Seasonality in the events industry: A case study of two event venues in Amsterdam

Abstract

This study aims to expand academic understanding of seasonality by establishing if previous scholarly work on the subject is also applicable to the novel context of the urban event industry. A mixed-method approach combining qualitative and quantitative research was applied, collecting details from two event venues in the centre of Amsterdam and expert insight from the Amsterdam Convention Bureau. Findings reveal that certain aspects, such as fluctuating revenue and event distribution, national and school holidays, and seasonal pricing and marketing strategies are also relevant in the urban event industry context, although the specific composition differs per organisation. Overall, the study offers useful insights and provides a foundation for further research on seasonality in the urban event sector.