Festivals and outdoor events: unlocking landowner opportunities in a changing market

A Shifting Landscape

Industry revenue reached £4.8 billion in 2024-25, reflecting a compound annual growth rate of 5.7% over the past five years as on-site services such as food, drink and wellness offerings have expanded.¹

While the total number of music festivals has stabilised at around 592 – down from the pre-pandemic peak of 800–900 – the market remains vibrant.²  Audiences are increasingly drawn to immersive, high-quality experiences, and independent festivals are leading the charge with niche programming, sustainability initiatives and creative site use.

However, viability is a growing concern for promoters. Rising costs across infrastructure, energy, artist fees and insurance are squeezing margins, prompting organisers to seek more flexible, collaborative arrangements with landowners. This presents a timely opportunity for landowners with suitable sites to engage with the sector – provided negotiations are approached strategically.

Martyn’s Law: A New Security Standard

The Terrorism (Protection of Premises) Act 2025 – commonly known as Martyn’s Law – came into force in April (with a 24-month implementation period) and introduces a “protect duty” for certain premises and events. Promoters will need to implement proportionate security measures, as defined by the new law. For landowners, this will mean ensuring that any event hosted on their property complies with the law and that responsibilities are clearly defined in contractual agreements.

Key considerations

From our experience of working with festival and event operators, here are our 10 key considerations to bear in mind when negotiating with promoters:

• Ownership and constraints: do you own the land/do you need to get permission from other owners or occupiers of the land such as tenants?
• Access and Logistics: do you own the access routes? Are there conditions over the access routes? Do you have suitable land for parking? Is the local road network capable of coping with increased traffic volumes? How will you protect existing operations such as farming and conservation projects?
• Security and Compliance: ensure the promoter’s plans meet Martyn’s Law requirements. Review risk assessments, stewarding plans and emergency procedures.
• Impact on Existing Enterprises: consider crop cycles, grazing schedules or other land uses. Negotiate reinstatement obligations and post-event remediation standards.
• Neighbour Relations: establish noise curfews, road-closure notifications and community liaison protocols to maintain goodwill.
• Environmental Management: this requires robust waste and recycling plans, water-use restrictions and carbon-offset contributions. Many festivals now lead on sustainability – landowners should expect and encourage this.
• Insurance: ensure the promoter has adequate insurance cover and notify your own insurance provider to ensure you are permitted to allow such a use on your land. 
• Compliance with national and local legislation: ensure the promoter is responsible for applying for and complying with all necessary licencing. Request copies of all licences that are granted. 
• Heads of Terms Essentials: define the licence term, event dates, cancellation rights, deposit, indemnities, insurance, utilities, access and reinstatement standards.
• Fee Structures: explore fixed fees, attendance-based uplifts, turnover-linked rents or profit-share models. Agree payment schedules and reconciliation mechanisms.

Practical Advice for Landowners

Start with a clear internal brief: outline your land’s operational constraints, environmental sensitivities and long-term plans. Request draft heads of terms early and engage experienced advisors to support you in negotiation. Build in review points such as mid-event inspections and post-event debriefs to ensure accountability.

With consumer demand strong but promoter margins tight, flexibility and clarity are key. Landowners who offer well-managed, distinctive sites and negotiate with foresight will be best placed to benefit.

Conclusion

The UK’s festivals and outdoor events market offers compelling opportunities for landowners – especially those who understand the sector’s shifting dynamics. By addressing security obligations under Martyn’s Law, planning for access and environmental impact, and structuring robust commercial agreements, you can forge partnerships that are both profitable and sustainable.

Further information

Contact Adam Davies or Simon Foster

¹ https://www.ibisworld.com/united-kingdom/industry/festivals/14671/ 

² https://www.aiforg.com/forecast2025