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Despite recent cancellations, a report derived from the responses of UK Festival Awards voters and compiled by CGA Strategy, suggests that the festival industry is set to thrive, with a third of festival goers planning to visit more festivals in 2024, while a further half intending to maintain their visits. Operators agree with this optimism and expect ticket sales to increase by 10pp, taking total sales to 82%.
Unsurprisingly, music is the key driver, with almost half of festival goers basing their decision to attend on the headliners, and more than half on the quality of the overall line-up.
It’s good news for food and drink vendors, for whom festivals are captive audiences. So, what can they do to increase their market share? When asked, half of festival goers say they’d like to see more free samples available.
Vendor costs for producing and serving free samples can be easily outweighed by…
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