When you think of today’s parents, who do you see? If a stroller-pushing, baby-wearing millennial comes to mind, you’d be right. In fact, 53% of millennials are now parents — and more than a million millennial women are becoming moms each year.

It’s a game-changing shift in demographics for family-friendly events of all sizes. Especially because this generation isn’t letting parenthood impact their love of live experiences — 64% are attending more daytime, family-suitable events on the weekend compared to just five years ago.

But that doesn’t mean attracting them is easy — these event-savvy moms and dads have high expectations when it comes to the events they attend. And to win them over to yours, you have to meet their expectations.

This summer, you have the opportunity to tailor your family-friendly events for today’s parents. Here’s how.

1. Don’t assume family-friendly means kid-only

In a new survey conducted by The Harris Poll on behalf of Eventbrite, 87% of Americans with children under 18 said they strongly believe experiences are more valuable for their kids than material things.

That doesn’t mean they’re looking to drop off their kids at an event for a few hours, though, or book a sitter so they can attend an event child-free. These parents enjoy attending events with their children — and are spending way more time with their kids than previous generations.

In fact, nearly three-quarters of survey respondents said they’re more likely to attend an event that they can bring their children to over a live event where they cannot.

2. Make attending a breeze for busy parents

When deciding what to do with their family, millennial parents have five main questions they want to know the answers to before attending an event. Your event listing and website should give them the information they need:

  • Will the event be interesting to my kids? Most parents have more than one child and they want to do things together with the whole family. To make your event more attractive to these families, offer activities for different age-groups and give everyone, from grandparents to aunts and uncles, the option to participate.
  • When is it? It’s not easy balancing everybody’s busy schedules. Older children have clubs and commitments, while children under three have naptime and mealtimes to consider. The best way to meet this need is by knowing your age group. If you’re not sure what times are best, you can survey your parents to get their input. Alternatively, consider hosting a time-flexible or multi-day event.
  • Where is it? Will there be parking? Families have to carry a lot of stuff to get out and about. Diapers, snacks, spare clothes, water bottles, strollers — it all adds up fast. That’s why where your event is almost as important as when it will be. Make sure to choose a venue and location that’s accessible to families.
  • How much are tickets? Cost can be prohibitive to many families, so it’s important to find the sweet spot for pricing your event. Set reasonable prices for admission to your event, but don’t sell yourself short. Consider using discounts like early birds or family bundles to make your tickets more palatable.
  • Is the event put on by somebody trustworthy? The internet is a powerful thing and today’s parents rely on it to vet experiences, venues, and organizations before trusting them with their kids. Be sure to put an emphasis on safety in all your promotions, and don’t forget to partner with trustworthy influencers like mom bloggers.

3. Showcase your family-friendly experience

88% of consumers gather information online before purchasing a product or service. That’s why having a strong event description is super important. You need to give parents a clear idea of what your event is about, so they can quickly understand the what and the why.

You can do this by:

  • Knowing your value prop, a 2-3 sentence statement that summarizes why your event is unique and what it offers
  • Understanding your target audience and how your event appeals to their needs
  • Capture the excitement of your event in photography and video, whether professional or sourced from attendees

4. Reach today’s parents with social media

Young parents find events in their own unique way. Their top two sources, according to our survey? Social media (66%) and word of mouth (60%). To encourage more word of mouth promotion through social media, follow four steps from the insiders of Facebook and Instagram:

  • Post visual content that shows families of all kinds having fun at your event
  • Post frequently, since a steady stream of content is important for engagement
  • Sell tickets directly on Facebook or Instagram with a “Get Tickets” button
  • Partner with parents’ favorite influencers, which you can find in your local community

Keep today’s parents coming back year after year

The family-friendly events space is heating up. Are you ready to deliver an unforgettable experience that keeps today’s parents coming back year after year? Find out how.