10th Air Jamaica Jazz and Blues Festival Report 2007

January 23-27, 2007, Rose Hall, Montego Bay

• The main objectives of this survey

were to determine;

– if overseas patrons at the event are

coming to Jamaica specifically for

the event.

– the level of satisfaction of all

attendees to this event.

Demographics- VisitorsCountry of residence• The visitors for Air Jamaica Jazz and Blues Festival were

primarily from the:– USA (79%)– Canada (7%)– UK (8%)– and other countries (5%)

• The visitors from the USA were broken down by regions. 42% of the USA visitors were from the South and Northern regions respectively.

Gender• 70% of the visitors were females and 30% males.Age• The majority (51%) of the persons attending this year’s Jazz

were aged 35- 49. Another (21%) were in the age group 50-64 years.

Parish• (42%) of the Jamaicans who attended Jazz were from

Kingston and St. Andrew. Another (23%) were from St. James. These were the regions that had the highest number of attendees in 2006.

Gender• The majority of the patrons who attended Jazz were females

(72%) And (28%) of patrons were males.

Age• As in 2006 the highest number of the patrons attending

Jazz were between the ages of 25 – 49 years (76%). In 2007, (61%) were in this age group.

Demographics- Jamaicans

Is this your first visit to Jamaica?- Visitors

20

79

1

20

5

75

0

10

20

30

40

50

60

70

80

90

yes no not stated

%

2006 2007

• The majority (75%) of the persons interviewed at Jazz 2007 were repeat visitors to Jamaica. This a marginal decrease of 4% compared to 2006. First time visitors represented 20% of the respondents.

n=502

Is this the first time your attending Jazz- Visitors

5046

33

27

70

0

10

20

30

40

50

60

70

80

yes no not stated

%

2006 2007

The repeat visitors to Jamaica were asked if it was the first time they were attending Jazz festival. 50% stated that it was their first time attending the festival. This is 28.6% down from 2006 survey. Repeat visitors to the festival represented 46% of those interviewed. This is an increase of 70.4% compared to 2006.

n=377

n=502

Is this the first time your attending Jazz -Jamaicans

70

27

3 5

65

30

0

10

20

30

40

50

60

70

80

yes no not stated

%

2006 2007

There were more repeat visitors than first time visitors to the festival in 2007. Repeat visit was (65%) of attendees to Jazz and 30 % indicated that it was their first time attending Jazz.

n=251

Do you think the festival has improved?-Visitors

46

39

15

8

18

74

0

10

20

30

40

50

60

70

80

yes no not stated

%

2006 2007

46% of the repeat attendees to the festival thought the festival had improved. While 39% stated that they did not think the festival had improved.

n=175

Do you think the festival has improved?- Jamaicans

64

15

2123

17

60

0

10

20

30

40

50

60

70

yes no not stated

%

2006 2007

The majority (60%) stated that they thought the festival had improved while 17% on the other hand stated that they have seen no improvement in the festival.

n=165

Did you come to Jamaica specifically for Jazz?

71

28

21

16

83

0

10

20

30

40

50

60

70

80

90

yes No Not stated

%

2006 2007

The majority(71%) of the visitors indicated that they came to Jamaica specifically for Jazz, while 28% did not.

Factors that influenced attendance

11

18

47

19

8

22

5

139

49

0

10

20

30

40

50

60

The line up of theperfomers

it coincided withthe time of my

vacation

location of Jazzfestival

other not stated

%

2006 2007

The primary factor that influenced attendance to the festival was the line up of the performers (47%). This was the same factor that influenced close to 50% of the visitors in 2006. The coincidence of the festival and the time of their vacation influenced 19% of the visitors.

What factors influenced you to attend this year? -Jamaicans

70

2

1116

2

25

225

66

0

10

20

30

40

50

60

70

80

The line up of theperformers

it coincided withthe time of my

vacation

Location of JazzFestival

Other Not stated

%

2006 2007

The line up of performers was the primary factor that influenced the Jamaicans to attend this year’s Jazz and Blues Festival.

How did you learn about the festival

1

8

13

4

6

13

49

2

6

0.4

4

4

5

5

7

18

47

1

4

1

0 10 20 30 40 50 60

not stated

other

in flight video

Magazine/ Newspaper

Radio

Travel professional

JTB

TV

Internet

Friends/ relatives

%2006 2007

The visitors learned about the festival through various media. The primary medium through which they learned about the festival was through friends/ relatives (47%). The internet has increased it’s influenced moving from 13% of it’s share in 2006 to 18% in 2007.

n=501

How did you learn about the festival?-Jamaicans

28

18 18

12

9

53

5

01

11

87

21

5

1

15

22

32

0

5

10

15

20

25

30

35

TV Friends/relatives Radio Tabloids In flight video Internet TravelProfessional

JTB Other not stated

%

2006 2007

Television (32%) was the top medium through which Jamaicans learnt about the festival in 2007. This was followed by friends or relatives (22%) and radio (15%). These were the top three media through which patrons learned about the festival in 2006.

n=251

Overall, how do you rate this year’s Air Jamaica Jazz Festival

2 3 3

17

36

27

11

3

7

16

4039

0

5

10

15

20

25

30

35

40

45

Excellent Very good good fair poor not stated

%

2006 2007

The total of80% of the respondents gave Jazz an overall rating of excellent to good. It was given an excellent rating by 17%, a very good rating by 36% and a good rating by 27% of the visitors. In comparison to the 2006 festivals, an overwhelming majority (95%) of the visitors gave the Jazz festival an excellent to good rating.

Overall, how do you rate this year’s Air Jamaica Jazz Festival

23

41

24

4

0

9

5

2

15

3032

16

0

5

10

15

20

25

30

35

40

45

Excellent Very Good Good Fair Poor Not stated

%

2006 2007

Overall this year’s Jazz festival received favorable ratings from the Jamaican patrons. The majority 78% gave it an excellent to good rating. Compared to the 2006 festival 88% gave the Jazz festival an excellent to good rating.

n=251

Are you interested in attending another Air Jamaica Jazz Festival

1 0

48

32

14

4 27

24

68

0

10

20

30

40

50

60

70

80

very interested interested somewhatinterested

not at allinterested

not stated

%

2006 2007

48% of the respondents indicated there are very interested in attending another Air Jamaica Jazz Festival. Another 32% indicated that they were interested, 14% were somewhat interested and 4% were not at all interested. In 2006, more respondents indicated that they were very interested in attending another Air Jamaica Jazz Festival. This high percentage of very interested in 2006 could be a factor that resulted in the high percentage of repeat visitors in 2007.

n=499

Are you interested in attending another Air Jamaica Jazz

75

18

6

0 11 37

35

53

0

10

20

30

40

50

60

70

80

Very interested interested somewhatinterested

not at allinterested

not stated

%

2006 2007

53% indicated that they were very interested and 35% were interested in attending another Air Jamaica Jazz Festival. In 2006 an overwhelming majority (75%) stated that they were very interested in attending another Air Jamaica Jazz Festival. Again this high percentage of very interested persons in 2006 could be a factor that resulted in the high percentage of repeat attendees in 2007.

n=251

• Music/artiste• “I love music”• “line – up of artiste”• “I enjoy live jazz

music”• “I like the genre of

music showcased”• “it is very

entertaining”

Reason for interested or disinterest in attending another Air Jamaica Jazz

Venue• “spacious location”• “fabulous venue”Overall• “always coming to

jazz”• “always have a

good/great/enjoyable time”

• Persons who were interested in attending the next Jazz festival cited the following reasons.-

Overall

• Atmosphere usually good

• Its always a pleasure

• Calendar of things to do each year

• It’s different from what we are use to

• Entertaining , clean fun

Reason for interested or disinterest in attending another Air Jamaica Jazz

• Professional event

• It keeps getting better

• Just love outdoor music

festival

• Support things that

highlight Jamaica

• The ambience is

excellent

Music/ artiste• Too much repeat

artiste and reggae artiste

• Poor line up, omit reggae and hip hop

• Need some different artiste”

• Persons who were disinterested in attending the next Jazz festival cited the following reasons.-

Venue/Parking• Don’t like the venue• Awful parking• Traffic was terrible

Overall• It’s too expensive

How would you rate this year’s line-up of performers- Visitors

31 0

14

35

31

11

35

18

35

43

0

5

10

15

20

25

30

35

40

45

50

Excellent Very Good Good Fair Poor Not stated

%

2006 2007

35% of the visitors gave this years line- up of performers a very good rating, while 31% gave it a good rating . A much smaller number gave it an excellent rating 14% compared to 43% in 2006.

How would you rate this year’s line-up of performers- Jamaicans

30

42

21

6

1 0

7

3

6

35

28

21

0

5

10

15

20

25

30

35

40

45

Excellent Very good Good Fair Poor Not stated

%

2006 2007

The 2007 line-up of performers were given an excellent to good rating by the majority (84%) of the Jamaican patrons. Overall more patrons in 2006 (93%) gave the line-up of the performers a more favorable rating than those in 2007.

n=251

Would you recommend the next Air Jamaica Jazz festival to family or friends- Visitors

1 3

68

24

3 2 21

16

79

0

10

20

30

40

50

60

70

80

90

Definitelyrecommend

probalyrecommend

probaly notrecommend

definitelyrecommend

not stated

%

2006 2007

The majority (68%) of the visitors stated that they would definitely recommend the next Air Jamaica Jazz Festival to family or friends.

n=499

Would you recommend the next Air Jamaica Jazz festival to family or friends- Jamaicans

89

7

0 14

14

1

13

83

0

10

20

30

40

50

60

70

80

90

100

Definitelyrecommend it

Probablyrecommend it

probaly notrecommend it

definitely notrecommenfd it

not stated

%

2006 2007

An overwhelming majority (83%) of the Jamaican who attended Jazz in 2007 indicated that they would definitely recommend the next Air Jamaica Jazz Festival to family or friends.

n=251

Expenditure- visitors

Distribution of Expenditure of visitors %

Accommodation 32.3

Food and beverage outside of accommodation 10.8

Transportation 8.4

Shopping 10.6

Miscellaneous Expenses 5.7

Expense at jazz 32.1

Total 100

Average expenditure per person per night is US$187

Average length of stay was 5 nights

• The Jamaican who attended Jazz were asked how much altogether they spent for Air Jamaica Jazz and Blues the cost quoted included accommodation, transportation, food and beverage etc.

• The average spent by those persons interviewed was JA $665.75. This cost did not include cost of tickets .

Expenditure/ Statistics- Jamaicans

Characteristics Averages

Average number of nights spent at the event

2

Size of party 3

Average spent per person per night excluding the cost of tickets

J$665.75

Positive• The event was viewed as being –

• Good/Excellent/Wonderful/Terrific• Had a good time• Enjoyed myself• Gets better every year

Comments- Visitors

Negative• Problems associated with transport to and from venue

• Poor parking facilities

• Control patrons from blocking aisles

• Too long set changes between acts

• Dance hall artistes not appropriate for Jazz & Blues

• 2006 line-up of performers were better

• Poor bathroom facilities

• Food too expensive

• Venue not prepared for crowd

• Festival ended too late at night

Comments- Visitors

Recommendations

• Improvement on transportation to and from

venue

• Better line-up or artistes

• Better bathroom facilities and lighting

• Provide seating

• Reduce food prices

Positives

The event was viewed as being –

• A very good event

• Keep bringing more of the same

• Excellent management of event

• Layout is great

• New location is much better, easy access to

booths

Comments- Jamaicans

Negatives

• Bathroom facilities were not organized properly

• Car park must be better prepared

• Artistes line-up not so good

• Band changes too long

• Food costs are abnormally high

• Food much too expensive

• Have more Jazz headliners

• It is too expensive and does not cater solely to Jazz lovers

• Better seating arrangements

Comments- Jamaicans

Suggested Artistes• Anita Baker• Eric Benet,• Kenny Lattimore• Toni Braxton• Beres Hammond• Diana Ross• Celine Dion• Kenny G• Lionel Richie