After more than a year of everything virtual, outdoor events are ready to take off this summer due to the CDC relaxing guidelines as more Americans are vaccinated against COVID-19 (1). Americans love entertainment and they’ve missed it over the last year!
In fact, did you know that entertainment is a consumer’s biggest expense after housing, food and healthcare? (2) And even though most people participated in virtual, hybrid or socially-distanced events in 2020, they are likely to jump at the chance to attend outdoor festivals, concerts, fairs and special occasions following a year of limited social interaction.
Trends to Watch in 2021
1 – Venues that offer added safety and the ability to social distance. Think beyond traditional outdoor event spaces. Cool venues like breweries, wineries and facilities with rooftop or patio access will be popular.
2 – Organizers will still be using virtual and hybrid events to appeal to the largest audience. Entertainment that includes intimate virtual experiences or interactions can make events memorable – for the best of both worlds.
3 – Think smaller. Social events like baby showers, weddings and family reunions may be scaled-back and take place closer to home. Companies may also ease back into corporate events by opting for regional meetings over national events and tradeshows.
4 – Event planners and entertainment organizers will stay focused on health and safety. Attendees will want to feel safe when they gather in-person again. Spacious, outdoor facilities will help ensure enough distance between individuals while PPE-related promotional products combine being responsible with creative branding opportunities. (3)
As in-person events start to return, so will the need for memorable promotions in the highly competitive entertainment sector. We’ve highlighted three segments of the entertainment/events vertical market to help your promo sales soar this summer:
Media Outlets
It may not be surprising that US adults spent an average of 7 hours and 50 minutes consuming digital media in 2020, which is up 15% over 2019. (4) But now that people are opting for sunshine over screen time and looking for IRL entertainment, providers are relying on promotional products to differentiate themselves from competitors.
Events like outdoor concerts, festivals and audience appreciation days take a media outlet’s brand beyond just on-screen streaming and high-quality, fun and functional promos extend a brand’s reach even further.
Festivals and Fairs
People are excited to come back together and enjoy their shared interests. Prior to the pandemic, nearly one-fifth of the US population attended a festival each year and 2021 festivals are already breaking attendance records. (5)
Festivalgoers typically spend an average of $50 per transaction on merchandise. (6) Promotional products offer a great reminder of an event while extending the reach of a festival or fair. Whether as giveaways, VIP or presale incentives or sold as merchandise; promos can help keep a brand top-of-mind long after an event is over.
Gaming & Casinos
Clark County, where Las Vegas is located, will lift all pandemic restrictions on June 1st. That means restaurants, hotels, casinos and bars are allowed to fully open. (7) This is great news for Vegas (and the economy) as the gambling industry contributes approximately $137.5 billion to the US economy and employs over 730,000 people. (8)
As part of a highly competitive industry, gaming facilities and casinos explore all possible revenue streams to maintain profitability and attract a solid customer base. Providing experiences that go beyond just gambling helps to minimize the sting of losses and gives an advantage in the competitive market. (9) Campaigns that enhance a guest’s experience should include fun and functional promos to give an edge over the competition while increasing brand recall and favorability.
Sports Arenas & Venues
Promotional items are a classic sports/event marketing giveaway, but there is plenty of other potential for promos in sports arenas and venues. As stadiums re-engage with event attendees, promo items can be used for theme nights, group sales bundles, and to welcome back season ticketholders. Items that extend an experience and evoke memories of good times is a great way to excite fans.
Visit kooziegroup.com for more great products suited for the return of outdoor events and entertainment!
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