“The word “festival” is derived from the Latin festum, meaning to feast, and originally defined a day or special time of rejoicing or feasting, often in memory of some great happening.” – (Martin et al 2005)
Introduction
This dissertation examines the motives behind customers attending unique and creative events. Does the overall setup and design of a music festival motivate customers to attend and does it enhance their overall experience?
Objectives of the study
• Understand the motivations behind customers attending a music festival, in particular Tomorrowland Music Festival
• Determine if attendees seek out a unique experience when going to a music event
• Does the overall production of Tomorrowland Music Festival enhance the attendee’s …show more content…
An article written on the history of the festival explains that it first hosted the Tomorrowland event in August 2005 with just 10,000 people in attendance. Since then it has grown immensely with “185,000 attending in 2012 from over 75 countries” (Khal 2013). The festival has even partnered with Brussel Airlines to offer people travel packages and transforming Brussels airport to the theme of the festival. Mentioned by Khal (2013) Tomorrowland also received the award for the “Best Music Event” award at the 27th Annual International Dance Music …show more content…
In 2013 the festivals theme was “The Arising of Life” with the mantra “Yesterday is History, Today is a Gift, Tomorrow is a Mystery” (Tomorrowland 2013), the theme runs as a story, starting with a promotional video from the Tomorrowland organisers, it is incorporated into the individual tickets every attendee receives and begins once they arrive in Brussels airport. It is carried out until the very end of the event with the closing ceremony concluding the festival.
Experience
Tomorrowland’s emphasis on theme can be considered the main reason why the festival experience is like no other. “Tomorrowland is the enigmatic mecca of holy rave magic”, states McCarthy (2014), an enthusiastic attendant.
Another reviewer praises the festival by saying: The allure of the festival not only lies in its history and the artists that grace its world-renowned stage, but in the stellar production of the entire event—attention to detail is everything here…the experience of Tomorrowland was unique in this imagined space–an atmosphere uniting people across national and ethnic difference (Marijke
Introduction
This dissertation examines the motives behind customers attending unique and creative events. Does the overall setup and design of a music festival motivate customers to attend and does it enhance their overall experience?
Objectives of the study
• Understand the motivations behind customers attending a music festival, in particular Tomorrowland Music Festival
• Determine if attendees seek out a unique experience when going to a music event
• Does the overall production of Tomorrowland Music Festival enhance the attendee’s …show more content…
An article written on the history of the festival explains that it first hosted the Tomorrowland event in August 2005 with just 10,000 people in attendance. Since then it has grown immensely with “185,000 attending in 2012 from over 75 countries” (Khal 2013). The festival has even partnered with Brussel Airlines to offer people travel packages and transforming Brussels airport to the theme of the festival. Mentioned by Khal (2013) Tomorrowland also received the award for the “Best Music Event” award at the 27th Annual International Dance Music …show more content…
In 2013 the festivals theme was “The Arising of Life” with the mantra “Yesterday is History, Today is a Gift, Tomorrow is a Mystery” (Tomorrowland 2013), the theme runs as a story, starting with a promotional video from the Tomorrowland organisers, it is incorporated into the individual tickets every attendee receives and begins once they arrive in Brussels airport. It is carried out until the very end of the event with the closing ceremony concluding the festival.
Experience
Tomorrowland’s emphasis on theme can be considered the main reason why the festival experience is like no other. “Tomorrowland is the enigmatic mecca of holy rave magic”, states McCarthy (2014), an enthusiastic attendant.
Another reviewer praises the festival by saying: The allure of the festival not only lies in its history and the artists that grace its world-renowned stage, but in the stellar production of the entire event—attention to detail is everything here…the experience of Tomorrowland was unique in this imagined space–an atmosphere uniting people across national and ethnic difference (Marijke