OCTOBER | FEATURE
Family business
The Big Festival: pitching to families
Joel Smith, vice president, Arts & Entertainment
Events, IMG on marketing to families
How do you market to families?
Families have always been part of the
heart of The Big Feastival (24-26 August,
Alex James’ farm, the Cotswolds). While
we feel our line-up offers something for
everyone, families enjoying good food, good
music and good times is what we’re all about.
We market to families through numerous
partnerships including NEFF, The Times and
Family Traveler, as well as digital targeting
and working with relevant influencers, but
really it’s all about the content.
In addition to the music line-up, food is
a huge focus for us. We offer a selection of
festival favourites such as wood-fired pizzas
and gourmet burgers, as well as a variety
of options including vegetarian, gluten free
and vegan. This year, we introduced a new
dedicated ‘Family Dining Room’ with more
menu options for babies and toddlers.
What else was new at this year’s event?
Every year, we add engaging new
elements to the festival. In addition to our
new Family Dining Room, we launched The
Collaboration Kitchen X TABASCO® Sauce,
a dining experience serving up a series of
special-edition menus co-created by the UK
street food scene’s most innovative talent.
Continuing down the feasting theme, our
new gin partner Warner Edwards was
distilling live on-site, so we had our first ever
Feastival gin! We are also excited to work
with The Times to introduce our first ‘Times
Hub’ – a specially designed lounge featuring
14
Families are embracing festivals like never before, but
targeting young and old outdoors is challenging
a packed schedule of guest speakers and
learning sessions, alongside specialty coffees
and wines. This year’s Village Hall featured
a new ‘Parents Panel’, which saw a range of
well-known influencers and bloggers host
family-focused panel discussions and Q&As.
Yurtel at the Big Feastival
Dr Angela Hall, the impossibly proud mother
of editor Tom Hall, gives her verdict on Yurtel’s
glamping options, and how her granddaughters,
Emmie and Georgia Hall enjoyed the experience
Which activities did the children enjoy the
most?
Mr Tumble! It was great fun dancing
along to his music, and it provided a real
family atmosphere. Also, the craft activities
– making head dresses and decorations –
were a hit. They also loved the farm animals
and fairground rides.
How did the rain effect the event?
I think some people went home early. We
tried to find indoor activities for the children,
such as the crafts, but it meant we couldn’t
stand around outside listening to the music
and relaxing. I think we circulated around
the stands less, too.
How did the Yurtel facilities make the
experience better for families?
The spacious tents meant it was possible
to be organised inside the tent. The Yurtel
area felt safe and civilised – and facilities
such as fires and seats for chilling in the
evening, and an indoor bar, meant families
could relax away from the hubbub of
the main festival. Also - the quality and
cleanliness of the toilets and showers was
a real plus with young children. Also, the
Yurtel transport buggies to and from the car
park were life-savers.
What could Feastival improve for next year?
I did not see very much for older children
and teens to do - there was lots for young
children. Also, the celebrity chefs were hard
to get close to - more repeat sessions or
larger tents for these might help.