Audioriver Business Plan
Audioriver Business Plan
2013
2013-05-16
2013
2013-05-16

Index Page Number

Executive summary 2
The Company & The Industry 3 Markets 4 Marketing 5 Finance 7 Milestones- Gantt Chart 9 Event Evaluation 10

Appendix number 1 11
Appendix number 2 16
Appendix number 3 17

References 18
Bibliography 20

Executive Summary

Description of festival
Audioriver is an international three-day festival, which is one of the biggest in Poland. The main objective is to promote alternative music with an emphasis on the electronic music genre. So far was seven editions of the festival, in the last was attended by around 50 thousand people. Audioriver takes place in the city of Plock in Poland, on the beach by the river Vistula. In 2013, the festival will take place on 26-28 July.
Finance Required
Audioriver financial requirements are estimated at about 1 million pounds. The main areas of expenditure are: management, event running and promotion. Is estimated that the greatest amount of finance about 65%, absorb artist rates.
Financial Projection
Audioriver main income about 60% comes from sponsors such as, City host, The Ministry of Culture and National Heritage, Red Bull Music Academy, and other business. Moreover, another significant part of the budget comes from ticket sales, about 25%. In 2013 Audioriver expects revenue growth of approximately 15%.
Business Differentiators
Audioriver is the only one event of this kind in Europe. Distinguishes itself mainly by diversification, for three days of the event all the time on different stages perform various artists. Moreover, is promoted alternative art in various fields such as music, film and painting.
Festival Credibility
Each year the festival focuses an increasing number of fans. It is the success of the festival, because the amount money allocated for the promotion is not great. Moreover, about festival credibility may also provide, that the tickets are purchased when are not known what kind of artists will be perform.

The Company & The Industry
Audioriver is a cyclical festival of electronic and independent music type of open-air. Has been organized since 2006 on the beach the Vistula River in Plock (Poland). Audioriver Festival is a three day international event. In 2013 on the six scenes will be occurred more than 70 artists from around the world (All artists can be found in appendix No. 1) (Audioriver, 2013). The last edition brought together 16 thousand audiences every day and gained another nomination for Europe Festival Awards, including Top 10 Best Foreign Festivals in UK (festivalaward, 2012). In 2009, for the first time arose project called ‘Independent Market’, consisting of a free Fair and Music Workshops. In all the editions of the festival has running cinema festival. The date of the first five editions of Audioriver was in August, the next took place in last week of July, and in 2013 the festival will take place on 26-28 July. A ticket for three days event costs about 40 pounds, the cheapest one-day costs about, 20 pounds (Audioriver, 2013). * The purpose of Audioriver may be: * Spread and promote alternative art * Increase number of foreign visitors * Increase the knowledge about the independent music, its mechanisms and audience * Promote new talent * Revenue growth from the ticket sale and strive to attract more sponsors in order to ensure the future sustainability * Design a programme that will appeal to the widest audience in terms of
Geographical spread.

In the years 2006 to 2010 producer of the festival in cooperation with the City of Plock, was the company Casting Service Film Art Agency. In 2011, the organization was acquired by SA Company this is a joint venture iBooking Sp z. o.o. and the Foundation ‘is Action!’. SA is an event, artistic and booking agency, which for many years working on favour of music and valuable events (spolkaakcyjna, 2013). Company consists of passionate of music, with extensive knowledge and experience in the production of events, selection and artists booking and effective promotion of events (spolkaakcyjna, 2013).
Audioriver festival distinguishes itself from other similar events first of all, apart from the world famous stars are invited artists with great talent however, mostly not well known or niche. Subsequently, presentation a completely new and experimental music sounds. Taking place several concerts at the same time, through this the participant can choose the most interesting concert throughout the event. Furthermore the festival site is distinctive, picturesque beach creates an atmosphere of relaxation (Audioriver, 2013).

Markets

Audioriver festival has international geographical spread. However, the majority of participants are from Poland, only 10% of the participants come from the city where the event is held (Kowalski, 2012). Poland is in the process of continuous development in the creation of great events, however it is a perspective market and open to new ideas. Plock in recent years has put attention on the development of culture and presently is a mandatory point on the Polish festival map. Mainly due to a large and highly successful events such as Audioriver or Reggaealand (Downarowicz, 2012)
Audioriver was built in small steps, from free events to the fourth largest ticketed festival in Poland. Development Audioriver is more like a community development, every year attracts new people, encouraged by genuine and open communication, who attended in the event for the music and the atmosphere (Onet, 2013) (More detailed description of the development of festival year after year, can be find in the appendix number 1). From year to year Audioriver increasingly evolving and expanding. In 2009 in cooperation with Red Bull Music Academy, festival expanded its activities and was introduced new projects in the City Centre called the ‘Independent Market’, consisting of free Fair and Music Workshops, which aim is to support independent music business. Since 2011, every April take place, the Music Conference which is open program of discussion panel with participation of professionals, meetings and lectures.
Audioriver growth opportunities are significant because it is a relatively new event which gathers every year an increasing amount of fans and enthusiasts of this kind of music. Moreover, tourism development in Poland gives also possibilities for growth. In development of the festival may help, extension event for another day, expand the promotion with emphasis on abroad which consequently increase the participants of the event and hosting larger number of world renowned artists (mediarun, 2013). According to European Festival Market Report (2010), each year increases festival market value and the number of participants even up to 15.4%. For instance in the United Kingdom music festivals boosting the economy of at least 864 million pounds moreover, sustaining the equivalent of 19,700 full time jobs (Sharkey, 2010).
Audioriver customers are young people, primarily from the 18 to 25 age group, who enjoy a dance electronic music and alternative art. A large part of customers are a group of friends from different places in Europe and loyal customers. What more, decisions to purchase a ticket may be taken as one of the holiday activities and desire to participate in the big event. Market segment is for all lovers of good music. PR action and world of mouth also helps in encouraging clients (Mediarun, 2013). Competition is not too great because in Europe there is no similar organized event. Only one of the problems is to attract artists who are invited to other festivals such as Tomorrowland and Global Gathering. However, ticket prices are much higher, for example, for Tomorrowland (3 day access), about 600 pound (tomorrowlandtickets, 2013). Moreover, increased competition in the market affects the rate of performers around, every year rise by 20 to 30 percent (Kowalski, 2013).

Marketing
Audioriver influence on communities in various ways through cultural and tourism development, community integration, city image improvement and economic development. However, in order to maintain the beneficial results, marketing should be strategically planned and implemented through festival program (Park, 2010).
Major Audioriver marketing objectives may be: * Maximise the cultural offer. * Maximise revenue/income potential. * Encourage foreign customers * Achieve widest possible market penetration * Achieve maximum profile

Important point is to carry out regularly independent research into user preferences, in order to meet corporate commitment of offering people the services they value most and ensure that festival artistic programme is ‘market-led’. One of the best method may be Primary data, carried out online surveys through social media. Moreover, use secondary data, conduct research in event media, industry newsletters and use of statistics. Organizers Audioriver conducted once a year a music conferences, which is a good time to discuss and analyse what people think and what have ideas for the future development of the festival. Furthermore, these solutions may be helpful in measuring festival success.
Audioriver is currently using a mixture of segmented marketing, for programmes such as beginners artists, admirers of independent music and movies, and generally electronic dance music lovers.
To enable to encourage an increase in general cultural participation Audioriver should do: * Create festival flyer for use by local tourism providers and distribute * Keep website, email list, twitter and Facebook buzzing * Develop special festival deals with accommodation providers, for cross-promotion * Use of music stations to advertise the event for example in Poland: Viva, 4funTV, Eska TV, World station: MTV and beatcast.tv * Contact with foreign media to advertise the festival in international event website and magazine for example: ‘Metropolismag’, ‘Event Magazine’, ‘The Independent’ and ‘Independent music news’ * Create PR action which may lead to positive world of mouth (Example of PR press release can be find in Appendix number 3). * Creating loyalty customers by distribution of vouchers, discounts for subsequent editions of the festival * Billboards and posters in the biggest cities in Poland * Distribution of flyers in larger clubs

Ticket sales expectations could rise by about 20 percent, mainly because are foreseen performances of more world famous artists, ticket prices are flexible, raised funds for promotions and is varied program in which everyone may find something for himself. Ticket buying place is available nationwide, mostly through the internet and music stores. Furthermore, ticket prices are vary, depending on the period during which are purchased, closer to the festival are growing. The earliest interested can even save half of the price, however not yet know what kind of artists will perform (Audioriver, 2013).
Audioriver market positioning should be focus on the offered program in particular presenting world class artists and a competitive price on the market. Furthermore for foreign participants should be encouraged providing the camping place at the festival (zycie Warszawy, 2012).
Finance
Audioriver financial requirements generally fall into three areas: * Management: administration costs, office rental, telephone, staff wages. * Event cost, may include, development, venue hire, visual arts, fees to performers, travel, accommodation and subsistence expenses, event logistic and equipment, ticketing, catering and insurance (it is a major part of the budget, in 2013 is estimated costs grow about 20% thousand, mainly because the artists rates have risen, according to Forbs (2010), artist rates may absorb even to 65% of total budget). * Promotion, costs may include market research and planning, website and social media, media liaison, design and print of promotional materials; distribution advertising and evaluation.

Audioriver has several potential sources of income: * Tickets, workshop, cinema fees and other audience payments * Sponsors such as: City host, The Ministry of Culture and National Heritage, Red Bull Music Academy, and other business such a Planate plus and Universal are sponsorship of festival (Kowalski, 2012). * Advertising on promotional materials. . * Festival souvenirs, like mugs, T-shirts, posters, with the festival slogan and logo. * Commission on art and craft sales.

More detailed calculations of income and expenditure can be found in the Appendix number 2.
Audioriver budget for 2012 was about 900 thousand pounds. However in last year Poland organized Euro 2012, through this Audioriver has experienced decrease in funding because companies engage in sponsorship of the football event. Therefore the festival in 2013 may expect an increase in sponsorship by about 10%, moreover, are taking place negotiations with the council of Plock, relating to financing increase by half (Kowalski, 2012). City of Plock gains as the host about 1 million pounds, flowing from the expenditure of tourists participating in the festival, moreover gaining invaluable town promotions. For comparison, a similar OFF festival in Katowice from the city receives about 500 thousand pounds (gazetaprawna, 2010).
Estimated budget for Audiriver 2013 may reach about 1 million pounds. However, until the festival run, it is difficult to project income from many sources. Moreover, is estimated that the expenditure for the festival may also increase by about 15%.
Eventually financial risk which may affect Audioriver festival may include: * Having to pay for services before money has been received * Income and expenses are not recorded properly and cash is lost * Festival make a lost due to not sufficient participants * Failure to achieve forecasted levels of sponsorship revenue * Insufficient funding available could cause components of the programme to fail and partnerships to falter * Unfavourable inflation and currency fluctuations failing rate of Polish Zloty which may cause that rates for foreign artists will grow. * Destruction of equipment which may result in additional costs for the repair or purchase new.
To avoid wrong course of events organizers Audioriver should develop Investment Agreements with key cultural partners, based on robust business planning and clearly defined outcomes. Develop a marketing plan which includes a variety of methods to ensure market penetration. Moreover, calculate number of participants needed to break even and income and expense forecast with consideration the risks, is essential (Beloviene et.al., 2010).

Milestones- Gantt Chart
In order to facility visualize project management timelines, Audioriver organizers may use the Gantt chart. Below is an example Gantt chart with the most important activities. Has been spread out into 13 months, beginning from the end of the previous edition of the Festival. Event Evaluation
In order to measure whether the objectives have been fulfilled the organizers of Audioriver may take advantage of different methods, such as: * To measure how many people from abroad participated in the event, may be used quantitative data, when entering or exiting from the event * Qualitative data may be used in order to verify, weather has increased knowledge among participants about alternative music, which the young artist did the best impression and what would have been changed in the event program. This may be verified through interviews, observations, surveys after event for example, by social media. * Event documentation such as financial statement in comparison to the previous year may help in assessing the amount of funds from sponsors and assessing realize expected outcome.
Moreover, may be helpful media monitoring after and before event. In order to increase the success of the event may be beneficial the development of environmental policy. Therefore showing that the organizers, in festival planning take into account the care of the environment by for example, a free local transportation with event ticket.

Appendix number 1
Audioriver history between 2006-2013 * 2006 Edition
Audioriver Festival is an extraordinary musical event, which in its first year of existence, has had great success, bringing together more than 20,000 people on the picturesque beach on the Vistula. Despite the free entry, the organizer succeeded in inviting more than 60 performers, including 16 from abroad.
From 4th to 8th August were organized - three scenes, cinema festival and the whole city was bustling with fans of electronic dance music.
The performers include:
Craggz & Parallel Forces + MC Stamina & MC Deeizm, Goldie + MC LowQui, DJ Fresh, Desyn Masiello, Peace Division, Ada, Gabriel Ananda, Cobblestone Jazz, The MFA, Mathew Jonson, Paul Kalkbrenner, M.I.A., Alexkid, Jori Hulkkonen, Pier Bucci, 3 Channels and SLG. * 2007 Edition
Between 3th and 4th August took place the second edition of the festival, free of charge. 2007 edition has doubled the number of participants to 40 thousand people. Has won the seventh place in the ranking of the best festivals in August by Resident Advisor. This was a rise of one place relative to 2006. One of the main sponsors of the festival was a beer producer Lech.
The performers were including:
TC Evolution live (Dstyle, Valve, UK), Fabio & Grooverider (BBC Radio1, UK), Future Prophecies hybrid live (Breakbeat Kaos, Berzerk rec., Norwegian) ft. mc Navigator (Rawhill cru, UK), Jamie Jones (Crosstown Rebels), Oliver Huntemann (Confused, Giant Wheel, Hamburg), Pascal FEOS (Level Non Zero), Andre Galluzzi (Berlin), Tigerskin aka Dub Taylor live (Organic Domain, Resopal-Schallware), Spooky live, X-Press 2, Hybrid live, Infusion live, Jacek Sienkiewicz live (Recognition, Poland), Jobert Babicz aka Rob Acid live (K2, Treibstoff, Systematic), Martinez (Re:connected, Outoforbit), Matthew Dear’s Big Hands (Ghostly, M_nus, USA),, Jake Fairley aka Fairmont live (Sender rec., Kompakt, Border Community, Morris/Audio, Hihgrade, Opossum, Berlin), lineasdenazca live (Eintakt, Mexico) and SLG. * 2008 Edition
From 1st to 3rd August, the first ticket Audioriver edition, most expensive tickets were about 10 pounds for the two-day event. Has reached 10th place on the list of the best festivals by Resident Advisor. Every day had fun more than 10,000 people.
The performers were including:
UNKLE live, Roni Size Reprazent, Ricardo Villalobos, Josh Wink, Dave Seaman, Loco Dice, Agoria, Damian Lazarus, Extrawelt, Guy Gerber, Martin Buttrich live, Visionary Underground, 2020 Soundsystem live, A Mountain of One, Jungle Drummer vs DJ Fu feat MC LowQui, Kalabrese and his Rumpelorchestra, Danny Byrd, SLG, Catz‘N Dogz and 3 Channels. * 2009 Edition
From 7th to 9th August, event tickets have increased up to 20 pounds for two days. The Festival was a three-day, but was a two-day ticket, because they cover only a beach party, which took place from Friday to Saturday and Saturday to Sunday. Cinema was operate during the day and was ticketed separately. Other attractions such as the scene in the market and street theatre were free.
It was the best edition so far which have confirmed by numerous rankings such as: * 4th place on the list of the best festivals in the world in August for AR09 (Residentadvisor.net - the world's most important electronic music portal) * 5th place on the list of the best festivals in the world in August for AR09 (Cityout.lt Lithuania) * 2nd place for the best Polish festival for AR09 (Infomuzyka.pl) * Events of the Month and nominated for Event of the Year for the AR09 in the plebiscite, Nightlife Awards (Aktivist)
The performers were including:
Richie Hawtin, DJ Hell, Zoot Woman live, The Whip live, Chase & Status, Moderat live (Modeselektor + Apparat + Pfadfinderei), James Holden, Telefon Tel Aviv live, Crazy P live, Joakim & The Disco, Alix Perez & Commix feat. MC Stamina, Dirtyphonics live, Daniel Bell live, Caspa & Rusko feat. MC Rod Azlan, Radio Slave, Gui Boratto, Ulrich Schnauss, Seba & Paradox live feat. Robert Manos, Ewan Pearson, Joris Voorn, Raz Ohara And The Odd Orchestra, The Mole live, Efdemin, Silent Witness, MyMy live, Shed live, Mistabishi and Dub FX. * 2010 Edition
From 6th to 8th August, at five music stages, had gathered each day 15 thousand participants. In 2010 Audioriver has added to its program, the ‘Independent Market’, which is the first opinion survey, the first debate in Warsaw and the first unique music fairs in the Plock Old Town. Has won Event of the Month, in plebiscite Nightlife Awards in magazine "Aktivist".
The performers were including:
Richie Hawtin presents PLASTIKMAN LIVE, Laurent Garnier live, Simian Mobile Disco, and Hadouken! Live, Way Out West Soundsystem, Four Tet live, Sub Focus, Metro Area, Ellen Allien, Hybrid live, Magda, Noisia, Anthony Rother, The Black Dog, The Modern Deep Left Quartet live, Qemists Soundsystem, Krazy Baldhead live, dBridge & Instra: Mental ft. SP: MC, Christian Smith, Karotte, Plastician, Starkey, Spor, Dandy Jack, Oni Ayhun live, Jakes, Catz‘n Dogz live, Silence Family live, Marcin Czubala live, Gerd Janson and Xilent. * 2011 Edition
Recorded Audioriver edition, gathered 17 thousand fans of electronic music, and took place from 29 to 31 July. Festival won the fourth position among the largest Polish ticketed festivals. In this edition has increase in the number of participants from abroad, reached more than a thousand. Moreover event has been nominated for the UK Festival Awards and the Best European Festival.
In 2011, for the second time held Independent Market Music Fair, attended by 20 companies and organizations. For two days, in the Old Town have fun thousands of people, and workshops Red Bull Music Academy was led by duo Modeselektor and Gilles Peterson. Moreover, took place Cinema Festival, on which presents were music movies, which have never before been available in Polish distribution.
Another milestone in 2011 was to organize the first Audioriver Music Conference. This was 8-hour event filled with discussions and lectures, held in April in Warsaw. The meetings were attended by over 300 people and after party at the club over 1000. The special guest was Radio Slave, who was the representative of the Red Bull Music Academy.
The performers were including:
Trentemøller Live In Concert, Sven Väth, Paul Kalkbrenner live, Vitalic V Mirror live, Andy C feat. MC GQ, DJ Marky, Gilles Peterson, Modeselektor, SuperMayer, Chris Liebing, Seth Troxler & Shaun Reeves, The Qemists live, Pretty Lights live, Bomb The Bass live, Robag Wruhme, Reboot live, TeeBee, Pan-Pot, Nu:Tone feat. Natalie Williams, Gaiser live, Kryptic Minds, Walkner & Moestl feat. Tania Saedi, Loadstar, Reso, Ernesto Ferreyra, Modestep, Brandt Brauer Frick live, We Love live, Son of Kick feat. Grems, Stamina MC, Catz‘n Dogz, Marcin Czubala live, Jarek Czechowski, CLS & Wax + Ksize, Jurek Przeździecki live, Maximilian Skiba, An On Bast live and Kuba Sojka live. * 2012 Edition
A record number of performances, has been invited 70 artists and was introduced a new scene. In 2012, was attended each event day 16 thousand participants. Audioriver still has occupies the fourth place among the largest ticketed festivals in Poland, was on the list of the 10 Best Foreign Festivals in UK Festival Awards and has once again been nominated for the Festival Awards Europe.
Performed artists were, among others: Röyksopp, Ricardo Villalobos, Nicolas Jaar, Goldie, and Danger i Kavinsky. * 2013 Edition
Audioriver festival is scheduled between 26 - 28 July. In January 28, has been presented altered logo with a new symbol, having put together stylistically all sub-brands of the festival - Music Conference and the Independent Market. Their names and the main slogan for the external market were completed in English. The official website also has been graphically reconstruction.
Planning artists are among others:
Paul Kalkbrenner live, Richie Hawtin, GusGus live, Rudimental live, Netsky live, Jeff Mills, Mr. Oizo, Dixon b2b Âme, Karin Park, Ed Rush, Gesaffelstein, Matador live, Nymfo b2b, Klute, Lusine live, Tale Of Us, Raresh Xhin, Julia Marcell, Sibot live, Alex Smoke pres, Wraetlic live, Monoloc, Astroid Boys live, Őszibarack, Bobby Tank live, NeverAfter, An On, Bast & Maciej Fortuna live and Piano Interrupted live.

All informations are from official Audioriver website, Available from: http://www.audioriver.pl/Audioriver,2.html
Pictures from Audioriver festival

Collected from: http://www.arekgmurczyk.pl/tag/zdjecia-audioriver-2010/

Collected from: http://www.arekgmurczyk.pl/galerie/wydarzenia/audioriver-2011/

Appendix number 2 AUDIORIVER BUDGET 2013 | | | Total Budget Value | INCOME | 2012/2013 | · City Host Funding | 350.000 | · The Ministry of Culture and National Heritage | 80.000 | · Other Grants/Public Funding | 30.000 | · Festival souvenirs | 35.000 | · Other Sponsorship | 100.000 | · Ticket Sales | 400.000 | · Merchandising – Trade site fees / Hospitality / Programmers | 20.000 | · Other Income | 25.000 | Total Income | £1,040,000 | | | EXPENDITURE | Total Budget Value | Administration | | · General Administration | 10.000 | · General Insurance | 5.000 | · Travel & Accommodation | 10.000 | · Staff Salaries & Fees | 20.000 | · Management Fees | 10.000 | · Other Administration Expenses | 5.000 | Subtotal Administration | £60.000 | Event Costs | Total Budget Value | · Event Evaluation/Bid Costs | 3.000 | · Visual Arts | 20.000 | · Facility/Venue Costs | 5.000 | · Other Production Costs (Plant, Equip. Hire, Crew, Security) | 45.000 | · Health & Safety | 5.000 | · Event Insurance | 5.000 | · Entertainment/Artistic Program (fees and costs) | 600.000 | · Hospitality | 3.000 | · Cost of Merchandise | 25.000 | · Travel, Accommodation & Services | 30.000 | · Communication (Radios etc.) | 5.000 | · Other Event Expenses | 15.000 | Subtotal Event Costs | £761,000 | Marketing and Promotion Expenses | Total Budget Value | · Advertising | 120.000 | · Design Fees & Print Production | 15.000 | · Direct Mail/Distribution/Display | 7.000 | · Internet | 10.000 | · Promotions | 50.000 | · Market Research | 5.000 | · Ticket Production | 3.000 | · Other Marketing & Promotions Expenses | 5.000 | Subtotal Marketing and Promotion | £215.000 |
Appendix number 3

Example press release which can be placed in social networks, magazines and websites.
The last weekend of July, 2013 will be the undisputed celebration for people sensitive on what they hear from the speakers, in what society have fun or fall into the party frenzy. These three days are celebration of, house music, electro, drum and bass and everything in between. It is a feast of music at the highest level, played by artists who create trends.
In the perception of music is significant environment and visuals arts, all this on a fantastic beach in Plock will fulfil even the most discerning partygoers. Six scenes, one of the best sound systems in Europe, a massive lighting fixture and a cinema festival, are some of the highlights of this event. if you are under 18, do not wear tracksuits, white gloves and weapons of mass destruction, commonly called whistle, then you are invited.

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