Key Findings from 2014 Freedom Festival Evaluation Report

Freedom Festival Evaluation Report 2014

Key Findings from the 2014 Freedom Festival Evaluation Report

These figures were taken from an independent evaluation conducted on-site and post-event by Information by Design:

• The overall estimated total number of visitors for the three days of the Festival was 115,000 – an increase of around 44% on the 2013 audience.
• 57% of respondents were from Hull, 31% from East Riding and 12% from outside of these two areas, with an increase in the proportion of the audience from outside of the city from 2013.
• 97% of 2014 respondents would ‘definitely’ or ‘possibly’ come to Freedom Festival next year.
• 4 out of 10 rated the festival with a score of 9 or 10 (out of 10). 9 out of 10 rated it 6 or over.
• The average spend in the city as a result of Freedom Festival was £3.5 million.  This is higher than the estimated spend of just over £2 million from the previous year’s survey.
• 92% of respondents thought that the part that Freedom Festival plays in Hull’s cultural offering as a city was ‘a great deal’ or ‘a lot’.
• Nearly two-thirds (64%) of respondents felt that the Freedom Festival had made them speak more highly of Hull; no respondents felt that the Freedom Festival had made them speak less highly of it.
• 84% of respondents would consider ‘definitely’ or ‘possibly’ going to other similar activities or events since attending the Freedom Festival.  31% would consider getting involved in something else they had not done before, and 25% would consider getting involved in the performing arts. 22% of respondents would consider attending a course or studying something related to what they saw at the festival.  17% would consider setting up a business relating to the festival.
• A quarter of respondents interviewed after the festival had visited another attraction in Hull as part of their visit to the festival, generating approximately 21,800 visits to other city attractions.
• 6 out of 10 respondents would not have come to Hull city centre if Freedom Festival was not on.  Nearly two-thirds (63%) would have stayed at home or gone to work.

Fantastic photographs taken at this years Freedom Festival 2014