Cliff Maske
Work
CarMax Park
Ask & Approach
Ask: Develop recommendations for utilizing CarMax Park beyond the baseball season.
Approach: We compiled interviews from both event attendees and event planners to fully understand what works in Richmond and what doesn’t.
Event attendees shared their preferences and experiences regarding hearing about and attending events.
Event planners shared their experiences planning the most popular and highly attended events across the Richmond area, including music festivals, concerts, vintage markets, and outdoor experiences.
Insights
- For event planners, it’s no longer about quantity; it’s about quality.
- Inconsistent layouts create confusion and disrupt the experience, potentially discouraging attendees from returning.
- Attending events has become less about discovery and more about familiarity.
- People choose venues that value their time and money as much as they do.
- People want venues to serve as a vehicle for connection with the people they attend events with.
- Events can’t be everything to everybody.
- Richmond loves local.