Experience has shown that there is a regular pattern which event organisers follow when hosting events.

Trends indicate that most event organisers target the end od the month end, a development which means the three weekends within the month are generally dry periods for entertainment events.

Daliwonga performing at an event | Nation

In an interview yesterday, Mingoli Bash creative director Shadreck Kalukusha said soon after the official government pay day on the 24 of every month until the first day of the next month is a window which is more attractive when planning for event.

He said: “Sometimes people take the risk of booking outside that window, but the truth is that sales surge as we get closer to the month end and decrease as we get closer to the mid-month.”

Kalukusha noted that most Malawians do not have finances to take them, a development that forces them to sustain themselves through borrowing.

Classic Events Management director Edson Kawalala said they mostly consider audience for a particular event and examine it.

He said: “Most of our events are concentrated in the urban areas where most of the population get their income at the end of the month.”

Entertainers Promotions director Tonderai Banda said Malawi continues to face economic challenges and by scheduling events around payday, organisers increase chances of higher ticket sales, better attendance and stronger spending on food, beverages and merchandise.

However, he said although this is a common practice, it has its drawbacks as event promoters scramble for the same audience, sponsors and a scenario where the promotion market space ends up being saturated.

“When the industry concentrates activities within one week, it create long periods with limited entertainment options. This does not only affect audiences seeking recreation, but also artists, vendors, service providers and venue operators who depend on regular events for income,” he said.

Impakt Events Management lead coordinator Yamikani Chinguwo said although most events are concentrated during the end of the month, it also depends on the type of event one wants to attend as there are also smaller events within the month.

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