2009 Festival Report2009 Festival Report

International Business showcaseInternational Business showcase

Village IndiaVillage India Fantastic unique village environmentFantastic unique village environment

Two stages- 42 music and dance performances featuring many Two stages- 42 music and dance performances featuring many top starstop stars

Access to cultural learning for the whole communityAccess to cultural learning for the whole community

World music and dance festival with spicy Indian flavour!!World music and dance festival with spicy Indian flavour!!

International Business showcaseInternational Business showcase

Village IndiaVillage India Discovery Zone- Cultivating Culture - ACE supportDiscovery Zone- Cultivating Culture - ACE support

Music and dance workshops for all age groupsMusic and dance workshops for all age groups

Successfully achieved objectives and learning outcomesSuccessfully achieved objectives and learning outcomes

Evaluated process - Stats, video & photographyEvaluated process - Stats, video & photography

Discovery zone workshopsDiscovery zone workshops

Festival ImagesFestival Images

International Business showcaseInternational Business showcase

Experience Gujarat Experience Gujarat Delivered nine top class 3hour auditorium concertsDelivered nine top class 3hour auditorium concerts

2009 Festival Summary2009 Festival Summary

Mission fulfilledMission fulfilled

Successfully Delivered the event with high production valuesSuccessfully Delivered the event with high production values

Promoted high quality Asian based arts to a local, national and Promoted high quality Asian based arts to a local, national and international audience international audience

Broadened integration, community & cultural cohesion in LeicesterBroadened integration, community & cultural cohesion in Leicester

Created Access to cultural learning for the whole communityCreated Access to cultural learning for the whole community

Developed partnerships for the benefit of the region and its peopleDeveloped partnerships for the benefit of the region and its people

Created national and international exposure for Leicester and the Created national and international exposure for Leicester and the East MidlandsEast Midlands

2009 Festival Summary2009 Festival Summary

Mission fulfilledMission fulfilled

Successfully developed strong links & partnerships with India and Successfully developed strong links & partnerships with India and Gujarat in the political, corporate trade and industry, arts, culture and Gujarat in the political, corporate trade and industry, arts, culture and education sectorseducation sectors

Honoured guest VIPs attended the festival from UK & IndiaHonoured guest VIPs attended the festival from UK & India

2009 Festival Summary2009 Festival Summary

Mission fulfilledMission fulfilled

DevelopingDeveloping Healthcare partnerships for community benefitHealthcare partnerships for community benefit

2009 Festival Summary2009 Festival Summary

Mission fulfilledMission fulfilled

Demonstrated educational opportunities at the festivalDemonstrated educational opportunities at the festival

2009 Festival Summary2009 Festival Summary

Mission fulfilledMission fulfilled

Developed regional business through inward tourismDeveloped regional business through inward tourism

We set the scene to show how the first European ‘Plural We set the scene to show how the first European ‘Plural City’ can join together in a unique celebration of life and City’ can join together in a unique celebration of life and culture culture

Event complements One Leicester and Leicestershire Event complements One Leicester and Leicestershire Promotions strategies Promotions strategies

2009 Festival Summary- Media2009 Festival Summary- Media

High profile event with International, National and Local BBC & ITV High profile event with International, National and Local BBC & ITV TV and radio coverageTV and radio coverage

Developed media partnerships - BBC, ZEE TV, BRITASIA TVDeveloped media partnerships - BBC, ZEE TV, BRITASIA TV

Radio including- BBC, Sabras, Kohinoor, Heart, Radio MirchiRadio including- BBC, Sabras, Kohinoor, Heart, Radio Mirchi

Developed BBC Asian Network ongoing web profileDeveloped BBC Asian Network ongoing web profile

Captured all auditorium concerts with 5 HD camera shoot for Captured all auditorium concerts with 5 HD camera shoot for potential broadcast partnerpotential broadcast partner

Filmed our own Village India promo footageFilmed our own Village India promo footage

Developed extensive photographic archiveDeveloped extensive photographic archive

2009 Festival Summary- Media2009 Festival Summary- Media

NewspapersNewspapers

Articles in New York Times, Washington Post, Guardian, Reuters, Articles in New York Times, Washington Post, Guardian, Reuters, Observer, Eastern Eye, Gujarat Samachar & Garvi Gujarat, Songlines, Observer, Eastern Eye, Gujarat Samachar & Garvi Gujarat, Songlines, Leicester mercury/mail/link/metro, Leicestershire & Rutland Life, Leicester mercury/mail/link/metro, Leicestershire & Rutland Life, Nottingham Evening PostNottingham Evening Post

50+ newspaper articles in a variety of languages including:- Hindi, 50+ newspaper articles in a variety of languages including:- Hindi, Gujarati, Sindhi and English throughout IndiaGujarati, Sindhi and English throughout India

Audience ProfileAudience Profile

The 2009 festival attendance total approaching 10,000 peopleThe 2009 festival attendance total approaching 10,000 people

From India, USA, Switzerland, Estonia, South Africa, Kenya & From India, USA, Switzerland, Estonia, South Africa, Kenya & CanadaCanada

Wide ethnic demographic in VillageWide ethnic demographic in Village

Family appeal, peaceful and positiveFamily appeal, peaceful and positive

Live listenership on BBC- 300,000 during weekendLive listenership on BBC- 300,000 during weekend

Post event - BBC 50,000+ per week Asian Network website hits for Post event - BBC 50,000+ per week Asian Network website hits for Village IndiaVillage India

Post event India - 2.5 million on Radio Mirchi main breakfast showPost event India - 2.5 million on Radio Mirchi main breakfast show

Comments on the festivalComments on the festival

‘ ‘ Out of 42 Asian events in our schedule this year, this is the best Out of 42 Asian events in our schedule this year, this is the best organised event we have filmed’organised event we have filmed’ - - Gareth Aston producer Gareth Aston producer BBC BBC

‘ ‘Brilliant ! We should all get behind this event to help it flourish in Brilliant ! We should all get behind this event to help it flourish in Leicester’Leicester’ - - Keith Vaz MPKeith Vaz MP

‘ ‘A most worthy and visionary achievement’A most worthy and visionary achievement’- - Anandiben Patel minister Anandiben Patel minister from Gujarat Indiafrom Gujarat India

‘ ‘I have been to festivals all over the world but the quality of I have been to festivals all over the world but the quality of programming, environment and the atmosphere here is superb’ - programming, environment and the atmosphere here is superb’ - Paul Paul Dungey, Inverness, ScotlandDungey, Inverness, Scotland

Bhajan Ej Swajan was excellent, please every year” - Bhajan Ej Swajan was excellent, please every year” - Bena Schuet Bena Schuet (Switzerland)(Switzerland)

“ “ A thoroughly enjoyable experience and a great way to start our topic A thoroughly enjoyable experience and a great way to start our topic about India” - about India” - Outwoods Edge Primary School, LoughboroughOutwoods Edge Primary School, Loughborough

NEW BRANDING 2011NEW BRANDING 2011

• Simplified brand approach - now justSimplified brand approach - now just Village India Village India

• Ability to extend festival programme and profileAbility to extend festival programme and profile

• Targeted to diverse audiencesTargeted to diverse audiences

• Simplified marketing strategySimplified marketing strategy

• Revised ticket pricing to increase accessibility to the publicRevised ticket pricing to increase accessibility to the public

New Website already New Website already developeddeveloped

Contemporary function Contemporary function and designand design

Effective integration Effective integration with twitter and facebookwith twitter and facebook

NEW BRANDING 2011NEW BRANDING 2011

• Village India can now be more diverse in presentationVillage India can now be more diverse in presentation

• Proposed Rajasthani Village influenceProposed Rajasthani Village influence

• Diverse programmingDiverse programming

• Capture a wider demographicCapture a wider demographic

NEW MEDIA ADDITIONS 2011NEW MEDIA ADDITIONS 2011 New BBC commitments for the eventNew BBC commitments for the event

Red button TV optionsRed button TV options

Proposed long lead in by the BBC Proposed long lead in by the BBC

Village India trailers on TV at peak viewing timesVillage India trailers on TV at peak viewing times

Enhanced website content pre-festivalEnhanced website content pre-festival

Continued posting of programme content on the BBC Asian Network Continued posting of programme content on the BBC Asian Network website post eventwebsite post event

Discussions opened to include a special Blue Peter programme, Discussions opened to include a special Blue Peter programme, Culture show and the One showCulture show and the One show

Benefits to the CommunityBenefits to the Community

Develop Leicester’s cultural identityDevelop Leicester’s cultural identity

Encourage sharing and participation of different Encourage sharing and participation of different communities through celebration and arts based activitiescommunities through celebration and arts based activities

Create access - Inspire and educate children and studentsCreate access - Inspire and educate children and students

Access for disabled & disadvantaged sectors of the Access for disabled & disadvantaged sectors of the communitycommunity

Create a genuinely multi-cultural event with positive values!Create a genuinely multi-cultural event with positive values!

Benefits to the CityBenefits to the City

Increased inward tourism- associated regional spending Increased inward tourism- associated regional spending

Companies exhibiting from outside the regionCompanies exhibiting from outside the region

1000 plus attending main festival from outside region1000 plus attending main festival from outside region

Major TV and press coverageMajor TV and press coverage

Improved National and International profileImproved National and International profile

Future of the festival?Future of the festival?

Expand the trade show to encompass our original planExpand the trade show to encompass our original plan

Expand the event into city wide festivalExpand the event into city wide festival

Utilize other venues as satellitesUtilize other venues as satellites

Continue to enhance festival and city promotion in Continue to enhance festival and city promotion in conjunction with One Leicester and Leicestershire conjunction with One Leicester and Leicestershire Promotions Promotions

Leicester becomes major cultural destinationLeicester becomes major cultural destination

Join us in this unique celebration and help realize the Join us in this unique celebration and help realize the vision that is Village indiavision that is Village india