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Organisers from Festival Republic, Alter Art, Metal Days and Flow Festival tackled the divisive topic during ILMC's Festival Forum panel
By Lisa Henderson on 15 Mar 2023
European festival promoters engaged in a heated debate about increasing ticket prices during a panel discussion at the recent ILMC.
Festival Forum: Mud Baths & Outdoor Pursuits saw Holger Jan Schmidt (Go Group/Yourope) moderate a discussion between Melvin Benn (Festival Republic, UK), Mikolaj Ziółkowski (Alter Art, PL), Nika Brunet Milunovic (MetalDays, SI) and Maiju Talvisto (Flow Festival, FI).
With all agreeing that the supply of artists, customers and infrastructure is stable for the 2023 festival season, the panel’s sticking point was how to keep tickets reasonably priced.
“There is almost always a moment in every economy when you feel you are being ripped off”
Apart from one Festival Republic event, the organisers on the panel said that they had increased prices for all of their festivals.
“We are reaching a red line,” warned Ziółkowski, who promotes Open’er, Orange Warsaw, Kraków Live in Poland. “There is almost always a moment in every economy when you feel you are being ripped off.”
“Generally, prices are higher and people are not earning more money. So probably in summer 2023, people won’t be able to buy two or three festival tickets, they’ll only be able to go to one. We have to be so clever to be more interesting and more flavorful than other cultural offerings,” he concluded.
Benn, who promotes Reading, Leeds, Latitude, Wireless and Download among other festivals, argued: “We don’t know where that red line is. We want to keep the ticket prices down but we have to compete and pay artists what they want. At a point, the public either says we’ll buy the ticket or we won’t buy it. That’s the risk; that’s the business we’re in.”
“The dilemma is: what is too expensive?… it’s relative”
Both Ziółkowski and Schmidt aired concerns high ticket prices may render festivals financially inaccessible for a large chunk of the audience.
“It’s important that we are trying to keep prices for festivals and headline shows reasonable because music should not be for rich people. Music should be for all people,” said Ziółkowski.
Schmidt echoed his point: “I would also argue that if we raise the ticket price [too much], we will exclude people who can’t afford the ticket so they will not be able to come to the festival.”
MetalDays’ Milunovic added: “The dilemma is: what is too expensive? It depends on what you get for the money that you pay for the ticket. It’s relative.”
“There’s no such thing as cuddly capitalism. Entertainment costs”
Benn commented that maintaining a top tier line up for festivals such as Reading and Leeds was crucial to their ongoing success, adding that prices would inevitably rise given the ongoing hikes in costs that all organisers are facing. “We have to do what the market demands,” he said. “If ticket prices go up and people don’t come, we’ve lost out – so we have to try and balance it.”
Flow Festival’s Talvisto agreed that it’s a balancing act to keep costs down but pointed out that “there aren’t that many pieces in the puzzle where we can increase the revenue”.
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