Event planners shared their experiences planning the most popular and well-attended events in the Richmond area, including music festivals, concerts, markets, and outdoor experiences.

Event attendees shared their preferences and experiences with hearing about and attending events. They also told us what drives their decision-making, either to attend or avoid.

“Many Richmond events are starting to feel generic — often just a food truck, beer, and a few vendors in a parking lot. The now-defunct Scott’s Addition Pumpkin Festival was nearly identical to Shamrock the Block.”

“Guests should always know where to enter, where merch is located, where the bars and bathrooms are, and how to navigate the space. If these things stay the same across events, the experience is easier and smoother. Changing... disrupts their experience.”

“I just want a place where I can relax, let loose, and spend time with my friends.”

“I think Richmond already holds a lot of events, so I think it's just a matter of seeing more about these events before they happen versus seeing a lot of posts celebrating its success.”

Large-scale events are performing worse than small-scale events. In Richmond, events that prove successful year after year are unique to the city and its people and appeal to a particular niche. Events that are too broad struggle to highlight what makes them unique to Richmond, causing them to blend into the noise.