The first step in evaluation is asking: a. What do we want to evaluate? b. When will evaluation take place and where? c. Who will perform the evaluation? d. How will we evaluate? There are two types of evaluation you should employ and both can be used from the beginning of the process to monitor how the festival is progressing and where there may be issues Qualitative measurement gathers data to sum up the outcomes of the partici- pants’ experience using written or online audience surveys, asking participants di-rect questions on-site, video-taping aspects of the programming and getting feed-back from volunteers, sponsors, suppliers and performers. Quantitative measurement compiles of hard data from such sources as, ticket sales, merchandise sales, venue admissions, vendor fees, budget figures and audience attendance counts. 97