Strategy: MetalDays Festival Case Study

MetalDays Festival, Slovenia (daily capacity, 12,000) found communicating the introduction of a plant-based menu to their diverse audience challenging. They found that, for their audience, subtler communication was the best route. When they had their first vegan food stand at the festival, the founders experienced a backlash and were accused of pushing their own beliefs onto the audience. Instead of reverting the change to plant-based food, they simply stopped explicitly advertising vegan options. “Now our communication is: ‘Look, here is food, here is a delicious burger. There is plenty of great and healthy food at the festival area; come and enjoy.’”

The case study is part of the Erasmus+ project FUTURE FESTIVAL TOOLS, in which YOUROPE together with a team of partners from all over Europe developed GREEN FESTIVAL STORIES – A COLLECTION OF INSPIRING EXAMPLES FROM ACROSS EUROPE. This guide shows you great cases in sustainable festival development within six focus areas:

Energy
Materials & Waste
Food & Drink
Water
Tarvel & Transport
Strategy

Metaldays Festival Case Study Download

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