New research released this week shows increased audience satisfaction at Hay Festival 2018, following a record-breaking year.
Hay Festival 2018 took place 24 May-3 June as readers from around the world were joined by 700 of the greatest writers, global policy makers, pioneers and innovators in 800 events across 11 days.
They showcased the latest ideas in the arts, sciences and current affairs, alongside a rich schedule of music, comedy and entertainment for all ages.
Published in the festival’s annual report, the survey by QRS Research shows a Net Promoter Score (NPS) of 77% for the festival. Attendees also gave an average satisfaction score of 8.6/10.
Sponsors and festival partners enjoyed positive brand perception as a result of the affiliation. 57% of those surveyed felt more positive to companies that sponsored Hay Festival, while 1 in 4 said they learnt more about the sponsors as a result of their participation. Partners enjoyed up to 90% brand awareness and 15% direct engagement in cases.
The festival’s local economic impact continued to rise. Analysing visitor spend within a 30-minute drive from the festival site revealed a local economic impact of more than £70m in the past three years, generating £25.8m for the area in 2018 alone, up 26% on 2016.
The numbers cap a record-breaking year for the festival. Ticket sales increased to 273,000 (up 18,000 on 2017), with attendees from over 40 countries, from Afghanistan to Venezuela.
Maggie Kerr, development director of Hay Festival, said: “For 31 years Hay Festival has brought writers and readers together to examine the world as it is and imagine it as it might be in events here and around the world. Today’s report shows the strength in our global brand and the impactful benefits offered to our festival sponsors and partners, without whom we couldn’t do what we love. Roll on 2019.”