Visitor views of festival Highlights of analysis of Visitor

							Contents  Introduction  Summary information about festival  Visitor views of festival – Highlights of Questionnaire results  Steering group views of festival Results of debriefing  Schools Day Evaluation  Analysis of exhibitor questionnaires  List of exhibitors  Summary accounts  Full results of questionnaire survey

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Introduction
This report is an evaluation of the first year we have held the East Midlands Regional Food & Drink Festival in Melton Mowbray. With over 140 exhibitors and thousands of visitors we became in our first year the largest regional food festival in the country. Although initiated by the Melton Mowbray Food Partnership, the success of festival is largely due to:  the support of our sponsors (mentioned later in the report),  the hard work of the steering group, the consortium members and the Market Partners and above all the efforts of Sheila Davenport of Infodex and Richard Thumpston and Amy Caldwell of Leicestershire County Council. We intend to hold another festival this year in Melton Mowbray from Friday 7th - 9th October 2005 and look forward to welcoming everyone again for what promises to be an even better celebration of our regional food and drink. Matthew O'Callaghan Melton Mowbray Food Partnership

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Summary information about festival
The festival was a four day celebration all things gastronomic in Melton Mowbray, a town synonymous with good food and set in beautiful countryside. Promoters and Steering group The festival was promoted by Melton Mowbray Food Partnership with support from a number of local and regional organisations including Leicestershire County Council. A steering group took responsibility for all aspects of managing the event and included representatives from:          Melton Mowbray Food Partnership Leicestershire County Council Infodex Melton Mowbray Market Partners Dickinson and Morris Melton Farmers Market Leicestershire Food Links East Midlands Fine Foods Melton Borough Council

Funding and resources         Leicester Shire Economic Partnership East Midlands Fine Foods Leicestershire County Council Samworth Brothers SEED Fund Melton Borough Council Melton Market Partners Government Office East Midlands

Consortium of other supporters Other organisation were involved through meetings of a consortium of supporters and included:  Leicester Shire Promotions  NFU

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        

Melton Mowbray Pork Pie Association Stilton Cheese Producers Association DEFRA Countryside Agency Local authorities and councils Farmers markets and food groups from across the East Midlands Melton Mowbray Town Estate Welland Partnership Melton Carnegie Museum

Festival Co-ordinators Festival co-ordinators Sheila Davenport and Kevin Whitworth of INFODEX were paid for with support from Leicestershire County Council and Leicester Shire Economic Partnership. Numbers attending With 142 exhibitors and over 12,000 paying visitors, the event in its first year became the biggest regional food event in the country. The total festival attendance including school parties at the education day, non-paying children on the public days, guests at the trade day, complimentary ticket holders on all days, exhibitors and event staff at all days is estimated at nearer 20,000 people. Following the festival‟s success it is intended to hold an annual food festival in Melton Mowbray each October. Highlights of the 2004 Festival Friday 8th October. Education Day 1000 school children from 24 schools across Leicestershire and the East Midlands visited the Cattle Market for a range of activities and hands-on demonstrations. Many schools participated in a „grow your own‟ project and demonstrated what they had grown and cooked. Attractions:  Clarissa Dickson Wright and Johnny Scott,  Sheep Show (Sheep Shearing Trailer),  NFU Road Show,  Bread making,
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      

Pie making, Gardeners Question Time, The Apple Man, National Trust „Plot to Plate‟, Cattle, pigs, tractors and machinery Sheep sale on at the cattle market Free lunch of local produce.

Saturday & Sunday 9 – 10th October. Public Days.  142 exhibitors.  Four TV celebrity chefs (Anthony Worrall Thompson, Sophie Grigson, Clarissa Dickson Wright and Johnny Scott),  demonstrations,  regional chefs,  exotic foods,  gardeners panel,  live entertainment, rare breed animals Monday 11th October. Trade morning Buyers include major national retailers and some international guests from the Far East and Australasia. A mail shot of 16,000 East Midlands restaurants, hotels, pubs, catering outlets and attracted the attention of local purchasers. The event started with a breakfast and a welcome speech by Derek Mapp, Chairman of EMDA.

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Visitor views of festival : Highlights of analysis of Visitor Questionnaires–
Feedback received from 666 visitors was overwhelmingly positive.  90% of visitors rated the festival very good or good overall (56% very good).  89% of visitors said they would visit the festival again.  80% rated the quality of the stalls very good or good.  The celebrity demonstrations were a major attraction. 76% rated the quality of the demonstrations very good or good.  72% spent more than £25 per party. The average spend was £55 per party.  Visitors were drawn from within a 75 mile radius with people attending from all the East Midlands counties. 55% visitors were from Leicestershire, 17% from Nottinghamshire.  Visitors were evenly split between Saturday and Sunday.  Visitors were spread even in age range. 63% came with one other adult. 78% came with no children.  The attention given to traffic circulation and parking was worthwhile since very few congestion problems occurred. 84% rated the parking arrangements very good or good.  40% heard of festival via newspaper / magazine, 30% TV adverts, 23% word of mouth.  For almost half the visitors, 46.8%, this was their first ever food festival.  70% of visitors went shopping or eating in Melton. For a full analysis see end of report

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Steering Group Feedback on Festival
Education Day  Schools day was a unique event and very well received. All very happy with event. Worth repeating.  850 children and 150 staff attended.  Rapid turnaround of the site following schools day put strain on exhibitors getting ready. Consider having schools day a week earlier in future. However this would forfeit the very effective promotion of the festival on TV/radio provided by the schools activities.  Lunches required more organisation than expected.  Activities could have been numbered to facilitate circulation. Trade Day  Trade event was considered a reasonable first attempt since trade days can take 5 years to establish.  House of Fraser, Sainsbury, Co-op, Bulldog, Whitbread, Ember Inns did attend event.  Monday is not a good day for trade event; it is normally a preview day.  In future need to require buyers to register and request tickets so that attendees are known. £20 fee to enter on the day would ensure prior registration.  Internal communications problems need to be overcome in future.  Future trade days should continue to be linked to the festival, not standalone. Running a separate day would require considerable additional promotion making it not worthwhile. Also buyers are attracted to the variety of stallholders a festival can offer.

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 Some positive comments received on trade day from traders. Festival Days  Crowd circulation problems avoidable by building “static walk-in areas” so visitors can move off the walkways into alcoves. However traders did not complain about circulation blockages.  Food lockers called “Food Crèches” should be hired to allow people to deposit food and continue shopping;  Balance between aisle widths suitable for trade event and those suitable for a public event should be looked at.  Exhibitors should be limited to 2 free passes each.  Entry gates may need to be carousels to control entry better.  Earlier entry is needed, especially on Saturday (9am or 9.30). Opening and closing times should be examined.  Events /attractions timetables and site plans needed in future. Suggested plan of visit might be helpful.  Combined VIP/exhibitors lounge preferable to VIP only area and could have had a paying café/bar.  Visitor flow on Sunday was improved compared with Saturday, by creating certain additional openings.  Charge of £5 caused some grumbles but these were offset once quality of event appreciated. £5 did not preclude people coming to the festival.  Traffic congestion was not a problem because of investment in park and ride provision. Additional set up costs also incurred on setting up site.  Celebrity Chefs have provided very useful publicity and considerable draw.  Dogs – needs firmer ban and possibly kennels.
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 White marquees better than green/white stripe since white reflects the light better.  Weekend tickets should be available although this would need careful costing and planning. Town Links  Footfall in the town 10% up on Saturday. Sunday stalls (22 in total) did not do especially well and most shops did not open.  Upside of festival was the benefits it brought to the town and it has already been a catalyst for further activity.

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Schools Day Evaluation
 Over 1,000 people attended from 20 schools in the East Midlands. Mostly whole classes attended – several schools sent more than one class – and one school attended in its entirety. Most of the children were aged 5 – 10 and groups consisted of one adult and 5 or 6 children (at the organiser‟s request)  Attractions included the Sheep Sale, Gardeners Question time, Clarissa Dickson Wright, the Sheep show, Pork Pie Making, the NFU „Meet the Farmer‟, Farm Animals, Tractors, Breadmaking and Paul Hand the Apple Man. Also there was an environmental section which included stands showing composting, recycling, Rare Breeds Survival Trust, beekeeping as well as health and safety, school meals service and fire safety information stands.  A locally sourced wholesome lunch was provided consisting of a Red Leicester cheese organic cob, a Leicestershire cherry tomato, Lincolnshire organic lettuce, a Dickinson & Morris Pork Pie and a Nottinghamshire apple. Results of evaluation questionnaire  Schools attended the event mainly because food complimented existing projects on Biology (especially keeping healthy), Geography, Science and Design & Technology. Others were interested because it offered a „hands on‟ approach to learning, and was something new and exciting.  All but 2 schools were keen to come again.  The top attractions were the Sheep Show, Breadmaking, Farm Animals, Clarissa and the Fire Safety stand  The attractions that educated the children most about food  Breadmaking because it demonstrated the whole process from grain to finished product, children enjoyed the hands on approach and participating, the lady on the stand was very informative.  Clarissa because she talked about local food and healthy food and her enjoyment spurred the kids to be enthusiastic about fresh local food.
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 The Apple Man because he was fun and very interesting, the children got lots of information about different varieties of apples and pears and they were surprised at the difference between the taste and texture of the varieties.

 The attraction that educated children most about farming  The Sheep Show which fascinated the children who were surprised at the variety of sheep and their many uses, as many kids thought that meat was the only product from sheep. One pupil was surprised that the sheep did not die following shearing.  Many of the participants said how they had enjoyed the day and really wanted to take part again.  The overall conclusion from the evaluation report is that clearly many pupils enjoyed the day. However, with this being the first educational day ever, there are elements that can be built on and improved for the future. The potential is enormous – let us allow more children to experience it.

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Analysis of exhibitor questionnaires
Comments of the 25 exhibitors who responded were very positive. 1 Were you happy with the quality of the information sent to you prior to the festival Yes 25 No 0 How would you rate the organisation of the festival? Poor 0 Fair 0 Good 11 Excellent Did you have any problems locating the venue? Yes 0 No 25 Do you think there was adequate road signing to the festival? Yes 0 No 25 How would you rate the facilities at the venue? Poor 0 Fair 0 Good 18 Excellent 7 14

2 3 4

5 6

Do you think the festival represented good value for money for your business? Yes 25 No To the nearest £500, how much did you take throughout the festival? £500 1 £1,000 11 £1,500 8 £2,000 3 £2,500 0 £3,000 1 More 1 Would you take part in this festival again? Yes 25 No 0 Would you recommend this festival to other exhibitors / visitors Yes 25 No 0 How would you rate Infodex, the festival organisers? Poor 0 Fair 0 Good 12 Excellent 13

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8 9

10

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If you took part in the trade day organised by East Midlands fine Foods on the Monday were you happy with the quality of the arrangements for this day? Yes 6 No 6 What do you think of East Midlands Fine Foods? Would you like to know more about them? Positive 13 Doing OK 6 Negative 2 East Midlands Fine Foods may organise a festival next year Interested 21 Not Interested 1 Other comments

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 Very good first effort with good all round attractions e.g. livestock (not normally seen at other Festivals)  An excellent event. There is a tendency by exhibitors to judge events on sales revenue only. I thoroughly enjoyed this event and moreover I cannot remember another Food Festival where the public was so enthusiastic. Well done, many thanks.  The covered walkway may not be enough if it rains as the awning wouldn't be wide enough.  We had trouble locating our stand  The trade day was a waste of time  I supported the Monday opening. It was a shame the public / trade did not come

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List of exhibitors
Company Name Nutmania Ltd Willow Brook Farm Shop Rochat Country Bakery Glorious Glassware The Fudge Factory Kidhugs Colombier Vins Fins Ben's Delicatessen Littleover Apiaries Spirits of the Place Foodology UK Ltd Hall McGill Field House Foods (Derby) Ltd. Whistlestop Coffee Company Ecoworks (Notts) Ltd Grasmere Farm Cocina Ceramics Toastabags Celtic Spirit Co Ltd Olives & Things Port Of Lancaster Smokehouse Rural Enterprises Picks Organic Farmshop Simton Food Products Melton Mowbray Sloe Gin Brockleby's Global Fine Foods Curryslim Limited March House Farm Melton Cheeseboard Melton Mowbray Farmer's Market Melton Mowbray Market Wendy's Wicked Preserves West View Fine Foods Brooksby Hall Lubcloud Farm Dairies Spice Guru Ltd Manor Organic Farm Shop M.U.T.T.S Clearway Marketing J Hawley & Sons Dickinson & Morris The Event Makers Ltd Belvoir Brewery County Bedfordshire Cambs Cambs Cambs Cambs Co Durham Derbyshire Derbyshire Derbyshire Derbyshire Derbyshire Derbyshire Derbyshire Derbyshire Derbyshire Derbyshire Devon Gloucestershire Gwent Hants Lancs Leicestershire Leicestershire Leicestershire Leicestershire Leicestershire Leicestershire Leicestershire Leicestershire Leicestershire Leicestershire Leicestershire Leicestershire Leicestershire Leicestershire Leicestershire Leicestershire Leicestershire Leicestershire Leicestershire Leicestershire Leicestershire Leicestershire Leicestershire 15 Company Type Home Cooked Nuts Meat Products Baking Glassware Homemade Cream/Butter Fudge flavoured honey products Wine Olives Honey Portuguese drinks Food Technology Hampers Condiments Coffee/Syrups/Cold Drinks Healthy Eating Pork, sausages, bacon, hams Cookware/Tableware Toastabags handmade spirits & liqueurs Home Marinated Olives Smoked gourmet food Chicken Organic Meat/Fruit/Veg Indian Pickles/Pastes/Sauces Alcohol Meat Products Ethnic Foods low fat curry Meat Products Cheese/Cordials Farmers Market Estate agent / Market contractor Preserves Fine French foods banqueting etc Organic Dairy Masala Paste Organic Meat/Bread Pickles/Preserves Marketing Meat Products Pork Pies Information Alcohol

The Herb Nursery W I Country Markets Ltd (Leics) Spice'n'Tice Bouverie Lodge Brooksby Melton College Cool Chilli Cook's Kitchen Kings Road Bakery Leicestershire County Council Leicestershire / Northants Energy Advice Melton Mowbray Borough Council Melton Mowbray Pork Pie Association

Herbs Cakes and Preserves traditional Indian dishes Bison and Venison Education and agricultural training Homemade Indian Curries Cakes / Coffee bread & cakes Leicestershire County Council Leicestershire / Northants Energy Advice Leicestershire Melton Mowbray Borough Council Leicestershire Melton Mowbray Pork Pie Association Northfield Farm Leicestershire Angus Beef Olly's Kitchen Leicestershire Caribbean Cooking Paul's Soy Foods Leicestershire Bread, Soy products Rural Community Stress Leicestershire Rural Community Stress The Pension Service Leicestershire The Pension Service Tourist Information Centre Leicestershire Tourist Information Centre UK Countrylife Leicestershire UK Countrylife Welland Food & Drink Initiative Leicestershire Welland Food & Drink Initiative W.E Botterill & Son Lincolnshire Geese/Turkeys/Wild Game The Secret Pantry Lincolnshire Preserves Pipers Crisps Ltd Lincolnshire Crisps Bassingthorpe Beef Lincolnshire Meat Products Belvoir Castle Lincolnshire Info Ian McBain Garden Design Lincolnshire Garden Designs Belvoir Home Interiors Lincolnshire Homeware Belvoir Fruit Farm Lincolnshire Cordials/Preserves F W Read & Sons Ltd Lincolnshire Dairy Products Old Elephant Fudge Lincolnshire Fudge Redhill Farm Lincolnshire Meat Products Special Edition Continental Chocolate Lincolnshire Hand Made Chocolate Welland Enterprise Agency Lincolnshire Welland Enterprise Agency Best Dressed Bird Lincolnshire Meat Products Willingham Fayre Lincolnshire Dairy Ice Cream Church Farmhouse Cakes Lincolnshire Fruit Cakes Cherizena Coffee Lincolnshire coffee beans Fen Farm Venison Lincolnshire Meat Products Tuk Tuk Foods Lincolnshire Sauces Curtis of Lincoln Lincolnshire Meat Products Luke Tropical London Tropical fruit Dev's Spices Norfolk Dried herbs & spices / cookware Alpro UK Ltd Northamptonshire Soya milk products Freya Northamptonshire Glassware USM Northamptonshire Ecoflow/Bioflow Magnetic Health Care 16

Leicestershire Leicestershire Leicestershire Leicestershire Leicestershire Leicestershire Leicestershire Leicestershire Leicestershire Leicestershire

Wellbake Ltd New Lodge Farm Northants Food Group Limetree Pantry Ltd E I Forum Sharron's Pickles & Preserves Bankside Apiaries Temptation Gifts Ltd The Barn Bacon Company Camra DEFRA East Midlands Fine Foods Food Initiatives Group Forever Living Products Kenwood Modern French Wine Mr. Pitchfork's Pickles Planet of the Grapes Innhouse Catering Red Hot Cuisine Sweet Tooths Delight Thaymar Dairy Ice Cream Tuesday's Pancakes Coffee Central Ltd Nottingham Trent University Shalai Ltd Supreme Sausages Ltd The Sauce Station MRH NHS PCT Big Wave Celtic Country Wines Croft Speciality Foods Hartfields Café Express Blackwood Distillers Organic Smokehouse Vegerama Catering Ciao Coffee Stilton Cheese Makers Association Run Cookware Pago Fruit Juices UK Ltd Rebori Yabba Chocolate Fountain Company Sancho Panza Banquets

Northamptonshire Northamptonshire Northamptonshire Nottinghamshire Nottinghamshire Nottinghamshire Nottinghamshire Nottinghamshire Nottinghamshire Nottinghamshire Nottinghamshire Nottinghamshire Nottinghamshire Nottinghamshire Nottinghamshire Nottinghamshire Nottinghamshire Nottinghamshire Nottinghamshire Nottinghamshire Nottinghamshire Nottinghamshire Nottinghamshire Nottinghamshire Nottinghamshire Nottinghamshire Oxfordshire Penarth Rutland Rutland Rutland Rutland Rutland Shetland Shropshire Shropshire Staffs Surrey Warwicks Worcestershire Yorks Yorks Yorks Yorks

Bendy cookware Meat Products Food Group Savoury & Fruit Pies E I Forum chutneys, jams & jellies Honey Wine stoppers, etc Bacon/Sausages/Pies Campaign for Real Ale DEFRA Information Food Initiatives Group Aloe Vera Health Products/Drinks/Creams Kenwood Alcohol Handmade Pickles/Chutneys Alcohol Catering Co Indian Cuisine Sweets Ice Cream Pancakes Coffee machines Nottingham Trent University Shalai Ltd Pork Sausages Sauces NHS Big Wave Alcohol Pies Coffee Alcohol Smoked fish Vegetarian Food Coffee Stilton Cheese German Cookware fruit juices Dressings Pickles/Preserves Chocolate Paella

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Festival Expenses
Festival Expenses Legal Insurance Risk Assessment Site Market Costs Marquees Cash Kiosks 34,463.14 Exhibitor costs Shell Scheme Electrics, Generators Carpets 10,443.40 Printing Festival Magazine Carrier Bags Stationery, wrist bands 16,868.86 Events Demo Kitchens, Plasma Screens Entertainers / Musicians Sheep Show Gardener's Question Time Morris Dancers 25,822.87 Publicity Mailsort 3 Postage Banners On Site Signs Road signs Plasma screen advert TV advertising Newspaper £

2,854.50

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advertising BBC Good Food 27,193.43 Other Toilets Tables, chairs Screens Infodex bank charges Website Food Trail Leaflets 7,616.90 Labour Market Security Market Parking Staff Gate Staff Lost Children Staff Home Economist First aid/ Fire cover Additional Staff 9,319.88 Park & Ride Coach Hire / Drivers Other staff Toilets Pedestrian Walkway Hire of fields 7,434.75 Various VIP catering Chefs ingredients Advert sales Commission Evaluation 3,631.26 Co-ordinator fees TOTAL EXPENDITURE 20,500.00 166,148.99

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FESTIVAL INCOME Sponsorship

Leicester Shire Economic Partnership East Midlands Fine Foods Leicestershire The County County Council Council also contributed significant in kind staff time Melton The Borough Borough Council also Council contributed in kind site rental costs Samworth Samworths Brothers also contributed in kind celebrity chef costs Melton Market Partners Government Office East Midlands

40,000 30,000 12,500

1,000

5,000

6,000 1,500 39,632.16 19,024.55 4,053.75 8,058.09 166,768.55 619.56

Ticket sales Exhibitor income Advertising VAT refund TOTAL INCOME Surplus

(see note 1 below)

Note 1: In addition to the above expenditure, two capital items needed as investment for future festivals (the market hall screens and access to the park & ride car park) cost £6,760.36 and will be carried forward from this year‟s festival. Note2: The SEED funding to Leicestershire Food Links for their Education day activities is not included in this table.

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Full Analysis of 666 Festival Visitor Questionnaires
Q1 Where did you see / hear about the Regional Food and Drink Festival? (tick all that apply) Radio 79 11.9% Television 198 29.7% Internet 29 4.4% Magazine / 262 39.3% newspaper Billboards / posters 128 19.2% Friends / relatives / 154 23.1% workmates Other (please 61 9.2% specify) Note: Multiple Responses Q2 When did you visit the event? Saturday 9th October Sunday 10th October

328 49.2% 348 52.3%

Q3 What was your main reason for attending the Food and Drink Festival? (tick all that apply) Specific interest in 494 74.2% food and drink Part of a day trip to 42 6.3% the area Part of a weekend / 20 3.0% short break Part of a visit to 57 8.6% Melton Mowbray Passing by / 95 14.3% interested in seeing it Note: Multiple Responses Q4 Where do you live? Leicestershire Rutland Derbyshire Lincolnshire Nottinghamshire Northamptonshire

364 54.7% 16 2.4% 38 5.7% 48 7.2% 116 17.4% 16 2.4%

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West Midlands Other

9 57

1.4% 8.6%

Q5 Have you visited other Food and Drink events like this before? Yes 349 52.4% No 312 46.8% Q6 Whilst in Melton Mowbray what other activities do you intend to do? (tick all that apply) Eating out 164 24.6% Shopping 294 44.1% Visiting Melton 12 1.8% Carnegie Museum Visiting St Mary's 17 2.6% Church, Melton Mowbray Visiting other tourist 36 5.4% attractions Other 162 24.3% Note: Multiple Responses Q10 Overall, how do you rate this event ? Very Good 370 55.6% Good 231 34.7% OK 49 7.4% Poor 9 1.4% Very Poor 1 0.2% Q11 Do you think you will visit this event again? Yes 593 89.0% No 22 3.3% Don't know 50 7.5% Q7 How do you rate the following at this event? Base Base

Very Good OK Poor Very No Good Poor reply 7992 3086 2833 1068 142 40 823 38.6% 35.4% 13.4 1.8% 0.5% 10.3% % 666 380 182 63 3 4 34 57.1% 27.3% 9.5% 0.5% 0.6% 5.1%

Parking

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Transportation to the event Information Points Organisation of the event Quality of demonstrations Variety and range of demonstrations Quality of stalls Variety and range of stalls Helpfulness of stallholders Helpfulness of event staff Location of event Cleanliness

666

169

127

62

7

4

297

25.4% 19.1% 9.3% 1.1% 0.6% 44.6% 666 119 203 145 50 12 137 17.9% 30.5% 21.8 7.5% 1.8% 20.6% % 666 218 278 97 16 5 52 32.7% 41.7% 666 227 279 14.6 2.4% 0.8% 7.8% % 93 6 2 59 14.0 0.9% 0.3% 8.9% % 105 11 1 55 15.8 1.7% 0.2% 8.3% % 75 6 1 55 11.3 0.9% 0.2% 8.3% % 86 11 1 24 12.9 1.7% 0.2% 3.6% % 53 2 1 17

34.1% 41.9% 666 232 262

34.8% 39.3% 666 666 282 247 42.3% 37.1% 291 253

43.7% 38.0% 666 358 235

53.8% 35.3% 8.0% 0.3% 0.2% 2.6% 666 257 241 101 9 3 55 38.6% 36.2% 321 249 48.2% 37.4% 666 232 277 34.8% 41.6% 666 15.2 1.4% 0.5% 8.3% % 65 11 3 17 9.8% 1.7% 0.5% 2.6% 123 10 3 21 18.5 1.5% 0.5% 3.2% %

Q16 What is your age? Under 25 25 to 34 35 to 44 45 to 54 55 to 64 65+ No reply Q14 How many are in your group?

25 55 123 163 186 110 4

3.8% 8.3% 18.5% 24.5% 27.9% 16.5% 0.6%

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Number of Adults 1 2 3 4 5 6 7 8 30 40 No reply Number of Adults and Children 1 adult 1 child 1 adult 2 children 1 adult 3 children 2 adults 1 child 2 adults 2 children 2 adults 3 children 3 adults 1 child 3 adults 2 children 3 adults 3 children 3 adults 5 children 4 adults 1 child 4 adults 2 children 4 adults 3 children 5 adults 1 child 7 adults 1 child 8 adults 2 child 40 adults 6 children 1 adult 0 children 2 adults 0 children 3 adults 0 children 4 adults 0 children 5 adults 0 children 6 adults 0 children 30 adults 0 children No reply 30 4.5% 425 63.8% 95 14.3% 85 12.8% 22 4 1 1 1 1 1 3.3% 0.6% 0.2% 0.2% 0.2% 0.2% 0.2%

Number of Children 1 72 10.8% 2 47 7.1% 3 4 5 6 >6 No reply 12 1.8% -

1 0.2% 1 0.2% 533 80.0%

Number in Party 1 18 2.7% 2 365 54.8 % 3 101 15.2 % 4 115 17.3 % 5 49 7.4% 6 12 1.8% >6 6 0.9%

7 1.1% 5 0.8% 1 0.2% 34 5.1% 25 3.8% 8 1.2% 18 2.7% 12 1.8% 2 0.3% 1 0.2% 9 1.4% 4 0.6% 1 0.2% 2 0.3% 1 0.2% 1 0.2% 1 0.2% 17 2.6% 351 52.7% 60 9.0% 70 10.5% 20 3.0% 4 0.6% 1 0.2% 11 1.7%

Number of Adults and Children - Summary Adults with children 132 19.8% Adults no children 523 78.5%

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No reply

11

1.7%

Q17 Approximately, how much will your group spend in connection with this event and your visit to Melton Mowbray TODAY? Spend £1-£5 5 0.8% £6-£10 25 3.8% £11-£25 145 21.8% £26-£50 290 43.5% £51-£75 64 9.6% £76-£100 61 9.2% £101-£150 22 3.3% £151-£200 16 2.4% £201-£300 10 1.5% £301-£400 1 0.2% £401-£500 1 0.2% £500+ 2 0.3% No reply 24 3.6% Q17 How much spent – Statistics Base No reply Count Mean Mode 1st Quartile Median 3rd Quartile Sum Minimum Maximum Range Standard Deviation

666 23 642 £55.01 £50 £25 £40 £60 £35,31 6 £4 £600 £596 £58.51

Q17 with Q4 – How much spend by origin Sum Base £35,31 6 Leicestershire £19,43 3 Rutland £603 Derbyshire £1,990 Lincolnshire £2,641 Nottinghamshire £5,248 Northamptonshire £1,199

Mean £55.01 £48.75 £55.36 £37.69 £52.37 £58.69 £46.44

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West Midlands Other No reply

£600 £79.93 £3,467 £66.67 £195 £65.42

Total Spend Base Base No reply Leicestershire Rutland Derbyshire Lincolnshire Nottinghamshire Northamptonshire West Midlands Other £35,31 6 £195 £19,43 3 £603 £1,990 £2,641 £5,248 £1,199 £600 £3,467

Overall, how do you rate this event? No Very Good OK reply Good £284 £21,48 £11,3 £1,92 3 95 4 £0 £120 £75 £0 £26 £12,90 £5,62 £759 4 9 £0 £235 £318 £50 £0 £1,135 £700 £145 £18 £1,388 £805 £380 £240 £3,001 £1,43 £520 2 £0 £435 £764 £0 £0 £190 £370 £40 £0 £2,075 £1,32 £70 2 Overall, how do you rate this event? No Very Good OK reply Good £56.80 £60.01 £51.1 £40.0 0 8 - £60.00 £37.5 0 £13.00 £61.45 £49.8 £34.5 1 0 - £39.17 £35.3 £50.0 3 0 - £59.74 £53.8 £29.0 5 0 £18.00 £66.10 £50.3 £63.3 1 3 £120.0 £49.20 £38.7 £47.2 0 0 7 - £54.38 £109. 14 - £63.33 £74.0 £40.0 0 0 - £74.11 £60.0 £23.3 9 3

Poor £220 £0 £115 £0 £0 £50 £55 £0 £0 £0

Very Poor £10 £0 £0 £0 £10 £0 £0 £0 £0 £0

Average Spend Base Base No reply Leicestershire Rutland Derbyshire Lincolnshire Nottinghamshire Northamptonshire West Midlands Other £55.01 £48.75 £55.36 £37.69 £52.37 £58.69 £46.44 £79.93 £66.67 £65.42

Very Poor £31.4 £10.00 3 £28.7 5 -

Poor

- £10.00 £50.0 0 £27.5 0 -

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Q1 by Q4 Where did you see / hear about the Regional Food and Drink Festival? By Origin Base No Radio Televi Intern Magaz reply sion et ine / newsp aper Base No reply Leicestershire Rutland Derbyshire Lincolnshire Nottinghamshire Northamptonshire West Midlands Other Note: Mulitple Responses Q2 by Q10 When did you visit the event? 666 1 79 198 29 262 0.20% 11.90 29.70 4.40% 39.30 % % % 4 1 1 - 25.0% - 25.0% 47 - 12.9% 4 - 25.0% 4 - 10.5% 1 6 2.1% 12.5% 14 - 12.1% 2 - 12.5% 1 1.8% 107 29.4 % 4 25.0 % 25 65.8 % 14 29.2 % 43 37.1 % 3 18.8 % 1 11.1 % 2 3.5% 15 179 4.1% 49.2%

Billboa rds / poster s

364 16 38 48 116 16 9 57

Friend Other s/ (please relativ specify) es / workm ates 128 154 61 19.20 23.10 9.20 % % % 1 1 - 25.0% 25.0 % 96 80 34 26.4% 22.0% 9.3%

1 5 5 6 1 6.3% 31.3% 31.3% 37.5% 6.3% 1 5 2.6% 13.2% 7 3 - 18.4% 7.9%

5 19 6 12 3 10.4% 39.6% 12.5% 25.0% 6.3% 3 19 12 27 11 2.6% 16.4% 10.3% 23.3% 9.5% 4 2 - 25.0% 12.5 % 1 6 1 11.1% 66.7% 11.1% 1 23 8 18 6 1.8% 40.4% 14.0% 31.6% 10.5 % 2 5 12.5% 31.3%

Base Base No reply 666 1

Overall, how do you rate this event? No Very Good OK Poor Very reply Good Poor 6 370 231 49 9 1 0.9% 55.6% 34.7 7.4% 1.4% 0.2% % 1 -

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Saturday 9th October Sunday 10th October

328 348

- 100.0 % 3 163 0.9% 49.7% 3 212 0.9% 60.9%

-

-

-

-

124 32 6 37.8 9.8% 1.8% % 110 19 3 1 31.6 5.5% 0.9% 0.3% %

Q5 by Q10 Have you visited other Food and Drink events like this before? Overall, how do you rate this event? Base No Very Good OK Poor Very reply Good Poor Base 666 6 370 231 49 9 1 0.9% 55.6% 34.7 7.4% 1.4% 0.2% % No reply 5 3 2 - 60.0% 40.0 % Yes 349 5 194 121 22 6 1 1.4% 55.6% 34.7 6.3% 1.7% 0.3% % No 312 1 173 108 27 3 0.3% 55.4% 34.6 8.7% 1.0% % Q3 with Q4 What was your main reason for attending the Food and Drink Festival? Where do you live? Base No Leicest Rutlan Derby Lincol Nottin North West Other reply ershire d shire nshire ghams ampto Midla hire nshire nds Base 666 4 364 16 38 48 116 16 9 57 No reply Specific interest in food and drink Part of a day trip to the area Part of a weekend / short break Part of a visit to 15 2.3% 494 92.5% 266 9 1 4 12.1% 3.4% 6.3% 28 43 85 14 9 38

4

74.2% 100.0 73.1% % 42 17 6.3% 20 3.0% 57 -

56.3 73.7% 89.6% 73.3% 87.5% 100.0 66.7 % % % 1 4 5 11 13 5.3% 14 24.6 % 4

4.7% 6.3% 10.5% 10.4% 9.5% 6.3% 3120.8% 28 5 2.6% 6 2 1.7% 12 -

28

Melton Mowbray 8.6% Passing by / interested in seeing it Note: Mulitple Responses Q10 with Q11 Satisfaction with Visit Again? Do you think you will visit this event again? Base No Yes No Don't reply know 666 1 593 22 50 6 0.9% 6 1.0% 95 14.3% 7.7% 69 19.0% 31.3 15.8% 4.2% 10.3% % 2 4 5 11 1 1 7.0% 3

12.5 10.5% 10.4% 9.5% 6.3% 11.1 5.3% % %

Base No reply Overall, how do you rate this event? Very Good Good OK Poor Very Poor Q16 with Q10 Age by Satisfaction

370 55.6% 231 34.7% 49 7.4% 9 1.4% 1 0.2%

366 1 3 - 61.7% 4.5% 6.0% 198 5 28 - 33.4% 22.7 56.0% % 1 22 8 18 100.0 3.7% 36.4 36.0% % % 1 7 1 - 0.2% 31.8 2.0% % 1 - 4.5% -

Base Under 25 25 to 34 35 to 44 45 to 54

Overall, how do you rate this event ? Base Very Good OK Poor Very Good Poor 656 367 231 48 9 1 55.9% 35.2% 7.3% 1.4% 0.2% 24 16 8 66.7% 33.3% 55 34 19 2 61.8% 34.5% 3.6% 123 68 45 8 2 55.3% 36.6% 6.5% 1.6% 160 86 59 11 4 -

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55 to 64 65+

53.8% 36.9% 6.9% 2.5% 185 94 68 21 1 1 50.8% 36.8% 11.4 0.5% 0.5% % 109 69 32 6 2 63.3% 29.4% 5.5% 1.8% -

Q16 with Q10 with Q17 Age by Satisfaction and Average Spend Overall, how do you rate this event ? Base Very Good OK Poor Very Good Poor Base £55.03 £60.09 £51.10 £39.8 £31.4 £10.0 7 3 0 Under 25 £38.09 £35.57 £42.50 25 to 34 £46.11 £46.62 £47.35 £27.0 0 35 to 44 £45.40 £44.48 £49.42 £33.7 £32.5 5 0 45 to 54 £63.10 £76.78 £48.13 £43.6 £40.0 4 0 55 to 64 £65.47 £77.78 £55.06 £44.2 - £10.0 5 0 65+ £44.57 £41.61 £54.75 £30.8 £17.5 3 0 Q16 by Q17 Average Spend by Age Base Under 25 25 to 34 35 to 44 45 to 54 55 to 64 65+

£55.04 £37.30 £46.11 £45.40 £63.69 £65.14 £44.52

Q7 with Q16 Satisfaction with…. By Age Age of respondent Base Under 25 to 35 to 45 to 55 to 65+ 25 34 44 54 64 662 25 55 123 163 186 110 377 11 33 66 96 104 67

Base Parking Very Good

56.9% 44.0%

60.0 53.7% 58.9% 55.9% 60.9% %

30

Good OK Poor Very Poor Transportation to the Very event Good Good OK Poor Very Poor Information Points Very Good Good OK Poor Very Poor Organisation of the event Very Good Good OK Poor

182 11 27.5% 44.0% 62 3 9.4% 12.0% 3 0.5% 4 0.6% 168 7

16 33 43 53 26 29.1 26.8% 26.4% 28.5% 23.6% % 6 16 16 16 5 10.9 13.0% 9.8% 8.6% 4.5% % 1 2 - 0.8% - 1.1% 4 18 32 - 2.2% 39 47 25

25.4% 28.0% 126 9 19.0% 36.0% 61 5 9.2% 20.0% 7 1.1% 4 0.6% 119 5

32.7 26.0% 23.9% 25.3% 22.7% % 12 22 31 36 16 21.8 17.9% 19.0% 19.4% 14.5% % 6 14 14 13 9 10.9 11.4% 8.6% 7.0% 8.2% % 2 3 2 - 1.2% 1.6% 1.8% 1 1 2 - 0.8% 9 16 16.4 % 13 23.6 % 15 27.3 % 5 9.1% 1 - 0.5% 1.8% 30 36 23

18.0% 20.0% 203 9 30.7% 36.0% 142 8 21.5% 32.0% 50 7.6% 12 1.8% 217 -

13.0% 18.4% 19.4% 20.9% 41 52 59 29 33.3% 31.9% 31.7% 26.4% 30 34 35 20 24.4% 20.9% 18.8% 18.2% 10 11 15 9 8.1% 6.7% 8.1% 8.2% 2 4 3 2

- 1.8% 1.6% 2.5% 1.6% 1.8% 11 22 34 53 63 34 40.0 27.6% 32.5% 33.9% 30.9% % 24 61 60 78 44 43.6 49.6% 36.8% 41.9% 40.0% % 5 21 31 23 12 9.1% 17.1% 19.0% 12.4% 10.9% 2 6 6 2

32.8% 44.0% 276 9 41.7% 36.0% 96 4 14.5% 16.0% 16 -

31

Very Poor Quality of demonstrations Very Good Good OK Poor Very Poor Variety and range of Very demonstrations Good Good OK Poor Very Poor Quality of stalls Very Good Good OK Poor Very Poor Variety and range of Very stalls Good

2.4% 5 0.8% 227

11

- 1.6% 3.7% 3.2% 1.8% 1 2 2 - 0.8% 18 45 32.7 % 21 38.2 % 6 10.9 % 1 1.8% - 1.1% 1.8% 56 62 35

34.3% 44.0% 276 10 41.7% 40.0% 92 4 13.9% 16.0% 6 0.9% 2 0.3% 231 14

36.6% 34.4% 33.3% 31.8% 54 67 76 48 43.9% 41.1% 40.9% 43.6% 16 21 32 13 13.0% 12.9% 17.2% 11.8% 1 0.8% 2 3 1 - 1.6% 0.9% 59 65 33

- 1.6% 20 40 36.4 % 24 43.6 % 5 9.1% 1 1.8% 27 49.1 % 17 30.9 % 6 10.9 % 26

34.9% 56.0% 260 5 39.3% 20.0% 104 5 15.7% 20.0% 11 1 1.7% 4.0% 1 0.2% 279 15

32.5% 36.2% 34.9% 30.0% 50 59 75 47 40.7% 36.2% 40.3% 42.7% 25 24 33 12 20.3% 14.7% 17.7% 10.9% 2 3 2 2 1.6% 1.8% 1.1% 1.8% 1 49 - 0.5% 65 81 42

42.1% 60.0% 246 8 37.2% 32.0% 75 11.3% 6 0.9% 1 0.2% 288 2 8.0% 15

39.8% 39.9% 43.5% 38.2% 50 70 56 45 40.7% 42.9% 30.1% 40.9% 13 14 27 13 10.6% 8.6% 14.5% 11.8% 3 2.4% 46 3 - 1.6% 1 - 0.5% 66 86 49

43.5% 60.0%

47.3 37.4% 40.5% 46.2% 44.5%

32

Good OK Poor Very Poor Helpfulness of stallholders Very Good Good OK Poor Very Poor Helpfulness of event Very staff Good Good OK Poor Very Poor Location of event Very Good Good OK Poor

252 5 38.1% 20.0% 86 4 13.0% 16.0% 11 1.7% 1 0.2% 354 1 4.0% 16

% 18 54 67 68 40 32.7 43.9% 41.1% 36.6% 36.4% % 7 19 22 22 12 12.7 15.4% 13.5% 11.8% 10.9% % 1 2 7 - 0.8% 1.2% 3.8% 1 31 56.4 % 17 30.9 % 4 7.3% 22 40.0 % 15 27.3 % 11 20.0 % 2 3.6% 31 60 89 - 0.9% 92 66

53.5% 64.0% 235 6 35.5% 24.0% 53 3 8.0% 12.0% 2 0.3% 1 0.2% 255 10

48.8% 54.6% 49.5% 60.0% 44 59 74 35 35.8% 36.2% 39.8% 31.8% 17 9 14 6 13.8% 5.5% 7.5% 5.5% 1 1 0.8% - 0.5% 1 47 - 0.5% 60 71 45

38.5% 40.0% 240 9 36.3% 36.0% 100 5 15.1% 20.0% 9 1.4% 3 0.5% 317 11

38.2% 36.8% 38.2% 40.9% 47 59 72 38 38.2% 36.2% 38.7% 34.5% 19 29 23 13 15.4% 17.8% 12.4% 11.8% 3 1 1 2 2.4% 0.6% 0.5% 1.8% 3 62 - 1.6% 76 89 48

47.9% 44.0% 249 10 37.6% 40.0% 65 4 9.8% 16.0% 11 -

56.4 50.4% 46.6% 47.8% 43.6% % 16 47 60 72 44 29.1 38.2% 36.8% 38.7% 40.0% % 5 11 17 19 9 9.1% 8.9% 10.4% 10.2% 8.2% 1 2 3 3 2

33

Very Poor Cleanliness Very Good Good OK Poor Very Poor

1.7% 3 0.5% 231

- 1.8% 1.6% 1.8% 1.6% 1.8% 1 1 1 7 25 45.5 % 17 30.9 % 9 16.4 % 1 1.8% - 0.6% 0.5% 0.9% 40 58 62 39 32.5% 35.6% 33.3% 35.5% 56 67 74 47 45.5% 41.1% 39.8% 42.7% 23 30 38 18 18.7% 18.4% 20.4% 16.4% 1 2 5 1 0.8% 1.2% 2.7% 0.9% 1 1 1 -

34.9% 28.0% 275 14 41.5% 56.0% 122 4 18.4% 16.0% 10 1.5% 3 0.5% -

- 0.8% 0.6% 0.5%

34

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