On-board services
broadway, wrestling, comedy, TV and film. As Diaz explains: “What started out as an idea for concerts on cruise ships has proven to be much more.”
Creating memories that last a lifetime “We have learned that Sixthman’s deeper value is in setting the stage for moments that create memories lasting a lifetime through a heightened sense of hospitality, going above and beyond in everything we do, and an intense focus on building and strengthening passionate fan communities,” says Diaz. It is a winning combination, given these communities return year-on-year; the company holds a 60% guest retention rate across its event portfolio, according to Diaz. Unsurprisingly, though, Covid-19 continues to be an obstacle to operators – though its impact on the cruise industry has been disappearing – and Sixthman is no exception. Yet, as Diaz is quick to point out: “Sixthman is particularly fortunate as health and safety have always been core principle[s] for all the events we produce and, more recently during the Covid-19 environment, due to our parent company: Norwegian Cruise Line.
“Norwegian Cruise Line has been a pioneer in the cruise industry in deploying science-based health and safety protocols, including being the first and only cruise line to roll out [a] full vaccination requirement for all guests and crew,” he says. TUI, meanwhile, has been offering customers entertainment-centric sailing for a number of years, as Chris Hackney, managing director of Cruise TUI UK & I, notes.
“Our Marella-themed cruise, Electric Sunsets, launched in 2018 as an ‘80s spectacular,” he says. “This was followed by Electric Sunsets – Cruise Back to the ‘90s in 2019 and Electric Sunsets ‘90s versus ‘00s in May 2022.
“These short sailings are a lot like a festival at sea, filled with big-name acts and headline DJs, retro film screenings and fancy dress nights. Electric Sunsets is popular with the new-to-cruise audience as a party-filled mini cruise, [and] is a great way to try sailing for the first time.”
Safety and a show
Regarding health protocols, Hackney notes that apart from all crew being fully vaccinated and both crew and customers following robust testing procedures – including regular testing on board and daily temperature checks – Marella Cruises has been awarded the Lloyds stay safe verification certificate, which certifies that the company’s Covid-19 management plans and procedures have been externally verified to meet the standards in the UK framework for cruise documents. “We understand some customers may feel a little uncertain about cruising, that is why we created the Marella promise,” says Hackney. “It offers customers some key commitments to keep them
World Cruise Industry Review /
www.worldcruiseindustryreview.com
safe on board while reassuring them we are still providing the memorable, enjoyable Marella cruise that we’re known for.
“Such commitments include safety measures, flexible policies, package refund guarantees, Marella Cruises standards secured, and ABTA and ATOL protection.” In the meantime, the implementation of strong health and safety protocols have delivered safe, worry-free sailing since ships returned to sea in the summer of 2021. “This past October and November, Sixthman safely took 10,000 fans on vacation at sea on six back-to-back festivals,” says Diaz. “Both artists and fans highly prioritise these special vacations,” adding “the experiences created aren’t deliverable on land ‘in the real world’”.
It is a point he reinforces when he discusses the shift that happened pre-pandemic, as individuals focused on enjoying experiences over the purchase of material objects. “I only see more and more of that in the future,” says Diaz.
“This past October and November, Sixthman safely took 10,000 fans on vacation at sea on six back-to-back festivals. Both artists and fans highly prioritise these special vacations.”
Anthony Diaz A sense of excitement
The one big challenge for Diaz is how to find the perfect formula for an experience that offers unforgettable passion. Indeed, by his own admission, passion is one of the more difficult factors to quantify when it comes to gauging the likely success of a new festival at sea. As he puts it: “When assessing criteria for a new festival at sea it’s [also] a mix of art and science; gut and data.” “Passion drives our events and I don’t see that fading at all looking forward. If anything, the
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Above: Fans pose with the performers on the popular Kiss Kruise, due to set sail for the final time in late 2022.
Opposite: Cruises can offer a unique experience, combining picturesque settings with a sense of celebration.
thekisskruise.com
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