What might have saved Splendour?

What might have saved Splendour in the Grass?

Yes. The lineup was perhaps questionable. And that is taking the blame. But why all of it?

From our research at Backpocket we know that there is a very close runner up to “The Lineup” in any festival ticket purchase decision, and that’s: “Are my friends going?”

I mean, hell. There’d even be an argument that even if the lineup is average, ticket sales can be strong if group network effects are leveraged.

Just take a look at Meredith. Or Souled Out. Or Promiseland.

Why ticketing businesses, promoters and events are still focused on selling to individuals is mind boggling.

Buying tickets to a festival is not like shopping for a pair of jeans online. It’s a group venture, loaded with questions - Who’s in? How much are we paying? Who’s buying? What other costs are involved?

It’s social shopping.

And it’s bloody complicated when you’re talking about multiple $400+ tickets with mates.

Would a dedicated focus on word of mouth, social networks and groups helped Splendour? We think so. But who really knows.

But it sure looks like something needs to change.

Want to know more about Backpocket for festivals and events?

Let us know (support@backpocket.com.au) if you'd like to get a copy of our latest insights report ’Zooper Groupers - Gen Z mates music and money” when it drops.
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Photo by Krists Luhaers on Unsplash