Music + Money + Miles
Music fans raise the bar on event prep
Attending live events requires investment of time and money. From tickets to transportation to the souvenir t-shirt, it takes resources to find yourself in the audience. As part of our Experiential EQ research, we visited events around the country and asked attendees why they seek out live experiences, especially when there are easier, cheaper entertainment options at home and on demand.
People were passionate about all event genres, but music stood out. Music fans' willingness to plan, travel and spend far surpassed the other event types—and our expectations.
Because music events are often multi-day festivals, it's no surprise that people spend money on travel and lodging for the event, but spending was much higher across all categories including ticket cost, concessions and merchandise.