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Festival Fix

Festivals were traditionally outdoor events that included music events, food gatherings and large scale get togethers for entertainment. But in recent years they've exploded into the corporate world to host a hybrid of entertainment and learning.

Lemonzest has worked on festivals for several years and have seen them adapt to fit a niche in the business space. Conferences and expos are being reimagined as festivals. This relatively new format is where like-minded people and teams are coming together to mix business and pleasure.

Before lockdown, Lemonzest worked on festival-themed events that were delivered as social events and/or team building days. The day would include an overall corporate message but bring in an element of collaboration, networking and entertainment. Some would be day events, and some would spill over into the evening, each one capturing the essence of fun and a different way to deliver a corporate message or company objectives.

Since the pandemic, and a more flexible way of working, festivals are now seen as a valid way to host an event with a business purpose.

A few weeks ago, we worked on RecFest, a daringly different event for in-house recruiters and talent teams. Its purpose, to shine a spotlight on the people who make up the industry and break the mould through a unique format to provide networking opportunities, top quality content, immersive activities, and a legendary afterparty.

We worked with Eploy to deliver a stand build with a custom surf shack theme. The event was held at Knebworth so there was plenty of open space to deliver an event at scale. Lemonzest worked with the client to support its stand build, event planning and management, stand activation sourcing, themed graphics and supplier management. We fully branded the space (6mx6m pagoda) and came up with solutions aligned to creating a fun space that was inducive to getting visitors to the stand to engage with the client.

The overall festival was designed to bring together 5000 professionals to learn from masterclasses and seminars and at the same time create an energy and buzz, with plenty of cool vendors/sponsors on site. Basement Jaxx delivered the evening spot entertainment and finished the day as another Recfest to remember.

What I get asked most about festival events (and my response)

How do I make a festival event relevant to our objectives?
Approach it as you would any other type of event with a detailed purpose, knowing what you want to achieve and your key deliverables. Then leave the ‘How’ to us.

Will we lose corporate messaging with the more relaxed nature of festival events?
No, it will just take a different form from a traditional format event. There are lots of options for graphics, LED screens, subtle branding, social media engagement and more.

What about the weather?
You can't influence the weather only make a plan for it so if the weather is not as good as hoped, make sure you've planned ahead with undercover areas and looked at insurance options. Take advice from your Events Company team for the options, tips and tricks and the best venues to host events that can cope with and mitigate any issues with an inclement in the weather.

Festival events can be another way to creatively craft your objectives and make an event even more memorable. Tempted? Ask me or the team for our ideas or what is possible, you might just be surprised.