significant revenue, not just for organisers and performers, but for the

wider economy. They also play an important cultural role in bringing

communities together. Discovering how successful festivals work and ways

the experience can be improved - and with that profits - has become an

exercise for academic minds. Australian School of Business lecturer

Jenny (Jiyeon) Lee has been researching crowd loyalty and says that

building social and emotional ties through shared experiences is a key

factor. Festivals are applying modern event-design techniques to

positively influence an audience’s motivation, participation and

satisfaction. It's all about keeping the crowds coming back for more.