Upload
others
View
3
Download
0
Embed Size (px)
Citation preview
Film Festivals in Oregon: Impacts and Marketing Strategies
September2017
FinalReport
CommunityServiceCenterDepartmentofPlanning,PublicPolicy&Management
UniversityofOregon
SpecialThanks&Acknowledgements
CommunityPlanningWorkshopwishestothankthefollowingindividualsfortheirassistancewiththisproject.WethankCaroleAstley,KendraPerry,MichaelSturdevant,andotherTravelOregonstaff;TimWilliamsfromOregonFilm;SvenBonnichsen,DirectorofNWAnimationFest;MikeDilley,ExecutiveDirectoroftheEugeneInternationalFilmFestival;StevenRemmington;EmilyMcPeck,MarketingandCommunicationsCoordinatorfortheAshlandIndependentFilmFestival;RichardPettigrew,ExecutiveDirectorofArchaeologyChannelInternationalFilmFestival;AyleenCrotty,DirectorofFilmedbyBike;PamelaQuan,AssociateDirectorofDis-OrientAsianAmericanFilmFestival;TaraJohnson-Medinger,ExecutiveDirector,PortlandOregonWomen’sFilmFestival;BennaGottfried,PRandMarketingManagerattheNWFilmCenter;JuanTrujillo,DirectorofCorvallisQueerFilmFestival;andalloftheparticipantsofourfocusgroupandinterviews.
Community Service Center Research Team RobertParker,ExecutiveDirectorAndrewMartin,ProjectManagerKerryEdinger-SnodgrassBenHaleyEricMonganPaigePortwood
About the Community Service Center TheCommunityServiceCenter(CSC)isaresearchcenteraffiliatedwiththeDepartmentofPlanning,PublicPolicy,andManagementattheUniversityofOregon.ItisaninterdisciplinaryorganizationthatassistsOregoncommunitiesbyprovidingplanningandtechnicalassistancetohelpsolvelocalissuesandimprovethequalityoflifeforOregonresidents.TheroleoftheCSCistolinktheskills,expertise,andinnovationofhighereducationwiththetransportation,economicdevelopment,andenvironmentalneedsofcommunitiesandregionsintheStateofOregon,therebyprovidingservicetoOregonandlearningopportunitiestothestudentsinvolved.
ThisprojectwasmadepossiblebyagrantfromtheOregonTourismCommission(OTC)andbyagrantfromtheU.S.DepartmentofCommerceEconomicDevelopmentAdministration(EDA).Theinformationpresentedinthisreportdoesnotnecessarilyrepresenttheperspectivesofthefunders.
Table of Contents
ExecutiveSummary...............................................................................................iOverviewandMethods.................................................................................................i
FilmFestivalsinOregon..................................................................................................iiPatronProfile..............................................................................................................iii
RecommendedMarketingStrategies.............................................................................iv
Chapter1:Introduction........................................................................................1Background..................................................................................................................1Methods.......................................................................................................................1OrganizationofthisReport...........................................................................................2
Chapter2:FilmFestivalsandDestinationTourism...............................................3ImpactofFilmsandMedia............................................................................................3WhatisaFilmFestival?EstablishingaWorkingFilmFestivalDefinition........................5DestinationTravelandFilmFestivals............................................................................7
Chapter3:CharacteristicsofOregonFilmFestivals...............................................8EventCharacteristics....................................................................................................8FestivalMission..........................................................................................................16FestivalOrganizationandOperations.........................................................................17
RevenueandExpenses..................................................................................................18FestivalMarketing.........................................................................................................19FestivalSupport,BarrierstoExpansion,andNeeds......................................................22
Chapter4:CharacteristicsofOregonFilmFestivalPatrons..................................24SampleCharacteristics................................................................................................24PatronDemographics.................................................................................................25PatronTravelPatterns................................................................................................26PatronExpenditures...................................................................................................29FestivalExperience.....................................................................................................29
Chapter5:PatronProfiles...................................................................................32LocalandDestinationPatrons....................................................................................32PatronsbyFestivalRegion..........................................................................................35PatronsbyFestivalAttendance...................................................................................37
Chapter6:EconomicImpacts..............................................................................39DirectEconomicImpactofFestivalOperations...........................................................39EconomicImpactofFestivalPatrons...........................................................................40
PatronExpenditures......................................................................................................41RegionalImpacts...........................................................................................................44
Conclusion..................................................................................................................45
Chapter7:PotentialMarketingStrategies...........................................................46
AppendixA:FilmFestivalInventory....................................................................50
AppendixB:FestivalOrganizerSurvey.................................................................53
AppendixC:PatronSurvey..................................................................................64Methods.....................................................................................................................64
FilmFestivalsinOregon September2017 Page|i
EXECUTIVE SUMMARY
Filmfestivalsaresourcesofentertainment,culturalamenities,andforsome,atraveldestination.Priortothisstudy,littlewasknownaboutOregonfilmfestivalsandtheirpatronsbeyondaworkinglistoffestivalscompiledbyOregonFilm.Thisreportpresents(1)aninventoryoffilmfestivalsinOregon,(2)adescriptionofthecharacteristicsoffilmfestivals,(3)aprofileoffilmfestivalpatrons,and(4)potentialmarketingstrategiestopromotefilmfestivals.ThefocusisonpromotingfilmfestivalsaspartoftheportfoliooftraveldestinationsinOregon.
Overview and Methods
ThefilmindustrymakessubstantialcontributionstoOregon’seconomy.A2011studybytheNorthwestEconomicResearchCenteratPortlandStateUniversity,estimatedthatthetotalannualeconomicoutputfromtheOregonfilmindustryis$1.4billion.OregonFilmhasseveralincentiveprogramsaimedatspurringdevelopmentintheindustry;directlyincentivizedprojectsinOregonhadanoveralleconomicoutputof$540Min2015.Avitalsubsetofthefilmindustryisfilmviewing,includingfilmfestivals.Filmfestivalsareplatformsforthefilmindustrytopromotelocalandinternationalfilms,connectfilmmakerstoaudiences,andprovideinsighttofilmproductions.Priortothisstudy,however,littlewasknownaboutthenatureoffilmfestivalsandtheirpatrons.
Akeyfirststepinthisprojectwastoinventoryfilmfestivals.BuildingfromalistprovidedbyOregonFilm,theCommunityServiceCenter,CSC,inventoried77filmfestivals.TheinventoryidentifiedfestivalsineveryregionofOregon,withabroadrangeofmissions,coveringeverygenreoffilm.Together,theseeventsattracttensofthousandsofvisitors.Whetherlocalresidentsortourists,bothfestivalandpatronactivitiesgenerateeconomicactivity.Filmfestivalsfrequentlypartnerwithlocalscreeningvenues,hotels,restaurants,andavarietyofbusinesssponsors.
WhileOregonFilmandTravelOregonhaveexperienceworkingwithindividualfestivals,thisreportcontributesamorecomprehensiveexaminationfilmfestivalsacrossthestate.Littleisknownabouttheextentoftheeconomic,cultural,andeducationalimpactsoftheseeventsinOregon.Moreover,reliabledataabouthowmanyfilmfestivalsexist,whentheyoccur,theirsize,andwhoattendsthemislacking.Thisresearchbridgestheseknowledgegaps.
ResearchMethods
Inventory.CSCdevelopedacomprehensiveinventoryoffilmfestivalsinOregon.
Interviews.CSCconductedinterviewswithfestivalorganizerstosupplementinternetresearchanddevelopadeeperunderstandingoffilmfestivalsandtheirimpacts,
FilmFestivalOrganizerSurvey.CSCdevelopedanonlinesurveywhichweadministeredtothe54festivalswith35festivalsprovidinginformation.
FirmFestivalPatronSurvey.CSCsurveyedpatronsof11festivalsandreceived900completeresponses.
FocusGroupMeeting.CSCheldafocusgroupmeetingwithrepresentativesoffilmfestivals,destinationmarketingorganizations,OregonFilm,andTravelOregon.
Page|ii CommunityServiceCenter
Film Festivals in Oregon
Thefirststepintheprojectwastocreateaninventoryoffilmfestivals.Thisstudydefinesfilmfestivalsasfollows:Filmfestivalsareeventsthatshowfilmsthathavenotyetbeenreleasedcommercially.Thefilmsareobtainedthroughsubmission,solicitation,orselectedfromother
filmfestivals.CSCdevelopedasetofcriteriatoscreenpotentialeventsanddeterminewhethereacheventmetthedefinitionofafilmfestival.Thecriteriainclude:(1)filmsnotinpre-commercialrelease,and(2)filmsobtainedthroughsubmission,solicitationorshownatotherfilmfestivals.
CSCinventoried79filmfestivalsthatmetourcriteria.Whilethesefestivalswereineveryregionofthestate,nearlyhalfarehostedinthePortlandMetropolitanarea.Withrespecttovenues,63%areheldinhistorictheaters.Festivalorganizersreceiveanestimated20,000filmsforconsideration;1,500oftheseareproducedinOregon.
Basedonsurveydata,theCSCestimatesOregonFilmFestivalshavebetween75,000and85,000uniquepatronsannuallyattheireventsandbetween170,00and180,000totalpatronsforallfestivalsinOregon.Ofthosepatrons,CSCestimatesthat10,000and12,000traveledmorethan50milesfromtheirhomes.
Filmfestivalshavearangeofeconomicimpactsoncommunities—startingwithfestivaloperations.Datafromthefestivalorganizersurveyindicatesthereis
considerablediversityinthesizeandorganizationalstructureoffilmfestivals.Manyarefullynon-profiteventsrunbyvolunteers.Followingisasetofestimatesoftheeconomicimpactsoffilmfestivals:
• TotalRevenueisbetween$1.93millionand$2.82million.
• TotalExpenseisbetween$1.84millionand$2.30million.Theresultssuggestexpensesexceedrevenuesforsomefestivals.Thisresultalsosuggeststhatfestivalsarerelyingonreservesorotherfundingsourcestosupportfestivaloperations.
• Expensessupportinglocalfirmsisbetween$526,000and$631,000.
• Employmentisbetween40and80full-timeemployeesand90and270part-timeemployees.
• Volunteerparticipationisbetween440and620personsforactivitiespriortothefestival,andbetween2,060and4,540personsduringthefestival.
• Theestimatedvalueofvolunteereffortsisbetween$680,000and$840,000.
FestivalFastFacts
79filmfestivals
47%inthePortlandMetroregion
Ticketssold:175,000
80,000uniquepatrons;11,000traveledmorethan50miles
63%hostedbyhistorictheaters20,000filmssubmitted;1,500producedinOregon
Revenue:$2.4million
Totalemployment:240
FilmFestivalsinOregon September2017 Page|iii
Patron Profile
AkeyobjectiveofthisstudywastoidentifytheextenttowhichOregonfilmfestivalsareattractingdestinationpatrons.Destinationpatronsexhibitdifferenttravelandexpenditurepatternsthanlocalpatrons.Localpatronsaredefinedaspatronswhotraveledlessthan50milestoattend,orcommuteddailyfromtheirpermanentresidencetoattendafestival.Destinationpatronsaredefinedaspatronswhotraveled50ormoremiles,orstayedawayfromtheirpermanentresidencefor1ormorenightstoattendthefestival.
Demographics
Thesurveyresultsshowthelargestgroupofpatronswerebabyboomers.MoreLocalpatrons(50%)werebabyboomerthandestinationpatrons(39%).Localpatrons’averageagewas54,comparedtotheslightlyyoungeraverageageof50fordestinationpatrons.
AsignificantpercentageoflocalpatronshaveeducationalattainmentlevelaboveaBachelor’sdegree(52%).Destinationpatronswereslightlylesswelleducatedwith40%holdingBachelor’sdegree(40%)orgraduatedegree(39%).
Withrespecttoincome,patronstendtoberelativelyaffluent.Forty-fivepercentofdestinationpatronsreportincomesof$100,000ormore,asdo35%oflocalpatrons.Infact,morethan70%ofallpatronsreportedincomesof$50,000ormore.
Key Patron Characteristics
Page|iv CommunityServiceCenter
Travel Patterns
Destinationpatronshadaslightlyhighernumberof2.47peopleperparty,comparedtothelocalpatronpartysizeof2.15.Forbothlocalanddestinationpatrons,morethanhalfofthepatronsindicatedtheyhadbeentothefestivalwheretheycompletedthesurveypriortothisyear.Forlocalpatrons,almost75%ofpatronswerereturningtothefestival,manyforanaverageof6timesoramedianof4times.Destinationpatronswerereturningforanaverageof6.5times.
Notsurprisingly,mostlocalpatrons(97%)indicatedtheyweredaytriptravelers.Althoughtheymayhaveattendedthefestivalformultipledays,theystayedattheirprimaryresidence.Incomparison,75%ofdestinationpatronsindicatedtheystayedtwonightsormorewhileattendingthefestival.Approximately81%ofdestinationpatronsweretravelingprimarilyforthefestival.Finally,destinationpatronstravelelsewhereduringtheirtrip;about80%traveledtoadifferentOregoncitybesidesthefestival’shostcity,and30%traveledtoadifferentstate.
Somedestinationpatronsalsoenjoyedotheractivitiesbesidesattendingthefestival;28%visitedfriendsorfamily,14%visitedamuseum,zoo,orculturalcenter,and13%specifiedotheractivitiessuchasgoingtothetheater,ajazzfestival,oranotherculturalfestival.
Expenditures
Festivalpatronsspendalotofmoneyatfestivals;destinationpatronsspendalotmorethanlocalpatrons.Destinationpatronsreportedspendinganaverageof$803relatedtotheirtrip—notincludingairfare.Thisequatesto$122perpersonperday.Localpatronsaveragedabout$107perpartyorabout$19perday.
Recommended Marketing Strategies
Whiletheeconomicimpactsarerelativelymodest,filmfestivalsaddimmensevaluetotheircommunitiesandincreasingthenumberofpatronshasbenefitsforthosecommunitiesandforOregon.Moreover,thereissubstantialopportunityforgrowth.Regionaldestinationmanagementorganizations,TravelOregon,OregonfilmandthefilmfestivalsthemselvescanalltakeactionsthatwillhelptoincreaseattendanceandraisetheprofileofOregonasanamazingplacetoseefilms.
FilmFestivalsinOregon September2017 Page|v
Thefollowingrecommendationsareorganizedthematically.Whilesomeoftheactionsapplytospecificorganizations,thethemeshelptoorganizesetsofspecificactionsthatwillnotnecessarilyapplytoeveryoneinvolvedinthefilmfestivalecosystem.Thefollowingideasweredevelopedthroughourresearch,interviewswithfestivalorganizers,thefocusgroupmeeting,andthefestivalorganizerandpatronsurveys.
Strategy1:ShareInformation.Atthefocusgroupmeeting,severalfilmfestivalorganizersreportedthattheyworkwiththeirRegionalDestinationMarketingOrganization,DMO,andTravelOregontopromotetheirfestival,whileothershadnoknowledgeoftheresourcesfordestinationtravelmarketing.Somefilmfestivalorganizersdidn’thaveenoughinformationaboutlocalhotelsandrestaurantstosharewiththeirpatronsandfilmmakersthatcomefromoutoftown.Severaltravelprofessionalsnotedthattheydidn’tknowwhenallthefilmfestivalswereoccurring,eveniftheyknewthatmanyexisted.Topromoteamorerobustexchangeofinformation,theCSCsuggeststhefollowingactions:
• RDMOs:Developapackageoflocalinformationforfilmfestivals.• TravelOregon:Hosta‘TravelOregon101’specificallyforfilmfestivals.• Filmfestivalorganizers:SubmitfestivalinformationtoTravelOregonandDMOs
regularly.
Strategy2:IncreaseandLeveragePartnerships.Throughoutthisresearch,filmfestivalorganizerscontinuallymentionedhowimportanttheirpartnershipswithotherorganizationsandgroupswere.Nomatterthesizeofthefestival,partnershipsareessentialtorunningafilmfestival.Organizersrespondedthattheyprovidedsponsorships,accesstofacilitieslikemovietheaters,andthattheyarevitalsourcesofpatrons.
• Filmfestivalorganizers:Leveragepartnersinmarketing.• Filmfestivalorganizers:Partnerwithlocaluniversities.• RDMOsandTravelOregon:Usefilmfestivalassetsforpromotion.• Allparties:Promotefestivalsatotherfestivals.
Strategy3:OfficialSupport.StateagenciesarealreadyrunningprogramsthatpromotetravelinOregon.TravelOregonandRDMOsalreadyworkwithsomefestivalstomarket.Somefestivalorganizersfeltthattheybenefitedfromhavingofficialstaterecognition.
• TravelOregonandOregonFilm:Createasealofapproval.• TravelOregonandfilmfestivals:Createafilmfestivalprofilebook.
Strategy4:TargetSelectedPatrons.TravelOregonhasatargetedpatrondemographicof25-to64-yearold’swhospend$1,000ormoreonvacations.TravelOregontargets“culinaryenthusiasts”foraFallcampaign,and“activeoroutdoorenthusiasts”fortheirSpringcampaign1.Thesegroupshavesignificantoverlapwithmanyofthefilmfestivalpatrons–whoareaffluentandwell-educated.Byworkingtogether,festivalsandTravelOregoncanattractnewtouristsandpatrons.
• TravelOregon:Usefestivalsinexistingmarketingcampaigns.• FilmFestivals:Usedatatofindyouraudience.
1http://industry.traveloregon.com/industry-resources/oregons-target-markets/the-americas/
FilmFestivalsinOregon September2017 Page|1
CHAPTER 1: INTRODUCTION
Filmfestivalsaresourcesofentertainment,culturalamenities,andforsome,atraveldestination.Priortothisstudy,littlewasknownaboutOregonfilmfestivalsandtheirpatronsbeyondaworkinglistoffestivalscompiledbyOregonFilm.Thisreportpresents(1)aninventoryoffilmfestivalsinOregon,(2)adescriptionofthecharacteristicsoffilmfestivals,(3)aprofileoffilmfestivalpatrons,and(4)potentialmarketingstrategiestopromotefilmfestivals.ThefocusisonpromotingfilmfestivalsaspartoftheportfoliooftraveldestinationsinOregon.Thisstudy,conductedbytheUniversityofOregonCommunityServiceCenter(CSC),wasfundedbyTravelOregon(throughtheMatchingGrantProgram)andtheU.S.EconomicDevelopmentAdministration(throughtheEDA’sUniversityCentergrantprogram).
Background
ThefilmindustrymakessubstantialcontributionstoOregon’seconomy.A2011studybytheNorthwestEconomicResearchCenteratPortlandStateUniversity,estimatedthatthetotalannualeconomicoutputfromtheOregonfilmindustryis$1.4billion.2OregonFilmhasseveralincentiveprogramsaimedatspurringdevelopmentintheindustry;directlyincentivizedprojectsinOregonhadanoveralleconomicoutputof$540Min2015.3Avitalsubsetofthefilmindustryisfilmviewing,includingfilmfestivals.Filmfestivalsareplatformsforthefilmindustrytopromotelocalandinternationalfilms,connectfilmmakerstoaudiences,andprovideinsighttofilmproductions.Priortothisstudy,however,littlewasknownaboutthenatureoffilmfestivalsandtheirpatrons.OregonFilmandTravelOregonareinterestedinbetterunderstandingfilmfestivalstoidentifyopportunitiestofurthercultivateOregon’stourismandfilmindustries.
Akeyfirststepinthisprojectwastoinventoryfilmfestivals.BuildingfromalistprovidedbyOregonFilm,theCSCinventoried79filmfestivals.TheinventoryidentifiedfestivalsineveryregionofOregon,withabroadrangeofmissions,coveringeverygenreoffilm.Together,theseeventsattracttensofthousandsofvisitors.Whetherlocalresidentsortourists,bothfestivalandpatronactivitiesgenerateeconomicactivity.Filmfestivalsfrequentlypartnerwithlocalscreeningvenues,hotels,restaurants,andavarietyofbusinesssponsors.Additionally,filmfestivalscontributetodestinationtourismandattractattendeesthatmakeOregonadestination.
AstheCSCdeepeneditsresearch,anunderlyingthemeemerged.Beyondprovidingexposuretothefilmindustryorenhancingeconomicbenefits,filmfestivalsareartisticandculturalexperiences.Theyoftenincludeeventsdesignedtofosterconversationamongpatronsandfilmmakersabouttheart,andcraftoffilmmaking.
Individually,filmfestivalsfeatureauniqueandcompellingcharm.Eachhasa“brand,”oftenbasedonnichefilmgenres,audienceinterests,oraspeciallocale.Moreover,manyfestivalsarenonprofitorganizations,andthemajorityareoperatedprimarilybydedicatedvolunteers.Many
2NorthwestEconomicResearchCenter2011,PortlandStateUniversity.
3NorthwestEconomicResearchCenter2016,PortlandStateUniversity.
FilmFestivalsinOregon September2017 Page|1
havelimitedresourcesformarketingandexpansion,butdiligentlycontinueyearafteryear.Withevenmorededicatedpartnersandgreatermarketingassistance,OregonfilmfestivalscanexpandtheircontributionstoOregon’sreputationasavibranttouristdestination,ahubofartandculture,withathrivingmediacommunity.
WhileOregonFilmandTravelOregonhaveexperienceworkingwithindividualfestivals,thisreportcontributesamorecomprehensiveexaminationfilmfestivalsacrossthestate.Despitethebenefitsoffilmfestivals,littleisknownabouttheextentoftheeconomic,cultural,andeducationalimpactsoftheseeventsinOregon.Reliabledataabouthowmanyfilmfestivalsexist,whentheyoccur,andtheirsizeislacking.Moreover,nodataexistonfilmfestivalpatronsorwhatkindsofactivitiestheyengageinbecauseofattendingafilmfestivals.Thus,thepurposeofthisresearchistobridgetheseknowledgegaps.
Methods
TheCSCresearchteamusedseveralmethodsincollectingdataonOregonFilmFestivals:
• Inventory.CSCdevelopedacomprehensiveinventoryoffilmfestivalsinOregon.CSCstartedwithalistofabout50festivalsprovidedbyOregonFilmandsupplementedthatlistthroughinternetresearch.Eachfestivalwasscreenedagainstasetofcriteriatodeterminewhetheritwasafilmfestivaloradifferenttypeofeventthatincludedfilms.ThecompleteinventoryoffestivalsisincludedinAppendixA.
• Interviews.CSCconductedkeyinterviewswithindividualsfromsevenfilmfestivalstosupplementinternetresearchanddevelopadeeperunderstandingoffilmfestivalsandtheirimpacts.TheresearchteamalsointerviewedrepresentativesfromTravelOregonandOregonFilm.
• FilmFestivalOrganizerSurvey.CSCdevelopedanonlinesurveywhichweadministeredtothe54festivalsforwhichwehadcontactinformation.Wereceived35partialresponsesand20completeresponsestothesurvey.Thefestivalorganizersurveyaskeddetailedquestionsaboutthenatureoffestivals,marketingstrategies,feestructuresandothertopics.Theresultsshowconsiderablevariationamongfestivalsintermsofpatronage,numberoffilms,genreoffilmsandotherdimensions.AdditionaldetailsontheorganizersurveymethodsandresultsarepresentedinAppendixB.
• FirmFestivalPatronSurvey.CSCdevelopedanonlinesurveyinstrumenttocollectdataonfestivalpatrons.Acoreobjectiveofthisstudywastodevelopaprofileoffilmfestivalpatrons.Wesurveyedpatronsof11festivalsandreceived900completeresponses.AdditionaldetailsonthepatronsurveymethodsandresultsareincludedonAppendixC.
• FocusGroupMeeting.CSCorganizedandfacilitatedafocusgroupmeetingwithrepresentativesoffilmfestivals,destinationmarketingorganizations,OregonFilm,andTravelOregon.Thefocusgroupmeetinghadseveralobjectives:(1)tocreateconnectionsbetweentravelandmediapromotionorganizationsandfestivalorganizers,(2)toidentifybarriersandopportunitiestoexpandingfilmfestivals,and(3)toidentifyopportunitiesforcollaborationonspecificprojects.
Page|2 CommunityServiceCenter
Organization of this Report
Theremainderofthisreportisorganizedasfollows:
Chapter2:FilmFestivalsandDestinationTourismprovidesanoverviewoftheimpactoffilmasentertainment,theresearchteam’sworkingdefinitionofafilmfestival,andtherelationshipbetweenfilmfestivalsanddestinationtravel.
Chapter3:CharacteristicsofOregonFilmFestivalspresentstheresultsofanonlinesurveycompletedby35festivalorganizers.4Itdescribeskeyoperationalandfinancialcharacteristicsoffestivals,marketingstrategies,aswellasopportunitiesandbarrierstofurthergrowthoffestivals.
Chapter4:ProfileofFilmFestivalPatronspresentstheresultsofanonlinesurveyof900patronsat9Oregonfilmfestivals.Itincludesdataonpatronexperience,travelandexpenditurepatterns,anddemographics.
Chapter5:PatronProfilesprovidesadeeperlookatpatroncharacteristicsandidentifieskeydifferencesbasedondimensionssuchasregion,typeoffestival,locationofresidenceandothercharacteristics.
Chapter6:EconomicImpactofFilmFestivalspresentstheresearchteam’sestimatesoftotalfilmfestivalpatronageandthedirecteconomicimpactsfilmfestivalsandfestivalpatrons.
Chapter6:ConclusionsandRecommendedMarketingStrategiessummarizeskeyconclusionsandpresentsasetofmarketingstrategiesdirectedatfestivalorganizersanddestinationmarketingorganizations,includingTravelOregon.
Thisreportalsoincludesseveralappendices:
AppendixA:FilmFestivalInventoryincludesinformationonthe77festivalsinventoriedbytheCSCresearchteam.
AppendixB:OrganizerSurveyMethodsprovidesanoverviewofthemethodsusedtodevelopandadministerthesurveyoffilmfestivalorganizers.Italsoincludesthesurveyinstrument.
AppendixC:PatronSurveyMethodsprovidesanoverviewofthemethodsusedtodevelopandadministerthefilmfestivalpatronsurvey.Italsoincludesthesurveyinstrument.
4Notallindividualsthatstartedthesurveyansweredallquestions.CSCreceived20completeresponsesand15partialresponses.Throughoutthereport,weincludethenumberofrespondentstoeachquestion.
FilmFestivalsinOregon September2017 Page|3
CHAPTER 2: FILM FESTIVALS AND DESTINATION TOURISM
Thischapterprovidescontextforthisstudybydescribinghowfilmfestivalsconnecttothelargerfilmandmediaindustryandtodestinationtourism.Filmfestivalsareavaluablepartofthemulti-billion-dollarfilmindustrythathasbenefitsbothinrevenueandemployment.Moreover,filmfestivalscontributetocommunityartsandcultureandhelpdefinethesenseofplaceforhostcommunitiesacrosstheStateofOregon.Thechapterstartswithadiscussionofthefilmandmediasector,thenprovidesthedefinitionoffilmfestivalsCSCusedintheinventory.ItconcludeswithadiscussionofdestinationtravelandhowfilmfestivalscancontributetoOregon’stourismeconomy.
Impact of Films and Media
MoviegoingisagreatAmericanpastimethatisdeeplyingrainedinourculture.Filmisaboutmorethanentertainment,itreflectscultureandisanartisticmedium.Globally,themediaandentertainmentindustry(M&E)generated$632billionin2015;afigurethatisexpectedtoreach$771billionin2019(2014-2019M&EOutlookbyPriceWaterhouseCooper).5Broadly,theM&Esectorincludesbusinessesthatdistribute:movies,televisionprogrammingandcommercials,streamingcontent,musicrecordings,broadcast,booksandvideogames.TheM&EindustryintheU.S.representsathirdoftheglobalmarket.BoxofficereceiptsformotionpicturesshownintheU.S.areprojectedtogrowfrom$9.9billionin2015to$10.9billionin2020.6Basedonthesefigures,CSCestimatesboxofficespendinginOregoncouldbeasmuchas$140.6millionin2020.7
Theproductionofmoviesandvideoisanimportantcomponentoftheoverallmediasector.IBISWorldestimatesthatmovieandvideoproductiongeneratedglobalrevenuesof$43.9billionthrough9,300businessesin2017.Moreover,theindustryisforecasttogrow2.0%annuallybetween2017and2022.8Movietheatersareafixtureincommunitiesallovertheglobe,andprovidetheprimarymeansofmovieviewing.IBISWorldestimatesmovietheatersgenerated$16.7billioninrevenuein2017.
In20079and201110,theGovernor’sOfficeofFilmandTelevision(knownasOregonFilm)commissionedstudiesoftheOregonmediaandfilmsector.TheNorthwestEconomicResearchCenterestimatedthatthemediasectorcontributed$1.4billionandmorethan12,500jobsto
5https://www.selectusa.gov/media-entertainment-industry-united-states
6https://www.selectusa.gov/media-entertainment-industry-united-states
7Calculatedbydividingestimatedgrosssalesin2020byUSpopulationprojectionsin2020thenmultiplyingbytheestimated2020populationofOregon.
8IBISWorldIndustryReport51211a,Movie&VideoProductionintheUS
9ECONorthwest_Economic-Impacts-Film-Industry-Oregon_2008.pdf
10ContributionoftheFilm&TelevisionIndustrytotheEconomieso.pdf
Page|4 CommunityServiceCenter
thestateeconomyin2011.Comparingthe2007and2011studiesshowstotaleconomicactivitygrew24%overthefour-yearperiod.
Theimpactoffilmandmediaextendsbeyonddollarsandjobs.Movietheatersarekeycommunityfacilitiesandsocialgatheringplaces.Filmartscontributetocommunitycultureandimage.Thebuildingstheyarehousedinareoftenexamplesofperiodarchitecturethatservedaskeycommunityanchors.A2015studyofhistorictheatersinOregonbytheCSCconcluded:
Thevalueoftheaterscanbedescribedinthreesimpleideas:theyaresocialspaces,economiccatalysts,andculturalambassadors.Theaterscanprovideopportunitiesforrecreationandgathering,economicdevelopment,communityinteractions,andpromotetourism.Bytakingadvantageoftheirprimedowntownlocation,theatersareabletodrawinvisitorsfromsurroundingareas,increaserevenueatnearbybusinesses,andcreatenewopportunitiesfortourism.Additionally,theaterscanleveragetheirpositionascommunityassetstoinstillapalpablesenseofprideamongstcommunitymembers,businessowners,andtheaterenthusiasts.11
Inshort,theactofmoviegoingandthefacilitiestheyaredisplayedinhavebroadculturalimpactsoncommunities.
Filmfestivalsplayanimportantrolewithincommunitiesastheyservetodefinethepersonalityofthepeople,place,andregion.Therearenumerousexamplesofworldfamousfilmfestivalsdefiningthelocationswheretheyarehosted,however,itisimportanttoconsiderthebenefitsoflessorknownfilmfestivalswithincommunitiesacrossthestate.Filmfestivalshighlighttheattributesofacommunityanddisplaycommunityvalues.
Inthiswayfilmfestivalsactasculturalplacemakers.Culturalorcreativeplacemaking,asdefinedbytheNationalEndowmentfortheArts,includesutilizingartsandculturaleventstoshapeanddefinespacesimprovingvisibilityandtoboostlocaleconomies.12
Afilmfestivalisalsoanopportunitytobringacommunitytogether,eitherthroughviewingfilmsorbywayofvolunteeringduringafestival.Asafestivalvolunteer,individualsareaffordedtheexperienceofprovidingaculturalexperienceandrepresentingthecommunityhostingthefestival.Viewingfilmsisalsoaculturalexperiencethatcancrosspolitical,social,andeconomiclines,sparkingconversationsandnewrelationships.
Accordingtodatapostedonfilm-festival.org,onaverage,46.5feature-lengthfilmsarescreenedatafestival,andasmanyas13,000uniquefeaturefilmsareshowneachyearintheUnitedStates.Moreover,filmfestivalsintheU.S.generateanestimated$89millioninpatron
11OregonHistoricTheaters:StatewideSurveyandNeedsAssessment,CommunityServiceCenter,September2015.
12https://www.arts.gov/sites/default/files/CreativePlacemaking-Paper.pdf
FilmFestivalsinOregon September2017 Page|5
spending,andanother$55millionthroughin-kindmerchandiseandservices(www.film-festival.org).
Overthecourseofayear,approximatelytwomillionpeoplewillattendafilmfestivalacrosstheUnitedStates.Onaverage,afestivalfills11,900seatsthroughoutthedurationofthefestival,andaudiencememberswillseeapproximately2filmswhileatthefestival.Visitorsprimarilylearnaboutfestivalsthroughfriendsandword-of-mouth.
Inreviewingtheliteratureonfilmfestivals,theCSCwasunabletofindanystudiesthatdocumenttheeconomicimpactoffilmfestivalsinOregon.Somestudiesofspecificfestivalsexist,butnoneaddressthebroadimpactoffestivals.Forexample,a2013studyoftheSundanceFilmFestivalestimatednearly46,000peopleattendedthefestivalspendingatotalof$56.7million.13A2007studyoftheEugeneInternationalFilmFestivalestimated850visitorscontributed$456,000totheEugeneEconomy.14CSCfoundseveralothersimilarstudies,butnonelookedatfilmfestivalsintheU.S.oratthestatewidelevel.
What is a Film Festival? Establishing a Working Film Festival Definition
“Whatisafilmfestival”isaseeminglysimplyansweredquestionthatisdeceptivelytrickyinpractice.Thevarietyamongfilmfestivalspresentsachallengeindefiningtheevents.Bothscholarsandfilmprofessionalsdefinefilmfestivals,butfocusondifferentelementsofthefestivals.Scholarsemphasizetheculturalimpactsoffilmfestivals,andstudyhowtheycanbeusedtofostertheemergenceofnewbusinesses,ideas,andmarketscenteredaroundfilm.Thoseinthefilmindustrydefinefilmfestivalsbytheirpracticalpurpose,andlooktothemasvehiclestogainexposureanddistributiondeals.
ThesuccessofmajorfilmfestivalslikeUtah’sSundanceFilmFestivalandColorado’sTellurideFilmFestivalhavesparkedtheemergenceoffilmfestivalsasmajorculturaleventsinNorthAmerica.Prestigiousfestivalslikethesegeneratethemostbuzz,butrepresentjustonetypeoffilmfestival.FilmjournalistMarkPeransoncreatedthefollowingtwomodelsoffilmfestivalsthatcapturethenatureoftheevents:
• BusinessModelFestivals:Majorfestivalswithestablishedmarkets,highbudgets,largestaffs,corporatesponsorsandHollywoodstudioinvolvement.Businessfestivalsarepremiere-oriented,includeprestigiousawardcompetitions,andfilmsaresubmitteddirectlytothefestivals.Theygenerallydonotrelyonticketsalesorattendancetogeneraterevenue.
• AudienceFestivals:Thesefestivalshaveasmalleroperatingbudget,andhavelimitedsponsorshipandbusinesspresence.Theydonothaveasmuchofafocusonaward
13TheEconomicImpactsofthe2913SundanceFilmFestival,JanEliseStambro,BureauofEconomicandBusinessResearch,UniversityofUtah,April2013.
14EconomicImpactandVisitorStudyoftheEugeneInternationalFilmFestival,TheUniversityofNorthernIowaSustainableTourismandtheEnvironmentProgram(STEP),December2007.
Page|6 CommunityServiceCenter
competition,andoftenreceivefilmsfromotherfestivalsorviasolicitation.Audiencefestivalstendtohavesmallstaffs,andrelyonticketsalesforrevenue.
Peranson’smodelsserveasumbrellaprototypes,asmanyfilmfestivalsfallsomewherebetweenthetwomodels.Forexample,mostlargecitieshostfilmfestivalsthatarewellfundedandwellattended,whilemanyfilmfestivalsareoftenorganizedbyvolunteersandtendtobemuchsmallerinscale.Inbetweenbusinessandaudiencefestivalsliegenrefests,whichvaryinscaleandfocusonaspecificgenreoffilm,andfestivalsheldinresorttowns,whichalsovaryinscaleandfunds.
Afterinitiatingtheinventoryprocess,itwasclearthatadefinedsetoffunctionalcriteriaisnecessarytodeterminewhethereventsshouldbeincludedintheinventory.Thecriteriaaremodeledonthepractitionerdefinitionof:
Filmfestivalsareeventsthatshowfilmsthathavenotyetbeenreleasedcommercially.Thefilmsareobtainedthroughsubmission,solicitation,orselectedfromotherfilmfestivals.
Forthisstudy,CSCdevelopedasetofcriteriatoscreenpotentialeventsanddeterminewhethereacheventmetthedefinitionofafilmfestival.TheCSC’scriteriainclude:
• Filmsnotinpre-commercialrelease• Filmsobtainedthroughsubmission,solicitationorshownatotherfilmfestivals.
TheCSCacknowledgesthattherearemanyculturaleventsthroughoutOregonthataredrivenbyfilm,suchasfilmseriesorspecialfilmscreenings,butthisanalysisfocusesoneventsthatmeettheabovestateddefinitiontoproperlygaugetheeconomicimpactsofOregon’sfilmfestivals.
FilmFestivalsinOregon September2017 Page|7
Destination Travel and Film Festivals
Destinationtravelisa$11.3billionindustryinOregonthatdirectlysupportsmorethan109,000jobs.TourismhaslongbeenafundamentalelementofOregon’seconomicdevelopmentstrategy.Atthestatelevel,developmentoftheindustryisledbyTravelOregon,asemi-independentagencycreatedbytheOregonLegislaturein2003toenhancethequalityoflifeforOregoniansbystrengtheningeconomicimpactsofthestate’stourismindustry.TravelOregon’svisionistocreate“abetterlifeforallOregoniansthroughstrong,sustainablelocaleconomies.”15Thedestinationtourismindustryhassubstantialgrowthopportunity.
Existingstudiessuggestthatfilmfestivalsareattractionsfordestinationtravelers.OneoftheobjectivesofthisprojectistodeterminehowOregonFilmFestivalscontributetothedestinationtravelindustry,andhoweffortsoforganizationslikeTravelOregonandDestinationMarketingOrganizations(DMOs)canleveragetheimpactsofeventsthatareattractingdestinationtravelerstothestate.
15TravelOregonStrategicPlan--ActivatingExplorers2017–2019.
Foreveryticketpurchasedtoanartseventanadditional$24.24inartsrelatedspendingsupportslocalbusinesses,includingrestaurants,parkingstructures,andretailoutlets.Hotels,restaurants,andretailersalsobenefitfromtourismgeneratedbyathrivingandenergeticartsscene.
TheRegionalArtsandCultureCouncil(RACC).
Page|8 CommunityServiceCenter
CHAPTER 3: CHARACTERISTICS OF OREGON FILM FESTIVALS
Thischapterpresentstheresultsofastatewidesurveyoffilmfestivalorganizers.Tobetterunderstandthefocusandoperationalaspectsoffilmfestivals,theresearchteamdevelopedandadministeredanonlinesurveytofilmfestivalorganizers.TheCSCobtainedcontactinformationfor54ofthe79filmfestivalsidentifiedintheinventoryandsentasolicitationtocompletethesurveytothe54festivals.Wereceived35responsestothesurvey,20thatwerefullycompleteand15thatwerepartiallycomplete.
Oneofthedifficultiesindevelopingaprofileoffestivalsandadministeringasurveyisthatfestivalsaredynamic;festivalsmaybeactiveoneyearandnotthenext,andnewfestivalsformwhileolderfestivalsdissolve.Developingacomprehensiveinventoryischallenging,andrepresentsasnapshotoffestivalsinOregonatthetimeofthestudy.
Theinventoryandsurveyresultsshowadeep,rich,anddiversesetoffestivalsexistinginOregon.Festivalsexistineveryregionofthestate,butareconcentratedinurbanareas(particularlythePortlandmetropolitanregionandtheWillametteValley).Festivalsoccurineveryseason,andaresomewhatevenlydistributedthroughouttheyear.Mostfestivalsarerelativelysmallandattractafewhundredpatrons,andafewfestivalsareverylarge,attractingtensofthousandsofpatrons.
Thediversitymakesitchallengingtogeneralizeaboutthecharacteristicsoffilmfestivals.Webelievethesurveyresultshavegreatvalueinunderstandingthedynamicsoffilmfestivals,butweurgereaderstoapplycautioningeneralizingtheresults.Whilefestivalsallsharecommonelements,eachisuniqueinimportantways.Inshort,theresultsrepresenttherespondingfestivals,butcannotbeaccuratelyextrapolatedtoallfilmfestivals.
Theremainderofthischapterisorganizedaroundfourkeythemes:(1)characteristicsoffestivalevents;(2)theirmission;(3)operationalcharacteristics;and(4)theneedsoffilmfestivals.Adetaileddiscussionofthesurveymethodology,andacopyofthesurveyinstrumentareincludedinAppendixB.
Event Characteristics
Thefestivalorganizersurveystartedwithaseriesofquestionsaboutthestructureoffestivalsincluding:location,lengthoftheevent,numberoffilmssubmittedandscreened,whenthefestivalwasestablished,andothercharacteristics.Thesequestionsunderscorethediversityoffestivalsasevents.
TheCSCinventoried79filmfestivalsineveryregionofthestate.Figure3-1showsthenumberoffestivalsbyregionsasdefinedbyTravelOregon.Notsurprisingly,mostfestivals(68%)areinthemoreurbanareasofthestate(thePortlandmetropolitanregionandtheWillametteValley).ThePortlandregionhas47%(37festivals)ofthe79filmfestivals;36ofwhichtakeplaceinthecityofPortlanditself.TheWillametteValleyregionhoststhenextlargestproportionofOregon’sfilmfestivals,with22%(17festivals).ThecityofEugene,whichisintheWillametteValleyregion,hostsnine(53%)ofthosefestivals.
FilmFestivalsinOregon September2017 Page|9
Figure 3-1: Festivals by Travel Oregon Region
Thirtyrespondentslistedthecitieswheretheyheldscreenings.Fifty-sixpercentoffestivalswerescreenedinPortland,while16%ofthefestivalsheldscreeningsinEugene.EightypercentofthefestivalsthatscreenedinEugenereportedtheywerealsoscreenedinPortland.Themajority(77%)oforganizerssurveyedreportedthattheirfestivalswereheldinoneOregoncity.SeventeenpercentscreenedtheirfilmsintwocitiesinOregon,and6%heldtheireventinthreeormorecities.Onefestivalscreenedineightcities—thehighestnumberreported.
TheCSCaskedorganizerstoindicatetheyearthattheirfestivalwasestablished.Figure3-2showsthatmostthefestivalsrepresented(58%)werefoundedafter2010,and34%reportedestablishmentbetween2001and2010.Lessthan10%listeddatesbefore2000.Theseresultssuggestthatfestivalsareactivelyformingandthatthereispotentiallyroomformorefestivalstobeestablishedaroundthestate.
Figure 3-2: Year Festivals Were Established (n=26)
TheCSCaskedorganizershowmanytimestheirfestivalwillhavebeenheldbytheendof2017.Figure3-3showsthat46%offestivalsreportedhavingbeenheldthreeorfewertimes.Theoldestfilmfestivalreportedbeingheldannuallyfor40years,andthemedianwas4.5times.
Region NumberofFestivals PercentofTotalNorthesternOregon 3 4%SouthernOregon 5 6%ColumbiaGorge 5 6%CentralOregon 6 8%OregonCoast 6 8%WillameteValley 17 22%PortlandMetroArea 37 47%Total 79 100%
0%
5%
10%
15%
20%
25%
30%
35%
40%
1975-1990 1991-2000 2001-2010 2011-2015 2016-2017
Page|10 CommunityServiceCenter
Theseresultsareconsistentwiththeresultsofwhenfestivalswereestablishedandindicatethatmanyfestivalsarerelativelynew.
Figure 3-3: Number of Annual Editions (n=28)
Note:Thetermeditionsisusedtoindicatethenumberofuniqueannualeventsheldbyindividualfestivals.
Figure3-4showsthetypesofvenuesusedtoscreenfilmsatfestivals.Organizerswereaskedtoselectallanswersthatapplytotheirevents.Festivalvenuesmaybecountedintwocategories(e.g.manyhistorictheatersarealsoindependentmovietheaters).Theresultsshowthathistorictheaters(62%)andindependenttheaters(58%)arepreferredvenuesformanyfestivals.The“Other”typesofvenuesincludebreweries,bikeshops,libraries,ballrooms,andauditoriums.Manyfestivalschoosetoscreeninvenuesthatarealreadyequippedtoscreenfilms.
Figure 3-4: Types of Venues Used by Film Festivals (n=29)
Note:Respondentscouldindicatemorethanonetypeofvenue.
0%5%
10%15%20%25%30%35%40%45%50%
1-3 4-7 8-13 14-17 18-31 32-41
0% 10% 20% 30% 40% 50% 60% 70%
HistoricTheater
IndependentTheater
Other
Museum
ConferenceCenter
Park
NationalChain
Drive-In
FilmFestivalsinOregon September2017 Page|11
Wealsoaskediffestivalsshowfilmsconcurrently.Twenty-onepercentofrespondentsreportedthattheirfestivalsscreenmultiplefilmsatthesametime.
Weaskedfilmfestivalorganizerstoindicatewhatformatstheyacceptforentry.Figure3-5showsthat59%offestivalscoveredshowedbothshortfilmsandfeaturelengthfilms,while38%solelyscreenedshortfilms.Fourpercentoforganizersreportedthattheirfestivalsexclusivelyshowedfeaturelengthfilms.
Figure 3-5: Format of Films Accepted (n=29)
Inadditiontotheformatoffilms,weaskedorganizersaboutthetypesoffilmstheyscreen.Twenty-eightorganizersprovidedaresponsetothisquestion.Theresultsshowthat57%offestivalsfocusonaspecificfilmgenre,and43%percentofthefestivalswelcomedallfilmgenres.Figure3-6showsthespecificgenresthatwereselected,aswellashowoftengenreswereselected.Otherwrite-ingenresincludeddance,LochNessMonsterthemedfilms,bicyclethemedfilms,pornography,snowsportsandoutdoorstories.
FormatofFilms Number PercentFeaturelength(Greaterthan40minutes) 1 3%Shorts(40minutesorless,includingcredits) 11 38%Both 17 59%
Page|12 CommunityServiceCenter
Figure 3-6: Genre of Films Screened (n=17)
Filmsubmissionisamajorcomponentoffestivaloperations.Twenty-fiverespondentsprovideddatafortheirmostrecentfestivaledition.Figure3-7showsabroadrangeinthenumberoffilmssubmitted,withanaverageof307films.Twenty-fivepercentoftherespondentsindicatedtheyreceivedbetween1and15entries,with54%receiving125orfewerentries.Remarkably,17%ofthefestivalsreportedtheyreceivedmorethan750entrieswithonefestivalreporting1,415filmssubmitted.
0% 10% 20% 30% 40% 50% 60% 70% 80%
Experimental/Abstract
Horror
Women
Music
African-American/Black
Historical
Drama
Comedy
LGBTQ
Sports
Animation
Political
Science
Shorts
Documentary
Independent
Other
FilmFestivalsinOregon September2017 Page|13
Figure 3-7: Number of Films Submitted (n=24)
Additionally,weaskedhowmanyfilmssubmittedtoscreenatfestivalsinOregonwereproducedinOregon.Figure3-8showsthathalfoftherespondentsreportedreceivingfewerthan10Oregon-producedfilms.Theaveragewas23,andonefestivalhadalmost100Oregonmadefilmssubmitted.
Figure 3-8: Oregon-Produced Films Submitted (n=24)
Togaugetherelationshipbetweenthenumberoffilmssubmittedandthenumberoffilmsshown,thesurveyaskedorganizershowmanyfilmstheyshowedattheirmostrecentfestival.Figure3-9showsthatone-thirdofrespondentsreportedscreeninglessthan15films,and50%between16and75films;theaveragenumberoffilmswas47.Onefestivalreportedscreening212filmsatasingleedition.
0%
5%
10%
15%
20%
25%
30%
1-15 16-75 76-125 126-275 276-750 751-1,415
0%
10%
20%
30%
40%
50%
60%
0-9 10-25 26-45 46-75 76-100
Page|14 CommunityServiceCenter
Figure 3-9: Number of Films Shown (n=24)
Tobetterunderstandthescopeoffestivalactivities,weaskedorganizerstoindicateotherrelatedactivitiesassociatedwiththeirevents.Figure3-10showsthatawardsarethemostfrequentnon-screeningactivityduringfilmfestivals(72%).ThisfindingisconsistentwithdataonthenumberoffilmssubmittedandsuggestsalevelofcompetitivenessbetweenfilmsshowcasedatOregon’sfilmfestivals.Audienceawardswerealsoindicatedasafrequentnon-screeningevent,with60%ofrespondentsindicatingtheirfestivalfeaturesthem.Audienceawardsbothmeasurethepopularityofafilm,andactivelyengagefestivalattendees.
Filmfestivalsfrequentlyhostsocialnetworkingeventsofsomeform.Sixtypercentofthefestivalsofferatleastonesocialeventonsite,44%holdanoff-sitesocialevent,and44%holdanetworkingeventforfilmmakers.Otherpopulareventsatfilmfestivalsinclude:questionandanswerpanels(56%),liveperformances(48%),andinformationdistributionortabling(44%).Multimediaandvirtualrealityeventswerelesscommon.Othereventsindicatedbyrespondentsinclude:artdisplays,sportsexhibitions,politicalactionorganization,speakers,andlivemusic.
0%
10%
20%
30%
40%
50%
60%
1-15 16-75 76-125 126-275
FilmFestivalsinOregon September2017 Page|15
Figure 3-10: Related Activities Associated with Film Festivals (n=25)
Weaskedrespondentstoindicatethenumberofnon-screeningactivitiesheldattheirevents.Notably,45%ofthe22respondentsindicatedtheirfestivalsdidnotincludeanynon-screeningactivities.Figure3-11showsthat33%oftherespondentsreportedincludingthreetofiveactivities,with14%includingsixormore.The55%offilmfestivalshostnon-screeningactivitieshadanaverageofsixnon-screeningevents,witharangeofoneto18events.
Figure 3-11: Number Non-Screening Activities (n=22)
0% 10% 20% 30% 40% 50% 60% 70% 80%
Awards
AudienceAwards
SocialEvents(on-site)
Q&A/Panel
LivePerformance
SocialEvents(off-site)
Information/Tabling
FilmmakerNewtorking
MultimediaEvents
Other
VirtualRealityEvents
0%5%
10%15%20%25%30%35%40%45%50%
0 1-2 3-5 6-10 10+
Page|16 CommunityServiceCenter
Festival Mission
Filmfestivalsareaboutmorethanjustscreeningfilms.Weaskedorganizersiftheirfilmfestivalhasamissionstatementthatreflectsthegoalsandpurposeoftheirfestival.Figure3-12showsawordcloudgeneratedfromtheprovidedmissionstatements.Thelargerdarkerwordsarethosethatoccurredmostoftenacrossallresponses.Althougheachfestivalmissionstatementisdifferent,therespondingfestivalsshareacommongoal:tousefilmtobringpeopletogetherintoacommunitywhereaudiencescanexperiencefilmthroughart.
Figure 3-12: Word Cloud of Festival Mission Statements
Weaskedfestivalorganizerstoindicateotherobjectivesoftheirevents.Figure3-13showsthatthemostfrequentselectedobjectivewastopromoteartsinthecommunity(82%).Additionally,59%ofrespondentsstatedtheirfestivalincludesanobjectivetopromotespecificfilmgenres.Notably,45%oftherespondentsindicatedpromotingOregon-basedproductsandfilmsasanobjective.Financialgainfororganizers,growthandpromotionofabusinessornonprofitorganization,promotionofaspecifictypeoffilmmaker,andfundraisingforaspecificcausewereeachindicatedby27%ofrespondents.
FilmFestivalsinOregon September2017 Page|17
Figure 3-13: Objectives of Oregon Film Festivals (n=22)
Festival Organization and Operations
Weaskedrespondentsaboutorganizationalandoperationalaspectsoftheirfestivals.Thisincludedtheirlegalstructure,questionsaboutrevenuesandexpenses,patronage,useofemployeesandvolunteers,andothersupport.
Figure3-14showsthat69%ofthefestivalswerenonprofitorganizations,and46%ofthe26respondentsindicatedtheyareentirelyvolunteerrunorganizations.Thirty-onepercentofthefestivalsreportedafor-profitstructure,and27%oftherespondentsareincorporatedinOregon.
Figure 3-14: Organizational Structure (n=26)
Weaskedaseriesofspecificquestionsaboutstaffinganduseofvolunteers.Forty-sixpercent(12of26respondents)haveoneormorepaidemployees.Forty-percentofthefestivalswithemployeesindicatedtheyhaveoneortwoemployees;40%threetofive,and20%sixto12.Sixfestivalsindicatedthattheyemploybothfulltimeandparttimestaff.Amongthe12festivalswithemployees,thenumberoffulltimeemployeesrangefromoneto12employees,whilethenumberofparttimeemployeesrangefromoneto30employees.
0% 20% 40% 60% 80% 100%
Fundraisingforanissue/cause
Growth/promotionofabusinessornonprofitorganization
Financialgainfororganizers
Promotingaspecifictypeoffilmmaker
Promotinganissue/cause
Other
Promotinglocally-madeorOregon-madefilms
Promotingaspecifictypeorgenreoffilm
Promotingartsinthecommunity
OrganizationalStructure Number PercentNonprofit,allvolunteers 12 46%Nonprofit,withpaidemployeesandvolunteers 6 23%For-profit,incorporatedinOregon 7 27%For-profit,incorporatedelsewhere 1 4%
Page|18 CommunityServiceCenter
Filmfestivalsaregenerallyoperatedthroughvolunteers.Twenty-twofestivals(92%)indicatedtheyrecruitvolunteerstoworkforthefilmfestivalpriortotheevent,and23festivals(96%)indicatedtheyhavevolunteersduringthefilmfestival.Respondentsindicatedthatmorethan1,800volunteersassistwithfilmfestivals,withabout400volunteersworkingpriortofilmfestivals,and1,400volunteersworkingduringfilmfestivals.
Thetwenty-tworespondingfestivalsestimatethatmorethan72,500volunteerhoursarecontributedtoorganizingandoperatingfilmfestivalsacrossthestate.Thenumberofvolunteerhoursreportedrangedfrom36to50,000.Themedianvolunteerhourscontributedtoafestivalis450hours.
Revenue and Expenses
Weaskedrespondentsaseriesofquestionsaboutattendance,revenue,andexpenses.Theresultshighlightthediversenatureoffilmfestivals.Wegroupedthefestivalsintothreecategories,basedonindicatedattendance.Festivalswithattendanceindicatedatlessthan500wereconsideredsmall;between500and1,000,medium;andover1,000,large.Weusedthesesizecategoriestoorganizedataonrevenueandexpenditures.
Filmfestivalsindicatedarangeofpatronage.Thefestivalsurveyedwiththelargestpatronagesoldnearly20,000ticketsatitsmostrecentfestival,whilethesmallestfestivalhadapatronageof10.Theaveragenumberofuniquepatronsforthe22festivalsrespondingwas1,000withanaverageof2,600ticketssold.
Figure3-15showsrevenuesandexpensesofrespondentfestivalsbysize.Theresultsshowthatthe32respondingfestivalsgeneratedabout$830,000inrevenueandspentnearly$900,000.Indicatedexpensesexceedingrevenuesuggeststhatfestivalshaveothersourcesoffundsthatarenotconsideredrevenues.Festivalsindicatedthattheyspentnearly$275,000inOregon.
Figure 3-15: Total Revenues and Expenditures Reported by Survey Respondents
Figure3-16showsthetypesoffestivalpassesofferedbyrespondingfestivals.Mostfestivalsindicatedthattheyofferfullaccesspasstickets.Otherthanfullaccesspassesandticketsforindividualscreenings,festivalsmostcommonlyofferedvolunteerpasses(50%)andfreeadmission(46%).Theleastcommonlyindicatedticketingstructureswerediscountedratesforselectgroups(e.g.seniors,students)at38%,anddaypasses(29%ofrespondents).
SizeClassNumberofRespondents Total Average Total Average Total Average
Large 8 $719,699 $89,962 $809,445 $101,181 $231,000 $28,875Medium 6 $52,239 $8,707 $25,073 $4,179 $12,223 $2,037Small 18 $58,294 $3,239 $63,814 $3,545 $30,562 $1,698Total 32 $830,232 $25,945 $898,332 $28,073 $273,785 $8,556
Revenue Expenses ExpensesinOregon
FilmFestivalsinOregon September2017 Page|19
Figure 3-16: Types of Festival Passes Offered (n=24)
Festival Marketing
Marketingandpromotionareimportantforthesuccessofanyevent.Becausethisstudyfocusesonhowtopromotefilmfestivalsasatraveldestination,weaskedfestivalorganizersaseriesofquestionsabouthowtheymarketandpromotetheirevent.
Festivalsindicatedthattheyspendbetween$10and$50,000onmarketing,withanaveragemarketingbudgetof$9,000.Themarketingbudgetstrackcloselywithfestivalpatronage;smallerfestivalshavesmallerbudgets.Figure3-17showsthat40%ofthefestivalshavemarketingbudgetsoflessthan$500,and25%havebudgetsofmorethan$10,000.
Figure 3-17: Total Marketing Budget (n=23)
0% 20% 40% 60% 80%
FullAccessPass
IndividualScreenings
FreeAdmission
VolunteerPass
SelectGroupDiscount
DayPass
0% 5% 10% 15% 20% 25% 30% 35%
$10- $99
$100-$499
$500-$999
$1,000-$2,499
$2,500-$9,999
$10,000-$24,999
$25,000ormore
Page|20 CommunityServiceCenter
Figure3-18showsthetypeofmarketingmediausedbyrespondingfestivalorganizers.TheresultsshowthateveryrespondentusesFacebookeventsorfreeFacebookpagepromotion.Nearlyall(96%)indicatedthattheyusewebsites,word-of-mouth,andlocalmedia.Three-quartersofallrespondentsindicatedtheypromotebyemailorlistservs.MorethanhalfoffilmfestivalsuseTwitterand/orInstagramformarketing,whileonly22%useonlinesearchengineoptimization.Comparativelyfewerfestivalsadvertisedinlocalnews(35%),oratotherfilmfestivals(26%).Othertypesofmarketingthatrespondentsuseinclude:posters,emaillists,radioPandora/Googleadvertising,TV,movietheaters,andadvertisinginastatewidemagazine.
Figure 3-18: Types of Marketing Media Employed (n=23)
Figure3-19showstargetmarketsasreportedbysurveyrespondents.Unsurprisingly,mostrespondents(91%)targetthelocalcommunity,and57%targetOregoniansoutsideofthelocalcommunity.Nearlyhalf(49%)targetinternationalfilmmakers,and43%targetdomesticfilmmakers.Thirtypercentoffilmfestivalstargetnon-Oregonians,with13%ofrespondentstargetingresidentsofothercountries.Seventeenpercentreportedtargetingspecificagegroups,4%specificgenders,and9%membersofaspecificrace/ethnicgroup.Seventeenpercentoffestivalsmarkettoparticipantsofanactivityorsport,and17%tospecificprofessions.Otherresponsesprovidedinclude:LGBTQ+,students,parentsandfamilies,andsnowsportenthusiasts.Fivepercentofthefestivalsreportedthattheyengageinnomarketingactivities.
0% 20% 40% 60% 80% 100%
OtherSocialMedia
SEOPromotion
AdsatotherFilmFestivals
LocalAds
Adsatnon-filmevents
PaidFacebook
Email/Listserv
Website
LocalNews
WordofMouth
FacebookEvent/Promotion
FilmFestivalsinOregon September2017 Page|21
Figure 3-19: Targeted Demographics (n=22)
Toprovideinsightfromtheperspectiveoffestivalorganizers,weaskedrespondentstoindicatetheirperceptionsofhoweffectivevariousmarketingstrategiesare.Figure3-20showsthatwordofmouthwasperceivedaseffectiveorveryeffectivebymorerespondents(92%)thananyotherstrategy.Otherstrategiesthatrespondentsperceiveaseffectiveorveryeffectiveinclude:email(74%),adsatothernon-filmfestivals(67%)andwebsites(65%).Interestingly,only10%offestivalorganizersperceivesocialmediatobeaneffectivemarketingstrategy.
Figure 3-20: Perceived Effectiveness of Promotion Strategies (n=23)
Weaskedrespondentstoindicatetheirlevelofagreementordisagreementaroundaseriesofstatementsrelatedtomarketingtheirfestival.Figure3-21showsthatmostrespondents(96%)thinkthatmarketingisimportanttothesuccessoffilmfestivals.Asizableproportion(78%)agreedthattheirfestivalisnotmarketedaseffectivelyasitcouldbe.Financialresourcesappeartobealimitationforfestivals,75%ofrespondentsagreedthatfinancialresourcesaretheirbiggestlimitation.Slightlylessthanhalf(48%)ofrespondentsidentifiedknowledgeofmarketing
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
SpecificGenders
NoMarketing
SpecificRace/Ethnicity
OtherCountries
SpecificIndustries/Professions
ParticipantsinSpecificSports/Events
Other
Non-Oregonians
InternationalFilmmakers
DomesticFilmmakers
OregoniansOutsideLocal
LocalCommunity
MarketingStrategy NotUsedNot
EffectiveSlightlyEffective Effective
VeryEffective
Website/Internet 4% 0% 30% 48% 17%WordofMouth 0% 0% 9% 35% 57%Email 0% 0% 26% 39% 35%AdsatotherFilmFestivals 13% 4% 39% 35% 9%Adsatnon-FilmFestivals 13% 5% 14% 48% 19%SocialMedia 14% 5% 29% 10% 0%OtherMedia 57% 5% 38% 5% 0%
Page|22 CommunityServiceCenter
asalimitation.Thisislikelyassociatedwithsmallerfestivals.Finally,mostrespondentsdisagreedthatpatronswouldattendwithoutmarketing.
Figure 3-21: Respondent Perceptions of their Festival’s Marketing Program and Needs(n=23)
Festival Support, Barriers to Expansion, and Needs
Festivalsareeventsrunbyorganizations,theyrequiresupportandresourcestorunsmoothlyandeffectively.Tobetterunderstandpartnershipsandsupport,weaskedrespondentsaboutthetypesofsupporttheyreceivefromvariousorganizations.Thedatasuggeststhatfestivalsrelyonsupportfromawidevarietyoforganizations.
Figure3-22showsthat76%offestivalsreceivesupportfromlocaltheaters,and63%receivesupportfromOregonFilm.Forty-onepercentofrespondentsreportedsupportfrommediasectortradegroups,privatesponsors,orotherfestivals.Notably,lessthan20%offestivalsreportedreceivingsupportfromTravelOregonortheirDestinationMarketingOrganization,DMO/RDMO.Thisresultisconsistentwithpreviousresultsthatshowfestivalsfocustheirmarketingeffortslocally.Itdoessuggest,however,potentialtopartnerwithtravelmarketingagenciestosupportfestivalsthatcouldbeatravelattraction.
StatementStronglyAgree
SomewhatAgree
NeitherAgreeNorDisagree
SomewhatDisagree
StronglyDisagree
Marketingisimportanttothesuccessofthefilmfestival 87% 9% 4% 0% 0%
Thefestivalisnotmarketedaseffectivelyasitcouldbe 43% 35% 22% 0% 0%
Financialresourcesarethebiggestlimitationwhenitcomestomarketingthefestival
48% 26% 13% 9% 4%
Marketingknowledge/expertiseisthebiggestlimitationwhenitcomestomarketingthefestival
9% 39% 26% 17% 9%
Themajorityofpatronswillattendthefilmfestivalregardlessofthedegreeofmarketingandoutreach
0% 30% 17% 30% 22%
FilmFestivalsinOregon September2017 Page|23
Figure 3-22: Sources of Festival Support (n=17)
Notsurprisingly,mostfilmfestivalorganizers(87%)wishtoincreasetheattendanceattheirfestival.Figure3-23showsbarrierstoexpansionasindicatedbysurveyrespondents.Themostfrequentlyindicatedstatementwasbusinessorotherorganizationalpartners(83%),followedbymarketingassistance(74%),andfundraisingassistance(65%).
Figure 3-23: Barriers to Expansion (n=16)
0% 20% 40% 60% 80% 100%
RDMO
TravelOregon
ChamberofCommerce
LocalCollege/University
OtherFestivals
PrivateSponsors
MediaSectorTradeGroups
OregonFilm
LocalTheater
0% 20% 40% 60% 80%
LackofCommunityInterest
LackofVisitorInformation
LackofMarketingSkills
LackofPartnerOrganizations
VenueLocation/Size
Competition-CulturalEvents
LackofSponsors
Financial
Page|24 CommunityServiceCenter
CHAPTER 4: CHARACTERISTICS OF OREGON FILM FESTIVAL PATRONS
TobetterunderstandthedirecteconomicimpactandculturalinterestofOregonFilmFestivals,theCSCpartneredwith11filmfestivalsacrossthestatetocollectpatronemailaddressestodistributeanonlinesurvey.Atotalof964patronsparticipated(seeAppendixCforamoredetaileddiscussionofthesurveymethods).Thepurposeofthepatronsurveyistoinformprojectcollaboratorsandstakeholdersoffilmfestivalattendees.Thesurveyincludesinformationaboutpatrondemographics,travelpatterns,economictrends,andotherfeedbackabouttheirfestivalexperience.
Thischapterassessesthesurveyresultsandcouldbeutilizedtoinfluencemarketingstrategies,incentivizecollaborationamongrelatedagenciesorgovernments,andtodevelopimprovementsforthefilmfestivalindustry’sfuturegrowth.
Sample Characteristics
Beforepresentingtheresults,itisusefultoexploretherespondentpoolinmoredetail.Wesampledat11ofthe79filmfestivalsandreceived986responses.WeconductedthesurveyusingQualtrics,anonlinesurveyinstrument.Forsomefestivals,wecollectedemailaddressesofpatronsandthensentthemalink;thelargerfestivals(PortlandandAshland)distributedanemailsolicitationthroughtheirpatronlists.Figure4-1showsthepercentageofresponsesbyfestival.
Figure 4-1: Percentage of Patron Surveys by Festival
Akeyconcernoforganizationsthatconductsurveysisstatisticalvalidity.WeestimatethatOregonfilmfestivalsattractabout80,000uniquepatronseachyear.Ifoneweretoassumethatthesamplewasperfectlyrandomandthattherewasnoresponsebias,thenthesurveywould
0% 10% 20% 30% 40% 50%
EugeneNWAnimationArchaeologyChannelFestival
EIFFPortlandNWAnimation
CorvallisQueerFilmDis-OrientAsian-AmericanFilm
POWFestReelMusic&Film
FilmedbyBikeAshlandIndependentPortlandInternational
FilmFestivalsinOregon September2017 Page|25
haveamarginoferrorof±3.1%atthe95%confidencelevel.Thismeansthatifasurveywereconducted100times,theresultswouldendupwithin±3.1%ofthosepresentedinthisreport.
Thesamplingmethodology,however,targetedspecificfestivals.Inthatsense,itwasnotarandomsampleanddoesnotincluderesponsesfromallfestivalsinOregon.Akeyquestion,then,iswhetherfilmfestivalpatronssharesimilarcharacteristics.Wethinkthatinsomerespecttheydo,theanalysisofkeycharacteristicssuchasincomeandeducationissimilaracrossdifferentfestivals.
Insummary,weurgereaderscautionininterpretingthepatronsurveydata.WhilethesamplewasnotrandomandcannotbeextrapolatedtotheentirepopulationofOregonfilmfestivalpatrons,theresponsesprovideinsightintokeycharacteristicsofpatronsonkeydimensionsimportantformarketing.
Patron Demographics
Thissectionprovidesdemographicinformationonsurveyrespondents,including:age,gender,andincome.Thedataisusefulforunderstandingthenatureofthesample,andthecharacteristicsoffestivalgoers.Whereappropriate,wecommentoncharacteristicsofthesamplethatmaysuggestsamplebias.
AsshowninFigure4-1,Oregonfilmfestivalsattractpeopleofallages.Thesurveyresultsshowaminimumageof17andmaximumageof88.Theaverageageofpatronsis53yearsold,68%areages45to74yearsold,andthelargestproportionofpatronsareage65to74yearsold(26%).
Figure 4-1: Age Distribution of Patron Survey Respondents
Sixty-fourpercentofsurveyrespondentswerefemale,while33%weremale.Asmallpercentage(2%)identifiedasadifferentgender,orpreferrednottoanswer(1%).CSCconsistentlygetshigherresponseratesfromfemalesinoursurveys,includingrandomsamplesurveys.Wethinkthisresultisafunctionofwhoismorelikelytofilloutasurvey,butitislikelynotrepresentativeofthegenderdistributionoffilmfestivalpatrons.Wewouldexpectthattolookmorelikethegeneralpopulation’sequalgenderdistribution.Nearlyallthesurveyrespondentsindicatedan
Page|26 CommunityServiceCenter
educationlevelaboveahighschooldegree(97%).ThelargestpercentagesofpatronshaveaBachelor’sdegree(36%)orMaster’sdegree(31%).Wefindthisaninteresting,butplausibleresult.
Figure4-3showsthedistributionofhouseholdincomeasreportedbysurveyrespondents.Educationalattainmentoftenreflectstheincomelevelsofindividuals.Forthatreason,itisunsurprisingthat37%ofpatronsindicatedahouseholdincomeof$100,000ormoreperyear.Thereisarelativelyconsistentpercentagedistributionof17%to18%amongincomegroupsbetween$25,000and$99,000.Only10%ofpatronshaveahouseholdincomeof$25,000orless.
Figure 4-3: Household Income of Survey Respondents
Patron Travel Patterns
Weaskedaseriesofquestionsregardingpatrontravelpatterns.Theintentofthequestions,inpart,wastoidentifyhowmanyOregonFilmFestivalpatronswereattendingfestivalsastouristdestinations.Surveydatasuchastripduration,distancetraveled,sizeoftheirtravelparty,andotheractivitiespatronsparticipatedinoutsideofthefestivalareintendedtoinformimpactsandcorrelationswiththetouristeconomy.
Weaskedrespondentstoprovidethesizeoftheparty,includingthemselves,whoattendedthefestival.Thesurveyresultsshowaminimumpartyofoneperson,andamaximumof41people.Thedatadistributionindicatedanaveragepartysizeof2.2people.
Figure4-3showsthedistributionofnumberofdayspatronsattendedafilmfestival.Alargepercentageofpatronsattendedafilmfestivalforasingleday(34%),and66%ofrespondentsattendedthefestivalfor2daysormore.
0% 10% 20% 30% 40%
$100,000&above
$25,000to$49,999
$50,000to$74,999
$75,000to$99,999
Under$25,000
FilmFestivalsinOregon September2017 Page|27
Figure 4-3: Number of days attended
Weaskedhowmanynightsthepatronspentawayfromtheirprimaryresidencewhileattendingthefestival.Eight-fivepercentofallrespondentsreportedtheydidnotspendanynightsawayfromtheirprimaryresidenceand86%traveledlessthan50milesawayfromtheirresidence.
Weaskedpatronsifattendingthefestivalwastheprimaryreasonfortakingtheirtrip.Eighty-onepercentofrespondentsstated“yes,”and98%ofrespondentsindicatedtheydidnotattendanyotherfestivalsonthetrip.Thissuggeststhatmostpatronsareuniquetravelerstoasinglefestival.
Figure4-4showsthatdespitethelowattendancetomultiplefilmfestivalsinonetrip,somepatronstraveledtoothercitiesduringtheirvisit.Inadditiontovisitingthelocationoffilmfestivals,nearlyhalfofpatrons(43%)alsotraveledtoPortland,15%traveledtoBend,and12%travelledtoEugene,eventhoughthefestivaltheyattendedwasnothostedinthecities.
Figure 4-4: Other Cities Visited
0%
5%
10%
15%
20%
25%
30%
35%
1day 2days 3days 4days 5daysormore
0% 10% 20% 30% 40% 50%
Salem
KlamathFalls
GrantsPass
TheDalles
Ashland
HoodRiver
Corvallis
Eugene
Bend
Portland
Page|28 CommunityServiceCenter
Approximately70%ofsurveyrespondentsindicatedpreviousattendancetothefilmfestivalwheretheyreceivedthesurvey,while30%ofpatronsindicatedtheywereexperiencingthefilmfestivalforthefirsttime.Returningpatronshaveattendedthefestivalanaverageofsixtimes,andamedianoffourtimes.Moreover,54%ofpatronsindicatedthiswasnottheirfirstvisittoOregon,amoderateproportionofpatrons(34%)areOregonresidents,andthesmallestproportionofpatrons(12%)werefirsttimevisitors.
Overall,mostpatrons(68%)onlyvisitOregonwhentheytraveltoanOregonFilmFestival.Figure4-5showsthedistributionofborderingstatesthatarecommondestinationsforOregonfilmfestivalpatronssuchasCalifornia(13%)andWashington(9%).
Figure 4-5: States Visited by Patrons
Weareinterestedinadditionalactivitiesthatpatronsenjoywhileattendingafilmfestival.Thisinformationprovidesinsighttolocalbusinessesoractivitiesthatarelikelyinfluencedbythenumberoffestivalgoersinthearea.ThisinformationcaninformDestinationMarketingOrganizations,DMOs,ofpotentialactivitiestopromoteatfilmfestivals,oractivitiesthatmightattractfilmfestivalpatrons.Figure4-6showsthatotherthanattendingafilmfestival,mostpatronsvisited:friendsorfamily(34%),amuseum,zoo,orculturalcenter(17%),and/orengagedinbusiness-relatedactivities(10%).
0% 20% 40% 60%
Utah
Montana
Idaho
Nevada
Other:
Washington
California
JustOregon
FilmFestivalsinOregon September2017 Page|29
Figure 4-6: Other Activities Patrons Reported Engaging in While Attending a Film Festival
Patron Expenditures
Weaskedpatronstoestimatethetotalamountofdollarsspentwhileatthefilmfestival.Figure4-7showspatronexpendituresbycategoryperdayperpartyandperperson.Theresultsshowthattheaveragepartyspentjustover$200relatedtothefilmfestival,orabout$93perperson.Theresultsshowthatabout30%ofexpendituresareatthefestival,33%onfoodanddrink,and29%onlodging.AbreakoutofexpendituresbylocalanddestinationvisitorsisincludedinChapter6.
Table 4-7: Patron Expenditures Per Day by Category, Per Party and Per Person
Festival Experience
Thesurveyincludedaseriesofquestionsaboutpatron’sexperienceatthefestivaltheyattended.Thequestionsincluded:howpatronslearnedaboutthefestival,patronsatisfactionwithvariouselementsofthefestival,andtheiroverallsatisfactionwiththeevent.
0% 5% 10% 15% 20% 25% 30% 35%
Skiedorsnowboarded
Visitedthecoast
Cycled
Brewerytours
Winetasting
Hikedorcamped
Engagedinbusiness-related activities
Visitedamuseum, zoo,orculturalcenter
Visitedfriends orfamily
Expenditure PerParty PerPersonFoodanddrink $66.34 $30.19Lodging $44.66 $20.33Filmfestivals $58.58 $26.66Otherentertainment $5.68 $2.58Souvenirs $2.54 $1.16Othershopping $12.72 $5.79Transportation $10.96 $4.99Other $1.90 $0.86Total $203.37 $92.56
AllRespondents
Page|30 CommunityServiceCenter
Figure4-8showshowpatronslearnedaboutthefestivaltheyattended.Thirty-threepercentindicated“other”(areviewofopenendedresponsesto“other”showsthatmanyoftheresponsesfellintothegivencategories).Morethanaquarterofpatronslearnedaboutthefestivalthroughwordofmouth(28%),15%throughanonlineadvertisement,and12%fromsocialmedia.Thesmallestproportionofpatronslearnedaboutthefestivalthroughtelevisionadvertisement(3%)andradioadvertisement(5%)
Figure 4-8: How Patrons Learned About the Festival
Weaskedpatronstoratetheirfestivalexperience.Figure4-9showsthatamajority(74%)indicatedhavinganextremelypositiveexperience,and23%asomewhatpositiveexperience.Responsessuggeststhatfilmfestivalsaremeetingpatronexpectations.
Figure 4-9: Overall Festival Experience
Weaskedpatronstoindicatetheirlevelofsatisfactionwithvariousaspectsofthefestivaltheyattended.Figure4-10showsahighlevelofsatisfactionacrossallaspectsofthefestival.Thefilmsshown(63%),festivalatmosphere(66%),andlocation(69%)receivedthehighestlevelsof
0% 10% 20% 30%
TVAdvertisement
RadioAdvertisement
Magazine
SocialMedia
OnlineAdvertisement
WordofMouth
Other
0% 15% 30% 45% 60% 75%
ExtremelyNegative
SomewhatNegative
NeitherPositive orNegative
SomewhatPositive
ExtremelyPositive
FilmFestivalsinOregon September2017 Page|31
satisfactionfrompatrons.Averyminimalpercentageofpatrons(2%orless)were“verydissatisfied”withanycomponentofthefestivaltheyattended.
Figure 4-10: Patron Satisfaction with Festival Components
AspectVery
Satisfied Satisfied
NeitherSatisfiedNorDissatisfied Dissatisfied
VeryDissatisfied
Location 69% 24% 3% 3% 1%Atmosphere 66% 28% 4% 1% 1%FilmsShown 63% 29% 4% 3% 2%Processofpurchasingtickets 54% 34% 7% 3% 1%Costoftickets 47% 38% 10% 4% 1%SizeofCrowd 44% 38% 13% 3% 1%Interactwithfilmcastsandcrew 44% 25% 27% 3% 1%Interactwithotherpatrons 40% 35% 22% 3% 1%Learnaboutfilmmaking 28% 26% 41% 4% 1%
Page|32 CommunityServiceCenter
CHAPTER 5: PATRON PROFILES
Thischapterpresentsprofilesofsegmentedgroupsofpatrons.Theprofilesextrapolatethepatronsurveydataintopoolsofpatrons;wecalltheresultinganalysisPatronProfiles.TheintentistoprovideusefuldataforTravelOregon,DMOs,andfilmfestivalorganizersthatisolatekeypatroncharacteristicsand/oridentifypatronsthatsuitafestivalbrand.Thedatashouldassistwithenhancingmarketingstrategiesandattractingpotentialpatronsforthefuture.PatronProfilesfeaturedinthischapterinclude:
• LocalandDestinationPatrons• PatronsbyFestivalRegion• PatronsFestivalSizes:Small,Medium,andLarge
TheCSCdevelopedasetofcomparativetableswithkeyindicatorsthatalloweasycomparisonsacrossdifferentpatronsegments.
Local and Destination Patrons
AkeyobjectiveofthisstudywastoidentifytheextenttowhichOregonfilmfestivalsareattractingdestinationpatrons.Destinationpatronsexhibitdifferenttravelandexpenditurepatternsthanlocalpatrons.Thisprofiledividesthegeneralpatronsurveyresultsbydestinationpatronsandlocalpatrons.
• Localpatronsaredefinedaspatronswhotraveledlessthan50milestoattend,orcommuteddailyfromtheirpermanentresidencetoattendthefestival.
• Destinationpatronsaredefinedaspatronswhotraveled50milesormore,orstayedawayfromtheirpermanentresidencefor1nightormoretoattendthefestival.
Figure5-1summarizeskeylocalanddestinationpatroncharacteristics.
Demographics
Thesurveyresultsshowbabyboomersaccountedforthelargestpercentageofpatrons.Localpatronshadahigherpercentageofbabyboomers(50%)thandestinationpatrons(39%).Theaverageageoflocalpatronswas54,comparedto50yearsfordestinationpatrons.Additionally,20%ofdestinationpatronsweremillennials,comparedto13%oflocalpatrons.
Fifty-twopercentoflocalpatronshaveaneducationalattainmentlevelaboveaBachelor’sdegree(52%),while40%ofdestinationpatronsholdaBachelor’sdegree(40%).Withrespecttoincome,patronstendtoberelativelyaffluent.Forty-fivepercentofdestinationpatronsreportincomesof$100,000ormore,asdo35%oflocalpatrons.Infact,morethan70%ofallpatronsreportedincomesof$50,000ormore.
Travel Patterns
Destinationpatronsaveraged2.47peopleperparty,comparedto2.15personsforlocalpatrons.Morethan50%ofbothlocalanddestinationpatronsindicatedtheyhadpreviouslyattendedthe
FilmFestivalsinOregon September2017 Page|33
festival.Forlocalpatrons,almost75%ofpatronswerereturningtothefestival.Notably,52%ofdestinationvisitorshadpreviouslyattendedthefestival.Thisindicatesconsiderablerepeatvisitation,whichinturncreatesopportunitiesfordestinationtravelmarketing.
Notsurprisingly,mostlocalpatrons(97%)indicatedtheyweredaytriptravelers.Althoughtheymayhaveattendedthefestivalformultipledays,theystayedattheirprimaryresidence.Bycomparison,75%ofdestinationpatronsindicatedtheystayedtwoormorenightswhileattendingthefestival.Approximately81%ofdestinationpatronsindicatedthefestivalwastheprimaryreasonfortheirvisit.Finally,mostdestinationpatronstravelelsewhereduringtheirtrip.About80%ofrespondentstraveledtoadifferentOregoncitybesidesthefestival’shostcity,and30%traveledtoadifferentstate.
Somedestinationpatronsalsoenjoyedotheractivitiesbesidesattendingthefestival.Twenty-eightpercentvisitedfriendsorfamily,14%visitedamuseum,zoo,orculturalcenter,and13%specifiedotheractivities,suchas:goingtothetheater,ajazzfestival,oranotherculturalfestival.
Expenditures
Festivalpatronsspendalotofmoneyatfestivals.Destinationpatronsspendmorethanlocalpatrons.Destinationpatronsreportedspendinganaverageof$803relatedtotheirtrip(notincludingairfare).Thisequatesto$122perpersonperday.Localpatronsaveragedabout$107perpartyorabout$19perday.
Page|34 CommunityServiceCenter
Figure 5-1: Key Characteristics of Local and Destination Patrons
Characteristic Local PatronsDestination
Patrons
Demographics
Ag eGreatestGeneration 8% 6%
BabyBoomers 50% 39%
GenX 28% 34%
Millenials 13% 20%
AverageAge 54 50E ducational Atta inment
%<Bachelor'sDegree 12% 20%
%withBachelor'sDegree 35% 40%
GraduateorProfessionalDegree 52% 39%
Household Income<$50,000 29% 26%
$50,000-$99,999 36% 29%
$100,000ormore 35% 45%
Travel Patterns
Averag e P arty S ize 2.15 2.47Returning P atrons 74% 52%
Averagetimesreturning 6 6.5
Mediantimes 4 5
F irs t time at F ilm F es tiva l 26% 48%
Dis tance Traveled Lessthan50Miles 50milesorGreater
Overnig ht S tays
%daytriponly 97% 14%
%spent1night 0.3% 11%
%2nightsormore 3% 75%
Average#ofnightsspent 0.3 5
F ilm fes tiva l was the primary reas on for trip
Yes N/A 81%
No 19%
Additional Traveling
%whovisitedanothercity NA 80%
%whovisitedanotherstate 30%
Patron Expenditures Average Average
Total S pending P er P arty $107.15 $802.93
S pending P er P erson $49.77 $325.44
S pending P er P erson P er Day $19.14 $121.89
FilmFestivalsinOregon September2017 Page|35
Patrons by Festival Region
Festivalsexistineveryregionofthestate.Forthisanalysis,webrokepatronsintogroupsbasedonfourregions:GreaterPortland,WillametteValley,CentralandEasternOregon,andSouthernOregon.WedidnotreceiveenoughsurveystoincluderesultsfromtheotherTravelOregonregions.Figure5-2summarizeskeypatroncharacteristicsbyregion.
Demographics
Unsurprisingly,responsesshowthatdifferentfestivalsattractdifferentagegroups.SouthernOregonpatronsindicatedahigheraverageage(61years)andasignificantlyhigherpercentageofbabyboomerpatrons(71%)thanotherregions.TheWillametteValleyandCentralOregonpatronshadtheyoungestaverageageat46years.TheWillametteValleyhadthehighestpercentageofmillennials(32%),whileSouthernOregonhadthesmallestpercentage(2%).
Allregionsshowedhighlyeducatedandaffluentpatrons.PortlandMetro(40%)orSouthernOregon(40%)hadthehighestpercentageofpatronswithahouseholdincomeof$100,000ormore.Almost50%ofthepatronshadahouseholdincomeunder$50,000intheWillametteValleyregion.Thisislikelyduetosurveyingatfestivalshostedbyuniversities.
Travel Patterns
Allregionshadsimilartravelpartysizeaverages,rangingfrom2.3to2.5persons.SouthernOregonshowsthehighestpercentageofreturningpatrons(83%),whiletheWillametteValleyhadmostpatrons(67%)whoexperiencedthefestivalforthefirsttime.
PortlandMetroshowsthehighestpercentageoflocalpatronsacrossallregions(90%).Asignificantmajority(morethan75%)ofpatronsforallregionsweredaytrippatrons,and10%to17%ofpatronsspenttwoormorenightsawayfromhome.
PortlandMetroalsohadalowpercentageofpatronswhotraveltoothercities(0.1%)ortraveltootherstates(8%).PatronswhoattendedafestivalinWillametteValleyhadthehighestpercentageofthefourregionswhovisitedanothercity(19%)oranotherstate(23%).Themostcommonactivitypatronsengagedin,whichwasconsistentacrossallregions,wasvisitingfriendsorfamily.
Patron Expenditures
SouthernOregonpatronsstandoutashavingthehighestexpenditurepatterns,morethan$206perpersonor$107perpersonperday.ThisisconsistentwithlargenumbersofdestinationpatronsvisitingSouthernOregon.
Page|36 CommunityServiceCenter
Table 5-2: Patron Characteristics by Region
Portland Metro Willamette ValleyCentral OregonSouthern Oregon
DemographicsAge
GreaterGeneration 8% 4% 0% 11%BabyBoomers 45% 38% 31% 71%GenX 31% 27% 59% 15%Millenials 16% 32% 10% 2%AverageAge 52 46 46 61
Educational Attainment
%<Bachelor'sDegree 11% 22% 12% 17%%withBachelor'sDegree 36% 33% 36% 36%GraduateorProfessionalDegree 53% 44% 50% 46%
Household Income
<$50,000 28% 49% 27% 19%$50,000-$99,999 32% 41% 39% 41%$100,000ormore 40% 10% 34% 40%
Travel PatternsAverage Party Size 2.1 2.2 2.5 2.3
Returning Patrons 73% 33% 60% 83%
Averagetimesreturning 7 4 4 6
Median 4 2 3 6
First time at Film Festival 27% 67% 40% 17%
Distance Traveled
%traveledlessthan50miles 90% 78% 79% 80%
%traveled50milesorgreater 10% 22% 21% 20%
Day v. Overnight Patrons
%daytriponly 89% 79% 82% 77%%spent1night 1% 6% 2% 2%%2nightsormore 10% 15% 17% 16%Average#ofnightsspent 0.93 1.21 2 5
Film festival was the primary reason for trip Yes 65% 95% 85% 93%
No 35% 5% 15% 8%
Additional Traveling
%whovisitedanothercity 0.10% 19% 18% 14%%whovisitedanotherstate 8% 23% 20% 17%
Patron Expenditures Average Average Average Average
Spending Per Person $79.84 $91.67 $81.84 $206.17
Spending Per Person Per Day $37.16 $44.68 $34.68 $106.69
FilmFestivalsinOregon September2017 Page|37
Patrons by Festival Attendance
Wedividedfestivalsintothreecategoriesbasedonattendance(size):festivalswithreportedattendanceoflessthan500wereconsideredsmall;between500and1,000,medium;andover1,000,large.Figure5-3summarizeskeypatroncharacteristicsbyfestivalsize.
Demographics
Millennialsarethelargestagegroupamongsmallfestivalpatrons(39%),whilebabyboomersarethehighestpercentageofpatronsformedium(46%)andlargefestivals(50%).Moreover,theaverageageofsmallfestivalpatronswasyounger(43years)thanmediumandlargefestivalpatrons,whichshowaverageagesof49yearsand54yearsrespectively.
LargeandsmallfestivalshadaboutthesamepercentageofpatronswithBachelor’sdegrees(~50%).Notably,smallandmediumfestivalpatronshadlargepercentagesofpeoplewhoindicatedtheirhouseholdincomewasbelow$50,000.
Travel Patterns
Theaveragepartysizeforallfestivalsizeswasslightlymorethantwopersons.Fifty-fivepercentofmediumfestivalpatronswerereturnpatrons,while75%oflargefestivalpatronswerereturnpatrons.Interestingly,14%ofsmallfestivalpatronsreporthavingattendedthefestivalmorethanonce.Thisisconsistentwiththefindingthatmanysmallfestivalsarerelativelynewandarestillbuildingaudiences.
Mediumfestivalsshowasignificantpercentageofdestinationpatrons(37%),whilesmallfestivalshad13%andlargehad8%.Smallfestivalshadthehighestpercentageofpatronswhoattendedthefestivalasadaytrip(92%),andlargefestivalshad85%.Fifteenpercentoflargefestivalpatronswereovernightvisitors.
One-hundredpercentofsmallfestivalpatronsindicatedthefestivalwastheprimaryreasonfortheirtrip.Incomparison,93%ofmediumfestivalpatronsand78%oflargefestivalpatronstraveledprimarilyforthefestival.Thirty-ninepercentofmediumfestivalpatronsvisitedanothercitybesidesthefestivalhostcity,and54%ofmediumfestivalpatronsvisitedanotherstatewhileontheirtrip.
Otheractivitiesvariedbyfestivalsize.Whilevisitingfamilyandfriendsremainedthemostcommonactivityformedium(36%)andlargefestival(27%)patrons,smallfestivalpatronsdidnotindicatethisasanactivity.
Patron Expenditures
Mediumfestivalpatronsreportedindicatedhigherexpendituresperparty($132),thanlarge($113),orsmallfestivalpatrons($61).
Page|38 CommunityServiceCenter
Table 5-3: Patron Characteristics by Festival Size
Small Medium Large
DemographicsAg eGreaterGeneration 4% 3% 8%BabyBoomers 30% 46% 50%GenX 26% 28% 29%Millenials 39% 23% 12%AverageAge 43 49 54
E ducational Atta inment%<Bachelor'sDegree 19% 26% 12%%withBachelor'sDegree 31% 36% 36%%<Bachelor'sDegree 50% 36% 51%
Household Income<$50,000 56% 42% 26%$50,000-$99,999 42% 39% 35%$100,000or> 2% 19% 40%
Travel Patterns
Averag e P arty S ize 2.27 2.11 2.19
Returning P atrons 14% 55% 75%
Averagetimesreturning 3 4 6Median 2 4 5
F irs t time at F ilm F es tiva l 86% 45% 25%
Dis tance Traveled%traveledlessthan50miles 92% 63% 87%%traveled50milesorgreater 8% 38% 13%
Overnig ht P atrons%daytriponly 92% 63% 85%%spent1night 0% 13% 2%
%2nightsor> 8% 24% 13%
Average#ofnightsspent 1 3.5 1F ilm fes tiva l was the primary reason for trip Yes 100% 93% 78%No 0% 7% 22%
Additional Traveling %whovisitedanothercity 2% 39% 10%%whovisitedanotherstate 16% 0% 11%
Patron Expenditures Average Average Average
S pending P er P ers on $61.06 $131.84 $112.50
S pending P er P erson P er Day
$15.98 $82.34 $54.98
FilmFestivalsinOregon September2017 Page|39
CHAPTER 6: ECONOMIC IMPACTS
Destinationtourism,suchastravelforfilmfestivals,hassignificanteconomicimpactsinOregon.Culturaltourismisonepieceofthislargeeconomicsector.TheRegionalArtsandCultureCouncil(RACC)statesthat,“foreveryticketpurchasedtoanartseventanadditional$24.24inartsrelatedspendingsupportslocalbusinesses,includingrestaurants,parkingstructures,andretailoutlets.Hotels,restaurants,andretailersalsobenefitfromtourismgeneratedbyathrivingandenergeticartsscene.”16Intotal,thatisequaltoover$150millionspentbyartsandcultureconsumersperyear,abovethecostofadmission.
Thepatronsurveyresultsindicatethatabout14%offilmfestivalpatronsengageintraveltoandaroundthestateaspartoftheirfestivalexperience.Tourismhelpstobringmoneyinfromoutsideofthestateandsupportsawiderangeofbusinesses,suchas:hotels,restaurants,andavarietyofotherattractions.Evenfilmfestivalpatronswhodon’tleavetheirhomeareaengageinotheractivitiesthatpromoteeconomicactivitiesaroundthefestivals,suchasvisitingrestaurantsorbarsbeforeandafterthefestival.
Tobetterunderstandtheeconomicimpactsoffestivalsincommunities,theCSCdevelopedmodelstoestimatedirecteconomicactivitygeneratedbythefilmfestivals.17Theestimatesincludeeconomicactivitiesofthefestivaloperations(e.g.,employmentandrevenue),andpatronexpenditures.CSCalsodevelopedestimatesofexpendituresforpatrons,bothintotalandforthosepatronsthatweredestinationtravelers.Thesemodelsrelyprimarilyondatagatheredfromsurveysoffilmfestivalorganizersandfilmfestivalpatrons.
Direct Economic Impact of Festival Operations
Filmfestivalshavearangeofeconomicimpactsoncommunities—startingwithfestivaloperations.Datafromthefestivalorganizersurveyindicatesthereisconsiderablediversityinthesizeandorganizationalstructureoffilmfestivals.Manyarefullynon-profiteventsrunbyvolunteers.
Figure6-1showstheestimatedeconomicimpactofallfilmfestivalsinOregon.Theestimatesareextrapolatedfromthefilmfestivalorganizersurveyresults.Toreflectuncertaintyoftheassumptionsusedtodeveloptheestimates,CSCdevelopedlow-,medium-,andhigh-range
16BureauofPlanningandSustainabilityandtheCityofPortland,Oregon.PortlandBackgroundPlanReport:ArtsandCulture.Portland:CityofPortland,Oregon,2011.
17CSCdidnotestimateindirectandinducedeconomicimpacts—sometimescalledmultipliers.Theseimpactsestimatejobsandrevenuethatisgeneratedbydollarsspentbyfestivalsandpatronsthroughothersectorsoftheeconomy.
TourisminOregon
Touristsspentmorethan$11.3billioninOregonin2016alone.TravelOregonestimatesthattourismsupportsmorethan100,000jobs,anumberthanisgrowingquickly.
Source:DeanRunyanandAssociates(2017).OregonTravelImpacts1992-2016.
Page|40 CommunityServiceCenter
estimatesforeachimpactcategory.Followingisasummaryoftheresultsforall79knownfilmfestivals:
• TotalRevenueisbetween$1.93millionand$2.82million.
• TotalExpenseisbetween$1.84millionand$2.30million.Theresultssuggestexpensesexceedrevenuesforsomefestivals.Thisresultalsosuggeststhatfestivalsarerelyingonreservesorotherfundingsourcestosupportfestivaloperations.
• Expensessupportinglocalfirmsisbetween$526,000and$631,000.
• Employmentisbetween40and80full-timeemployeesand90and270part-timeemployees.
• Volunteerparticipationisbetween440and620personsforactivitiespriortothefestival,andbetween2,060and4,540personsduringthefestival.
• Theestimatedvalueofvolunteereffortsisbetween$680,000and$840,000.
Figure 6-1. Estimated Impact of Film Festivals
Source:Filmfestivalorganizersurvey;estimatesbyCSC
Economic Impact of Festival Patrons
Theeconomicimpactoffestivalpatronsonthesurroundingareaisasecondareaofinterest.Priortothisstudy,littlewasknownaboutthecharacteristicsofpatrons,includingbasiccharacteristicssuchas:totalpatronage,destinationpatrons,andpatronexpenditurepatterns.Thissectionbuildsfromdatacollectedfromtheover900responsestothepatronsurveytodevelopestimatesofpatronimpacts.
Tosetabaseline,wedevelopedanestimateoftotalfestivalpatronage.Sixteenfestivalsreportedatotalof17,200uniquepatronsandatotalattendanceof38,790,thisequatestoabout2.25attendancesperuniquepatron.
Category LowEstimateMediumEstimate HighEstimate
Revenue $1,927,000 $2,396,000 $2,864,000Expenses $1,844,000 $2,072,000 $2,299,000LocalExpenses $526,000 $579,000 $631,000TotalFTE 40 60 80 Part-timeFTE 90 180 270 Volunteers-Before 440 530 620 Volunteers-During 2,060 3,300 4,540 Volunteer-Hours 34,000 38,000 42,000 Est$ValueofVolunteers $680,000 $760,000 $840,000
FilmFestivalsinOregon September2017 Page|41
Usingthisdata,theCSCestimatesOregonFilmFestivalshavebetween75,000and85,000uniquepatronsattheirevents,andtotalattendanceforallfestivalsisbetween170,000and180,000.
Manypatronsarelocaltotheeventstheyattend,andabout14%ofrespondentstothepatronsurveyindicatedthattheytraveled50milesormoretoattendafestival.Ofthetravelingpatrons,weestimatethat10,000to12,000traveledmorethan50milesfromtheirhomes.
Figure 6-2. Estimated Visitation, Oregon Film Festivals
Source:Filmfestivalorganizerandpatronsurveys;estimatesbyCSC
Patron Expenditures
Travelbehaviorisakeyinteresttotourismmarketingorganizationsandeconomicdevelopmentprofessionals.Aspartofthepatronprofile,weaskedsurveyrespondentstoprovidedataontheirfestivalexpendituresandrelatedactivities.Figure6-3showsthattheaverageamountspentperpartyforallsurveyrespondents(notincludingairfare)isjustover$200.Thisequatestoabout$35perperson,perday.
Surveyresultsareclearthatdestinationvisitorshaveadifferentexpenditureprofilethanlocalvisitors.Theaverageamountspentbydestinationpatrons(thosethantraveledmorethan50miles)wasjustover$800perparty,withahighof$8,000.Thisequatestoabout$122perpersonperday.Incontrast,localpatronsspentanaverageof$107perparty,orabout$19perperson,perday.
Weaskedrespondentstoestimatetheirfestivalexpendituresaswellasbroadcategoriesofexpensesincludingfood,lodging,transportation,souvenirs,entertainment,andothermiscellaneousexpenses.Unsurprisingly,lodgingwasthelargestexpensefordestinationpatrons,($265perparty),whilefestivalexpenseswerethelargestexpensecategoryforlocalpatrons($50perparty).ItisimportanttonotethattheseexpendituresoccuratanarrayofOregonbusinesses.
CategoryLow
EstimateMediumEstimate
HighEstimate
TotalAttendance 170,000 175,000 180,000
UniquePatrons 75,000 80,000 85,000
PatronsTraveling50+miles 10,000 11,000 12,000
Page|42 CommunityServiceCenter
Figure 6-3: Average Patron Expenditures, by Travel Status and Expenditure Category
WeareinterestedinwhatactivitiesdestinationpatronsengagedinontheirtripwhileinOregon.Figure6-4showsthatmorethanone-thirdofpatronsreportedvisitingfriendsorfamily,withmuseumsandotherculturalcentersbeingthesecondmostfrequentlyselecteddestination.
Figure 6-4. Other Activities Destination Patrons Engaged in While in Oregon
Inshort,sizeablepercentagesoftravelingfilmfestivalpatronsengageinotheractivitiesthatgenerateeconomicactivitywhileinOregon.Manyoftheseactivities,suchastouringwineries,breweries,theOregoncoast,cycling,andskiingareactivitiespromotedbyDMOsandTravelOregon.Theseactivitiesaccountforasizeablepercentageofspendingbytourists,andfindingwaystolinktouriststotheseandotheractivitiesmayincreasetheeconomicimpactoffilmfestivaltourism,aswellasexposetouriststootherpositiveaspectsofOregon.Giventhatmany
Expenditure Party PerPerson,PerDay
Party PerPerson,PerDay
Party PerPerson,PerDay
Food and drink $239.66 $36.38 $38.57 $6.89 $66.34 $11.57Lodging $264.49 $40.15 $8.92 $1.59 $44.66 $7.79Film festivals $115.59 $17.55 $49.98 $8.93 $58.58 $10.22Other entertainment $26.74 $4.06 $2.27 $0.41 $5.68 $0.99Souvenirs $11.59 $1.76 $1.12 $0.20 $2.54 $0.44Other shopping $78.27 $11.88 $2.14 $0.38 $12.72 $2.22Transportation $64.22 $9.75 $2.30 $0.41 $10.96 $1.91Other $2.37 $0.36 $1.85 $0.33 $1.90 $0.33Total $802.93 $121.89 $107.15 $19.14 $203.37 $35.47
Traveled>50Miles AllRespondentsTraveled<50Miles
0% 5% 10% 15% 20% 25% 30% 35% 40%
Skiedorsnowboarded
Visitedthecoast
Cycled
Brewery tours
Winetasting
Hikedorcamped
Engaged inbusiness-relatedactivities
Visitedamuseum,zoo,orculturalcenter
Visitedfriendsorfamily
FilmFestivalsinOregon September2017 Page|43
festivalattendeeswhoweretravelingawayfromhomeindicatedthattheyhadbeentoOregonbefore,theseamenitiesmaybeareasontheycontinuetocomebacktovisitfilmfestivalsinthestate.
Weusedsurveydatatoestimateoveralleconomicactivitygeneratedbypatrons.Figure6-5showsestimatedpatronexpendituresrelatedtofilmfestivalattendance.Responsesshowthatthe75,000to85,000estimatedpatronsspendbetween$6.9millionand$7.9million.Takeninaggregate,about40%ofpatronexpendituresondirectlyrelatedtothefilmfestival(tickets,etc.)contributingapproximately$3millioninexpenditures.
Lookingatlocalanddestinationpatronsshowsadifferentpicture.The65,000to73,000localpatronsspendanestimated$3.2to$3.6million.Forty-sixpercentoflocalpatronexpenditures(about$1.6million)aremadedirectlyatfestivals,and$1.8milliononfestivalrelatedexpenses.
Destinationpatronscontributeanestimated$3.3to$3.9millioninexpenditures.Theirexpenditurepatternsaredifferentthanlocalpatrons,with14%oftheexpendituresbeingatthefestival.Destinationpatronscontributeanestimated$2.8to$3.3milliontolocaleconomiesduringtheirvisitstoOregon.
FilmFestivalBenefitsFilmfestivalsprovidemuchmorethanjusteconomicbenefitstolocalcommunities.Infact,only7%offilmfestivalssurveyedbytheCSCstatedthatpartoftheirfestival’smissionwastomakemoney.Filmfestivalsaremuchmorelikelyexisttopromote:artinthecommunity,Oregonfilmmakers,specificgenresoffilm,orprovideadvocacyforanissueorcause.Oregonishosttoseveralfestivalsfocusedon:childrenandyouthfilmmakers,LGBTQfilmsandissues,environmentalfilms,andmanyothersthatdon’tfocusonthepromotionoffilmscommercially.
Festivalmissionstatementsfrequentlyfeaturedwordslike:art,community,inspire,andeducate.Manyfestivalsstatedthattheirmissionwastoshowarttotheirlocalcommunityandpromotefilmmakingasanart.Othersfocusedoncelebratingspecificgenresoffilm.
Thecommunitydrivenaspectoffestivalsisalsoapparentinthenumberofvolunteersandthenumberofemployeesatfilmfestivals.Abouthalfofallfestivalsdon’thaveanypaidstaffandthosethatdoareusuallyrunbyoneortwofulltimestaffersandacoupleofpart-timeemployees.Incontrast,evensmallfestivalstypicallyrequire10ormorevolunteers,whilelargerfestivalscanhavewellover100volunteers.
Itshouldn’tbesurprisingthatculturaleventslikethesearelargelycommunityfocused.Thebenefitsofshowingfilmandpromotinglocalfilmmakerscontributestoavibrantcommunityandartsscene.ThislikelyhasspillovereffectsintootheraspectsofOregon’smediaindustry.OregonhasarobustfilmindustrythatOregonFilmworkstobolster.Nodoubt,filmfestivalsthatshowcaselocalworkhelpgrowthisandotherartisticpursuitsaroundthestate.
Page|44 CommunityServiceCenter
Figure 6-5. Estimated Film Festival Related Patron Expenditures in Oregon
Regional Impacts
Filmfestivalsarehostedineveryregionofthestate.Figure6-6showsanestimateofthenumberofuniquevisitorsbyregion.Notsurprisingly,CSCestimatesthatabouttwo-thirdsofallpatronageoccursinthePortlandMetroRegion(50,000to56,600uniquepatrons).TheWillametteValleyaccountsforabout11%ofestimatedpatronage,CentralandSouthernOregonabout6%each,andtheremainingregionsaccountfor3%to4%.
Figure 6-6. Estimated Unique Patronage by Region
Category LowEstimateMediumEstimate HighEstimate
UniquePatrons 75,000 80,000 85,000TotalPatronExpendituresFestival $2,750,000 $2,930,000 $3,120,000Other $4,190,000 $4,470,000 $4,750,000Total $6,940,000 $7,400,000 $7,870,000
LocalPatronExpendituresUniquePatrons 65,000 69,000 73,000Festival $1,509,300 $1,602,180 $1,695,060Other $1,725,750 $1,831,950 $1,938,150Total $3,235,050 $3,434,130 $3,633,210
DestinationPatronExpendituresUniquePatrons 10,000 11,000 12,000Festival $468,500 $515,350 $562,200Other $2,785,900 $3,064,490 $3,343,080Total $3,254,400 $3,579,840 $3,905,280
RegionLow
EstimateMediumEstimate
HighEstimate
CentralOregon 4,500 4,800 5,100EasternOregon 2,000 2,100 2,200Gorge 3,000 3,300 3,500OregonCoast 2,400 2,600 2,800Portland 50,000 53,300 56,600SouthernOregon 4,500 4,800 5,100WillametteValley 8,600 9,100 9,700Total 75,000 80,000 85,000
FilmFestivalsinOregon September2017 Page|45
ThehighproportionofPortlandfestivalpatronagedoesnotmeantheeconomicbenefitsareentirelyconcentratedinPortland.Filmfestivalattendeesfrequentlymaketripstootherareas,engagingintouristactivities,andspendingmoneyinavarietyofways.Overall,42%ofpatronswhotraveledtoattendafilmfestivalvisitedacityoutsideofthefestivallocation.AboutonethirdofpatronswhotraveledtoafestivalalsovisitedPortland,asmallerproportionofpatronsalsovisitedothercities.Whenpatronstravelawayfromthelocationofthefestival,they’repotentiallyextendingtheirtripandinducespendingonotheractivities.
Conclusion
About75,000Oregonresidentscanbeconsideredfilmfestivalpatrons.Thesepatronsspendconsiderablesumsofmoneywhenattendingfestivals.The$7to$8millionpatronsspendeachyearwhileattendingfilmfestivalssupportsboththefestivals,andthelocaleconomy.Festivalpatronsfrequent:hotels,restaurants,localtheaters,transportation,localstores,andothertypesofentertainment.Notably,patronswhotravelfartherfromhomespendsignificantlymoreinthelocaleconomy.
Festivalsalsospendlargesumsonavarietyofgoodsandservicesthatmaketheeventspossible.Filmfestivalsspendabout$2.4millioneachyeartopromoteandholdtheirfestivals,aboutone-thirdofthis($575,000)isspentatlocallyownedbusinesses.GrowingthefilmfestivalsectorcanmeanadditionaltouristdollarsandadditionaleconomicactivityforOregoncities.
Inadditiontoeconomicactivity,havingculturaleventsinOregoncommunitiesprovidesmanybenefits.Whilethesebenefitsarehardertoestimateandquantify,itisobviousfromthemissionstatementsoffestivals,andtheresponsesofpatronstooursurveythattheseprogramsprovideenormousbenefitstolocalcommunitiesandthefilmecosysteminOregon.
Page|46 CommunityServiceCenter
CHAPTER 7: POTENTIAL MARKETING STRATEGIES
Filmfestivalsaddimmensevaluetolocalcommunities.Whiletheeconomicimpactsarerelativelymodest,ourdatasuggestsubstantialpotentialforgrowth.IncreasingthenumberofpatronshasbenefitsforlocalcommunitiesandforOregon.Moreover,thereissubstantialopportunityforgrowth.RDMOs,TravelOregon,OregonFilmandfilmfestivalorganizerscanalltakeactionsthatwillhelptoincreaseattendanceandraisetheprofileofOregonasadestinationtoviewfilms.
Thefollowingrecommendationsareorganizedthematically.Althoughsomeoftheactionsapplytospecificorganizations,thethemeshelptoorganizesetsofspecificactionsthatdonotnecessarilyapplytoeveryoneinvolvedinthefilmfestivalecosystem.Thefollowingideasweredevelopedthroughourresearch,interviewswithfestivalorganizers,thefocusgroupmeeting,andthefestivalorganizerandpatronsurveys.
Strategy 1: Share Information
Atthefocusgroupmeeting,severalfilmfestivalorganizersreportedthattheyworkwiththeirRDMOandTravelOregontopromotetheirfestival.Othershadnoideaaboutresourcesfordestinationtravelmarketing.Somefilmfestivalorganizersdidn’thaveenoughinformationaboutlocalhotelsandrestaurantstosharewiththeirpatronsandfilmmakersthatcomefromoutoftown.Severaltravelprofessionalsnotedthattheydidnotknowtheexactdatesofallthefilmfestivals,eveniftheyknewthatmanyexisted.
Topromoteamorerobustexchangeofinformation,theCSCsuggeststhefollowingactions:
• RDMOs:Developapackageoflocalinformationforfilmfestivals.Usingthedemographicinformationaboutfilmfestivalpatronscontainedinthisreportandotherinformationalreadyknownaboutculturaltourists,developapackageofhoteloptions,restaurants,andlocalattractionsthatcanbeprovidedtofilmfestivalorganizerswhenrequested.Thispacketcouldincludedigitalcopiesofinformationaboutlocalattractionsforfestivalorganizerstouseintheirownmaterials,oritcouldalsobepamphletsandhandoutsproducedbyRDMOsthatproviderelevantinformationtofilmfestivalpatrons.Thismaterialwillhelpfilmfestivalstoprovideinformationforpatronseagertovisitthelocalcommunity,andtohighlighttheotheramazingaspectsofthecommunity.Materialscanalsohelpfilmfestivalorganizersattractnewpatronsfromoutoftownbymakingiteasiertounderstandthelocalcommunity.Surveydatashowsthatfilmfestivalpatronswhotravel,almostalwaysvisitotherlocalattractions.Havingasetofstandardizedinformationaboutthelocalcommunitycanbearesourceforothersimilartypesofeventsaswell.Thereverserelationshipalsoexists.RDMOsregularlydistributeinformationaboutwhat’sgoingonincommunitiestohotels,conventioncenters,andotherareaslikelytoattracttourists.Filmfestivaldatesandinformationcouldbeaddedtothesematerials
FilmFestivalsinOregon September2017 Page|47
whentheyaredistributed.
• TravelOregon:Hosta‘TravelOregon101’specificallyforfilmfestivals.SomefilmfestivalsalreadypartnerwithTravelOregontoshowcasetheirevents.However,manywereunawareoftheresourcesthatTravelOregonofferstoeventsinthestate.Themostefficientwaytocommunicatewithalltheinterestedpartieswouldlikelybetohostanevent,perhapsevenannually,thatwouldallowfestivalorganizerstomeetwithTravelOregonstaffandlearnaboutresourcestheycanusethatalreadyexist.HostinganeventspecificallyforfilmfestivalswillallowTravelOregonandfilmfestivalorganizerstonetworkinwaysthatarenotpossibleatthelargerregionalevents.FilmfestivalsareauniquenicheinOregon’stouristeconomy,assuch,therearelikelyspecializedmaterialsandinformationthatTravelOregoncanprovidethatwillhaveagreaterinfluencethanthemoregeneralevents.
• Filmfestivalorganizers:SubmitfestivalinformationtoTravelOregonandRDMOsregularly.TravelOregonandRDMOsregularlypromoteeventswithmarketingtheyarealreadydoing.Withoutknowledgeofwhenfilmfestivalsoccur,whogoestothem,andwhatisgoingtohappenatthem,theseorganizationscannoteffectivelyincludefestivalsintheircampaigns.Submittingdatesandspecialevents,aswellasphotosandothermaterialthatwillhelpRDMOsandTravelOregontomarkettheeventswillprovidegreaterexposureforthefilmfestivalsandgivetheorganizationsvaluablematerialstouseintheircampaigns.
Strategy 2: Increase and Leverage Partnerships
Throughoutthisresearch,filmfestivalorganizerscontinuallymentionedhowimportanttheirpartnershipswithotherorganizationsandgroupswere.Partnershipsareessentialtorunningafilmfestivalnomatterthesize.Organizersrespondedthattheyprovidedsponsorships,accesstofacilitieslikemovietheaters,andthatpartnershipsarevitalsourcesofpatrons.
• Filmfestivalorganizers:Leveragepartnersinmarketing.Filmfestivalorganizersshouldcreativelyleveragetheirexistingpartnershipstomaximizetheeffectoftheirmarketingbudgets.SeveralfilmfestivalsprovidedexamplesofhowtodothisattheCSC’sfocusgroup:
o Askiandsnowboardfocusedfestivalnotedthattheyworkedwithalocalyouthskiclubtosellticketsasafundraiserfortheclub.Thefilmfestivalgotenthusiasticpromotionthroughextensivewordofmouth.Notonlywasthismarketinghighlytargeted–theskiclubcouldtapintonetworksofpeoplewhoareskienthusiasts–butitwasalsohighlyeffective.Thiskindofpartnershipalsohighlightshowfilmfestivalsprovidemanybenefitstotheirlocalcommunities.
o AnotherfestivalsharedthatFacebookmarketingwasonemajorwaythattheyadvertised,butpayingtosharetheireventswasn’tnearlyaseffectiveastappingintotheirpartners’socialmediapresences.Thefilmfestivalaskedtheirpartnerstosharetheeventandsomeevenpaidtopromoteittotheirnetworks.Thiswashighlyeffective;thesamegroupofpeoplewhoaremost
Page|48 CommunityServiceCenter
likelytocomearethesameoneswhofollowthefestivalonFacebook.ThereweremanypotentiallyinterestedFacebookuserswhofollowedthefestival’spartnerswhowouldneverhaveseenthepostsifthefestivalhadbeentheonetopromotetheeventonsocialmedia.
• Filmfestivalorganizers:Partnerwithlocaluniversities.ThesurveysconductedbytheCSCshowedthatuniversitieswereunderutilizedbyfestivals.Whilesomefestivalsareattachedtouniversitiesinsomeway(i.e.theyareorganizedbyfacultyorstudents)manyseemedunconnectedwithalargepotentialmarket.AllofOregon’slargercitiesarehosttouniversitiesandcolleges.Manyfestivalsarealsolocatedinthesecities.Festivalsshouldconnectwithcinemastudiesdepartments,butalsobecreative.Asianstudies,Africanstudies,Women’sstudies,History,English,andotherdepartmentsarealsopossiblepartners.Outdoorandsportfestivalscouldconnectwithclubsandsportsteams.Studentsandfacultyarenotjustlikelypatrons,butthey’realsoapotentialsourceforvolunteersorsponsors.
• RDMOsandTravelOregon:Usefilmfestivalassetsforpromotion.Filmfestivalsregularlyattractcelebrities,filmmakers,inadditiontohostingeventsthatcouldbeusedinmarketingcampaigns.DMOsandTravelOregonshouldutilizetheseassetsinpartnershipwiththefilmfestivals.Directors,actors,andothersmayprovetobeatouristdrawifusedincampaigns.Thismaytaketheformofthecelebrityparticipatinginadvertisingorassimplyaspromotingthatthecelebritywillattendthefestival.Photosorvideostakenatfestivaleventscanshowcasethevibrantnatureoftheseevents.
• Allparties:Promotefestivalsatotherfestivals.Patronsoffilmfestivalsarethemostlikelypotentialpatronsatotherfestivals(includingmusicandotherfestivals).Festivalsshouldpartnerwithotherfestivalsand‘share’patrons.TravelOregon,RDMOs,andOregonFilmcanallpartnerwithfestivalstohelpmarketthemselves,marketfestivals,andmarkettourismdestinationsaroundOregon.Existingmarketingmaterialscanbeusedandifeffective,newmaterialscanbedevelopedspecificallyforpromotingOregonattractionsatfestivals.
Strategy 3: Official Support
StateagenciesarealreadyrunningprogramsthatpromotetravelinOregon.TravelOregonandRDMOsalreadyworkwithsomefestivalstomarket.Somefestivalorganizersfeltthattheybenefitedfromhavingofficialstaterecognitionthattheirfestivalwascredible.
• TravelOregonandOregonFilm:Createasealofapproval.FestivalsmaybeabletoattractadditionalsponsorsandpartnerswithstateapprovalfromTravelOregonandOregonFilmasstateagencies.OregonFilmstaffalreadyknowandworkwithmanyfestivalsinthestate.Therelationshipstheyformhelptobuildconnectionsbetweenmanygroupsthatworkinmediaandtravelthroughoutthestate.OregonFilmcouldvetfilmfestivalsaslegitimatepartnersanddetermineiffilmfestivalsareeligibleforstaterecognition.Thisofficialrecognitionwouldserveasa‘badge’ofsortsthatfestivalscouldusewhenworkingwithpotentialpartnersandsponsors.
FilmFestivalsinOregon September2017 Page|49
• TravelOregonandfilmfestivals:Createafilmfestivalprofilebook.Usinginformationsubmittedbyfilmfestivals,createaprofilebook.ThiswouldprovidepotentialpatronsandtravelerswitharesourcetocheckwhentheyareconsideringtravelingtoOregonandplanfilmfestivalsintotheirtrip.Thiswouldalsoservethefunctionofpromotingculturalamenitiesthroughoutthestate.
Strategy 4: Target Selected Patrons
TravelOregonhasatargetedpatrondemographicof25-64yearoldswhospend$1,000ormoreonvacations.TravelOregontargets‘culinaryenthusiasts’foraFallcampaign,andactiveoroutdoorenthusiastsfortheirSpringcampaign18.Thesegroupshavesignificantoverlapwithmanyofthefilmfestivalpatrons—whoareaffluentandwell-educated.Byworkingtogether,festivalsandTravelOregoncanattractnewtouristsandpatrons.
• TravelOregon:Usefestivalsinexistingmarketingcampaigns.TravelOregonalreadyrunsnationalmarketingcampaignstargetinglikelyvisitorstoOregon.TravelOregoncanweavefestivalsintotheirexistingmarketingcampaigns,asfestivalsarealikelydrawforthesepotentialvisitors.Festivalscanbemarketedasanaddontoothertypesoftrips.Forinstance,TravelOregon’sSpringcampaigncanincorporatefestivalsthataregearedtowardssportsandtheoutdoors.TheFallcampaigncanincorporatefestivalsthatfocusonlocalfilmmakersandthemoreartisticaspectsoffestivals.
• FilmFestivals:Usedatatofindyouraudience.TravelOregon,DMOs,andthisstudyhaveinformationaboutwhomaybelikelytoattendfestivals.Marketingshouldbetargetedtoattractpeoplethataremostlikelytobepatronsatthefestival.Shiftmarketingresourcesifpossibletobetteralignmarketingwithyourmarket.
18http://industry.traveloregon.com/industry-resources/oregons-target-markets/the-americas/
Page|50 CommunityServiceCenter
APPENDIX A: FILM FESTIVAL INVENTORY
ThisappendixpresentsaninventoryofFilmFestivalsinOregon.WestartedtheinventorywithalistprovidedbyOregonfilm.Thatworkwassupplementedwithinternetsearches.TheCSCsearchedfor400citiesandtownstakenfromtheTravelOregonwebsite.Additionally,theCSCteamnotedtheatersthatareusedforfilmfestivals.
Tovalidatetheinventory,theCSCsharedtheinventorywithselectfilmfestivalorganizers,whocheckedthelistagainsttheirknowledgeofexistingfestivals.Thisapproachofinternetsearches,combinedwithdataprovidedbyOregonFilmandtheOregonMediaProductionAssociation,providedacomprehensivelistoffilmfestivals.
Usingthelistoffestivals,theCSCteamcheckedthateachfestivalrecordedwasstillactiveandthatitmetthedefinitionoffilmfestivalsestablishedinthepreviouschapter.
FigureA-1presentsalistofOregonfilmfestival.
FilmFestivalsinOregon September2017 Page|51
Table A-1: Film Festival Inventory FestivalName FestivalCity Venue Season #Days WebsiteArchaeologyFest Bend CentralOregonCommunity
College
Winter 4 http://www.archaeologychannel.org/events-guide/archaeologyfest-
film-series-guide
AshlandIndependent
FilmFestival
Ashland VarsityTheatre,HistoricAshland
Armory,AshlandStreetCinema
Spring 5 http://www.ashlandfilm.org/index.asp
AstoriaInternational
FilmFestival
Astoria LibertyTheater Fall 3 http://www.goaiff.com/section.cfm?wSectionID=613
BendFilmFestival Bend Multiple Fall 4 http://www.bendfilm.org/festival/
CorvallisQueerFilm
Festival
Corvallis DarksideCinema Winter 4 https://filmfreeway.com/festival/CorvallisQueerFilmFestival
Dis-OrientAsian
AmericanFilmFestival
Eugene BijouArtCinema,Broadway
Metro
Spring 3 http://www.hosteugene.com/disorient/
EasternOregonFilm
Festival
LaGrande N/A Fall 3 http://eofilmfest.com/
EugeneChildren'sFilm
Festival
Eugene/Springf
ield
TheRichardE.WildishCommunity
Theater
Fall 1 http://www.aacfoundation.org/
EugeneInternational
FilmFestival
Eugene/Cottag
eGrove
Regal,BroadwayMetro,Cottage
GroveArmory
Fall N/A http://www.eugenefilmfest.org/
ItalianFilmFestivalUSA Portland FifthAvenueCinema Spring 3 http://www.italianfilmfests.org/index.html
KillerValleyHorrorFilm
Festival
Ashland AshlandHillsHotel&Suites Fall 1 http://killervalleyhorrorfilmfestival.com/
KlamathIndependent
FilmFestival
KlamathFalls RossRaglandTheater Fall 3 http://www.klamathfilm.org/festival.php
MagbasEntertainment
InternationalFilm
Festival
Eugene BroadwayMetro N/A 4 http://www.magbasentertainment.com/node/2
Snowvana Portland N/A Fall 2 http://snowvana.com/about
NorthwestFilmmakers
Festival
Portland N/A Fall 6 https://nwfilm.org/festivals/nwff43/
NWAnimationFilm
Festival(Eugene)
Eugene BijouArtCinema Spring 3 http://www.nwanimationfest.com/
OregonCoastFilm
Festival
CoosBay EgyptianTheatre Fall 1 http://www.oregoncoastfilmfestival.org/
OregonIndependent
FilmFestival
Portland Seven+ Fall 15 http://www.oregonindependentfilmfest.com/
OregonIndependent
FilmFestival(Eugene)
Eugene BijouArtCinemas,Broadway
Metro
Fall 5 http://www.oregonindependentfilmfest.com/
PDXtremeFest Portland LaurelhurstTheater Winter 3 http://www.pdxtremefest.com/,
https://filmfreeway.com/festival/PDXtremePortlandUndergroundFilmF
est
Page|52 CommunityServiceCenter
FestivalName FestivalCity Venue Season #Days WebsitePortlandEcoFilmFest Portland N/A N/A 4 http://www.portlandecofilmfest.org/submit/
PortlandFilmFestival Portland LaurelhurstTheater Summer 7 http://portlandfilmfestival.com/
PortlandInternational
FilmFestival
Portland RegalFox,Laurelhurst,NWFile
Whitsell,Cinema21,Valley
Cinema,Empirical,Bagdad.
Winter 16 https://nwfilm.org/festivals/piff40/
PortlandQueerFilm
Festival
Portland Cinema21 Fall 7 http://www.pdxqueerfilm.com
POWfestThePortland
OregonWomen'sFilm
Festival
Portland HollywoodTheater Spring 4 http://powfest.com/
QDOC:PortlandQueer
DocumentaryFilm
Festival
Portland HollywoodTheater Spring 4 http://www.queerdocfest.org
ReelabilitiesFilmFestival Portland AlbertaRoseTheater Spring 3 http://portland.reelabilities.org
SignaltoNoise Beaverton SunsetPresbyterianChurch N/A N/A http://www.signaltonoisefestival.com/about/
SproutFilmFestival Salem NorthernLightsTheater&Pub Winter 1 http://www.resourceconnections.org/
TheArchaeology
ChannelInternational
FilmandVideoFestival
Eugene BroadwayMetro,SheddInstitute
RecitalHall
Spring 4 https://www.archaeologychannel.org/
TheOverlookFilm
Festival
Mt.Hood N/A N/A N/A http://www.overlookfilmfest.com
UpUpFarmFilmFestival Silverton SilvertonGrangeHall Winter 1 http://www.thegreenhorns.net/up-up-farm-film-festival/about-the-
festival/
EcoFilmFest(Corvallis) Corvallis OddFellowsHall Winter 4 http://sustainablecorvallis.org/2017/01/annual-corvallis-festival/
PortlandJewishFilm
Festival
Portland NWFilmCenter Summer 15 http://pdxjff.org/index.html
48HourFilmProject Portland N/A Summer 2 http://www.48hourfilm.com/portland-or
90-SecondNewberyFilm
Festival
Portland HollywoodTheater Winter 1 https://www.eventbrite.com/e/90-second-newbery-film-festival-2017-
portland-screening-tickets-29922034611
BackcountryFilm
Festival
Sistersand
Bend
SistersMovieHouseandVolcanic
TheatrePub
Winter 2 http://www.cascadeae.com/backcountry-film-festival-returns-central-
oregon-tickets-sale/
BanffFilmFestival Salem Salem'sHistoricGrandTheatre
191
Winter 1 http://www.awloutdoors.org/banffsalem
BendBicycleFilm
Festival
Bend TheTowerTheatre Spring 1 http://bendbicyclefilmfestival.com
BowWowFilmFestival Portland HollywoodTheater Fall 1 http://www.bowwowfilmfest.com/
CentralOregonFilm
Festival
Madras MadrasPerformingArtsCenter Spring 1 http://www.centraloregonshowcase.com/COFF.html
HatfieldMarineScience
CenterFilmFestival
Newport VisitorCenterAuditorium,HMSC Fall 1 hmsc.oregonstate.edu/events
FilmFestivalsinOregon September2017 Page|53
FestivalName FestivalCity Venue Season #Days WebsiteHUMP! Eugene BijouArtCinemas Spring 2 http://humpfilmfest.boldtypetickets.com/events/39266175/dan-
savages-hump-film-festival
InternationalYouth
SilentFilmFestival
Portland N/A Spring N/A http://www.makesilentfilm.com/
LochNessMonsterFilm
Festival
CoosBay EgyptianTheatre Spring 1 https://www.facebook.com/events/1980069672217157/
LunaFest Portland MelodyBallroom Winter 1 http://www.lunafest.org/portland0202
ManhattanShort Salem SalemCinema Fall 7 http://www.manhattanshort.com/film-entry.html,
http://www.salemcinema.com/manhattanshort.html
McMinnvilleShortFilm
Festival
McMinnville McMinnvilleTheater Fall 2 http://mcminnvillefilmfest.org/
McMinnvilleUFO/Sci-Fi
FilmFestival
McMinnville ,MoonlightTheater Spring 3 https://www.facebook.com/McMinnville-UFO-Film-Festival-
186753631358311/
FullSailFilmFestival Mt.Hood N/A Spring 1 https://www.skihood.com/schedule-events/april1/film-fest
NorthPortland
UnknownFilmFestival
Portland Disjecta Fall 2 http://www.northportlandunknown.com/
OregonShortFilm
Festival
Portland AvalonTheater Spring 1 https://oregonshortfilmfestival.blogspot.com/
PortlandMotorcycle
FilmFestival
Portland HollywoodTheaterPDX Winter 2 http://www.pdxmotorcyclefilms.com
RubyPeakFilmFestival Enterprise OKTheatre Winter 3 http://www.rubypeakfilmfest.com/contact
TheBestofthe43rd
NorthwestFilmFestival
Manzanita HoffmanCenterfortheArts Winter 1 http://hoffmanblog.org/http:/hoffmanblog.org/category/film-series
WanderingReelFilm
Festival
Florence,
LincolnCity,
Newport,
Manzanita
Varies Fall 1ineach
location
https://www.wanderingreel.org/
WeLike'EmShort BakerCity N/A Fall 4 http://www.welikeemshort.com/
Wild&ScenicFilm
Festival
Ashland SOUMusicRecitalHall Fall 1 http://rogueriverkeeper.org/,
https://www.wildandscenicfilmfestival.org/about/
CascadeFestivalof
AfricanFilms
Portland HollywoodTheaterPDX,PCC
Cascade
Winter 4 https://www.africanfilmfestival.org
FilmedbyBike Portland N/A Spring N/A
GorgeWindFestival Portland N/A Fall N/A https://filmfreeway.com/festival/GorgeWindFestival
HPLovecraftFilm
Festival
Portland N/A Fall N/A http://www.hplfilmfestival.com/
NWAnimationFilm
Festival(Portland)
Portland N/A Spring N/A
OneFlamingArrow Portland N/A N/A N/A http://www.oneflamingarrow.com/
OutFoundSeries HoodRiver N/A Summer 3 http://outfoundseries.com
Page|54 CommunityServiceCenter
FestivalName FestivalCity Venue Season #Days WebsitePortlandBlackFilm
Festival
Portland HollywoodTheaterPDX Winter 13 https://hollywoodtheatre.org/programs/series/portland-black-film-
festival/
PortlandAsianFilm
Festival
Portland N/A Fall N/A https://filmfreeway.com/festival/InternationalFilmExchangeofOregonA
sianFilmFestival
PortlandComedyFilm
Festival
Portland N/A Spring N/A https://filmfreeway.com/festival/PortlandComedyFilmFestival?utm_ca
mpaign=Submission+Button&utm_medium=External&utm_source=Sub
mission+Button
PortlandDanceFilm
Festival
Portland N/A Fall N/A https://filmfreeway.com/festival/PortlandDanceFilmFest
PortlandGermanFilm
Festival
Portland N/A N/A N/A
PortlandHorrorFilm
Festival
Portland N/A Summer N/A https://portlandhorrorfilmfestival.com/
ReelMusicFilmFestival Portland N/A Winter N/A https://nwfilm.org/festivals/34th-reel-music-festival/
ReelPaddlingFilm
Festival
Bend TheTowerTheatre Summer 1 http://tumalocreek.com/reel-paddling-film-festival/
RoseCityHero Portland N/A N/A N/A http://rosecityhero.com/,
https://filmfreeway.com/festival/RoseCityHero2016
SiskiyouFilmFestival Ashland GrantsPassHighSchool Winter 1 http://www.siskiyoufilmfest.org
StoriesofOur
Watersheds
Portland N/A Spring N/A https://filmfreeway.com/festival/StoriesofOurWatershed?utm_campai
gn=Submission+Button&utm_medium=External&utm_source=Submissi
on+Button
Wild&ScenicFilm
Festival
Corvallis AveryHouseNatureCenter Fall 1 http://www.corvallisenvironmentalcenter.org/wild-scenic-film-festival/
FilmFestivalsinOregon September2017 Page|53
APPENDIX B: FESTIVAL ORGANIZER SURVEY
ThissectionpresentsmethodsusedtocollectinformationfromorganizersinasurveydistributedbytheCommunityServiceCenter.Thisinformationwasusedtounderstandfilmfestivalsasagroupandtrendswithinthefestivalssurveyed.
Aspartoftheinventoryprocess,theCSCcollectedemailaddressesandcontactinformationforasmanyfestivalorganizersaspossible.Intotal,contactinformationfor54organizers.TheCSCusedtheonlinesurveysoftwareQualtricstodistributeasurveytotheidentifiedorganizersinMarch2017.Thirty-fiveorganizersrespondedforaresponserateof65%.
Thesurveycontainedatotalof45questionsdesignedtohelpCSCresearchersunderstandaspectsoffilmfestivalsandhowtheyoperate.Someofthetopicscoveredbyquestionsinclude:
• Basicinformationaboutfestival(dates,yearsheld,location,etc.)• Venuesused• Typesofpartnersandsupportreceived• Informationonvolunteersandemployees• Numberandtypesoffilmshown• Numberofpatronsandticketssold• Festivalmission• Currentmarketingstrategies• Revenuesandexpenses
ThoughtheCSCsurveyednearlyhalfoffestivalorganizersinthestate,thesurveycannotbesaidtoberepresentativeofallfestivalsandorganizers.Theresearchteamattemptedtosurveyallfestivalorganizerstheycould,howevertheseresultsrepresentonlytheorganizerswhotookthesurvey.
Page|54 CommunityServiceCenter
FilmFestivalOrganizerSurvey
Oregoncommunitieshostmorethan80filmfestivalseachyear.However,thenatureofthefestivals,thecharacteristicsofpeoplethatvisitthem,andtheirimpactsonthecommunitiesthathostthemarenotwellstudied.Tobetterunderstandtheseimpacts,theUniversityofOregon’sCommunityServiceCenter(CSC),inpartnershipwithOregonFilmandTravelOregon,isstudyingfilmfestivals.OurstudywillresultinacomprehensiveinventoryoffilmfestivalsinOregon,aprofileoffilmfestivalpatrons,andstrategiestosupportfilmfestivals.Akeypartofourresearchisthissurveyoffilmfestivalorganizers.Thissurveywillhelpusbetterunderstandthenatureandscopeoffilmfestivals.Wewillanalyzetheresultsinaggregate,whichwillprovideadetailedpictureoffilmfestivalsinOregon.Thestudyresultswillbepubliclyavailableinfall2017.Asafestivalorganizer,wewillemailyouacopyofthefinalreportwhenitiscomplete.Pleaseanswerbasedonyourmostrecentfestival.Ifyouaretheorganizerofmultiplefilmfestivals,pleasecompletethesurveyonbehalfofthelargestfestival.Ifnecessary,pleaseprovideyourbestestimateforquestions.Ifyouhaveanyquestionsaboutthesurvey,pleasecontactBobParker,ExecutiveDirectoroftheCommunityServiceCenter([email protected]).
FilmFestivalsinOregon September2017 Page|55
Q2First,pleasetellusaboutyourfestivalQ3Pleaseprovidethenameofyourfestival:
________________________________________________________________Q4Whattypeofvenuedoesthefestivalusetoscreenfilms?Pleasecheckallthatapply.
£ Historictheatre£ Independentmovietheatre£ Nationalchainmovietheatre£ Park£ Museum£ Drive-in£ Conferencecenter£ Other________________________________________________
Q5Doesthefestivalscreenonmultiplescreenssimultaneously?
£ Yes£ No
Q7Pleaseanswerthefollowingquestions.
£ HowmanyOregoncitiesdoesthefestivalscreenin?________________________________________________
£ Howmanynon-Oregoncitiesdoesthefestivalscreenin?________________________________________________
£ PleaselistalltheOregoncities.________________________________________________Q7Attheendof2017,howmanyannualeditionsofyourfestivalwillhavetakenplace?
________________________________________________________________Q9Whatyearwasthefestivalfirstheld?________________________________________________________________Q9Whatlengthoffilmsareacceptedatthefestival?
£ Featurelength(Greaterthan40minutes)£ Shorts(40minutesorless,includingcredits)£ Both
Page|56 CommunityServiceCenter
Q10Isthemissionofyourfestivaltofocusonaspecificgenreoffilm?£ No,thefestivalshowcasesfilmsofallkinds£ Yes,thefestivalexiststopromoteaparticulargenreoffilm
Q11Whatgenresdoesthefestivalshow?Pleasecheckallthatapply.
£ Animation£ Shorts£ Comedy£ Documentary£ Drama£ Historical£ Independent£ Political£ Science£ Horror£ Sports£ Women£ Experimental/Abstract£ Music£ LGBTQ£ African-American/Black£ Other(pleasespecify)________________________________________________
Q12Pleaseanswerthefollowingforyourmostrecentfestival.Ifyouareunsure,pleaseprovideyourbestestimate.
£ Howmanyfilmsweresubmittedtothefestivalforconsideration?________________________________________________
£ Howmanyofthesubmittedfilmswereshot,produced,orotherwisemadeinOregon?________________________________________________
£ Howmanyfilmsdidyoushowatthefestival?________________________________________________
FilmFestivalsinOregon September2017 Page|57
Q13Doesyourfestivalincludeanyofthefollowingactivities?Pleasecheckallthatapply.£ Awards£ Audienceaward(s)£ Socialeventsinthesamevenue(e.g.happyhour)£ Socialeventsoffsite£ Informationdistribution/tablingbyanorganization£ Networkingeventsforfilmmakers£ Q&Aorpanelevents£ Liveperformance£ Multimediaevents£ Virtualrealityevents£ Other(pleasespecify)________________________________________________
Q14Howmanynon-screeningeventsdoesyourfestivalinclude?
________________________________________________________________Q15Whatbestdescribesthefestival'smission?Pleasecheckallthatapply.
£ Promotinganissue/cause(pleaseindicatecause)________________________________________________
£ Fundraisingforanissue/cause(pleaseindicatecause)________________________________________________
£ Growth/promotionofabusinessornonprofitorganization£ Financialgainfororganizers£ Promotingartsinthecommunity£ Promotinglocally-madeorOregon-madefilms£ Promotingaspecifictypeorgenreoffilm(pleaseindicatetype/genre)
________________________________________________£ Promotingaspecifictypeoffilmmaker(pleaseindicatetype)
________________________________________________£ Other________________________________________________
Q16Doesthebeneficiaryofthefestivaloperatelocally,statewide,nationallyorinternationally?
£ Locally(within50milesoffestivallocation)£ Regionally£ Statewide£ Nationally£ Internationally
Page|58 CommunityServiceCenter
Q17Ifyourfestivalhasamissionstatement,pleaseenteritbelow.________________________________________________________________________________________________________________________________________________________________________________________________
Q18Next,we’reinterestedinorganizationalandoperationaldetailsofyourfestival.Q19Pleaseselecttheorganizationalstructureofyourfestival:
£ Nonprofit,allvolunteers£ Nonprofit,withpaidemployeesandvolunteers£ For-profit,incorporatedinOregon£ For-profit,incorporatedelsewhere
Q20Doesyourorganizationhavepaidemployees?
£ Yes£ No
Q21Pleaseindicatethenumberofemployees.
£ Full-Time________________________________________________£ Part-Time________________________________________________
Q22Howmanyunpaidvolunteerscontributetothefilmfestival?
£ Priortothestartofthefestival________________________________________________£ Duringthefestival________________________________________________
Q23Pleaseestimatethetotalnumberofvolunteerhourscontributedtothefilmfestival.
________________________________________________________________Q24Pleaseprovideyourbestestimateforyourmostrecentfestivalinthefollowingcategories.
£ Totalrevenues(ticketsales,filmsubmissions,etc.)________________________________________________
£ Totalexpenses________________________________________________£ Totalexpensesatlocally-ownedbusinesses
________________________________________________
FilmFestivalsinOregon September2017 Page|59
Q25Doesthefestivalreceivesupport(includingfinancial,volunteer,in-kind,collaborative,orothersupportivecontributions)fromthefollowinggroups? Yes No
Filmhouses/studios/theaters £ £ Otherfilmfestivals £ £ Businessesandnonprofits £ £ Localnewsandmediaoutlets £ £ Otherlocaleventsororganizations £ £
Communitymembers £ £ Localgovernmentofficialsorgovernmentagencies £ £
Statewidegovernmentofficialsorgovernmentagencies £ £
Q26Pleaseestimatethetotalnumberofpatronsandticketssoldatyourmostrecentfestival.
£ Totalnumberofticketssold________________________________________________£ Totalattendance(includingguestlist,volunteers,guestfilmmakers,
etc.)________________________________________________£ Numberofuniquepatrons________________________________________________
Q27Nowwe’dliketoaskyousomequestionsabouthowyoupromotethefilmfestival.Q28Whattypeofticketpackagesdoyouoffer?Pleasecheckallthatapply.
£ Fullaccesspass£ Daypasses£ Ticketsforindividualscreenings£ Volunteerpasses£ Discountedratesforselectgroups(e.g.seniors,students)£ Freeadmission
Q29Whatwasyourmarketingbudgetforyourmostrecentfestival?
________________________________________________________________
Page|60 CommunityServiceCenter
Q30Pleaseindicateallofthewaysthefestivalismarketed.Pleasecheckallthatapply.£ Website£ SEOpromotion£ Emailstofestivalmailinglistorlistserv£ Localnewsarticles£ Localnewsadvertisements£ Wordofmouth£ Advertisementsatotherfilmfestivals£ Advertisementsatrelated(non-film)events£ FacebookeventorfreeFacebookpagepromotion£ Twitter£ Instagram£ PaidFacebookadvertisements£ Othersocialmedia(pleasespecify)________________________________________________£ Other(pleasespecify)________________________________________________
Q31Doyoupartnerwithanyofthefollowingorganizationstopromotethefestival?Pleasecheckallthatapply.
£ TravelOregon£ LocalChamberofCommerce£ Local/regionaltravelmarketingorganization£ OregonFilm£ Mediasectortradegroups(e.g.OMPA)£ Privatesectorsponsors£ Localtheater£ Localcollege/university£ Otherfestivals
Q32Doyoucollectmarketing-relatedinformationfrompatrons(e.g.wheretheyheardaboutthefestival,demographicinformation,contactinformation,etc.)?
£ Yes£ No
FilmFestivalsinOregon September2017 Page|61
Q33Pleaseindicatewhichdemographicsyouradvertisingtargets.Pleasecheckallthatapply.£ Wedon'tmarket£ Localcommunity£ Oregoniansoutsideoflocalcommunity£ Residentsofotherstates(non-Oregonians)£ Residentsofothercountries£ Domesticfilmmakers£ Internationalfilmmakers£ Specificagegroups£ Specificgenders£ Membersofaspecificrace/ethnicgroup£ Participantsofanactivityorsport£ Specificindustriesorprofessions£ Other:________________________________________________
Q34Pleaseindicatewhichofthefollowingstrategiesyouusetopromoteyourfestival.Forstrategiesyouuse,pleaseratetheeffectivenessofmarketingtopatronsforthefollowingstrategies:
NotUsed NotEffective
SlightlyEffective Effective Very
Effective
Festivalwebsite/internetsearch £ £ £ £ £
Wordofmouth £ £ £ £ £ Sendingemailstoanemaillist £ £ £ £ £ Advertisementsatotherfilmfestivals £ £ £ £ £
Advertisementsatnon-filmevents £ £ £ £ £
Socialmedia £ £ £ £ £ Mediaadvertisementsotherthansocialmedia(newspapers,newsletters,handouts,radio)
£ £ £ £ £
Q35Next,we’reinterestedinyourfutureplansforyourfestivalQ36Doyouwanttoincreaseattendanceatyourfestival?
£ Yes£ No
Page|62 CommunityServiceCenter
Q37Doyouexperiencebarriersintryingtogrowyourattendance?£ Yes£ No
Q38Whatarebarrierstogrowingattendanceatyourfestival?Pleasecheckallthatapply.
£ Financialbarriers£ Lackofcommunityinterest£ Lackofvisitorinformation£ Lackofmarketingskills£ Lackofpartnerorganizations£ Lackofsponsors£ Venue/Locationsize£ Competitionfromotherculturalevents
Q39Pleaseprovidemoredetailaboutbarriersyouface:
________________________________________________________________________________________________________________________________
Q40Pleaseindicateyourlevelofagreementordisagreementwiththefollowingstatements:
Stronglyagree
Somewhatagree
Neitheragreenordisagree
Somewhatdisagree
Stronglydisagree
Marketingisimportanttothesuccessofthefilmfestival.
£ £ £ £ £
Thefestivalisnotmarketedaseffectivelyasitcouldbe. £ £ £ £ £
Financialresourcesarethebiggestlimitationwhenitcomestomarketingthefestival.
£ £ £ £ £
Marketingknowledge/expertiseisthebiggestlimitationwhenitcomestomarketingthefestival.
£ £ £ £ £
Themajorityofpatronswillattendthefilmfestivalregardlessofthedegreeofmarketingandoutreach.
£ £ £ £ £
FilmFestivalsinOregon September2017 Page|63
Q41Whatkindofsupportwouldbestbenefityourfilmfestival?Pleasecheckallthatapply.£ Business/organizationpartners£ Partnershipswithotherfestivals£ Opportunitiesforfestivalorganizerstonetwork£ Marketingstrategydevelopmentassistance£ Fundraisingstrategydevelopmentassistance£ Othertechnicalassistance£ Other________________________________________________
Q46Tellusabouttheonethingthatwouldmostbenefityourfestival.
________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
Q47Finally,pleaseprovidecontactinformationforourinventory
£ Name________________________________________________£ EmailAddress________________________________________________£ PhoneNumber________________________________________________
Q44Wemayconductfollowupinterviewsafterreviewingtheresultsofthesurveytofurtherourunderstandingoffilmfestivalsinthestate.Maywefollowupwithyouatalaterdate?
£ Yes£ No
Q49Isthereanythingelseyouwouldliketosharewithusandourprojectsponsors(OregonFilmandTravelOregon)aboutyourexperienceorganizingafilmfestivalinOregon?
________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
Q46Thankyouforyourresponse!Pleasepress>>torecordyourresponse.
Page|64 CommunityServiceCenter
APPENDIX C: PATRON SURVEY
TheCSCdistributedaconveniencesamplesurveytopatronsat11filmfestivalsinOregonfromNovember2016throughMay2017.PatronswereinterceptedatthefestivalsbyCSCresearchers,oralternately,alistofemailaddressesforpatronswasprovidedbythefestival.Theresultsindicatetrendsinfestivaldemographics,travelpatterns,andenjoymentofaspectsoffestivals.Resultsfromthesurveyfollowbelow.
Methods
TheCommunityServiceCenterdistributedaconveniencesamplesurveytopatronsoffilmfestivalsinOregon.Thepurposeofthesurveywastocreateademographicprofileoffilmfestivalpatrons,understandtheirtravelandspendingpatterns,andcollectadditionaldatathatwouldfeedintomarketingrecommendationsforfilmfestivalsanddestinationmanagementorganizations.Patronswereaskedabout:
• Demographicinformation• Travelpatterns• Activitieswhileonthetrip• Spendingwhileonthetrip• Purposeoftheirtrip• Aspectsoftheirfestivalexperience
TheCSCpartneredwith11festivalsoccurringduringthestudyperiodtodistributethesurveytotheirpatronsviaemailthroughthesurveysoftwareQualtrics.SeveralfestivalsalreadycollectedemailaddressesandprovidedtheliststotheCSCtodistributethesurveytotheirpatrons.Atotherfestivals,theCSCinterceptedpatronsastheywereenteringthefestivalandcollectedemailaddresses.Patronsdidnotreceivesurveysuntilafterthefestivalhadconcluded.Inoneinstance,afestivaldistributedagenericlinktotheiremaillistapproximatelyonemonthafterthefestivaldatesothattheCSC’ssurveydidnotconflictwithasurveydistributedbythefestival.
Atotalof964respondentsansweredthesurvey.TheCSCdirectlyemailed4048patrons.Thesurveywasdistributedtoanadditionalseveralthousandpatronsthroughafestival’semaillist.Theexactnumberisunknown.TheCSCreceived748responsesoutof4048emailssent,foraresponserateof18.5%.
Thesurveywasnotrandomlydistributed,andthus,wecannotsaythatitisfullyrepresentativeofallpatronswhoattendfilmfestivalsinOregon.Theresearchteamdoesbelievethattheresultsarelikelyclosetorepresentativebasedonthesamplesize.Givenanestimateof75,000uniquepatrons,968responseswouldproduceresultswithamarginoferrorof+-3.13%.Thesurveyresultsarelikelyclosetothismarginoferror.
FilmFestivalsinOregon September2017 Page|65
FilmFestivalPatronSurvey
TheCommunityServiceCenterattheUniversityofOregonhaspartneredwithTravelOregonandOregonFilmtoanalyzetheimpactsoffilmfestivalsinOregon.Aspartoftheeffort,wearesurveyingpatronswhohaverecentlyattendedafilmfestivalinOregon.Ourobjectiveistolearnmoreaboutwhoisattendingfestivals,theirexperienceatthefestival,andwhetherpatronsareengagedinothertourismactivities.AsarecentpatronofafilmfestivalinOregon,wevalueyouropinions.Weanticipatethatthissurveywilltake10-15minutes.Ifyouareunsureaboutanyofyouranswers,pleaseestimatetothebestofyourability.Shouldyouhaveanyquestionsaboutthissurveyorhowtheinformationwillbeused,pleasecontactRobertParkerattheUniversityofOregonatrgp@uoregon.eduor541-346-3801.PleaseclickNext>>tocontinue.
Page|66 CommunityServiceCenter
Q2WhichOregonfilmfestivaldidyouattendmostrecently?
£ POWFest£ PortlandInternationalFilmFestival£ Dis-OrientAsian-AmericanFilmFestival£ FilmedByBike£ NWAnimationFilmFestival-Portland£ NWAnimationFilmFestival-Eugene£ AshlandIndependentFilmFestival£ TheArchaeologyChannelFestival£ ReelMusicFilmFestival£ CorvallisQueerFilmFestival£ AshlandIndependentFilmFestival£ EugeneInternationalFilmFestival
Q3Pleaseanswerthefollowingquestionsbasedonthemostrecentfilmfestivalyouhaveattended.
Q35Whichfilmsdidyouwatch?
________________________________________________________________
Q4Howdidyouhearaboutthefestival?(Selectallthatapply)
£ Onlineadvertisement
£ Socialmedia
£ TVadvertisement
£ Radioadvertisement
£ Magazine
£ Wordofmouth
£ Other:________________________________________________
Q5Haveyoupreviouslyattendedthisfestivalbefore?Ifso,howmanytimes?
£ Yes-Numberoftimes:________________________________________________£ No
FilmFestivalsinOregon September2017 Page|67
Q6Howmanydaysdidyouattendthefestival?
£ 1£ 2£ 3£ 4£ 5+
Q7Overall,howwouldyourateyourfestivalexperience?
£ Extremelynegative£ Somewhatnegative£ Neitherpositivenornegative£ Somewhatpositive£ Extremelypositive
Q8Pleaserateyoursatisfactionwiththefollowingaspectsofthefestival:
Verydissatisfied Dissatisfied
Neithersatisfiednordissatisfied
Satisfied Verysatisfied
Notapplicable
Thelocation £ £ £ £ £ £
Thecostoftickets £ £ £ £ £ £
Theprocessofpurchasingtickets £ £ £ £ £ £
Thefilmsshown £ £ £ £ £ £
Thesizeofthecrowd £ £ £ £ £ £
Abilitytointeractwithfilmcastsandcrews £ £ £ £ £ £
Abilitytolearnaboutfilmmaking £ £ £ £ £ £
Interactionwithotherfestivalpatrons £ £ £ £ £ £
Theoverallatmosphere £ £ £ £ £ £
Page|68 CommunityServiceCenter
Q9Howmanyfilmfestivalsdoyouattendinatypicalyear?
InOregon:_______OutsideOregon:_______
Total:________
Q10Howmanypeoplewereyourtravelparty,includingyourself?
________________________________________________________________
Q12Howmanynightsyouspendawayfromyourprimaryresidence,whileinOregon?Enter"0"ifthiswasadaytrip.
________________________________________________________________
Q11Didyoutravelmorethan50milestoattendthefestival?
£ Yes£ No
Q13Wasthefestivaltheprimaryreasonfortakingthetrip?
£ Yes£ No
Q14Didyouattendotherfilmfestivalsonthistrip?
£ Yes£ No
Q15Whichotherfilmfestivalsdidyouattendonthistrip?(Pleasewriteinallthatapply)
________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
FilmFestivalsinOregon September2017 Page|69
Q16Whichcities,otherthanthelocationofthefilmfestival,didyouvisit?
£ Portland£ Salem
£ Eugene£ Bend£ Corvallis£ Ashland£ KlamathFalls
£ GrantsPass£ HoodRiver£ TheDalles£ Pendleton£ Burns
Q17Whileonthistrip,whatotheractivitiesdidyouengageinwhileinOregon?(Selectallthatapply)
£ Visitedfriendsorfamily
£ Engagedinbusiness-relatedactivities£ Winetasting
£ Brewerytours£ Visitedthecoast£ Skiedorsnowboarded£ Hikedorcamped
£ Cycled£ Fished£ Visitedamuseum,zoo,orculturalcenter
£ Attendedotherculturalevents:(pleasespecify)________________________________________________
£ Other:(specify)________________________________________________
Q18IsthisyourfirstvisittoOregon?
£ I'manOregonresident
£ Yes£ No
Page|70 CommunityServiceCenter
Q19AreyouvisitingotherstatesbeforeorafteryourvisittoOregon?(Selectallthatapply)
£ No,justOregon£ Washington
£ California£ Utah£ Idaho£ Montana
£ Nevada£ Other:________________________________________________
Q20Excludingairfare,butincludingallothertravelexpenses(lodging,fuel,food,entertainment,etc.),pleaseestimatehowmuchyourtravelpartyspentfortheportionofyourtripwhichwasinOregon.
________________________________________________________________
Q21PleaseestimateyourexpensesinthefollowingcategoriesforyourentiretravelpartywhileinOregon.Enter0ifnone.
Foodanddrink:_______Lodging:_______Filmfestivals:_______Otherentertainment:_______Souvenirs:_______Othershopping(clothing,etc.):_______Transportation(taxis,carrental,etc.):_______Other:_______
Total:________
Q22Now,pleasetellusalittlebitaboutyourself.
Q23Age:_________________________________________________________
Q24HomeZip/postalcode:_______________________________________________
Q25Gender:
£ Male£ Female£ Somethingelse£ Prefernottosay
FilmFestivalsinOregon September2017 Page|71
Q26Selectyourhighestlevelofeducationcompleted.
£ Somehighschool£ Highschoolgraduate£ Somecollege£ Bachelor'sdegree£ Master'sdegree£ Professionaldegree£ Doctoratedegree£ Technicalschool£ Other:________________________________________________
Q27Whatwasyourhouseholdincomein2015?
£ Under$25,000£ $25,000-$49,999£ $50,000-$74,999£ $75,000-$99,999£ $100,000ormore
Q28PleaseshareanyotherthoughtsyouhaveaboutyourexperiencewithfilmfestivalsinOregon.
________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
Q29Clicknexttosubmityoursurvey.
Thankyouforyourparticipation!