THE EVENTS EVENT at PLATF9RM
The events industry is shifting.
Behavioural trends are ever-changing, funding is increasingly hard to obtain, and standing out in a city like Brighton – known for its many vibrant cultural events and arts festivals – is a challenge, to say the least.
On 2 June 2025, coworking space and events venue PLATF9RM invited a handful of local events professionals to have a frank discussion: WTF is happening in hospitality? Hosted by drinks journalist and presenter Becky Paskin, the panel consisted of Will Toeman of ticketing platform FIXR, Digital Marketing Producer Harry Zwaig, Afrori Books Founder and Brighton Book Festival organiser Carolynn Bain, entrepreneur Kyriakos Baxevanis (Nostos, Little Jasmine Therapies, Be Well Live Well), and myself – Roxy van der Post of Komedia Brighton.
In front of an audience of 100 local event organisers and attendees, the conversation began with audience behaviour. While organisers may feel there’s no rhyme or reason to post-pandemic consumer patterns, FIXR’s 2025 Event Industry Trends Report proved otherwise. Having surveyed over 3,000 people in the UK, FIXR identified clear trends in lifestyle shifts, ticketing transformations, and event engagement.
Trends and trials
The persistence of last-minute bookings is having a major impact on venues – from cash flow to staffing and programming. Audiences are more particular with the choices they make, and they have to be, with the cost of living increasing year on year. But, as panellist Carolynn Bain pointed out, we also live in a society that no longer values arts and culture. We’re spoilt for choice in cities like Brighton and London, which are particularly adept at exploiting creative talent to put on free events. All the more reason to charge confidently – and communicate more clearly why it’s worth paying for a night out.
Speaking of nights out, audiences don’t actually want to be out late anymore… Are daytime events the future of the sector? Annie Mac’s Before Midnight day raves are a – well – raving success, and many have followed in her footsteps. Having worked with numerous music festivals over the years, panellist Harry Zwaig urges event organisers not to replicate what they did 10 years ago. Times have changed, and small-scale, wellness-focused events with a 10 p.m. curfew are far more in demand than the big festivals of the past.
The sober-curious movement
This led the conversation towards food and beverages. The increased focus on wellbeing and sober curiosity – combined with, again, the cost-of-living crisis – is resulting in a much lower bar spend than five years ago. This is a major reason why venues across the country are struggling, as their profit comes from bar sales rather than ticket sales. FIXR’s Will Toeman explained how some venues are trialling early-entry tickets to increase bar spend, while others, like Komedia, offer discounted drinks as doors open.
With the conversation now firmly in the comfort zone of host Becky Paskin – best known as a drinks and whisky journalist – she spoke about the subpar selection of alcohol-free beverages in most venues and how audiences would happily pay a little more for a high-quality non-alcoholic alternative to their favourite drink. With the Brighton Book Festival going fully alcohol-free this June, Carolynn Bain is once again taking a bold step in inclusivity and affordability. If The Events Event is anything to go by, it’s only a matter of time before this becomes the norm rather than the exception.
Marketing with authenticity
There was no avoiding the a-word when it came to marketing. With word-of-mouth still being one of the most powerful marketing tools, it’s all about authenticity. People buy from other people, not brands. They trust other people, not organisations. And how do you amplify personal recommendations in the age of social media? Influencers.
The panel was divided on this topic (and as long as we show up with curiosity, respect, and an open mind, that’s more than okay!). While some saw small-scale, niche content creators as the most authentic marketing strategy for the modern age – particularly in the food and drink sector – others were sceptical at best.
When asked to “raise your hand if you’ve ever made a purchase based on an influencer’s recommendation,” fewer than a dozen hands went up in a room of 100 people. Regardless of this not-to-be-taken-too-seriously micro-experiment, sponsored content creation is a booming business. Event organisers would be wise to at least consider whether it’s a suitable option for them.
Really, it’s just one step further from affiliate marketing – a more common strategy in which a third-party member becomes an ambassador for a brand. The panel agreed that, as long as you choose partners based on shared values, mutual respect, and a desire to do good, everyone involved in a partnership can benefit.
Collaboration, collaboration, collaboration
At the end of the night, it all came down to collaboration – with ambassadors, influencers, food & drink suppliers, local venues, and audiences. The future of the events industry lies in co-creating events not just for but with the communities we claim to be serving. Listening to audiences is more important than ever – whether through in-person conversations, feedback forms, two-way newsletters, online memberships, or simply replying to DMs.
This holistic approach to co-creation also means educating ourselves on topics such as anti-racism, disability access and neurodivergence, and LGBTQIA+ rights (to name but a few). It’s about taking into consideration what specific audiences want and need – and ensuring there is a safe space for them to just be. We all deserve to be seen and heard, to be challenged, to learn, to be joyful, to connect, and to belong. And there is space – even in busy Brighton – for all of us.
So instead of competing with each other, let’s collaborate to give purpose to our events – and make them worth paying for.
Blog post by Roxy van der Post, Marketing Manager at Komedia Brighton and Founder of Myosotis Film & Photography
