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OpINION Brand stories and festival chapters
electric castle‘s head of communications andi Vanca says
each festival should be approached as a new chapter
There are many reasons why people choose a music
festival.
These different ‘reasons to believe’ range from the
line-ups, experiences, scenery, proximity and others.
We’re seeing festivals in their 20+ year, held in a
middle of an empty dusty field, where huge crowds
gather to see a strictly heavy metal line-up.
And some people religiously attend the same festival,
and only that one, year after year.
But for those who go for variety, the venue grounds,
history or backstory become crucial in supporting the
line-up and experiences.
And it can make them come back again, no matter
what artists hit the stages the following year.
For example (Exit), a renowned festival in Serbia, is
held at the Petrovaradin Fortress in the city of Novi Sad.
The history filled backdrop is an extreme but beautiful
contradiction with the mostly electronic musical line-up.
This association of unexpected elements manages
to tickle the fan’s senses and provide a unique feel that
will make you remember the experience for years if not
forever.
At Electric Castle, the century old Banffy Castle
and surrounding historic buildings, together with the
old village that hosts it — with fields, plenty of nature,
lakes and trees, offers the sensation of an “escape from
everyday life” moment.
It’s a feeling that sticks with you and cannot be
reproduced anywhere else in the world.
Just picture yourself listening to your favourite band or
DJ while immersive projections put the castle in different
perspectives.
Of course, this type of venue is also extremely
appealing to sponsors, who want to offer their consumers
fresh mind-blowing experiences.
It needs very little structural intervention to integrate
the brand point of view within the festival’s storyline
versus a plain field without any backstory, where you
need to build everything from scratch.
By moving things around, refining details and
developing new concepts year after year, a festival can
keep its core audience interested to return.
That’s why a lot of festivals name their editions
“chapters”.
It’s like a promise that you will have the same amazing
experience, but taken even f urther.
If the story becomes repetitive, people will get bored
and will be even more convinced to try another option.
The winning formula seems to be: tell an amazing
story and add a new twist every year.
a selection of
key events in the
coming months
MArCh
28 FeB-1 Mar eVent
pRoduction sHow/
inteRnational confex/
office*
1-4 swanage Blues festiVal
2-4 wee duB festiVal
3-4 kiddstock winteR
edition
15-18 BRistol inteRnational
Jazz & Blues festiVal
15-18 HaMMeRfest x
31 Mar-15 aPr edinBuRgH
inteRnational science
festiVal
April
12-14 tHe gRand national
13-14 undeRcoVeR festiVal
20-21 sonica
22 ViRgin Money london
MaRatHon
24 canceR ReseaRcH uk
Boat Race
27-2 juN london BuRlesque
festiVal
MAY
5-6 aRcadia london - 10tH
anniVeRsaRy festiVal
5-6 liVeRpool sound city
2018
BVeP says QeII use ‘imperative’ post-Brexit
The Business Visits and Events Partnership
(BVEP) has welcomed a parliamentary decision
to review the impact on the QEII Centre,
following a vote by the House of Lords to leave
the Palace of Westminster during its renovation.
Speaking in a debate this week, many Lords
expressed concern at the impact on the venue
if it were chosen to temporarily host the Lords
chamber and agreed the need for a thorough
review of all options.
Responding to their concerns, Baroness Evans
of Bowes Park, Leader of the House of Lords,
emphasised that no decisions had been made
at this stage, further feasibility work would
need to be taken and “a number” of commercial
implications considered.
accessaa.co.uk
The QEII remains open for business, she
stressed, and the UK’s reputation as an important
meetings destination would be “in the mind” of a
new Sponsor Board that would be established to
oversee restoration work.
Welcoming the commitment to further
discussion, Michael Hirst OBE, chair of BVEP
said: “We welcome the decision of both Houses to
act on the Parliamentary Joint Committee report
and to put in place the governance arrangements
to support the safeguarding of this vital world
heritage building. The establishment of a Sponsor
Board and a Delivery Authority will provide the
opportunity for the industry and other experts to
put forward the case for keeping the QEII Centre
open and also help develop realistic alternatives
for the decant options required by the Lords.
“The support for the QEII Centre expressed by
many of the Lords that contributed to this week’s
debate demonstrates they recognise the vital
contribution the QEII Centre makes to London
and the UK.”
He added: “This is the time for
Parliamentarians to consider the critical role
that venues such as the QEII – and many others
across Britain – play in hosting international
gatherings of the highest profile. These important
business events showcase Britain to the world
and support our country as a destination for high
level discussions on trade, scientific research and
international diplomacy. All this becomes even
more imperative after Brexit.”
MaRcH 2018 9