Festivals are rituals, not pop-ups

principle — attributed to Lee Brian Schrager

Continuity builds loyalty; movement erodes memory. The New York festival softened in years it chased venue economics across the city. Settling at the Seaport gave attendees a place to return to, and the response was immediate.

"Festivals, he learned, behave like rituals. People return to places as much as programs."

ritual, continuity