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Issue 26 March 2009 £4.75
Main Event makes the news ...
Organisers face revenue challenge By Christina Eccles ORGANISERS could be forced to find new ways to make money at their events instead of relying on revenue from ticket sales, according to experts. A growing demand for free or low cost events could drive ticket prices down or lead to some ditching them altogether to compete. The news comes as organisers of a new festival – Heavenly Planet in Reading – decided to scrap ticket prices to make the event more accessible and attract more people. Festival partner Thomas Brooman explained: “This was a very calculated, planned decision which will make the event accessible and less pressured. “It is a challenge to get a festival off the ground and for it to be popularly received in the current economic climate. Selling a commercial show, we felt was going to be very difficult. “But we have realised that what we actually want to do is different. We want a lot of participation from local people and a day designed to appeal to everybody.” Thomas also said the festival would
explore other ways to make money including looking for sponsors. He added: “It will be a case of seeing how it goes. Local businesses will hopefully come in with some support.” Scott Barton from The Sheffield Events Company – which specialises in organising free or low cost events – added if money from ticket sales is not an option, it can be challenging for organisers to find other revenue streams. He said the company’s events such as Fright Night – which attracts 38,000 visitors – are boosted by sponsors and partners which play an important role. He added: “The events we organise are free or relatively low cost and we have seen a pattern towards people looking for entertainment that is not too expensive. “But if you are entirely losing that income from ticket sales, it is going to put other pressures on budget so the event might require more sponsorship or partnerships. “We have developed lots of partnerships on a local and regional level which will benefit from the event while also helping us to put it on.”
THE Main Event was among the winners at this year’s NOEA Tribute Celebration Awards – which recognise achievement in the outdoor events industry. The magazine was awarded the President’s Special Tribute Award for outstanding contribution and support of the National Outdoor Events Association at a ceremony which took place at The Oxford Belfry Hotel. The event also included NOEA’s annual convention – celebrating 30 years of the association – where speakers including legendary promoter Harvey Goldsmith, shadow Tourism, Licensing and Gambling minister Tobias Ellwood and David Stubbs, head of environment and sustainable development for London 2012 addressed delegates under the theme of what has been learned over the last 30 years and how NOEA can go forward in the next 30. For a full round up of award winners see Page 18 The Main Event was delighted to pick up the President’s Special Award at NOEA’s Tribute Celebration Evening – recognising the successful relationship between the magazine and the National Outdoor Events Association. Pictured are The Main Event’s Christina Eccles and Adam Parry accepting the award on behalf of the magazine.
The Main Event is the official magazine of the National Outdoor Events Association