MarketPlace

Change of venue key to success of repeat events

tinie

English Rapper Tinie Tempah performing at a Jameson concert in Nairobi last year. FILE PHOTO | NMG

The fourth annual Jameson Connects Kenya music concert is set to take place on December 2 and this time around being held at the Uhuru Gardens, Nairobi instead of last year’s venue on Carnivore Grounds, an indication that location plays an important role in attracting attendees.

“Comfortable grounds, high security, and a peaceful and safe consumer passage throughout the event space are some of the important things we consider when selecting a venue for the Jameson Connects Kenya event,” said Esther Muhoro, Pernod Ricard Marketing Manager, the organisers of the event and owners of the Jameson Brand in Kenya.

“At Jameson, we like to explore alternative venues to ensure that there is always a refreshing and unique brand experience for our consumers.”
Indeed, a change of venue for an annaul repeat event is a factor that consumers prefer and plays an important role in determining whether they will attend a music concert or not.

According to a survey on the aspects that attract consumers to attend an event conducted by events company Jackson Gilmour and the Science Museum in the UK, respondents said that when it came to repeat events, majority preferred a different venue each year because it offered an opportunity for a new experience.

“Eighty per cent of the respondents said that they prefer the events to be held at different venues each year, 43 per cent stated that a venue with a ‘wow’ factor creates the best first impression at an event, followed by a warm welcome from the hosts at 31 per cent, while 29 per cent said that a strong synergy with the host company’s business or products was an important factor and a well-organised reception area at 23 per cent,” reported Jackson Gilmour and the Science Museum.

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“Unique and unusual venues are certainly becoming increasingly important for event organisers, as guests want something different and exciting every time they attend an event.”

Ease of access to the venue is also a key determinant for consumers. It should be a venue that is easily recognisable and accessible to consumers- whether they are using public transport means or their own vehicles. Another key factor is parking, there needs to be ample and secure parking space for the consumers, said Muhoro.

This was indeed found to be an important aspect for consumers in a research conducted by Podomoro University in Indonesia on the importance of venue selection in an event organisation.

“The results of the research found that 77.8 per cent of consumers prefer attending an event with easy access to public transport showing that it is very important. In addition to this, a large parking area was also required by both the event organisers and consumers,” reported Podomoro University.

Furthermore, the research also revelaed that for event organisers the availability of space that can accommodate different activities to allow consumer interaction , comfort and the ambience of the venue were considered important.

For the Jameson connects Kenya event, award winning American rapper Ty Dolla $ign will be the main act and has featured prominently in its promotion so as to get consumers excited and talking about it to drive ticket sales up, which are going for Sh2,500.

- African Laughter