After a few years of having home as our base, there’s a growing desire to re-engage with the world in a more meaningful way.
On 9 March a National Day of Reflection will encourage people to look back on the past five years and the impact the pandemic has had on their lives. It’s wild to think that five years have passed since everything just... shut down. A day of reflection will give us a moment to acknowledge the lives lost and the challenges faced. But for the live events industry, it will also bring back deep emotions.
Our sector was one of the first to close and the last to reopen. We’re still feeling the lasting impacts of that lockdown. Yet, the world is different now and, despite those incredibly tough times, we can proudly say that live experiences are coming back stronger than ever.
The Q4 2024 IPA Bellwether Report shows that events were the fastest-growing category at the end of the year. Events marketing also had one of the strongest forecasts, showing brands are investing more in live experiences as confidence continues to return. But the real challenge now isn’t just bringing people back together, it’s about putting on an experience that makes people really feel collective awe.
Redefining live experiences in a post-Covid world
Pre pandemic, heading to the theatre after work was common. People were in the office daily, making it easier to plan ahead for events with friends and colleagues nearby. But hybrid work schedules, rising ticket prices and the desire for intentional experiences have made us more selective with how we spend our time and money.
It has taken a few years after lockdown for consumer confidence to recover. While the risks of event cancellations and financial losses have eased, many still wait until the last minute to decide what they can afford, what their friends are doing and whether an event will even happen. People are planning ahead again, but still not as early as they did before the pandemic. This shift has kept people more tied to the comfort of home – where the streaming platforms that exploded in popularity during lockdown take centre stage.
It’s no surprise that this has led to greater levels of isolation. The pandemic forced many people into introverted habits. As our research puts it, we’re living in the “hermit consumer” age, where staying in is the preference. But change is happening. Our research shows that 80% of people crave connection and eight in 10 are eager to bond with others. After a few years of having home as our base, there’s a growing desire to re-engage with the world in a more meaningful way. Brands that recognise and tap into this need for connection will stand out as the live experience market continues to grow.
How can live events continue to attract more audiences?
Rebuilding trust in live events remains crucial. While big events like Glastonbury or Beyoncé’s tour still sell out, audiences are more cautious of cancellations or last-minute changes when booking smaller events. To regain trust, brands must offer experiences that are innovative and make audiences truly feel a part of something.
Our research shows that while premium events are more expensive, attendees are willing to invest when they know they’ll get value. You could stay home in your onesie, but nothing beats the energy of attending a stadium with 90,000 people. Being part of a collective experience – whether it’s singing along with thousands of fans or cheering for the same team – creates a unique sense of belonging and excitement. Brands that tap into collective awe will leave lasting impressions and restore trust, drawing audiences back with renewed excitement.
Another shift we have seen is a hunger for variety. According to our findings, audiences are now open to attending twice as many types of live events as before. In London, innovative, immersive theatrical events like Guys and Dolls and You Me Bum Bum Train have all proved to be huge hits. People now want to discover the next big thing and share it with their friends. Trying one new experience often leads to seeking out more. Brands need to transform their offers and cater to this growing desire for novelty and immersion.
What’s next for live events?
The challenge for brands is to ensure these experiences provide a clear return on investment, both for attendees and for the brand itself. After the uncertainty of the pandemic, people are more selective. They want to know that their time and money is being well spent. The key is creating experiences people will remember and talk about long after they end.
Take the Euro 2024 football championships and Paris Olympics – the first full-scale editions since the pandemic – united fans through sport and shared excitement. The International Olympic Committee estimated the Paris Games could produce a £9.3bn economic boost, benefitting brands, local businesses and the live event industry, giving fans an unforgettable experience.
There’s no reason why this appetite should wane, unless of course we’re faced with another global virus that locks us back up in our houses, god forbid. Event organisers must innovate to engage audiences, giving brands a key opportunity to capitalise. But to succeed, brands must focus on their story. Every brand has a story to tell. The key is understanding what that is and what change you want to create for your audience. Don’t shortchange them, they’ve invested in you. If they leave feeling connected, inspired or joyful, then you’ve done your job well.
Matt Costain is senior creative director at Secret Cinema
