Balancing VIP Perks with an Inclusive Experience
Offering VIP or hospitality packages at festivals can unlock new revenue and provide premium comfort for those willing to pay—but it must never come at the expense of general admission (GA) attendees. When done poorly, VIP sections create a physical and emotional divide that undermines the communal atmosphere festivals are famous for (themusicessentials.com). The world’s best festival producers have learned that exclusivity can’t overshadow inclusivity. From music megafests in the US to international film festivals, the goal is the same: give VIP guests a special experience without alienating the majority of fans on a GA ticket.
Festivals are ultimately about shared enjoyment. If the average attendee feels second-class due to VIP treatment of a few, you risk backlash and damage to your festival’s reputation. For example, a new music festival in Charlotte faced fan backlash after unveiling a layout that heavily favored VIP ticket holders at the main stage (www.axios.com). Fans were upset seeing prime viewing areas reserved for high-paying guests, a scenario that’s drawn similar criticism at events like Pitchfork Music Festival and the New Orleans Jazz & Heritage Festival (www.axios.com). The lesson is clear: VIP perks should add to the event, not take away from others.
Thoughtful VIP Perks: Comfort Without Blocking GA
Design premium perks to feel like enhancements, not entitlements that diminish the GA experience. Start with the physical layout: never block sightlines or crowd access for GA. If you offer reserved VIP viewing, position it smartly – off to the side of stages or on elevated platforms – so GA attendees can still see the show unobstructed. Many top festivals follow this rule. Coachella, for instance, offers VIP areas with shaded seating and amenities but situates them away from center-stage, ensuring GA viewers aren’t staring at the backs of VIP patrons (grayarea.co). In the UK, Glastonbury Festival’s organizers (the Eavis family) famously avoid segregating the audience with a VIP pit; despite having hospitality areas for artists and guests, the main stages are a shared space where GA ticket holders can get as close as anyone – preserving the egalitarian spirit that defines the event.
Physical planning extends to entry and queues as well. Yes, VIPs might get a separate fast-track entrance or early access, but make sure general admission entrances are efficient and plentiful. Long, sluggish lines for GA while VIP breezes through a red-carpet gate breeds resentment. To promote queue equity, staff all entrances adequately and consider timed entry windows or multiple gate openings so that no attendee spends excessive time waiting. For example, Japan’s Fuji Rock Festival (which offers both GA and VIP camping) ensures regular ticket holders have ample entry points and shuttle buses, so GA arrival flow remains smooth even with VIP express lanes in operation. The goal is that everyone feels welcome from the moment they arrive.
When it comes to perks, focus on adding comfort rather than exclusion. Perks like concierge services (for help with things like festival info or bookings), dedicated quiet lounges, or air-conditioned rest areas provide VIP comfort without taking anything away from GA. A quiet lounge tucked off the main field doesn’t impact GA at all – it simply gives VIP patrons a place to recharge. On the other hand, a fenced-off section dead center in front of the stage clearly does impact others by removing prime viewing space. Lean toward perks that don’t shrink GA’s enjoyment: think better bathrooms, fast-lane bars, or bonus content (meet-and-greets, exclusive merch) rather than prime real estate or separate shows.
If reserved seating is offered (more common for film festivals or seated stages), design it carefully. Don’t rope off huge blocks of prime seats that then sit empty – nothing frustrates GA attendees more than staring at unused “VIP reserved” seats while they stand at the back. Many film festivals handle this by releasing unfilled VIP or industry-reserved seats to the public shortly before showtime. For instance, the Toronto International Film Festival (TIFF) uses “rush lines” that allow fans without tickets to fill any empty seats just before a screening starts – ensuring a full house and happy moviegoers rather than wasted space. Adopt a similar policy: make it clear that any VIP seating not claimed by a certain time will be given to eager GA fans. This creates goodwill and maximizes the energy in the venue.
Another approach is to find middle ground in ticket tiers. Some events introduce “Premium GA” tickets – offering a few extra comforts (like access to a shade canopy or nicer restrooms) without creating an entirely separate VIP world (themusicessentials.com). This tier can bridge the gap, giving those willing to spend a bit more some perks, while the general admission experience remains largely communal. At Australia’s Splendour in the Grass, for example, organizers added a “Gold Pass” option limiting perks to an exclusive bar and viewing area at one stage, while the rest of the festival remains shared. By carefully limiting VIP privileges, they keep the festival’s vibe inclusive.
Crucially, never let basic needs be exclusive to VIPs. Free water, shade, medical services – these must be available to everyone. If you offer VIPs a nicer lounge, that’s fine, but ensure GA attendees also have shaded rest areas and water refill stations. Failing to do so isn’t just bad optics, it’s dangerous. One festival initially only provided water for purchase or in VIP/medical areas, but after fans raised safety concerns about heat online, organizers quickly added free water stations for all (www.wsoctv.com) (www.wsoctv.com). They publicly reassured attendees of their “unwavering commitment to safety and satisfaction” (www.wsoctv.com). This responsiveness not only averted a potential health issue – it showed GA fans that their well-being mattered as much as the VIPs’.
Training Staff for Warmth, Not Gatekeeping
Your VIP offerings are only as good as the staff running them. A common mistake is posting “gatekeepers” at VIP sections – security or hosts who adopt a hostile or snooty attitude toward anyone without the right wristband. This creates an us-versus-them vibe that can sour the mood for everyone. Instead, train all staff and volunteers in customer service and warmth. The presence of VIP sections should never make GA attendees feel unwelcome or inferior.
Take inspiration from world-class events known for hospitality. At the Festival de Cannes – one of the most exclusive film festivals – organisers emphasise a professional yet warm and relaxed atmosphere for all accredited guests (www.festival-cannes.com). That ethos trickles down to how staff treat people entering screenings or lounges. Similarly, many music festivals now brief their security and VIP hosts to greet and assist attendees rather than just check credentials. A VIP entrance can have strict access control and still be friendly – a smile and a “welcome, enjoy the show” to VIP guests, and a polite redirect to any lost GA patron (“This area is for VIP ticket holders, but let me point you to a great viewing spot just over here”) goes a long way.
Hire VIP hospitality staff for their people skills, not just a bouncer mentality. Role-play scenarios during training: for example, how to kindly turn away a GA fan who wanders into a VIP lounge, or how to handle a frustrated VIP who feels a perk isn’t as expected. Emphasize that the job is hosting and helping, not acting superior. Encourage staff to go the extra mile: offering to take a group photo for VIPs in a special viewing area, or simply chatting with attendees and getting feedback. When VIP hosts are approachable, the VIP guests feel truly valued and GA attendees won’t perceive an aloof “velvet rope” culture. Remember, every staff interaction is a chance to strengthen your festival’s inclusive community vibe.
Communicate Clearly to Avoid Misinformation
Transparency is key to managing perceptions. Market your VIP packages honestly and clearly so both VIP and GA buyers know exactly what to expect. Vague promises of “premium perks” can lead to disappointment (for VIPs who feel underwhelmed) and suspicion (from GA who wonder what they’re missing) (www.pubclub.com) (www.pubclub.com). Instead, list concrete VIP amenities (e.g. “Access to an exclusive lounge with free snacks, a private viewing deck at Stage 1, and dedicated fast-lane entry”) and likewise reassure GA attendees about all the great experiences included with general admission.
Avoid phrasing that over-hypes VIP at the expense of GA. If your marketing makes it sound like GA ticket holders are getting a second-rate experience, you’re doing it wrong. Many festivals highlight VIP as an upgrade “for those who want extra comfort,” while simultaneously communicating that “every ticket gets you an incredible experience”. In practice, this means your social posts, emails, and website should celebrate what GA attendees can look forward to (the music, the films, the art, the community) at least as much as you talk up VIP add-ons.
Clear communication also helps on site. Use signage to direct VIPs to their areas, but don’t plaster “VIP only beyond this point” in threatening language. A simple “VIP Lounge (VIP Pass required)” sign is enough – and ensure your general info signs highlight amenities for everyone (water, first aid, info booths, etc.), so GA never feels forgotten. After the event, be transparent in acknowledging any hiccups. Did some GA folks feel a new VIP section was confusing or intrusive? Address it in your post-event communication (“We heard your feedback about the new viewing deck and will be adjusting it for next year to improve sightlines for all fans.”). Honesty and humility can turn a potential negative into a demonstration of your festival’s responsiveness and care for the community.
Measure Satisfaction Across Tiers
To truly know if your hospitality offerings are working, track attendee satisfaction for VIP and GA separately. It’s not enough to look at overall attendance or revenue – you need to understand the experience from each perspective. A great tool for this is the Net Promoter Score (NPS), which measures how likely someone is to recommend your event. Consider sending out post-festival surveys segmented by ticket type (most modern ticketing platforms, like Ticket Fairy, allow you to tag attendees by ticket tier for targeted feedback). Ask both groups about their favorite aspects and pain points, and include the NPS question (“How likely are you to recommend this festival to a friend?”) for GA vs. VIP.
By comparing scores, you might uncover important insights. Is your VIP NPS high while GA’s is lagging? That could indicate the general crowd felt overshadowed or underserved – a sign to dial back on VIP exclusivity or improve GA facilities next time. Alternatively, if GA is loving the festival but VIP respondents aren’t happy, you may not be delivering the value promised for that higher ticket price (and you risk those high spenders not returning). Ideally, you want strong satisfaction in both groups, indicating you’re delivering a great core festival and a worthwhile VIP upgrade.
Don’t just collect metrics – act on them. Share the feedback with your team and brainstorm improvements. For example, if surveys show GA attendees felt crowded at certain stages because of large VIP areas, reconsider the size or location of those sections. If VIP guests comment that perks like “exclusive gourmet food” weren’t worth it, revamp the VIP menu or price point. This data-driven tuning ensures your VIP program remains a win-win: extra revenue for the event and extra enjoyment for those guests, all without diminishing the standard experience.
Respond and Adapt Quickly
Even with the best planning, things can go wrong – and when they do, speed matters. If a VIP perk inadvertently causes a problem or provokes complaints, address it immediately. Festival producers who have been around the block know that Day 1 feedback is gold; use it to make Day 2 better. Is social media blowing up with GA attendees angry about an empty VIP pit in front of the stage? Maybe you can quietly open that area to everyone later in the day or adjust the barriers to give GA more room. Did lines back up at the VIP entrance and spill into GA entry points? Send more staff to clear the jam and consider opening an additional GA gate.
Quick fixes and public responsiveness can turn a potential PR issue into a story of organizer goodwill. We saw this with the Lovin’ Life Music Fest’s water policy: fans voiced a concern, and organizers acted within days to fix it (www.wsoctv.com) (www.wsoctv.com). The same principle applies to any perk that backfires. If your “VIP-only” viewing deck is half-empty and making the main crowd feel slighted, it’s better to adjust on the fly (even if it means technically giving VIP folks a bit less exclusivity than advertised) than to stubbornly stick to a plan that isn’t working. Most reasonable VIP ticket holders won’t mind if a lounge gets a little busier or more fans join the front for the encore – especially if it means a more electric atmosphere.
Keep an ear to the ground via your social media team, staff radio reports, and on-site observations. Empower your operations team to implement changes quickly without needing a big chain of approvals when something is clearly damaging the experience. And after the festival, be prepared to pivot your strategy for next year. Some festivals have scaled back VIP offerings in response to feedback, while others found creative ways to deliver VIP perks more privately (so they’re less visible to GA). As a festival producer, you should be willing to change course if a well-intentioned idea doesn’t land as expected. This flexibility is what separates veteran organizers from the rest.
Fostering One Community (VIP and GA Together)
At the end of the day, a festival succeeds when everyone – from the VIP platinum pass holders to the folks in general admission – is singing its praises. The most beloved festivals manage to create a sense of one community despite tiered tickets. Part of this comes from the intangibles: your event’s culture, messaging, and the way people are encouraged to interact. Emphasize shared experiences that all attendees can enjoy together, whether it’s the music, films, art installations, or communal activities. Some forward-thinking festivals even design VIP perks to enhance the overall community rather than isolate VIPs.
For example, Lightning in a Bottle (USA) and Envision Festival (Costa Rica) both offer VIP options, but they’re also known for immersive workshops, volunteer opportunities, and a vibe where wealth and status take a back seat (grayarea.co) (grayarea.co). These events actively cultivate gratitude and altruism among attendees, which helps prevent a sense of hierarchy from taking hold. The takeaway for any festival organizer is that culture can override segmentation: if people feel a strong shared purpose at your event, VIP perks won’t detract from the community spirit (grayarea.co) (grayarea.co). So, invest in your festival’s culture as much as your VIP platform décor.
Another tactic is to occasionally surprise your audience with a moment of equality. Perhaps during the final encore, you invite everyone—VIP and GA alike—forward towards the stage (safely) to celebrate as one crowd. Or you drop a small upgrade on GA attendees, like a random free merch giveaway or an open-to-all afterparty alongside VIPs. Gestures like these remind people that VIP is just a ticket type, not a caste system. It shows that while you appreciate your VIP customers, you ultimately value every single fan.
Key Takeaways
- Design VIP perks that enhance rather than exclude. Reserve special lounges, seats or decks so that they don’t block general sightlines or access. Avoid carving out the very best space solely for VIP if it diminishes GA enjoyment.
- Maintain fairness in logistics. Offer VIP conveniences (fast lanes, early entry) but ensure regular attendees aren’t stuck with undue wait times or poor facilities. Basic needs like water, shade, and restroom access should be excellent for everyone, not just VIPs.
- Foster a friendly atmosphere with staff. Train VIP hosts and security to treat all guests with warmth and respect. Hospitality staff should focus on helping people, not acting as elitist gatekeepers.
- Be transparent and manage expectations. Clearly communicate what VIP includes, and highlight what GA tickets get too. Don’t oversell VIP or make GA feel second-class in your messaging. On-site, use positive signage and keep the tone inclusive.
- Monitor satisfaction by ticket tier. Collect feedback and track metrics (like NPS) separately for VIP and GA attendees. A disparity in satisfaction scores can reveal issues in your approach. Listen to what both groups liked or disliked.
- Adapt quickly to feedback. If a VIP feature is causing problems or resentment, address it in real time if possible (and definitely by the next event). Show attendees you’re listening: even a small tweak or public acknowledgment can turn criticism into appreciation.
- Promote one community. Ultimately, focus on the shared festival experience. Encourage interactions and moments that bring VIP and GA together. A strong community vibe will make tiered offerings feel less divisive and keep your festival’s spirit alive and well.
25th August 2025