Putting my first festival concept together
Let me set the scene. It’s the last few months of 2022. I got an unexpected opportunity to design a festival concept, which, if we could continue to evolve it and make it viable, would come to life. An unexpected outcome from a phone call that was meant to be just getting advice on how I could get into the industry. But a welcome opportunity, nonetheless.
I didn’t have a strategy as to how I’d put it together. I kept racking my brain to put something on paper. I was rushing. I had to make this happen. A pre-planned trip to the US helped me slow down. It was a much-needed break after a very heavy event schedule. Cities on the itinerary included Los Angeles (who doesn’t want to go to the happiest place on earth?), New York City and Seattle.
There were many festivals taking place in the US at the time, and the promotions for upcoming tours and festivals were plastered everywhere I went. I saw the idea for one, and I started thinking about it. I researched to see if there was anything of that nature in New Zealand. I couldn’t find anything. There were small satellite concepts of it, but nothing of that scale. This was true at the time of designing the concept. Since then, similar elements have appeared in festivals from other promoters, which is exciting, because it shows the idea had potential.
I started putting the idea together on the Notes app on my iPhone. Afraid that if I didn’t write it, I would somehow not grasp it. I came back from my trip. At the time, I was obsessed with the idea of bringing artists who had not been to New Zealand, and I still am. I felt that we were seeing the same artists over and over again. Don’t get me wrong, a lot of them sell out the shows, but there’s a sense of achievement in doing something new and different. Alas, most of the artists I pitched have now been to the country multiple times since. I have yet to see any of them live. P.S. If any promoter is reading this, I’d love to see Becky Hill live (amongst others).
Slowly and steadily, my concept started to take shape. I contemplated what would be the perfect location to kick-start this festival. I have a soft spot for Queenstown, but realistically, this would never work in Queenstown. Can you believe that I’ve been working in the events industry for 16 years now, and I’m yet to work an event in Queenstown?! Ultimately, I landed on the idea that Auckland would be the best place for this. It would have the highest success rate if it took shape, and a better potential of attaining breakeven through ticket sales. I did think of Wellington too, but the venue in mind was better suited for Auckland and the opportunity to scale it over the years.
The day finally came when I pitched my concept. My voice was shaking. My palms were sweaty, and yes, my knees were weak. I had to let my PowerPoint do the talking. Mid-pitch, I realised that multiple slides said the same thing, and another panic set in. I somehow got through the call and shared what I had put together. The hour felt like an eternity. But at the end of the day, I gave it my all, and that’s all that matters.
Whilst this didn’t come to life in 2023 or 2024 or for that matter, 2025, it’s still a concept that I’ve put together and will continue to refine it. I would love to bring it to life one day (hopefully soon). Pitching my first concept will always be a proud moment for me, and I’ve learned a lot from it along the way. A topic for another blog, so when I’m ready, watch out for part two.
Until next time,
Mili
