The festival format is being adopted for a wide variety of events
Implications - While music festivals might be regarded as a strictly millennial preoccupation, the festival model is being adopted in many other contexts. Event planners are opting for larger-scale celebrations that boast many different entertainment stations as opposed to a single draw. The result is a party-within-a-party format that entices consumers, both young and old, with more choice.
Workshop Question - If your brand was to participate in a festival, such as having a kiosk, what products or services would you showcase to festival-goers?
Trend Themes
1. Festival Format - The adoption of festival-style events is increasing across a variety of industries, enticing consumers with more choice and entertainment.
2. City-wide Celebrations - Organizing events that span entire cities to celebrate major sporting events is becoming increasingly popular, allowing brands to reach a broader range of consumers.
3. Immersive Exhibitions - Creating interactive and immersive exhibitions at festivals, pop-up events, and retail settings that showcase brand heritage and product history are becoming more important to engage consumers.
Industry Implications
1. Event Planning - Event planners seeking to create more unique, immersive and experiential experiences for guests could take inspiration from festival-style events.
2. Beverage Industry - The beverage industry could benefit from the adoption of festival models for product launches and marketing campaigns in order to increase consumer engagement with their brands.
3. Retail Industry - The retail industry can leverage immersive exhibitions and activations to increase consumer engagement and brand loyalty with heritage products.
