How People Party: 2019 Data on the State of Social Events

Ebook

How People Party: 2019 Data on the State of Social Events

Americans can turn just about any event into a party. From bar crawls and beer events at the zoo to obscure holidays and quirky anniversaries, we love any excuse to get together and celebrate. In fact, the average American has three events on their social calendar in a typical week. That adds up to more than 8,000 nights socializing over a 60-year span of adulthood.

And we keep the party going well into our golden years. New data from a OnePoll/Eventbrite survey shows that even Baby Boomers go out more than once a week on average.

Event-goers of all ages have plenty of options to choose from, so they can afford to be picky about how they spend their spare time. As they flip through a carousel of event ideas to plan their social calendar, they weigh these options through a few different lenses. Some of their decision-making has to do with how old they are, where they live, and how much an event costs.

But there is also a certain je ne sais quoi to event selection that can leave event creators mystified about why people choose one party over another. To demystify ticket-buying behavior, you have to dig in to motivations of the how, why, where, and when people gather.

Based on brand new survey data featuring 2,000 event-goers across the U.S., this ebook shines a light on how party ideas, motivations, and trends are shifting. Read on to discover what people consider when deciding where to congregate and celebrate, and get tips to make your event the one they ultimately choose.

This guide is for…

Event creators who want to increase their RSVPs by tapping into current generational and regional social trends.

What you’ll learn:

How people of various generations party the same and differently
What kinds of events most inspire people to gather together and celebrate
The budgetary comfort zone attendees live within and how to give them the best bang for their buck

About the study

In June 2019, Eventbrite teamed up with OnePoll to survey 2,000 Americans to examine the social and spending habits associated with parties and social events. The data is broken down by generation and five major metropolitan areas — Atlanta, Chicago, Los Angeles, New York, and San Francisco.

01. What makes a party a party?

A day at the zoo is not a party. Craft beer vendors and a silent auction at the zoo? That’s a party. Wines in the Wild is a way for the Buffalo Zoo to raise money for conservation while bringing a group of party animals together for a celebratory time.

More and more these days, social gatherings are happening in unique places and with unexpected themes. But people go to these modern events for old-fashioned reasons:

48% “To catch up with someone I haven’t seen in a while”
44% “To spend time with people I love”
43% “I know other people who are going to be there”
42% “To connect with others”

Recognize a theme? It’s people who want to mix, mingle, and make memories with other people — preferably while doing something really fun or celebrating a special occasion, which makes 57% of people more likely to attend an event.

Since it’s people that make a party, the actual definition of party can be pretty loose. While the consensus is that as few as eight people constitutes a “party,” folks today are leaning into bigger events. Coffee dates and dinner parties are still de rigueur in certain circles. But today’s Americans would rather meet up with friends in a bigger scene like a festival, concert, or food-truck roundup.

This is good news for organizers of big bashes. In a spectacular setting, you can offer something for everyone. But what exactly do people want? To find out, we asked specific questions and parsed the answers by generation and city.

02. Partying through the ages

Party trends don’t just change through the ages. They also change as we age. While most people never lose their excitement for a good get together, at around age 30, people’s motivation for going out shifts. They begin looking for a deeper connection, with 32% of people around this age attending events with hopes of meeting that special someone. A further 24% are motivated by events that seem like unique date ideas they could share.

Here’s a further breakdown of the differences between generations when it comes to having fun with friends.

Generation Z

Under 23
Go out 2.75 nights a week
Drawn to places like restaurants, museums, and theme nights at a local bar — but also love just hanging out at a friend’s house
57% more likely to go out if it’s a special occasion, but that can mean a lot of things — 22% consider quitting a job a good reason to throw a party
The least likely generation to show up at a party where they don’t know anyone — 57% will avoid an event where they don’t know a soul

Millennials

24-42
Go out 2.96 times a week
Adore concerts, festivals, and food and drink events
It’s not a party until there are at least 10 people there
Aren’t afraid to show up at an event where they don’t know anyone
The most likely generation to skip an event if their ex might be there
Also the generation most likely to go out with drinking in mind

Generation X

43-54
At peak party — Gen Xers attend 3.13 social events a week
Love live music, restaurants, and, for nearly half, “my own house” as a party spot
Most likely generation to leave events before midnight
This is the too tired generation — 58% would use this excuse to flake
Best reason to throw a party for this crowd — birthdays — even a half birthday or a pet’s birthday
Always busy and tend to have the most schedule conflicts

Baby Boomers

55 and up
Go out 1.62 nights a week
Prefer mellow environments like outdoor events at a park, a restaurant, or “my house or a friend’s”
Less is more — if there are eight people socializing together, they consider it a party
Understandably, love a good anniversary party — 62% consider it worthy of a big celebration
The most likely generation to consider cost a factor when deciding whether to attend
Also the most likely to flake because of inclement weather

We don’t party like we used to

For a long time, it’s been a given that parties were synonymous with drinking and drugs. Thus the verb “partying” became a notorious euphemism for risky behavior. But times have changed. Across generations, 39% of people say they drink less than they used to when they go out. (For boomers, up to 44% abstain.) And less than a third cited the food and drink served to be a primary reason they attend social events.

The rise in “sober curiosity” is having an impact on events. Mocktail bars, kombucha on tap, and coolers of CBD sodas are taking over where craft cocktails used to reign. Your event doesn’t have to go booze-free to embrace this trend, but there’s an opportunity to hop on the (band)wagon and offer non-alcoholic options just as enticing as your microbrew selection.

03. Events that gather people together

Attendees are putting on their party shoes for a lot of reasons these days. A cool quarter are motivated by competitions, like trivia night or game night at a local pub. They also love events with unique or quirky themes — like those honoring their favorite TV shows, both current and nostalgic.

Entertainment Factory LLC in Minneapolis combines several of these themes with their Friends Trivia Bar Crawl, which honors the revival of a favorite ’90s TV show. Teams of players traipse from bar to bar answering trivia questions about Ross, Rachel, Monica, Chandler, Phoebe, and Joey, with the Geller Cup awarded to the winning team.

Themed bar crawls are an ingenious way for local businesses to band together to attract bigger crowds, and for 45% of event-goers, food and drink events are indeed a draw. They also love to socialize at:

A festival

A concert

A restaurant

A friend's house

But there are plenty of ways to innovate beyond these mainstream event types and tap into people’s natural curiosity for new experiences. Survey respondents expressed interest in trying new things like food festivals (44%), comedy shows (44%), and parties in a museum setting (39%).

Still, you don’t have to bend over backwards to be different just to attract attention to your event.

“To stand out on a calendar saturated with event options,” says Eventbrite’s Field Marketing Specialist Neilu Allahverdi, “your event idea needs to be unique, but a lot of successful events achieve this with a twist on a traditional idea. You don’t have to come up with the mythical unicorn of events. It’s just about using your imagination a little bit as you tap into the zeitgeist.”

Nouveau parties

Across the country, imaginative event creators are coming up with unique spins on old themes to attract audiences eager to have a good time — and Instagram about it.

Daybreaker SF // Midsummer Morning’s Dream
File under: Not your mama’s dance party
The surging trend in wellness is not exclusive to the West Coast, but that might be its epicenter.
For the San Francisco version of Daybreaker, a morning-time social gathering, guests are invited to don their florals and flower crowns. The mini-festival kicks off with yoga first thing, followed by a dance party, free kombucha, and a healthy breakfast
Tickets: $20-40

Booze and Nudes
File under: Far-out paint parties
Getting a bunch of friends together to sip wine and paint a canvas is such an elegant way to socialize. Then there’s “Booze and Nudes,” the R-rated version of paint night.
At this Atlanta event, adults of all persuasions are invited to paint live male models while enjoying cocktails. Where classy meets risque meets relaxing.
Tickets: $30

Lola Star’s Dreamland Roller Disco
File under: Retro immersion
Whether you’re old enough to reminisce about the days of roller disco or simply think that a skate dance competition sounds too good to miss, this recurring Brooklyn scene fulfills on disco dreams and sells out quickly.
Participants dress up in retro costumes from the 70s, 80s, and 90s — ”glitter, sparkle, glitz & glam costumes are highly recommended!”
Tickets: $20-395

Holi in the City
File under: Holiday twists
Holi is a traditional Hindu festival celebrating the start of spring. Participants paint their faces and bodies with multicolored pigments, which is why this vibrant Indian holiday is also called “Festival of Colors.”
Holi in the City is NYC’s ode to the Hindu celebration. It takes place over brunch at a rooftop bar and, in a truly American twist, involves “certified organic colors.”
Tickets: $25-39

The top 5 reasons people will avoid an event

It’s good to know why people go to events and perhaps just as critical to know why they don’t. Four out of five people will consider flaking on an event they’ve already bought tickets to. Here are their top five excuses:

Too tired

Too far away

Too expensive

Too broke

Too much work or stress

Anything you can do to allay these concerns leads to less flaking by your guests. Make sure you price your party right, target the best people, and position your event as one that will revive, not exhaust them.

How they party in your particular city

Almost three-quarters (73%) of people will attend an event that allows them to explore their city in a unique way. Think arts district warehouse parties and urban treasure hunts. If your planning a party in one of the top five metro areas in the U.S., here are some demographic inclinations to keep in mind.

Atlanta

Socialize the least, with 42% saying they never go out
Love festivals the most — 63% say it’s a favorite atmosphere for hanging out with friends
60% consider New Year’s Eve the biggest party holiday of the year
Care the most about who will be there when deciding whether to attend a party
The city most likely to consider a networking event a party

Chicago

Go out slightly more than other cities — an average of 3.43 nights a week
51% favor festivals as the best place to hang out with friends
37% like the idea of a party at a museum
52% consider Valentine’s Day to be the biggest holiday worthy of going out
When deciding whether to RSVP, event start time is the most important factor

Los Angeles

Love festivals (50%) and concerts (49%)
40% intrigued by trivia nights
Partial to Valentine’s Day at 57%
59% are more likely to go out on a special occasion — especially a birthday, engagement or anniversary
Care the most about what type of event it is
42% drink less than they used to when they go out (leading the pack in that regard)

New York

More than half of New Yorkers strongly agree that “I choose to attend events that let me explore my city”
Concerts are by far the favorite type of event (49%)
54% said they’d like to attend a festival, too
New Year’s Eve gets 65% of the vote for “biggest party night of the year”
Surprisingly, more than half try to leave events before midnight

San Francisco

Love comedy shows (52%), sporting events (48%), trivia night (41%), bar crawls (35%), nights out at the zoo (33%)
Party hard on New Year’s Eve 63%
The City by the Bay is also the most drawn to booze cruises
At 48%, the highest population of citizens who consider dress code when deciding whether to attend

04. The value of a good party idea

Most people are used to spending up to $100 when they go out — including the event ticket as well as transportation, drinks, food, and the occasional new party dress.

But for at least 46% of those polled, tickets that are “too expensive” would make them think twice about buying tickets, and for 38%, it would be a downright dealbreaker. Three-quarters of them check their budget or bank account before they buy tickets at all.

There are a few exceptions to the normal budgetary boundaries, though.

The special occasion loophole
For a special occasion, people are willing to spend more — up to $50 more, for the average person. Over half of those we polled would spend $100 over their usual budget to celebrate a really special day.

Free food and drink
For almost a third of people, free food and drink is a reason to attend a social event. There are ways to leverage this value-add without a huge capital infusion. For instance, partner with a local food truck or restaurant looking for exposure.

Cashless is key
Letting your attendees off the hook for carrying cash makes them likely to spend more at an event. The majority (67%) express frustration with the inconvenience of venues that don’t accept credit cards. Even better, enable your attendees with radio-frequency identification (RFID) bracelets so they can leave their credit cards at home, too.

How do your people like to party?

Of course, the best way to gain optimal ROI from an event is to offer your attendees the best possible experience so they come back in droves. This is where listening skills beat data any day.

Your unique audience might have event dreams and desires that don’t align with the average. Listen in on social media and conduct your own surveys to find out exactly what they want!

Then, create your next party or social gathering on Eventbrite.

Eventbrite powered 4.7 million events in 2019

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