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This article highlights the need for enhanced managerial awareness of the demographic profile of the audience for arts festivals. More specifically, comparison is drawn between classical music and jazz audiences at major UK festivals in order to highlight the appropriateness of a strategic fit between the demographics of music festival patrons and sponsoring organisation target segments. The potential demand for increased cross-selling of other live entertainment services is examined, and factors impacting upon accurate and erroneous recall of festival sponsor are explored.
Steve Oakes (2003) studied this question.