The Rise of Festivalisation

The word festival comes from the Latin festa, which translates directly into the English word feast. The original purpose of a feast was to commemorate a religious holiday (or holy day), a day set apart. We still celebrate holidays with special dinners. Take Thanksgiving as an example.??

Of course, as time went on, festivals expanded their meaning to include events celebrating communities that revolve around any topic imaginable. There are jazz festivals, chili festivals, and movie festivals. These are often outdoor events that draw massive crowds of fans, hobbyists, and celebrities.??

Traditional trade shows are strictly business events meant to encourage the exchanging of ideas, networking, and education. However, just as the internet transformed how we communicate information, blending education with entertainment into "edutainment," the younger generations are mixing business with pleasure. As a result, we have festivalisation.???

What is Festivalisation???

Festivalisation refers to traditional trade shows and other business events taking on more festival-like characteristics. Whereas trade shows once functioned primarily like ancient middle eastern bazaars or flea markets, they now have a wider purpose of accelerating careers with college-level, showcasing the latest industry news and an outlet to meet other like-minded people.??

Younger generations, such as the Millennials and Gen Z, appear to be driving this change. They’re also largely responsible for legitimizing experiential marketing, a marketing tactic that seeks to create a community centered around a brand through shared experiences. According to an Eventbrite survey, 78% of Millennials would rather spend money on experiences than tangible things.??

With the advent of social media, it’s no surprise that people are placing more importance on experiences now that they can share their travels and doings with a wide audience. Some experiential campaigns (also called activations) get crazy. For example, Lipton Tea did a large waterslide in the middle of the city of London and handed out samples of their tea.??

Examples of festivalisation??

Looking at demographics, the trade shows and conventions which draw a younger crowd are the first to experience festivalisation. Gaming conventions and progressive technology shows like the Bitcoin Conferences in Miami are giving credence to the effectiveness of this new fad.??

The Bitcoin Conferences still had many of the traditional trade show elements like booths, tables, keynote speakers, and educational sessions. However, the Bitcoin 2021 and 2022 editions also strip the formality of trade shows by hosting outdoor concerts and spectacles, including Sumo wrestling matches, basketball courts, and a half-pipe demonstration put on by Tony Hawk.??

The Bitcoin Conference utilized the space outside of the Miami Convention Center known as Pride Park. These crazy spectacles were happening around the inside event, giving people more of a festival experience. By providing a more comfortable environment for its attendees, Bitcoin was able to create a truly unforgettable experience.??

Bitcoin also hosted an after-party for VIPs known as The Whale Party. This ocean-themed party had all sorts of underwater scenic elements. The main feature was a ship and a giant whale’s tale. This party was not just happening indoors; there were terrific spectacles to be seen outside as well, with a famous DJ playing and dancers dancing outside; these grand spectacles truly brought this part to life, making this event unforgettable.??

Conclusion

Do you see signs of festivalisation at shows you regularly attend? Tell us about it in the comments below!