FEBRUARY | TRENDING
January blues
J
abroad in the sun…”
Words/interviews: Olivia Powell
anuary is the time for resolutions, which all too
often include grand promises of getting fit, healthy,
and swearing to never return to the vices you had
in the previous year. It’s also the time where people
pull back from spending, and give up going out in
favour of staying in. It’s also the month of Dry January
– a public health campaign that encourages people to
not drink alcohol for the entire month.
Whilst all these actions make more than enough
sense, as the Christmas-New Year period is (for most)
a time of indulgence, parties and overspending, what
does this mean for the live events industry?
If January is a time when people are suffering from
the stay-at-home blues, can the live events industry
thrive during this time, or is it destined to fail?
Access spoke to some industry professionals who
gave us their take on how they survive January, and
what they are doing to brighten up the most miserable
month of the year.
Yasmin Galletti di
Cadilhac, head of
production, We Are The
Fair:
January tends to
feel like a slog in the
events industry, a lot
of our colleagues take
themselves off to Goa
or Mexico, restoring
themselves in advance
of an inevitably hectic
festival season from May
onwards. All this said,
the past few Januarys we
have seen an increase
in wellbeing and ‘sober’
events taking place.
“On top of all the ‘dry
January events’ such
as Club Soda’s Mindful
Drinking Festival and the
extended Winter Lights
Festivals, we are starting
to see a different kind of
event, ones that protest
the January dieting ‘new
year, new me’ culture,
a favourite this January
being Anti-Diet Riot
Fest. With apparent high
sales, it’s looking like the
old ‘tickets won’t sell in
January cos everybody
is broke’ myth is being
thrown out the water.
Event organisers should
take note, as these kinds
of event audiences grow
popular, they will pop up
more during our natural
festival season from May
– October. What’s more,
we may need to start
rethinking our winters.
Becci Thomson, head of
business development,
eve: Adam Quigley, head
of events at Ministry
Venues:
In the eve office we’re
surrounded by bright
uplifting colours. Orange
is associated with joy,
happiness and creativity
which is perfect for this
time of year as everyone
is so busy planning
amidst all the grey! This
year eve is launching
a series of inspiring
events to engage with
organisers. The first
Workshops & Workouts
in Veganuary saw 30
event profs rise early to
discover the joy of disco
yoga and a plant-based
breakfast, plus learn the
latest nourishment tips
from celebrity nutritionist
Amanda Ursell, which
they could use for
themselves and add into
their events. We’re going
to host these events
every quarter as well as
other innovative events
throughout the year too. Conversely to the
general opinion that
January is quiet, we’re
actually having our best
ever start to the year
with lots of new events
emerging and brands
using our spaces.
“While dry January is
a very strong thread in
consumer led events,
we’re actually seeing an
increase in the number
of events offering better
non-alcoholic options
across the whole year
and a big trend towards
not putting alcohol at the
centre of events.
“The key to success
in January is to focus on
what people are already
looking for and tailor your
event content and design
to suit a new, healthier
and inspirational start to
the year.
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