CINXE.COM

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class="navbar-nav ml-md-auto"> <li class="nav-item"><a target="_blank" rel="noopener noreferrer" href="https://www.eventbrite.com/l/contact-eventbrite-sales/?ref=blog" class="nav-link button button__create">Contact sales</a></li> <li class="nav-item"><a target="_blank" rel="noopener noreferrer" href="https://www.eventbrite.com/signin/signup/?referrer=/manage/events/create/" class="nav-link button button__create">Create event</a></li> </ul> </form> </section> </div> </nav> </div> </header>  <div class="read-progress-container hidden" id="progressContainer"> <div class="read-progress-container__bar" id="readProgressBar"></div> </div>  <main id="asset-single" role="main" aria-label="Content" class="read-progress-article"> <div class="legacy"> <div class="page"> <div class="panel-builder"> <div class="panels-collection" data-modular-content-collection> <section id="panel-0" class="panel panel-count-0 panel-type-assetswysiwyg panel-odd global-panel" data-index="0" data-panel-index="panel-count-0" > <div class="site-panel__assetswysiwyg bc-white default "> <div class="l-container"> <div class="site-panel__assetswysiwyg-content context-content assets-content"> <div class="site-panel__assetswysiwyg-icon"> </div> <style> #panel-0>div>div>div{padding-left:0!important;padding-right:0!important;margin-top:0!important} #panel-0 > div {padding:0!important;margin-top:0!important}@media not all and (min-resolution:0.001dpcm){.header_safari{font-size:8em!important;margin-top:0!important}}</style> <h1 class="header_safari" style="margin-bottom: 0!important; color: #faafa0; font-family: Neue Plak Compressed Bold, NeuePlak-CondensedBold, Neue Plak Text, sans-serif; font-size: clamp(4rem, 14px + 14vw, 15rem); line-height: 0.6em; text-align: center; margin-top: clamp(-70px, 20px + 3vh, -100px);"><span style="color: #f05537; font-size: clamp(1rem, 14px + 6vw, 5rem); line-height: clamp(1rem, 14px + 6vw, 5rem); font-family: Neue Plak, Bold!important; font-weight: 700 !important;">2023</span><br /> EVENT TRENDS REPORT</h1> <p><img fetchpriority="high" decoding="async" class="aligncenter wp-image-391604 size-full" style="margin-top: 5rem;" src="https://www.eventbrite.com/blog/wp-content/uploads/2023/01/8346-mainImage-TR-2.jpg" alt="" width="1578" height="1024" srcset="https://www.eventbrite.com/blog/wp-content/uploads/2023/01/8346-mainImage-TR-2.jpg 1578w, https://www.eventbrite.com/blog/wp-content/uploads/2023/01/8346-mainImage-TR-2-300x195.jpg 300w, https://www.eventbrite.com/blog/wp-content/uploads/2023/01/8346-mainImage-TR-2-768x498.jpg 768w, https://www.eventbrite.com/blog/wp-content/uploads/2023/01/8346-mainImage-TR-2-1536x997.jpg 1536w, https://www.eventbrite.com/blog/wp-content/uploads/2023/01/8346-mainImage-TR-2-600x389.jpg 600w, https://www.eventbrite.com/blog/wp-content/uploads/2023/01/8346-mainImage-TR-2-500x324.jpg 500w" sizes="(max-width: 1578px) 100vw, 1578px" /></p> <div class="essb_break_scroll"></div> </div> </div> </div> </section> <section id="panel-1" class="panel panel-count-1 panel-type-assetswysiwyg panel-even global-panel" data-index="1" data-panel-index="panel-count-1" > <div class="site-panel__assetswysiwyg bc-white default assets__remove-top-padding"> <div class="l-container"> <div class="site-panel__assetswysiwyg-content context-content assets-content"> <div class="site-panel__assetswysiwyg-icon"> </div> <p><span style="font-weight: 400;">After a bumpy few years, 2022 brought improved conditions for event creators and attendees alike. Mask restrictions and lockdown decrees eased, travel for festivals was back on the table, and people around the world were eager to reconnect with each other at concerts, sporting events, marathons, art classes, and more after prolonged isolation. </span></p> <p><span style="font-weight: 400;">The pandemic years introduced innovative new ways of producing events, popularizing outdoor venues and virtual streaming while also reminding people of just how much gathering together is essential for joy and connection. We expect much of this positivity to continue in 2023, despite facing new concerns over rising global inflation and recession. </span></p> <p><a href="https://www.eventbrite.com/blog/academy/event-trends-report/"><span style="font-weight: 400;">Just as we did last year</span></a><span style="font-weight: 400;">, we checked in with our event creators to see how they’re faring, surveying 1,581 organizers across the globe on how they’re feeling about the year ahead and the challenges they face. </span></p> <p><span style="font-weight: 400;">For the very first time, we also conducted a survey of 4,474 event attendees, asking them if their enthusiasm for events will change in the new year, what they wanted to see more of, whether inflation is tightening their purse strings, and much more.</span></p> <p><span style="font-weight: 400;"><img decoding="async" class="wp-image-390734 size-medium alignleft" src="https://www.eventbrite.com/blog/wp-content/uploads/2022/12/8346-The-2023-Event-Trends-Report-images_img01-300x300.jpg" alt="" width="300" height="300" srcset="https://www.eventbrite.com/blog/wp-content/uploads/2022/12/8346-The-2023-Event-Trends-Report-images_img01-300x300.jpg 300w, https://www.eventbrite.com/blog/wp-content/uploads/2022/12/8346-The-2023-Event-Trends-Report-images_img01-768x768.jpg 768w, https://www.eventbrite.com/blog/wp-content/uploads/2022/12/8346-The-2023-Event-Trends-Report-images_img01-600x600.jpg 600w, https://www.eventbrite.com/blog/wp-content/uploads/2022/12/8346-The-2023-Event-Trends-Report-images_img01-500x500.jpg 500w, https://www.eventbrite.com/blog/wp-content/uploads/2022/12/8346-The-2023-Event-Trends-Report-images_img01.jpg 1201w" sizes="(max-width: 300px) 100vw, 300px" /></span></p> <p><span style="font-weight: 400;">Our takeaway? Attendees and creators are feeling optimistic about the year ahead, with attendees eager to head out to even more events and citing how positively they feel about gatherings. Our event creators share this enthusiasm, but also express concerns over budget woes and increased market competition. </span></p> <p><span style="font-weight: 400;">Within this report, we share these findings as well as how event hosts can tackle the challenges that cropped up in our survey. For the bulk of this report, we’ve dialed into American respondents, but we also zoom out and take a look at global trends at the end. </span></p> <p><span style="font-weight: 400;">Let’s start with how attendees are feeling.</span></p> <div class="essb_break_scroll"></div> </div> </div> </div> </section> <section id="panel-2" class="panel panel-count-2 panel-type-assetsfullwidthimage panel-odd global-panel" data-index="2" data-panel-index="panel-count-2" > <div class="site-panel__assetsfullwidthimage bc-white default "> <figure class="site-panel__assetsfullwidthimage-img"> <img width="1524" height="288" src="https://www.eventbrite.com/blog/wp-content/uploads/2022/12/8346-The-2023-Event-Trends-Report-images_large-image01.jpg" class="attachment-full size-full" alt="" decoding="async" srcset="https://www.eventbrite.com/blog/wp-content/uploads/2022/12/8346-The-2023-Event-Trends-Report-images_large-image01.jpg 1524w, https://www.eventbrite.com/blog/wp-content/uploads/2022/12/8346-The-2023-Event-Trends-Report-images_large-image01-300x57.jpg 300w, https://www.eventbrite.com/blog/wp-content/uploads/2022/12/8346-The-2023-Event-Trends-Report-images_large-image01-768x145.jpg 768w, https://www.eventbrite.com/blog/wp-content/uploads/2022/12/8346-The-2023-Event-Trends-Report-images_large-image01-600x113.jpg 600w, https://www.eventbrite.com/blog/wp-content/uploads/2022/12/8346-The-2023-Event-Trends-Report-images_large-image01-500x94.jpg 500w" sizes="(max-width: 1524px) 100vw, 1524px" /> <figcaption class="site-panel__assetsfullwidthimage-caption"> </figcaption> </figure> </div> </section> <section id="panel-3" class="panel panel-count-3 panel-type-navigation panel-even global-panel" data-index="3" data-panel-index="panel-count-3" > <nav id="panel-navigation" class="pn-wrap "> <div class="pn-content content-wrap"> <button class="pn-mobile-active">What Events attendees are saying</button> <div class="pn-inner"> <ul class="pn-jump clearfix"> <li> <button class="pn-jump-link" data-target="what-events-attendees-are-saying"> <span>What Events attendees are saying</span> </button> </li> <li> <button class="pn-jump-link" data-target="what-event-creators-are-feeling"> <span>What event creators are feeling</span> </button> </li> <li> <button class="pn-jump-link" data-target="globe-at-a-glance"> <span>Globe at a Glance</span> </button> </li> </ul> </div> </div> </nav> </section> <section id="panel-4" class="panel panel-count-4 panel-type-assetswysiwyg panel-odd global-panel" data-url-key="what-events-attendees-are-saying" data-nav-title="What Events attendees are saying" data-index="4" data-panel-index="panel-count-4" > <div class="site-panel__assetswysiwyg bc-white default assets__remove-top-padding"> <div class="l-container"> <div class="site-panel__assetswysiwyg-content context-content assets-content"> <div class="site-panel__assetswysiwyg-icon"> </div> <h2><span style="font-weight: bold!important; font-size: 3rem;"><span style="color: #324b8c; -webkit-text-fill-color: white; -webkit-text-stroke-width: 2px; -webkit-text-stroke-color: #324b8c;">Trend #1</span><br /> <span style="color: #324b8c;">Party like it’s 2019</span></span></h2> <p><span style="font-weight: 400;">Back in January of 2022, while many were anticipating a year of renewed enthusiasm for events, ongoing COVID-19 outbreaks, varying mask and testing requirements, and canceled shows due to ill performers resulted in lower-than-expected attendance numbers for many venues.</span></p> <p><span style="font-weight: 400;">Looking at the year ahead, attendees of all age groups are much more secure in their enthusiasm for mingling in-person again. Over 40% of boomers said they plan to attend more events than last year. More than 60% of Gen X and millennials say the same. Less than 10% of all respondents say they plan to attend fewer events.</span><a href="https://www.washingtonpost.com/business/2022/09/24/is-the-pandemic-over/" target="_blank" rel="noopener"><br /> </a></p> <p><span style="font-weight: 400;">This bodes well for shows that typically attracted older audiences, which performed especially poorly this past year. </span><a href="https://www.washingtonpost.com/business/2022/09/24/is-the-pandemic-over/" target="_blank" rel="noopener">According to The Washington Post</a>, venues that draw older crowds like symphonies and theaters sold 32% fewer tickets than usual in 2022.</p> <p><b><span style="color: #13002d;">Do you expect to attend more or fewer events and/ or live experiences in 2023 compared to 2022? </span></b></p> <p><img decoding="async" class="aligncenter wp-image-391686" src="https://www.eventbrite.com/blog/wp-content/uploads/2023/01/chart1@2x.webp" alt="" width="600" height="248" srcset="https://www.eventbrite.com/blog/wp-content/uploads/2023/01/chart1@2x.webp 1000w, https://www.eventbrite.com/blog/wp-content/uploads/2023/01/chart1@2x-300x124.webp 300w, https://www.eventbrite.com/blog/wp-content/uploads/2023/01/chart1@2x-768x318.webp 768w, https://www.eventbrite.com/blog/wp-content/uploads/2023/01/chart1@2x-600x248.webp 600w, https://www.eventbrite.com/blog/wp-content/uploads/2023/01/chart1@2x-500x207.webp 500w" sizes="(max-width: 600px) 100vw, 600px" /></p> <p><span style="font-weight: 400;">“The best event this year was going to see the Broadway version of </span><i><span style="font-weight: 400;">The Lion King</span></i><span style="font-weight: 400;"> with my kid,” one attendee said. “We got tickets before the pandemic hit, so it was a long wait until we could go. To finally be back seeing live theater was like going home.”</span></p> <div class="essb_break_scroll"></div> </div> </div> </div> </section> <section id="panel-5" class="panel panel-count-5 panel-type-assetswysiwyg panel-even global-panel" data-index="5" data-panel-index="panel-count-5" > <div class="site-panel__assetswysiwyg bc-grey-100 default "> <div class="l-container"> <div class="site-panel__assetswysiwyg-content context-content assets-content"> <div class="site-panel__assetswysiwyg-icon"> </div> <h2><span style="font-weight: bold; font-size: 3rem;"><span style="color: #324b8c; -webkit-text-fill-color: transparent; -webkit-text-stroke-width: 2px; -webkit-text-stroke-color: #324b8c;">Trend #2</span><br /> <span style="color: #324b8c;">Despite budgetary challenges, events make the cut</span></span></h2> <p><span style="font-weight: 400;">While worries over COVID-19 might be easing, concerns over inflation and the economy are rising. Some 80% of our survey respondents said that rising costs are causing them to tighten their budget, with nearly 89% of respondents saying they expect inflation to continue into 2023.</span></p> <p><span style="font-weight: 400;">Despite this, consumers largely don’t anticipate slashing their events budget. Almost 70% of respondents said they plan to spend the same amount on events in 2023 as they did in 2022. </span></p> <p><span style="font-weight: 400;">And, when we asked event organizers their thoughts on ticket pricing for 2023, though 31% of respondents expect to raise ticket prices, a larger 52% plan to keep prices the same. This bodes well for an attendee audience who have factored events into their 2023 budgets.</span></p> <div class="essb_break_scroll"></div> </div> </div> </div> </section> <section id="panel-6" class="panel panel-count-6 panel-type-assetswysiwyg panel-odd global-panel" data-index="6" data-panel-index="panel-count-6" > <div class="site-panel__assetswysiwyg bc-white default "> <div class="l-container"> <div class="site-panel__assetswysiwyg-content context-content assets-content"> <div class="site-panel__assetswysiwyg-icon"> </div> <h2><span style="font-weight: bold!important; font-size: 3rem;"><span style="color: #324b8c; -webkit-text-fill-color: white; -webkit-text-stroke-width: 2px; -webkit-text-stroke-color: #324b8c;">Trend #3</span><br /> <span style="color: #324b8c;">Please don’t stop the music</span></span></h2> <p><span style="font-weight: 400;">Music fans stand out as “essentialist” event-goers (more on this below!). While 86% agree that inflation will drive up up the cost of attending concerts, that’s not necessarily going to stop them from grooving to the jams. Around 37% said they’d pay more for a ticket to see one of their favorite performers, while another 38% say maybe. Some 11% said they’d pay more for a great experience, regardless of the performer. Less than 15% said they wouldn’t pay more. </span></p> <p><img decoding="async" class="aligncenter wp-image-391691" src="https://www.eventbrite.com/blog/wp-content/uploads/2023/01/chart2@2x.webp" alt="" width="600" height="713" srcset="https://www.eventbrite.com/blog/wp-content/uploads/2023/01/chart2@2x.webp 1000w, https://www.eventbrite.com/blog/wp-content/uploads/2023/01/chart2@2x-253x300.webp 253w, https://www.eventbrite.com/blog/wp-content/uploads/2023/01/chart2@2x-768x912.webp 768w, https://www.eventbrite.com/blog/wp-content/uploads/2023/01/chart2@2x-600x713.webp 600w, https://www.eventbrite.com/blog/wp-content/uploads/2023/01/chart2@2x-500x594.webp 500w" sizes="(max-width: 600px) 100vw, 600px" /></p> <p><span style="font-weight: 400;">The </span><a href="https://www.cnn.com/2022/11/17/business/ticketmaster-taylor-swift-ticket-explanation/index.html" target="_blank" rel="noopener"><span style="font-weight: 400;">frenetic rush to purchase (costly) tickets to Taylor Swift’s Eras tour</span></a><span style="font-weight: 400;"> in November demonstrates that enthusiasm for big-stage live music is alive and well, regardless of economic woes. Increasingly, smaller music events are also popular among attendees: 84% of our respondents are looking for more concerts at local, independent venues in the new year.<br /> </span></p> <p><span style="font-weight: 400;">One respondent said:</span></p> <p><span style="font-size: 1.5em; font-family: Neue Plak Text Semi,sans-serif; line-height: 1.229; color: #f05637; max-width: 500px;">“[I attended the] Louder Than Life music festival in Kentucky. The bands were amazing and everyone was so grateful to come together and enjoy the artists we love – especially since it was canceled last year due to COVID. There was so much diversity in the attendees of the festival, and no one cared about race, gender, ethnicity, etc. Everyone just accepted people for who they are. It was amazing.”</span></p> <p><img decoding="async" class="aligncenter wp-image-391699" src="https://www.eventbrite.com/blog/wp-content/uploads/2023/01/chart12@2x.webp" alt="" width="800" height="331" srcset="https://www.eventbrite.com/blog/wp-content/uploads/2023/01/chart12@2x.webp 1000w, https://www.eventbrite.com/blog/wp-content/uploads/2023/01/chart12@2x-300x124.webp 300w, https://www.eventbrite.com/blog/wp-content/uploads/2023/01/chart12@2x-768x318.webp 768w, https://www.eventbrite.com/blog/wp-content/uploads/2023/01/chart12@2x-600x248.webp 600w, https://www.eventbrite.com/blog/wp-content/uploads/2023/01/chart12@2x-500x207.webp 500w" sizes="(max-width: 800px) 100vw, 800px" /></p> <div class="essb_break_scroll"></div> </div> </div> </div> </section> <section id="panel-7" class="panel panel-count-7 panel-type-assetswysiwyg panel-even global-panel" data-index="7" data-panel-index="panel-count-7" > <div class="site-panel__assetswysiwyg bc-grey-100 default "> <div class="l-container"> <div class="site-panel__assetswysiwyg-content context-content assets-content"> <div class="site-panel__assetswysiwyg-icon"> </div> <h2><span style="font-weight: bold!important; font-size: 3rem;"><span style="color: #324b8c; -webkit-text-fill-color: transparent; -webkit-text-stroke-width: 2px; -webkit-text-stroke-color: #324b8c;">Trend #4</span><br /> <span style="color: #324b8c;">The rise of the ‘essentialist’</span></span></h2> <p><span style="font-weight: 400;">These devoted music fans are part of a cohort we’re calling the event “essentialists,” people for whom skipping events just isn’t an option. </span></p> <p><span style="font-weight: 400;">Some 11% of respondents in the United States indicated that attending events is an essential priority for them, while another 18% said events are a high priority. Globally, these essentialists are also more likely to say they’ll pay higher prices for events than those who don’t consider events as much of a priority (45% as compared to 30%).</span></p> <p><img decoding="async" class="aligncenter wp-image-391703" src="https://www.eventbrite.com/blog/wp-content/uploads/2023/01/chart03@2x-1.webp" alt="" width="600" height="713" srcset="https://www.eventbrite.com/blog/wp-content/uploads/2023/01/chart03@2x-1.webp 1000w, https://www.eventbrite.com/blog/wp-content/uploads/2023/01/chart03@2x-1-253x300.webp 253w, https://www.eventbrite.com/blog/wp-content/uploads/2023/01/chart03@2x-1-768x912.webp 768w, https://www.eventbrite.com/blog/wp-content/uploads/2023/01/chart03@2x-1-600x713.webp 600w, https://www.eventbrite.com/blog/wp-content/uploads/2023/01/chart03@2x-1-500x594.webp 500w" sizes="(max-width: 600px) 100vw, 600px" /></p> <p><span style="font-weight: 400;">Music isn’t the only draw for essentialists. They’re also enthusiastic about 5k walks and runs, spiritual events, networking, speed dating, and silent discos. Surprisingly, many essentialists are also introverts, with some 32% identifying as introverted. </span></p> <p><span style="font-weight: 400;">It might be that these introverted essentialists find the uplifting energy of a crowd helps them slough off their shyness. They wouldn’t be alone in finding that events boost interpersonal bonding. Nearly 55% of American respondents said that events sparked feelings of connection, and 41% said that events made them feel part of a community. </span></p> <p>One attendee said:</p> <div> <p><span style="font-size: 1.5em; font-family: Neue Plak Text Semi,sans-serif; line-height: 1.229; color: #f05637; max-width: 500px;"><span style="font-weight: 400;">“I went to see Stray Kids in Seattle, and it was one of the best concerts of my life because they were such great performers. The energy in the stadium was also so intense that even an introvert like me could get hyped.”</span></span></p> </div> <div class="essb_break_scroll"></div> </div> </div> </div> </section> <section id="panel-8" class="panel panel-count-8 panel-type-assetswysiwyg panel-odd global-panel" data-index="8" data-panel-index="panel-count-8" > <div class="site-panel__assetswysiwyg bc-white default "> <div class="l-container"> <div class="site-panel__assetswysiwyg-content context-content assets-content"> <div class="site-panel__assetswysiwyg-icon"> </div> <h2><span style="font-weight: bold!important; font-size: 3rem;"><span style="color: #324b8c; -webkit-text-fill-color: white; -webkit-text-stroke-width: 2px; -webkit-text-stroke-color: #324b8c;">Trend #5</span><br /> <span style="color: #324b8c;">We’re better when we’re together</span></span></h2> <p><span style="font-weight: 400;">Events seem to play an important role in countering the isolation that many are feeling, even as pandemic restrictions have faded. Around 30% of American respondents said that they are “almost always” or “often” socially isolated. Nearly 65% of them said that attending events made them feel less lonely. </span></p> <p><span style="font-weight: 400;">Even more than interpersonal connection, our respondents said that events bring joy. Nearly 65% of US respondents said that attending gatherings made them feel happy, and another 55% said they left feeling energized.</span></p> <p><img decoding="async" class="aligncenter wp-image-391707" src="https://www.eventbrite.com/blog/wp-content/uploads/2023/01/chart04@2x.webp" alt="" width="600" height="1465" srcset="https://www.eventbrite.com/blog/wp-content/uploads/2023/01/chart04@2x.webp 1000w, https://www.eventbrite.com/blog/wp-content/uploads/2023/01/chart04@2x-123x300.webp 123w, https://www.eventbrite.com/blog/wp-content/uploads/2023/01/chart04@2x-768x1875.webp 768w, https://www.eventbrite.com/blog/wp-content/uploads/2023/01/chart04@2x-629x1536.webp 629w, https://www.eventbrite.com/blog/wp-content/uploads/2023/01/chart04@2x-839x2048.webp 839w, https://www.eventbrite.com/blog/wp-content/uploads/2023/01/chart04@2x-328x800.webp 328w, https://www.eventbrite.com/blog/wp-content/uploads/2023/01/chart04@2x-500x1221.webp 500w" sizes="(max-width: 600px) 100vw, 600px" /></p> <p><span style="font-weight: 400;">Much of this happiness seems to spring from the fact that 2022 was a year of reconnecting and first experiences after almost two years of restrictions on in-person gatherings. “A movie night at church brought the whole group together after being isolated,</span><i><span style="font-weight: 400;">” </span></i><span style="font-weight: 400;">said one respondent. </span></p> <p><span style="font-weight: 400;">Event producers would be wise to continue offering gatherings that spark these types of valued connections and feelings of togetherness in the new year. </span></p> <p><span style="font-weight: 400;">Immersive experiences, ones which weave together music, video, live performers, and augmented reality, energize customers. The Van Gogh Experience, in which attendees immerse themselves in paintings via 360 projections, VR exploration or by taking yoga classes amid massive projections of Van Gogh’s art, got rave reviews from respondents across the globe.</span></p> <p><span style="font-weight: 400;">“The best event I went to was The Van Gogh Experience. It was [so] inspirational!” said a respondent. </span></p> <p><span style="font-weight: 400;">As an added perk for event hosts, </span><a href="https://www.weforum.org/agenda/2022/06/what-next-for-travel-and-tourism-industry-experts-explain/" target="_blank" rel="noopener"><span style="font-weight: 400;">one industry expert has found that attendees who participate in immersive experiences like cooking classes or dance lessons while traveling</span></a><span style="font-weight: 400;"> are more likely to share these moments on social media. </span></p> <div class="essb_break_scroll"></div> </div> </div> </div> </section> <section id="panel-9" class="panel panel-count-9 panel-type-assetswysiwyg panel-even global-panel" data-index="9" data-panel-index="panel-count-9" > <div class="site-panel__assetswysiwyg bc-grey-100 default "> <div class="l-container"> <div class="site-panel__assetswysiwyg-content context-content assets-content"> <div class="site-panel__assetswysiwyg-icon"> </div> <h2><span style="font-weight: bold!important; font-size: 3rem;"><span style="color: #324b8c; -webkit-text-fill-color: transparent; -webkit-text-stroke-width: 2px; -webkit-text-stroke-color: #324b8c;">Trend #6</span><br /> <span style="color: #324b8c;">The thrill of the known</span></span></h2> <p><span style="font-weight: 400;">Attendees may be eager to get out and about, but they aren’t exactly looking for the exotic. We surveyed people on their preferences around certain facets of events and found that attendees tend to like what’s familiar.</span></p> <p><span style="font-weight: 400;">Almost 70% of American respondents prefer events close to home. Around the same number would rather attend events with friends than meet new people at gatherings. And 62% would choose to see a performer they’re familiar with over checking out someone new. </span></p> <p><span style="font-weight: 400;">Perhaps the pandemic has made us all a little less adventurous, or it might be the cost of travel dampening enthusiasm for attending far-flung events</span><span style="font-weight: 400;">. </span></p> <p><span style="font-weight: 400;">Luckily for Eventbrite hosts, who tend to offer unique things to do locally, this trend can work in our favor.</span></p> <p><span style="font-weight: 400;">While we’re on the subject of attendee preferences, we also took a look at what sort of events attendees want to see more of in 2023.</span></p> <p><span style="font-weight: 400;">Live music took the lead, with 84% asking for more concerts at local venues, and 79% hoping for additional music festivals. Live performing arts like theater and dance were also a popular request with 78% looking for more. Outdoor fitness events (67%), art shows (66%), and group fitness classes (63%) were also popular choices.</span></p> <p><img decoding="async" class="aligncenter wp-image-392800" src="https://www.eventbrite.com/blog/wp-content/uploads/2023/01/chart05-us@2x.webp" alt="" width="600" height="954" srcset="https://www.eventbrite.com/blog/wp-content/uploads/2023/01/chart05-us@2x.webp 966w, https://www.eventbrite.com/blog/wp-content/uploads/2023/01/chart05-us@2x-189x300.webp 189w, https://www.eventbrite.com/blog/wp-content/uploads/2023/01/chart05-us@2x-768x1221.webp 768w, https://www.eventbrite.com/blog/wp-content/uploads/2023/01/chart05-us@2x-503x800.webp 503w, https://www.eventbrite.com/blog/wp-content/uploads/2023/01/chart05-us@2x-500x795.webp 500w" sizes="(max-width: 600px) 100vw, 600px" /></p> <p><span style="font-weight: 400;">Of course, these trends are very general. Digging into the data reveals big differences depending on age group, gender, and extroversion level. For example, while over 70% of millennials and Gen Z respondents expressed interest in group workout classes, less than 50% of boomer and Silent Gen were interested. Some 60% of self-described extroverts wanted more networking events compared to 42% of introverts.</span></p> <p><span style="font-weight: 400;">We recommend that creators invest in their own audience research to better understand what their audience is looking for. Pre-and post-event surveys, competitive research, and on-site interviews with attendees can help.</span></p> <div class="essb_break_scroll"></div> </div> </div> </div> </section> <section id="panel-10" class="panel panel-count-10 panel-type-assetswysiwyg panel-odd global-panel" data-index="10" data-panel-index="panel-count-10" > <div class="site-panel__assetswysiwyg bc-white default "> <div class="l-container"> <div class="site-panel__assetswysiwyg-content context-content assets-content"> <div class="site-panel__assetswysiwyg-icon"> </div> <h2><span style="font-weight: bold!important; font-size: 3rem;"><span style="color: #324b8c; -webkit-text-fill-color: white; -webkit-text-stroke-width: 2px; -webkit-text-stroke-color: #324b8c;">Trend #7</span><br /> <span style="color: #324b8c;">Experience the holidays</span></span></h2> <p><span style="font-weight: 400;">People seem increasingly aware that our world is overwhelmed with too much stuf — </span><a href="https://www.bbc.com/future/article/20200710-why-clothes-are-so-hard-to-recycle" target="_blank" rel="noopener"><span style="font-weight: 400;">much of it eventually ending up in landfills or clogging our waterways</span></a><span style="font-weight: 400;">. Perhaps that’s why a majority of survey respondents said they’d rather receive a ticket to a live experience than a physical gift. When we proposed a gift of $100 cash, 54% of American respondents said they would choose to spend it on an experience rather than purchasing stuff. </span></p> <p><span style="font-weight: 400;">Another reason why we’re digging experiences? It fills that need for connection that we mentioned earlier, exacerbated by years of Zooming and staying home during the pandemic. </span></p> <p><span style="font-weight: 400;">Most of those we surveyed said that the best experiences they had this year were defined less by who was on stage and more by whom they went with or met there. In other words, it’s all about the intimate personal connections that happen at events. </span></p> <p><span style="font-weight: 400;">“I went to a Carolina Panthers game. It was a fun experience because it was a birthday present for my nephew,” said one respondent. </span></p> <p><span style="font-weight: 400;">“I saw the Kings of Leon in concert. They are my favorite band, and the concert was a few days before my birthday. It was the best birthday gift I’ve had in a while,” said another.</span></p> <div style="background: #ffe6be; padding: 2rem; color: #324b8c; font-weight: 400; font-size: 1.2rem;"><strong>Fun fact</strong><br /> <span style="font-weight: 400; color: #324b8c;"> Around 25% of respondents said they’d prefer to attend an event rather than spend time with their family on Thanksgiving. Although the majority may still plan on a traditional gathering, there may be opportunity for event creators to offer an alternative for the group eager to ditch the turkey dinner. </span></div> <div class="essb_break_scroll"></div> </div> </div> </div> </section> <section id="panel-11" class="panel panel-count-11 panel-type-assetswysiwyg panel-even global-panel" data-index="11" data-panel-index="panel-count-11" > <div class="site-panel__assetswysiwyg bc-grey-100 default "> <div class="l-container"> <div class="site-panel__assetswysiwyg-content context-content assets-content"> <div class="site-panel__assetswysiwyg-icon"> </div> <h2><span style="font-weight: bold!important; font-size: 3rem;"><span style="color: #324b8c; -webkit-text-fill-color: transparent; -webkit-text-stroke-width: 2px; -webkit-text-stroke-color: #324b8c;">Trend #8</span><br /> <span style="color: #324b8c;">Don’t underestimate introverts</span></span></h2> <p><span style="font-weight: 400;">Our survey also revealed another unexpected target demographic: introverts. Some 30% of our respondents self-identify as introverted. (For this survey, we defined an introvert as someone who prefers to spend time alone or in small groups vs. extroverts who feel energized by social times with others). </span></p> <p><span style="font-weight: 400;">Of this group, more than two out of three avoid in-person events because it involves socializing or meeting new people. </span></p> <p><span style="font-weight: 400;"><img decoding="async" class="alignleft wp-image-390730" src="https://www.eventbrite.com/blog/wp-content/uploads/2022/12/8346-The-2023-Event-Trends-Report-images_img02.jpg" alt="" width="450" height="450" srcset="https://www.eventbrite.com/blog/wp-content/uploads/2022/12/8346-The-2023-Event-Trends-Report-images_img02.jpg 1201w, https://www.eventbrite.com/blog/wp-content/uploads/2022/12/8346-The-2023-Event-Trends-Report-images_img02-300x300.jpg 300w, https://www.eventbrite.com/blog/wp-content/uploads/2022/12/8346-The-2023-Event-Trends-Report-images_img02-768x768.jpg 768w, https://www.eventbrite.com/blog/wp-content/uploads/2022/12/8346-The-2023-Event-Trends-Report-images_img02-600x600.jpg 600w, https://www.eventbrite.com/blog/wp-content/uploads/2022/12/8346-The-2023-Event-Trends-Report-images_img02-500x500.jpg 500w" sizes="(max-width: 450px) 100vw, 450px" />However, as we touched on earlier, those coveted “essentialists” who view attending events as a not-to-miss priority are also more likely to be an introvert. Catering to introverts might be an important part of successful ticket sales. So, what exactly are these folks looking for?</span></p> <p><span style="font-weight: 400;">When asked what they wanted to do more of in 2023, this group was more likely to say they wanted to work on hobbies or crafts (crafting and maker event hosts, take note). Introverts also said they like intimate settings, locations they’re familiar with, and events that are close to home. They also prefer to attend with friends rather than meet new people and aren’t as comfortable trying out new experiences. </span></p> <p><span style="font-weight: 400;">None of this may be surprising, but given the sizable number of attendees who consider themselves introverts, event hosts may want to take their needs into consideration. Launching a pre-event Facebook group to kick off socializing, providing a designated chill-out space at noisy gatherings, and hosting networking events in the morning to avoid end-of-day burnout </span><a href="https://www.socialtables.com/blog/event-planning/creating-introvert-friendly-events/" target="_blank" rel="noopener"><span style="font-weight: 400;">are all ideas appreciated by the more reserved among us</span></a><span style="font-weight: 400;">. </span></p> <div class="essb_break_scroll"></div> </div> </div> </div> </section> <section id="panel-12" class="panel panel-count-12 panel-type-assetswysiwyg panel-odd global-panel" data-index="12" data-panel-index="panel-count-12" > <div class="site-panel__assetswysiwyg bc-white default "> <div class="l-container"> <div class="site-panel__assetswysiwyg-content context-content assets-content"> <div class="site-panel__assetswysiwyg-icon"> </div> <h2><span style="font-weight: bold!important; font-size: 3rem;"><span style="color: #324b8c; -webkit-text-fill-color: white; -webkit-text-stroke-width: 2px; -webkit-text-stroke-color: #324b8c;">Trend #9</span><br /> <span style="color: #324b8c;">Virtual events are here to stay</span></span></h2> <p><span style="font-weight: 400;">Virtual events may have started out as a workaround during the pandemic for many event producers, but attendees aren’t eager for them to disappear entirely. </span></p> <p><span style="font-weight: 400;">Online gatherings continue to have an appeal for a variety of reasons. Nearly 50% of survey respondents said they like that they can still tune in even if they are unable to travel to the event. A similar number, 45%, said they appreciate that attendee costs are usually lower than in-person events. The pajama dress code of Zoom also remains popular: 40% said they like virtual events because they don’t have to dress up. </span></p> <p><span style="font-weight: 400;">Some 30% of American survey takers indicated they plan to attend more virtual events in 2023, and an additional 40% said they plan to attend the same number as they did this past year.</span></p> <p><img decoding="async" class="aligncenter wp-image-391715" src="https://www.eventbrite.com/blog/wp-content/uploads/2023/01/chart06@2x.webp" alt="" width="600" height="605" srcset="https://www.eventbrite.com/blog/wp-content/uploads/2023/01/chart06@2x.webp 1000w, https://www.eventbrite.com/blog/wp-content/uploads/2023/01/chart06@2x-298x300.webp 298w, https://www.eventbrite.com/blog/wp-content/uploads/2023/01/chart06@2x-768x774.webp 768w, https://www.eventbrite.com/blog/wp-content/uploads/2023/01/chart06@2x-600x605.webp 600w, https://www.eventbrite.com/blog/wp-content/uploads/2023/01/chart06@2x-500x504.webp 500w" sizes="(max-width: 600px) 100vw, 600px" /></p> <p><span style="font-weight: 400;">Just as consumers eventually got used to using Slack and WhatsApp to conduct business, we’ve gotten used to using Zoom and other video platforms to attend events, </span><a href="https://www.forbes.com/sites/forbesbusinesscouncil/2022/03/18/virtual-event-trends-in-2022-the-future-is-here/?sh=76e4a0b211e6" target="_blank" rel="noopener"><span style="font-weight: 400;">Forbes noted</span></a><span style="font-weight: 400;">.</span></p> <p><span style="font-weight: 400;">“I’ve noticed more and more technology to better capture events for people to relive afterwards, or to view from their homes. It brings the experience that much more to life, and makes it just as enjoyable as if you were there in the first place,” said one attendee. </span></p> <p><span style="font-weight: 400;">If virtual events are going to stick around, event hosts should make sure they’re as accessible as possible. Providing live closed captioning or distributing PowerPoints and other documents in advance so attendees can use text-readers if needed are just some of the recommendations</span><a href="https://www.respectability.org/accessible-virtual-events/" target="_blank" rel="noopener"><span style="font-weight: 400;"> for those wanting to be more inclusive</span></a><span style="font-weight: 400;">. </span></p> <p><span style="font-weight: 400;">However, face-to-face events still win the overall popularity contest. Of those surveyed, 64% prefer to attend in-person if an event offers both options. </span></p> <div class="essb_break_scroll"></div> </div> </div> </div> </section> <section id="panel-13" class="panel panel-count-13 panel-type-assetsfullwidthimage panel-even global-panel" data-index="13" data-panel-index="panel-count-13" > <div class="site-panel__assetsfullwidthimage bc-white default "> <figure class="site-panel__assetsfullwidthimage-img"> <img width="1530" height="292" src="https://www.eventbrite.com/blog/wp-content/uploads/2022/12/8346-The-2023-Event-Trends-Report-images_large-image02.jpg" class="attachment-full size-full" alt="" decoding="async" srcset="https://www.eventbrite.com/blog/wp-content/uploads/2022/12/8346-The-2023-Event-Trends-Report-images_large-image02.jpg 1530w, https://www.eventbrite.com/blog/wp-content/uploads/2022/12/8346-The-2023-Event-Trends-Report-images_large-image02-300x57.jpg 300w, https://www.eventbrite.com/blog/wp-content/uploads/2022/12/8346-The-2023-Event-Trends-Report-images_large-image02-768x147.jpg 768w, https://www.eventbrite.com/blog/wp-content/uploads/2022/12/8346-The-2023-Event-Trends-Report-images_large-image02-600x115.jpg 600w, https://www.eventbrite.com/blog/wp-content/uploads/2022/12/8346-The-2023-Event-Trends-Report-images_large-image02-500x95.jpg 500w" sizes="(max-width: 1530px) 100vw, 1530px" /> <figcaption class="site-panel__assetsfullwidthimage-caption"> </figcaption> </figure> </div> </section> <section id="panel-14" class="panel panel-count-14 panel-type-assetswysiwyg panel-odd global-panel" data-url-key="what-event-creators-are-feeling" data-nav-title="What event creators are feeling" data-index="14" data-panel-index="panel-count-14" > <div class="site-panel__assetswysiwyg bc-white default assets__remove-top-padding"> <div class="l-container"> <div class="site-panel__assetswysiwyg-content context-content assets-content"> <div class="site-panel__assetswysiwyg-icon"> </div> <p>Enthusiasm for events in 2023 may be high among attendees, but how are event producers feeling these days? Cautiously optimistic may be the best way to phrase it.</p> <h2><span style="font-weight: 400; font-size: 3rem;"><span style="color: #324b8c; -webkit-text-fill-color: white; -webkit-text-stroke-width: 2px; -webkit-text-stroke-color: #324b8c;">Trend #1</span><br /> <span style="color: #324b8c;">Keep calm (and cautiously optimistic)</span></span></h2> <p><span style="font-weight: 400;">Many US survey takers were feeling somewhat tepid, with 43% somewhat optimistic about events in 2023 and 17% feeling neutral. Only 36% said they are extremely optimistic about events in 2023. After several years of restrictions on in-person gatherings, complicated masking and testing requirements, event organizers might be a little battle-weary.</span></p> <p><img decoding="async" class="aligncenter wp-image-392792" src="https://www.eventbrite.com/blog/wp-content/uploads/2023/01/chart07-us@2x.webp" alt="" width="600" height="436" data-wp-editing="1" srcset="https://www.eventbrite.com/blog/wp-content/uploads/2023/01/chart07-us@2x.webp 600w, https://www.eventbrite.com/blog/wp-content/uploads/2023/01/chart07-us@2x-300x218.webp 300w, https://www.eventbrite.com/blog/wp-content/uploads/2023/01/chart07-us@2x-500x363.webp 500w" sizes="(max-width: 600px) 100vw, 600px" /></p> <p><span style="font-weight: 400;">Creators are also having mixed feelings about the economic outlook. A little over 30% of Americans expect this next year to be worse fiscally, while another 27% think it will stay the same. About 40% expect it will get better in some capacity. </span></p> <p><span style="font-weight: 400;">Event producers are anticipating budget woes in 2023 as well. Concerns over “insufficient budget” was the top challenge (29%) cited by American respondents in our survey. </span></p> <p><img decoding="async" class="aligncenter wp-image-392787" src="https://www.eventbrite.com/blog/wp-content/uploads/2023/01/chart08-us@2x.webp" alt="" width="600" height="1268" srcset="https://www.eventbrite.com/blog/wp-content/uploads/2023/01/chart08-us@2x.webp 727w, https://www.eventbrite.com/blog/wp-content/uploads/2023/01/chart08-us@2x-142x300.webp 142w, https://www.eventbrite.com/blog/wp-content/uploads/2023/01/chart08-us@2x-379x800.webp 379w, https://www.eventbrite.com/blog/wp-content/uploads/2023/01/chart08-us@2x-500x1056.webp 500w" sizes="(max-width: 600px) 100vw, 600px" /></p> <p><span style="font-weight: 400;">Around 60% of US respondents expect their attendee numbers to grow in the new year. Some 55% anticipate their event budgets to grow in some number. There’s a small gap here, and also a significant number of respondents who don’t see attendance ticking up or don’t anticipate their event budgets rising in 2023.</span></p> <p><span style="font-weight: 400;">Our best advice? Make sure your event budgets </span><a href="https://www.northstarmeetingsgroup.com/Planning-Tips-and-Trends/Event-Planning/Budgeting/How-to-Keep-Inflation-From-Wrecking-Your-Event-Budget" target="_blank" rel="noopener"><span style="font-weight: 400;">reflect the reality of rising prices</span></a><span style="font-weight: 400;">. </span></p> <p><span style="font-weight: 400;">However, 45% of American event hosts say ticket prices will go up, which means event creators should be able to recoup costs even with persistent inflation. Overall, event producers are likely reflecting the mixed state of the industry. While there are </span><a href="https://www.tsnn.com/news/imex-america-2022-show-ages-reflects-true-industry-rebound-and-full-recovery-horizon" target="_blank" rel="noopener"><span style="font-weight: 400;">encouraging indications of a rebound</span></a><span style="font-weight: 400;">, problems still persist. </span></p> <div style="background: #ffe6be; padding: 2rem; color: #324b8c; font-weight: 400; font-size: 1.2rem; margin: 3rem auto;"><strong>Wondering how to price tickets for your event in 2023?</strong><br /> <span style="font-weight: 400; color: #324b8c;"><a style="border-bottom: solid 2px #f05537;" href="https://www.eventbrite.com/blog/academy/ultimate-ticket-pricing-guide-for-events/"> Check out our Pricing Guide</a> for the most up-to-date strategies, trends and tips.<br /> </span></div> <div></div> <p><span style="font-weight: 400;">This rebound isn’t happening in all areas of the industry: remote work has taken a bite out of midweek business events and downtown socializing. And the ever-present theme of rising costs plagues event producers as well. </span><a href="https://memo.thevendry.com/the-rising-cost-of-live-events/" target="_blank" rel="noopener"><span style="font-weight: 400;">Price tags for tech, labor, and venue rental keep going up</span></a><span style="font-weight: 400;">. Couple that with inflation prompting consumers to cut back on spending, and event hosts find themselves walking a fine line between covering costs and alienating attendees.</span></p> <p>One respondent said:</p> <div></div> <p><span style="font-size: 1.5em; font-family: Neue Plak Text Semi,sans-serif; line-height: 1.229; color: #f05637; max-width: 500px;">“The economy is concerning. Building the arts back up when people may have less disposable income is a challenge because we need to cater to the experiences of a wide range of demographics and incomes.”</span></p> <p><span style="font-weight: 400;">Despite the challenges, the happiness that events spark in attendees continues to motivate organizers. </span></p> <p>One event host said:</p> <p><span style="font-size: 1.5em; font-family: Neue Plak Text Semi,sans-serif; line-height: 1.229; color: #f05637; max-width: 500px;">“<span style="font-weight: 400;">The appetite for in-person gathering has returned — almost strengthened — and the engagement has steadied despite a possible leveling out post-lockdown. I’m encouraged by the sense of community, as well as the renewed sense of joy that people are feeling through connection and togetherness.</span>”</span></p> <div class="essb_break_scroll"></div> </div> </div> </div> </section> <section id="panel-15" class="panel panel-count-15 panel-type-assetswysiwyg panel-even global-panel" data-index="15" data-panel-index="panel-count-15" > <div class="site-panel__assetswysiwyg bc-grey-100 default "> <div class="l-container"> <div class="site-panel__assetswysiwyg-content context-content assets-content"> <div class="site-panel__assetswysiwyg-icon"> </div> <h2><span style="font-weight: bold!important; font-size: 3rem;"><span style="color: #324b8c; -webkit-text-fill-color: transparent; -webkit-text-stroke-width: 2px; -webkit-text-stroke-color: #324b8c;">Trend #2</span><br /> <span style="color: #324b8c;">The competition is fierce</span></span></h2> <p><span style="font-weight: 400;">Don’t expect 2023 to be a year of more-modest event schedules. Some two in three of American survey respondents feel there are more competitors in the event space compared to just a year ago. Not only are event hosts competing with each other for ticket sales, they’re also feeling the heat from competitors like brands, media companies, and content creators who are also promoting their own events.</span></p> <p><span style="font-weight: 400;">To stay at the head of the pack, 76% of American respondents strongly agreed or somewhat agreed that they are planning to host even more events in 2023.</span></p> <div style="background: #ffe6be; padding: 2rem; color: #324b8c; font-weight: 400; font-size: 1.2rem;"> <p style="color: #324b8c;"><strong>Top Tip</strong><br /> <span style="font-weight: 400; color: #324b8c;">Streamline your marketing activity and reporting by housing your marketing tools on the one platform.</span></p> <div> <p><span style="font-size: 1.5em; font-family: Neue Plak Text Semi,sans-serif; line-height: 1.229; color: #f05637; max-width: 500px;">“I instantly fell in love with <a style="border-bottom: 2px solid #f05537;">Boost</a>. The reporting is fantastic, and I find it really easy to use. I don’t need to become an advertising expert. I just need to grow and create great events. That’s what a simplified system like Boost helps us do.” </span><br /> <span style="font-weight: 400; color: #9b9b9b!important; font-size: 15px;">— <span style="font-weight: 400;">Mateen </span>Hepburn, director of Busspepper Promotions</span></p> </div> </div> <div class="essb_break_scroll"></div> </div> </div> </div> </section> <section id="panel-16" class="panel panel-count-16 panel-type-assetswysiwyg panel-odd global-panel" data-index="16" data-panel-index="panel-count-16" > <div class="site-panel__assetswysiwyg bc-white default "> <div class="l-container"> <div class="site-panel__assetswysiwyg-content context-content assets-content"> <div class="site-panel__assetswysiwyg-icon"> </div> <h2><span style="font-weight: 400; font-size: 3rem;"><span style="color: #324b8c; -webkit-text-fill-color: white; -webkit-text-stroke-width: 2px; -webkit-text-stroke-color: #324b8c;">Trend #3</span><br /> <span style="color: #324b8c;">Experience > event</span></span></h2> <p><span style="font-weight: 400;">Organizers are hoping to offer “must return events” in 2023, ones which build community and produce fond memories for attendees. About two out of three survey takers said they now see their role as less about managing event logistics and more about hosting a memorable experience. </span></p> <p><span style="font-weight: 400;">Some are doing so by deploying high-tech offerings. A new startup, </span><a href="https://dancingseahorse.com/" target="_blank" rel="noopener"><span style="font-weight: 400;">Dancing Seahorse</span></a><span style="font-weight: 400;">, provides those who purchase NFTs with perks like VIP seating and celebrity access at big-name concerts. </span><a href="https://www.sportbusiness.com/2022/11/let-me-entertain-yousustainably-experts-discuss-sports-tech-innovation-at-gsic-summit/" target="_blank" rel="noopener"><span style="font-weight: 400;">The World Table Tennis tour has announced plans to introduce offerings like VR headset experiences</span></a><span style="font-weight: 400;">, which show the game rendered into Japanese-style animations. </span></p> <p><span style="font-weight: 400;">Other experiences are decidedly more anti-tech. After several years spent heavily online during the pandemic, more and more attendees seem to </span><a href="https://www.forbes.com/sites/blakemorgan/2022/11/03/tech-free-experience-economy-is-on-the-rise/?sh=7ae3c835991b" target="_blank" rel="noopener"><span style="font-weight: 400;">crave events that don’t involve screen time</span></a><span style="font-weight: 400;">. This can work out well for old-school venues like </span><a href="http://www.magiccastle.com/" target="_blank" rel="noopener"><span style="font-weight: 400;">The Magic Castle</span></a><span style="font-weight: 400;">, a Los Angeles-based clubhouse for magicians, which has banned photography during performances for decades.</span></p> <p><span style="font-weight: 400;">A new class of attendee is helping to spur this appetite for unique experiences: the </span><a href="https://www.ft.com/content/aa62ed4b-5c14-4923-9aea-ac70d3071451" target="_blank" rel="noopener"><span style="font-weight: 400;">progressive nomad or “promad”</span></a><span style="font-weight: 400;">. These wealthy globe-trotters are looking for activities that offer spiritual growth, artistic inspiration, and, above all, connection with like-minded fellow travelers. Companies like the upscale hotel chain </span><a href="https://www.ourhabitas.com/" target="_blank" rel="noopener"><span style="font-weight: 400;">Habitas</span></a><span style="font-weight: 400;"> are happy to oblige, offering options like sober beach parties and women’s retreats at getaways around the world.</span></p> <p><span style="font-weight: 400;">That rise in American loneliness we mentioned is likely partly responsible for all this interest in finding community. In 2020, </span><a href="https://mcc.gse.harvard.edu/reports/loneliness-in-america" target="_blank" rel="noopener"><span style="font-weight: 400;">more than one in three Americans reported feeling lonely</span></a><span style="font-weight: 400;">. Around </span><a href="https://today.yougov.com/topics/society/articles-reports/2019/07/30/loneliness-friendship-new-friends-poll-survey" target="_blank" rel="noopener"><span style="font-weight: 400;">one in five millennials reported they had no friends in 2019</span></a><span style="font-weight: 400;">. As people crave more connection, they’re looking to gatherings to provide it.</span></p> <p><span style="font-weight: 400;">As we observed earlier in this report, there’s also a shift away from purchasing physical presents and toward treating yourself with a unique experience instead. This holiday season, </span><a href="https://www.forbes.com/sites/pamdanziger/2022/11/11/high-income-consumers-plan-fewer-gifts-and-more-travel-cutting-into-retail-holiday-2022-sales/?sh=6bec082d5c3d" target="_blank" rel="noopener"><span style="font-weight: 400;">many are buying airline tickets and vacation packages rather than gifts</span></a><span style="font-weight: 400;">. Bad news for retailers, but good news for those who offer guided tours or classes for travelers.</span></p> <p><span style="font-weight: 400;">The advertising industry has taken notice of all this consumer demand. One of the major takeaways from Advertising Week 2022 was that </span><a href="https://www.bizbash.com/production-strategy/programming-entertainment/article/22512470/takeaways-from-advertising-week-new-york-2022" target="_blank" rel="noopener"><span style="font-weight: 400;">brands need to invest more in experiences for consumers</span></a><span style="font-weight: 400;">, offering pop-ups, parties or innovative sponsored booths at festivals. More good news for event hosts!</span></p> <div class="essb_break_scroll"></div> </div> </div> </div> </section> <section id="panel-17" class="panel panel-count-17 panel-type-assetswysiwyg panel-even global-panel" data-index="17" data-panel-index="panel-count-17" > <div class="site-panel__assetswysiwyg bc-grey-100 default "> <div class="l-container"> <div class="site-panel__assetswysiwyg-content context-content assets-content"> <div class="site-panel__assetswysiwyg-icon"> </div> <h2><span style="font-weight: bold!important; font-size: 3rem;"><span style="color: #324b8c; -webkit-text-fill-color: transparent; -webkit-text-stroke-width: 2px; -webkit-text-stroke-color: #324b8c;">Trend #4</span><br /> <span style="color: #324b8c;">Making a name for yourself</span></span></h2> <p><span style="font-weight: 400;">Over 80% of American survey respondents said that fostering an online community year-around is very or extremely important to them. </span></p> <p><span style="font-weight: 400;">However, they’re competing for attention from consumers in an extremely crowded field, among big brands, media publications, content creators, and influencers who are all also focused on keeping customers regularly engaged. Thus, over 40% of survey takers said their biggest challenge is in growing their subscriber list, 20 points higher than the next-highest-ranked problem.</span></p> <p><img decoding="async" class="aligncenter wp-image-391727" src="https://www.eventbrite.com/blog/wp-content/uploads/2023/01/chart09@2x.webp" alt="" width="600" height="732" srcset="https://www.eventbrite.com/blog/wp-content/uploads/2023/01/chart09@2x.webp 1000w, https://www.eventbrite.com/blog/wp-content/uploads/2023/01/chart09@2x-246x300.webp 246w, https://www.eventbrite.com/blog/wp-content/uploads/2023/01/chart09@2x-768x937.webp 768w, https://www.eventbrite.com/blog/wp-content/uploads/2023/01/chart09@2x-600x732.webp 600w, https://www.eventbrite.com/blog/wp-content/uploads/2023/01/chart09@2x-500x610.webp 500w" sizes="(max-width: 600px) 100vw, 600px" /></p> <p><span style="font-weight: 400;">It may not be easy, but event hosts say that keeping in touch with attendees is worth the energy. Nearly 45% strongly agree that growing an online community is critical to year-over-year attendee growth.</span></p> <p><span style="font-weight: 400;">And so, it seems that event creators have an advantage over competitors in the commerce space. Our consumer survey revealed that attendees associate events with happiness, inspiration, and feelings of connection — positive associations that big brands like subscription beauty boxes or media outlets can’t match.</span></p> <div class="essb_break_scroll"></div> </div> </div> </div> </section> <section id="panel-18" class="panel panel-count-18 panel-type-assetswysiwyg panel-odd global-panel" data-index="18" data-panel-index="panel-count-18" > <div class="site-panel__assetswysiwyg bc-white default "> <div class="l-container"> <div class="site-panel__assetswysiwyg-content context-content assets-content"> <div class="site-panel__assetswysiwyg-icon"> </div> <h2><span style="font-weight: 400; font-size: 3rem;"><span style="color: #324b8c; -webkit-text-fill-color: white; -webkit-text-stroke-width: 2px; -webkit-text-stroke-color: #324b8c;">Trend #5</span><br /> <span style="color: #324b8c;">Improvise, adapt, and overcome</span></span></h2> <p><span style="font-weight: 400;">At the moment, online or in-person ticket sales account for over 80% of revenue for American respondents. As inflation lingers and the threat of a recession looms in the US, event hosts should aim to become as financially resilient as possible in 2023. </span></p> <p><img decoding="async" class="aligncenter wp-image-391731" src="https://www.eventbrite.com/blog/wp-content/uploads/2023/01/chart10@2x.webp" alt="" width="600" height="1285" srcset="https://www.eventbrite.com/blog/wp-content/uploads/2023/01/chart10@2x.webp 1000w, https://www.eventbrite.com/blog/wp-content/uploads/2023/01/chart10@2x-140x300.webp 140w, https://www.eventbrite.com/blog/wp-content/uploads/2023/01/chart10@2x-768x1645.webp 768w, https://www.eventbrite.com/blog/wp-content/uploads/2023/01/chart10@2x-717x1536.webp 717w, https://www.eventbrite.com/blog/wp-content/uploads/2023/01/chart10@2x-956x2048.webp 956w, https://www.eventbrite.com/blog/wp-content/uploads/2023/01/chart10@2x-373x800.webp 373w, https://www.eventbrite.com/blog/wp-content/uploads/2023/01/chart10@2x-500x1071.webp 500w" sizes="(max-width: 600px) 100vw, 600px" /></p> <div style="background: #ffe6be; padding: 2rem; color: #324b8c; font-weight: 400; font-size: 1.2rem; margin: 2rem auto 3rem auto;"><strong>There are a number of ways hosts can diversify their income streams:</strong><br /> <span style="font-weight: 400; color: #324b8c;"><br /> <strong>Log (back) on:</strong> Nearly 40% of event creators say they charge the same amount for virtual tickets as they do for in-person. Those who don’t offer an online option or only consider it in an emergency may be missing out on a revenue stream. Adding a virtual option could bring in additional sales from those who can’t afford to travel (or prefer staying at home in their PJs).</span><br /> <span style="font-weight: 400; color: #324b8c;"><span style="font-weight: 400; color: #324b8c;"><br /> <strong>The VIP experience:</strong> Less than 15% of respondents considered premium or VIP ticket options as a significant source of revenue. This means possible room for growth for some hosts, but creators should be mindful of what customers are actually looking for in this sort of option. <a style="border-bottom: solid 2px #f05537;" href="https://adage.com/article/marketing-news-strategy/how-gen-z-shoppers-are-changing-definition-premium-tastes/2439181" target="_blank" rel="noopener">Younger consumers say they’re less interested in “exclusivity”</a> when it comes to premium options and more attracted to feelings of “pride” and “celebration.” This generation may be frugal, but they’re also open to moments of indulgence that allow them to “upscale the everyday.”</p> <p></span></span><span style="font-weight: 400; color: #324b8c;"><strong>Hands on the merchandise:</strong> Consider adding merchandise, concessions, and partnerships to expand income streams. Merchandise, in particular, can be used to grow sales through bundled merchandise and ticket packages or using merchandise as incentives.Fans have been making their own bootleg merch for decades (check out the parking lot at any Grateful Dead or Phish show for inspiration), and now some creative entrepreneurs are turning that into a business. Softside runs competitions for fan-designed merchandise, and then collaborates with the artists to sell some of the more popular designs.</span></div> <p><b>I scream, you scream, we all scream for livestreams:</b><span style="font-weight: 400;"> Creators should also consider other inventive ways to bring in cash, such as subscriptions, livestreams or pay-per-view content.</span></p> <p><span style="font-size: 1.5em; font-family: Neue Plak Text Semi,sans-serif; line-height: 1.229; color: #f05637; max-width: 500px;">“I love making people happy, and I love it when they tell me that they’re happy. That’s what I live for.”</span><br /> <span style="font-weight: 400; color: #9b9b9b!important; font-size: 15px;">— Cynthia Crawford, host and DJ of <a style="border-bottom: 2px solir #f05537;" href="https://www.eventbrite.com/blog/boost-online-dance-parties-email-campaigns/">Online Dance Parties</a></span></p> <p>Perhaps, most importantly, offering an array of options to your attendees, from in-person to virtual gatherings as well as upscale and low-cost events, may be your best bet at a successful year.</p> <p>“As the pandemic stabilizes, people may be more likely to travel and gather together, which hopefully will have a bigger impact than concerns about the economy,” one respondent said. “We’ve learned to have a mix of events throughout the year. Most are free. Some online-only, some hybrid and some only in person. So, something for everyone and a barometer of what people might prefer.”</p> <div class="essb_break_scroll"></div> </div> </div> </div> </section> <section id="panel-19" class="panel panel-count-19 panel-type-assetswysiwyg panel-even global-panel" data-index="19" data-panel-index="panel-count-19" > <div class="site-panel__assetswysiwyg bc-grey-100 default "> <div class="l-container"> <div class="site-panel__assetswysiwyg-content context-content assets-content"> <div class="site-panel__assetswysiwyg-icon"> </div> <h2><span style="font-weight: bold!important; font-size: 3rem;"><span style="color: #324b8c; -webkit-text-fill-color: transparent; -webkit-text-stroke-width: 2px; -webkit-text-stroke-color: #324b8c;">Trend #6</span><br /> <span style="color: #324b8c;">Creators get creative</span></span></h2> <p><span style="font-weight: 400;">Among our US respondents, the most-popular avenue for spreading the word about events was organic, unpaid social media (43%), followed by email marketing (40%). We don’t see that necessarily changing in the new year, but we do anticipate hosts finding even more ways to use social media to promote their events.</span></p> <p><span style="font-size: 1.5em; font-family: Neue Plak Text Semi,sans-serif; line-height: 1.229; color: #f05637; max-width: 500px;">“Eventbrite Boost is the best marketing tool that we have. It’s 100 percent responsible for our uptick in business.”</span><br /> <span style="font-weight: 400; color: #9b9b9b!important; font-size: 15px;">— Matt Orlove, founder of the event production company ORLOVE</span></p> <p>He uses Boost to send out several email blasts a week. His 30–35% open rates translate into thousands of people reading the emails–and buying tickets.</p> <p><img decoding="async" class="aligncenter wp-image-391735" src="https://www.eventbrite.com/blog/wp-content/uploads/2023/01/chart11@2x-scaled.webp" alt="" width="600" height="1613" srcset="https://www.eventbrite.com/blog/wp-content/uploads/2023/01/chart11@2x-scaled.webp 952w, https://www.eventbrite.com/blog/wp-content/uploads/2023/01/chart11@2x-112x300.webp 112w, https://www.eventbrite.com/blog/wp-content/uploads/2023/01/chart11@2x-768x2064.webp 768w, https://www.eventbrite.com/blog/wp-content/uploads/2023/01/chart11@2x-571x1536.webp 571w, https://www.eventbrite.com/blog/wp-content/uploads/2023/01/chart11@2x-762x2048.webp 762w, https://www.eventbrite.com/blog/wp-content/uploads/2023/01/chart11@2x-298x800.webp 298w, https://www.eventbrite.com/blog/wp-content/uploads/2023/01/chart11@2x-500x1344.webp 500w" sizes="(max-width: 600px) 100vw, 600px" /></p> <p><span style="font-weight: 400;">Facebook Live, Instagram Live, and TikTok Live can all be implemented to stream events and engage one-on-one with fans This is especially true for creators who want to reach younger generations, given that </span><a href="https://www.pewresearch.org/internet/2022/08/10/teens-social-media-and-technology-2022/" target="_blank" rel="noopener"><span style="font-weight: 400;">67% of American teens say they’ve used TikTok, and 62% say they’ve used Instagram</span></a><span style="font-weight: 400;">. </span></p> <p><span style="font-weight: 400;">In fact, the younger crowd is increasingly turning to social media as a search engine. Rather than scroll through pages of Google results, Gen Z is now plugging search terms into TikTok to find information, recipes, and how-tos. They then peruse the comments section to vet the content. </span></p> <p><span style="font-weight: 400;">Event creators could take advantage of this behavior by making sure they </span><a href="https://izea.com/resources/how-to-make-tiktok-and-instagram-content-more-searchable/" target="_blank" rel="noopener"><span style="font-weight: 400;">have a searchable presence on TikTok</span></a><span style="font-weight: 400;">.</span></p> <div class="essb_break_scroll"></div> </div> </div> </div> </section> <section id="panel-20" class="panel panel-count-20 panel-type-assetsfullwidthimage panel-odd global-panel" data-index="20" data-panel-index="panel-count-20" > <div class="site-panel__assetsfullwidthimage bc-white default "> <figure class="site-panel__assetsfullwidthimage-img"> <img width="1530" height="292" src="https://www.eventbrite.com/blog/wp-content/uploads/2022/12/8346-The-2023-Event-Trends-Report-images_large-image04.jpg" class="attachment-full size-full" alt="" decoding="async" srcset="https://www.eventbrite.com/blog/wp-content/uploads/2022/12/8346-The-2023-Event-Trends-Report-images_large-image04.jpg 1530w, https://www.eventbrite.com/blog/wp-content/uploads/2022/12/8346-The-2023-Event-Trends-Report-images_large-image04-300x57.jpg 300w, https://www.eventbrite.com/blog/wp-content/uploads/2022/12/8346-The-2023-Event-Trends-Report-images_large-image04-768x147.jpg 768w, https://www.eventbrite.com/blog/wp-content/uploads/2022/12/8346-The-2023-Event-Trends-Report-images_large-image04-600x115.jpg 600w, https://www.eventbrite.com/blog/wp-content/uploads/2022/12/8346-The-2023-Event-Trends-Report-images_large-image04-500x95.jpg 500w" sizes="(max-width: 1530px) 100vw, 1530px" /> <figcaption class="site-panel__assetsfullwidthimage-caption"> </figcaption> </figure> </div> </section> <section id="panel-21" class="panel panel-count-21 panel-type-assetswysiwyg panel-even global-panel" data-url-key="globe-at-a-glance" data-nav-title="Globe at a Glance" data-index="21" data-panel-index="panel-count-21" > <div class="site-panel__assetswysiwyg bc-white default assets__remove-top-padding"> <div class="l-container"> <div class="site-panel__assetswysiwyg-content context-content assets-content"> <div class="site-panel__assetswysiwyg-icon"> </div> <p><span style="font-weight: 400;">Our friends abroad report similar feelings as American event creators and attendees.</span></p> <p><span style="font-weight: 400;">Respondents in Australia, Ireland, and the United Kingdom are eager to attend more events in 2023, with 58% of Australians, 60% of Irish, and 52% of British expressing plans to do so (on par with 52% of Americans).</span></p> <p><img decoding="async" class="aligncenter wp-image-391739" src="https://www.eventbrite.com/blog/wp-content/uploads/2023/01/chart13@2x.webp" alt="" width="600" height="242" srcset="https://www.eventbrite.com/blog/wp-content/uploads/2023/01/chart13@2x.webp 1000w, https://www.eventbrite.com/blog/wp-content/uploads/2023/01/chart13@2x-300x121.webp 300w, https://www.eventbrite.com/blog/wp-content/uploads/2023/01/chart13@2x-768x310.webp 768w, https://www.eventbrite.com/blog/wp-content/uploads/2023/01/chart13@2x-600x242.webp 600w, https://www.eventbrite.com/blog/wp-content/uploads/2023/01/chart13@2x-500x202.webp 500w" sizes="(max-width: 600px) 100vw, 600px" /></p> <p><span style="font-weight: 400;">That could be due to the fact that respondents across the globe say that events make them feel happy (67%), connected (54%), and energized (53%).</span></p> <p>With more than ten years experience behind him, James Harding is excited by the future of BeerFest Australia.</p> <p><span style="font-size: 1.5em; font-family: Neue Plak Text Semi,sans-serif; line-height: 1.229; color: #f05637; max-width: 500px;">“We’ve lifted our sales by 35% since using Eventbrite Boost. It’s a great result that we’ve been able to achieve.”</span><br /> <span style="font-weight: 400; color: #9b9b9b!important; font-size: 15px;">— James Harding, BeerFest Australia</span></p> <p><span style="font-weight: 400;">Interest in experiences rather than physical stuff is also a growing global trend. Over 55% of Americans and Australians, and over 60% of Irish and British respondents, say they’d rather receive a ticket to an event than a physical gift. The majority of global respondents also said they’d spend cash on an experience rather than buying more stuff. This bodes well for event creators in the new year. </span></p> <p><span style="font-weight: 400;">There are some differences, however. US creators are ahead of the curve on the idea that their role is more about designing experiences rather than planning events. Some 43% of American respondents agreed with this sentiment, nearly 10 points higher than Canadians and around 20 points higher than Australian and New Zealand creators. </span></p> <p><span style="font-weight: 400;">Americans and Australians share a continued love for virtual events, with around 30% of US and Aussie attendees planning to log on for more events in 2023 than in 2022. The UK and Ireland, not so much. A little less than 17% of respondents in those countries plan to do so. </span></p> <p><span style="font-weight: 400;">Creators in the UK and Ireland also don’t quite share the same level of optimism as those in Canada and the US. The number of UK and Ireland creators feeling “extremely optimistic” for 2023 hovers around 25%, while 35% of Canadian and American creators feel this way. This might be due to the proximity to the war in Ukraine, and its associated energy woes, which are pushing up electricity costs and other prices.</span></p> <div class="essb_break_scroll"></div> </div> </div> </div> </section> <section id="panel-22" class="panel panel-count-22 panel-type-assetswysiwyg panel-odd global-panel" data-index="22" data-panel-index="panel-count-22" > <div class="site-panel__assetswysiwyg bc-mellow-blue u-fc-white "> <div class="l-container"> <div class="site-panel__assetswysiwyg-content context-content assets-content"> <div class="site-panel__assetswysiwyg-icon"> </div> <p><span style="font-weight: 400;">Overall, a sense of persistent optimism after a few years of turmoil, and a restored belief in the ability for events to connect and inspire, is getting creators and attendees excited for a new slate of gatherings in 2023. </span></p> <p><span style="font-weight: 400;">Feeling inspired and ready to host your next event? </span><a href="https://www.eventbrite.com/l/contact-eventbrite-sales/"><span style="font-weight: 400;">We’d love to help</span></a><span style="font-weight: 400;">. </span></p> <div class="essb_break_scroll"></div> </div> </div> </div> </section> </div></div> </div> </div></main> <footer class="core__purple-bg core__white-text footer-nav"> <div class="container-fluid"> <div class="row"> <div class="col-md-8"> <div class="email-signup-block"> <div class="header-5 core core__white-text mb-0"> All event creator insights </div> <div class="header-3 core"> straight to your inbox </div> <div class="hbspt-form"> <form accept-charset="UTF-8" enctype="multipart/form-data" novalidate="" class="hs-form-private hs-form stacked" data-region="na1" data-portal-id="8020908" data-form-id="eef56357-127d-4d30-84d8-b5b2c1717872" data-sfdc-campaign-id="7015Y000002vAUvQAM" data-version="V2_PRERELEASE" > <div class="hs_email hs-email hs-fieldtype-text field hs-form-field"> <label id="label-email-eef56357-127d-4d30-84d8-b5b2c1717872" class="" for="email-eef56357-127d-4d30-84d8-b5b2c1717872" > <span></span> </label> <div class="input"> <input id="email-eef56357-127d-4d30-84d8-b5b2c1717872" name="email" required="" placeholder="Enter your email address*" type="email" class="hs-input" inputmode="email" autocomplete="email" value="" > </div> </div> <div class="legal-consent-container"> <div class="hs-richtext"> <p>By entering your email, you agree to receive this and other marketing content about ways Eventbrite can support your events. 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