Lord Huron © Mike Laviolette MEDIA MARKETING REPORT 2023
1 2023 Media Marketing Report - Ottawa Jazz Festival The 8 day festival showcased more than 500 MUSICIANS performing in OVER 110 CONCERTS in the heart of the nation’s capital on 17 DIFFERENT STAGES. June 23 - June 30, 2023 OVERVIEW 2023 Smoke from forest fires. Thunderstorms. Heat. Threat of tornadoes. Despite these obstacles, the post-Covid recovery was well on track for the 2023 Ottawa Jazz Festival from June 23 – 30. Located in several venues in the heart of the City, 180,000 fans (an increase of 102% from 2022) attended shows by legendary artists including Herbie Hancock, Buddy Guy, Lord Huron, Brad Mehldau, Feist and Snarky Puppy at Confederation Park. “For more than 40 years, the Ottawa Jazz Festival has drawn world-class musicians to Canada’s capital for intimate indoor shows and big outdoor concerts.” - Monica Sandreczki, North Country Public Radio 1 2023 Media Marketing Report - Ottawa Jazz Festival
2023 Media Marketing Report - Ottawa Jazz Festival 2 © Chris Parker On January 1, 2023, CNN named Ottawa as one of the best destinations to visit in 2023. The Festival’s Winter and Summer festivals are featured as events to visit for music lovers! See page 16 for the full article. CNN’s article dramatically increased the Festival’s Potential Media Reach to cross the 1 billion impressions threshold! CNN ARTICLE 1 The Festival was covered by international and national media including: Downbeat Magazine (US), North Country Public Radio (US) and Exclaim! (CA) all sent reporters to cover the Festival. MEDIA ATTENTION 2 Google Searches: Total Clicks increased by 255% Total Impressions increased by 166% Attendance increased by 102% Tourism increased by 112% Economic Impact increased by 143% Total Social Media Reach increased by 300% INCREASED METRICS IN 2023 FROM 2022 3 After a two-year absence during COVID-19, Festivals and Events Ontario re-initiated the prestigious 2023 Top 100 Festivals and Events Ontario and designated the Ottawa Jazz Festival in this significant category. TOP 100 FESTIVALS & EVENTS ONTARIO 4
VOLUNTEERS 2023 STAFF Executive Producer Catherine O’Grady Programming Director Petr Cancura Director of Marketing & Partnerships Suzan Zilahi Artistic Manager & Programming Coordinator Jacqie MacKay Sponsorship Manager James Richardson Operations Manager Chris Elms Box Office Michael Lane & Julian Selody Digital & Social Media Specialist Kaitlynn Steele Artistic Assitant Justin Kean Graphic Designer/Video Editor Mike Laviolette Media Marketing Assistant Stephen Riccio Artist Liaison Ben Emond, Kathleen Lecuyer, Dalton Carew, Alex Zabloski, Munita Sharma Production Manager Doug Millar Transportation Christine Thompson & AL Connors Volunteer Coordinator John Cvetan FRONTLINE 3 BOARD OF DIRECTORS President Adam Douglas Vice-President Yves Ménard Secretary Keith Gallop Treasurer Tim Wong Ian Burgess, Ben Laserson, Mark Fried, Mark Dregas, Jacquie Dixon, Jaspreet Kalra, Richard Goldstein, John Cvetan (EX OFFICIO), and Catherine O’Grady (EX OFFICIO) © Curtis Perry © Stan Switalski More than 650 people dedicate their time, services and expertise to the Festival. Volunteers eagerly anticipate the start of the Festival and often take vacation time, some traveling from overseas, to participate. Their contributions result in a collective 24,000 hours of volunteer time. 2023 Media Marketing Report - Ottawa Jazz Festival
2023 FUNDERS & SPONSORS We thank our funders and sponsors who stood by us and continued to support the Ottawa Jazz Festival through some very challenging years. Supportive sponsors like OLG and Collective Arts, allow the Festival to present a lineup that focuses on artistry above all else. DONORS & FRIENDS We thank our individual donors for their ongoing support each and every year. These contributions allow up-and-coming young jazz artists and the opportunity to participate in the Festival in a dynamic way. Outreach programs include: DStingray Jazz Youth Summit DPresenting more than 340+ local and Canadian jazz musicians who rely on festivals for their livelihood GOVERNMENT SUPPORT The Festival continues to receive vital support from all levels of government. We gratefully acknowledge the following: Federal: DDepartment of Canadian Heritage DFedDev For Southern Ontario Provincial: DOntario Arts Council (OAC) DOntario Lottery and Gaming Corporation (OLG) DOntario Ministry of Tourism DExperience Ontario Municipal: DCity of Ottawa DOttawa Community Foundation 602-294 Albert Street, Ottawa, Ontario, K1P 6E6 T: 613-241-2633 │ OttawaJazzFestival.com Registered Charitable Organization #: 11907-1637-RR0001 Media Marketing Report produced by: Suzan Zilahi & Kaitlynn Steele 4 SUPPORT A Standing Ovation to our 2023 Media Marketing Report - Ottawa Jazz Festival
5 2023 Media Marketing Report - Ottawa Jazz Festival IN 2023 NOTEWORTHY 1 2 3 BUDDY GUY OLG STAGE NEW! FREE HOMEGROWN CLUB SERIES Vocalist, bassist, acoustic guitarist and JUNO Award winning artist Angelique Francis opened for Rock & Roll Hall of Famer and 8-time GRAMMY Award winning Buddy Guy. During the legendary artist’s performance, Buddy Guy invited Angelique and her sisters back on stage to perform together. All the shows on the OLG Stage, especially the popular OLG After Dark Series, attracted jam-packed crowds, engaging assorted age groups and cultures in so many ways. The week before the Festival, the FREE HomeGrown Club Series took place all week at local clubs around the City as a way to give back to local businesses, artists and the community. Primary Colours, a young Ottawa based piano trio, was one of the groups that participated. When the renowned Herbie Hancock learned that he was one of their inspirations, the band was invited backstage to meet the iconic artist after his show. See page 15 for their CBC interviews. Buddy Guy & Angelique Francis Band © Andre Gagne Buddy Guy © Mike Laviolette Kokoroko © Curtis Perry ADG7 © Curtis Perry Sun Ra Arkestra © Dan Nawrocki Herbie Hancock © Mike Laviolette 5 2023 Media Marketing Report - Ottawa Jazz Festival
2023 Media Marketing Report - Ottawa Jazz Festival 66 2023 Media Marketing Report - Ottawa Jazz Festival 4 5 STINGRAY JAZZ YOUTH SUMMIT WINTER JAZZ FESTIVAL Nine music students from high schools and universities across Ottawa are invited each year to apply and participate in The Stingray Jazz Youth Summit, an intensive program that runs during the Festival. Their journey culminated with a Main Stage performance, opening for Herbie Hancock on June 30th. After the Show, the Participants had the unique opportunity to meet and chat with the legendary Herbie Hancock backstage. In an effort to spice up long and dreary winters, the Ottawa Winter Jazz Festival showcases a series of unique concerts and collaborations with consummate jazz artists. These shows exist to foster an environment of creative engagements for jazz artists in the off-season and to satiate music lovers’ jazz appetites. In 2023, the two-day event ran from February 3 - 4 and saw artists such as Sarah Neufeld, Kenny Barron, Bill Frisell and Thus Owls perform. Herbie Hancock & Stingray Jazz Youth Summit © Curtis Perry Sarah Neufeld © Curtis Perry Kenny Barron © Curtis Perry Bill Frisell © Dan Nawrocki © Curtis Perry OKAN © Curtis Perry © Curtis Perry
7 2023 Media Marketing Report - Ottawa Jazz Festival Let your brand be in focus at the largest music festival in downtown Ottawa! Sponsorship opportunities include: Title Sponsor, Main Stage Sponsor, VIP Tent Sponsor, VIP Night, Concert Presenter, Series Presenter, Volunteer Sponsor, or Build Your Own Sponsorship. Contact us for details! SPONSORSHIP OPPORTUNITIES snarky Puppy © Curtis Perry Contact Suzan Zilahi at [email protected] PRESENTING SPONSOR: OLG OLG, the Festival’s Presenting Sponsor for several years, has branded the OLG Tent and the ever-popular OLG After Dark Series, Ottawa’s sole downtown late night diverse dance party. OLG is so ingrained with the venue and series, staff, volunteers, musicians and attendees simply acknowledge it as ‘meet you at OLG.’ VIP TENT SPONSOR: KELLY SANTINI LLP The law firm Kelly Santini enjoyed a thrilling evening in the VIP Tent for Snarky Puppy. “We had a fantastic evening in the VIP Tent at Jazz Fest with headliners Snarky Puppy on Thursday. Thank you to Ottawa Jazz Festival for putting on a great show.” – FB Kelly Santini LLP 7 2023 Media Marketing Report - Ottawa Jazz Festival
2023 Media Marketing Report - Ottawa Jazz Festival 8 Sponsors and businesses find activations effective for product sampling, promotion, awareness and sales. VENDORS & ACTIVATIONS CONFEDERATION PARK & MARION DEWAR PLAZA © Mike Laviolette LATE NIGHT JAMMING AT GRILL 41 AT THE LORD ELGIN HOTEL Professional musicians and the Stingray Jazz Youth Summit participants have the opportunity to perform in various configurations in this popular FREE late night series well into the wee hours of the morning. It’s an example of the business the Festival generates for its sponsors. COLLECTIVE ARTS & SAUNDERS CIDER THALI CAA – NORTH & EAST ONTARIO Collective Arts was the Festival’s official beer and mixed drinks supplier and Saunders Cider was the official cider purveyor. Both were big hits with attendees as lineups wound around Confederation Park! Thali was the official caterer of the VIP Tent, providing delectable gourmet Indian meals. Ottawa’s Mayor Sutcliffe, several media and business personalities savoured the delicacies and beverages available to guests under the canopy while enjoying the show. According to our annual survey, more than 61% of attendees drive to the Festival. It was an obvious fit for CAA – North & East Ontario to become involved as a sponsor to promote the Festival. © Mike Laviolette 2023 Media Marketing Report - Ottawa Jazz Festival
9 2023 Media Marketing Report - Ottawa Jazz Festival 2023 statistics compiled by AUDIENCE DEMOGRAPHICS © Curtis Perry Stayed in hotels, Airbnb, VRBO, etc. 53% of tourists AUDIENCE RESIDENCE LOCALS: 157,788 ( 108% from 2022) ONTARIO (beyond 100k): 12,870 ( 106% from 2022) QUÉBEC (beyond 100k): 4,500 ( 2,268% from 2022 OTHER CANADA: 1,854 ( 78% from 2022) UNITED STATES: 3,176 ( 256% from 2022) INTERNATIONAL: 270 (as opposed to 0 in 2022) TOTAL TOURISTS: 22,670 © Mike Laviolette 180K Attended the Festival in 2023 (102% increase from 2022) 85% Of the Festival's tourists came specifically to Ottawa for the Festival “Ottawa’s long-suffering downtown sprung back to life Friday night with live music, a relaxed atmosphere and large crowds during the opening night of the Ottawa Jazz Festival.” - Caroline Phillips, Ottawa Business Journal 12% 88% Locals Tourists 100km+ from Ottawa
2023 Media Marketing Report - Ottawa Jazz Festival 10 ECONOMIC MARKETING 10 TOTAL CAMPAIGN REACH 541+ million *Based on 2023 spending. Statistics compiled by Survey Monkey The Festival’s extensive Marketing Plan ranges from on-going website/app development, regular e-blasts, an in-depth social media campaign, video production, intensive media outreach, to digital and print advertising. Media outlets include: the Ottawa Business Journal, Ottawa Citizen, Downbeat Magazine, Summer Fun Guide, Exclaim!, WPBS, OC Transpo, Google, CBC, Apt613, Stingray and print collateral including: posters, brochures and pageantry. * IMPACT $15M + $ TOURISTS 19M LOCALS = $34M ( 143% from 2022) PROMOTIONAL MATERIALS BROCHURE Printed on recycled FSC-certified paper, our brochures are widely distributed in key locations in the Ottawa region and handed out extensively to festival-goers. Brochures are also available digitally on the website. POSTERS 3,000 (11” x 17”) posters were distributed across the National Capital Region. STREETPOLE BANNERS Adding to the festive pageantry and ambiance throughout the City, street pole banners were installed on major thoroughfares. E-BLASTS 36 campaigns from February – July, sent through Campaign Monitor, disseminated 517K impressions.
11 2023 Media Marketing Report - Ottawa Jazz Festival Website statistics compiled by WEBSITE APP With the aging population of Baby Boomers, it became apparent that it was essential for the Festival to implement a proactive campaign to attract a younger audience. The graph below exemplifies the success of this endeavour. In 2017, 18 – 34 year olds attending the Festival was 20% and as low as 15% in 2009. Attendance by Gen Y and Z has risen by 90% to 38%. The Ottawa Jazz Festival app was introduced in 2020. This interactive app includes the full Festival schedule, artists pages, a map and the ability to “favourite” specific performances. App downloads increased by 1,247% in 2023. Website Age Demographics 18-24 25-34 35-44 45-54 55-64 65+ 15% 23% 22% 18% 13% 9% Top Website Referrals: App 408.9K pageviews 164.4K new users Results compiled by a cross reference of Google Analytics and SurveyMonkey.
2023 Media Marketing Report - Ottawa Jazz Festival 12 DIGITAL MARKETING PAID DIGITAL CAMPAIGN TOP PERFORMING AD (FACEBOOK & INSTAGRAM): TOP PERFORMING POST (GOOGLE): META (FACEBOOK, INSTAGRAM) & GOOGLE ADS Millennials and GenZ who enjoy jazz, concerts, events and music. A brief 3-week campaign was executed during the month of the festival. 400 km radius of Ottawa, North Eastern USA and Canada (meeting search parameters). Several Meta campaigns were implemented with results in line with industry benchmarks. CTR = 1.95% CPC = $0.10 May 25 - June 30, 2023 June 3 - 23, 2023 70.3K Views| 131.4K Impressions $0.03 CPV | 0.18% CTR 166.5K Reach | 443.7K Impressions $0.08 CPC | 2.65% CTR
13 2023 Media Marketing Report - Ottawa Jazz Festival 13K Followers 17.9K Followers 6.6K Followers Top Media Tweet Earned 5.6K impressions Top Instagram Post Reached 7.1K people Top Facebook Post Reached 9.8k people /OttawaJazz July 1, 2023 516.7K Reach March 1st to July 31st, 2023 44.9K Impressions May 1st to July 31st, 2023 77.6K Reach March 1st to July 31st, 2023 72 MILLION total social media reach @OttawaJazz June 24, 2023 @OttawaJazz June 21, 2023 SOCIAL MEDIA 15 2023 Media Marketing Report - Ottawa Jazz Festival © Curtis Perry
2023 Media Marketing Report - Ottawa Jazz Festival 14 2023 Media Marketing Report - Ottawa Jazz Festival 16 Brad Mehldau © Dan Nawrocki Herbie Hancock © Mike Laviolette John Scofield © Curtis Perry TEKE::TEKE © Chris Parker © Mike Laviolette Feist © Dan Nawrocki Such a great evening at Ottawa Jazz Festival with one of my bucket list artists, Herbie Hancock, performing. He was so charming & personable and he can still rock at 83! My new senior citizen role model. - Ric Glowienka from Facebook One of the great things about the Ottawa Jazz Fest is the introduction of new artists. Saw Caity Gyorgy & her trio tonight. Outstanding performance by young Canadian. Shoutout to Canada Council for the Arts for its support. - Bill Cole from X (formerly Twitter) Some musicians have reached a performing ability that is stratospheric. It shines above - not in a comparative way but on their own level. Exactly this, The John Scofield Trio at Ottawa Jazz Festival tonight, so incredibly good. - Tony Diteodoro from Facebook
15 2023 Media Marketing Report - Ottawa Jazz Festival MEDIA COVERAGE Besides Canada, articles appeared globally in the US, UK, India, Philippines, France, Nigeria, United Arab Emirates, Australia and Japan. Publications such as Exclaim! and North Country Public Radio sent reporters to cover and review the Festival. CBC ALL IN A DAY CTV OTTAWA MORNING CBC OTTAWA MORNING CBC OTTAWA MORNING CBC ALL IN A DAY CKCU FM 93.1 Host Alan Neal interviews OJF Program Director Petr Cancura Petr Cancura teaches Host Annette Goerner how to play the guitar Host Robyn Bresnahan interviews Deniz Lim-Sersan, of local group, Primary Colours Host Hallie Cotnam interviews Primary Colours after meeting Herbie Hancock Joe Reilly interviews guitarist Bill Frisell prior to Winter Jazz Fest (count 34:00) Host Alan Neal interviews the charming Cimafunk 1 BILLION TOTAL MEDIA REACH* *Media tracking commissioned through A NEW RECORD FOR THE FESTIVAL Feist interviewed by CBC Radio One’s Alan Neal on All in a Day. Listen to interview >> © Andre Gagne © Curtis Perry © Curtis Perry © Curtis Perry
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23 2023 Media Marketing Report - Ottawa Jazz Festival Vincent Peirani "Jokers" © Curtis Perry We’ll see you in 2024! OttawaJazzFestival.com