7 HO Connecticut Film, Interactive and Music Festival & Conference Proposed Time Period May 24 - 31, 2009 May 28 - June 7, 2009 Interactive & Social Medi Festival Connecticut Film Festival Indie Music Festival ‘This bookiet includes: | 1) Chart to outline the future growth of the Danbury event | 2) Chart to outline the event structure 3) Article #1 on South By South West Festival & Conference (SXSW) 4) Article #2 South By South West Festival & Conference (SXSW) | 5) Preliminary registration demographics 2008 SXSW 6) Statistics 2007 SXSW 7) Registration demographics 2007 SXSW 8) 2007 SXSW Economic Impact Analysis RECEIVED AUS 1 9 2008Networking & Social Events CT Film, Music and Interactive Festival & Conference Proposed: May 21 - 31, 2008 May 28 - June 7, 2009 Connecticut Film Festival Interactive & Social Medi Festival Indie Music Festival Screenings & Networking & Performances & Receptions: Sooial Events Receptions Education Conference Educat Conference Filmmaker ‘Musical Competition Competition ‘Competition Student Events Student Events Student Events CTEM! Festival & Conference Exposition Vendors & Performances Networking & Social EventsFestival & Conference | CT Film, Music and Interactive | Interactive Music Festival Festival Planning Committees Members Immersed In two or more areas of their Industry Traditional Media, Non-Traditional Media Traditional & Non- Traditional Sales / Marketing Education, Performance, Production, Event Production Event Operations, Event DesignSWSW ECONOMIC IMPACT New study says SXSW worth $95 million to Austin Impact is double the previous impact estimate by visitors bureau By Joe Gross AMERICAN-STATESMAN STAFF hursday, February 28, 2008 The South by Southwest music, film and interactive festivals and conferences pumped approximately $95 million into the Austin economy in 2007, according to a new economic impact report commissioned by SXSW, Mayor Will Wynn introduced the report, prepared by the consulting firm Angelou Economics, at a news conference in front of City Hall on Tuesday. City Council Members Betty Dunkerley and Mike Martinez and SXSW executive planner Mike Shea also attended. ‘Cities that are fun are going to do better economically,” Wynn said, highlighting SXSW’s blend of trade show, professional conclave and entertainment provider. ‘There's no other event like it in the United States," said Angelou Economics chief executive Angelos Angelou, Angelou said that in addition to the $95 million in direct revenue, SXSW generated media attention worth $12.8 million. Angelou's estimate is more than double the $43.5 million impact estimate from the Austin Convention and Visitors Bureau! Beth Krauss, spokeswoman for the bureau, said its estimates were based ona smaller pool of participants than Angelou's "We only used official numbers provided by the conference based on their attendance figures," Krauss said. “We multiplied that number by $264, an amount from the Texas Travel Association based on money spent per visitor per day. We were thrilled that we were that far under.” "Their formula only really works for standard convention and trade shows, but it doesn't work for something with the scope of SXSW,” Shea said. He said the study " doesn’t make SXSW bigger or better, but it does satisfy the public's curiosity.” Source: http;//www.carenyourrealtor.com /CurrentNewsaStats.html !http:/ /www.mysanantonio.com/business /MYSAQ30608_O1E_SXSW_2e785 23_html.html Austin becomes mecca for the Web's brightest Web Posted: 03/05/2008 2:00 CST ‘A few years ago, the interactive part of South by Southwest in Austin took a back seat to the more popular music and film segments That's no longer true With the buzzword "convergence" actually coming to fruition in gadgets like the iPhone and on social networking sites such as MySpace and Facebook, the SXSW Interactive sessions attract people from all over the world. Susan Price, CEO of Firecat Studio in San Antonio, plans to send three people to the SXSW Interactive conference. She isn't sending them to attract clients or as a marketing ploy, but to help educate her workers. "It’s the easiest, cheapest local conference that gives us a very good feed into the Web trends of the industry,” she said. “It's the fastest way of getting up to speed of industry trends.” SXSW began in 1987 as a music festival but added interactive and film in 1994. Last year, the conference attracted 6,700 attendees, and organizers expect a 40 percent increase this year. IF YOU GO What: Technology conference featuring speakers like Facebook CEO Mark Zuckerberg and a variety of panel discussions on everything from video games to mobile content development When: Kicks off with first panel at 3:30 p.m. Friday and lasts until Tuesday Where: Austin Convention Center Cost: $450 walk-up rate For more information: Visit www.sxsw.com. In 2007, SXSW had a $95 million economic impact on the Austin economy, according to AngelouEconomics, which did a study on the conference. SXSW Interactive has gained a reputation as "Spring Break for geeks," according to blog postings about the event. It's become one of the biggest parties of the year and one of the most important technologyconferences for the so-called Web 2.0 crowd, or anyone who survived the dot-com implosion. The conference combines bursts of creativity, technology, constant deal making, hype and instant communications. SXSW Interactive kicks off Friday and runs through Tuesday. It also attracts one of the largest contingents of bloggers, who instantly broadcast panel and keynote discussions on the internet. “Everybody goes there to show off and launch new products," said Dean McCail, chief technology officer of IdeaGin in San Antonio. Twitter, a microblogging site, launched there last year. So did MyToons.com, a San Antonio-based! social networking site for cartoonists and animators “You have this convergence of amazingly intelligent and very connected people," said McCall, who has attended for several years. He worked on an advisory group that put together a string of mobile content panels for this year’s conference, “In the corridors is where everything happens," he said. t's not uncommon to run inte movie stars like Owen Wilson, music legends like Lou Reed and ibergeeks like serial entrepreneur Guy Kawasaki mixing it up. In the hallways, people network and talk about new ideas and share experiences, McCall said. It also can lead to new companies and deals, he said. As of Wednesday, nearly 60 people from San Antonio had signed up to attend the conference. They come from big companies such as AT&T Inc., Tesoro Corp. and Rackspace and small companies like Firecat Studio and Blue Clover This year, the big highlight of the event is a keynote speech Sunday by Mark Zuckerberg, the 23-year-old billionaire CEO of Facebook. Ata launch party Tuesday, Michael Eisner and his independent new media studio, Vuguru, will premiere its second Internet series, "The All For Nots,” a comedy about an indie rock band. And Mark Cuban, co-founder of HDNet, will head up a panel discussion featuring Eisner on Tuesday afternoon. This year, the number and magnitude of SXSW Interactive parties (37 on the schedule so far) signals that while the rest of the economy may be slowing down, the Internet industry has heated up againDigg has a party scheduled to start at 9 p.m, Sunday until 4 a.m. Monday at the PureVolume Ranch. Facebook is hosting a friends party Monday, and Google has a happy hour party set for Saturday. British Web designers even will host their own “Great British Booze-up" at Shakespeare's Pub on Monday, The conference features geniuses and visionaries with body piercings and spiky hair In a variety of colors, said Price of Firecat Studio. “Whatever they are excited about, it turns out to be the next big thing,” she said. |Registrant Demographics For SXSW Music, Film and Interactive 2008 Music « Shewcasing Acts: 1809 Music Showcase Stages Participating: 83 Music Conference Participants. 12,651 (with band registrations 14,060) * Approximate Number of Music Media in Attendance: 2,627 * Approximate Number of Music ‘Trade Show Attendees: 14,000 ~ Number of Music Trade Show Exhibitors: 196 * Numbers of Countries Represented: 42 Film /interactive * Number of Films Screened: 273 * Film Conference Participants: 6,675 * Approximate Number of Film Media in Attendance: 876 " Interactive Conference Participants: 9,052 * Approximate Number of Interactive Media in Attendance: 1,133 * Approximate Number of Film/Interactive Trade Show Attendees: 13,500 Number of Film/Interactive Trade Show Exhibitors: 180 ADDITIONAL IMPACT OF SXSW ON THE CITY OF AUSTIN: Media attention from coast to coast and numerous countries around the world Music venue revenues increase on the average of 45% over their next highest month, with similar increases at restaurants, bars, etc. * Establishment of relations with international governmental agencies, which reinforces the "Live Music Capital of the World’ title Largest annual conference held in the city of Austin * 31,442 room nights booked in local hotels by SxSW ECONOMIC IMPACT TO AUSTIN: The economic impact of SXSW 2008 will be announced in June 2008 following a detailed analysis by Angelou Economics. New date for release of 2008 Economic Impact study is early September 2008 Source: http://2008. sxsw.com/interactive/press/releases/Statistics for SXSW 2007 Music * Showcasing Acts: 1,580 * Music Venues Participating: 70 * Music Conference Participants: 11,750(with band registrations 13,071) Approximate Number of Music Mediia in Attendance: 2,592 Approximate Number of Music Trade Show Attendees: 15,000 Number of Music Trade Show Exhibitors: 200 * Number of Countries Represented: 47 Film/Interactive Numiber of Films Screened: 240 Film Conference Participants: 5816 Approximate Number of Film Media in Attendance: 856 Interactive Conference Participants: 6,483 * Approximate Number of Interactive Media in Attendance: 937 Approximate Number of Film/Interactive Trade Show Attendees: 12,000 * Number of Film/Interactive Trade Show Exhibitors: 137 ECONOMIC IMPACT IN AUSTIN FROM SXSW. * Music Conference: $26.7 million * Film/Interactive Conference: $16.8 million All Three Conferences: $43.5 million” * Participants from around the world spend on average $264/day ADDITIONAI. IMPACT OF SXSW ON THE CITY OF AUSTIN: * Media attention from coast to coast and numerous countries around the world * Music venue revenues increase on the average of 45% over their next highest month, with similar increases at restaurants, bars, etc “ Establishment of relations with international governmental agencies, which reinforces the "Live Music Capital of the World” title * Largest annual conference held in the city of Austin * 27,159 room nights booked in 45 local hotels by SXSW Using the Austin Convention & Visitor's Bureau's convention and trade show formula, SXSW 2007's economic impact on the City of Austin is $43.5 million. That formula, based on conference and trade show attendees and exhibitors, is typically used to measure the impact of traditional conventions and trade shows and fails to capture the full economic scope of diverse events like SXSW. At the suggestion of the ACVB, an independent economic impact study is being conducted that will better account for the full range of SXSW’s activities that have tangible and intangible effects on the city’s economy. Source: http://2007.sxsw.com/about/Registrant Demographics For SXSW Music, Film and Interactive 2007 SXSW 2007 hosted more than 123,000 total attendees, attendee breakdown: + more than 24,000 conference registrants + approximately 12,000 music festival wristband holders + more than 35,000 single admissions to the film and music events + more than 15,000 Flatstock poster show attendees (free-to-the-public, held + during the SXSW Music Conference) + 32,000 Town Lake Stage concert attendees + (SXSW's largest free-to-the-public stage) + more than 5,000 ScreenBurn gaming arcade attendees + (free-to-the-public, held during SXSW Interactive) Music Top 10 Types of Business of Music Registrants (random order) Media Electronic 1 6. Management 2. Artist 7. Consulting 3. Publicity 8. Attorney 4. Radio 9. Booking Agent 5. Media Print 10. Talent Buyer/Promoter Showcasing Acts: 1,580 Music Showease Stages Participating: 72 Music Conference Participants: 11,750 (with band registrations 13,071) Approximate Number of Music Media in Attendance: 2,592 Approximate Number of Music Trade Show Attendees: 15,000 Number of Music Trade Show Exhibitors: 200 Geographic Breakdown by Percentage of Total Music Registrants: » Southwest 23% + West 22% + Southeast 7% + Midwest 8%FILM Top 10 Types of Business of Film Registrants (random order) 1. Film Director 6. Film Producer 2. Film Commission 7. Actor/Actress 3. Educator 8. Publicity/Marketing 4. Film Distribution 9. Screenwriter 5. Production 10. Film Student Number of Films Screened: 240 Film Conference Participants: 5,816 Approximate Number of Film Media in Attendance: 856 Approximate Number of Film/Interactive Trade Show Attendees: 12,000 Number of Film/Interactive Trade Show Exhibitors: 137 Geographic Breakdown by Percentage of Total Film Registrants: * Southwest 41% + International 6% + West 23% + Southeast 3% + Midwest 556 INTERACTIVE SXSW 2007 Interactive was the largest ever with Interactive Conference registration increasing 27% from the previous year. Top 10 Types of Business of Interactive Registrants (random order) 6. Educator 7. Media Electronic 8. Interface Design 9. Marketing 10.A Non-Profit Web Development Publicity Software Development interactive Graphic Design Consultant ween Interactive Conference Participants: 6,483 Approximate Number of Interactive Media in Attendance: 937 Approximate Number of Film/Interactive Trade Show Attendees: 12,000 Number of Film/Interactive Trade Show Exhibitors: 137 Geographic Breakdown by Percentage of Total Interactive Registrants: * International 7% + Southn 96 eran + Southeast 10% + Midwest 83SXSWO ECONOMIC IMPACT ANALYSIS: tins eae The folowing assessment represents the frst attempt to capture the fall economic impact ofthe 2007 South by Southwest Music, Fim and interactive Conferences and Festivals (SXSW) onthe City of Austin previous ‘8conomic impact studies of SXSW failed 10 account forthe truly unique nature of SXSW. Only @hanelul of events in the world can compare to SXSW in he size and range of eettes.periormers, presenters, and atendees, Two qualtes in parila disingush SXSW from other festivals and Professional conferences, Perhaps most important, SXSW dows not focus on a sole industry or dscpine While SXSW inital starled os a music festival and conference, subsequent adn of im and interactive media have become intagral components of the event. in 2007, SXSW featured nine days of incustry conference activites, sik days of trade shows, afve-night musi festival featuring over 7500 ats in more than 70 venues, nine days and nights of fim festival with more han 275 serceingsin sh venues. tree sight ree concet series, «three-day poster at how with 190 top arts, and a two-day caming arcade, ‘SXSW is also unique in that the event serves as both a conference fr industy professionals and a festival for music and fim eficonados in the public t large, SXSW hosts many industry oriented lectures and seminars that are not available tothe general public. Important, this component of SXSW makes the event ‘moe than just a festival sroviding entertainment forthe consumer aucience, Despite its professional leanings, However, SXSW also includes significant components that allow thousands of people to atten fim soreenings and live concerts in 2007, SKSW was dtecty and indrecly responsible for injecting approximately $85 milion into the Austin onion Operational Output — The direct, increct, and induced focal economic benefit ofthe year-ound ‘operations of SXSW as well as festival-specific expenditures by SXSW and its sponsors. in 2007, the economic impact of SXSW operations totaled nearly $18 melon, Attendance Expenditures ~~ The cect, indirect and induced local economic benefit ofall tendees of he conference and festival. Attendees includo official SSW badgenoiders, primary industry professionals, and wristband holders, festival exhibitors, and single visitors of events such as fim screenings and music concerts, In 2007, SXSW attendance expenditures represented aver $77 milion in addition to SKSW expenditures and atlendance, the 2007 SXSW economic impact enalysis also Considers the “sot” economic impacts ofthe festivals and conferences, Traditonsl economic impact assessments are often il equipped to measure the ephemeral qualities ofan event previous economic Impact studies of SXSW wholly ignored the subject. Whie everyone recognizes that worlderde media coverage of SXSW provides significant value tothe iy of Austin, however, there has never been a formal attempt to quantitatively gauge this value. Despite the methodological lrits of uch en endeavor, SXSW ‘media coverage clearly creates value for the City of Austin Finally. it must be noted that the folowing economic impact analysis fs lmited to even's officlly sanctioned bby SXSW, Although SxSWeok atracts orivate marketers that aliempl to co-opt SXSW atlendges for thelr own benelit, such activites do not enerate significant addtional benefit o the ety and are not recognized by this econcmic impact analyss Cae‘OPERATIONAL OUTPUT One of the greatest imitations of previous economic impact assessments was the failure to account for SXSW's permanent presencsin the City of Austin, Specicaliy, the Austin Convention & Visitor's Bureau's economic impact mote assumes that SXSW isa discrete event. Under this sognario, the tral ecanor impact of SXSW is limited to 10 days of activites. While this model may be appropriate for most festival and professional conferences, SXSW is an Austn-grown enterprise thal operates throughout the calendar year. In this respect, SXSW is no diferent than any other private company dang business in Austin. For example SXSW maintains a fulltime staf of poreximately 60 workers. Temporary festival workers in areas such as ecuty and event production represen! the equivalent of an adtional 40 fulltime workers. To fuly account forthe permanent prese ce of SXSW within the City of Aus, an operational ouiput analysis was performed as ine frst component of tho total economic impact ana Operational output includes total expencitutes by SXSW, in addon fo all expenditures made by offical sponsors ofthe fesvals and conferences, The ecanomic impacts of expenditures by SXSW and its tttendant sponsors ae calculated and categorized as ditecl, indirect. and induced evonomic impacts All Calculations were mage using IMPLAN, en inpukautput model developed by the University of Minnesota, Inputs nciuded al direct expenditures by SXSW and is sponsors. Direct economic impacts are imitedto direct expencitures ino the local econoiny by SXSW and afcial sponsors. Adiect economic impact attributable to SXSW, for example, might include events from a printing company related tothe production of fesival collateral materials. Indirect effects include increases in aa sales, income or jobs in 4 indus! sectors that suppor the direct neneiciares of SXSW expendiures. A iypical indrect impact attoutale to SXSW might include the ineeased revenue ofa paper company tha supplies products to SXSW's printing company. induced effects are the household spending of individuals who experience increased eamings as @ resll of SXSW, Groceries and other goods and services purchased by 8 rining company employee vith tie earings from SXSW related projacts are representative af induced impacts. INDUCED. Ditoct expenditures of SXSW g and official sponsors total nearly $12 milion annul. Entity rect Indirect Induced Total AAL$0.5 milion, the SXSW ie $9500.00 $2,578.00 32,222.00 $14,100, permanent operations o SXSW represent the great ‘Ofc SXSWartes $912,000 $308,000 203.000 $1,424,000 bulk of direct operational Sponsors $1,600.00 $875,000 $351,000 $2,226.00 impacts. Ofc SXSW cakes ail none TOTAL |$11912000 §5662000 $2776.00. $17.750000 Tepresent another $2.4 milion in diect expenditures, The combined indirect and induced economic impact of SXSW operations is an addtional $5./ millon anally. Al together, the total economic impect of SXSW ‘operations represents the injection of nearly $18 milion ino the local economy Economiesevents tolaled 126.900 in 2007, Ofcial badge holders forthe conferences and fesivals numbered exceeded 21.000 Category Attendance and included ai Platinum, Gold, Fim, Interactive, Music, and Student Badge Holders 21,000 registrants Athough 1500 artists olfcaly played the SXSW music Musicians 7,300 fesiva, over 7300 musicians atendied : anc patcipatod, Wristband holsers tor Wristband Holders 7,600 the music festival accounts for an Mtoe Sora erat, Film, Music, Town Lake Stage, 87,000 crowd estimates, atendance forfim _” Flatstock, & Screenburn screenings, the Town Lake Stage concat soiee teraisock mee, Collateral Attendance 4,000 convenion, and the Screenbum intrective video arcade tolled TOTAL 126,900 87,000. Fnally, an estimated 4,000 addtional vistors spent ine in Austin due to SXSW festivals and conferences, Collateral atendence includes individuals such as band managers, spouses of official registrants, and Wrado show boath workers, The attendance economic impact, ike the operational output includes direct, indirect, and induced economic impacts. Direct economic impacts ar limited to direct expend tures into the local economy by all allendees and ‘exhibitors. A det economic impe attibulable to SXSW attondee, for example, inclides expenditures on hotels, restaurants, bars, and rosalers. Indirect impacts might indude increased revenues of producers and \iholesalers waio provide beverages ‘2nd foods to Austin dubs and restaurants. Induoad effects remain sirilar to those ofthe operational output model, including goods and servioes purchased by a bartender withthe ips gamered ftom SXSW vistors, WORE: IwOIRECT es General attendance expenditures include the agaregated totals of all Entity Direct indvect-— Induced Tota SASH reed si | General Atendonce $46 560.000 $14,792000 §7,160.000 §71,492000 sponding in Austin during ee ieee : ieee Eitbios Sa.5u8000 $4,213.00 S7a.900 5.505.000 conferences. Separate TOTAL —$60.126c00 $t60N5.000 $10,956.00 $7,087 000 attendance lonaths and delly expenciture estimates were calculated for each category of velo, hcuding badge hokiers, musicians, colatera attendees, and visitors io events such as the Town Lake Stage concert series, Flatsiock. and Screenbum. Over the 10 days of the SXSW fosivals and conferences, visitors poured more than $50 milion Into the local economy. An additional $27 milion in indie and induced economic impacts can be attibuted '0 SXSW allendees, The combined impact of SXSW attendee expenditures to Austin is over $77 millon Economicseed Placing a concrete quantiative value on publicity is beyond the scope of traditional ecenoric impact siudies. While positive pubicty does benifit ¢ community, the impact has not yet been proven to iransate inte direct lal investment. inthis regard, any valve created by media coverage must be accounted for outside the framework of direct, indirect, and induced impacts, The economic inportance of Austins reputation as a haven for film, technology, and most notably music, Darially fueled by the presence of SXSW. cannot be easily dismissed, Economists at Brown and Harvard, {or example, have recently suggested thal arising demand for urban amenities such a music concerts is associated with a growing numoer of educated workers within central cies, SXSW iselfhas certainly ‘onbuled to Austin’ relatively recent ascendancy as one ofthe country's mast attractive cies forthe \wido'y herald "ceatve class"—the forward-thinking, high-camring demographic aggressively recruted as residenls, employees, and customers. Thanks to SXSWelated mecia exposure, milions of creative professionals throughout the world aad articles and watch television segments promoting lf in Austin, \without spending a dolar on advertising or marketing, Austin and the surrounding area reap great benefits from the positve coverage of SXSW by newspapers, magazines, television stations, and radio stations ‘round the world. Although SXSW and Austin receive significant free mecia exposure, such coverege does have a value. SXSW is all he more powerful because i! contbutes to a coherent message about Austin, though the branding benefis to Austin remain dificult to caleulato, she efforts of omer ees In promoting their communities provide potential benchmarks, In. 2005, Atlanta announced a $14 milion marketing campaign to market the city asa place to live and do business, Since is inception, Brand Atlanta has gamered mare than 480 millon advertising and public rations impressions. Impressions aro defined as the count ofa delivered basic advertising unit from an ad distribution point, The number of media impressions created by a newspaper story on SXSW, for example, would be represented by the papers circulation. This yeer alone, SXSW achieved 180 milion broadcast pain, and onine impressions. In an era vitere consumers are increasingly resistant to obvigus paid placement, such media coverage as enjoyed by SKSW is even more valuable precisely because it was provided without charge. Despite large public investments, for example, Atania’s branding tagine, "Every Day isan Opening Day’ has far ess resonance than Ausin’s offcial sogan. Austin emains "The Live Music Capital of the World” because tis contirualy authentcated through events such 3s SXSW. Due tothe ack of prevailing economic development models, combined with insufficient tracking of SKSW ‘media mentions in 2007, aitorpis to proper'y quantly the value of SXSW related media coverage invariably suffer from methadological limitations. Despite such formal dificulies, media acti touting SXSW ‘analyzed and assessed across three categories: entertainment broadcasts, news coverage, and sponsor advertising. The combined value of SXSW media coverage in 2007 totalad $12.8 milion, Using wholesale advertsement rates, the approximate value of entertainment broadcasls on satelte television totaled $7.2 milion. To determine the value of print media coverage, a sample cf more han 150 SXSW adicles was analyzed to determine average length, Representative word counts were then converted io physical page dimorsions Nex, 0 woihtod average advertising rato basod on 2 review of dozens of publications was apple to the 360 discrete newspaper, magazine, ana wite sevioe artls regarding SXSW. Such media exposure was subsequently estate at $1.2 millon. Advertsing ouside of Austin by official SXSW sponsors in 2007, including 258 ads in 122 publications, represented an addtional $4. in expenditures. Media coverage nat acoounted fori this exarnaion includes more than 120 blogs and websts,racio coverage, and foreign TV broadcass. The preceding caaatons, though improiso, represent an impocan st attempt to properly quantify the sal impact SXSit's "buzz facor generates for ‘ne cy of Austin Economics