The sense of community that comes with music is undeniable. Both online and in-person, communities are built around music that spans generations. Live music events create memorable moments so much that “What’s the first concert you ever attended?” has become a common icebreaker question in seeking mutual bonds.
Amphitheaters serve as the host to many of these bonding moments and they are also catalyzing urban development and renewal by becoming anchors in multi-use entertainment districts—igniting downtown communities. With the capacity to host concerts, festivals, and community events, open-air music structures offer a dynamic alternative to outdated shopping malls for entertainment and shared experiences.
Amplified by the COVID-19 pandemic, smaller cities are seeing an influx of new residents seeking escape from large, dense cities, and attractive social gathering destinations that are authentic and reflect the local culture are key to retaining these new inhabitants. Indoor and outdoor music venues are especially popular, with post-COVID demand for in-person music experiences soaring. In 2023, concert attendance climbed 20.3% to 145.8 million attendees. Not only is the demand for concerts there but so is the demand for enhanced concert experiences. In the recently released “Eventbrite’s Music Edit 24,” statistics showed that the VIP experience increasingly resonates with concertgoers, with shows mentioning “VIP” growing 26% globally on the platform from 2023 to 2024. Additionally, consumers are budgeting extra for food and beverage purchases, merchandise, and vehicle transportation. Through these trends, new design considerations are creating an amphitheater experience to meet changing consumer needs and venue revenue goals.
Investing in the True VIP Experience
A 2023 LendingTree survey of nearly 2,000 U.S. consumers found that Gen Z is significantly more likely to spend on VIP passes. Business Insider previously estimated their spending power to be $360+ billion in disposable income. Selfie moments, premium seating options, efficient concession and bar trips, conditioned indoor spaces, and VIP entry and parking are all features that can enhance premium ticketing options.
Creating Avenues for Alternative Transportation
Over the years the way attendees are getting to venues has changed and expanded. In 2024, driving and parking at your destination is far from the only option. Additionally, each city has its own set of public transportation systems to take into account. Modern-day amphitheaters must have an increased emphasis on alternative transportation like shuttle services, public transportation, biking, and incorporating rideshare lanes—the customer experience begins well before entering the venue.
Prioritizing Sustainable Operations
Sustainable practices and zero-waste solutions continue to be important considerations for venues of all kinds. Many amphitheaters and sports venues are minimizing landfill waste through the removal of single-use plastic, compostable food containers, and reusable cup programs. For amphitheaters in areas predominantly known for traveling by car, reward systems for HOVs are encouraged.
Streamlining the Purchase Process
For concert attendees, cutting down on time away from the show is imperative to the overall experience. Streamlining pathways from the seating bowl to vendors and increased POS locations can lead to reduced lines and faster transaction times. An efficient purchasing process leads to higher satisfaction, encouraging repeat visits and positive word-of-mouth recommendations.
As designs continue to evolve through the responses of attendee needs, revenue sources, and sustainability goals, these venues will not only become anchors to multi-use entertainment districts but seamlessly integrate with their natural surroundings and urban fabric. Amphitheaters in smaller cities can both attract national artists and not only retain but also grow the population by becoming community hubs for shared experiences in responding to these trends.