Brits know how to throw a good festival – and we’re even better at enjoying ourselves while we’re there. Whether it’s a celebration of music, literature, food or even health and fitness, the laid-back and almost otherworldly atmosphere of some festivals leaves us open to trying new things, including new food and drinks.
The stalls and mobile businesses that pepper festival sites may not be what revellers rave about once it’s over, but they can make a huge difference to people’s festival experience. So, what should SMEs bear in mind when branching out onto the festival scene?
Do secure your spot early
Vendor applications usually start months before the festival starts, or a few weeks for smaller ones. The larger festivals can be difficult to get into, so it’s crucial to plan ahead and have all your documents in order. “We search in December and January for the events we want to work at the following summer,” say John Montgomery and George Kelly, owners and managers of mobile cheesy chip business Chip off the Block, which was at this year’s Glastonbury, Secret Garden Party, Port Eliot Festival and others.
“Once we’ve found an attractive event, we ask for an application pack, which tends to ask for photos or videos of the product and stall, along with the stall’s shape, size and energy requirements.” The festival’s food trader organiser will then decide whose products would suit particular areas of the site and accept or decline accordingly – one of the requirements is that the stall can’t use too much energy.
During the application process, think about how your brand will add value to that particular festival, recommends Paz Sarmah, co-founder of mobile sweet-treat purveyor Bad Brownie, which sold at this summer’s Field Day and British Summer Time Hyde Park in London, among others. It’s worth highlighting if you’ll be using local produce, for instance. “Festivals will also often choose businesses that align with their particular ethos,” says Rachel Hugh, managing director of vegan burger company The Vurger Co. “For instance, the Vurger Co’s plant-based burgers fit in with both Balance Festival’s focus on health and wellness, and the emphasis on natural surroundings at Wilderness.”
Do sort out logistics way ahead of time
“Setting up at a festival and planning every last detail can be the most difficult thing,” but it’s well worth doing, says Hugh. “You have to plan for every eventuality: running out of gas, needing fresh supplies, needing a fridge, all the while getting your paperwork up to scratch, ensuring you adhere to regulations, getting staff to cover long and gruelling hours – the list goes on.”
Do ensure your messaging is clear
While it’s nice to think revellers will come to you after recognising your logo, it’s worth being clear about what you’re selling – whether it’s coffee, brownies or cheese toasties, says Sarmah. “Too many people have a lovely brand and logo but don’t spell out what they sell, so they may miss out on sales.”
The Chip off the Block team also believe it’s crucial to pick your lane and stay in it. “Do one thing extraordinarily well and you’ll be remembered and found, as opposed to complicating your menu and processes, which often takes away from the magic and means you get lost among the giant list of festival caterers.”
Do prepare for the worst
Any festival-goer knows that the weather can make the difference between a mediocre and an amazing time, and it can be just as crucial for small businesses. Festivals don’t tend to have tarmacked roads or pathways, so sodden campers may not want to trudge through mud for sustenance.
“You have to aim to sell massive volumes at festivals and so need plenty of stock, but if the weather’s not on your side you could incur significant losses as pitch fees and wastage are both high,” Sarmah says. The best preparation for this is to ensure your regular trading is strong and your money making is stable in the run-up to the festival. But even when things are going well, having a contingency plan is worthwhile. “When it’s great weather it can be full-on from the minute you open to when you close, with no respite from a relentless queue of impatient people.”
Do create a buzz on social media
Unsurprisingly, social media is indispensable for many festival businesses to drum up interest. Bad Brownie uses hashtags and handles in its posts and previews the brownies it’ll be selling on Instagram before the festival, which gets potential customers excited. The company also regularly updates its websites with upcoming events – but social media will never replace word of mouth, especially for London festivals as they can inform their market-stall customers.
To encourage people to spread the word, ensure that both your product and branding are of a high quality and memorable, and that the staff are having a great time – poor customer service is bound to put a downer on the festival experience.
“Often the best thing to do is make sure your stall looks appealing and is visible from a distance,” says Sarmah. “Also, while it’s nice to think that people will recognise your brand and come to your stall, realistically it is better to outline what you are selling as your primary message. Your brand is secondary or tertiary even in the messaging hierarchy.”
Don’t forget to take a break
“A four or five-day festival that goes on late into the night tends to be incredibly tiring when you’re on your feet for the duration; and when it’s paired with sleeping in a tent for the bulk of four months, your body takes a hit,” say Montgomery and Kelly.
Do be open to meeting new people
The long hours and hard work are worth it to meet a new audience and suppliers from a different part of the country, says Claire Ptak, chef and owner of east London’s Violet Cakes, which will be at Port Eliot Festival this year. “It’s a lot of work to build a kitchen, restaurant and bar from scratch hundreds of miles away from your base, but it’s also part of the excitement, we’ve really enjoyed picking out furniture and crockery for our cafe.”
Don’t forget to have fun, you’re at a festival after all
Most revellers will have saved up and prepared themselves for a long weekend of letting loose, so festivals usually have a uniquely positive atmosphere. “Our team is usually our very close mates, which makes for a fun working environment,” say the Chip off the Block duo. “As long as we’re making a great portion of cheesy chips and enjoying ourselves, then our customers tend to appreciate their visit and will come back.” Music also adds to the fun dynamic, so they’ll never be without a speaker.
The unique festival vibe means staff can end up enjoying themselves as much as the attendees. “There’s a great sense of camaraderie between stalls, with lots of swaps going on, and the adrenaline from the long queues and long days is addictive,” Sarmah says. “The music in the air and smiles all round make it all worthwhile. Unless it’s raining.”
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