Follow Fox Events

What Follow Fox Events does

Follow Fox Events is an Irish immersive event management company founded in 2014 by Alan McGuirk and headquartered in Kildare, Ireland. The company operates a two-armed business model. The first arm is a direct-to-consumer portfolio of seasonal immersive experiences anchored by flagship IP including Wonderlights (a multi-sensory outdoor light-show trail expanded to three nationwide venues: Malahide Castle, Marlay Park, and Fota House Cork), Santa's House Express (a train journey to Santa's Manor at Palmerstown House Estate, established 2014, attracting 60,000+ guests annually), Summer Sessions boutique summer festivals at heritage venues, and seasonal/event products such as The Haunted Trail, Safari Quest (a self-drive mobile-app-driven experience), PAWmerstown At The Manor (a dog-friendly festival), and legacy COVID-era drive-in products. Technology supporting this arm includes dedicated mobile applications, LED-based projection and lighting rigs, digital ticketing systems, and large-scale set/prop construction. The second arm is a B2B festival bar services business providing alcohol licensing, staffing, site management, and turnkey EPOS systems to major Irish festivals and arenas including Electric Picnic, Longitude, Beyond The Pale, Malahide Castle Concerts, Marlay Park, Aviva Stadium, and RDS, serving over 950,000-1 million concert and event goers per year. Monetization is split between direct consumer ticket sales at unit prices ranging from single-digit euros (child tickets) to €60 per car (drive-in panto) and professional services contracts with festival promoters and corporates handling 50-5,000+ guests. The company is privately held, bootstrapped, and Ireland-only, with no disclosed external funding.

Name

Follow Fox Events

Legal name

MCG Entertainment VEMS

Website

https://followfoxevents.ie

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

51–100 employees

Short description

Follow Fox Events is an Ireland-based immersive event management company that operates seasonal family experiences (Wonderlights, Santa's House Express, Summer Sessions) and provides B2B festival bar services to major Irish festivals and venues serving over 1 million concert-goers annually.

Ownership category

akta.pro rank

Product category

Live Event Production and Immersive Experiences

NAICS

Amusement Parks and Arcades (7131), Amusement and Theme Parks (71311)

SIC

Services-Amusement & Recreation Services (7900), Services-Miscellaneous Amusement & Recreation (7990)

akta.pro primary industry

Seasonal & Holiday Events (Ticketed) (THAJAFAJ)

akta.pro secondary industries

Night Tours (Illuminations, Ghost & Legends) (THAJAAAH), Seasonal & Special-Event Parks (Halloween/Christmas, Pop-Up Experiences) (THAJAEAH)

Keywords

• Immersive event production
• Seasonal family attractions
• Festival bar services
• Corporate event management
• Live experience design

Headquarters

HQ city

Kildare

HQ country

Ireland

HQ region

Europe

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Supply Chain, Infrastructure

Revenue model

1. Event Ticket Sales: Primary revenue stream from selling tickets to family-friendly immersive events including Santa's House Express, Wonderlights, Santa at Malahide Castle, The Haunted Trail, Safari Quest, Summer Sessions, and PAWmerstown. Tickets are sold directly through the company website.
2. Festival Bar Services: Provides alcohol licensing, staffing, event planning, site management, and EPOS solutions to major Irish festivals and venues. Serves over 1 million concert and event goers annually.
3. Corporate Event Services: Corporate summer party bookings at At The Manor and At The Castle venues, accommodating groups from 50 to 5,000+ guests with full vendor services and entertainment.
4. Seasonal Employment: Hiring seasonal staff for summer events, with applications open for summer 2026 positions.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels6 records

Core offering

Follow Fox Events produces and operates immersive seasonal family experiences (e.g., Wonderlights, Santa's House Express, The Haunted Trail, Safari Quest, PAWmerstown, Summer Sessions), delivers end-to-end corporate event production for groups of 50 to 5,000+, and runs large-scale festival bar operations for major Irish festivals including Electric Picnic and Longitude. The company combines physical set design, LED lighting, mobile-app based ticketing, and on-site EPOS systems to deliver its experiences.

Product overview

Follow Fox Events operates a diversified portfolio of immersive experiential events in Ireland. The company offers extraordinary year-round events with flagship products including Wonderlights (Ireland's largest multi-sensory light show, expanded to 3 nationwide venues), Santa's House Express (magical Santa train experience since 2014), Santa at Malahide Castle, and Summer Sessions (boutique summer festival across two iconic venues). Additional seasonal offerings include The Haunted Trail (Halloween experience), Safari Quest (self-drive interactive adventure with mobile app), PAWmerstown At The Manor (dog-friendly festival), plus legacy COVID-era products Starlite Drive-In Cinema and Drive-in Panto. The company also provides festival bar services to major Irish events and operates loyalty (Fox Club) and creator community programs. The product portfolio is unified under the Follow Fox Events brand, with distinct sub-brands for individual events.

Differentiator

Problem solved

Functional benefit

Brands

• Wonderlights: Ireland's largest light show experience - a multi-sensory outdoor walking trail with captivating light displays and projections
• Santa's House Express
• Santa at Malahide Castle
• The Haunted Trail
• Safari Quest
• Starlite Drive-In Cinema
• Summer Sessions
• PAWmerstown At The Manor

Products and services

• Wonderlights Immersive seasonal light/walkthrough experience for families and general audiences, typically operated during the Christmas/winter season.
• Santa's House Express Seasonal Christmas experience centred on a Santa visit, targeted at families with young children during the holiday season.
• The Haunted Trail Halloween-season immersive trail experience aimed at families and older children seeking themed seasonal entertainment.
• Safari Quest Animal-themed immersive experience for families, structured as a quest/walkthrough format.
• PAWmerstown Animal-themed immersive experience (variously positioned as a pet/dog-centric event) for family audiences.
• Summer Sessions Summer-seasonal outdoor event/experience aimed at families and general audiences during the summer months.
• Corporate Event Production End-to-end corporate event production service covering staging, lighting, content and on-site logistics for groups ranging from 50 to 5,000+ attendees.
• Festival Bar Services Outsourced bar and beverage service operations for large Irish music festivals, including Electric Picnic and Longitude, using EPOS-based cashless payment and crowd-management systems.

Quantifiable outcome

• Over 400,000 guests have attended Wonderlights since inception
• +3 more outcomes

Named customers11 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

One partnership is on record.

• KWWSPCA (Kildare/West Wicklow Society for the Prevention of Cruelty to Animals)minorOthersKWWSPCA serves as the official charity partner for PAWmerstown At The Manor, the dog-friendly festival at Palmerstown House Estate. The partnership includes talks from the charity at the event and supports the organization's animal welfare work.

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Wild Lights at Dublin Zoo: Annual Christmas walking light trail at Dublin Zoo, located in the same Irish market and family-tradition segment, running 1km+ outdoor illuminated trails aimed at families and direct substitute for Wonderlights.
• Christmas at Kew (Royal Botanic Gardens, Kew): Iconic multi-sensory Christmas light trail at Kew Gardens featuring illuminated woodland walks and projections — directly comparable format to Wonderlights as a premium outdoor ticketed light experience for families.
• Glow Wild at Edinburgh Zoo: Halloween lantern trail at Edinburgh Zoo combining illuminated installations with family entertainment, directly analogous to Follow Fox Events' Haunted Trail and Wonderlights experience format.
• Enchant Christmas: Operates large-scale immersive Christmas light maze/trail events across North America — comparable high-production-value ticketed seasonal event concept targeting the same family-tradition customer.
• Lightopia: Producer of large-scale immersive lantern and light festivals held across multiple international venues, comparable in format (immersive outdoor illuminated experiences with ticketed admission) and seasonal event positioning.
• Magical Lantern Festival: Touring outdoor illuminated lantern festival with ticketed admission aimed at families, operating on a similar seasonal light-trail concept as Wonderlights.
• Hampton Court Palace Festive Trail: Annual festive illuminated trail at Hampton Court Palace — same heritage-venue, outdoor, family-seasonal product format that Follow Fox Events delivers at Palmerstown, Malahide and Marlay.

Emerging players

• Fever: Live experiences marketplace and operator running immersive ticketed events globally, including light festivals; comparable ticketing/distribution platform and curation of family immersive experiences.

Broad incumbents

• MCD Productions: Ireland's largest concert and event promoter (operator of many of the festivals Follow Fox Events services, including marquee Irish events); broad incumbent across the same festival and event-services value chain.
• Live Nation: Global live entertainment and festival operator with significant Irish festival presence; overlaps with Follow Fox Events both as potential large-scale event-services counterparty and as broader-events incumbent.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/followfoxevents
• Instagraminstagram.com/follow_fox_events
• TikToktiktok.com/@followfoxevents?is_from_webapp=1&sender_device=pc

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Follow Fox Events