Attendees look to keep it local

As of April, around a quarter of respondents indicated that they’d already started attending in-person events. And rising vaccination rates and falling infection rates in the months since, as well as the loosening of regulations in most states, mean in-person events are taking off. Still, you can combat any hesitancy by focusing on safety precautions at your event.

A large number of respondents said they were excited to return to local events — particularly food and dining events. But some are still uneasy about large-scale events: Crowd-drawing attractions such as music concerts and festivals appealed to only about a quarter of those surveyed.

CDC regulations and trusted guidance lead the way

Over half of our respondents said they had some level of anxiety or nervousness about returning to in-person events. This doesn’t need to keep them out of event spaces, though. You can put potential attendees at ease by providing them with additional information and trusted guidance about the safety of live events.

The survey reveals that the guidelines provided by the Centers for Disease Control and local health authorities are still the most trusted sources for best practices. Almost half of the respondents told us they’d check that an event follows recommended safety precautions before attending.

When marketing your event, be sure to include information about what safety precautions you’ll be following.

The Eventbrite event page for Abbey Arts Poetry and Music Experience with Jabaar Smiley includes a section called “COVID Safety Info” that lists details about safety measures. “We are working with local government and health officials to ensure compliance with current health and safety protocols,” the page assures.

People are also concerned about whether other attendees follow the rules or bend them. In fact, 86% believed that they themselves were average or above average in following recommended health guidelines, and almost half said they would consider the size of the crowd when deciding on events to attend. For now, people are clearly leaning towards smaller, more distanced gatherings over large events such as live concerts.

Solutions such as hybrid events and outdoor festivals can help encourage attendance while allowing people to practice social distancing. Innovators like The Caverns have even experimented with pod concerts to give attendees extra space — and an exclusive experience.

“We’ve gotten a lot of positive feedback on our pod-based approach to bringing live music back. Many people enjoy having their own space which is separate from others.”

– Jeff Meltesen, marketing and sponsorship director for The Caverns

People also listen to their families — and their own experiences. We’re always more comfortable when we’re familiar with the people and places around us, so make sure your attendees leave your events with a positive impression so they come back time and time again.

Use our Safety Playbook to find out how to create an event that follows the latest CDC safety guidelines. Then, get the latest developments in the return to live events with the Events Industry Report.

The types of events people want to attend

Though we’re still in the early stages of reopening, it’s already clear that food and community events, especially local ones, are the types of events people have missed most. In fact, a solid 62% of respondents said they were most excited to return to restaurants and dining events, and even more favored events that were held in their immediate vicinity. Well over a third look forward to reconnecting with loved ones — perhaps over a farm-to-table meal or wine tasting.

As you strategize your return to the live event space, pique people’s interest by promoting safe food and dining events and events that serve your community. Anthony Black of Eye Heart, an independent event producer in San Francisco, knows local regulations are key to fostering trust and comfort. “Staying up-to-date on all current guidelines is the most important thing,” he says.

It will take time to rebuild our communities, and our social lives, following the pandemic. Focus on building community and connection in a safe space, and your audience will respond.

The benefits of virtual events remain undeniable

Live virtual events were a lifeline during COVID-19. But even as live events return to our calendars, people don’t want to let go of the workshops, shows, and fitness classes they came to enjoy during the pandemic. The survey shows that well over half of event-goers had attended a virtual event before COVID-19, even more have attended a virtual event since COVID-19, and half are at least somewhat likely to attend a virtual event even after it is safe to attend in-person events. To put it another way, the success of virtual events doesn’t seem to rely too much on the pandemic.

That’s because virtual events have a whole host of benefits. John Braga, a cheesemonger for New York City-based fromagerie Murray’s Cheese, has found online cheese tastings sometimes actually work better than in-person events. When taking online cheese pairing courses, students feel emboldened to be more chatty. “Honestly, I think it gives people a bit more freedom to ask the things they are thinking,” he says.

So even as you begin to plan live events again, don’t pull the plug on your virtual audience.

Rethink your event marketing

Do you know how your attendees hear about your events? Our report reveals that close to two-thirds of people learn about events they want to attend from friends and family, and over half find out about events they want to attend over social media. With the deluge of exciting events hitting people’s calendars, it’s more important than ever to redouble your event promotion efforts and event marketing strategies.

Think about who people trust and how they spread the word. It’s clear people rely on their friends and family to tell them about interesting events and attend those events with them.

As you design your event and build your marketing campaign, keep people’s wallets in mind. The past year has been rough for a lot of folks, and our survey shows they’re being conscious about where they spend their money — a strong majority of respondents stated that cost is an important consideration for them. And, people are far more interested in spending money on food and dining than any other type of entertainment, with a full 72% anticipating spending money on dining at local restaurants. Cater to different budgets by offering multiple ticket types, using sliding-scale pricing, or pursuing sponsorships to keep ticket prices under control.

To supercharge your marketing efforts and reach new audiences, check out our newest feature, Eventbrite Boost, which lets you take care of all your marketing tasks in one place.