aCcEsS ALl AReAs COVER FEATURE
“ There ’ s a case to be made for festivals having protected status ”
offers a higher level of production . Everything is now under review and customers are much more savvy . They are very well educated in the festival experience and are knowledgeable on sound through to stage design
How can brands adapt ?
Brands are changing to smaller shows , which are more aligned to their brand values . Great brand activations that give an extra or exclusive experience like The Strongbow Tree really enhance an event .
Some brands however , have failed to capture festival audiences . Intel , the chip manufacturer , for example mistakenly assumed that festivalgoers would be interested in their product . Brands have a huge opportunity at festivals but need to design experiences more fitting to the audience .
Innocent ’ s Un-plugged festival is a good example of an event that is carefully considered from a brand perspective , and breaks new ground . The event encourages attendees to switch off from technology for the duration of the festival .
Are there synergies with what ’ s happening in the venue sector , where there ’ s a movement to protect the cultural status of venues ? The Agent of Change principle , for example .
You will have read about Ministry of Sound ( MOS ) vs Oakmayne where there where huge concerns that residents moving in would then complain about noise nuisance and potentially lead to getting MOS ’ s license brought under review . MOS were successful in fighting back against residents and retaining their licence without additional conditions that would put commercials at risk .
There ’ s a case to be made for festivals having protected status . Although we have shows that have been a staple for 15 + years , there is a good argument for consistent protective conditions for festivals in parks . Noise nuisance is subjective , but residents should realise that some disruption is part of London ’ s life and soul . Residents can ’ t expect complete peace . People choose to live by a park because of all the benefits , but that park has to create revenue too and also be enjoyed by the many . The festival activity that takes place in these parks is vital to our culture .
There is a powerful resident movement pushing hard to restrict events . As neighbourhoods gentrify , more people stand up and add their voices . There have been recent cases across two different boroughs where the local residents have enlisted their own QC to fight against festivals going ahead in their neighbouring parks . These residents groups are now joining forces across boroughs to prevent any such events going ahead .
This backlash is partly due to the Internet making it easier to create a groundswell .
The revenue generated through these festivals can be used to beautify areas , create jobs , and it has great benefits to the nearby pubs , off licenses and local businesses . Also , as we are well aware already in the events industry , there are a huge number of highly skilled and creative livelihoods at risk when events and festivals are cancelled .
Ultimately , hard facts are needed and we can utilise these to persuade councils of the power of festivals and events .
The revenue generated through festivals like Lovebox can be used to beautify areas , create jobs it has great benefits on the nearby pubs , off licenses and local businesses . Also , as we are well aware already in the events industry , there are a huge number of highly skilled and creative livelihoods at risk when events and festivals are cancelled .
Ultimately , hard facts are needed and we can utilise these to persuade councils of the power of festivals and events . AAA
32 MARCH 2018 ACCESSAA . CO . UK