Now more than ever, people attend events for the rich social experience that comes with them. After enduring lockdowns during the height of COVID-19, audiences have been flocking back to concerts, festivals, and expos in record numbers. In fact, 2023 saw 145 million people attend Live Nation events, far surpassing the 98 million in 2019, according to reports on record-breaking ticket sales and attendance. This resurgence underscores a simple truth: attendees crave interactive experiences and genuine human connection at live events. As an event organizer, you’re in the business of crafting environments where people can engage with one another, enjoy a unique atmosphere, and build new relationships as much as they enjoy the entertainment itself.
Yet while your events might promise unforgettable moments, those moments are often fleeting. Memories fade, and once the lights come on, the experience can quickly become just that – a memory. Your goal is to deliver more than a show that attendees watch passively; you want to immerse them in an interactive community that endures beyond the final act. Modern event technology is making this possible. By leveraging live chat and real-time communication tools, you can transform your venue into a connected space where every attendee is actively engaged – not just with the performances, but with the people and environment around them. These technologies bridge gaps between strangers, turn crowds into communities, and ensure your event’s impact lingers long after everyone heads home.
The benefits of live communication during events
As mentioned, implementing live communication features can elevate your attendees’ experience and ultimately boost your event’s success and brand loyalty. In today’s event landscape, 64% of attendees prioritize immersive, interactive experiences, and 85% say they’re more likely to recommend events that provide excellent real-time support and communication, as statistics on immersive interactive experiences indicate. Live chat and similar tools deliver on both fronts. If you’re not convinced yet, consider these key benefits of adding live chat and communication channels at your events:
1. Instantly communicate important information to attendees
Live communication channels let you reach your attendees in the moment with critical updates. At live events, schedules can shift or issues can arise with zero notice – from sudden weather changes to a last-minute stage switch or safety concern. Having a direct line to attendees means you can broadcast timely announcements and keep everyone informed before confusion spreads. For example, if a thunderstorm forces a schedule change, an in-app push notification or message can instantly alert the crowd about updated set times and shelter instructions. Many organizers are embracing messaging apps for this purpose; some destination festivals even set up official WhatsApp groups to push urgent alerts, utilizing festival chatbots and virtual assistants to achieve open rates near 98%. This kind of immediate outreach isn’t just a convenience – it’s a safety imperative. Investigators of the 2021 Astroworld tragedy noted that poor communication channels contributed to dangerous confusion during the emergency, highlighting how communication failures necessitate backup plans. The lesson is clear: whether it’s directing guests to less-crowded entry points or sharing emergency instructions, real-time updates ensure attendees feel looked after and help your event run smoothly.
From an operational standpoint, a live communication tool also creates a two-way street for customer service. You can dispatch reminders (“The next show starts in 5 minutes on the Main Stage”), share on-the-fly tips (“Water stations have been restocked near Gate 2”), or alert everyone to unexpected changes. With modern event apps and RFID-enabled systems, this is easier than ever – you can send a push notification to all attendees or targeted groups in seconds. The ability to reach everyone at once with accurate information builds trust and keeps your audience calm and happy, even when surprises happen. Your attendees will appreciate being “in the know,” and your staff will appreciate how much simpler crowd management becomes when the message gets out universally.
2. Give attendees a direct line to event staff and support
The flip side of broadcasting info is listening to your attendees. Empowering event-goers to communicate with you (the organizers and staff) is an often-undervalued feature that can dramatically improve the event experience. At any large gathering, things can happen in the crowd that staff aren’t immediately aware of – a spilled drink causing a slip hazard, an unruly guest, or a medical issue. If attendees have no way to report these, a minor problem could escalate before staff find out. By providing a live chat or dedicated support channel (through your event app or even via text), you give the crowd an instant “help button” to reach staff when needed. This two-way communication can stop issues from snowballing. For instance, a concert attendee who feels unwell can message medical staff right away, or a festival-goer can quickly report that a fence section has come loose, allowing crew to respond immediately.
Attendees today expect instant answers and support at their fingertips. Instead of searching for an info booth or waiting in long lines for help, they prefer to send a quick message and get a prompt response. By meeting this expectation, you show that your event truly cares about its guests. It also builds a stronger relationship between you and the audience – people feel heard when they can easily reach out and get help. Many forward-thinking events are using AI chatbots and virtual assistants alongside human staff to handle these inquiries. A basic chatbot integrated into your live chat can answer common questions (“Where are the restrooms?”) 24/7, relieving pressure on your team. In fact, deploying chatbots for FAQs has been shown to cut down the volume of calls and emails by up to 70%, enhancing attendee support information and freeing staff to focus on on-site operations and complex requests. The goal isn’t to replace human interaction, but to filter the routine queries so staff can be more responsive where it truly counts. Whether through AI or a human support team, giving attendees a direct line of communication fosters trust, helps resolve concerns swiftly, and can even prevent emergencies by catching them early.
3. Keep attendees engaged and interacting with each other
The social interaction at an event is often what makes it truly unforgettable. Live chat features enable your attendees to connect not just with your event content but with each other, turning passive spectators into active community members. When people can share their thoughts, excitement, and feedback in real time, it creates a buzz and camaraderie that amplifies the overall atmosphere. Imagine attendees posting messages or photos in a festival’s official app chat – they might comment on the DJ’s amazing set, ask who’s up next, or hype each other up for the headliner. Suddenly, everyone is part of a shared conversation, whether they came with a group of friends or alone. This kind of environment helps strangers bond over mutual interests; the person dancing next to you isn’t just a random face in the crowd when you’ve been swapping reactions via the event chat all evening.
Providing a platform for attendee interaction also leverages a bit of psychology: people enjoy an experience more when they can actively participate in it. By “crowd-sourcing” the fun – letting attendees drop song requests, vote in live polls, share selfies, or give shout-outs – you deepen their emotional investment in the event. They’re no longer just watching a show, they’re part of it. For example, many gaming and e-sports events have robust live chats where the audience (both in-person and streaming from home) banter about the gameplay and cheer on competitors. Even at music festivals, organizers have started integrating social features; some festival apps now include an activity feed or message board where fans at the venue can swap tips (“Meet at the food truck by Stage B after the set!”) and highlight their favorite moments. The more your attendees engage with each other through these channels, the more vibrant and memorable the event becomes. Attendees who form new friendships or inside jokes via event chat are likely to associate positive memories with your brand – and as a bonus, they’re more likely to come back next time, since they’ll want to reunite with the mini-community they found at your event.
Pro Tip: If you plan to use mobile apps or live chat features, make sure your venue’s connectivity is up to the task. In today’s festival and event landscape, reliable internet on-site is as essential as power and water, so ensuring festival connectivity for crew and fans is vital. Work with your venue or a tech provider to set up dedicated Wi-Fi networks or cellular boosters for attendees. By segmenting networks for staff and public use, you can prevent a flood of attendee social media uploads from clogging the bandwidth needed for critical communications. Ensuring everyone can get online and use the event app means your live chat and real-time updates will reach people when it matters most.
Warning: While adding live chat and interactive tech is fantastic, never rely on digital channels as your sole means of communication. Not every attendee will have the app open at all times, and technical issues (like an overloaded cell network) can occur in big crowds, which is why having festival communication backup plans is crucial. Always have backup ways to get the word out – like public address announcements, on-screen messages, or staff with megaphones – for urgent situations. A multi-channel communication plan ensures that if one system fails, your attendees still stay informed and safe.
Take advantage of event technology to enable live chats at live events
Fortunately for organizers, there’s an ever-expanding toolbox of event technology designed to facilitate real-time communication and interaction. These tools are no longer limited to virtual conferences or hybrid events – in-person events are also embracing tech that connects attendees on-site. Below are three popular technologies and approaches you can leverage to implement live chat or interactive communication during your live events:
Live streaming platforms with integrated chat
Live streaming isn’t just for fully virtual events – many in-person events now broadcast parts of their programming online to reach a wider audience. Whether you’re running a hybrid conference or simply streaming a concert to remote fans, streaming platforms allow viewers to watch the action in real time. Importantly, most live streaming services (from YouTube and Twitch to specialized event platforms) include live chat features that enable virtual attendees to communicate with each other – and sometimes with people on-site. This means even if someone isn’t physically at the venue, they can still be part of the communal experience. A fan watching a festival set from home can cheer and chat with thousands of others online, sharing in the collective excitement. This interaction greatly boosts engagement: viewers who actively participate via chat feel more connected to the event than those who just lean back and watch silently.
For your events, consider using a streaming service or event platform that merges your audiences. For example, if you host a panel at a convention, you might stream it to remote ticket-holders and have an on-screen feed of audience comments or questions from the live chat. Some event software even lets moderators pick questions from the online chat to pose to speakers on stage, blurring the line between the virtual and in-person audiences. Major music festivals have embraced this synergy as well – Coachella, for instance, streams performances globally and the live chat on the side of the broadcast becomes a massive digital viewing party, with fans around the world reacting together in real time. By integrating live streaming and chat, you ensure that remote participants feel the same energy and have a chance to interact, creating a unified experience. And for your in-venue attendees, knowing they’re part of something that extends far beyond the festival grounds (with potentially hundreds of thousands tuning in online) can add to the excitement and sense of scale.
Augmented reality (AR) and virtual reality (VR) experiences
Augmented reality and virtual reality technologies are making a splash in the events world by offering novel interactive experiences. AR overlays digital content onto the real world, usually through smartphone cameras or AR glasses, while VR can transport attendees to entirely virtual spaces. Both can incorporate communication features that get people talking and interacting in new ways. For instance, AR can be used to create a venue-wide treasure hunt or interactive map – attendees might use their phones to scan QR codes or AR markers around the event to unlock hidden content or prizes. Along the way, a chat or leaderboard in the app could let participants share their progress (“I just found the secret artwork at the neon tunnel!”) and encourage a fun competition. This not only entertains attendees but also naturally sparks conversation among those taking part.
VR, on the other hand, is being explored in everything from trade shows to music events. Imagine a VR booth at a festival where fans put on headsets and find themselves backstage in a virtual environment, able to chat with a virtual avatar of the artist or with other fans in that space. In the gaming and e-sports realm, VR has been revolutionary – some tournaments now feature VR spectator modes, where remote viewers can strap on headsets and virtually “stand” in the arena, cheering and talking with fellow VR spectators as if they were physically there. Even when VR attendees are remote, they often have voice chat enabled, meaning they can converse with others in the virtual venue in real time. The takeaway for event organizers is that AR/VR can add a layer of interaction that feels novel and immersive. While not every event needs a high-tech VR experience, experimenting with these technologies – for example, offering an AR selfie filter or a VR highlights reel that attendees can experience after the show – can set your event apart. Just ensure any AR/VR element is user-friendly and complements your event’s theme, rather than being a gimmick. When done right, these tools can induce that “wow” factor and keep people engaged, talking, and sharing their experience with friends (both on-site and online).
Dedicated event apps and attendee chat channels
Perhaps the most accessible way to facilitate live communication at your event is through a dedicated event app or platform. These are custom mobile apps or web-based channels that attendees can join (often by scanning a QR code or downloading the app in advance). Inside the app, you can enable features like live chat, discussion forums, photo sharing, and direct messaging between attendees. Event apps have become increasingly standard – by 2024, around 83% of event organizers were using mobile event apps to manage attendee engagement, and 91% said an event app was crucial to their event’s success, according to data on top mobile event apps. In other words, your attendees likely expect an app or digital hub for your event, and they’re ready to use it.
The beauty of an event-specific app is that it creates a closed social network just for your attendees. People can jump into the general event chatroom, “like” and comment on updates, or even create subchats (for example, fans of a particular sub-genre of music at a festival might form a group chat within the app). You can encourage interaction by posing questions (“What opening song do you hope the headliner plays tonight?”), running live polls, or gamifying the experience (like rewarding participants who complete a profile and send a message with a small perk). Photo-sharing feeds let attendees post their best snapshots from the night, which not only engages others in real time but also generates user content that can amplify your event’s reach on social media if shared outward. From your end, an app also doubles as a channel to send announcements, offer interactive maps, and provide customer support as discussed earlier. During Australia’s Vivid Sydney 2024 light festival, for example, the official app allowed visitors to chat about their favorite light art installations and receive insider tips on less crowded exhibits – enhancing both social interaction and practical enjoyment of the event.
To get the most out of an event app, promote it before the event and show attendees why it’s worth using. Emphasize features like the chat and networking opportunities (“Meet other attendees, build your festival crew via the app!”). Once they’re on it, moderate the chat to keep things friendly and on-topic – perhaps assign a community manager or use built-in filters for spam. When the event is over, the conversation doesn’t necessarily have to end. Some events keep their app live year-round, morphing it into a community space where attendees can reminisce, share photos, and stay excited for the next edition. This continuous engagement turns one-time spectators into a loyal community – the kind of passionate fan base that every event organizer dreams of.
Create more than just a memory
The deep-rooted human desire to connect with others is at the heart of why live events exist. As an event organizer, you know your job isn’t just to stage performances or set up visual effects – it’s to cultivate moments of community and shared joy. By harnessing live chat and communication technologies, you’re able to facilitate those moments at scale, making each attendee feel like an integral part of the experience. It’s about turning a crowd of thousands into a network of friends, if only for one night. Industry veterans often stress that even in this age of high-tech innovation, the “human magic” of gathering together is what matters most – technology should enhance that magic, not replace it, proving that innovating without losing the festival soul is the ultimate goal. So when you introduce new communication tools, frame them as ways to amplify the human elements of your event. For instance, a live chat doesn’t replace the cheer of a crowd or a face-to-face conversation at the bar; it augments those experiences by helping people discover and interact with even more like-minded attendees.
Ultimately, an event where people felt engaged, heard, and connected is an event that will be remembered fondly. Attendees will carry the stories of “that festival where everyone was chatting like old friends on the app” or “the convention where the organizers responded to questions in seconds via live chat” – and they’ll share those stories with others. That kind of word-of-mouth is priceless. It builds your reputation as a trustworthy, audience-centric organizer and encourages fans to return year after year. By embracing live chats and real-time communication, you’re not just putting on a one-off show; you’re building a community and creating an experience that lives on in your attendees’ conversations, social media posts, and even future meetups that stem from connections made at your event. In an era where attention is fleeting, this approach ensures your events are more than just a fleeting memory – they become transformative, unforgettably positive experiences tied to your brand.
If you’re ever hosting a virtual event or planning a hybrid setup, do book a demo call to find out how you can create different ticketing slabs with Ticket Fairy’s event ticketing platform. Incorporating robust ticketing technology alongside live chat features can streamline your event and wow your audience with a seamless experience from start to finish.
19th May 2025