Festival value in multicultural contexts: City festivals in South Africa

Abstract

Worldwide, the number and variety of cultural festivals have grown dramatically. Many areas see festivals as an important way to attract tourists, and their spending, to a region, resulting in a positive economic impact. While they offer important opportunities for artistic producers and audiences, there is growing pressure for festival organizers to demonstrate their value to society beyond their economic impact. Like many countries, South Africa has a strong focus on increasing diverse cultural participation, demonstrating the social, nonmarket values of events that receive public funding. Using data from two South African festivals, the article uses a valuation framework developed by the South African Cultural Observatory to demonstrate measures of audience diversity, the use of quality of life measures to gauge the impact of culture on well-being, and the use of community focus groups to assess the impact of participation on social cohesion and capacity building.