Recent History

 In 2009 WFF was coming toward what the organiser’s thought could be their last festival. It was 2 weeks out from the start date, it was raining and they were 35,000 tickets short of average. They were completely dependant on the weather. Luckily the weather held and thanks to their loyal patrons by the first day they were back on target.

In 2010 they rented the venue out to another festival, Splendour in the Grass for 4 days increasing their profits but were still completely dependant on the weather at the end of the year to survive. Unfortunately it was not a lucky year for WFF. Torrential rain hampered the festival and again numbers were down by 20,000. 

The beginning of 2011 got even worse for WFF. With increasing infrastructure costs and lack of attendance already crippling the venue not to mention the damage that had been caused by the storms during the festival, mass flooding in more than a third of Queensland, majorly damaged the venue causing more than one million dollars in erosion and flood devastation. This was followed shortly by new legislation being introduced requiring the event to cyclone proof Woodfordia. It looked like the QFF and Australia’s longest running festival would have to either declare bankruptcy or majorly reduce the size.

‘Now, due to a change in State Government legislation, hundreds of thousands of dollars has to be spent to make the festival site cyclone-proof.
Tent poles have to be 900cm deep, 400cm further than now, which means water pipes have to be dug up and moved.

 “Every year the cost of infrastructure investment is greater than our profits.” Mr Hauritz’

(http://www.thechronicle.com.au/story/2010/08/18/costs-put-festivals-doubt)

The Moreton Bay Council has since offered to purchase the land off the QFF, and has agreed to lease it back to them so that large scale events held on the property could continue. Councillor Adrian Raedal was quoted in the Woodford News as saying “For the cost of unimproved land (so no buildings are included in the valuation) and the economic benefit it brings the region – estimated to be over 40 million – if the festival was to close down the cost to our community is very high.”

The benefits to the Woodford town, the Moreton Bay council and community and the QFF/Woodfordia is beyond measure. The supply and demand of the region is exponentially increased during the times the site is in use. Woodford is estimated to have injected more than $21 million into the local economy during the week of the event. Splendour in the Grass more than $18 million in 4 days. The hospitality and tourism industry in particular thrive for 100km surrounding the small town.

“Splendour had gum boots sold out between Burpengary and Woodford (among other things), supermarkets between the airport and Woodford had record sales, Scouts sausage sizzles raised over three times what they would normally raise at a Bunnings on a Saturday and the Woodford Showgrounds netted enough to build two new sets of toilets and showers, which will be used by the Rugby League, and other upgrades to showgrounds.” Adrian Raedal (www.facebook.com/adrianraedal)

If this deal goes ahead, the future looks bright for the Woodford folk festival. Largely because they will not have to pay major infrastructure costs and be able to focus on improving the event experience and the quality of their relationship with their guests. Woodfordia is one of Australia’s premier outdoor entertaining areas and the Woodford Folk Festival and Queensland Folk Federation have strived to create a unique event that incorporates hospitality, events, tourism, environmentalism and a community feel into an experience that you want to have again.

Problems and Solutions

Woodford Folk Festivals attending patrons have dropped by an average of 20,000 each year, this can be attributed to extensive raining and flooding during the festival, the Global Financial Crisis (GFC) and with the large increase in patrons, some supply issues.

The WFF has implemented new strategies including, releasing early bird tickets at 25% off the full price half way through the year to attract back many of their faithful target audience that couldn’t normally afford it. They have also built more drainage, broader roads and now 18 of their 22 stages are all weather stages. 

As the number of patrons and deliveries has exponentially increased in the past 15 years, the numbers at the gates have also swelled causing problems in getting access to the site. Some companies have been known to not want to deal with the festivals at the site because of waiting times for entrance to the festival. This can also cause large delays in stall holders access to their stock orders. This filters down through to the attendee who was already annoyed that it took them 3 hours to get though the gate to begin with. Although the next year they had a private entrance for deliveries this has slightly damaged Woodfordia’s host/guest relationship.

Each year the QFF has quite obviously put great effort into attempting to fix the problems raised by the previous attendees as their relationship is very important to the staff. This and the management’s desire for honest feedback has promoted a healthy relationship between the Festival organisation and their guests.

WoodfordFolk Festival and the Queensland Folk Federation

WFF is owned and managed by the Queensland Folk Federation (QFF), a not for profit organisation that is also a recognised charity. The QFF have been ahead of their time in promoting eco-tourism, which hit major popularity in the late 90’s. They see the site, which is called Woodfordia, as environmental parkland for all and have strived to improve the land and environment in and directly surrounding it both for the improvement of the surrounds but also the location as a tourist destination. This has appealed to all of the patrons who attend.

QFF has spent more than $10 million in upgrades to the Woodfordia site since including construction of more than 37 amenities blocks, development and maintenance of 28km’s of road, installation of electricity, water and sullage lines and a water filtration plant, planting of over 80,000 trees, development of waterways through the festival, extensive landscaping and drainage works and development of a 25,000 seat amphitheatre just to name the some important upgrades. They also have plans to build a hydro/wind power plant and waste treatment plant that will not only provide for the festival, but for the wider community for the majority of the year. All of this is helping to cater for the growing consumer demand and also falls perfectly under their Environmental and Socio/economic plans.( http://bit.ly/l47gud)

In creating and sticking to these plans QFF have effectively created strong community ties with their patrons, locals and traditional indigenous owners, creating loyal, returning customers. Each year WFF aims increase participation in the festival while trying to keep its marketing relationship. They have clearly succeeded if you look at participation going from 800 in 1987 to more than 130,000 in 2007/08 and the majority either saying they have been already or will be going again. 

‘People are the most important part of any event and Woodford is no exception. Here we see every possible combination of race, culture, age, taste and talent.’ Colin Sheehan (http://www.frozentime.com.au/gen/people.htm)

The festival appeals to a diverse audience with all ages and many nationalities attracted each year. Considering WFF broad appeal it is unsurprising to learn the target market for this event is widely varied. Ages that attend are extremely widespread. From young children all the way through to grandparents. Not only all sorts of people from all parts of Australia, but the world. Here to witness some of Australia’s rich cultural background. With Woodfordia being just over an hour north of Brisbane, it is easy to get to.

 

The WFF has helped cater for everyone with the invention of single day tickets, season tickets, season tickets with camping and free entry for children. This allows customers from many walks of life to appreciate this event in their desired time and comfort. You can drive back into Woodford and stay in a hotel (I advise booking early, as you can count on the being booked out close to the event), camp onsite or get on one of the many shuttle buses back to Brisbane.

'Woodfordia'. The 500 acre site just outside of Woodford.

Woodford Folk Festival (WFF) is an annual, internationally renowned multi-cultural and music festival. It is also Australia’s longest running event of its kind and one of the biggest folk festival’s in the world.

It was originally created in 1987, called the Maleny Folk Festival. By 1993 the Maleny showground had become too small to hold the growing numbers attending the festival. The owners, the Queensland Folk Federation purchased some 300 acres of land in a town 20km’s away called Woodford. From there the festival gradually matured to become what is today known as the Woodford Folk Festival.

This large scale six day and night event incorporates many different sectors of hospitality, tourism and events (HTE). With over 2600 performers, 580 events, 40 cafes and restaurants and 160 vendors, 22 stages and attended by more than 140,000 visitors and 3000 volunteers, part of the 500 acre bushland reserve is turned into a miniature city, not to mention the idyllic 400 acres of nature reserve, catering for all guest’s needs.

“When the Woodford Folk Festival is up and running it has a greater population than Nambour and by necessity requires a similar infrastructure capacity irrespective of whether it is for seven days or 365.” Mr Hauritz (http://www.thechronicle.com.au/story/2010/08/18/costs-put-festivals-doubt)

With some of the best up and coming artists, concerts, street theatre, writers' panels, film festival, comedy sessions, acoustic jams, debate, dances, forums, an entire children's festival, art and craft, circus performances, cabarets and special events including a spectacular fire event and the Tibetan monks playing to welcome the new year’s sun. There is also a strong basis on natural, cultural and environmental approaches to living including workshops to learn the best ways. With the wide array of choices there isn’t any time spare to get bored in a place like this.

“Woodford Folk Festival truly represents our modern Australian culture and The Queensland Folk Federation is representative of a dynamic community of 2000 volunteers, 160 department heads and 20 full time staff who create the festival. Negotiating the balance between community and professionalism is a rewarding challenge for all involved.” (http://www.liveguide.com.au/Festivals/610297/Woodford_Folk_Festival_2008_2009?event_id=610297#details)