Toolkit for Planning and Organising
WALKING FESTIVALS & EVENTS
Research with walking festivals in Ireland’s Hidden Heartlands showed that June was the most popular month, followed by April. So, if you’re setting up a new walking festival, maybe it’s best to avoid those months in particular. The new bank holiday in February might present opportunities – depending |on the availability of local accommodation, food and beverage services. May, September and October are also good.
Draw up a list of tasks and assign responsibilities by matching people’s skills and the time they can give.
CLICK HERE
IN SETT OBJECTIVING E ASK THE S, FOLLOWIN G: What? Wh When? W y? here? Who? How ?
SIZE OF GROUPS Keep groups small; they do less damage to the terrain and guides or walk leaders find it easier to communicate with them and maintain their safety. It will also be a better experience for the participant. Group sizes will depend on the profile of the walking group, the walking terrain, weather conditions and the number of guides/ walk leaders available. Divide largeMountains, groups Co. into smaller ones. For example, if 100 people are interested in Seefin, Ballyhoura Limerick.
a Category 2 walk, they may be divided into 5 smaller groups of 20 walkers with 1 guide and 1 walk leader for each group; one of these should be a ‘lead’, the other acts as a ‘sweeper’.
...A key objective for Ireland’s Hidden Heartlands is that tourism will benefit local communities and create successful tourism enterprises, while also protecting and helping to regenerate the local environment, heritage and culture...
Royal Canal Greenway, Clondra
contents
2 Route
1 Organising
and managing the festival....... 03
Planning.......... 15 Including:
Including:
• Stakeholders • Access and permissions • Sustainability • Categorising walks
• Festival objectives • Committee, staff and volunteers • Support services Canon Sheehan Loop Walk, Ballyhoura
4 Marketing....... 35
3 Finance........... 29 Including:
Including:
• Business plan • Budgeting • Sources of finance • Grand aid • Sponsorship
• Ireland’s Hidden Heartlands • Trends & motivations • Marketing plan • Online & offline tools
Sliabh an Iarainn, Co. Leitrim
5 Health
6 After the
& Safety.......... 51
Festival ........... 58 Including: • Debriefing • Visitor survey • Post festival report
Including: • Risk assessment • Safety statement • Insurance • Emergency plan Attychraan Loop Walk, Co Limerick
Resources & Templates............ 61 • Outdoor Event Guidelines • Sample Budget Template • Sample Registration Form • 20 tips on writing a Press Release/ getting Media Coverage • Sample layout for a Press Release • Sample visitor Questionnaire • Sample Incident/ Accident Report Form • Sample Sponsorship Proposal Template I. Useful Contacts & Links
ACKNOWLEDGEMENTS: This toolkit was co-produced by Marie Healy and Stephanie Byrne at Fáilte Ireland in association with Bane Mullarkey Tourism Consultants. Design by Custodian. Photography: Christine Rossi, Ballyhoura Fáilte, Longford, Leitrim, and Offaly Tourism Groups. We would like to acknowledge Sport Ireland, Ireland Hidden Heartlands Rural Recreational Officers and the various Walking Festivals and Clubs who contributed to this publication as well as our colleagues in Fáilte Ireland’s Research, Activity and Festival Teams.. DISCLAIMER: Every effort has been taken to ensure accuracy in the compilation of this publication. Fáilte Ireland cannot however, accept responsibility for errors or omissions but where such are brought to our attention, future publications will be amended accordingly.
IRISH HIDDEN HEARTLANDS
Foreword
Opening the Outdoors is a strategic objective for Fáilte Ireland. And what better way to showcase the outdoors in Ireland’s Hidden Heartlands than a walking festival. In Ireland’s Hidden Heartlands, there are already a number of well-regarded walking festivals throughout the season, with more coming on stream. In planning and organising walking festivals and events, we need to ensure they are environmentally sustainable and economically viable, as well as being enjoyable and social events. That’s where this toolkit comes in. It’s full of guidance to help you and your community get your ideas off the ground, attract visitors to your part of Ireland’s Hidden Heartlands and keep them coming back. Throughout the toolkit you’ll find hints and tips while the appendices contain handy templates. The seed for a successful walking festival can be an idea raised at a community meeting on a dark night in November. But there’s lots to be done to turn that idea into a memorable festival with a reputation for wonderful walks, stunning scenery and friendly people. The output can be a compelling event in your community that delivers a high quality visitor experience. We look forward to walking the journey with you.
Paddy Matthews Ireland’s Hidden Heartlands
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PLANNING & ORGANISING A WALKING FESTIVAL OR EVENT
1. Organising
and managing the festival
Let’s start at the beginning Why are walking festivals important in Ireland’s Hidden Heartlands? What potential do they offer? How do you establish a new festival? Or refresh or expand an existing one? A key objective for Ireland’s Hidden Heartlands is that tourism will benefit local communities and create successful tourism enterprises, while also protecting and helping to regenerate the local environment, heritage and culture. With ‘active in nature’ and ‘getting off the beaten track’ among the main themes of Ireland’s Hidden Heartlands, walking festivals present a wonderful opportunity for your community. Festivals are key motivators for the local, domestic and international consumer, increasing both dwell time and economic impact.
Blackrock Loop Walk Summit, Co. Limerick
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IRELAND’S HIDDEN HEARTLANDS
A walking festival is usually:
• An annual event • A multi day event rather than just one day • Held in the same general location each year around the same time each year (e.g. first • Held weekend of April, third week of September, etc.)
Successful tourism destinations and successful walking festivals have many common ingredients:
• Collaboration • A collective approach what the • Understanding customer wants and making decisions that will enhance experience
A walking festival can help develop your area into a more attractive and compelling place to visit.
Festival objectives While it may seem obvious, it’s important to be clear on why you are staging a walking festival. Agreed objectives gives focus and are the foundation for growth and sustainability. Think about what you want to achieve …
IN SETT OBJECTIVING E ASK THE S, FOLLOWIN G: What? Wh When? W y? here? Who? How ?
• • Attract a particular number of bed nights? • Lengthen the tourist season? • Raise money; for a local development project or for charity? • Fill a gap in your destination’s current calendar of festivals and events? • Are you a private company that wants to create an enterprise and make a profit? • Is it to grow participation levels in walking or hiking? there a theme that you want to animate: • IsA historical event, person or something in your local area? • To encourage health and well-being and to raise the profile of a place as a walking destination? • To promote a certain walk or trail in the destination • Is a walking festival an action in a destination development plan? • Is it to develop local pride, enthusiasm and community spirit? Attract a particular number of day visitors?
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Once there is agreement and focus on your objectives, good decisions will flow more easily.
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Donegal Camino In Donegal, on the Wild Atlantic Way, the Donegal Camino (September) is a 7-day walk and hike that takes in the area’s stunning coastline, hills, mountains, an island and the Donegal Gaeltacht. Now in its fourth year, it was set up to raise money for Cancer Care West services across the county. Participants can take part in any or all of the seven walks. https://www.donegalcamino.ie/
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PLANNING & ORGANISING A WALKING FESTIVAL OR EVENT
There are lots of beneficiaries and positive outcomes and from a walking festival. These include; motivate local, domestic • Festivals and international consumers to visit
people enjoy the festival, they can be • Ifencouraged to return at another time of
generate economic • Festivals activity; visitors spend on food,
are physical and mental benefits • There from outdoor exercise. and volunteers enjoy • Organisers a sense of community. meet new people, walk with • People others and form new friendships.
your destination.
drinks, accommodation, transport, entertainment, etc.
attendees can spread the • Festival word about your destination. • Season extension.
year and help extend the tourism season.
Festival committee More often than not, walking festivals are run by volunteers – local people who are involved in tourism or community development or who are members of the local walking club.
ADVANCE PLANNIN G In reality planning fo the year’s fes r next starts as stival as this yeaoon r’s is over.
At the heart of all walking festivals is a good organising committee - the people who plan and manage all aspects of the festival. A good committee doesn’t magically appear – careful thought and planning are necessary. There’s work to be done before, during and after the festival so it’s important to get the foundations right. Characteristics of an effective committee:
sub-committees are finance, marketing, route planning, sponsorship, • Common and health and safety. recruiting committee members, think about individuals from local businesses • When (e.g. finance, law, banking, insurance or marketing), community development groups, emergency services (e.g. people working in An Garda Síochána or the health sector), landowners, farmers, local walking clubs, etc.
• It has a good mix of experienced and committed people with different skills and interests. been set up as a legal entity to protect committee members, as individuals, • Itin has the event of an insurance claim. has a written constitution - basically a set of rules for how the committee works. It • Itincludes things like how long people serve on the committee, who has authority on expenditure, policies and procedures, and so on. It’s helpful to get advice from a solicitor when drafting the constitution.
A good committee is not too big; it should have a Chairman or Chair, a secretary, a • treasurer and two to four ordinary members. Some committees also have a vice Chair. 1
Often the Chair is also the festival manager, but not always.
skills and experience on the committee include finance, HR, tourism, • Desirable marketing/social media/PR, health and safety, management, and logistics. well as the main committee, there may be a number of smaller working groups • Asor sub-committees that focus on specific aspects of the festival. Not everyone on a
sub-committee needs to be a member of the main committee. The Chair of the main committee delegates responsibility to Chairs of sub-committees regarding expenditure and decision making.
1
The word Chairman can refer to either a man or a woman, but the term Chair is now more commonly used and is used throughout this toolkit.
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IRELAND’S HIDDEN HEARTLANDS
In research with walking festivals in Ireland’s Hidden Heartlands, local and voluntary community groups were the most common group to organise a walking festival, closely followed by a local walking club.
Successful committees are good at:
Communication early and ongoing and tailored to each different audience
Coordination
Consultation with public and private landowners, with local services, with tourism businesses, with the local community, etc
Respecting people’s time
Sharing responsibilities
Being flexible and responding to opportunities or threats
Outlining tasks clearly
Balancing rotation and continuity of committee membership
Having clarity on goals and responsibilities
There may be fantastic people in your community who will happily help but don’t want to sit on a committee. Invite them to join a sub-committee where they can put their skills to use e.g. fundraising, route planning, merchandising, social media, etc. When choosing committee members, remember that commitment and a positive attitude can be just as important as a particular skill or expertise. Joint treasurers are not uncommon – where two people share responsibility for financial matters. Draw up a list of tasks and assign responsibilities by matching people’s skills and the time they can give.
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PLANNING & ORGANISING A WALKING FESTIVAL OR EVENT
What tasks must the committee oversee and implement? Remember, the committee itself does not need to have all of these skills. They do need, however, to be aware of what needs to be done and organise sub-committees, volunteers or paid external contractors accordingly.
Organisation and Administration
• • • •
Prepare Event Management Plan Develop financial procedures Business plan Funding applications
Logistics
• • • •
Route planning, avoiding areas of environmental sensitivities Draft logistical/operational plan Keep paperwork up to date especially permissions and agreements with local landowners Liaise with appropriate statutory bodies where Environmental screening is deemed necessary
Safety
• •
Complete Event Management Plan and commit to signing an Organisers Charter as per the outdoor event guidelines Compile useful contact details to be held at the festival base (emergency services, taxis, etc).
Marketing
• • •
Develop a communications strategy to keep participants up to date on all event management issues before during and after the event Develop and implement a marketing plan Database management
Post Festival/Event
• • •
Thank local people and check if they’re happy with how the festival/event went Conduct visitor survey Review the event and identify lessons learnt
• • • • • • • • •
Seek sponsorship Draft events programme Recruit walking guides and stewards Recruit volunteers and assign tasks Organise training
Define walking group sizes Agree booking, registration procedures Register participants on the day (they will have booked online beforehand but will sign in on arrival) and collect any outstanding payments Refreshments, car parking, shuttle buses, etc
• • • • •
Draft safety and security procedures Conduct risk assessment Organise insurance cover Emergency plan Bad weather plan
• • • • •
Newsletter Pricing and group bookings Website and social media PR, photography, video Cross selling and collaboration
• •
Walk the route, remove litter/ markers and check for damage and dispose of waste appropriately Share impacts/outcomes with relevant audiences
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IRISH HIDDEN HEARTLANDS
Running effective meetings The person with the most influence on the effectiveness of a committee meeting is the Chair. As well as having overall responsibility for the festival, they must also ensure that meetings are effective and productive. An experienced Chair will usually have the following skills: people management, communication, delegation and time management. Along with the Chair, the Secretary/Administrator plays an important role. They need good organisational skills, along with the ability to accurately, yet briefly, record minutes, document decisions, deal with paperwork and keep everyone up to date. Another key ingredient is a clear meeting agenda that’s circulated to members in advance, along with the minutes of the last meeting. Keep meetings short (e.g. 1 hour) – items requiring additional discussion can be delegated to a sub-committee that can report back to main committee. Meetings will probably be more frequent close to festival time, but again this is where sub-committees can be beneficial.
Good communication and clarity around responsibilities is essential.
FUTURE PROOFING Think about the festival beyond the terms of current committee members. Guidelines on how long people serve on the committee and a plan to identify and recruit new members are important.
Research feasibility and set date If this is your first walking festival, before you decide to go ahead, it’s important to assess the feasibility of the festival. There’s a lot to it, but it’s all possible if you have the right people involved, clear goals on what you want to achieve and a detailed plan on what needs to be done. Brainstorm the costs and the benefits of the festival with the committee and local stakeholders. Make sure there are enough people with the right skills and experience involved. How suitable is your area to stage a walking festival? Is there the right mix of accommodation, food businesses, walking routes, walking guides, etc.
Costs
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Benefits
PLANNING & ORGANISING A WALKING FESTIVAL OR EVENT
Arrange a brainstorming session to consider the festival programme, timing, number of days, themes and so on. If you’re starting from scratch, perhaps consider a one day event. Over time, this can expand as demand grows.
When setting the date, consider the following
clashing with other local events – services will be over stretched and • Avoid visitors won’t have a good experience. Or if there is an event already taking place and you want to start small, check if the other festival would be interested in your walking festival being a fringe event to their main festival. dates that clash with walking festivals elsewhere in Ireland’s Hidden • Avoid Heartlands or anywhere within a 100km radius. on your location and the availability of tourism and hospitality • Depending services, bank holiday weekends can be a good option. with local accommodation providers and businesses on when is a good time of year. • Consult It is important to know what accommodation will be available so that demand does not exceed availability. you set a date, inform local tourism groups and contacts, the Gardaí, Fáilte Ireland, etc. • Once See list of stakeholders in section 2. it on your website (if you’re starting out, first register a website name that matches • Post the festival name) and social channels – even if it’s just the dates and the name for now. (Section 4 - Marketing, has lots of advice on promoting your festival).
Research with walking festivals in Ireland’s Hidden Heartlands showed that June was the most popular month, followed by April. So, if you’re setting up a new walking festival, maybe it’s best to avoid those months in particular. The new bank holiday in February might present opportunities – depending on the availability of local accommodation, food and beverage services. May, September and October are also good.
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IRELAND’S HIDDEN HEARTLANDS
Staff and Volunteers Most walking festivals have few or no paid staff, especially in the early years. The committee will buy in services on a contract basis as needed and usually work with a team of volunteers. In fact, volunteers play a key role in most walking festivals. Some festivals receive funding for paid staff - for example, through the Local Development Company or supported employment programme. While this is an advantage, it supports rather than replaces the need for volunteers.
Services commonly bought in include:
• Social media and digital • Website marketing booking / • Online registration system
It’s best not to pay for services or staff using cash. Good practice is to do so on receipt of an invoice or time sheet.
Co-ordinating staff and volunteers is a crucial task, so try to assign this responsibility to a committee member who has HR and people management skills. Once you’ve worked out how many staff and volunteers are needed (in advance and on the day), timely recruitment is vital. Although many people like to volunteer – think about sporting clubs, helping at the school fundraiser, the local Rural Recreation Officer and so on - it’s important to recruit early. Bear in mind too that when the economy is at full employment, the pool of potential volunteers might be lower than usual. Either way, the secret is to plan early.
Tips for a good Volunteer programme
• Communications plan: Good communication with volunteers is essential. • Involved and engaged: Volunteers will generally support festivals that they have helped to create so don’t just draft people in at the last minute – consider getting volunteers involved in the planning stages too.
• Respect: Volunteers are deemed as employees in the eyes of the law so the committee has a duty of care to them. • Part of a team: Provide a festival-branded t-shirt. • Allow for contingencies: Always good to have some stand-by volunteers to deal with unforeseen circumstances. • Debrief afterwards: Volunteers, through their direct interaction with festival attendees, are the eyes and ears of the festival audience. Also, some volunteers may have experience of volunteering at other festivals. After the festival, hold a debriefing session to get their feedback on what worked, what didn’t and what comments or queries visitors had.
• Volunteer loyalty: After the festival, it’s nice to have a party or some way of saying thank you. Do this on the same day/evening as the feedback session mentioned above – this way you’re not asking for too much of people’s time.
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PLANNING & ORGANISING A WALKING FESTIVAL OR EVENT
The festival ecosystem
The importance of people management: A big part of running a festival is understanding the needs of the groups you deal with and managing good relationships through clear communication and a spirit of partnership.
Training Training for committee members could include leadership, conflict resolution, communication, team building, planning, marketing and finance. This can be done online or in person. Training for volunteers can be a half-day briefing session a few days/weeks before the festival. Provide a written statement of duties so that volunteers are clear on their responsibilities. They also need to know the chain of command, reporting procedures and contact details of relevant people. Training providers include your Local Enterprise Office (LEO), local LEADER company, Fáilte Ireland and Volunteer Ireland. They all provide online and in-person training, most of it at little or no cost.
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IRELAND’S HIDDEN HEARTLANDS
Recruiting Volunteers Assign responsibility to a committee member for recruiting, briefing and managing volunteers. 1. Put together an application form to gather details of people’s talents and skills. 2. Volunteers could come from local schools or third level colleges (especially colleges that run courses in event management or sports and recreation), through the local chamber, local sports clubs, local volunteer centre, etc. 3. The sweet spot is when there is a good match between volunteers’ skills/experience and the tasks required to stage the festival.
Volunteers’ Matching skills, experience is crucial and interests
List of tasks before, during and after the festival
Volunteer Ireland Volunteer Ireland is the national organisation for volunteering and can be a great resource for festivals. Their Volunteer Centres help organisations find suitable volunteers and help volunteers find suitable roles. They provide support and advice to volunteers and to organisations; deliver training; process Garda vetting and other services to facilitate Volunteering. Most of their services are free.
www.volunteer.ie
Buy-in from the local community is essential. When people are engaged, there is a sense of belonging and working towards a shared goal. 12
PLANNING & ORGANISING A WALKING FESTIVAL OR EVENT
Support services & facilities
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A walking festival is so much more than the walks; visitors need supporting services and amenities in order to have a good overall experience.
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Glen of Aherlow Winter Walking Festival Proving that walking festivals are certainly not limited to the peak tourism season, the Glen of Aherlow Winter Walking Festival in Tipperary takes place on the last weekend in January. The social evening on the Saturday takes place in the Glen of Aherlow Hotel and is a much enjoyed event and a great reason for walkers to stay overnight in the area. www.aherlow.com/walking-festival
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Mountaineering Ireland Policy and Guidelines The Mountaineering Ireland Policy and Guidelines for festivals / events in Ireland’s mountain areas is most useful, even if your walking festival is not in a hilly or mountainous location. Their policy is based on four pillars:
PLAN
Planning well in advance, with a responsible attitude and a commitment to good communications, are essential.
RESPECT
Respect the needs of the people who live and work locally. Maintain the goodwill of landowners, land managers and the local community.
SKILLS SUSTAINABILITY
Organisers and visitors have a responsibility to the environment. Adopt the Leave No Trace programme to minimise any adverse impacts from your festival.
https://www.mountaineering.ie
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All festival participants are responsible for their own actions. They should be skilled and competent enough to take part at whatever level they select.
PLANNING & ORGANISING A WALKING FESTIVAL OR EVENT
2. Route
Planning
Route planning A route planning sub-committee, chaired by a member of the main committee, is essential. The sub-committee should also include stakeholders and key holders, or if this is not possible they should be consulted with extensively.
Corlea Bog Amenity Walk, Co. Longford
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CONSIDERATIONS WHEN IDENTIFYING ROUTES: • Areas of SPA and SAC needs to be considered and avoided where possible • Range of walks required • Walkers ability
• Level of difficulty (type of terrain and distance) • Time of year (likely weather condition and daylight hours) • Estimated number of walkers
12 steps to identify possible routes 1.
Enlist the help and support of walking guides.
2.
Involve your local walking club, if relevant, as they will be familiar with local terrain.
3. Check out the Sport Ireland National Trails Register (currently >920 trails). 4. Aim for walks that offer variety and are interesting. 5.
Walk, plan and map potential walking routes.
6. Work with Ordnance Survey or use tools/apps with suitable mapping to plan walks e.g. Outdooractive.com 7. Identify walks where you can develop themes such as ornithology, archaeology, heritage, flora/fauna, Irish language, food, photography, night walks etc. 8.
Include stopping off points (with views, shelters etc).
9.
Choose routes that require little or no development, modifications or signage.
10. Choose routes that will have no disturbance to wildlife, agricultural crops or livestock. 11. According to legislation, there are specific activities that will require consent if undertaken on or near a SAC or SPA. You can find a list and map of these sites on the National Parks and Wildlife Services website. www.npws.ie/protected-sites 12. Grade the walks and estimate the time needed to complete them.
Glenfarne Wood, Co. Leitrim 16
PLANNING & ORGANISING A WALKING FESTIVAL OR EVENT
Sport Ireland Walking Trail Grades Grade your trails to let people know what to expect. For more information, see www.sportireland.ie/outdoors/irelands-trails
Flat smooth trails, suitable for all users including people with reduced mobility, wheelchair users, people with a vision impairment, using crutches, with a buggy, with small children, older people and so on. Normal outdoor footwear can be worn.
Generally flat trails with a smooth surface and some gentle slopes or shallow steps. These trails are generally suitable for family groups including children and older people. Normal outdoor footwear can be worn.
These trails may have some climbs and may have an uneven surface where the going is rough underfoot with some obstacles such as protruding roots, rocks, etc. The routes are appropriate for people with a moderate level of fitness and some walking experience. Specific outdoor walking footwear and clothing is recommended.
These are physically demanding trails, which will typically have some sections with steep climbs for long periods and the going underfoot can be extremely rough including many obstacles. Suitable for users accustomed to walking on rough ground and with a high level of fitness. Specific outdoor walking footwear and clothing required.
These routes are predominantly in remote upland areas. They will typically include steep slopes and very variable and rough underfoot conditions on sometimes indistinct trails. They may be unmarked so the use of a map and navigational skills will be required. Suitable only for the very fit and competent mountain walkers with a high level of experience. Specific outdoor walking footwear and clothing required.
Source: Sport Ireland
Countryside walking or hill walking have an inherent risk. Ensure that participants know what to expect, that they understand the risks involved and take responsibility for their involvement.
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Engaging with stakeholders and keyholders The list of stakeholders for a walking festival can be quite long. Here’s how to work well with them: 1. Draw up a list of who you need to liaise with. 2. Identify the ‘ask’ of each person/group. 3. Decide on how to best communicate – face to face, online or phone? As a group or individually? 4. Contact stakeholders as early as possible in the planning process. 5. Nurture relationships through ongoing good communications. A key holder is a person or group without whose permission the festival cannot go ahead. They can be farmers, Coillte, NPWS, Waterways Ireland etc. Look for permissions at an early stage. What land will be used? Is it appropriate and accessible? Who owns it? What permission/access is required? The following are options for consulting with landowners regarding access and addressing their questions/worries: 1. If you have a Rural Recreation Officer (RRO) in your county work closely with them and have them as part of your Route Planning Committee as they will already have relationships with landowners. 2. Meet individually with each landowner.
Good communication is central to building and maintaining strong relationships with stakeholders.
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PLANNING & ORGANISING A WALKING FESTIVAL OR EVENT
Stakeholders / key holders can include: 1.
Accommodation providers
15. Local community and voluntary bodies
2.
Landowners
16. Local development group
3.
Coillte
17.
4.
Environmental/conservation groups
18. Local tourism group
5.
Education representatives
6.
Fáilte Ireland
7.
Gardaí
8.
Health Services Executive
9.
Health and Safety Authority
10. Irish Farmers Association (IFA) 11.
Leave no Trace Ireland
Local heritage group
19. Local sport partnerships 20. Local traders/businesses 21. Local walking clubs 22. Mountaineering Ireland 23. NPWS 24. Ordnance Survey of Ireland
12. LEADER company
25. Outdoor pursuit centres
13. Local authority
26. Sponsors
14. Community employment scheme providers
27. Sport Ireland
Bog Bridge Walk, Cavan Burren Park
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Access and permission It’s important to understand that most land in Ireland is privately owned and there is no public right of access. written permission (from private landowners or public/ state landowners) is essential. • Getting Fortunately, most landowners do not object to walkers as long as some basic issues are clarified. Not all private landowners may be willing to sign something in which case verbal permission maybe the only option.
up with a thank you and confirm in writing what has been agreed, including details • Follow of the route proposed. • Ensure landowners fully understand the nature and scale of the groups involved. • Indemnify them against accidents or injuries. • Avoid busy farming environments and land where sheep/cattle are grazing. National Parks and Wildlife Service (NPWS) www.npws.ie or www.nationalparks.ie • The and Coillte operate permit system for events on lands owned and/or managed by them.
The fundamental matter is respect. If respect is extended (e.g. by asking permission) most landowners will allow access. However, they are not obliged to, and this must also be respected.
In most cases, the landowner does not benefit financially from allowing access to their land. Could the festival link the walks to a farm visit or demonstration? Or hold a farmer’s market? The cost of organising such an event could be included in the festival fee, which could be passed on to the landowner, or they could benefit from sales of produce.
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PLANNING & ORGANISING A WALKING FESTIVAL OR EVENT
Environmental impact and areas of conservation Environmental sustainability and minimal impact on fragile vegetation and soft ground should underpin all walking festivals. Here are 9 useful pointers. 1. Carefully consider routes relative to numbers, e.g. forest tracks and firm, well drained surfaces can take high numbers with very little impact, while bog areas cannot. If a route is not robust, limit numbers and concentrate people along routes where there is some evidence of a path. 2. Check with NPWS (www.npws.ie) if your routes have a legal Natural Conservation Designation i.e. Natural Heritage Area (NHA) or Special Area of Conservation (SAC). 3. Identify and avoid any sensitive points (e.g. intact blanket bog, areas with ground-nesting birds etc.). Examine sensitive areas before and after the festival, photograph any adverse impacts and note GPS co-ordinates. 4. Avoid damage to archaeological sites and cultural heritage features such as stone walls. 5. Different terrains will be affected in different ways at certain times of the year. Trampling of plants during the growing season, for example, will have a greater impact than later in the year, while significant damage can be caused by 200+ people walking along a riverbank or close to a nesting site. 6. Work with stakeholders to ensure the biodiversity strategy is aligned with local and national biodiversity plans. 7. Stagger departure times and don’t have groups following each other on the same route. 8. Walkers are responsible for ensuring no litter is dropped. The assistant walk leader, taking up the rear of each walking group, should be responsible for checking that no litter is deposited, especially after stops. Litter includes biodegradable items such as tea bags and fruit skins. 9. In order to minimise any impact on the landscape, heritage features, plants and wildlife, ask participants of the event to commit to helping you by signing and adhering to a Participant Charter.
SIZE OF GROUPS Keep groups small; they do less damage to the terrain and guides or walk leaders find it easier to communicate with them and maintain their safety. It will also be a better experience for the participant. Group sizes will depend on the profile of the walking group, the walking terrain, weather conditions and the number of guides/ walk leaders available. Divide large groups into smaller ones. For example, if 100 people are interested in a Category 2 walk, they may be divided into 5 smaller groups of 20 walkers with 1 guide and 1 walk leader for each group; one of these should be a ‘lead’, the other acts as a ‘sweeper’.
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Sustainability and climate action The Leave No trace ethic is:
“ Make it hard for others to see or hear you and leave no trace of your visit ” See www.leavenotraceireland.org
The Fáilte Ireland Sustainable Festivals Guidelines 2023 is essential reading. It contains lots of festival-specific advice across water, energy, travel and transport, materials and waste, food and beverage, nature and biodiversity and governance.
Sustainable Festivals Guidelines
2023
www.failteireland.ie/failteIreland/media/WebsiteStructure/Documents/Product_ Development/Festivals_Events/failte-ireland-sustainable-festivals-guidelines-2023.pdf
IRISH TOU
RISM INDU
STRY
FESTIVALS C L I M AT E A
In the Fáilte Ireland Festivals Climate Action Guide, you will find guidance and advice on engaging with stakeholders, and practical and simple actions across power supply, water, waste, food and transport.
HOW TO ENGAGE
FESTIVAL
Stakeholders
5KEY ACTION
Areas For Festiva
supports.failteireland.ie/climate-action/festivals/
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Drumgullane East, St. Declan’s Way
PLAN NING
TIPS FOR FESTIVAL
TRANSPORT
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PLANNING & ORGANISING A WALKING FESTIVAL OR EVENT
Categorising walks by category of walker When we understand people’s motivations for walking, their physical capabilities, their general interests and preferred walking locations, a number of distinct categories of walker emerge. This is important for your festival and each situation needs to be assessed on a case-by-case basis, taking account of the terrain (uplands, forests, national parks, bogs, waterways etc.), expected weather conditions and time of year. Here are three sample options on how you could grade your walks; A - Hard/Strenuous, B - Moderate and C - Easy.
OPTION A: Hard / Strenuous
GROUP 1: What are their likes and preferences?
• • • • •
Challenging terrain Up to 700m climbs 6-7 hours walking with fewer breaks Steady and consistent pace Good level of fitness
Group 2: What are their likes and preferences?
• • • •
Challenging terrain 7 hours walking with fewer breaks Quick pace Very fit and have stamina to face difficult paths
OPTION B: Moderate
GROUP 1: What are their likes and preferences?
• • • •
Varied terrain 4-5 hours walking with breaks Walk at an easy pace Likely to have a special interest, (e.g. history, flora, fauna etc.)
Group 2: What are their likes and preferences?
• • • •
Varied terrain 5-6 hours walking with breaks Walk at a steady and consistent pace Keen to undertake a moderately challenging walk
OPTION C: Easy
GROUP 1: What are their likes and preferences?
• • • • •
Flat terrain Short circuits Max. 1 hour walk Slow/moderate pace Dislikes walking in remote areas or long distance walks
Group 2: What are their likes and preferences?
• • • • •
Flat terrain 2 hours walking with breaks Walk at an easy pace Potential for longer–distance walks; they will gradually build up stamina & practice Special interest walkers taking a shorter walk that’s themed to their interest 23
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Walking guides Walking guides are an intrinsic part of the festival experience. In the same way that a visit to a historic house is a better experience when it is led by a tour guide, walks led by an experienced guide provide a better festival experience. For most walking festivals, their walking guides score highly on what makes for a great festival experience. Ideally festival guides should have local walking experience.
Guides offer insights that walkers could not enjoy outside of festival time, including access to lands that may not normally be open to the public. Guides can also encourage interaction and engagement between walkers.
The ratio of guides or walk leaders to walkers depends on the profile of walkers and the type / length of walk; more difficult terrain and conditions calls for lower ratios.
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CATEGORY OF WALK
MINIMUM RATIO OF LEADERS TO WALKERS
Easy
1:12
Moderate
1:10
Hard/Strenuous
1:6
PLANNING & ORGANISING A WALKING FESTIVAL OR EVENT
Leading a walking group requires meticulous preparation and attention to various aspects. Here’s a checklist to guide you.
Pre-Departure Preparation Route Planning
and ensure you are • Research fully familiar with route your are doing on the day.
On the Day Safety Briefing
a pre-walk briefing on • Conduct safety measures, emergency procedures and the route plan.
trail conditions, difficulty • Check and any closures or restrictions.
participants have appropriate • Ensure footwear, clothing, and backpacks.
Permits & Permissions
First Aid Kit
necessary permits or • Ensure permissions if required for specific routes are in place.
Weather Check
• Monitor weather forecast for the area. • Prepare for possible weather changes.
Group Information
information about the • Gather participants – fitness levels, medical conditions, emergency contacts etc
your festival is open to people • Ifunder 18, check out the advice
in Mountaineering Ireland’s Children’s Policy and in Sport Ireland’s Code of Ethics and Good Practice in Children’s Sports. www.mountaineering.ie www.sportireland.ie/ethics/ safeguarding-sport
Equipment & Gear
a list of recommended • Provide gear (water bottles, hats, sunscreen, torch etc.)
• Carry a well-stocked first aid kit. that someone in group knows • Ensure how to administer first-aid.
Communication
charged communication devices • Bring (phones, walkie-talkies etc.) • Know the emergency contact numbers.
Post-Walk Debriefing
• Gather feedback from participants. everyone has retrieved • Ensure their belongings. any shared equipment • Collect or trash for proper disposal.
Thank You
• Thank the participants for joining. participants of any further • Advise activities that evening that they may like to join. (e.g. Meal in “X” restaurant or music in “Y” Bar.)
Remember flexibility and adaptability are key when leading a walking group, especially considering the unpredictability of weather and individual abilities. Always prioritise safety and enjoyment for everyone involved.
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Dromineer Harbour, Co. Tipperary
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A note about starting points:
• Start walks at venues with car/bus parking. • Different walks should start from different points in the area and vary each day. to provide services at the start and finish of each walk e.g. toilet facilities, fresh • Try drinking water, hot showers and a facility to get warm drinks (tea/coffee) and food. • Ideally have looped walks so you do not incur the cost of buses to transport walkers. Walking Guide Qualifications
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Ideally, all guides/walk leaders should be qualified and experienced in guiding groups in the terrain in which they are leading. However, it is also reasonable to use experienced hillwalkers (with knowledge of the routes) as leaders, although some insurers may require certain qualifications.
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Mountaineering Walking Qualifications The Lowland Leader is recommended for leading walking groups under Category of Walks; Easy & Moderate above. The Mountain Leader qualification is recommended for those leading groups in more challenging, upland terrain (Category of Walk: Hard/Strenuous above). Assistant Leaders should have the Mountain Skills Award. www.mountaineering.ie/content/WalkingQualifications/88
Not all experienced walkers are suitable as guides; the capacity to walk competently does not guarantee the ability to lead a group of inexperienced walkers.
Signage Creating a sense of place means that when people arrive they know that the festival is on – there is atmosphere and buzz.
Some tips
CREATE A SE OF THE DESTI NSE NAT BEING EN FÊTEION . Consider bunt banners, windo ing, flags, w window pain displays, projecting im ting, ag text onto the es or of a building, gable br tee-shirt for standed aff and volunteers
• Directional signage to the start of walks is important. • Clear directions and a map should be distributed at the sign in / check in base. • Place directional signs at every junction from this starting point (check-in base) to the start and at the end of the walk. • Remove signage as soon as all participants have returned to the festival base. • Provide adequate signage to and around the festival base, particularly on main routes. 26
PLANNING & ORGANISING A WALKING FESTIVAL OR EVENT
Social programme As we’ve seen, a festival is about more than the walks. An entertainment programme can entice people to stay overnight and enjoy more of what the destination has to offer.
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Many people enjoy social activities and camaraderie. Consider an evening event that makes the most of your area – traditional music, local talent, etc.
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Ballyhoura Walking Festival In Ireland’s Hidden Heartlands, the Ballyhoura Walking Festival (October) is an example of a walking festival that has developed interesting themes, a variety of locations as well as an entertainment programme. They have collaborated with the local traditional music festival to become the Ballyhoura Walking Festival & Joyce Brothers Music Festival. visitballyhoura.com/events/ballyhoura-walking-festival-joyce-brothersmusic-festival
Ancillary events can also add value or extend the festival to more than just a weekend. Ideas include:
• A sunrise or moonrise walk. • Local historians giving interesting facts about the area. • Trip to visitor attraction. • Farm visit. • Demonstrations by working sheep dogs. • Habitat and wildlife talks or exhibitions. • Social events. • Talks or slide shows by someone who has trekked in other countries. • Talks on the best walking equipment such as boots or clothing. • Irish storytelling. • Links to local produce, craft, history and culture. • Workshops in first aid, navigation, orienteering or mountain rescue.
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Try to offer something new and a little different each year – your participant survey and benchmarking can help identify ideas.
Certificates of completion for those who complete the walks or climb particular summits serious or light-hearted - can be awarded. They cost little but can be a nice touch.
Benchmarking – it’s always useful to see how others do things. Next time you or any committee members are planning a holiday, in Ireland or overseas, check to see if there’s a walking festival taking place. It’s a great way of gaining insights into what works well (or not so well), and what you might do differently. Other walking festivals are also on the radar of your potential customers so it’s good to know what they’re hearing and experiencing.
Check out the Fáilte Ireland guide on Enhancing Recreational Trails Through Food and Drink.
ENHANCING RECREATIO
TRAILS
www.failteireland.ie/FáilteIreland/media/WebsiteStructure/Documents/ Product_Development/Food_Tourism/FI_RecreationalTrailsFoodDrink_ Supplement_v4.pdf
THROUGH FOOD AND A SUPPLEME NT TO THE GUIDELINE S FOR THE DEVELOPM ENT OF FOOD TRAILS
APRIL 2021
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3. Finance TREASURER’S RESPONSIBILITIES
in a prudent and • Act realistic manner when setting budgets and estimating income and expenditure.
Introduction Budgets, income and expenditure are very important areas; for the main committee and especially for the Treasurer. In almost all cases, one of the festival sub-committees will be the finance sub-committee. This sub-committee is usually chaired by the Treasurer.
accurate, up to • Keep date records of income and expenditure.
able to accurately reflect • Be the festival’s financial position at all times.
reconcile • Regularly bank statements. up a separate festival • Set bank account with two signatories.
• Pay bills promptly. and report end of • Produce year accounts for the AGM. • Prepare funding applications. quotes for services and • Get products being purchased. a contingency in the • Have event of a shortfall.
Coastal Walk Dunmore East to Portally Cove
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The business plan One of the first tasks for the Treasurer or Finance Sub-committee is to draw up a business plan. At its most basic level, a business plan is a written document that sets out where you are now, what you want to achieve and what are the steps to get there. It is key to getting things done and making things happen. There’s a useful template here: Fáilte Ireland Business Plan Template
Budgeting and financial planning The key to proper budgeting is to make sure expenditure matches or exceeds income. Check out Fáilte Ireland’s Financial Planning tools here: supports.failteireland.ie/commercial-performance
CLICK HERE
Some of the guides are for specific types of tourism businesses but lots of the information will be just as useful for festivals.
Check your requirements regarding the need to register for VAT. Most festivals don’t, but it is your responsibility to check your particular situation with Revenue.
Allow enough time for funding applications and sponsorship to come through these could take up to a year.
What happens if there’s an overrun or if it looks likes sales won’t meet target?
critical aspect of budget control is understanding the implications of the • Aaction(s) taken to bring the budget into line. example, if the budget is running over by 10%, a decision to cut expenditure across • For all headings by 10% to bring the budget into line is not necessarily the way to go. deciding what to scale back on, carefully assess the impact any cut in • Before expenditure will have on the visitor experience. Try to sp a ‘what if …’ approach when working out budget savings – • Use - for signsend locally , tr this is known as sensitivity analysis.
catering ansport, portable to, hire of ilets etc.
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TWO TYPES OF COSTS: 1. Variable costs that will change with the level of festival attendance, the length of the festival, etc.
CLICK HERE
2. Fixed costs such as insurance that probably remain the same regardless of the number of people that attend.
Click here to see the Fáilte Ireland guide to Smart Purchasing to Reduce Costs
Sources of finance The 7 most common sources of festival income are: 1. Ticket/admission sales - see here for tips on pricing 2. Grant aid 3. Sponsorship 4. Benefactor 5. Fundraising 6. Benefit in kind (from local businesses) 7. Merchandising While the mix will differ for each festival, a rough rule of thumb that many festivals work to is: one third from admissions/sales, one third from grant aid/benefactor and one third from sponsorship.
Grant aid For community-based festivals, the main potential sources of grant aid are:
• Your local authority • LEADER – administered by your local development company. See www.ildn.ie Key points regarding grant applications: 1. Read the guidelines very carefully – exactly what is eligible. 2. Forensically read each question (most likely an online form) and answer exactly what it’s asking. 3. Don’t underestimate the time involved in preparing a good application. 4. Provide all necessary supporting documentation e.g. business plan, marketing plan, health and safety statement, visitor projections, annual accounts from the previous year, etc. 5. Adhere to closing dates, some of which may be many months in advance of the festival. 6. If you are awarded a grant, carefully read the terms and conditions and follow them exactly. 7. Invite a representative from the grant organisation to the official opening of the festival and share a copy of the post-festival evaluation report with them afterwards.
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Sponsorship Sponsorship is the payment of money by a business or organisation in return for promotion of the sponsor’s name, products or services.
THE SPON SO MANTRA: R’S Tell me ab ou audience t your fir and yo st festival se ur cond.
Probably the most important thing to get right when targeting sponsorship is an understanding of the match between your festival audience and the sponsor’s target market. Sometimes, a local business will sponsor a festival in order to get good will and enhance their reputation, but even then, they will be cognisant of the match between your audience and theirs. you’re targeting funding from a local book shop, identify the similarities between people • Ifwho read a lot and your walking festival audience. you’re targeting funding from a local manufacturer of health food or a health food store, • Ifidentify the similarities with your audience. the profile of your festival is Adults 45+ (you’ll know this from the audience survey - see the • Ifsection on marketing), then consider brands or businesses that have a similar target. more than one sponsor for your festival (with different types of products and services • Consider to promote)
When a business is considering sponsorship, they are also thinking about what that money would get them if they spent it on advertising or social media instead. Be sure to sell the benefits of sponsorship – don’t just ask for money and offer nothing in return.
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River Blackwater, Lismore
PLANNING & ORGANISING A WALKING FESTIVAL OR EVENT
Step-by-step guide to sponsorship: Brainstorm to identify companies, organisations or individuals to target
Identify various sponsorship levels with tiered benefits and options
Prepare a written sponsorship proposal (see template in appendices)
Send the sponsorship proposal to a targeted list not a mass mailing
Look after the sponsor – allocate responsibility to a committee member as the sponsor’s ‘minder’
Agree payment details
Agree in writing precisely what the sponsor is expecting & giving and what the festival is expecting & giving
Call and follow up with potential sponsors
Maintain good relations throughout and after the festival
Maintain good relations with non-sponsors too
Never promise a sponsor a benefit unless you are sure that you can deliver it
If the sponsor is happy after year 1, aim for a multi-year deal for subsequent years
The sponsor’s ‘minder’ is a committee member who is responsible for all contact with the sponsor in the lead-up to the festival. On the day of the official opening this person will be tasked with looking after the sponsor from the time they arrive to their departure, as relevant.
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Don’t forget about non-financial sponsorship. This could be:
and subsidised refreshments/packed lunches for participants. Local businesses, • Free locals themselves or walking club members could be approached to provide these. • The goodwill of farmers, Coillte etc can be important if you need access to their land. transport providers could be approached and asked to provide transport from • Local registration to the start of walks.
Fundraising You may also need to fundraise in other ways to support the finance of the festival. These could include raffles, race nights, bag-packing in the local supermarket, etc. A successful fundraiser has thick skin, a soft heart, exceptional hearing, a quick mind, a slow tongue and no shame - at least when it comes to asking for a gift! If you know of people in your area that fit these criteria, get them involved on the sponsorship sub-committee.
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4. Marketing
Incorporating the Ireland’s Hidden Heartlands brand Take a minute to remind yourself of the Ireland’s Hidden Heartlands brand proposition:
Explore the lush green heartlands of Ireland’s natural rural beauty...where activity and relaxation are centred around rural communities and their lifestyles, that can be discovered across a lattice work of land and water trails showcased by the iconic River Shannon and the Beara-Breifne Way.
Coumduala Loop Walk, Nire Valley
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As a consumer-facing brand, the Ireland’s Hidden Heartlands logo should always feature in your online and offline promotion. And don’t just confine yourself to using the logo; use images, language and colour to communicate the brand values to your audience.
Did you know that the Ireland’s Hidden Heartlands logo is available in four languages? English, Irish, German and French. Download the brand guidelines toolkit here
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PLANNING & ORGANISING A WALKING FESTIVAL OR EVENT
Marketing trends A walking festival and all that goes with it – outdoors, fresh air, exercise and activity, beautiful scenery, lakes, rivers and waters, hillside walks, pretty villages, friendly local people, genuine hospitality, etc – aligns closely with many of the trends that are shaping future demand in Ireland’s Hidden Heartlands. The trends that will influence your walking festival are:
Trend/motivation
What this means for your walking festival
STATUS THROUGH TOURISM Increased social status through consumption of authentic experiences rather than material goods.
The growing interest in responsible travel is a close fit with a walking festival.
NEW PLACES TO SLEEP Visitors embracing alternatives to traditional accommodation supply.
Include details about quirky and alternative accommodation on your website/in your festival promotion.
ACTIVE ADVENTURE Continuing growth in active adventure travel that integrates soft adventure with nature, culture and outdoor activity.
Promote the feel-good benefits of taking part in the walking festival. Look at customer feedback – what words do people use to describe their participation in the festival? Reflect these in your promotion.
ACTIVE SPORT TOURISM Sport tourism growing due to increase in sports participation events.
Your festival will most likely have a tier of offerings; from easy walks to moderate walks to more challenging walks.
GENERATIONS OF TRAVEL An increase in multi-generational travelling together to destinations.
Some festival participants will travel with others who are not taking part in the walks. In your promotion, be sure to mention other things in the area that may appeal to the nonwalkers.
TASTE THE DESTINATION Global growth in culinary tourism and food experiences.
What is your area known for? Consider linking in with local cafés, bars, restaurants to create a festival dish.
GREEN TOURISM DESTINATION Increased emphasis on destinations with green tourism credentials.
Encourage people to arrive by public transport (provide details about times and route). Consider electric vehicles for transport to/from walk set off points. Consider banning single use plastics.
HEALTH & WELLNESS Increased focus placed on health and wellness tourism.
A walking festival will benefit mind and body. In your promotional material, mention the benefits and use photographs that communicate these benefits.
INDIVIDUALISATION Individualisation of holidays and move away from mass tourism patterns.
Think carefully about group sizes for your various walks – people need to be able to hear the walk leader and they often prefer small groups.
DIGITAL AND MOBILE TECHNOLOGY Digitalisation is driving visitors to new places within destinations.
Festival attendees expect to be able to book online and are happy to communicate with you using WhatsApp, email, SMS etc. A good online presence and effective use of digital marketing is absolutely essential. 37
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Boyne Valley Walking Festival In Ireland’s Ancient East, the Boyne Valley Walking Festival (September) is an example of a walking festival that has developed interesting themes, a variety of locations and catchy names. These include Georgian Drogheda, Mythical Murals, Chats and Trails with John G Dwyer, Civil War Walk’n’Talk and A Dale in Autumn. Walks take place in urban, rural and beach locations. www.discoverboynevalley.ie/whats-on/september-walking-festival-boynevalley-trails
Visitor motivations The key travel motivation that will influence people’s decision to attend a walking festival are:
Adventure
• Seeking exciting and personally challenging experiences. • Doing something physical over and above normal activities. • The occasion will be focused & intense; it is all about the depth of an experience, rather than multiple experiences. • Most popular length of trip is 2-3 nights. • Hiking and cross country walking is their favourite outdoor activity.
Exploration
• Discovering and exploring new and unfamiliar places. • Experiences that deliver landscape, history, culture and place. • Tourists are looking for multiple attractions and activities with which to engage and enrich their trip. • Most popular length of stay is 2-3 nights. Predominantly 45+ Unconstrained Adults. Families significantly underperform in this segment.
Mainly Younger Unconstrained Adults, either travelling alone or as a couple
Check out the Ireland’s Hidden Heartlands toolkit on www.failteireland.ie/marketingtoolbox
CLICK HERE
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PLANNING & ORGANISING A WALKING FESTIVAL OR EVENT
Festival marketing plan All festivals, no matter how small, need a marketing plan. Drafting this for the first time will take some thought. After that, updating the plan for the following year will be much easier. When putting it together consider: target customer - who do you want to attract to your festival? Where are they from? • Your Where do they look for information when planning a short break or holiday? How will you reach them?
• Your marketing objectives - for example increasing visitor numbers, increasing publicity, etc. • The competition – what can you learn from other walking festivals? (Irish or international). are the best tools to reach and build a relationship with your target customer? • What What channels and platforms should you be visible in? do you intend to do to gather customer • What feedback and conduct market research? will you get maximum value for money from • How your marketing budget? What can you do for little or no cost?
CLICK HERE
There are fantastic resources on the Fáilte Ireland website in all areas of sales and marketing. Check out the series of sales and marketing ‘How-To’ videos covering topics such as how to get more followers on social media, enhance customer loyalty, create an effective Google Business profile and much more. Another great resource is the Fáilte Ireland Guide to digital Marketing on a Shoestring: supports.failteireland.ie/digital-marketing-on-a-shoestring
Newcastle Woods, Co. Longford
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GET YOUR PRICING RIGHT. A very low price could undervalue the festival in the visitor’s mind.
Pricing
A very high price can create unrealistic expectations.
Setting the price or entry fee is an important thing to get right. Some points to bear in mind: broadly within the ballpark of what other walking festivals • Stay charge. For example, if there are 10 other two-day walking
For most customers, value for money is more important than price.
festivals and they change somewhere between €X and €Y, it will be difficult for you to also offer a two-day walking festival and charge a price that is multiples of €Y.
that if you offer a superior or prestigious experience, people are happy • Remember to pay more if is special or uniquely memorable. matter what level you pitch it at, the secret is your understanding of your customer base; • No the greater your insights the better pricing decision you will make. • Understand the difference between price and value for money. • Never compete on price alone. • High quality should be more expensive than a standard or run-of-the-mill experience.
Online booking In today’s digital world where everything from business meetings to buying tickets for an underage GAA match is done online, it’s essential that you offer online booking. As well as being easier for the customer, online booking is better for the festival as you’ll know in advance how many people are coming so there are no surprises on the day. Popular festival ticketing systems include:
• Event Brite www.eventbrite.ie • Ticket Tailor www.tickettailor.com • Eventbee www.eventbee.com • Fare Harbor www.fareharbor.com Your website designer may also have knowledge of other systems as there are lots available!
=
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PLANNING & ORGANISING A WALKING FESTIVAL OR EVENT
Communications messages There are several key communication messages that are central to your online and offline marketing. Here’s a checklist; you won’t use all of them in every communications piece, but make sure there is a central, easily accessible place on your website where everything is covered:
• Name of festival • Location of festival including directions/link to Google Maps and type of walks, category of walks, terrain, whom suitable for, • Number and duration dates and times of walks • Highlight the steps you are taking to be a sustainable event • Highlight what is unique/special about the festival • Contact details: name, telephone and email address • Prices and online payment link • Walks categories, length of walks, grading, areas of interest, etc. • Social media links • Website link • Location of the festival centre/ base office behaviour such as litter and noise management, • Responsible dogs, drones and responsible parking • How it will be a sustainable event • Entertainment programme and ancillary activities • List of sponsors • Links to local accommodation • Suitable clothing, footwear, equipment, food and drinks
REALLY IMPORTA NT: KEEP THE M UP TO DAT E
Getting timing right for promotion is essential. For example, as soon as this year’s festival is over, update your website and social media to announce next year’s dates. The details of the festival programme can be done later (e.g. 4-5 months before the festival), but it’s good to get the dates out early.
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If you’re doing a brochure, aim to have this ready 4-5 months in advance. PR and publicity can also begin around this time as well as the important task of emailing last year’s visitors to invite them back again.
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Comeragh’s Wild Festival In Waterford the Comeragh’s Wild Festival (July) embraces walking and other activities to provide a varied programme which showcases the local area. Events on the festival programme include everything from a sunrise walk, to mindfulness and yoga, to surfing, to foraging and forest bathing. www.comeraghswild.com
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Check out the Fáilte Ireland’s Marketing Toolbox – packed with free resource to help promote your festival.
CLICK HERE
Planning a new walking festival and not sure what to call it? Create awareness and get buy-in by organising a ‘name the festival’ competition locally. Local schools should be encouraged to take part in a special way in the festival, participating and/or helping out.
Website
3 STA COMMUNGES OF FOR FESTICATION IVALS: Before During After
Your website is your single most important promotional platform. It is your shop window. It is one area that is worth investing in or perhaps you’re lucky enough to have a website designer on your committee.
Website checklist al website that ideally
dicated festiv ● De m festivalname.ie or .co
● ● ● ● ● ● ● ●
is:
ed above unications message list Include the key comm ent link oking form and paym Easy-to-use online bo hy including images Lots of great photograp themselves with people enjoying able video clips Short, attractive, share tival organiser Contact details for fes tival, its aims and the A little bit about the fes hind it people/community be odation providers Links to local accomm erested in the course people are int Sell the destination; of nation and sti o interested in the de walks, but they are als what it has to offer
● Avoid clutter regularly ● Update the site bsite for Search Engine Optimisation (SEO) ● Optimise the webrochure (if you have one) ● Downloadable d questions (FAQ ) section that deals with quently aske might have. ● Fre time or repeat visitor all the queries a first SEO ●
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on also helps with Note that an FAQ secti esses sm groups and busin Encourage local touri yours to link their website to
PLANNING & ORGANISING A WALKING FESTIVAL OR EVENT
Social media A question often asked by festival organisers is; what social media channels should we use? The answer really depends on who your target market is. One of the benefits of conducting an annual participant survey is to gain more insight into what social media participants use and where they look for information when thinking about attending a walking festival. It takes time and resources to make the most of social marketing and social word of mouth. So Fáilte Ireland has put together some fantastic supports to guide your use of social media, whatever your choice is across Facebook, Instagram, YouTube or X (formerly Twitter).
Sales & Marketing ‘How-To’ Video Series These short instructional videos will enable your festival to create and execute marketing that will help you stand out online. They will show you how to get more followers on social media, enhance customer loyalty, create an effective Google Business profile, and much more. supports.failteireland.ie/courses/sales-marketing-how-to-video-series
CLICK HERE
Driving domestic sales Here, you’ll get guidance on how to engage Irish consumers with compelling experiences as well as insights on how to optimise your website for the domestic short break and day market. supports.failteireland.ie/business-supports/sales-and-marketing/driving-domestic-sales
Boosting sales with social media This five-step video guide highlights the benefits of social media and illustrates how growing consumer engagement on platforms like Instagram can be a powerful sales tool. The supporting guidance documents advise on creating and developing customer personas, how to effectively use captions and hashtags and include a checklist for setting up and running a successful social media campaign with measured results. supports.failteireland.ie/business-supports/sales-and-marketing/driving-domestic-sales/ boosting-sales-with-social-media/
Tips for Driving Footfall and Revenues This is a great catch-all guide that covers everything from posting the right content to tagging locations to using hashtags to staying on top of reviews and how to get others to spread the word. Don’t be put off by the title page – what works for attractions and activities will also work for your walking festival! supports.failteireland.ie/wp-content/uploads/2020/06/Top-Tips-Attractions-and-Activities.pdf
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Videos for your county
Industry Toolkit
Fáilte Ireland has produced county videos for use on your social media accounts. The videos can be downloaded here for sharing on Facebook or Instagram.
Get the too ls you nee leveraging d to mar ket the Keep Discovering your business campaig n
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Social medi and emai a calendar l templates Download every counable assets for ty 100s of read campaign y-to-go images and video
s
Make your in minutes own content
CLICK HERE
Follow and engage with Ireland’s Hidden Heartlands: @irelandshiddenheartlands
@irelandshiddenheartlands
@heartlandsirl
@discoverireland.ie
Be sure to tag Ireland’s Hidden Heartlands and Discover Ireland: #IrelandsHiddenHeartlands and #DiscoverIreland
Email marketing Email marketing is an efficient, low-cost tool and it should be high on your marketing agenda. With an average open rate on a tourism marketing email of 17.7% (source: Campaign Monitor, 2021), it is great for engagement. In fact, you are 6 times more likely to get a click from an email than a tweet.
Three email marketing platforms to consider:
Fáilte Ireland has a great online guide Increase Bookings with Email that contains simple and practical advice to drive festival bookings through email marketing. There are examples of subject lines, templates on how to layout your email and easy to follow tips.
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5 free tools email mark for smart eting Email subje that work ct lines
10+ tips for open rates improving
At least half of all emails are now opened on a phone so make sure your layout looks well and reads easily on a smartphone screen.
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How to test your emai and meas l ure succe ss
CLICK HERE
PLANNING & ORGANISING A WALKING FESTIVAL OR EVENT
Brochure Despite the move towards online communications, a brochure is still important for many walking festivals. When deciding whether or not to do a brochure, consider both design/print costs and distribution costs. Postage is expensive so think carefully about distribution. Be sure to also have a downloadable pdf brochure on your website. A brochure needs to be attractive and appealing but also clear and not too text heavy. It should have a similar look and feel as your website and other promotions. Refer the reader to the website and social channels for updates and more detailed information. Visit your Local Tourist Information Office, local tourism marketing group and local authority tourism officer to brief them about the festival and ask to display brochures and share details on social channels.
Ask your local shop if you can place a festival brochure inside the Sunday newspapers when they’re assembling them. Talk to local sports shops and shops specialising in walking gear about putting your brochure/poster on their notice board or in their window.
Advertising Advertising is expensive and needs careful decisions. If you have a budget for advertising, it’s best to concentrate on digital advertising, primarily Facebook, Google or Instagram. Here’s a great video on how to run a simple ad campaign on Instagram and Facebook: youtu.be/_xKMn_AdPbQ
CLICK HERE
Graves of the Leinstermen Loop Walk, Co. Tipperary
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IRELAND’S HIDDEN HEARTLANDS
Public Relations Public Relations (PR) or publicity can be important for your festival. Here are some rules of engagement when targeting media coverage: 1. Identify the type of media you wish to target; Local? National? Print? Radio? Online? Specialist walking publications? 2. Build a database of media contacts. Check websites, social media, radio programmes, newspapers and magazines and note journalist’s name, email address and social media handles. 3. Devise a schedule of press releases. 4. Provide a well written press release, photo and contact details for a spokesperson. Offer to do an interview on local radio. 5. Get your timing right – give advance notice once you have dates, then send more details nearer to the time. 6. Consider a photo call to launch/announce the festival, where you invite relevant media and photographers to an arranged session for photographs. 7. Invite relevant media to the official opening of the festival. 8. Invite one or two relevant journalists, to take part in the walking festival and write of their experience afterwards. 9. Local radio is a good medium – most stations have high listenership. 10. Keep copies of media coverage received. It’s useful to share with sponsors and other stakeholders too.
While it’s a nice idea to think about running a competition in national media for a prize of a festival pass + accommodation, in reality, most media outlets will have a minimum, and sometimes significant, charge for running such a competition.
In your press release, the first paragraph and the heading are really important. The first paragraph should answer the who, what, when, where and why questions. It’s the most important paragraph – if it engages the reader, they’re more likely to read on.
Liaise with your local Fáilte Ireland Officer to discuss what opportunities they may be to leverage additional PR.
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PLANNING & ORGANISING A WALKING FESTIVAL OR EVENT
Imagery Great photos and videos can bring your festival to life, both online and offline. Consider the following:
• Include people in photos: empty landscapes, although they may look good visually, are less effective at engaging people. • Think about running a photo competition and asking for use of the winning photos for your website and your social media promotion. • Check out Ireland’s Content Pool: a free, online library of beautiful landscapes, vibrant townscapes and activities. www.irelandscontentpool.com
Inspiring video If a picture paints a thousand words, video decorates the entire book! There seems to be no end to consumers’ appetite for video so it’s a great way to showcase your festival. As well as your own videos, Fáilte Ireland have a suite of inspiring Ireland’s Hidden Heartlands videos that you can use on your own social channels.
Ireland’s Hidden Heartlands video downloads Instagram: 12 sec ad targeting an under 35s audience
TV: 30 sec ad fosrall audience on can be used ls all channe
Facebook: 12 sec ad targeting an over 35s audience
CLICK HERE
CLICK HERE
CLICK HERE
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IRELAND’S HIDDEN HEARTLANDS
List your event on DiscoverIreland.ie Promoting your festival on Fáilte Ireland’s consumer websites is a great for building awareness. Submit your festival through the online portal and do so well in advance of the festival taking place.
CLICK HERE
International markets While most walking festivals will initially target the domestic market, over time there will be opportunities to target international visitors. Tourism Ireland, the body responsible for promoting Ireland in international market, works closely with Fáilte Ireland. Its Overseas Opportunities platform provides details of publicity, travel trade and consumer opportunities.
Targeting groups Walking clubs, corporate groups and tour operators can be a good source of visitors.
Walking clubs
• There are well over 100 walking clubs in Ireland, some more active that others, and it is not uncommon for them to travel to a walking festival. From your perspective, getting a block booking of 20-30 entries from one group can be a nice start to your bookings. Check out the list of clubs on the Get Ireland Walking website.
• You could also ask walking clubs if they would post about your festival on their social channels or other communication with their members.
Corporate bookings
• Sports and social clubs in large organisations are a potential target, as too are their HR departments who may run team building or away days for their employees.
Tour operators
• Member companies of the Irish Tour Operators Association (ITOA) design and package
programmes and itineraries for leisure groups and corporate groups. Look at the websites of its member companies to identify operators who might be interested in programming your walking festival. In February/March each year, the ITOA runs in-person workshops where tourism operators can meet and contract with tour operators/ handling agents and Destination Management Companies (DMCs). See itoa-ireland.com/members-list/
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CLICK HERE
PLANNING & ORGANISING A WALKING FESTIVAL OR EVENT
Collaboration and cross selling Tourism is successful when collaboration, cross selling and a genuine understanding that everyone benefits from cooperation, are present. What to do:
• Make sure that local accommodation providers, cafés, bars, etc. know your festival dates well in advance. • Encourage accommodation providers to create bundles to promote to their own customers. • Can a café, restaurant or bar create a festival special? • Can a café, restaurant or accommodation provider offer packed lunches for the trails? • Offer them images and some of the key communication messages that we looked at earlier for use in their own promotion and social channels. • Consider starting or ending the event in a local facility and encouraging festival attendees to eat, drink or stay there. • Include details on your website and in some of your social postings about the various facilities available locally.
Research with local businesses about a festival that takes place in September delivered great insights. Not only did the festival extend the tourist season, but because local hospitality workers were busy and earned more money during the festival, there was more disposable income locally for weeks after the festival – and local businesses saw the benefit.
Sliabh an Iarainn, Co. Leitrim
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IRELAND’S HIDDEN HEARTLANDS
Participant survey How well do you know your customer? Where did they hear about your festival? What do they like or dislike about it? What type of experience are they looking for? What are their habits and preferences? Research with festival attendees is a key task and research findings are extremely useful for future planning. The best way to do this is an online survey in the days after the festival (while things are still fresh in people’s minds). As visitors will have registered online, you can send an email afterwards thanking them for visiting and asking them to complete a short online survey. Not everyone will do it – but you don’t need everyone to do it. Depending on how big your customer database is, if you got a 20%-30% response rate, that should give you good feedback.
Funders and sponsors will be interested in your research findings – it helps them make decisions about grants or sponsorship. Sign up for an account on a free-to-use online platform such as: Survey Monkey www.surveymonkey.com or Mailchimp www.mailchimp.com Your local third level college may have business or event management students who may be interested in helping with the participant survey.
Gather feedback from walk leaders – you won’t need a written survey for this, but it’s really important to make time to talk to them and get their feedback.
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5. Health
and Safety
Risk management While walking is an adventure activity and walkers have a degree of responsibility for themselves, as organisers you must take reasonable steps to alleviate any potential risk and aim to ensure the safety of festival visitors.
Coastal Walk, Dunmore East to Portally Cove
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IRELAND’S HIDDEN HEARTLANDS
These steps include:
• Appoint a safety officer to complete a risk assessment, a health and safety statement and an emergency plan. • In your registration form, establish if a participant has
any medical condition that might affect their participation. If there is, the person with responsibility for health and safety on the day will need to know – confidentially of course.
IMPORTANT DEFINITIONS A hazard is anything that has the potential to cause harm think about: access, exits, surfaces, crowds, structures, barriers, machinery used on site, electricity, catering facilities, etc. A risk is the chance high or low - that somebody will be harmed by the hazard. Ask yourself what if?
• Be prepared for all eventualities and develop procedures accordingly. • Get legal advice to ensure you are fully compliant with all regulations. • Inform relevant emergency/safety services such as Gardaí, Local Authority, Emergency Services, Voluntary First Aid providers, and so on. They may not necessarily be present but should know that the event is taking place / be on standby.
Risk assessment A risk assessment identifies what could cause harm and the actions to minimise that risk. It forms the basis of your safety statement. 5 step guide to risk assessment:
1. Identify hazards Write down all the activities which make up the festival and identify ways in which people could be harmed. Walk routes and venues - both indoor and outdoor. Concentrate on significant hazards. For example, someone being knocked down by a car.
2. Decide who might be harmed and how Beside each hazard, write down those who could be harmed. In the car example above: walkers, organisers, volunteers, onlookers, etc.
3. Evaluate risks Consider how likely it is that each hazard could cause harm. This will determine whether or not you need to do more to reduce the risk. And remember that even with precautions in place, some risk usually remains. Next, decide whether this remaining risk is high, medium or low. Remember that your aim is to make all risks low. In the example, you may decide to block off the road to traffic which means there is a low risk that anyone will be hit by a car.
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PLANNING & ORGANISING A WALKING FESTIVAL OR EVENT
4. Record your findings Use Excel or a table like this to record all details; hazards, risks and actions.: 1. Hazard
2. At risk are…
3. The risk
Low/medium/ high/very high
4. What will you do to minimise the risk?
5. Residual risk Still some risk involved? Low/medium/ high/very high
6. Further action to reduce the risk
Frequently, the steps you take (see column 4 of the table) to reduce the risk will be adequate and there will be no need to consider a residual risk (see column 6). Record your findings Risk Assessment template is available to download here, page 12. Engage First Aid Provider (Red Cross. St Johns Ambulance etc) for the event. Have Risk Assessment reviewed and make them aware of access points on walking routes. *Potential cost involved but piece of mind secured.
5. Review your assessment and revise it as necessary Because every festival is unique and constantly changing it is advisable to regularly review your assessment. Risk assessment involves using common sense when planning your activities. By preparing a safety statement and conducting a risk assessment you will have taken a huge step to ensuring not only the general safety, but also the level of enjoyment for all who attend the festival.
Risk assessment tips from festival organisers:
• Enlist support from the local authority. • Make sure you have adequate insurance in place. • Do not permit dogs/children on certain walks. • Have checkpoints and marshals along the route. • Train walking guides in first aid and mountaineering skills, where appropriate. • Have search and rescue/ambulances/mountain rescue on standby. • Use local radio emergency network (VHF) and walkie-talkies if possible. • Hold a brainstorming session with your organising committee to highlight potential difficulties. • Ensure a fully stocked first aid box is available and that walk leaders carry any necessary equipment/plasters, swabs etc. • Do safety training one week before festival starts. 53
IRELAND’S HIDDEN HEARTLANDS
What is your policy on dogs? Be sure to communicate it clearly. A no dogs policy is the safest option – especially if you are on or near farmland. Dogs can be harmful to livestock and cause disturbance of wildlife”. If dogs are allowed, it is critical that all landowners have agreed to this.
Safety statement A safety statement is designed to safeguard you, your committee and your visitors from incident and accident. It also illustrates to visitors, the local community and stakeholders (funders, sponsors, local authority, etc) that you are committed to safety and that you have taken all responsible steps to minimize the risk of accidents. The size of a safety statement is relative to the scale, nature and duration of the festival. For smaller events the document should contain:
• Brief description of the festival, dates and times, the statutory and other bodies with
whom you have consulted and a statement stressing the organisation’s awareness of safety the safety policy.
• Show how the safety policy will be put into practice and describe the roles and responsibilities of the festival committee/management team. • Risk assessment: See above. • Details of insurance policies and level of indemnity for employer’s liability, motor,
property, weather and so on. Name the broker or insurance company and enclose a copy of the policy document.
• Emergency contact numbers, site maps and traffic management plans.
If there are activities such as fireworks or funfairs, safety details as provided by the contractors must be incorporated into the safety statement, even though they are operated by outside specialist contractors.
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Aughnacliff Waterfall Trail, Co. Longford
PLANNING & ORGANISING A WALKING FESTIVAL OR EVENT
On the day Here are 10 useful tips for festival day, with thanks to the Mountaineering Ireland Policy and Guidelines for Organised Events from where some of these tips were sourced. 1. Have a central point where all participants must check in at the start (they will already have registered online but they must also check in). If there are any walk-in registrations be sure you have registration and payment facilities on hand and check that your ratios of guides to walkers is not affected by any on-the-day registrations. 2. Organise a clear briefing for participants, back this up with reminders at key points/checkpoints. 3. Walk leaders should know how many are in their group at the start, do a head count at key stages and sign people off at the end. This way, if somebody goes missing, rescue services have a point where they were last seen. Walkers must inform the organisers if they give up or do not finish the walk this and this should be clearly communicated. 4. Encourage participants to use a toilet before starting. Arrange access to local facilities or hire portaloos. 5. For early morning or night-time events, be particularly mindful of noise and disruption to local residents. 6. Advise participants on how to behave if they meet any livestock on the route. 7.
A participant with a potential medical problem must inform the festival organiser. Each individual case can be reviewed and the group leader informed. Keep the file on record, noting actions taken/ procedures followed.
8. Check that walkers wear proper clothing, particularly footwear. 9. Volunteers and staff should be aware of their responsibilities, know where everything is kept, and what the emergency procedures are. 10. Put on a smile – it always helps!
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IRELAND’S HIDDEN HEARTLANDS
Insurance Appropriate insurances are essential. Get different quotes and check cover before accepting. The following are likely to be needed:
• Public liability • Employers liability • Property • Motor • Abandonment/cancellation
INFORM YOUR INSURANCE COMPANY IN ADVANCE
numbers attending • ifyour festival rise increase the duration • ifofyou the festival are any change to • ifthethere level of risk
Public Liability
all activities, as far as possible, not just those you are organising directly. If an activity • Covers is listed in your programme you could be brought into a claim should an accident arise. • Policy should have a minimum limit of indemnity of €1,300,000 (check limits with your insurer). of any high-risk activity - fireworks, funfair, etc should provide you with a copy of • Operators their public liability policy that should be specifically extended to indemnify you.
Employers Liability
you are paying anyone, other than bona-fide contractors, you will need employers • Ifliability insurance. does not apply to the reimbursement of expenses to volunteers, committee members • This and so on.
Property
• If you have a festival office, you will usually need to insure its contents against all risks. you hire equipment - lighting, PA etc you may be responsible for loss or damage. • IfCheck the hire agreement. • If you are collecting money you should insure against theft. Motor
you are using motor vehicles in a public place, you will need motor insurance. • IfRemember a public place is any place to which the public have access which would, therefore, include places which are otherwise private property.
Abandonment/ cancellation
you have a particular event that produces income you are financially exposed if the event • Ifdoesn’t take place due to, for example, illness of a special guest or guide.
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PLANNING & ORGANISING A WALKING FESTIVAL OR EVENT
Emergency plan In case of emergencies, you’ll need an emergency plan. One person should have overall responsibility but committee members and volunteers should also be fully briefed on the plan and their responsibilities. Emergency communication procedures:
your means of communication - mobile phones are the handiest but • Pre-determine coverage needs to be checked throughout the walk beforehand and they should be fully charged. Radios have better though not complete coverage.
• Designate a location for first aid treatment and for lost children. • Have Civil Defence, Red Cross, St. John’s Ambulance etc, on stand-by. • Prepare and distribute a list of key contact numbers. • Have back-up cars/jeeps available. • Develop an incident/accident report form. Bad weather Have a bad weather plan in place, e.g. access to shelter, changing facilities and warm drinks. In case you need to cancel at the last minute, sent a text message to participants. You could have a programme of indoor activities, quizzes, talks and so on on stand-by.
Traffic management tips
• Encourage people to arrive by public transport. with Local Link – they may be able to help on the day • Liaise www.transportforireland.ie/tfi-local-link/ the capacity and suitability of parking sites • Consider especially if it may rain. • Have trained stewards to direct parking. car parking information on your website, booking • Provide confirmation emails and social channels. • Have a communication system for stewards.
CLICK HERE
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IRELAND’S HIDDEN HEARTLANDS
6. After the
Festival
After the festival, it’s essential to review how it went, what worked well and what changes should be made. Here’s a summary of tasks: 1. Debrief meeting(s) 2. Assess the routes that were walked 3. Online survey with festival participants 4. Financial accounts and grant drawdowns 5. Pick the date for next year 6. Prepare a post festival report
Ballycuggaran Loop Walk, Co. Tipperary
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Timing is im there may portant as in person be changes your stak nel among rotation o eholders and the festiv f members on al commit tee. So, do the as soon as se tasks after the fepossible stival.
1. Debriefing meeting/s Hold debrief meetings with relevant stakeholders soon after the festival. These will include funders, landowners, volunteers, committee members, local community, etc. Discuss the festival with a view to improvements for the following year and assess any environmental impact. Discuss what went wrong as well as what went well! Document these debriefing meetings so that they can be referred to in advance of next year’s festival.
2. Assess the routes walked Walk each route to check for litter or damage. Accept responsibility for any damage caused and ensure that it is promptly rectified. Repair work should only be undertaken with the landowner’s agreement.
3. Online survey See the marketing section about the participant survey and the sample survey in the appendices (see page 67).
4. Financial accounts and grant drawdowns Preparing the accounts will determine areas of underspend and overspend and this information will form the basis of the following year’s budget. Ensure suppliers have submitted invoices and everyone is paid before producing final accounts. If any grants have been awarded, each funder will have a specific process to follow to draw down funds. The accounts should be independently audited and agreed by the committee.
5. Think about next year Pick next year’s date and post it on your website, social channels, newsletter, email signature and inform media contacts and relevant stakeholders.
6. Prepare a post festival report Let your stakeholders (e.g. sponsors, funders, landowners, etc.), local media and local community know about the success of the festival. Write a short report (2-3 pages) of the numbers attending, programme highlights and feedback from local businesses on the economic impact. Include attractive photos too.
59
IRELAND’S HIDDEN HEARTLANDS
Celebrate the festival’s success. This could be a letter of thanks, a night out or gifts to particular individuals. Consider landowners, emergency services, volunteers and sponsors. Make sure you have all contact details for the following year.
Provide feedback to sponsors. This could include information on visitor numbers, a visitor evaluation report, a copy of the accounts or a personal presentation.
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Coumduala Loop Walk, Nire Valley
PLANNING & ORGANISING A WALKING FESTIVAL OR EVENT
7. Resources & Templates
This section contains some helpful templates and resources. Click on title to take you directly to the relevant document:
A. Outdoor Event Guidelines B. Sample Budget Template C. Sample Registration Form D. 20 tips on writing a Press Release/ getting Media Coverage E. Sample layout for a Press Release F. Sample visitor Questionnaire G. Sample Incident / Accident Report Form H. Sample Sponsorship Proposal Template I. Useful Contacts & Links
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IRELAND’S HIDDEN HEARTLANDS
A. Outdoor Events Guidelines The Outdoor Event Guidelines have been developed for Comhairle na Tuaithe in consultation with Fáilte Ireland, Depart of Rural and Community Development, Coillte, Sport Ireland, National Parks and Wildlife Service, Mountaineering Ireland, OPW, Local Authorities, Leave No Trace Ireland, Irish Uplands Forum, Irish Farmers Association, The Heritage Council, and Ireland’s Association for Adventure Tourism. Within the document you will find templates and resources to guide a helpful roadmap to organising a successful and responsible outdoor activity including Event Management Plan, Risk Assessment, stakeholder contact sheet, participant and organiser charters.
Click he downlo re to Outdoo ad the r Ev Guideli ents ne Toolkit s
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TOTALS
Other
Sponsorship
Grand Aid
Admissions/Ticket Sales
INCOME
TOTALS
Other
Other
Other
Travel/Transport
Bank Fees
Professional Fees
Health & Safety
Guides
Signage
Insurance
Photography/Video
Brochure/Leaflet ● Design ● Print
Public Relations
Official Opening
Social Media
Online Advertising ● Facebook ● Instagram
Website ● Design ● Hosting ● Updates
EXPENDITURE
JAN €
JAN €
FEB €
FEB €
B. Sample Budget Layout
MAR €
MAR €
APR €
APR €
MAY €
MAY €
JUN €
JUN €
JUL €
JUL €
AUG €
AUG €
SEP €
SEP €
OCT €
OCT €
NOV €
NOV €
DEC €
DEC €
TOTAL €
TOTAL €
NOTES
NOTES
PLANNING & ORGANISING A WALKING FESTIVAL OR EVENT
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IRELAND’S HIDDEN HEARTLANDS
C. Sample Registration Form REGISTRATION FORM First Name
Surname
Address
Mobile
Age Group
<18
19-30
31-40
41-50
51-60
61-70
70+
Any medical or mobility problems that might affect your participation
Please include name and number of someone we can contact on your behalf in case of an emergency
Please tick the walk/s you will participate in
Walk 1
Walk 2
Walk 3
Walk 4
INCLUDE A DISCLAIMER: Something along these lines, check the details with your insurance provider: People with an injury, an underlying medical condition or who have little experience of long distance walking are advised to think carefully before registering. All outdoor activities including walking and hill-walking come with inherent risk of personal injury or death. You are responsible for yourself at all times.
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PLANNING & ORGANISING A WALKING FESTIVAL OR EVENT
D. 20 tips on writing a press release/getting media coverage 1
Over 80% of what you see, hear or read in the media has originated from a press release. It is the main tool for getting publicity.
2
A journalist looks for three things when they read the sometimes hundreds of press releases they receive each week; What’s new? What’s interesting? Why should I care?
3
Heading should be short, concise, in the present tense and without jargon. Try to include the festival name in the heading – there’s no guarantee the journalist will run with the same heading but there’s a better chance if you’ve included it.
4
Write the press release in the form of an inverted pyramid; most important information in first paragraph, less important points following on.
5
Use present tense language – make it current not historical. Use simple, direct language rather than protracted or flowery phrases.
6
First paragraph should answer six questions: Who? When? What? Where? Why? How? If the reader only reads the first paragraph they should have the main gist of the piece.
7
Second paragraph is a quote from you – in which you can use descriptive language and a conversational style – i.e. as if you were actually talking. Use quote marks “ and ”.
8
The easier you make life for a journalist the greater the chance of coverage – include photos, offer a competition, make yourself available for interview etc.
9
When a journalist gives you coverage, email or phone to say thank you.
10
Don’t make claims like ‘the best festival in Ireland’ as it turns the release into an advertising pitch and becomes less newsworthy. If you have won awards, be sure to say so but don’t be seen to make such announcements yourself etc.
11
Include the date at the top.
12
Use the word ‘Ends’ at the end.
13
Include full contact details for appointed contact person at the end.
14
Use a clear and legible standard typeface and size such as Arial.
15
Don’t use capital letters or bold type to emphasise points in the middle of sentences.
16
Include Notes to Editor at the end of the press release giving 5-6 bullet points of additional or background information.
17
Finally – read it, read it and read it again. Then ask someone else to read it to make sure there are no mistakes or typos.
18
If sending by email, don’t send as an attachment as it may be blocked by their server – paste the text into the body of the email and check formatting.
19
Do not use a visible distribution list i.e. use the bcc field.
20
If sending a photograph include a caption.
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IRELAND’S HIDDEN HEARTLANDS
E. Sample layout for a press release
Date xx.xx.xx
Headline: This is the first thing that will catch the attention of the reader so make it catchy! Sub-headline: These are sometimes used to further explain the headline before you launch into the details but are not obligatory. The first paragraph should contain all the important information. For example: who, what where, when, why and even how! It should be informative but kept to a minimum. The second paragraph can be a quote from you or a relevant spokesperson. The entire release should preferably only have four or five paragraphs. Each one should become less important as you read through the release. You should try and keep it all on one page if possible. A reporter will start cutting from the bottom up so you don’t want to leave any vital information in the last paragraph! Ends For further information please contact: Include name, email and mobile number for a festival spokesperson who is happy to do a media interview of answer any additional questions. Notes to editor: Here, you can include two or three bullet points of additional information that you would like to include like specifics about the festival or the people behind it or the area it’s taking place in etc.
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PLANNING & ORGANISING A WALKING FESTIVAL OR EVENT
F. Sample visitor questionnaire QUESTIONNAIRE How many times have you attended the XYZ Walking Festival? (please tick one)
How many people did you come with for the festival? (please tick one)
If you attended with other people, did they: (please tick one)
o 2023 was my first time o I attended in 2023 and on
o On my own o With 1 other person
o The person/people I attended
o I didn’t attend in 2023 but did
o With 2-5 other people
a previous occasion
with also took part in the walks
o The person/people I attended
(e.g. partner/ friend/ relative)
on a previous occasion
with did not take part in the guided walks (i.e. did other things while walks took place)
As part of a group of 6+ people
o I attended by myself o Other o Yes
Are you from Ireland?
o No
If Yes: Which county are you from? If No: Which country are you from?
When considering the XYZ Walking Festival, how important are the following to you? NOT AT ALL IMPORTANT
NOT IMPORTANT
NEITHER IMPORTANT NOR UNIMPORTANT
IMPORTANT
VERY IMPORTANT
XYX location Experienced guides I can walk in places that are not usually accessible to the public Entertainment (music, talks, gala dinner) Ease of booking my place Camaraderie / meeting people Facilities in the area (accommodation, restaurants, etc) Easy to get to by public transport The time of year it takes place Now, please tell us which of the above is the single most appealing aspect of the festival for you? Tick one only.
o XYX location o Walks are led by experienced guides o I can walk in places that are not usually
o Entertainment (music, talks, gala dinner) o Ease of booking my place o Camaraderie / meeting other people o It’s easy to get to by public transport o The time of year it takes place
accessible to the public
o Facilities in the area
(accommodation, restaurants, etc)
How likely is it that you would recommend XYZ walking festival to a friend? Tick one.
1
o
2
o
3
o
4
o
5
o
6
o
7
o
8
o
9
o
10
o
How many nights did you say in (insert place) while attending XYZ walking festival? Tick one.
1
o
2
o
3
o
4
o
5+
o
I visited during the day only
Have you visited or holidayed in XYZ placename at any other time of the year as a result of having attended the walking festival?
o Yes
o No 67
IRELAND’S HIDDEN HEARTLANDS
F. Sample visitor questionnaire continued What type of walk do you like best? Tick one.
o Moderate Walks
Easy Walks
o Difficult Walks
o Hard/Strenuous
Where did you first hear about the XYZ walking festival? Tick all that apply Tick all that apply.
o Friend /relative /colleague o Newspaper/ radio o Social media o A tourism business (hotel, activity, etc)
o DiscoverIreland.ie o Google search o Your website name o Walking club
What other walking festivals (in Ireland or abroad) have you attended?
If you have attended another walking festival in Ireland or abroad, how does our festival compare?
o XYZ walking festival is better
o I like XYZ walking festival but I had a better
o Other
experience at ABC festival
If you have attended other walking festivals, what do they do differently that you would like to see at XYZ walking festival?
Are you a member of a walking club and if so, what one?
Age Group Tick one.
o Under 18
o 18-24
o 25-34
o 35-44
o 45-54
o 55-64
o 65+
Gender Tick one.
o Female
o Male
o Other
o TikTok o X (Formerly known as Twittter)
o YouTube o I don’t use social media
What social media do you use most?
o Facebook o Instagram Any other comments
Would you like to sign up for our newsletter? Email
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PLANNING & ORGANISING A WALKING FESTIVAL OR EVENT
G. Sample incident / accident report form In the event of an accident, record details on an incident/ accident report form. Train staff and volunteers on how to complete the form and have written reporting procedures in place. Remember to take photographs and video too. INCIDENT / ACCIDENT REPORT FORM Date and time of incident
Names and contact details of those involved
Names and contact details of witnesses
Location
Description of what happened
Names and contact details of those who attended (e.g. medical attendants and Gardaí)
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H. Sponsorship proposal template Don’t forget to include:
• Potential sponsor’s logo • Festival contact details: name, position, phone, email About XYZ Walking Festival Short piece about the festival, when it takes, place, how long in existence, who organises it (include names of committee members), what are the festival’s goals and so on. Insert a few lines about the festival programme, who attends, what they like about it, what makes it unique, special, exciting…
Our research shows that last year: Include information about the festival that will be relevant to a sponsor. Don’t list all research findings, but select points that are relevant to the potential sponsor. For example, hospitality providers should know about how many walkers have travel companions • tourism/ that do something else in the area while their friends are walking. that target predominantly females should know that x% of participants • businesses/brands are female. The strength of XYZ Walking Festival in partnership with [insert potential sponsor] presents an opportunity to establish a mutually beneficial commercial partnership, which we believe will have a considerable impact on … [insert something that will resonate with the sponsor]
The Partnership Fit The idea here is to research the potential sponsor’s brand and link these to your event. e.g.
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THEIR LOGO
YOUR LOGO
Reference to their brand
Link with yours
Their customer base
The match with your audiences
What they are doing in the local community
How the festival can add value to that
Other information particular to the sponsor that fits with your audiences
How the festival can add value
PLANNING & ORGANISING A WALKING FESTIVAL OR EVENT
H. Sponsorship proposal template continued Audience profile Insert any information you have here on your audience (number, profile, etc) and how this aligns with the sponsor’s target market.
Marketing communications XYZ Walking Festival will undertake marketing and PR including: [choose from below/add others as relevant]
o Advertising across online and traditional media
o Digital marketing campaign to include website, social media, direct marketing
o Branding and signage at event venues
o Brochure and flyer distribution
o PR launch event and
ongoing PR campaign – locally, nationally, internationally
o Other
o Partnership networking with key partners
o Integration with the
Ireland’s Hidden Heartlands brand proposition
o Animation of local area
with bunting, flags, food and entertainment
o Collaboration with local
communities to optimise participation, involvement and spectatorship
Although never guaranteed, the cooperation of media will be sought to ensure that sponsor brands appear in publicity and [name of sponsor] will be used in press releases.
Sponsor benefits package This could include elements such as the following, but you will need to tailor it to your own situation: XXX (name of newspaper/radio/online news) will be presented as ‘Official Media Partner’ and your name and logo will appear on all print and promotional material including (select as relevant):
o Social media o Website o Festival programme o Print advertising
o Posters o Press releases o Signage at events o Email
o Directional signage o Digital marketing o Invitations
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H. Sponsorship proposal template continued Summary of benefits This could include the following, but you can tailor it to your own situation:
• Association with a prestigious event that is a significant contributor to the local economy • Opportunity to endorse and communicate your brand values • Opportunity to cultivate new customers and clients • Share in marketing communications campaign • Direct access to a targeted loyal audience level of sponsorship support – committee member dedicated to your needs [if you get • High sponsorship, a committee member must be responsible for looking after them really well] • Post event sponsorship evaluation to a bank of engaging photographs with exclusivity on certain photos • Access (this is relevant to Media partners) • VIP invitation to opening night • Promotional opportunity for your brand at the festival • Acknowledgement of strategic partnership at all events • Other? What we ask in return The ambition of XYZ Walking Festival is to secure a three year partnership with [newspaper / brand sponsor name] so that all parties can strategically plan ahead. For media partners, the following are relevant:
Print (e.g.)
the year X articles about XYZ Walking Festival to ensure the festival and • Throughout its impact on the local economy remain in the public domain on a year-round basis. and articles about the festival with full programme details each week • Photographs in the X weeks leading into the festival • Photographs in the week of the festival and an article outlining the economic importance of the festival after • Photographs the festival finishes
Online (e.g.) As above plus:
articles and video footage of the festival in the lead up to and daily • Photographs, throughout the festival on the [newspaper name] website and social media platforms • Reciprocal links between the festival website and social media and that of [newspaper name] For a non-media sponsor, the main ask is money, but could also include in-kind benefits e.g. free hotel rooms, donation of a competition prize, a local printer could print the programme, flier, poster, etc.
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PLANNING & ORGANISING A WALKING FESTIVAL OR EVENT
H. Sponsorship proposal template continued Sponsorship benefits summary SPONSOR BENEFIT
PLATINUM SPONSOR
GOLD SPONSOR
SILVER SPONSOR
BRONZE SPONSOR
Sponsorship amount
Logo on flyers and posters
Logo on merchandise
Logo on signage
Sponsor stand
Sponsor banner
Logo on website and social media
Company branding at launch event
Other
You could present a summary of what’s on offer in a table like this or some other graphic that shows at a glance what’s on offer.
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I. Useful Contacts & links LOCAL DEVELOPMENT COMPANIES
Ballyhoura Development
www.ballyhouradevelopment.com
Cavan Local Development
www.ccld.ie
VOLUNTEER CENTRES IN IRELAND’S HIDDEN HEARTLANDS
Cavan Volunteer Centre
www.volunteercavan.ie
Cork Volunteer Centre
www.volunteercork.ie
Clare Local www.cldc.ie Development Company
Galway Volunteer Centre
www.volunteergalway.ie
Galway Rural Development
www.grd.ie
Clare Volunteer Centre
www.volunteerclare.ie
Leitrim Integrated Development
Leitrim Volunteer Centre
www.volunteerleitrim.ie
www.ldco.ie Limerick Volunteer Centre
www.volunteerlimerick.ie
Longford Community Resources
www.lcrl.ie
www.longfordcoco.ie or
North Tipperary Development
www.ntdc.ie
Longford Volunteer Centre www.longford.ie/en/live/ volunteering
Offaly Integrated Local Development
www.offalyldc.ie
Offaly Volunteer Centre
www.volunteeroffaly.ie
Roscommon LEADER Partnership
www.rosleaderpartnership.ie
Roscommon Volunteer Centre
www.volunteerroscommon.ie
Westmeath Community www.westcd.ie Development
Tipperary Volunteer Centre tipperaryvolunteercentre.ie Westmeath Volunteer Centre
www.volunteerwestmeath.ie
LOCAL AUTHORITIES
Cavan County Council
www.cavancoco.ie
Clare County Council
www.clarecoco.ie
Cork County Council
www.corkcoco.ie
Galway County Council
www.galway.ie
Leitrim County Council
www.leitrimcoco.ie
Limerick County Council
www.limerick.ie
Longford County Council
www.longfordcoco.ie
Offaly County Council
AOIFE (Association of Irish Festivals and Events)
www.aoifeonline.com/
Coillte
www.coillte.ie
Fáilte Ireland
www.failteireland.ie
Leave No Trace Ireland
www.leavenotraceireland.org
Mountaineering Ireland
www.mountaineering.ie
www.offalycoco.ie
National Parks & Wildlife Service
www.npws.ie
Roscommon County Council
www.roscommoncoco.ie
Sport Ireland
www.sportireland.ie
Tipperary County Council
www.tipperarycoco.ie
Tourism Ireland
www.tourismireland.com
Westmeath County Council www.westmeathcoco.ie
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OTHER CONTACTS
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