Published on February 27, 2014
The Future of Festivals
Welcome and About us James Drury Chris Swindells Niall Murtagh Marino Fresch
Topics of the Day! • What do festival goers want? • Social Commerce: Sell more tickets! • Trends impacting festivals globally
What Do Festival-Goers Want? 4
What Do Festival-Goers Want? About the survey Preferred festival size The survey was conducted in October 2013, during the Festival Awards voting period. 15% of respondents favour festivals of 5,000 to 10,000 attendees. 12% favour festivals attended by 30,000 and above. But 36.5% say size does not matter. • 3,380 people responded to the survey • 42% male • 58% female • 60% aged under 30 • 17% 31-40 • 49% “single and unattached” 40.00% 35.00% 30.00% 25.00% 20.00% 15.00% 10.00% 5.00% 0.00% What is your ideal size of festiva? Series1
What Do Festival-Goers Want? Impact of the economic recession on festival attendance UK Europe 40% of respondents say the eco slowdown did not 40% of respondents say the eco slowdown did not impact their festival plans. 27% said they attended fewer festivals this year. 9% spent less on alcohol impact their festival plans. 29% said they attended fewer festivals this year. 20% spent less on alcohol
What Do Festival-Goers Want? Spend before the festival Spend at the festival 1/3 of respondents spend between £50£100 before the festival 30% of respondents spend between £50-£100 at the festival
What Do Festival-Goers Want? Major turn-ons Major turn-offs 53.5% of respondents enjoyed the music the most at the festival they attended. For 22% it was the escape from “normal” life. “Getting dirty” and “the outdoors” both score the lowest at 2.4% each. 28% of respondents would be turned off by fewer acts on stage. ¼ of respondents would be turned off by a 5% increase in ticket price. 30.00% 25.00% 20.00% 15.00% 10.00% 5.00% 0.00% Which of these would be most likely to put you off going to the same festivals again next year? Series1
What Do Festival Goers Want? Major disappointment this yr Most missed home comfort 16.5% of respondents said their biggest 1/3 of respondent did not miss any home disappointment was favourite bands clashing on the running order For 13%, it was the price of food and drinks on site. comfort! ¼ of respondents missed clean toilets the most. A shower, and a bed (15% each) also scored highly in the home-comfort miss list! But for 17%, it was none of the above! Note: loos 71% of respondent would like luxury loos at festivals
What Do Festival Goers Want? Perception of sponsors Social media usage 57% of respondents accept that 92% of respondents use Facebook 60% use YouTube 56.5% use Twitter festivals need sponsors, but it doesn't improve their enjoyment 100.00% 90.00% 80.00% 70.00% 60.00% 50.00% 40.00% 30.00% 20.00% 10.00% 0.00% Do you use any of the following social media? Series1
Social Commerce: Sell More Tickets! 11
Social Commerce: Sell More tickets! All Events: Value and traffic per share Each share on Twitter incurs the most incremental ticket sales, and also brings the most trafﬁc to an event page. Value of a share (all events) £2.17 £1.31 £3.22 £2.41 Visits per share (all events) 11.8 19.5 38.2 16.3
Social Commerce: Sell More tickets! Festivals: Value and traffic per share Each share on Facebook incurs the most incremental ticket sales for festivals, Each tweet brings the most trafﬁc to a festival page. Value of a share (all events) £2.17 £1.31 £3.22 £2.41 Visits per share (all events) 11.8 19.5 38.2 16.3 Value of a share Festivals Visits per share Festivals
Social Commerce: Sell More tickets! Number of shares needed to sell a festival ticket Festivals: Every 2.6 tweets of Facebook share => you sell an incremental ticket… Nice! 1 TICKET SOLD 2,6 17,6 shares shares 2,6 shares
Social Media: Sell More tickets! Event Discovery via social media creates a snowball effect Discovering an event via a share on social media makes ticket buyers 3 times more likely to share information about this event on social media themselves. Non social discovery Ticket Purchased Discovery on Social Media Ticket Purchased 3X more likely to share information about an event on social media, after having discovered it on social media
New Trends Impacting Festivals Globally 16
Trend 1: Sustainability Wood Festival 100% green loos Welcome to the Future recycling bins Bonnaroo “Trade in” contest to clear cigarette butts Shambala total ban on bottled water Welcome to the Future – Cycling scheme Winniped collection of Empties
Trend 2: Mobile Technology Mobile trends at Eventbrite Mobile page views by hour 1/3 of trafﬁc Desktop page views by hour 5pm 2/3 of trafﬁc
Trend 2: Mobile Technology Types of devices used to purchase Festival tickets In the UK, 15% of festival tickets are purchased from mobile devises This percentage increases to: • 1/3 when the event has been discovered via a share on social media All events 25% 14% All events 11% 89% 20% 80% Festivals 15% 85% 33% 67% 75% 86% 19% 81%
Trend 2: Mobile Technology 20
Trend 3: Hybridisation • Grow your audience • Beneﬁt communities and stimulate tourism • Attract a broader range of sponsors
Trend 4: RFID
Wrap Up à What festival goers want: To have a great time! Good content, good customer service, being part of a community and all at a fair price à Social media: Each share about a festival on Facebook brings £3.12 in ticket sales. Every 2.6 tweets or shares on Facebook, an additional ticket is sold! à Sustainability is a growing responsibility and trend amongst festival organisers à Mobile technology and RFID enhance the attendee experience and festivals revenues à Hybridisation for festivals means attracting a larger audience and more sponsors 23
Thank you! James Drury Niall Murtagh firstname.lastname@example.org email@example.com Chris Swindells Marino Fresch firstname.lastname@example.org email@example.com http://www.eventbrite.co.uk/l/music
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