As the experience economy continues to grow in importance to consumers, an important aspect of the experience that can’t be neglected is the fact that during an experience guests want a sense of place.
This sense of place is important because it allows people to recognize that they are taking part in something that is one-of-a-kind, something that required a deal of thought, and something that isn’t likely to be repeated.
All of these can lead to wins for us and our events because they all capitalize on the idea of FOMO that seems to be on many marketers’ tongues currently.
Whether or not you believe in FOMO, there are some really great ways that you can take advantage of the trend of offering your guests a sense of place that will create a buying mood in your potential guests.
Here are three of my favorites:
Use location to your advantage:
Living in Washington, DC, you can take for granted the US Capitol, the White House, and all of the other monuments. But Nationals Park has found a way to incorporate them into the view when you are sitting on the second and third levels where the Capitol Dome peaks out and stares at you from the base of the Mall.
In Sydney, the Sydney Opera House’s Forecourt is one of the most spectacular event spaces in the world. Taking advantage of being on the Sydney Harbor and sitting in front of the Sydney Opera House provides visitors an experience that is breathtaking and unique.
If you want to see what this looks like in practice, search “The National Sydney Opera House” in YouTube and watch the full-length concert they broadcast from the Forecourt a few years back.
On and on these opportunities can go from concerts that take place underneath the Golden Gate Bridge, Burning Man in the desert, or a football match at Wembley, all of these are iconic locations that can be used to amplify your event and give it a sense of place.
Bring in local touches:
Every time I am in Paris, I visit Notre Dame because I love the bakery that is next door to the cathedral. Since I was about 20 years old, I’ve been going there to get a Parisian hot dog.
Over the years, I have had the chance to visit many of Paris’s iconic restaurants and places, but the most Parisian thing in the world to me is the hot dog at the bakery next door to Notre Dame.
I bring this up because part of the sense of place is having something that you connect with a location.
Ask a New Yorker which deli they love the most and you’ll get any number of answers and all of them tell a story.
Same thing when you go to Miami and ask about the best Cuban food or craft beer, the answers will be varied and none of them are likely wrong.
This is at play all around the world too. No matter where you are holding your event, try and create some sort of association with the local community by bringing in some of those things that are unique and give your event that extra touch of place.
It doesn’t have to be food and drink either. You can also bring in designers, artists, and vendors from around the area to do something unique.
Expand your footprint:
I’ve run the NYC marathon 4 times. I lived in NYC so running the marathon was a natural thing.
The reason I bring this up is because the NYC marathon makes a point of having the race touch all five boroughs.
While your event might not have the footprint of the NYC marathon you can still use the concept of expanding your footprint as a tool to drive opportunities to create a unique experience.
Look at it like this, if you are hosting a road race, maybe you can create a guided tour or suggested sites to see. You might even be able to create partnerships with these venues and sites to give your guests a special perk.
You can also bundle packages with other events like if you are hosting a music festival and the local sports teams are playing at the same time or in the days that are around your event.
This can play out in any number of ways to partnering together with another event in town, restaurants, museums, or something unique.
The key is to be creative and give your guests a hook that signals to them that they aren’t just visiting a small event; they are visiting a destination event.
With a little thought, all of these ideas can come into play and create the opportunity for you to take advantage of the idea that people love to feel like they are doing something unique in a specific place.
FOMO may or may not be real, but doing the work to take advantage of it can be fun and profitable no matter what.
Read more about our 10 trends impacting the live entertainment industry here.