Beyond Sound: Making Festivals Deaf-Friendly and Inclusive

Beyond Sound: Making Festivals Deaf-Friendly and Inclusive

For many festivals, sound is at the heart of the experience – but beyond sound lies a world of inclusion that allows Deaf and hard-of-hearing attendees to enjoy events just as much as hearing fans. In today’s festival landscape, providing an inclusive experience is not only a legal and moral responsibility, but also an opportunity to tap into a broader audience and elevate the overall atmosphere. Festivals that embrace Deaf-friendly practices set a positive example for the industry, showing that music and culture aren’t just about what you hear – they’re about what you feel and see as well.

Understanding Deaf and Hard-of-Hearing Festivalgoers

When planning for accessibility, it’s important to understand the diverse needs of Deaf and hard-of-hearing attendees:
– Deaf Attendees: Often, “Deaf” (with a capital D) refers to individuals who primarily communicate via sign language and identify with Deaf culture. They might have little to no hearing. For Deaf festivalgoers, visual and tactile experiences are paramount.
– Hard-of-Hearing Attendees: This group includes people with partial hearing loss or who use hearing aids/cochlear implants. They may rely on amplified sound, captions, or other aids to enhance their experience.

Both groups love festivals – from concerts and film screenings to food fairs – and they are part of every community. In the UK alone, an estimated 150,000 people use British Sign Language (BSL) as their preferred language (www.bbc.com), and millions worldwide have some degree of hearing loss. By designing festivals to accommodate these attendees, producers can welcome a significant audience that might otherwise be left out.

Why Deaf Accessibility Matters

Making a festival Deaf-friendly isn’t just about compliance with disability laws (though that’s crucial in many countries). It’s about creating an amazing attendee experience for everyone:
– Inclusion and Equality: Every fan deserves the thrill of their favourite band’s encore or a keynote speaker’s joke. Providing interpretation, captioning, and assistive services ensures Deaf and hard-of-hearing fans get the full show, not a sidelined experience.
– Expanded Audience: Deaf and hard-of-hearing people form a substantial audience segment. By catering to them, festivals can boost ticket sales and attendance. These attendees often bring along family or friends, meaning inclusive festivals attract diverse crowds.
– Positive Reputation: Festivals known for accessibility often enjoy great word-of-mouth. Going the extra mile to include Deaf attendees can lead to uplifting press coverage and social media buzz. (Who hasn’t seen the viral videos of passionate sign language interpreters rocking out on stage?)
– Legal Compliance: In many jurisdictions, events must provide “effective communication” for disabled attendees. Laws like the ADA in the US and the Equality Act in the UK mandate reasonable accommodations such as interpreters or captioning. Beyond avoiding lawsuits, meeting and exceeding these standards demonstrates professionalism and care.

By prioritizing Deaf accessibility, festival producers show that music and culture are for everyone – and they often find the overall festival vibe becomes more vibrant and welcoming for all attendees as a result.

Sign Language Interpretation: Bringing Music (and More) to Life

One of the most impactful ways to include Deaf attendees is to offer sign language interpretation for festival content:
– Stage Performances: Hire qualified sign language interpreters for concerts, panel discussions, film Q&As, and any live content with audio. These interpreters should be fluent in the relevant sign language (e.g. ASL in the US, BSL in the UK, Libras in Brazil) and skilled in performance interpreting. At music festivals, interpreters like Amber Galloway Gallego have turned song interpretation into a form of performance art, channeling the artists’ energy and lyrics through expressive sign and movement (deafnetwork.com). This makes the music come alive visually.
– Multiple Interpreter Teams: For long sets or full-day stages, plan to have teams of interpreters who can rotate. Live interpreting is physically and mentally demanding – especially for music with rapid lyrics or multiple performers. Festivals like Reading and Leeds in the UK use several interpreters trading off to stay fresh and accurate (www.bbc.com). Make sure each interpreter is prepped with setlists and lyrics in advance when possible, so they can practice tricky verses or timing.
– Placement and Visibility: Design your stage layouts with clear sightlines to interpreters. Deaf attendees should be able to see the interpreter and the performer without obstruction. This might mean setting up a well-lit interpreter platform at the side of the stage. Many major festivals now spotlight the interpreters or even project them onto the big video screens (www.ticketfairy.com), so that anyone in the crowd can follow along. For example, what started as a volunteer experiment at Glastonbury decades ago has become an essential service at festivals like Download and Wireless, where seeing an interpreter rocking out in sync with the band is now a normal part of the show (www.bbc.com).
– Appropriate Sign Languages: Remember that sign languages are not universal – ASL and BSL are completely different, for instance. Provide interpreters in the local sign language of your audience, and consider International Sign interpreters if you draw a very global crowd. If your festival features content in multiple spoken languages (say, an international film festival or a multicultural music event), coordinate to cover those with the corresponding sign language or offer interpretation in multiple languages.

Real-world example: Bonnaroo Music Festival in Tennessee has been praised for its sign language interpreting program. They provide ASL interpreters on their main stages for major acts, allowing Deaf fans to sign along with their favorite artists’ lyrics (deafwebsites.com). Many Deaf attendees plan trips to Bonnaroo specifically because they know they’ll be able to enjoy the music fully. The sight of an interpreter dramatically signing rap verses or guitar solos not only benefits Deaf audience members, but often captivates hearing attendees too – it adds a new artistic dimension to the performance.

Beyond Music: Interpreting Other Content

Music isn’t the only thing that needs interpreting. If your festival includes comedy, theater, workshops, or talks:
– Comedy & Theater: Hire interpreters who can convey humor, timing, and tone. (Deaf comedy fans deserve the punchlines at the same time as everyone else!)
– Workshops/Demos: If you have cooking demos at a food festival or art workshops at an arts festival, have an interpreter on hand so Deaf participants can engage fully.
– Announcements: Any important public announcements (schedule changes, emergency info) should be signed on stage and/or by roving interpreter staff at viewing areas. And be sure to also convey these announcements in text form (more on that next).

Real-Time Captioning: Words on the Big Screen

Not all Deaf or hard-of-hearing attendees use sign language. Some prefer to read. Providing real-time captioning is a powerful way to make festival content accessible:
– Live Captions for Speeches and Lyrics: Set up captioning screens or subtitling for stages, especially where there’s spoken content like MC announcements, film dialogue, or panel discussions. New technologies and services allow speech-to-text translation (often called CART or STT) to be displayed nearly instantly on screens. Festivals like Lollapalooza have offered real-time text displays of lyrics and speech onstage (deafwebsites.com), and Spain’s Cooltural Fest streams subtitles on large screens for key performances (www.ticketfairy.com). This means a Deaf attendee can watch a band play and also read the lyrics or the singer’s banter in text form simultaneously.
– Prepared Subtitles: For film or multimedia components, provide open captions (visible to everyone) or closed captions (if individual devices are used) so that Deaf viewers can follow along. At film festivals, this might mean choosing prints with subtitles or using apps that deliver captions to a user’s phone or a handheld device. At the Edinburgh Festival Fringe in Scotland, many shows are designated as captioned performances, ensuring that theater and comedy are accessible to Deaf audience members (deafwebsites.com).
– Visual Display of Key Info: Even for music sets, consider displaying song titles or important vocal content on screens. For example, if a guest artist makes a surprise appearance or a song is dedicated to someone, putting that info on a screen ensures Deaf and hard-of-hearing fans are in the loop. If you have sign interpreters on stage, you can even show a picture-in-picture of them on the jumbotron screens (Rock in Rio did exactly this by broadcasting their sign language interpreters onto giant LED screens (www.ticketfairy.com)).
– Mobile Captioning Services: Another option is to use mobile technology. Some festivals set up a web page or app where live captions can be streamed to attendees’ smartphones. This can be handy for stages without physical screens – attendees can read captions on their personal device from anywhere on the grounds.

Keep in mind that captioning, like interpreting, requires professional execution. Live captioners (stenographers or trained AV professionals) can transcribe speech in real time, but you’ll need to provide an audio feed and possibly a quiet space for them to work. For pre-scripted content (like prepared speeches or lyrics), ensure you have the text in advance. And always test your caption displays before the festival starts to iron out any technical kinks (nothing’s worse than a broken caption screen).

Assistive Listening Technology and Tactile Experiences

Beyond interpreters and captions, there are assistive technologies that can significantly enhance the festival experience for those with hearing loss:
– Assistive Listening Devices (ALDs): These are personal devices that amplify and clarify sound for individuals. Many festivals now have ALD systems at info booths or Accessibility Centers. For example, an FM or infrared transmitter can broadcast stage audio to receivers that attendees borrow (with headphones or neck loops). The attendee can then adjust volume to their liking, reducing background noise. The tech required is modest – basically a small transmitter at the sound mixer and a set of wireless receivers (www.ticketfairy.com). If you offer this service, advertise it in advance and have clear signage on-site (“Assistive Listening Available Here”) so hard-of-hearing guests know where to pick up a device.
– Hearing Loops (Induction Loops): A hearing loop is a system that broadcasts sound directly to hearing aids. If you install a loop at a stage (usually a wire around the perimeter of a viewing area or embedded in the stage front), anyone with a hearing aid or cochlear implant that has a “T-coil” setting can tap into the feed. This cuts out all the muddled reverb and crowd noise, delivering crystal-clear sound directly to the ear (www.ticketfairy.com). Many theaters and cinemas have this technology; now festivals are adopting it too. If you have seated venues or tents (like comedy tents or spoken-word stages), consider renting a loop system.
– Vibrational Backpacks & Floor Pads: Innovative festivals are even going beyond sound by adding tactile bass elements. At Cooltural Fest, organizers offer Deaf attendees special vibrating backpacks or vests that sync with the music’s bass lines (www.ticketfairy.com). These devices allow someone to feel the rhythm in a visceral way – the thump of the kick drum translates to vibrations on the body. Some events have also used vibrating floor platforms near speaker stacks or subwoofer boxes that Deaf patrons can stand on to sense the vibrations. While these technologies are optional add-ons, they create a more immersive experience and show that the festival is exploring creative solutions for inclusion.
– Visual Music Enhancements: Don’t underestimate the power of visual production for Deaf enjoyment. A spectacular light show, dynamic screen visuals, pyrotechnics, or crowd participatory elements (like coloured wristbands that light up in sync with music) all contribute to the sensory experience. Many Deaf attendees enjoy concerts through a combination of visuals and vibrations. By making your festival high on visual artistry, you naturally make it more engaging for those who can’t hear every note. It’s no coincidence that some Deaf audience members gravitate towards genres like EDM or hip-hop with heavy bass – the physical bass vibration and flashing lights are inherently inclusive.

Festival Layout and Viewing Areas: Designing for Sightlines

Attendee experience is heavily influenced by the physical layout of your festival. To accommodate Deaf and hard-of-hearing guests:
– Dedicated Viewing Areas: Create designated viewing sections for Deaf and disabled attendees at each major stage. An ideal viewing area is elevated (so an unobstructed view of the stage and interpreters is possible) and close enough to see facial expressions of performers. These areas often are shared with other disabled patrons (such as wheelchair users) and are managed by staff or volunteers. For instance, Cooltural Fest’s accessible platforms are equipped with seating, shade, and even their own bar and restroom facilities (www.ticketfairy.com) – an example of really thoughtful design. While not every event can build deluxe platforms, at minimum provide a reserved area at ground level in front of the stage or on a riser where sightlines are clear.
– Lighting and Backdrops: Ensure interpreters are well-lit, even during evening shows. A dark stage with a black-clad interpreter in the shadows won’t help Deaf viewers. Use a spotlight or contrasting backdrop behind interpreters to make them stand out visually. Some festivals coordinate the interpreter’s clothing (e.g. wearing bright orange or white) so they’re easy to spot.
– Video Screens: If you have large video screens for the audience, consider splitting the feed or adding picture-in-picture during interpreted segments. Showing the interpreter on the screens (as Rock in Rio did on its jumbo displays (www.ticketfairy.com)) can help people far from the stage. Likewise, use screens to display captions or important announcements text. The goal is redundancy – any critical audio information should also be conveyed visually.
– Quiet Zones and Rest Areas: This might sound counterintuitive for Deaf accessibility, but remember that not all hearing disabilities are the same. Some attendees with hearing aids may find loud environments overwhelming. Providing a quiet space or “chill-out zone” benefits many groups – including those with sensory sensitivities or tinnitus. It shows you care about everyone’s comfort. These areas can be simple: a tent or area with lower sound bleed, seating, and earplugs available.
– Signage and Information: Throughout the venue, make sure there are clear signs directing people to accessibility services: where to find interpreters, where the caption screens or viewing areas are, and where to get assistive devices. Use the international symbols for deaf/hearing loss (an ear with a slash and a “T” for loop availability, etc.) so that even if someone doesn’t catch an announcement, they can navigate via signs.

Staff Training and Communication Support

The human element – your staff and volunteers – plays a huge role in an inclusive attendee experience. A well-trained team can make Deaf guests feel welcome and safe:
– Awareness Training: Before the festival, train your staff and volunteers on disability awareness, including Deaf and hard-of-hearing attendees’ needs. This training should cover basic Deaf etiquette: for example, how to get someone’s attention politely (waving or a light tap on the shoulder, never grabbing), facing a person while speaking so they can lip-read, and understanding that not all Deaf people can lip-read or speak. Encourage staff to use gestures, write notes, or use phone text to communicate if needed.
– Basic Sign Language: Teaching a few key signs or phrases can go a long way. Simple greetings like “hello” and “thank you” in sign language, as well as important signs like “help” or “follow me”, can make interactions smoother. Some festivals have brought in Deaf trainers to teach basic sign language courtesies to crew members (www.ticketfairy.com). Even if staff are nervous about signing, knowing the alphabet or simple signs shows effort and breaks down communication barriers.
– Dedicated Accessibility Team: Identify staff or volunteers who will specifically handle accessibility services. For example, have an “Access Coordinator” who is the go-to for any accommodation needs. This person or team can ensure interpreters are where they need to be, caption screens are functioning, and assistive devices are stocked. They can also be on call for any issues Deaf attendees have. Equipping some of these team members with tablets or radios to call an interpreter or pull up a translation app can be helpful for ad-hoc communication.
– Visual Communication Tools: Equip information desks and first aid stations with tools to assist Deaf visitors. This might include pen and paper, or a dry-erase board to write quick messages. Some festivals use technology like on-demand video interpreting – for instance, an iPad at the info booth that can connect via video to a live interpreter for complex conversations. Additionally, ensure emergency messaging (like weather alerts or security announcements) is not just broadcast over speakers – use text messages, push notifications in your festival app, digital signage, and even staff runners to spread the word in person to Deaf attendees.
– Sign-Language-Savvy Staff: If possible, hire a few staff or contractors who are fluent in sign language to work in key areas (entrances, info centers, medical tents). Having someone who can directly communicate with a Deaf person in their native language is gold-standard service. At the huge Rock in Rio festival in Brazil, the customer service and medical teams included staff fluent in sign language to assist Deaf guests (www.ticketfairy.com) – a thoughtful touch that can really put attendees at ease.

Engaging the Deaf Community and Building Awareness

Inclusivity works best when you involve the community you’re trying to include. Festival producers can learn a lot by engaging with Deaf and hard-of-hearing individuals:
– Consultation and Feedback: During planning, reach out to local Deaf advocacy groups or past Deaf attendees for input. They might offer insights you haven’t considered – like the best place to locate an interpreter relative to lighting, or which popular regional sign language dialect most attendees use. Some festivals form accessibility advisory committees that include people with disabilities (including Deaf members) to continually improve.
– Partnerships: Partner with organizations that support the Deaf community. For example, you could collaborate with a national association for the deaf or a sign language interpreting agency. These partners can help promote your festival’s Deaf-friendly features to their members, expanding your reach. They can also assist in recruiting qualified interpreters. In Canada, when one music festival struggled to find an interpreter last-minute, advocates suggested reaching out to interpreter agencies and the local Deaf association for help (www.cbc.ca) – relationships with such groups established early on can prevent crises.
– Marketing and Outreach: Advertise your accessibility features prominently. If your festival has sign language interpreters or captioned performances, let people know in advance. This can be through your website’s accessibility info page, social media posts, and event flyers. Use inclusive language and maybe even a video message in sign language to announce these features. Deaf attendees will take note, and you’ll likely see increased interest and ticket purchases when they know they’ll be accommodated. Also, ensure your online content (like promotional videos) has captions – this not only reaches Deaf viewers but also the huge segment of people who watch videos on mute.
– Deaf Talent and Programming: Consider booking Deaf and hard-of-hearing talent as part of your lineup or programming. This could be a Deaf musician, a dance troupe that incorporates sign language, or a speaker from the Deaf community. By doing so, you’re not only providing role models and interest for Deaf attendees, but also educating hearing audiences. For instance, a Deaf rapper performing in sign language (with the music’s bass pumping) can wow the crowd and generate conversation about accessibility. Including sign language interpreters in marketing visuals or highlighting them in recap videos also normalizes their presence as part of the show.

Community engagement has another benefit: it shows that your festival isn’t doing accessibility as an afterthought or token gesture. You’re actively welcoming Deaf culture into your event. This fosters a sense of belonging. Deaf attendees who see genuine effort and representation are likely to become loyal fans and ambassadors for your festival.

Success Stories: Festivals Leading the Way

Around the world, an increasing number of festivals are proving that Deaf-friendly initiatives are entirely achievable – and successful:
– Rock in Rio (Brazil): One of the world’s largest music festivals (hundreds of thousands of attendees) made headlines by incorporating live Brazilian Sign Language interpreters on their massive video screens during performances (www.ticketfairy.com). From anywhere in the crowd, Deaf fans could look up and see songs being signed in real-time. Rock in Rio also added captions for on-stage speeches and safety announcements (www.ticketfairy.com). The response was overwhelmingly positive – Deaf visitors traveled from across Brazil to attend, and hearing attendees said the expressive interpreters enriched the show for everyone. By going above and beyond (spurred in part by Brazil’s progressive inclusion laws), Rock in Rio set a new bar for mega-festivals.
– Cooltural Fest (Spain): This relatively young 15,000-capacity festival in Almería has baked accessibility into its DNA. For Deaf inclusion, they provide sign language interpreters on every stage, open captioning of lyrics and dialogue on big screens, hearing loops in multiple areas, and even vibrating backpacks to feel the music (www.ticketfairy.com) (www.ticketfairy.com). They also ensure staff are trained in basic sign language and have a video service for Deaf attendees to get info in sign language (www.ticketfairy.com). Cooltural’s efforts have earned it a reputation as one of Europe’s most inclusive festivals – attracting not just Deaf attendees, but also disability rights advocates who praise its comprehensive approach.
– Bonnaroo (USA): Bonnaroo has long been lauded for accessibility. Deaf and hard-of-hearing guests at Bonnaroo enjoy top-notch services: professional ASL interpreters on major stages, reserved viewing platforms near the front (with clear views of interpreters), and readily available assistive listening devices (deafwebsites.com). The festival’s Access Program also invites attendees to request specific accommodations in advance, ensuring individual needs are met. This proactive approach has built a loyal community of Deaf festival-goers who return annually.
– Edinburgh International Festival & Fringe (UK): Not just music festivals are stepping up – arts festivals are too. Edinburgh’s summer festivals (including the Fringe, the world’s largest arts festival) offer dozens of BSL-interpreted theater shows, captioned performances, and even “relaxed” performances that cater to those with sensory sensitivities (deafwebsites.com). By clearly indicating which shows have sign interpretation or open captions in their programs, they empower Deaf attendees to plan their schedules. The result is more Deaf arts enthusiasts flocking to Edinburgh each year, knowing they’ll find plenty to enjoy.
– True Colors Festival (International): True Colors is a global touring festival that celebrates disability arts and inclusivity, with editions in countries like Singapore and Japan. Its model demonstrates what full inclusion can look like – from sign language in multiple languages at all events, to creative use of technology like captioning apps, to featuring Deaf performers center stage. While a specialized event, it provides a blueprint that mainstream festivals can borrow from.

And there are many more examples. The key takeaway from these trailblazers is that accommodating Deaf and hard-of-hearing audiences is entirely feasible, regardless of a festival’s size or budget. It starts with a commitment to inclusivity and leads to practical steps that make a real difference.

Overcoming Challenges and Common Pitfalls

Making a festival Deaf-friendly does come with challenges. Here are some hurdles and how to handle them:
– Finding Qualified Interpreters: There’s growing demand for sign language interpreters at events, and they can be in short supply during peak festival season. To avoid scrambling, contact interpreter agencies and book your festival interpreters well in advance (several months if possible). Work with agencies that specialize in performance interpreting – they’ll understand the unique demands of concerts. If you’re in a region with multiple sign languages (e.g., bilingual countries or international audiences), you may need interpreters for each. Planning ahead ensures you’re not in the position of a festival that scrambles a week before the event and comes up empty-handed (www.cbc.ca).
– Budget Constraints: Hiring interpreters or captioners and renting tech (screens, loops, devices) does cost money. However, consider it an investment in audience expansion and compliance. If budget is tight, start small: perhaps interpreters only for the main stage, or captioning only for spoken-word sessions at first. You can also seek sponsorships or grants for accessibility – many companies are happy to support inclusion initiatives. The goodwill and potential ticket revenue from Deaf attendees can offset these costs. Additionally, technology is getting cheaper (for instance, some smartphone apps can provide basic captioning at low cost as a stopgap).
– Awareness and Utilization: Sometimes festivals put services in place but attendees don’t know about them, so they go underused. Promote your Deaf-friendly measures clearly. Have an Accessibility Information page online well ahead of the event detailing how to request an interpreter or where captions will be available. On-site, make sure your info booth staff proactively mention the services to anyone who appears to need them. Use symbols (e.g., an ear icon or hands signing icon) in your festival map legend to mark facilities like hearing loops or interpreter stations. The more visible these services are, the more they’ll be utilized.
– Integration with Artists and Schedules: Incorporating interpretation and captioning might require coordination with performers. Artists should be informed that an interpreter will be on stage with them (almost all are very supportive, and some might even interact with the interpreter for fun!). For captioning lyrics, you may need lyric approvals or scripts from spoken word performers. Build these conversations into your artist advance process. It’s also wise to schedule small buffer windows between sets or talks, if possible, to allow interpreters or caption tech to get set up. If something runs overtime, ensure backup plans for interpreter handover or captioning continuation are in place.
– Maintaining Quality: A poorly executed access service can be almost as frustrating as none at all. Imagine captions that lag far behind, or an interpreter who isn’t skilled in musical interpretation. To maintain quality, vet your service providers. Request interpreters who have concert or festival experience. For captioning, do a test run with the equipment and maybe a soundcheck line from a performer to fine-tune accuracy. Have a plan for interpreter breaks, and if possible, rotate teams for long events (just as you’d rotate security or medical staff on long shifts).

By anticipating these challenges, festival organisers can navigate them smoothly. Many events have learned through trial and error – you don’t have to reinvent the wheel. There’s a growing community of practice in festival accessibility, so don’t hesitate to reach out to other producers who have done Deaf inclusion for advice and tips.

Key Takeaways for Deaf-Friendly Festivals

Making a festival Deaf-friendly is a journey, but it yields incredible rewards. Here are the key points to remember:

• Plan Accessibility Early: Integrate sign language interpretation, captioning, and assistive tech into your festival planning from day one. It’s much easier than adding it last minute.
• Hire the Right People: Use qualified, experienced interpreters and captioners who can handle the festival environment. Meet with them in advance to coordinate placement, setlists, and schedules.
• Multiple Communication Modes: Provide information through sign language, text, and sound. What’s spoken aloud should also be signed or captioned. Redundancy ensures no one misses out.
• Design with Sightlines in Mind: Arrange stages, screens, and viewing areas so Deaf and hard-of-hearing attendees can always see the performance, the interpreter, and any caption screens clearly.
• Leverage Technology: Embrace assistive listening devices, hearing loops, vibration wearables, and festival apps to deliver audio and rhythm in alternative ways. These solutions can profoundly enhance the experience.
• Train Your Team: Educate staff and volunteers on Deaf inclusion and basic sign communication. A friendly, informed staff can resolve small issues before they become big problems.
• Promote and Communicate: Let the world know about your accessibility features. Outreach to the Deaf community and clear information on-site will ensure your inclusive services are actually used and appreciated.
• Be Adaptive and Open: Gather feedback during and after the event. Continually improve your accessibility offerings. Even small tweaks (better lighting on an interpreter, or an extra caption screen) can make a huge difference.
• Celebrate Inclusion: Finally, embrace the fact that an inclusive festival is a richer festival. When Deaf and hard-of-hearing fans can dance, laugh, and cheer along with everyone else, the whole event feels more magical. You’re not only complying with laws and reaching a wider audience – you’re demonstrating the true spirit of live events: bringing people together.

By looking beyond sound and investing in Deaf-friendly practices, festival producers create events where everyone in the crowd can share the excitement, the goosebumps, and the memories. That’s the kind of experience attendees will remember for a lifetime – and keep coming back for, year after year.