Samenvatting

The cost price of premium beers for organizers of Dutch dance festivals is increasing every year. The people at Anyday Events / RAAK! Events actually think that visitors are not interested in the brand of beer due to the fact that they are at a dance festival. This led to the believe that, with the introduction of a new brand of beer with a lower cost price, there are opportunities to successfully enter the Dutch festival beer market. The following research question is studied: To what extent, regarding both festival visitors as organizers, are there possibilities for a new brand of beer at dance festivals?
Different research methods have been used to be able to answer this question. The study started with a desk research to learn more about the size and potential of the Dutch festival market. Quantitative research has been undertaken to answer the visitor-part of the research question. The visitors were studied by using internet surveys, which were completed by 375 people. To answer the organizers-part of the research question a qualitative research method has been used. Nine different dance festival originations were approached and interviewed by phone. The group consisted of organizations of different size, target group and target area.
This research confirms the prediction of the people at Anyday Events / RAAK! Events. For a start, beer at dance festivals have been reviewed quite poorly by the visitors. In addition they prefer a cold and well-drafted beer over a beer of a premium brand at a festival. Furthermore the influence of the beer-related catering on the overall festival experience is minimal. Visitors prefer for example a great atmosphere or line-up over good catering. Qualitative research shows that the size of the organisation determines the relationship with the supplier. Big organisations are working directly with the supplier, while small organisations make use of a third party (production or catering company). Furthermore organizers are not aware of the needs of visitors when it comes to beer. they insist on a good quality beer, while this is not an important factor for visitors. In addition organizers are also not bounded to a supplier for a long period of time and they are open for new collaborations. This all leads to the conclusion that there are possibilities for a new brand of beer at dance festivals.
Anyday Events / RAAK! Events are recommended to use the elements of this research to create a high-level facility and sales plan. This is essential for a successful approach of the big organisations. Furthermore they should focus on finding a suitable brewery using a strict checklist. To explore the possibilities of the production and catering companies Anyday Events / RAAK! Events is recommended to hire a new trainee.