Midsumma Festival
by Midsumma

2018 MIDSUMMA FESTIVAL

midsumma.org.au

Data and Insights - Culture Counts™

  • 264,895

    Attendees

  • 1,205

    Respondents

  • 5

    Impact Metrics

Press the down arrow to begin

Midsumma Carnival
Photo by Tanya McCulloch

1.0

About Midsumma Festival

Midsumma Festival is Victoria's premier queer cultural festival, for and by communities who live with shared experiences around diverse gender and sexuality.

Midsumma champions queer cultures, conversations and events.

Although the primary festival is held in summer each year, Midsumma works nationally year-round to provide artists, social-changers and culture-makers with support and tools to create, present and promote their work.

Midsumma Carnival
Photo by Tanya McCulloch

2.0

Evaluating Midsumma Festival

Midsumma Festival used the Culture Counts platform to survey people attending the 2018 Festival throughout January 2018. Over 1,200 attendees completed a survey about their experience at one or more of the events and activities making up the Midsumma Festival program.

Each survey contained a series of questions, asking respondents about demographics and identity, visitation and spend behaviour during the festival, and their thoughts on the quality and impact of the festival.

Each survey included the following five 'dimension' questions, which have been developed with the arts sector to measure the impact and value of cultural and community experiences.

Public Assessment

  1. Safe

    It made me feel safe and welcome

  2. Meaning

    It moved and inspired me

  3. Connection

    It helped me to feel connected to people in the community

  4. Wellbeing

    It had a positive impact on my physical health and mental wellbeing

  5. Local Impact

    It's important that it's happening here

Midsumma Carnival
Photo by Tanya McCulloch

3.0

Midsumma Festival Highlights

264,895

Attended Midsumma Festival 2018

3

Average events attended per person

58%

Had previously attended Midsumma Festival in other years

74%

Highly likely to recommend Midsumma Festival to others

Midsumma Carnival
Photo by Tanya McCulloch

4.0

Midsumma Festival Audience - Key Demographics

All survey respondents were asked to provide their age and gender at the end of the survey. This enables Midsumma to understand the demographic mix of their audiences, identifying whether particular groups are more likely to attend festival events and whether they are impacted differently by their experience. This knowledge can facilitate targeted marketing in future years.

Gender

Insights:

There was a roughly even split of male and female respondents, with males representing just under half of the survey sample (47%). This is higher than the trend for arts and cultural events, and indicates that Midsumma Festival events are attractive to male audiences. Alternative genders represented 8% of the sample, while 1% preferred not to provide their gender.

Age

Insights:

The largest percentage of respondents were aged 25-34 years (40%), followed by 35-44 years (20%). Those under 44 years made up 77% of the survey sample. However, representation from all age brackets shows that the festival appealed to both young and old audiences.

Midsumma Carnival
Photo by Tanya McCulloch

5.0

Midsumma Festival Audience - Identity

Respondents were asked whether they identified with a diverse background or particular sexual identity. The chart below shows the diversity of the Midsumma audience based on the 24% of respondents who identified as one of the four options.

Diversity

Insights:

24% of the survey sample indicated that they identified with one or more of the four options. Of this 24%, more than half were from a non-English speaking background (53%), while just over one quarter identified as a person with a disability (26%). 15% were caring for someone with a disability and 5% identified as Aboriginal or Torres Strait Islander. This equated to 288 respondents in total, indicating that Midsumma Festival events are attractive and accessible for people from diverse backgrounds. 76% of respondents did not identify with any of the diversity options.

Sexual Identity

Insights:

Midsumma Festival respondents represent a mix of sexual identities, with more than half identifying as gay, lesbian or queer (53%). The festival events also appealed to heterosexual audiences (25%).

Midsumma Carnival
Photo by Tanya McCulloch

6.0

Midsumma Festival Audience - Location

Origin

Insights:

The majority of Midsumma Festival respondents reside in metropolitan Melbourne (73%), however a reasonable mix of regional, interstate and overseas visitors were also surveyed (equating to 314 respondents from the sample). This indicates that festival events were appealing to audiences from outside the local area, and generated associated economic impacts (see page x for figures).

State

Country

Postcode

Insights:

Interstate audiences were made up of representatives from each state, with the largest percentage from NSW (7% or 68 respondents). Overseas audiences surveyed represented 13 different countries, with the largest number of respondents from the UK (6 people). 358 unique postcodes were recorded from the sample, with the top 20 postcodes located within inner and middle ring suburbs of Melbourne.

Pride March
Photo by Suzanne Balding

7.0

Midsumma Festival Audience

Household structure

Insights:

A relatively even mix of household structures was recorded by the survey sample, with equal percentages of single and couple respondents (29% each). This was followed by 25% families and 17% sharehouses. This indicates that the festival events had appeal to both singles and families.

Income

Insights:

The largest percentage of Midsumma Festival respondents earn greater than $100,000 per household per annum (30%). There was a fairly even mix of respondents in each of the lower income brackets (12-15%), indicating that the festival was not targeted toward any particular socio-economic group.

Midsumma Horizon
by Midsumma

8.0

Midsumma Festival Impact Scores

Survey respondents moved a slider to indicate whether they agreed or disagreed with the dimension statement using a likert scale. The chart contains data for all public responses, showing the average score and the percentage of people that agreed or disagreed with each of the statements across the Festival evaluation as a whole.

Insights:

The majority of respondents agreed or strongly agreed with all five dimensions, with high average scores above 75% recorded. 90% or more of respondents agreed that the festival is important for the local area (Local Impact) and made them feel safe and welcome (Safe). More than 80% also agreed that it helped them feel connected to people in the community (Connection), moved and inspired them (Meaning) and had a positive impact on their physical and mental health (Wellbeing). These scores indicate that the festival events had a strong impact for audiences across a range of important areas.

Midsumma Carnival
Photo by Tanya McCulloch

9.0

Midsumma Festival Impact by Group

Results can be filtered by demographics and custom questions to see whether particular groups within the Midsumma Festival audience experienced the festival in different or more impactful ways.

Impact by gender

Insights:

There were no significant differences in impact scores by gender, however those identifying as an 'other' gender recorded the lowest or second lowest scores for four of the five dimensions. Interestingly, this group recorded the highest score for Local Impact, indicating that although the festival was less likely to move and inspire them and have a positive impact on their mental wellbeing, they strongly agreed that it was important for the local area.

Impact by age

Insights:

There was very little difference in scoring by age group, with all ages consistently agreeing that the festival made them feel safe and welcome and was important for the local area. Respondents aged over 65 recorded the highest or equal highest average scores for Safe, Local Impact and Connection, but the lowest average scores for Meaning and Wellbeing.

Impact by diversity

Insights:

The differences in scoring by diversity group were also not significant, however respondents that did not identify with any of the options recorded the highest scores for all dimensions. The most consistent dimension amongst the groups was Meaning, while the most variation was recorded for Local Impact.

Impact by sexual identity

Insights:

There were some noticeable trends in scoring by respondents of different sexual identities. Those who preferred not to provide their identity recorded the lowest average scores for all dimensions. Respondents who identified as lesbian recorded the highest or equal highest average scores for all dimensions. Pansexual respondents recorded the equal highest or second highest scores for three of the five dimensions.

Impact by location

Insights:

Respondents from metropolitan Melbourne and elsewhere in Victoria recorded very similar average scores for all dimensions. Those from interstate gave the lowest average scores for all dimensions, with the biggest gap for Local Impact (14% lower than the average). Respondents from overseas recorded the highest average score for Safe (92%).

Midsumma Carnival
Photo by Anne Cabri

10.0

Midsumma Festival Recommendation

Respondents were asked whether they would recommend Midsumma Festival to others. Respondents could choose a number from 0 to 10 from a pulldown menu, with 0 meaning not likely at all, and 10 meaning highly likely.

These scores can be used to calculate a Net Promoter Score (NPS). NPS measures loyalty between the organisation and its audience. People giving a score of 9 or 10 are considered Promoters. Detractors are those who respond with a score of 0 to 6. Scores of 7 and 8 are Passives. NPS is calculated by subtracting the percentage of customers who are Detractors from the percentage of customers who are Promoters.

This chart shows the proportion of respondents that would or would not recommend Midsumma Festival, followed by the calculated NPS below.

Net Promoter Score: 45

Insights:

60% of respondents recorded a score of 9 or 10, meaning they're highly likely to promote the festival to others. 15% recorded a score of 6 or below, indicating that they'd be unlikely to recommend the festival. An NPS that is positive (i.e. higher than zero) is felt to be good, and an NPS of +50 is excellent. Midsumma Festival's score of 45 indicates that audiences have a high level of loyalty toward the festival and are much more likely to promote than detract from it when speaking with others.

Pride March
Photo by Suzanne Balding

11.0

Midsumma One Word Description

Respondents were asked to provide one word that they felt best describes Midsumma Festival. The word cloud enlarges words that were repeated more frequently in survey responses.

Midsumma Carnival
Photo by Anne Cabri

12.0

Midsumma Festival Events

Festival events attended

Insights:

More than half of all respondents attended Midsumma Carnival (58%) and Midsumma Pride March (52%). Over a third attended performance events (38%) and a quarter attended visual arts events (25%). A mix of respondents also attended numerous other event types throughout the festival, including film events, sports events, family events and talks.

Prior attendance

Insights:

Just over half of respondents had attended Midsumma events in previous years (58%), while 42% were new to Midsumma Festival. This indicates that the festival had success at attracting new audiences, while also appealing to repeat attendees.

Festival events attended

Insights:

Respondents were asked how many events they had attended or were planning to attend throughout the festival period. The largest percentage attended one event (29%), followed by two events (20%) and three events (17%). 16% of respondents attended five or more events. On average, respondents attended three events during the 2018 festival.

Midsumma Carnival
Photo by Suzanne Balding

13.0

Was the survey sample representative of the audience population?

The Culture Counts digital platform aims to capture survey responses via various methods at minimal marginal cost. Achieving larger samples enables organisations to be confident that the average scores and opinions of the survey group are representative of the total audience.

This chart shows the margin for error for each dimension from the sample.

Insights:

At a 95% confidence interval, the margin of error for dimensions ranged from 1.0% to 1.2%. Margins of error under 5% are considered good representations of the opinion of the population. For example, we can be 95% confident that if we surveyed the entire festival audience (approximately 260,000 people), the average score for Safe would fall within 1.0% of the average score given by the sample group. The large sample of 1,205 survey responses collected by Midsumma reflects a strongly significant sample that is highly representative of the wider audience.

Midsumma Carnival
Photo by Suzanne Balding

Insights and report prepared by:

culturecounts.cc | (03) 9654 5775

Report prepared for Midsumma