Welborne Arts Festivals

Evaluation of the sixth
Welborne Arts Festival
10 and 11 June 2006

   The theme was
" Building bridges"

Summary

The total number of people at all the events of Welborne Arts Festival 2006 was around 900, more than ever before, and in spite of a clash with England’s first game in the World Cup. 
  Generous funding and sponsorship from local and national charities, local councils, the lottery and local businesses met the major costs of the festival. The festival raised income from advertising in the programme, sales of the programme, commission on sales of art and books, catering, sales of concert tickets.   
  As always, we asked for lessons learnt for the future and will use them in planning future festivals.

 

 

Attendance at the festival

The preview evening was very well attended by around 100 people. We were honoured that the Lord Lieutenant of Norfolk formally opened the festival. This was followed by a short concert by choral group, Songbyrd.  

[The Lord Lieutenant has now kindly agreed to be Patron of Welborne Arts Festival.]

Saturday daytime attendance was affected by the World Cup, at around 200 people, but Sunday daytime attendance was the highest ever, at over 360. Attendance at the two evening concerts was 54 at each.

Over 100 villagers were involved in some way, including organising, catering, stewarding, greeting, transport, flower arranging, car parking and over 30 people took part in the villagers visual art exhibition.

In addition, 140 children from four local schools (Barnham Broom, Garvestone, Mattishall and Yaxham) took part in the visual art project run for the festival by the Sainsbury Centre. 
 Chet Valley. 

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Achievement of our plans  

We delivered all planned activities, as follows:

• Our artist-in-residence, Pat Derrick, created a video of Welborne villagers growing and preparing food and this was shown in the church during the festival. She also performed at the festival. This joint South Norfolk Festivals Network project was organised by South Norfolk Council and Commissions East.
• The Sainsbury Centre for Visual Arts gave 140 pupils at four local schools, a day at the Sainsbury Centre followed by visual artists Sarah Florence and Jessica Perry working with the children at their schools. The work by the children was then displayed outside the church at the festival. 
• Sheringham Town Crier, Tony Nelson was at the festival all weekend, announcing events and very successfully encouraging people to move to the next activity.
• The Dereham Times, publicised and sponsored a children’s photography competition, donated prizes and published the winning entries. The winning entries, along with 10 other photos, will be included in a calendar to be sold in aid of the festival during autumn 2006
• Readings and book signing by three Norfolk-based authors: Patricia Duncker, Louis de Bernières and Michèle Roberts
• Wymondham Players performed two of their specially commissioned, short plays
• Dereham library brought their mobile library to the festival, storytelling for young children, promoted Bookstart and recruited new members for the library
• A daytime programme of music of all sorts - some in the church and some outside
• Two evening concerts in the church - on Saturday, Laurette Pope, harp, and Lowri Porter, violin and on Sunday, one of folk’s leading singer/guitar pickers, Eddie Walker from Middlesbrough.
• Inspiration in the church including the video by artist-in-residence, Pat Derrick, wonderful flower arrangements and writing by Dereham and District Writers Group, all on the festival theme of ‘Building Bridges’
• Visual art exhibitions by The Norwich Print Fair and North Norfolk Visual Artists Association
• A high quality exhibition of visual art by villagers from Welborne and surrounding villages
• The Grapevine Gallery from Norwich held ceramic painting workshops

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The following did not take place:
  

• The Grand Travelling Insect Circus Museum was touring in Germany

Outcomes

Each element of the festival had clearly stated outcomes, but with hindsight there were too many and, in any event, it would not be possible to demonstrate all of them without a great deal of research.   

A professional market research company carried out independent research at the festival for the South Norfolk Festivals’ Network. The results of this are not available at the time of writing. 

Funding 

We were successful in obtaining sufficient funding from:

National charity: Ernest Cook Trust (agreed that this grant can be carried forward to 2007)
Local charities: Norwich Town Close Estate Charity, John Jarrold Trust
Lottery funding: Awards for All
Local councils: South Norfolk Council, Norfolk County Council

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A festival of this scale and scope in our tiny village would not be possible without our funders.

NORWICH TOWN CLOSE ESTATE CHARITY

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One of our targets this year was increased sponsorship, so we were very pleased that Noel Alexander, the Mattishall estate agent, sponsored one of the concerts, took an advert in the programme and also sang at the festival! Diane Turner, Greentops Florist, sponsored the flowers in the church as well as advertising.
 
Ottakars supplied books for the book signings and gave us commission on sales. Dereham Times sponsored the children’s photography competition. Signed by Me gave us a 50% discount on some new, high quality, vinyl signs (giving directions to the festival and also on the festival site) and changes to existing signs. As in previous years, Builders Equipment loaned screens.

A big thank you to all our sponsors.

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Dereham Times

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Other local businesses contributed by paying for advertising in the festival programme. 

Partners

As the festival grows, so does the number and range of partners. This year saw new partners:

• The Grapevine Gallery, Norwich – ceramic painting workshops
• Dereham Library – mobile library, storytelling, promoting Bookstart
• The Norwich Print Fair - exhibition
• Sheringham Little Theatre - outreach

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Organisation

As the festival has expanded, so has the organising committee, which this year included Anna English, Bill English, Fred Elson, Victoria Langley, Tracy Shalom, David Tudball, Mike Webb. Each member of the committee put a great deal of time, effort, enthusiasm and commitment into the festival, which would not happen without them.

Behind the scenes, we had advice and support from:

• The South Norfolk Festivals Network (co-ordinated by Alistair Winch from Creative Arts East)
• Mari Martin and Mary Muir – Norfolk County Council Arts Service
• Anna McCarthy – Norfolk County Council Arts in Education
• Heidi Bellamy – South Norfolk Council
• Debbie Thompson, Sheringham Little Theatre

 

We again employed outside professionals: 

• Design and print - Andy Croft (advert and flyers) and Naked Marketing (posters and programme)
• Promotion services - Paul Dickson

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What went well, what didn’t go so well, what are the lessons for the future?

A wide range of people was asked to give feedback. There were so many helpful comments, all are included below. They are not in order of priority and, inevitably, there are some contradictions.

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What went well?

• A happy and busy two days with lots of smiling people! It was a super experience for so many.  
• Event was the best organised with the fullest, most varied programme so far.

• You guys could write the ‘bible’ on festivals. 
• This festival thrives because of its collaboration and partnerships (e.g. Sainsbury Centre, Norwich Print Fair, Creative Arts East etc).
• Good atmosphere - it had the feel of a 'whole village' event
• The weather
• The village hall looked lovely
• The security was excellent

The festival flyer was really well laid outThe collaborative work with the other festivals was a fantastic idea and the artwork looked good

• From the schools' point of view - excellent, committed artists - good quality work produced and attractively displayed. Sarah Florence and Jessica Perry were great with the children, had a natural rapport with them and a wonderful way of drawing out ideas. The end results looked fantastic.
• Very impressed with the children's entries to the photography competition.

The concerts were really memorable, the setting is lovely and the musicians were outstanding.Visitors really liked the artists’ demonstrations  The town crier was just what was needed. He was so equable and willing to repeat anything immediately when asked. People would leap up and go to the activities he announced

• The plays by the Wymondham Players
• The mobile library was successful, issued books, joined new members, gave away Bookstart packs and had story times for young children

The catering was very good. Where would we be without Eve and Dave Charles?  The Literature marquee worked very well, sited where it was - out of range of all but the loudest music. Anne and Heather, in charge of the books, were invaluable.The three writers were extremely pleasant people, did not in the least talk down to us (despite two being top UEA professors). They treated all questions and comments very professionally and judged their levels of exposition exactly right for the audience. The video installation in the church was excellent The flowers and poetry in the church were really interesting and certainly turned notions of flower festivals on their headThe 'previews' of the concerts was a great idea and must have had an impact on audiences for the evening concerts Signage was excellent - I know those AA signs cost a bit but they are worth the investment 

• The printmaking exhibition was excellent
• The mix of different disciplines was just right with literature, music and visual arts.
• Good support from villagers helping to run the festival
• Good Radio Norfolk coverage
• Clearing up after event well organised and supported
• Car parking well organised
• Lot of interest in watching the video in the church

What didn't go so well?

• Sent the festival flyers out too early at schools
• The opening was great, but should have started earlier and provided nibbles
• Opening would have been much more fun if the children had been involved and could have seen their work celebrated
• Songbyrd performance at the opening was great, but too long for that kind of occasion - 15 minutes would have been enough
• Library expected more families with young children so numbers for the story times were a little disappointing
• I didn't ‘get’ what the artist in residence was doing dressed up in the costume
• One of the three writers was followed immediately by the Wymondham Players - needing a rapid changeover
• Could have done with large print menu inside the village hall on a poster or blackboard
• Catering system could not cope with the press of people wanting refreshments at busy times
• Sandwiches ran out on Sunday but this happens even in restaurants
• The visual art labels are difficult to attach to the metal screens and look untidy
• The Grapevine workshops were expensive
• Not all gates in the lychgate opened on the Sunday 
• There is a problem for helpers with families at the end of the two days - they've got to take down, get the children fed and watered and then get ready for the 7.30 concert. Perhaps only adults without such commitments should stay to take down

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Lessons for the future

• Don't coincide with the World Cup!
• Lessons for the future are more about sustainability than festival content 
• Less planned elements of the festival to simplify and reduce the number of funding bids
• Reduce number of planned outcomes, but they should be measurable
• Hold festival a week later to make it less hectic for the schools and give another week after half term before the festival
• The website should be more clearly laid out with easy access to the festival
• Printed programme difficult to read – clearly distinguish adverts from copy
• Limit the programme to information about the festival – exclude event details and timings
• Provide a separate programme insert with all confirmed events and times listed chronologically
• Chronological programme of events displayed at festival 

• Need one person in control of each activity so that nothing gets missed

• One-way traffic system round the village?
• Need to think hard whether to try to attract teenagers and, if so, how

• More library activities targeted at pre-school, primary and secondary schools, adults

• If hold photographic competition again, the schools should get involved
• Limit target attendance to1000 - if it gets much bigger it may lose some of its charm  

• Food pricing too expensive for those with families - possibly need ‘family’ meal tickets

• May need a marquee to seat people for catering and the village hall used to handle food orders

• Need to find a second outlet point with ices and cold drinks somewhere near the church porch - this would help to avoid queues in the village hall where serving food and snacks
• Need a more flexible rota system so that people can be drafted from one duty area to another
• Need clear policy on free refreshments for helpers and how to handle it
• Villagers’ exhibition needs proper steward rota with table, badges, book, cash box and receipt book. If cards are sold, they must be overseen by steward
• Artists’ groups should provide a biography and photo of each artist
• Need a separate pedestrian entrance to Rectory Meadow
• Make a proper path from the church to the village hall
• Review whether church is the right place for all sorts of music (e.g. Eddie Walker maybe outside or in a marquee)
• Security man should not park in front of graveyard unless clearly a 'security' van
• Less obtrusive/low key security
• The board with timetable of events should be inside the lych gate
• Concerts start at 7.30 too tight for organisers to get back in the evening
• Sunday 4.30 take down - must have half an hour to get exhibits out of the way before taking screens down - real risk of damage
• Avoid flowers obstructing sight lines in the church
• If video projection in the church again should be on the wall to the right of the entrance
• Open the bar before (and after?) Concerts. We made £150 from intervals alone

• More advertising (large billboards) on side of road outside Mattishall and Welborne.

• Get more ‘big name’ musicians, storytellers, writers, painters involved in the festival

• Need more, free, things for children to do (e.g. clay/sand sculpturing, painting, musical instruments)

• Musical workshops for children, perhaps culminating in a concert
• Concert or other entertainment in marquees or the church in the week before the festival
• Writing competition
• Visual artists to work to a theme 
• Could perhaps expand the sculpture elements into the rest of the village with some sort of trail (a bit like the Bergh Apton sculpture trail or open gardens) 
• Possible visual artists groups e.g. Embroiders Guild, Norwich 20, Artworks, Norwich Art Circle
• Combine WAF with some old-fashioned village fete-type activities (e.g. bowling for a pig, coconut shies, knobbly knees competition, etc) to give more variety for wider range of people.
• Display of animals reared in village (e.g. lambs, long-horn cattle, etc)
• Recorded organ music in church as background.
  

Press coverage

Paul Dickson did very well for us and we had excellent press coverage this year. This included a two-page feature in the EDP Norfolk monthly glossy magazine before the festival and good coverage of our press releases, with images, before the festival in the Dereham Times and EDP Event. A good review with lots of photographs appeared in the Dereham Times but, rather strangely, in spite of a long interview with Steve Downes, not in the EDP. One of the concerts was reviewed in the EDP.

What next?

The 2006 festival was bigger in scale and wider in scope than in previous years. Our challenge is to continue to build on what we have achieved, while not over-stretching ourselves, or spoiling the village atmosphere of the occasion.

Planning for 2007 has already begun and the search for funding will begin shortly. Details will be published on the village website www.welborne.org.uk.
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