Festival organisers should focus more of their attention to the entire visitor experience, such as the food and drink offered.
That’s according to catering director David Hornby, who believes that in addition to taking into consideration the event spaces and entertainment line-ups, organisers should also think about moving beyond the usual burger vans and hot dog vendors.
“As the price of tickets continues to rise, organisers understand that visitors now expect an experience that doesn’t just focus on the quality of the music,” said Hornby in Events Industry News. “Organisers are focused on the overall product and that includes the catering, both in terms of food and level of service.”
“People now expect the same retail experience they receive in the high-street, and all major event organisers need to understand that if the food on offer doesn’t match the expectation levels, then visitors will vote with their feet.”
He also added that consumers may be more interested in knowing where their food has come from, claiming: “Consumers want to know that caterers are taking their corporate social responsibilities seriously.”
The advice may have already been taken up by Blur musician, Alex James, who recently announced intentions to start his own festival, according to eFestivals.co.uk.
“My family are looking forward to a celebration of all our favourite things,” said James, who added that the festival will highlight “the very best of the British food scene, alongside a soundtrack of the finest bands around”.