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    #BizTrends2017: Key trends in the live experience space

    Alexandre Torrao, MD of MUCHOMOO Experiential Marketing & Events Agency, Johannesburg identifies key trends for 2017 in the live experience space.

    The events market has rapidly gained momentum. New companies have started, new concepts have emerged and it has ultimately reached a saturation point, where people are spoiled for choice when it comes to events on any given weekend in the country.

    #BizTrends2017: Key trends in the live experience space

    This has resulted in a highly competitive industry where promoters, event organisers and brands are fighting for numbers and cannibalising their own markets by diluting the offerings and saturating the market in some cases, making the industry a difficult and expensive one to get into.

    This competitive market has also brought to life brands and companies that are highly skilled in different segments. For example, Advendurance focuses on mountain biking and obstacle races such as Warrior, and G&G productions focuses on catering to matric students with their brand RAGE. Other companies have utilised available technology advancements, such as Secret Sunrise, a concept that merges, music and exercise in a new, healthy, unique experience. On the same note, Galileo Outdoor Movies offers a unique outdoor cinema experience.

    Galileo Open Air Cinema
    Galileo Open Air Cinema

    2017 will see experiential companies and many other event companies and production houses and agencies creating concepts around the following:

    Event style trends

    Focused Brand Driven niche Intimate
    Themed / dressed events
    Sensory Technologically Driven outdoors

    Sport sector trends

    Yoga destination events
    Outdoor group fitness
    Obstacle course racing
    PopUp sport events
    Fun runs
    Stage trail and adventure events
    Stage mountain bike events UrbanTriathlons and duathlons

    Neon Run
    Neon Run

    Lifestyle sector trends

    E-gaming Inflatable events Exclusive Events craft Markets
    Craft liquor festivals
    Food festivals
    Kids & Parents Festival
    Secret experiences
    PopUP dining experiences

    #BizTrends2017: Key trends in the live experience space

    Entertainment sector trends

    Destination events
    Multiple genre daytime music festivals
    PopUp festivals
    Craft and lifestyle festivals Alternative music festivals
    Jazz / Funk
    Main market music festivals

    Slide Jozi
    Slide Jozi

    Social mass gathering experience trends

    Viral content generation - Mannequin Challenge
    AR ( Augmented Reality) - Pokemon Go apps

    Venue trends

    Wine Farms
    Dumps warehouses
    Urban environments
    Rooftops
    City parks

    Event tech trends

    Cashless systems
    Ticketing platforms
    Wifi integration platforms
    Social media integrated platforms
    Virtual reality booths and activations

    About Alexandre Torrao

    Alexandre Torrao is MD of MUCHOMOO Experiential Marketing & Events Agency and co-founder and co-creator of NeonRun™, Emmarentia Live™, Afriski WinterFest™, Colour Me Crazy™ and Slidejozi™.
    Let's do Biz