Splendour in the Grass 2016

Splendour in the Grass 2016 heads into another successful year while many other music festivals in Australia find their crowds dwindling in interest and numbers. What is their secret to success? In a recent ABC radio interview organisers suggest it is the continued refinement of the audience experience, from camping and food to music and … Continue reading Splendour in the Grass 2016

Refine: Segment the market

There are many studies to suggest that festival audiences are not all made equal. Even a music festival can have several distinct groups of people with similar behaviours or characteristics. These groups – or market segments- have different expectations and needs. They may access information differently and may seek event information in different ways. As … Continue reading Refine: Segment the market