Festival organisers are re-thinking mass gatherings in the age of COVID-19 but what does that mean in practical terms? We look at three recent examples of festivals that have had to
make some dramatic changes.

UK’s first socially distanced festival
Virgin Money Unity Arena at Newcastle Racecourse 

In August, 2,500 people attended the world’s first socially distanced gig in Newcastle to see local lad, Sam Fender. The field was divided up into 500 fenced-off sections, each 2m away from each other, while the stage loomed overhead. Fender’s performance gave off energy, lasers and much-missed live music but for fans the experience was mixed: some loved the space to spread out, but others lamented the loss of a rowdy, festival atmosphere. As one Twitter user put it in response to the show: “It’s the future! At least for the foreseeable”.

Twitter: @VMUnityArena
Instagram: @virginmoneyunityarena

Proms in the pandemic
BBC Proms, Royal Albert Hall

It isn’t only audiences that have to think about social distancing. For the Last Night of the BBC Proms, the orchestra has planned new seating arrangements across stage and stalls to protect the musicians. It’s a unique challenge for an orchestra; for safety, wind and brass instruments need to be 3m away from each other and sound will travel differently in the new seating arrangements. As the Royal Albert Hall remains closed, the usual Proms picnic-parade has been swapped for TV coverage that seeks to raise the broadcast bar, perhaps making for a more accessible classical experience.

Twitter: @bbcproms
Instagram: @bbc_proms

Party costs of COVID-19
Coconut Beach Münster

Moving on to Germany’s techno-enthusiasts, dance parties and DJ sets are also getting the social distancing treatment. Gerd Janson’s set at Coconut Beach Münster saw the 90s legend play a 2,000-capacity outdoor venue for just 100 attendees. Reduced numbers point to one crucial difference in hosting social-distance events: costs. The event description for Janson’s set made a point of noting that they would have had to sell at least 20 times the ticket cost (€70) to match their takings before COVID-19.

Instagram: @coconutbeachms

At ALHAUS magazine, we continue to document the myriad ways that our industries are evolving to meet challenges posed by the global health crisis—including the dramatically different approach required by the tourism sector that we outline in this article. In order to stay the course, innovative, creative tactics will be crucial for the events industry, like the ones we highlight in this piece. Honest communication will be crucial to keep your audience inspired and engaged; contact ALHAUS for the brand storytelling support you need to thrive both in and outside of a crisis.