Recently, cultural events and activities have gained popularity among Romanians willing to explore them. According to the data, Romanians tend to be quite spontaneous in planning the events they want to participate in. One in three Romanians declares that they organize their social agenda in advance, at the beginning of the year, and a similar number of consumers look for their events in the middle of the year, probably to enjoy the activities of the spring-summer period, according to the Events Behavior 2024 study conducted by Starcom Romania.
The majority (28%) prefer to search for events during the week when they have free time and/or are in a social mood. A similar percentage of Romanians search for events a month in advance.
Events, as social activities, are usually discovered through friends and acquaintances. Also, Romanians declare that they find out about them through television. However, the most visibility of events is achieved through social media, either through friends’ posts or artist pages.
These trends underline the importance of digital communication channels and social networks in promoting cultural and social events in Romania.
Music concerts remain at the top of the list
In 2023, Romanians declare that they participated in various events, especially those in the sphere of art, entertainment and gastronomy. Music concerts were their favourites, followed by handmade fairs, theater performances, stand-up comedy and sporting events. Also, some Romanians opted for local or international conferences for personal or professional development. Concerts with international artists are very well seen by Romanians, being also considered an opportunity to increase visibility and the economy for Romania.. These events not only have a positive impact on tourism and the economy of the country, but also offer Romanians the opportunity to -see your favorite artists without having to travel outside the country.
Decision makers in event attendance: from price to experience
When deciding to attend an event, Romanians attach the greatest importance to the price of the ticket. However, considering that the second decision criterion is represented by the artists or personalities present at the event, we can assume that the Romanians can overcome the price obstacle for the right line-up. In addition, Romanians pay attention to the distance from home to the venue of the event, the type of location and the additional costs associated with participation. Romanians want to enjoy live concerts, quality drinks and delicious food. They also want to have the opportunity to interact with their favorite stars, as has happened in the past at various activations organized by brands during festivals.
Romanians’ expectations during festivals
“Romanians expect a complete event experience, an experience that includes attractive, instagrammable venue design, culinary diversity and venue accessibility for a satisfying turnout. Expectations are high in terms of artist diversity, sound and lighting quality, schedule compliance and providing detailed information about access and other relevant aspects,” said Mirela Enache, Media Research Specialist, Starcom Romania.
For 71% of Romanians, the arrangement of spaces at a festival is very important, emphasizing the need for organizers to pay attention to design and arrangement details. Attendees expect there to be areas dedicated to relaxation and socializing, in addition to those intended for performances or presentations.
Another essential aspect is the food court, which contributes significantly to the festival experience. Organizers need to ensure access to a wide variety of high-quality food products, not just basic food and drinks.
To be considered well organized, festivals must offer diversity of artists, quality sound and lighting. Romanians expect the observance of the program and the provision of detailed information about the conduct of the event, access and other relevant aspects.
Transportation and parking are also critical issues. Easy access to the event, either by public transport or by ensuring an adequate number of parking spaces, is appreciated by the participants. All of these elements contribute to the overall experience and satisfaction of event attendees.
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