Hey there, "Welcome to Festival Vendor, the podcast that takes you on a thrilling journey through the vibrant world of festival vending and traveling, as we uncover the challenges, rewards, and inspiring stories of those who've embraced the road and transformed their businesses into unforgettable adventures." Today, we're going to delve into a crucial decision every vendor faces: whether to participate in local events or venture into events that require travel. If you’re here with us, we know that travel is either something you already do, or something you plan to do. But that doesn’t mean it isn’t a huge decision worthy of discussion. I'm your host, Raven, and I'll be your guide through this exploration of the pros and cons of both options.
Travel was, for us, one of the reasons we chose this lifestyle. We believe that traveling opens doors that you would otherwise never know existed - certainly financial doors, but also personal and even spiritual ones. SO we admit to being a little biased. With that said, participating in local events offers several enticing benefits. One major advantage is the reduced cost and time commitment. You don't have to travel far, which means lower transportation expenses and less time spent on the road.
In fact, half of the vendors who responded to a survey on The Balance said that they prefer local events because they are more cost-effective and easier to manage.
Another benefit of local events is building a strong local customer base. By attending nearby events regularly, you can develop a loyal following of customers who appreciate the convenience of shopping local. Even the U.S. Small Business Administration says that building a loyal customer base can lead to repeat business, which makes up a significant portion of a vendor's sales.Participating in local events allows you to connect and collaborate with neighboring vendors. You can form valuable partnerships that benefit both parties and lead to joint marketing efforts. A study published in the Journal of Marketing Management suggests that collaborative marketing efforts increase brand visibility and customer reach. And getting to know other local vendors helps you build a network of potential allies and collaborators. There are so many examples of this - two of my favorite fellow vendors that we loved working with back in the early days were a coffee vendor and a honey vendor. And of course, they collaborate with each other to this day - one vendor offers coffee enriched honey, and one makes specialty drinks with honey granules from the other.This sort of partnership has great financial benefit for both, and it can be a great selling point to be able to truthfully claim that your ingredients are locally sourced. You can also gain valuable information from fellow local vendors. No one knows better which events are worthwhile and which market managers to stay away from than people who have firsthand knowledge.
On top of that, local events provide a unique opportunity to understand the preferences and demands of your immediate community better. This valuable insight can help refine your product offerings and marketing strategies. The data tells us that knowing your target audience is vital for developing products and services that align with customer needs and preferences.
Now, let's explore the allure of events that require travel. One of the primary advantages is the opportunity to reach new markets and potential customers outside your local area.
Research by Eventbrite shows that 57% of attendees are interested in exploring events beyond their hometown, presenting a unique opportunity for vendors to reach a wider audience. You reach not only the hometown folks but also the visitors; most farmer’s markets don’t have that kind of reach.
Traveling to events also allows you to showcase your products to diverse demographics and cultures. This exposure can lead to increased brand recognition and word-of-mouth referrals. Remember that word-of-mouth is simply invaluable. The majority of consumers - 92% according to Nielsen -trust recommendations from friends and family over all other forms of advertising. The International Association of Fairs and Expositions found that large festivals can draw tens of thousands of visitors, presenting a significant sales opportunity for vendors. Larger events and festivals often attract a substantial number of attendees, creating a higher potential for sales and profits, and not just for sales made at the event. And even if you live in a huge urban area, there will only be so many large events every year for you to choose from. So, pursuit of these sorts of sales avenues naturally leads you to travel.
However, let's not overlook the challenges of traveling to events. The cost of transportation, accommodation, and booth fees can be higher for events located far from home. In fact, a study by Entrepreneur suggests that travel expenses can represent up to 30% of a vendor's overall event budget.
Additionally, unfamiliar locations can present logistical challenges in setting up and managing the booth efficiently. Logistical challenges, such as finding the right location and adhering to event rules, can be daunting for vendors traveling to new events.
It's also essential to consider the time and energy required for travel. Long journeys can be physically and mentally demanding, especially for vendors with limited resources.
In an Eventbrite survey, 48% of vendors cited travel time and fatigue as a significant drawback of participating in distant events.
We have experienced both sides here. When we got started, we were local. We did farmer’s markets and local community events, and worked our way into some of the most successful in the area. We developed a customer base, and we were getting invited to events that we didn’t even have to seek out ourselves. We were in one of the biggest cities in the United States, and so there were also some very large events we participated in too. But. Even in one of the biggest cities in the country, there are only so many really large, profitable events that will work for your business. For example - music festivals are not something that works for our brands. So those were of no consequence to us. One of our businesses cannot be outdoors; that’s a limitation. One of them really works at themed events rather than non-themed events, so that’s another limitation. What about when you want to scale up? You see how all of this can lead you to start to seek opportunities that do require some travel.
Both local events and events that require travel offer unique advantages and challenges for festival vendors. Local events provide convenience, a strong customer base, and valuable insights into the local market, and generally these incur less cost overall. Traveling to events means you’ll need to invest more in several aspects of your business, but it allows for market expansion, increased exposure, and new opportunities.
Personally, we aim to do a mix of both sorts of events. Our best circuit so far included a monthly themed market that drew a few thousand people, combined with a few very large and local events, combined with four very large events that we would drive anywhere from 9 to 13 hours to attend. This put us on the road for most of the spring and summer, and we stayed local for the holidays. At the time, we lived in the south, so there wasn’t a lot of seasonal weather to keep us from traveling. We did that circuit with a lot of success for a few years, and we were just starting to consider branching out for travel even more when we moved. Now that we live in the west, we have to be more cognizant of the seasons, and we try to drive south for events after the fall.
Ultimately, the decision comes down to your individual goals, resources, and willingness to explore new horizons. Careful consideration of costs, potential profits, and personal preferences will help you make an informed choice.
Thank you for joining me on this enlightening debate on local events vs. events that require travel. I hope this discussion helps you navigate the exciting world of festival vending with confidence.
Until next time, fellow vendors and travelers, happy vending and safe travels!
