How can your festival appeal to 18–25 year olds?

How can your festival appeal to 18–25 year olds?

We were hon­oured to have Kristy, 18 years old, as our intern for a day. Since she is inter­est­ed in the music and events indus­tries, we decid­ed to ask her what young peo­ple are look­ing for when they attend a fes­ti­val. Her answers offer you leads for good prac­tices to explore.


  1. Care­ful­ly curate your programming
  2. High­light­ing your theme
  3. Bank on the vari­ety of the over­all experience
  4. Pro­vide the best welcome
  5. Stay con­nect­ed to your attendees

1. Carefully curate your programming

When asked how she picks what to attend among all the fes­ti­vals next sum­mer, Kristy first takes a look at the pro­gram­ming. It’s a fair­ly clas­sic atti­tude, but how can we know which music appeals to young peo­ple? The first step would be to look at music stream­ing plat­forms to find out what the cur­rent trends are. Since 26% of Spo­ti­fy users are under the age of 24, the pop­u­lar artists on these plat­forms will gen­er­al­ly be known to young people.

For an event plan­ners wish­ing to do more advanced research, Kristy rec­om­mends tak­ing a look at the musi­cal influ­encers most fol­lowed by young peo­ple. To do this, an event plan­ner can look at plat­forms such as Youtube or Insta­gram. It’s also impor­tant to know that young peo­ple are no longer real­ly con­cerned with musi­cal gen­res, as they nav­i­gate just as much as artists between dif­fer­ent musi­cal gen­res. This, there­fore, has an impact on their expec­ta­tions in terms of programming.

2. Promote your theme

A good way to appeal to a younger crowd to your event is to have a sto­ry or theme. It does­n’t have to be a com­plex theme, just give your audi­ence a sense of com­mu­ni­ty. For exam­ple, pro­mot­ing a par­tic­u­lar style of cloth­ing can be a good way to sup­port your theme. Since groups are impor­tant to young peo­ple, fol­low­ing a theme will help them devel­op a spe­cial bond with the oth­er mem­bers of the audi­ence. It is also impor­tant to build your com­mu­ni­ca­tions around the theme — from the time tick­ets go on sale to the day of the event, and the pic­tures on your web­site and social media.

3. Bank on the variety of the overall experience

As men­tioned above, vari­ety in pro­gram­ming is impor­tant, but it is equal­ly impor­tant to main­tain vari­ety in the over­all fes­ti­val offer­ing. This includes the food offered on site, the expe­ri­ences, as well as the enter­tain­ment. For exam­ple, a fes­ti­val that offers a Fer­ris wheel or play­grounds to rest between per­for­mances can be a dif­fer­en­ti­at­ing ele­ment com­pared to com­pet­ing fes­ti­vals. How­ev­er, any trend or nov­el­ty is imi­tat­ed, so it is nec­es­sary to con­stant­ly inno­vate and find new ideas.

4. Provide the best welcome

Kristy refers here to the speed of access to the var­i­ous ser­vices — includ­ing access to entrances and queues at your var­i­ous points of sale. These ele­ments are easy to mas­ter thanks to the dif­fer­ent ser­vices offered by Weezevent. Indeed, with our WeezA­c­cess Pro solu­tion, fes­ti­val staff teams can allow up to 800 atten­dees to enter per hour and per con­trol ter­mi­nal. For restau­ra­teurs, a tran­si­tion to cash­less pay­ments removes the need for mon­ey man­age­ment, thus improv­ing the effi­cien­cy of the process. No doubt, young peo­ple are in a hurry!

5. Stay connected to your attendees

Being close to your audi­ence using tech­nol­o­gy is part of the mod­ern fes­ti­val expe­ri­ence. For exam­ple, a wel­come text mes­sage can be sent to fes­ti­val-goers when they access the fes­ti­val site. Hav­ing tech at the heart of your event pro­vides a great oppor­tu­ni­ty to build a spe­cial bond with your audi­ence, includ­ing young peo­ple like Kristy.

This arti­cle is just a pre­view of all the good prac­tices observed at the many fes­ti­vals and events we work with. By click­ing on the but­ton below, you can dis­cov­er all of Weezevent’s solu­tions and their fea­tures designed to help fes­ti­val organisers:

Organ­ise a festival

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