# Alfresco Nightlife Brands foster public inclusivity by taking events to the streets. By [Gil Cohen](https://www.trendhunter.com/ghaddi), SVP Client Success | Published Jan 6, 2017 | Category: [Marketing](https://www.trendhunter.com/pro/category/marketing-strategy) Source: Trend Hunter, https://www.trendhunter.com/protrends/alfresco-nightlife ## Key Figures - Trend score: 3.8/10 - Evidence articles: 7 ## What is the Alfresco Nightlife trend? **Alfresco Nightlife:** Taking over neighborhoods and public spaces, brands begin leveraging the excitement generated by street events, creating welcoming space of interaction and shared enjoyment. As a countermovement to highly exclusive clubs and bars that thrive on secrecy and mystery, more blatant outdoor street festivals and public-facing events are paving the way for nightlife goers who prefer a sense of communal inclusivity. ## At a Glance - Evidence: 7 featured examples - Articles from: Feb 4, 2015 to Jan 12, 2017 - Published: Jan 6, 2017 - Patterns: [Divergence](https://www.trendhunter.com/pattern/divergence), [Redirection](https://www.trendhunter.com/pattern/redirection) - Megatrends: [Simplicity](https://www.trendhunter.com/megatrend/simplicity), [Tribalism](https://www.trendhunter.com/megatrend/tribalism), [Experience](https://www.trendhunter.com/megatrend/experience) ## Audience - Gender: 50% men, 50% women - Primary generations: Millennial - Top markets: North America, Europe ## Themes within the Alfresco Nightlife trend ### Outdoor Street Festivals As a countermovement to highly exclusive clubs and bars, more blatant outdoor street festivals and public-facing events are paving the way for nightlife goers who prefer a sense of communal inclusivity. ### Immersive Brand Experiences Brands are leveraging public spaces and creating immersive experiences such as fashion shows, dance performances, and interactive photo booths to engage customers. ### Culinary Education Food festivals that include hands-on cooking demonstrations by top chefs demonstrate how consumers are eager to learn more about international cuisine and how they can prepare it at home. ## What the Alfresco Nightlife trend means for industry ### For Event Planning As more companies are turning to outdoor street festivals, marketers and event planners will have the opportunity to create more communal experiences to engage audiences. ### For Retail Interactive experiences like projection mapping shows and immersive brand events not only engage customers but also create an opportunity for product promotion and sales. ### For Hospitality Culinary education events and Latin food festivals create opportunities for restaurants and hotels to showcase their international cuisine and engage with customers in a unique way. ## Workshop question As the marketplace for clubs and bars is changing to appeal to next generation consumers, how can your brand play a role in this leisure activity; consider how to present a branded, communal activity? ## Trend signals for Alfresco Nightlife Trend score 3.8 out of 10, from popularity 51%, activity 56%, freshness 8%. - Popularity: 51% - Activity: 56% - Freshness: 8% ## Examples of the Alfresco Nightlife trend 7 featured examples from Feb 4, 2015 to Jan 12, 2017. - [Slow-Mo Brewery Photobooths](https://www.trendhunter.com/trends/shoreditch-brewery): Asahi Beer Held an Immersive Event at This Shoreditch Brewery (Category: Marketing) Implication: Use of immersive experiences and branded statues to create memorable events and enhance customer engagement. - [Street Party Dessert Launches](https://www.trendhunter.com/trends/magnum): Magnum Launched Two New Ice Creams with a London Street Party (Category: Marketing) Implication: Creating immersive food and beverage experiences, like Magnum's 'Pink and Black Emporium,' can differentiate brands and increase customer engagement. - [Teleporting Pop-Ups](https://www.trendhunter.com/trends/singha-beer): Singha Beer Created a Street Pop-Up to Give Londoners a Taste of Thailand (Category: Marketing) Implication: This immersive outdoor experience presents opportunities for food and beverage companies to partner with beer brands, increasing market share and building customer engagement. - [Festive Projection Mapping Shows](https://www.trendhunter.com/trends/seven-dials): Shopping District Seven Dials Launched a Festive 3D Display (Category: Marketing) Implication: Retailers can utilize innovative projection displays and interactive technology to attract holiday shoppers and create a memorable experience. - [Cinematic Street Parties](https://www.trendhunter.com/trends/ferris-fest): The City of Chicago is Honoring Ferris Bueller's Day Off with Ferris Fest (Category: Pop Culture) Implication: Event organizers can capitalize on the trend of celebratory movie events by planning and hosting unique experiences that cater to fans and enthusiasts. - [Sporty Street Parties](https://www.trendhunter.com/trends/pepsi-hyped-for-halftime): The Pepsi Hyped for Halftime Show Pumped Up a Small City (Category: Lifestyle) Implication: Innovative event planners can capitalize on the trend of organizing street parties and immersive city experiences. - [Educational Latin Food Festivals](https://www.trendhunter.com/trends/latin-food-fest): The 'Latin Food Fest' Features Hands-On Cooking Demonstrations (Category: Lifestyle) Implication: Organizing and hosting immersive food festivals that offer educational experiences for attendees. ## Recent trend clusters - [Assisted Choices](https://www.trendhunter.com/protrends/weight-loss-medication-support) (Lifestyle) - [Storyline Sips](https://www.trendhunter.com/protrends/themed-drink-menus) (Lifestyle) - [Bedtime Cocoon](https://www.trendhunter.com/protrends/sleep-sensory-blocking) (Lifestyle) - [Source Signatures](https://www.trendhunter.com/protrends/oak-finish-whiskey) (Lifestyle) ## Trending in Marketing - [Mystery Packaging Campaigns](https://www.trendhunter.com/trends/cow-not-laughing) - [Creator-Led Learning Series](https://www.trendhunter.com/trends/learning-series) - [Nostalgic Beauty Mascots](https://www.trendhunter.com/trends/bliss-girl-series) - [Athlete Beauty Ambassadorships](https://www.trendhunter.com/trends/athlete-beauty-ambassadorships) All articles: [Marketing](https://www.trendhunter.com/marketing)