Festival-goers want an experience they can’t get anywhere else. If your festival is beginning to look just like a dozen others across the country, attendees are going to pass on by.
So with thousands of other festivals competing for your audience’s attention, what can you do to stand out — and win them over?
Invest in your VIP offerings.
Creating a VIP program that emphasizes just how unique your event experience is might seem daunting. But with the right strategy, you’ll be well on your well to providing the personalized event your attendees’ demand.
To get you started, here’s what you can learn from three events that have mastered their VIP offerings.
Oregon Air Show’s VIP seats
The Oregon Air Show draws tens of thousands of spectators, and thanks to select seating, keeps them coming back each year. VIP ticket holders can purchase an entire box in a sky chalet for a private, intimate occasion.
Patrons to the beer garden or family garden can pick seats at circular tables, which make for a more communal experience. And those less interested in food and drink can still score a front row spot through a non-dining reserved seating area.
Use the strategy: With reserved seating, you not only upgrade your attendee experience — you also can drive a profit. In fact, VIPs are willing to pay more than double the price of GA tickets for VIP-only lounge areas.
Arizona Beer Week’s exclusive VIP reception
Arizona Beer Week sells VIP tickets to a Brewers Reception the night before the main festival kicks off. Attendees are treated to live music, 10 drink tickets, and a food voucher — in addition to their VIP status at the main event.
By offering a more luxurious experience for these enthusiastic aficionados, they build a loyal audience — and do it at a higher price point.
Use the strategy: Remember that when it comes to the event itself, your VIPs are most drawn to packages that give them access to an exclusive community. Take a cue from Arizona beer week, and include admission to elite, VIP-only events (or special access to main events).
The Taste of DC’s intimate chef’s dinner
Looking for ideas to personalize your VIP offerings? Learn from the Taste of DC, the multi-day culinary and cultural event in the heart of the nation’s capital.
The organizers at Taste of DC wanted to make sure their devoted attendees feel the love. To give attendees a unique experience, they sell a limited number of VIP tickets to culinary enthusiasts.
VIPs get to engage with the region’s top chefs and master mixologists in an intimate setting. For these foodies, the experience feels personalized — and worth the price.
Use the strategy: VIP buyers decide to attend an event for different reasons than the general admission crowd. In a recent survey, attendees noted that “uniqueness of the experience” is the second most important factor they consider when buying VIP tickets.
So when thinking about your VIP offerings, look to your attendees for inspiration. That will help you create a once-in-a-lifetime experience for them.
One of the best ways to help your event grow is by upping your VIP offerings. By doing so, you attract big spenders who are eager to invest in their experience — and come back year after year. Looking for more tips to enhance your VIP program? Check out How to Craft — and Price — Your Event’s VIP Experience.
