Why experience, energy, and video now drive event attendance
Iāve spent some time thinking about why people choose to attend certain events and ignore others. On the surface, itās easy to assume content is the main driver whoās speaking, whatās on the agenda, or what value people will get. But the more events Iāve attended and observed, the more Iāve realised that something else plays an equally important role: how the event feels.
GatePass, in many ways, is our response to this realisation. I often describe it as the TikTok for modern-day events, and that comparison usually raises eyebrows. What I mean by that is simple: a significant part of event attendance is influenced by atmosphere and energy how an event is perceived before it even happens. People are naturally drawn to experiences that feel alive, engaging, and worth their time. This isnāt just a hunch; there are articles and studies that support this behaviour.
People donāt attend events purely for content. They attend for the experience that surrounds it.
Why Video Matters
Video makes that experience visible. It allows potential attendees to get a sense of what theyāre signing up for, reducing uncertainty and making the decision to attend feel easier and more exciting.
In a short span sometimes just 30 to 60 seconds a well-captured event video can communicate things that paragraphs of text simply canāt, such as:
- the overall vibe of the event
- the type of audience that shows up
- the energy in the room
- the quality of previous editions
These were exactly the ideas we had in mind when we started building GatePass.
What We Set Out to Do
At its core, we set out to do three simple things:
- Curate better user experiences
- Help organisers drive event attendance and sign-ups, which eventually lead to sales
- Do all of this at a price that feels reasonable and accessible
The Problem with Traditional Event Promotion
Most event promotion today still leans heavily on static posters, long captions, and text-heavy descriptions. While these formats serve a purpose, they often fall short of answering the most important question on a potential attendeeās mind:
What will this event actually feel like?
A poster can tell you whatās happening. A flyer can tell you when and where. But neither can convincingly communicate atmosphere, energy, or the dynamics of a crowd. When that gap exists, people hesitate. They postpone decisions or simply move on to something else.
The GatePass Approach
GatePass was built around the idea that event discovery should be experience-first, not information-first. Instead of asking people to imagine what an event might be like, we show them.
Short-form video gives organisers the ability to capture real moments laughter, applause, movement, interaction and present them in a way that feels honest and immediate. This aligns naturally with how people already consume content today, especially on platforms like TikTok and Instagram.
In that sense, GatePass doesnāt try to create a new behaviour. It simply fits into one that already exists.
Why Video-First Works
Video removes friction from decision-making. When someone can quickly see:
- the kind of crowd an event attracts
- the energy in the room
- how previous editions unfolded
the decision to attend no longer feels like a gamble.
For organisers, this means attracting people who genuinely resonate with the event. For attendees, it reduces the chances of unmet expectations.
Looking Ahead
As attention spans continue to shrink and competition for peopleās time increases, events that rely solely on static promotion will find it harder to stand out. The future of event discovery feels increasingly visual, dynamic, and experience-led.
GatePass exists to support that shift helping organisers tell their story more clearly and allowing attendees to choose experiences that truly resonate with them.
Events, after all, are no longer just about content. Theyāre about connection, energy, and shared moments. GatePass is our attempt to bring those moments forward before the event even begins.