The Conjurors

They have made Dublin the world capital of street performance festivals in the space of two years. They have survived the deluge we laughingly call the summer of 07. They are still in their twenties and they have very, very big plans.

Mark Duckenfield and Conor McCarthy of Emergent Events are quintessential entrepreneurs whose ability to think laterally and outside the box has been the key to their growing business. They also have the grit and determination to persevere against adversity of many types; even mother nature herself in foul mood. This is an unlikely success story in which the main actors’ ability to focus clearly and not accept the conventional wisdom of an industry new to them have played a major role.

Both Conor and Mark are IT graduates from Trinity College and, naturally were looking forward to the comfort and awards of their chosen profession. Neither has any background in performing arts. So how come they conceived and brought into being the AIB Street Performance World Championship? Observation, money and focus Trinity College and Temple Bar are in close proximity and it was when visiting the latter that Mark and Conor began to take a close look at the buskers that throng the city’s ‘cultural quarter’. Close observation led them to realise a number of key points. “We watched the street performers closely and were surprised at the considerable amount of money they were making,” says Mark. “Far from being resented by the public, they were seen as an addition to the area.” “We also saw that there was no organisation or structure in evidence,” says Conor. “If we could provide those elements, perhaps we could make ourselves some money.”

The idea of providing Dublin with a performing arts festival was born; but from birth to first steps would be would severely test their mettle. Three weeks later the two men sat down at Mark’s kitchen table with a business plan template and two lively minds. It would take three months, seven days a week working from 9 to 5 pm daily, but both agree that it was well worth the effort. As part of the business plan they assessed their own strengths and weaknesses critically. Mark had experience in sales and knew that this was a strength. “I had worked in a French ski resort selling equipment and clothing. In three months, I sold €25,000 of ski socks alone, more that the combined sales of all the other sales people. I was able to do this because I believed in the product.” Conor, who graduated in the very top group in IT, found himself more at home with administration and accounting. “It is very useful that we have identified our roles and are happy in them,” says Conor.

Business rationale

The business plan also provided some very sound reasons why a street performers festival could make money. Mark explains: “A festival can attract a lot of people and, given the right conditions we projected that it would be possible to attract up to 250,000 people in Dublin. A street performers festival is relatively inexpensive to put on. The space is free, there is no charge for the venue. The performers are paid by the audience who are admitted free to all the events with the exception of the finale when the World Crown is bestowed on comes out on top of the other 13 finalists. So how do you make money? “Sponsorship,” answers Conor. “And it was very difficult as were initially seen as two young guys who did not know what they were doing.” But, they stuck at it eventually signing AIB Bank as the main sponsor with serious support from Dublin City Council, Failte Ireland, FM 104 and Metro. They also received a grant from the Arts Council that enabled them to carry out research and book acts at two of three other performing arts festivals in the world, at Christchurch, New Zealand and Shizuoka, Japan. The remaining festival at Edmonton, Canada has now been visited. In an act of pure audacity, the Dublin promoters promoted their festival as the World Championships for street performers.

“The ‘World’ title proved a huge reason for our success. It was accepted by everyone and really appealed to the performers,” says Mark. First festivals The first festival was held in 2006, attracted a satisfactory attendance of 26,000. Of great significance was that the word spread among performers that Dublin was the most profitable location in the world. All signs promised a great festival in 2007. Held on Friday, Saturday and Sunday, June 15, 16 and 17, the AIB Street Performance World Championship played host to some of the worst weather in an awful summer. The Friday was a complete wash-out with all events cancelled. Saturday was barely rescued by the purchase and distribution of 10,000 plastic macs free. Yet 40,000 attended, an increase on the number of the previous year.

Success in 2007 has seen all sponsors back on board for next year when the festival will be held on the weekend of 13,14 and 15 June. “Having a very large international festival is good for Dublin and everyone involved,” says Mark. “We have received an invitation from Cork City Council to run the festival there, so we are considering a nine day festival starting in Cork on the previous weekend, with various acts performing during the week in population centres throughout the country and ending in Dublin,” comments Conor.

Along the way, Conor and Mark received mentoring and grant aid from Dublin City Enterprise Board, which they generously acknowledge as being important in reaching their business goals. Also for the record, the World Champion of the AIB Street Performance World Championship 2007 was a conjuring unicyclist with the stage name The Space Cowboy. Somehow, its hard to imagine his act coming close to that of Mark and Conor who conjured a world festival for Dublin and a solid, growing business for themselves.

In 2007 Emergent Events won the Denis Collerane Dublin City Enterprise Award and came 3rd in the County & City Enterprise Board National Enterprise Awards.

www.spwc.ie/

 © Dublin City Enterprise Board 2007. All rights reserved. No part of this publication may be reproduced in whole or part without the permission from the D.C.E.B.

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