Themed or Mainstream Events?

In this episode of Festival Vendor, we explore the vibrant realm of themed events like renaissance fairs versus the broader appeal of mainstream festivals. Themed events offer a unique niche market experience, immersing attendees in historical or fantastical worlds that resonate deeply with enthusiasts of all ages. On the other hand, mainstream events attract a diverse audience of families, tourists, and locals, presenting vendors with a broader customer base and more flexibility in product offerings. Whether you're drawn to the authenticity and community of themed festivals or the expansive reach of mainstream events, understanding these dynamics is crucial for maximizing your vending success. Tune in to gain valuable insights into choosing the right events for your business strategy!

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Transcript

Welcome to Festival Vendor, the podcast that takes you on a thrilling journey through the vibrant world of festival vending and traveling. Join us as we uncover the challenges, rewards, and inspiring stories of those who've embraced the road and transformed their businesses into unforgettable adventures." I'm your host, Raven, and today, we are going to examine some of the factors that will help you determine what kind of events you’d like to participate in - themed events or non themed.

Let's begin with the allure of themed events, like renaissance or medieval fairs. These events transport attendees to a different era, offering a unique and immersive experience. And I will start today’s podcast by admitting that I am a little biased here; I really love renaissance festivals, and I grew up attending them, so they have a special place in my heart. 

Generally, themed events have a distinct charm and ambiance that attract a dedicated niche audience. Attendees are often passionate about the theme and are eager to engage with vendors offering products relevant to the era, fostering a sense of community and authenticity. This is a huge advantage to vendors who can share in this passion. The more dedication to the theme you are willing to demonstrate, the more a part of the imagined world you will be. This is the experience people look for when they attend a themed event - this is why so many people wear the costumes and pretend to have accents and use fun “themed” pseudonyms when they attend. The more a part of the world you are willing to be, the more success you will have. 

And speaking of success, themed festivals and fairs tend to draw enthusiasts who are willing to spend more on authentic and period-specific goods, contributing to higher average spending per attendee. Themed events provide vendors with a platform to showcase specialized, artisanal, or historically accurate products to customers who are looking for exactly one specific, or a specific few, narrow markets. The same is true of those who identify with certain fandoms; if you make products that utilize popular genres like fantasy, anime, or science fiction, the likelihood is that you will find your target customers at a themed event. The exclusivity and uniqueness of these offerings often resonate deeply with attendees looking for one-of-a-kind items.

And while it may seem like this unique environment may limit the number of products you can successfully vend, that’s not true! Another great thing about themed events is that it allows you a lot of room to make creative shifts. For example, soap, jewelry, pottery, and candle vendors may need no adjustments; these things have been around for hundreds of years! But what if you sell crochet stuffed animals? The right tent decor and some new signage can turn Jane’s Crochet into The King’s Stuffy Shoppe. I used to vend with a couple who sold delicious artisanal roasted pecans; they were called Karen’s Pecans when they did non-themed events, and when they did themed events, they became Ye Olde Pecan Shoppe.

There is also a lot to be said for the community of vendors at themed events. You’re more likely to find expert craftsmen, many of whom have skills that have been passed down over generations. I love to watch the blacksmiths in particular; I try to visit the society of creative anachronism whenever we vend with them, which is often, because I learn so much about history from that amazing group of dedicated people. In my experience, there are a greater number of vendors at themed events that have years and years of wisdom and guidance that they are more than willing to share. There is a sense of dedication to the festival community that I believe is born from the festival itself; it is easy to imagine yourself a part of a small village in a far-flung country when everyone around you completes that puzzle. Themed festivals are generally held in large, open, grassy areas, so everyone erects their tents together. You build this little village together. You can hear the blacksmith banging hot metal at the forge; there are bagpipes and dulcimers in the distance; if you’re close enough to the jousting ring, you can hear the clang of swords - and even if you aren’t close enough, you can almost always hear the roar of the crowd when the knights do battle. When themed festivals are done right, the experience is immersive. People really can - and do - lose themselves in suspended disbelief, and there is freedom and joy that comes with that.

On the flip side, participating in mainstream events like holiday festivals or regional celebrations presents its own set of advantages.

Mainstream events attract a broader and more diverse audience, including families, tourists, and locals. These events have a broader appeal, catering to a wide range of interests and demographics.

Furthermore, mainstream events often have a more general and inclusive atmosphere, allowing vendors to showcase a broader array of products appealing to a wider customer base. This flexibility in product offerings can attract impulse buyers and customers seeking general merchandise.

It is also far easier to participate in these events since there are generally few specific requirements. Many larger events require vendors to have white tents that meet fire safety standards; at least once we have been required to have a fire extinguisher, too. General professional behavior and appearance are expected, but there are few regulations beyond that. Many regional events and holiday shows are also held inside, which can be the best thing about them! The atmosphere is less formal and more casual, you get to wear whatever you want to be comfortable, and other than adding holiday or event-specific decor, few changes would need to be made to your business as you go from event to event. Really successful non-themed events also require an entry fee, so you often have customers who are just as eager to leave with full hands instead of empty ones.

Another advantage of mainstream events is their sheer number. There may only be one pirate festival and one medieval fair every year where you live, but there may be fifty different  craft shows, holiday markets, and regional fairs every year. Limiting yourself to themed events, especially if you don’t have the ability to travel widely, could kill your business before you even get started.

However, let's consider the challenges that vendors face in both types of events.

Themed events may have limitations regarding product offerings, as vendors are often required to align their merchandise with the event's theme. This restriction can be challenging for vendors with diverse product lines.

Additionally, the niche nature of themed events might result in a smaller overall attendance compared to mainstream events, potentially limiting the market reach for vendors. Now, much of this can be mitigated by creative marketing and adjustments. But the fact remains that if you sell chainmail armor or Victorian hats, your target market is smaller than if you sold soap or blankets.

Another thing that can limit you as a vendor when participating in themed events is the cost to get in the door. I mean for the customer as well as the vendor! Of all the themed events that we do, only one is free to the public; the others require tickets. When ticket sales drop, your sales are likely to drop too. Now, I would argue that entry fees can be a boon for vendors at these kinds of events, because usually, if someone spends money on tickets to get into a festival, they will spend money on something inside the festival too. Free events draw a lot of “looky loos” who prefer to just window shop, so to speak. No one wants to pay $15 a ticket to just look. But - and here’s another but - that isn’t always true. The one free themed event we do every year is one of the largest in the country; when several hundred thousand people attend, and it's a well-balanced festival, chances are that you’ll have just as many opportunities to make money as you would at a festival where 10000 people attend and pay $20 at the gate. So this can really come down to the quality of the festival itself.

Themed events require period specific tents and costuming. Depending on the size of the events, these requirements can be strictly upheld. Many of the largest renaissance festivals in the country, for example, do not allow visible piercings or tattoos on their vendors; you must also avoid using as many anachronistic things as you can. So while you can, of course, use an ipad and a square system for point of sale, you are required to put such things away when you are finished with your transaction. You cannot wear a smartwatch, or leave speakers visible, or wear a down coat with zippers when it's cold. Your costume should be period specific, and your tent must also match the theme. Some renaissance festivals limit the number of pop-ups every year, too, and rely on permanent structures and professionally crafted period tents, so even if you have a pop-up that you are able to disguise effectively, they may require a canvas tent instead, most of which start at $2000. These rules can present a financial burden for someone getting started, especially if you’re already participating in events that don’t have such restrictions. 

Before you get too discouraged, let me tell you that most themed events these days are getting pretty lax about these rules. Now, personally, I think this is a shame. The model that these festivals have followed for years is what has allowed them to create these spaces of suspended belief where so many people have found joy. Themed festivals thrive on the idea that if you pay money to get in, you’ll be transported back in time to a world of living history; they help support arts and crafts that have been the backbone of society for generations and are in danger of disappearing. If vendors and organizers are committed to that, and to the continued success of the festival, it seems to me that finding another pair of shoes other than sneakers to wear when vending is a small price to pay. And for those of us who do commit - who make sure that we are in appropriate costume and that our tent looks as “period” as it can - it can be really discouraging when others aren’t willing to contribute to the overall success of the event. Especially when we are all paying the same vendor fees. 

We recently participated in one of our recurring renaissance festivals - one we do every year and have for several years. The management of the event was new this year, and we were honestly discouraged by what we saw. The fees went up, which is to be expected with the economy, I suppose. But the number of new vendors was also high, and a great many of them did not follow the theme requirements at all. Pop ups did not have metal beams hidden; vendors were in nominal costuming if at all; signage was not reflective of the renaissance theme. In short, this renaissance festival started to look like a craft show instead. Sales were down for many vendors I spoke to, and many of those who had been vending there for years were frustrated and not planning to return.

Now, I’m not saying that if you want to vend at a ren fest, you need a $3000 Underhill tent and a $300 costume from Damsel in this Dress. Not at all! But the effort should be real. Our home fair doesn’t make any fuss if our electric fans are out on hot days, nor are they sticklers about every inch of aluminum on a pop-up. The organizer won’t blink if we eat off paper plates and drink from plastic cups instead of wooden ones. But the level of expectation is clear, and because the majority of us care about the success of the festival and we know that that success comes from creating a 16th century English village in the middle of the midwest, we follow the expectation the best we can.

Lastly, if you plan to vend at themed events, be prepared to meet some real characters. If you aren’t comfortable with some level of engagement with people’s “bigger than life personalities”, then consider yourself warned. The nature of themed events, and that sense of “play pretend”, means that the proportional number of people drawn to the dramatic increases. This goes for both customers and fellow vendors. The overall demographic for these events is different from mainstream ones, and it’s a vital element to keep in mind.

Also, mainstream events can be highly competitive, with numerous vendors offering similar products. Standing out in a crowded market can be a significant challenge for vendors aiming to capture attendees' attention. Of course, a great event coordinator can make all the difference. And again, in my opinion, you are more likely to contend with poor show balance at a regional craft show or holiday festival. My assessment of why this is comes right back to what a themed show is trying to achieve versus what a non-themed show is trying to achieve. Both are trying to make money, both seek to present a varied shopping experience, both seek to provide unique entertainment. But the additional goal of creating a historically or thematically specific space that is “set apart” from day to day life adds a level of planning and execution that is not present at a regional craft fair. Craft fairs aren’t burdened in this way, so accepting more vendors is far easier, and simultaneously, vending there is much easier. All you need is a tent, tables, products, and yourself; there are rules and regulations of course, but the barrier to entry is far easier to overcome.

However, the general nature of these events might lead to lower spending per customer, as attendees might prioritize the event experience over making significant purchases. Again, think of how easy it is to window shop or stop to listen to the band if it was free in the first place.

Both themed events and mainstream events offer unique opportunities and challenges for vendors. Themed events provide a specialized audience seeking authenticity and niche products, while mainstream events offer broader reach and diverse customer demographics.

Ultimately, the choice between themed and mainstream events depends on a vendor's product line, target audience, and business goals.

That wraps up our exploration of themed events versus mainstream events. We hope this debate has provided valuable insights to our fellow vendors navigating the diverse landscape of festival vending.

Until next time, happy vending and we’ll see you at the fair.