How to Use Data from Last Year’s Event to Book Better This Year

Festival and Fair season is back, and while the lights, sounds, and vibes are unforgettable, the real magic happens through the data. Yes, last year’s stats are your secret weapon to leveling up this year’s event. From audience behavior to ticket sales, the insights you already have, can help you make smarter decisions, lead to better bookings, and create an experience your audience will be eager to relive.

In this guide, we’ll break down how digging into last year’s event data can help you build the ultimate game plan for a successful festival or fair.

‍

What Kind of Data Should You Review?

Let’s not overcomplicate it. Here is the data we recommend analyzing before you begin planning or booking:

• Ticket Sales Trends: When did sales peak? What tiers sold out fastest?

• Demographics: Who’s attending? Where are they from? What age groups showed up?

• Engagement Stats: Which artists, booths, or experiences had the most foot traffic or online traction?

• Surveys & Feedback: What did people love? What didn’t they love?

• Spending Behavior: What merchandise sold out? Did the food vendors stay busy all day or see a decrease in customers?

Even small details — like weather patterns, restroom traffic, or which exits saw the most congestion — can help you optimize next year’s event layout and flow.

‍

Why Data Should Influence Your Booking Decisions

You don’t have to book blind; the numbers will help you predict future trends.

If a specific artist drew a major crowd, boosted mid-day attendance, or kept people on-site longer, that’s a sign to bring them back or book similar talent. The same thinking applies to:

• Vendors: Which food or drink categories performed best?
• Experiences: Did your silent disco, photo booth, or carnival-style attractions actually pull people in?
• Scheduling: Did your audience show up early? Or did crowds peak at night? Use this to position headline acts or high-value entertainment more strategically.

Last year’s data reveals what worked — and what didn’t — so you can make smarter festival decisions this time around.

‍

How to Use Data to Level Up This Year's Booking

Data isn’t just for spreadsheets; it’s for curating the experience your crowd actually wants. Imagine being able to:

•Adjust pricing tiers based on demand and sell-through rates.

•Create exclusive zones or VIP experiences in areas with high engagement.

•Develop merch drops based on last year's top-selling items.

•Book talent that aligns with your most engaged demographics.

•Refine your layout to reduce lines, improve flow, and increase time spent on site.

•Optimize marketing time by promoting during last year's biggest ticket-buying windows.

The more intelligently you use your data, the more intentional – and successful – your event becomes.

‍

Let’s Make Data Your Festival or Fair Superpower

At Degy, we’re all about helping you throw an unforgettable event, and that means using every tool at your disposal, including last year’s insights. Our team can walk you through how to break down your past event data and apply it to everything from artist booking to experience design.

Ready to make this year smarter, stronger, and more epic? Let’s get started, fill out our intake form, and let us build your next-level event together!

‍

‍