Belonging, atmosphere key to attracting event-goers
Venues that become entwined in the cultural fabric of a community can be as enticing as the events they hold, according to University of the Sunshine Coast research.
A University of the Sunshine Coast study reveals that the ambiance and sense of place within a venue play a crucial role in attracting event attendees. Iconic landmarks, such as established music halls and sports stadiums, can influence the psychological state of those who frequent them. Dr. Lenny Vance and his team of five colleagues explored ways to enhance nighttime economies, discovering insights with broader implications for communities of under a million people.
Their findings, published in the Journal of Services Marketing, underscore that a strong connection to the venue can be more enticing than the events themselves. Dr. Vance stated that venues that become integral to a community's cultural fabric can create emotional and symbolic bonds, fostering a sense of identity and belonging.
Factors like transportation and safety were found to facilitate attendance, while a feeling of place alignment led to increased loyalty and spending. The Sunshine Coast, set to host the 2032 Olympic and Paralympic Games, presents unique challenges due to its dispersed community hubs and lack of a centralized hub-and-spoke structure.
The study found that fear of missing out (FOMO) played a significant role in encouraging people to attend events despite potential barriers. The research, which began as an investigation into local nightlife, has broader applications for community groups, sports clubs, and other voluntary organizations seeking to foster habitual destinations and social inclusion.
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