Report by Frank Finn, for DAW

DAW 2009 took place against the background of a difficult economic climate. As if that was not enough, an increase in petrol prices occurred, accompanied by a spell of poor weather. Yet despite this, the event showed remarkable resilience, producing visitor numbers that compared very favorably with those for 2006, and impressive overall sales and commission figures. In all, these figures reflect the growing reputation of the event and its value to the artists and makers of Dorset. The hard work the Directors and Trustees, together with the support of our administrator, Janet Young, acting alongside the excellent contribution made by Local Area Contacts, have resulted in an impressive achievement.

DAW 2008 Outline Summary of Venue and Visitor Feedback Reports.

This report contains the main points from the venue feedback reports (VF) and Bournemouth University’s Market Research Group (MRG).

• Average reported sales for 2008 are down on those for 2006. However, reported commissions increased
There was an expected downturn in sales, reflecting the current economic situation. Additionally, the increase in petrol prices and poor weather could have affected visitors and therefore sales.

Total (VF) 2008 sales reported were £246,028, giving an average of £1822 sales per venue. Multiplying that by the 336 venues in total gives an estimated total sales turnover of approx. £612,000. This assumes venues whose responses were not received followed similar trends. Figures for 2006 show an average venue sale of £2299, with an estimated sales turnover of £851,000.

• Average reported commissions show improvement
Total 2008 average commissions per venue (VF) are estimated at £898.08. Figures for 2006 show average commissions per venue of £616.00. This gives an estimated total commission turnover of approx. £228,000 for 2006, compared with £303,000 for 2008.

The figures show an increase on the previous event in 2006. The total estimated commission figures are calculated on assumption that venues whose responses were not received followed similar trends. The reported average figure per venue for expected commissions is £2,335. However, if the figures for actual sales and commissions are viewed jointly, the outcomes are encouraging within the current economic climate.

• Visitors numbers compare well with 2006
Visitor numbers for 2008 show a slight increase from 2006 (MRG), with the VF report indicating a slight fall. This is encouraging, given the economic climate and other factors mentioned earlier.

The reported (VF) visitor total for 2008 was 48,166. This provides an average number of visits per venue of 330, and an overall estimate of 110,500 DAW visits. There were fewer venues in 2008 than in 2006 (but greater numbers of participating artists).

MRG. reported that 73% of 2008 visitors had visited DAW in 2006. 58% had visited in 2004. 36% had visited in 2002. This indicates a growing loyalty to the event. Visitors were reported (VF) to have come mainly from Dorset, with 15% recorded from outside the county. This figure was confirmed by MRG, who also reported that most visitors were aged 45-65+ years old. The majority of respondents were day visitors (81%) and used their own cars to visit (80%).

The average age of visitors (MRG) shows that the event is not attracting many visitors under 35 years old. Response to this aspect of visitor profile will be considered carefully by the organisers of DAW 2010.

• Likes and dislikes of the brochure
Reports (VF) showed some artist dissatisfaction with the brochure, its cover, size and aspects of its content. However, reported visitor response (MRG) to brochure shows 76% thought the brochure was excellent, with over half reporting that it was easy to obtain.

A third of MRG respondents commented on the brochure. They thought the size made it difficult to carry around, that the cover design was not appealing and some found the font difficult to read. A lot found difficulty in obtaining a brochure. The organisers for DAW 2010 will take these views on board.

• Reaction to the website
Overall impression from artists of the 2008 website shows that it was well received. While the percentage saying ‘excellent’ was slightly down on previous years, the percentages of ‘OK-good’ compare well with other years. Increased attention should be given to maps. MRG reported that 63% did not use the website. There is a growing expectation of the website, which shows a considerable improvement on that of 2006. It is an essential information agent, with growing influence.

• Reaction to roadsigns and banners and posters
One quarter of artists (VF) thought roadsigns and banners were unsatisfactory. There was general unhappiness with the use of ‘DAW’. Visitor approval (MRG) was higher, but a reduction on 2006 figures. The posters were not well regarded by artists. Organisers for DAW 2010 will take these views on board.

• Reaction to publicity and information received from the organisers of DAW 2008
There were mixed views regarding publicity. Some artists felt that efforts were inadequate. 63% of artists (VF) reported awareness of tv/press coverage, with 36% saying they were not aware. Reports for the PR company employed for DAW 2008 show a good range of promotional material was placed in a wide range of locations, with around 25 - 30% more coverage this year than in 2006. The organisers for DAW 2010 will take these views on board.

The information received (VF) from DAW was generally regarded as useful, easy to understand and sufficient. The general organisation of DAW was regarded to be excellent/good, with one fifth reporting it to be poor. The organisers of DAW 2010 will take these views on board.

• Value for money
There was a reduction in 2008 numbers who considered DAW value for money (VF) against 2006 reports. (13% more thought it was not value for money). However, the same percentage of artists said they were pleased with visitor numbers in 2008 as in 2006 , and reported visitor purchases (VF) were similar to those in 2006 (16%).
MRG reported a high visitor satisfaction, with 93% saying they would visit DAW again.

• Conclusion
Responses from artists (VF) were less than in previous years, therefore making it more difficult to extract overall conclusions about performance.

Artists rightly hold high expectations for Dorset Art Weeks. Many believe that their subscription is high and want to equate this to the service they receive. Most of the complaints this year relate to this perceived miss-match. There were concerns expressed across a range of issues including, costs, publicity, the brochure, other directional and advertising material, and organisation.

Reports show that there are artists who recognise that the fees involved are reasonable in comparison to the commission charged by galleries, or to the promotional costs of mounting their own exhibition.

Average number sales per venue were down on the previous two events. This may reflect the current downturn in the economy, linked to the increase in petrol prices and its likely effect on visitor numbers. However, sales must be seen alongside commissions, and these combined figures are impressive. In the event, comparative visitor numbers held up remarkably well, with artists reporting the same percentage that were ‘pleased’ with visitor numbers as in 2006.

The groundwork is already underway for DAW 2010. There are plans for LACs and artists to have an increased influence on the event and meetings have taken place to draw on LACs’ experience. We believe that the artists themselves should contribute wherever possible towards the decision-making, and we will be starting this process with the competition for the 2010 brochure front cover.

Frank Finn

For more information visit http://www.dorsetvisualarts.org/index.php/dva/news/272.html