Ice festivals. Winter light shows. Holiday walks. Tree lightings. Year-end galas and corporate parties. There’s no shortage of festive events you can host during the holiday season.
Whatever your theme might be, we’re here to help you reach more fans and sell more tickets. Follow this simple step-by-step guide to host a stress-free holiday event in 2024.
Step 1: Define Event Goals and Objectives
Every great holiday event starts with a plan. Defining your goals early in the planning process will help reduce headaches when things start getting chaotic (as they always do), and will make it easier to evaluate results after your event ends.
- Establish Clear Objectives: Decide on specific outcomes for each event, such as brand positioning, community engagement, revenue generation, or growing your guest list.
- Set KPIs: Metrics may include ticket sales, foot traffic, sponsorship acquisition, attendee satisfaction, and digital engagement.
Step 2: Select Your Theme, Date and Venue
- Choose Holidays with Broad Appeal: We’re obviously focusing on winter holidays in this guide, and there are some pretty big ones this time of year, from In addition to Thanksgiving to Christmas, and New Year's consider Hanukkah, Las Posadas, Kwanzaa, or even Friendsgiving and Festivus. Choose a holiday that fits your audience’s interests and traditions.
- Book Your Venue: When choosing the right venue, consider questions like Do I need an indoor or outdoor space? How many guests do I estimate will attend? Is my target audience likely to be busy that day? Is daytime or evening better?
- Set the Date and Time: Your venue’s availability will play a big part in this decision, but you should also consider your guests’ schedules as well. Timing is critical with holiday events since there’s such heavy competition and so little time during this season.
Step 3: Build Event Concepts and Experiences
- Create Themed Experiences: Conceptualize the event design, entertainment, and decor to create immersive experiences that align with each holiday.
- Develop Unique Selling Points (USPs): Identify elements that will set your event apart, such as live performances, interactive installations, or exclusive access.
Step 4: Develop a Budget and Revenue Plan
Determining your budget is key because it determines many of the choices you’ll make in the following steps.
- Estimate Costs: Include venue expenses, decor, staffing, marketing, and entertainment.
- Revenue Streams: Consider ticket sales, food & beverage, merchandise, sponsorships, and add-ons (e.g., VIP packages).
Step 5: Secure Sponsorships and Partnerships
- Identify Sponsors: Look for brands with similar target demographics and values that can benefit from visibility at your event.
- Negotiate Mutually Beneficial Deals: Offer brand placements, co-branded merchandise, or sponsored areas within the event space.
Step 6: Design a Targeted Marketing Strategy
Promoting a holiday event effectively requires a mix of digital, community-focused, and experiential marketing tactics.
- Create a Digital Campaign: Utilize social media, email marketing, and targeted ads to build anticipation. Engage potential guests with behind-the-scenes content and sneak peeks.
- Collaborate with Influencers: Identify influencers in your area who can help promote the event through giveaways, sneak previews, or live coverage.
Step 7: Plan Logistics and Operations
- Develop a Detailed Timeline: Include setup, event flow, and teardown times to ensure smooth operations.
- Coordinate with Vendors and Performers: Confirm logistics, deliveries, and schedules for decor, F&B, and any entertainment or performers.
Step 8: Set Up Ticketing
Ticket sales are the #1 way most holiday events make money. This is a critical step and one you shouldn’t leave until the last minute. The sooner you start selling tickets, the sooner you can get paid.
- Choose a Ticketing Provider: Look for a ticketing platform that can handle online and in-person sales for your holiday event. Make sure they offer the features you need. Ask yourself these 5 questions when evaluating ticketing partners.
- Set Up Your Event Page: Once you’ve selected a platform, you’ll want to get all your event information set up so you can start selling tickets. (If you’re using Passage, you can just send the info to our team and we’ll get everything set up for you!).
Step 9: Prioritize Guest Experience
- Focus on Accessibility and Safety: Implement crowd control, ADA compliance, and an efficient check-in process.
- Create Moments of Delight: From themed giveaways to interactive elements, these "wow" moments contribute to a memorable guest experience.
Step 10: Start Promoting Your Event
Now that you’ve got the basic details down and your tickets are live, you can start promoting your holiday event. It's time to put that marketing plan into place.
- Leverage Social Media Campaigns: Use Facebook, Instagram, and TikTok ads to reach your specific audience demographics. Retarget users who engage with your posts for maximum conversion.
- Press Releases: Send press releases to local publications, radio stations, and bloggers. Highlight what makes the event unique, such as special performances, unique experiences, or VIP offerings. Hosting a preview or “media night” ahead of the event can also generate coverage and spread word-of-mouth buzz. Read more about how to leverage PR for your event.
- Email Marketing: Create an email series that counts down to the event, offering subscribers exclusive insights, discount codes, or first access to VIP passes.
- Collaborate with Local Businesses: Partner with nearby restaurants, hotels, and transport companies to offer package deals or cross-promotions.
- Engage Community Groups and Organizations: Work with schools, community centers, and clubs that align with your target demographic to promote your event in their networks.
Step 11: Train and Align Your Event Staff
- Conduct Training Sessions: Ensure your team is well-versed in event details, customer service expectations, and emergency protocols.
- Consider Branded Uniforms: This adds professionalism and makes it easy for guests to identify staff. If uniforms aren't within the budget, lanyards with name badges can also help identify team members.
Step 12: Execute and Monitor the Event
- Deploy Real-Time Monitoring: Use event management software to track check-ins, social mentions, and guest feedback.
- Troubleshoot On-the-Go: Assign a team to manage issues as they arise, such as crowding or unexpected weather changes.
Step 13: Gather Post-Event Insights and Follow Up
- Collect Feedback: Send out surveys to attendees, sponsors, and staff. Analyze data to identify successes and areas for improvement.
- Debrief with Your Team: Meet with your staff and volunteers to discuss their thoughts on your event while it’s still fresh in their minds. Your team might catch details that you missed, and may have insights on ways processes or policies could improve for next time.
- Post-Event Engagement: Keep the conversation going with highlights, photo albums, and thank-you messages to maintain connections for future events.
Final Thoughts
This guide can help you organize an unforgettable, well-coordinated holiday event that builds long-term value for your venue and brand. If you need a little help setting up ticketing for your 2024 holiday event, we’re here for you! Schedule a call with your team and we’ll do all the heavy lifting so you can focus on planning a festive event.
