Over the recent years, many organizations are exploring the concept of “Festivalization” and many had already integrated the idea into their events successfully. The festivalization of events have two key benefits, namely, increasing attendee engagement and creating a more personalized experience. Thus, festivalization of events might be the suitable concept to attract and engage the Millennials as it creates an immersive and unique experience for attendees, which is what the people in this generation values. To build up MICE event by festivalization, event organizers have to focus on customer-centricity, provide multidisciplinary programming and create a seamless customer experience by using technology. Key events that festivalization is successfully adopted includes the Google I/O, SXSW and HP&Intel.
FESTIVALIZATION AND ITS ROLE IN MICE INDUSTRY
As obvious as it seems, the term “Festivalization” has its root from the word “Festival”. When mentioned about festival, most people would often picture an event with large crowds coming together from various places to enjoy a fun and pleasant experience with the availabilities of many interaction points while each individual still able to have their own unique experiences. Over the recent years, many organizations are exploring the concept of “Festivalization” and many had already integrated the idea into their events. According to CWT Meetings & Events, a multinational corporation offering event management services, it defines festivalization as
“the idea of gathering internal or external shareholders around a central theme with the possibility of offering an immersive journey rich in experience, emotion and sharing”
BUILD UP MICE EVENT BY FESTIVALIZATION
Here are three key components and case studies that MICE stakeholders can use to embrace festivalization in the meetings and events following:
Firstly, event organizers or event planners have to focus on customer-centricity to design, plan and deliver a successful festivalization of meeting and event. Event organizer or event planners should emphasize on customer needs and knowing what they really want thoroughly. Moreover, working with an expert team will help create an experience designed explicitly for attendees’ individual needs.
Secondly, event organizers or event planners provide multidisciplinary programming to create immersive experience for attendees. By creating something unique or adding a completely different component from a traditional event, event organizers or event planners might need some extra effort to bring in many types of entertainment to set up the event such as a combination of talks, debated, exhibition, workshops, live session and gala dinner succeed in a true community-building event that make attendees feel connected.
Thirdly, creating a seamless customer experience by using technology to get a deeper understanding of the attendee. The fundamentals of event planning are about considering on what the attendees want to receive, see, hear and do, what inspires them, and what makes them impressive. The right technology comes to serve several essential roles when crafting experiences that moves the attendees. It also used to create immersive experiences, or the festivalization of an event to create interesting, to enhance attendee’s engagement and to deliver a personalized experience for each attendee.
1. GOOGLE CHANGING AN EVENT DESIGN IN FESTIVALIZED WAY
Google has begun to festivalize business events in the annual developer conference in USA. It transformed an event design from inside Moscone convention center to outside at the Shoreline Amphitheater in California, where mostly annual music festivals and concerts always take place such as Coachella and Bonnaroo. The main goals of the conference are educating and celebrating, so the venue is designed to attract attendees with creative structures, tents, bubbles, food and beer trucks. Moreover, the conference incorporates with music-festival-inspired elements such as an arcade, musical entertainment, magic shows and moon bounce.
2. SXSW AIMS TO BE A LEADING FESTIVALIZATION OF EVENT
The South by Southwest (SXSW) Conference and Festival supported by Austin Convention and Visitor Bureau uses the multidisciplinary programming to bring in a successful festivalization of meetings and events. The event combines various activities at the same time including business, technology, art, media, and culture. It also includes live music performances and art exhibits, virtual and augmented reality experiences, and local offsite experiences to attract more participants. Moreover, the SXSW makes a significant contribution to the Economy. According to the Meeting & Conventions, the leading multi-platform brand in news analysis and research, found that the SXSW conference drew over 90,000 attendees which contributed $325 million to the local economy in 2016.
3. HP & INTEL ADDS USES INNOVATION PRODUCT TO FESTIVALIZE THE EVENT
At 2018 International Consumer Electronic Show, HP and Intel setup their product showcase as a festivalization of event under the theme ‘create, innovate and festivate’. There are more than 1,500 attendee including HP and Intel executives, channel partners, media, customers and fans. During the event, attendees can explore new innovative products and tools such as a VR world created by Android Jones, and the HP Spectre x2 devices for check-in process. The event generates more than 3.6 million impressions with 93,181 networking recorded according to the Event Marketer, the world’s content provider for event industry.