Is there therapy for festivals in trouble? It can’t be denied that the number of cancelled events is rising almost everywhere in Europe. As the overall number of festival visitors obviously goes down, the search for solutions becomes inevitable. Forget about the usual blame game regarding everything that is expensive: artist fees, production costs, and ticket prices.
What about the art of marketing and communication? How does it work to reach loyal and new festival fans at the same time? And, can communication contribute to finding solutions to revamp festivals, making them attractive again, aside from the usual concept of putting on some famous and expensive headliners?