An exploration of the components of relational bonds to an arts festival brand

This research investigates the nature of the bonds that consumers form with a brand that provides highly uncertain outcomes, and is only available intermittently. The research model draws upon elements of Keller’s (2001) conceptualisation of brand resonance, and extends McAlexander, Kim, and Roberts’ (2003), and Muniz and O’Guinn’s (2001) brand community construct, testing these in an atypical service environment. Qualitative research suggested the need for a broader view of the bond formed in these circumstances, specifically one comprising measures of anticipation of usage, social attraction, commitment, loyalty, and trust. This paper reports on analysis undertaken to develop such a construct, which has been labelled “brand affinity”. Tests for discriminant validity suggest that the brand affinity construct is a distinct construct that can be used to measure consumer attitudes toward a highly uncertain, intermittently available product.

The 10th Greek Festival of Sydney : a stakeholder analysis

In response to the demand for the adoption of a corporate culture by not-for-profit festivals, festival organizations increasingly identify strategic planning process and stakeholder management as crucial components for successful events. The purpose of this article is to present a framework developed for categorizing ethnic festivals stakeholders from a functional role (i.e., marketing, administration, and production) and an ethnic origin (i.e., Greek, Greek-Australian, and non-Greek origin) orientated perspective. The proposed framework was developed and applied to the 20th Greek Festival of Sydney (GFS), which was held in 2002, by identifying, categorizing, and examining the role of its stakeholders in the management and delivery of the event. The identification of the type of stakeholders, the ways they influence the GFS organization, and the strategic implications that derived from their involvement are addressed. The methodology utilized to develop the stakeholder framework was qualitative in nature. It combined triangulated data that derived from a number of interviews with representatives from the GFS administration, participant observations, and content analysis of internal documents and reports. The GFS stakeholder analysis offered an understanding of the several marketing-, administration-, and production-related strategic implications to the organization and running of the festival, such as the impact on its content, participants, and future development. The proposed framework derives from the GFS case study, yet it has the potential to be used for the examination of stakeholders' strategic implications to other ethnic festivals.

Mentoring volunteer festival managers : evaluation of a pilot scheme in regional Australia

Festival managers in regional locations often have limited access to didactic experiences in their field. As such, developing strategies that enhance the skills of festival management in regional locations can be challenging. This paper, set within the context of the Australian regional arts festival sector, evaluates a pilot mentoring scheme developed by Regional Arts Victoria and Arts Victoria to assist volunteer festival managers to enhance the management, and focus the artistic direction, of their festivals. The results of the evaluation, based on six case studies, indicate that mentoring is highly suited to this scenario. Recommendations are made with regard to the future application of mentoring within this context, particularly in relation to communication and formalisation.

Thaipusam in Malaysia : a Hindu festival misunderstood?

[No Abstract]

Study of an Australian rural music festival

A social and cultural study of the development of the Port Fairy Folk Festival within the context of the current revival of folk music in Australia. The folk music movement is a social and cultural phenomenon, as well as a musical event.

Oddsocks at the Melbourne Fringe Festival : a methods paper for using an arts installation in promoting public health

Installation art involves using everyday objects and spaces in an unusual way to gain attention and encourage interaction. While arts-based projects have the ability to inform and provoke interest, few have focused on public health. Oddsocks was conceived as a public health installation as part of the annual Melbourne Fringe Festival, with a primary aim to raise awareness concerning the importance of exercise and foot health. Promoting such underserved public health issues creates specific challenges which have been typically under-reported. This methods paper focuses on how these challenges can be met through arts-based initiatives and arts-based inquiry.

Revelation International Film Festival (11th : 2008 : Perth, WA.)

Machinima revelations presents cutting-edge machinima experiments from around the world. Machinima is filmaking by combining the techniques of filmaking, animation production and the technology of real-time 3D game technologies.  Machinima Revelations curator Dr Leon Marvell from Deakin University presented cutting-edge machinima experiments from around the world and Australia, including the award-winning feature-length machinima, Stolen Life by Australian pioneer Peter Rasmussen

Valuing participation : artists and the Adelaide fringe festival

Based on interviews and focus group discussions with participating artists in the 2009 Adelaide Fringe Festival, this paper is an interrogation of one aspect of the cultural value of the festival in terms of the benefits it delivers to one of its key constituent communities. The evaluation of special events has tended to focus on measuring the economic benefits that festivals can deliver to local economies. However, scant attention has been paid to the indirect impacts of arts events on communities and in particular to the impacts felt by the artists who participate. The Fringe festival plays a critical role as a facilitator of new work dedicated to creating opportunities for artists to practice their craft. Our research findings suggest that the stated goals of the Fringe – to provide a multi-artform and inclusive platform for the presentation of art works through the provision of resources and other services to artists – are largely being met, and that participating artists report a high degree of satisfaction with the work of the organisation. In terms of impact, the research finds that artists see themselves as the beneficiaries of a number of positive short-term outcomes resulting from their participation in the festival. We call for further longitudinal study to address the potential long-term career development impacts of festival participation for artists.

Every day's a festival!

Despite their ubiquity and cultural prominence, the academic study of arts festivals has long been neglected. The burgeoning festivals industry is, however, firmly embedded in both the arts funding and weekly calendar of European cities, and there is no doubt that festivals are fast becoming a defining feature of urban life in the twenty-first century. Understanding their nature and their potential impact is now more pressing than ever before. The contributors to this volume explore the modern urban festival and the difference it makes to the experience and management of diversity in the city. Their research reveals an unsettling coupling of the celebration of local diversity with institutional amnesia, in which the memory of a festival hardly ever outlasts its funding. This book documents a key phenomenon of our time, the supplanting of community-based remembering with the repetitive structures of events whose historic and interpretative depth is lost amid a spiraling velocity of "festivalization."

Sacred time after emigration : a study of the Holy Mother Festival in Zavoj

In Zavoj, a mountainous village in the Republic of Macedonia, the Day of the Holy Mother is the most significant day in the village's ritual calendar. The Day of the Holy Mother, like other holy days associated with saints, is a religious festival in the Eastern Orthodox liturgical calendar; and Zavoj, like other villages, identifies with a particular holy day, in this case that of the Holy Mother. Festival is historically and etymologically linked to feast, a celebration in honour of gods, and the Day of the Holy Mother, like the two principal feasts in the Christian calendar, the Feast of Nativity of our Lord (Christmas) and the Feast of Resurrection (Easter), is a religious celebration that includes a feast in honour of the saint, traditionally as a breaking of a fast. Importantly, many Zavoj emigrants return to the village for the festival on the Day of the Holy Mother. Over recent years both village and the festival have been transformed, due to large and continuing emigration and the demise of the resident peasant generation. This chapter will examine the changes in the festival, comparing that of 1988, when the village was inhabited, with that of 2007, when there were only a few people resident and by which time many of the peasant generation had passed on. As a result of emigration the village is emptied of its inhabitants, yet it remains the site of, and destination for, the continuity of the annual festival.