These are the factors mainly derived from production decisions. Circumstances that affect the whole.
1. Coincidences of events of the same genre
It is not a secret: sharing the date with another event that has the same potential audience, either by “genre” or by “macrofestival”, is a serious problem.
Often, especially on specific dates, we can pass this information and put our event on the same date as someone else (or someone else put it on the same date as ours). In this sense, it is important to look at the media of events in your city, as well as the schedules of the rooms and spaces similar to those you work to make sure not to share the public with the other events scheduled for the same day. For your part, so that you are not stepped on, it is important that you make sure that your event appears in all the media of events in your city and in the programming of the space in which you are going to carry it out. Thus, if another colleague reviews it, he can avoid the dates coinciding.
Depending on the place this will be more or less important. In northern Spain, for example, event attendees place less importance on climate. As the rains are more frequent, this is usually not a factor to stop going to events. Although it also influences. In the south, however, a downpour can mean a significant drop in sales.
If two weeks before your event it rains a lot and the media announce a downpour, don’t be surprised that a good part of the public decides to stay home. That is why you should take into account not only the weather forecasts from experts when you are going to choose the date of your event, which in this case is difficult to know what will happen exactly 3 or 4 months before, but also take into account the probability of rain according to the station. Of course, if your event is outdoors you should take this much more into account.
But it’s not just about the rain. The general climate affects people’s desire to go out. A sunny spring weather is not the same as a winter cold that invites you to make home plans.
3. Holidays and general parties / events
If you decide to program in Seville and it turns out that it coincides with the April Fair, or with Easter, you will run into a major problem. In addition, you will also cause a conflict for people who really want to go to your event.
We recommend you to Google all official holidays on Google calendar. Look at the specialized media schedules on events and holidays to know and control the entire flow of movement in your city.
Ideally, in your Google calendar you make a calendar only for external events. In this calendar you can write down all the holidays and parties in the city to take them into account. You can schedule an event within the calendar to make it repetitive and thus make a personal calendar that later allows you to control all external factors.
In this same calendar you can write down events of the competition that you do not want to be missed and with which you do not want to coincide. This will depend on your own working formula. If you do many events a year, the calendar programming in a continuous and exhaustive way will be very important. If, on the other hand, you do one or two festivals a year, studying your date in depth will be more important.
Your holiday calendar shouldn’t just be a guide to ruling out dates. Holidays, for a promoter, should also be a key point engine for your events. If you add to your concert the theme of “Halloween”, for example, you can join a great concert with a lot of people who want to go out in addition to seeing your artists. This combination can greatly increase your chances of success.
4. Habits and seasons
Each city has a different flow when it comes to leisure. A number of different people and social circles, so there are no patterns with which we can generalize. But we can establish certain rules so that you can study your own case.
When we talk about “habits” we are referring to a broad parameter: if your audience is university and it is common for them to go out on Thursdays, if it is a young audience and parents will not let them go to events at night or if they are an adult and have ability to pay an expensive ticket and move to a distant place where your show takes place.
Also, it is important to consider the annual cycles. We will review aspects that we consider general, but that each professional must adapt the variables to their case:
January is a cold month and money is tight, as there is a lot of spending on Christmas. In addition, psychically, the public has just passed some dates of many events and celebrations, and the social spirit of attending an event is low. In the case of young people, the beginning of the 2nd quarter of classes is added. In February the same pattern of January is extended. It is possible, however, that the public of your event is young and passionate, and also they have just received money for Christmas and can spend to attend your event. March is a month that usually brings rain, but the entrance of spring usually brings encouragement of social activities. Along with April and May, outdoor activities are appetizing. All the nature of the city will be floral and exuberant. Of course, you must be careful with the students, because we will be in the examination stage and this can be an impediment for the young audience.
June, July and August are very hot months, especially in Spain. Many venues close in the summer and there is a giant that is difficult to fight: festivals. Summer programming should be careful, as you may come across a great event and some great artists in an empty city because people are vacationing and festival people elsewhere. At this point we must add a theme that we were already dealing with when hiring artists: many of the musicians you are going to program may have been to festivals and your audience may not want to repeat. Keep an eye on these macro festivals posters and add clauses to your contracts, whether you are the artist’s manager or the promoter of the event.
September is a time of make-up exams, a new impediment for young audiences. However, for adults it is a time of reunions after a summer of vacations and activities outside the city. The weather is good and the exhausting heat begins to dissipate. However, the risk of rain begins to increase.
The end of September and October, for young people, is a very good date for various reasons. In addition to those discussed above for adults, youth will have passed their make-up exams. Classes have only just begun, so there are no major study commitments. A general reunion begins both in the institute / university and in the return to the routine and the city. It may be a time very prone to attend music events with a social reason.
November is a good month too, although we are in the middle of studying and there may be rain. In December, however, the exams are combined with the various expenses of the time. We all have a lot of Christmas, Christmas Eve and New Year’s Eve dinner commitments. In this sense, December is a good month for very strategic shows. That is, people are willing to go out for New Year’s events or other types of parties, so if you study it well, you can organize parties for New Year’s Eve and take advantage of the public’s willingness to pay for a good place with an open bar and Good music by a little-known DJ for high entry prices. In that sense, you can reduce cache expenses. A very high percentage of young people seek this type of party at the end of the year.
Both the tourism that your local potential public can do can harm attendance at your event and the tourism that outsiders do to your city can benefit this attendance.
The Benicassim FIB case is a good example. A very high percentage of its attendees are Europeans who spend the summer there. In fact, if we analyze your poster we will see that it is mainly composed of renowned international artists.
The different seasons of the year determine the tourism of the cities. These data related to tourism are available for consultation on the internet. In addition, we must pay attention and ask our acquaintances. It is very important to know what type of public does tourism in your city to guide your event and focus its promotion.