Festivals and events are often perceived to be places where one can escape from the ‘drabness’ of the real world, almost a way of entering a dream-like fantasy. Festival consumers commonly identify themselves as ‘cultural creatives’ who appreciate their personal authenticity (Gration et al, 2011).

Now one might ask how technology and innovation could be incorporated into such a naturally harmonious dreamscape. Well over the past five or so years, UK festivals have slowly but surely been introducing various types of digital advancements, notably Radio-frequency identification (RDIF) wristband technology. RDIF Technology can create truly meaningful experiences through interactive engagement with festival consumers (Blondefish.com, 2016).

Understanding festival-goers experience is essential to predicting future consumer behaviours (Manthiou, 2014). RDIF technology can be used in a manor of ways to enhance festival organisers understanding of their audiences. The key feature is the ability to capture big data, allowing analysts to gain insight into audience’s footfall and spending behaviours, this information has been referred to as ‘smart data’ (Festival Insights, 2015).

Although RDIF technology can be identified as being extremely useful in collecting consumer data, what benefits can be reaped by the consumers themselves? The use of RDIF technology has enabled faster, cashless payments and can often improve festival amenities such as the entrance queues, overall improving the festival experience. Despite the fact of these improvements, I’d say the introduction of technology isn’t equally beneficial to the consumers as it is to the festival organisers.

RDIF wristbands are universally recognised as event security devices and now they’re being utilised to support marketing projects, brand activations and social media engagement (TechWeekEurope, 2015). I’d argue that this is an invasion of privacy, technology detracts from and can somewhat destroy the escapism experience of festivals. Festival planners should capitalise on fun-themed festive atmospheres, offering consumers a chance to change the speed of life (Manthiou, 2014), they certainly shouldn’t be squeezing profits through electronically tagging their attendees.

I understand the notion of beneficial data, especially the real-time and post events analytics – whether it be precise visitor numbers or visitor-flow records. I’m just not sure that festival-goers would necessarily agree with their data being recorded and then used to benefit the big sponsors.

Is the use of this data an invasion on people’s privacy? Steve Daly, Head of RDIF at wristband specialist ID&C, has responded to data mining concerns by outlining the normality of consumer traceability whether it be by using a debit or credit card or use of a bank account or passport (TechWeekEurope, 2015), thus normalising the notion of data mining in todays society. He says that the technology is specifically designed to be non-invasive and that festival organisers are insisting on this also.

Although I believe some of the uses of RDIF are an invasion of attendees’ privacy, I do agree with the use of RDIF technology within the health and safety aspects of event management. The use of data can be learned from and reacted to immediately whilst the event is live. For instance, if a ‘tap-in’ device shows an unexpected surge to a particular stage or attraction, extra crowd management personnel can be deployed to that area to eliminate any serious overcrowding issues. I also think it’s key to have background information on festival attendees in the case of a medical emergency, if a first aid response team have access to information such as name, age and medical history, this information could be used to save lives.

I’m all for technological innovations, as long as they’re used to benefit the consumers. I’m interested in what further advancements are made with RDIF technology as and when they become a normalised extension of UK festivals.

References:

Blondefish.com. (2016). Blondefish | RFID and Technology for Events. [online] Available at: http://www.blondefish.com/ [Accessed 12 Apr. 2016].

Festival Insights. (2015). The Cashless Festival: Why 2015 will be the Tipping Point for the UK. [online] Available at: http://www.festivalinsights.com/2015/02/cashless-festival-2015-tipping-point-uk/ [Accessed 11 Apr. 2016].

Gration, D., Raciti, M. and Arcodia, C., 2011. The role of consumer self-concept in marketing festivals. Journal of Travel & Tourism Marketing, 28(6), pp.644-655.

Manthiou, A., Lee, S., Tang, L. and Chiang, L., 2014. The experience economy approach to festival marketing: Vivid memory and attendee loyalty.Journal of Services Marketing, 28(1), pp.22-35.

TechWeekEurope UK. (2015). Why Festivals Not Using RFID Technology Really Should | TechWeekEurope UK. [online] Available at: http://www.techweekeurope.co.uk/networks/m2m/festivals-rfid-technology-182881#o1JKPqWPyxRfKVV1.99 [Accessed 11 Apr. 2016].