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HAASWGEN2407_FairFestivalAd_9x11_RUN.indd R SAVED 8-24-2012 12:31 PM | BY Randy Green | PREVIOUSLY BY David Terrill | FILES SENT VIA None » Contact Diane Straughen · None · [email protected] ROUND

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Job HAASWGEN2407 Creative Director None Fonts » Univers (55 Roman, 45 Light), Times (Regular), Adobe Jenson Pro Client Haas & Wilkerson Fair & Festival Ad Designer Lane Nelson (Semibold Subhead) Brand Navigator Diane 100% Built At Studio Artist Randy Green Images » 80489031_Punchstock_icecreamV2.tif (CMYK; 447 ppi, -448 ppi; Output At 100% Print Production None 67.03%, -67.03%) Proofreader Scale 1” = 1” None Inks » Bleed 9.5” x 11.5” 9.5” x 11.5” 4C Trim 9” x 11” 9” x 11” Production & Design Notes » Cyan, Magenta, Yellow, Black Live 8.5” x 10.5” 8.5” x 10.5” None Publication None CAUTION!

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FEATURES Managing Millennials Repairing a Community Through a Festival Tips to Creating a Responsible Alcohol Program That Gives Back

On the Cover: A 200-foot Chinese dragon is one of the many illuminated attractions at the Chinese Lantern Festival in The Festival Organizers Franklin Square, Philadelphia. 36 Guide to Corporate Social DEPARTMENTS Responsibility 6 President’s Letter by Dan Rose 8 IFEA World Board 10 IFEA Foundation Board 10 Tips to Creating a 12 The Un-comfort Zone 40 Responsible Alcohol 14 Leadership at All Levels Program that Gives Back 16 The Digital Life by Karen Shostak 18 Everyone’s Invited Including People with Disabilities Repairing a Community 20 Big Data…Big Deal 44 through a Festival 24 Turnstiles: Marketing for by Thomas Nizo Event Managers 32 Hall of Fame Inductee From Logistical Nightmare 34 Volunteer of the Year 48 to Miracle: Enticing Inductee Renters to Your Facility 57 2016 IFEA / Haas & Wilkerson Pinnacle Award by Brandon Laue Grand Pinnacle Winners 60 2016 IFEA World Festival & Managing Millennials Event City Award Recipients 50 by Lexi Matthews 63 2017 Event Management School How to Secure and 73 2016 IFEA Webinar Series Brochure 54 Maximize a Media 82 Marketplace Sponsorship

Winter 2016, Volume 27, Issue 4 “ie” by Binna Jensen is published quarterly by the Internation- al Festivals & Events Association, 2603 W. Eastover Terrace, Boise, ID 83706, USA. Permission to quote from material herein is granted provided proper credit is given to IFEA.

PRESIDENT’S LETTER Steven Wood Schmader, CFEE “FESTIVALS & EVENTS: THE CORE OF OUR GLOBAL COMMUNITY”

Sometimes I worry about our world. a face. Connecting us to places unknown Over the past two years, particularly with and allowing us to cheer on their success- the addition of the Presidential election es, empathize with them in moments of cycle to the mix here in the United States, defeat, and bask in a world that (even if I have come to question whether-or-not I only for a relatively short window) proves know our country as well as I thought I did. that such humanity can exist and thrive. During that time, I have seen far too many Where accepting and embracing a global examples of both individuals and collective refugee team - each responding to situa- groups acting (or refusing to act) with and tions that none of them would have ever at every touch point; and to celebrate who out of hatred, malice, fear and contempt imagined for themselves or their families, we are when we are at our best. for anyone different from themselves. And especially as they prepared for the greatest I would offer that, at this critical time in it seems to be far from the minority per- moment of their lives - seemed like the our global history, the events and organi- spective that I somehow imagined it to be. most natural and obvious action that zations that our industry represents – all Exponentially increasing that worry, as I we could expect from all participants. of you included - may very well be among follow the global news and talk to friends Where the event itself moved us to lower the best tools / voices available to our cities – like yourselves - around the world, this our defenses and perceived prejudices to and our world to bring all stakeholders trend seems to not be limited to any one learn more about the competitors - their proactively together. To spend some of singular country, community, part of the personal, cultural, religious, political and the ‘community capital’ that we have built world or identifiable setting (i.e., political), geographic backgrounds - and to realize to help initiate new conversations; build nor does it seem to have any reasonable or how little those differences seem to matter bridges of understanding; provide safe, ed- predictable boundaries. Even within the when we see everyone as individuals like ucational and experiential learning oppor- safe and welcoming hallways of the IFEA ourselves, striving for common goals and tunities; and serve as conduits of positive Convention & Expo this year, I witnessed visions and dreams. That is the power of change and dialogue, throughout the year, the unacceptable, unprofessional, and un- events…not just the Olympic Games…but and beyond the finite dates of our events. characteristic tirades of a singular attendee, events (including your own) in every com- Because our individual and combined with the absolute intent to disrupt the ac- munity and city around the world. A pow- global events have created such unique, tivities at-hand and disrespect their global er that we now need to tap into as a global natural, positive, far-reaching, creative, peers in a public setting, standing behind industry, from a different perspective than inclusive and trusted root systems…in- the passion of their beliefs as justification. ever before, but with the same global cluding business and government leaders; That reaction; that singular, blin- vison that we have always shared: to touch volunteers; educational and religious dered focus; that inability to recognize a lives, communities, cities and countries in institutions; service organizations; the non-threatening setting where far more a positive way through celebration. media; as well as generational and cultural could be learned, shared and accomplished In the months and year ahead, I hope groups throughout our cities, neighbor- through respectful dialogue and perhaps that each of you will reflect on the unique hoods and often stretching well beyond even by laying the first block of a new foun- responsibility and opportunities that our geographic boundaries…I believe that dation for friendship, reminded me more we in our industry have all been given, this is our moment. than ever of the critical role that we – the to provide the venues, the canvases, the Our moment to use our networks and individuals, events and organizations who gathering spots, and the opportunities the ‘community capital’ that we have built make up our global industry – have (and that make anything possible and every to instigate and drive new conversations need) to play in holding the fabric of our moment memorable. To serve, as New between diverse and dependent communi- communities, cities and world together. York Times writer Michael Kimmelman ty groups; to bring people together before Just a few short months ago, 3.5 billion noted, as ‘City Squares,’ where people can they face the unforeseen challenges of people around the globe – half the world’s gather “to share a sense of community, a division; to educate our communities and population – tuned into to watch the sense of shared values, a sense of creative provide opportunities for them to meet games of the 31st Olympiad in Rio de possibilities and a sense of humanity.” themselves; to showcase our law enforce- Janeiro, Brazil. Certainly, they tuned in Our world today is facing new chal- ment officials in positive settings that con- to enjoy the excitement and energy of lenges that are impacting our communi- nect them to the community; and to build the athletic competition, but far more ties, cities and countries every day. And new foundations of trust and expectations importantly, they tuned in to be a part there is a critical and growing need to get across our cities that will be strong enough of what our industry does better than ahead of those problems…to embrace our to bend, without breaking when the winds anyone else…bringing people together in diversity; to support our law enforcement of change come through. peaceful celebration. Sharing with us the representatives; to build and strengthen Now, we don’t have all the answers as to back stories and challenges and triumphs relationships that can survive and deflect what that may include, but over the course of individuals from around the world. Per- unforeseen tragic circumstances; to bond of the coming months and year, I challenge sonalizing them, giving them a name and our communities and countries together everyone to identify and create opportunities for new conversations and creativity. Continued on page 81 6 IFEA’s ie: the business of international events Winter 2016

IFEA WORLD BOARD

The IFEA’s 61st Annual Convention, Expo & Retreat just held at the JW Marriott Tucson Starr Pass Resort and Spa this past September in Tucson, Arizona was a resounding success as a result of your support and engagement!

Thank you for taking the time out scene, our Prime Minister, Justin This will be my last communication of your crazy schedules to join us and Trudeau, is leading the way, and we as Chairman of the IFEA World Board allow friends and colleagues from at #Ottawa2017 and our Mayor, as I pass on "flamme" to our beloved our industry to benefit from your Jim Watson, are keeping step to Stephen King, Executive Director expertise and wisdom. Kudos to all ensure that Ottawa shines brightly at the Des Moines Arts Festival in of the members of the IFEA World as we welcome Canadians and Des Moines, Iowa, who, I am sure, Board and IFEA Foundation Board for visitors from all over the world. will guide us to new horizons. the guidance and support provided to Next year will be about celebrating It was an honor and a privilege Steve Schmader and his ‘dream team’ our past and igniting our future. It will to assist in leading our unique for a spectacular industry gathering. be about sharing. Sharing our stories organization over the last 12 months. The 2016 Convention crystallized how and values. Sharing our culture and important festivals and events can be for experiences. Sharing our hopes and "Merci pour cette merveilleuse the economic sustainability and for the dreams for the future and sparking expérience!!” social fabric of any city, big and small. I the imagination of a generation with have the honor of leading such a strategic memories that will last a lifetime. GUY LAFLAMME process for Canada's Capital in 2017 ‎We all came out of the 2016 IFEA as we celebrate the 150th Anniversary Convention boosted by new ideas and a 2016 IFEA World Board Chair of the Canadian Confederation. renewed sense of inspiration. Let's make Executive Director, Ottawa 2017 Ottawa is on the cusp of a sure we transform such positive energy in transformative year. Our whole country tangible actions to grow the profile and Professor, Telfer Executive is. We’re building on Canada’s “cool recognition of our industry as essential MPA Program, University of factor” with a renewed, refreshing image pillars in building of our communities. Ottawa ON, Canada of who we are. On the international

8 IFEA’s ie: the business of international events Winter 2016

IFEA FOUNDATION BOARD

I remember in Boy Scouts I used to build a fire with my friends and sit around and talk and tell stories late into night, or at least until our Scoutmaster shooed us into our tents. So it was with that in mind as I sat on the patio at the JW Marriott Tucson Starr Pass Resort & Spa a few weeks ago during the IFEA’s 61st Annual Convention, Expo & Retreat some 25 years later, doing much the same with a new set of friends and different stories to tell. The fire pits and view on that patio, along with the conversations I shared and connections I made, are permanent memory kind of stuff. Those kind of memories are only produced with people you really like with whom you share a common bond. That’s what I found last week in Tucson at the IFEA convention and I hope you did as well.

As we wrap up IFEA’s 61st Annual the programming at the Convention Chair for the past year. Our continued Convention, Expo & Retreat, I’m pleased without raising your registration fees. mission to grow the festival and event to share that the IFEA Foundation made New and innovative speakers, along industry through facilitated education $36,635 at the “Foundation Fiesta” with enhanced entertainment, are just and spirited networking was enhanced Auction! This being an event, it required part of what is funded and provided. and grown because of your belief us to adapt to the weather a bit by To raise this kind of money, it takes in what we do. Thank you again for moving things inside, but the feel and a collective team effort to make it your support and I look forward to look were fantastic, and the food was happen. A special thanks to all of the seeing everyone at IFEA’s 62nd Annual some of the best we’ve ever had at the IFEA Foundation Board Members, Convention & Expo next fall! event! The Auction is the only fundraiser IFEA staff members, especially Leslie of the year for the Foundation and McFarlane, Kaye Campbell and Steve JEFF ENGLISH, CFEE the dollars raised for it goes to some Schmader, along with my crew from the important causes within our industry. Kentucky Derby Festival including Bridget 2016 IFEA Foundation First, we provided scholarships to over Sherrill, Anna Miller, Lisa Stevenson, Board Chair 20 people to attend the Convention who and our emcee and auctioneer for the could not otherwise afford to do so. event, Mike Berry, for their help and Vice President of These are students, volunteers and staff hard work putting together this year’s Administration/General members from small festivals who truly Auction. Also, thank you to everyone Council benefit from the knowledge and contacts who donated an item, purchased an item, gained at the Convention. In many ways, bought a 50/50 or Fiesta Raffle ticket, Kentucky Derby Festival they represent the future of our industry or just supported us by being there. Louisville, KY and investing in that is never a bad thing. It’s been an absolute pleasure and The money is also used to enhance honor to serve as your IFEA Foundation

10 IFEA’s ie: the business of international events Winter 2016

THE UN-COMFORT ZONE With Robert Wilson

BUCK THE STATUS QUO SOMETIMES YOU HAVE TO KISS “TRADITION” GOOD-BYE

When we attend the movies we frequently engage in a willing suspension of disbelief, which enables us to accept implausible scenarios, and enjoy the show. It keeps us from yelling, “No way!” at the screen when revolvers fire more than six shots, when car thieves find the keys under the sun visor, and when a paperclip can pick any lock.

Some people, however, don’t leave asked my customers what they wanted, Tech told him that he was too stupid that ability at the theater door. they would have said a faster horse." to even run a hot dog stand. So, Frank Innovators willingly suspend However, innovators cannot dropped out of school, and opened a disbelief - all the time. It enables them always ignore the status quo. Change hot dog stand across the street from Tech to imagine airplanes and telephones Management expert, Michaelene Conner, which eventually became The Varsity, or Game Boys and Super Soakers. It says, “The whole world has a problem the world’s largest Drive-In restaurant. frees them from the boundaries that with reframing especially when their ideas Smith, founder of Federal Express, wrote contain most of us, so they can pursue are tied into established beliefs, behaviors a paper for an economics class at Yale ideas that others think are preposterous. and assumptions. Culturally speaking. describing an overnight air delivery As M. C. Escher, the artist famous for If you travel the road of adversity in a service for which he received a “C.” his drawings of impossible structures, culture that is not aligned with your way In 1972, looking for a competitive put it, “Only those who attempt the of thinking... bottom line culture always edge against market leader McDonalds, absurd will achieve the impossible.” wins.” To illustrate her point, she says Burger King went against common One of the cardinal characteristics that when he introduced the light bulb in industry wisdom. The number two burger of creative thinkers is their willingness 1879, “Thomas Edison thought that there franchise incorporated a labor-intensive to abandon the traditional ways of would be a negative initial reaction to his program of allowing people to choose viewing things. They question authority, device because it was so foreign to most how their burger was prepared. This and challenge the status quo. They ask people's lives or frame of reference for defied the whole fast food concept that questions, like: Why does it have to be how they did things. To lessen the shock meals must be prepared assembly-line this way? Why can’t it be that way? of his radical innovation, he designed style according to one universally Some who have gone against the the light bulb to resemble as closely as appealing recipe. Burger King’s “Have prevailing beliefs, have done so at possible the gas lights of the period.” It Your Way” was a hit, and forced their own demise. Galileo famously Unfortunately, some companies protect the entire industry to follow suit. went against the Catholic Church by the status quo to their own detriment. Challenging the status quo isn’t all defending the theory that the earth Paul Paetz, CEO of Innovative Disruption, about science and business; it even works revolves around the sun instead of vice Inc., offers this example: “Kodak invented in fields as rigid as religion. My friend, versa. He was tortured and sentenced to the digital camera in 1975, but decided Lisa Leeper, told me, “John Eldredge, of life in prison for his differing views. it wasn't good enough to commercialize Ransomed Heart, recast completely for Sometimes it’s necessary to go and that it would undermine their film, me what it means to be a Christian by against the status quo. John Palumbo, paper and chemistry businesses. So, they putting it all in terms of a relationship whose company BigHeads Network did nothing with it, allowing Sony to be with a loving God who's romancing which takes the concept of the creative first to market with a digital camera in me, rather than me trying to appease mastermind group to a whole new 1981.” Today Kodak is facing bankruptcy. a forbidding, disappointed judge.” level, explains, “You can't always rely on Legend has it that Frank Gordy and I love the story of Billy Beane, those predictable sources for ideas and Fred Smith were both told by professors General Manager of the Oakland inspiration.” To make his point he offers that their chosen businesses would Athletics, who went against the grain this statement from Henry Ford, "If I had not work. Gordy’s prof at Georgia in sports. It is told in detail in the Continued on page 83 12 IFEA’s ie: the business of international events Winter 2016 REGISTER NOW! www.IEG2017.com +1.312.944.1727 LEADERSHIP AT ALL LEVELS With Gail Lowney Alofsin

WAKE UP! SET THE TONE! JOIN THE 22%!

We live in a 24/7/365 world of “always on.” Amidst the distraction, confusion and lack of focus, there is a sea of deadlines and frequent interruptions, accentuated by our FedEx culture of “we want it yesterday.” Is it any surprise that stress has been referred to as the health epidemic of the 21st century?

Stress is a factor in both our personal There is a story of Sisyphus in Greek the same old war stories from your grand- and professional lives. According to the mythology who is destined to push a parents or updates on school and life from American Psychological Association, boulder up a mountain for eternity. When your nieces and nephews. Volunteer at a ¾ of Americans experience stress in a it gets to the top, the boulder rolls all local non-profit, “adopt” a less fortunate given month and 1/3 feel that they are the way down. Do you have days, weeks, family from a shelter and provide every- living with extreme stress. Among those months that just seem impossible? thing they need for a holiday celebration surveyed, 76% cited money and work If so, it is time to reframe. Ask – food, clothing, money and gifts. as the leading cause of stress while 48% yourself a few questions – “What were Practice kindness and attentiveness on a report lying awake at night due to this you doing when you were on top of your year round basis. When you look beyond stress. Does this sound familiar? And game? What were you doing when you yourself and focus on how you can accent there is more. The physical effects of were living in peak performance?” the life of others in a positive way, you stress include fatigue, stomach Watch your thoughts. If you are going will find your stress reducing and you issues, muscle tension, headaches, to repeat something over and over in your will join the 22% of active and engaged teeth grinding, changes in head – make sure it is positive. How do employees who colleagues, clients, friends appetite - the list goes on. you conduct yourself? How do you show and family are excited to spend time with. In 2013, a Gallup poll determined up? Eeyore or Elvis? Who likes to hang that 70% of the American workforce out with or work with miserable people? was disengaged and 17% of this group Your day commences with YOUR Gail Lowney Alofsin is an author, stated they were “actively disengaged.” energy. Energy is contagious. You, and speaker, adjunct professor and busi- How motivating is it for other employees only YOU are responsible for the energy ness executive. Her new book, Your to enter the workplace with colleagues you bring into a space and the lives you Someday is NOW – What are you who are on strike at work? The World touch. Why not wake up and make a Waiting For? has raised over $30,500 Health Organization (WHO) estimates conscious decision to be a positive leader? for non-profit organizations since it was that workplace stress is costing American Start with how you treat the person you published in April, 2014. businesses well over $300 billion a year. are purchasing your coffee from in the How about you? How are you holding morning and the cashier at the grocery A lifelong student and humanitarian, up? Are you among the 22% of U.S. store. Make friends with the janitor Gail believes that we all have the ca- employees who claim to be engaged and and the “lunch lady” – ask them about pability to be a leader in our own lives, thriving? As a leader, at any level, you their day. Tip the maid! How are you influencing the lives of others to pos- set the tone. What can you do, each and acting when no one else is watching? itive peak performance and success. every day, to be more productive and As we enter the holiday season with She can be reached at 401-640-4418, focused at home and at work? Yes, our family and friends, do your best to “be [email protected], twitter: @gailalof- days and experiences do catch up with where you are.” Put your mobile device sin and gailspeaks.com. us and can influence our behavior. away and enjoy the dialogue, whether it is

14 IFEA’s ie: the business of international events Winter 2016 Want a Guaranteed Draw for Your Event? Book Peppa Pig!

Contact Us for More Information Josh Gair - Impact Entertainment www.iestalent.com 407-925-4107 THE DIGITAL LIFE By Kendra Wright

Improve your Marketing with Photo and Video Apps

Throughout the The Digital Life series, I have shared ways to improve your life, health, productivity and marketing. I have shared photo and video editing apps before, but since technology is always changing, I’m excited to share three more tools with you!

As you know, visual content is that some have even compared it to magically puts together a great video for king when it comes to social media Photoshop, but it is much simpler. you without much work on your part. marketing. The sheer number of You can easily edit or add lots of However, what is happening behind the images we are exposed to daily, means interesting features to your photos. scenes is extremely accurate artificial that the bar is high with regard to Popular functionality includes powerful intelligence that scans your photos image quality. Followers want to see photo editing, text overlay tools (to and videos to find the best content. behind the scenes, be the first to know create memes, add artwork/stickers The software uses facial recognition, exciting announcements, and then and logos) and the collage builder. action detection and audio analysis be engaged throughout the event. to determine which sections of your Engaging your fans becomes more ProShot video are the best. To truly understand important with multi-day events since ProShot Magisto, I’d recommend downloading daily posts and updates can lead to more is truly a and playing with the app. Magisto is ticket purchases by encouraging those on world-class available on Apple and Android phones the fence to head out to your event. And photography and comes out to $9.99 per month. the most compelling posts incorporate app, allowing I hope that these tools are helpful photography; posts that incorporate you to and allow you to create unique and video are even more successful. turn your engaging visual content for your event. So, how can you crank out smartphone If you have personal favorites, please compelling content while you are in camera into a manually adjusted camera email me, as I am always looking the middle of your event? Thanks to or switch to auto adjust seamlessly. for great new tools and apps! improved photo and video editing Manually adjusting the camera’s features apps and phone cameras, you can allow you to take great shots without easily make your graphic content needing to lug around a high-end camera. Kendra Wright started her career look professional on the go! Here are Another popular feature is light-painting, managing non-profit fundraising events. some great tools that you can use. which can give you great shots of carnival Then in an “about face,” she took a job rides, concerts, fireworks and more! managing global Internet strategies at Photofy The only downside is that it helps a Fortune 1000 company in 1995, just Photofy is a to have some photography knowledge as the Internet came to being. She left powerful photo to truly utilize manual controls for that company in 1998 to found Wright editing app and is exposure, focus and other advanced Strategies, working with clients like one of my favorite functions. But if you’re a photographer KEEN Footwear, Nike, Jeep, Chrysler, apps to use for or don’t mind a learning curve, check Intel and Panasonic. Then in 2009, work and play. It is out ProShot, which is available in Kendra launched Saffire to do integrat- available on many the Apple App Store, Google Play, ed online marketing and ticketing for different platforms and the Windows Phone Store hundreds of events, venues and des- and is available tinations. It’s been a wild ride! Kendra for free in the Magisto can be reached at [email protected], Apple App Store, Magisto is a video editing app that and more information about Saffire can Google Play and quickly and easily turns your photos be found at www.saffire.com. Amazon. Photofy and videos into high-quality, enticing is so powerful videos. The beauty of Magisto is that it

16 IFEA’s ie: the business of international events Winter 2016 helping you protect those whose leadership you depend on…

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At the IFEA’s 61st Annual Convention, Expo & Retreat in Tucson, AZ this past September, after I presented my session entitled “Is Everyone Invited? How to Include Fans with Disabilities,” the IFEA asked if I would be interested in sharing my knowledge on event accessibility by writing a regular column for “ie: the business of international events” magazine. Of course I said “Yes!”

My mission is to see every festival, all knew the answers to all of the questions 1. When people attend a festival they around the world, become accessible and I saw that we needed a centralized leave their troubles behind. It is a to people with disabilities. I know I Access Program. I asked each department few hours or a few days of releasing am reaching for the stars, but even if I what they were doing, generated a list the things that weigh heavy on their only reach part way around the earth it of the services we provided, added minds. In my way of thinking, we is worth the effort. The IFEA is a great my contact information, and sent would be dreadfully remiss if we did conduit for spreading the word. out that document to organizations not afford this opportunity to people that served people with disabilities. with disabilities. Purpose of this Column That simple no-cost beginning made My expertise is with accessibility a difference for many people who now 2. There are laws requiring that events for people with disabilities at outdoor realized that they were welcome at the that are open to the public be festivals and events. We will focus on festival. I will never forget the woman accessible to people with disabilities. that but much of what you will read who told me about her young daughter in Complying with the law will help you about in this column applies to all grammar school who used a wheelchair. avoid litigation. events. I have many ideas for topics but The school had told her we were not I want to hear from you. What are some accessible but, in truth, they did not want 3. More and more baby-boomers are of the pesky problems plaguing your to spring for an accessible bus. Because we entering their elder-years. They may event when it comes to accessibility? publicized the Access Program, the school develop disabilities as they age but I’ll try to incorporate answers to your had to provide an accessible bus and her they do not want to sit home in questions in coming columns. daughter got to visit the Jazz Fest for the their rocking chairs. They went to For my first column I am considering first time. We fine-tuned the program over Woodstock and want to keep hitting writing about language; “I know it’s not the years and became an award-winning the festival circuit. Make sure your cool to use the word ‘handicapped’ but model festival for accessibility. doors are open to them and that you what do I say instead?” as many people are are benefiting from their attendance! confused about what words are best to use Universal Design when referring to people with disabilities. I am a big proponent of Universal Whatever your motivation for wanting Then I might write about how to get Design. This is a concept that, when yourLaura event Grunfeld to be founderaccessible, and I ownerhope of started designing a comprehensive Access boiled down to its core, simply means youEveryone's enjoy readingInvited, LLCthis hascolumn worked and in Program. Later we might tackle service that whenever you design or build or developingevent planning your since Access 1983 Program. and since animals, access training for particular create something make it so that as many 1999 has focused on improving event teams, “Everything you’ve ever wanted to people as possible are able to use it. Let’s accessibility. She provides consulting, know about accessible portable toilets,” design our festivals for everyone. Plan the training, and production services to and other more specific topics. You tell me physical environment, our cyber presence, help festivals become more accessible what YOU want to know! Write to Laura@ our services, activities and programming, to people with disabilities. She has EveryonesInvited.com with your thoughts. and our policies and procedures so worked with the New Orleans Jazz & that everyone can participate. It takes Heritage Festival, Bonnaroo, Governors How Did I Get into This Biz? forethought, awareness, and caring. Ball, Outside Lands, Rothbury, Electric While working as the Human It takes an investment of resources Forest, TomorrowWorld, Firefly and Resources Director at the New Orleans and support of the producers. many more. www.EveryonesInvited. Jazz & Heritage Festival in the 1990’s, com, www.linkedin.com/in/lauragrun- many people, both patrons and Why Should Festivals be feld, www.facebook.com/everyones. staff, asked me questions about our Accessible? festival, www.instagram.com/every- accessibility for people with disabilities. There are many reasons, onesfestival. At the time, there was no one person that but here are a few:

18 IFEA’s ie: the business of international events Winter 2016

BIG DATA…BIG DEAL By Patty Janes, Ph.D.

Engaging With Others to Assist With Festival Research…A Partnership Between Festivals/Events And Universities

This past September, I had the pleasure of attending the IFEA Convention, Expo & Retreat in Tucson, Arizona and connecting with colleagues who are also passionate about the festival and event industry. It is always a rewarding experience, and this year the positive feedback I received from a session on “Festival/Event University Partnerships: Building Community and Mutually Beneficial Outcomes” led me to dedicate this column to one portion of the presentation, working with colleges/universities to assist with research.

Community-Based Learning is a through other coursework including Although it is more often completed, “hot” topic on college and university undergraduate courses in event design, access to this research can be an campuses; although a movement for marketing, human resource, and research overwhelming, costly, and time intensive. over three decades, the concept of courses. These other ways to engage Industry professionals have shared their an academic institution achieving together, including research courses, desire for this research insight, however, its objectives by working outside the create new and exciting prospects the barriers prove too great. Publications institution’s four walls, and alongside the for the festival/event industry. such as IFEA’s “i.e.” Magazine are of industry is becoming more mainstream. The timing is right for finding ways such value as they provide condensed, It is a teaching methodology designed to access, collect, and utilize festival/ and authentic industry assistance to real to integrate student learning in event research. Never has it been more issues and problems. However, there is a academic courses while engaging with important, and never has there been great deal more available, and CBL is one the community. This work is based such an abundance of research being way to move the festival/event industry on reciprocal and mutually beneficial completed by the industry. In the past from limited research integration to partnerships between instructors, twenty years, the industry has moved more active access to this insight. students, and community organizations. from handfuls to hundreds of journals This new trend formalizes relationships dedicated to peer-evaluated research There are several ways a course with the community and is largely within the industry. Several of the more designed to teach students based on a Kellogg Commission report specific research journals dedicated to “research” could assist a festival/ (2001, 2002) suggesting colleges/ festivals/events include those in Table 1. event with data/insight: universities “become more engaged with communities through collaborative 1. Students analyze the myriad of existing partnership, rather than as experts with TABLE 1: festival/event research and condense pre-conceived solutions to complex LIST OF FESTIVAL AND the findings into secondary research problems” (Fitzgerald, 2012). EVENT JOURNALS reports/executive summaries. As a result of this movement, higher education institutions are revisiting • Event Management 2. Students design recommended research how they educate students to become • International Journal of Event and methods for a festival/event to achieve productive members of society, better Festival Management specific objectives. preparing them for integrating into • International Journal of Event Man- their professional fields, and enhancing agement Research 3. Students collect data during festivals/ learning within the classroom, and • International Journal of Hospitality events (see Figure 1). industry. This movement has been and Event Management prevalent in the festival/events industry • Journal of Convention and Event 4. Students complete exploratory studies ranging from formalized internships Tourism for the festival/events industry regarding being a historic part of festival practices, • Journal of Policy Research in Tour- global issues/topics of concern to many. or graduate students conducting research ism, Leisure and Events for festivals/events. However, there 5. Students analyze previously collected are opportunities to integrate further data and report on the findings.

20 IFEA’s ie: the business of international events Winter 2016 FIGURE 1: and the festival/event industry brings. STUDENTS COLLECT DATA WITH FESTIVAL VOLUNTEERS/ Connecting more closely will allow VISITORS AT THE NATIONAL CHERRY FESTIVAL. each to better achieve the respective industry and educational goals, and, in this research example, fully take advantage of the research available. Therefore, reach out! Contact colleges/universities with hospitality/ tourism/event curriculums to see how you can work together. These institutions do not need to be in your back door. Most of my past projects were an hour to three hours away. And, educators should do the same. We will continue to find ways to “connect” and create win-win partnerships that further both our missions. In 2017, I will launch another CBL project outcome to further assist festival/event managers with access to both existing research (condensed) and exploratory research studies completed by students. Figure 2 highlights a website homepage that Continued on page 83 FIGURE 2: WEBSITE FOR SPRING 2017 LAUNCH ON ACCESS TO INDUS- TRY RESEARCHVISITORS AT THE NATIONAL CHERRY FESTIVAL.

In the past several years, I have had experience was phenomenal, as it saved me the pleasure of working within the countless hours of time, provided knowledge festival/event industry with students and thought-processes that I may not have in each of the ways aforementioned. come up with on my own, and gave me a These interactions proved incredibly solid foundation to move forward from. In valuable to student learning and turn, it is my hope that by sharing this event educational outcomes. In addition, the experience with the students, they gained a industry suggested there is incredible better understanding of the facts and facets value to doing so as well. Event of not only creating a survey process but coordinator for the Grand Haven Arts also implementing and analyzing the data. Festival, Courtney Geurink, stated, A truly win-win opportunity for all. “ “…students presented several quality As a result of these positive interactions (research) suggestions that were narrowed and outcomes there will be more down and actually implemented at our event. opportunities than previously available We have continued to tweak the process to engage and benefit each other. It is the past couple of years, but have used the an exciting opportunity and time to find class’ work as the foundation for our survey ways to grow, learn, and develop as an methods as we move forward, testing and industry utilizing each of the unique adjusting their suggestions. Overall, the offerings both the colleges/universities

Winter 2016 IFEA’s ie: the business of international events 21 Is Your Online Marketing PLUGGED IN? Let the IFEA Take a Look with our New Online Marketing Audit Program

If you are like most events/organizations, your on-line marketing presence and visibility is really just a sum- mation of non-related, often outdated, components and links and access to miscellaneous tools/ toys that someone in a seminar somewhere said that you should be using, with no real ‘plan’ to it at all. You may not even be sure anymore just what you have or what it should do, let alone having a plan for strengthening / upgrading it. If this sounds like you, it’s probably time for an online tune-up. We’ll make sure your Online Marketing is Plugged In! Working with some of the most experienced professionals in the field, IFEA is pleased to offer our new “IFEA Online Marketing Audit.” The Audit includes a formal evaluation of a festival/ event’s online visibility by an expert team from Edge- works Group that includes web developers, social media consultants and online marketers. This broad To learn more about the assessment – a starting point for defining both a IFEA’s Online Marketing Audit, short-and-long term roadmap for creating a powerful please contact: online presence covers your event/ organization’s: • Online reputation Kaye Campbell, CFEE • Social and mobile integrations • Search optimization Director of • Website usability Partnerships & Programs • Social media efforts. • Installation of tracking tools • Updates and customizations to existing at [email protected] tracking programs or +1-208-433-0950 ext: 815 • Verification of Webmaster tools for both or Click Here Bing and Google

Turnstiles: Marketing for Event Managers By Sean King

Sometimes the simplest things are the most difficult to execute. Given we are in the heart of the football season, we thought it would be interesting to take a look at the successful execution of a marketing plan through the prism of a football game plan.

Every football coach has a game plan. far less formality, yet we understand compete to gain the mind share necessary Why shouldn’t event marketers? Just there are some basic rules to follow. for our neighbors to engage our event or as there are many pieces that go into Event promoters are mainly activity for an hour, a day or even a week. creating a plan for a football victory, guided by rules determined by our there are just as many working parts for organization’s mission and resources. Offense, Defense, Special a successful event marketing strategy. With unlimited financial resources, we Teams As event organizers, we all have would be able to accomplish anything, When it comes to the X’s and O’s, a strategic plan and a marketing just as fourteen players would surely football coaches know the impact plan, but the chasm from plan to beat the team with only eleven. of utilizing solid techniques and implementation is usually where most From the smallest event to the largest fundamentals in order to virtually of us find our challenges. The quote festival, our mission guides our work as predict the outcome of a single play. “We’ve met the enemy, and they are well. There are those decisions within However, there is always another team us” comes to mind when taking a our marketing approach that help us on the other side of the ball planning marketing plan from theory to reality. advance the ball while staying consistent against that play. The strategy behind our mission, vision and brand. There football is the most nuanced part of The Rules are also decisions to be made on how the game as coaches and players pit We all know there are rules regulating best to reach our short-term goals. themselves against one another based the game from the 100-yard field, to the Unfortunately, our competition is on tendencies, game conditions or size of the ball, the length of the game much more vast than in a simple head skill sets of individuals or teams. and the number of players on a team. to head match-up with another team. In event marketing, our adversary is the Event marketers play our own game with Instead of competing with one team, we complete randomness of the marketing

24 IFEA’s ie: the business of international events Winter 2016 universe. While that’s a pretty daunting we agree in the marketing world as event. Remember, content is everything opponent, we’re here to tell you not to well. Without a clearly defined digital from short tweets to photos to videos worry. With solid game planning and marketing strategy that combines all of to links. Each plays a small role towards execution of your plan, you will be able the elements of a great campaign, you a successful goal, just as each block to achieve your goals and bank a little may not be maximizing your strengths made by a player allows for the ball to good will for the next year’s event. to achieve the results you desire. be advanced toward the end zone. Our intent as marketers is to use However, with a great strategy Thanks to social media, we have all the basic fundamentals – the blocking and a disciplined approach to of the tools of Fortune 500 companies and tackling per se – to achieve our implementation, more fans will be at our fingertips. The real balance and desired outcome by executing on able to engage with your event and beauty of the democratization of social those elements. Success for us is being experience all you have to offer. media platforms is that our individual thorough in our implementation and When a digital marketing strategy networks are more highly valued in the working hard to ensure victory in the is working well, all elements from algorithms that generate our newsfeeds form of smiling faces, increased revenue website to email to mobile apps are than the resources any major corporation and overall amazing experiences. providing consistent information and can put behind any of their campaigns. a positive user experience. All links Building relationships matters! Offense are working, graphics are uniform Since all event marketing is local, When we’re on offense, our playbook and information is easily accessible. building those relationships is consists of the elements of traditional Email is the one digital superstar paramount, just as in drafting a top media we have worked with for so many who can play on both the offensive talent and cultivating them into an years – the tradition of traditional media. and defensive squads. When used All-American performer and building We assign the moniker of offense to properly, e-mail delivers quality content a team of these top performers. traditional media due to its nature of to fans that have given you permission being outbound communication and of to market to them. While email is a Intangibles a “push” strategy, rather than “pull.” push strategy, it can also be a pull, (Brand and storytelling) Broadcast media (radio and tv), by delivering people online directly Every great team has great intangibles. print media (newspaper, magazine), to more content on your website, This is the teamwork, the character, the outdoor, direct marketing and calendar, social outlets or ticket pages. esprit de corps that allows the good collateral material all should work With a strong offense, traditional teams to be great. In marketing, our together as a finely tuned machine. media is driving people to your digital intangibles become those elements we’ve As the coach, it is your role to assets. With a strong defense, once spent time cultivating and curating. determine what your strengths and visitors get to your site they will do Brand is an especially important weaknesses are in order to tell your exactly what you want them to do: get piece of our intangibles. Brand is story. Who are your key players (radio, more information, buy tickets, share with not what we say about ourselves, but tv, newspaper, direct mail)? Which their friends or other desired outcome. rather what others say about us. We players should be carrying the ball? spend years making sure that the guest Which ones should be left on the Special Teams = Social Media experience is positive, the quality of bench due to the lack of resources? There’s a third component to every our food, performances and exhibits is There are intrinsic strengths to each football team: special teams. memorable, and the pricing, the signage, medium, but few of us have the budget For marketing, our special teams are the communications are all excellent. necessary to go three or four deep, much comprised of the social media elements After a few years when your brand is less one or two with a level of success. that have become integral to our success. established, you will need to continue If you promote an arts festival, your Once again, it is best for you to to manage it, so when a post, a tweet, resources might be focused on a visual strategize the elements of what makes a mention or an ad about your event medium. If your main demographic is your event special in order to determine is consumed, fans already have a slightly older, than an investment in the which players you put on the field. feeling about the event and know print medium could be the way to go. If you are a family friendly event, then what to expect. That is brand. That As you evaluate the components Facebooking moms in your community is the definition of an intangible. which make up your event including will want to find and share your event The stories from your event are also audience, focus and calendar, your star with others in their network. If your event part of the intangibles that feed into players will begin to shine through appeals to a younger demo or is visually the marketing and branding of your and make some of the tougher stimulating, then Instagram may be the event. The family experience shared decisions that much easier to make. way to go to reach your specific target. online, the artist experience shared via Never lose sight of the messaging Does that mean only one social media anecdote; all of these can be curated and the content of your marketing. platform is all you need? Hardly. But to tell the story of why attendees want This is the real strength of your strategy. to focus your strategy around those to come back and share your festival What images you project, what stories that have the most potential to work with their friends and families. you tell and the overall themes of your for you, and to keep the others on the A team with great intangibles is nearly messaging is the difference between bench is usually the most effective way impossible to beat – so is an event or a tackle for loss or a first down. to manage your social engagement. festival with a solid brand and stories Once again content is the key to that connect with your audience. Defense = Digital media a successful social media campaign. (website, email, mobile apps) Keeping information current, engaging Coaching In our marketing game plan, digital and fun will allow you to keep a Of course you can have a great media takes on the role of the Defense. connection with your fans during strategy and an amazing line-up Sports fans have heard the adage the slow times and allow for more of players, but without a coach “Defense wins Championships” and activation as you get closer to your to make the right calls, you Continued on page 81 Winter 2016 IFEA’s ie: the business of international events 25 Your Event Has IMPACT… SHOW IT! Commission Your IFEA Economic Impact Study Today

In uncertain times, we must often remind those whose support we depend upon, of the important economic and social value that our festivals and events bring to the communities we serve. Having a credible and current economic impact study can do just this, in addition to increasing credibility with stakeholders, providing quantified data to sponsors, presenting reliable data to base future marketing and programming decisions upon and much, much more.

Unfortunately, this critical resource, especially with credible credentials, is often financially out of reach for most events even in a good economic environment. Recognizing this, the IFEA has created a cost effective, industry credible program to provide Economic Impact Studies at a budget-accessible investment. Call us today to learn more.

GETTING STARTED For more information about this valuable IFEA program, please contact: Kaye Campbell, CFEE, Director of Partnerships & Programs • +1-208-433-0950 Ext 815 • [email protected] EXHIBITOR SPOTLIGHT

Sponsor Fee Pro was created through a collaboration of three companies – Proxy Sponsorships and Creative Strategies Group (two highly respected agencies specializing in sponsorship valuation and sales) and Alvey Consulting (a software development firm). For years, we had been hearing from events and venues that they needed help pricing their sponsorship proposals. While we conducted detailed workshops around the country to teach organizations how to do this for themselves, the process has always been complicated. The only alternative was to pay an agency to complete a custom valuation project which can be expensive – costing $10,000 - $50,000 or more. Sponsor Fee Pro was specifically designed to help solve that problem for small and mid-size events and properties. While a custom valuation may be ideal for larger or more complex properties and events, Sponsor Fee Pro provides a more affordable option for many organizations. This exciting new tool allows our subscribers to value their own sponsorship packages easily and accurately using an online subscription-based program. Sponsor Fee Pro was officially launched in September Your Event Has IMPACT… 2016 and debuted at IFEA’s 61st Annual Convention, Expo, & Retreat in Tucson.

What areas do you serve with members and conference attendees are What is the best sales your product/service? eligible to receive $350 off an annual advice you’ve ever received? Sponsor Fee Pro can be used for subscription of Sponsor Fee pro by Be prepared! The most successful local, regional, or national events and using the promo code IFEA16. sales people are equipped with the properties in the United States, but right knowledge and tools for the job. SHOW IT! it was designed specifically for small What is different about your That’s the great thing about Sponsor and mid-size organizations without product/service vs. your Fee Pro. It helps give sponsorship Commission Your IFEA Economic Impact Study Today a major broadcast media component competitors? sales representatives that extra edge (i.e. those events and venues that are We are not aware of any other tools including a list of sponsor benefits that not televised like professional sports). like Sponsor Fee Pro that will allow similar properties and events are using, In uncertain times, we must often remind those whose support we depend upon, of the important organizations to value their own and the confidence in knowing that economic and social value that our festivals and events bring to the communities we serve. Having Give us your ‘Elevator Pitch’ proposals easily and accurately. proposals are being priced based on about your product/service. actual sponsorship industry methods. a credible and current economic impact study can do just this, in addition to increasing credibility Do you really know that your How many years have you with stakeholders, providing quantified data to sponsors, presenting reliable data to base future sponsorships are worth? If not, it’s exhibited at the IFEA’s Expo? What is your customer time to find out. Sponsor Fee Pro This was our first year at IFEA’s Expo, service philosophy? marketing and programming decisions upon and much, much more. is an exciting new online valuation but we expect to return in 2017. Our philosophy is to be helpful and tool that can help you easily and honest. So, if we feel that Sponsor Fee Pro accurately price your own sponsorship Why did you decide to exhibit is not the right tool for the job, we will let Unfortunately, this critical resource, especially with credible credentials, is often financially out of packages. Designed by industry pros, at the IFEA’s 61st Annual you know and will work hard to suggest reach for most events even in a good economic environment. Recognizing this, the IFEA has created Sponsor Fee Pro will give you: Convention, Expo & Retreat? alternative solutions. • Confidence that you’re not One of our founders, Bruce Erley, a cost effective, industry credible program to provide Economic Impact Studies at a budget-accessible asking too much or too little spoke highly of IFEA. He has been investment. Call us today to learn more. • An accurate valuation and ROI analysis involved with the organization for a • More leverage in the number of years as a member, a speaker, CONTACT INFORMATION negotiation process and even a Hall of Fame inductee. We Jill Rogers • Validation of your sponsorship agreed that we wanted to introduce Founder/Owner packages from a third party expert Sponsor Fee Pro to a community that we Sponsor Fee Pro • A comprehensive list of benefits to definitely knew could benefit from the 7900 E Union Avenue, Suite 1100 enhance your offers product, and IFEA’s Annual Convention, Denver, CO 80237 USA Expo & Retreat seemed to be the logical 888-683-5501, x1 GETTING STARTED Visit www.SponsorFeePro.com today choice. The interest, appreciation, [email protected] For more information about this valuable IFEA program, please contact: or e-mail us at info@SponsorFeePro. and encouragement we received from www.SponsorFeePro.com com to register for a free demo. IFEA conference attendees was terrific. Kaye Campbell, CFEE, Director of Partnerships & Programs • +1-208-433-0950 Ext 815 • [email protected] Winter 2016 IFEA’s ie: the business of international events 27 ASSOCIATION ENDORSED PARTNER

ASSOCIATION ENDORSED PARTNER ASSOCIATION ENDORSED PARTNER

The IFEA would like to thank the following partners for their dedicated support of the association. Association Endorsed Partners have made a commitment to the continued success of our association, our members, and our industry through their umbrella support of all IFEA programs and services. Show your support for these dedicated providers to our industry by getting to know them, and the high quality products and services that they supply, better. EXHIBITOR SPOTLIGHT

Deltronic Labs was incorporated in 1968. It was not until the early 1970’s that we started in the amusement Industry when we developed and manufactured the first series of electronic Skeeball games. From there the Ticket Dispenser was added and the concept of ticket redemption was born. Today we supply major game manufacturers both here in the U.S. and around the globe. Eventually, the need for a system to count tickets came about and the TicketEater was introduced. We now have a full line of TicketEater series both as table tops and floor models. From these beginnings in the amusement industry, we have branched out into other markets such as the bottled water industry, fairs, festivals, and events, using the same or similar technology, with other markets and applications on the horizon.

How many employees does have experienced staff and management What did you hope to get out of your company have? that realize without our most valued exhibiting at this year’s expo? Currently we have 15 full- asset, our customers, there would be no In addition to sales leads, we wanted time employees and 4 part-time, Deltronic Labs. We are excited about our feedback from industry experts attending however, this number will increase new offering to the festivals and events the Show. While we tried to address after the first of the year. market as we have taken our time to get potential issues, we wanted the input input and suggestions from the end users of those actually working the ticket How has your company and incorporate them into a product booths and experiencing them first grown over the years? that we are proud to put our name on. hand. Overall, we received great reviews, We started with 6 employees and, interest, and some good suggestions as the demand for Ticket Dispensers What is different about your and TicketEaters grew both in the U.S. product/service vs. your What is the best sales and internationally, we continued competitors? advice you’ve ever received? to add on to our work force. In 2017 Deltronic Labs is recognized as a leader Do not promise what you cannot we will be adding on again due to in producing only the highest quality deliver and if you say you are going to do new product and market offerings. products backed by service second to none something, do it! Ask pertinent questions to any market we serve. We maintain an but more importantly truly listen to the What areas do you serve with inventory of parts plus have service videos, answers. Be honest, if you don’t know your product/service? technicians, and engineering to answer the answer, say so but then go get it. Our products are at your local family questions and/or offer guidance on the fun center and in numerous countries replacement of expendable items, etc. Our What is your customer around the globe. Additional products/ equipment is built to last which lowers service philosophy? markets are concentrated in the U.S. our customer’s overall cost for many years We believe in offering a quality to come. There have been times where we product at a fair price with impeccable Give us your ‘Elevator Pitch’ may have temporarily lost business to a service. We have customers across about your product/service. competitor’s lower “price”, however, many the globe varying from small users At Deltronic Labs, we believe in only of these losses come back as devoted to giants in their respective industry, offering products of the highest quality. customers after learning the true meaning however, all are treated with the In a time when many internal parts of a cheaper price versus lower cost. same amount of care and respect. of equipment are made with plastic, we still use metal. In doing so, we are How many years have you offering our customers a product that exhibited at the IFEA’s Expo? CONTACT INFORMATION will last for years with far less chance This is the second year our Company Gary Todd of wearing out or breaking in the short has exhibited, although our VP of Vice President of Sales term. We believe in being competitive Sales has attended for over 20 years Deltronic Labs, Inc. with our pricing but not necessarily in a complementary industry. 120 Liberty Lane the cheapest price. By offering a quality Chalfont, PA 18914 USA product at a competitive price, we Why did you decide to exhibit 404-307-6441 believe our customer’s overall costs will at the IFEA’s 61st Annual [email protected] be significantly less than if we were to Convention, Expo & Retreat? www.deltroniclabs.com offer a lesser product. Finally, all of We felt it was a great opportunity this is for nothing if you do not have to show our new offering to the the service to back it up and we do. We festival and events market.

Winter 2016 IFEA’s ie: the business of international events 29 Good Great CFEE An Important Step in the Career Track of Industry Leaders

As a professional in the Festivals & Events CFEE (Certified Festival & Event Execu- Industry, you know the difference be- tive), the IFEA’s professional certification tween Good and Great. You’ve dedicat- program, provides the essential difference ed yourself to the “whatever it takes” between good and great among profes- approach that has become your hall- sionals in our industry. It signifies the mark. You understand the importance highest level of achievement. Attainment and value of continuing to hone your of your CFEE certification provides recog- skills, growing your knowledge base, nition of your commitment to excellence, expanding your professional network, experience, and to your career, placing you and surrounding yourself with others in an elite group of the top festival and who have reached the top levels of their event professionals in your field. It’s a state- careers as well. ment of quality that you bring to the table.

For more information about the IFEA’s professional certification program, and our 2016 CFEE FastTrack® Program, contact Cindy Lerick at [email protected] or call +1-314-614-7152.

The CFEE Professional Certification Program is Sponsored by EXHIBITOR SPOTLIGHT

Bob Riggs, a professional vendor, created Cloud- Fair as a solution to a universal problem, the Vendor Application Process. With his technology background, he transformed the tedious assortment of hand-written applications into a single platform where Vendors have the ability to apply to events with their computer, tablet, or smartphone using CloudFair.net. Now, vendor applications are received and processed by events in a digital format and can be exported to your spreadsheet software.

CloudFair has moved the Event industry forward with technology designed specifically for the Event industry.

How many employees does new features we’re excited about. Now What do you hope to get out of your company have? your event organization is able to search exhibiting at this year’s Expo? We have 3 employees. the vendor database to find a specific Our goal is to introduce people to type of vendor. An example, if you need CloudFair.net, and all of the benefits How has your company a pizza vendor and you are in Colorado, it has to offer. CloudFair can be for grown over the years? it will list local pizza vendors. We also everyone, from events with only 20 CloudFair is a new company. After 3 have added a payment feature to collect vendors to large events with thousands. years of intensive research and develop- application fees and contract amounts. It allows your organization to reduce ment, CloudFair is launching our product Lastly, we added the ability to have the duplication of efforts and make you to vendors and event organizations. entertainment and services in our database. more efficient. Remember your office is always with you, just a login away. What areas do you serve with What is different about your your product/service? product/service vs. your What is the best sales advice CloudFair is a cloud-based business competitors? you’ve ever received? that can be used internationally. We CloudFair was created because the Be there to solve the problem, currently have an English version. All industry lacked anything like it. Our not create the problem, based it takes is an internet connection. main competition is actually the old way on the customer’s real needs. of doing applications – the handwritten Give us your ‘elevator pitch’ paper application. We were created by our What is your customer ser- about your product/service. industry with the help of fairs, festivals vice philosophy? CloudFair.net is your solution to and vendors. We were able to start from Obviously, to create a responsive accepting online vendor applications. scratch and design it using terminology team, but more than that we are an It's FREE for events and setup is a used by our industry. The goals: To end evolving business. Our Members, both breeze. When your event teams up the duplication and redundancy of the vendors and the event organizations, with CloudFair, it becomes your the efforts of professional vendors and are our partners. Their ideas and vendor application headquarters. Once professional organizations. To standardize suggestions for enhancements are huge you list your event on CloudFair.net, the application process. To be able to to us. Because of this partnership you you will send your vendors to us. The search for events and apply. To keep track will be getting new features in real time. vendors will register, then fill out the of upcoming events and the status of standardized application complete with applications. To be searched by professional uploaded photos, insurance information organizations and allow them to invite you. CONTACT INFORMATION and references in an easy, downloadable Cloudfair in unique, you can use it as a Robert Riggs format. After a couple clicks, you will tool. You can accept paper and our digital CEO receive your vendor’s application online. applications. We can export our data to CloudFair With CloudFair, you will also have your expensive accounting software. PO BOX 27740 access to our searchable vendor database, Las Vegas, NV 89126 USA a concession audit system, downloadable How many years have you 800-433-9650 reports, vendor information, and more. exhibited at the IFEA’s Expo? [email protected] Setup your live online demonstration We are a second time vendor. Cloudfair.net at CloudFair.net today! Why did you decide to exhib- What is your newest product/ it at the IFEA’s 61st Annual service that you have to offer that Convention, Expo & Retreat? attendees need to know about? We wanted to be part of an We are always adding features based on organization that is interested in input from our members. We have a few innovation and education.

Winter 2016 IFEA’s ie: the business of international events 31 IFEA 2016

the honor of a lifetime

The International Festivals & Events Associ- ation is pleased to announce the induction of one of the festival and event industry’s finest professionals into its prestigious IFEA Hall of Fame – William B. Flinn, Executive Director at the Pasadena Tournament of Roses in Pasadena, CA.

Known as the association’s most prestigious honor, the IFEA Hall of Fame recognizes those outstanding individuals who, through their exceptional work and achievements, have made a significant contribution to the Festivals and Events Industry and a profound difference in the communities they serve. Induction into the Hall of Fame is considered the highest of industry honors. Selected from a group of his industry-peers, Bill joins the prestigious ranks of 57 others inducted into the hall over the past 25 years. Bill was honored at the IFEA’s 61st Annual Convention, Expo & Retreat, in Tucson, Arizona, U.S.A., where he was presented with his award during the IFEA Awards Luncheon on Tuesday, September 27, 2016. Born in Pennsylvania to Salvation Army officer ministers, it was instilled in Bill Flinn from an early age that the focus on family, faith, community and commitment to others would be the building blocks of personal success. Bill has embraced these tenets with his long career in the festival and special events industry. Musically trained from a young age, Bill has played, conducted and toured with various bands and vocal ensembles throughout the world. This lifelong commitment to music, in some ways, was a precursor of things to come. In the late 1970’s, Bill ventured to Los Angeles to begin a career in public relations and he also worked with the film and television industry. His drive to support music and volunteerism led him to Pasadena where he directed William B. Flinn The Salvation Army Band in the Rose Parade. Bill had become a participant in the very Rose Parade he had watched as a young boy on television on the East Coast. Pasadena Tournament of Roses His community volunteer spirit led him to become a white-suited Tournament of Roses member in 1980. He Pasadena, CA would man his barricade position in the evening and march

32 IFEA’s ie: the business of international events Winter 2016 in the Parade in the morning. As fate by the Association’s leadership to would have it, Bill was offered the become the Executive Director in 2011. position as the public relations director His elevation caps a career spanning for the Tournament of Roses in 1981 more than three decades but his work and the rest, as they say, is history. will continue through his retirement Bill embarked on a career that for on April 30, 2017 and beyond. almost 36 years has been dedicated to As Executive Director, Bill has the festivals and special events industry continued to build upon the by not only helping the Tournament of Association’s history and tradition while, Roses volunteers and staff produce the at the same time, embracing the future Rose Parade and Rose Bowl Game but to with the continued enhancement of the sharing of his knowledge, mentorship participant and television broadcaster and friendship to the entire industry relationships and the expansion of new and by his service as a leader with local, media with digital and social platforms national and international organizations. to increase the brand’s recognition in Bill quickly advanced through the emerging markets and audiences. ranks of the Tournament of Roses staff Bill believes that giving back in and became its first Chief Operating service is a critical part and vital in Officer in 1996. He served in that role any community. Bill has served on for 15 years, helping to manage the many event and festival organization operations of the now 128th Rose boards and is currently on the World Parade and the 103rd Rose Bowl Game. Board of Directors of the IFEA, the His professional career, by any Football Bowl Association and other measure, including his tenure with local and national boards. During this the Tournament of Roses has been a time, he has faithfully maintained his resounding success. From his early volunteer commitment as a music days as a public relations director director at his Salvation Army church. under longtime administrator and IFEA He is a regular speaker on non-profit Hall of Fame member Jack French, and special event management and is Bill has spearheaded and assisted generous with his time in sharing with with the efforts to launch a successful all who are interested in special events, marketing and sponsorship program, the community service and volunteerism. expansion of the parade’s domestic and Bill has spoken at conferences around international broadcasts, modernization the world and is the first to speak up of the Tournament’s infrastructure, the on all the special events and festival development of an enhanced community industry has to offer to enhance relations program and the development community spirit and economics. of staff team members that assist the Bill’s success comes with the Association’s nearly 1,000 volunteers support of his family. He and his with America’s New Year Celebration. wife Catherine, a Registered Nurse at Bill’s efforts for the Association have Pasadena’s Huntington Hospital, have been wide reaching. To enhance the two children. Daughter Meredith and Parade and Game even more, Bill reached son Derek have both been instilled out to military friends and arranged for with the same inspiration for service. the B2 stealth bomber flyover, a tradition Derek actively serves as an infantry and which has continued to this day. intelligence officer in the United States When Bill became aware that the rose Army. Meredith continues Bill’s long was to be designated the official flower history of public relations as the Director of the United States, he reached out of External Relations for Pasadena’s to the White House to gently remind Rose Bowl Stadium. Meredith and her them of how much the Rose Parade husband Shaun, a Pasadena high school and Rose Bowl Game had done for the teacher, added a daughter, Madelyn flower’s fame. His proactive approach Rose, to their family this past summer. led to a White House invitation on the Bill has been recognized for occasion of President Reagan signing his professional and community the official proclamation making the contributions on many fronts. Most Rose - America’s official flower. recently, at the O2 Arena in London, Recognizing the need for consistent England, The Salvation Army’s highest branding, both for recognition and for honor for exceptional service, the Order potential revenue growth, Bill worked of the Founder, was bestowed upon him. for the creation and implementation The festival and events industry of the single rose design to be used has been incredibly fortunate to have as the Tournament’s logo. The rose Bill Flinn’s leadership, vision and logo now is the unique symbol of commitment in “Bringing People the Pasadena Tournament of Roses Together” for these many years. and recognized around the world. Please help us congratulate In recognition of his years of our 2016 IFEA Hall of Fame dedicated service, Bill was chosen inductee, William B. Flinn.

Winter 2016 IFEA’s ie: the business of international events 33 2016

The IFEA and Zambelli Fireworks are pleased to announce Barbara Ehrlich from the National Cherry Blossom Festival, Washington, D.C as the recipient of the 2016 IFEA/Zambelli Fireworks Volunteer of the Year Award. As this year’s winner, Barbara was the guest of the IFEA and Zambelli Fireworks at the IFEA’s 61st Annual Convention, Expo & Retreat September 27-29, 2016 in Tucson, Arizona. She was recognized and presented with her award during the IFEA Awards Luncheon on Tuesday, September 27, 2016. Please help us congratulate our 2016 IFEA/Zambelli Fireworks Volunteer of the Year Award Winner, Barbara Ehrlich.

ment of Festival community events by Barbara has maintained wonderful rela- Barbara Ehrlich directly reaching out to residents of the tionships with the city officials and com- Nominated by the District of Columbia, attracting national munities that she visited while on these National Cherry Blossom Festival, and international visitors. trips. Through these relationships and the One of Barbara’s most significant efforts groundwork that Barbara laid, the Festival Washington, D.C was her ability to lead in the creation of the was able to build a strong foundation and Barbara Ehrlich has volunteered with Southwest Waterfront Fireworks Festival. flourish into a world-renowned event. Bar- the National Cherry Blossom Festival Through her dedicated engagement and bara encourages and inspires volunteerism since 1991, this year celebrating a signifi- strong ties to the community, Barbara to the next generation, recruiting and cant milestone of 25 years of service with worked with the Festival’s staff to rally building a new core of Festival volunteers the organization. She has fulfilled many support and participation for the first-ever for the future. critical roles and has provided essential Fireworks Festival in 2004, which had 200 Barbara exemplifies the National Cherry support for the Festival from boots on attendees. Through years of hard work, Blossom Festival’s spirit and joy and the ground to hands-on assistance in the event has earned its place as a Festival fully embraces its cultural and historical planning and executing an event, being tradition that now attracts over 50,000 peo- significance. While the Festival has evolved a sounding board and director oversight. ple annually and includes a lighted boat enormously throughout the past 25 years, Her support and involvement has been a parade, family-friendly activities, two stages Barbara has always embraced these changes priceless asset and key component to the of live performances, and much more in as an advisor and champion of the orga- Festival’s success each year. addition to the fireworks finale. The event nization. Barbara consistently goes out of Barbara provides leadership as a dedi- is attended by area residents and national her way to attend all of the Festival’s many cated member of the Board of Directors and international visitors alike. events, and takes the time to soak in new and Executive Committee, where she has Wearing two hats, one as an active mem- and unique experiences. Although some taken on officer roles and has served as ber of the Southwest Waterfront neighbor- events don’t relate to Barbara’s interests, a chair on many committees throughout hood and another as a volunteer for the such as the Cherry Blast dance party aimed the years. Year-round, Barbara has devoted National Cherry Blossom Festival, Barbara at a millennial demographic (she is over 70 countless hours of dedication, hard work has connected the neighborhood’s profes- years old), she attends them anyway and and expertise each and every week, aug- sionals, senior citizens, community folks, has a great time trying new things. Barbara menting the efforts of the Festival’s full- businesses, and government organizations continues to grow and learn with the staff time staff. Understanding the importance together as one group of volunteers. each year, and is always open to new ideas of the evolution of the Festival, she has Barbara has also lead and participated and sharing her thoughts. provided critical support and guidance as in three goodwill trips to Japan, where she Barbara’s impact has been immeasur- the National Cherry Blossom Festival has developed and maintained relationships able in its contribution to the Festival, and transitioned from an all-volunteer organi- with members of the Japanese govern- the energy, strong relationships, and posi- zation 16 years ago, to being staffed with ment, businesses, and civic groups in tive experiences that she has brought have a year-round Executive Director, to today’s order to strengthen the Festival’s legacy provided a clear vision for the possibility staff of 11 employees. of honoring the original 1912 gift of trees for growth and grandeur of this interna- Over the years, Barbara has made it her from Tokyo. One of Barbara’s fondest mo- tional celebration. At its core, the National personal mission to connect the Festival to ments was participating in one of Japan’s Cherry Blossom Festival is about making both local as well as global communities. major festivals and being a part of the joyous memories and Barbara Ehrlich She has lead in the creation and manage- community’s annual parade. helps make that possible.

34 IFEA’s ie: the business of international events Winter 2016 IFEA VISION A globally united industry Publisher & Editor that touches Steven Wood Schmader, CFEE, President & CEO Assistant Editor lives in a positive Nia Hovde, Vice President/Director of Marketing

way through Advertising Kaye Campbell, CFEE, Director of celebration. Partnerships & Programs

Sylvia Allen, CFEE Associate Director of Sales

Art Director Craig Sarton, Creative Director

Contributing Writers Laura Grunfeld, Dr. Patty Janes, Binna Jensen, Sean King, Brandon Laue, Lexi Matthews, Thomas Nizo, Dan Rose, Karen Shostak, Robert Wilson, Kendra Wrightt

Photography Andrew Rafkind

For association or publication information: IFEA World Headquarters 2603 W. Eastover Terrace Boise, ID 83706, U.S.A. +1.208.433.0950 Fax +1.208.433.9812

With respect to interactions with members/customers or those applying to be members/customers, the IFEA will not cause or allow conditions, procedures, or decisions which are unsafe, undignified, unnecessarily intrusive, or which fail to provide appropriate confidentiality or privacy. If you believe that you have not been accorded a reasonable interpretation of your rights under this policy, please contact the IFEA office at +1-208-433-0950 ext. 18. http://www.ifea.com The Festival Organiser’s Guide To Corporate Social Responsibility (CSR) Part 2 of 3 By Dan Rose

DETAILINGDETAILING WHATWHAT CORPORATECORPORATE SOCIAL SOCIAL RESPONSIBILITY RESPONSIBILITY IS, IS, HOWHOW FESTIVALS FESTIVALS AREARE USING ITIT AND HOWHOW YOU YOU CAN CAN IMPLEMENT IMPLEMENT AA SUCCESSFULSUCCESSFUL CSR CSR STRATEGY STRATEGY WHEN WHEN PLANNINGPLANNING A FESTIVALFESTIVAL By Dan Rose TOP TIPS FOR CREATING A SUCCESSFUL CSR STRATEGY

WHAT IS CORPORATE SOCIAL RESPONSIBILITY?

THE BENEFITS OF CORPORATE SOCIAL RESPONSIBILITY

CORPORATE SOCIAL RESPONSIBILITY AND YOUR BOTTOM LINE

HOW FESTIVALS AND SHOWS USE CORPORATE SOCIAL RESPONSIBILITY

36 IFEA’s ie: the business of international events Winter 2016 In Part 1 of this article, we discussed what is corporate social responsibility, highlighting the ISO 26000 CSR Guidelines, CSR and the Community, the Environment, the Economy and more.

In Part 2 you will learn about how festivals and shows use corporate social responsibility to their advantage including a case study on how Glastonbury, a leading UK festival implements CSR.

HOW FESTIVALS AND SHOWS USE CORPORATE SOCIAL RESPONSIBILITY TO THEIR ADVANTAGE There is no denying that the most successful festivals have incorporated corporate social responsibility into their activities and that it is having a positive effect on the environment, community and economy. We have spoken to some of the top festivals and shows in the UK and - along with our survey and secondary research - have discovered not only how and why festivals are incorporating CSR but what their views on the subject are too.

WHAT FESTIVAL ORGANISERS HAVE TO SAY Throughout our research we have spoken to a number of festival organisers to get their opinions on the importance of CSR and to find out how they include CSR within their festival. We have conducted a survey, spoken directly to festival organisers and carried out research online to discover how CSR is being used and perceived within this industry.

Winter 2016 IFEA’s ie: the business of international events 37 belief is repeated throughout the industry. Farmfestival also agreed and gave us an insight into how they are reducing 66% of festival organisers say CSR is of their impact on the environment by “Increasing levels of recycling and trying high priority to their festival to use local contractors to cut transport costs and environmental impacts”. This is one of the most important areas of CSR when it comes to festivals We asked our survey respondents (all more local people involved in the festival, and this has become increasingly of whom are festival organisers) exactly from volunteering as stewards, working apparent throughout our research. how much of a priority corporate social as part of the onsite team, trader, supplier responsibility is to their festival/show. or as external contractors.” This level of HOW THE LEADING UK With 66% of respondents indicating investment into the local community FESTIVAL IMPLEMENTS CSR that CSR is of high priority to them, it is demonstrates how important a good clear to see how engrained CSR is into relationship with the local community With such an environmentally the festival culture. Each festival has is for a festival to succeed and to be conscious audience, it is wise for their own way of implementing CSR accepted as a positive force in the area. leading festivals to participate in activities and all of them agree that these CSR activities, especially CSR tactics activities help to strengthen relationships Maintaining and Promoting Ethical regarding the environment. Find with the audience and increases their Standards out how the leading UK festival, audiences’ loyalty to the festival itself. Another reoccurring theme that came Glastonbury, implements CSR. As we have already mentioned, CSR up in our research was the importance activities are not primarily a strategy for of CSR activities when maintaining, GLASTONBURY FESTIVAL increasing profits, however they do have promoting and encouraging high ethical Glastonbury Festival is one of the a knock on effect which can result in a standards. A representative of Vegfest best at implementing corporate social financial gain (we will talk more about this UK, Europe’s biggest vegan festival, told responsibility strategies. With the later). With 83% of our survey respondents us that ethical issues were the most festival’s organiser, Michael Eavis, being stating that CSR activities do have a important aspect of CSR for their festival from a humble, farming background, positive effect on their bottom line, it is and that there main aim was to “Support his sense of social responsibility has quite apparent that if you implement CSR veganism (and) the abolishment of come naturally to him and the festival effectively then it doesn’t have to eat into using animals as food sources”. They is focused on pleasure over profit. your budget with no return on investment. also stated that they are seeing “More Glastonbury is particularly active One of the main reasons the festival and more attendees supporting the when it comes to addressing their organisers we spoke to said that CSR vegan philosophy” which indicates environmental responsibilities. In benefitted them was by improving that their CSR activities are at the very addition to their efforts to cut emissions relationships within the community. One core of their festival and that they are for festival attendees travelling to the organiser said “We involve the community working in order to achieve their goals. event, Glastonbury Festival is keen in as many activities as possible. We We also spoke to Farmfestival to get to reduce the amount of waste going give generously to charity and provide their view on ethical standards within to landfill and therefore regulates free sessions for young people to get their festival. They said, “We have turned what staff, contractors, sponsors involved in sport for free. We also down sponsorship from several large and traders bring into the venue. celebrate with a family fun day at the end corporations that do not fit with our of the sessions where we support local ethical values”. This is a great example of Recycling at Glastonbury businesses through trade and by inviting a festival sticking to their core values and Glastonbury is also active in its them to attend.” The local community remaining socially responsible instead of recycling efforts, with half of all are important to this festival and the sacrificing their beliefs for financial gain. waste generated at the 2014 festival organisers do what they can to maintain being recycled (around 983 tonnes a positive relationship with them. Also Improving Environmental Impact of waste). The total cost of cleaning stating that these types of activities are Most of the festivals we spoke up after the event is £780,000, which “Very effective in getting more people to mentioned the importance of is money that could be better spent involved in a community activity” which festivals improving their impact on the elsewhere, so Glastonbury try to is one of the main goals of the festival. environment in some way. One organiser encourage people to clean up after It is clear to see that even larger saying “I certainly believe all should themselves with various campaigns, festivals, for example Boomtown Fair, be trying to minimise the negative such as the Love Worthy Farm, Leave which has a capacity of around 50,000 environmental effects of events”. This No Trace and Take It Don’t Leave It. people, are committed to improving relationships with the local community, as they say on their website, “Since finding our home at the Matterley Estate in 2011 we have been working hard to 83% of festival organisers find thatCSR give back to (the) local community as much as possible and have donated over activities have a positive effect on their £30,000 directly to charity projects and organisations around the Winchester area and to the parishes near the festival site. bottom line “Each year we look to get more and

38 IFEA’s ie: the business of international events Winter 2016 several different charities, including Oxfam, WaterAid and Greenpeace. These charities are given the opportunity to 86% of festival organisers say that the take part in the festival itself, enabling them to recruit like-minded people and main benefit they see fromCSR activ- spread the word of their message further. Glastonbury Festival is a shining ities is improved relationships with the example of how festivals and shows can take part in corporate social responsibility activities which benefit the community environment, community, economy and social wellbeing of all those involved. Depending on the size of your festival, it may be unrealistic to try and cover Sustainable Energy at Glastonbury substantial amount of time and money as many areas as Glastonbury does, There is also a real effort to use into the renovation and rejuvenation however it is advisable to find at least sustainable energy sources in order to of the area. For example, since the year one area, for example the environment, power the festival. Solar power and wind 2000, Glastonbury Festival has built the and concentrate your efforts there. power are used for the Theatre and Circus new Pilton Working Men’s club, and Shangri-La areas, as well as all the a football pitch, tennis courts and cafes, stalls showers and stages above pavilion in Pilton Playing Field and In Part 3 of this article, you will the old railway line in the Green Fields. has completed a housing project learn about corporate social Combine that with the use of hybrid which provides affordable homes responsibility and your bottom generators and Glastonbury is certainly for the offspring of villagers who line, the benefits of corporate looking more and more like a ‘green cannot afford Pilton prices. social responsibility and top festival’. Worthy Farm (Glastonbury’s They have also renovated and tips for creating a successful location) also has the largest privately repaired numerous buildings, including corporate social responsibility owned solar PV array in the UK, with the Glastonbury Abbey Tythe Barn, strategy. 1,500 square metres of solar panels Pilton Paris Church, Pilton Methodist generating around 250KW of power Chapel, Glastonbury Library and several on a sunny day which is used to power footpaths and children’s play areas. the farm, with any remaining energy The festivals organiser, Michael Eaves being redirected to the National Grid. also employs people all year round to Dan Rose is Managing Director of keep the area clean and tidy by litter Hampshire based Event Insurance Reducing Water Usage at Glastonbury picking, clearing streams and ditches and Services, one of the leading Glastonbury Festival also concentrates removing graffiti, amongst other jobs. providers of all types of event efforts on preserving water and reducing The local community benefits insurance in the United Kingdom. its usage at the festival. Their ‘Don’t Waste economically from the festival too. The company prides itself on a A Drop’ campaign encourages attendees Records show that Glastonbury Festival reputation built on outstanding to conserve water and cut down on spent over £6 million with local personal service and is celebrating their usage for non-essential tasks such companies in 2007, with the net value its 20th Anniversary this year. as cleaning mud off boots. They have of the festival, including spend from Dan has been with the company even built their own reservoir that holds attendees in the local area, being valued for nine years and has long been 1 million litres of water with plans to at over £35 million in the Mendip area. a festival goer himself. https:// build another one and have introduced The local community aren’t the only www.events-insurance.co.uk a reusable water bottle which is available ones to benefit financially though, as on site to reduce plastic bottle wastage. the festival donates a generous sum to

Glastonbury’s Social and Community Responsibilities The list of environmental protection methods used by Glastonbury is vast, A study by ‘a greener festival’ in 2006 indi- from reducing road deliveries and CO2 emissions to planting trees and providing cated that 74% of festival goers agree or compost toilets. Social and community responsibilities are also a priority for the festival: for starters, all tea, coffee, strongly agree that festivals should imple- sugar and hot chocolate sold on site is Fairtrade, with stallholders being ment environmentally friendly practices, actively encouraged to stock Fairtrade products. This shows Glastonbury’s and 91% agreed that festival organisers commitment to the social wellbeing of those providing these goods. should be responsible for minimising the Glastonbury and the Local Community festivals effect on the environment. In terms of the local community, Glastonbury Festival contributes a

Winter 2016 IFEA’s ie: the business of international events 39 By Karen Shostak

40 IFEA’s ie: the business of international events Winter 2016 A: In the months leading up to the festival, training sessions are conducted with team leaders then with all of the The vast majority of our festivals and events actual workers. The training consists of proper identification protocal, sell beer. Some of our events sell large quan- how to deal with intoxicated patrons, event supply chain and logistics. tities of beer and have only seconds at a time Q: Why has this worked so well to get it right. So our first piece of advice in for the Riverbend Festival? A: Preparing our staff with solid this article is to have you all remember that training has allowed them to be armed with the tools needed to work through our unique and “How you prepare for service and how you very busy sales environment. engage in service, will have everything to do 3. Plan Your Locations as Though You Were a Patron, Not with the outcome of service.” What’s Easy for Your Clean Up. Remember, it’s not about you; it’s all about your customer!

Q: How are the locations determined It is a fair statement to say that the team is made up of local non-profits or at the Riverbend Festival? only way to be exempt from making charitable organizations. A percentage a mistake in the alcohol supply chain of each serving sold, once reconciled, A: We begin planning locations based on is to not sell alcohol. Though this is is paid out to the organization. sales history in that area of the event. We a fair statement, it is not realistic. It is want to be sure that we are maximizing expected at most events, primarily those Q: Why does Riverbend real estate and revenue potential. Next, with music, that this adult amenity choose this type of staff? we look at the lay of the land i.e. visible; will be available. It then becomes our easy to access, power available. Once the responsibility to provide the amenity in A: These organizations have a need to locations are selected, we walk the site the most customer friendly environment raise money. They also come with an prior to the event in “patrons” shoes. It while doing all things possible to not army of good citizens raising as much is only then that we will know if these incur violations of the law. As the times money as possible for their cause and locations really make sense for our guests change and our audience changes, the festival ends up with the right and if we need to adjust. Remember, we must stay aware of as many best amount of staff to get the job done. patrons need organization so, “If it’s hard practices as possible. It also helps to Since this program was created in 2007, to get to, they’re not going to do it!” have some scalable guidelines to go by. the beer sales program has put nearly We will share some practices that have $300,000 back in to the community. Q: Why has this location served as great support to the Riverbend assignment process worked well? Festival here in Chattanooga, TN, as Q: Why is the right team important? well as some science behind creating a A: By creating areas that the patron has program that will make you proud. A: Consider your alcohol sales team to no difficulty in, the buying process for Here are 10 helpful tips that will help be another event representative. Third them is much smoother and usually jumpstart your program. You should party or not, they are a reflection of yields higher results in the end. look at these guidelines at 50,000 your event and the overall experience. feet. As you apply them to your event, 4. Master Your Alcohol Order your altitude will lower and these 2. Before You Sell the First Placing an order for alcohol at tips should help you land safely. Beer…Train, Teach, Repeat your event can be stressful to say Training your staff is a critical step the least. “Will I order enough? Will 1. Choose Your Team Wisely of safe beverage service. This activity I order too much? Will I order the The team you select to sell alcohol at should consist of clear instructions, dry right items and make money!?” your event is your last line of defense for runs, and guidelines to refer back to a successful alcohol sales program. Some during sales hours. There should also Q: How does Riverbend events choose to have the responsibility be reinforcement on every day of show master the alcohol order? be handled by a third party and the to be sure that all workers are confident event is paid a percentage while others on what they need to do to achieve a A: Sales history and margin reports choose to take on the risk and yield a successful sales night. A solid training are a vital part of a good alcohol higher return. Either way, your team and program could mean the difference order for our event. Sales history approach will always reflect on the event. between making a mistake and receiving helps us with ordering the right a violation or not having any issues. quantities and margin reports help Q: How does the Riverbend us make sure we are buying smart Festival staff the event? Q: How is training and continuing and pricing it right. We also research education handled in order trends in our region and compare A: The Riverbend Festival does not to prepare for Riverbend? them to our flavor mix from the contract a third party. Our beer seller

Winter 2016 IFEA’s ie: the business of international events 41 into the positions that they felt were It cannot be stressed enough that just when best for them. Also, by staffing groups and organizations, we have been able you think you have a flawless system, you find a to maintain good team numbers with people that like to work together. This has problem. Using secret shoppers and conducting created consistent teams, great customer compliance checks allows you to be proactive service, and measureable sales results. 8. Queue It Up! Create a Flow and find any shortcomings before they potentially That Even You Wouldn’t Mind Waiting In become a violation. Most festivals and events have a rush of patrons. Gates open and it is off to the previous year essentially asking 3. Determine what percentage races. Corralling your guests is a must to ourselves “What are people buying?” of sales should be divided up help achieve the goal of a happy visit. per our line up of music. Q: Why has this order process Q: How does Riverbend “Queue it up?” worked for Riverbend? 6. Ample Storage = Fewer Transactions A: The traffic pattern per location is A: By keeping track of our order Having adequate storage on site for determined with convenience and safety quantities, margins, and flavor mixes, your alcohol order allows for fewer small in mind. We also work to create a “one our cost of goods compared to our deliveries. It also allows you to place a way in and one way out” scenario. This margins have maintained a solid large order on the front end and only order allows our staff to take care of each and percentage; usually 70-73 percent. small case quantities for more popular every guest with structure. They enter the We are also able to predict in advance flavors at a specific location. Ultimately location, show ID for verification, obtain if we need to adjust the price to the you will have fewer transactions per an over 21 wristband, and move forward consumer versus finding out after the location and the reconciliation process with the transaction with eager folks fact that we should have charged more. becomes very simple; i.e. beer ordered waiting to sell it to them. We snake the minus beer left over equals beer sold. lines of larger locations to minimize the 5. Stocking Grids; Your Lineup The beer sold quantity should match feeling and appearance that the line is Can Affect Your Nightly Sales, the dollars collected per station. “a mile long.” Lastly, queue lines do not What’s The Percentage interfere with neighbors on site. We make Now that you have placed your order Q: How has a good alcohol sure that the “in and out” does not block for let’s say 4,000 cases, how do you storage plan helped Riverbend? a sponsor or vendor that is next door. stock your event per evening? Based on sales history you know that you will A: In most situations, a location will 9. Your Friends Wear a Badge. go through this much product for the only have two inventory tickets, one Work Together! entire festival, but now you need to for the alcohol that was delivered and If there is only one message that you take find out how much you need to stock the second for the alcohol that did not away from this article, let it be one of these for the night and per location. First, sell. This has helped us determine sales last two tips. Working with law enforcement do your homework. Imagine a line up by location much faster and close the and other emergency services will ensure something like Friday Florida Georgia books in a very reasonable time frame. a smoother outcome every time. Planning Line, Saturday REO Speedwagon, and programs that involve alcohol should Sunday Wide Spread Panic. Of the 7. Proper Staffing Numbers always involve these important players. 100 percent of your order, you should Can Mean Happier Workers Making them part of the planning process determine what quantities are needed and a Reduced Risk of Making is not only smart business but also helps to to supply each night and each location a Mistake. create a safe environment and makes the and what the proper flavor mix should Staffing locations with adequate support emergency services team part of the plan. be. This determination is made up of allows your workers to not be overwhelmed many things such as other event results or overworked. With enough folks on hand Q: How has Riverbend benefited from with these artists and comparable nights that have a specific job to do, the chances of partnerships with Law Enforcement in the past at your event. Ultimately you making a mistake are dramatically reduced. and other emergency services? need to use good math and research Locations that are short staffed have a to divide up the order properly, avoid higher likelihood of inconsistent results and A: Chattanooga is made up of a over ordering, and keeping ample the potential for unintentional violations wonderful and respected emergency supply of the right flavors on hand. could be introduced. Good staffing numbers services team. Success is always the allows your team to work well together outcome when both the Riverbend Q: How does Riverbend during the limited and important sales Team and the teams of all of the determine stocking grids? hours as well as gives them the time to offer services are on the same page and superior customer service to your patrons. working together in unison with the A: We use the following same intentions. Riverbend and the formula for stocking. Q: How have large staffing community benefit from these strong 1. Determine the percentage numbers helped the festival? partnerships because the outcome is of overall sales for each a fun and safe event for everyone. location using sales history. A: By maintaining good staffing numbers, 2. Determine what percentage our workers come back year to year. 10. Check Yourself! of each flavor will be They usually request the location that It cannot be stressed enough that sold per location. they have worked before and fall back just when you think you have a flawless

42 IFEA’s ie: the business of international events Winter 2016 system, you find a problem. Using secret shoppers and conducting compliance checks allows you to be proactive and find any shortcomings before they potentially become a violation. This is a critical step in completing a great night of service at your event. You strive for perfection in a plan leading up to your event such as ideal locations, staffed to the hilt, adequate order, and your queue lines are reminiscent of “Disney.” These things matter most when you “shop” yourself and confirm that you were right on target!

Q: How does Riverbend implement a secret shopper program?

A: We accomplish this in two ways and always involve local law enforcement. Either law enforcement is a direct participant or they are aware of our plan for the night. We “shop” our festival for compliance issues and customer experience information. To check compliance, we recruit young men and women that are under 21 and attempt to obtain an over 21 wristband. IMPORTANT NOTE, we are not allowing these team members access to alcohol. We are only looking for a problem within the ID process. Once we begin our “compliance check” we walk with the police and observe the outcome of the check. By us conducting these checks we are able to correct any potential problem areas before they become a violation. If the police department conducts the check and there is a poor outcome, this leads to fines and the inevitable PR implications. To check for customer experience, we recruit a group that is already attending the festival and ask for their feedback on both alcohol and food purchase results. The people recruited are either Riverbend regulars or a festival supplier. These groups are usually not afraid to tell you what is wrong and that feedback is taken seriously, sometimes causing a change that night or the next day. For Riverbend, our secret shopper program has certainly kept us on our toes.

To sum it up, we hope that these tips are as helpful for you as they have been for us. We all work hundreds of days a year for the success of only a few; this hard work should only be reciprocated with remarkable results. We hope for all of our IFEA friends and peers a profitable yet safe program that allows you all to nail the landing!

Karen Shostak is the Director of Sales at Friends of the Festival/River- bend Festival in Chattanooga, TN.

Winter 2016 IFEA’s ie: the business of international events 43 REPAIRING A COMMUNITY THROUGH

A FESTIVAL

44 IFEA’s ie: the business of international events Winter 2016 BY THOMAS NIZO

HISTORY In 1835, the first commercially successful sugar cane plantation in Hawai'i was born here on the island of Kaua'i and would become Hawai'i's largest industry. In 1980, there were a total of 9 different plantation companies operating over 220,000 acres of sugar cane production throughout the state. Almost 175 years from its inception, the last load of Kaua‘i’s sugar cane stalks headed to the mill for processing in 2009.

The Economic Change would become law in 9 months time. With the sugar era coming to a close The issue divided families, communities and hundreds of thousands of acres and ultimately the island. Thousands zoned exclusively for agricultural use, of residents for either side of the issue large land owners began leasing to became activists and demonstrators. Both Ag companies raising GMO crops. It groups protested almost daily with signs, became almost a seamless transition as provided opposing hours of testimony at plantation workers shifted from growing public hearings and marched in massive sugar cane to growing mostly corn. numbers in front of our government However, residents, most of whom were buildings wearing colored t-shirts that not part of the plantation families, did represented the side they supported. In not easily accept this change in industry August of 2014, a Supreme Court Judge due to what they perceived as increased invalidated the bill stating there was pesticide use. With sugar production, already “a comprehensive framework spraying of pesticides occurred once every for addressing the application of 2 years when the crop reached maturity restricted use pesticides and planting and had to be planted anew while corn of GMO crops in place for the State.” 1 production had faster crop rotations Honolulu Civil Beat, August 25, 2014 but sprayed smaller areas 3 times a year. The general public focused on the new A Calculated Decision frequency of spraying rather than the The end of Bill 2491 left its supporters amounts used per acre per year. The feeling defeated. Ag company employees island communities became divided on returned back to work with anxiety the issue and the creation of Bill 2491 wondering if their jobs would again be fueled the controversy even more. in jeopardy. As the festival organizer of Waimea Town Celebration (WTC), The Clash of Paradigms the longest running festival on Kaua'i, I Bill 2491 was introduced to our contemplated whether WTC could help County Council on June 21, 2013, to with interaction and education to bridge regulate pesticide usage and GMO the gap between our torn communities. testing and if ratified by our Mayor, But was this even my kuleana

Winter 2016 IFEA’s ie: the business of international events 45 of soybeans produced in the United The main goal for Year 1 was States are genetically modified. To know this statistic, gives clarity, especially to to show that the Ag companies those who oppose using GMO products. Year 2 – Transparency with were more than just large Processes In addition to hosting a vendor corporate Mainland structures booth as they did in Year 1, Ag companies would now include that happened to employ local 45-minute site tours of their processing facilities as well as provide static displays of high attention issues. residents. It was important to Year 2 would provide another level of transparency by lifting the “corporate show that they are integrated veil” and adding factory tours of their respective sites. Utilizing the current demographic of the festival would throughout our community and leverage the amount of participants who would have the opportunity to go support our local sports teams, on these tours and see static displays that included national issues and how school events and non-profit it pertained to our local environment as well as displays that graphed their pesticide usage and EPA safe level organizations. thresholds that was of particular concern to a lot of residents during the controversial era of Bill 2491. (responsibility)? Were there negative the land), we could be successful in consequences if I did nothing? Or would bridging together our community. Year 3 – Sharing Information & there be ramifications if I did something? Through our discussions with key Assets with the Community Our WTC committee turned to an leaders, our WTC committee outlined This tier solidifies the strategic leverage ORM (Operational Risk Management) the Mauka 2 Makai Activation Plan, efforts and bridges the investment Quad to help visualize the “best scenario” that spans 4 years of participation gap of Ag companies’ support of local of the possible outcomes needed to and would feature their mission of farmers and other businesses who make a "Strategic Leverage" decision. work while addressing the questions could benefit through participation. The influence and long history of our and concerns of the general public for In Year 3, the Ag Companies would festival was strong enough to bring these their farming practices on Kaua‘i. host an auxiliary event on their property groups together in one place. The State within the festival time period. & local governments, Ag companies Year 1 – More Visibility and anti-GMO supporters could all To step out from the background Mauka 2 Makai (From the Mountains benefit if we worked together to provide and become more accessible to the to the Sea) Event an event(s) for our community as a community, the Ag companies would Day Time Event (10:00 am – 4:00 pm) whole, and so I began to meet with host a vendor booth at our festival, • Sponsor free booths for non-profits key people from each of these groups provide give-aways and feature commonly with common interests (ex. local 4-H to develop a shared vision for us all. used GMO household products. and Future Farmers of America groups) The main goal for Year 1 was to • Display of all GMO products Changing Paradigms Through show that the Ag companies were more readily available at local markets a Festival than just large corporate Mainland (ex. corn, tomatoes, onions, The Ag companies are located on structures that happened to employ avocados, soybeans, etc.) the west side of Kaua‘i, the same side local residents. It was important to show • Feature cooking demonstrations of the island where our WTC 8-day that they are integrated throughout our by executive chefs highlighting festival has been held for almost 40 community and support our local sports GMO products years. The Ag companies have donated teams, school events and non-profit • Give-a-ways funding in the past for our festival organizations. Hosting a vendor booth • 45 min processing to end-result but with limited promotion of their with Super Sweet Corn give-a-ways facility tours and narrated shuttle bus companies. We wanted to increase their drew attention to their booth, made tours of the fields and buffer zones active participation at our festival and them more visible and accessible for • Provide local entertainment give them opportunities to provide information rather than a silent partner. • Stage crop machinery around the open communication and instill a Another primary goal for their grounds with interpretive signage higher level of trust with the people inaugural year of active participation was or experts on the subjects, showcase who viewed their silence as secrecy. We to educate and dispel misinformation the technological advances of believed that if they stepped out from that had spread like a firestorm through spraying application techniques the background, took on the burden social media. Through featuring and current modified crops that of proof in the community’s eyes by commonly used GMO products at require less pesticides/herbicides becoming more transparent with their their vendor booth, like soy sauce (a • Highlight the overall advancement processes and showed that they had condiment used daily in most of Kaua‘i of farming techniques, different “aloha ‘aina”- (love and respect for households), attendees learned that 81%

46 IFEA’s ie: the business of international events Winter 2016 uses of technology with monitoring (centers of a person) to help them in a “Guess the Weight” contest. and increases of yield production come to their own healthy conclusion Earlier this year, they implemented compared to early farm techniques while also accepting a difference of several parts of our “Mauka 2 Makai” • Provide static displays and an opinion. The first Piko is the po‘o Activation Plan through an “Open informative pesticide/herbicide use (head) where you take information House” held at one of their sites. permit session including types of in with your maka (eyes) to see the Activities included informative chemicals, amounts used, safety opposite perspective and the pepeiao static displays, staged machinery thresholds, EPA controls and (ears) to hear and acknowledge this on their grounds for hands-on documentation of application position. The second Piko is the na‘au experiences, and walking tours with processes such as no application (gut feeling) where you internalize how experts throughout their processing due to high wind speed you are feeling towards that position plant ending with a free luncheon • Create an interactive play area for based on what you have seen and heard. including musical entertainment. children with RC tractors similar to The third Piko is the pu‘uwai (the The components of the Mauka the current machinery used in the heart), which is where you formulate 2 Makai Activation Plan have been fields to simulate actual operating your own conclusion, which may not mostly well received by the hundreds processes and workloads always be favorable with everyone, of participants they hosted from both • Incorporate a farmer’s market venue for but you are able to deliver where you sides of the issue. Many participants other sustainable businesses to actively stand with aloha (love and respect). gave feedback that they had gained sell their products (farmers, fishermen, A volatile issue that many people feel more clarity by being informed and ranchers and ornamentals) so passionate about requires a bit of the Ag companies were also able to finesse when trying to get opposing sides gather public input to change spraying Evening Event (6:00 pm – 9:00 pm) to reconcile or come to an agreement techniques near homes and schools. • “Honor a Farmer” Recognition Dinner that all can live with, and it would take more than a festival event to change Conclusions Year 4 – Show Continued the hurt feelings of our residents on 3 years have passed since the - Commitment to Aloha ‘Aina this issue. What our festival could introduction of Bill 2491, 2 years since With feedback received from do, however, was provide an arena of the Supreme Court ruling and Kaua‘i participants in Years 1 through 3, the opportunity to bring people together to still has strong differences of opinion Ag Companies would commit to create see the opposite side in a non-combative on the issue. However, the public has an annual event with refreshed content, way and implement Ho‘oponopono taken advantage of the opportunity to interactive & informative sessions of to restore peace to our community. participate with the Ag companies in their progress and continued updated educational and informative meetings, information (ex. EPA regulations). Status and Outcome which have somewhat, diffused the The Ag companies have taken big situation. There is still much more work Ho‘oponopono: A Native steps to come out from the background to be done as apprehensiveness towards Hawaiian Method for Conflict and increase their transparency the Ag companies is still evident, but Resolution within the community. They have we have seen that food, fun and facts Our Native Hawaiian people have a not only actively participated in our can bring our community to the table deeply rooted and proven method of festival for the past 2 years, but they and we hope that the Ho‘oponopono conflict resolution called Ho‘oponopono have increased their visibility in the process will continue to repair (to make right) that a person can practice community by sponsoring a sweet relations between friends, families, to restore individual peace. We believe onion contest with a State department communities and the island of Kaua‘i. that everyone has three (3) basic Piko and partnered with a local pig farmer

Thomas Nizo, Facilities Operation Specialist, DOD, Navy; Historic Waimea Theater A volatile issue that many people Manager; Wamiea Town Celebration: Heritage of Aloha feel so passionate about requires Festival Chair, involved in producing many other community events such as light parades, 4th of July Celebra- a bit of finesse when trying to get tions and live theater for the past 23 years. Measures success by "Smiles opposing sides to reconcile or per Dollar". Native to Kaua‘i, Hawaii and my favorite motto "Lead by example, Repetition over Generations come to an agreement that all can equals Traditions" in which Hawaii is live with, and it would take more rich with. Thomas Nizo, Festival Chair than a festival event to change Waimea Town Celebration PO Box 903 Waimea, HI 96796 the hurt feelings of our residents 808-645-0996 on this issue. [email protected]

Winter 2016 IFEA’s ie: the business of international events 47 BY BRANDON LAUE FROM LOGISTICAL NIGHTMARE TO MIRACLE ENTICING RENTERS TO YOUR FACILITY

As a municipal employee for the past ten years, I have seen our Oro You may think the process of Valley Parks and Recreation Department progress toward larger and larger events as a reflection of our residents’ needs and interests. Our building a large facility would small Arizona community of 42,000 people is wanting larger events, and our municipal government has dedicated its resources toward be the main challenge when building facilities that can host these events, specifically facilities for large scale sporting events. The facility has been built. Now what? If you wanting to host a large-scale build it, they will come, right? Unfortunately not, hosting a successful large-scale event has less to do with the facility than you might think. sporting event, so did I. In the Through my experiences running a newly renovated facility, I have uncovered some great tips on how to make your facility appeal years after the opening of my to the outside user. Throughout this article I will explain the three logistical challenges that renters face when planning an event at facility, I quickly found that this another facility. I will focus on the steps needed to access the needs of these renters and how to tailor rental packages to entice the challenge is only temporary. specific user you are interested in hosting. Once the user needs are figured out, I will go over the importance of building the necessary The real challenge is appealing relationships with the community in which you are hosting the event. I will also cover utilizing event sponsorships to sweeten to your renter in a way that your facilities packages and cover the safety side of hosting these large-scale events. Lastly, I will conclude by putting the logistical fosters year round interest. solutions together to leave your renter with a lasting impression.

48 IFEA’s ie: the business of international events Winter 2016 All of this relationship building doesn’t happen overnight but it is important and beneficial to meet with these types of individuals on a regular bases.

Lodging Logistics With great relationships in place, you can start to tackle your potential renter’s logistical problems—the first of which is lodging. Your first step is to meet with the hotels in your area, with the goal of getting them excited about your potential events and the intent to help direct the event goers into their hotels. To do this, it is important to do your research and know the average impact of your potential renters. Our research indicated that on average, the swim meets in our area lasted three days and attract about 300 athletes. It is also important to I was thrown into the world of hosting were a lot of logistics on their end communicate with a diverse set of hotels events just last year when I took over that still needed to be determined. in your area as user needs differ. Take into managing our municipal aquatic center We discovered that the three biggest consideration different income levels for in Oro Valley, Arizona. Prior to managing logistical challenges for these outside participants and the hotel’s proximity to the aquatic center, I spent eight years rental groups were lodging, food for the event and restaurants in the area. Our aiding in the creation of the Parks and the volunteers, coaches and officials, economic development team took on Recreation Department’s events, but I and parking/safety logistics. We knew the task of meeting with local hotels and was never in the position of recruiting if we could assist with these logistical educating them on the potential draw for sporting events for a specific facility. The issues, then we would essentially be these large events. Our newly partnered aquatic center I manage was renovated a one stop-shop for these renters. So visitors’ bureau met with these selected in March of 2013 and was designed to how can you assist with these needs at hotels and took on the task of negotiating host large scale swimming competitions. your facility? Where would you start? room blocks. By having these meetings, The goal of this facility was to give You can start where we did--with our we were able to view the properties and our community and the surrounding own team or employees. At your facility, understand their attributes including total area a high caliber swimming pool to you may want to turn to your volunteers room numbers, rooms with kitchenettes, compete in and to attract some sports or members of your event committee. pools, exercise rooms, etc. This specific tourism to the area. After the pool was Whether you manage a facility for information will come in handy later renovated, we received a lot of buzz from your local government or you are a when processing inquiries from potential the community and the local teams, stand-alone facility looking for renters, renters. In the end your renters will but not a lot of interest from outside you will have people on your team with love you for eliminating their need to renters. It was clear at this point that specific expertise. For us, we talked with do any research in regard to lodging. outside swim teams and competitions everyone from our municipal inspectors needed more than just a swimming to our marketing/communications Food and Beverage Logistics pool to entice them to our area. team. We also tapped into the resources Now who is hungry on tips on how The first step in preparing a packaged of our economic development team, to feed your renters while building good facility for outside renters was to which had expertise on local restaurants, relationships with the restaurants in your determine their needs. Luckily for us, the hotels and businesses. If you do not have community? As with the lodging issue, swimming community was rather large these resources readily available, you it is important to understand what is throughout Arizona, and we were not the can contact your local municipality or needed by the group that you are trying first facility geared toward competition. Chamber of Commerce. They can both to attract before you meet with the Many calls were made to other facilities be a great resource, and chances are you restaurants in your area. For my facility, in the area, and they were asked what will need to get them involved anyway we were trying to attract individuals to was expected of them from swim teams if you plan on hosting a large event. have large-scale swim meets. The biggest and other renters alike. In addition, we Along with your local municipality or food needs for any swim team running spoke to swim teams themselves and chamber, it is important to have a good a swim meet are finding food to feed the asked what their challenges were when relationship with the first responders large number of volunteers, coaches and traveling to compete at other locations. in your area. Your community’s police, officials. Historically, this coordination Our facility was fortunate enough fire and EMTs need to know that you are and financial responsibility was left with that we already had two established just as concerned with safety as they are. the renter. We also found that these swim teams that called our pool their Another great start would be to contact volunteers, coaches and officials were home facility, and we relied heavily on your local Visitor’s Bureau if you have walking advertisements for all of the them for the inside scoop. The biggest one. Our town did not, so we contacted hungry athletes and their parents. Our takeaway from our research was that the Visitor’s Bureau for the larger city economic development team with the finding a nice pool was the least of the that borders us. This agency had such help of our local Chamber of Commerce renter’s worries. If a swim team or any a plethora of knowledge and expertise decided to reach out to the restaurants other outside renter was interested in that we quickly partnered with them in our area and ask for food donations bringing an event to your facility, there to help bring these events to our area. with the understanding that we would Continued on page 80 Winter 2016 IFEA’s ie: the business of international events 49 MANAGING MILLENNIALS BY LEXI MATTHEWS

50 IFEA’s ie: the business of international events Winter 2016 Each situation has undoubtedly had an It’s official: In 2015, Millennials surpassedimpact on how we view and interact with the world. Millennials currently Generation X to become the largest cohort within value experiences over material items, according to an Eventbrite study, because the American workforce according to a recent as a millennial, we’ve seen how fast things can change and how quickly analysis of US Census Bureau data by the Pew those items can disappear. What doesn’t disappear? Experiences and memories. Research Center. Millennials, the cohort defined One of the biggest fears of a millennial? FOMO (Fear Of Missing Out). as adults ranging in age from 18-34, currently has Millennials are also the first in the modern era to have higher levels over 53.5 million members in the US workforce. of student loan debt, poverty and unemployment, and lower levels of Just how fast is the Millennial population growing? wealth and personal income than their two immediate predecessor generations By the year 2030, the same study predicts that (Gen Xers and Boomers) had at the same stage of their life cycles. millennials will occupy 75% of the workforce. We’ve watched as our parent’s generation experienced unprecedented For a few of you, these statistics are are strong and filled with emotions. economic turmoil and uncertainty probably terrifying. You might even Take for instance, The TIME Magazine after the late 2000s. Fast forward to be thinking, how will we survive if the cover from May 2013 pictures a young today - the class of 2016 has become the majority of the workforce is occupied woman laying on her stomach and taking most indebted graduating class ever. by a group that is often described a selfie with bold letters that read “The The total education debt – including as lazy, narcissistic, entitled, and ME ME ME Generation. Millennials are federal and private loans – has now disloyal? Yikes - I’d be scared too. lazy, entitled narcissists who still live with reached over $68 billion dollars, nearly a So, the question becomes: are we, their parents.” I would be willing to bet ten-fold increase since 1994. What does as an entire generation on the cusp of that cover alone swayed many opinions this mean for millennials? 71% of bach- taking over the workforce, really that and further widened the generational gap. elor degree recipients will graduate with horrible? Or are we just different? In reality, it’s important to recognize an average student loan debt of $29,000 Regardless of your answer to that every generation has had something – more than twice the amount borrowers question, I see two options moving to say about the younger generations had to pay back just two decades earlier. forward. We can continue to put entering the workforce. The Silent Many millennials will now be saddled blinders on and experience tension in Generation called the Gen X’ers slackers. with tens of thousands of dollars of the workplace by rolling our eyes and The Gen X’ers called the Baby Boomers student debt for degrees that we were complaining about each other's work rebels and dreamers. Boomers call us once told would guarantee them a great habits, or, we can leverage the generation self-absorbed losers that live off our job right out of college. I know, that gap and capitalize on the unique skill set parents. Millennials think boomers are sounded very millennial-ish, but we were that each generation brings to the team. out of touch and idealistic. See my point? brought up with an unrealistic and maybe I choose option two. With the We’re in a unique position within semi-entitled sense of future job security. exponential and continuous growth the Festival and Events Industry: we The messages were always the same: “you of millennials, it is imperative we have an incredible opportunity to can be whatever you want to be when embrace the generation gap and combine the expertise and real-world you grow up,” and “stay in school, go work together to create a cohesive experience that Boomers and Generation to college, earn your degree, and you’ll and thriving environment. X’ers have with the unique skill sets, get any job you want.” To no fault of Anyway you slice it: advanced education, and technological their own, our parents, teachers, and role Millennials are here to stay. know-how that millennials have. models couldn’t predict the economic According to the Pew Research Study, Why not capitalize on this? turmoil and technological advances that millennials as a group, can be described Millennials are different than any would flip our country upside down. as being “unattached to organized other group before them, but that Despite this growing debt, the politics and religion, linked by social doesn’t mean we’re going to wreak number of millennials graduating media, burdened by debt, distrustful of havoc on the workforce. Let’s look with degrees and unique skill sets people, and optimistic about the future.” at 5 of the biggest myths about continues to climb and we’re all So, how does this group millennials in the workplace. competing to get a seat at the table. fit into the workplace? It shouldn’t come as a surprise that Try googling “millennials in the MYTH #1: in 2014, for the first time in more than workplace”. Within seconds, there are Millennials are Entitled and 130 years, adults ages 18 to 34 were over 500,000 different results on this Spoiled slightly more likely to be living in topic, each with a different take on the Each generation functions differently their parents’ home than they were to subject. Half of the results are positive and sees the world through different eyes be living with a spouse or partner in and optimistic with an emphasis than the one before it. As millennials, their own household. Many unfairly on creating future success, while the we’ve grown up with devastating and condemn these post-grads and label other half appears to be emotional, monumental events such as 9/11 and them as failures or aimless moochers. condescending and cynical regarding the 2008 recession, the largest economic In reality, most are staying at home our future. One thing is clear, opinions disaster since the great depression. to save money or pay off loans.

Winter 2016 IFEA’s ie: the business of international events 51 of eight-year-olds, but it definitely got We’re often criticized for having helicopter parents the point across and it’s been engrained in my brain ever since. Even to this who believed that everyone on the team should day, I attribute my competitive edge and desire to succeed to the daily rigor ASSOCIATION ENDORSED PARTNERS get a blue-ribbon. I was definitely not one of those and discipline that was instilled in me from a young age as a gymnast. children – in fact, as a competitive gymnast for over To be honest, I believe the generalization that millennials carry 15 years, we were constantly reminded each day by similar expectations for the workforce as they did for a youth soccer team our coaches that “second place is the first loser.” they were on when they were five, is a little silly. If you do encounter a MYTH #2: standard line included somewhere millennial with those expectations, Millennials are Know-It-Alls within most job descriptions. We just they better at least come prepared with Who Question Everything don’t want to be taken advantage of some orange slices and a box of Capri I’ll admit, I can see how my own or mislead. Simple enough, right? Suns for the whole office to enjoy. enthusiasm and curiosity could Not unlike our Boomer and Gen One thing I will say with confidence is come across as annoying. I also think X counterparts, millennials value a that millennials LOVE feedback. We want millennial expectations about what healthy work-life balance. Flexible to know when we’re doing a good job but a boss-employee relationship should work hours? PLUS. Opportunity to even more important, we want to know look like are often skewed and idealized work remotely a few times a month? when we could be doing something better. in our minds. Not every job is going HUGE PLUS. Though this option is not to actually be like a witty workplace traditional and is still a relatively new So Where Do We Go From sitcom – i.e. Parks and Rec or The Office concept for most companies, research Here? ASSOCIATION SPONSORS (how awesome would it be to work has shown that this type of flexibility The reality is: millennials are here with Leslie Knope or Michael Scott?). actually boosts both productivity to stay. Figuring out how we can all Fair warning – what I’m about to share and morale. Win-win scenario. effectively work together is crucial, is going to sound extremely millennial: especially for the Festival & Events From the get-go, I expected my boss MYTH #4: industry. Why is it so important for to not only to be my mentor but to Millennials are Disloyal our industry? Millennials are the ones want to mentor me as well. That’s not This is the topic that leaves hiring spending, sharing, and promoting necessarily a fair set of expectations managers perplexed, frustrated, and a our events. Millennials highly value to place onto a manager, especially little scared to hire us. Millennial loyalty the experiences we all offer such as ASSOCIATION SUPPORTERS without knowing the type of relationship might be the biggest misconception festivals, concerts, etc. With an estimated or chemistry that will develop. about our generation. In fact, a recent $1.3 trillion in annual consumer Fast forward three years later and I global-study of millennials in the spending, we have a huge opportunity realize how lucky I am to have someone workplace, published by IBM, shows to capitalize on the millennial patron. who is willing to share his wealth of we are no more likely to leave a job It isn’t easy to change workplace knowledge and teach me the ins and outs than our Baby Boomer co-workers. culture or the way people think, and it’s of the industry that he’s learned over the Millennials are a passionate group who probably not going to happen overnight. past 30 years. He doesn’t have to answer need to find meaning in the things they do We have to gain a better understanding my endless stream of questions and he in all aspects of their life - including work. of how each generation functions and certainly doesn’t owe it to me to come We value learning and opportunities for then tap into those specific strengths st up with an explanation every time I ask, professional development – i.e. IFEA and and acknowledge the weaknesses of each 61 ANNUAL CONVENTION PARTNERS “why” or “how come we’re doing it like the CFEE certification program. Not only generation as well. The result? A more this?” – in fact, as my boss, he could just do opportunities like this sharpen our skill cohesive, efficient, and unstoppable team. say “because I said so.” But that probably set and increase our network of industry wouldn’t keep me around very long. professionals, but it also shows us that you 1. Pew Research Center Study – value our contributions and are willing “Millennials Surpass Gen Xers as the MYTH #3: to invest in us in the long-term. In return, largest generation in U.S. Labor Force” Millennials are Lazy we’ll do the same for you. We don’t like to be bored. It’s as 2. Eventbrite Study – “Millennials: simple as that. Having anyone, let MYTH #5: Fueling the Experience Economy” alone a millennial, sit alone in an Millennials Need Extra ® office all day answering phones when Coddling, Hand-Holding and a 3. IBM Study - “Myths, exaggerations and that was not part of the job description Stream of Constant Praise the uncomfortable truths: The real story is a sure-fire way to lose them. We’re often criticized for having behind Millennials in the workplace” This point needs extra clarification helicopter parents who believed that to avoid coming across entitled: in no everyone on the team should get a way are millennials above these tasks blue-ribbon. I was definitely not one of Lexi Matthews is the Operations and we understand the importance of those children – in fact, as a competitive Manager, Sausalito Art Festival. She being a team player. This is especially gymnast for over 15 years, we were can be contacted at: lexi@sausali- true for those of us working in constantly reminded each day by our toartfestival.org. For more information non-profit organizations or smaller coaches that “second place is the first about the Sausalito Art Festival, go companies where we’ve all agreed to loser.” Looking back, it probably wasn’t to: www.sausalitoartfestival.org. perform “other duties as assigned” - a the best message to drill into a group

52 IFEA’s ie: the business of international events Winter 2016 For IFEA sponsorship opportunities, contact Kaye Campbell, Director of Partnerships & Programs at (208) 433-0950 ext. 815 or [email protected] ASSOCIATION ENDORSED PARTNERS

ASSOCIATION SPONSORS

ASSOCIATION SUPPORTERS

61st ANNUAL CONVENTION PARTNERS

For IFEA sponsorship opportunities, contact Kaye Campbell, Director of Partnerships & Programs at (208) 433-0950 ext. 815 or [email protected] HOW TO SECURE AND MAXIMIZE A MEDIA SPONSORSHIP BY BINNA JENSEN

54 IFEA’s ie: the business of international events Winter 2016 As an event professional, you know the importance of a good marketing plan to ensure the success of your event. You know that a media sponsorship would extend your budget and get you much needed additional exposure. But how do you go about securing and maximizing that media sponsorship? You have your sponsorship packages support the community. We want to be that includes inserts and specialty with the various levels and applicable your community’s number one source products (tab-on ads, spadeas, special benefits clearly defined and put together for news and information whether it be sections, magazines, programs) to digital in a nice, easy to review, concise package. through print, online or social media. advertising, email marketing and social You think it should be an easy decision for We want to help advertisers reach their media management. We can reach your a media company to want to support your target audience and grow their business. target audience through our products great event. But wait, what about all those We want to be known as a trusted news and outside of our products through other events that also want their spon- source that provides in-depth journalism. digital audience-extension offerings. sorship support? How do you stand out? It is good to approach a media When we sponsor an event, we How do you get their attention? What do company with these things in mind as typically provide promotional space in you have to offer them? you request sponsorship. Understand the newspaper equivalent to the value At the Idaho Statesman, where I work, I it may not be so much that you need to of the sponsorship benefits we receive, often wish we could say yes to every wor- sell your event as you need to sell the while the digital component of the media thy request for sponsorship, but that is not benefit the sponsor can gain from being package is paid advertising. That setup is reality. I have the good fortune to work in associated with your event. The more then a win-win for everyone involved. a wonderful community with great arts tangible the benefit, the more likely the You might want to brainstorm with and entertainment and nonprofit orga- company is to sign on as a sponsor. your local media company about what nizations and events. It is usually not a Another factor that can determine spon- your marketing objectives are and what matter of if you are worthy of sponsorship sorship is the time and resources required the media company can offer to help support, it is a matter of which of the wor- to activate the sponsor benefits we receive you reach your desired outcome. thy sponsorships we move forward with (will we be staffing a booth, forming an Work together to understand each based on our time and resources and the event team, running a contest, etc.) and others' marketing objectives and develop return they offer. We must look at what the time required to provide the benefits a plan that builds a strong business makes the most sense for us, weighing we offer you. For example, if we are pro- relationship and helps both the event many factors including, most important- viding you with promotion for your event, and the sponsor reach their goals. ly, the need to thrive as a business while will your ads be camera-ready or will we supporting the community in the best be designing them? When working with Benefits and Beyond way possible. And, what makes sense may event organizers, I always appreciate those Event sponsorship can offer a media vary from time to time. Sometimes a small that are very organized and try to make it company a lot of benefit, in many varied event is able to offer a benefit important easy for the organization to sign on as a ways, from booth space for subscription to us that a larger event may not. Or, we sponsor and activate/obtain their benefits. and product sales, to unique product distri- may be looking at the size of the event to Be sure to follow through with the benefits bution, revenue and promotional opportu- reach the maximum number of people you promised and help the sponsor obtain nities. I always like to see our media brand through the sponsorship. Some of our the best benefits with the least about of associated with events that the community sponsorships may be to support a specific time commitment. Show the sponsor you resonates with in a positive way and that cause and some may be for the opportu- value their investment in your event. our association with those events not only nity to sell subscriptions and interact with helps our brand, but helps the event. the community or to partner with an event Building Partnerships / Mutual If you want to stand out, the event to produce their event guide. Benefit organizer must provide a good return for Good questions to ask yourself as you Many of our sponsorship agreements the sponsor's investment. This can be chal- prepare your pitch: What can you offer the include a revenue component. We are lenging as what is important to one orga- potential media sponsor beyond logo ex- hopeful that an event organizer is not nization, may not be to another. Do your posure, signage and tickets? How can you looking to us to give them advertising research and know about the organization further their brand or highlight a particu- so they can spend their media budget you are requesting sponsorship from and lar product for them to a segment of your elsewhere, but that they are looking be prepared to sell the benefits (specific to audience they may not be reaching? How at ways to extend that budget with us them) of sponsoring your event. does sponsoring your event make business through our sponsorship of their event. An example of some other types of sense to them beyond the fact that it is Working with both your media budget successful tie-ins with local events or a great cause to support or event to be and your media sponsorship allows you to organizations are when we produce their associated with? For some companies, extend your budget. Typically, your local event guide, program, special section or logo exposure is a great sponsor benefit. media company is going to have extensive magazine. Sometimes that is paid for For some media companies, that may be a reach (through print and online) and have outright by the event organizer or it can lower priority in ranking sponsor bene- a skilled sales, marketing and news team. sometimes be a sales opportunity for us. fits, as they are in front of large audiences The advertising/marketing teams will be Events vary and the amount of time and already with their logo. Look for ways that happy to guide you in the best way to pro- resources we would want to invest in your sponsor can have a unique tie-in with mote your event based on your needs. selling into a special publication varies the event that helps promote and differen- As we have evolved as a digital depending on the related opportunity. tiate them from the other sponsors. company, we have more and more ways Before you decide to produce your next As a media company, it is very to help you promote your event. We can event guide as you have in the past, think important to us to connect with and offer everything from print advertising about whether you have explored other

Winter 2016 IFEA’s ie: the business of international events 55 options. Can you work with your local • Does the event provide visibility activity is to take place. Ask what media to obtain better print rates? Would to a large audience (if key) or to their sponsorship objectives are and your media company be interested in a targeted audience the sponsor try to suggest ideas that might help selling the advertising into your program? is interested in reaching? the sponsor reach those objectives. Is there a revenue-share opportunity? • Does the sponsorship provide an Don’t rule out that the media company Is there a co-promotion that you can opportunity to drive traffic to the might be interested in producing an work on together that will benefit both sponsors products and/or website? event with you or may want to print of you? Typically, the media company's • Does the sponsorship allow the your annual program. What are the website and social media sites have large sponsor company employee ad sales opportunities? Can the media audiences and sometimes an online visibility/interaction/connection company’s sales force sell the advertising contest can generate a lot of interest with the community? and produce a great product for you? that can be beneficial to both parties. • Does your event improve or enhance After the event, provide a concise Have you reviewed your commercial the quality of life in your community? summary of the event, including print products and asked your local • Does tie-in with your event attendance, all other pertinent media company if they might be further the success of the sponsor information and the sponsor interested in providing a quote? companies branding efforts? How? benefits received so that it is an easy Media companies have a distinct advan- • Does the sponsorship provide goodwill? decision for the sponsoring company tage when producing and promoting their • Does the sponsorship increase when considering sponsorship own events, and this can be an additional their revenue and market share? renewal the following year. revenue stream for them. Working with • Are there opportunities for Invest in your event through a other organizations, event planners and employees and/or clients to attend, solid marketing plan in partnership sponsors can be critical to the success of participate, speak to a group, etc.? with your local media and expand the events. Where I work, we work with • Does the sponsorship grow that promotional opportunity by other organizations in the community audience/customer base for finding ways to expand their brand on particular projects and events. We the sponsoring company? through sponsorship of your event! worked with the city and another media • Does the event align with high It takes some time, but often it company to produce an annual event for interest topics, as well as correlate can be worthwhile to work through many years. We produce a couple annual with their sponsorship criteria? the objectives to figure out what recognition events and are working with • Does sponsorship of your event require works best to benefit all parties our local young professionals organization a significant time commitment? If so, and form great partnerships. to produce a new event (now in its second is the return for that time commitment year). While not associated with an event, high? (If their resources do not we work with our local chamber to pro- allow for that time commitment, Binna Jensen has extensive duce their magazine. Collaborating with the sponsorship is not likely to experience with sponsorships, event other organizations and co-producing get the green light approval.) organization and production, mar- events can sometimes be beneficial. Think keting and finance from years of of how you might be able to partner with News working at the Idaho Statesman in your local media, local city offices, cham- Also, don’t forget that the marketing Boise, Idaho. From overseeing the bers, commerce departments, downtown and advertising departments are media company’s sponsorships of associations, etc., to grow your event and separate from the newsroom, and many annual events, she has also highlight these organizations or help them while these departments might share been involved in producing a variety reach their objectives. information about your event, don’t of events from a women’s trade show, depend on that. Work with your a professional development confer- Food for thought contacts to determine the best way to ence, a readers’ choice “Best of” Having experience both in sponsoring get your event information in front of event and an annual recognition event events and in seeking event sponsorships the right people in the newsroom. (and publication) highlighting Idaho’s (for events we produce) has provided a Our newsroom receives a lot of news private companies to an annual view from both sides. Think about what releases, announcements, events and chalk art festival and a Fourth of July you would want to see if an organization pitches. Tell them stories about people, fireworks celebration (in collaboration is approaching you for sponsorship. what is the most important thing your with another media company and the Does the sponsorship allow for one event or organization will do and help city). This experience lends valuable or many of these possible interests/ them talk to the primary source for news. insight into the various sides of event objectives? These may or may not be The newsroom wants to give readers sponsorship and management as well of interest to a particular sponsor, but event information in advance that readers as the varied elements that contribute is a list to get you thinking of ways can act on. Tell them what is happening, to successful partnerships within the to sell your sponsorship benefits. how to get involved, how to know where community. • Does the sponsorship support a to go, what to see. And similar to how we particular topic of interest to the must decipher the best events to sponsor, Binna Jensen, Marketing Manager potential sponsor (maybe it is the newsroom is looking for the stories/ Idaho Statesman education or literacy, for example)? coverage of highest interest to our readers. 1200 N Curtis Road • Is there opportunity to sell and/ Boise, ID 83706 or sample new products and In Summary 208-377-6475 reinforce existing products? Approach the media company with [email protected] • Does the sponsorship provide high an excellent sponsorship package for www.idahostatesman.com visibility for the company and its review, far in advance of the event. Allow products, associated with a positive, ample time to review the sponsorship well-regarded community event? request before any sponsorship

56 IFEA’s ie: the business of international events Winter 2016 Proud to insure excellence in the festivals & events industry

CONGRATULATIONS to our 2016 Grand Pinnacle Winners

Gold • Grand Pinnacle • Under $250,000 City of Pigeon Forge Office of Special Events • Wilderness Wildlife Week 2016 • Pigeon Forge, TN U.S.A.

Great Smoky Mountains National Park is one of the world’s most beautiful places to take in everything the great outdoors has to offer. During the annual Wilderness Wildlife Week events in Pigeon Forge, attendees have a chance to learn about the fauna, flora and folks who call this rustic region home. The 26th Annual Wilderness Wildlife Week took place May 18 through May 22, 2016, and was based at the new LeConte Center in Pigeon Forge. The week-long event featured a series of free, family-friendly activities designed to educate budding and experienced outdoors people and instill a love of nature in all those who attend. For more information: Click Here Silver • Grand Pinnacle • Under $250,000 Oak Grove Tourism Commission • Spring Into Summer Salutes Fort Campbell • Oak Grove, KY U.S.A.

The Annual Spring into Summer Festival began in 2008 as a very small show of community and military appreciation. It has continually grown throughout the years. The very first festival was as simple as a rock wall, bouncy houses, blow-up sumo wrestling, and a local band. Every year, Oak Grove Tourism has added more and more free entertainment including headlining concerts, carnival rides, stage shows, fireworks and more. We provide handicap parking, handicap restrooms, and paved pathways to easily navigate wheelchairs and scooters. Admission and parking are 100% free along with the activities provided. This not only shows our community that we genuinely care, but also brings in more revenue for our local businesses, hotels, and restaurants. Doing these festivals also helps get our town’s name out into other communities, drawing in new soldiers who are PCSing or moving to Fort Campbell. For more information: Click Here Bronze • Grand Pinnacle • Under $250,000 Mail Plaza Conservancy • Mariachi Corazón de San Antonio Festival • San Antonio, TX U.S.A.

Now the seventh-largest city in the nation, San Antonio is a pivotal location in the story and identity of the United States and North America. Charged with preserving the cultural heritage of this great City, Main Plaza Conservancy debuted “Mariachi Corazón de San Antonio” Festival, High School Group and All-Star Competition in 2012. Known as the “heart of the city™”, Main Plaza is the “original” historical City center. What better place to experience mariachi music at its finest than in the “HEART” of the City, Main Plaza, where the essence of the Texas-Mexican Border music runs deep through its core? MPC is vested in preserving tradition and heritage and in promoting the cultural and educational enrichment of San Antonio area students. It is our premise that all youth should have the opportunity to participate in an ensemble of the caliber of an all-area youth choir or orchestra and that mariachi music is every bit as credible and viable an art form as is a symphony orchestra, especially in Texas where mariachi has become a sanctioned University Interscholastic League ensemble. For more information: Click Here

Winter 2016 IFEA’s ie: the business of international events 57 Gold • Grand Pinnacle • $250,000 to $750,000 Saint Louis Art Fair • Saint Louis, MO U.S.A.

The Saint Louis Art Fair (SLAF), produced by Cultural Festivals, is a free, three-day celebration of the visual and performing arts. The 22nd Annual Art Fair transformed Clayton’s central business district into a festive-art filled environment. The main focus is to provide the St. Louis community an easy-access juried exhibition of gallery quality fine art and craft by exhibiting artists from around the world. The Art Fair also presents live performances, buskers, hands on activities for children, some of St. Louis’ top restaurants and collaborates with over 20 local not-for-profit arts organizations giving them the opportunity to access to over 130,000 potential patrons. For more information: Click Here Silver • Grand Pinnacle • $250,000 to $750,000 Charlotte Center City Partners • Novant Health Thanksgiving Day Parade • Charlotte, NC U.S.A.

The Thanksgiving Day Parade has been a holiday tradition in Charlotte since 1947. For nearly three-quarters of a century, hundreds of thousands of participants, volunteers, sponsors, families and friends have centered their Thanksgiving traditions on this parade. The Novant Health Thanksgiving Day Parade, formerly known as the Carolinas’ Carrousel Parade, has grown over six decades and become a celebrated tradition that kicks off the holiday season. This past year, in 2015, the parade was broadcast into 1.5 million homes from around the region, allowing for all ages to enjoy the production. For more information: Click Here Gold • Grand Pinnacle • $750,000 to $1.5 Million Des Moines Arts Festival • Des Moines, IA U.S.A.

The Des Moines Arts Festival®, Iowa’s only free, three-day celebration of the arts, celebrated its 18th-annual Festival June 26-28, 2015 with an exciting line-up of visual art, live entertainment, film, community outreach, interactive activities, eclectic foods, craft beer, and fine wines in Downtown Des Moines’ Western Gateway Park. At the heart of the Festival is the juried art fair. The Festival has truly put Des Moines, Iowa, on the map, drawing more than three million guests to the three-day event during the past 18 years. The Festival has something for everyone to enjoy and it’s all free to attend. For more information: Click Here Silver • Grand Pinnacle • $750,000 to $1.5 Million Boulevardia • Kansas City, MO U.S.A.

Boulevardia debuted in 2014, combining the best aspects of beer, food, music and community festivals to relentlessly reward all who cross over our borders. Boulevardia annually welcomes over 40 musicians on 3 music stages, nearly 50 breweries from all over the country and the best local food trucks and chefs. Combine that with a Ferris Wheel, special VIP experiences, Greenville and Eco-‐ Expo, a Makers Market featuring local handmade goods, a Cycling Ride to benefit cancer research and an eﬀort to become a zero-‐waste event by 2018 and we feel like we’ve got something good brewing. For more information: Click Here Bronze • Grand Pinnacle • $750,000 to $1.5 Million Birthplace of Country Music • Bristol Rhythm & Roots Reunion • Bristol, TN U.S.A.

The Birthplace of Country Music (BCM) was established to preserve and promote the rich music heritage of the area. This grassroots organization was first formed through the cooperation of civic, educational, tourist, governmental, and music-related interests on April 7, 1994; it became a nonprofit in 1996. In 1998, the US Congress passed a bill that officially recognized Bristol as the Birthplace of Country Music.

The Birthplace of Country Music promotes and celebrates Bristol, Tennessee/ Virginia as the birthplace of country music. BCM celebrates Bristol’s role in the birth and development of country music through the Birthplace of Country Music Museum, the Bristol Rhythm & Roots Reunion music festival, WBCM Radio Bristol, and educational outreach and programming. For more information: Click Here

58 IFEA’s ie: the business of international events Winter 2016 Gold • Grand Pinnacle • Over $1.5 Million Destination NSW • Vivid Sydney • The Rocks, NSW Australia

Established in 2009 as part of the NSW Government’s strategy to generate economic growth through tourism and major events, Vivid Sydney takes place over 23 nights in the May/June period. These weeks mark the transition from Autumn to Winter and have traditionally been the year’s lowest visitor season.

The first festival took place in 2009 over 18 nights and attracted 225,000 visitors and in subsequent years’, attendance has experienced unprecedented growth. By 2013 visitor attendance topped 800,000 prompting the festival’s elevation to ‘Hallmark Status’ by the NSW Government in recognition of its size and significance. Since 2014 attendance levels have increased by 61% with 2.31 million people flocking to the festival in 2016. The festival program is structured around three core ‘pillars’– Light, Music and Ideas. The unifying element of the three programs is their focus on creativity, innovation and the cutting edge applications of digital technology. For more information: Click Here Silver • Grand Pinnacle • Over $1.5 Million Kentucky Derby Festival • Louisville, KY U.S.A.

We stretched a famous two minutes into a month-long party. What the Run for the Roses is to horse racing, Louisville’s Derby Festival is to community celebrations. The Festival is one of the premiere events of its kind in the world and a proud five-time winner of the International Festivals & Events Association award for Best Overall Festival. It brings fun, excitement, international recognition and a spirit that is unmatched anywhere. When 1.5 million people gather to celebrate spring and the unique vitality of their community, the focus is on fun and the whimsical.

The Festival blasts off each year with the Opening Ceremonies – Thunder Over Louisville, one of the nation’s largest annual fireworks extravaganzas! The ensuing two weeks of excitement and entertainment promise something for everyone. For sports fans there is basketball, volleyball and golf. For music lovers the concerts are almost non-stop. With two-thirds of the Festival events free, families can enjoy numerous just-for-kids activities without stretching their pocketbook. Other highlights include a half and full marathon, hot-air balloon events and live bed racing! The Great Steamboat Race pits historic paddle-wheelers on the mighty Ohio River. The event that started it all, the Pegasus Parade marches down Broadway. For more information: Click Here Bronze • Grand Pinnacle • Over $1.5 Million Memphis in May International Festival • Memphis, TN U.S.A.

For the last 40 years, Memphis in May International Festival has produced the city’s largest events and created extensive international awareness. Since its beginnings in 1977, the festival’s audience has flourished to worldwide recognition, honoring 36 foreign countries, reaching thousands of students and providing millions of dollars of positive economic impact each year for the city of Memphis. After starting with a modest budget of $52,000, the non-profit has grown to a $8.5+ million organization. The community-based institute contributes to the economic growth of the community, while fostering civic pride and promoting awareness of Memphis culture and heritage. Memphis’ largest and most dynamic public event, every year the month-long festival draws attendees from all 50 states and multiple foreign countries. From the world-renown Beale Street Music Festival, to the mecca of barbecue competition at the World Championship Barbecue Cooking Contest, Memphis in May’s events celebrate the beauty of diversity. The festival works closely with city officials and multiple municipal organizations while utilizing support from 900 volunteers to produce the city’s premier events each year.. For more information: Click Here

To view the complete list of 2016 IFEA/Haas & Wilkerson Pinnacle Award Winners, Click Here. MARK YOUR CALENDARS FOR THE 2017 IFEA/HAAS & WILKERSON PINNACLE AWARDS ENTRY DEADLINES Earlybird Deadline: Mid-June, 2017 Final Deadline: Mid-July, 2017 (Exact Dates Available Soon) 2016 IFEA World Festival & Event City Award Recipients “Recognizing the best in community leadership and festival and event partnerships around the world.”

Coffs Harbour Sydney The International New South Wales, Australia New South Wales, Australia Festivals & Events Association announced and recognized the 2016 recipients of the “IFEA World Festival & Event City” award The Coffs Coast is home to iconic Sydney is Australia’s event capital; a coastal landscapes, stunning rainforest city that leads the nation in attracting during the 61st Annual hinterlands and vibrant communities. and cultivating major new events – and It is the beating heart of the Mid North it delivers them with great creative and IFEA Convention, Expo Coast of NSW. A varied and significant technical brilliance. This city under- events program caters to the diverse stands the transformative power of & Retreat in Tucson, needs, passions and interests of both events and festivals and values the locals and visitors, and its growing positive contribution they make to reputation as Australia’s leading the community. Arizona, United States regional events destination. Click Here to view Entry Click Here to view Entry Click Here to view Video on September 27, Click Here to view Video 2016. The IFEA would like to congratulate Krakow technology, scholarship and business. Its Poland core values of sustainable development all of our 2016 IFEA and socio-economic responsibility, free- dom of speech and creative expression, fair and equal access, and the right to cre- World Festival & Event ate, participate and engage make Krakow one of the most attractive cities for artists City Award Recipients. and cultural managers, students and families, businesses and the third sector. A leader in Poland and Central Europe the Festival City of Krakow is one of the most interdisciplinary and most dynamic hubs for the development of the cultural and Krakow is a vibrant center of creativity creative sectors, characterized by openness and innovation that is fueled by centuries to the world, imagination and support for worth of knowledge, heritage and culture future talents, forward-thinking vision, and the modern entrepreneurial spirit of and immense expertise that sustain the the local artists who produce and invigo- City’s competitiveness and magnetic rate brilliant experimentation, participa- qualities. tion, collaboration and creation of new, Click Here to view Entry exciting, and world-changing art, research, Click Here to view Video

60 IFEA’s ie: the business of international events Winter 2016 Philadelphia Newcastle Taupoō Pennsylvania, United States New South Wales, Australia Waikato Region, New Zealand

Famous as the birthplace of American Nestled in the heart of the Hunter A majestic volcanic landscape, lush Independence, the City of Philadelphia Region and only 2 hours drive north green forests and the lartest lake in the offers much more than cobblestone of Sydney, is the beachside city of southern hemisphere define the re- streets and historical landmarks. Cultur- Newcastle. Newcastle is a lively coastal markable region of Great Lakes Taupō. al, culinary, artistic and ethnic treasures town boasting a spectacular coastline, The stunning natural environment and all weave together to create the beau- cosmopolitan cafes, award-winning huge range of adventure and outdoor tiful fabric that is Philadelphia and its restaurants, harbourside bars, a vibrant activities of offer make Great Lake surrounding countryside. arts scene and boutique shopping Taupō one of the most popular travel Philadelphia is a city of amazing precincts. In recent years Newcastle has destinations in New Zealand. Great diversity and contrast. By day, explore undergone a renaissance from steel Lake Taupō is a relaxing and invigo- four centuries of history and architec- city to a city that is world class, full rating place to visit. Lakefront hotels, ture, beautiful parks, charming neigh- of life and always changing. In 2011 apartments and restaurants provide borhoods and remarkable museum Newcastle was named a top ten city in sweeping views across the water to the collections. After the sun sets, the city the world in Lonely Planet’s ‘Best in volcanic peaks of Tongariro National heats up with a vibrant performing arts Travel’ guide, and in 2012, 2014 and Park, and area a great vantage point community, adventurous fine dining 2015 was a recipient of an Interna- for watching watersport activity on the and special events of every conceivable tional Festival and Events Association lake. This region, known as Nature’s genre, size and scope. award for cities under one million Ultimate playground, is the ultimate All this and more attracts more than population. It continues to flourish as holiday destination with endless op- 39 million visitors to the Philadelphia a city with internationally recognised portunity for sightseeing, photography region each year, sustaining more than events, industry and education. This and outdoor activities that will create 90,000 jobs in the hospitality sector was demonstrated when, in January memories to last a lifetime. and generating approximately $10 2015, Newcastle played host to one of Click Here to view Entry billion in annual economic activity. the most anticipated sporting events in Click Here to view Video After hosting the 2015 World Meeting of the world, the AFC Asian Cup Austra- Families Congress, 2015 was the largest lia 2015. Newcastle is committed to visitor population on record for the City providing world class event experiences Greater Palm Springs of Philadelphia. There is no doubt that for organisers, participants and event California, United States Philadelphia has arrived on the world goers, through its strong community stage as an international destination spirit and ‘can do’ attitude. and a first-class city. Click Here to view Entry Click Here to view Entry Click Here to view Video Click Here to view Video

Dubai lights of its skyscrapers, the vibrant United Arab Emirates buzz of its urban landscape, a sweeping events calendar and the sun-soaked shores are representative of a city that is forward-thinking but firmly rooted in Greater Palm Springs is a place of the Emirati culture and ambitions of its extraordinary beauty and natural wonder. founders. Dubai is a city that hosts world- Festivals and events celebrate the natural class sporting events and entertainment splendor of the area, the bounty of agri- as well as family and cultural events that culture and cuisine, the local architecture have become benchmarks around the and design, the cultural diversity and globe. By designing events and festivals history, sporting and athletic excellence, that are inclusive, culturally-vibrant and and the arts in all forms and constructs. inspirational, Dubai continues to show All of these elements promote and build From a port city of pearl divers and the world what innovation, dreams and upon the positive image of Greater Palm traders to a modern-day global hub, ambition can accomplish. Springs. . Dubai has come a long way while staying Click Here to view Entry Click Here to view Entry true to its Arabian roots. The sparkling Click Here to view Video Click Here to view Video

Winter 2016 IFEA’s ie: the business of international events 61 2016

The IFEA/Zambelli Fireworks Volunteer of the Year Program rewards our member’s supporters who give so unselfishly of their time. Although, annually, one individual must ultimately be named Volunteer of the Year, hundreds are recognized by our member organizations and affiliated associations as the backbone of our industry. Whether small or large, special events and festivals throughout the world consistently bring to our attention the talents of their most committed volunteers. To select one is a daunting task; to learn the stories behind their contributions has been an honor. The following outstanding volunteers were selected as Semi-Finalists in the 2016 IFEA/Zambelli Fireworks Volunteer of the Year Awards Competition.

Sue Duffy Maggie Prong Nominated by: The King William Fair, San Antonio, TX Nominated by: The Parade Company, Detroit, MI

Sue Duffy has served as the King Maggie has been a volunteer with The William Fair’s “Chief Parade Wrangler” Parade Company since 2009. Over the for 10 years. In this volunteer position years she has become a multi-skilled she is in charge of organizing the parade “jack of all trades” at The Parade which kicks off the fair. From recruiting Company. Some of her roles have and managing other volunteers, writing included float driver, tour guide and parade policies, processing applications, pre-event production for special events. selecting & training participants, Maggie also helps in the Art Studio organizing the lineup, and even making building and painting floats. She is one fun fresh decorations every year—Sue of the volunteers the Parade Company Duffy is involved in all aspects of making the parade one of the can count on when they need someone to wear the Clownie most popular official Fiesta parades in San Antonio, Texas. She is mascot costume. She has volunteered for various positions in passionate about her role as “Chief Parade Wrangler” and her America’s Thanksgiving Parade presented by Art Van ®. Maggie enthusiasm has proved to be contagious as she has recruited always gives her all on any task that she is assigned. other key volunteers who have also served in the parade for many years, as well. Dave Roser Nominated by: Cultural Festivals, St. Louis, MO Kay Russell Nominated by: Kentucky Derby Festival, Louisville, KY During Dave’s 15 years with Cultural Festivals (Saint Louis Art Fair), he has Kay Russell has volunteered for the been at the helm of the Operations Kentucky Derby Festival for 25 years, Committee for multiple events dedicating hours of service to not just including the Saint Louis Art Fair one, but several different events. Kay (2001-present), St. Louis Jazz and first got involved with the Festival in Heritage Festival (2001-2008) and The early 1992. A friend suggested she Big Read Festival (2006-2010). He has become involved in volunteer activities taken on his role with pride and at the Derby Festival to help provide selfless diligence. Responsible for an escape from some of the personal managing the operational resources of Cultural Festivals, struggles she was having at the time. overseeing set-up and tear-down, and serving as operational With her background in IT systems and process improvements, support to volunteers, committee chairs, city personnel and she was immediately recruited to help the Festival develop a artists, Dave has become a vital part of the Art Fair’s success and judging system for the Festival’s oldest and inaugural event, the their right hand man. Pegasus Parade. To this day, Kay is still helps with the Parade Judging Committee. The Festival has been part of her life and her family’s life ever since, and her volunteer involved has expanded to include other events such as the Marathon/ miniMarathon, Thunder Over Louisville and Great Bed Races.

To view information on this year’s winner and past Volunteer of the Year winners, Click Here. For more information about the IFEA/Zambelli Fireworks Volunteer of the Year Award, Click Here

62 IFEA’s ie: the business of international events Winter 2016 Presented by a Partnership For Excellence in Event Education.

Winter 2016 IFEA’s ie: the business of international events 63 THE SCHOOL Quality festivals and events are among the “No other investment is more important for the most successful tools available to communities, states, regions, and even countries to increase board of a festival or special event than to assure tourism, create powerful and memorable that their staff is growing in their professional branding and imaging opportunities, bond development. The Event Management School at people together, encourage positive media coverage, enhance economic impact, and add Oglebay provides our industry with one place for to the quality of lives for those who live there. new and mid-management level professionals to On the other hand, a poorly planned, managed and executed event can have a reciprocally receive intensive, comprehensive training in the opposite effect. core competencies of event management, con- Over time, events themselves have changed; from often informal affairs to spectacular ducted by many top professionals in the field. productions, requiring new sets of skills, It is the equivalent of a full-brain download for experience, creativity, financing, planning and those who want to have a well-rounded, working leadership. As a result, event management has evolved into a business and an industry, with understanding of our profession.” new demands, challenges and expectations every day; from attendees / participants; sponsors; host communities and a plethora of other part- Bruce L. Erley, CFEE, APR ners that the success of any event depends on. President & CEO Presented by two of the most respected Creative Strategies Group professional associations in our industry – the International Festivals & Events Association (IFEA) and the National Recreation and Park Association (NRPA) – the Event Management School at Oglebay National Training Center in West Virginia was designed around the concept of bringing new and mid-career industry professionals together with some of the most highly- respected and experienced professionals in the field, for a comprehensive educational and networking opportunity that will cover the critical basics of successful event management and then put students in an applied-knowledge project environment to test and further what they have learned.

64 IFEA’s ie: the business of international events Winter 2016 “If you were applying to my organization for a job - and I knew that you had completed the IFEA / NRPA Event Management School program – your resume would rise to the top THE PROGRAM of the pile.” Jeff Curtis, CEO The Event Management School is designed industry leaders Portland Rose Festival as a two-year continuing education program. and fellow-students Foundation Students live on-site at the Oglebay Resort on the last day, who and National Training Center with their will offer critiques, professional peers and instructors during insights and the one-week institute each year, adding a accolades. Plans/Concepts approved by the program will receive one full year’s access unique one-on-one networking opportunity expert panel will be shared with the selected to the IFEA’s professional education on-line for everyone. Year One Students at the Event city for consideration in their market. Webinar series (a $1000 value). (Live Management School follow an intensive, Webinar presentations only.) interactive, classroom pathway through 24 THE REWARDS hours of topical training, from a clear defini- The Event Management School will bestow WHO SHOULD ATTEND tion of event management as a profession an Event Management School Diploma to • Current mid-management event staff look- through to the final and important evalua- those successfully completing both years of ing to broaden their knowledge base while tion phase of an event. Year Two Students this intensive continuing education program. enhancing their professional networks. take it up a notch in applied workshop For those needing CEU credits, the NRPA will • Parks and Recreation managers and staff settings and a unique hands-on, deadline- provide 2.0 CEU’s for each completed year. who produce and/or work with local events. driven, event concept design, team project Additionally, for those desiring to ‘raise the • Those new to the Event Management field. experience that combines many critical event bar’ by registering for the IFEA’s professional • Event Management students looking to management skills, that can be transferred certification program (separate registration strengthen their professional resumes. to multiple, real-life scenarios. Event-expert required), successful completion of the two- • Key event volunteers looking to expand team advisors help to guide event teams year Event Management School will earn you their capabilities. through a week of market research, concept designation as a ‘Certified Festival & Event creation/design, budgeting reality checks, Associate’ (CFEA), the first phase toward INSTRUCTORS human resource challenges, and presenta- future attainment of your ‘Certified Festival & Event Management School instructors tion stages of an all-new event concept, for Event Executive’ (CFEE) designation, which are selected by the International Festivals & a specially selected city, with a limited-use recognizes an industry-focused combination of Events Association (IFEA) from among the “Client” contact. Teams will present their top-level experience and continued education. top event management professionals in our completed plans/concepts to a panel of Additionally, all students enrolled in the industry today. Winter 2016 IFEA’s ie: the business of international events 65 “The Event Management School at Oglebay has THE created a vital tool in developing festival and event CURRICULUM industry professionals. As any event producer can attest, training new staff often amounts to a “sink The Event Management School first-year or swim” option. To have a venue where personnel curriculum was created with the goal of can learn, interact and network with industry lead- providing a strong basic understanding and awareness of the multiple, critical components ers and instructors will increase professionalism involved in event planning and management. and output multiple-fold.” The second-year curriculum builds upon that first-year knowledge-base by providing more applied workshop-styled opportunities in Mike Berry, CFEE specific areas, together with a project-based President & CEO opportunity to help bring the ‘real world’ a little closer to the classroom. Kentucky Derby Festival

NOTE: The Event Management School curriculum is not targeted at the corporate meeting-planning niche of our industry, but rather the outdoor public event sector.

66 IFEA’s ie: the business of international events Winter 2016 YEAR ONE CLASSES

Strong Foundations: Understanding Arriving at the Bottom-Line: Event Bud- of sponsorship benefits/assets for your Event Management and How to Build a geting and Budget Management event. Students will learn about the valuable Successful and Sustainable Event Every time there’s a good idea, some- world of mobile-marketing. And, we’ll cover The better an event is produced, the easier one brings up the budget! A realistic and the critical role of sponsor service; the key to it looks. Most people have no understanding informed budget can set the stage for a less renewing and keeping those all-important of what is involved in producing successful stressful and more profitable event. We’ll sponsor partners that events depend on. events. Before you begin, this overview will teach you how to create and use a budget to help you to understand what you are getting guide your success. Food & Beverage Programs into and why it is important…to you and to A well-run food and beverage program others. Successful events are far more than Putting the ‘Community’ in ‘Community can add to both the event experience for an exclamation of “Hey, kids, let’s put on Events’: Building a Strong Volunteer attendees and the bottom-line for the event. a show!” Leadership decisions, proper and Program This session will cover the components and knowledgeable event planning and research, Volunteers put the ‘community’ in considerations of a successful on-site food understanding your target market, doing a ‘community events’ and some events have and beverage program. community/city assessment, preparing a legions of dedicated workers who bring feasibility study, learning about city valued skills to the table while holding Merchandise Programs processes, and a commitment to quality costs to a minimum. This session will cover From keepsakes to entry tickets; sponsor and excellence will all lay the foundation critical components of a successful volun- promotions to retail outlets; on-line and for a successful and sustainable event. teer program, including recruiting, training, on-site; a successful merchandise program management, communications, retention can drive both memories and revenues. Step One: Business Plans and rewards. This session will cover the components A successful event doesn’t start with and considerations of a successful the fireworks finale. Behind every excit- The Basics of Sponsorship Sales merchandise program. ing, fun-filled event is a well-run busi- and Service ness, complete with paperwork, planning There are very few events today that Event Administration & Legal meetings, legal obligations to be met, and can operate without sponsorship support, Considerations partnerships to be built. Reputations are but successful sponsorship doesn’t just Really? I have to think about that? often based far-more upon the business side happen. This session will cover the basics Despite being a ‘fun’ industry, there are of your event than on who your headline of sponsorship and successful sponsorship lots of behind-the-scenes ‘t’s’ to be crossed entertainers are. We’ll teach you what you sales, including why sponsors sponsor and and ‘i’s’ to be dotted; obligations to be met; need to be thinking about. how to identify and create a valuable menu risks to be avoided/protected against; staffs

Winter 2016 IFEA’s ie: the businessNOTE: of All international sessions are subjectevents to change. 67 and boards to be managed and supported; you may need, where to go get it, and lots of How’d You Do? Surveys, Evaluations and services to be secured and contracts to insider-tips to remember in the process. Economic Impact Studies be signed. We’ll do our best to help you • Attendee & Support Services: Whenever No event is complete until the last survey understand and successfully manage those. you plan to draw a crowd, you’ve got to and evaluation is in. This is the first step in be thinking about what their needs may all future events and this session will teach Marketing & Media be: information, medical, lost kids, rest you how to do it effectively and All the planning in the world won’t make areas, ATM’s, restrooms, trash disposal, sig- cost-effectively. for a successful event unless it is properly nage, communications, safety and security marketed. This session will talk about how plans; accessibility; and much more. We’ll The Common World of Events and Cities: to develop an effective marketing plan and make sure you don’t forget anything. Building Community through Proactive considerations for working with traditional • Programming, Site-Design and Event Flow: Events Management media (television, newspaper and radio… When did having fun require so much think- Events, of all kinds, are unique and yes, they are still around and still important) ing? Like a theme park, effectively planning important tools that provide the communi- as well as today’s newest technology options. your event programming, site layout, service ties that host them with identity, focus and accessibility, etc., can ultimately affect sales; value through shared experiences. Because Social Media Marketing: Understanding safety; friendly-neighbor relationships; and of that importance, cities and communities the Landscape, Benefits and Challenges the overall experience for your attendees. must undertake a proactive partnership ap- It’s a new and quickly changing world, We’ll cover some important, if not critical, proach to event management, allowing all with Facebook, Twitter, LinkedIn, Snapchat considerations that will keep your event parties to maximize the quality and returns and many, many more. How do you decide flowing smoothly. at every level. This session will help you which ones are important and use them as • Environmental Realities: Events can play an to understand what a successful event-city an effective part of your event marketing important role through education and as a partnership model looks like and how to mix? This session will provide a more role model in protecting the environment. achieve that in your own market. in-depth look at maximizing new We’ll touch on a range of ‘Green Reality’ technologies and opportunities. options that events can consider today. COMBINED CLASSES Operations: From Vision to Reality Risk Management: Preparing for the Unex- Open Forum Roundtable Discussions The expansive area of ‘Operations’ is pected and Uncontrollable Here’s your chance to ask what we haven’t where the rubber meets the road and this Preparing for the unexpected and uncon- answered; to explore what we haven’t expand- important session will cover multiple areas trollable is a specialty of event management ed upon far enough. Students from both years that can make or break an event: professionals; and while it can often go classes are given the opportunity to define a • Event Infrastructure: The infrastructure for unnoticed and unused, when needed, these series of Roundtable discussion topics, on- many events is a lot like building a small important preparations cannot be valued site, and then join their peers and instructors village where the day before there was highly enough. This session will help you for an evening of networking and learning. nothing. Stage, lights, sound, tents, to plan for potential problems and proper vehicles, decorations, bleachers, food deliv- responses; understanding event insurance ery, trash pick-up, communications, utili- needs; and how to develop an emergency ties, parking, et al., we’ll talk about what communications plan for your event.

NOTE: All sessions are subject to change. YEAR TWO CLASSES

The Application of Project Management Applied Sponsorship Research City Event Concept Project to Events Before you start selling your event, you The City Event Concept Project combines Events are the end result of countless have to first do your homework. This session many critical event management skills and details, processes, and tasks, all coming will instruct students on how to conduct thought processes that can be directly trans- successfully together; but how do you sponsor research, where to look, what to ferred to multiple real-life scenarios. Event manage all of those priorities and make look for and how to use what you find. expert team advisors will help to guide event sure nothing falls between the cracks? teams through a week of hands-on, deadline Project Management is an accountable Applied Sponsorship Proposals driven, market research, concept creation/ management method using tools and and Follow-Up Reports design, budget reality checks, human techniques honed over 50 years of use “It’s all in the presentation…” or so resource challenges and presentation stages around the world by governments, goes the old (and true) adage. Students of an all-new event concept, for a specially corporations, and selected events. This in this session will learn about and practice selected city, with a limited-use “Client” session will set the stage for coordinating writing sponsorship proposals and contact. Teams will present their completed everything else that follows and provide an follow-up reports; two points-of-critical- plans/concepts to a panel of industry leaders important tool for all those attending. impact with sponsors. and fellow-students on the last day, who will offer critiques, insights and accolades. Plans/ Applied Program and Event Development: Inside Perspective: What Cities Want from Concepts approved by the expert panel will Designing and Controlling the Event Events and the New Age of Partnership in be shared with the selected city for consider- Experience Municipal Event Management ation in their market. Like a work of art in progress, students The relationship between cities and During the week, each team (assigned will learn how industry professionals re- events has been evolving (sometimes randomly, to reinforce the reality of an search and stay current with a selected city / devolving) for many years. Whether you event environment) will participate in the event market and go from concept to reality, are creating a new event or continuing to following project steps: developing and visualizing an event pro- build upon a long-existing one, you must • Research and Development of a New Event gramming plan, taking into account original first start from a level of understanding • Concept Development to Serve Market goals and visions, target audiences, venues about what cities want from events. Audiences, Needs, Venues and Capabilities and event site flow, hours of operation, and Combining your goals with theirs, you can • Development of a Programming Plan and much more, providing a base from which build a lasting and powerful partnership that Expense Budget to begin projecting realistic budget and will provide exponential benefits for every- • Research and Development of an Event resource needs, and a road map for making one. This session will define some of those Income Budget, Target Sources and Sales changes along the way. key goals and how to achieve them. Materials A step beyond planning the event • Research and Development of an Event program, the event ‘experience’ for attendees Advanced Risk Management & Risk Management Plan must be also be planned from start to finish, Contingency Planning • Team Event Concept Presentations providing for a safe, attractive, fun and easily Tragedies like the Boston Marathon (all team members must play a role in navigable environment. Whether they are bombings, stage collapses, airshow and the final presentation) aware of it or not, attendees will be impacted balloon crashes, crowd panic incidents, by details covered in this session, such as the drug overdoses, and gang shootings at The best overall concept presentation following and many others: events serve as stark reminders of the team (as chosen by the judging panel) will • Quality and creativity. need to plan and prepare for all of the be immortalized on the Event Management • Signage and decorations. many incidents / possibilities that can / School ‘Oglebay Cup’ trophy, for bragging • Transportation and parking. may affect our events on a moment’s notice. rights and display in the IFEA World • Music and ambiance. This important session will address what Headquarters throughout the year! • Information and services. keeps us up at night and the steps that we • Customer service. can take to address those concerns through • Photo stops and character opportunities. contingency planning and preparation. • Participant events. • Unexpected ‘moments.’ Case Study: The Development of a World Class Programmable Park Applied Budget Development What would you do if you had the Working from a draft event program unique opportunity to imagine, design, plan, and other desired ‘bells and whistles’ and program a public park built especially that impact the event ‘experience’, students with events in mind? What would you will learn how to develop an event budget, include, who would you partner with, discussing what to include, how/where what would your vision, goals and objectives to research, fair and realistic estimates, the look like? This session will explore a real-life keeping of formula and assumption notes/ case study where you can compare how your records, use of a budget in managing own approaches might mirror or part with an event throughout the planning and the Event Central Branch of the City of production process, budget reports, Ottawa, Ontario, Canada. tracking expectations and more. NOTE: All sessions are subject to change. 2017 Event Management School Schedule Sunday Monday Tuesday Wednesday Thursday TIME January 15 January 16 January 17 January 18 January 19 7:00 a.m. Breakfast Breakfast Breakfast Breakfast 7:30 a.m.

8:00 a.m.

8:30 a.m.

9:00 a.m. Educational Educational Educational Educational Educational 9:30 a.m. Sessions Sessions Sessions Sessions Sessions

10:00 a.m.

10:30 a.m.

11:00 a.m.

11:30 a.m.

12:00 p.m. Lunch Lunch Lunch Lunch 12:30 p.m. 11:45 a.m. - 1:15 p.m. 11:45 a.m. - 1:15 p.m. 11:45 a.m. - 1:15 p.m. 11:45 a.m. - 1:15 p.m.

1:00 p.m.

1:30 p.m.

2:00 p.m.

2:30 p.m.

3:00 p.m. Educational Educational Educational Educational Educational Sessions Sessions Sessions Sessions Sessions 3:30 p.m. Registration 4:00 p.m.

4:30 p.m.

5:00 p.m. Orientation 5:30 p.m.

6:00 p.m. Welcome Reception Free Evening: Dinner and Free Evening Graduation and Dinner Oglebay Shops, Evening and / or Reception Zoo and Festival of Roundtable Group Planning and Banquet Lights Tour Open Sessions Sessions Presented by a Partnership For Excellence in Event Education.

EMAIL, MAIL OR FAX THIS FORM TO: The National Training Center for Public Facility Managers at Oglebay Resort & Conference Center JANUARY 15-19, 2017 465 Lodge Drive, Wheeling, West Virginia 26003 Phone: (304) 243-4126 • Fax: (304) 243-4106 E-mail: [email protected] GENERAL INFORMATION. Full Name: ______Title: ______Name (as you wish it to appear on your badge):______Company / Agency: ______Mailing Address: ______City: ______State / Province: ______Zip Code: ______Country: ______Phone: ______Fax: ______Email: ______Arrival Date: ______Departure Date: ______For any special needs of accommodations, please contact Oglebay at (304) 243-4126. ❍ 1st Year Student ❍ 2nd Year Student

PACKAGE PRICES PACKAGE INCLUDES: SINGLE PACKAGE NRPA / IFEA MEMBER NON-MEMBER • 5 Nights Lodging Tuition Rate $700.00 $850 .00 • 4 Buffet Breakfasts Premium Single (Room, Board & Taxes) $1,231.04 $1,231.04 • 4 Buffet Lunches Deluxe Single (Room, Board & Taxes) $1,139.65 $1,139.65 • 1 Express Continental on Friday Standard Single (Room, Board & Taxes) $1,025.41 $1,025.41 • Sunday Reception & Dinner Single Premium Rate (Includes Tuition plus Premium Single Room, Board & Taxes) ❍ $1,931.04 ❍ $2,081.04 • Tuesday Reception & Dinner Single Deluxe Rate (Includes Tuition plus Deluxe Single Room, Board & Taxes) ❍ $1,839.65 ❍ $1,989.65 • Thursday Banquet Single Standard Rate (Includes Tuition plus Standard Single Room, Board & Taxes) ❍ $1,725.41 ❍ $1,875.41 Reception & Dinner Early Arrival Saturday Additional Cost ❍ $160.16 ❍ $160.16 • Continous Coffee Breaks • Beverage Tickets TOTAL amount enclosed: $______Premium Rooms in the new wing of Wilson Lodge are assigned on a first-come, first-serve basis. Please visit our website at www.oglebay-resort.com for Premium Room descriptions.

METHOD OF PAYMENT: A check, purchase order or credit card for the full package amount must accompany this form in order to complete enroll- ment. When paying with a credit card, the package amount will be charged to your card upon receipt of registration. You will receive confirmation from Oglebay Wilson Lodge. NOTE: The balance must be paid prior to arrival.

❍ Check (make check payable to Wheeling Park Commission) ❍ Purchase Order #______❍ VISA ❍ MasterCard ❍ American Express ❍ Discover Print Cardholder Name: ______Credit Card Number: ______Expiration Date: ______CVC Security Number: ______(MC/Visa-3 digit code back) (AMX-4 digit code front)

CANCELLATION POLICY: A cancellation fee of $100 will be charged for cancellation at any time up to 30 days prior to the school; 30 to 7 days prior, 50% will be charged; and with 7 days or less notice, no refund will be issued.

FOR MORE INFORMATION: www.NRPA.org www.IFEA.com www.OGLEBAY-RESORT.com/schools 800.626.NRPA (6772) 7-1-1 for speech and hearing impaired +1. 208.433.0950 800.624.6988, ext. 4126 IFEA Professional Facilitation

Would you like your festival/event/ organization to… • Achieve organizational clarity? • Define actionable priorities? • Create a sustainable strategic vision? • Build better partnerships and enhance teamwork?

If you answered yes to any of these questions then your event is a star candidate for IFEA’s Professional Facilitation Services! Let the IFEA provide a trained facilitator for your next board retreat, community vi- sioning exercise or teambuilding event. You define the agenda, involved stakeholders and timeframe and an IFEA facilitator develops the methodology and provides the ob- jectivity to lead your group though productive discussions to yield the desired outcomes.

PROGRAM COST IFEA Member Rate: $1,000 per day* Non-IFEA Member Rate: $2,500 per day* *Fees do not include any travel- related expenses. Additional research required prior to the event will be billed at a cost of $100 per hour.

To set up a Facilitation or for more information about this valuable IFEA program, please contact: Kaye Campbell, CFEE, Director of Partnerships & Programs +1-208-433-0950 Ext 815 • [email protected] International Festivals & Events Association • 2603 W. Eastover Terrace • Boise, ID 83706 • USA • Phone: +1-208-433-0950 • Fax: +1-208-433-9812 • www.ifea.com 2016 IFEA WEBINAR SCHEDULE THURSDAY, APRIL 28, 2016 Event Marketing from A-Z Sean King, Principle, Aspire Consulting Group, Allentown, PA THURSDAY, MAY 5, 2016 Is Your Event Ready for Severe Weather? Take the Test and See Wayne Mahar, President, Precision Weather Service, Syracuse, NY THURSDAY, MAY 12, 2016 Secrets to Successful Sponsorship Retention Bruce Erley, CFEE, APR, President/CEO, Creative Strategies 2 016 Group Denver, CO IFEA Webinar THURSDAY, MAY 19, 2016 Media Relations- Staying Cool When the Heat Is On Scott Fraser, Principal, Fraser Communications Group, N. Scituate, RI THURSDAY, MAY 26 2016 Series Moving Beyond Engagement to Sales: Finding a Way to Measure the Real Return of Social Media Mark O’Shea, Co-Founder IFEA is pleased to present our 2016 Webinar Series! Steve Richo, Co-Founder Offering online educational sessions hosted by indus- Noise New Media, Nashville, TN try leaders and special guests, the IFEA Webinar series THURSDAY, JUNE 2, 2016 Thinking About Cashless? Take a Strategic Approach covers a wide variety of topics important to your Jim Shanklin, Senior Consultant, Contratto, Inc., Seattle, WA organization’s success. THURSDAY, JUNE 9, 2016 Webinars are easy to attend . . . just view and listen to the presentation online Why Didn’t You Tell Me That Was Excluded from the comfort of your own computer - without even leaving your desk! No Andrew Vandepopulier, Producer Travel Expense Required. Can’t make the live presentation of the Webinar? Mike Rea, Recreation Sales Manager All Live webinars are recorded and are available for purchase to watch at your Carol Porter, Producer leisure. What better way to receive great educational information by great pre- Haas & Wilkerson Insurance, Fairway, KS senters while saving both time and travel expenses! THURSDAY, OCTOBER 13, 2016 A Spit and A Handshake Registering for a Webinar: Registration cost is per computer site for Jeff English, CFEE, Senior Vice President of Administration/ Live Webinars are available for as many people as you can sit around General Counsel, Kentucky Derby Festival, Louisville, KY purchase via any of the following your computer. Gather additional staff, methods: volunteers, or board members around your THURSDAY, OCTOBER 20, 2016 • Online at the IFEA Store computer so they too can join you for this Catering is for Show, Concessions are for Dough: The Keys to a Successful Food and Beverage Program • Faxing or mailing in the Webinar learning experience at no additional charge! Mary Ann Dilling, Director of Business Development, Experimental Registration Form Aircraft Association, Oshkosh, WI ❍ (See separate brochure/registration Buy More, Save More form for Webinars on Demand) Webinars in Bulk Pricing: THURSDAY, OCTOBER 27, 2016 • Calling the IFEA at +1-208-433- The more Webinars purchased, the more Maximizing Your Revenue Through Online Sales 0950 ext: 3 available for free. May combine Live Kendra Wright, President, Saffire, Austin, TX Webinar Presentations and Webinars Webinar Start Time in on Demand to take advantage of this THURSDAY, NOVEMBER 3, 2016 Your Time Zone: special offer. See separate Webinars On From Volunteers to Super-Volunteers Florence May, President & Managing Member, The Registration 7:00 a.m. Hawaii Demand Brochure for On Demand System, Fishers, IN 9:00 a.m. Alaska lineup. (Call, Mail or Fax orders only, 10:00 a.m. Pacific not available for online purchasing) THURSDAY, NOVEMBER 10, 2016 11:00 a.m. Mountain • BUY 3 Webinars and Receive 1 FREE 16 Sensational Event Ideas and Trends from 2016 12:00 p.m. Central • BUY 5 Webinars and Receive 2 FREE Ted Baroody, President, Norfolk Festevents, Norfolk, VA 1:00 p.m. Eastern • BUY 10 Webinars and Receive 5 FREE THURSDAY, NOVEMBER 17, 2016 6:00 p.m. GMT • CFEE Elective Credit: If working Game On: How to Amp Your Event and Level Up Brand toward your CFEE Certification Engagement in a World of Pokemon GO Webinar Length: each indiviual webinar is eligible John Kreicbergs, Co-Founder 60 Minutes for one CFEE Elective Credit. AppTapp, Kansas City, MO Individual Webinar Cost: • Questions? THURSDAY, DECEMBER 1, 2016 • $59 - IFEA Members Contact: Nia Hovde, Director of Market- Identifying, Securing and Retaining Quality Sponsors • $59 - Association Alliance Members ing & Communications at: [email protected] Gail Alofsin, Director of Corporate Partnerships, Newport Harbor • $99 - Non-IFEA Members Corporation, Newport, RI

© Copyright 2016. The presentation, materials and content of these Webinars are the intellectual property of the Inter- THURSDAY, DECEMBER 8, 2016 national Festivals & Events Association (IFEA) and the specific presenter for each webinar. They are presented for the Keeping Your Event Fresh – The Creative Process educational use of each paying customer to the IFEA. Any reproduction, rebroadcast or reselling of this webinar, or the Ira Rosen, CFEE, Assistant Professor, Temple University School of content contained within, by an outside party, without the expressed written consent of the IFEA is strictly prohibited. Tourism and Hospitality Management, Point Pleasant, NJ

Winter 2016 IFEA’s ie: the business of international events 73 events, Coachella, high profile weddings, game. There is no room for slips of the tongue Thursday, April 28, 2016 major concerts, New York State Fair, Los or stumbles. This session will give you some of 11:00 a.m. – 12:00 p.m. Mountain Time Angeles St. Patrick’s Day Festival, Toronto the basic “Whos, Whats and Hows” of media Nuit Blanche Festival, Boots and hearts relations. We will also discuss some Very Event Marketing Country Music Festival and many more... Important Points that all who deal with the from A-Z media should know. You will learn the proper Sean King, Principle Thursday, May 12, 2016 techniques for preparing for and taking part Aspire Consulting 11:00 a.m. – 12:00 p.m. Mountain Time in a media interview—what to wear, how to Group, Allentown, PA sit, etc. Remember it is not just what you say, Secrets to Suc- how you say it is equally as important. Twenty-six letters in cessful Sponsor- Scott Fraser is a veteran communi- the alphabet. The Event Marketing from A-Z ship Retention cations professional with more than webinar explores 26 ideas and concepts, one Bruce Erley, CFEE, APR, 30 years of experience. As principal of for each letter, to make your 2016 Festival President/CEO Fraser Communications Group (FCG), he and Event marketing more effective. Updated Creative Strategies provides public relations, media relations, for the 2016 event season, the A-Z session Group, Denver, CO crisis communications, government affairs reviews the basics and introduces the latest and voiceover talent for his clients who trends in advertising, marketing, social Finding sponsors is one thing. Keeping range from small non-profits, to interna- media, sponsorships and more. Marketing them is another. What are some of the secrets tional corporations. He has been hired to changes in the blink of an eye. Spend this to sponsor retention as well as generating protect the reputations of companies in fast-paced, informative hour to gain insight interest to upgrade a level. Bruce Erley will crisis, and gain positive public exposure on what will make your 2016 event market- share some of the secrets they use at CSG to for clients ranging from an emerging high ing plan a success. keep sponsors coming back from setting expec- tech company to established organi- Sean King is a Principle at Aspire tations, assuring successful engagement, inte- zations in healthcare. Sought after as a Consulting Group in Allentown, PA and grating the sponsorship into their organization public speaker, Fraser also is an adjunct has been consulting with small business- and creates incentives for future upgrades. professor at Salve Regina University in es and non-profit organizations for over Bruce Erley, CFEE, APR is a 30-year Newport, RI, teaching courses in Crisis 20 years. He also blogs regularly at www. veteran of the event marketing and spon- Communications and Public Relations. artsmarketingblog.org. You can follow sorship field and is regarded as a leading Sean on Twitter @skingaspire or contact sponsorship expert for the festivals indus- Thursday, May 26 2016 him at: [email protected]. try. He founded Creative Strategies Group 11:00 a.m. – 12:00 p.m. Mountain Time (CSG) in 1995. Prior to that time, Bruce Thursday, May 5, 2016 was the Vice President for Marketing and Moving Beyond 11:00 a.m. – 12:00 p.m. Mountain Time Sales for the International, education- Engagement to al and cultural organization, Up with Sales: Finding a Is Your Event People, where he directed sponsor sales, Way to Measure Ready for Severe entertainment marketing and merchan- the Real Return Weather? Take dising operations. At Creative Strate- of Social Media the Test and See gies Group, Bruce conducts all general Mark O’Shea, Co-Founder Wayne Mahar, President consultation, including the development Steve Richo, Co-Founder Precision Weather of property audits, sponsorship plans, Noise New Media, Nashville, TN Service, Syracuse, NY corporate sponsorship programs and training, as well as directs CSG’s ongoing We all know that we’re supposed to be This Webinar will feature a unique Table operations. Erley is widely acclaimed as maximizing our event presence on social Top severe weather exercise geared to outdoor a top presenter on sponsorship topics for media...every article and educational session events. This exercise features developing se- the festivals and events industry. will tell you that. So, we all do our best to vere weather on a typical outdoor fair, festival aim precious resources - time and money - or concert timeline. The clock is ticking. Your Thursday, May 19, 2016 toward that goal; get more ‘friends’, more decisions will be critical. The Webinar will be 11:00 a.m. – 12:00 p.m. Mountain Time ‘followers’, more ‘likes’, more ‘views’; but how followed by a quick review of severe weather do we know that any of that is translating safety for outdoor events and a few minutes Media Relations - into sales (for our sponsors and ourselves)? for Q & A at the end. Staying Cool Join the co-Founders of Noise New Media Wayne Mahar is the President of Pre- When the Heat as they address the question that most never cision Weather Service, a private weather Is On ask...”How do we measure the real return of consulting firm based in Syracuse, NY Scott Fraser, Principal social media?” and the leaders in forecasting and safety Fraser Communications Noise New Media has successfully for events in North America. Clients in- Group, N. Scituate, RI combined innovative social media strategy clude The Academy Awards, MLB All Star with digital applications development and Gala, Super Bowl concerts, San Francisco We’ve all said things we wish we could campaigns. Their low-fi, guerilla approach to LA AIDS Bike Ride, Oklahoma City take back, but when it comes to speaking with to music and entertainment marketing has Heart Walk, most Hollywood red carpet the media you always have to be on your “A” helped clients raise their profile while en-

74 IFEA’s ie: the business of international events Winter 2016 gaging with their target audiences through to catastrophic consequences for you and your Thursday, October 20, 2016 the use of the new media technologies. event. In this session we’ll review some of the 11:00 a.m. – 12:00 p.m. Mountain Time With a fair industry and entertainment standard and specialty exclusions that could client base that represents 8.5 million an- lead to an uninsured claim and show you Catering is nual ticket sales, Noise New Media has es- how to find them before it’s too late. for Show, tablished itself as the premier social media After graduating from the University Concessions marketing agency for venues, agricultural of Central Missouri with a degree in are for Dough: & state fairs, events and rodeos. Clients Business and Education Andrew Vande- The Keys to a include the Houston Livestock Show populier began working in the disaster Successful Food and Rodeo™, San Antonio Stock Show & and catastrophe claims field for Farmers and Beverage Rodeo, Tim McGraw and many others. Insurance. He spent 3 years working Program Founded by Steve Richo and Mark O’Shea, around the Midwest handling all types of Mary Ann Dilling, Director of Business Noise New Media is based on Music Row claims from hail to wildfires. In 2010, An- Development in Nashville, TN. drew joined Haas & Wilkerson’s Fair and Experimental Aircraft Association, Festival division and has been serving the Oshkosh, WI Thursday, June 2, 2016 insurance and risk management needs of 11:00 a.m. – 12:00 p.m. Mountain Time the event world ever since. With Clients Come and take part in a fun filled ed- all over the country ranging from the ucational Webinar on everything you ever Thinking About largest fairs in the nation to the smallest wanted to know about the Food and Beverage Cashless? festivals, we have a product for all types industry. Menus, accountability, commission Take a Strategic of events. structure, and commemorative pieces are just Approach a few of the topics that will be covered in this Jim Shanklin, Senior Thursday, October 13, 2016 Webinar. Consultant 11:00 a.m. – 12:00 p.m. Mountain Time Mary Ann L. Dilling, CFEE is currently Contratto, Inc., the Director of Business Development Seattle, WA A Spit and A for the Experimental Aircraft Association Handshake (EAA) in Oshkosh, WI. As the Director Now that all US consumers have “em- Jeff English, CFEE, of Business Development, Mary Ann’s bedded-chip” credit and debit cards, and all Senior Vice President of team encompasses three areas: Exhib- retailers are required to use chip-reading/NFC Administration/ its, Advertising and Sponsorship. The (Near-Field Communications) Point of Sale General Counsel team currently recruits more than 800 devices, cashless transactions are inevitable for Kentucky Derby Festival, exhibitors during its fly in AirVenture. festivals and events. Your visitors will expect Louisville, KY Before November 2015, Mary Ann was and demand non-cash transactions from all of the Director of Events and Hospitality at your points of sale. Join Jim Shanklin, CFEE The list of complex legal issues facing the EAA for the past 3 festivals seasons where for ideas on how to strategically` address the festival and event industry continues to grow her department was for responsible the inevitable changes, minimize the “push-back” each year! Let’s spend an hour discussing F&B program; the Sales Program for EAA’s from board members and vendors and avoid your event’s legal standing on issues such as venues; the Housing Program that secures other pitfalls of moving to a cashless event. protestors, waivers, personal copyrights, risk the over 2400 room nights for their annu- Jim Shanklin founded Festivals.com in management, drones, and conceal & carry al event AirVenture; the Event Admin- 1995 and has been a 20-year IFEA mem- laws. We’ll also answer the age-old ques- istration Program ; and A/V Program. ber. Now with his new company, Contrat- tion of whether contracts agreed to the old Previously she served as the Executive to, Inc. he is working with IFEA members fashioned way – with a spit and a handshake Director of Fond du Lac Festivals for the in cashless and sponsorship projects. – are legally enforceable! There will be plenty past eleven festivals seasons. of time for Q&A to help save money on some Thursday, June 9, 2016 of those legal bills. Thursday, October 27, 2016 11:00 a.m. – 12:00 p.m. Mountain Time Jeff English is the Senior Vice President 11:00 a.m. – 12:00 p.m. Mountain Time of Administration and General Counsel Why Didn’t You for the Kentucky Derby Festival. For eight Maximizing Your Tell Me That Was years he’s managed KDF’s legal work, Revenue Through Excluded along with serving as the Executive Di- Online Sales Andrew Vandepopulier, rector of the non-profit KDF Foundation Kendra Wright, President Producer and supervising the KDF Merchandise Saffire, Austin, TX Mike Rea, Recreation Department. He’s a 2004 graduate of Sales Manager Washburn University School of Law in Are you getting the most Carol Porter, Producer Topeka, KS and received his CFEE certifi- bang out of your digital buck? There’s more Haas & Wilkerson Insurance, Fairway, KS cation in 2013. to ecommerce than just “selling stuff”! You can utilize your website to facilitate business The biggest misconception about event lia- with sponsors, vendors, renters, and more. bility insurance is that there’s little difference When you do sell online, you can also learn from one general liability policy to another. how to maximize your revenue per sale! Join It’s a dangerous assumption and could lead Winter 2016 IFEA’s ie: the business of international events 75 us as we cover the ins and outs of increasing programming this Webinar will not only be John Kreicbergs is a sixteen-year the value of your online presence based on a great recap of 2016 – but hopefully ignite veteran of the Kansas City advertising, our 15+ years’ experience selling online. some ideas for your events for 2017. Good marketing and technology scene. Getting Kendra Wright has spent the last 20 ideas can be and should be a win-win-win his start at Bernstein-Rein in 1999, years in online marketing, working with partnership - Good for the guest, your part- John has also served stints at Barkley, clients like Nike, KEEN Footwear, Jeep, ners and for you! VML, DEG and Meers working with Chrysler, Intel, Panasonic and Frito Lay. Ted Baroody is a graduate of North such brands as Burger King, Visit KC, Six years ago, she gave it all up to launch Carolina State University, Raleigh, North Hostess Cakes, Blue Cross Blue Shield, Saffire, integrated online marketing and Carolina, USA. After college he moved to McDonalds, and many more. His passion ticketing for hundreds of events, venues Norfolk, Virginia to start his own small for digital innovation brought him to and destinations. sports marketing company, Victory Pro- Propaganda3 in 2013 where he still serves motions. After a couple of years of power as the general manager for the firm’s app Thursday, November 3, 2016 boat racing production under Victory development efforts. As a result of his 11:00 a.m. – 12:00 p.m. Mountain Time Promotions, he served as Marketing Di- work, Kid Rocket Studios — a kids- rector for a group of local radio stations focused entertainment development From Volunteers in Virginia Beach, Virginia for 5 years. startup — was launched in 2014 follow- to Super- From 1996 to 2011 he was the Director of ing the success of Propaganda3’s interac- Volunteers Development of the not-for-profit event tive comic app Kung Fu Robot. This fall, Florence May, President marketing company, Norfolk Festevents, Propaganda3 also launched a new event- & Managing Member Ltd. known as “Festevents,” and is now based digital engagement venture called The Registration System, the President of Festevents. Ted also AppTapp, where John leads the marketing Fishers, IN works with many non-profit organiza- and consumer insight efforts as one the tions as a volunteer, event coordinator company’s four co-founders. John is also Turning your volunteers into a strong mo- and as a board member and is on the the founder of RKO Workshop, which tivated team has never been easier. Identify IFEA Foundation Board of Directors. specializes in museum exhibit design and your volunteer program’s strengths, weak- educational interactive experiences, and nesses and alarming pitfalls in five easy steps Thursday, November 17, 2016 a member of the digital marketing from: Volunteer Training, Job Descriptions 11:00 a.m. – 12:00 p.m. Mountain Time committee for Kansas City’s award- and Risk Controls to Volunteer Management winning Boulevardia festival. Technology and Evaluation. Volunteers can Game On: be your greatest event assets – the better you How to Amp Thursday, December 1, 2016 prepare, the better return you can receive on Your Event and 11:00 a.m. – 12:00 p.m. Mountain Time your volunteer investment. Level Up Brand Florence May led the TRS online regis- Engagement Identifying, tration system development project in 2000 in a World of Securing and to support her event planning company, Pokemon GO Retaining Quality Simply Hospitality. She conceived the soft- John Kreicbergs, Co-Founder Sponsors ware based on 15 years of sport and event AppTapp, Kansas City, MO Gail Alofsin, Director of management working with clients includ- Corporate Partnerships ing National League of Cities, American Without a doubt, festivals and events have Newport Harbor Association of Museums, NCAA Final Four become a boon for brands. Last year, Nielsen Corporation Host Committees, and the Indianapolis research reported that 76 percent of festi- Newport, RI Motor Speedway’s USGP. Flory is a national val-goers feel more favorable towards brands speaker and author on topics including that sponsor a tour or concert. Yet activa- This important Webinar will focus on professional event management, volunteer tion and fostering meaningful advertiser/ topics that are critical to sponsorship success: best practices and top technical trends. attendee engagement remains a challenge. Expanding your prospect base and keep- Research has shown that integration into ing the pipeline filled; Creating assets and Thursday, November 10, 2016 the very fabric of the event itself is key, benefits beyond the “norm”; Understanding/ 11:00 a.m. – 12:00 p.m. Mountain Time but what does that mean in the face of an identifying motivating factors that attract ever-changing digital landscape where tools potential sponsors; and Making that “electric” 16 Sensational and tactics come and go like a Pikachu in connection between sponsors and your event, Event Ideas and the night? Join John Kreicbergs, one of the focusing on the value of strategic activation. Trends from 2016 co-founders of the event-based technology Gail Alofsin is the Director of Ted Baroody, President platform AppTapp, as he highlights the hows Corporate Partnerships, Newport Harbor Norfolk Festevents, and whats/dos and don’ts of geo-based brand Corporation and has had the privilege Norfolk, VA engagement for festivals and events. Learn of being involved in all aspects of event about the current landscape of location-aware production for over two decades. Her Join us for this idea inspiring Webinar experiences both in and out of the festival current position is focused on prospect- where the 16 best ideas and trends that took industry, how principles of game design and ing, procuring and retaining corporate place at festivals & events in 2016 will be player engagement can be applied to attendee sponsors for the concerts and events presented. Covering different areas of the activation, and how sponsors and events can produced at the Newport Yachting event industry from sales, operations and mutually benefit. Center. A graduate of Tufts University,

76 IFEA’s ie: the business of international events Winter 2016 Gail’s passion for education led her to the University of Rhode Island where she has Webinars On Demand be viewed on virtually any been welcomed as an adjunct professor in the Communication, Journalism and Looking for a different computer with a high-speed Public Relations departments since 1999 webinar topic – don’t forget internet connection. – 30 consecutive semesters! Gail has been to check out our Webinars 2. Listening To The Webi- speaking for over two decades at national OnDemand – previously nar: After you’ve logged in and international conferences inclusive recorded webinars that are and gained access to the of IEG (International Events Group) and now available for download. Website, you have two op- IFEA (International Festivals & Events Association). Her new book, Your Someday For a complete list of available tions to listen to the audio is NOW, focuses on work/life integration Webinars On Demand, just go portion. You can either dial and personal branding, and was released to the IFEA Store. the telephone number pro- in January of 2014. vided to hear the webinar How Webinars Work via a conference call, or if Thursday, December 8, 2016 11:00 a.m. – 12:00 p.m. Mountain Time IFEA Webinars are Web- you have computer speak- site-enabled seminars that ers, you may listen via your Keeping Your function much like a telecon- computer speakers. (The Event Fresh – ference. They use your com- phone number provided The Creative puter’s Website browser to will not be an 800 number, Process display presentation materials so all costs for the call will Ira Rosen, CFEE, Assistant Professor and other applications im- be incurred by the regis- Temple University School portant to the Webinar topic, trant.) of Tourism and with the audio portion of the 3. Sit Back and Learn: Once Hospitality Management presentation provided either you are logged in, all you Point Pleasant, NJ through your computer speak- need to do is sit back and With everything going on in the world ers or over the phone. learn! It’s just like any today, and the rapid pace of change, if your Once your registration has other seminar, except you’re event isn’t constantly growing, changing and been submitted, you will sitting comfortably at your keeping up with times, you may soon start to receive an email from the IFEA own desk! Throughout the see it dwindle! During this important session, confirming that you have been webinar, you are able to ask you will learn about the many tools and registered for the Webinar. questions to the presenter techniques that you need to be aware of to keep the excitement in… and attendees at… The day before the scheduled using the online Question/ your festival. Webinar, you will receive an Answer messaging system Ira Rosen is an Assistant Professor with email with specific instruc- that is part of the Webinar Temple University’s School of Tourism tions on how to log in for the screen. The Webinar Orga- and Hospitality Management. He teaches Webinar. You will receive this nizer will view your ques- several event management courses and directs the School’s award-winning Event email again, the day of the tion and present it to the Leadership Executive Certificate Program. Webinar. speaker at the end of the Additionally, he is President and Chief Once this information has presentation. Executive Officer of Entertainment On been received, joining a We- Along with the Webinar Location, Inc. (EOL), a full-service event binar is as easy as 1, 2, 3! itself, all registered attendees production and consulting company 1. Log In To The Webinar: To will receive a copy of the pre- based in Point Pleasant, New Jersey. start the Webinar, log in to sentation used for the webinar the specific website address prior to the webinar start time that you received for the in addition to the recorded Webinar and connect to the copy of the webinar after the presentation. Webinars can webinar presentation.

Winter 2016 IFEA’s ie: the business of international events 77 Upcoming Live Webinar Presentation Registration Form REGISTRATION CONTACT INFORMATION Webinar Participant: ______Webinar Participant Email: ______Organization: ______Address: ______City, State/Province, Zip Code: ______Phone: ______PURCHASE INFORMATION IFEA Member Non-IFEA Member Total Association Alliance

Individual Webinars:______Quantity X $59 (USD) $99 (USD) ______Purchasing Webinars in Bulk: BUY 3 Webinars and Receive 1 FREE $177 (USD) $297 (USD) ______

BUY 5 Webinars and Receive 2 FREE $295 (USD) $495 (USD) ______

BUY 10 Webinars and Receive 5 FREE $590 (USD) $990 (USD) ______TOTAL ______PAYMENT INFORMATION Select method of payment: VISA MasterCard American Express Discover Check (make check payable to IFEA in U.S. funds) Print Cardholder Name: ______Signature: ______Credit Card Number: ______Expiration Date: ______CVN Code: ______(MC/Visa-3 digit code back) (AMX-4 digit code front)

2016 UPCOMING LIVE WEBINARS: To register please make your selection by checking (√) from the webinars below: ❍ Thursday, April 28, 2016 ❍ Thursday, June 2, 2016 ❍ Thursday, November 3, 2016 Event Marketing from A-Z Thinking About Cashless? Take From Volunteers to Super-Volunteers Sean King, Aspire Consulting Group, Allentown, PA a Strategic Approach Florence May, The Registration System, Fishers, IN Jim Shanklin, Contratto, Inc., Seattle, WA ❍ Thursday, May 5, 2016 ❍ Thursday, November 10, 2016 Is Your Event Ready for Severe ❍ Thursday, June 9, 2016 16 Sensational Event Ideas Weather? Take the Test and See Why Didn’t You Tell Me That and Trends from 2016 Wayne Mahar, Precision Weather Service, Syracuse, NY Was Excluded Ted Baroody, Norfolk Festevents, Norfolk, VA Andrew Vandepopulier, Mike Rea, Carol Porter ❍ ❍ Thursday, May 12, 2016 Haas & Wilkerson Insurance, Fairway, KS Thursday, November 17, 2016 Secrets to Successful Sponsorship Game On: How to Amp Your Event Retention ❍ Thursday, October 13, 2016 and Level Up Brand Engagement in a Bruce Erley, CFEE, APR, Creative Strategies Group A Spit and A Handshake World of Pokemon GO Denver, CO Jeff English, CFEE, Kentucky Derby Festival John Kreicbergs, AppTapp, Kansas City, MO Louisville, KY ❍ Thursday, May 19, 2016 ❍ Thursday, December 1, 2016 Media Relations- Staying Cool ❍ Thursday, October 20, 2016 Identifying, Securing and Retaining When the Heat Is On Catering is for Show, Concessions are Quality Sponsors Scott Fraser, Fraser Communications Group, for Dough: The Keys to a Successful Gail Alofsin, Newport Harbor Corporation, Newport, RI N. Scituate, RI Food and Beverage Program ❍ Mary Ann Dilling, Experimental Aircraft Association Thursday, December 8, 2016 ❍ Thursday, May 26 2016 Oshkosh, WI Keeping Your Event Fresh – Moving Beyond Engagement to The Creative Process Sales: Finding a Way to Measure the ❍ Thursday, October 27, 2016 Ira Rosen, CFEE, Temple University School of Tourism Real Return of Social Media Maximizing Your Revenue Through and Hospitality Management, Point Pleasant, NJ Mark O’Shea, Co-Founder Online Sales Steve Richo, Co-Founder Kendra Wright, Saffire, Austin, TX Noise New Media, Nashville, TN

Registration cost is per computer site for as many people as you can sit around your computer. Once your registration has been submitted, you will receive an email from the IFEA confirming that you have been registered for the Webinar. The week before the scheduled Webinar, you will receive an email with specific instructions on how to log in for the Webinar. You will receive this email again, the day before the Webinar and the hour before the scheduled Webinar. Webinars in Bulk offer is applicable to both Upcoming Live Webinar Presentations and Pre-Recorded Webinars On Demand. Payment must be received in full at time of registration to participate in Webinars. No refunds on webinar registration unless notified 24 hours prior to start of webinar. If working towards your CFEE Cerification, each individual webinar is eligible for one CFEE Elective Credit. International Festivals & Events Association • 2603 W Eastover Terrace • Boise, ID 83706 - U.S.A. Questions: Contact Nia Hovde, Director of Marketing & Communication at [email protected] or Phone: +1-208-433-0950 ext: 3, Fax: +1-208-433-9812 • www.ifea.com Remember All Those Who Helped You Get Where You Are Today? The IFEA “Fund for the Future” provides keep pace with new and changing technolo- critical funding to ensure that the IFEA has gies necessary to communicate with and serve reserves in place to protect against future our global industry; and to support a con- economic shifts and realities in a constantly tinued expansion of our services, resources, changing world; to allow the organization to programming and outreach around the world.

Pay it Forward With a Gift to IFEA’s ‘Fund for the Future.’ Your donation will ensure that our world always has something to celebrate! Contact any IFEA Foundation Board, IFEA World Board, or IFEA Staff Member for more information. Individual and Organizational Contributions are welcomed and encouraged. All contributions are tax-deductible in the United States. For more information go to www.ifea.com. Continued from page 49 display their banners at our events. In addition to banners, So you have researched and understood the needs of your our facility would package the event program with menus and potential renter. You have then identified their issues when coupons for these restaurants. By doing this, we were able to traveling to a new facility and found creative, reciprocal ways accomplish three things at once. First, we were able to tell our to help with those needs. You can now put this all together potential renters that we can assist with feeding their volunteers, to offer your renter personalized packages to entice them to coaches and officials. Second, we supplied the athletes and your facility. If your renter can have an easier planning process parents, who are most often not familiar with the area, with and a successful event, then everyone succeeds. You will find information on the restaurants near to the facility and their that one success story turns into another, and soon you will hotel room. Third, through directly exposing the food to these have a sought-after facility for large scale sporting events. athletes and parents we were able to funnel that traffic right back to our partner restaurants, helping to boost their patronage and revenue. When trying to assist with food at your facility, Brandon Laue is the Aquatics Manager for the Oro Valley it is important to think of longevity. Think of ways to make Aquatic Center in Oro Valley, Arizona with 10 years of things easier on your potential renter while also supporting the experience in community events. Brandon grew up in the restaurants in your area. This mutually beneficial relationship area that he works and even attended the same high school helps sweeten your renters’ packaged deal and is also viewed as his father. After high school, Brandon went on to study at as a positive thing for the community instead of a burden. the University of Arizona graduating in 2012 with a degree in Interdisciplinary Studies. Taking with him his education and Parking and Safety Logistics knowledge of the community, Brandon began managing the The last of our logistical challenges are parking and Oro Valley Aquatic Center in June of 2015. Since that time, safety concerns. These issues are going to be a big Brandon has obtained the accreditation of Certified Parks question for your potential renters. These groups need and Recreation Professional through the National Parks and to know that your facility is safe and able to handle Recreation Association. Brandon continues to manage the a large number of participants and spectators. Aquatic Center bringing in year-round competition both on For our large swimming events, we can offer our renters the state and national level. Brandon can be reached at: one point of entry to ensure unwanted guests and for quality [email protected]. control. We overstaff the facility with lifesaving personnel and make sure to inform our local fire department of the upcoming event. We can even tell our renters the average response time for paramedics to respond to an emergency at our facility. We work with our local police department to make sure that traffic flow is safe and parking is adequate. Often times we utilize uniformed officers at our events. In assessing your own parking and safety needs, ask yourself the following questions: • Does your facility have one point of entry or is it an open space event? With sporting events it is important to know how many athletes you can house safely for all aspects of the event. This includes practice space and non-competing areas for the athletes. • Is your facility ready to house the anticipated number of spectators or are extra amenities needed like additional restrooms? • Outside of your staff or event committee, is there a need for additional personnel for security reasons? These additional personnel can be more of your staff, a private security company, additional lifesaving personnel, or your local police department. • Lastly, what is your traffic and parking plan for the teams and attendees? Whether you are operating on behalf of a municipality or as a private event producer, it is important to consider the overall impact of your event on the community. A well thought out traffic control plan will help prevent any potential backlash from these members of your community.

Putting It All Together If you manage a facility that is geared toward sports and competition and would like to boost your appeal from outside users, then you should look into ways to entice your potential renter. Do your research and determine the possible issues for these outside groups. Take the high road and make some of their burdens your own. Be creative. Don’t assume that all renters are alike and be ready with diverse answers to their questions. Overall help your renter.

80 IFEA’s ie: the business of international events Winter 2016 Continued from page 6 Opportunities to challenge our thinking and creativity and to open up all of the new possibilities. Opportunities to leverage your own event resources and network toward the goal of strengthening your respective cities and communities, together with our common world, in the year ahead. Each day, growing up, I challenged my son to: “Have fun; learn lots; and make the world a better place for humanity.” If we can all do the same, our communities, cities, countries and world, will thank us.

Continued from page 25 may not achieve the success you deserve. In event marketing, the coaching staff is your team led by paid staff or volunteers. Unless you have strong leadership and the ability for a team to stick to the game plan, your marketing plan will come up short. Having the experience and knowledge to make the right calls at the right time and to make slight adjustments when necessary is the key to the game. In many organizations, marketing is a one-person show. In those cases, we strongly recommend that you recruit additional volunteer talent, in particular areas of discipline, to broaden the skill set in order to get you where you need to go.

Overtime Sponsorships, partnerships and collaborations are a vital part of any successful marketing plan. While many events look at sponsorships to fill necessary gaps in programming budgets, the activation of these sponsorships can be a key to not only driving more people to your event, but also to deepen the relationship for the future between your sponsors and their customers. Partnerships, particularly with the media, have also become a key to the success of many events. Media partners love the ability to trade their inventory for access to being a part of the local community. Of course, media cannot be all things to all events, but if you are strategic in working with them AND their customers, it's a win-win-win situation for everyone. Last but not least, collaborations between events, festivals, corporations and non-profits are the wave of the future. We’ve only begun to tap into the myriad ways we can work together to solve issues facing our communities and to do it in meaningful ways with partnerships that allow everyone to achieve their goals and make our neighborhoods a better place to live, work and play.

Post Game Analysis While many football teams play a schedule of ten, twelve or sixteen games, we as event marketers many times only have one chance to do it right. Instead of trying to figure out the newest offense or defensive scheme, it’s usually good to go back to the basics of blocking and tackling when developing your marketing and communications strategy. Do what you do well. Look for innovation, but don’t think that it will provide the immediate, Hail Mary result you need. Three yards and a cloud of dust will get you to the end zone eventually. Touchdown!

Sean King is a Principle at Aspire Consulting Group in Allentown, PA and has been consulting with small businesses and non-profit organizations for over 20 years. He also blogs regularly at www.artsmarketingblog.org. You can follow Sean on Twitter @skingaspire or contact him at: [email protected]

Winter 2016 IFEA’s ie: the business of international events 81 MARKETPLACE

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John Stevenson; Address: 245 Ivanhoe St., Denver, CO 80220; Phone: Franklin Turnpike, Ste. 115, Ramsey, NJ 07446; Phone: 201-818-9400; Email: 877-307-7467; Email: [email protected]; Website: www.custompin.com. [email protected]; Website: www.marvelappearance.com. SET CONSTRUCTION FIREWORKS ATOMIC - Set construction, rental solutions, lighting and design. Packs small, LANTIS FIREWORKS AND LASERS - Provides display fireworks plays BIG! Address: 10 Wynfield Dr., Lititz, PA 17543; Phone: 717-626-8301; and laser specialists, computerized, choreographed fireworks, indoor/ Email: [email protected]; Website: www.atomicdesign.tv. outdoor programs, special effects. Fully licensed and insured in Nevada, Arizona, Utah, Wyoming, Idaho, Colorado, Texas and Alaska. Contact: SOFTWARE PO Box 491, Draper, UT 84020-0491; Phone: 800-443-3040; Email: SCHED LLC - Conference and festival organizers use SCHED*'s to manage [email protected]; Website: www.lantisfireworks.com. their website's schedule of events, seamlessly integrate social networking and provide their attendees with tools like personal agenda builders, INFLATABLES dynamic attendee directories and mobile applications. Contact: Taylor DYNAMIC DISPLAYS / FABULOUS INFLATABLES - Designs, manufacturers, McKnight; Address: 5818 33rd Ave N St. Petersburg, FL 33710-1810; Phone: for rent or purchase – costumes, props, floats, helium balloons, event 727-798-6898; Email: [email protected]; Website: www.sched.org. entry ways and décor. Offers complete and flexible service packages for small towns and large international events. 50+ years of parade/event SPONSORSHIP experience. Contact: Steve Thomson; Address: 6470 Wyoming St. Ste EVENTSLOCKER.COM - EventsLocker.com's sponsor and vendor #2024, Dearborn MI 48126; Phone: 800-411-6200 Fax 519-258-0767; Email: management software saves time and money by streamlining submissions, [email protected]; Website: www.fabulousinflatables.com. payments, logistics, communications and more in a cloud-based, mobile-friendly system. Contact: Michael Bleau; Address: 7760 Del INSURANCE Ridge Way SW, Seattle, WA 98106; Phone: 310-405-9447; Email: HAAS & WILKERSON INSURANCE – Over 50 years experience in the [email protected]; Website: www.eventslocker.com. entertainment industry, providing insurance programs designed to meet the specific needs of your event. Clients throughout the US include festivals, parades, IEG - The leading provider of consulting, valuation, research, published carnivals and more. Contact: Carol Porter, CPCU, Broker; Address: 4300 information and training in the global sponsorship industry. Address: Shawnee Mission Parkway, Fairway, KS 66205; Phone: 800-821-7703; Fax: 640 N. LaSalle St. 450, Chicago, IL 60654-3186; Phone: 312-944-1727; 913-676-9293; Email: [email protected]; Website: www.hwins.com. Website: www.sponsorship.com or www.ieg2017.com.

K & K INSURANCE – For 60 years, K & K insurance has been recognized as the SPONSOR FEE PRO - Sponsor Fee Pro is a new online software tool leading provider of SPORTS-LEISURE & ENTERTAINMENT insurance products. that helps festivals and events quickly price sponsorship proposals on Contact: Mark Herberger; Address: 1712 Magnavox Way, Fort Wayne, IN 46804; their own with ease and accuracy. Contact: Mala Avery; Address: 7010 Call: 1-866-554-4636; Email: [email protected]. Broadway, Ste. 205, Denver, CO 80221; Phone: 720-284-8845; Email: Website: www.KandKinsurance.com. [email protected]; Website: www.sponsorfeepro.com.

82 IFEA’s ie: the business of international events Winter 2016 Continued from page 12 Continued from page 21 book and movie titled, Moneyball. Beane did not have the will be launched in spring 2017 providing research access budget to recruit top players for his team. So, he used player to the industry. Should you be interested in access, click on statistics to acquire team members rather than the traditional this link, and we will let you know when it is launched. method of subjective scouting. It enabled him to get talented, yet undervalued players, and build a winning team. YES, I WANT ACCESS TO The good news is that new products are introduced to the INDUSTRY RESEARCH market every year by small business owners who are not content with the way things are. Jake Rothschild, of Ohmgbrands, was There are several to thank for this article including the told that it was impossible to create a non-dairy ice cream with community partners mentioned above, and my Grand the pleasing texture of the real thing. Unwilling to accept that, Valley State University (GVSU) colleagues, Lisa Sisson, Gail he experimented for five years. Using a combination of almond Zemmol, and Drs. Mike Sciarini and Lorie Tuma, for their milk, coconut milk, avocado and plantain, he came up with a support of CBL, and formalizing these practices at GVSU. formula that he calls Joyscream. It’s a success. I tasted Joyscream; and it really does have the taste and texture of ice cream. Just because things are going well, doesn’t mean you Patty Janes loves how accurate data helps organizations shouldn’t question authority or challenge the status quo. improve. She is a faculty member and industry professional There’s always room for improvement - whether it is in at Grand Valley State University’s, Hospitality and Tourism business or your personal life - asking questions may Management department. For over 25 years, her teaching, enlighten you to problems before they occur. Speaker research and consulting specialties include marketing, bureau owner, Andrea Gold says, "Status quo living does research, and training in the festival/events, and hospitality not allow for challenging one's beliefs and habits." industry. In 2015, she completed research projects for several festivals in Michigan including the National Cherry Festival. She also spearheads a non-profit event organization bringing Robert Evans Wilson, Jr. is an author, humorist and innovation tourism industry professionals together to volunteer and help consultant. He works with companies that want to be more com- restore historic tourism attractions, build a stronger tourism petitive and with people who want to think like innovators. Robert community, and market tourism destinations (www.michigan- is also the author of the humorous children’s book: The An- caresfortourism.com). Connect with Patty at janesp@gvsu. noying Ghost Kid. For more information on Robert, please visit edu, and/or (989) 424-0123. www.jumpstartyourmeeting.com

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Winter 2016 IFEA’s ie: the business of international events 83