Sense of belonging and atmosphere are key to attracting event-goers

Venues that become entwined in the cultural fabric of a community can be as enticing as the events they hold, according to research from the University of the Sunshine Coast in Australia. 

An iconic music hall, a legendary sports stadium or a generationally loved open-air space are examples of wild cards that can change the psychology of event-goers. 

Dr Lenny Vance and five colleagues started looking at ways to improve nighttime economies – but unearthed findings with much broader applicability. Their results are published in the Journal of Services Marketing. 

The study showed a sense of identity with the venue was a stronger lure than anticipated.

“I think the biggest learning is you can’t just build a nightlife offer, you need to build a sense of place,” Vance says. “Atmosphere matters. People develop emotional and symbolic connections to places – to the extent that a venue, precinct or region becomes central to how they see themselves. 

“Our research found a strong relationship between place identity, the frequency of attendance, and spending. Things like transportation and meeting safety requirements get people through the door, but making them feel the space reflects their values leads to long-term loyalty and spending.” 

“A fundamental aspect of humans is a desire for social inclusion, and this is often sought in ‘third places’ that foster a sense of belonging,” Vance explains. “However, post-pandemic shifts in behaviour, along with younger generations increasingly prioritising personal time and wellbeing, suggest that not everyone is chasing the next big night out. 

“While our research was initially triggered by challenges for the live music and entertainment sector, we acknowledge the findings would likely apply to other contexts. It could be applicable to community groups, sports or social clubs, or places that require volunteerism, for example.” 

Another finding of the study was that FOMO – fear of missing out – was also a powerful force that could supercharge the compulsion to overcome barriers and leave the house. 

You can find out more about the research here.