PrettyGreen’s latest study reveals a standout year for the UK events industry, with live music events leading consumer spending at an average of £62.07 per attendee, surpassing live sports, theatre, and comedy. This underscores the growing appeal of live music and highlights significant opportunities for event organizers and marketers.
Live sports, despite attracting frequent visits, saw a lower average spend of £50.63. This contrast points to a unique consumer trend: the enthusiasm for live music not only draws larger crowds but also encourages higher expenditure.
Social media plays a crucial role in driving festival and live music attendance. Influential posts and adverts have prompted 19% of festival-goers and 16% of live music fans to participate, showcasing digital marketing’s impact in the experience-driven market.
Active events like marathons also caught attention through influencers, newsletters, and podcasts, suggesting varied promotional strategies are effective.
The report notes a steady interest in live sports, with 43% of respondents regularly attending, indicating a loyal fan base less swayed by external promotions.
As brands and sponsors eye the potential for 2024, the insights from the report to offer a clear directive: leverage the appeal of live events and the reach of digital platforms to create unforgettable, engaging experiences for a diverse audience.
