Exploration of event and festival market for South Wales Intercultural Community Arts (SWICA)

Abstract

Aim: Exploration of S.W.I.C.A and the UK Festival Market. The purpose of this study was to conduct a consultancy research project for South Wales Intercultural Community Arts (S.W.I.C.A). S.W.I.C.A is a non-profit, carnival arts and community based celebratory arts organisation based in Cardiff. The organisation's core values are accessibility to the arts, creating spectacle and community celebration. Following new product development and the drive for new income streams the project was developed to explore the potential for entrance into the UK festival market. The project was developed through a review of the literature and primary research methods. The research developed a case study including participant observation interviews and P.E.S.T analysis. The scope of the project was to investigate the festival market within the UK including environmental analysis and investigation on how S.W.I.C.A could enter this market. This included understanding the benefits and challenges. This analysis was presented in a SWOT analysis specific for S.W.I.C.A. The case study presented a positive opportunity for S.W.LC.A in the festival market. It concluded that the role of festivals are becoming more relevant and increasingly acknowledged as opportunity for tourism and cultural engagement. Festivals are also an important moment of community celebration and creation of 'sense of place'. These findings were developed into specific recommendations for the client S.W.I.C.A in light of both, these findings and the S.W.O.T analysis. Recommendations: Event production Element needs to be included in business plan. Focus on Festivals and Special Events in Wales. Develop Marketing. Clear product Portfolio.