Remaking the Festival Business Model During a Pandemic

Abstract

During the 2020 coronavirus pandemic mass gatherings were prohibited across Canada. Festival organizations were faced with a challenge not seen in modern times. How festival business models changed course as a result of pandemic restrictions was explored with in-depth interviews. Senior festival organizers of festivals from across Canada were invited to participate in this qualitative study and share their experiences. In total, 25 participants described how they were moving forward in light of the pandemic. Findings revealed that festivals' business models were changing to focus on organizational sustainability, innovation, relationships, and adaptation. Factors influencing these changes were explored.