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Promoting Sunderland as a music venue
destination and investigating attendee and host
motivations
Catherine Mercer
Ba Honours Events Management
University of Sunderland
2
Standard Declaration
“No component of the work referred to in this report has been submitted in
support of any application for another qualification, for this or any other
University or institute of learning.”
3
Acknowledgements
Firstly, I would like to thank Ali Abdallah for your feedback and support
during this final year which is greatly appreciated. Your knowledge of tourism
was of great assistance.
Secondly, I would like to thank John Probyn, Tim Mcwilliams, Live Nation
and its associated divisions for taking the time to take Sunderland on board as
a music venue destination. Your support with this major project has been of
value.
Thirdly, I would like to thank some ex-colleagues at Showsec International
Ltd. for coming to us with the idea of looking at new markets outside its
normal catchment areas. Your growth ideas were useful in the early stages of
this project.
Fourthly, I would like to thank some ex-colleaugues from SMG Europe for
your feedback for ideas to look at this project from a North East Regional
perspective. A special thanks is dedicated to Mike Cowley for assisting me as
to where to look for the economic research.
Fifthly, I would like to thank my other industry colleagues, Mick Upton, Carl
A.H. Martin, Barrie Marshall, Junior Wood and many more for sharing your
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industry experience with me throughout this major project. It has been a
wonderful experience.
Sixthly, I would like to thank my family for supporting me throughout this
year, your support has been exceptional
I would also like to thank the music event attendees and Event Industry
Interviwees for agreeing to help me with my major project and share your
experiences of events
Lastly, I would like to thank my friends who work for other events industry
companies for sharing your knowledge and experience with me. It has been
widely appreciated.
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Abstract
Sunderland has started to host major music events in the last four years which
started with SJM Concerts, Marshall Arts and then Anschutz Entertainment
Group. These music events have Included Take-That, Coldplay, Kings of
Leon, Oasis, Pink, Bruce Springsteen and Rihanna in 2013 at the Stadium of
Light.
This major project is to promote Sunderland as a music venue destination and
investigate attendee and host motivations for attending and investing in events
from the host destinations perspective. The researcher tried to achieve the
promotion of Sunderland as a music venue destination to a major music
promoter who would normally hold major music events in mainly catchment
areas like London, Birmingham, Manchester and Glasgow but also to find out
why the local residents attended music events. The researcher also wanted to
find out if the local authority would invest in any future event related
infrastructure.
While undertaking the major project research dissertation the researcher found
that most of the primary data was similar to the secondary data already written
on attendee and host motivations, while on the contrary, the researcher found
that there were areas for improvement with the host authority. While the
researcher was undertaking the research, some of the respondents did state that
Sunderland was not attractive as Newcastle or South Shields in terms of
employment opportunities for the younger generation. There also seemed to be
criticism of Sunderland City Councils lack of investment within the city and
some of the respondent’s event cited the former Vaux site not being turned
into the new Tesco Superstore location which is now in the Wheatsheaf area of
the city. One respondent even goes on to argue that the city council have let
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the Crow Wood Leisure Centre go into decline. Most respondents did feel that
they would like to see some investment in infrastructure whether it be an
Arena or an O2 Academy but, a few of them questioned who would invest in it
and where could they build one.
The significance of these findings is that this research could help the City
Council look at its event plans for the future in terms of changing their local
resident’s opinions of them. It could also help to attract new investment for
infrastructure for future events as well as attracting new businesses to the area.
The overall aim of the major project was to promote Sunderland as a music
venue to a major music event promoter and produce. The objective of this
major project was to investigate attendee and host motivations using
secondary research which looked at the development of tourism utilising a
case study of Sheffield during the 1980’s, what culture is based on, British
Post War Period, a study on Displaced Masculinities, Chavs, Youths, and
Class in the Post Industrial City and De-Industrialization, Working Class Boys
caught in the uncertain transition period and then a new government at the end
of the 1990’s.
It also looks at what an event is defined as, the driving force behind events,
further benefits mentioned, the different relationships in the marketing of
events and the attraction of events to customers, how events are used, music
events and attendee motivations or going to events, music events and
community development about how to involve the local residents, what the
Local Authority offers and further analysis of what to do next to make
improvements. The next section is on music events and cultural impacts which
looks at what a cultural tourist is, the tourist experience and what they want to
see, core cultural products, the type of market segment for different cultural
tourists, a case study on Rotterdam’s Cultural Product Offerings and what
people thought about it. There is also a mention for Manchester and Sheffield
as examples of areas in decline and their reasons for moving into events.
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The next section talks about music events and host motivations for hosting
events which includes incentives to event organizations like offering reduced
taxes, using events to try an increase visitor expenditure, image enhancement,
also political reasons, attractive opportunities for propagandizing political
messages as the worst thing that can happen and events can also be used to
override normal planning processes. Next is music events and destination
branding which talks about the packaging of events within the use of branding
to attract visitors to a destination with the use of tour packages that include
accommodation and travel in, the use of festivals for promoting tourism and
boosting the local economy, how the money is made available for events,
customer relationship marketing and client database development through new
regulation, the definition of branding and also the change in cultural policy
and who took this up.
The final section looks at local music policies with a global music industry
using the case study of Sheffield during the 1980’s, but what cities had
accepted who they were in competition with and the future of their cities and
what they had to do to attract new investment and new business and who to
work with. The section also talks about the public relations and marketing
campaigns of the 1980’s, while on the other hand, looking at the decline of the
city and who worked with Sheffield City Council to develop facilities for their
local music industry. One of the authors does mention that a key problem for
local strategy is centred not on retaining talent but developing infrastructure
that can help and benefit from locally based talent. The research method that I
have used is the qualitative method to interview attendees and 2 focus group
interviews which consisted of the host local authority and event industry
representatives. The main findings were that the some of the local residents
would like to see a venue built and that the City Council need to invest in
some infrastructure as the residents did not think that Sunderland was not that
attractive as Newcastle while the majority of respondents stated that they
would travel out for music events elsewhere whether it be festivals down
8
south. The aim of this researching the analysis was to see if the primary data
matches the secondary data as to what the authors have written or if there is
any difference of opinions.
The main conclusion of this major project is that there is room to
undertake further research on Sunderland as a music venue destination
as the researcher only undertook forty interviews of local residents
while the project itself was too big to do within a year so more
quantitative data would be needed for a clearer picture.Another
conclusion is that Sunderland City Council needs to invest more in
infrastructure that would create some employment for local residents
even if this is part time.My main recommendation for this project is to
undertake more research utilising the various partners involved with
the staging of events for more information on how to proceed with the
next phase of development for gaining infrastructure for live events
that will keep the local residents from travelling out to Newcastle.
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Table of Contents
Standard Declaration…………………………………………………………2
Acknowledgements……..……………………………………………………3
Abstract………………………………………………………………………5
Table of Contents…………………………………………………………….9
Chapter 1: Introduction………………………………………………………10
Chapter 2: Literature Review………………………………………………...14
Chapter 3: Methodology……………………………………………………..29
Chapter 4: Results, Analysis and Discussion………………………………...38
Chapter 5: Conclusions………………………………………………………51
Reference List………………………………………………………………...55
Appendices…………………………………………………………………...60
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Chapter 1
Introduction
This chapter will introduce the justification of research, how relevant it is,
clear aims and objectives, and introducing the topic structure. The project is all
about undertaking research on promoting Sunderland as a music venue
destination and investigating attendee and host motivations for going or
investing in events.
This research will find out if the primary research undertaken on attendee and
host motivations match what certain authors argue that include Nayak (2006),
Allen et al (2002), Stokes (2005) cited in Quinn (2005), Getz (2001), Getz
(2008, p.406), Kolb (2009), Long, Robinson and Picard (2004), Crompton
(1993) cited in Nicholson and Pearce (2001, p.450), Gelder and Robinson
(2008), Markusen (2002), Bowdin et al (2011, p.64), Roseland (2000, p.95),
Tezak, Saftic and Sergo (2009), Lee at al (2004) Brown, O’Connor, and
Cohen (2000) have written about is similar or if there are some areas that have
not been mentioned in the literature.
This research will also explore the secondary research on research methods on
what certain authors have written that include Altinay and Paraskevas (p.1),
Boyer (1990:23), cited in Altinay and Paraskevas (2008), Taylor and Edgar
(1996) cited in Altinay and Paraskevas (2008), Healey et al (2003) cited in
Altinay and Paraskevas (2008), E. Easterby-Smith et al (1999) cited in Altinay
and Paraskevas (2008,p.69), Gill and Johnson (1997) cited in Altinay and
Paraskevas (2008), Veal (2006) cited in Altinay and Paraskevas (2008),
Denzin and Lincoln (1994), Wood (1999), cited in Altinay and Paraskevas
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(2008), Spangler (1986:101), cited in Altinay and Paraskevas (2008), Johnson-
Laird and Byrne (1991:16), Sackmann (1991), Schein (1992) cited in Altinay
and Paraskevas (2008) to understand and explore the respondents behaviours.
This research is of importance because no one has ever undertaken research on
promoting Sunderland as a music venue destination and investigated attendee
and host motivations. Academic authors have written on other events and
festivals worldwide but there was nothing specific relating to the North East of
England and the nearest I could find about any music event was Gelder and
Robinson (2008) who wrote about host motivations for Glastonbury and V
festivals. I have chosen to undertake qualitative research as I thought the study
was too large to undertake in terms of the amount of customers that buy tickets
for these events held at the Stadium of Light. The actual amount of customers
who buy tickets is around forty thousand people and the qualitative method
achieves more realistic data for the research I am doing as I am speaking to
them face to face. Also, I wanted to engage with the people involved with the
planning of events in Sunderland City Council, plus any other agencies
involved, and I also wanted to understand the purchasing decision of the
consumer.
Secondly, this would give me a more honest view of visitor views and host
views surrounding Sunderland and any future developments regarding various
event industry organizations. I could have done quantitative data but I saw
some limitations with this that include the data protection act.which does not
allow me to gain the information required. The research is of relevance
because a few industry organizations have mentioned about looking at growth
market areas and when initially coming up with the idea and having spoken to
former colleagues in certain organizations all came to the same conclusion of
growth market areas.
The main aim of the research was to promote Sunderland as a music venue
destination to major music event organizations to invest in infrastructure in the
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future. When I first started talking to former colleagues in the events industry
about this major project, one organization did make the suggestion that this
project should be regionally based, while a few others stated their interest in
Sunderland as a growth market. The objectives for this major project was to
investigate, explore and understand attendee and host motivations for going to
events and investing in events whether it be purely to socialize with their
families and friends or for investing in events purely for economic gains.
The structure of the major project will include a title page with a photo of an
event at the Stadium of Light. Standard declaration referring to the work being
submitted not for any other educational establishment, there will also be a
brief outline of what the major project is all about, a table of contents of what
is in the project, Next, will be the brief introduction outlining what the major
project is all about. The next chapter will be the Literature Review on
secondary research of what authors have to say on the development of tourism
after De-industrialization, Music events and tourism and what events are
primarily used for, music events and attendee motivations for going to music
events, music events and community development where ultimately involving
the local residents for developing a tourism industry, music events and cultural
impacts which focuses on the consumer experiencing the culture that a
destination has to offer and the types of segments that can be targeted, as well
as using Manchester and Sheffield as examples of cities that have become de-
industrialized, Music events and host motivations that look at the economic
benefits of hosting events.
There is also a section on music events and destination branding which looks
at how music events and festivals are primarily used for packaging to attract
visitors and what companies do to market their events and the last section is on
local music policies within a global music industry which looks at the case
study of Sheffield during the 1980’s. The next section is the methodology
chapter which talks about what the research is, the types of research methods
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available to the researcher , the reason for the method chosen, the advantages
and disadvantages of the method chosen, the introduction of the research
population, the discussion and explain questions asked, the data collection
techniques that involves interviews, focus groups and observations. Another
section is on the collection of primary data, the data collection methods using
focus groups and interviews plus the observations taken during the interview
process, while how the data will be analysed, and research ethics and
limitations associated with the interview process.
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Chapter 2
Literature Review
2.0 Introduction
This chapter reviews literature of current primary research already written on
music events and tourism, and this will include areas on the development of
tourism, music events and tourism, music events and attendee motivations,
music events and community development, music events and cultural impacts,
music events and host motivations, music events and destination branding and
finally, music events in the North East of England.
2.1 A development of tourism
Hunt (2004, p.350) cited in Miles (2005,p.913) uses Jonathan Glanceys
suggestion that during the Victorian period they had created a culture based on
trade and industry, while Nayak (2006) acknowledges that in the British Post-
War Period, manufacturing employment was seen to offer viable, if restricted,
opportunities for Working Class-Males. Hunt (2004) agrees with Miles (2005)
about one man’s suggestion about trade and industry being culture based.
Nayak (2006) does not mention anything pre British War Period. However, he
did a study on Displaced Masculinities, Chavs, Youth and Class in the Post
Industrial City and argues that Dee-industrialization began to set in during the
1970’s and 1980’s. This suggests that trade and industrialization was trade and
industry plus manufacturing, which seemed to be in decline, in Coal Mines,
Steel Yards and Shipyards and that by the end of the 1980’s unemployment
was high. Bates (1984) cited in Nayak (2006) suggests another point that was
not looked at by previous authors which was that Working-Class Boys were
caught in the uncertain transition period that accompanied ill-paid poorly
15
structured government training schemes , or quite simply, were left schooling
for the dole. Furthermore, during the 1990’s a new government came to power
and the then prime minister the Right Honourable Tony Blair acknowledged
that Britain led the world during the Industrial Revolution and that it would
lead the Creative Industries. This was what led to the development of music
events and the tourism industry.
2.2 Music Events and tourism
Allen et al (2002) defines events as a special event is one-time or infrequently
occurring event outside normal programs or activities of the sponsoring or
organizing body. To the customer or guest, a special event is an opportunity
for leisure, social or cultural experience outside the normal range of choices or
beyond everyday experience. This suggests that an event can be a one off or a
frequently occurring event outside their normal activities of the sponsoring or
organizing body while, on the other hand, to the customer or guest this is an
opportunity for leisure, social or a cultural experience. Similary, Jamiskee
(1980:970) cited in Quinn (2006) agrees by offering a similar definition as
festivals and events as being ‘formal periods or programs of pleasurable
activities, entertainment, or events have a festive character and publicly
celebrating some concept, happening or fact’. This also suggests that festivals
and events have formal periods or programs of activities, entertainment, or
events do have some sort of festive character that publicly celebrate some sort
of concept, can be any happening such as Religious Celebrations, Festivals,
Music and Sport, or even fact. Stokes (2005) Cited in Quinn (2009, p.2) argues
that event tourism is a sector driven by the goal of economic benefits.
However, Similarly, Getz (2001) makes the same point but also goes further
by adding further benefits in such as, the investment in infrastructure, urban
regeneration of an industrial area that was in decline, attracting new
businesses, industries and residents. Getz (2008:406) also acknowledges that
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there is a set of interrelationships that underpins ‘the marketing of events to
tourists, and the development and marketing of events for tourism and
economic purposes’. This suggests that events is widely used by policy makers
for economic and tourism purposes. An example of this would be sports events
, music festivals and events , parades , political conferences to name a few ,
while Turner (1982:11) Cited in Quinn (2009) recognises that people in all
types of culture recognise the need to set aside certain times and spaces for
communal creativity and celebration. Turner (1982) has more specifically
agreed with Jamiskees (1980) definition that involves cultural celebration.
Some of the articles undertaken in (1991), (1992), (1993), (1996), (1997), and
(1998) that have been written on festivals and tourism all link festivals, events
and tourism together by Quinn (2009), Getz (2001) and Kolb (2009) all agree
that events are widely used in packages to attract visitors, business travellers,
different age groups and the ordinary tourist to a host destination that they
would not normally visit. Kolb (2009) uses an example of a tourist whose
particular interest is in Victorian Houses and then suggests a way of marketing
a tour for this. This also encourages them to spend money on products and
services provided by the host destination like accommodation, food and
beverages, local culture shopping centres and the local nightlife plus the
relevant transport infrastructure in place in the local vicinity. Long, Robinson
and Picard (2004) also agree that events are therefore staged brought from
concept to being staged with bringing visitors in from the outside tourist
markets. They also say that festivals and events do make a significant
contribution to tourism and economic development strategies, plus they also
provide a vehicle for the participation of the local host community in the urban
renewal programmes, a much higher sense of civic pride and an enhanced
image of the destination so this is what leads to people attending various
events.
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2.3 Music events and attendee motivations
Prior to these three studies being undertaken in (2001), (2005), (2008) there
was previous research already undertaken by Getz (1991); Hall (1992); Usual
et al (1991); Uysal , Gahan and Martin (1993); Mohr et al (1993); Formica and
Uysal (1996); Crompton and Mckay (1997); Formica and Murrmann (1998)
on this subject. Crompton and Mckay (1997) identified three main reasons for
undertaking research on event motivation is significant and these include
being seen as a way of designing better products and services for the consumer
, it’s also linked to consumer satisfaction and is very crucial in understanding
the visitors decision making process. These three main reasons will become
very important as the more and more different types of events leads to more
competition. The main motivations for the previous studies identified escape,
excitement/thrills, event novelty, socialization, and family togetherness.
Similarly Crompton (1993) cited in Nicholson and Pearce (2001 , p.450) also
acknowledges novelty , socialization and relations/family togetherness but has
also gone further by identifying other motivations such as prestige/status , rest
and relaxation , education value/intellectual enrichment , enhanced kinship and
regression during research on attendee motivations. Gelder and Robinson
(2008) also found similar motivations during their research on two United
Kingdom Festivals but found some differences in terms of the two during their
research. They cited that Glastonbury Festival had more of an ambience than
V and this was the ambience at the event whereas V Festival was about seeing
your favourite band. The Glastonbury Festival has more of a community feel
than some of the other festivals mentioned in previous research. Furthermore,
there were some similarities with previous research that has been undertaken.
2.4 Music events and community development
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Markusen (2002) argues that economic and community development planners
target the local residents and businesses in shaping the local economic
development strategy for a given destination. This suggests that the relevant
participants are identified on the basis of capture, high relative employment
growth rates, being able to connect with all businesses in different sectors,
along with the underemployed groups and the potential for self-employment
and entrepreneurship. Similarly, Bowdin et al (2011 ,p.64) also say that
involving the committee meetings , the approaches to local businesses for
support , the involvement of local arts and sports groups , the contacting of
service groups and volunteers does help to create social capital and community
wellbeing. Roseland (2000 ,p.95) did some research on sustainable community
development and he offers a different view that goes on to acknowledge that
growth is the pre-requisite of everything else including the provision of
welfare services and ultimately the creation of jobs within a given area by
offering reduced taxes. Similarly Kolb (2009,p.12) also agrees about involving
the local community to become stakeholders in the tourism and economic
development process. This suggests that engaging with the local residents and
gaining their feedback about what they find are the strengths, weaknesses,
opportunities and threats to the city. According to Kolb (2009, p.13) the next
stage would then be to do a further analysis of where improvements need to be
made to attract visitors. After all this has been done, then the local community
and its residents can start marketing/advertising and promoting what they have
to offer to the potential visitor. This is the creation of a tourism industry which
also has cultural impacts. Tezak, Saftic and Sergo (2009) all wrote on
prediction of preferences towards cultural and artistic events from preferences
of different activities. They looked at excursions by boat, to picturesque
mediaeval towns in rural areas and to protected landscapes, sports and eon-
gastronomic events, theme evenings organized by tourist representatives in
accommodation facilities, all-day non organized programmes for children.
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2.5 Music events and cultural impacts
There are various impacts such as economic, social, cultural, political,
physical and environmental ones. Kolb (2009, p.121) states that a cultural
tourist is someone whose main purpose when travelling is to experience the
culture within a given destination. The term suggests that the cultural tourist is
used to refer to someone whose primary purpose when they are travelling is to
visit historic sites, participate in an arts or ethnic festival, or attend the
performing arts. However, while they may be travelling to experience culture,
at the same time they will also want an enjoyable tourist experience. Therefore
cultural tourists will only be attracted to a core cultural product that is unique
and not available at home. Furthermore, Cultural tourists can fit any of the
other segmentation criteria. Demographically both older and younger cultural
tourists can be targeted, depending on the type of cultural event. Older cultural
tourists may be attracted to performances of the typical high arts, such as
Classical Music, Ballet and Opera. Tezak et al (2009) also agree with Kolb
(2009) that the modern tourist is becoming more interested and aware of the
cultural heritage and artistic offer that a place has to offer to the visiting
tourist. Lee et al (2004) cited in Tezak et al (2009) goes further by saying that
events with a strong cultural piece are increasing in numbers. This suggests
that the effect of this is that it enhances local pride in the culture, it also
exposes visitors to new groups of people and their customs plus other purposes
such as bringing in including more monies into the local economy and the
provision of recreation opportunities like Leisure and Entertainment like
cultural celebrations like Carnivals, Religious Events and The Arts and
Entertainment. Tezak et al (2009) research in Istria County, Pula, Medullin,
Pore, Umag and Rovinj showed that 78% of people stated that they would
prefer to visit cultural and artistic events due to their age. In a sense this backs
up what Kolb (2009) has written. Richards and Wilson (2004) used Rotterdam
for research studies on the 1991 Capital Of Culture and found that most
visitors were from abroad found that most were in agreement with the image
20
attributes that the city has to offer, while the city had some images that stood
out both for residents and visitors alike and this is what most had come to see.
Brown , O’Connor and Cohen (2000) acknowledges that cities like Sheffield
and Manchester had depended upon on their 19th Century ‘some stack’
manufacture and export , then experienced a decline in De-industrialization In
the 1980’s and had been looking for new employment. This led to recognition
that this demanded not just the attracting of new industries or services but a
complete overhaul of what they were as cities.
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2.6 Music events and host motivations
Getz (2001) argues that host motivations include attracting new investment
and infrastructure, reducing taxes to try and encourage new businesses to
move to an area that was once in decline and using events to try to increase
visitor expenditure (spending) and Numbers. This includes tax reductions for
businesses , encouraging people from outside to come and visit who normally
would not do due to finding the attractions a bit out of date or in need of
upgrading. Similarly, Kolb (2009) also agrees but goes further by
acknowledging other reasons like image enhancement especially if the city has
a bad reputation due to high crime rates, natural disasters or loss of
employment. Hall (1994 a) cited in Getz (2001) adds further reasons such as
that there could be political reasons for staging events, while Chernushenko
(1994,p.57) demonstrates attractive opportunities for propagandizing political
messages as being the worst thing that can happen where the downside seems
to be manipulation or control over the media coverage either to hide elements
or to highlight others and a good example would be mega events. Events are
seen as an excuse to override normal planning and consultation processes
while at the same time displacing local residents in the name of urban renewal
and economic development. Kolb (2009) cites the packaging of events within
branding to attract visitors to a destination by using tour packages and this is
where putting accommodation and travel in to create a package deal.
2.7 Music events and destination branding
Kolb (2009) argues that local festivals are being used for mainly promoting
tourism and boosting the local economy within a given area. While at the same
time, money is being made available through the public finances. Events are
used primarily as part of package deals and then promoted to the potential
tourists who may want to go and see the cultural offerings on offer at a
22
particular host destination , so in essence , you need to put the right event with
the right destination for this to be successful. Davidson and Rogers
(2006 ,p.31) also agree that when it comes to the destination branding and
marketing of events through customer relationship management and client
database development through new regulation it must be sensitive and respond
effectively of political , social and technological developments as well as
highlighting any innovations and enhancements to the product or service.
Chris Doghudge (2004) cited in Marketing Canada Journal Of The Canadian
Institute Of Marketing (2006 ,p.21) defines branding as giving a product a
distinct identity that includes the name , trademark , goodwill , customer
satisfaction , consumer loyalty , reputation , formulation , overall image , and
the feelings towards it. On the other hand Felix Ohiweres (1981) has a
different view of branding in which he describes a brand as a collective sum of
an organizations history , its products or services , staff , customers ,
management and leadership. It is a collection of perceptions in the mind of the
consumer. In summary, a brand is a bundle of benefits with a name. David
Jobber (2001) offers another a view that branding is the process by which
companies distinguish their product offering from the competition while ,
Kotler and Armstrong (2004) goes further by stating that by developing an
individual identity , branding permits customers to develop associations with
the brand e.g. prestige , and eases the purchase decision. A brand is a name,
term, sign, symbol, design or a combination of those that identifies the maker
or seller of a product or service. Consumers view a brand an important part of
a product, and branding can add value to product. Interbrand (1990) cited in
Rogers (2009) offer another view of ‘branding is a simple thing : it is in effect
a trademark which , through careful management, skilful promotion and wide
use, comes into the minds of consumers , to embrace a particular and
appealing set of values and attributes , both tangible and intangible’. All these
authors agree that branding distinguishes product differentiation. Brown ,
O’Connor and Cohen (2000,p.437 – 451) argue that the last decade has
23
witnessed a change in cultural policy making from being a small concern or at
one time tied to an Arts Funding System , the Cultural or Creative Industries
as they are known by have now become more visible and well linked to
economic development. Taken up by the last Labour Government, the shift
towards this was prepared at the sub-national level by City Authorities using
the Creative and Cultural Industries as part of more Local Economic Strategies
to bring visitors and their expenditure in. However, in this the Music Industry
has gained such prominence, with Local Authorities attempts to create or
promote a ’local music industry’.
2.8 Local Music Policies within a global music industry: cultural quarters In
Sheffield
Brown et al (2000,p,438) cited that many British Cities had accepted
the fact by the end of the 1980’s that they were now in competition
with other Cities not just nationally but also at the International Level.
They also accepted that the futures of their cities depended on
attracting and generating new investment and new business through
more openness to private sector co-operation and partnerships; new
planning flexibility; local tax and funding incentives usually through
Central Government Initiatives; marketing schemes; integrated
business support and training and so on. The interaction of this
Cultural Policy had to firstly, input into its image whereby the ‘old
industrial’ image was off-putting towards the would-be investors. The
public relations and marketing campaigns for cities and towns took off
during the 1980’s. Within these campaigns Cultural Facilities were
needed to be very attractive to the executives and senior management
upon whose preferences towards relocation could be swung. Cultural
Capital should be mobilised in the image campaign, but if the facilities
were not there then they needed to be built. The development of the
24
Cultural Industry Quarter in Sheffield was the response to two distinct
pressures. The first being the decline of the local Steel Industry, which
in turn led to a huge loss of jobs during the early 1980’s, and this
prompted Sheffield City Council to look at Cultural and Media
Industries as their new growth sector. The second major factor was that
by the late 1970’s Sheffield had a really distinct Local Music Scene
based around a group of Avant-Garde Post-Punk Electronic Bands that
included The Human League, Cabaret Voltaire, ABC, and Heaven 17.
These bands had major record deals and national and international
chart success and it was argued that during several interviews that
Sheffield was responsible for 5% market share of UK singles in 1982)
and that they and other Local Bands were dissatisfied with the lack of
adequate recording / design / performance facilities in Sheffield. There
was also a perceived inevitability about the ‘drift’ to London of
Sheffield talent which some key musicians wanted to reverse.
Sheffield’s musical success, therefore, was not translated into a
successful Sheffield Music Industry. Nor was this benefitting the
Sheffield economy. These artists and bands worked with Sheffield City
Council to establish much needed local Music Industry Facilities. The
bands like the Human League saw the importance of trying to
encourage and support initiatives that developed talent and business
and to help grow the sector and provide facilities for this as well. This
led to Sheffield’s strategy beginning with the provision of facilities
aimed, at one hand increasing access to the resources to make music,
rehearsal space, and a live venue. Then over the following next ten
years Sheffield City Council was involved in renovating a group of
disused buildings based near to the City Centre and they were also
involved in the setting up of The Leadmill live Venue and Nightclub;
Red Tape Recording Studios which was the first municipally owned
Recording Studios which opened in 1986 providing training courses
25
and cheap Rehearsal and Recording Facilities namely The Audio
Visual Enterprise Centre , Axis and Fonn Recording Studios, The Site
Gallery and Sheffield Independent Film. The Work Station providing
short-term cheap rent accommodation exclusively for cultural
businesses. On the contrary, Brown et al (2000, p. 449) does
acknowledge that the key problem for local strategy is centred not on
retaining talent but on developing infrastructure that can help and
benefit from locally based talent as it as it moves towards
globalization. The infrastructure mentioned includes facilities like the
ones mentioned earlier and business services like legal, financial and
marketing but includes those wider networks of knowledge and
creativity that allow innovation, adaptability and the development of
new markets such as digital technologies will be crucial.
Summary
Hunt (2004, p.350) cited in Miles (2005) states that culture was based on trade
and industry whereas Nayak (2006) also agrees to a certain extent but does not
mention anything pre British War Period but looks at the effects of De-
industrialisation. Allen et al (2002) and Jamiskee (1980: 970) both cited in
Quinn (2006) describes events as one of formal periods or programs as
pleasurable activities. Stokes (2005) cited In Quinn (2009, p.2) events tourism
is described as a sector that is driven by economic benefits. Turner (1982:11)
also cited in Quinn (2009) recognises that people in all types of cultures needs
to set aside certain times and spaces for creativity and celebration. On the
contrary, Jamiskee (1980) also agrees with this point of view. Quinn (2009),
Getz (2001) and Kolb (2009) all agree that events are used in packages to
attract visitors from outside a destination. Long, Robinson and Picard (2004)
that events are used from concept to staging them to attract visitors from
outside markets.
26
Crompton and Mckay (1997) undertook research that identified this as a way
of designing better products and services for the consumer, while Crompton
(1993); Nicholson and Pearce (2001) acknowledged that novelty, socialization
and relations / family but also identified other motivations as well for
attending events. Gelder and Robinson (2008) also found similar motivations
but they mentioned other reasons like wanting to see a specific musical act.
Markusen (2002), Bowdin et al (2011,p.64) and Roseland (2000, p.95) all state
that involving the local community in the development of events is the right
thing to do. On the other hand, Kolb (2009,p.12 & 13) also states the same
argument. Tezak, Saftic and Sergo (2009) all argue the same point that cultural
and artistic events are some consumers’ preferences when it comes to their
purchasing decisions.
Kolb (2009,p.121) also agrees with a cultural tourist as being someone who
wants to see and experience the offerings of a destination, while, Tezak et al
(2009) and Kolb all mention that that people want to see the cultural and
artistic offer that visitors want to see. Lee et al (2004) and Tezak et al (2009)
say that events with a cultural piece within them are increasing in numbers. On
the contrary Tezak et al (2009) shows that 78% of people state that they would
prefer to visit cultural and artistic events and this backs up what Kolb (2009)
has actually said. Richards and Wilson (2004) argue that image attributes to a
visitors perception of a city. Brown, O’Connor and Cohen (2000) state that
attracting new employment, the attracting of new industries or services lead to
a complete overhaul of a destination. Getz (2001) also agrees that new
investment and infrastructure, government subsidies, while on the on the
contrary, Kolb (2009) also agrees with image enhancement.
Hall (1994, a); and Getz (2001); both argue that political reasons can also be
used within events, while, Chernushenko (1994;p.57) state that events can be
used for propagandizing political messages. Kolb (2009) says that events are
used for promoting tourism and boosting the local economy. Furthermore,
27
Davids and Rogers (2006,p.3) also mention the extensive use of customer
relationship marketing and client databse development. Chris Doghudge
(2004), (2006,p.21) argues the importance of branding, while Felix Ohiweres
(1981) offers a different opening on the definitions of branding. David Jobbler
(2001), Kotler and Armstrong (2004), Interbrand and Rogers 2009 also offer
various opinions on what branding actually is. Brown et al (2000,p.438) also
agree that cities and destinations realise that they’re competing internationally,
so they need to attract and generate new investment and new business. They
also need more private sector co-operation and partnerships, new planning
flexibility, local tax and funding incentives which are usually done through
Central Government Initiatives, marketing schemes, integrated business
support and training and so on.
Introduction
This chapter will introduce the justification of research, how relevant it is,
clear aims and objectives, and introducing the topic structure. The project is
all about undertaking research on promoting Sunderland as a music venue
destination and investigating attendee and host motivations for going or
investing in events.
This research will find out if the primary research undertaken on attendee and
host motivations match what certain authors argue that include Nayak (2006),
Allen et al (2002), Stokes (2005) cited in Quinn (2005), Getz (2001), Getz
(2008,p.406), Kolb (2009), Long, Robinson and Picard (2004), Crompton
(1993) cited in Nicholson and Pearce (2001,p.450), Gelder and Robinson
(2008), Markusen (2002), Bowdin et al (2011,p.64), Roseland (2000,p.95),
Tezak, Saftic and Sergo (2009), Lee at al (2004) Brown, O’Connor, and
Cohen (2000) have written about is similar or if there are some areas that have
not been mentioned in the literature.
28
This research will also explore the secondary research on research methods on
what certain authors have written that include Altinay and Paraskevas (p.1),
Boyer (1990:23), cited in Altinay and Paraskevas (2008), Taylor and Edgar
(1996) cited in Altinay and Paraskevas (2008), Healey et al (2003) cited in
Altinay and Paraskevas (2008), E. Easterby-Smith et al (1999) cited in Altinay
and Paraskevas (2008,p.69), Gill and Johnson (1997) cited in Altinay and
Paraskevas (2008), Veal (2006) cited in Altinay and Paraskevas (2008),
Denzin and Lincoln (1994), Wood (1999), cited in Altinay and Paraskevas
(2008), Spangler (1986:101), cited in Altinay and Paraskevas (2008), Johnson-
Laird and Byrne (1991:16), Sackmann (1991), Schein (1992) cited in Altinay
and Paraskevas (2008) to understand and explore the respondents behaviours.
This research is of importance because no one has ever undertaken research on
promoting Sunderland as a music venue destination and investigated attendee
and host motivations. Academic authors have written on other events and
festivals worldwide but there was nothing specific relating to the North East
Of England and the nearest I could find about any music event was Gelder and
Robinson (2008) who wrote about host motivations for Glastonbury and V
Festivals. I have chosen to undertake qualitative research as I thought the
study was too big to undertake in terms of the amount of customers that buy
tickets for these events held at the Stadium Of Light. The actual amount of
customers who buy tickets is around forty thousand people and the qualitative
method achieves more realistic data for the research I am doing as I am
speaking to them face to face. Also, I wanted to engage with the people
involved with the planning of events in Sunderland City Council, plus any
other agencies involved, and I also wanted to understand the purchasing
decision of the consumer.
Secondly, this would give me a more honest view, visitor views and host
views surrounding Sunderland and any future developments regarding various
event industry organizations. I could have done quantitative data but I saw
29
some limitations with this that includes the data protection act which
companies do not give out.. The research is of relevance because a few
industry organizations have mentioned about looking at growth market areas
and when initially coming up with the idea and having spoken to former
colleagues in certain organizations all came to the same conclusion of growth
market areas.
Chapter 3.
Methodology
3.0 Introduction
This chapter reviews literature of current research theories already written on
qualitative and quantitative research methods for tourism, and this will include
areas on aim / objective of the research, how you’re achieving your aim of the
research, methods / practicalities, secondary and primary research, why,
justification and explanation of the method chosen. The aim of the research is
to promote Sunderland as a music venue destination and investigating host
and attendee motivations for getting involved with events and consumers
going to events.
3.1 Research Definition
Altinay and Paraskevas (p.1) define research being a form of systematic
enquiry that contributes to a person’s knowledge. Research is therefore
essential for understanding the various phenomenon’s that individuals and
organizations encounter in their everyday activities. The end result of a
research project or a dissertation depends not only on the topic of their
investigation but also on how the researcher has chosen the sample that they
30
are going to do, the data collection and analysis techniques, and how he or she
has planned each stage thus from the literature review to the conclusions and
recommendations. On the contrary, Boyer (1990:23) cited in Altinay and
Paraskevas (2008) acknowledged an articulated paradigm shift in academic
research to include three dimensions and firstly. Integration of knowledge by
bringing together otherwise isolated knowledge from two or more disciplines
or fields, thus creating some new insights and understanding.
Secondly, they argue application of knowledge in order to trigger change,
improvement or resolution of societal and business issues. Thirdly, teaching
by the development of creative and original means for delivery and measuring
the achievement of learning objectives, and by stimulating ‘active’, not
passive learning which encourages students to be critical, creative thinkers
with the capacity to go on learning. Research is not just about, discovery but
should also include the integration and application definitions as well.
3.2 Research Methods
Taylor and Edgar (1996) cited in Altinay and Paraskevas (2008) suggest three
main principle purposes of hospitality and tourism research and these include
firstly, uncovering and making sense of existing patterns of behaviour and
phenomenon that affect the tourism and hospitality industry. Secondly, to
identify new and better ways of managing within the hospitality industry.
Finally, to enable hospitality and tourism factually to educate future
practitioners within the sector. On the other hand, Healey et al (2003) cited in
Altinay and Paraskevas (2008) states that the dissertation is considered a
perfect platform on which to display the highest order thinking skills
developed during a student’s studies. Furthermore, Easterby-smith et al (1999)
cited in Altinay and Paraskevas (2008,p.69) that there are three main reasons
why this whole mental exercise regarding the research philosophy, you should
31
follow in your studies is important because it can help you to choose the
research methods that you will use, so in other words, to help you decide on
your overall strategy. This should also include the type of evidence gathered
and its origins, the way in which the collated evidence will be analysed and
interpreted, and how it will help to answer your research questions.
The knowledge of research philosophy will enable and assist you to evaluate
different research methods and avoid inappropriate use and unnecessary work
by identifying the limitations of particular approaches at an early stage of your
study that you are undertaking. Secondly, it may help you to be creative and
innovative by either choosing or adapting research methods that are, as yet,
outside your experience. Gill & Johnson (1997) cited on Altinay and
Paraskevas (2008) argue that finally, there are two main research philosophies
and they are Positivism, and phenomenology. Positivism promotes a more
objective interpretation of reality, using hard data from surveys and
experiments, while phenomenology (or interpretation) is concerned with
methods that examine people and their social behaviour.
According to Veal (2006) cited in Altinay and Paraskevas (2008) states that
positivism has been more commonly associated with scientific research, while
phenomenology has its roots within the social sciences. Denzin and Lincoln
(1994); Easterby-Smith et al (1999); Wood (1999) cited in Altinay and
Paraskvas (2008) Some of the key features of positivism and phenomenology
logical differences viewpoints include key areas like basic beliefs, method of
research, research design, involvement of the researcher, preferred methods,
sampling, data collection methods, research instruments, strengths and
weaknesses.
3.3 Justification of the Chosen Method
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The reason why I personally chose to use the qualitative research method was
mainly because the study was too big to undertake in terms of the amount of
customers that buy tickets for these events held at the Stadium Of Light. The
actual amount of customers who buy tickets is around forty thousand people.
The Qualitative method achieves more realistic data for the research I am
doing as I am speaking to them face to face. Also I also wanted to engage with
the people involved with the planning of events in Sunderland City Council,
plus any other agencies involved, and I also wanted to understand the
purchasing decision of the consumer. The study could be undertaken in more
depth at a later stage as this could involve Quantitative research methods
which gives a broader picture of what everyone involved in events actually
thinks. I have found during my secondary research that there is not a lot of
information written on music events in the North East Of England so there is
the potential to develop within this region.
According to Spangler (1986:101) cited in Altinay and Paraskevas (2008)
mention the term use the term deduction to describe ‘the human process of
going from to another while Johnson-Laird and Byrne (1991:16) describe
induction as ‘a process whereby from sensible singulars, perceived by the
senses, one arrives at universal concepts and principles held by the intellect’.
The first definition suggests that moving from the known to the unknown
while the second definition suggests that these observations of the researcher
who must draw a conclusion from one or more pieces of evidence, thus, it is
the pieces of evidence that ultimately leads the researcher to the conclusion.
3.4 Advantages and Disadvantages of method chosen
The inductive approach has advantages and disadvantages that need to be
taken into account when deciding which method will be used to adopt and
these include in that it helps you to make a cause effect link between variables
and the way in which we humans interpret variables in their social world.
Secondly, it is flexible in that it helps to identify different theories on your
33
research topic and allows change of the research emphasis as your research
progresses as well as, helping you to explain the reasons why a phenomenon is
taking place. Thirdly, this also acknowledges that you are a part of the
research and allows research of topics that have some less existing literature to
support them plus it also allows the use of empirical evidence as the beginning
of the reasoning process and can be easily applied.
The disadvantages include that it is more effective with a small sample, so
there is a limit to the sample size and it is more time consuming, as ideas are
generated over a much longer period of data collection and analysis. Finally,
the risk of the research coming up with no useful data patterns and theories is a
lot higher than with deductive research.
3.5 Introduction of research population
Altinay and Paraskevas (2008,p.91) describe sampling is known as the process
by which researchers select representatives subset or part of the population
that is going to be studied for their particular topic so that they will be able to
draw some conclusions regarding the population. These conclusions or
generalizations the researcher makes are only as good as the sample that they
are based on. The one obvious advantage of using sampling is that the smaller
number of elements to be studied makes the research more manageable and
time-efficient, therefore, less costly, and potentially more accurate. Probability
sampling involves defining a representative subset of the population you wish
to study; the first problem acknowledged is selection bias. Selection bias is
defined as arising when certain members of the population under study are
under or over represented relative to others.
Stratified sampling is a method in which the population is divided into
homogeneous exclusive groups called ‘strata’ that takes into account a
person’s age, gender or market segment for the focus groups. This will allow
34
me to target those involved with the planning of events and consumers that
visit them.
3.6 Discuss and explain questions asked
The list of questions to the host destination on their motivations for getting
involved with music events include finding who is involved with events from
Sunderland City Council and their various partnerships, What their key roles
within the organizations are, does their organization have a strategic plan for
events, referring to the investment of infrastructure to host events other than
the Stadium Of Light, to find out what their future plans are with regards to
Local Government Incentives, their motivations for hosting events, do they
have a strategic plan for the future, also to find out if Sunderland has
benefitted from hosting events and finally, to see if there is agreement for the
future for event facilities.
The list of questions to the consumer going to music events in Sunderland
include their name, how they have travelled to Sunderland, how many events
they have been to at Sunderland, the consumers motivations for attending
music events in Sunderland, what their normal average spend is at a music
event, do they enjoy the music events at Sunderland, To find out the
consumers view on having a music venue built in Sunderland, and if so, would
the consumer be willing to see music events here. The overall aim of these
interviews will be to gain everyone’s opinion on a future strategy for
Sunderland with regard to music events.
3.7 Data Collection Techniques
3.7.1 Interviews
Interviewing is a systematic collection of data through asking questions, then
carefully listening to and recording or noting the responses concerning the
research topic. There are four main types of interview consisting of
35
unstructured interviews, structured interviews, semi-structured interviews and
focus group interviews. The unstructured interview is a flexible way of
allowing interviewees to reveal their opinions, knowledge and experience and
structured interviews allows the researcher to have total control over the topic
area covered during the interview and you can base them on a predetermined
and standardized set of questions. On the contrary, the semi-structured
interview is meant to strike the balance between a broad investigation through
using unstructured interviews and a very explanatory or descriptive approach.
3.7.2 Focus Groups
Focus group interviews is a number of informants that has been selected
purposely and interviewed together as a group because they have a common
experience, come from a similar background or have a particular expertise in a
given area.
The next technique is observation which Sackmann (1991) describes providing
rich, detailed, context-specific descriptions, which are close to the insider’s
perspective. Schein (1992) cited in Altinay and Paraskevas (2008) argues that
the observation technique is also used to validate or further explore
information obtained from interviews through a process that includes constant
questioning, comparing and contrasting. Questionnaires are also another form
of data collection and is the most popular used by researchers to obtain
information from a sample of respondents and record the findings.
Furthermore, there is a content analysis if documents allow you to analyse any
published documents that are produced for other purposes.
3.8 Primary Data Collection
The date will be collected by interviewing people firstly the focus group will
mainly consist of the Host Destination City Council, various partnerships,
36
Safety Advisory Groups by asking them about their organisation, roles of
individuals and strategies for the future. Secondly, the researcher will then
interview the event buying consumer individually by asking them about their
motivations for attending an event in Sunderland, The researcher also plans to
record or film this first and then from there it will be transcribed what people
say along with observations of them. Finally, the data will then be typed up
and the main themes will be highlighted using Windows Microsoft Office
package software.
3.8.1Focus Groups
For The focus groups the researcher will arrange in advance with Sunderland
City Council and the various partnerships once they have emailed me back
with a date when everyone can meet which will consist of approximately 2
made up of five people in each. This will be done on Wednesday the 13th of
March at the Council offices.
3.8.2 Interviews
For this I will randomly select music buying consumers and those consumers
that have been to the concerts as well as those who have not so the data
highlight both sets of opinions in the Bridges Shopping Centre and the time
frame for this will be done within one day as this is what the Administrator
will allow. The date that the researcher can go down the research with the
consumer will be on Monday the 25th of February 2013. The interviewees will
consist of Customer Service Desk Assistants, Shop Assistants, Musicians,
Young Mums With Children, Retired Workers, Bankers, Solicitors, Council
Workers, Emergency Services Workers, Transport Workers, Unemployed
People and Venue Workers.
37
3.9. Analysing of data
Veal (2011,p.391-392) states that the most common form of qualitative data is
interview or focus group transcripts or notes used during research and goes on
to say that qualitative data can be analysed manually or by computer but the
emphasis is on consideration given to the security and confidentiality of
transcripts and digital files especially if sensitive material is involved. The
main precaution needed is that research material should not be labelled with
real names or organisations or people involved in the research. Veal
(2011,p.396) acknowledges that the most basic activity associated with
qualitative analysis is the reading of notes, transcripts, documents or listening
to or viewing audio and video materials. The main approach to qualitative
analysis is to search for emerging themes, or in other words, the equivalent of
variables.
The themes that emerge from the interview transcripts are then ‘flagged’ in the
left hand margin by the researchers judgement of the strengths with which
respondents views are expressed are then indicated with one or more plus
signs or minus signs. Another way to highlight themes is to use colour coding
and post it notes to mark key sections. There are also computer packages
Caqdas Packages now available and they include Nvivo, Qsr, N6, Xsight and
also Microsoft Office.
I will analyse the data by taking the transcripts of interviews and then carefully
read them before highlighting by computer the main themes that come out of
the interviews. After this has been done I will then put this in the Appendices
for the project.
3.10 Research Ethics
38
The research ethics that I will be using will be not naming individuals but
referring to them anonymously and this will be kept primarily between me and
the people I will interview so the information will be kept confidential.
3.11 Limitations
The problems that will stop me from achieving my objectives will be down to
time constraints that consist of people not being available to interview when I
need due to their commitments. Also potential interviewees not answering
their emails when I send them. Some organisations may also not share their
information due to relevant legislation such as the data protection act.
Chapter 4
Results & Analysis
4.0 Introduction
This chapter reviews the primary data recently undertaken on Sunderland as a
music venue destination as well as the motivations of host and attendees at live
music events along with the secondary data already written on the subject.
There will be a discussion of what the event attendees have said along with the
host representatives including the academic authors.
4.1 De-industrialization
Nayak (2006) mentions in his study that de-industrialization set in during the
1970’s and 1980’s and that trade and industry was in decline including
manufacturing, coal mines, Steel Yards and Shipyards that led to high
unemployment and many people out of work .Years later, towards the end of
the 1990’s a new government came to power and Tony Blair stated that it
would lead the Creative Industries. Sunderland appears to have
unemployment. The results show that there is some support for a venue to be
39
built within Sunderland which would bring more money into the local
economy and create employment for local people while it shows that most
local residents would prefer to see an O2 Academy type of venue, while a few
want an Arena which would bring in a more variety of acts that would
influence the purchasing decisions of the consumer. You can also see from the
results the different in opinions between young people and the older
generation, however the most interesting result is that most respondents were
willing to travel outside of the Sunderland area to see a music event. My
observations of the attendee respondents during the interviews consisted of
their body language was that they seemed to come across as wanting to be in a
hurry to go somewhere else. A few of the attendee respondents did not want to
talk much, while a few were willing to voice their opinions as well as a few
having a bad attitude while speaking to them. Finally, a few of the respondents
were polite.
4.2 Attendee Motivations
Allen et al (2002) defines that an event is an opportunity and an analysis of the
results shows that most respondents were from the Sunderland area and in
agreement with secondary research by Gelder and Robinson (2008) about their
reasons for attending music events consisted of family togetherness for a day
out to socialize but some respondents also mentioned about a day out with
friends including their girlfriends, grandchildren or other band members, while
a few respondents mentioned that they had no interest in music events at all
and did not agree with the academic authors. Crompton (1993) cited in
Nicholson and Pearce (2001,p.450) also mention novelty, socialization, and
relations / family togetherness but also went further by stating that there were
other motivations for attending events such as prestige / status, rest and
relaxation, education value / intellectual enrichment, enhanced kinship and
regression during research on attendee motivations. Now, Gelder and
Robinson (2008) also found similar motivations during some research they did
40
on two United Kingdom Festivals which were Glastonbury Festival and V
Festival in which they found that were some differences in terms of the two
while undertaking their research. They did mention that Glastonbury Festival
had more of an ambience than V and this was the atmosphere at the event
whereas V Festival was about seeing your favourite artists/bands play. On the
other hand, the Glastonbury Festival has more of a community feel than some
of the other festivals mentioned in previous research.
Some respondents also mentioned that the performer/artist and band were
what determined their motives for going to an event as stated in the secondary
research by Quinn (2009). Most respondents either travelled by car, bus, taxi
to the event which was held at the Stadium Of Light.
4.3 The Use of Events
Stokes (2005) cited in Quinn (2009,p.2) does argue that event tourism is a
sector driven by the goal of economic benefits while Getz (2001) has the same
view but goes further by mentioning further benefits include the investment of
infrastructure, urban regeneration of an industrial area that was in decline, the
attraction of new businesses and residents. Similarly, Quinn (2009), Getz
(2001), and Kolb (2009) are all in agreement that events are widely used to in
packages to attract visitors, business travellers, different age groups and the
ordinary tourist to a host destination that they would not normally visit.
Finally, Long, Robinson and Picard (2004) do also agree that events are
therefore staged to bring from concept to being staged with bringing visitors
from the outside tourist markets. They do also mention that festivals and
events do make a significant contribution to tourism and economic strategies,
plus they also provide a vehicle for the participation of local host community
in the urban renewal programme, a much higher sense of civic pride and an
enhanced image of the destination so this is also what leads people to
attending various events. Lastly, Getz (2008:406) also does accept that there is
a set of interrelationships that in a way that underpins ‘the marketing of events
41
to tourists and the development and marketing of events for tourism and
economic purposes. This suggests that events are used by government policy
makers for primarily economic and tourism purposes. A good example of this
would be the concerts at The Stadium Of Light along with the annual split
festival. Most respondents mentioned that this was only venue that the city had
to offer in terms of catering for music events. Person 14 mentioned that their
motivation for attending music events was that it was their job.
4.4 Attendee Experiences
Most of the popular events held at the Stadium of Light were Take-That, Pink,
Kings of Leon, Oasis and Coldplay while few respondents enjoyed the
atmosphere, few did not. Person 4 stated that they had a bad experience
mentioning that too many drunken people from the afternoon onwards were
throwing bottles of urine towards the stage which made them feel
uncomfortable. On the contrary, Person 8 acknowledges that it was okay but
not as good as other venues. However, when asked to elaborate explains about
the fans drinking prior to the concerts as there were too many people drunk.
Person 18 also states that they did not enjoy it due to people being drunk.
Person 22 also acknowledged that it was not great and when prompted to
elaborate also mentioned that she did not like seeing the younger ladies drunk.
Persons 9 and 29 both agreed that they had an amazing time while most of the
respondents said it was okay while one said it was good.
4.5 Attendees willing to travel
Most respondents were willing to travel outside Sunderland as they felt that
Newcastle was more attractive and had a lot to offer. Person 4 also
acknowledges that Newcastle is a lot more attractive. You can see the
investment that’s been made there. Sunderland is not that attractive and needs
something done. As a local you can see the decline. Person 5 also agrees that
Newcastle has a lot more to see and do. Person 10 is also willing to travel
42
outside Sunderland but also mentions about going to other festivals throughout
the Country. Along with person 27. Person 28 mentions that he would be
willing to travel if had had the money to do this.
4.6 Community Development
Markusen (2002) mentions that economic and community development
planners from local authorities need to target the local residents and businesses
in shaping the local economic development strategy for a given destination.
This does suggest that the relevant participants are then identified on the
grounds of capture, high relative employment growth rates, being able to
connect with all businesses in various sectors, along with those that are
underemployed groups and the potential for self-employment and
entrepreneurship. Bowdin et al (2011,p.64) also acknowledge that involving
the committee meetings, the approaches to local business for support, the
involvement of local arts and sports groups, the contacting of service groups
and volunteers does help to create social capital and community wellbeing.
Roseland (2000,p.95) had done some research on sustainable community
development and he in a way disagrees by mentioning that growth is the pre-
requisite of everything else that includes the provision of welfare services and
ultimately the creation of jobs within a given area by offering reduced taxes to
employers. Kolb (2009,p.12) also agrees with other authors about the
involvement of the local community to become stakeholders in the tourism
and economic development process. This does suggest that talking to the local
residents gaining their feedback about what they find are the strengths,
weaknesses, opportunities and threats to the city. In the case of Sunderland
this clearly came across as having weaknesses such as the lack of investment.
Kolb (2009,p, 13) does suggest that the next stage would then be to do a
further analysis of where improvements need to be made to attract visitors.
After all this has been done, then the local community and its residents can
43
start marketing/advertising and promoting what they have to offer to the
potential visitor.
4.7 Cultural Impacts
This is the creation of a tourism industry which also has cultural impacts and
Tezak, Saftic and Sergo (2009) mention that they all wrote on prediction of
preferences towards cultural and artistic events from preferences of different
activities. They looked at excursions by boat, to picturesque mediaeval towns
in rural areas and to protected landscapes, sports and eno-gastronomic events,
theme evenings organized by tourist’s representatives in accommodation
facilities, all-day non organized programmes for children. Kolb (2009,p.121)
also mentions that a cultural tourist is someone whose main purpose when
travelling is to experience the culture within a given destination that includes
visiting historic sites, participate in an arts or ethnic festival, or attend the
performing arts while at the same time wanting to experience an enjoyable
tourist experience. Therefore, cultural tourists will only be attracted to a core
cultural product that is unique and not available at home, so this is definitely
true in the case of Sunderland that some residents are willing to go outside
because some music events are not available at home. Tezak et al (2009)
mentions a further view that that events with a strong cultural piece are
increasing in numbers because it suggests that it brings in more money into the
local economy and it provides recreation opportunities like leisure and
entertainment including arts and entertainment. Brown, O’Connor and Cohen
(2000) mentions that cities like Manchester and Sheffield had until the 1970’s
onwards depended upon 19th century ‘some stack’ manufacture and export,
then experienced a decline in de-industrialization in the 1980’s and had been
looking for ways of employment which in turn led to a recognition that there
was a demand for not just attracting new businesses or services but a radical
overhaul of what they were as cities.
4.8 Venue Support
44
Most of the respondents were in support of the idea for a purpose built venue
to cater for music events as it would give them more choice when making their
purchase decisions. Person 7 was supportive of the idea, but commented on
the council not doing anything with the former Vaux site. However, the person
did mention about the money and location that would be involved. The person
thinks Sunderland does okay sports wise. He also stated that it would bring in
job opportunities but acknowledged Sunderland City Councils lack of
structured vision. He also mentioned about people going to South Shields due
to chances of employment, but a music venue would be a young person’s
thing. He then goes onto state that it needs someone with a good vision. And
then lists the leisure centre as an example on how they’ve let it go.
He then referred to there being a lot of children in there during its height but
now it’s all about the money and how the councils racket record and when
asked to explain further about budget cuts, he then mentions about a bridge
that still hasn’t been done in so many years. He then acknowledges that
something would improve the city. His wife then turns up and also agrees with
him about the council being terrible when it comes to investing in the area.
Person 9 is also supportive of the idea, but again agrees with person 7 that the
question is investment from the council and their track record. When asked to
elaborate, he again mentions the former Vaux site that was meant to be the
Tesco site which has been on-going for twelve years. Person 10 also agrees
with the other respondents about supporting a venue but also argues that the
location, cost and need of a backer.
He again also mentions that the council haven’t done anything in years and
mentions the former Vaux sit and person 12 offered a different opinion that it
would be somewhere to go. Person 15 has also offered another opinion which
stated that it would be nice not to travel to Newcastle. Person 17 is also
supporting the idea of a venue but mentions the financing of it and refers to the
budget cuts that the government has been making while person has admitted
45
that it would be nice to see some investment. However, Person 21 was not
supportive of the idea due to the funding issue and the council letting the
leisure centre go. Person 22 is in support of the idea but mentions the location,
availability of a site and the costs involved. Person 25 agrees with 15 that it
would be good instead of having to travel to Newcastle all the time. On the
other hand, person 26 argued that it would be nice to have variety In terms of
their purchasing decisions.
4.8 Job Creation
Person 27 agrees with person 12 that it would be nice to go somewhere
different within the city centre while person 28 talks about having somewhere
to apply for part time work to help out with his studies. Finally, Person 29
talked about it being good to have more variety of concerts for those of us who
regularly buy tickets. Person 30 thinks that it would be good for more
opportunities in terms of employment. Most respondents would like to see a
small type of venue like the O2 Academy in Newcastle while others would
like to see an arena. Person 5 backs this up by saying that an arena would be
too big as Sunderland has only entered the market within the last few years.
However, he did go onto say that an arena would be the next phase. He then
listed Leeds and Sheffield as examples of how they started out. Person 10 also
agrees with Person 5, Person 6 did not mention any specific type of venue but
then talked about any opportunity to bring more money and jobs into the area.
Person 8 suggests an O2 Academy or an Arena but she mentions that the
stadium is not enough as it only brings in a few concerts, while person 9 says
that an O2 Academy would be good but mentions the need of a really good
backer. Person 23 also suggests an O2 academy or an Arena but also mentions
about creating employment for his children looking for full time employment
within the current economic climate. Person 25 suggests an Arena that could
attract lots of different acts that would give us more than only the stadium in
the summer months.
46
4.9 Host Motivations
Getz (2001) mentions that host motivations include the attraction of new
investment and infrastructure by local authorities offering reduced taxes to try
and encourage new businesses, encouraging people from outside to come and
visit who would normally not due to the attractions out of date or in need of
upgrading but Kolb (2009) agrees with Getz (2001) mentions further that like
image enhancement especially if the city has a bad reputation due to high
crime rates, natural disasters or loss of employment. Sunderland falls into the
latter one with loss of employment. Kolb (2009) also agrees that events are
being used for mainly promoting tourism and boosting the local economy
within a given area, but at the same time, money is made available through the
public finances. Events are mainly used as part of package deals and then
promoted to potential tourists who want to go and see the cultural offerings on
offer at a particular host destination, so in practice, you need to put the right
event with the right destination for this this to be successful. Brown, O’Connor
and Cohen (2000,p.437–451) mention that within the last decade has
witnessed a change in cultural policy making from being a relatively small
concern or at one time tied to an arts funding system, the cultural or creative
industries as they are widely known as have become more visible and well
linked to economic development. This was taken up by the last government
and this shift was prepared at the sub-national level by city authorities using
the creative and cultural industries as part of their local economic strategies to
bring in visitors and their money in. However, in this, the music industry has
gained such prominence, with local authority’s attempts to create or promote a
local music industry.
4.10 Rebuilding of Cities
Brown et al (2000, p.438) stated that many United Kingdom cities had
accepted the fact that by the end of the 1980’s that they were in competition
with various cities not just nationally but also at the international level. They
47
also accepted that the futures of their cities now depended upon the ability to
attract new investment and new business through being open to co-operation
with the private sector and partnerships; flexible new planning; local tax and
funding incentives usually through the local central government initiatives;
marketing schemes; integrated business support and training, This cultural
policy had to input into its image whereby the ‘old industrial’ image was off-
putting to potential new investors. The public relations and marketing for
cities and towns took off during the 1980’s, but in these campaigns, cultural
facilities were needed to be attractive the executives and senior management
whose preferences toward relocation could be swayed. Cultural capital needed
to be mobilised in the image campaign, but if the facilities were not there, then
they needed to be built. The development of the cultural industry quarter in
Sheffield was the response to two pressures. The first reason was the decline
of the local steel industry, that in turn led to a huge loss of jobs during the
early 1980’s and this led Sheffield City Council to move towards looking at
cultural and media industries as their new area of growth. The second main
factor was that by the late 1970’s Sheffield had a distinct local music scene
based around a set of avant-garde post punk electronic bands that had major
and national and international chart success. It was also argued that they had
5% market of the singles chart in 1982 but it was argued that they and other
local bands were dissatisfied with the lack of adequate
recording/design/performance facilities in Sheffield.
It was also perceived that there would be a drift to London of Sheffield talent
which some main musicians wanted to reverse which Sheffield’s musical
success was never translated into a successful music industry and neither was
this benefitting the local economy. These artists and bands worked in
conjunction with Sheffield City Council to establish badly needed music
industry facilities, but these people saw it as important to encourage and
support initiatives which developed talent and business to help grow the sector
and provide facilities for this as well. This is what actually started Sheffield’s
48
strategy starting off with the provision of facilities and increased access to the
resources to make music, rehearsal space and a live music venue. Then
following on from that, Sheffield City Council decided to start renovating
disused buildings that were based near the city centre and developing the
Leadmill and various other projects.
4.11 Local Authority Representation
Focus group interview 1 consisted of companies a to f and the analysis of the
interviews found that one represents the city council events department, the
policing operation, on duty emergency service, venue safety operation and
transport operation on these events. Strategy wise, company a wanted to
organize more events and strengthen their partnerships with other
stakeholders. Company b wanted to ensure a safe and enjoyable experience
while company c wanted to maintain their equipment and ensure the continual
development of properly trained staff. Company d wanted to also do the same
as company a by strengthening their partnerships and growth at more events.
On the contrary, Company e talked about expansion within the market while
company f wanted keep improving their service.
4.12 Involvement with Events
On the second point, all companies had been involved with events for between
four to sixteen years and o the next point company stated that the promoters
use their own preferred suppliers. While the other company b, c and
representatives agreed with the representative from a. On the question about
the venue most representatives were in agreement that Sunderland had only
one main music venue being the Stadium of Light. Company a. also
mentioned a few pubs within the city centre. On the question about investing
in infrastructure for events, company a mentioned that they would look at it if
there was someone willing to invest and who could put the money into support
this. Company b mentioned that it would not be a bad idea and questioned if it
49
was financially viable. Companies’ c, d, and e. all agree that legal
requirements would have to be adhered to such as accident reporting, transport
services. Company f offered the view that this would be up to the Sunderland
Chamber of commerce.
4.13 Event Infrastructure Plans
The question about music venue plans for the future all companies revealed
they do have plans but would not discuss further due to confidentiality
agreements between all stakeholders and some even mentioned that they are in
agreement about on-going negotiations.
4.14 Event Industry Representation
Focus group interview 2 consisted of two Promoters, Security Suppliers and
An Events-Production company which was companies a toe.
4.15 Company Strategies
Their strategies for music events in the next few years included more market
share and expansion but would not go further due to confidentiality reasons.
4.16 Involvement with Events
These company representatives have been involved with events for eight to
seventeen years respectively. On the question of any other organizations
involved Companies a and b mentioned about the local venue and local safety
advisory group. Three other companies including c, d and e agreed with them.
All companies agreed that Sunderland’s Stadium of Light was the main music
venue in which music events were held.
50
4.17 Long Term Plans
Two of the companies agree that they have long term plans for music event
while the other three companies mentioned that it is up to the promoter who
are their clients who then inform them with the contract negotiation. In terms
of the music venue plans, two companies mention their partnership with
Academy Music Group while company c again states that they get told by the
client with the same being for companies d and e.
Overall, the two focus groups agree on some areas like their strategies for
events like Sunderland City Council and the various partnerships wanting to
add some more events to their calendar but it was a question of finding
someone willing to invest. Secondly, one of the events industry representatives
admitted that it was looking at growth areas within its plans for the next few
years so there seems to be some potential for the future to build its event
profile. Lastly, some of the subcontracted companies mentioned that they
usually expand when told by their clients. In the case of one of the security
suppliers this is the normal procedure for doing so but they also tender for new
contracts by other event organizers.
51
Chapter 5
Conclusion
The main conclusion drawn from this major project research dissertation is
that the primary research is similar to the secondary research written by
academic authors. Take for example, Nayak (2006) acknowledging that de-
industrialization did set in during the 1970’s and 1980’s with the decline in
coal mines, steel yards and shipyards and that by the end of that decade
unemployment was high, while Bates (984) cited in Nayak (2006) suggests
that there was another area not looked at by previous authors that included
working class boys were caught in the uncertain transition period that followed
but accompanied ill-paid poorly structured government training schemes, or
were queuing for the dole. Later on, at the end of the 1990’s, a new
government came to power and the prime minister declared that Britain would
lead the creative industries.
Allen et al (2002) define an event as a one of or infrequently occurring event
outside normal activities of the sponsor or organizer, but to the customer or
guest, this is an opportunity for leisure, social or cultural experience outside
their normal day, while Jamiskee (1980:970) cited in Quinn (2006) offers
events as having a formal program of activities or they even have a festive
character to celebrate. Stokes (2005) cited in Quinn (2009, p.2) does argue that
the events sector is driven by economic benefits to the host destination. Getz
(2001) offers a similar view but does go further by more benefits like the
investment in infrastructure, the urban regeneration of an area in decline
attracting new businesses and residents but he also states the various
relationships in the marketing of events to tourists and the development and
marketing of events for tourism and economic purposes.
Turner (1982:11) cited in Quinn (2009) recognises that all people in different
types of culture need to put some time aside for community celebrations,
52
while, Kolb (2009) agrees with various authors that events are mainly used in
packages to attract visitors, business travellers, different age groups and
tourists to a host destination that they would not normally go to. Long,
Robinson and Picard (2004) do also agree that events are staged with bringing
in visitors from outside markets. Next, most of the respondents agree with the
academic authors that have written on attendee motivations for attending
events. Crompton (1993) cited in Nicholson and Pearce (2001, p.450) do
acknowledge novelty, socialisation, and relations / family which seemed to be
most respondents answers on why they attend music events. Gelder and
Robinson (2008) also mentioned about the performer being the reason why
some people went to V Festival which was what a few respondents mentioned
about the music events in Sunderland.
Markusen (2002) argued that economic and community development planners
need to target the local residents and businesses in shaping the local economic
development strategy for the destination involved. However, Bowdin et al
(2011, p.64) also mention that involving the members of the committee, the
approaches to local business for support, the involvement of local arts and
sports groups, the contacting of service groups and volunteers does help to
create social capital and community wellbeing, but Roseland (2000, p.95)
mentions the provision of welfare services and the creation of jobs. Similarly,
Kolb (2009, p.12) also agrees with bringing in the local community to become
stakeholders and gaining their feedback about what they find are the strengths,
weaknesses, opportunities and threats and then to do a further analysis of
where improvements need to be made.
In the case of Sunderland, most of the respondents felt that this was not the
case. Tezk , Saftic and Sergo (2009) all wrote about events with a strong
cultural piece are increasing in numbers while Kolb (2009) talks about people
wanting to go to a destination and experience what is on offer at the
destination and that they want an enjoyable experience, but also more monies
53
into the local economy and the provision of recreation facilities. Brown ,
O’Connor and Cohen (2000) acknowledge Manchester and Sheffield as cities
that have had to look for new employment and a complete overhaul of what
they were. Getz (2001) mentions that host motivations include the attraction of
new investment and infrastructure by offering reduced taxes to businesses to
move to an area that was once in decline and they use events to try and bring
visitors in along with their money. This fits in with one event industry
representatives plans for growth. Kolb (2009) also argues that local festivals
are used for promoting tourism and boosting the local area, while public
money is being available to finance this.
Events are widely used as part of package deals and then promoted to tourists
who may want to go and see the cultural activities on offer, but according to
David Jobber (2001) offers disagrees but comes up with his own view of
branding as a process that companies use to distinguish their product offerings
from the competition while Interbrand (1990) cited in Rogers (2009) offers the
definition that ‘branding is in effect a trademark which, through careful
management, skilful promotion and wide use, comes into the minds of
consumers, to embrace a particular and appealing set of values and attributes,
both tangible and intangible’. In effect, this is what the consumer uses for its
purchasing decisions. Brown et al (2000, p.4380 argue that most British cities
accepted that they were in competition with other cities not just nationally but
internationally as well as an acceptance that they had to attract and generate
new investment and business through working with the private sector
corporation, new planning flexibility, local tax and funding incentives through
central government marketing schemes and integrated business support.
The future recommendation for the promotion of Sunderland as a music venue
destination would be to undertake more research by using the quantitative
research method to gain more respondents as then there could a more wider
54
picture results wise and this could be built on for the future which would fit on
with the growth plans of one of the event industry representatives. Secondly,
there could be more networking with various partnerships in the formulation
of event infrastructure plans which would entice local residents to go out in
Sunderland for music events rather than travelling out to Newcastle all the
time or anywhere else in the country. There did not seem to be much of vision
for Sunderland when talking to local residents.
55
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Appendices
Major project research dissertation attendee and host questions
Major project attendee interviews
Major project focus group interview 1
Major project focus group interview 2