“ Smaller independent festivals can have a nodifferentiation approach ”
SEPTEMBER | NOEA COLUMN
VIP experiences – a changing market
This month , NOEA introduces Katie McPhee ( photo image ), Eventbrite , head of marketing for the UK and Ireland , who talks all things ‘ VIP ’
Well , 2018 has been an exceptional summer in the UK , the festival and outdoor concert season has been basking in images of crowds enjoying themselves . Outdoor spaces and parks have been transformed into temporary communities and villages , where people have gathered together to enjoy the event and take advantage of the many other experiences on offer . The images we ’ ve seen have been sunny , sometimes dusty , without a rain cloud in sight . However , one cloud on the horizon has been the response to ‘ golden circles ’ by artists , especially when they are impacting the atmosphere of their sets . At Mad Cool in Madrid , Queens of the Stone Age stopped midsong and insisted music lovers were moved forward , and post-TRSNMT Alex Kapranos from Franz Ferdinand said the only place for a ‘ golden circle ’ was at the back .
Premium offerings at festivals and live events have become an increasingly important revenue stream , and the trend seems to be accelerating . Opening wider dialogue in the industry on how to respond to the rising demand for VIP , without creating a divisive atmosphere between haves and have nots is key so we can keep developing outdoor events , where a memorable experience is had by all , regardless of ticket type .
The ‘ golden circle ’ challenge for outdoor standing music events
This isn ’ t about upgrading the comfort – it reduces the opportunity for music lovers to get close to the bands they ’ ve come ( and paid ) to see . Unless they pay more to get nearer to the front , golden circles push fans further back to the areas with less than optimum views . Fans may decide to pay extra to get ‘ premium ’ standing space but if there is an additional layer in front of them – which in some cases has been sparsely populated – that is frustrating .
Having the chance to get your own good view of the main stage , wherever that may be , is part of the music act that they rightly thought they ’ d already paid for .
Smaller independent festivals can have a nodifferentiation approach . They opt to create an environment in which the artists spend time in the public areas , watching other gigs and collaborating as well as taking to different stages to give value-added experiences such as workshops and signing . Combined with fair-access to the music , this can serve a purpose in satisfying demand for a more bespoke experience .
Where VIP works : getting what you pay for
Roughly half of over 90 European festivals we reviewed offer a VIP package , with the UK having one of the highest shares of around 75 %. Most popular features on offer are upgraded bathrooms , fast track entrance , and access to ‘ restricted ’ areas . More niche offerings include pamper zones and fast track routes around the outdoor event itself .
Camping upgrades are one example of where the ‘ get what you pay for ’ model is accepted and largely noncontroversial . Attendees understand that clear logic of paying above and beyond your ticket price for everything from a luxury yurt to a quiet spot with more space or a hassle free , pre-pitched tent . Event creators can also sleep easy , knowing they will not be left with a huge clean-up bill or images of abandoned tents .
More online at accessaa . co . uk
“ Smaller independent festivals can have a nodifferentiation approach ”
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