Dr Ricardo Peach, Director

arts festivals on the African continent.”

most strategically placed to become one of the key international
“ Of all the festivals in South Africa, the Vrystaat Arts Festival is the

It’s my City, 2016. Lead artist: Alex Rinsler. Local artists: Minè Kleynhans, Marius Jansen Van Vuuren & Tshiamo Art and Crafts Collective
(Loki Maselwane, Itumeleng Moamogwa,Tshegofatso Marogoa). Photograph Leopold Frechow.
VRYSTAAT ARTS FESTIVAL AT A GLANCE The Vrystaat Arts Festival is an Afrikaans
language festival that forges creative
connections with English and Sotho
cultures. We also contribute to the
global exchange of ideas around art,
culture and society through connections
with other national and international
creative communities.
Our vision is centered on the principle
of ‘One festival, many stories,’ and our
mission is to support the development
and presentation of great art in the
Free State for all. We do this through
our goals of bringing people together;
supporting great art; developing artists
and audiences; driving innovation; and
playing on the world stage.
The festival’s current five-year strategic
plan was developed after international,
national, and local consultations on
what the festival could achieve, not
just to support the local Free State
economy, but also to have a significant
impact on South African, African, and
global creative communities.
Of all the festivals in South Africa,
the Vrystaat Arts Festival is the most
strategically placed to become one of
the key international arts festivals on the
African continent.
This will be achieved not only because
of our strong artistic vision, but because
Mangaung has some of the best theatre
and accommodation infrastructure of
any secondary city in Africa. There are
more than 15 fully equipped theatres Artform Development (an experimental
ranging from 150-1000 seaters, over 800 and interdisciplinary arts initiative
guesthouses, an international airport supported by the New York based
(Braam Fischer), and easy access from Andrew W Mellon Foundation through
Capetown, Johannesburg, Pretoria, Port the University of the Free State); and
Elizabeth and Durban by road. in 2018 the first Pan-African Creative
As a consequence the festival has Exchange (PACE), which links creative
begun to function as a creative industry communities in Africa with international
hub, not just for Afrikaans cultures, but presenters, producers and markets.
also for other language groups. We do We believe an Afrikaans language
this through new initiatives such as a festival such as the Vrystaat Arts
national fringe festival for upcoming Festival has the capacity, and given
artists (vrynge); an international literature the continued legacy of Apartheid,
festival (Vrystaat Literatuurfees); public the responsibility to assist in the
art projects in the city centre (PAP); a development of not just Afrikaans but
Free State Arts and Health program other cultures and languages in South
empowering communities in health Africa. With continued core operational
crises; the Programme for Innovation in support, such a vision will be achieved.
Lead Artist: Adele Varcoe
Onesie World, 2017.
 vrynge

PACE Public Art

Vrystaat
Art & Kunstefees
Health Literature
Festival
STRATEGIC PLAN

Art & PIKO

Education PIAD
 106 14
20 7
THEATRE/MUSIC
PRODUCTIONS
T THEATRES
IC AR VISU
PUBL JECTS EXHIBAL ART
PRO ITION
S

34
VRYNGE
1039 ARTISTS
EVENTS

255 000
THE PROGRAMME

PEOPLE ENGAGED

LITERATURE
F E STIVA L
EVENTS
440
ARTS MARKET

14
STALLS

FILMS
 PROVINCE OF ORIGIN
35% Free State
27% Gauteng
27%
10% Western Cape Visitors come from all over South
35%
9% Eastern Cape Africa and increasingly internationally
8% Northern Cape to attend the Vrystaat Arts Festival
10% with people in most provinces aware
7% North West of the brand.
2%
7% 9% 6% KwaZulu-Natal
6% 8%
2% Limpopo

Province respondents were from the provinces mentioned above.

GENDER [Gender composition of the respondents]

PERFORMANCE METRICS

31%
Approximately 31% of the respondents
69% Female
were male whilst 69% were female -
31% Male suggesting that the Vrystaat Arts Festival
69% is relevant to both genders.

Man with the Green Blanket, 2015.

Artist Lesiba Mabitsela.
 RACE [This figure depicts the different race groups that visited the festival]

In 2017 61% of respondents were White,

22% Black, 11% Brown, 1% Indian, and 5%
22% 61% White other, compared to 2013 statistics which
were 85% White, 8% Black, 5% Brown,
22% Black 1% Indian and 1% other. This does not seem
11%
to indicate a loss in white attendees (given
61% 11% Brown visitor growth and increased ticket sales to
1% predominantly white shows from 2014-2017)
5% 1% Indian
but rather a potential increase in visitors from
5% Other other racial demographics.

PARTICIPATING ARTISTS
PERFORMANCE METRICS

19.7%

19.7% Brown

49.4% 30.9% Black

49.4% White

30.9%

Lead Artist: Cigdem Aydemir

Plastic Histories, 2014
 DIRECT EMPLOYMENT

17

78 47.4% White

43.6% Black
87
9% Brown

HOME LANGUAGE
PERFORMANCE METRICS

13% 9% 63% Afrikaans

4%
2%
1% 13% English
8% 9% SeSotho
4% IsiXhosa
2% SeTswana
63% 1% IsiZulu
8% Other

Ontbloem, 2016. Artist: Francois Knoetze.

Photographer Leopold Frechow.
 AGE AUDIENCE REACH
50% 260 000

37.5% The majority of respondents were below the 195 000 Audience reach increased from an estimated 160,000 in 2015
age of 30 (43%), with those between 31-40 a (predominantly on the UFS campus) to an estimated 255,000 in
25% 130 000
significant second participatory group. Future 2017, including the UFS Campus, public art projects in the city
12.5% growth in audiences participation could focus 65 000 and events in the informal settlements (an additional estimated
on engaging younger patrons. 75,000 people).
0% 0%
/21 21-30 31-40 41-50 51-60 61-70 2015 2016 2017

MARKETING & ADVERTISING VALUE SPONSORSHIP

6 000 000 4 000 000 Cash sponsorship for operational costs for the festival has
Marketing and advertising values (predominantly
plateaued over the last three years, which in real terms
print) have stabilised around R5mil after a significant
PERFORMANCE METRICS

4 500 000 3 000 000 means a decline. Funds for individual projects (eg NATi theatre
increase in 2015. In 2017, however, a major social
productions and the literature festival) began to increase again
3 000 000 media campaign was launched by the festival, 2 000 000
in 2016, after a significant lottery grant in 2014. In 2015 the
with approximately twice the amount of on-line
1 500 000 1 000 000 University of the Free State in partnership with the Vrystaat Arts
engagement of similar festivals at the time, which in
Festival received R7mil over 2015-19 from the Andrew Mellon
0% the future will need to significantly augment our print 0%
2014 2015 2016 2017 2014 2015 2016 Foundation in NY for the Programme for Innovation in Artform
media and include tickets sales.
Development (PIAD). The funds are managed by the UFS, and
Mellon Foundation (UFS)
Grants / Projects
implemented in partnership with the festival.
Cash for operational costs

TICKET SALES ARTS MARKET

4 000 000 2 400 000

3 000 000 1 800 000

Income from ticket sales have increased 36% since
2 000 000 2014, in part due to a more diversified program (genre 1 200 000
Income from the Arts Market has increased 30% since 2014.
as well as culture) and new audiences activated
1 000 000 600 000
through the vrynge and literature festivals.
0 0
2014 2015 2016 2017 2014 2015 2016

Please note: Only ticket sales and estimated audience reach for 2017 is currently available, as the audited financial statements, sponsorship, demographic and other data analysis for 2017 are still in progress.
 LEVELS OF EDUCATION

8%

5% 5% Primary School

3% 3% High School

49% Diploma/Degree
49% 8% Other

EMPLOYMENT STATISTICS
PERFORMANCE METRICS

48% Employed
33%
33% Students
48%
12% Other

12%
7% Retired

Kahn & Karen Zoid, 2017. Vrystaat Kunstefees 2017

7%
 It’s my City, 2016. Lead artist: Alex Rinsler. Local artists: Minè Kleynhans, Marius Jansen Van Vuuren & Tshiamo Art and Crafts Collective
HOUSEHOLD MONTHLY INCOME
27% > 60K
19% 19% < 5K
27%
17% 40-60K
13% 30-40K
17%
7% 8% 20-30K
8% 8% 5-10K
8% 13%
7% 10-20K

(Loki Maselwane, Itumeleng Moamogwa,Tshegofatso Marogoa). Photograph Leopold Frechow.

AVERAGE SPEND PER PERSON
PERFORMANCE METRICS

8.5%
R4859 Accommodation
7.8%
R657 Tickets
9.8%
R607 Food/Drinks
R763 Shopping
62.6% 9.8%
R763 Transport
1.5%
R111 Other
 TAKING INTO ACCOUNT OUTFLOWS AND
THE MULTIPLIER EFFECT,
THE TOTAL ECONOMIC IMPACT OF THE
FESTIVAL ON THE HOST ECONOMY WAS

R 208,000,000
ECONOMIC IMPACT

METHODOLOGY: SOUTH AFRICAN FESTIVALS ECONOMIC IMPACT CALCULATOR (SAFEIC)

References:
Hattingh, Johann. Evaluating the demographic and behavioural profile of the visitors to the Vrystaat Arts Festival.
A synopsis, Tourism and Event Management, Faculty of Management Sciences, Central University of Technology, Free State. 2016
Van der Merwe, Cay. Analysis of Survey on 2017 Arts Festival, 2017. Based on data collected by Deidre van Rooyen,
Faculty of Economic and Management Sciences, University of the Free State.
 Vennote / Partners Stigterborg / Founding Sponsor
Volksblad • UV / UFS Media24

Seniorborge & donateurs / Senior Sponsors & Donors

ATKV • NATi • KykNET • OFM • PACOFS • Kunstetrust • Die Dagbreek Trust • Stuttaford van lines • Rooistoel TV Silverrocket Creative
Human Auto Ford • Civic theatre • Business and Arts South Africa • DADAA • SITUATEArt • Salamanca Arts Centre Arts House • Castle
Australia Council of the Arts • City of Melbourne • QUT creative industries • The Market Theatre • Kingdom of the Netherlands
National Arts Council of SA • The Andrew W Mellon Foundation • Mid Atlantic Arts Foundation • Van Deventer & Thoabala Inc
SPONSORS/PARTNERS FOR 2017

Vrystaat Art Festival’s

Istituto Italiano di Cultura Pretoria • AK21 • Scott Entertainment • Embodied Media • The Festival Academy
partners assist the festival to
deliver significant benefits to
the Free State communities.

Our partners also enrich

the audience experience
though brand activations
and program support that
transforms the festival.

Thank you
Contact:
Roxanne Konco | Manager: Sponsorship & Marketing
roxanne.konco@volksblad.com | +27 (0)51 404 7947

Dr Ricardo Peach | Director: Vrystaat Kunstefees/Arts Festival/Tsa-Botjhaba

ricardo.peach@volksblad.com | +27 (0)51 404 7715