When you think of today鈥檚 parents at events, who do you see? If a stroller-pushing, baby-wearing millennial comes to mind, you鈥檇 be right.聽According to聽91制片厂 research, 68% of all Aussie millennials are attending more daytime, family-suitable events on the weekend compared to just five years ago (jumping to 73% for older millennials).
But don鈥檛 let that fool you into thinking attracting them to your events will be easy 鈥� millennials aren鈥檛 just different in how they parent, they鈥檙e also unique in their expectations of family-friendly events. After a decade of attending festivals and other types of events, they鈥檙e accustomed to unique and immersive experiences. And they want that for their kids, too.
What today鈥檚 parents look for in events
The majority of millennials value experiences over things 鈥� and that feeling doesn’t stop once they become parents. An 91制片厂 survey in the US found that 87% of parents with children under 18 strongly believe experiences are more valuable for their kids than material things. But they鈥檙e not dropping the kids off for a few hours or even booking a sitter so they can attend an event child-free 鈥斅� 3/4 said they鈥檙e more likely to attend an event they can bring their children to than one that they can鈥檛.
Millennial and Gen Z parents are drawn to events that include activities and experiences for both their children and themselves. And with more of these younger generations having children every day, it鈥檚 a growing opportunity you can鈥檛 ignore.
In fact, some events that weren鈥檛 focused on families have already seen a shift in their attendance. 鈥�5K Foam Fest started focused on socialites in their late 20s and 30s,鈥� says 365 Sports Marketing Director Michael Lambert. 鈥淎t the time, our family group registration represented only five percent sales. But as participants became parents, that number quickly rose to about 30%.鈥�
So what makes a family-friendly event worth the ticket price in parents鈥� eyes? Here is how to make an event attractive to the family friendly crowd, by answering five key questions that parents will have before choosing to buy a ticket.
Five essentials parents need to know before attending your event
#1: Will the event be interesting to my kids?
Many parents have more than one child and are looking for things they can do together, with age-appropriate activities for younger and older kids.
How to meet this need:
Create multiple levels of participation. Preparing the family for an outing can be a daunting task. Most parents want to know how their child will benefit from your event before bundling everybody up in the car and spending money on an experience. One of the easiest ways to add more value for parents is to offer many activities for multiple ages and stages. Don鈥檛 forget that kids aren鈥檛 the only ones attending your event. Parents or guardians 鈥� even uncles, aunts, and grandparents 鈥� are often attracted to events where they can participate in experiences with children, too.
#2: When is it?
It鈥檚 not easy balancing everybody鈥檚 busy schedules. Older children have clubs and commitments to balance, and children under three have naptime, and mealtimes can make it hard to get out for an event if it falls within those windows. That鈥檚 why the second top consideration of parents is the timing of your event.
How to meet this need:
Know your age group. Are you putting on an event for babies and their mothers? Time it in the early morning or late afternoon, in between the usual naptime windows. Pay close attention to what other local and regional events do, and remember 鈥� you can always survey your parents to see what times they鈥檇 like best.
You could also consider hosting a time-flexible or multi-day event. Offer parents the option to pick and choose when they鈥檇 like to attend your event under one all-access ticket. This option can give families the flexibility that they鈥檙e willing to pay more for.
#3: Where is it? Will there be parking?
Families have to carry a lot of stuff to get out and about. Nappies, snacks, spare clothes, water bottles, strollers 鈥� it all adds up fast. That鈥檚 why where you hold your event is almost as important as when it will be.
How to meet this need:
Consider pram accessibility for events that are attracting young families. Just as you would for wheelchair access, it’s important to communicate any potential issues on your website FAQ page and/or in emails prior to the event to avoid frustration and disappointment. If your venue has a security policy around the size of bags, keep in mind that all parents will be carrying large nappy bags and won’t be able to check them easily as they will need quick access to their children’s necessities. Knowing this ahead of time will allow parents to be prepared.
#4: How much are tickets?
Cost can be prohibitive to many families, especially larger ones, so it鈥檚 important to find the sweet spot for pricing your event. If your event is offering a once-in-a-lifetime opportunity for kids, parents will be more likely to commit to a higher price point than a morning outing.
How to meet this need:
Set a reasonable price, but don鈥檛 sell yourself short. Family-friendly events have a unique challenge when it comes to pricing. Your goal is to find the balance between pricing tickets so you can make a profit and still look like a good deal for parents.
Discounts and early bird pricing can help you win over on-the-fence parents who aren鈥檛 quite ready to commit to your event yet. Early birds are a great way to kick off your on-sale with tickets that are persuasively cheaper than your full price General Admissions. Discounts, such as for returning families, first-time families, or batch ticket purchasers (e.g. 2 Adults, 2 Kids), can give your ticket sales a boost when you need it.
Make sure to demonstrate the value of attending. It鈥檚 not just about the main experience itself. If you鈥檙e offering multiple activities and have food included in the ticket cost, be sure to mention those extra perks frequently in your event promotions and communications.
#5: Is the event put on by someone trustworthy?
The internet is a powerful thing and today鈥檚 parents rely on it to vet experiences, venues, and organisations before trusting them with their kids. This means being authentic about your event is of utmost importance in building trust with this group of informed parents.
How to meet this need:
Offer families a warm welcome. A positive, relaxed vibe is very important for families, especially if their children are on the shy side. Having trusted staff on hand can ensure your attendees 鈥� parents and children alike 鈥� feel grounded and comfortable.
Put an emphasis on safety. This comes back to knowing your age group, but make sure you have the right safety practices in place. Conducting a risk assessment can help you assess the suitability of your site. Once you know your venue is up to scratch, be sure to include a line or two about your commitment to safety in your event description.
You should also work on building a trusted, year-round event brand. Put programs in place to make it more likely that previous attendees will recommend your event to other parents 鈥� a contest asking fans to tag their friends for free ticket, for example. It takes time to build trust between parents and your event brand, but it鈥檚 worth doing to keep your event top of mind for parents who know (and don鈥檛 know) about it.
Make your niche event stand out
You’ve started the perfect event that parents and kids will love, now it’s time to聽make sure they聽know it exists. Download the free guide, Find Your Tribe: Your Guide to Marketing Niche Events.
