14
CLH DIGITAL
Issue 275
The Rise Of Outdoor Events, Whatever The Season The UK has long been known for its love affair with outdoor events, from summer festivals to vibrant food markets. However, as the seasons shift, so too does the landscape of these events. No longer confined to the warmer months, outdoor gatherings are now boldly extending into autumn and even winter, reshaping the UK’s hospitality and festival scene. But what’s driving this shift? And why are outdoor events becoming such a strong contender during traditionally colder months? We ask Rita Kastrati, CEO, Pioneering People (www.pioneering-people.com) A significant factor behind the rise of outdoor events is the changing climate and we’ve all noticed the longer, hotter, heat wave summers over the last few years. The Met Office has even confirmed that the UK is experiencing much warmer summers than five years ago, with milder autumns, and what was once considered the tail end of ‘festival season’ in September and October is now prime time for more outdoor gatherings. In 2023, the UK recorded temperatures over 30°C in September, shattering records and allowing outdoor events to flourish well into the traditionally cooler months. The extension of this warmer, drier weather has not only prolonged the outdoor event season but has also sparked demand from the public for more opportunities to socialise in the open air. We know that people crave outdoor experiences too, and the allure of open-air gatherings has only intensified with changing seasons. It’s no longer just about escaping indoors to avoid the cold, it’s about finding new ways to connect with nature, friends, and experiences. This craving for authentic, immersive experiences is not a passing trend either, it’s a cultural shift. After the pandemic forced us indoors, the great outdoors became a symbol of freedom and reconnection. There’s a psychological benefit to being outside, too - it boosts mood, reduces stress, and improves sleep quality. For decades, the UK’s event culture relied heavily on indoor venues and the British weather, particularly in winter, made outdoor gatherings impractical. However, over time, event infrastructure has evolved - weatherproof tents, heated marquees, and adaptable spaces have made it easier for organisers to extend the outdoor event season and us Brits love it and we’ve at last become more European by extending our love for outdoors
almost all year long. With this expansion, however, comes a significant challenge, staffing. As events stretch into the autumn and winter, the demand for reliable, adaptable staff grows exponentially. The unpredictability of the weather requires flexibility in planning and staffing. Organisers need workers who can handle whatever the elements throw their way, whether it’s managing crowds, overseeing catering, or ensuring safety. Unfortunately, unreliable or inexperienced staff can make the difference between a smooth event and a logistical nightmare. Many organisers find themselves struggling with last-minute cancellations, no-shows, and undertrained workers ill-prepared for the fast-paced, ever-changing outdoor environment. This growing need for skilled staff places increased pressure on organisers to find a solution that’s not only professional but also flexible enough to meet the dynamic demands of these events. Enter the gig economy and companies like Pioneering People are meeting this growing need by providing highly skilled, reliable event and hospitality staff, sometimes at short notice and even within minutes. These teams understand the unique demands of outdoor events and offer a flexible, responsive workforce able to tackle organisers’ ever-changing requirements. From welcoming large crowds with a friendly face to efficiently managing catering operations or serving drinks while delivering outstanding customer service, Pioneering People ensures event managers have access to experienced professionals who are fully briefed and prepared ahead of a job. This level of reliability gives organisers the peace of mind they need, allowing them to focus on crafting unforgettable experiences no matter what the weather brings. This approach also ties into the broader gig economy model, where temporary, on-demand workforces are playing a vital role in keeping events running smoothly. It is especially well-suited for the flexible, fast-paced demands of the hospitality and event sectors, where skilled, experienced professionals are needed at short notice and can quickly adapt to varying conditions. As we hit the peak of summer 2025, I predict that the trend of experience-driven, all-year-round events will only continue to grow. Companies like Airbnb are now tapping into this market by offering unique, curated experiences for their customers, and as innovation progresses and large global organisations lean into this trend, organisers will no doubt follow – what’s needed to make it work seamlessly is a skilled, adaptable workforce ready to rise to the occasion.
Hydes Helps Customers Make The Most Of Summer With Programme Of Outdoor Events Pictured: The recently refurbished Old Plough, reopened its doors in July following a £500k makeover
Sale on the 16th, all featuring live music, food stalls, drinks and games in a lively, family-friendly setting.
As summer hits its stride, Hydes is encouraging customers to make the most of the warmer days and lighter evenings with a vibrant calendar of al fresco food, drink and entertainment across its pubs in the North West and North Wales.
Meanwhile, The Golden Lion in Rossett will again host its flagship summer festival, Live at the Lion, from 22nd to 25th August. Now in its eighth year, the event spans four days of live performances, street food and summer drinks served up under a Nordic-style tipi in the pub’s extensive garden, drawing crowds from across the region.
The Salford-based brewer and pub operator has invested significantly in transforming beer gardens, patios and terraces into premium outdoor venues perfect for summer socialising. From riverside gardens with scenic views to urban terraces with all-weather shelters, Hydes has created outdoor spaces that offer more than just a pint in the sun. A full schedule of events is already underway, with pubs across the estate hosting live music, family fun days, garden parties and street food festivals. Many have already welcomed customers to seasonal garden events, and the next few weeks promise even more outdoor celebrations. Among the highlights are a series of popular ‘party in the car park’ events returning in August, including The Quarry Bank in Timperley on the 2nd, The Horse & Farrier in Gatley on the 9th and The Old Plough in
Hydes’ commitment to outdoor hospitality has helped its pubs become popular destinations during the summer months, with events and experiences that bring local communities together. Hydes managing director Adam Mayers, said: “Summer is a key time for us and we want our pubs to be the places people head to when they want to enjoy the best of the season. We’ve created welcoming, well-equipped outdoor areas and filled them with exciting events to ensure there’s always something going on.” “We’re proud of the work our teams have done to create memorable experiences, whether it’s a sunny afternoon drink, a bite to eat with friends or a full weekend of music and celebration. There’s still a lot of summer left and we’re making sure our customers enjoy every minute of it.”
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