Free Press Summer Fest: A Case Study in Hyper-Local Event Success

It happened AGAIN. We’re sunburned, sore and completely satisfied after attending the sixth year of Free Press Summer Fest. And this year, the festival directors brought us one of the most inspiring Houston tribute weekends EVER.

From the “Welcome 2 Houston” show (It really was the trillest moment of the year) to a pre-show brunch with Bun B and Uchi, every Houstonian had something to connect with and celebrate about our hometown.

And just like last year, Free Press gave us yet another perfect lesson in event planning and marketing. The festival team has not only learned from their mistakes and taken cues from their audience over the years — they’ve discovered what sets them apart from the throngs of other summer music festivals. They’ve learned HOUSTON is what makes the event special and the hyper-local tactics they’ve employed over the years are something we can all take a cue from.

1. Understand what makes your location unique and use what you have at your disposal.

The “Welcome 2 Houston” set was a perfect introduction for out-of-town visitors to “Clutch City.” And for those of us who grew up bangin’ screw, it was the pinnacle of all that is Houston rap. The set list and artist line-up for the show was insane, and on top of that, Free Press decided to set the performance directly beneath the I-45 exit. It was something we will probably never see again — and for that, we’re grateful we were there to experience HOUHistory.

When you utilize your connections to set up one-of-a-kind, hyper-local moments like this, you greatly increase opportunities for local buzz. Besides that, you reinvigorate an otherwise ordinary, annual event and keep audiences interested. In the end, by being decisive about planning and implementing collaborations with local appeal, you create huge waves of interest in the public — not just for you, but also for the community of collaborators you choose to work with.

2. Pull in collaborators who fill in gaps of your event plan.

Who’s EVER heard of breakfast at a music festival? Before Free Press, we sure hadn’t. But, the preshow breakfast at the festival makes PERFECT sense. It’s the best kickstart to ensure festivalgoers are amped up and, more importantly, fueled up for the days ahead. Plus, this year’s Bun B and Uchi collabo was a perfect fit for the event line-up of great musicians, great food and great fans. And it added to the overarching showcase of Houston’s burgeoning culture – where art forms of all kinds co-mingle and thrive.

Beyond the Uchi and Bun B collaboration, Free Press brought in a whole host of local artists, food vendors and festival performers. When you collaborate with a diverse set of characters, you can tap into new audiences and build an entire set of new brand advocates. Beyond that, you’re creating value for event attendees, who now have the chance to experience something at an everyday event in a completely new or unexpected way.

3. You don’t have to just focus on fancy extras — give your people what they WANT.

Although they’re quite pricey, Fancy Pants and Silk Pajamas passes are worth the money. First off, Houston is HOT and those tents are so very cool. And the side stage viewing areas are the perfect temptation to all of those Houstonians who are used to seeing shows in close quarters at Fitz and HOB. By understanding what makes the Houston scene the Houston scene, FPSF is able to offer opportunities that correlate with what Houstonians expect. They know what people WANT, and thus, have created more opportunities for those that want cool air and close up views.

Nationally, people care about FPSF — sure. But the festival team knows they have to do things to keep Houstonians, their main audience, coming back for more. If you want to get your local crowd excited to attend an event year after year, give them what they want and expect at events in your town already – and then add on to that to an almost luxurious level. If they want what you’re giving and see value in it, they will come. And they will PAY.

When you’ve done something six times in a row, it has the potential to lose steam. But when you incorporate a community of local collaborators, you open yourself up to greater opportunities for success in all aspects. You’ll get more press. You’ll get a bigger crowd. And, in the end, you’ll get a group of dedicated and passionate fans in your doors. So next time you want to get a little outside of the box with your plans, why not take a look inside of the loop for inspiration? (Well, if you’re from Houston, that is.)