What Building a Sold-Out Festival from Scratch Taught Me About Community

When I first started Plant Fest, it was just a seed of an idea, a celebration of indoor plants, community, and creativity. I never imagined it would become a sell-out event that people travelled across Aotearoa to attend. But looking back, it wasn’t just about the plants. It was about the people.

Building Something Bigger Than Myself

The first Plant Fest was small — just 500 attendees — but the energy in the room was electric. Vendors chatting with customers like old friends, plant lovers swapping care tips, kids marvelling at rare species they'd never seen before. It was clear that what we had created wasn’t just a market — it was a community.

That sense of connection was what kept people coming back. At our next event, 2,000 tickets sold overnight. Later, even under COVID restrictions, we sold 2,500 tickets in just two days. Plant Fest had become something bigger than I had ever dreamed — because it wasn’t just about transactions; it was about belonging.

Why Community-First Events Work

When you focus on community first, everything else falls into place. Vendors feel supported. Attendees feel seen and valued. People talk about it. They bring their friends. They feel part of something, and that feeling is what makes an event last in people’s memories.

We weren’t just selling plants — we were creating experiences: workshops, pop-up tattoo studios, discovery zones. Every touchpoint was designed to create joy, conversation, and connection.

Lessons I Carry Into Every Project

Plant Fest taught me lessons I carry into every event and campaign I work on today:

• Focus on the people first. Make them feel welcome, valued, and part of something bigger.

• Every detail matters. Even small touches (like free plant care workshops) help build loyalty.

• Listen to your audience. Their feedback is your roadmap for growth.

• Stay adaptable. Trends, weather, pandemics — things change. Community-first thinking helps you pivot without losing heart.

Building Plant Fest from scratch taught me that when you create with care, passion, and a focus on community, success isn’t just possible — it’s inevitable.

And honestly, it’s a lot more fun that way.