In-person events made a colossal comeback last summer, but in the coming months, event creators should rise to the consumer demand to offer even more of the IRL experiences fans are craving. Searches on Eventbrite for summer events have grown 34% from 2022 to 2023.*
The Event Trends Report we released in January 2023 revolved around themes of recovery, resilience, and a return to “normal,” and our summer survey reveals even more of the latest trends surrounding creator and attendee excitement for what’s to come.
Attendees are eager to make this summer more adventurous, whether that’s by incorporating events into travel plans or gravitating toward experiences that provide meaning and lasting memories. Likewise, creators are hungry to shake up their offerings with upgraded tech, premium amenities, and a renewed focus on sustainability and accessibility — all in the name of serving fans and generating hype for their events.
Check out this season’s top trends for actionable advice and practical tips that will help make your summer 2023 events and experiences better than ever. Just look for the “How creators can act on this summer trend” sections, and start implementing our top ticket-selling strategies with confidence.
# 1. Memorable + meaningful = a formula for success
of attendees favor events that offer a meaningful, transformative experience
Our January Event Trends Report confirmed there’s a growing post-pandemic appetite for events. Now, our updated summer data reveals exactly what attendees are looking for: entertaining or informative events that also offer a meaningful, transformative experience.
What this summer trend means for creators
The 67% of you who say providing a transformational experience is important are on the right track. But what makes for a “meaningful, transformative” event? Almost half (44%) of all attendees pointed to smaller, more-intimate groups that encourage greater interaction with other people. Creative, hands-on activities — such as art sessions, self-expression tasks, and individual self-reflection prompts — came in a close second (42%).
But, really, any event can offer a transformative, meaningful experience as long as it inspires a range of emotions, offers a new way of looking at the world, or enables attendees to learn something new about themselves.
Q: In your opinion, which of the following would elevate an event to a transformative, meaningful experience?
How creators can act on this summer trend
With 69% of attendees saying they would feel more positively about attending a transformational event, and 78% saying they are willing to pay more for a transformational event, this is a trend to prioritize.
Match your offerings to the interests of your target audience — younger attendees are especially drawn to self-care activities like meditation, yoga, and sound baths (29% of Gen Z and 28% of Millennials). Millennials also place an emphasis on opportunities for learning and self-improvement, such as keynotes featuring motivational speakers (33%) and dynamic, collaborative activities, such as polls, quizzes, and team contests (32%).
However, note that older generations don’t rate these meaningful moments in quite the same way. In keeping with our findings across all age groups, 43% of Gen X and Boomers favor smaller, more-intimate groups that encourage greater interaction, but 21% of Boomers say they don’t care about any of the transformational elements cited by younger attendees.
Our key takeaway
Serve up memorable, meaningful moments and tap into attendees’ desire for transformation — for example, give them the chance to learn about themselves or the world around them. But remember to match your event to your target audience’s interests, especially if you cater to an older crowd.
# 2. In-person summer-centric events are hot
of attendees plan to spend as much or more on live events/experiences in summer 2023 than they did in 2022
Attendees overwhelmingly believe the best thing about summer events is the weather and being outside with friends and family — and 2023 is set to be a scorcher with 46% expecting to attend more events or live experiences in summer 2023 compared to summer 2022.
Consumers are willing to pay for their moment in the sun, too. Despite rising inflation, 81% plan to spend as much or more on events this summer than they did in 2022, and 61% prioritize events in their entertainment budget.
Q: Thinking back to the BEST summer events you have attended, what made them so great?
“The great weather, as it made everyone who attended the event much happier and chilled.”
Attendee testimony
In addition, consumers are happy to travel to attend in-person events and this, combined with a desire for outdoor adventures, might explain why the demand for virtual events seems to have slowed.
of attendees would attend an event in person over virtual if it was within an hour’s commute of their home or in another city, region or country
Only 33% of consumers plan to attend a virtual event this summer — a decrease from our findings earlier this year, where 41% of attendees had attended a virtual event in the past two years. However, this summertime dip can likely be attributed to attendees’ preference for outdoor, in-person events that let them make the most of the warmer weather.
What this summer trend means for creators
Our previous Events Trends Report emphasized that events have the power to trigger positive emotions. But feel-good factors vary across age groups, so keep in mind the kind of summer your average attendee wants based on our findings.
Summer of adventure:
Gen Z — 54% of these attendees tend to gravitate toward outdoor and pool parties, while their social-good side wants charity-fundraising tournaments.
Millennials — 40% of this demographic are eager to make a splash with water-based activities at the beach or pool. They also want to attend live performing arts (like plays, ballet, and opera) and genre-themed events.
Summer of comfort:
Gen X/Boomers — 44% of this older generation prefer to see their favorite acts, listen to the music they grew up with (or grew old to), indulge in comfort foods and drinks, and spend time with their closest friends. As a result, concerts at independent and/or local music venues are popular choices.
Q: Let’s talk about new ways of gathering. Which of these do you want more of in summer 2023?
With that said, attendees across all age groups are united by a love of music and food and drink — and people who attended these kinds of events in 2022 are extra-pumped about having more of these types of gatherings in summer 2023.
Near and far
Attendees in the UK and Ireland are most likely to travel to attend an event in-person (74% vs. 63% of global attendees), whereas attendees in the US and Australia/New Zealand are most likely to attend a far-off event virtually (46% and 37%, respectively).
How creators can act on this summer trend
The majority of attendees are looking forward to experiencing a “summer of adventure,” in which they try new things, listen to new music, go to new places, eat new foods, meet new people, and make new friends.
With this in mind, creators should lean into in-person or outdoor events as much as possible. Even if these elements aren’t your core offering, think about how you can integrate them into your event with our roundup of music event ideas and live performance advice. Or how about tempting attendees’ taste buds with event catering inspiration and our guide to finding a delicious food and drink partner?
And here’s a quick tip for marketing your summertime schedule — infuse every social post and event description with sunshine, and clearly explain what people can expect. While attendees told us how much they love being outside and catching some rays, they also expect practical amenities like shaded areas and free tap water.
And what happens if the weather turns? Outdoor event organizers must be ready to banish rainy day blues by being prepared for bad weather.
Finally, our previous report found 56% of attendees like virtual or hybrid events when they can’t go in-person, and 49% because it’s easier to fit into their schedule — suggesting these kinds of events present a convenient option in a post-pandemic world.
If you do plan to welcome remote attendees in the coming months, think about how you can bring a summer vibe to your virtual events. Ideas could include themed beach backgrounds, a summer soundtrack as virtual attendees join your event, and tropical food and drink deliveries.
Our key takeaway
Prepare for sizzling ticket sales and attract attendees across all age groups who want to enjoy the warmer weather, good food, and great music by looking at how you can incorporate these elements and summer vibes into your event.
# 3. Creators can spark positive change
Attendees are willing to pay a higher ticket price for an event that is mindful of sustainability (81%) and (71%) accessibility
Our January Event Trends Report showed events can make people feel less-isolated and more-connected, which is why Eventbrite’s Social Connection Project strives to bring people together through the power of live events. With that in mind, we’re happy that “building community” is the main motivating factor for creators who are organizing an event this summer.
A desire to facilitate connections is shared by 69% of community-building creators who believe it allows them to give something back, helps them meet people and make friends, and gives them a sense of personal satisfaction. Meanwhile, 60% of organizers do so because they know that fostering an engaged following means free marketing and word-of-mouth recommendations, which can give ticket sales and on-site revenue a boost.
What this summer trend means for creators
Whether it’s for personal or business reasons, the importance of building a community around the things attendees care about is loud and clear. This is why creators who commit to improving their event’s accessibility and sustainability can not only improve sales but also consumer sentiment.
Creators are committed to doing better
61% say accessibility is important
47% are planning events with more environmentally conscious elements in 2023 compared to 2022
By improving accessibility throughout the venue, using technology to cater to people with disabilities, and making every effort to minimize an event’s environmental impact, creators can connect with attendees who share these values.
Our survey found attendees (especially Gen Z and Millennials) are happier going to sustainable and accessible events and are willing to pay a higher ticket price for an event that is mindful of sustainability (81%) and accessibility (71%).
How creators can act on this summer trend
Demonstrate your commitment to people and the planet. Seek to improve your event’s eco-credentials by working with local suppliers, offsetting your carbon footprint, and reducing waste wherever possible.
Similarly, look to improve accessibility — ask previous attendees how you can improve their experience at your event, and work with a local charity that can make recommendations to help you welcome everyone to your next event. Finally, once you’ve started taking steps in the right direction, show attendees you share their values by posting about your progress on social media.
Our key takeaway
Make attendees feel like part of a bigger community that cares about people and the planet by seeking sustainable solutions and improved accessibility at your event.
# 4. Tech can turbo-charge events
of attendees would be willing to pay a higher ticket price to attend a tech-enabled event
Attendees might prefer in-person events over virtual events this summer, but there are still plenty of opportunities to use digital tools to support and elevate on-site experiences.
The interest is there — 37% of all attendees (and almost half of Gen Z) feel more positively about attending tech-enabled events. But creators appear to be playing catch up. Just 28% believe it’s important to incorporate new tech, and yet 76% of attendees would be willing to pay a higher ticket price for the kind of premium experience afforded by technological innovations.
What this summer trend means for creators
Time to level up your gadget game. Live-streaming, Wi-Fi, and QR codes are front-of-mind for creators looking to upgrade their tech backline. And on the other side of the event experience, attendees want the convenience of Wi-Fi (28%), the interaction provided by live-streaming (22%), and the opportunity to interact with immersive technologies like AR and VR (22%).
Q: Have you seen any new event trends/technology in events over the past few years?
“I like having virtual tickets on my phone, as well as event-specific apps or websites that hold more info about the venue, performers, nearby restaurants and other places of interest.”
Attendee testimony
Ready to innovate?
From RFID chips that fit inside attendee bracelets and badges to facial recognition for contactless check-ins, event technology is constantly evolving. Keep on top of the latest tech trends and explore on-site and off-site tools that can enrich your event.
Q to creators:
If cost and logistics were no issue, which of the following technologies would you be most excited about using at an event? In other words, what’s on your wish list?
Q to attendees:
Which of these have you personally ever used or seen used at an event you have attended?
Q to attendees:
Which of the following technologies would you be most excited about using or seeing at an event?
How creators can act on this summer trend
of attendees believe phones can improve the overall experience of an event
We’ve talked about tech in general, but don’t forget the super-computers that sit in the pocket of every attendee. Our survey found that phones provoke mixed feelings.
Yes, 53% of attendees are annoyed by people using them at live events and, going forward, creators will have their work cut out if they want to keep everyone happy and balance the interests of those who love to capture every moment (70%), and those who believe using phones to record an event is getting to be too much (71%).
But recreational use aside, the majority of attendees (83%) believe phones can improve the overall experience of an event — making it easier to navigate the venue, view the schedule, make reservations, and purchase add-ons. To harness the advantages of phones, creators should ensure their website is optimized for mobile, keep their event page up-to-date, and enable customers to check out in just a few clicks. Check out our tips for creating an event page that attendees will love.
As for creators, the Eventbrite Organizer app makes keeping track of ticket sales simple while providing a flawless entry experience for attendees. After downloading the app, take a look at the other ways Eventbrite can power your event’s growth — from our email marketing platform to Workspaces, which make it easier than ever to manage your orders, finances and reports and collaborate with team members.
Our key takeaway
Explore how tech can support your attendees’ experience of an event — from free Wi-Fi to state-of-the-art AR and VR experiences. Also, don’t shy away from AI. Stay updated on how Eventbrite is giving you the magic of AI to quickly generate copy for event pages, emails, and social media ads that convert.
# 5. The rise of the “bleisure” attendee
of Gen Z/Millennials will attend a live event while travelling
With the pandemic accelerating remote and hybrid working practices as well as flexible hours, we’re seeing the emergence of a new audience persona: the “bleisure” attendee.
An evolution of the digital nomad trend, 57% of attendees combine business and leisure whenever possible — especially Gen Z and Millennials who are most likely to incorporate personal adventures with traveling for work.
What this summer trend means for creators
This signals a significant shift from our previous Event Trends Report, which identified a desire for familiar venues close to home. But that was last year. This summer, we expect to see growing numbers of on-the-road attendees confirm that distance is no longer a barrier, especially to younger attendees — 49% of Gen Z/Millennials will attend a live event while traveling compared with 39% of Gen X/Boomers.
While vacationing away from
home, attendees are:
● more likely to attend live events
● less likely to attend events
● about the same likelihood
Target your tribe
From essentialists to introverts, our Attendee Persona Workbook explores what different audience segments want and how you can reach them.
The majority of creators (60%) say that up to a quarter of their attendees come from out of town — this is especially true in the US (67% of creators) — while 48% of creators in the UK and Ireland say more than a quarter of their attendees traveled to their event.
In fact, 54% of creators believe people are willing to travel farther for summer events in 2023 compared with 2022 — and our attendee survey confirms they are right!
Q: How far are you typically willing
to travel to attend an event?
● ain’t no mountain high enough to keep me away from a great event
● between 11-50 miles/kms
● 10 miles/kms or less
How creators can act on this summer trend
With 54% of attendees willing to pay higher ticket prices for experiences that cater to people who love to combine work, travel, and events, creators should reach beyond local crowds and attract out-of-towners by making sure that their offering is bleisure-friendly.
One surefire way of achieving this? Amped-up amenities. This is particularly true among the 60% of Millennials who said they would feel happier attending events that consider bleisure travelers. But with just 39% of creators saying it’s important to provide amenities that cater to attendees who are traveling and working, there’s clearly room for improvement.
You can capture the attention of this destination-hopping persona by focusing on the things that are important to them: local food, transportation to the event venue, and — especially for a Gen Z crowd — free Wi-Fi.
Q: Imagine you are traveling and working and you find out there will be a cool event on one of the days you are there. What would make you more likely to attend? Select all that apply.
Provide a warm welcome
Attract an audience from abroad with international marketing, ensuring your event is set up to account for cultural and language differences, and encourage attendees to travel to your event by considering your venue’s location and logistics and establishing local partnerships.
Our key takeaway
Attract out-of-towners and destination-hopping attendees by providing amenities that cater to people who might be on holiday or in the area for work — for example, transportation to the venue, local food options and discounted accommodation.
# 6. Social media marketing reigns supreme
of Gen Z say social media provides them with the best event recommendations
We’ve said it before, but we’ll say it again: Creators can’t afford to ignore social media’s ability to drive event discovery and interest. The most-effective promotional tactics in 2022 were social media (paid social media, organic social media, and influencer marketing) and emails and newsletters, with 61% and 46% of creators citing these marketing solutions, respectively.
Which of the following marketing/promotion tactics were most effective for you in summer 2022?
Similarly, in our summer survey, 63% of attendees say social media (influencers, social media posts/advertising, viral video, or search on TikTok) overwhelmingly provides them with the best event recommendations, especially Gen Z (80%). Word-of-mouth comes a close second (61% of all attendees), which is the most-popular source of event recommendations among Gen X and Boomers (74%).
And we can’t ignore search — from engines like Google and Yahoo! (favored by 46% of all attendees) to search on TikTok (cited by 34% of Gen Z). And with Eventbrite proving to be a popular source of discovery among 33% of all attendees, it’s worth exploring how you can customize your emails and event pages to attract the attention of even more experience-seekers this summer.
Q: Imagine that you receive event recommendations from each of the following sources. Which are most useful?
What this summer trend means for creators
It’s never been more important to stand out from the crowd, raise awareness of your event, and drive ticket sales by developing a social marketing strategy that speaks to your ideal attendee. That means posting on the platforms where they spend their time (this differs significantly across age groups) and sharing messages that build anticipation.
“We interact with our customers as much as we can on social, as it’s a great way of building a relationship with our attendees.”
Alastair Jenkins, Histoire Productions
How creators can act on this summer trend
With the majority of attendees looking forward to a summer of adventure, tell them exactly how your event is going to deliver on that, and offer a glimpse of the kind of transformative and memorable moments they can expect to experience. Plus, use your social channels to reassure out-of-towners and bleisure travelers that you’ve got their nomadic needs covered!
Top-3 social platforms by age
We’ll look at pre-event interactions in more detail in Trend 7, but first, how can you use social media while on-site to create a sense of FOMO as well as gather that all-important user-generated content?
Facebook, YouTube, and Instagram might be the most-used channels, but BeReal, Snapchat, and Instagram are the most-popular platforms for sharing experiences while attending an event — so focus your efforts on these by interacting, reposting, and responding to attendees’ content in real-time.
And remember to power your social campaigns with Eventbrite’s Marketing Tools, which can help you reach your ideal audience with smart targeting insights and optimized ad spend across multiple social platforms.
Our key takeaway
Devise a social strategy that speaks to attendees on their preferred platform, but don’t forget the power of word-of-mouth and search. Give people something they’ll want to talk about, and optimize your event page to boost its ranking.
# 7. Pre-event interactions are essential
of attendees start planning/purchasing tickets for summer events 1-3 months in advance
We know attendees love immersive and interactive events — it was one of the key trends in our previous report — and we’re now seeing this desire to be involved playing out well in advance of an event. We’re talking about pre-event interactions among creators, friends (IRL and virtual), other attendees, and influencers, all of which can build hype and excitement.
What this summer trend means for creators
Just as creators are keen to build a community, attendees use social media to connect with each other and enjoy a sense of belonging by attending events with those who share their outlook on life.
And though 73% of attendees would rather stick with their friends than meet new people when attending an event or live experience during the summer, the desire to feel part of something bigger shouldn’t be ignored — 51% of attendees feel more positive if an event is committed to growing a community or following, and 70% are likely to pay a higher price for a ticket as a result.
of Gen Z would be willing to pay a higher ticket price for an event that’s been influencer-endorsed
Phones come into play here again, with attendees immersing themselves in an event and fueling their fandom via the people they follow on social media. Unsurprisingly, influencers are proving to be, well, highly influential.
Sixty-five percent of Gen Z attendees would feel more positive about an event that’s being promoted by their favorite influencers, and though this is a lower priority for Millennials (34%) and Gen X/Boomers (20%), this young cohort’s willingness to put their money where their fandom is shouldn’t be ignored.
How creators can act on this summer trend
We know from our previous Events Trends Report that attendees want events to be always-on. In other words, to communicate with them across the entire event life cycle — from email reminders and hype-promoting social posts to follow-up surveys and video highlight reels.
And with half of all attendees starting to plan or buy tickets for summer events between one and three months in advance, pre-event interactions can play an important role in converting consumer interest into purchases.
Q: When do you start planning/purchasing tickets for summer events?
“When I started out, I posted an event at the last-minute and didn’t sell enough tickets. I would definitely advise new planners and organizers to give themselves three months to properly build up hype for their first event.”
Bami Kuteyi, Bam Bam Boogie
Finally, build an online community that attracts Gen Z attendees by collaborating with influencers to drive awareness and attendance.
Our key takeaway
Attendees want to be involved — months before the actual event. Generate interest in advance, build anticipation, and harness influencer marketing tactics to create a sense of FOMO they won’t be able to resist.
That’s a wrap!
From revealing an exciting new audience persona to outlining what attendees want from their summer of adventure, we hope our Summer Event Trends Report has given you actionable insights and inspired new ideas to grow your events with confidence.
With so much enthusiasm for in-person events, now’s the time to build audience anticipation and find ways to make your experience extra-memorable. Perhaps you’re thinking about how tech can enhance your event or looking to add influencers to your marketing mix. Maybe you’re exploring ways to improve your event’s eco-credentials. Whatever you want to achieve, we’re by your side with helpful how-to guides and success stories from your fellow creators.
Ready to host a stellar summer event? We’d love to help. Speak to our team of event experts now!
The surveys for Eventbrite’s 2023 Summer Event Trends Report were carried out by MarketCast.
*Data based on searches globally on Eventbrite for the time period of April 1, 2023, through May 15, 2023.
