Strategic Plan: 2016 – 2021
The Wangaratta Festival of Jazz and Blues is an icon amongst regional festivals and has a long history of delivering world class music, in a regional environment that provides strong economic benefit to the Rural City of Wangaratta and the surrounding townships.
The festival has experienced peaks and troughs in attendance as well as financial success over its 26 year history but continues to play an integral part in the economic, cultural and social threads of the community.
Significant changes were implemented for the 2015 festival in order to secure the festival’s future through the attraction of new audiences (the crossover stage in King George Gardens), deliver a financially responsible festival (a change to the free offering traditionally held on Reid Street but moved to the popular Riverside Precinct) and a marketing campaign that maximised exposure through diverse channels, a Festival App and an increased presence in social media.
The Strategic Plan 2016 – 2021 is focussed on delivering a financially sustainable festival that by year 5 aims to generate 100% of its income through ticket sales. The plan identifies two types of audiences – those who already engage with the festival and those who are yet to engage. The Marketing Plan will develop a blue print that sees the festival offering opportunities for the current audience to engage more and on a deeper level whilst developing a plan to seek out new audiences who are yet to engage with jazz and blues. Strengthening community and business relationships has been identified as a key growth opportunity and one which will provide a more diverse offering to both existing and new audiences without stretching the financial and human resources within the festival organisation. Strong engaged audiences will create greater opportunities for artists and as a result will strengthen and grow the jazz ecology.