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
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Festival Format — The adoption of festival-style events is increasing across a variety of industries, enticing consumers with more choice and entertainment.
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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.
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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
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Event Planning — Event planners seeking to create more unique, immersive and experiential experiences for guests could take inspiration from festival-style events.
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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.
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Retail Industry — The retail industry can leverage immersive exhibitions and activations to increase consumer engagement and brand loyalty with heritage products.
