Diehard festival goers are a unique demographic comprised of everyone from old-school music devotees all the way to fist-bumping millennials. Take one walk around a festival like Lollapalooza and you’ll see a wide range of faces, each with their own unique personalities, interests and characteristics. As entertainment professionals, it’s our job to understand this audience and how to cater to them, and only them—after all, it’s their loyalty that keeps us in business.
Thankfully, we live in the age of big data. This data is complex, with millions of data points provided, making it challenging to connect the dots and make vital decisions. If managed correctly, however, the reward is success, sold out crowds and the opportunity to host our events for yet another year.