The Spanish Coordinating Body of Performing Art Fairs, of which Fira Mediterrània of Manresa is a member, presented the study on the impact of performing arts fairs on the Arts industry, based on the research carried out by the University of Deusto and funded by the Ministry of Culture. During the last Fira Mediterrània, Minister Joan Manuel Tresserras released an important piece of information in specifying that there is a return of seven euro on each euro public authorities invest in the fairs. Now Deusto University is providing more information taken from this study.
The basis for the study was the analysis of fifteen fairs throughout Spain. During 2009 all of these fairs together registered 2,104 different professional entities, 1,163 of which were purchasing entities, 696 selling entities, and 245 other entities (predominantly attached services). A total of 2,863 different professionals were registered, 1,675 of whom were purchasers. Each professional entity generated an average attendance of 1.44 people at the various fairs analysed.
With respect to purchaser profile, the average overall contract capacity of the entities studied in terms of arts products is €236,070.
At the fairs, each entity attends an average of 15.75 shows per year,
of which 1.8 shows on average are hired, which represents 11.25% of those viewed.
Furthermore, each entity hires 3.1 more shows at the marketplaces and other business areas at the fairs,
resulting in a total of 4.9 shows hired by each entity attending the fairs. As some of these will end up being scheduled in more than one showing or staging, each fair gives rise to 8.2 different show sessions.
The value of the arts performances bought by each professional after a live viewing is €11,621, in addition to €8,315 for other arts shows hired at the marketplace. In other words, on average each professional purchases arts products to the value of €19,936.
Beyond show contracts, the study performed by the University of Deusto reveals that 27% of the shows that professional purchasers contacted had been seen previously at a fair, regardless of whether or not this resulted in a final agreement. In this regard, the conclusions presented by the University of Deusto indicate that one of the assets of arts fairs is the role they play in facilitating relations. In addition to providing a sales area, they also contribute to organising and bringing together agents connected with the Arts sector. More specifically, the fairs in Spain generated 7,035 contacts in total in 2009.
Arts companies, producers and promoters for their part perceive this contact facilitation even more positively, given that they assert having established up to 8.8 new contacts for purchasing entities, which is 9,187 new contacts in total at the fairs in Spain. This comparative increase is fundamentally due to the fact that producers and promoters do not limit themselves to presenting Arts products presented as part of the official programme, but that they also include other projects in their catalogue. In relation to the promoting entities in particular, the information indicating that each of these makes contact with 2.3 arts companies or groups at the fairs is especially notable.
Extrapolation for the Fira Mediterrània of Manresa
Despite the fact that the Deusto study focused on fairs nationwide, among which the Catalan fairs - the FiraTàrrega, Fira Titelles of Lleida and Fira Mediterrània of Manresa - make an indisputable contribution through the amount of products they present, the international nature of these fairs and the number of professionals they register, information on the Fira Mediterrània can be projected from this study using the overall averages.
Thus, the purchasing entities registered at Fira 2009 generated 606 contracts from the shows on the programme, while a further 1,044 contracts were secured as a result of the business generated at the professional marketplace, which for the first time was located in the central location of the plaça Porxada. Therefore, Fira Mediterrània 2009 far exceeded the initial indicators obtained by the organising foundation and generated 1,650 contracts in total, which were presented on stage in 2,763 different showings. The initial sampling available came to a total of 1,190 contracts. All of these contracts together would generate an economic impact of €9,926,000, over a third of which, or €3,642,842, would have gone to the 105 companies and groups featured on the official programme, and the remaining amount to contracts generated by the business at the marketplace as well as other areas of professional exchange.
The FUB and Barcelona Regional Council are also participating
Fira Mediterrània is completing this study by the University of Deusto, to be followed by the 2010 analysis, alongside another study being carried out by the Fundació Universitària del Bages on the indirect effects of this Manresa fair, or rather, on the spending carried out by the visitors and audience members as a result of the event (accommodation, catering, transport, purchases and tickets), as well a third study funded by Barcelona Regional Council focusing on the effects generated specifically from tourism. These last two studies are focusing on Fira 2010.
article submitted by:Laia Valls, Fira Mediterrània de Manresa (Catalonia / Spain)