案例库 · 战略与领导 · 战略决策 · 1994–2011
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The Big Chill's founder said it best: everything has a shelf life
Founded in 1994 and settled at Eastnor Castle, The Big Chill played its last edition in 2011 and was cancelled twice more before its organisers gave up.
The Big Chill · Festival Republic · 2013-01
怎么回事
The Big Chill began in 1994 as Pete Lawrence and Katrina Larkin's ambient club nights at London's Union Chapel, grew into outdoor festivals from 1996, and settled at Eastnor Castle in Herefordshire in 2002. At its height it drew just under 40,000 people a year — a boutique festival that booked DJs and rising acts rather than stadium names.
By the late 2000s the formula was straining. In September 2009 the operating company Chillfest Limited went into voluntary liquidation after poor ticket sales, and Festival Republic — the promoter behind Reading and Leeds — bought the festival's rights. Crowds kept thinning; co-founder Lawrence, who stepped down in 2007, said the magic years had really ended around 2004, as booking mainstream headliners pushed away the audience the festival was built for.
The final edition came in August 2011 — Kanye West, the Chemical Brothers, Robert Plant and Jessie J on the bill. The 2012 festival was cancelled in early January, blamed on a clash with the London Olympics and too few confirmed acts; on 11 January 2013 the organisers said there were no plans for 2013 either. Lawrence's verdict: 'everything has a shelf life.'
为什么会这样
- An oversaturated festival market and the credit crunch hit ticket sales hard enough to put the operating company into liquidation in 2009.
- Booking bigger acts to chase growth pushed away the boutique audience that had made the festival.
- The 2012 Olympics took the summer's attention — and once a year is skipped, the habit doesn't come back.
教训
The Big Chill peaked near 40,000, and its own founder said the magic ended around 2004. Chasing headliners cost the audience, the Olympics cost 2012, and the shelf life ran out.
后来呢
Festival Republic moved on to its bigger festivals; Eastnor Castle remained an events venue.
资料来源
- BBC News, January 2013 — The Big Chill: 'The magic years were over' (organisers announced 11 January 2013 there were 'no plans' to stage the festival in 2013 after the 2012 cancellation caused by a clash with the London Olympics; co-founder Pete Lawrence: the magic years were long gone, the festival 'lost its direction', 'everything has a shelf life'; co-founded by Lawrence and Katrina Larkin in 1994, first outdoor festival 1996, settled at Eastnor Castle in 2002; just under 40,000 attended in later years; Lawrence stepped down in 2007 and considers the peak years to have ended around 2004)
- Wikipedia — The Big Chill (music festival) (founded 1994 by Pete Lawrence and Katrina Larkin; ambient parties at Union Chapel Islington before outdoor festivals from 1995; Eastnor Castle from 2002; operating company Chillfest Limited went into voluntary liquidation and Festival Republic bought the festival rights in September 2009 after poor ticket sales; final edition August 2011 with The Chemical Brothers, Kanye West, Rodrigo y Gabriela, Empire of the Sun, Jessie J and Robert Plant & the Band of Joy; 2012 cancellation announced early January 2012 citing the Olympics clash and artist availability; no return announced in January and August 2013)
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