woodford folk festival by greg morrissey interview with chloe goodyear chloe goodyear is a programme...
Post on 29-Mar-2015
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Slide 2 Woodford Folk Festival By Greg Morrissey Slide 3 Interview with Chloe Goodyear Chloe Goodyear is a Programme Manager for Woodford Folk Festival (WFF) She works full-time with many others to construct the festival program. The following is an interview conducted with Chloe regarding specific areas of the Woodford Folk Festival operation with regards to the hospitality, tourism and event industry. Heres what Chloe had to say.... Slide 4 The Woodford Folk Festival Hello Chloe, thank you for your time. Approximately how many people are involved with the event development? Slide 5 The Woodford Folk Festival There is a small percentage of paid employees but the main contribution comes from our large contingent of volunteers whose numbers are near 3,000. Slide 6 The Woodford Folk Festival Do you utilise people from the local community? Do you utilise people from the local community? Slide 7 The Woodford Folk Festival Woodford is a very small town, its difficult, but we attempt to source locally when its practical and affordable. Weve had a relationship for years where local townsfolk billet some of our artists. Slide 8 The Woodford Folk Festival How difficult is it to coordinate the human resources, are project teams developed? Slide 9 The Woodford Folk Festival Yes. Department heads coordinate a number of unique areas, from traffic control to toilet cleaning, bars to stage management. Its a large task undertaken primarily by our Volunteers Manager, Karen McBride, along with 100 Department Heads who take responsibility for their own volunteer teams. Slide 10 The Woodford Folk Festival How much unique planning goes into each new festival or is last years model sufficient? Slide 11 The Woodford Folk Festival After 25 years there are some things that roll out but the festival will never be perfect so everything is reviewed. Were always learning and evolving. Slide 12 The Woodford Folk Festival Could you tell me a little bit about your target market? Slide 13 The Woodford Folk Festival However, we also have a strong commitment to servicing existing audiences and conforming to the charter of the Queensland Folk Federation, the WFFs producers. Its very broad. We develop the programme first with elements designed to attract a new audience based on previous years visitors surveys. Slide 14 The Woodford Folk Festival The folk festival must bring a large amount of tourists to the area. I have noted that Woodfords usual population is around 5000, to what degree does this expand during the festival? Slide 15 The Woodford Folk Festival There are some 120,000 people attending the Festival site over the 6 days of the event Slide 16 The Woodford Folk Festival Do you feel that both the WFF and the entire town are united in hosting the visitors attracted to Woodford during the festival? Slide 17 The Woodford Folk Festival Yes. The town has coped extremely well with such an influx of visitors and the majority are very supportive. Slide 18 The Woodford Folk Festival The host/guest relationship is known to be based on reciprocity which is bounded in the view of mutual exchange. I imagine your guests would expect from the festival and the region such experiences as music and other entertainment, decent food and drink, and other attractions associated with the district. They would further expect cleanliness, the ability to get to places, safety and comfort. Aside from financial remuneration, what is it that you - the WFF, expect from your guest? They would further expect cleanliness, the ability to get to places, safety and comfort. Aside from financial remuneration, what is it that you - the WFF, expect from your guest? Slide 19 The Woodford Folk Festival We expect them to be co-creators. The WFF needs the patron to dive into the programme and contribute with their energy, patience and goodwill. A sense of humour is also very handy. Slide 20 The Woodford Folk Festival And do they reciprocate in this way? Slide 21 The Woodford Folk Festival Yes, Woodford has a great community of volunteers, artists, stallholders, etc. Were putting the festival on to be enjoyed with our guests and they respond in kind. Slide 22 The Woodford Folk Festival With regards to reciprocity and the host-guest relationship being built on mutual respect, do you feel that the majority of the visitors to Woodford are sensitive to the concept? Slide 23 The Woodford Folk Festival Absolutely, and I think thats the key to the success that the festival has enjoyed, as well as the unique atmosphere. I am not sure where it comes from unless its truly that the festival has grown from a grass roots place, and because weve not undertaken huge marketing. It means that the reason people come to the festival is because their friends or family told them to, which helps to sustain the culture. Slide 24 The Woodford Folk Festival The host-guest relationship is known in marketing terms as relationship marketing. This basically states that the host delivers customer wants & needs on an ongoing basis in a reliable and uniform way, all whilst adapting to any changes in trends or preferences. The guest develops trust in the host and in return supplies loyalty, equating to return patronage. Slide 25 The Woodford Folk Festival Bill Hauritz, the WFF director states in an interview that near 70% of people arriving at the festival are return customers. So it appears that you are reliably delivering wants and needs on an ongoing basis. But, regarding the second part of my statement, is the WFF prepared for any changes in trends or preferences and ready to adapt to these? Slide 26 The Woodford Folk Festival Yes, the WFF are very conscious of these issues and endeavour to adjust wherever possible to stay ahead of the game. Slide 27 The Woodford Folk Festival From a personal viewpoint, how close do you believe Woodfords commercial concept of hospitality is similar to the social concept that occurs when hosting for friends at home? Slide 28 The Woodford Folk Festival I feel its quite similar because we aim for a feeling of welcomeness and familiarity. Slide 29 The Woodford Folk Festival Do you consider it a prerequisite of your position to have a natural motivation to want to be hospitable? Slide 30 The Woodford Folk Festival Yes. The festival provides a strong sense of place and we are the people charged with keeping the home fires burning. Slide 31 The Woodford Folk Festival What infrastructure have you been required to undertake since the inception of the festival? Slide 32 The Woodford Folk Festival It s been huge, a dam, vehicular and pedestrian roads, bridges, sewage, drainage, earthworks, amenities, etc. All at a cost of over $8m. The infrastructure and any developments on site have been designed to conform to government regulations and to enhance the beauty of the site. Slide 33 The Woodford Folk Festival There has been enormous effort in planting trees and transforming the site from dairy farm to parklands. What other environmental issues have required your attention? Slide 34 The Woodford Folk Festival The treatment plans for the water and sewage have lessened our carbon footprint. We also pay great attention to recycling and composting. Slide 35 The Woodford Folk Festival A supply chain links all of the elements in creating the Woodford tourism, hospitality and event experience. Have there been instances where a link in the chain (e.g. a performer, transport, goods) has been disrupted, causing the rest of the chain to be placed in jeopardy? Slide 36 The Woodford Folk Festival Of course were basically operating a city for the set-up, event and bump-out, and so were bound to experience some of the elements a huge group of people would experience anywhere. Our supply chain is always changing and never perfect. Of course were basically operating a city for the set-up, event and bump-out, and so were bound to experience some of the elements a huge group of people would experience anywhere. Our supply chain is always changing and never perfect. Slide 37 The Woodford Folk Festival And you adapt to these inevitable breaks? Slide 38 The Woodford Folk Festival Yes, we adapt on the fly. Its one thing were good at. Slide 39 The Woodford Folk Festival With regard to the organisation of your event have WFF been impacted by legislative and regulatory controls? Slide 40 The Woodford Folk Festival Yes, the permits required to hold a festival on the land were contentious at one time. The festival is held in a rural area and was not zoned for events. However, local, state and federal governments have been excellent in supporting us to work through the real issues around the festivals presence in the area. Slide 41 The Woodford Folk Festival Are you impacted by competition? Slide 42 The Woodford Folk Festival The festival landscape has changed dramatically over the last 25 years and we are conscious of competition. The challenge is to keep our eye on the festivals core business and try to continue to do that as well as possible, refining our product if you like. Slide 43 The Woodford Folk Festival And finally, I note in a Youtube clip, Ernie Dingo, whilst on one of the WFF stages, asking the crowd if they had ever been to a festival where it hadnt rained?Youtube Jokingly reiterating to the affirmative responses, liars! How great an impact is the environmental climate the festival operates in? And finally, I note in a Youtube clip, Ernie Dingo, whilst on one of the WFF stages, asking the crowd if they had ever been to a festival where it hadnt rained?Youtube Jokingly reiterating to the affirmative responses, liars! How great an impact is the environmental climate the festival operates in? Slide 44 The Woodford Folk Festival This is probably our biggest issue Summer is challenging to an outdoor festival - rain or shine. Slide 45 The Woodford Folk Festival Thanks again Chloe for your time!