What I learned from inviting 175,000 people to a show at Christmas

It was an event called Elfingrove. And this year we’re bringing it back.

(N.B. This is a long read, if you want the learnings less the story, jump to the end…)

In 2019, before Covid was even a word, I faced the toughest challenge of my career (out with being a start-up).?

It was an event called Elfingrove. And this year we’re bringing it back. (Read on for more details of this year’s plan).?

In 2019, we went on sale with an idea I had in 2018. An event to put Glasgow on the December map. An event we’d invested close to ￡2 million in, created over 200 jobs and held the ambition of creating a new family tradition.?

Up until then I’d only known mainly positive media and social coverage. Elfingrove delivered the biggest kicking myself and my team had ever faced.

A good idea, a year of planning, followed by 4 teaser trailers and our tickets went on sale. Within 24 hours 125,000 tickets were sold. By the time the show started we were sold out with over 175,000 set to attend - more tickets for a year one show than Glastonbury.?

The night before opening we ran a test preview with 1,000 people. They loved it. We went into our opening night with an excited nervousness for the start of a 30-day run.?

It’s fair to say the opening night didn’t go too well.?

Multiple issues conflated – our first full audience; appalling weather; a ten minute opening delay; a lot of anxious parents and in hindsight a general mood in the country in late 2019 fuelled by warring politics over Brexit and the future state of our nation (no I’m not blaming politics for opening night reviews!).?

Now before I go on, I am seriously passionate about creating spectacular shows. Ones that we can grow annually that create positive impacts in their local community, ones that make us proud to live where we call home. I hate great events that fail to make it past year one. I want my kids to grow up in a culturally vibrant country and city where annual traditions are cemented in the community. Where home grown events are genuinely world class and attract visitors to all that we have to offer. I write these shows and direct them alongside an incredible bunch of designers, producers and technical crew who bring them to life.

In 2018 we launched our first major show, GlasGLOW – an immersive story driven light and sound show. An idea I’d had for over a decade and finally had the resources to pull it off. 74,000 people attended a sold out year one. Had we listened to some of the vitriolic reviews of GlasGLOW in year one we would have never made it to a 5* rated?show for over 100,000 going into it’s fourth year that gives back loads to the local economy and community (we’re shortly about to release the story for this year’s show).

So back to Elfingrove.?

The opening didn’t go so well. Many enjoyed it but a significant number didn’t. And boy did we get a kicking. Positive press reviews were hurriedly re-written in the wake of a social media onslaught. Further fuel was added over the following few days with one of the major tabloids wading in.

With 175,000 ticket holders set to attend, the next few days were incredibly tough. Hundreds got in touch demanding refunds for a show they had yet to experience and the entire 100 strong front of house team were demoralised and crestfallen. But, the show had to go on.?

We took a stance, that infuriated some, not to refund purchased tickets. We insisted that people make their own mind up. As the days went by we made multiple minor tweaks (as happens with every show we and others do) and the positive reviews started to overpower a very nasty online element. Many of those who initially demanded refunds wrote back to us thanking us for a great time.

The reality was we had created a monster of a show with huge expectations at a time of year when emotions are super high. I hadn’t fully realised this. We got many things right and many things that needed improved upon. We were 2019’s ‘Christmas show gone wrong’ headline.?

Let me be clear, the show had its flaws and if you attended and didn’t enjoy it I sincerely apologise. But the truth was we had 0.39% of those attending complain to our customer support team.

I’ve no doubt for some people it wasn’t their thing but we know for many it was. And whilst I’m determined to do so much better, shows need to find their audience. There were many areas of Elfingrove that were fantastic as well as others that didn’t land. However, the smiles on most people’s faces were plain to see.?

So, for 2021.?

We’ve had longer than anticipated to take on board feedback and write a whole new show. One that we’re going to reveal the detail of in the coming weeks. For now, I can tell you it will be fully outdoors – if you like GlasGLOW you’ll love it - and with an amazing new addition, a spectacular ice skating experience with Scotland’s largest ice rink.?

More than ever, I’m determined to create events and happenings that bring friends and families together for fun and escapism. In 2019 the event pumped millions into the local economy and this year it is needed more than most. We’ll also be doubling down on our E.L.F. fund that helps local families who need it most.?

I know we’ll get things wrong, but I’m hoping that we’ll do our city proud. For those who disliked 2019 I hope things have moved on and for those who read the negativity without attending I hope you’ll make up your own mind. And if you enjoyed 2019, we hope we’ve created something even more special for you.

Cheers

Oli

What did I learn:

1.?????Emotions are exceptionally high at Christmas. We want to give our guests a warm cuddle when they arrive and do our very best to communicate the experience in advance.

2.?????The inside of a complex museum with millions of pounds of artwork on the wall is challenging. And whilst stunning, for many visitors the show elements didn’t read. This year we’re sticking to outside.?

3.?????Give more specific detail in advance. We want our guests to know the experience better and plan if they’re coming as a family, with young kids or on date night.

4.?????Be explicit, there will not be a Santa’s grotto in sight. We alluded to Santa making an appearance which many had interpreted as a meet and greet. This year will have plenty of festive feel-good factor but we don’t and never intend to have a Santa’s Grotto – lots of places do that brilliantly. This show is as much for adults as it is for kids.

5.?????Parents bringing small kids late at night is a bad combination. The frenzy to buy tickets forced many parents to come far beyond bedtime. We can do more to mitigate this.?

6.?????If you go big, expect a kicking. Not everyone will like what you do. If it’s at Christmas be even more prepared.

7.?????Ignore Twitter, it’s vile. Facebook less so. Instagram seems to have nicer people and tiktok is fun.

8.?????Team is everything. I was deeply upset in 2019. I can handle an onslaught and quickly regrouped. What hurt most was the impact on the team. But what then ensued was the biggest and best team effort in our history of business, pride doesn’t scratch the surface of how I felt with each and every team member rising to the fore. Thank you team.?