The headlines read like a bloodbath: Young people have laid waste to an astonishing number of products and industries. According to the news media, millennials are “killing” paper napkins, breakfast cereal, motorcycles, and homeownership, to name but a few. (The reality of the situation is a bit more complicated.)
One thing they haven’t killed, though, is Valentine’s Day. According to a new Eventbrite-commissioned research study conducted by Harris, Valentine’s Day matters to millennials.
And they’d rather celebrate with a memorable moment than by adding more clutter to their homes: 76% of 18- to 34-year-olds surveyed would prefer an experiential gift over a material one, and 79% say attending a live experience with their partner makes them feel more connected to one another. What better gift than a pair of tickets to a show?
Whether you’re throwing a show this Valentine’s Day (or using the holiday to position future concerts as the perfect gift), here’s some ideas to make your experience stand out to romance-minded millennials.
1. Lean into the “mood”
If you’re connected with anyone under 30 on social media, you’ve probably seen it as a caption or comment: “Mood.” Roughly speaking, it means something is relatable or sums up the commenter’s feelings. Feeling low? That picture of a grumpy-looking toad is a mood.
What does this mean for your show or event? Turn up the mood and make your crowd feel involved! Switch up your lighting: Red, pink, or neon gels on stage lights are a quick and easy way to give your space a romantic, moody flair. Load up on party balloons, perhaps even two dueling bunches: Gold, silver, pink, and red for the coupled-up crowds… and black and grey for the resolutely single (or those who simply want nothing to do with Valentine’s Day).
Get the bar in on the action, too. Pink grapefruit cocktails peppered with candy hearts, anyone?
Younger fans in particular will appreciate decor that’s playful, creative, and above all Instagram-worthy. Which leads us to…
2. Go all in on a photo booth
Photo booths are more than a century old. They’ve more than survived the transition to the digital era — they’re thriving.
Go all in on a photo booth to ensure your fans cement memories at your Valentine’s Day show. Does your venue already have an in-house photo booth? If so, make it free of charge for the evening. If you don’t have one in-house, photo booth rental companies are prolific.
Don’t have a photo booth already? It’s easy to hire a local photographer and cordon off a section of your venue into a makeshift photo studio. Fill it with some fun, playful, and tongue-slightly-in-cheek props. Add an Instax camera for instant gratification and retro flavor and you’ve guaranteed not only a memorable night for your fans — but also traction on social media for your venue and event when they share their shots.
3. Celebrate friendships and individuals, not just romantic relationships
More than half of the millennials surveyed (64%) believe that Valentine’s Day is a day for celebrating friendships, even if they’re not romantic at all. Valentine’s Day? More like Palentine’s Day. (We disclaim liability for any repercussions from the use of such an awful pun in marketing your own event.)
That means going for an all-inclusive theme — celebrating not just lovers but friends, family, and everything in between — will score points among your younger fans. Millennial relationships are notoriously complicated and tend to resist definition. Lines between friends and more-than-friends often blur — in both directions.
So keep your Valentine’s Day event lighthearted and open to all in your marketing. That way, fans of any sexual orientation and relationship configuration (or none altogether) will feel right at home.
Looking for to make sure the right fans see your event — and remember it after it’s over? Read the Music Marketing Handbook: The Essential Elements.
