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01. PRE-RELEASED STATEMENT BM SLHL P1 DEC25 Y2_copy

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gig economy- characterized by temporary, contract, and freelance jobs rather than permanent positions

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list two features of public limited company

limited liability

easy buying and selling shares to any shareholders

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greenwashing - a deceptive marketing tactic where companies portray themselves or their products as more environmentally friendly than they actually are

reservoir - a large natural or artificial lake used as a source of water supply

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organized music festivals since 2001

2016- convert from private limited company to public limited company

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explain the advantages and disadvantages of private limited company.

advantage

limited liability

ability to raise capital from the sale of shares to family, friends and employees

disadvantage

capital cannot be raised to the general public

difficult for shareholders to sell shares

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freelancer - freelance worker / a person who is self-employed

line manager- a person directly responsible for achieving the objectives of the organization

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relies on temporary workers and freelancers

festival seasons runs from May to August

line manager - a supervisor who directly oversees a team's daily tasks and performance to ensure goals are met

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2001- GVN organized music festivals

2016- GVN converted from private limited company (ltd) to public limited company (plc)

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location of the festivals

environmental sustainability

60 stages, enough space for camping, 3000 toilets, and 25,000 waste bins

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market development (music festival - music concert)

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define the term private limited company

>> a business that is owned by shareholders who are often members of the same family; this company cannot sell shares to the general public

define the term public limited company

>> a limited company with the legal right to sell shares to financial institutions and the general public; its share price is quoted on the national stock exchange

define the term freelancers

>> freelance worker / a person who is self-employed

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examine challenges for GVN hiring temporary workers and freelancers

temporary roles resulting in lower commitment and high turnover rates

temporary worker may not feel fully integrated into company's culture leading to a lack of connection

lead to inefficiency as there is lack of communication among permanent workers and temporary workers

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Market growth of a music industry

Market segmentation of the firm (demographic segmentation)

Mix Marketing:

Promotion (Through social media)

Pricing strategy ( because of the operation cost is kind of high)

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Final Account (Statement of financial position & Statement of Profit and loss)

Sources of finance (private to public)

Profitability ratio (Profit margin & ROCE)

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GVN converted from a Private Limited Company to a Public Limited Company (PLC) in 2016.

Reasons for the change: To raise finance for expansion by issuing shares to the public.

Impacts: need to satisfy shareholders, and greater access to capital.

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Social

Growing Popularity indicates positive social trend and market opportunity.

Community Engagement involved

Technological

Exploration of solar power to reduce environmental impact and energy costs.

Use of credit card payments is essential for processing high volumes of ticket and on-site sales.

Economic

Conversion to a Public Limited Company (PLC) to raise capital for expansion.

Interest rates and economic climate affect disposable income and customers' willingness to use credit cards for ticket purchases.

Revenue is concentrated from May to August, creating cash flow challenges.

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COVID-19 pandemic

The worst global health crisis in living memory caused by the novel coronavirus in late 2019, impacting economies, healthcare systems, and people's daily lives across the world

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Discuss how GVN can use market segmentation to strengthen its financial position?

- Targeted marketing improves sales revenue

- Efficient allocation of marketing resources

- Pricing strategy

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1. Define the term environmental sustainability (line 10)

The ability of an economy or society to maintain the use of its renewable and non-renewable resources without jeopardising opportunities for future generations

2. Define the term expansion (line 6)

The growth of business due to an increase in the size of the organization and/or growth in the market as a whole.

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1. employment structure

-60 permanent employees , relies on temporary workers and freelancers

-HR issue : balance btween 2 types of employees to handle seasonal demand

2.organisational change

-Convert from Ptd to plc

-different culture and structure

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1. social - rising social demand for live music events

2. economic -contract with five farmers

3. environment- clean up proces after the concert

4. political - public owned parks

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Prepare a monthly cash-flow forecast, for GVN, for the 4 months of operation.

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Marketing mix (GVN offers an experience-based product (music festivals) – needs right product, price, place, promotion, people, process, physical evidence.

Market segmentation (GVN organizes festivals with different genres and locations → needs to identify target audience and positioning strategy.)

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GVN may consider market development (new countries), product development (new festival themes).

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Break-Even

example: the point where festival revenue from ticket sales equals total costs. No profit, no loss.

High Fixed Costs:

$100,000 per festival to farmers for the land.

$250,000 per festival for clean-up.

This means GVN has very high fixed costs.

The Implication:

GVN must sell a very large number of tickets for each festival just to cover these costs before making any profit.

This is a high-risk model – if ticket sales are low, losses are large.

possible solutions:

1. Increase Ticket Price: Fewer tickets needed to break even, but might reduce sales.

2. Reduce Fixed Costs: Finding a way to lower the $250,000 clean-up cost (e.g., better waste management) is key to lowering the break-even point.

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Discuss whether GVN should use E-ticketing for their music festivals.

Advantages of E-ticketing

1. Improved efficiency and convenience

E-ticketing simplifies the ticket purchasing process by allowing customers to buy and access tickets online. This reduces waiting times, manual checks, and the need for physical ticket printing, enhancing customer satisfaction and potentially increasing ticket sales.

2. Cost reduction and environmental benefits

By eliminating paper tickets, GVN can reduce printing and distribution costs. This aligns with GVN’s focus on environmental sustainability, as it lowers paper waste and carbon emissions — an important consideration given the company’s reputation challenges regarding environmental impact (e.g., waste and clean-up costs).

3. Enhanced data collection and security

Digital ticketing systems allow GVN to collect valuable customer data (age, preferences, location), which can improve marketing strategies and audience targeting. Additionally, e-tickets can reduce fraud and counterfeiting through the use of QR codes or secure apps.

4. Flexibility and scalability

Since GVN organizes multiple large-scale festivals, e-ticketing offers centralized control and can handle high sales volumes across different locations, making it scalable as the company continues to expand internationally.

Disadvantages of E-ticketing

1. Technological limitations and cyber risks

Relying on digital systems introduces risks such as server crashes, data breaches, or app malfunctions — which could damage GVN’s reputation if customers face difficulties entering festivals or lose access to tickets.

2. Exclusion of less tech-savvy consumers

Some festival-goers, especially older or rural customers, may struggle with online systems or prefer physical tickets. This could reduce inclusivity and lead to customer dissatisfaction.

3. Initial investment costs

Implementing e-ticketing requires software, cybersecurity measures, and staff training. These setup costs could be significant, especially since GVN already faces high operational expenses such as clean-up and site preparation.

4. Dependence on internet connectivity

In rural festival locations (farmland), poor connectivity may cause scanning delays or system errors at entry gates, affecting efficiency and customer experience.

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temporary worker and freelance

advantages

flexibility (adapt quickly to changes in attendance levels)

cost savings (no overhead cost, no benefits package, recruiting cost)

specialization and division of labour

creativity and innovation (new perspectives and ideas - improve audience engagement)

disadvantages

lack of continuity (inconsistencies in performance)

lack of employee loyalty and commitment (results in high labour turnover rates)

higher costs of recruitment and training (time consuming and expensive - specialized training)

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solar power =

- power obtained by harnessing the energy of the sun's rays.

sustainable/replace current energy for a better future

credit card =

a plastic card issued by a bank, financial institution

allowing the holder to purchase goods or services on credit.

landfill site =

disposal of waste materials by systematic burial and compaction

designed to protect the environment from contamination

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1. Analyze whether GVN prioritize environment consideration during the process of making the concert.

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Environmental

Massive cleanup operations ($250,000/festival) and use of 25,000 waste bins highlight a huge waste footprint, with waste likely going to a landfill site.

Use of bamboo plates and cutlery as biodegradable alternatives.

greenwashing indicates a high risk of reputational damage if environmental claims are not genuine.

Political

Operating on farmland and in public parks requires political permissions and compliance with local government regulations.

Must adhere to strict health, safety, and security standards for large public gatherings.

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Legal

Governed by laws for Public Limited Companies, including financial reporting and shareholder rights.

Bound by legal contracts with farmers for land use and with music performers.

Must comply with laws regarding the rights of permanent employees, temporary workers, and freelancers.

Ethical

An ethical duty to minimize ecological damage, beyond just legal compliance.

The risk of greenwashing is a key ethical issue; making false or exaggerated claims about environmental efforts is unethical.

Ethical responsibility to manage noise, traffic, and disruption for local communities near festival sites.

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evaluate the importance of adressing environmental sustainsbility to GVN profitability

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Music festivals: a high-risk business | FT Film

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festival season runs from May to August

runs from Friday to Sunday

takes two weeks to set up and one week to dismantle

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How Live Nation Is Devouring the Live Music Industry | WSJ The Economics Of

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Billboard Explains How Music Festivals Pick Their Lineups

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GVN is a European company that has organized music festivals since 2001.

GVN converted from a private limited company to a public limited company in 2016 to raise finance for expansion.

GVN organizes five music festivals each year.

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SWOT Analysis

Strengths:

Experience & Reputation

Has organized music festivals since 2001, indicating established brand, experience, and reputation in the market.

High Scale of Operations

Organizes five music festivals each year, suggesting a significant presence and revenue potential. Has Secure Land Access contracts with five farmers to use their farmland, securing venues for its five annual festivals.

Weaknesses:

High Fixed/Operating Costs

High average clean-up cost of $250,000 per festival and high land-use fees ($100,000 per farmer).

Reliance on Temporary Staff

Relies on temporary workers and freelancers, which can lead to issues such as low employee retention, inconsistency of services and training as compared to permanent staff.

Opportunities:

Industry Growth

The overall market for music festivals is growing in number globally.

Market Development

Converted to a public limited company in 2016 specifically to raise finance for expansion, giving it better access to capital markets.

Sustainability Initiatives

Opportunity to improve its image and appeal by adopting eco-friendly practices (e.g., using bamboo plates and cutlery or solar power) to address its "significant challenge".

Threats:

Economic Factors

High interest rates could make it more expensive to borrow the finance raised for expansion.

External Crises

The COVID-19 pandemic serves as an example of a global health or safety crisis that could lead to mass cancellations, severely impacting the festival season (May to August).

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a. Cleanup operations after festivals

GVN spends an average of $250,000 per festival to clean up the site.

This shows environmental responsibility, as the company restores the farmland after use, protecting local ecosystems and maintaining good relationships with landowners.

The directors also “regard environmental sustainability as a significant challenge”, which suggests awareness and concern for the environment.

b. Long-term contracts with farmers

GVN works with the same five farmers, which might indicate sustainable partnerships based on trust and consistent land care practices.

This avoids excessive land switching that could worsen environmental damage.

3️⃣ Evidence that GVN does not prioritize the environment

a. Festivals held on farmland

Large events on farmland likely cause soil compaction, littering, and ecosystem disruption.

While cleanup helps, it occurs after the damage — showing a reactive rather than proactive approach.

b. Temporary infrastructure and waste

Setting up and dismantling sites every few weeks creates high waste levels and energy consumption.

The process takes two weeks to set up and one week to dismantle, implying significant environmental disturbance and carbon footprint.

c. Limited mention of sustainable practices

The statement mentions cleanup costs but not initiatives like waste reduction, renewable energy use, or recycling programs.

This suggests that while GVN acknowledges sustainability challenges, it may not be a strategic priority yet.

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Music Industry Revenue Streams: Tiered Ticketing, Sponsorship, and Merchandising at Music Festivals

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Why Coachella Music Festival Sets the Marketing Bar 

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Why Coachella Music Festival Sets the Marketing Bar 

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Why Coachella Music Festival Sets the Marketing Bar

Coachella 2025

If you still think the Coachella music festival is just about live sets and flashy Coachella outfits, you're missing the real story. Beneath the desert sunsets, neon stages, and viral TikToks, the Coachella Valley Music and Arts Festival has quietly built one of the most sophisticated marketing engines in the global events industry. Since its launch in 1999, Coachella has evolved from a niche gathering into a $120+ million cultural juggernaut, redefining what effective music festival marketing looks like. And after Coachella 2025, it's clear: this isn't just a festival it's a brand empire.

Every ticket drop, lineup tease, brand collaboration, and on-site experience is designed to create scarcity, amplify influence, and extend Coachella's cultural reach far beyond the Empire Polo Grounds.

For event organizers, brand strategists, and experiential marketers, the Coachella event continues to serve as a benchmark for how to scale experiences into global movements. From leveraging premium Coachella ticket prices to fueling entire fashion subcultures around Coachella festival outfits, Coachella 2025 proved that the real power of a festival lies in its ability to shape culture not just entertain.

This isn't about hype. It's about how Coachella music fest applied timeless marketing fundamentals exclusivity, storytelling, and strategic partnerships to turn an annual event into a platform that commands global relevance. And why anyone serious about event growth needs to study it carefully.
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The Power of Exclusivity: How Coachella Ticket Prices Drive Demand

One of the most underestimated drivers behind the success of the Coachella music festival is its pricing strategy. Coachella doesn't apologize for premium positioning it builds its entire demand model around it. Coachella ticket prices for 2025 ranged from $549 for general admission to over $1,200+ for VIP experiences, not including upgrades like camping, parking, or premium lounges. The result? Tickets for both weekends sold out in under 36 hours.

This isn't luck- it's calculated. Coachella event organizers understand that price isn't just a cost- it's a signal. Pricing high creates perceived exclusivity, driving urgency and emotional FOMO months before a single artist even touches the stage. It's a classic demand-first strategy: sell the dream before selling the details.

The 2025 ticket release was again structured through a strategic drip early bird drops, loyalty pre-sales, tiered pricing windows each engineered to build scarcity and pressure without relying on traditional advertising.

And while critics continue to debate whether Coachella ticket prices are "too high," the economic results are undeniable. The Coachella Valley Music and Arts Festival 2025 generated over $128 million in ticket revenue alone, not counting sponsorships, merchandise, or brand activations. At Coachella, tickets aren't priced for affordability they're priced to reinforce value, scarcity, and status.

In an era where many festivals race to discount, Coachella 2025 proved again that strategic exclusivity doesn't just sell out events- it builds brand legend.
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Brand Partnerships Done Right: Why Coachella Is a Sponsor's Dream

Behind the music and celebrity buzz, Coachella music festival is a finely tuned partnership machine and one of the most valuable stages for brand visibility today. It's not just about slapping logos on banners it's about integrating brands into the festival's DNA without compromising the experience.

According to Billboard, brand activations at Coachella Valley Music and Arts Festival generate an estimated $25 million in sponsorship revenue annually. From product launches to immersive experiences, Coachella has set the standard for how brands should show up at cultural events.

Seamless Brand Integration- Not Obvious Advertising

Coachella understands that today's audiences are deeply ad-averse. Music festival marketing at Coachella doesn't feel like traditional sponsorships it feels like added value. Instead of basic signage, brands like American Express, Absolut, and Adidas create interactive, Instagrammable installations that become part of the attendee experience. You don't just see a brand you live it. For example, Absolut's 2023 "Absolut.Land" activation offered a hybrid physical and virtual reality experience, letting guests interact with the brand onsite and online simultaneously- perfectly aligning with Coachella's boundary-pushing culture.

Limited Brand Access = Premium Brand Perception

‍ ‍ Coachella doesn't allow every brand that flashes a checkbook through the door. They curate partnerships selectively, ensuring that activations align with the festival's aesthetic and values. This limited access model drives brand prestige. Sponsoring Coachella event space means tapping into a community that values exclusivity, cultural relevance, and authenticity critical assets for any brand looking to move beyond standard ads. An Event Marketing Institute study found that 84% of attendees say they have a more positive perception of brands that sponsor well-executed experiential activations- and Coachella is the textbook for this model.

Brands Are Part of the Story- Not a Distraction

What makes Coachella unique in music festival marketing is that brands aren't an interruption- they become part of the narrative. Brands integrate with the music, fashion, and art ecosystems seamlessly. Whether it's H&M's Coachella collection, YouTube's exclusive artist interviews, or Heineken's legendary beer gardens, the partnerships enhance the story without stealing the spotlight. H&M's dedicated Coachella festival outfits collection was so successful it influenced fast fashion trends worldwide further embedding Coachella's influence into mainstream culture.
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Related: Top 10 Event Management Companies in Bangalore for 2025
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How Coachella Turned Artists Into Marketing Channels

One of the most overlooked elements behind the success of the Coachella music festival is how the event weaponized its artists as full-scale marketing assets. At Coachella, the artist isn't just the entertainment- they're an extension of the brand. Instead of relying purely on paid media or influencer campaigns, Coachella event organizers built a model where every artist performing becomes a distribution channel, driving hype, reach, and loyalty across global audiences before a single ticket is scanned.
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In the world of music festival marketing, no one mobilizes talent better than Coachella. Here's exactly how they did it.

Lineup Announcements as Strategic Media Blitzes

At Coachella, the lineup announcement is engineered like a global product launch. There's no slow leak of names. No guessing games. Instead, a single lineup poster, precisely designed and timed, is dropped- and immediately detonates across social media.
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Artists share the lineup themselves, often within minutes, creating a network effect where the Coachella brand rides on the credibility and reach of dozens of global stars simultaneously. In 2023, Coachella's lineup announcement generated over 4 million earned media mentions within 48 hours, without the festival spending on traditional advertising during that window.
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You don't need bigger ad budgets- you need bigger amplifiers. Coachella's lineup strategy shows that if you position your event as the cultural moment, your talent will sell it for you.

Artists as Viral Content Engines

The Coachella event isn't built around performances- it's built around moments. Surprise guests, genre-blending collaborations, unreleased track premieres- every set is an opportunity to go viral.

When Billie Eilish brought out Gorillaz's Damon Albarn for a surprise collab at Coachella 2022, it wasn't just a crowd pleaser- it triggered a 600% spike in Gorillaz streaming numbers (Spotify 2022 Festival Trends Report). Coachella understands that in today's attention economy, one 30-second viral clip is more valuable than a $500K ad buy.

Design the show for the room, but engineer it for the internet.

Artist-Driven Merch and Brand Activations

Artists at Coachella music fest don't just perform- they collaborate. Merch drops, branded pop-ups, exclusive capsule collections- artists extend the Coachella brand into fashion, tech, and lifestyle verticals without the festival lifting a finger.

Bad Bunny's collaboration with Adidas launched during his 2023 Coachella set, selling out within hours and creating a direct brand halo that tied back to the festival's overall cultural dominance. According to Hypebeast, branded artist collaborations at Coachella boosted associated retail sales by 38% during the month of the festival (2023).

Great events don't just entertain- they commercialize culture. Building event ecosystems around artist partnerships amplifies your brand without diluting it.

Experience-First Design: How Coachella Changed the Event Marketing Playbook

Most events are built around a product- a speaker lineup, a series of performances, a tradeshow. Coachella music festival flipped that model. They built an experience first- and let everything else support it.

Today, the Coachella event isn't just about headliners. It's about the full sensory takeover: the desert sunsets, the larger-than-life art installations, the curated food villages, the "I was there" moments that flood social media for weeks. The festival isn't selling tickets to see artists it's selling the feeling of being part of a cultural milestone.

This shift from content-first to experience-first is what redefined music festival marketing forever and it's the model smart event organizers are now racing to replicate.

The Festival as a Lifestyle Brand

Coachella doesn't market itself like a music venue. It markets itself like a lifestyle. From official Coachella outfits collaborations to brand experiences that extend into hospitality, fashion, and tech, the event exists across multiple industries at once. In 2023, over 47% of social media content tagged with #Coachella didn't even feature performances- it featured fashion, installations, or social experiences (source: Later Media Trends Report).

If your event isn't expanding into culture touchpoints beyond the core product, you're leaving growth on the table.

Art and Installations as Anchor Points

The monumental sculptures and immersive art pieces at Coachella Valley Music and Arts Festival aren't background noise- they're essential brand assets. They create moments of awe, drive organic content creation, and position the event as a canvas for creativity.

The 2022 Coachella balloon installations, designed by artist Robert Bose, generated over 300 million media impressions globally across Instagram, TikTok, and Pinterest.

Design physical spaces that are so visually arresting, attendees become your media team. Make every square foot of your event a content engine.

From Event to Ecosystem

Coachella doesn't end when the stages go dark. Pre-events, after-parties, branded houses, exclusive experiences- the festival extends across the entire Coachella Valley for two weekends straight. This multi-location strategy turns Coachella music fest into a decentralized ecosystem where brands, artists, and influencers activate across hotels, estates, and venues- extending the brand's cultural relevance exponentially. In 2023, Coachella-related brand activations outside of the festival grounds drove an additional $36 million in local economic impact across Palm Springs and Indio.

Don't think in terms of a stage. Think in terms of a world. Expand your footprint physically and digitally to own the entire conversation- not just one location.

Conclusion

Coachella 2025 once again proved why the Coachella music festival sits at the very top of the global event marketing hierarchy. What started as a niche desert gathering has evolved into a blueprint for cultural relevance, revenue growth, and experiential dominance- a model every serious event brand should be studying.

The genius of Coachella lies not in bigger stages or louder headliners, but in how the event orchestrates scarcity, brand alignment, artist-driven amplification, and emotional ownership at every level. From the psychology behind Coachella ticket prices to the way artists function as viral marketing engines, every element is carefully engineered to extend the festival's reach beyond the physical space and into global consciousness. More importantly, Coachella has mastered the art of making attendees feel like insiders in a cultural moment, not just consumers of entertainment. Through immersive art installations, hyper-curated brand activations, fashion influence through Coachella festival outfits, and seamless digital storytelling, the festival blurs the line between event and lifestyle- a critical move in today's saturated market.

As the event industry becomes more crowded and competitive, the brands that will dominate are the ones who understand this blueprint: deliver experiences so rich, so emotionally charged, and so culturally embedded that they become part of a customer's identity.

Coachella didn't just survive another year- it evolved, expanded, and reminded the world that real event marketing isn't about momentary impact. It's about building movements that last.
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Related: Create an Advertising Strategy That Drives Results
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FAQs

Why is Coachella considered the ultimate example of music festival marketing?

The Coachella music festival has mastered the art of demand generation, brand integration, and cultural relevance. Through premium pricing strategies, artist-driven promotions, and immersive on-site experiences, Coachella extends far beyond a typical festival- it positions itself as a lifestyle brand. For event organizers, the Coachella event is a case study in how to scale influence, loyalty, and revenue simultaneously.

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How do Coachella ticket prices impact the festival's success?

Coachella ticket prices aren't just about covering costs they're a deliberate tool for creating exclusivity and scarcity. By positioning attendance as a premium experience, Coachella drives faster sellouts, increases perceived brand value, and fuels organic buzz months before the event even begins. In 2025, Coachella's pricing strategy once again proved that high demand isn't about affordability it's about emotional ownership.

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How does Coachella influence fashion and brand partnerships?

The Coachella Valley Music and Arts Festival has become a global launchpad for fashion trends, with Coachella festival outfits now driving entire product lines and collaborations. Brands leverage the festival's massive cultural footprint to launch capsule collections, pop-up experiences, and exclusive merchandise, ensuring they're embedded into the attendee experience. For marketers, Coachella remains a masterclass in merging lifestyle, fashion, and live events into one unified marketing platform.

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Why Coachella Music Festival Sets the Marketing Bar

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Discover how the Coachella Music Festival revolutionized event marketing. Explore key strategies, trends, and why Coachella is a masterclass in brand building.

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for waste and water management at music festivals

3000 toilets

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Tunggu sebentar… solatlahdulu

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Can music festivals go green? We went to one

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Launched by founder Perry Farrell in 1991 as a touring festival, Lollapalooza remains an innovator in festival culture over 30 years later. Lollapalooza was the first festival to bring together artists from a wide range of musical genres on one bill, it was also the first to travel, the first to expand to multiple days, the first to introduce a second stage, the first to blend art and activism, the first to offset its carbon emissions, the first to put electronic music artists on the main stage, the first to create family friendly programming, the first to make its home in an urban city center and the first to expand internationally.

Lollapalooza has grown into an annual world-class festival in Chicago (2005), as well as culturally rich countries including Chile, Argentina, Brazil, Germany, France, Sweden and India. Lollapalooza is one of the premier music destinations for music fans in the United States and abroad. The Chicago edition features more than 170 bands on 8 stages during four full days of music.

Lollapalooza observed its 30th anniversary in 2021, celebrating its enduring success as a powerhouse global festival brand.

Programs

Lollapalooza's contribution to the City of Chicago leads all festivals in the region. While the festival takes place over a four-day weekend in the summer, organizers strive to deliver meaningful engagement programs and create positive impacts in the city year-round.

Chicago public schools

$2.2 million donation for arts education programs in CPS for 5 years

5-year partnership with Ingenuity for schools with little or no arts programming - schools are selected based on extensive research conducted by Ingenuity

Various grant sizes that span 1 to 3 years

Grants fund new arts programs, new arts spaces in schools, and training for arts teachers

Grant park

$500,000 donation toward Grant Park Tennis and Pickleball Court Project

Fully funded Chicago Park District's initiative to build new pickleball courts and refurbish existing tennis courts in the south end of Grant Park

Supported the redevelopment of 6 existing tennis courts and the development of 32 dedicated pickleball courts

Lollapalooza & Sueños Job Fair

Free festival job fair and trainings for Chicagoans

Features dozens of festival departments and Lolla vendors hiring for festival positions

Highlight industry pathways through workshops, panel discussions, and keynotes

Free and open to the public but catered toward City Colleges of Chicago students

Committed to expanding opportunities for Chicago's young people of color - 80% of attendees are Black and Brown

Lolla u

New program at Kennedy King College aims to increase access to live music industries

College program focused on entertainment business and festival production

Culminates at Lollapalooza, with panel discussions led by Lollapalooza staff and industry leaders

Gives southside students the tools and access needed to jump start careers in live music

After school matters

Showcase art by ASM graphic design and mural classes at Lolla

Funded 5 After School Matters x Lolla programs since 2022

Programs allow youth to develop artistic skills and showcase their work at Lollapalooza

Teens receive stipends for their contributions to the festival

2 mural programs and 3 graphic design programs

Tip fest

Funded the stage for Chicago Park District's Teens in the Park Fest

TIP Fest is the largest platform for Chicago youth to showcase their art

Annual donation to fund stage since 2023 - consult on production, shared tips with organizers

Top 3 TIP Fest winners will perform at Lollapalooza

other donations

Other donations include: Black Culture Week, Adler Planetarium, NAMI Chicago, and the Police Memorial Fund

SUSTAINABILITY EFFORTS

Lollapalooza, an Illinois Sustainability Award recipient, is committed to sustainable festival practices in the field, behind the scenes and through the preservation of the ever-beautiful Grant Park. This commitment is integrated into every area of the park, from recycling and composting to eco-friendly service items at Chow Town, and Hydration Stations that provide patrons free, filtered water, diverting millions of plastic bottles from the landfill. Additionally, Lollapalooza uses biodiesel for all generators and equipment and funds renewable energy projects through carbon offset purchases.

In addition, Lolla is working to redirect construction materials away from Chicago's landfills that would be otherwise discarded. These materials will be collected and made available to the local community to promote positive change, and a better quality of life for our neighbors. In 2024 alone, close to 22,000 pounds of material was recovered and reused through this program.

In 2024, Lollapalooza made history as the first major U.S. festival to use a hybrid battery system for the main stage, including all audio, lighting, video and stage production, minimizing the run time of biodiesel generators providing significant fuel and emissions savings while furthering the commitment to its ever-expanding sustainability efforts.

LOLLAPALOOZA, GREEN NATION & REVERB

Lollapalooza is once again setting the standard for climate action in live music. In partnership with Live Nation's sustainability initiative Green Nation, and leading music sustainability nonprofit REVERB, the T-Mobile sponsored main stage is being hybridized - powered by a combined battery-bio diesel system that reduces on-site fossil fuel use, lowers carbon emissions, improves air quality, and creates a quieter and healthier experience for artists, fans and crew.

In 2023, Lollapalooza piloted the first solar-powered headline set at a major U.S. festival in partnership with Billie Eilish and REVERB. In 2024, the Main Stage, sponsored by T-Mobile, was entirely powered by a hybrid battery system, including all audio, lighting, video and stage production.

In 2025, Lollapalooza, Green Nation and REVERB are teaming up once again to power the T-Mobile Stage with a fully hybrid battery system, setting a powerful example for festivals across the country. Lollapalooza is proud to be a national leader in sustainable festival innovation that reduces reliance on carbon emissions and overall fossil fuel use.

PHILANTHROPIC PARTNERSHIPS

RE:WILD

World-renowned global music festival Lollapalooza has elevated its commitment to the environment through a new partnership with leading global organization, Re:wild. Across the world, Lollapalooza festivals will support Re:wild and its local partners in a variety of ways, including sharing environmental education through festival messaging channels, providing space on festival grounds for Re:wild partners to speak directly with music fans, and through direct financial support of Re:wild projects. With education as a primary means of positive change, fans can learn more about how to rewild their daily lives and communities via https://lolla.rewild.org.

THIS MUST BE THE PLACE

Lollapalooza strives to continually update and evolve our safety and security protocols, which includes education and preventative measures to keep people safe. With this in mind, we are partnering with This Must Be the Place, an overdose prevention nonprofit, who will educate music fans about the dangers of Fentanyl and supply them with the life-saving opioid reversal medicine, Naloxone, commonly known as Narcan. We encourage fans to stop by their booth at the festival and learn more.

In 2024 alone, This Must Be the Place distributed more than 40,000 Naloxone kits across 22 festivals produced by C3 Presents.

ECONOMIC IMPACT TO THE CITY OF CHICAGO

Lollapalooza 2024 generated more than $440 million for Chicago's economy. In addition to a direct rent payment of $9.8 million to the Chicago Park District, Lollapalooza is estimated to have generated $7.18 million in amusement tax revenue. Since event organizers began tracking economic impact in 2010, Lollapalooza has generated more than $3.2 billion for the Chicago economy and has retained the equivalent of more than 25,000 jobs for regional employees.

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Launched by founder Perry Farrell in 1991 as a touring festival, Lollapalooza remains an innovator in festival culture over 30 years later.

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Why Festival Marketing Is Taking Over in 2025

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sources of finance

credit card

loan

cash flow

effect cash in flow

high cost

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explain two challenges when GVN relies on temporary workers and free lancers.

low employee retention

could increase cost of production (imployment costs and training)

inconsistency of services

lack of efficiency and motivation

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Explain how Herzberg’s Two-Factor Theory could apply to GVN’s employees and freelancers.

Answer:

Hygiene factors: Temporary workers and freelancers may lack job security because festival jobs are seasonal (May–August). If GVN improves working conditions (e.g., better facilities, predictable schedules), dissatisfaction can be reduced.

Motivators: Giving workers autonomy during festival operations or recognition for successful festival management could increase intrinsic motivation.

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SWOT Analysis of (GVN)
Strengths

1) Established Reputation and Experience : Operating since 2001, GVN has over two decades of experience organizing music festivals, giving it credibility and expertise in event management.

2) Strong Organizational Structure : With 60 permanent employees and additional temporary workers and freelancers, GVN has a flexible workforce that can scale based on festival needs.

3) Expansion Capability : The transition to a public limited company in 2016 has allowed GVN to raise capital for expansion and increase its financial base.

4) Diverse Festival Portfolio : Hosting five festivals annually provides revenue diversification and broad audience reach.

Weaknesses

1) High Operating Costs : Each festival costs approximately $250,000 for cleanup alone, not including setup and operation, which reduces profitability.

2) Dependence on External Parties : Reliance on farmers’ land for festival sites introduces risks related to contracts, land availability, and external negotiations.

3) Environmental Impact and Sustainability Challenges : Large festivals generate significant waste (25,000 bins) and infrastructure requirements (3,000 toilets, 60 stages), creating challenges in achieving environmental sustainability.

4) Seasonal Revenue : The festival season (May–August) limits income generation to a few months, leaving the rest of the year underutilized.

Opportunities

1) Growing Global Demand for Festivals : The global rise in music festival popularity presents opportunities for expansion into new markets and event types.

2) Sustainability Initiatives : Investing in eco-friendly solutions (e.g., biodegradable waste systems, renewable energy) could improve brand image and attract environmentally conscious audiences.

3) Digital and Virtual Expansion : Exploring live streaming or hybrid festivals could expand GVN’s audience beyond physical attendees and open new revenue streams.

4) Partnerships and Sponsorships : Collaboration with brands, artists, and local authorities could increase funding, visibility, and reduce operational burdens.

Threats

1) Environmental Regulations : Increasing government and local regulations on land use and waste management could raise compliance costs.

2) Competition : The festival industry is highly competitive, with new and established players attracting similar audiences and sponsors.

3) Economic Instability : Economic downturns may lead to reduced discretionary spending, affecting ticket sales and sponsorships.

4) Weather and Safety Risks : Outdoor events on farmland are vulnerable to weather conditions, which can disrupt operations and increase costs.

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Diversification- GVN may bring new ideas on music theme based on the taste from different locations that the festival held

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evaluate the importance of addressing environmental sustainability to GVN profitability

Arguments for: Cost reduction in the long run If GVN reduces waste or adopts reusable equipment, it may lower its recurring clean-up cost. Currently:

$250000×5 festivals=$1250000 per year

Reducing waste through recycling systems or reusable facilities could significantly reduce this expense, improving profit margins in future years.

Improved brand image and competitive advantage Music festival attendees especially younger audiences, value environmentally responsible brands. Sustainability initiatives (recycling stations, green branding) can:

1. Attract more visitors

2. Justify premium ticket pricing,

3. Attract sponsors.

Better stakeholder relationships (farmers) GVN relies on farmland from five farmers. Sustainable clean-up and land restoration increase farmers’ willingness to continue leasing land, reducing negotiation costs and avoiding potential conflict.

Arguments against:

- High capital costs Sustainability may require significant investment (e.g., reusable stage materials, eco-friendly sanitation). For example, purchasing greener equipment might cost millions before savings appear.

- Shareholder conflict As a public limited company (PLC), GVN now faces shareholder pressure for short-term profit maximisation. Spending on sustainability may reduce short-term dividends, causing stakeholder resistance.

- Festival ticket demand may not increase immediately Consumers may value sustainability, but may not be willing to pay significantly higher ticket prices just for CSR initiatives.

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location: landfill site/ farmland

many countries use landfill sites to use as an energy sources to create electricity

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outsourcing - cleanup worker

role of operation management - ecological sustainability

productivity - introduction planning

quality check and quality assurance (audio, stage, etc)

Quality circle - involvement of all levels meet regularly to discuss ways to improve quality

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greenwashing

people

60 permanent employees

relies on temporary workers and freelancers

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1. Discuss strategies GVN could use to improve ecological sustainability at its music festivals

2. CPA (preparation venue)

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Gantt Charts : the duration of the preparation, on going and the wrap up

could ask for pros and cons of gantt

ask you to draw

analyse the charts

complete the table

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sources of revenue

vendor rental

camping spot rent

merchandises

ticketing

lodging/ transportation

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recruitment (line manager)

training

motivation theories

communication

industrial employee Relations (conflict in working environment)

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strength

Experience since 2001 → strong operational knowledge

Public limited company → can raise finance to invest in sustainability

Contracts with farmers → stable access to land

Strong reputation → can negotiate sponsorships or partnerships

weaknesses

High clean-up cost ($250 000 per festival) → financially unsustainable

Heavy reliance on temporary workers → inconsistent execution

60 stages + 3000 toilets + 25 000 bins → high waste generation

Short time frame (May–August) → operational pressure

opportunities

Growing societal focus on eco-friendly events

Government grants for sustainability

New technology (solar power, biodegradable materials)

Partnerships with environmental NGOs

threats

Negative publicity if festivals damage farmland

Farmers may cancel contracts due to soil damage

Competitors offering greener festivals

Stricter environmental regulations → fines, penalties

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S — Social
• Growing interest among youth in live entertainment.
• Social media influences festival trends (TikTok, Instagram).
• Public concerns about crowd safety after past global incidents.
• Demand for diverse performers representing different cultures.

T — Technological
• Online ticketing platforms reduce queue time.
• RFID wristbands for cashless payments.
• Drones for crowd monitoring and safety.
• High-quality staging & sound engineering improves customer experience.

E — Economic
• High inflation increases cost of hiring artists, equipment & logistics.
• Consumer spending may drop during economic downturns.
• Sponsorship from brands can reduce financial risk.
• Revenue depends heavily on ticket sales and merchandise.

E — Environmental
• Festivals produce large amounts of waste (plastic, food waste).
• Noise pollution may disturb nearby residents.
• Weather conditions (rain, storms) affect event safety.
• Pressure to adopt eco-friendly practices (solar power, recycling zones).

P — Political
• Government permits required for large gatherings.
• Government arts funding may support local events.
• Import rules affect foreign artists’ equipment.

L — Legal
• Must comply with health and safety laws to prevent injuries.
• Noise level restrictions.
• Licensing for alcohol sales.
• Contracts with performers and vendors must follow legal requirements.

E — Ethical
• Ensuring fair pay for staff and performers.
• Preventing discrimination in hiring or performer lineup.
• Protecting customer data from ticket platforms.

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1. Outline two features of a public limited company.

Answer:

Shares can be sold to the general public.

The company has limited liability.

2. List two internal sources of finance

Answer:

Retained profits

Sales of unwanted asset

3. List two external sources of finance

Answer:

Loan

Leasing

4. State two external growth methods that GVN may use to operate efficiently

strategic alliances

Mergers

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Discuss measures GVN could take to overcome its ecological sustainability challenge.

Invest in improved waste-management systems (recycling stations, reusable cups).

Use biodegradable materials to reduce landfill waste.

Collaborate with farmers to repair soil and manage land responsibly.

Introduce renewable energy sources (solar lighting, energy-efficient equipment).

Reduce water waste through better sanitation systems.

Train temporary workers on sustainability procedures.

Partner with environmental NGOs for expertise and credibility.

Introduce customer initiatives (deposit refund for cups, waste-sorting incentives).

Use long-term sustainability equipment to reduce annual clean-up cost ($250 000).

Overall: upfront cost is high but long-term operational cost savings and improved reputation strengthen sustainability.

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Discuss how GVN could use the extended marketing mix (7Ps) to improve customer experience at its music festivals?

1. Product (core experience + physical features)

GVN can improve the festival product by offering cleaner facilities (better toilets, improved waste systems), more organised camping areas, and eco-friendly features such as reusable cups.

Enhancing product quality directly improves customer satisfaction, especially since GVN currently manages 3000 toilets and 25 000 waste bins, which strongly affects customer experience.

Pros:

Better hygiene and environmental standards increase customer comfort and safety.

Improves brand reputation and can attract more environmentally conscious customers.

Cons:

High investment required for better equipment and sanitation.

Additional operating costs may increase ticket prices, potentially reducing demand.

2. People (staff, temporary workers, volunteers)

GVN relies heavily on temporary workers, so improving staff training can significantly improve customer experience.

Training could include customer service, sustainability practices, emergency handling, and crowd management.

Pros:

Better service quality increases customer satisfaction and perceived value.

Well-trained staff reduce operational errors, improving safety and efficiency.

Cons:

Training temporary workers each season is costly and time-consuming.

Staff turnover may reduce the long-term effectiveness of training.

3. Process (service flow, customer journey, convenience)

GVN can streamline entry processes, ticket scanning, waste-sorting systems, and shuttle bus movements.

Digitising processes—such as digital tickets or mobile apps for schedules/maps—can make the festival easier to navigate.

Pros:

Shorter queues and smoother movement improve overall customer experience.

Digital processes reduce paper waste and support sustainability aims.

Cons:

Technology investment is expensive and may malfunction under heavy use.

Customers who are less tech-savvy may find digital processes inconvenient.