Issue 62

EVENTS
GETTY IMAGES
“FLEXIBLE PAYMENT OPTIONS ARE A WIN-WIN SITUATION
FOR BOTH ORGANISERS AND ATTENDEES ALIKE. WITH
THESE OPTIONS IN PLACE, ATTENDEES CAN BOOK EARLIER,
AND ORGANISERS CAN PLAN FOR LARGER AND MORE
IMPRESSIVE EVENTS WITH HIGHER-CALIBRE LINEUPS”
revealed a strong desire for events that offer
transformative experiences, with attendees
expressing a yearning for opportunities
that empower them to take charge of their
mental and physical health.
Even more interesting is that many of
these individuals are willing to spend more
on events that provide such opportunities.
This trend indicates the growing demand for
events that offer more than just the ordinary.
Instead, festivalgoers crave events that
encourage personal growth, provide a fresh
perspective on the world, and inspire new
ways of thinking.
As the world changes and people's
priorities shift, it's clear that events must
evolve to meet the changing needs of
festivalgoers. Those that offer transformative
experiences and empower attendees to take
control of their lives will surely be the most
successful in the years to come.
EMBRACING NATURE
In recent years, there has been an increasing
trend among outdoor event attendees to
seek a connection with nature. With busy
urban lifestyles and technology taking over
our lives, many people are looking for ways
to escape from the hustle and bustle of city
life and find solace in the great outdoors. As
a result, event organisers are incorporating
nature-based experiences into their events
to cater to this growing demand.
From guided hikes to wilderness
workshops and outdoor yoga sessions,
event organisers are offering a range of
unique experiences that allow attendees to
connect with nature in a meaningful way.
These nature-based experiences offer a
refreshing change of pace and provide a
sense of calm and relaxation that is difficult
to achieve in urban settings.
Incorporating these experiences into an
event can set it apart and create a unique
selling point. Attendees will likely remember
an event that allowed them to connect with
nature and indulge in outdoor activities,
making it a memorable occasion.
SUSTAINABILITY
Sustainability has been much-discussed
in the events industry for many years, but
the focus has recently shifted towards
prioritising biodiversity and sustainable
land use. While reusable cups and recycling
bins are still necessary, event organisers
must understand and nurture the land
they use year-round. One approach that
has gained traction is rewilding, which
involves restoring delicate ecosystems
between events. Rewilding helps to preserve
biodiversity and improve soil health,
ensuring that the land can continue to
support events for years to come.
Another trend in sustainable events is the
expectation that brands demonstrate their
commitment to sustainability beyond the
festival grounds. Consumers are becoming
increasingly aware of the impact their
choices have on the environment, and
they expect the brands they support to do
the same. By implementing eco-friendly
practices and transparent sustainability
initiatives, brands can enhance their
reputation and appeal to environmentally
conscious consumers. Sustainability is an
essential aspect of event planning that can
make a real difference to the planet and
people's lives.
FOOD AND DRINK
As people become more health-conscious in
their daily lives, the demand for plant-based
and healthy food options at events is on
the rise. Event attendees increasingly seek
nutritious alternatives that align with their
dietary preferences and health-conscious
attitudes. From vegan-friendly dishes to
gluten-free options and organic produce,
event organisers are now doing more to
cater to the diverse nutritional needs of their
audience.
In addition to food options, there has
been a noticeable increase in requests for
low- and no-alcohol beverages at events.
With buyers becoming more mindful of
their alcohol intake, both drinkers and nondrinkers
are showing significant interest in
alcohol substitutes and canned mocktails
that offer health benefits and a tantalising
drinking experience. What was once
considered an 'extra' is now an expectation,
reflecting evolving preferences towards
healthier alternatives in event beverage
offerings.
To stay ahead of the curve, event
organisers should consider incorporating
these dietary and beverage preferences into
their event planning. Offering a range of
nutritious food and beverage options can
help attract health-conscious attendees
and ensure everyone has a satisfying and
enjoyable experience.
COST OF LIVING CHALLENGES
As the cost of living continues to rise, more
events are turning to payment plans to
help attendees manage the expense of
attending events. One such payment plan,
Paypal's Pay in 3, is gaining popularity as it
allows organisers to increase conversions
and receive full payments earlier in the
year while attendees can still attend their
favourite events without facing immediate
financial strain.
Flexible payment options are a win-win
situation for both organisers and attendees
alike. With these options in place, attendees
can book earlier, and organisers can plan
for larger and more impressive events with
higher-calibre lineups. This approach not
only has the potential to appeal to returning
attendees from previous years but will also
attract new faces to the event.
By offering payment plans, organisers can
ensure that their events remain accessible
to all attendees, regardless of their financial
situation. This, in turn, can lead to increased
attendance and a more diverse audience,
which can only be a good thing for any
event.
IN CONCLUSION
The outdoor event industry is on the brink
of significant changes in 2024. Attendee
preferences and expectations are evolving,
with a focus on personalised experiences,
innovative offerings, and sustainable
practices. Event planners must embrace
these changes and think creatively to deliver
unique experiences that leave a lasting
impression on attendees. By incorporating
personalisation, transformative experiences,
nature-based activities, sustainable
practices, healthy food and beverage
choices, and payment plan options, event
organisers can keep up with evolving trends
and attract a diverse audience. The future
looks bright for the outdoor event industry,
and those who rise to the challenge and
continue to innovate will surely thrive in the
years to come.
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