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How the Trend of Festivalization Is Changing Events

How the Trend of Festivalization Is Changing Events

This can be a sponsored submit by Maritz International Events. Extra details about Occasion Supervisor Weblog’s sponsored posts.


Conferences are present process a change introduced on by the viewers’s want to be immersed in days of pleasure. This occasion development of “festivalization,” how festivals are redefining conferences and different occasions, is one to observe and heed.


What’s Festivalization?

Festivalization is a sweeping occasion development, largely fueled by the viewers’s want to be plunged right into a multi-day spectacular. The opposite element of festivalization is the “cross-pollination” or intermingling of enterprise or tech and artistic industries.


There are a number of occasions which have embraced this development, most notably SXSW. The occasion started in 1987, with a grant from the CVB to convey extra guests to Austin and showcase its creatives and its music communities. That first yr it welcomed 150 attendees. In the 1990s, they added an interactive tech convention and commerce present and it grew from there. The occasion now brings in $325 million to the native financial system.

As the youthful era turns into extra enthralled with experiences over possession, they usually search for alternatives so as to add to their Instagram image postings, occasion planners can be clever to strategy methods by which to fulfill these mounting wishes.


The Proper Strategy to Festivalizing your Occasion

Throwing in some leisure or different in vogue choices isn’t the strategy to embrace this development efficiently. To take action would lack authenticity, might find yourself costing so much of cash for little return, and should create a disconnect between the group and the occasion mission.

Occasion planners eager to festivalize their occasion should design with objective, putting individuals first. This includes a science-based evaluation of the viewers. Occasion planners are greatest served by conducting a complete and thorough design course of with an professional group that may assist lead the occasion design in a deliberate trend aimed toward the people, objectives, and mission. The thought is to pick the greatest parts to incorporate consequently of a complete and thorough design evaluation.


7 Methods to “Festivalize” Events

After present process the design course of, an occasion planner and design considering skilled might recommend these festivalization approaches:


Bridging the Hole for a Richer Occasion Providing

The drive behind festivalization of occasions is to domesticate an environment that satisfies various pursuits in a single occasion. It provides a further layer of artistic leisure and outlet that disrupts a standard enterprise convention or provides a enterprise element to a artistic endeavor.


Attendees need a one-stop store for studying and enjoyable, enterprise and trip. The interplay referred to as for in festivalization goals to bridge that hole between creativity/leisure and enterprise for a richer expertise in each areas.


Utilizing Sneak-Peek “Sampling” to Construct a Shared Expertise

Many occasions that use festivalization give wider, free entry to some elements of their occasion, a gap live performance for example. By inviting in the area people, this will increase social media publicity, builds buzz (and probably press and publicity) for the occasion, and engages a broader viewers to what’s in any other case a closed occasion. This shared expertise can convey a brand new power and vibe to the occasion, maybe inviting fascinating dialogue and new alternatives.


Utilizing Performers as a Draw and Creating One thing Distinctive (with Viral Attraction)

Some organizations, like SXSW, are bringing in well-known entertainers alongside native performers and lots of occasions are utilizing leisure all through a multi-day occasion, and never simply on the night time of the welcome reception or the gala. Giving a singular twist presents a once-in-a-lifetime second, that your friends will always remember and in addition has the potential to go viral throughout the Web.


Incorporating the Power of Pitch Periods for New Alternatives

Because of many boot camp-style occasions and tv exhibits centered round the pitch, (assume Shark Tank), extra enterprise occasions are embracing pitch periods. They bring about an thrilling power, an trade of concepts, and promote new voices. They contain the marriage of artistic approaches, revolutionary undertakings, and typically even crowdsourcing of winners. In a convention setting, this format can result in funding alternatives and a gathering of minds.


Hybridizing Events and Maximizing Studying Potential

Hybridization is well-received as a result of it permits attendees to indulge a spread of pursuits and helps domesticate the creativity required in as we speak’s enterprise group.


Nevertheless, earlier than throwing two totally different attracts collectively and citing festivalization as the occasion objective, work with an occasion design skilled to make sure the use of design considering. That method the hybrid creation is one of curiosity to the meant viewers. In any other case, there might be a pricey mismatch with little return on funding.


There’s additionally been so much of info revealed about how constructive emotion can have an effect on studying. Constructive experiences create reminiscences, deliver out feelings, and construct connections. Constructing these positives round a model or an employer could be very highly effective.


Making a Multi-day and Premium Ticketing Alternative to Meet Attendee Demand

There are a selection of tiered choices for the artistic occasion planner. From creating industry-specific curiosity passes, to VIP tickets, there are lots of methods an occasion might be divided as much as improve income streams or supply sought-after alternatives. Some conferences are providing premium tickets which give higher seating or a chance to rise up shut and private with the audio system.


With multi-day occasions, some occasion planners are working at the side of the host metropolis CVB to package deal different group actions with their passes. For example, a consumer convention might discover out a few native music pageant and work with the planners of the different occasion as an affiliate to supply discounted passes for attendees. This will usher in further income streams and fulfill the attendees’ curiosity in experiencing the host metropolis in one other method.


Utilizing A number of Venues to Combine Up the Setting and Vibe

With totally different choices like live shows and pitch periods, it will be uncommon to seek out one venue that would successfully deal with all of the occasion’s and viewers’s wants in the most interesting approach. That’s why with multi-day occasions with a number of tracks and breakout periods, many occasion planners choose the greatest venues in the metropolis and supply a multi-location program.


A number of venues can even permit some members to take pleasure in intimate venues that might often solely work for smaller occasions. In these instances, occasion planners can host some unique occasion periods at these smaller venues, anticipating they may promote out shortly. They don’t intend for the complete group to have the ability to attend. This could drive early ticket gross sales and pre-registrations to make sure the attendees get the periods and experiences they need.


Mixing-up the providing of venues retains the surroundings recent, and curiosity excessive. Stimulating environments can encourage and break down limitations, which may attraction to totally different studying types and personalities.


Perceive These 5 Necessities for Efficiently Implementing Festivalization

Festivalization just isn’t a panacea for each lagging occasion, neither is it a step that each occasion ought to embrace haphazardly. For occasion planners contemplating the leap right into a hybridization of their occasion, there are a number of issues:

  • keyboard_arrow_right The choices have to be targeted on the very best marketplace for the occasion. Festivalization shouldn’t be a one-size-fits-all development. To efficiently implement this idea, the occasion planner ought to bear a considerate, deliberate design course of following an evaluation of the viewers and its wants.
  • keyboard_arrow_right Festivalization might contain working outdoors of the planning consolation zone by including a totally totally different element to the occasion. Planning a big music enterprise is totally different than a product launch. Whereas the viewers could also be heat to each concepts, earlier than making an attempt to implement them, it’s essential to know the requirements required of every and the way they may tie in collectively to satisfy the occasion objectives.
  • keyboard_arrow_right Don’t be swayed by cool; choose one thing significant to the viewers which flows and strengthens the occasion aims and imaginative and prescient.
  • keyboard_arrow_right Perceive the pressure it places on lodges, dealing with a number of venues and levels, coordinating transportation, safety, and so on. When the occasion turns into a serious draw, and attendance will get giant, the metropolis construction and transportation limitations will turn out to be extra apparent.
  • keyboard_arrow_right Usher in the specialists. Even for occasion planners who’ve all the time dealt with all of the planning and implementation on their very own, festivalization typically requires a workforce of specialists. The primary place to start out is earlier than implementation, with design considering and discovering the options which might be well-suited for the viewers. Later, discover a group that makes a speciality of the elements which might be new to the occasion.



Festivalization will probably start to have an effect on all occasion planners, as conferences and conventions explode into mega-occurrences. With bigger crowds putting a pressure on native venues, even the smaller occasion planner should remember of what occasion is occurring round their very own. These large-scale undertakings might find yourself blocking or limiting alternatives for smaller occasions at sure occasions of the yr in bigger cities or areas.


For occasion planners who lengthy to embrace festivalization, it’s necessary to know planning limitations. Some organizers might want to name in further groups, designers, and planners to assist them coordinate these revolutionary immersion experiences. Teams like Maritz International Events have modified the means the industry approaches occasion design, and have mastered methods to assist planners create a standard imaginative and prescient amongst occasion stakeholders that help organizational objectives.


By acknowledging these logistical challenges, festivalization can redefine the convention providing, and, carried out proper, the development holds quite a bit of attraction for attendees, sponsors and different stakeholders.