Cities are increasingly exploiting new activities such as large-scale cultural events in public open spaces. Investigating the subjective immediate experiences of visitors is valuable to reflect on these events and their configuration in the city. Therefore the aim of this study is twofold: (i) to demonstrate a data collection methodology to measure subjective immediate experiences of visitors and (ii) to test different types of factors that influence visitors’ subjective immediate experiences at cultural events by means of the new methodology. A quantitative research that is enabled by geotagging, paper surveys and secondary data (location characteristics and weather conditions) is applied at the Dutch Design Week event in Eindhoven, the Netherlands. After data collection, a binary logit model is estimated. It is found that apart from age and intended duration of stay, visitor characteristics do not influence the subjective immediate experiences while temporal, physical environmental and weather conditions do. Specifically, it is found that subjective immediate experiences at outdoor locations are mainly influenced by location characteristics. This study shows that the proposed data collection methodology is useful for gathering insights especially on the influence of physical characteristics on subjective immediate experiences. The paper concludes with recommendations for future research and with suggestions to policy makers and event managers.