Celebrated event organiser Jai Banda has advised festival organisers to always focus on delivering a high-quality festival experience, with attention to detail in all aspects of the event to avoid giving the audience half-baked events.
The veteran festival organisers who has been in the industry for over three and half decades and having organised festivals such as Reggae by Foot Festival Sound and Light, was speaking in Lilongwe on Wednesday at the Festival Organisers Workshop.
In his presentation titled ‘HARNESSING THE TRUE POTENTIAL OF FESTIVALS in Malawi’, Banda said having worked with different festival organisers in the country, he can confidently say it is possible to realise gains from festivals, if well planned and delivered.
“However this is an uphill task in this country having regard many Malawians lack disposable income to spend on quality entertainment and find it difficult to pay for value when it comes to entertainment. Music festivals can be a lucrative venture but it requires careful planning execution and a solid understanding of the revenue streams,” he said
He urged festival organisers to offer pricing options and different tiers of tickets and partner with brands to offer exclusive sponsorship packages, including branding, product placement, and activation opportunities and to make sure that they should not to duplicate sponsors especially where they are offered big sponsorship.
“Offer a variety of food and beverage options, including concessions, bars, and restaurants. Never overprice to the people who want to run bars and restaurants because when they make losses then next time they will not work with you. Sell festival-branded merchandise, such as T-shirts, hats, and posters are important. Try and market these long before the event. Spread them throughout the country. You will agree with me Team Entertainers as a brand has been good at this. You can travel from Nsanje to Chitipa you are sure to meet 1 or 2 persons wearing an Entertainers Promotions T-Shirt.
“Accommodation is a must for festivals of more than 2 days. You might choose to offer packages that include festival tickets, accommodation, and travel arrangements as a package. It hasn’t been done but it can be done and might prove worthwhile.
“VIPs like good things and are prepared to pay if it is worth it. Offer exclusive VIP experiences, such as meet-and-greets, backstage tours, and private viewing areas. The Packages should always be brought to the attention of the VIPs before the event. Good things do not come cheap. There are people out there who are prepared to pay for value. However, always make sure you deliver what you promise.
“License festival footage and music to TV stations, streaming platforms, and other media outlets. Offer brands the opportunity to activate their products or services at the festival. We have seen Banks arranging for account openings at the festival. Companies like Airtel and TNM have had field days at festivals. Talk of Banja La Mtsogolo and other organizations who want the audience to know what they offer,” he said
He also gave tips on the importance of using festival apps, live streaming, marketing and promotions.
“Manage production costs, including staging, sound, lighting, and logistics. Production costs can be high especially if you want to come out with a good production. Hire experienced staff and manage operational costs, including security, sanitation, and crowd management. For security check both their charges and capability. You might find you get cheap security which might fail to deliver and you lose more. It is advisable to hire capable security companies who can ensure the job is done,” said Banda
He cited unique selling proposition (usp), target marketing, partnership and collaboration and attention to detail as some keys to success in festivals organization.
“Develop a unique festival concept, lineup, or experience that sets your event apart. We have festivals like Lake of Stars and Sand Music Festuivals which have created a goodwill in the country. If you have to come up with a good festival come up with with one which can match or surpass the standards already there.
“When all is said and done it all comes down to hard work and passion. Never venture into Festival organisation if it is not your passion. One should be prepared to take risks if gains can be realised in organising festivals.,” he said
