It’s pretty obvious that event planning strongly depends on season. Kursiv LifeStyle breaks down how the event organizers adjust to the surrounding factors.
Seasonality is one of the crucial factors when planning an event, as people tend to spend their money on entertainment unevenly. According to the BigCommerce e-commerce platform, 40% of sales come from October, November and December. The summer season is traditionally regarded as a vacation period, during which fewer events are held in the city.
Victoria Torgunakova, CEO of Freedom Ticketon, explained when the demand for events in Kazakhstan is the highest.
«The theatrical season typically ends in early summer, and even film distributors tend to avoid scheduling major premieres during this time. In contrast, fall and spring are usually peak seasons for events as people return to their regular routines. Holiday breaks, such as International Women’s Day, Nauryz, and New Year’s, significantly boost interest in events held in Kazakhstan, as people seek to celebrate these occasions vibrantly with family and friends.»
There are three basic categories for an event organizer to pay attention to:
- Weather conditions. In winter, for example, it’s crucial to anticipate potential traffic challenges and plan the time and location of an event to ensure that both attendants and performers can arrive at the place as easily as possible. If we are talking about a tour, it’s necessary to book extra days for transportation;
- Competition. During high seasons, it’s essential to show off to attract attendees. There is no unified timetable of events approved in Kazakhstan, so to avoid competition, organizers must fight for their place in the sun;
- Current trends and audience preferences. It’s necessary to consider whether an event is relevant and if it might provoke a negative reaction from the public. If a mishap occurs, it’s important to acknowledge your mistake, offer a public apology and consider offering the audience some form of compensation or bonuses.
The most challenging days for organizers are the days of and before holidays. If we take a look at the New Year holidays, it’s essential to understand that Kazakhstanis would probably prefer family-friendly events during the daytime heading into the new year, so the timing and theme of the event should be defined very carefully.
«Most families in Kazakhstan have two to three children, so purchases of this nature can significantly impact their budgets. Additionally, many potential attendees prefer corporate parties during the New Year holidays. As a result, evening events, especially those lacking unique features, are struggling with sales.»
There is also a strategy for «dead» season events, for instance, making the audience certain of the complete uniqueness of the event or offering discounts and special deals.
“Exclusive shows, performances by popular artists or themed events can still attract audiences, even during quiet periods. It’s important to focus on the target audience and tailor the event to the group most likely to be interested, ensuring they aren’t distracted by other activities.”
However, there is always room for events no one can predict, such as natural disasters, political events and tragedies. It’s also fundamental to be able to adapt to the challenges and make decisions that remain profitable for the business, the expert believes.
