Until recently, the only cheese produced by Glastonbury Festival was by the artists in their longstanding Sunday 'Legends Slot', recently occupied by Kylie Minogue, Lionel Ritchie and Dolly Parton. Now, it's the cows that graze on the festival's site time to shine.
In what is almost certainly a world first, the festival has launched its own cheese, produced by the cows that reside on its Worthy Farm site in Somerset, UK. In addition, people that buy the cheese will have the opportunity to win tickets to next year's festival – an event that has sold out every single year for decades. In 2019, they sold all 202,000 tickets in just 36 minutes.
What does this mean for festival promoters?
Many festivals are reluctant to be seen to be driving revenue from additional sources for fear of ‘cheapening’ their brand. On the contrary, when given the right opportunity, fans are happy to buy from brands they already love – like yours.
This is especially true during the pandemic, with money that would usually be spent on shared experiences like festivals and gigs up for grabs. And with fans eager to return to those muddy fields, buying your cheese is a nod to the better times to come.
It doesn’t have to be cheese, of course. Here’s what other festivals around the world are doing in a similar way:
- Coachella launched a clothing line 'Coachella Classics' as well as a feature length documentary, Coachella: 20 Years in the Desert
- Australian festival promoter Cattleyard Productions (Groovin' The Moo, Fresh Produce) are selling beer via Cattleyard Brewing Co.
- Belgium's Tomorrowland Festival launched its own sparkling wine, 'Solo Vida'
What creative ways can you monetize your audience? Don’t be afraid to ask for more from your audience when they’re already actively engaged with your brand. It’s time to start thinking outside of the box and engage with your fans beyond your annual event in an authentic way.