10 th air jamaica jazz and blues festival report 2007 january 23-27, 2007, rose hall, montego bay
TRANSCRIPT
• The main objectives of this survey
were to determine;
– if overseas patrons at the event are
coming to Jamaica specifically for
the event.
– the level of satisfaction of all
attendees to this event.
Demographics- VisitorsCountry of residence• The visitors for Air Jamaica Jazz and Blues Festival were
primarily from the:– USA (79%)– Canada (7%)– UK (8%)– and other countries (5%)
• The visitors from the USA were broken down by regions. 42% of the USA visitors were from the South and Northern regions respectively.
Gender• 70% of the visitors were females and 30% males.Age• The majority (51%) of the persons attending this year’s Jazz
were aged 35- 49. Another (21%) were in the age group 50-64 years.
Parish• (42%) of the Jamaicans who attended Jazz were from
Kingston and St. Andrew. Another (23%) were from St. James. These were the regions that had the highest number of attendees in 2006.
Gender• The majority of the patrons who attended Jazz were females
(72%) And (28%) of patrons were males.
Age• As in 2006 the highest number of the patrons attending
Jazz were between the ages of 25 – 49 years (76%). In 2007, (61%) were in this age group.
Demographics- Jamaicans
Is this your first visit to Jamaica?- Visitors
20
79
1
20
5
75
0
10
20
30
40
50
60
70
80
90
yes no not stated
%
2006 2007
• The majority (75%) of the persons interviewed at Jazz 2007 were repeat visitors to Jamaica. This a marginal decrease of 4% compared to 2006. First time visitors represented 20% of the respondents.
n=502
Is this the first time your attending Jazz- Visitors
5046
33
27
70
0
10
20
30
40
50
60
70
80
yes no not stated
%
2006 2007
The repeat visitors to Jamaica were asked if it was the first time they were attending Jazz festival. 50% stated that it was their first time attending the festival. This is 28.6% down from 2006 survey. Repeat visitors to the festival represented 46% of those interviewed. This is an increase of 70.4% compared to 2006.
n=377
n=502
Is this the first time your attending Jazz -Jamaicans
70
27
3 5
65
30
0
10
20
30
40
50
60
70
80
yes no not stated
%
2006 2007
There were more repeat visitors than first time visitors to the festival in 2007. Repeat visit was (65%) of attendees to Jazz and 30 % indicated that it was their first time attending Jazz.
n=251
Do you think the festival has improved?-Visitors
46
39
15
8
18
74
0
10
20
30
40
50
60
70
80
yes no not stated
%
2006 2007
46% of the repeat attendees to the festival thought the festival had improved. While 39% stated that they did not think the festival had improved.
n=175
Do you think the festival has improved?- Jamaicans
64
15
2123
17
60
0
10
20
30
40
50
60
70
yes no not stated
%
2006 2007
The majority (60%) stated that they thought the festival had improved while 17% on the other hand stated that they have seen no improvement in the festival.
n=165
Did you come to Jamaica specifically for Jazz?
71
28
21
16
83
0
10
20
30
40
50
60
70
80
90
yes No Not stated
%
2006 2007
The majority(71%) of the visitors indicated that they came to Jamaica specifically for Jazz, while 28% did not.
Factors that influenced attendance
11
18
47
19
8
22
5
139
49
0
10
20
30
40
50
60
The line up of theperfomers
it coincided withthe time of my
vacation
location of Jazzfestival
other not stated
%
2006 2007
The primary factor that influenced attendance to the festival was the line up of the performers (47%). This was the same factor that influenced close to 50% of the visitors in 2006. The coincidence of the festival and the time of their vacation influenced 19% of the visitors.
What factors influenced you to attend this year? -Jamaicans
70
2
1116
2
25
225
66
0
10
20
30
40
50
60
70
80
The line up of theperformers
it coincided withthe time of my
vacation
Location of JazzFestival
Other Not stated
%
2006 2007
The line up of performers was the primary factor that influenced the Jamaicans to attend this year’s Jazz and Blues Festival.
How did you learn about the festival
1
8
13
4
6
13
49
2
6
0.4
4
4
5
5
7
18
47
1
4
1
0 10 20 30 40 50 60
not stated
other
in flight video
Magazine/ Newspaper
Radio
Travel professional
JTB
TV
Internet
Friends/ relatives
%2006 2007
The visitors learned about the festival through various media. The primary medium through which they learned about the festival was through friends/ relatives (47%). The internet has increased it’s influenced moving from 13% of it’s share in 2006 to 18% in 2007.
n=501
How did you learn about the festival?-Jamaicans
28
18 18
12
9
53
5
01
11
87
21
5
1
15
22
32
0
5
10
15
20
25
30
35
TV Friends/relatives Radio Tabloids In flight video Internet TravelProfessional
JTB Other not stated
%
2006 2007
Television (32%) was the top medium through which Jamaicans learnt about the festival in 2007. This was followed by friends or relatives (22%) and radio (15%). These were the top three media through which patrons learned about the festival in 2006.
n=251
Overall, how do you rate this year’s Air Jamaica Jazz Festival
2 3 3
17
36
27
11
3
7
16
4039
0
5
10
15
20
25
30
35
40
45
Excellent Very good good fair poor not stated
%
2006 2007
The total of80% of the respondents gave Jazz an overall rating of excellent to good. It was given an excellent rating by 17%, a very good rating by 36% and a good rating by 27% of the visitors. In comparison to the 2006 festivals, an overwhelming majority (95%) of the visitors gave the Jazz festival an excellent to good rating.
Overall, how do you rate this year’s Air Jamaica Jazz Festival
23
41
24
4
0
9
5
2
15
3032
16
0
5
10
15
20
25
30
35
40
45
Excellent Very Good Good Fair Poor Not stated
%
2006 2007
Overall this year’s Jazz festival received favorable ratings from the Jamaican patrons. The majority 78% gave it an excellent to good rating. Compared to the 2006 festival 88% gave the Jazz festival an excellent to good rating.
n=251
Are you interested in attending another Air Jamaica Jazz Festival
1 0
48
32
14
4 27
24
68
0
10
20
30
40
50
60
70
80
very interested interested somewhatinterested
not at allinterested
not stated
%
2006 2007
48% of the respondents indicated there are very interested in attending another Air Jamaica Jazz Festival. Another 32% indicated that they were interested, 14% were somewhat interested and 4% were not at all interested. In 2006, more respondents indicated that they were very interested in attending another Air Jamaica Jazz Festival. This high percentage of very interested in 2006 could be a factor that resulted in the high percentage of repeat visitors in 2007.
n=499
Are you interested in attending another Air Jamaica Jazz
75
18
6
0 11 37
35
53
0
10
20
30
40
50
60
70
80
Very interested interested somewhatinterested
not at allinterested
not stated
%
2006 2007
53% indicated that they were very interested and 35% were interested in attending another Air Jamaica Jazz Festival. In 2006 an overwhelming majority (75%) stated that they were very interested in attending another Air Jamaica Jazz Festival. Again this high percentage of very interested persons in 2006 could be a factor that resulted in the high percentage of repeat attendees in 2007.
n=251
• Music/artiste• “I love music”• “line – up of artiste”• “I enjoy live jazz
music”• “I like the genre of
music showcased”• “it is very
entertaining”
Reason for interested or disinterest in attending another Air Jamaica Jazz
Venue• “spacious location”• “fabulous venue”Overall• “always coming to
jazz”• “always have a
good/great/enjoyable time”
• Persons who were interested in attending the next Jazz festival cited the following reasons.-
Overall
• Atmosphere usually good
• Its always a pleasure
• Calendar of things to do each year
• It’s different from what we are use to
• Entertaining , clean fun
Reason for interested or disinterest in attending another Air Jamaica Jazz
• Professional event
• It keeps getting better
• Just love outdoor music
festival
• Support things that
highlight Jamaica
• The ambience is
excellent
Music/ artiste• Too much repeat
artiste and reggae artiste
• Poor line up, omit reggae and hip hop
• Need some different artiste”
• Persons who were disinterested in attending the next Jazz festival cited the following reasons.-
Venue/Parking• Don’t like the venue• Awful parking• Traffic was terrible
Overall• It’s too expensive
How would you rate this year’s line-up of performers- Visitors
31 0
14
35
31
11
35
18
35
43
0
5
10
15
20
25
30
35
40
45
50
Excellent Very Good Good Fair Poor Not stated
%
2006 2007
35% of the visitors gave this years line- up of performers a very good rating, while 31% gave it a good rating . A much smaller number gave it an excellent rating 14% compared to 43% in 2006.
How would you rate this year’s line-up of performers- Jamaicans
30
42
21
6
1 0
7
3
6
35
28
21
0
5
10
15
20
25
30
35
40
45
Excellent Very good Good Fair Poor Not stated
%
2006 2007
The 2007 line-up of performers were given an excellent to good rating by the majority (84%) of the Jamaican patrons. Overall more patrons in 2006 (93%) gave the line-up of the performers a more favorable rating than those in 2007.
n=251
Would you recommend the next Air Jamaica Jazz festival to family or friends- Visitors
1 3
68
24
3 2 21
16
79
0
10
20
30
40
50
60
70
80
90
Definitelyrecommend
probalyrecommend
probaly notrecommend
definitelyrecommend
not stated
%
2006 2007
The majority (68%) of the visitors stated that they would definitely recommend the next Air Jamaica Jazz Festival to family or friends.
n=499
Would you recommend the next Air Jamaica Jazz festival to family or friends- Jamaicans
89
7
0 14
14
1
13
83
0
10
20
30
40
50
60
70
80
90
100
Definitelyrecommend it
Probablyrecommend it
probaly notrecommend it
definitely notrecommenfd it
not stated
%
2006 2007
An overwhelming majority (83%) of the Jamaican who attended Jazz in 2007 indicated that they would definitely recommend the next Air Jamaica Jazz Festival to family or friends.
n=251
Expenditure- visitors
Distribution of Expenditure of visitors %
Accommodation 32.3
Food and beverage outside of accommodation 10.8
Transportation 8.4
Shopping 10.6
Miscellaneous Expenses 5.7
Expense at jazz 32.1
Total 100
Average expenditure per person per night is US$187
Average length of stay was 5 nights
• The Jamaican who attended Jazz were asked how much altogether they spent for Air Jamaica Jazz and Blues the cost quoted included accommodation, transportation, food and beverage etc.
• The average spent by those persons interviewed was JA $665.75. This cost did not include cost of tickets .
Expenditure/ Statistics- Jamaicans
Characteristics Averages
Average number of nights spent at the event
2
Size of party 3
Average spent per person per night excluding the cost of tickets
J$665.75
Positive• The event was viewed as being –
• Good/Excellent/Wonderful/Terrific• Had a good time• Enjoyed myself• Gets better every year
Comments- Visitors
Negative• Problems associated with transport to and from venue
• Poor parking facilities
• Control patrons from blocking aisles
• Too long set changes between acts
• Dance hall artistes not appropriate for Jazz & Blues
• 2006 line-up of performers were better
• Poor bathroom facilities
• Food too expensive
• Venue not prepared for crowd
• Festival ended too late at night
Comments- Visitors
Recommendations
• Improvement on transportation to and from
venue
• Better line-up or artistes
• Better bathroom facilities and lighting
• Provide seating
• Reduce food prices
Positives
The event was viewed as being –
• A very good event
• Keep bringing more of the same
• Excellent management of event
• Layout is great
• New location is much better, easy access to
booths
Comments- Jamaicans
Negatives
• Bathroom facilities were not organized properly
• Car park must be better prepared
• Artistes line-up not so good
• Band changes too long
• Food costs are abnormally high
• Food much too expensive
• Have more Jazz headliners
• It is too expensive and does not cater solely to Jazz lovers
• Better seating arrangements
Comments- Jamaicans