Live event organizers prepare for the busy festival season


Organizers of live experiences expect an eventful festival season with concerts, artist tours, food and drink festivals, theatre, comedy and sports. Events including the NH7 Weekender and performances from Ronan Keating and Kerala Dust are set to captivate audiences through the New Year. The live experiences sector was hit hardest by the pandemic, with outdoor entertainment one of the last sectors to reopen.

Organizers of live experiences expect an eventful festival season with concerts, artist tours, food and drink festivals, theatre, comedy and sports. Events including the NH7 Weekender and performances from Ronan Keating and Kerala Dust are set to captivate audiences through the New Year. The live experiences sector was hit hardest by the pandemic, with outdoor entertainment one of the last sectors to reopen.

“After last year’s uptrend, there has been a steady increase in purchasing patterns across all categories, which have performed better this year compared to the last few years. We have also seen increasing demand from visitors in Tier-II and Tier-III cities post the pandemic. As we enter the festive quarter, we have seen a steady increase in demand for live experiences, with gaming continuing to be a favourite,” said Varun Khare, Business Head, Paytm Insider. Compared to the pre-Covid period of 2019, Khare said, the platform’s ticket sales have increased by 84% in January 2020 and new users have increased by almost 90%.

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“After last year’s uptrend, there has been a steady increase in purchasing patterns across all categories, which have performed better this year compared to the last few years. We have also seen increasing demand from visitors in Tier-II and Tier-III cities post the pandemic. As we enter the festive quarter, we have seen a steady increase in demand for live experiences, with gaming continuing to be a favourite,” said Varun Khare, Business Head, Paytm Insider. Compared to the pre-Covid period of 2019, Khare said, the platform’s ticket sales have increased by 84% in January 2020 and new users have increased by almost 90%.

Apart from sports, the platform is also preparing for Navratri and other festivals, and its event listing has more than doubled compared to last year, including multiple events in Mumbai, Ahmedabad, Surat and other cities mostly in the West region. Are.

Apart from Navratri, music festivals like NH7 Weekender, Casa Bacardi, Independence Rock, Echoes of Earth and Bollywood Music Project are scheduled to perform alongside international names like Jaden, Anuv Jain, Sonu Nigam, Arijit Singh and Ilaiyaraaja. Ronan Keating, 50 Cent, Kerala Dust, and UB40. Meanwhile, BookMyShow is hosting Westlife’s Wild Dreams Tour and the second edition of Lollapalooza India music festival as well as beauty and lifestyle festival Nykaland.

Siddharth Chaturvedi, founder and chief executive of EventCrafter and member of the Event and Entertainment Management Association, said the recovery phase for live experiences is expected to accelerate this year. “There is a change in mindset, where people are looking for live experiences more than ever before, and the fear (of COVID) is a thing of the past,” Chaturvedi said.

While government events like the G20 have helped pick up the pace, weddings have also come back in a big way, including an influx of NRIs coming back to the country for ceremonies that were put on hold due to Covid, Chaturvedi said. Said.

Hariprasad Shetty, co-founder and CEO of The Blend Community, a startup that brings brands, consumers and creators together to create content and experiences around food, fashion and fiction, said the sponsor is established with proven audience participation. Showing strong commitment to properties. Brand visibility, and a sense of credibility. “It seems like sponsors are hesitant to adopt new properties or events,” Shetty said.

According to industry experts, there are some other challenges when it comes to the shortage of available dates given the upcoming busy season, including unpredictable weather conditions and the increased demand for experienced event personnel who can ensure the smooth running of events. Are important to ensure running.

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