OPINION
The Future of Festivals
PMY Group Optic product manager Genevieve Etienne-Farrell envisions a future where data and AI transform festivals , not only making them safer and more profitable but also more immersive and engaging for fans
Genevieve Etienne-Farrell
As festival organisers prepare for another season , the challenge remains the same : enhancing guest experiences while maximising revenue , and for some , ensuring they have enough funds to go ahead . But today ’ s approach extends beyond ticket sales or entry streamlining ; it ’ s about leveraging technology to create seamless operations and safe , engaging environments for attendees .
Relying solely on ticket scans is like trying to navigate a festival blindfolded . Without real-time data , organisers are missing opportunities to enhance experiences , improve safety , and unlock new revenue streams .
Traditionally , event planners have used ticket scans and estimates to assess crowd flow and engagement . While these metrics provide a baseline , they fail to capture real-time crowd density , movement trends , or the effectiveness of sponsor activations . Without real-time insights , organisers risk inefficiencies , missed commercial opportunities , and safety concerns .
PMY Group has worked with some of the world ’ s most iconic venues and events , delivering technology solutions that provide real-time crowd intelligence and operational insights . The AI-driven platform , Optic , is revolutionising the way live events operate by integrating computer vision , LIDAR , and IoT sensors to capture real-time crowd intelligence metrics . From full-site metrics to queue wait times and crowd flow insights across an entire festival site , Optic empowers organisers with actionable insights that drive real value .
At Winter Wonderland , Hyde Park , organisers required real-time visibility into venue occupancy . Ticket scans only told half the story ; without counting those who had left , they couldn ’ t determine the actual number of people on site . By integrating AI-powered analytics with existing CCTV cameras , Optic provided live occupancy data , enabling organisers to accurately determine attendance and safely admit more visitors without exceeding capacity limits . The result ? A record-breaking 2.6 million attendees immersing themselves in this much-loved experience .
Data-driven insights are not only improving safety but also reshaping how festivals design layouts , activate sponsors , and engage attendees . By tracking crowd movement trends , dwell times , and high-density areas , Optic helps organisers strategically position vendors and sponsors for maximum engagement . Real-time data allows commercial teams to provide sponsors with daily engagement metrics , strengthening partnerships and supporting future sales . At a recent global sporting event , this data-driven approach allowed organisers to increase daily ticket release limit significantly – contributing to recordbreaking attendance figures . These insights helped understand sponsor activation engagement , and make scheduling changes to maximise exposure and interaction .
Festivals that embrace data and AI will be in a much stronger position , not just financially , but in creating experiences that people want to return to year after year .
The true power of AI in festivals isn ’ t just about efficiency ; it ’ s about unlocking new creative possibilities . Real-time intelligence enables organisers to be more agile , adjusting layouts dynamically , personalising experiences , and making data-backed decisions that enhance engagement . From seamless RFID scanning for fast entry to dynamically allocating staff based on crowd patterns , AI is shaping the future of live events .
Sustainability is another crucial aspect . AI-driven data can help festivals monitor carbon footprints , noise levels , and traffic flows , contributing to greener and more responsible event management .
The future of live events isn ’ t just about bigger crowds or larger stages — it ’ s about smarter , more connected experiences . By using data and AI in thoughtful , practical ways , organisers can improve safety , enhance engagement , and make better decisions that benefit both fans and the business of live events . As the industry evolves , those who embrace these innovations will be best positioned to create events and festivals that are not only memorable but also more sustainable and financially sound .
l This subject will be explored further at the Event Production Show on 26 February during a Main Stage Conference panel session titled Transforming Music Festivals Through Data & AI . accessaa . co . uk 13