Sydney Festival Annual Review 2012

Page 1


Sydney Festival 2012 Review

“What a treat it is to be in Sydney in January.” Sun Herald 11 December 2011 

Opposite: Sydney Harbour. Photo Monde Photo. Overleaf: Festival First Night. Photo Daniel Boud.

Sydney Festival 2012 Review


Sydney Festival PATRON Her Excellency Professor Marie Bashir AC CVO Governor of New South Wales BOARD OF DIRECTORS President The Hon. Barry O’Farrell MP Premier of New South Wales Chair Clover Moore MP Lord Mayor of Sydney Directors The Hon. George Souris MP Monica Barone Simon Corah Matthew Melhuish Sam Weiss Geoff Wilson Alternate Directors Barry Buffier (for The Hon. Barry O’Farrell MP) Clr Phillip Black (for The Lord Mayor of Sydney) Mary Darwell (for The Hon. George Souris MP) Ann Hoban (for Monica Barone) SYDNEY FESTIVAL STAFF Festival Director (2010-2012) Lindy Hume Festival Director (2013-2015) Lieven Bertels Executive Director Josephine Ridge ADMINISTRATION Financial Controller Tanya Bush Accountant Francesca Hendricks Payroll Carina Mision Executive Assistant Rachael McNally Executive Office Projects Coordinator Fiona Jackson Executive Office Assistant Ros Helper Administration Officer Julie Gock Receptionists Erin Johnson Taline Vesmadian PROGRAMMING Head of Programming (2007-2012) Bill Harris Head of Programming (2013-) Fiona Winning Program Manager Danni Colgan Programming Associate Adam McGowan Special Projects Loretta Busby Travel & Artist Coordinator Edwina Perrotta Project Manager Hannah Sanders Music Coordinator Janna Hayes Program Administrator Ella McNeill Project Coordinator Erica McCalman Programming Interns Ella Cook Stephanie Santos Ellie Rafter


Sydney Festival 2012 Review

MARKETING Head of Marketing, Communications & Digital Strategy Jill Colvin Marketing Manager Derek Gilchrist Marketing Coordinator Linly Goh Digital Marketing Coordinator Julia Thomas Publicity Manager Sarah Wilson Publicists Jane Davis Charlotte Greig Design Manager Mary Simpson Signage Coordinator Franzisca Geis Volunteer Program Coordinator Josh Wheatley Digital Strategy Consultant Ian Lyons Publicity Interns Ashford Bain Anthea Burton Tom Gilmour Samantha Levis Harriet McGregor Marketing Interns Tegan Abraham Celia Armitage Bernice Au Sam Bell Jorge Cerda Vargas Dane Hopkins Ingrid Kong Leo Messias Gabriel Podesta Nerida Ross Mark Staker TICKETING & PLANNING Ticketing & Planning Manager Simon Keen Ticketing Coordinator Sarah Neville Ticketing Guest Services Coordinator Michaela Banks Ticketing Operations Coordinator Vanessa Knox Ticketing Assistants Georgia Thorne Jess Macaulay Research Coordinator Emma Rigney EXTERNAL RELATIONS & PHILANTHROPY Head of External Relations & Philanthropy Malcolm Moir CORPORATE PARTNERSHIPS Head of Corporate Partnerships Sasha Degen Corporate Partnership Managers Kate Armstrong-Smith Catherine Bowe Kate Dezarnaulds Cassandra Kevin Olivia Wynne (to August 2011) Corporate Partnerships Coordinator Jessica Flood Corporate Partnerships Operations Coordinator Ben Stern Corporate Partnerships Assistant Bianca Roberts Corporate Partnerships Interns Claire Sinfield Deanna Giang

PRODUCTION Head of Production John Bayley Production Manager Katie Pack Catering & Sustainability Manager Fernando Motti Production Coordinators Alycia Bangma Paul Bearne Production Assistant Nicole Lombard Hospitality Coordinator Morgan McKinlay Transport Coordinator Melissa Hamilton Crewing Coordinator Jennie Bradbury Designers Mathew McCall Kate Roberts DOMAIN STAFF Domain Manager Tim Pack Senior Site Manager Tom Drury Site Construction Manager Peter Craig Domain Coordinator Luci Taylor Electricians Craig Adamson Ian Godfrey FESTIVAL FIRST NIGHT Producer – Programming Vernon Guest Producer – Operations Margot Natoli Technical Manager Mick Jessop Government & Logistics Manager Briony Leivers Programming Coordinators Clara Iaccarino Kristal Maher Logistics Coordinator Sarah Sebastian Technical Coordinator Jack Horton Production Assistant Jemima Hogg Marketing & Public Relations Janet Glover (Janet Glover PR & Events) Lyndel Feher (The Fresh Group) SYDNEY FESTIVAL PARRAMATTA Producer – Programming Imogen Semmler Project Manager Roger Press Program Coordinator Kali Reid Logistics Assistant Kim Straatemeier Marketing & Public Relations Jacqui Bonner Marketing + Management Lyndel Feher (The Fresh Group) Festival Design Agency Churchward/Melhuish Thank You Michael Abbott, Accessible Arts, Danesh Z Bamji, Alexandra Bowen, Bill Carter, John Chase, Steve Elliot, Cheryl Elvey, Anthony Laver, Aaron Michie, Celia Pavelieff, Fee Plumley, Kim Skildum-Reid, John Trevillian, Vision Australia, Oton Wu.

Contents 01 Reections


02 Snapshot


03 Audience ProďŹ le


Summary Age of Visitors Visitor Origins Visitor Income

15 15 15 15

04 New Projects


Black Capital Parramatta STUDIO Projects Festival Dashboard Sustainability

17 20 24 24 25

05 Accessibility


Free Events ANZ Tix for Next to Nix Access for People with Disabilities

27 27 33

06 Marketing, Communications & Digital Strategy Branding Campaign Elements Digital Strategy International Marketing Publicity 07 Corporate Partnerships Partnership Grid

35 35 35 39 39 42 45 46

08 Ph Philanthropy & Donations


09 Th The Future


Sydney Festival 2012 Review



Sydney Festival 2012 Review



A note from Lindy Hume Festival Director 2010-12

The showbiz truism says you’re only as good as your last gig, and in that case, I’m very happy to go out on the 2012 Sydney Festival. It’s a Festival I’m very proud of, and probably the Festival I enjoyed most, from the joyful delirium of Manu Chao and the spectacle of As The World Tipped on Festival First Night and Parra Opening Party, to the Technicolour splendour of West Side Story with Sydney Symphony on the final weekend. For me festivals are measured in moments and this year I’ve experienced many moments of joy, insight, connection, moments spent alone in quiet contemplation and some shared with thousands of friends. In January 2012 Sydney Festival stepped forward in some exciting new directions and delivered a power-packed program of Australian and International performing arts with the broadest possible physical and emotional impact. We were particularly thrilled with the response to our program hubs in the inner west and Parramatta, both examples of great partnerships. The success of Black Capital rewarded a year of close collaboration with Carriageworks and the Redfern Aboriginal Community; while Parramatta City Council, matching a generous increase in funding from the NSW Government, helped us fill the Parramatta CBD with 10 days of music, theatre, a Festival Garden complete with The Idolize Speigeltent and free performances. In parallel, in 2012 we fielded an amazing range of particularly strong theatre and dance, with fantastic Australian works including Griffin’s The Boys, Belvoir’s Thyestes and Malthouse’s Meow Meow’s Little Match Girl punching well above their weight in a program of international highlights including Babel and ‘Tis Pity She’s a Whore. It was gratifying to see Festival audiences warmly embracing so many World Premieres of new Australian works of all kinds, with queues in the foyer for I Am Eora! Sydney Festival 2012 was a beautiful chapter in the unfolding narrative of a Festival that is celebrated by more and more people each year as Australia’s most popular annual arts festival, and the most wonderful summer festival in the world. Thank you to everyone; audiences, funding partners, donors and sponsors led by our Principal Sponsor Zip Industries. There’s nothing quite like Sydney Festival – I wish you all, and my successor Lieven Bertels, every success and every joy with the onward journey.

Opposite: Dancing in the streets. Photo Prudence Upton. This page: Lindy Hume. Photo Jamie Williams.

Lindy Hume Festival Director 2010-2012 Sydney Festival 2012 Review



Sydney Festival 2012 Review


Snapshot The most wonderful summer festival in the world Key results 

More than 430,000 people enjoyed free events as part of the 2012 program (excluding Ferrython)

More than 125,000 tickets were sold with an average ticket price of less than $50

$6.1M box office revenue

122 events with 399 performances, including 18 free events

30 venues across Sydney, including Sydney Opera House, Carriageworks, Riverside Theatres, Campbelltown Arts Centre and the new The Concourse in Chatswood

11 world premieres, 15 Australian exclusives and 14 Australian premieres

More than 150 sold-out performances including Manu Chao, PJ Harvey, Meow Meow’s Little Match Girl and I Am Eora

Opposite: Assembly. Photo Prudence Upton. Sydney Festival 2012 Review



Sydney Festival 2012 Review

This page, clockwise from the top left: Meow Meow’s Little Match Girl. Photo Prudence Upton; Manu Chao La Ventura. Photo Prudence Upton; Foley. Photo Prudence Upton; Beautiful Burnout. Photo Brett Boardman; PJ Harvey. Photo Prudence Upton; Mike Patton’s Mondo Cane. Photo Prudence Upton.

This page, clockwise from the top left: Babel. Photo Prudence Upton; Anatomy of an Afternoon. Photo Prudence Upton; Never Did Me Any Harm. Photo Jamie Williams; ‘Tis Pity She’s a Whore. Photo Prudence Upton; Beth Orton. Photo Prudence Upton.

Sydney Festival 2012 Review


Free Events Household Income 8%





5% 13%


20% 12% 18% 18%






$100 – 125K $125 – 150K $150 – 175K $175 – 200K > $200K


10% 45-54

< $25K $25 – 50K $50 – 75K $75 – 100K

Sydney Rest of NSW Interstate Overseas













Age Group

Ticketed Events Origin

Household Income

3% 5%




Age 30%



25% 15%


10% 86%


10% 20%


Sydney Festival 2012 Review

$100 – 125K $125 – 150K $150 – 175K $175 – 200K > $200K

5% 0


< $25K $25 – 50K $50 – 75K $75 – 100K


Sydney Rest of NSW Interstate Overseas




Age Group


Audience ProďŹ le Summary Sydney Festival conducted a visitor survey across a number of events, both ticketed and free, at the 2012 Festival. The survey was undertaken both online and in face-to-face interviews, yielding around 1,500 responses. 22% of attendees at the 2012 Festival described themselves as living outside of Sydney. The 25-34 age bracket is the most strongly represented for both free and ticketed events. While there is a difference in the household income between the free event program and ticket program, the majority of attendees has a household income of between $50,000 and $125,000. The factors inuencing attendance at Sydney Festival events include the quality of the artistic programming, the entertainment and fun derived from attending, and the uniqueness of the events.


97% 92% 91% Source: 2012 Sydney Festival Visitor Survey

of attendees would attend the event again in the future

of attendees thought that Sydney Festival enhances Sydney’s reputation as a cultural and arts destination

of attendees would recommend visitors come to Sydney to attend Sydney Festival events

Sydney Festival 2012 Review



Sydney Festival 2012 Review


New Projects Black Capital Black Capital was a ground-breaking and comprehensive contemporary festival program featuring events across a broad spectrum of genres, created by contemporary Indigenous artists with strong connections to, or living in, Sydney.

“This is an all-out explosion of dance and music, an invitation to all people to celebrate Indigenous people, to celebrate their reliance, power, culture.” Australian Stage  9 January 2012 Conceived by Festival Director Lindy Hume as a cornerstone of her final festival, and as a result of planning and relationship building from 2009 – 2011, Black Capital aimed to tell some of Sydney’s stories in a new way, from a perspective not broadly familiar to most non-Indigenous Sydneysiders. The program included Family & Culture Day, the opening event of Black Capital; the world premiere of the critically acclaimed I Am Eora, an epic and provocative story of Aboriginal Sydney directed by Wesley Enoch; the world premiere of Walk a Mile in My Shoes featuring some of Australia’s most dynamic Indigenous singers in a powerful collaboration with artists from New Zealand and Papua New Guinea; Travelling Colony, a major new artwork of dazzling hand-painted caravans by artist Brook Andrew; and 181 Regent St: Addressing Black Theatre, (Exhibition and Symposium) which under Creative Director Rhoda Roberts celebrated the legacy of the last 40 years of National Black Theatre. Black Capital was developed in partnership with Carriageworks, under the leadership of Lisa Havilah and in consultation with a specially formed Indigenous Advisory Group made up of key members of Sydney’s Indigenous arts and broader community. I Am Eora was made possible by the financial support of The Balnaves Foundation, Arts NSW and our Associate Producers. The project emerged as one of Sydney Festival’s most ambitious projects ever – in scale, scope and in its transformative potential and momentum. Commencing on January 8, with the major events taking place in the first week of Sydney Festival 2012, Black Capital saw the dynamic physical environment of Carriageworks in Redfern become a hub of activity with events, attracting more than 45,000 people. Opposite: I Am Eora. Photo Prudence Upton.

Sydney Festival 2012 Review


“We’ll look back on the Black Capital initiative as Lindy Hume’s Festival legacy and a critical moment in Sydney’s artistic and cultural life.” Diana Simmonds Stage Noise 

Opposite : I Am Eora. Photo Prudence Upton. This page clockwise from top left: Brook Andrew’s Travelling Colony. Photo Susannah Wimberley; Walk a Mile in My Shoes. Photo Jamie Williams; Black Capital Family & Culture Day. Next two photos Prudence Upton; 181 Regent St: Addressing Black Theatre Symposium. Photo Jamie Williams; I Am Eora. Photo Prudence Upton.

Sydney Festival 2012 Review


“We danced, laughed, ate and loved our city in summer.” Parramatta Advertiser 25 January 2012 

Sydney Festival Parramatta

Sydney Festival Parramatta commenced with Parra Opening

Party which filled streets and parks, and featured local, national and international artists. Highlights included Notting Hill Carnival DJ, Norman Jay and the spectacular aerial performance and projection of As The World Tipped on Church Street, while at the Old King’s School site, the evening started mellow with the Barefoot Divas, six Indigenous singers from Australia, New Zealand and Papua New

Sydney Festival 2012 Review

This spread: As The World Tipped, Parra Opening Party. Photo Prudence Upton.

In 2012 Sydney Festival, in partnership with Parramatta City Council and NSW Government, established the inaugural Sydney Festival Parramatta; a 10 day Festival of free and ticketed international and Australian theatre, music and film.


Guinea and finished with the high octane antics of the irrepressible Band of Gypsies. Parramatta Festival Garden also hosted its very own Spiegeltent, The Idolize, located in Prince Alfred Park. The Idolize was the go-to venue of the Festival, featuring the naughty burleque house show Briefs, and a stellar line up of contemporary music from Australian and international artists.

The ticketed program in Riverside Theatres featured some of the world’s best performers, from the kids’ favourites, The List Operators, to the virtuosic Tubular Bells for Two, while Carnival of Souls from New Zealand and La Putyka from the Czech Republic filled the big theatre with laughs, frights and gasps! The free program continued with the closing concert, a fabulous lineup of Australian talent on the Old

King’s School site. Up-and-comers Busby Marou set the mood for the iconic Kasey Chambers, while the evening came to an enthusiatic finish with the super-charged Dan Sultan and his 7-piece band. Not forgetting of course: The Sustainable Garden; Parra Ping Pong, Switch Digital Arts Centre (ICE), roving Wheelie Bin sound systems, Holly Throsby, Circus Monoxide and Shangaan Electro. Sydney Festival 2012 Review



Sydney Festival 2012 Review

This page, clockwise from the top left: Chelsie Preston Crayford, Carnival of Souls. Photo Jamie Williams; The Barefoot Divas. Photo Catherine McElhone; Dan Sultan. Photo Prudence Upton; Dan Sultan’s audience, Old King’s School Site. Photo Prudence Upton; Kasey Chambers. Photo Prudence Upton; Briefs. Photo Prudence Upton.

This page, clockwise from the top left: Parra Opening Party. Photo Prudence Upton; Fatoumata Diawara. Photo Prudence Upton; The Idolize Spiegeltent at Parra Opening Party. Photo Prudence Upton; FĂŠfĂŠ. Photo Jamie Williams; Parra Ping Pong at Festival Garden. Photo Prudence Upton; Parra Opening Party. Photo Prudence Upton.

Sydney Festival 2012 Review


STUDIO Projects Festival partnered with SBS’s Foxtel arts channel STUDIO in 3 ways:  The Australian Innovation Series (Supported by Zip Industries): 8 episodes featuring Lindy Hume in conversation with Australian artists who created new work. Screened on STUDIO and YouTube channels. 

Festival TV: a series of 27 episodes covering events across the Festival, such as Festival First Night, Nick Zinner’s 41 Strings and international dance work Babel.

Recorded for Broadcast: I Am Eora, Little Match Girl and Never Did Me Any Harm.

Festival Dashboard Sydney Festival, together with the University of Sydney, created an interactive hub to visualise Festival-generated data. Existing online and within venues, this project connected our audiences in a dynamic display of vibrant social media buzz. Audiences could find photos from the Festival App; follow crowd movements across the city; and find curious facts such as the number of artist visa applications processed, ice creams consumed and bike miles pedalled! Created by a team of interns from the University of Sydney together with Web Technologist Cameron Adams and Digital Strategy Consultant Ian Lyons, this innovative project has is a leading example of our pioneering work in the online space.


Sydney Festival 2012 Review

Sustainability This year Sydney Festival articulated a vision to be the most sustainable major performing arts festival in Australia. As one of the largest festivals in the world, the impact of resource consumption, waste creation, transportation and greenhouse gas emissions are considerable. With the assistance of sector specialists, Greenshoot PaciďŹ c, a full diagnosis of the 2012 Festival was completed. This analysis will enable the Festival to understand and minimise its impact on the environment. Long-term targets will be set to ensure compliance with the new international standard ISO 20121 Events Sustainability Management Systems.

To assist in achieving this goal, the Festival teamed up with Unilever, whose support as Sustainability Partner enabled the ďŹ rst important steps to be taken. With Unilever, the Festival also presented a lively and thoughtprovoking panel discussion with renowned international and national panellists, the topic Can Consumption Become Sustainable? addressed what organisations like Sydney Festival and Unilever, as well as individuals, can do to make economic growth and consumption sustainable.

This page, left: Can Consumption Become Sustainable? Photo Paul K Robbins, Monde Photo. Top right: Adam Spencer, Can Consumption Become Sustainable? Photo Paul K Robbins, Monde Photo. Bottom right: The Domain. Photo Dave Cheng.

Sydney Festival 2012 Review



Sydney Festival 2012 Review


Accessibility Accessibility is central to the Sydney Festival ethos. It is reflected in the commitment to free events, affordable ticket pricing policy and geographic reach with particular reference to the extension of activities to Western Sydney. Sydney Festival also has a comprehensive Disability Action Plan.

Free Events         

Festival First Night Summer Sounds in The Domain Symphony in The Domain Parra Opening Party Dan Sultan, Busby Marou with special guest Kasey Chambers Black Capital Family & Culture Day Brook Andrew’s Travelling Colony 181 Regent St Symposium Exhibitions

200,000 attendees 25,000 attendees 25,000 attendees 18,000 attendees 4,000 attendees 4,674 attendees 45,206 attendees 250 attendees 121,341 attendees

ANZ Tix for Next to Nix The ANZ Tix for Next to Nix is an important cornerstone of the Festival’s commitment to ticket affordability. Every day, for every show, tickets are available from the ANZ TFNTN booth for $25. In 2012, 3,258 tickets were sold at the Martin Place booth and the Parramatta venue box offices. Once again, a warm community spirit was developed between the Sydney Festival volunteers staffing the booths, the ANZ brand ambassadors ensuring the comfort of the waiting public and the lucky ticket buyers. Many die-hard fans arrived in the early hours of the morning to wait for the booth to open.

Opposite: Festival First Night 2012. Photo Daniel Boud. Overleaf: Manu Chao, Festival First Night 2012. Photo Julia Thomas.

Sydney Festival 2012 Review


“It’s the party that ate Sydney.” Sydney Morning Herald 7 January 2012 


Sydney Festival 2012 Review

Festival First Night 2012. Top left to right: Brook Andrew’s Travelling Colony. Photos Daniel Boud. Middle left to right: Tangle by Polyglot Theatre. Photo Prudence Upton; Norman Jay’s Good Times Bus. Photo Prudence Upton. Bottom left to right: Hyde Park. Photo Daniel Boud; Gurrumul. Photo Jamie Williams.

“Another crowd-pleasing Sydney Festival begins.” Australian Financial Review 9 January 2012 

Festival First Night 2012. Top: Norman Jay’s Good Times Bus. Photo Prudence Upton. Bottom left to right: Manu Chao’s audience. Photo Jamie Williams; Washington. Photo Prudence Upton.

Sydney Festival 2012 Review



Sydney Festival 2012 Review

Festival First Night 2012. Top: The Domain. Photo Prudence Upton. Bottom left to right: Brook Andrew’s Travelling Colony. Photo Dave Cheng; The List Operators. Photo Prudence Upton.

Access for People with Disabilities Sydney Festival welcomes all visitors and makes every effort to ensure events are accessible to all people. This principle is not predicated on legislative or regulatory requirements, but rather on the recognition that Sydney Festival is for everyone, regardless of accessibility needs. The Festival aims to offer the public clear and easily obtained information about accessibility at events and venues, undertake to make programmed events broadly accessible and ensure that booking procedures are equitable; make Festival-controlled and created venues as accessible as possible; and consult and cooperate with external organisations to maintain and improve standards. For the first time in its history, in 2012 Sydney Festival was proud to offer both Captioning for people who are deaf or hearing impaired and Audio Description for people who are blind or vision impaired on selected performances – an initiative we will continue to develop in future years.

“...a street carnival that takes over the city centre… the night on which the city really parties.” The Australian Festival First Night 9 January 2012 

Sydney Festival 2012 Review



Sydney Festival 2012 Review


Marketing, Communications & Digital Strategy Branding The 2012 look and feel was a bold demonstration of the Festival’s ability to transform the city. After photographing iconic Sydney landmarks, designers Churchward/Melhuish created a ‘mashed-up’ Sydney skyline, half-toned in hot pink. This style and colour palette was then carried through all campaign elements, creating a dynamic and recognisable visual identity for the 2012 campaign. The playful yellow balloon returned in 2012, continuing to represent the uplifting, joyful spirit that the Festival brings to our city each summer.

Campaign Elements The Festival’s marketing, communications and digital campaign was launched on October 31 and ran for three months. Campaign elements included: Printed Collateral and Distribution The Festival produced 350,000 Festival brochures and 330,000 additional pieces of print collateral including a brochure for ‘Sydney Festival Parramatta’ events, show flyers, postcards and posters. These were distributed via Sydney Festival’s mailing database, via distribution agencies, via partner channels and at appropriate venues. The Festival’s long-standing media partnership with News Limited produced a number of special supplements including the The Sunday Telegraph Guides, Sydney Festival Parramatta Best Weekend lift-out, Festival First Night lift-out and wrap and Domain Concert lift-outs. Additionally, Sydney Festival was the hero of the News Limited/ Destination NSW glossy Deluxe. 141,000 of these were inserted into The Weekend Australian in Brisbane, ACT and Melbourne markets on November 26. Press Advertising 

National newspaper: The Weekend Australian.

Major metropolitan newspapers: The Daily Telegraph, The Sunday Telegraph, The Sydney Morning Herald, The Sun-Herald and The Age in Victoria.

Local newspapers: Western Sydney (Parramatta Advertiser, Hills Shire Times, Blue Mountains Gazette, Northern District Times, Blacktown Advocate, Penrith Press, Northern District Times), Inner West Courier, Southern Courier and the Wentworth Courier.

Opposite: Design Churchward/Melhuish. Photography Jamie Williams.

Sydney Festival 2012 Review



Sydney Festival 2012 Review

Various print collateral from Sydney Festival 2012 Marketing Campaign. Photo Mary Simpson.

Street press: Drum Media, The Brag, Sydney Star Observer, SX, MX Sydney, Real Time Magazine and Central.

Magazines: Vice, Sydney University Magazine, Radius Magazine, Rhythms Magazine, Western Weekender, Tracker Magazine, Dance Australia, Art & Australia, TNT, Fast Thinking! and Limelight.

TV and Radio 

30-second TVC campaign on Channel 9 (Sydney, Melbourne and Brisbane) and STUDIO (nation-wide).

Range of on-air mentions, competitions and artist interviews on the ABC Radio network, FBi Radio, Nova 96.9FM, Koori Radio and SBS Radio.

Content Distribution and Broadcast 

ABC Radio National: Hope 2012, CANT, Eleanor Friedberger, Fatoumata Diawara, The Jolly Boys, Sam Amidon, Vintage Trouble, PJ Harvey, Walk a Mile in My Shoes, Washington.

FBi Radio: Amiina, CANT, Eleanor Friedberger, J Mascis, Julianna Barwick, Sam Amidon, Deerhoof, Dan Deacon & John Maus, Shabazz Palaces & Shangan Electro, Nouvelle Vague & Moriarty, Sons and Daughters, Stepkids, Tune Yards.

Moshcam (multi-platform content distributor): Amiina, Eleanor Friedberger, J Mascis, The Jolly Boys, Julianna Barwick, Vintage Trouble, Deerhoof, Dan Deacon & John Maus, Sons and Daughters, 41 Strings, PJ Harvey.

ABC Dig Radio’s Untidy Desk series: Beth Orton, AA Bondy.

NITV (National Indigenous Television): Walk A Mile in My Shoes.

STUDIO: See page 24.

Outdoor Advertising and Signage 

506 street flags in Sydney CBD and 102 street flags in Parramatta.

133 APN Outdoor advertising sites.

240 JCDecaux advertising sites.

2 external supersites plus digital displays and welcome banners at Arrivals in Sydney Airport.

125 Rova Media taxi backs from November to January.

180 Executive Channel office advertising spots in CBD and Parramatta.

Chalk stencilling campaign in Parramatta and University of Sydney.

High visibility branding in key Festival precincts complemented outdoor advertising: 

Information columns (triffids) in CBD and Parramatta.

Show specific and generic banner stands at venues.

Information and ANZ Tix for Next to Nix booths in Martin Place, Circular Quay and outside Parramatta Town Hall.

Sydney Festival 2012 Review



Sydney Festival 2012 Review

Top left to right: Circular Quay Information Booth. Photo Monde Photo; Street banners. Photo Jamie Williams. Middle left and centre: Seymour Centre billboard and entrance. Photos Paul K Robbins, Monde Photo. Middle right: Program Launch at Carriageworks. Bottom left to right: Swiss么tel window; Chalk stencil; Chuch Street Mall Parramatta. Photo Anthony Jones.

Digital Strategy Sydney Festival continued to lead the way within the cultural sector with its online activities: Sydney Festival Mobile In 2012 Sydney Festival developed a mobile optimised website to improve the user experience for the growing number of people accessing the site through mobile devices. iPhone and Android apps The Festival also created both iPhone and Android apps, made possible by sponsorship from Intel. These were designed to be highly interactive with geo-location, social sharing and integrated planner functionality allowing users to map out their 2012 Festival. We introduced gamification functionality into the app in the form of a treasure hunt, adding an extra layer of interactivity and fun. Website and Social Media In 2012 we further developed the integration between social media and the Festival website using Facebook Open Graph. Facebook and Twitter were the top two referrers to the Sydney Festival website. Key Statistics (2 Nov – 30 Jan) 

741,105 visits to the website

4,157,249 page views

26,017 app downloads

Facebook was top website referrer generating 48,071 visits

24,455 Twitter followers

20,863 Facebook fans

54,383 Buzz subscribers

International Marketing In 2012 Sydney Festival was promoted through Destination New South Wales’ campaigns in New Zealand and UK markets. Sydney Festival was hero event in DNSW’s 30 second TVC in New Zealand and interviews took place with Lindy Hume in December with media visiting Sydney from the UK and New Zealand.

This page: Selection of Sydney Festival’s Instagram photos.

Sydney Festival 2012 Review



Sydney Festival 2012 Review

Left: Selection of Tweets. Right: Festival App Supported by Intel (for iPhone and Android).

Sydney Festival 2012 Review



Sydney Festival 2012 Review

Top: Manu Chao and The Jolly Joys, Festival First Night 2012 Media Call. Photo Prudence Upton. Bottom: Times Square New York. Photo PR Newswire. Source: Media Monitors ASR Report 2012.

Publicity In 2011/12, the Publicity campaign was notably extended beyond the usual three-month period, beginning in June with an early announce of I Am Eora; one of the centrepieces of the 2012 program. This early visibility was supported by continued media activity in the lead-up to the program launch in late October, giving further exposure of the Festival brand, specific shows and new partners, as well as building expectation of the launch itself. 2012 saw a dramatic increase in radio coverage for the Festival, nearly doubling the 2011 figure to 2,134 articles. Radio coverage across all networks was extensive, from ABC local and national, commercial stations and community radio with interviews, opinion, news and talk-back. A highlight of radio coverage was ABC 702’s three-hour live broadcast from The Idolize Spiegeltent in Parramatta with Simon Marnie on Friday 13 January. Television had nearly 1000 local and syndicated reports with highlights being Walk A Mile in My Shoes on ABC 7.30, and with live crosses from Festival First Night on Channels 7, 9, 10 and ABC. STUDIO made a substantial impact with The Zip Australian Innovation Series (eight episodes), as well as 27 STVDIO Festival TV episodes broadcast on Foxtel throughout January. The campaign for print media built on past success, generating 850 articles in national press, including daily papers, monthly magazines, free street papers, regional papers and special interest media. Like 2011, The Sydney Morning Herald was the leading publication with 135 articles over the three-month period, followed by The Daily Telegraph with 115 articles. For the first time in 2012, the Festival commissioned a report for online coverage, with findings of 2,359 articles from Australian and international news sources (and some corporate sites). Leading sites were au, followed by, (also Fairfax) and Another first in 2012 was to engage PR Newswire, an international online distribution service targeting the US, UK and Asia. The custom-built portal for Sydney Festival allowed media to access text, images and video, with more than 350 downloads throughout January. PR Newswire also posted a Festival image on their Times Square billboard in New York, and the Fashion Show Mall in Las Vegas, at peak hour for a week in November, and again in January. Key Results 

6,301 Festival-related articles across print, radio, television and online

183,200,000 total accumulated audience/circulation

$22.8 million in advertising space rate value

Sydney Festival 2012 Review



Sydney Festival 2012 Review


Corporate Partnerships Thanks to the generosity and active involvement of a wide community of partners, Sydney Festival achieved a result of more than $8.4 million in cash and in-kind revenue. The Festival was honoured to welcome new prestigious sponsors to the family, including Keystone, Unilever, Sydney Airport, Jägermeister, Honda, Intel, McGuigan Wines, Skiddo, The Star, Ernst & Young, STUDIO, Toga Hospitality, Time Out Sydney, MoshCam, Braithwaite Steiner Pretty, PR Newswire, Executive Channel and China Southern Airlines as the Airline Partner. These new partnerships joined the existing highly valued Principal Sponsor Zip Industries, who celebrated their second year with Sydney Festival, featuring the Zip HydroTap Instant Boiling and Chilled Water taps as their hero product. Zip also used the Festival as an anchor for their promotion to Win a Zip HydroTap and The Australian Innovation Series. The Festival also acknowledges our valued Leadership Partners: ANZ, who wrapped the city in their iconic blue on Festival First Night; who alongside News Limited, The University of Sydney and Parramatta City Council generously and actively continued their support of Sydney Festival. Sydney Festival would also like to thank the supporting Strategic Partner Destination NSW and Major Partner Channel Nine for their ongoing support. A partnership with Sydney Festival in 2012 provided brand-alignment, high-value business beneďŹ ts and connection with audiences. Festival partners created strategic and dynamic brand launches, integrated activations and unique product demonstrations. Many partners leveraged their brands via promotions, associated festival channels, media and social media integration. In addition to this, partners engaged in unique and memorable hospitality opportunities for their customers, stakeholders and staff. Sydney Festival facilitated business to business (B2B) relationships via networking events and monthly Buzz eNewsletters, which kept partners up-to-date on relevant news from the Festival as well as providing B2B opportunities for their key messages. On behalf of audience members and artists, Sydney Festival thanks their partners for the crucial role they play.

Opposite: Zippy the Zip HydroTap, The Domain. Photo Paul K Robbins, Monde Photo.

Sydney Festival 2012 Review


Our Principal Supporters

Leadership Partners

Official Airline


Sydney Festival 2012 Review

Strategic Partner

Major Sponsor

Special Distinguished Sponsors

Sustainability Partner

Distinguished Sponsors

Star Sponsors

Contributors Avant Card BMF Cabcharge Coates Hire Datalicious Deepend Dimmi Eardrum ES Group Australia Flourish Flower Merchants Icebergs Dining Room and Bar Motorola Rental Direct The Nest Parramatta Eels Pureprofi le Rolling Stone Professional Partners Braithwaite Steiner Pretty DLA Piper Hapag-Lloyd AG

Holman Webb PR Newswire RDA Research Woolcott Research Restaurant Partners 8BROTHERS ARIA Restaurant Assiette Balla Bird Cow Fish Black by ezard Cafe Sydney Chophouse Concrete Blonde Cotton Duck Courtney’s Brasserie El Capo El-Phoenician Restaurant & Bar (Parramatta & Walsh Bay) Food Society glass brasserie, Hilton Sydney

Golden Century Icebergs Dining Room and Bar Kingsleys Steak & Crabhouse Meat & Wine Co Parramatta North Bondi Italian Food Ocean Room Opera Bar Port Bar & Restaurant Restaurant Atelier Rubyos Restaurant Sokyo Steel Bar and Grill Subsolo Spanish Restaurant and Bar Summit Restaurant & Bar The Commons The Victoria Room Wildfire Bar Partners Berta Restaurant and Bar Bungalow 8

Cargo Bar Cargo Lounge Corridor Gazebo Wine Garden Glenmore Rooftop Hotel Grandma’s Bar Green Room Lounge Hinky Dinks Jester Seeds Kit & Kaboodle Manly Wine Owl House Since I Left You Sugarmill The Australian Heritage Hotel The Commons theLoft The Passage 13B Cocktail Bar Café The Winery Sydney Festival 2012 Review



Top left to right: Zip’s free filtered chilled water activation, The Domain. Photo Dave Cheng; Zip HydroTap dispensing free filtered chilled water, The Domain. Photo Monde Photo. Middle left to right: James Squire Bar, Honda Festival Garden. Photo Paul K Robbins, Monde Photo; Tasmanian Rain water served at VIP Marquee, The Domain. Photo Paul K Robbins, Monde Photo; McGuigan Wine Bar, The Domain. Photo Monde Photo. Bottom left to right: University of Sydney Activation, Parra Opening Party. Photo Anthony Jones; The Sunday Telegraph Festival First Sydney Festival Night Guide, Hyde2012 Park.Review Photo Monde Photo; GenerationOne Activation, The Domain. Photo Monde Photo.

Top left to right: ANZ Customer Chill Out Zone, Festival First Night, Hyde Park Barracks. Photo Monde Photo; ANZ’s picnic blanket giveaway, The Domain. Photo Paul K Robbins, Monde Photo. Middle left to right: Skiddoo Activation, The Domain. Photo Paul K Robbins, Monde Photo; Streets Cornetto give away, Parra Opening Party. Photo Anthony Jones; Skiddoo competition to win a holiday, Honda Festival Garden. Photo Paul K Robbins, Monde Photo. Bottom left to right: China Southern Activation, The Domain. Photo Paul K Robbins, Monde Photo; Channel Nine News coverage of Festival First Night, Hyde Park. Photo: Prudence Upton. Sydney Festival 2012 Review



Top left to right: Keystone Festival Bar, Hyde Park Barracks. Photo Paul K Robbins, Monde Photo; Domain Fireworks seen from the Keystone Festival Bar, Hyde Park Barracks. Photo: Paul K Robbins, Monde Photo. Middle: Keystone Festival Bar. Photo Prudence Upton. Bottom left to right: Sydney Festival Signage, Sydney International Airport; City of Sydney Bike Parking Sydney Festival 2012 Review Activation, The Domain. Photo Monde Photo.

Top left to right: CRZ on display, Honda Festival Garden. Photo Paul K Robbins, Monde Photo; Honda Activation, Martin Place. Photo: Monde Photo. Middle: Honda Festival Garden. Photo Jamie Williams. Bottom left to right: Nick Zinner mixing at the J채germeister Hunting Lodge, Honda Festival Garden. Photo Dave Cheng; Enjoying a J채germeister and ginger beer at the J채germeister Hunting Lodge, Honda Festival Garden. Photo Paul K Robbins, Monde Photo. Sydney Festival 2012 Review



Sydney Festival 2012 Review


Philanthropy & Donations Sydney Festival built substantially on its Philanthropic program for the 2012 Festival.

Directors Circle This was the fourth year of the high level Directors Circle, which involves multiyear commitment and contributions of over $20,000 per annum. Membership is tailored for those individuals who value a deep personal connection with the vision of Sydney Festival.

Associate Producers The presentation of I Am Eora, an ambitious new Indigenous work, was a substantial financial undertaking. A project of this magnitude was only ever going to be possible with the support of many committed people. It was decided to create a network Associate Producers to realise this dream. Associate Producers of I Am Eora were given the opportunity to meet the artists and the creative team members, and to witness the birth of this unique and significant work. In addition to the Associate Producer financial support, I Am Eora also attracted substantial support from The Balnaves Foundation, as well as Arts NSW, Scully Fund and Nelson Meers Foundation.

General Donations The Festival introduced a donations program at Summer Sounds in The Domain and Symphony in The Domain. This program, I (Heart) Sydney Festival involved the Festival’s Volunteers and ANZ Volunteers inviting concert attendees to contribute a gold coin.

Bequest The Festival was a beneficiary of the estate of Ms Ida Gugger. Sydney Festival is a designated gift recipient and all donations are tax deductible. Please contact Sydney Festival for further information.

Opposite: I Am Eora. Photo Prudence Upton. This page: I (Heart) Sydney Festival Donation Campaign in The Domain. Photo Paul K Robbins, Monde Photo.

Sydney Festival 2012 Review



The Future

A note from Lieven Bertels Festival Director 2013-15

The privilege of witnessing Lindy’s last Festival was an unforgettable experience, at the same time humbling and invigorating. Humbling, because my insider view allowed me to watch Sydney Festival’s tremendous team make the event happen. What an honour to be working with them over the next three years. Being a shadow-director was also hugely invigorating: so many opportunities, with the city of Sydney such a great canvas to paint these opportunities on. There was a great vibe – from Hyde Park to Parramatta, from the most intimate recital in Chatswood to the wildest imaginable Latin-infused concert in Newtown. One of the most striking and unique features of Sydney Festival is the great sense of collective ownership among its audience. Sydneysiders and visitors alike are passionate and knowledgeable about their annual feast, and happily share their thoughts and ideas with us and with one another, whether over a post-performance drink in our Festival Garden in Hyde Park, between picnic baskets in The Domain, or online via social media such as Twitter, Facebook and the Festival website. Designing a festival, however, is also about bringing events to Sydney that our audience couldn’t even imagine. What makes us unique is the great fluidity the Festival has in taking over the city landscape with our annual summer party – our ability to go beyond the usual theatre and concert venues, and our family-friendly open-air events. With the help of our wonderful public, corporate partners and our stakeholders the NSW Government and the City of Sydney, we will continue to bring that special festival mojo to our city, making Sydney the most exciting place to spend your summer!

Lieven Bertels Festival Director


Sydney Festival 2012 Review

Above: Lieven Bertels. Photo Jamie Williams. Opposite: Parra Opening Party. Photo Prudence Upton.

Sydney Festival 2012 Review


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Sydney Festival 2012 Review

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