How to expand and professionalize a music festival?
Each year the Bluesfestival Baden is part of Baden’s cultural attractions and becomes continually more successful. Even though the festival is prosperous, they came to the point where they had to make decisions to professionalize their organization.
Berger Linda, 2012
Bachelor Thesis, Bluesfestival Baden
Betreuende Dozierende: Nikolina Fuduric
Keywords: Marketing, HR, Professionalization, Growth
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The Bluesfestival Baden's organization is based on volunteer work. All members work on the festival in addition to their day jobs. The festival is well patronized, but still there are tickets left which contribute to the unused capacity at hand. Trying to turn the un-sold tickets into sold is one of the goals of the Bluesfestival Baden. Additionally, to be able to cope with this excessive work, the festival association wants to professionalize their internal structure to be able to deal with the workload.
In the first part, literature and theories about events, market segmentation, internal structures and event management are analyzed to get a deeper understanding about the topic. Moreover, the current situation of the Bluesfestival Baden, with its internal structure and its unused capacity were evaluated. The current target was examined and in addition, a new target market was introduced, to reach a wider audience. In the last part, knowledge about other festival’s internal structures was gathered. Getting an understanding based on these information helped to be able to pose a recommendation.
Reaching more efficiently and effectively the current target market age 40+ is one way of attracting a bigger audience. Additionally, the new target market of people age 20 to 39, will contribute to the festival sustainability and helping to making it a sold out festi-val. An expended advertising concept has been evaluated, to show off the possibilities of reaching those two markets with expanded marketing tools. New ideas such as promoting the festival on a Facebook fanpage, special ticket packages or promoting the festival through a foretaste of Blues at different universities have been evaluated. In the second part of the recommendation, two possible scenarios of how to professional-ize are presented. The first scenario supports a permanent part-time administrative job and the other a permanent part-time Festivalmanager position. This thesis gives the Bluesfestival Baden new inputs and ideas on how to proceed with their festival and shows that they are on the right path.
Studiengang: Business Administration International Management (Bachelor)
Fachbereich der Arbeit: Strategie, Marketing & Kommunikation