembers
Guesthouse/B&B Hostel Other
%
Where you stayed
When attending the Halloween Festival please tell me how much you will have
spent or will spend on yourself or on behalf of others in your group on the
following – food and drink, amenities (e.g. stall items), accommodation
Food and Drink:
Minimum amount spent £0
Maximum amount spent £200
Average amount spent £29.05
Amenities (e.g. stall items)
Minimum amount spent £0
Maximum amount spent £100
Average amount spent £9.13
Accommodation
Minimum amount spent £0
Maximum amount spent £500
Average amount spent £117.60
Survey participant profile
Age of respondent
Minimum age of respondent 17 years old
Maximum age of respondent 76 years old
Average age of respondent 38.5 years old
Gender of respondent
Gender Number %
Female 173 57%
Male 133 44%
TOTAL 306 100%
57%
44%
Female Male
Ethnic background
Ethnic background Number %
White 279 91%
Asian 19 6%
Mixed ethnic group 8 3%
Black 0 0%
Other 0 0%
TOTAL 306 100%
91%
6%3%
White Asian Mixed ethnic group
Who is in your group today/this evening?
Group today Number %
With husband/wife/partner 218 71%
Other adults (aged 18 and over) from own household 38 12%
Children (under 18) from own household 152 50%
On my own 41 13%
Adults (aged 18 and over) from another household 40 13%
Children (under 18) from another household 7 2%
71%
12%
50%
13% 13%
2%
0%
10%
20%
30%
40%
50%
60%
70%
80%
Withhusband/wife/
partner
Adultsown house
Childrenown house
On my own Adultsanother house
Childrenanother house
In group today/this evening
Mailing list
Email addresses of those who would like to be kept up to date with events and
news from DCSDC
