Development of Festival Output Estimation System (the Case of Rock Festivals)

In view of the growing popularity of the international rock festival movement, all organizers are faced with the need to achieve output of their event and meet the needs of all stakeholders who participate in the organization of the festival. Festival output is a combination of factors whose impact determine the event's success. In connection with the fact that the notion and vision of the output of rock festival are subjected to a subjective assessment of each stakeholder, it can be presented in the form of certain indicators reflecting the goals of each interested person regarding the organization of the rock festival. The aim of the study is to develop a methodology for rock festival output estimation, which is unique in its kind. To achieve this goal, output factors and indicators were studied from the all stakeholder categories point of view. The degree of influence of factors on indicators also was analyzed, using data on fifty of the world's highest grossing rock festivals, and recommendations for future organizers in terms of management and control of the factors that are influencing on achieving the festival output were formed. The study showed that the main factors of achieving rock festival output are the festival product itself, expressed in the presence of a clearly expressed concept, the number of services, factors that are related to organizational aspects and the format of the event: the choice of location, pricing and positioning of the brand. The most important indicators of the rock festival output are those that describe the popularity of the event, the of resources existence and the emotional component. Thus, when controlling these factors and indicators, the organizers will be able to achieve the effectiveness of the rock festival, while meeting the needs and interests of all stakeholders.