aCcEsS ALl AReAs COVER FEATURE
“ There’ s a case to be made for festivals having protected status”
offers a higher level of production. Everything is now under review and customers are much more savvy. They are very well educated in the festival experience and are knowledgeable on sound through to stage design
How can brands adapt?
Brands are changing to smaller shows, which are more aligned to their brand values. Great brand activations that give an extra or exclusive experience like The Strongbow Tree really enhance an event.
Some brands however, have failed to capture festival audiences. Intel, the chip manufacturer, for example mistakenly assumed that festivalgoers would be interested in their product. Brands have a huge opportunity at festivals but need to design experiences more fitting to the audience.
Innocent’ s Un-plugged festival is a good example of an event that is carefully considered from a brand perspective, and breaks new ground. The event encourages attendees to switch off from technology for the duration of the festival.
Are there synergies with what’ s happening in the venue sector, where there’ s a movement to protect the cultural status of venues? The Agent of Change principle, for example.
You will have read about Ministry of Sound( MOS) vs Oakmayne where there where huge concerns that residents moving in would then complain about noise nuisance and potentially lead to getting MOS’ s license brought under review. MOS were successful in fighting back against residents and retaining their licence without additional conditions that would put commercials at risk.
There’ s a case to be made for festivals having protected status. Although we have shows that have been a staple for 15 + years, there is a good argument for consistent protective conditions for festivals in parks. Noise nuisance is subjective, but residents should realise that some disruption is part of London’ s life and soul. Residents can’ t expect complete peace. People choose to live by a park because of all the benefits, but that park has to create revenue too and also be enjoyed by the many. The festival activity that takes place in these parks is vital to our culture.
There is a powerful resident movement pushing hard to restrict events. As neighbourhoods gentrify, more people stand up and add their voices. There have been recent cases across two different boroughs where the local residents have enlisted their own QC to fight against festivals going ahead in their neighbouring parks. These residents groups are now joining forces across boroughs to prevent any such events going ahead.
This backlash is partly due to the Internet making it easier to create a groundswell.
The revenue generated through these festivals can be used to beautify areas, create jobs, and it has great benefits to the nearby pubs, off licenses and local businesses. Also, as we are well aware already in the events industry, there are a huge number of highly skilled and creative livelihoods at risk when events and festivals are cancelled.
Ultimately, hard facts are needed and we can utilise these to persuade councils of the power of festivals and events.
The revenue generated through festivals like Lovebox can be used to beautify areas, create jobs it has great benefits on the nearby pubs, off licenses and local businesses. Also, as we are well aware already in the events industry, there are a huge number of highly skilled and creative livelihoods at risk when events and festivals are cancelled.
Ultimately, hard facts are needed and we can utilise these to persuade councils of the power of festivals and events. AAA
32 MARCH 2018 ACCESSAA. CO. UK