Paid Media by Varietal Interest & Affinity Signals: Targeting Sauvignon Blanc vs Syrah Fans to Boost Wine Festival ROAS

Marketing a wine festival effectively means speaking directly to the diverse tastes of wine enthusiasts. A one-size-fits-all ad campaign might pour your budget down the drain. Instead, savvy festival producers are leveraging varietal interest and affinity signals in paid media to target wine lovers with personalised precision. In practice, this means tailoring your ads for Sauvignon Blanc lovers differently from Syrah fans – and seeing a significant boost in engagement, ticket sales, and Return on Ad Spend (ROAS) as a result.

Wine festivals around the world – from boutique regional gatherings to international extravaganzas – have discovered that aligning ads with specific wine preferences makes marketing far more effective. This article shares decades of festival production and marketing wisdom on how to use varietal-based targeting and audience affinity data to supercharge your wine festival campaigns.

Why Segment Ads by Varietal Preference?

Not all “wine people” are the same. The oenophile who swoons over a chilled Marlborough Sauvignon Blanc under the summer sun may be very different from the connoisseur who relishes a robust Syrah on a winter evening. Their motivations to attend a festival, the experiences they seek, and even their demographics can vary widely. Segmenting your marketing by varietal preference acknowledges these differences and allows you to speak to each group in their language.

• Relevance drives action: When potential attendees see an ad that highlights their favourite type of wine, it immediately feels more relevant. A Sauvignon Blanc enthusiast scrolling social media might pause at an image of glistening white wine in a glass, whereas a Syrah devotee might be captured by visuals of deep reds swirling in a decanter. By showing each segment what they love, you increase the chance they’ll click and convert.
• Improved ROAS: Greater relevance means higher click-through rates and better conversion, which ultimately improves your return on ad spend. Instead of wasting budget on generic ads that many people ignore, you’re investing in targeted creatives that resonate. In one case, a winery’s marketing team found that interest-based audience targeting significantly outperformed broad or lookalike audiences, once they zeroed in on wine-related interests (www.breadandbutterdigitalmarketing.com). By focusing on the content that engaged their audience most (in their case, ads featuring red wine imagery), they dramatically boosted ROAS (www.breadandbutterdigitalmarketing.com).
• Audience connection: Wine is personal – many attendees have strong opinions about what they like. Acknowledging those preferences in your messaging builds an immediate connection. It shows that this festival is for people like you. For example, an ad proclaiming “Calling all Sauv Blanc lovers – discover 50+ crisp, refreshing whites at the Summer Wine Fest!” speaks directly to fans of that varietal, whereas “Love big, bold reds? Don’t miss our Shiraz & Syrah Showcase at the Winter Wine Carnival!” will light up the eyes of a different crowd.

Moreover, varietal preferences often correlate with other traits or demographics. Sauvignon Blanc’s popularity has surged among younger wine drinkers in recent years (what used to be considered your “fun aunt’s” drink is now striking a chord with millennials (www.nbr.co.nz)), whereas richer reds like Syrah/Shiraz might traditionally attract an older or more seasoned segment. By recognising these shifts, festival organisers can position their campaigns to tap into the right audience trends.

Understanding Affinity Signals and Wine Lover Personas

How do you know who prefers Sauvignon Blanc versus Syrah, or any other varietal? This is where affinity signals come into play. Affinity signals are cues about a person’s interests, tastes, and behaviours that marketers can use to infer what that person might like. In the context of wine festivals, affinity signals help identify clusters of potential attendees based on their wine preferences and related interests.

Some key sources of varietal interest and affinity data include:

• Social Media Interests: Platforms like Facebook and Instagram offer detailed interest targeting options. You can target users who have shown interest in broad categories like “Red wine” or “White wine” – each encompassing millions of potential wine consumers – giving you a large yet still wine-focused audience to work with. While specific grape varietals (e.g., “Syrah” or “Sauvignon Blanc”) might not always appear as standalone ad interests, you can target related pages and topics – for instance, people who like certain wine regions, brands, or publications. Someone following Napa Cabernet Sauvignon wineries or subscribing to a “Sauv Blanc Fan Club” page is a prime candidate for tailored ads about those wines.
• Affinity Audiences & Keywords: On Google Ads and YouTube, you can use affinity audiences (like “Food & Dining – Wine Enthusiasts”) or create custom intent audiences based on search keywords. For example, build an audience of users who recently searched for “best Sauvignon Blanc under $20” or frequently visit sites about Rhône wines. These signals indicate a strong interest in specific wine types that you can match with festival offerings.
• First-Party Data: Don’t overlook data you already have. If you’ve run previous festivals or have an email list, survey your audience or check ticket purchase data for patterns. Perhaps you offered tasting sessions by varietal and noticed the Chardonnay masterclass sold out fastest – that suggests a marketing angle. Tools like Ticket Fairy’s event platform help capture rich customer data (like what add-on experiences attendees opt for) so you can identify which wine styles or activities draw distinct groups.
• Web & App Behaviour: Monitor your festival website analytics. Which pages get the most hits – the section about local Pinot Noir wineries or the blog post on food pairings for sparkling wine? If you have an event app or an online ticketing portal, track what people engage with. Modern marketing analytics can segment site visitors by the content they viewed (say, those who spent time on the “VIP red wine lounge” page versus those who browsed the “summer white wine tour” page). Those are affinity signals you can act on – for instance, retarget the first group with an ad about your festival’s reserve red tasting event, and the second group with a promo on early-bird passes for the white wine pavilion.

Critically, combining multiple signals paints a clearer persona. A hypothetical example: many Sauvignon Blanc lovers might also show affinity for summer food festivals, coastal travel, or light seafood cuisine (things that pair well with a zesty white). Meanwhile, Syrah fans could exhibit affinities for steakhouse dining, cigar clubs, or jazz music nights – experiences often associated with bold reds. These are not hard-and-fast rules, but such observations (when backed by data) can help you refine targeting. If your analysis shows that a large subset of your audience loves barbecue and Zinfandel, you might create a “BBQ & Big Reds” campaign specifically for them. The more you understand your audience’s affinities, the more precisely you can craft messaging that truly speaks to them.

Industry experts advocate this kind of micro-segmentation. They note that wine enthusiasts vary widely by varietal preference, region, and lifestyle, so refining your audience targeting and tailoring ad messages to the specific wine styles each group cares about is essential (www.zigpoll.com). In other words, don’t just market to “wine drinkers” – market to the Chardonnay curious, the organic wine devotee, the sparkling celebrator, etc., each with an approach that fits.

Crafting Tailored Campaigns for Different Wine Segments

Once you’ve identified key segments (like “Sauv Blanc Lovers” and “Syrah Fans” as our running example, but also consider others like sparkling wine aficionados, rosé-all-day crowd, dessert wine sweet-tooths, and so on), it’s time to build your campaigns. Here’s how to make each segment feel the festival was made for them:

1. Messaging that Speaks Their Language

The tone, keywords, and references in your ad copy should reflect the target varietal’s appeal:
– Sauvignon Blanc Enthusiasts: Use descriptors like “crisp”, “refreshing”, “aromatic”, “citrus notes”, and highlight experiences like summer outdoor wine gardens or pairing with seafood. Example copy: “Sunshine in a glass – explore over 30 Sauvignon Blancs at [Festival Name], from NZ favourites to California classics. Sip, savour, and celebrate all things white and bright!”
– Syrah/Shiraz Devotees: Emphasise depth, richness, and intensity. Use words such as “bold”, “full-bodied”, “spicy notes”, “velvety tannins”. Highlight hearty food pairings (steak, aged cheese) and cozy or sophisticated settings (barrel room tastings, evening galas). Example: “Calling all red wine lovers – indulge in the Bold Red Collection at [Festival Name]. Savour Syrahs and Shiraz from Barossa to Rhône, paired with gourmet bites for the ultimate flavour experience.”
– Other Segments: If your festival features other categories (say a Champagne brunch or a natural wine section), craft separate messages: “Pop the bubbly at our Sparkling Soirée – champagne, cava, and prosecco flow as live jazz fills the air,” or “Go wild for organic and natural wines – meet the winemakers redefining tradition.” Tailor the adjectives and imagery to each niche, be it the elegance of bubbles or the quirky charm of orange wines.

Using the right terminology is key to establishing credibility. Seasoned wine lovers will notice if you speak their dialect. For instance, mentioning a grape’s signature trait (“grassiness of a Marlborough Sauv Blanc” or “peppery finish of a Syrah”) can catch an enthusiast’s eye. It shows the festival “gets” what they love.

2. Visuals and Creatives that Resonate

Images and videos in your ads should immediately grab the attention of the intended segment:
– For white wine-focused ads: Use bright, vibrant imagery – think sunlit vineyards, a chilled pale wine pouring into a glass, people clinking glasses of white wine on a summer day. The aesthetic should evoke freshness and conviviality.
– For red wine ads: Opt for warm, rich visuals – an oak barrel cellar bathed in golden light, close-ups of ruby-red wine swirling in a glass, friends toasting red wine by a fireplace or at an elegant dinner. This sets a mood of warmth, depth, and sophistication.
– Match the setting to the audience: Sauvignon Blanc fans might appreciate seeing a coastal vineyard or a picnic scene (reinforcing the wine’s breezy, casual enjoyment), whereas Syrah fans might respond to an image of an exclusive tasting event or winemaker’s dinner (underlining the wine’s complexity and gravitas).
– Include varietal cues: Show the grapes or the region if iconic (rolling hills of Tuscany for Sangiovese, lavender fields of Provence for rosé, etc.). These contextual clues make knowledgeable viewers feel “in on it” and pique the curiosity of newer drinkers.

Many successful campaigns iterate through creatives to find what works best. In practice, this means A/B testing images and videos. You might discover, for example, that your Chardonnay ads perform better with food imagery (cheese and wine spread) while Cabernet ads do better with vineyard scenery. Let data guide you – perhaps one festival’s campaign learned that posts with winemaker cameos or short tutorial videos (“How to taste aged Syrah”) drew more engagement from connoisseurs than static images.

3. Platform Placement and Targeting Tactics

Now, deploy these tailored creatives using the right tools on each advertising platform:
– Facebook/Instagram Ads: Create separate ad sets for each segment. Use interest targeting to reach users most likely to be in that segment. For instance, one ad set could target people interested in “White wine, Sauvignon Blanc, New Zealand wine, Wine tasting”, layered with demographic filters (maybe 25–40 age range if you’re aiming at millennials for Sauv Blanc). Another ad set might target “Red wine, Syrah, Shiraz, Wine Enthusiast magazine, Steakhouse” with a slightly older age bracket if data suggests it. If you have past attendee data, upload it to create Lookalike Audiences – you could even segment that list (e.g., those who bought white wine workshop tickets vs. red wine gala tickets) and make separate lookalikes for more nuanced targeting.
– Google Ads (Search & Display): Use search ads to capture high-intent queries like “[Region] wine festival” or “[grape name]wine event near me”. For display and YouTube, utilise custom affinity segments: target wine sites or use Google’s pre-built segments (like “Wine & Dine aficionados”). For specific varietals, consider placing banner ads on wine blogs or forums known for that audience (e.g., an ad about your Pinot Noir showcase on a Pinot fan blog). Also, leverage remarketing: if someone visited your festival site and looked at the “White wine lineup” page, retarget them with an ad focusing on that, versus someone who spent time on the “Red wine VIP tasting” page gets a different ad. Personalising retargeting creatives based on what they viewed (“Don’t miss the 20 Pinot Noirs at our fest!”) can sharply increase conversion (www.zigpoll.com).
– Other Channels: Depending on your budget and audience media habits, you might explore platforms like Twitter (target keywords and discussions, e.g., people tweeting about #SauvBlancDay), LinkedIn (if it’s a trade or industry-focused wine event), or niche wine community sites/apps (Vivino, Wine-Searcher have advertising opportunities, as do wine influencer newsletters). Traditional media can be segmented too; for example, a local radio spot on a jazz station might plug your red wine evening event (to catch older, affluent wine drinkers), while a lifestyle magazine might feature an ad highlighting rosé and bubbly (to entice the brunch-and-party crowd). The key is to match the channel’s audience with the right wine message.

No matter the platform, maintain consistency: the landing page or ticketing site they click through to should reinforce the same angle. If your ad said “Discover 50 Sauvignon Blancs,” ensure the page they land on highlights those offerings at your festival. Consistent messaging from ad to site improves the user’s journey and likelihood to buy.

4. Budget Allocation and Testing

When dividing your advertising budget among these segments, keep things flexible. Early on, allocate a modest budget to each segment and test performance:
– Monitor metrics like click-through rate (CTR), conversion rate (ticket purchases or sign-ups), and cost per acquisition for each targeted segment. It’s common to see differences – perhaps your Chardonnay lovers are clicking a lot but not buying as much as expected, while your red wine ad recipients are fewer but converting strongly. Use these insights to optimise your spend.
– Optimise and scale: Shift more budget into the higher-ROAS segments once you have data confirming which group yields the best returns. One effective approach is to scale gradually – for example, when you find a winning combination of audience and creative, increase that ad set’s budget by ~20% every few days (www.breadandbutterdigitalmarketing.com), rather than a sudden large jump, to keep performance stable as you expand reach.
– Keep some budget aside for experimentation. Try seasonal or novelty segments – maybe promote a “Holiday Mulled Wine Night” to a segment interested in spiced wine and Christmas markets, or a “Summer Rosé All Day Picnic” to those fond of rosé. These mini-campaigns can tap into timely affinities and boost overall festival awareness.
– Geo-segmentation: If your wine festival draws internationally or from multiple regions, consider separate campaigns per geography, layered with varietal interest. Wine preferences can vary by country or climate – marketing a cool-climate Riesling event works great in one region but maybe less so elsewhere. Tailor not just to varietal, but to how that varietal is perceived in each target market. (For instance, Australian audiences might need less intro to Shiraz since it’s big there, whereas in another country you might emphasise what Syrah/Shiraz is to educate.)

5. Monitoring and Adapting in Real Time

A campaign segmented by varietal interest is not a “set and forget” endeavour. Watch how each audience responds and be ready to tweak:
– If the Sauvignon Blanc ads aren’t pulling as expected, double-check: Are you targeting the right people? Perhaps broaden the interest pool (include “white wine” generally or target wine enthusiast communities). Maybe the creative needs a refresh – try a different image (vineyard scenery instead of just a glass) or adjust the copy (some white wine lovers respond more to flavour notes, others to awards or novelty).
– If a particular varietal segment is smashing it (high ticket sales coming from those ads), see if you can expand that success. Scale up the spend a bit, consider lookalikes of those converters, or even spin off related segments (e.g., your “Pinot Noir fans” segment is hot – what about targeting Pinot Gris/Grigio lovers with a similar approach to capture the white wine counterpart?).
– Check the comments and engagement on social ads – people might tag friends “let’s go to this, you love Syrah!” or conversely someone might say “I only drink sweet wines, do they have those?” Use this feedback. If you notice demand for a segment you hadn’t planned (like sweet wine lovers), you can quickly create a new ad highlighting your festival’s dessert wine or Moscato selection.
– Avoid overlap and fatigue: Ensure your audience segments are distinct enough or use Facebook’s audience overlap tool to check. You don’t want to bombard the same person with too many different ads (which can happen if, say, your “Wine Enthusiast magazine interest” folks are seeing both your red and white ads). If overlap is high, refine your targeting or use frequency caps. Also, freshen creatives over time – even the perfect ad will see response rates drop if shown too often to the same users.

6. Integrating Ticketing Data for Better ROAS Attribution

Finally, tie your ad campaigns to actual ticket sales. It’s crucial to know which segment truly delivers the highest ROI in terms of revenue, not just clicks. Use tracking tools to attribute purchases to the corresponding ads:
– Implement Facebook Pixel and Google Analytics conversion tracking on your ticket checkout page (most modern ticketing platforms like Ticket Fairy make this straightforward). This way you can see, for example, that your “Sauv Blanc Lovers” ad set brought in 50 ticket purchases at an average cost of $10 each, while “Syrah Fans” brought in 40 purchases at $8 each – invaluable for budgeting decisions.
– Lean on your ticketing provider’s analytics: Ticket Fairy’s platform, for instance, offers real-time sales dashboards and can integrate with your Google/Facebook ads data to help you directly calculate ROAS per campaign. Having all your data in one place lets you quickly assess what’s working. If one campaign yields an ROAS of 5× (i.e., $5 revenue per $1 spent) and another only 2×, you know where to double-down.
– Post-festival, analyse the attendee data for future insight. Did the segment you spent the most on actually show up and enjoy the festival? Compare check-in data or post-event surveys by ticket buyer segments. Maybe you find the hoppy beer lovers (who saw a crossover ad for your wine & beer garden) didn’t attend in large numbers – which tells you to focus more on true wine devotees next time. Or perhaps your targeted “VIP wine collector” ads resulted in those attendees spending more on premium experiences at the event – insight you can use to shape offerings and marketing in the future.

Remember, improved ROAS isn’t just about the immediate sales – it’s also about attracting the right attendees who will have a great time and become repeat customers. Highly targeted marketing tends to attract people whose expectations match the event (because the messaging was specific and clear). That means happier attendees, better word-of-mouth, and a growing festival brand in the long run.

Scaling from Niche Events to Major Festivals

Whether you’re organising a cosy regional wine fair or a massive international wine & food expo, the principles of interest-based targeting apply – but scale brings some differences:

• Small Boutique Festivals: If your festival is focused on a particular theme or varietal (say a “Cederberg Shiraz Festival” in South Africa or a local “Chardonnay Day” celebration), you might already be targeting a niche by design. Here, paid media by varietal interest is about finding exactly those fans and not wasting a drop of spend on unrelated audiences. For example, a small organic wine fair in California can use affinity signals to target people who follow organic lifestyle pages, natural wine clubs, and biodynamic wine interest groups online – a laser-focused approach. With smaller events, budgets are tight, so the high ROAS from precise targeting is even more crucial. One festival organiser learned this the hard way: a regional wine event that advertised in broad strokes (generic “wine festival this weekend!” messaging on social media) saw tepid response and low ticket uptake. The next year, they refocused their ads to highlight the specific wines and producers featured (like a promo just for “Pinot Noir lovers” for a Pinot-themed tasting) and sold out key sessions, attributing the success to that targeted marketing shift.
• Large-Scale Festivals: Big festivals that draw diverse crowds (e.g., London Wine Week, Melbourne Food & Wine Festival, or a national wine expo) offer something for everyone – which means your marketing should not be one-size-fits-all. These events benefit enormously from segmenting ads by interest. You might run parallel campaigns for 10+ segments: luxury wine collectors (with ads about rare vintages or VIP packages), casual newcomers (ads that emphasise fun entry-level tastings and learning experiences), young audiences (maybe a focus on trendy rosés and live music at the festival), and so forth. The scope is broader, but the strategy of differentiation remains the same. An international festival in Spain, for example, might create separate campaigns in different languages and varietal focuses – a campaign in English aiming at UK/US tourists highlighting Rioja and Cava (since those are Spanish wines foreigners recognise), and another in Spanish targeting locals focusing on the full variety of regional wines. By localising the content to each audience’s affinity, the festival can maximise reach and relevance simultaneously.
• Cultural and Regional Nuances: Always adapt to the local context of taste. In some countries, wine preferences tilt heavily one way (say, Australians love bold reds, Germans might favour whites like Riesling, Japanese consumers might be keen on wines that pair with their cuisine, etc.). When promoting abroad, do your research or use data from those regions to align your messaging. For instance, New Zealand’s Marlborough region famously built its wine tourism on Sauvignon Blanc’s global appeal, calling it the “anchor” that earned a place on the world stage and draws visitors from abroad (marlboroughwinefestival.com). On the other hand, if you’re advertising an Argentine wine festival to Americans, mentioning Malbec (Argentina’s flagship red) in your ads will likely draw attention immediately. Tailor each campaign to the varietal heroes that matter for that audience.

Whatever the size, maintain a cohesive brand voice across your campaigns. Each segment-focused ad can have its own flair, but they should all still feel like they’re promoting the same festival. A strong festival brand comes through when all these targeted efforts collectively convey the event’s overall quality and vibe.

Lessons Learned: Successes and Pitfalls

Even with careful planning, campaigns require fine-tuning. Here are a few real-world lessons from veteran festival producers who have navigated the journey of interest-based advertising in wine events:

• Success – Hitting the Sweet Spot: A wine and chocolate festival in France used Facebook ads to separately target dessert wine lovers and foodie couples. For the wine aficionados, the ads talked up Sauternes and Port tastings; for the foodie audience, it highlighted artisan chocolates and wine pairings. Both groups were interested in the festival for different reasons. The result? The campaign achieved a high ROAS because each audience saw exactly what they craved at the event, and overall ticket sales jumped significantly compared to the prior year’s one-size-fits-all campaign.
• Success – Data-Driven Pivot: An Australian wine festival initially put most of its ad budget into promoting big-name Shiraz producers (assuming that would be the top draw). Early ticket sales data and ad engagement, however, showed more buzz around their lesser-known natural wine section which they’d only lightly promoted. The organisers quickly adjusted, launching a new wave of ads aimed at the natural wine/organic wine community – this flexibility mid-campaign attracted a surge of attendees that might have been missed if they had stuck rigidly to the original plan. The festival ended up welcoming a more diverse crowd and sold out the natural wine sessions.
• Pitfall – Ignoring a Segment: A large North American wine festival once focused all their marketing on seasoned wine connoisseurs, with very sophisticated messaging about vintages and terroir. They neglected younger and novice wine drinkers in marketing, even though the festival itself had many casual-friendly features (like live music and beginner tastings). The result was an event that underperformed with the 20s–30s demographic. The lesson: by not running any campaigns targeting that segment (e.g., fun, approachable content about discovering wine), they left tickets unsold. In following years, the festival added campaigns for “wine newbies” featuring simpler messaging (“New to wine? Learn and have fun at [Festival]”) and emphasising entertainment – and saw a notable uptick in attendance from that group.
• Pitfall – Over-Segmentation: Another cautionary tale: a wine festival in New York segmented its digital ads into so many micro-categories (down to grape varietal + sub-region + age group combinations) that each audience pool became too small for Facebook’s algorithm to optimise properly. The results were disappointing until they regrouped and merged some segments to reach a critical mass. The moral: granularity is powerful, but don’t split hairs beyond what your budget and audience size can support. Sometimes it’s better to target “Red wine lovers aged 30–50 in Northeast US” as one group than separately target “Cabernet fans 30–40” vs “Merlot fans 40–50”, if those segments aren’t large enough or distinct in behaviour. Find the sweet spot in segmentation detail where you can still scale your reach and get the algorithm enough data to learn.

Each success and failure teaches that the core principle is to stay attuned to your audience. Use data generously but thoughtfully – humanise the statistics by remembering there are real people behind those “interest segments”. The ultimate goal is to delight those people with an invitation that feels personal and exciting, so that they not only click your ad, but show up to your festival and have a fantastic time.

Key Takeaways for Festival Producers

• Know Your Audience’s Tastes: Leverage data to understand what varietals or wine styles your prospective attendees love. Segment your marketing campaigns around those interests (e.g., separate outreach for Sauvignon Blanc fans vs. Syrah lovers) instead of generic messaging.
• Tailor Creatives and Copy: Design ads that feel made for the target segment – use the right buzzwords, images, and emotional triggers for each group. When wine lovers see an ad highlighting their favourite wines or experiences, they’re far more likely to engage.
• Use Smart Targeting: Take advantage of social media interest targeting, affinity audiences, and lookalike modelling to pinpoint the right people. Combine signals (demographics, behaviours, related interests) to refine each segment. And don’t forget to re-target website visitors with content related to what they explored – personalised follow-ups can clinch the sale.
• Test, Measure, Optimise: Monitor performance metrics (CTR, conversions, ROAS) for each segment’s campaign. Be ready to reallocate budget to the top performers and tweak or cut the underperformers. A/B test different approaches within a segment to continually improve relevance.
• Budget for Impact: Especially with limited funds, targeting by varietal interest can significantly improve efficiency – you’re spending where it counts. But avoid slicing audiences too thin. Find a segmentation granularity that yields high relevance and enough reach for algorithms to work effectively.
• Integrate Ticketing & Analytics: Ensure your ticketing platform (like Ticket Fairy) is connected with your ad tracking, so you can see exactly which ads lead to sales. This closed-loop insight lets you confidently calculate ROI and justify your marketing spend. It also helps in understanding your attendee segments better for future festivals.
• Stay Flexible and Audience-Centric: Trends in wine (and consumer behaviour) change. Be willing to pivot your messaging if a different varietal or theme suddenly catches fire. Always think from the festival-goer’s perspective – craft campaigns that would excite them enough to click “Buy Ticket”.

By targeting wine lovers based on what truly delights their palate and passions, festival producers can create marketing that not only sells more tickets but also builds a stronger community. When done right, paid media guided by varietal interests and affinity signals doesn’t just improve ROAS – it ensures that the right guests come through your festival gates, ready to have an unforgettable experience that keeps them coming back year after year.