We take it personally. Rick D’Aprile President If you’re in the amusement, leisure or entertainment industries, the professionals at Allied Specialty Insurance can help keep you safe in today’s business environment. Stop by and visit us We’ll carefully analyze your needs, and tailor a program at the IAAPA Show designed to help you stay on solid financial ground by at Booth #7243, or at the providing just the right mix of insurance coverage you IAFE Convention at need at a fair price. And with T.H.E. Insurance Company Booths #923, 925 and 927. as our dedicated partner, Allied will always have a stable market in which to place your coverage, even in the most uncertain of economic times. Because at Allied, we take your business personally. Allied Specialty Insurance Committed to the Leisure, Entertainment and Amusement Industries. 727.367.6900 • 800.237.3355 • Fax 727.367.1407 • www.alliedspecialty.com • e-mail: [email protected] On the Cover: BorderFest 2006 Abrazo-Friendship Embrace between the Mayor of Hidalgo Texas- John David Franz and Mayor of Reynosa, Mexico- Francisco Cabeza de Vaca on the Inter- national Bridge. Following the abrazo, event organizers and offi cials parade to the town square of Reynosa, Mexico for the BorderFest International Square Dance & Clogging Jubilee. Photo by Johnny Quiroz DEPARTMENTS 24 6 Letter from Generation Y: the President Reaching Teens & 20’s 14 People by Ted Baroody 16 Industry Perspective 22 IFEA Speaker Interview Accommodating People with Disabilities: 46 IFEA Foundation 28 A Key to Success 48 IFEA Update by Laura Grunfeld, MS 56 IFEA World 62 Marketplace 68 Parting Shot Winter 2006, Volume 17, Issue 4 “ie” (ISSN 1541-6909) is published quarterly by the International Festivals & Events Association, 2603 W. Eastover Terrace, Boise, ID 83706, USA. Peri- odical postage paid at Boise, ID and additional entry offi ces. Permission to The Royal Canadian quote from material herein is granted provided proper credit is given to IFEA. Mounted Police and Subscriptions are available for $50 per 32 year. POSTMASTER: Send address changes to “ie”, 2603 W. Eastover Ter- The Musical Ride race, Boise, ID 83706. Hiring the Best 36 Interviewing Questions by Steve McClatchy The Internet is Changing Everything, Especially Sponsorship Part 2 38 by Jim Shanklin Reach Out and Make 42 Things Happen by Steve Remington 58 Event Development Specialist: A Tale of Two Cities by William O’Toole New Festival 60 City Programme by Jeroen Mourik steve schmader Letter From The President The Important Role of Industry Advocate Part of the IFEA’s role as the profession- survey and our 2006 IFEA Compen- al association for our industry is to serve sation & Benefi ts Survey that many in the role of advocate, working with the of you participated in. As we look to media, government entities, and others the future we will be doing regular interested in or affected by our industry, surveys and research that will allow us to help them better understand both our to continue collecting and presenting a opportunities and challenges, and to clear and accurate picture of our common provide them with information that will industry and the enormous value that it present our business and our members in provides to both local communities and both a positive and realistic light. the world as a whole. When and as we do Requests for information come from so, I encourage and thank you for your increased survey responses, industry rep- a wide variety of media sources, ranging support in responding to those requests. resentatives estimate that there are now from local press in a specifi c market cov- While even a short survey may seem like probably 4 to 5 million annually reoccur- ering a specifi c event, to national and in- an imposition on your busy schedule, ring worldwide events large enough to re- ternational media such as the Wall Street the combined results will provide useful quire some level of city services support, Journal, the New York Times, Forbes Mag- insights and information that will benefi t such as police, fi re, parks, trash, street azine, CNN, Fodor’s Travel Guides, IEG, us all in many direct and indirect ways. closures, etc. Of these, North America Event Marketer, USA Today, or Chinese I also encourage you to send us your plays host to nearly half of those. national television. Government entities thoughts and ideas for information that With a broad spectrum that includes such as the European Parliament, the would be benefi cial to your own special- community celebrations, parades, air Australian Minister for Tourism, Sport, ized needs so that we might plan to in- shows, fairs, carnivals, sporting events, and Recreation, the Chinese Ministries of clude that in future surveys and to contact arts & crafts shows, corporate events, fi lm Culture and Commerce, the U.S. Depart- us if you need support for any issues that festivals, fi reworks shows, ethnic celebra- ment of Labor, and Canada’s National you might be dealing with in your own tions, holiday events, historical commem- Capital Commission use the IFEA to gain local market. If we don’t have the informa- orations, hot-air balloon rallies, music insights into our fi eld. Travel organiza- tion you need currently, we will work with events and concerts, rodeos, First Nights, tions such as TRIPinfo.com, the Southeast you to fi nd other resources or to create Farmer’s Markets, water-oriented events, Tourism Society, the Singapore Tourism new resources as we move forward. food events, car shows, fl ower shows, and Board, the American Bus Association, We just completed an annual up- more, this unique industry is responsible U.S. State Departments of Tourism, the date/overview of the Festivals and Events for providing the “calling cards”, brand International Association of Convention fi eld that we do each year for the Travel images and tourism draws for cities and & Visitors Bureaus and the Travel Industry Industry of America. This information communities across the country and of America look to the IFEA as the indus- will appear in their annual “Power of around the globe. try resource when presenting information Tourism” publication and we appreciate While diffi cult to assess an abso- about festivals and events to their own the partnership that they have afforded lute economic impact for the industry, audiences. And schools, institutions of us. For those who may not receive that with an average direct event budget of higher learning, allied industry associa- publication directly, we share some of $250,000 to $500,000 per event (not tions and organizations, and even the that information with you below. counting any sponsor expenditures or legal profession often look to the IFEA as I hope that this issue of “ie” fi nds every- attendee expenditures such as travel, the authority on our fi eld when creating one entering the last quarter of the 2006 lodging or on-site purchases) and an curriculum, considering research projects, calendar year with many successes behind estimated average attendance (per event) building programming or even prosecut- them and even greater successes ahead. of 100,000 to 500,000 attendees, simple ing/defending a case or considering new mathematics provide a staggering picture laws and standards that may effect those 2007 TRAVEL INDUSTRY of the power and outreach of this impor- in our industry. OF AMERICA UPDATE tant industry that touches virtually every We enjoy this important role and life on the planet, several times over, by always work to provide accurate infor- Festivals and Special Events defi nition of sheer numbers. mation that presents the most positive The Festivals and Events Industry The growth of this industry has resulted image of our industry and each of your continues to see unprecedented change in the growth of academic training as individual events and /or organizations. and growth in the United States as well well. According to Temple University, We just completed a general industry as globally. Extrapolating from new and there are now over 300 institutions of Continued on page 10 6 INTERNATIONAL EVENTS 2006 Publisher Steven Wood Schmader, CFEE, President & CEO Editor Steven Wood Schmader, CFEE, President & CEO Assistant Editor Nia Forster, Director of Marketing Advertising Shauna Spencer, Director of Advertising & Expo Art Director Craig Sarton, Creative Director Contributing Writers Ted Baroody, Laura Grunfeld, MS, Steve McClatchy, Jeroen Mourik, William O’Toole, Steve Remington, Naomi Rhode, Jim Shanklin Photography Editor Andrew Rafkind Photography Joe Marcus, Andrew Rafkind, Johnny Quiroz, Steve Wilson Illustrations Craig Sarton, Creative Director Winter 2006, Volume 17, Issue 4 “ie” (ISSN 1541-6909) is published quarterly by the International Festivals & Events Association, 2603 W. Eastover Terrace, Boise, ID 83706, USA. Periodical postage paid at Boise, ID and additional entry offi ces. Permission to quote from material herein is granted provided proper credit is given to IFEA. Subscriptions are available for $50 per year. POSTMASTER: Send address changes to “ie”, 2603 W. Eastover Terrace, Boise, ID 83706. For association or publication information: IFEA World Headquarters 2603 W. Eastover Terrace • Boise, ID 83706 208.433.0950 Fax 208.433.9812 http://www.ifea.com IFEA MISSION To inspire and enable those in our industry to realize their dreams, build community and sustain success through celebration. With respect to interactions with members/customers or those applying to be members/customers, the IFEA will not cause or allow conditions, proce- dures, or decisions which are unsafe, undignifi ed, unnecessarily intrusive, or which fail to provide appropriate confi dentiality or privacy. If you believe that you have not been accorded a reasonable interpretation of your rights under this policy, please contact the IFEA offi ce at 208-433-0950 ext.