Andrew Barr is breaking out the champagne over this year’s Enlighten numbers:
More than 115,000 people attended the free and ticketed events during ENLIGHTEN 2013, an increase of 290% on last year’s figure of 29,437, according to an independent evaluation report issued today.
Enlighten, which was staged from March 1-9, with a focus on the weekends of March 1 and 2 and March 8 and 9, once again featured spectacular architectural projections and buzzing entertainment precincts mixed with late-night openings at 13 attractions. The program was varied, with something for everyone, including 52 free and ticketed events from exclusive blockbuster exhibitions to live performance, tours, talks and exclusive dining experiences – providing a memorable array of creative and surprising experiences.
The total attendance figure for Enlighten 2013 was 115,031, an increase of 290% on last year’s figure of 29,437.
Staging Enlighten in Canberra over 9 nights, with events focused on the two weekends, gave rise to increases in Gross Territory Product (GTP) totaling $0.95 million – an increase of 126% ($0.42m in 2012).
2,195 interstate and international visitors came to Canberra specifically to attend Enlighten or extended their stay because of it – and of that total, 1,135 of them stayed for one or more nights in the ACT. The average visitor stay in Canberra was almost three nights.
Enlighten has truly cemented its position as a creative and innovative cultural event of national significance and is carving its place as an iconic Canberra event, delivering on the vision the ACT Government set out three years ago.
Independent analysis of Enlighten media coverage found news stories reached a cumulative potential circulation of 5.5 million people, to the value of a record $1.1 million. This represents an increase of 35% on the 2012 results ($800k) and the highest value ever.
There was a balanced mix of age groups at Enlighten 2013. For ticketed events the 25-34 year age bracket was the main group, while the free entertainment precinct attracted a mix of ages, from 60-plus (25%), followed by 20-29 years (21.3%) and 40-49 years (18.8%). This shows that there is a greater variety of activities programmed at Enlighten, offering something for everyone.
[Photo by Amanda Hugandkiss]