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Victorious Festival generated £15.5m for Portsmouth’s economy

March 2, 2022

A report, by Bluegrass Research, shows that the 2021 edition of the Victorious Festival, held on Southsea Common, had an economic impact of £15,525,675.  This represents an impressive 24 per cent increase on the 2019 figure of £12.5m. The festival did not take place in 2020 because of the pandemic.

The rise has been driven by an increase of £12.43 in music-lovers’ average daily spend to £146.67. For those who stayed overnight, this average spend rose to £235.44.

With Victorious Festival allowing readmission during the daytime, it had a positive impact on local businesses, as people patronised nearby eateries and stayed in hotels and B&Bs.

73,220 unique visitors attended Victorious, giving a total of 161,612 attendances across the three-day festival.

The festival’s growing stature on the national stage is demonstrated by the fact that 73 per cent of people who came live outside Portsmouth.  This is up from 66 per cent in 2019.

Cllr Gerald Vernon-Jackson, leader of Portsmouth City Council said: ‘I think it affects different business sectors in different ways, but it clearly makes a huge difference to hotels and guest houses and the taxi trade.’

And he believes it also provides a showcase for the city when people come here. He added: ‘But it’s not just the direct economic impact that’s important, it’s the reputational impact for businesses, when they look at where they might relocate, or where they might want to employ people in the future.

It’s also a great family event. It works on a whole series of levels for a whole lot of groups of people and is now part of the established calendar of events in Portsmouth.”

Festival director James Ralls said: ‘We’re proud to be a part of Portsmouth community and are delighted to have been able to make a significant contribution to the local economy especially in light of the additional challenges and costs the pandemic incurred.

‘It was so great to be able to put on an event last year and see customers enjoying all the things we love about Victorious Festival – the opportunity to get together and experience live music while dancing and singing with our loved ones.

‘We are busy working on next year’s event and remain confident next year’s results will see even more benefits for the city.

‘We can’t wait for summer and look forward to welcoming festival goers from Portsmouth and beyond.’

Figures show that most people came to more than one day – 39 percent of attendees came for one day, 22 per cent came for two days, while another 39 per cent came to all three days.

It is also possible to see the impact that the 2022 edition of the festival is already having – Google searches for ‘Southsea’ were up 27 per cent in the few days directly following the announcement of this year’s headliners.

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