Case study · Lago Lago
Lago Lago used to run visitor contact across four channels with a rotating duty team. During a code-red heatwave, an Innercrowd AI agent on one WhatsApp number took the inbox off their plate.
509
conversations across three festival days
4 → 1
inbound channels consolidated
93%
substantive response from the agent
In the words of Lago Lago
On advice for other organisers
“It’s a powerful tool. Get your camping production in there with their own inbox, and train your internal communication to work with it properly.”
Rob Simon
Lago Lago
The festival
Lago Lago is a three-day festival on the water at Stroombroek in Braamt, organised by Chasing the Hihat. A lake, a campsite, a bungalow park, glamping, group pitches and camper fields, with a village of neighbours on the other side of the fence.
People do not visit Lago Lago, they live there for three days. That makes visitor contact an operational channel rather than a ticket helpdesk, running 24 hours a day across the entire terrain. Running an operation this big takes time and energy the organisation does not have during the show.
The challenge
Running a weekend festival with an on-site campsite means handling a huge volume of visitor questions before, during and after the event. The challenge isn’t just the number of questions, it’s that they come in through multiple channels at once: email, Instagram and Facebook DMs, WhatsApp and text messages. Answering them often falls to team members whose primary responsibilities lie elsewhere.
During the day, staff have to balance customer support with on-site operations, while at night the workload shifts to the central operations team, which is often already stretched thin. Response times could reach up to two hours during peak moments, creating frustration for visitors and additional pressure on the team.
Then, just before the festival, Lago Lago faced an even bigger test: an extreme heatwave. Overnight, visitor enquiries surged as attendees sought updates, practical information and reassurance.
The approach
Lago Lago consolidated first, then automated. Email and Meta went on out-of-office for the festival period with the WhatsApp number in the auto-reply, so everything that used to spread across four channels arrived in one place. A rotating duty roster across four channels cannot be automated. One channel with one knowledge base can.
The agent started from material Lago Lago already had: an extensive FAQ, a detailed final info mail and separate info mails per accommodation type. Anything it could not close went straight to the team that could act on it: Camping, Festival, Social Safety, Management and a dedicated inbox for neighbours and noise complaints.
Teams could add answers to the knowledge base themselves during the weekend, so the agent got smarter while the festival ran. When it was unsure, it offered a person rather than guessing.
In the words of Lago Lago
“Every extra person a message passes through adds misunderstandings and delay. That’s what you want to cut out.”
Rob Simon
Lago Lago
Inside the conversation
One WhatsApp number answers first and hands over only what it cannot close, already briefed.
01
Visitors get the festival’s WhatsApp number the moment their ticket is scanned.
02
The agent resolves the FAQ questions itself, from opening times to the 4-litre rule.
03
Campo and pitch number are asked before anything reaches the Camping team.
Strategy and results
The agent ran from Friday to Sunday across a sold-out edition and a code-red heatwave, with a couple of interns covering the inbox behind it.
93%
substantive response from the agent
270 conversations closed without reaching a team inbox. Opening times, entrances, what you may bring, where to find drinking water, how the 4-litre rule works: answered, closed, done. Lago Lago didn’t get a smaller customer service operation. It didn’t have to run one during the weekend at all.
160
handovers, pre-routed and pre-briefed
In 2025, a power failure travelled through the central post and came back hours later. This year it landed in the Camping inbox with campo and pitch number already in the message. Power was the largest theme at 26% of everything that reached a team; with heat, water and the gas ban, 42% of all handovers.
88%
of handovers now written down
All 160 handovers were clustered into 41 FAQ items covering 141 of them. The gaps showed too: night quiet hours, power capacity per pitch and pitch dimensions had never been written down. With those documented, 2027 projects at roughly 86% fully autonomous plus 10% structured handover.
In the words of Lago Lago
“The knowledge base is what you put into it. We learned a lot this year about what needs to go in beforehand.”
Rob Simon
Lago Lago
The takeaway
If your event has a campsite, visitor contact is not a marketing task that happens to peak during the show. It runs 24 hours a day, produces incident reports as well as questions, and competes for exactly the people you need on site when something goes wrong.
Lago Lago got three things right. They brought four scattered channels into one before automating anything. They fed the agent the knowledge they already had and let their teams keep feeding it live. And they routed what it could not close to the team that could act, instead of to a desk that would have to ask around.
The result was not that visitors got fewer human answers. It was that the humans were free for the weekend they actually had: 42 degrees, a gas ban and a power grid under strain. Most events already have the questions coming in. What they lack is one place to answer them from.
In the words of Lago Lago
“If we’d had to do this with people again this year, it would have been very tough. I don’t think we’d have managed it.”
Rob Simon
Lago Lago
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