Manchester International Festival (MIF) 2011 was a resounding success, further building its global reputation and achieving an economic impact for the city of £37.6 million.
The findings are contained in a report to Manchester City Council’s Communities and Neighbourhoods Overview and Scrutiny Committee which will be presented next Tuesday based on a detailed evaluation report.
The report shows that the biennal MIF increased its ticket sales, participants and economic impact relative to 2009 despite the difficult economic climate.
This year’s MIF ran from 30 June to 17 July with highlights ranging from Bjork debuting her Biophilia show to the Punchdrunk’s interactive Doctor Who experience Crash of the Elysium. A third of the festival programme was free.
Headline figures include:
An independent study showed that the economic impact of this year’s festival was £37.6 million – compared with £35.7 million in 2009. Footfall and hotel occupancy also performed strongly.
More than 4,000 people took part in the 2011 MIF Creative programme – compared to 2,683 in 2009.
383 volunteers took part in the festival’s volunteer programme – a 16 per cent increase on 2009.
The festival raised £2.4 million in sponsorship, despite the demise of the North West Development Agency, with the Co-operative Group joining existing top tier sponsors PZ Cussons, NCP, Mint Hotel, Bruntwood and Manchester Airport Group.
Attendance at MIF 2011 went up four per cent – from 223,960 in 2009 to 231,598 in 2011.
Audience satisfaction was high, with 88 per cent of those surveyed saying that the festival helps make Manchester a world-class cultural city.
International attendance increased by 126 per cent – attracting bookings from 51 different countries, compared to 33 in 2009.
MIF’s global profile was underline by the fact it was able to pull together an impressive group of 14 international and national co-commissioners.
There was a 17 per cent increase in local, regional, national and international media coverage to £23.3 million.
There are strong grounds for confidence that MIF 2013 will be able to build on this platform. The council’s Executive will be asked when it meets on Wednesday 26 October to approve £2 million of support for the next festival, which will help lever in further private and public sector funding.
Councillor Mike Amesbury, Executive Member for Culture and Leisure, said: “Whichever way you look at it, this year’s festival was a resounding success and shows that the festival is going from strength to strength despite the prevailing difficult economic climate.
“It makes a major contribution to Manchester’s economic and cultural life, and is underlining the city’s international reputation.”
Alex Poots, Festival Director, said: ”We are very grateful to MCC for their unflagging support of the Festival. Their early and continued endorsement allows us to build relationships with other supporters and partners and has enabled the Festival to grow and flourish over three editions. We look forward to presenting ambitious new work to audiences from Manchester and beyond for many years to come.”