1. Introduction
The Cat Laughs Comedy Festival is
a Kilkenny, Ireland festival showcasing international and Irish comedians,
stand-up comedy performances, comedic authors, cartoonists, films and Question
and Answer segments with special guests, directors and talent.
It was developed in 1994 by Richard Cook as a response to the growing comedic field in Ireland and has since transformed into a tourist attraction for the medieval city of Kilkenny and nearby regions. (Mc Keon, 2012) The event occurs each year between the 30th of May and the 3rd of June, providing locals and tourists with four days of relaxed and comical entertainment.
It was developed in 1994 by Richard Cook as a response to the growing comedic field in Ireland and has since transformed into a tourist attraction for the medieval city of Kilkenny and nearby regions. (Mc Keon, 2012) The event occurs each year between the 30th of May and the 3rd of June, providing locals and tourists with four days of relaxed and comical entertainment.
2. Event Type
2.1 Events
Differentiating between the diverse categories of events
is a deeply discussed and somewhat resolved issue throughout history,
particularly with contemporary tourism and event management researchers.
Regardless of the definitions, events are the driving factor for the
sociological and economic climate of towns, cities, states and even nations. Senior
lecturer of architecture and built environment, Dr. Andrew Smith supports this
by stating, ‘The facilities, infrastructure, and social legacy of events have
the potential to reinvigorate urban spaces and communities.’ (Cited by Zeemering, 2013)
2.2 Special Event: Cat Laughs Comedy Festival
The Cat Laughs
Comedy Festival is best described as a special event, as stated by Leo Jago
and Robin Shaw (1998) who describe it as, ‘The generic term used in a tourism
sense and includes the following categories: minor special events: festivals: major
special events…’ Getz provides an extended view on a special event, stating
that they are, ‘A oncetime or infrequently occurring event outside the normal
program or activities of the sponsoring or organising body.’ (Cited by Jago
& Shaw, 1998) He concludes his thoughts by stating that a special event
provides cultural and social rarity to the customer and participants of the
event.
2.3 Background: Cat Laughs Comedy Festival
The Cat
Laughs Comedy Festival occurs annually and takes place in a number of local
venues including pubs, clubs theatres and small sports fields in Kilkenny. As a
result of popularity, the festival attracts around 30,000 visitors each year according
to the festivals official website. (The
Cat Laughs Limited, 2012) It also pours revenue into these venues and the wider
community of hospitality, accommodation and tourism. Additionally, Kilkenny is a popular tourist
spot, as the city celebrated its 400 year anniversary since the initiation of a
city status back in the 15th century. The city earns its attraction through its
medieval castles, cathedrals, towers and heritage listed buildings.
Being such an iconic and serene location, the event has attracted large numbers of renowned comedians and talent such as Abandoman, Alfie Brown, Kevin Gildea and Dylan Moran (The Cat Laughs Limited, 2012). Furthermore, the event attracts celebrity status talent such as Irish comedian Chris O’dowd who use the event to launch new shows or ventures.
Overall, the Cats Laugh Comedy Festival has received wide praise locally and abroad, earning credible media praise, including a review in the Guardian calling it, ‘The best little comedy festival in the world.’ (Brown, G, 2007)
Being such an iconic and serene location, the event has attracted large numbers of renowned comedians and talent such as Abandoman, Alfie Brown, Kevin Gildea and Dylan Moran (The Cat Laughs Limited, 2012). Furthermore, the event attracts celebrity status talent such as Irish comedian Chris O’dowd who use the event to launch new shows or ventures.
Overall, the Cats Laugh Comedy Festival has received wide praise locally and abroad, earning credible media praise, including a review in the Guardian calling it, ‘The best little comedy festival in the world.’ (Brown, G, 2007)
3. Social Impact
Events, festivals and tourist
enterprises have significant impacts, opportunities, challenges and costs
within the society they take place.
3.1 Kilkenny Heritage and Culture
The Cat Laughs Comedy Festival emphasises
local and cultural heritage. According to William and Morgon (2006) the
uniquely titled event refers to the popular idiom, fighting like Kilkenny cats,
which historically was said to have originated from a civil war-time poem about
fighting cats and soldiers.
Since then, the poem and connecting phrase have been adopted by the city, and have translated into the event, drawing out the cities culture and history through the title. This effectively ties modern culture with ancient tradition. This is crucial to the Kilkenny tourism development strategy annual reports of 2006-2011 which focussed on, ‘Linking old and new, city and county’ (Kilkenny County Council, 2010). The important cultural significance of the Cat Laughs Comedy Festival is to reflect an energetic social atmosphere which incorporates the surrounding traditions and cultural environment of the city.
Since then, the poem and connecting phrase have been adopted by the city, and have translated into the event, drawing out the cities culture and history through the title. This effectively ties modern culture with ancient tradition. This is crucial to the Kilkenny tourism development strategy annual reports of 2006-2011 which focussed on, ‘Linking old and new, city and county’ (Kilkenny County Council, 2010). The important cultural significance of the Cat Laughs Comedy Festival is to reflect an energetic social atmosphere which incorporates the surrounding traditions and cultural environment of the city.
3.2 Alcohol Consumption
Traditions
such as the excessive consumption of alcohol do not always bring desirable
social effects to a community. In the past, the Cat Laughs Comedy Festival was sponsored by alcoholic beverage
companies such as Carlsberg, Smithwick’s and Murphy’s Irish Stout. While
the Alcohol Beverage Federation of Ireland state, ‘There is no proven link
between alcohol consumption and marketing and sponsorship,’ (RTÉ news Ireland,
2013) Ireland chief medical officer Dr Tony Honham disagrees. He states that alcohol , ‘Was a contributory factor in
half of all suicides and deliberate self-harm, is associated with 2,000 beds
being occupied every night in Irish hospitals and related illness cost the
health care system €1.2 billion in 2007 with alcohol-related crime costing an
estimated €1.19 billion in the same year.’ (The Journal,2012)
A 2010 Guardian review mentions, ‘Every pub in this dinky little city is overrun by stand-ups,’ which is a direct result of the festivals self-promoted pub trail, suggesting the glorification of alcohol to celebrate events by placing performances in venues that openly supply and encourage alcohol sales.
A 2010 Guardian review mentions, ‘Every pub in this dinky little city is overrun by stand-ups,’ which is a direct result of the festivals self-promoted pub trail, suggesting the glorification of alcohol to celebrate events by placing performances in venues that openly supply and encourage alcohol sales.
3.3 Discretionary Time and Income
People have the choice of where they spend their discretionary time and
income, which often fuels an individual’s desire to travel or attend an
event. Event and tourism organisers
often work together to appeal to the entertainment and travel impulse of a customer.
The Cat Laughs Comedy Festival does
this through the website which provides convenient links to accommodation,
travel ideas and maps. (The Cat Laughs Limited, 2012)
It is integral to the success of the small town to create an event that will boost the economic climate within the city by partnering with other community services. Through developing tourism, Kilkenny can successfully increase location identity. Larger cities such as Dublin and events such as the Irish Fest and St. Patrick ’s Day are often bigger in these towns, and can leave smaller cities like Kilkenny lacking attention.
It is integral to the success of the small town to create an event that will boost the economic climate within the city by partnering with other community services. Through developing tourism, Kilkenny can successfully increase location identity. Larger cities such as Dublin and events such as the Irish Fest and St. Patrick ’s Day are often bigger in these towns, and can leave smaller cities like Kilkenny lacking attention.
4. Stakeholders
The success of an event not
only relies on planning and attendance, but on the involvement of stakeholders.
Allen, Toole, Harris and McDonnell, support this view by stating, ‘The mood, needs and aspirations of the
community will determine its receptiveness to event styles and fashions.’
(2011, p. 129). This suggests that the event managers should understand
the needs, wants, attitudes and behaviours of the public in order to develop an
event to suit, rather than create an event and hope the public receives it
well.
4.1 Stakeholder List
The stakeholders for the Cat Laughs Comedy Festival include
Kilkenny Council
Ireland Government
Sky and Sponsers
Media
Event Organisers
Volunteers
Comedians and
Performers
Audience and
Spectators
Venue Owners
4.2 Council and Government
The Borough Council sets the
Kilkenny city policies and regulations.
It is important that such a small city of around eight thousand creates
quality of life and demonstrates economic growth and stability through tourism
gains. (Kilkenny County and Kilkenny City and
Environs Development, 2011)
Additionally, the government’s tourism department, the Fáilte Ireland National Tourism Development Authourity of Ireland is partnered with the event, providing exposer and government funding (Failt Ireland, 2012). They support the event as a community initiative and as part of the wider tourism efforts of Ireland.
Additionally, the government’s tourism department, the Fáilte Ireland National Tourism Development Authourity of Ireland is partnered with the event, providing exposer and government funding (Failt Ireland, 2012). They support the event as a community initiative and as part of the wider tourism efforts of Ireland.
Another government stakeholder is the Gathering, a government program
partnered with tourism Ireland, aiming to promote events in the area as part of
a year-long campaign to boost tourism.
4.3 Sponsors
Each year, the Cat Laughs Comedy Festival
calls on organisations and businesses to sponsor the event. For three years the
event received no sponsor and therefore could not run the annual event. This
demonstrates the crucial role of the sponsor, who provides the money and brand
recognition needed to boost sales. The current sponsor for the festival is SKY
TV.
4.4 Event Organisers
The event organisers include
the CEO, Jane Russel and event managers such as Aisling Flynn, Leonara Mc
Govern, Tracey Mc Keon and Pamela Reilly. The team strongly work around the concept
of innovation. The festival coordinators are known for striving to keep fresh
and innovative change as an integral aspect of each event. The same staff run
the event each year and they experience a very low turnover rate.
CEO Jane Russel states that ‘ It is impossible to be successful in an entertainment or creative capacity without being innovative.’ (Mc Keon, 2012)
CEO Jane Russel states that ‘ It is impossible to be successful in an entertainment or creative capacity without being innovative.’ (Mc Keon, 2012)
4.5 Volunteers
Volunteers are the face of
both Kilkenny and the event. Volunteers of the Cat Laughs Comedy Festival are rewarded with free tickets and
exclusive access to many V.I.P events. Each volunteer must sign the appropriate
paperwork in order to be registered as an accepted helper and are expected to
support the event by;
Selling and
receiving tickets at door
Directing
participants to venue and seat allocation
Clearing-up after
shows
4.6 Media
Media is the key to circulating hype, information
and securing revenue generating sales for any event. According to the Prior
Communications report, in
2007, The Cat Laughs Comedy Festival
generated approximately twelve thousand dollars’ worth of media coverage,
including 157 press articles and twenty broadcast pieces. (See appendix b) The
media are invaluable but need to be updated, informed and respected. However,
the Cat Laughs Comedy Festival tends
to utilise the media after the event has circulated, at a lot of related media
articles, twitter feeds and Facebook posts are reviews from after and before
the event. A number of key forms of
media used by the event are;
Newspaper
Radio
TV
Facebook
and Twitter
Print
Media- brochures
4.7 Comedians
The comedians are another
group of stakeholders for the event. Russel states that, ‘There’s a sense of the festival being a
little bit of a busman’s holiday for comedians because there are no awards and
there’s no filming. (
At the Cat Laughs Comedy Festival, the comedians perform on an invite-only arrangement and have the luxury of no competition or pressure throughout the event. This appeal is a point of difference to the festival and encourages a relaxed and friendly atmosphere for this stakeholder group. , 2013)
At the Cat Laughs Comedy Festival, the comedians perform on an invite-only arrangement and have the luxury of no competition or pressure throughout the event. This appeal is a point of difference to the festival and encourages a relaxed and friendly atmosphere for this stakeholder group. , 2013)
4.8 Venue owners
Venue owners hold the monopoly of land capital throughout the event.
However, pub, club, sporting field and theatre owners are willing to offer
their assets during the event as they are guaranteed to increase their profits
through participant sales. (The Cat Laughs Limited, 2012)
4.9 Participants
The participants of the event are the individuals
who purchase tickets or attend free activities during the special event. As a
participant or spectator, it is a priority to be entertained and to feel
connected to the purpose and community of the event. Unsuccessful or
unappealing events will see a decrease in sales while events that resonate with
the participants’ wants and passions will see an increase in attendance and
sales.
5. Economic Impact
Events provide an essential influx of revenue
into an area or community. According to the Kilkenny annual report, in the
wider boundaries of Kilkenny County, an estimated 140 million dollars per year
is generated as a result of over 200,000 tourists. (Kilkenny County Council,
2012)
5.1 Event Revenue
In the Cat
Laughs Comedy Festival alone, the website states that, ‘The festival
attracts in excess of 30,000 visitors to Kilkenny, resulting in more than €8
million being invested into the local economy,’ (The Cat Laughs Limited, 2012).
This
suggests that approximately 10 per cent of the Kilkenny annual tourist revenue
is a direct result of the Cat Laughs Festival.
5.2 Ireland Economy
Ireland is
suffering economic hardship as Stinson Jeffrey, 2008 states, ‘Now the jobs and high incomes are
disappearing as construction projects such as the U2 Tower are postponed,
houses remain unsold, and property prices are in free-fall.’ This means that
people are spending less, and as a result, luxury items such as entertainment
become less sought after. The Cat Laughs
Comedy Festival has tried to resolve this issue by lowering ticket prices
by 5 euro.
Regardless of the economic state, according to James Monagle’s PhD thesis (2009) the Cat Laughs Comedy Festival has grown, which has resulted in an increase in sales and revenue. According James Monagle (2009), from 1995 to 2004 the number of venues used has gone from six to fourteen, the number of comedians has increased from 37 to 51, the number of attendance has risen from 16 thousand to over 30 thousand which has resulted in an eight million dollar increase. (See appendix a)
Regardless of the economic state, according to James Monagle’s PhD thesis (2009) the Cat Laughs Comedy Festival has grown, which has resulted in an increase in sales and revenue. According James Monagle (2009), from 1995 to 2004 the number of venues used has gone from six to fourteen, the number of comedians has increased from 37 to 51, the number of attendance has risen from 16 thousand to over 30 thousand which has resulted in an eight million dollar increase. (See appendix a)
5.3 Government Funding
Government funding also helps boost the
chances of economic growth in the first place. The Minister of State for
Tourism and Sport, Michael Ring announced a 2012 funding program of 2.6 million
euro for the 34 national festivals in Ireland, one of which being the Cat Laughs Comedy Festival. (Failt
Ireland, 2012). He supported his decision by stating, ‘Tourism
is key to our economic recovery and I’m especially pleased to launch such a
strong package of festivals for this year,’ (Failt Ireland 2012). He explained
that festivals attract visitors to the nation and stimulate economic activity
and that the funding was an investment into a sector which generates over 5
billion euros and many jobs.
5.4 Customer Expense
Besides funding and sponsorship, the event
gains revenue through ticket sales and the community mutually benefits. The
main customer expenses of the event are the ticket purchase for each chosen
performance, food, drink and alcohol consumption during the shows and accommodation
and travel for visitors. On the other hand, the main expenses for the event
itself are hiring the comedians, hiring the venues and media.
6. Conclusions
The Cat Laughs Comedy Festival
is a tactically effective special event which has seen large growth considering
its opposition against the economic climate and a small and unfamiliar
location. In each section discussed in the paper, keys and recommendations for
the event structure, social impact, stakeholders and economic climate will be
highlighted.
Firstly, the annual occurrence of the event provides planners time to
build upon innovative ideas, hire comedians, review the market and public
interest and promote the event. The time-frame also builds anticipation
surrounding the event however this could be improved with more assertive
community engagement.
The social impact of the event reflects the cities’ heritage and
culture, which also creates an appeal of tradition to the tourists. However,
today’s social relies largely on social media to connect with friends, family
and events. It is recommended that the event planners become more active on
social media through;
Offering
participation discounts for ‘shares and likes’
Running
social media campaigns and competitions
Utilising
Foursquare so that participants can ‘check-in to the event
Transfer
to a social registration system such as EventBite
These tools will ensure the event is at the top of participants minds
and will create a stronger connection between the event and the participants.
Additionally, there are large stakeholder groups within the event which
provide sponsorship, funding, support, media and sales. The one downfall is
that the event relies on these groups to gain money to start-up the event in
the first place. Due to this dependency, the event managers should develop more
fundraising programs throughout the year so that sponsors and ticket prices are
not the only thing brining in crucial funds.
Money is also a topic when it comes to the economic impact of the event.
The event is stable and growing, and pours abundant sales into the community,
however, due to the steep economic hardship, ticket prices could be reduced
more than five euro. The marketing or Public relations team are advised to
further look into the motivations and attitudes of the public when it comes to
discretionary time and money in order to view current trends. Knowing what the
public wants will not only improve the event, but have the potential to
increase sales.