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Evaluation of Tafwyl Festival 2013

Contents 1. Introduction 1.1 Festival History 1.2 Festival Aims 2. The Evaluation 2.1 Evaluation Aims 2.2 Methodology 3. Results 3.1 Audience Demographics 3.2 The Festival 3.2.1 Festival Venues 3.2.2 Festival Attendance 3.2.3 Festival Advertising and Publicity Social Media Media 3.3 Festival Experiences 3.3.1 Rating the Festival 3.3.2 Best and Worst Parts of the Festival 3.3.3 Festival Impact Festival Economic Impact 3.4 Improving the Festival 3.5 Additional Comments 4. Conclusions Appendix – Evaluation Questionnaire

1. Introduction 1.1

Festival History

Tafwyl is the annual festival established by Menter Caerdydd in 2006 to celebrate the use of Welsh in Cardiff. In 2012, Tafwyl became part of Cardiff Festival for the first time, and was a phenomenal success, with over 10,000 attendees over the weeklong festival. The main goal in 2013 was to build on the success of the festival, and to once again hold the festival at one of Wales’ leading heritage attractions - Cardiff Castle – and to keep it a free festival.


Festival Aims

The Festival aims, as set out by the organisers are: 1. Raise the profile of the Welsh language in Cardiff by giving the opportunity to children, young people and adults alike to taste a bit of the Welsh language in our capital city. 2. To present Welsh ideas and issues in a festive, enjoyable environment. 3. To create opportunities for the public to gain confidence in and have access to the Welsh language. 4. To effectively target different audiences separately – with each group finding the activities accessible. In particular, adults should see the Festival as sufficiently sophisticated for them, while still being enjoyable for children. 5. To increase the provision of activities for Welsh children and young people and increase their awareness and value of the language. 6. Strengthen the position of Welsh in the community. 7. Increase and improve services for Welsh citizens. 8. To be seen as a high quality, focused Festival. 9. To establish a national profile.

2. The Evaluation 2.1

Evaluation Aims

The evaluation aims to gather information on the following aspects of the Festival: 1. Did the Festival meet its aims? 2. What were the Festivalgoers’ impressions of the Festival? 3. What is the Festival’s audience demographic? 4. What was the impact of the festival on its participants?

2.2 Methodology Data was collected both by the evaluation team and the Festival office. Interviews were conducted with Festivalgoers by the evaluation team. Interviews aimed to collect data on Festivalgoers demographics and impressions of the Festival with respect to the research questions outlined in section 2.1. The interview questionnaire was also sent out to all partners, stewards and stall holders, by using the online market research resource, SurveyMonkey. As well as this the questionnaire was sent out on Menter Caerdydd’s email database to over 5,000 contacts, and was published on Tafwyl and Meter Caerdydd’s Facebook and Twitter accounts. A copy of the interview questionnaire is given in the appendix.

3. Results 403 Interviews were conducted with Festivalgoers. Festivalgoer demographics were assessed observationally.


Audience Demographics

The interview sample gender split was 57% female, 43% male. The distribution of interviewees’ ages is shown in the chart below, and data from the 2012 Festival is shown for comparison:

• • • •

The number of 18-24 appears to have increased between 2012 and 2013, from 1.9% to 7.0%. 25-40 and 40-60 appear to have remained fairly consistent. Observationally, the majority of festivalgoers were white (91%) The number of travellling from outside of Cardiff to attend the festival seems to have increased between 2012 and 2013. The majority of respondents (83.8%) live in Cardiff, but now 16.2% live outside the City. Of the 16.3% who live outside of Cardiff, 15.7% travelled over 100 miles to get to the festival, 14.3% had travelled between 50-100 miles to get to the festival, and 70% travelled less than 50 miles to get to the festival.


The Festival

3.2.1 Festival Venue Tafwyl started with 1,000 people attending 11 events in 2006. By 2011 there were 6000 people attending in 19 events. With an audience of 2,700 in 2011, the fair was too big for the location, the garden of the Mochyn Du pub near Sophia Gardens and Menter Caerdydd had to review the arrangements and discover a more suitable location for 2012. In 2012, Tafwyl became part of Cardiff Festival for the first time, and was held at of the main heritage attractions of Wales, Cardiff Castle. It was a phenomenal success, with over 8,500 people attending the Fair. Following the success of Tafwyl 2012, Tafwyl’s main event, Tafwyl Fair, was once again held at Cardiff Castle. The festival was once again part of Cardiff Festival, and was a great success, with 12,165 attending, a 43.12% increase from 2012. 96.8 % of attendees agreed that the Castle was an excellent location for the festival, and 99.2% wanted to see the festival being held at the Castle again.

For the week following the Fair numerous events were held across the city in various locations. There were many new locations Menter Caerdydd had never used before including Porters Bar, Rockin’ Chair, Jolyons, Cardiff Story, Chapter, and the Cornwall Pub, as well as other location including Cardiff Central Library, St Fagans, Mochyn Du, The National Museum of Wales, and Clwb Ifor Bach. All venues are keen for Menter Caerdydd to hold events again.

3.3.2 Festival Attendance 13,769 people attended Tafwyl Festival in 2013, a 37.18% increase compared to the 10,037 who attended Tafwyl 2012. 12,165 people attendend the Tafwyl Fair in Cardiff Castle, compered to 8,504 in 2012, a 43.12% increase. It appears that the number of attendees during Tafwyl week have remained relatively similar, with 1,604 attending the week-long activities, compared to 1,533 in 2012, a 4.63% increase.

Of all audience interviewed 27.6% were new to the festival, whilst 72.4% had visited the festival in previous years.

When asked their reason for visiting the Festival, most respondents said it was down to either a general interest or specific interest in a performer or topic. A number of respondents also said they had enjoyed previous visits or that the Festival had been recommended to them.

Partners Attendance Tafwyl is a partnership between the public, private and voluntary sector and provides a platform for the Welsh language in the capital city of Wales. We’re delighted that we as an organization could have grasped this idea, and developed it in partnership with all organizations that share the same vision. The organizations that attended Tafwyl 2013 include –



3.2.3 Festival Advertising & Publicity Interviewees were asked how they had heard about the Festival. Responses are shown in the Chart below:

The website, social media and flyers were the most common means of finding out about the Festival. Social Media and the Website During the months leading up to Tafwyl and during Tafwyl, between the 1st of April and the 23rd of June, there were 12,103 visits to the Tafwyl website ( 7,984 of these visits were unique, and there was 41,548 visits to different pages on the website. During the week leading up to the Tafwyl fair, between the 9th and the 15th of June, there was 4,068 visits to the website, 3,255 of which were unique, and 16,273 individual page views. During Tafwyl week, between the 16th and the 21st of June, there were 1,058 visits to the website, 813 of which were unique. Tafwyl’s Twitter followers increased from 1,281 followers on the 1st of April, to 1,741 followers by the 23rd of June, 2013, a 35.9% increase in followers. The Media The Festival generated considerable media coverage including: • 10 national TV items including Heno, Prynhawn Da, Y Lle, Ffeil and Tag. • 7 Radio items (6 national, 1 local) including a 3 hour national Live Broadcast from Tafwyl Fair on BBC Radio Cymru. • 10 items in the National Press including Western Mail, Ok!, Daily Express and Daily Star • More than 10 items in the Regional and Local Press including South Wales Echo, Buzz Magazine, Golwg, Selar and Y Dinesydd.

(Papers: Western Mail- Readership 64,164 per day, South Wales Echo- Readership 78,083 per day, Mail, Wales on Sunday- Readership 72,823 per day, Buzz Magazine- Readership 100,000, , Golwg- Readership 9,000 per week. Websites: WalesOnline- 1,355,222 visits every month (April 2012), Golwg360- Over 6,000 visits every day, Dinesydd- 800 distributed monthly.)


Festival Experiences

3.3.1 Rating the Festival An overwhelming majority of respondents rated the festival as ‘Excellent’ or ‘Good’ (98.8%), with only 1.2% rating their overall impression as ‘Fair’ and 0% as ‘Poor’. Interviewees were asked to circle three words that described their impressions of the Festival. A copy of the list is given in the Appendix. A summary of responses is shown in the chart below:

The most popular words chosen to describe the festival were ‘fun’ (76.2%), ‘friendly’ (56.6%), Well Organised (56.5%) and ‘lively’ (52.9%).

3.3.2 Best and Worst Parts of the Festival Interviewees were asked what they had enjoyed most and least about the Festival. The most popular aspects of the Festival with respondents were the location, welcoming atmosphere and free entry.

“The feeling of Welshness in the city – giving Welsh a prominent and deserving place in our Capital City, the opportunity to speak Welsh naturally and firstly, the opportunity to introduce a new culture to people including family and friends, the range of people who attended, the relaxed and friendly atmosphere of the event.”(Female, 25-40)

“The opportunity to socialise in Welsh in the centre of Cardiff and to celebrate Welshness in a vibrant and inclusive way.” (Female, 40-60)

“As a welsh learner with four year old - it was a lovely welcoming experience for us - people did not snub us because we could only speak a little welsh, the entertainment was top class - the atmosphere was very family friendly - far better than other city festivals which require a massive police presence at additional cost to the taxpayer - free festival and a great experience ! LONG MAY TAFWYL continue!” (Benyw, 25-40)

“Seeing so many families enjoying the festival together in a great location. Seeing and hearing so many young people having fun and speaking Welsh. Meeting friends and having a good time! (Female, over 60)

When asked which part of the Festival they had enjoyed the least the most common response from interviewees was the ‘sound problems’. Many commented that the sound from the main stage interfered with the literature and schools marquee. Many attendees also stated that they wanted to see the festival extend to a two-day festival.

3.3.3 Festival Impact An impressively high percentage of interviewees felt that Tafwyl had changed their perception of the Welsh language in Cardiff by making them more proud (58.5%). 24.4% of interviewees felt more aware of Welsh culture in Cardiff, and 18.6%were keen to know more confident using the Welsh language in Cardiff after visiting Tafwyl. A summary of responses is shown in the chart below. Economic Impact To measure the economic impact of the festival, festivalgoers were asked if they visited any shops/pubs/bars or restaurants in Cardiff before or after Tafwyl, and 69.5% said that they did.

Stallholders were asked in a separate questionnaire how much profit was made on the day of the festival, and the average was £620, which estimates as a total of £12,400 for all stallholders. The caterers and bars netted a profit of just under £30,000.


Improving the Festival

The main points highlighted in last year’s questionnaire were rectified for Tafwyl 2013, including increasing the size of the Schools Tent, offering more food stalls and seating facilities, more toilets on site, and a clear timetable for attendees to see clearly what’s on. Interviewees were asked if they had any ideas as to how the Festival could be improved. The main points raised were as follows: • • • • • •

Better provision for rain More stalls More advertising and promotion outside the castle Extend the festival to a 2-day festival Lost Child Bands More Q&A sessions

Festivalgoers were asked for further comments, and the majority were along the lines of ‘keep up the good work’ and ‘nothing can be improved!’. Respondents also greatly appreciated the fact that entry to the Festival was free. 68.5% of interviewees said that they would download a Tafwyl app if an app was available, and 64.4% of interviewees wanted to see the festival develop into a two-day festival.


Additional Comments

Interviewees were asked if they had ‘Any Other Comments’ – below is a summary of answers:

“Excellent – keep up the good work and thanks to Cardiff Council for the fantastic venue. It’s important that the festival continues and gets support from the Council. This is the only Welsh event for the Welsh and Welsh learners in Cardiff.” (Female, 25-40)

“It was tremendous to be able to speak Welsh as much, and to meet other people who speak Welsh, using the language, living in the Welsh world all day. It restored my Faith that Welsh IS Used right here in Cardiff by THOUSANDS of Families. Fabulous! Thank you very much Menter Caerdydd! More things like this please - people value them very much! Good luck for the future Menter Caerdydd. “ (Female, 25-40)

“Fantastic weekend. Amazingly organised. A great, central location for everyone in Cardiff.” (Female, 40-60)

“Thank you for organising a fun and relevant festival for Welsh-speakers and non-Welsh speakers in Cardiff, to suit all ages. Fantastic!” (Female, 40-60)

Finally, when asked if interviewees were likely to come to Tafwyl again, an astounding 99.8% said yes, with only 1 person saying that they would not be likely to attend again.

4 Conclusions The Festival was seen as a great success by its visitors and partners, who rated it highly, and said they would be keen to come again and recommend the Festival to friends. The venues works exceptionally well with 96.8% stating that the location was excellent. The live music and workshops were the most popular parts of the Festival with respondents, with these aspects appealing to a younger audience than previous years. 97.7% rated the entertainment as ‘excellent’ or ‘good’, and 96.5% rating the live music as ‘excellent’ or ‘good’. All workshops – music, cookery, literature and Welsh learners, were a huge success with 92.9% of interviewees rating the workshops as ‘excellent’ or ‘good’.

All partners were extremely happy with the event and pleased with the profile they had with being a part of Tafwyl. All partners have been giving amazing feedback and are keen to discuss being a part of the Festival next year.

“Tafwyl was a huge Welsh party, open to everyone in the city, with the Castle filled to the brim with music, literature, delicious food, socialising and sports to attract and bring Cardiff people together. It certainly is a highlight in Literature Wales’ events calendar.” (Literature Wales)

Tafwyl Evaluation 2013