What you need to know
The live event space is rife with varied interests that cater to the tastes of a wide range of demographics, and in many respects this diversity strengthens the industry. However, there are areas in which live event categories can improve their appeal, as well as looming demographic outlooks that can throw the industry off guard if not prepared for.
Definition
The live events examined in this report are broken into four general categories as follows:
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Music Events: Includes concerts, live musical performances at concert venues for which attendees pay an entrance price; and music festivals, defined as music events held on consecutive days in which various musical artists perform live.
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Comedy Events: Includes stand-up shows, live comedic performances for which attendees pay an entrance price; and comedy festivals, defined as comedy events held on consecutive days in which various comedians perform live.
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Stage Events: Includes musical theatre performances, non-musical stage performances, ballet performances, opera, and live stage performances that do not conform to the above definitions (eg alternative/performance art) for which attendees pay an entrance price.
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Next-Gen Events: Includes fan conventions, single- or multi-day events for which attendees pay an entrance price that focus on showcasing a fan interest, such as comic books; and live podcast recordings, for which attendees pay an entrance fee to see a podcast host or hosts record an episode live at a venue.
The definition does not include the many festivals organized by local councils that hold a variety of arts-based events usually over the course of a month; events where admission is free, such as neighborhood or food festivals; industry conventions; or sporting events of any kind.
For the purposes of this Report, Mintel has defined attendees as adults aged 18+ who have attended at least one live event in the last 12 months.
Throughout the Report, those who have attended a live event are referred to as “attendees,” “goers,” “audience members,” or “fans,” while events are also referred to as “performances” or “events” of their larger category.
This report builds on data and analysis from the Mintel report Music Concerts and Festivals – US, December 2017. Readers of this Report may also be interested in Movie Theaters – US, December 2018 and Marketing to Millennials – US, June 2018.
