This Event Goes to 11


Whether it’s dining on deconstructed donuts or sipping sumptuous cider, or doing both while singing along to your favorite chorus, the “festival boom” in America is alive and well. A recent report by Eventbrite witnessed a 47% increase in the number of food and beverage events between 2013 and 2014. Unsurprisingly, Millennials are at the epicenter of the flood of festivals. 80% of Millennials attended at least three food, wine, or beer festivals last year; 44% attended five or more; and 67% say it’s one of their favorite things to do.


And why shouldn’t they? Festivals embody so much of what Millennials love: spending time with friends, enjoying music and alcohol, highly-sharable unique experiences, a community of like-minded fans, escapism, and contributing to grass-roots artists and local economies. Eight in 10 Millennials say they want to know more about how their food is produced than brands typically disclose: 55% of Millennials attended beer festivals to meet the brewers, while 42% attended a food festival to meet the chefs.


After the snacking and drinking are done, however, it’s time for a mic check. According to Aloompa, 51% of Americans attended a live music event in 2015, up from 2014’s 44%. 32 million Americans go to


TOP AMERICAN MUSIC FESTIVALS Austin City Limits Lollapalooza Austin, TX Two weekends in October


Did you Know? Tis is one of the few festivals permitting children Chicago, IL


South by Southwest (SXSW)


Coachella Austin, TX


Near Joshua Tree National Park, CO


New York City One weekend in August Did you Know? 67% of attendees are from Illinois and 50% are from Chicago Two weekends in March


Did you Know? Film, music, and interactive events span the entire city of Austin Two weekends in April


Did you Know? $704m in revenue Governor’s Ball


Fun Fun Fun Fest Festival One weekend in June One weekend in November when 421,900 198,000 135,000


Did you Know? Only seven years old, it’s one of the fastest growing music festivals in America Austin, TX


where 50,000 Did you Know? An eclectic mix of comedy, BMX, skate-park, wrestling, music, and… taco canon. Attendance Recent


Average Admission


$1,156 $798 $305 $199 450,000 400,000 $475 $340


at least one music festival annually, with the average distance traveled to that event being 903 miles! As of Umbel’s 2015 survey, there were 800 American music festivals (and growing), and the five largest grossed $183m (excluding food, beverage, and merchandise)! Te Hip-Hop and Electronic Dance Music (EDM) genres are the most popular among these music events, while the $2b international box office tour market is topped by Beyonce, Justin Bieber, and Bruce Springsteen.


Three Key Take-aways


1. Variety: Festivals and events are a great bargain - attendees can typically experience a myriad of artists and entertainment for a fair price.


2. Community: Tese events provide attendees an opportunity to celebrate a passion with other fans, while getting to know the creators of their favorite flavors and melodies.


3. Brand Loyalty: “Brand loyalty in the concert game often begins in the live environment and then drives additional sales online through social media, VIP- exclusive downloads, and merchandise sales. Te simple theory is that if you make a new fan and keep them interested, you can usually keep them coming back.” (Cronen)


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