Even the best-laid plans often go awry. After the disappointment following Walker Town, event organizers have faced a nightmare scenario in hosting concerts. As if on cue, the much-anticipated yearly Oktobafest gave Pulsers a scare when it announced that it would not be hosting a single festival in Nairobi at Ngong Racecourse.
The organizers promised to issue a 100 per cent refund of the value incurred via the platform where the early bird and advance tickets were purchased within the next 14 days. However, the change of tact came with a bigger surprise.
"Tusker OktobaFest is currently bigger than we had even envisioned it to be, and that is why this year we are doing it differently. Instead of consumers coming to us, we are going to them, and that's why we are in Eldoret celebrating OktobaFest differently but the concept remains the same," Brigid Wambua, Senior Brand Manager, Tusker, told Pulse in an interview.
"This is a culture where people come together to have a good time and celebrate over a beer. So we thought, why not allow our customers to do so in a much bigger and much better way?" she said.
Over the weekend, Club Timba XO in Eldoret and Enkare in Kitengela kick-started the series of events that have caught on.
Performers include Khaligraph Jones and Vijana Barubaru as headliners, with DJs Aleckie, Pierra Makena, and Tibz.
"DJ Tibz knows how we party here in Eldoret; he knows how to get the crowd going, and his playlist is a reflection of this. He is a must-have in your lineup when it comes to major shows here. His personality, his dancers, his connection with the crowd, and the energy he gives is immediately reciprocated by the crowd," an excited fan said during the event.
"Playing to regional strengths sees this year's event respond to what our consumers want, what our patrons want. So if our target audience enjoys Khaligraph Jones, we will give them that; if they enjoy Rhumba, we will give them Les Wanyika. So whatever they enjoy, that is what we will give them," Brigid said.
"In the events industry, we need to review our ways of executing events. The past five years have not represented the projected deserved growth. Major clients scaled down during COVID and never resumed, and recently, some have been scaling down investments into events," says Chris Kirwa, C.O.O at CateChris Ltd.
For fun-seekers, as the festivities start, a busy schedule promises to see heavyweights such as Burning Spear, Sean Paul, and Shenseea jet into town through the much-hyped Raha December.
Trends
This year has not been friendly to event-goers, as we have had a number of high-profile events cancelled or postponed. Not just a local problem but also in the international scene, it has not been easy either.
Meanwhile, even some big-name global festivals that used to sell out in minutes struggled to sell tickets this year. Coachella, the most-attended annual music festival in the world, saw a decline of around 15 per cent in ticket sales this year compared with last year.
Denise Kibisu-Ngibuini, the CEO and Founder of Cogwheel Creations Ltd., an event organizing and producing outfit, says the event management landscape is seeing some interesting shifts.
"Attendees now expect a more tailored experience. Using data from registration, you can create personalized itineraries, content suggestions, or seating arrangements that resonate with the preferences of your audience," she says.
Denise says that with the digital era upon us, data and analytics have become key, with tracking attendee engagement in real-time becoming more sophisticated.
"Leveraging technology in all aspects, from ticketing platforms to event apps, use technology to streamline processes and enhance attendee experience. By staying ahead of these trends and applying a mix of traditional event management principles with modern techniques, you can create impactful and memorable events," she says.
Putting on a festival, Denise says, involves investing an incredible amount upfront with only the hope that ticket sales and other revenue sources will allow investors to recoup costs.
And the economic ripple effects of these high-profile events extend far beyond the arena walls, leaving a lasting mark on the local economy.
She says planning is everything, from the venue to understanding the audience.
"Start planning early and be thorough. Ensure every detail is covered, from venue logistics to communication plans. Have a contingency plan in place for unexpected challenges. Understand your audience to tailor the event to the needs and preferences of your audience. It's crucial to know who you're catering to and what their expectations are," she adds.
"Don't assume everything will go as planned: Murphy's Law applies-always expect the unexpected and be ready to adapt. Having a flexible mindset can save you a lot of stress," says Nyandia Gachago, Cluster Head of Marketing and PR at Emara Ole Sereni.
"One of the things one needs to do when planning an event is to prioritize team preparedness. An adequately trained team is vital for ensuring smooth operations during the holiday season.
"Many companies in the sector are investing in robust training programs to prepare staff for the seasonal surge, encompassing aspects from customer interaction to the management of digital systems. Furthermore, employee welfare is being emphasized, with flexible working hours and benefits aimed at fostering high morale during this hectic period," she says.
Nyandia says one of the current trends is enhanced digital marketing campaigns. In preparation for the festive rush, hospitality brands are amplifying their digital marketing efforts. This includes targeted social media campaigns, email marketing, and influencer partnerships to highlight special festive offerings.
"Use location data to segment your audience, creating targeted groups based on factors like proximity to event locations or geographical concentrations of interest. Getting the right influencer for the job is also key, as influencers are more than just a pretty face. They have the power to change mindsets and even shape culture," she notes.
