Festival Appearances (this article first appeared in NZ Author issue 326 – Spring 2021)
Connecting & Camaraderie
Catherine Wallace conducted a survey into New Zealand festivals and offers some helpful advice about appearances.
Congratulations, you’ve been invited to appear at a Writers Festival! What can you expect? There’s a wide variety of festivals in New Zealand and survey responses from 18 New Zealand festival directors this year revealed a range of benefits on offer, both tangible and intangible.
Some festivals such as the Auckland Writers Festival, WORD Christchurch and the New Zealand Festival secure significant grant funding, have longevity and attract key sponsors. Other festivals such as Hamilton Book Month don’t charge audiences to attend the majority of their events, rely on grant funding rather than ticketing, and partner with local groups and venues to run their programme.
Author pay rates vary depending on location and whether you are the sole author, on a panel, chairing or giving a workshop. The survey found panellists could expect from $100-$365 per event with an average fee of $212.50 across 18 festivals. Chairs could expect a slightly higher fee with an average of $217.50 across those surveyed. Sole author events tend to pay more with $250-$300 the usual rate although keynotes can command a $500 fee.
A few festivals negotiate with each speaker on a case-by-case basis with well-known authors being paid more. Some festivals reported reduced funding, reduced travel because of Covid-19, and lower profits having an impact on the number of events they were running this year with fewer authors being invited as a result.
It is usual to be offered accommodation especially if you are an out-of-town author presenting at an evening event. Most festivals offer hotel nights with one director replying, “We have a contra deal with a boutique hotel for our authors, so they get to stay in luxury.” Another is providing vineyard accommodation. Some festivals offer a mileage allowance or fuel card for petrol, others fly their authors in or pay reasonable travel costs.
Per diem costs seem to range from $25-$70 with the higher amount if an overnight stay is involved. Some festivals arrange for a complimentary breakfast to be included with the hotel stay and if a per diem is not offered then out-of-town authors may be taken for lunch or dinner after their event. Some authors may be programmed for more than one event involving a longer period away from home.
Other benefits that festival directors provide include lanyard access or a festival pass to other festival events except for workshops and catered events, promotion via print programme, a welcome pack and, in the case of one South Island festival, use of a car.
Not all benefits are tangible of course, with access to audiences and booksellers and the opportunity to meet other authors strong drawcards for presenting at festivals.
A range of authors were also surveyed about the benefits of presenting at festivals.
Award-winning author Catherine Chidgey says, “I love the sense of camaraderie – the chance to spend time with colleagues, since that is so rare in a job that mostly involves sitting alone in front of a screen. I particularly enjoy festivals that provide a designated space for participants to get together. It is also lovely to be able to attend other sessions for free. I find speaking in public quite demanding, and it uses up a lot of my energy – not just the hour or so that you’re on stage, but all the nervous preparation too. Anything that makes the process easier is much appreciated.”
Gareth Ward strikes a similar note. “What I enjoy most about festivals is being able to directly connect with readers and other authors. Writing is a solitary pastime and I always find attending writers’ festivals as a guest or audience member tremendously inspiring. Festivals provide a way for authors to visit parts of the country and talk to readers that it would just not be possible to do so otherwise. I love the fact that at festivals you meet adventurous readers who may be stepping out of their comfort zone to come and see you speak which gives me the opportunity to introduce them to a perhaps previously-untried genre.”
Crime writer Nikki Crutchley comments, “For me there is still that feeling of accomplishment that I actually get paid to talk about my passion. As my writing career progresses and becomes more of a job than a hobby, I see the importance of paying authors for their time and knowledge.”
When you are invited to present at a festival, think about what you can deliver and how you can make the experience a positive one for you, your audience, and the festival itself. Be kind to festival organisers! They are usually dealing with a huge volume of work in a compressed amount of time almost always on top of their other full or part-time jobs. Respond promptly and in full to their queries to help make their job easier. They are wanting the best for you and your book/s and to get the maximum exposure for you to ensure ticket sales and a large audience.
It is a good idea to have a current CV, your website updated, a polished short biographical note, and to ensure you have high-resolution landscape and portrait orientation photos ready. Check your photo looks professional and you look approachable. If you have a publicist, let them know where you will be appearing. Check the festival bookseller knows who to contact to get supplies of your books for sale and signing sessions.
Kete Books lists a calendar of New Zealand festivals, and opportunities available for you and your publicist to submit for festival spots (by email), usually around the publication of a new book: www.ketebooks.co.nz/festivals
Being active on social media makes it much easier for festivals to promote authors so being on Facebook, Twitter and Instagram and building your following is helpful. Like, share and comment on festival posts and those of other authors. This helps spread the word and can reach audiences beyond those who read festival programmes and print articles.
When the festival comes, enjoy your event. Embrace the opportunity for some professional development by listening to other authors and learning what they are doing well. Engage positively with your audience and festival organisers and build your profile, so you will be invited back or referred on to other festivals.
Read NZ surveyed fees offered to artists in April 2022.
(for a comparison with the rates that are recommended for festival appearances in Australia go to https://www.asauthors.org/findananswer/rates-of-pay