Impact Publications : MiceBTN_64
Page 6 • MICEBTN - augusT-oCToBEr - 2016 Music festivals still a strong drawcard for 18-49 year olds EVEntBritE has released new re- search on the key drivers of music festival attendance and spend. The company partnered with inde- pendent research firm MusicWatch to survey more than 2,000 18-49 year olds across Australia, the US, UK and Can- ada who attended at least one music festival in the past 12 months. Key findings include: Festival numbers holding up: Despite industry speculation, attend- ance at festivals is holding strong with 65 per cent of Australian respondents attending at least the same number of music festivals this year as last year, and almost half (49 per cent) planning to attend even more festivals next year. On average, they attend two to three per year and spend about A$150 per ticket. More than two-thirds (67 per cent) say they plan to attend festivals for at least a few more years and 59 per cent of Australian respondents report that music festivals give them a feeling of community, though half admitted they would go to a music festival alone if they really wanted to attend. Lineup matters: A variety of factors including which friends are going, cost and location impact their decisions to attend; however, the music lineup was listed as the primary reason attendees decide to go to a music festival, with nearly one in three (31 per cent) of festival-goers reporting headlining artists as the absolute most important factor. Festival-goers keen on new and niche: Groovin the Moo, Falls Festivals and Splendour in the Grass were men- tioned as the top festivals attended by survey respondents in 2015. However, in line with trends recently observed amongst Australian music festivals, almost half of festival-goers (48 per cent) reported they would rather attend smaller, niche festivals catering to their specific interests over mainstream festivals, and 41 per cent revealed they would rather go to a new festival they haven’t been to before over one they’ve attended in the past. “Affinity for the music, community, and social experiences of festivals is incredibly powerful, but with more fes- tivals in the market than ever before, it’s become increasingly harder for those in the industry to differentiate themselves and ultimately turn a profit,” said Russ Crupnick, managing partner, MusicWatch. “Our research identified a key segment of valuable festival attendees who drive the lion’s share of the business. These hardcore fans are consistently outrank- ing casual festival-goers in virtually all aspects of spending, attending, influence, and engagement.” Australians willing to travel: One in four festival attendees have travelled interstate to attend a festival, and more than a third have left their city. This is reflected in the popularity of destination festivals such as Groovin The Moo, Falls Festival and Splendour in the Grass. When it comes to hardcore festival-goers, 40 per cent have left their state to attend a festival, with 16 per cent travelling outside of Australia. In fact, Coachella festival in Southern California sneaks in at number 10 on the top festivals that Aussie hardcore festival fans attended in 2015. Given the expense of international travel from Australia, it proves hard- core festival fans are more than willing to invest in a great festival experience. Coachella is also one of the most widely broadcast festivals in the world, with every act available to livestream on You- Tube — showing that taking your music festival to the global stage can drive attendance from outside a target region. Hardcore festival participants make up only 14 per cent of attendees, but drive 80 per cent of spend: This group of frequent festival-goers (14 per cent) are incredibly valuable attendees, driving 80 per cent of the total annual spend at festivals. Hardcore festival-goers (those that average four music festivals each year) spend on average A$752 per year compared to “casual festival goers” who spend A$151, on average. And the fun doesn’t look to be slowing - well over half (59 per cent) of the hardcore festival-go- ers plan to attend even more festivals next year.