Since the birth of ‘rock’ festivals in the 1960s, with events such as the Isle of Wight Festival, the UK festival market has grown exponentially. Its growth accelerated in the late 80’s and early 90’s as a result of the emergence of the rave scene which made dance music increasingly popular. Since 2000 that growth has accelerated - partially as a result of the emergence of smaller boutique events.
Consumer spending has increased in line with that growth: a recent Oxford Economics study reported that live music events in the UK attract 6.5m people and generate £2.2bn, of which £1.3bn is spent on tickets, transport and accommodation, with another £914m going on food, drink etc.
So how do we define the market? Because your targetingisn’t one dimensional, neither is our segmentation:
Whatever your consumers’ musical taste, there are a plethoraof festivals catering for it, with popular genres including dance, electronica, ethnic, folk, jazz, metal, pop, punk, rock, worldand everything in-between. Many festivals are also cross- genre,and blend broader creative arts and experiences with cuttingedge music to appeal to a broader audience
According to the UK Festival Awards Market Report 2016:
- the average age of British festival-goers in 2016 was 31
- 42% were over 30
- 24% were over 40
- 38% aged 18-25
- 45% were single and unattached
- 20% married
- 31% had children
Not surprisingly, what festival-goers most like is the music (62%). But they also enjoy hanging out with friends (21.2%) – both key contributors to the unique festival experience and meetingnew people (7.9%).
No matter their motivation, festival goers are prepared to spendand discover. Once there, the average attendee’s spend on-site was £130 (of which £24/day was alcohol). 48% of festival-goers smoke; 89% own a smartphone; and their 5 most popular festival food choices were pizza, gourmet burgers, Mexican, baguettes and wraps. Whatever your objectives, there’s a receptive festival audience out there just waiting to be found.