The Ultimate Reopening Report: How Attendees Really Feel

As the end of lockdown nears, event creators are starting to think about hosting in-person events again – and how attendees are really feeling is one of the biggest questions on their minds. Are event-goers feeling nervous or excited? What will make them feel secure at live events again? Will some prefer to continue attending virtual events, even after restrictions have been lifted? 

To answer these questions and more, Eventbrite’s global consumer survey spoke to almost 8,000 attendees across Great Britain, Ireland, Australia, New Zealand, and the U.S.

This report focuses on the data from Great Britain and Ireland – where the events industry has been particularly hard hit during the pandemic due to a series of lockdowns and restrictions. The aim of our Ultimate Reopening Report is to provide an insight into how event-goers are really feeling as the world opens back up, so that you can plan the right types of events for your attendees – events that excite and entertain in as safe an environment as possible. Let’s get started!

1. How attendees really feel about returning to live events

Attendees are excited about the comeback of in-person events, but there’s understandably some hesitancy amongst event-goers, too. When asked how they feel about getting back to in-person events and experiences after the end of lockdown, respondents in Great Britain stated:

Ireland had slightly higher levels of excitement:

One attendee, who has a big festival event booked for later this year, summed up the split, saying: “It’ll be strange to be with so many people after such a long time, but I’m looking forward to getting back out into a crowd and enjoying the music.”

Against this backdrop of excitement and nerves, planning live events will look very different to pre-pandemic days. Event organisers need to consider the safety and security of their attendees in a new way and ensure that everything from their pre-event communications to on-the-day operations match guest expectations.

2. Coronavirus regulations: how to help make attendees feel safe

With over half of those surveyed stating that they are apprehensive about returning to live events, it is imperative that compliance with COVID-19 regulations is front of mind.

The vaccination status of staff and guests is a priority for consumers in Great Britain and Ireland when it comes to feeling safe at live events again. Over half of our respondents said that they’d return to in-person events when the majority of people in their country were vaccinated. And over half would attend live events when leading health authorities say it’s safe to do so. These findings not only show the importance of staying on top of the news, but also give event creators an idea of a potential timeline for relaunching in-person events.

When asked which specific measures would help to put their minds at ease, attendees highlighted the following as the most popular:

  • All staff vaccinated and tested prior to the event
  • All attendees vaccinated
  • Social distancing rules and face coverings enforced
  • Capacity restrictions for indoor events

As an event creator, you can use these findings to encourage attendees to sign up for your events by dedicating both time and resources to helping them feel comfortable. Consider implementing the following into your event management plan:

  • Take part in a vaccine passport scheme, so that attendees can easily show their vaccination status
  • Hand out face coverings at the entrance to those who have forgotten theirs
  • Install clear signage for social distancing at your venue or creating the likes of social distancing pods. Eventbrite has plenty of tools to help you implement social distancing measures, from timed entry slots to capacity-setting
  • Employ extra staff to communicate and encourage adherence to the rules throughout the event

Remember that the above are non-exhaustive suggestions and that you’ll need to check both national and local guidelines before hosting events.

3. The types of events that people can’t wait to attend

Food event creators will be pleased to hear that restaurant and dining events are the experiences people are most looking forward to. In fact, almost three-quarters of respondents in Great Britain and Ireland are excited to return to food events above all other event types. 

It’s also good news for the travel industry – 71% of Irish consumers and 56% of those in Great Britain are eager to get back to travel events. It’s perhaps not surprising that people are looking to broaden their horizons considering how restricted their lives have been since March 2020. But if you were wondering whether people had lost their desire to explore, rest assured that most haven’t.

There’s a real desire for community events, too – the majority of people in both nations are comfortable returning to live events in their immediate area or region. Wendy Cummins from Radiate Windrush Festival knows just how impactful local events have been and will be in the future.

“My key takeaway from 2020 is making it about people again and love,” she says. “[Our events are] about family. [They’re] about socialising. We’ve had such a digital 2020. [So] we’re going back to analogue, we’re going back to the smiles, we’re going back to the waves.”

Be aware that when it comes to gatherings with large crowds such as music events, some consumers are still in two minds. Try to reflect this in your planning and communications to encourage attendance by considering the mindsets of various generations, publicising your health and safety measures at every opportunity, and being available to answer any questions by phone, email, or social media. Setting up an FAQs section on your website or event page and writing in a personable way can also help to alleviate any nerves.

4. The power of hybrid events

Online events have boomed in recent months. In fact, more than 20% of respondents, or every fifth adult in the UK, attended a virtual event for the first time during the pandemic. Our survey results suggest that around half of people will continue to attend virtual events, though in-person offerings may be more appealing when they first return.

To get the best of both the online and in-person worlds, consider a hybrid event model. As Natalie Jackson from APL Media, a content marketing company that runs events for brands such as National Geographic Traveller, says:

“I think there’ll be people out there who’ll be desperate to get out and other people who’ll think, ‘I’m tired, it’s Thursday, I just want to watch something whilst I’m having my dinner.’ We’ve got to be mindful of keeping both.”

There are many advantages to hybrid events. They have the inclusivity of virtual events, allowing attendees who may not be able to attend in person the chance to take part. They also work well as a backup plan in case restrictions change. Plus, livestreaming events allows you to expand your audience by having both real-life and online guests.

Adam Amhama from Paws in Work has utilised these advantages, moulding his business to hold his corporate puppy therapy sessions in any way that a client needs.

 “If they have 50% of the company working from home and 50% in the office, we need to have the ability to run our events in an office and be able to stream that event out to the rest of the people who aren’t there on the day.”

5. The most effective event marketing strategies

When finding out about future events, it was clear that social media and personal networks were the clear winners:

But even though word-of-mouth marketing is powerful right now, data shows that few people would base their decision to return to in-person events on friend and family attendance. Remember this when planning your event promotion strategy, and focus on reassuring each individual guest to make them feel as safe and comfortable as possible.

You may need to encourage people to pay out for event tickets, too. Only around half of the people surveyed (47% in Ireland and 54% in Great Britain) think they will spend money on in-person events and experiences. Innovative event marketing tactics like affordable ticket tiers, social media discounts, and offering exclusive merchandise with purchases can all help to influence their decision.

James Sills from The Sofa Singers recommends marketing the likes of a members’ club for extra income, offering subscribers on-demand content and extra features like breakout rooms. Paws in Work’s Amhama advises thinking about attendees’ pain points, such as not having the time to attend a live event due to parental duties, and marketing your event as their solution.

6. An international event industry comparison

There are a few important conclusions, whether you’re planning to host local, national, or global events right now. Throughout all of the markets that we surveyed –  Great Britain, Ireland, Australia, New Zealand, and the U.S. – attendees are feeling a mixture of excitement and nerves about returning to in-person events. And attendees across the board are most excited about food and local events.

But some priorities differ slightly by nation. While vaccination rates are an event safety must for attendees in Great Britain, Ireland, and the U.S., Australian consumers are more concerned with temperature checks and COVID-19 case numbers. 

Remember that some countries have had very different experiences, with the event industry affected in different ways. For example, in Australia, where there have been fewer lockdowns, attendees are generally more excited about going to events with large crowds and are more willing to travel further.

Focus on attendees’ wants and needs

The results of our global consumer survey provide valuable insight into what attendees are expecting from in-person events. We know, for example, that event-goers are hungry for events in their local area – so, consider organising local events as a way to rebuild community spirit. 

Some attendees, who have been attending virtual events since the pandemic started, have had a whole new world of experiences opened up to them –  to boost inclusivity and increase capacity, think about making your future events hybrid so these people can continue to attend from the comfort of their own homes.

Above all, attendees want live experiences to comply with COVID-19 regulations, so provide clear information about measures like social distancing and face coverings and keep them informed of your health and safety policy in all messaging. For help with this, take a look at our COVID-19 Event Safety Playbook and wider COVID-19 resource hub.

Ready to take the leap and start planning your next event? Let’s go!