The special challenges of marketing the arts festival

Wilks, Linda (2014). The special challenges of marketing the arts festival. In: O'Reilly, Daragh; Rentschler, Ruth and Kirchner, Theresa A. eds. The Routledge Companion to Arts Marketing. Abingdon: Routledge, pp. 334–343.



Arts festivals encompass a wide range of genres and time scales and are situated in locations across the world in towns and villages, cities and rural greenfield spaces. According to Arts Council England (2012), art forms include dance, literature, music, theatre and visual arts. Multiple art forms may also be brought together or combined into multidisciplinary or interdisciplinary work under the umbrella of festivals. Arts festivals therefore vary substantially in content, although all are anchored to one or more of these art forms....

Devising effective arts festival marketing strategies requires knowledge of the special nature of the festival, as well as the special nature of the festival participant. This chapter will highlight theories and concepts which will help in understanding both of these elements.

Viewing alternatives

Download history

Item Actions