The Secret to Retaining Event Attendees? Build a Community...

Posted 8 months ago

When you think about a successful event, you think about a full dance floor, good vibes, and attendees who can’t wait for your next one. But getting people through the door is just half the battle. To grow your brand, you need those attendees to keep coming back—again and again. Here at Beatmatch, we work with thousands of event organizers, from DJs to hospitality groups, and we’ve crunched the data to understand what keeps people coming back. The answer? Community.

We’re not just throwing buzzwords around—we’ve seen it firsthand. Look at Andre Power’s Link Up, which has grown from a casual pastrami hangout at Johnny’s West Adam to a cultural mainstay in Los Angeles. Andre Power fostered this sense of community by bringing out special surprise guests like KAYTRANADA to build the initial hype for the event series. This element of surprise added a mystique that made the attendees who experienced it feel incredibly lucky. Similarly, No Nazar has transformed from a pop-up event into a tight-knit community of global music fans. By focusing on building a community, these organizers have turned casual attendees into loyal supporters—and brand advocates.

Why Attendee Retention is Key

Building a strong community is what makes attendees want to come back time and time again. When attendees feel like they belong, they’re more likely to return, advocate for your events, and bring their friends along. If you’re an event organizer, retaining attendees should be at the top of your list. Here’s why:

Attendees Become Brand Advocates: When attendees feel connected to your events, they talk about it. Word of mouth is one of the most powerful tools you can use—and it costs you nothing.
Reduced Promotion Costs: A loyal audience is easier (and cheaper) to reach. Without retention, it’s like trying to fill a bucket with holes—no matter how much you pour in, it keeps leaking out. But with strong retention, those holes are sealed, and your community becomes easier to reach. Instead of always relying on paid ads, your existing community will consistently show up and help you get the word out.
Stability to Launch Ambitious Projects: Want to expand your event? Start a festival? Loyal attendees create a foundation that allows you to take bigger risks and launch more ambitious projects with confidence.

How to Retain Attendees with Beatmatch

Now that we know why retention matters, let’s talk about the how. Beatmatch has the tools to help you nurture and grow your community:

Nurture Relationships Through Regular Engagement: Use Beatmatch’s posts feature to keep attendees in the loop. Whether you’re announcing a surprise guest or just posting a behind-the-scenes video, it’s crucial to engage your audience before you ask them to do something big—like buying a ticket or merch. Think of it like Gary Vaynerchuk’s ‘jab, jab, right hook’ strategy: provide value (jab) multiple times to build trust and keep your audience interested, then make a direct ask (right hook). In other words, engage (jab) multiple times to build trust and keep your audience interested, then ask them to buy tickets or merch (right hook). This ongoing engagement helps keep you top of mind and builds a sense of loyalty. Plus, Beatmatch gives you free unlimited SMS and email blasts—perfect for communicating with your audience and reminding them about upcoming events and drops. For example, sending a personalized SMS like 'Hey [Name], we’ve got something special for you—early access tickets to our next big event!’ can make your audience feel valued and excited to engage with your brand.

Reward Loyalty with Exclusive Perks: Everyone loves feeling special. Reward your most loyal attendees with exclusive perks like pre-sale access, ticket discounts, or merch drops. No Nazar demonstrated this perfectly with their No Nazar Exports 001 merch drop. They used a tiered approach, giving their newsletter subscribers the first chance to grab the new merch before anyone else. This strategy not only rewarded their most loyal followers but also created a sense of exclusivity and anticipation that drove excitement throughout their community. Beatmatch makes it easy to segment your audience and ensure your most dedicated fans feel the love.

Analyze and Adapt with Beatmatch Analytics: Understand what works and what doesn’t. With Beatmatch analytics, you can easily identify repeat attendees and learn about the demographics of your loyal audience. This data helps you tailor future events to what your core community wants.

Take the Next Step in Growing Your Community

Building a loyal community is the secret to creating unforgettable events—and Beatmatch is here to help you do just that. Getting started is easy, with intuitive tools that make launching your community a breeze. Ready to take your attendee retention to the next level? Launch your community today and start creating events that attendees want to come back to. The party’s just getting started.