I'll drink to that: Alcohol as a big revenue source and bonding agent at music events
On November 16th Fiftylab invited me to speak on a panel on the topic of alcohol consumption at music events.
To frame the discussion, the panel was aimed at zooming in on audience consumption in bars (after ticket sales) very often being the biggest source of revenue for music events. Additionally, alcohol is seen as a disinhibitor and a bonding agent in many professional relationships, whether these are created at showcase festivals, conferences and networking events or in the backstage area of a club.
So a few questions we were presented with were:
How far can we get away from the omnipresence of alcohol (and other substances) at our events?
How do sober people find their place in an environment where a lot of information is shared later and later into the night?
I wanted to share 3 key takeaways from this thought-provoking panel on sobriety, sober-curiosity, and a shift in how club culture experiences hedonism.
1.Sober(curious) people are not necessarily against alcohol and substances. Sobriety is a very personal thing.
The choice to cut out substances has nothing to do with you and everything to do with me.
All panelists agreed that sobriety - no matter how far into the journey, is a deeply personal choice that individuals make for a variety of reasons, often rooted in unique life experiences, health considerations, and personal values. It is essential to recognize that this decision is not a commentary on others' choices or behaviors but a commitment to one's own well-being.
Those who choose sobriety are not necessarily against substances or against you for using them. In fact, the choice to part ways with substances requires a great deal of self-agency. Not to mention the autonomy and the courage it takes to make such a decision in an industry - and a society that often revolves around socializing and group activities involving alcohol and/or other substances.
It's important for others to understand that a decision to embrace sobriety is not a judgment of their lifestyle choices. Instead, it is an individual's effort to prioritize mental and physical health, personal growth, and, in some cases, recovery from addiction. It is crucial for friends and family to separate their own feelings from the decision to live sober, recognizing that it's not a rejection of shared activities but a pursuit of a healthier, more authentic existence.
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Despite the positive intentions behind choosing sobriety, some people react defensively or feel personally offended. This reaction usually stems from a variety of factors, including societal norms, personal insecurities, or a discomfort with confronting their own relationship with substances.
Open communication and empathy are key in navigating these situations, as understanding the reasons behind potential offense can foster mutual respect and support in both sober and non-sober lifestyles.
2. A lot of relationship-building actually takes place during cigarette breaks, doing lines backstage or sharing a drink at a networking event. So are sober people missing out on opportunities?
In my personal experience so far, I believe the answer to that question would be, yes possibly. Simultaneously, my sobriety has supported me with creating more authentic relationships in this industry simply because I am now more clear-headed when going into meetings, networking conversations and collaborations.
It has also allowed me to address social anxiety I didn’t know I have because I was numbing it out with alcohol and/or cocaine to calm my nerves, or to loosen up a little.
There are diverse ways people can connect and collaborate. In recent years, there has been a growing awareness, openness and acceptance of sober spaces within the music industry, providing supportive environments for networking and collaboration without the presence of alcohol or substances.
Sobriety does not inherently limit one's ability to connect with others; rather, it can serve as a catalyst for building genuine, substance-free relationships that prioritize creativity and artistic expression. The courage to dive deeper when it comes to truly connecting to others and knowing how to show up in a vulnerable way.
Ultimately, success in the music industry is not contingent upon partaking in traditional forms of socializing. However, a shift in the collective consciousness of the night time economy is needed so we can embrace more diverse perspectives and experiences, including those of individuals who choose to lead sober lifestyles. And build success in a more sustainable way that promotes longevity and a better quality of life.
Which leads into the next point, what can venues, event organizers do to put up a successful, profitable event that embraces sobriety when alcohol consumption is a big revenue stream?
3.Bar income is often one of the biggest revenue streams for music events, so what is the impact on revenue for sober parties?
While alcohol sales at bars can indeed be a significant source of revenue for music events, the impact of offering non-alcoholic options on venue revenue is not necessarily straightforward.
In my early days of sobriety I would avoid going out, spending time backstage or meeting up with my former drinking buddies because I didn’t want to feel triggered. And this is something that I’ve heard many other sober people say. Knowing that there are AF options or even sober spaces available takes away at least that pressure of not knowing what you’ll walk into.
Being presented with a variety of appealing non-alcoholic beverage options that go beyond the typical soda and water choices - like specialty non-alcoholic drinks, and alcohol-free beer and wine to provide alternatives that are both delicious and satisfying. This can easily become an experience on its own by adding in ingredients that create specific sensations like ginger, spicy peppers or CBD to stimulate the senses in other ways.
Many consumers, including those who choose not to drink alcohol, appreciate venues that offer a variety of high-quality non-alcoholic options, implementing strategies that make these choices appealing. Designating specific areas within a venue as "sober spaces" where individuals can socialize without the presence of alcohol can be particularly beneficial for those who want to enjoy the event without the pressure or temptation of alcohol consumption. This inclusivity can contribute positively to the venue's overall reputation and customer loyalty.
One last point to make is the importance of training venue staff to be knowledgeable and supportive of those who choose sobriety. Encourage them to treat non-alcoholic orders with the same enthusiasm and attention as alcoholic ones. Create a work culture where staff don't drink on the job. Think about it, in any other work environment, there is a zero tolerance to alcohol use. Can you imagine your doctor, accountant or lawyer at his desk with a gin tonic, offering you a line? That would be frowned upon and yet this behaviour is so normalised in nightlife.
Staff awareness around sobriety, substance use and abuse can contribute significantly to creating a welcoming and safe environment. After all, duty of care is a venue’s responsibility and a safe nightlife a collective one.
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