Festival and Event Trends

What is the true benefit of attending festivals and events?

Among the services they offer, White Hutchinson Leisure & Learning Group conducts research and publishes articles and blog posts about how, why, and where consumers spend their leisure time.  A number of their publications focus on how consumers of all ages desire experiences and that they are less likely to "[define] themselves based upon what they own…[but] upon the experience they have in their free time" (White Hutchinson article: "The Death of Entertainment; Welcome to the New Mindset of Leisure Experiences").

An experience is "more than just entertainment…in fact, many times, the entertainment is not the largest part of their equation or the main motivation," instead, when consumers "go out" with family and friends, "they often are primarily looking for a social experience, an opportunity to talk and be together.  The entertainment might only be the excuse to get together" (White Hutchinson article: "The Death of Entertainment; Welcome to the New Mindset of Leisure Experiences"). To offer customers a festival experience that leads to loyalty, provide both entertainment and an ecstatically pleasing environment (Mason and Nassivera, 2013).  Thus, the theme, visuals, and overall festival design needs to be well executed. 

What is the true benefit of attending festivals and events?

Among the services they offer, White Hutchinson Leisure & Learning Group conducts research and publishes articles and blog posts about how, why, and where consumers spend their leisure time.  A number of their publications focus on how consumers of all ages desire experiences and that they are less likely to "[define] themselves based upon what they own…[but] upon the experience they have in their free time" (White Hutchinson article: "The Death of Entertainment; Welcome to the New Mindset of Leisure Experiences").

An experience is "more than just entertainment…in fact, many times, the entertainment is not the largest part of their equation or the main motivation," instead, when consumers "go out" with family and friends, "they often are primarily looking for a social experience, an opportunity to talk and be together.  The entertainment might only be the excuse to get together" (White Hutchinson article: "The Death of Entertainment; Welcome to the New Mindset of Leisure Experiences"). To offer customers a festival experience that leads to loyalty, provide both entertainment and an ecstatically pleasing environment (Mason and Nassivera, 2013).  Thus, the theme, visuals, and overall festival design needs to be well executed.

Increased interest in attending festivals and events

In 2015, survey participants were asked about the food, wine, and beer events (ranging from tastings to "special events and pop-ups" to "wine and beer festivals of all shapes and sizes") they attended in the past 12 months.  Based on results, 

• a majority (80%) of Millennial participants responded that they attended three or more of these events and
• 44% responded that they attended five or more within the past year.

These events are "something they look forward to and get excited about," (89% of Millennial participants selected the response) and that the events are among "their favorite things to do" (67%) (White Hutchinson Leisure eNewletter article: "The New Era of Food, Wine, and Beer Festivals").

According to the source, Millennials are "yearning for live experiences. Instead of sitting down to a one-course meal at a restaurant with expensive drinks… [they are] seeking tasting experiences with a variety of times served." Also, 61% would feel "they've missed out if they see photos of friends at a festival nearby that they didn't attend," and 64% "love to talk about the event with family and friends."

Types of festivals that appeal

What types of festivals do consumers prefer?  When asked to indicate which festivals appealed, of the options presented, 

• more Millennials (47%) ranked beer festivals as their most preferred event compared to 43% of Gen Xers and 32% of Baby Boomers and 
• 21% of Baby Boomers and 17% of Gen Xers preferred wine festivals compared to 11% of Millennials. 

Hence, it is critical, for the longevity of established and new wine festivals, to identify whether this difference in participation is due to alcoholic beverage of choice, or the structure and entertainment provided during these events.

It may be necessary to capitalize on these data and incorporate other alcoholic beverage vendors for a greater appeal to increase Millennial participation at traditionally wine-focused festivals. Gathering data from attendees will result in a more accurate assessment of what appeals and would encourage repeat festival participation. This is because understanding the experience consumers have at a festival can be an important predictor of future behavior (Manthiou et al., 2012). While sales data collected from vendors is one indicator of a festival's success, other measures, such as after-festival brand recall and product purchases also need to be considered.

For the foreseeable future, it appears that festivals, in general, will remain a relevant form of entertainment and appeal to experiencing seeking consumers. According to their research, we are less likely to feel guilty spending money on experiences than on material goods, "feel more connected to other people, the community, and the world," by attending live events, would rather be "known for [our] experiences than [our] possessions" (Everbrite article: "Infographic: Why Americans Prefer to Treat Themselves With Events"). Other research indicates that more Millennials (73%) believe that "attending a live event is a form of self-expression" compared to other generations (48%) (Everbrite article: "5 New Trends Shaping the Experience Economy").

Being strategic

Because there is a need to "make the most of their time," consumers may desire or require shorter experiences to fit within their schedule.  And, because they want to use their time efficiently, there may be an interest in planning and scheduling activities to fit within the prescribed time (White Hutchinson article: "The Death of Entertainment; Welcome to the New Mindset of Leisure Experiences"). This could be an advantage for tasting rooms that host festivals and events that require attendees to register and perhaps pay a deposit to attend. It is a great advantage in terms of knowing how many staff members are needed for an activity and/or how much space would be required if planners know the approximate number of attendees.

If their time is so precious, then it may make sense to offering experiences that "check more than one box." According to White Hutchinson, several "new" offerings combine entertainment with another aspect. For example, dinner cinemas (movies + meals), provides couples and groups with food, entertainment, and the ability to socialize.  Perhaps, in addition to more informal food offerings, attendees can participate in a full meal with wine pairings for each course. 

How much might attendees pay to attend?

According to one study, 74% of U.S. survey respondents "would prioritize spending spare change on experiences rather than products" (The Center for Generational Kinetics article: "Experiences win over Possessions. New Year, New Travel Priorities." ). All generations, not just Millennials, are focusing less on "accumulating stuff" and searching for experiences (Forbes article: "NOwnership, No Problem: An Updated Look At Why Millennials Value Experiences Over Owning Things").

When asked how much they would be willing to pay for a festival ticket,

• 83% of Millennials would pay between $36 and $50 for a ticket to a wine festival,
• 85% would pay this amount for a food festival ticket, and 
• 89% would pay the amount for a beer festival ticket.

Only 3% of survey participants indicated that their motivation to attend was because admission was free.

Offer exclusive opportunities

In addition to the entrance fee, 40% of Millennials surveyed were willing to pay an additional fee for a once-in-a-lifetime festival experience (e.g., VIP tent, ability to meet special guests/headliners) (White Hutchinson Leisure eNewletter article: "The New Era of Food, Wine, and Beer Festivals"). Such optional experiences may increase attendance and possibly increase the amount spent at the festival.

Helping attendees share their experience

Consumers like to share their experiences as they happen with their friends and social media followers.  While they can easily share a photo online, consider creating a Facebook event frame, Instagram Geotag, and/or Snapchat filter (Social Media Examiner article: "How to Create a Facebook Event Frame, Instagram Event Geotag, and Snapchat Event Filter"). Or rent a smart photo booth so attendees can take and post photos, videos, and create GIFs (Everbrite article: "Millennial Event Trends You shouldn't Ignore") that could further their reach and promote your event.

Eventbrite also suggests encouraging potential attendees to "retweet to win" free tickets and use branded hashtags on Twitter and/or Instagram and Snapchat snaps throughout and after the event to select and award attendees prizes.

Attendance alone should not be the only quantifiable factor used to determine a festival's success; what is offered and experienced at the event should be analyzed as well.  Survey attendees during and after the event. If participants have to register to attend or their information is gathered during the event, develop a short questionnaire to ask them about their experience, what could be improved, and what would encourage them to attend future festivals and events.

Citations

Michela Cesarina Mason & Federico Nassivera (2013) A Conceptualization of the Relationships Between Quality, Satisfaction, Behavioral Intention, and Awareness of a Festival, Journal of Hospitality Marketing & Management, 22:2, 162-182, DOI:10.1080/19368623.2011.643449

Manthiou, Aikaterini & Lee, Seonjeong (Ally) & Tang, Liang & Chiang, Lanlung. (2014). The Experience Economy Approach to Festival Marketing: Vivid Memory and Attendee Loyalty. Journal of Services Marketing. 28. 22-35. 10.1108/JSM-06-2012-0105.