You have collected sufficient information during your investigation and research and have defined the objective, type of event and the expected audience. You are now able to more closely define the specific attractions you need or desire.

Selecting event attractions

You need to research the proposed attractions in more detail. Why are the public going to come? What are they going to want to do at your event? What are they expecting to see at your event? What will bring them out of their homes to attend your event and pay a sum of money for the privilege of getting in? What will make them spend more money while on site?

Generally, the event type and your objective quite closely restrict the attractions. If you are advertising a ‘steam fair’, but have no steam-related equipment, stalls, rides etc., the public won’t stay, won’t spend money and will almost certainly demand their entrance fee back. If your objective is to run a tennis tournament, ‘tennis’ will be the main attraction at your event.

The simple and basic list of what the public can or will want to do at an event is:

• eat,
• buy,
• go on rides,
• see,
• listen,
• learn,
• try,
• photograph,
• join,
• compete,
• collect the experience (to say ‘I was there’ or ‘I saw it’), and
• possibly just be out together as a family or couple.

Audience-led attractions

The audience may closely define the attractions that are required and expected at an event. For example, if the event has been tailored for members of a model aircraft club, the theme will almost certainly be model aircraft. This ‘default’ method of selecting event attractions is the one most commonly used. In this approach, the known audience of model aircraft devotees at an event defined as a model aircraft show dictates the attractions that the event manager will provide.

Attractions-led audience

Under different circumstances, the attractions and rides arranged could define the audience who will be attracted and drawn to the event. For example running an autojumble will attract people interested in vehicles and engines. In this approach, the theme of the event and the engine spares and petrol junkie attractions will only attract that type of person to attend.

Attendance patterns

An event can attract different people at different times of the day. For example in a fun fair, the fair is likely to attract families between opening time and about six in the evening. After six, the bulk of attendees will probably be teenagers and young adults. At weekends, the fun fair is likely to attract families, or grandparents giving their grandchildren a treat, but again during the evening the bulk of attendees will be teenagers. You should investigate and be aware of attendance patterns appropriate to your proposed event.

Variety

Whatever your theme and objective, you must consider variety. Even the most ardent fan will want a little variety at the event. At a model aircraft event, you might include a number of model cars or ships. You may even include a model steam train, which can provide rides for adults and children.

Another consideration is that some of the audience will not be particularly interested in the main theme of the event. You will attract members of the public who were just passing. There will also be enthusiasts who have been accompanied by a friend, children, wife or husband who has no interest in the event theme.

There is a potential to increase income by providing entertainment, ice cream and toy sales etc. for the junior audience and diversions for adults who have only a passing interest, or no interest at all in the main theme.

This increases profits in two main ways, a) providing something that those not interested in the main attraction can spend money on, and b) increasing the likelihood that anyone interested in the main theme of the event will feel able to attend without alienating their partner or children. All of which makes it more likely that they will come, stay and continue to spend money, without being dragged away by bored partners.

Depending on the target audience and objective for running the event, you should very seriously consider arranging for the presence of diversionary attractions. Target groups could be for example, motorists (car rally – grand prix), vintage car enthusiasts (car event, vintage car spares and sales), pop music fans (concerts), or gardeners (flower shows). Diversionary attractions could be a fair ground, food stalls, or even milk-bottle engraving!