JULY / AUGUST | NOEA COLUMN
A Premium Injection of Value ?
Susan Tanner , CEO , NOEA talks consumer appetites , and sunshine
Once again , we ’ re basking in a summer of outstanding events , with some excellent weather ( as I write !) to support it . For us , there is never a better time to be in the events infrastructure business than the summer . Although it ’ s gruelling work , we get to see the country come alive with great events , festivals , cultural events , and sporting extravaganzas .
As both a business leader , and someone who is intrinsically involved with the National Outdoor Events Association ( NOEA ), I ’ m constantly on the lookout for new things ; trends , products , businesses , and people , that are making waves and doing things differently in this great industry . One of the trends we spotted last year is certainly showing no sign of abating , and that is the move to premium for many consumers that attend events .
This is mostly visible for us in the high-quality structures that we ’ re being asked to create for corporate hospitality ; be it golf , racing or major sporting tournaments that visit the UK . Every year our clients are challenging us to produce more exclusive , luxurious and high-premium designs , both inside and outside , to support the creation of some outstanding hospitality opportunities .
But this trend is not just limited to premium hospitality ; it ’ s also about more value for every ticket sold , and the need for the event organiser to create higher standards of day-to-day service and product offerings for a more discerning consumer . This isn ’ t a trend across the board - but we are seeing it gradually seeping into most events we ’ re involved in .
This is well demonstrated with the recent work we undertook for Live Nation and Co-op ; a brilliant initiative that saw the creation of temporary stores on site at the company ’ s key festivals . This is a great innovation from Co-op and Live Nation , and replicated a trend we have seen at festivals on the continent . It ’ s a move that may disgruntle some of the more hardy festival purists , but it ’ s a great option for many who attend festivals . Why not have the option to buy home comforts , fresh food , drinks etc . while at a festival , especially if the brand is willing and able to come to meet them on their doorstep .
The early reports on the partnership have been really positive . There is clearly a consumer appetite , and the folks at Co-op have introduced DJ ’ s and live music into the stores in keeping with the wider festival experience , even the food in the outlet has been tailored to meet the demographics of the festival ’ s audience .
For us , both the corporate hospitality , and the opportunity to work with amazing brands like Live Nation and the Co-op is great news for our business . But it ’ s also a great opportunity for the wider events community . Festivals and sporting events are constantly changing and we want every spectator or visitor to have the very best experience and to continue to see value in attending live events . This move to premium gives us all that opportunity .
We talk a lot in NOEA about value and the need for us to show it , or inject it into the industry . This trend is all about value , and it ’ s something we should keep an eye on and contribute to where we can .
“ The opportunity to work with amazing brands like Live Nation and the Co-op is great news for our business .”
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