The Future of Festivals
Aug 23, 2014
The Future of Festivals
Welcome and About us
Marino Fresch
James Drury
Chris Swindells
Niall Murtagh
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?
Preferred festival size 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.
About the survey The survey was conducted in October 2013, during the Festival Awards voting period. • 3,380 people responded to the
survey • 42% male • 58% female • 60% aged under 30 • 17% 31-40 • 49% “single and unattached”
0.00% 5.00% 10.00% 15.00% 20.00% 25.00% 30.00% 35.00% 40.00%
Series1
What is your ideal size of festiva?
What Do Festival-Goers Want? Impact of the economic recession on festival attendance UK
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
Europe 40% of respondents say the eco slowdown did not 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 1/3 of respondents spend between £50-£100 before the festival
Spend at the festival 30% of respondents spend between £50-£100 at the festival
What Do Festival-Goers Want? Major turn-ons 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.
Major turn-offs 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.
0.00% 5.00% 10.00% 15.00% 20.00% 25.00% 30.00%
Series1
Which of these would be most likely to put you off
going to the same festivals again next year?
What Do Festival Goers Want? Major disappointment this yr 16.5% of respondents said their biggest disappointment was favourite bands clashing on the running order For 13%, it was the price of food and drinks on site. But for 17%, it was none of the above!
Most missed home comfort 1/3 of respondent did not miss any home 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!
Note: loos 71% of respondent would like luxury loos at festivals
What Do Festival Goers Want? Perception of sponsors 57% of respondents accept that festivals need sponsors, but it doesn't improve their enjoyment
Social media usage 92% of respondents use Facebook 60% use YouTube 56.5% use Twitter
0.00% 10.00% 20.00% 30.00% 40.00% 50.00% 60.00% 70.00% 80.00% 90.00% 100.00%
Series1
Do you use any of the following social media?
Social Commerce: Sell More Tickets!
11
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.
£2.17
11.8
£1.31
19.5
£3.22
38.2
£2.41
16.3
Value of a share (all events)
Visits per share (all events)
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.
£2.17
11.8
£1.31
19.5
£3.22
38.2
£2.41
16.3
Value of a share (all events)
Visits per share (all events)
Value of a share
Festivals Visits per share
Festivals
Social Commerce: Sell More tickets!
1 TICKET SOLD
2,6 shares
2,6 shares
17,6 shares
Festivals: Every 2.6 tweets of Facebook share => you sell an incremental ticket… Nice! Number of shares needed to sell a festival ticket
Social Commerce: 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.
3Xmore likely to share information about an event on social media, after having discovered it on social media
Social Media: Sell More tickets!
Non social discovery Discovery on Social Media
Ticket Purchased
Ticket Purchased
New Trends Impacting Festivals Globally
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Trend 1: Sustainability
Welcome to the Future - recycling bins
Winniped - collection of
Empties
Shambala - total ban on bottled water
Wood Festival - 100% green loos
Bonnaroo - “Trade in” contest to clear cigarette butts
Welcome to the Future – Cycling scheme
Trend 2: Mobile Technology
Desktop page views by hour
Mobile page views by hour
2/3 of traffic
1/3 of traffic
Mobile trends at Eventbrite
5pm
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
11% 89% 20% 80%
25% 75%
14% 86%
19% 81%
Trend 2: Mobile Technology
All events
Festivals
All events
15% 85% 33% 67%
20
Trend 2: Mobile Technology
Trend 3: Hybridisation
• Grow your audience
• Benefit
communities and stimulate tourism
• Attract a broader
range of sponsors
Trend 4: RFID
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
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Wrap Up
Thank you! Marino Fresch [email protected]
James Drury [email protected] Chris Swindells [email protected]
Niall Murtagh [email protected]
http://www.eventbrite.co.uk/l/music