In 2023, several (large) festivals have been cancelled or drastically scaled back due to disappointing ticket sales. There are no more ‘social distancing’ restrictions like in 2020 and 2021, yet festival-goers are not flocking to events. Why are ticket sales for festivals so disappointing in 2023 and what can event organisations do to turn the tide? On this page we look at what is going wrong and how things can be improved.
Ticket sales for festivals 2023 are disappointing
On July 11, it was announced that the rock festival Flycatcher in Oldenzaal, which was planned for August 4 and 5, would definitely not go ahead. It was a new formula that was not yet known as a ‘brand name’, but a nice line-up of artists had been booked. The Forever Young festival, which was organized for the third time this year, also failed to sell enough tickets. This event has a somewhat older target group than most summer festivals. These are just a few examples of festivals in 2023 with disappointing ticket sales. At ‘t Veltje in Sevenum and also the festival Mañana Mañana, it was not possible to sell enough tickets. The latter festival was organized by Feestfabriek Alles Komt Goed BV. But will it turn out well?
What’s going wrong? There are several possible reasons, some are specific to an event, but there are also general theories about the stagnating ticket sales. Let’s take a look at some topics with possible areas for improvement.
1. Covid-19
What, still Corona as an excuse? It seems like a thing of the past, but organizations are still struggling with the effects of the lockdown. 2022 was a kind of ‘liberation year’ in which people were finally allowed to celebrate again. This catch-up effect is still having an effect. Instead of visiting a festival, there are big weddings or international vacations that were postponed for years. You can only spend every euro once and then events fall by the wayside.
Possible solution: Free admission is an option, but it does entail risks. Make sure that paying for snacks and drinks at the festival location remains very accessible, for example with mobile debit. Moneycomb has various solutions to make paying easy and ‘fun’.
2. Economic crisis
High inflation is leaving many people and companies with empty wallets. Entrepreneurs can no longer organize free festivals and have to raise prices, while festival-goers are unwilling or unable to pay more. One party needs more money while the other party is keeping a tight rein on the purse strings.
Possible solution: Scaling back is an option. Fewer big names, but still delivering quality. Build goodwill by showing that you get the most out of the price of a ticket. Build your community by showing where that hard-earned money is spent.
3. Abundance of new festivals
Because events were not possible for years, there are many (new) parties that are eager to make their mark on the festival sector. This leads to an abundance of new names that all compete for the favor of the visitor. This fragmentation leads to confusion among the consumer who cannot make a choice. If groups of friends cannot agree on the ‘best’ event, they end up organizing a party in their own garden.
Possible solution: Don’t get in each other’s way and join forces. Not every hamlet in the Netherlands needs its own festival. You can also focus on a niche target group with a loyal audience. Bigger is not always better.
4. Lack of staff
Even if you sell tens of thousands of tickets, you still have to provide staff. Everyone loves a party, no one wants to work during an event. From builders to catering staff; there is no experienced staff available. Certainly not for one-off festivals without a guaranteed income.
Possible solution: Optimize the chain by, for example, installing self-service cash registers. Take a good look at what fast food restaurants and amusement parks do to streamline the workflow. Want to know more about digital ticketing and payment processing? Contact contact the experts at Moneycomb.
5. Too little innovation
There are certainly event organizations that have thought carefully about new concepts and innovative programming in recent years. Unfortunately, there are also many planners who want to continue on the same path while the public has already moved on a few steps. You can’t just ‘catch up’ with an event, sometimes you have to reinvent the wheel.
Possible solution: Keep your finger on the pulse of society. Which music appeals, which artists score well? Track trends and gauge involvement. Come up with a concept that stands out and offers a clear proposition.
If even the infamous Frye Festival is working on a comeback, then the festival climate in the Netherlands can certainly recover. Unlike 2022, however, it won’t happen automatically. Do you need a reliable partner with an innovative view on things? Then request a consultation with Moneycomb without any obligation.