Aloompa Insight: Analyzing Attendee Behavior at KAABOO 2016

  • Our fourth installment of the Festival Demand Report features data compiled from music festivals ending before September 1st. Get access by clicking here.
  • In addition to updated demand rankings by genre, we analyze attendee behavior at KAABOO del Mar 2016 through the lense of geography.
  • We wanted to give a quick special thanks to Kent Underwood and everyone at KAABOO for working with us on this project!

San Diego’s temperate climate and incredible beaches have made it one of the top destinations in the United States. From dining in the Gaslamp Quarter, to checking out seals at La Jolla cove, it’s hard to argue with Money Magazine’s latest article which ranked San Diego the #1 travel destination in the United States. Add a music festival at a premiere horse racing facility and you’ve got a winning formula.

That’s just what our clients and friends, KAABOO del Mar, did in 2015. KAABOO is described as “an adult escape, uniquely curated to appeal to all five of your senses, with world-class music, hilarious comedy, incredible cuisine, craft libations, inspiring contemporary art, and personal indulgences.” We’ve had the distinct pleasure of working with them since inception, to create a digital experience that matches their unique on-site experience.

After a successful 2015 campaign, we looked to build on the innovation we created in 2016. This included the addition of our newest product, LiveStory, into the consumer-facing app. Using proximity technology, we created a real-time digital consumer feature that automatically re-told the attendee’s on-site experience. Including what bands they saw AND what artwork/food areas they visited. This feature required maximum coverage and we deployed a little over 200 beacons across the festival site to achieve this feature.

Along with LiveStory, we beta tested a new feature which allows us to understand what region of the country attendees traveled from. This capability was introduced to help add a second dimension to our reporting; not only can we know what activities an attendee engages in on-site, we also know how that information correlated to geography.

The following are examples of the content in the Demand Report. For a full copy, click here.