How to organize an event. The example of Tomorrowland


Term Paper, 2020

28 Pages, Grade: 1,8


Excerpt

Table of Contents

List of Abbreviations

Register of Illustrations

1 Introduction

2 Nature of the Tomorrowland Festival
2.1 Objective and Venue

3 Resources
3.1 Staffing
3.2 Insurance
3.3 Budget and Funding
3.3.1 Tickets
3.3.2 Sponsors
3.3.3 Merchandising
3.3.4 Company Sales

4 Logistics
4.1 Lighting and Staging
4.2 Catering
4.3 Sound
4.4 Amenities
4.4.1 Payment Methods
4.4.2 Toilet Facilities

5 Marketing

6 Risk Management

7 Conclusion

Appendix

Bibliography

List of Abbreviations

USP Unique Selling Point

EDM Electronic Dance Music

Register of Illustrations

Abbildung in dieser Leseprobe nicht enthalten

1 Introduction

Electronic Dance Music (EDM) Festivals like Tomorrowland make it possible for people, from all different parts of the world, to celebrate the music they like. The EDM scene is rising since its beginning. In today's modern, sensory-flooded world, the demands on multimedia-based formats have increased significantly. In order to satis­fy an increasingly demanding audience, it is not sufficient to offer classic festival for­mats in their original form. There is a feeling of community and togetherness, becau­se the participants of an event experience themselves as a unit, a large family. Parti­cipants often develop a thematic identity, since many events, like Tomorrowland, are structured thematically. Through the detailed work, the changing topics, its size and the peculiarity of the festival it is the most famous EDM festival in the world and enables the organizer to generate its highest sales within two weekends.

The success of an event cannot only be measured by the satisfaction of the visitors but also by the smooth organizational process of the event. EDM Festivals have be­come a major economic factor that generates sales for all involved actors and stake­holders.

The music industry makes a significant contribution to today's scale of events. Due to the great variability of different musical styles and genres, it is an extremely complex structure that has a wide variety of formats depending on the target group. In addition to that, business has discovered events as a means of corporate communication that, as contemporary and appealing media, brings the value of the brands reliably to the target group addressed.

The following report describes which requirements are placed on successful event management for large events in the music industry, which resourced are needed, how the logistics are structured and which marketing is used for a successful event. Another part of an event is funding. Considerable financial resources are important, especially for large events. Methods of how the Tomorrowland Festival is funded will be presented.

2 Nature of the Tomorrowland Festival

Not every EDM festival is the same. If one takes a closer look at those festivals, the great variety in the execution, type and design stands out. Every event tries to attract as many visitors as possible with a Unique Selling Point (USP).

The Tomorrowland is a good example of how successful an EDM festival can be, if the organizers have a good marketing and a USP that is used sensible. The organi­zer ID&T is a Dutch entertainment company since 1990. Today ID&T is the most po­pular organizer and hosts the festivals Sensation, Mysteryland and 13 more, each with more than 40,000 visitors. They achieved worldwide fame through the Tomor­rowland where, in 2019, over 400 international DJs played on 6 days and 16 locati­ons. It is an open-air EDM festival which was modeled on the festival Mysteryland.

The graphical representation (Illustration 1) shows a continuous increase in visitors. The first Tomorrowland in 2005 was a one day festival with two stages. It attracted approximately 10,000 visitors. In 2012 the festival was voted as the "Best Music Event Worldwide“ for the first time. The festival celebrated its 10th anniversary in 2014, and was organized on two consecuti­ve weekends. By requiring separate tickets for each weekend, 360,000 tickets were available. In 2015 and 2016 the festival only took place on one weekend again, which explains the decline in the number of visitors. From 2017 to 2019, Tomorrowland took place on two weekends again.1

The Tomorrowland is known for the large range in its Line-Up. There are stages for Hardstyle, Trance, Goa and more types of EDM. With over 300 DJ's and acts there will be a place found for every music taste within the EDM scene. DJ's like David Guetta, Avicii and The Chainsmokers are not only known to EDM enthusiasts.2

2.1 Objective and Venue

Tomorrowland takes place in the De Schorre recreation area in the small town Boom in Belgium at the end of June (floor plan: Illus-tration 2). Everything is fairytale themed and by entering the festi-val, the visitor has the feeling of getting access to another world.

The peculiarity begins with the surroundings. The venue is extremely extensive and leads past elaborately designed stages, fountains and lakes. Performance artists take care of the entertainment of the guests at the wooden pedestrian bridges with engravings provided on each bar (Illustrations 3-6).3

There are many places to discover, including a library. ID&T is constantly trying to es­tablish a bond to the visitor. The overall concept of the elaborate design appears in harmony with the nature to create another world. This feeling is also conveyed at the DreamVille campsite, which offers space to 40,000 campers (floor plan: Illustration 8). The camp premises are built like a small town with an own marketplace that inclu­des a supermarket, a hairdresser and a lot of food and drink stands (Illustration 9). A gym area and a volleyball court gives the campers a possibility to entertain themsel­ves. Among other things, there is a radio station that broadcasts the Tomorrowland radio show across the entire camping site. It has its own stage (Illustration 10) as well, since a large pre-camping party has taken place every year.

Visitors are entitled to a large variety of different housing packages to choose from. The Magnificent Greens is the standard package, where visitors bring their own tent. The most luxurious package is the Mansion, which is a small villa with a garden, a pool, a butler service and only a few minutes away from the festival area. These are just two out of a lot options, more can be seen in the Appendix, Illustration 11.4

3 Resources

3.1 Staffing

To carry out a music festival, a large number of participants is necessary. The organi­zer has to plan precisely, because he is responsible and has to ensure the safety of visitors, that the technology works, that the entire program runs smoothly, that the re­quired staff is available and that there is a solution for any emergencies. After ID&T has planned the exact process, they engage all the service providers. A lot of staff for selling, as well as security, technicians and cleaning is necessary to guarantee a good time for the visitors. Various logistic companies take care of the entire stage structures and the area. They are responsible for ensuring that everything is properly set up and that the constructions pose no danger. Event technology companies take care of technology, lighting, sound and other technical matters. Sponsors and inves­tors always have a high interest in the course of the event because they participate through money or services. The artists are one of the most important actors. Without famous artists the event would not be as successful as it is. A team of the Vlaams Kruis (Flemish Cross) and a doctor ist permanently present during the event. It is easy to recognize them by the yellow flag with a black cross.

This is just a small selection of the numerous different participants, actors and stake­holders who all work together and have to harmonize with each other.5

3.2 Insurance

In order for the Tomorrowland to be a success, without having to incur costs later, appropriate insurance should be taken out in advance. The main insurance policies at events are an event liability insurance which is to protect the organizers against financial damage if employees make mistakes, an equipment insurance for the whole equipment, an event cancellation insurance in case of interruption, cancelation of the event, or if it has to be postponed and an event legal protection insurance which is protection from judicial costs in litigation.6

3.3 Budget and Funding

Insufficient financial planning is the most common reason that a company cannot execute as planned. Therefore it is very important to draw up a financial and a cost plan to estimate approximate costs. There are many ways to enable financing, from traditional funds such as bank loans to combined financing from multiple funds.

The cost breakdown of the Tomorrowland Festival could be structured as followed:

Abbildung in dieser Leseprobe nicht enthalten

Illustration 12

3.3.1 Tickets

The tickets arrive in a box with a bracelet and a gadget suitable to the topic. In 2019, a history book of Tomorrowland was included (Illustration 13). The boxes are kept by fans as a souvenir or sold for a lot of money. A chip in the bracelet protects against counterfeiting and the personalization protects against resale. Visitors who pay an additional fee receive a comfort ticket (Illustration 11). The Tickets are bought in ad­vance, which is a kind of investment in order to realize the festival. This method re­quires a long reach, which Tomorrowland has developed over the years.7

3.3.2 Sponsors

Like every festival and event, Tomorrowland also has some sponsors.

Abbildung in dieser Leseprobe nicht enthalten

Editorial note: This image was removed due to copyright reasons.

The sponsors get their own area at the premises, where they can represent themsel­ves. Several of them hire their own DJ's, hold competitions or entertain the festival visitors through other activities (example in Illustration 15). In return for the adverti­sing they won, the organizer receives funds to make the festival possible.

3.3.3 Merchandising

The Tomorrowland has a vast selection of merchandising articles. They differ from jerseys, jewelry and snowboards to kids clothes. Most of the articles are not reco­gnizable as merchandising, they are modern, simple in their design and suitable for daily use. The higher ranged prices are reasonable for their quality. The products are getting sold by a company named TML and is managed by ID&T. By selling the pro­ducts themselves there is no need to pay fees to another company.

3.3.4 Company Sales

As mentioned before, ID&T organized several festivals for 30 years. The company has built up a high level of equity and can pre-finance a festival like Tomorrowland. The profit that the festival generates each year balances the prepaid funds and enables planning for the following year.8

4 Logistics

4.1 Lighting and Staging

The organizers attach great importance to the stage designs. Each stage is designed very elaborately and a completely new main stage is designed every year, suitable to the motto. With 140 m wide and 30 m hight the main stage of Tomorrowland is one of the largest stages in the world.

A great number of workers and different construction companies have to be employ­ed. Responsibilities range from scaffolding to the facade, which is largely hand-pain­ted. Structural engineers and architects are always present to control the process.9

These pictures show the development of the main stage from 2005 to 2019:

Abbildung in dieser Leseprobe nicht enthalten

Illustration 17 Illustration 18

Editorial note: These images were removed due to copyright reasons.

The other 15 stages will be taken over by other festivals or used again from the pre­vious year. For example the Q-Dance stage was taken over by the well-known Def- qon 1 (Illustration 19). But most stages are the festival's own creation. Each stage is equipped with lasers, screens and lighting systems. The dedicated technology crew takes care of the construction. Before the event begins, technicians equip the stages with fireworks that are required for the opening of the individual stages and the finale of every last act of the day. The closing of the stages always starts simultaneously, special planners make sure that everything is coordinated and carried out safely.10

4.2 Catering

The Festival has different restaurants at unique locations. The Restaurants are hosted by world-known chefs and differ from steaks and fish to the most talked about restaurant concept B-EAT where a DJ entertains the guests while the chef serves the dishes. Overall there are 200 different food nationalities at De Schorre. Food-trucks serve fresh and contemporary food under the title “Tastes of the World”.

4.3 Sound

The sound is very important to keep visitors satisfied. The Tomorrowland uses the Elektronik Line Array 600 kw 18'' 11 almost 24,000 times, distributed over all 16 sta­ges, combined with numerous subwoofers and amplifiers, as well as mixing consoles and other devices. Certain constructions are set up to align the speakers at the cor­rect height to receive the best sound possible (Illustration 20).

4.4 Amenities

4.4.1 Payment Methods

Tomorrowland and DreamVille are Cashless. The visitors are able to top up the Bra­celet with 'Pearls', the official currency of Tomorrowland. As soon as the bracelets ar­rive, the visitors can link them to their account to top them up via Credit Card, Paypal or bank transfer. The Bracelet is not only for the access to Tomorrowland and DreamVille, it is also the only way to pay for food and drinks, as well as for lockers.

4.4.2 Toilet Facilities

Toilet facilities are provided for visitors. The high number ensures a short waiting time. At the respective toilet facilities are drinking water dispensers and special 'FreshPoints' where visitors can freshen up. There are outside showers and individu­al cabins on the camp site, which will be kept clean by a large team of cleaners. All toilet facilities are included in the price of the ticket (Illustration 21).

5 Marketing

ID&T keeps the topic of the respective year secret. Before the ticket sale starts, a trailer is released which shows sparse impressions but stokes interest. At the day the tickets are sold, thousands wait for the countdown to expire. They are sold out within minutes every year and the waiting list is extremely long. Excitement for the imple­mentation of the new topic and anticipation for the beginning of the festival is created. The costly produced after movies score with impressive pictures that shape a desire and develop the feeling to miss something. An insight into the perfectly staged fairy­tale world is offered, in which all worries seem to be forgotten. From the start, the vi­sitors get the feeling that they are special and the ones that make the festival unique.

They invented „TomorrowWorld“ which took place from 2013-2015 in the USA and „TomorrowlandBrazil“ both with 180,000 visitors. It sends a constant signal to the competition and is a sustainability measure to reach more people. The most recent example is the „TomorrowlandWinter“. It takes place in alps of France since 2016 and combines winter sports with EDM. This concept makes it the festival with the most international gatherings. It is also another source of income and good for the image from the marketing point of view.12

[...]


1 www.ID&T.com (20.01.2020)

2 www.edmidentity.com (15.03.2020)

3 Kreienbring, Ingmar (2013)

4 www.tomorrowland.com (30.12.2020)

5 Buron, Javier (2017)

6 www.eventassec.de (26.02.2020)

7 Müller, Marina (2018)

8 Müller, Marina (2018)

9 www.neptunus.de (20.02.2020), Vondegracht, Mario (2019)

10 Younes, Jonathan (2018)

11 User Dave 165 (2018)

12 Pajaro, Indro (2018)

Excerpt out of 28 pages

Details

Title
How to organize an event. The example of Tomorrowland
College
Dr. Buhmann Schule gemeinnützige GmbH
Grade
1,8
Author
Year
2020
Pages
28
Catalog Number
V1194408
ISBN (Book)
9783346638663
Language
English
Keywords
Launching an Event, Tomorrowland, Event Management
Quote paper
Julia Schröder (Author), 2020, How to organize an event. The example of Tomorrowland, Munich, GRIN Verlag, https://www.grin.com/document/1194408

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