Festival Volunteer Programs Built on Hospitality

Building a Volunteer Programme on Hospitality

Volunteers are often the first and last people your attendees encounter at a festival. A warm welcome and a helpful interaction can define a guest’s experience from the outset. Properly structuring a volunteer programme around hospitality ensures that every visitor feels cared for and every volunteer feels valued. Festivals ranging from local Americana music gatherings to massive international events have proven that when kindness is baked into the system, the results are spectacular.

Recruiting Volunteers through Schools, Venues, and Makerspaces

Finding dedicated volunteers starts with tapping into communities that share your festival’s passion and values. Successful festival organisers cast a wide net and forge partnerships in places brimming with potential volunteers:

• Schools and Universities: Educational institutions are excellent recruitment grounds. Many students (especially those studying event management, hospitality, or music business) are eager to gain real-world experience. Reach out to high schools, colleges, and university programmes – not just in event management, but also clubs and societies related to music, arts, and community service. For example, the SXSW festival in Austin benefits from hundreds of student volunteers each year, many from the University of Texas and surrounding colleges, giving young people a foot in the door of the event world. Similarly, folk and Americana festivals often partner with local community colleges or youth organisations to recruit enthusiastic young volunteers, turning volunteering into a learning opportunity.
• Local Venues and Cultural Centres: Your city’s music venues, theatres, community centers, and art spaces are home to people who love events. These locations can act as hubs for volunteer sign-ups. Posting flyers at popular venues or having venue staff spread the word can attract regular gig-goers who’d love to contribute to a larger festival. Case in point: New Orleans Jazz & Heritage Festival often recruits through local jazz clubs and cultural centres, drawing in volunteers who are deeply passionate about the music and culture. By recruiting people who already enjoy the scene, you ensure volunteers are invested in making the festival great for everyone.
• Makerspaces and Creative Communities: Festivals aren’t just about performances – they’re also about art, installations, and interactive experiences. By engaging local makerspaces, craft collectives, hackerspaces, and artist groups, festival producers can find volunteers with special skills. These volunteers might help build stage decor, operate experiential art exhibits, or run workshops. For instance, some transformational festivals like Lightning in a Bottle (USA) and Rainbow Serpent (Australia) have tapped into burner and maker communities – volunteers help create beautiful festival environments, from interactive sculptures to cozy chill-out zones. Recruiting via makerspaces not only brings skilled helpers on board, it also fosters a sense of co-creation; volunteers feel pride seeing their handiwork become part of the festival.

Tip: Engage the community early. Host informal meet-and-greet sessions or open houses months before the festival. Invite interested people to learn about volunteer roles. This personal touch can inspire fence-sitters to sign up and primes them with the festival’s hospitable spirit from day one. It’s all about building a “volunteer family,” a term used by events like MerleFest in North Carolina, which affectionately refers to its volunteers as part of an extended family (merlefest.org).

Training for Hospitality: Radio Etiquette, Guest-Help Scripts, and Quiet-Room Tone

Once you have recruited a diverse and eager volunteer team, the next step is comprehensive training. Even the most enthusiastic volunteers need guidance to channel their energy into effective hospitality. Training sessions (in-person or virtual) should cover the festival’s values and practical skills for on-the-ground situations. Here’s how top festivals train their volunteers for success:

• Radio Etiquette 101: Clear communication among staff and volunteers keeps a festival running smoothly. If volunteers will use two-way radios, provide straightforward training on radio etiquette. This includes teaching them to use clear, concise language and standard protocols. For example, instruct volunteers to identify whom they’re calling and themselves (e.g. “Base Camp, this is Gate 2”), to say “Go for [Name]” when responding (festivalandeventproduction.com), and to use terms like “Copy that” or “10-4” to acknowledge messages. Emphasise not to clog the channel with chatter – keep messages short and relevant. Proper radio etiquette ensures that an urgent call (like a first aid need or lost child alert) gets through immediately without confusion. Major events such as Glastonbury Festival brief their volunteer stewards on radio use as part of pre-festival orientation, knowing that a well-coordinated crew can prevent small issues from becoming big problems.
• Guest-Help Scripts and Service Skills: Not everyone comes by a hospitality mindset naturally, but it can be taught. Effective volunteer training includes customer service role-playing – going over likely scenarios and the best responses. Provide your volunteers with guest-help “scripts” or at least guidelines. For instance, how should a volunteer greet attendees at the gate? (“Welcome! We’re glad you’re here at [Festival Name]. Do you need any help finding anything?” spoken with a smile). How should they handle common questions about the schedule, amenities, or what to do if an attendee looks lost or confused? Give volunteers a FAQ sheet and teach them to patiently guide guests or find answers via their supervisors. When volunteers have a script or protocol to fall back on, they feel more confident and project calm competence.

Also train volunteers on problem-solving with empathy. If a guest has a complaint (such as long lines or a schedule change), volunteers should know how to apologize sincerely and get help from a manager if needed, rather than dismissing the concern. Many festivals known for great attendee experience – from the intimate Cambridge Folk Festival in the UK to large-scale events like Lollapalooza – invest time in training their volunteers to be helpful, courteous, and solution-oriented. As a result, attendees remember how kind and professional the staff were, sometimes even more than the performances!
– Quiet-Room Tone and Situational Awareness: Festivals can be loud and bustling, but there are moments and places where a softer touch is needed. Teach volunteers to read the environment and adjust their demeanor. For example, if your festival offers a quiet room or chill-out tent for attendees who might be feeling overwhelmed (something more and more events provide for accessibility and wellness), volunteers stationed there should adopt a gentle, calming tone. Speaking in soothing, low volume voices – what one might call a “quiet-room tone” – helps maintain a serene atmosphere. Similarly, in first aid areas, family zones, or any sensitive setting, a composed and caring volunteer can make all the difference.

An illustrative example comes from large fan conventions and inclusive music festivals: PAX (a gaming festival) has an AFK room where attendees can take a break from the noise; volunteers there are trained to be quiet, attentive, and supportive. At music festivals like Latitude Festival (UK) and Splendour in the Grass (Australia), volunteers manage family-friendly spaces and welfare tents, practising a calm approach to assist kids or distressed festival-goers. By teaching volunteers how to be loud and energetic on the one hand, but also when to be gentle and listening on the other, you ensure your team can handle any situation with grace.

• Cultural and Accessibility Sensitivity: As part of hospitality training, remind volunteers that festivals welcome all kinds of people. A quick workshop on cultural sensitivity (using inclusive language, being respectful to people of different backgrounds) and accessibility (awareness of guests with disabilities or special needs) is invaluable. For instance, volunteers should know the location of wheelchair-accessible routes and viewing areas, or how to request a sign language interpreter or other assistance if someone needs it. This level of preparedness goes beyond a simple smile – it shows systemic kindness by anticipating needs.

By investing time in training your volunteers, you transform them into knowledgeable hosts for your event. As the Toronto International Film Festival (TIFF) famously put it, “Without you, there will be no TIFF”, acknowledging that volunteers are a driving force behind exceptional festival experiences (tiff.net). Well-trained volunteers feel confident and empowered – they know what to do, whom to call, and how to embody the festival’s hospitality values in every interaction.

Volunteer Scheduling & Welfare: Rotate Often and Feed Well

Volunteers are giving their time and energy for free (or for a festival ticket and t-shirt), so how you treat them on the job is critical. A hospitality-built volunteer programme extends kindness to its volunteers just as it does to attendees. Two fundamental pillars of volunteer care are thoughtful scheduling (with rotations and breaks) and keeping volunteers well-fed and hydrated.

• Rotate Roles and Avoid Burnout: Standing at a festival entrance for 6 hours straight or picking up trash all afternoon can drain even the most avid volunteer. Smart festival organisers plan rotations to keep volunteers fresh, engaged, and happy. Aim to rotate volunteers through different tasks or locations, especially during long shifts or multi-day festivals. For example, a volunteer might spend a couple of hours scanning tickets at the front gate in the morning, then switch to assisting at the info booth midday, and later get a break or a low-key task backstage. Switching up roles prevents monotony and muscle strain, and it gives volunteers a broader experience of the event.

At large festivals like Tomorrowland in Belgium, volunteer teams often rotate between duties such as greeting at the campground, staffing the water refill stations, and checking wristbands at stage entrances. No one is stuck in one high-pressure spot for the entire festival. Smaller community festivals practice this too: a local Americana music festival might rotate a volunteer from parking duty to serving at the VIP hospitality tent later, so they get to interact with artists and have a change of scenery. The volunteers appreciate the variety and are less likely to feel exhausted or bored – which means they’ll project positive energy to attendees.

Frequent breaks are another part of rotation. Ensure that every volunteer knows they are allowed (and expected) to take breaks, use the restroom, grab water, and so on. Assign floaters or extra volunteers who can cover for someone on break. It’s helpful to schedule 15-minute breaks into longer shifts by default. Remember, a tired, sunburnt volunteer with aching feet is not going to be a great ambassador for your festival – taking care of them is taking care of your audience!
– Feed Them (and Do It Well): One of the kindest things you can do for volunteers is to provide good food and plenty of water. Festivals can be physically demanding environments; volunteers might be on their feet for hours or expending lots of energy helping guests. If you keep your crew nourished, they’ll stay cheerful and focused. Many festivals arrange meal programs for volunteers: from meal vouchers to dedicated crew kitchens.

For example, Glastonbury Festival in the UK partners with charitable organisations like Oxfam to run its volunteer steward program. Oxfam volunteers at Glastonbury receive two meal vouchers per shift to use at specific food stalls or cafeterias (www.efestivals.co.uk). This way they can have a hearty lunch or late dinner without worrying about the cost. (Volunteers have noted that while the free meals at “Oxfield” were a bit modest in portion, it was a huge relief to get a warm veggie curry at 5am before a dawn shift (www.efestivals.co.uk) (www.efestivals.co.uk). The lesson: feed your volunteers generously if you can, because hungry volunteers notice when portions are stingy!).

If your budget allows, consider setting up a volunteer hospitality area – a tent or room where volunteers can grab snacks, rehydrate, and take a breather. Festivals like Roskilde (Denmark), which hosts a volunteer army of over 30,000 each year (people-vol.roskilde-festival.dk), have mastered this: they provide not only meals and coffee for volunteers, but also spaces to relax off-duty, including a special volunteers’ campground and lounges. The result is a loyal volunteer base that feels truly integrated into the festival community.

Even smaller festivals can get creative with feeding volunteers. You might arrange sponsorship from a local eatery (“Joe’s Pizza will donate 50 pizzas a day for our volunteers”) or have a staff kitchen where crew chefs prepare simple meals. At an all-day event, provide at least one substantial meal (e.g. sandwiches or rice bowls) and plenty of free water refills. During sweltering outdoor festivals, handing every volunteer a reusable water bottle and access to refill stations is a must for health and morale.

• Take Care of Other Basic Needs: Don’t forget the little things. Have sunscreen available for volunteers if it’s sunny, ponchos if it rains, and a first aid kit on hand for minor needs. Ensure volunteers know where they can securely store their belongings and where their quiet break area is. Some festivals even arrange separate toilets for crew/volunteers to ensure they always have access to a clean restroom despite attendee crowds. These considerations show respect for your volunteers’ comfort.

In summary, a well-rested, well-fed volunteer is a happy volunteer – and happy volunteers will pass that positivity on to artists and attendees alike. When planning your budget, allocate funds for volunteer hospitality. It may pay back tenfold in the form of better guest interactions and a higher volunteer return rate next year. After all, volunteers talk to each other and to your audience; if they feel taken care of (“They even gave us free coffee and chili bowl for dinner!”), word will spread that your festival cares about its people.

Recognition and Growth: From Shout-Outs to Paid Pathways

Volunteers choose to devote their time because they believe in your festival – whether for the music, the mission, or the community. Recognising their efforts is not only the right thing to do, it’s strategic: appreciation fuels motivation. Festivals with hospitality-driven volunteer programs make recognition a core component, ensuring volunteers feel seen and celebrated. They also provide opportunities for volunteers to grow, sometimes into paid roles. Here’s how you can do the same:

• Personal Thank-Yous and On-Stage Shout-Outs: A rule of thumb for any volunteer manager is never let good work go unthanked. During and after the festival, thank your volunteers often – and sincerely. A simple method is to have team leaders personally thank each volunteer at the end of their shift. Take it a step further by weaving volunteer appreciation into the event itself. For example, many festivals do a public thank you from the main stage, often towards the end of the event. The MC might say something like, “Let’s hear it for the hundreds of volunteers who made this festival possible – we couldn’t do it without their smiling faces and hard work!” Some events bring a group of core volunteers on stage, so the crowd can applaud them.

At community-driven festivals (including numerous Americana and folk festivals across the US), it’s common for organisers to call up longtime volunteer captains by name to recognize their years of service. Not only does this give the honored volunteers a moment of pride, it also shows the whole audience the spirit of community behind the scenes. Even if your festival is a massive EDM rave, don’t underestimate how such gestures humanise the event and warm everyone’s hearts.
– Visible Rewards and Perks: In addition to applause, tangible tokens of appreciation go a long way. Provide volunteers with festival swag – a special “Crew” t-shirt or badge that sets them apart, a commemorative pin (as MerleFest does (merlefest.org)), or a certificate of appreciation they can add to their portfolio. Some festivals list all volunteer names on their website or in the programme booklet, immortalising their contribution in print. Social media shout-outs are another idea: highlight a “Volunteer of the Day” with a photo and fun interview on your Instagram. People love seeing themselves acknowledged by name.

After the event, consider hosting a volunteer thank-you party or informal gathering. Many festival organisers throw an appreciation BBQ or an after-party exclusively for staff and volunteers – a chance to unwind together once the work is done. For instance, Calgary Folk Music Festival in Canada hosts a volunteer party where even artists have been known to drop by and say thanks, strengthening the bond between volunteers and performers. Such events reinforce camaraderie and give volunteers something to look forward to beyond their shifts.
– Pathways to Paid Roles: One of the strongest commitments a festival can show to its volunteers is investing in their future. Many professionals in the festival and live events industry got their start as volunteers – and festivals that recognise this often create pathways for volunteers to move into paid positions over time. If you spot a volunteer who is exceptionally responsible, proactive, and great with people, consider recruiting them for an expanded role next year. For example, you might invite experienced volunteers to become team leaders or supervisors, with added responsibilities (and perhaps an honorarium or stipend). This not only fills important positions with people who already know and love the event, but also motivates your volunteers to do their best, knowing there’s potential for advancement.

Numerous festivals have formal or informal pipelines like this. Glastonbury, for instance, has volunteer area managers who started out as rank-and-file stewards years prior and now coordinate entire zones of the festival. SXSW relies on volunteers to run its myriad venues, and some long-term volunteers end up joining the paid crew or even the festival staff in later years once they’ve proven their mettle. Film festivals like TIFF and Sundance also have internship and hiring programs that draw from their volunteer pool – a volunteer handling guest registration this year might become a paid coordinator in a future edition. Make sure to communicate these opportunities: let your volunteers know that you love hiring passionate team members from within “the family.” It will inspire those who dream of an events career.

Even if a paid job isn’t in the immediate cards, help your volunteers grow by providing feedback and references. A post-event evaluation or one-on-one chat can let top volunteers know how much they shone. Offer to be a reference or write a recommendation letter for volunteers who are using this experience for their CV or coursework. This level of personal mentorship is a hallmark of a hospitality-driven approach – you’re not just extracting free labour, you’re nurturing individuals’ goals.

In essence, recognition and growth opportunities turn volunteering from a one-off task into a meaningful relationship. When volunteers feel valued and see that the festival cares about their development, they are far more likely to return year after year. Some festivals enjoy retention rates where a large percentage of volunteers come back, often bringing friends along – meaning less recruiting stress for organizers and an ever more experienced team. It’s a virtuous cycle that starts with simple gratitude and continues with opening doors for those who want to step through.

Kindness Is a System, Not Just a Smile

Ultimately, building volunteer programs on hospitality means kindness isn’t left to chance – it’s designed into the very framework of your event. Every point discussed, from recruitment to training to recognition, is about creating a system where treating people well is the norm. A festival’s culture is felt by everyone involved: the artists sense it, the attendees sense it, and the volunteers certainly do.

When festival volunteers are recruited from communities that care, trained to handle situations with empathy, kept comfortable with good food and support, and appreciated for their contributions, they in turn deliver exceptional hospitality to attendees. Kindness flows from the management to the volunteers, and then from the volunteers to the guests. It becomes a self-replenishing cycle of positive energy.

It’s important to note that a hospitality-driven system also prepares for the tough moments. Festivals, like any live event, can face crises – sudden rainstorms, technical delays, difficult patrons, you name it. In those moments, an ingrained culture of kindness is what keeps things together. Volunteers who feel respected by their organisers will go the extra mile to help calm a frustrated crowd or stay an extra hour when a last-minute issue arises. They’ll do it not because they’re paid, but because they belong to a team that values them. As Sabrina Lynn Motley, director of the Smithsonian Folklife Festival, described it, a successful festival is “a community of people from all walks of life working throughout the year with intention and toward common purpose.” (festival.si.edu) Volunteers embody that common purpose spectacularly when they are treated as an integral part of the festival’s mission.

Remember: kindness as a system means institutionalising those small acts of care. It’s having a protocol that every volunteer gets a friendly check-in from a supervisor each day (“How are you holding up? Need anything?”). It’s creating an atmosphere where volunteers also look after each other – the experienced helping the newcomers, everyone keeping an eye out if someone needs a rest or a drink of water. It goes beyond a generic “Be nice!” mandate. Kindness is woven into training manuals, meeting agendas, and post-event debriefs. It is, quite literally, how you do business.

When you build your volunteer programme on hospitality, you’re not only ensuring a better festival experience for attendees, but also nurturing the next generation of festival organisers and enthusiasts. Many of those bright, kind, motivated volunteers will themselves go on to produce events that operate with the same spirit – spreading the gospel that events, at their heart, are about bringing people together in a positive way. And it all starts with treating your volunteers right.

Key Takeaways:
– Community-Based Recruiting: Partner with schools, local venues, and creative hubs to find volunteers who are passionate and aligned with your festival’s vibe. A diverse, engaged volunteer base starts with outreach to the right communities.
– Thorough Training: Invest in training volunteers on communication and hospitality skills – from radio etiquette and safety procedures to friendly guest interactions and sensitivity in quiet or sensitive areas. Well-prepared volunteers are confident and kind volunteers.
– Volunteer Well-Being: Make volunteer welfare a priority. Schedule reasonable shift lengths with breaks, rotate assignments to keep things interesting, and always provide water, snacks, and meals. Volunteers who are cared for will pass that care along to festival-goers.
– Appreciation & Recognition: Recognise volunteers personally and publicly. Thank them often, give them shout-outs (even on stage if possible!), and reward them with perks like merch or exclusive events. Feeling valued will encourage volunteers to return and recommend your festival to others.
– Growth Opportunities: Wherever feasible, create pathways for volunteers to take on bigger roles or transition into paid positions over time. This shows you’re invested in their growth, not just their free labour, and it builds a loyal, experienced core team for the festival.
– Kindness by Design: Treat kindness as an operational principle. Design your volunteer programme and overall festival culture so that empathy, respect, and hospitality are standard – not just individual traits, but a collective ethos. This “kindness system” will enhance every aspect of your event.

By building festival volunteer programs on hospitality, event organisers ensure that everyone – volunteers, attendees, artists, and staff – is part of a positive, memorable experience. A festival where kindness runs through the workforce is felt in the atmosphere: it’s welcoming, inclusive, and vibrant. That’s the kind of festival people fall in love with and return to year after year. So, to the next generation of festival producers: go forth and build your volunteer teams with open arms, clear guidance, and hearty meals – make kindness your competitive edge, and watch your festival flourish.