ASVA Events

Adding Value and Leveraging Commerciality within Seasonal Events

Tuesday 27/02/2024


Start Time
10:30 AM

End Time
11:30 AM

Delivered in partnership with Complete Works, the next in our exclusive ASVA members Industry Insights webinar series will explore how to maximise the opportunities presented by seasonal events. Events can be great fun; they are marketing gold and a chance to motivate your teams with something different, engage a new audience or tell a new story. But, before printing out another colouring-in sheet – take a moment to check if your plans are going to hit the targets you’ve set, make you a return on the time and effort you expend and be the best fit for the kind of experience you are passionate about delivering.

So often, we do an event to attract a new audience, and we deliver that, however it can get in the way of maximising secondary spend, especially memberships and donations – which sounds counterintuitive – until you delve a bit deeper. Getting the right ask, in the right place in the visitor journey for the new audience is key, as is understanding the long game in terms of success.  We can’t change the experience and do the same thing we have always done.

Join us for this event and get some tips on event creation before the Easter season. It will also offer the opportunity to network with other members to see what is happening elsewhere in the industry. Be inspired to go bigger and create something with real impact for your guests that delivers on your goals!

Key learnings from the event will be :

  • How to add value to your guest experience seasonally, to drive repeat visits and audience advocacy
  • How to make sure you are creating something that is uniquely you
  • How to evaluate success and learn from it to improve

Complete Works has been driving revenue at visitor attractions through secondary spend (donations, memberships, F&B and retail) and ticket sales for more than 10 years. They  also run theatrical seasonal events in large corporate settings and visitor attractions.  This is a quick deep dive into their experience and how they get the results that matter.

Jump into 2024 with a solid plan for the seasons, and use these events to grow your audience, and drive revenue – so Santa can put you on his nice list.

About Complete Works: The Complete Works team; Bala McAlinn, George McLean and Alyce Paton, are actors and attraction managers – running amazing seasonal experiences across the UK whilst delivering formidable return on investment on commercial projects. Hot off the heels of Christmas, they may still be in elf and Santa costumes…

  • At their largest experience client this Christmas they delivered 18 5-star reviews out of 19 Trip Advisor reviews with 16 staff across 19 days
  • Across 6 of their Christmas 2023 clients, the average ticket price increased 239% during the event run
  • They achieved a year 1 financial ROI of 403% over the Christmas period at the Natural History Museum