Open Air Business February 2018
The UK's outdoor hospitality business magazine for function venues, glamping, festivals and outdoor events
The UK's outdoor hospitality business magazine for function venues, glamping, festivals and outdoor events
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FUNCTION VENUES<br />
Brands<br />
Go<br />
Outdoors<br />
Alistair Turner<br />
explains why<br />
'business' wants<br />
to party and meet<br />
customers in the<br />
open air<br />
COMPANIES ARE GOING<br />
outside more and more these<br />
days. As they look to grow<br />
their businesses, promote their<br />
products and services, and<br />
incentivise their customers and<br />
staff, they are choosing outdoor<br />
experiences instead of traditional<br />
indoor formats. Why?<br />
It’s important to understand<br />
this fundamental question,<br />
because behind it lies a massive<br />
business opportunity, but one<br />
that has a very clear ‘handle with<br />
care’ sign on it. To understand it<br />
is to appreciate it and get ready<br />
for it. It’s not traditional events<br />
business, but it can be highly<br />
lucrative, repeat business.<br />
It also comes with a language<br />
of its own; events turn into<br />
experiences, people turn into<br />
consumers, VIPs to stakeholders,<br />
talking becomes interaction<br />
or engagement, and fun is<br />
gamification or engagement. It’s<br />
time to learn a new language, it’s<br />
called ‘brand speak’, it’s used by<br />
your future customers, so let’s get<br />
started… with this article!<br />
REMOTE RELATIONSHIPS<br />
You may have noticed that<br />
major brands are a little more<br />
well, techy these days. The<br />
top companies on the planet<br />
sell social networks, screen<br />
22 WWW.OPENAIRBUSINESS.COM
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