According to Sydney Showground general manager Darryl Jeffrey, the post-COVID-19 world has meant changing behaviour towards events, particularly in the public realm, and this has created challenges for organisers.

Specifically, there’s a trend towards last-minute ticket purchases.

“Unless it’s a niche act or a guaranteed sell-out event, patrons are delaying their decisions,” Jeffrey tells Spice.

This behavioural shift has profound implications, especially for smaller event organisers.

“If tickets don’t move quickly within the first few days of sales, organisers face increased financial risk,” says Jeffrey.

This risk has led to instances where events are announced, only to be cancelled shortly thereafter due to insufficient ticket sales.

Moreover, customers are increasingly selective about which venues they’ll travel to.

“Younger generations, now decision-makers, prioritise venues that align with their values on sustainability and social impact,” says Jeffrey.

As an example on how to meet this expectation, Sydney Showground (pictured, at top) recently announced a partnership with Clima to launch a new initiative that will help clients reduce emissions.

These cultural shifts have prompted venues to invest in upgrading facilities and services to meet evolving expectations. Mega venues such as Sydney Showground are investing heavily in state-of-the-art technologies – such as advanced lighting systems and high-definition LED screens – with the aim of providing truly world-class, memorable experiences that inspire people to attend an event at the venue.

By delivering excellence in food and services on the ground, venues can help organisers overcome challenges by providing such a high-standard experience that it inspires attendance and encourages people to purchase tickets or confirm attendance early, knowing they’re in for a great time.