the business of international events
Marketing Resources in Unexpected Places Environmental Sustainability Can a “Return to inNormal” the Festivals and Happen in 2021? Events Industry Transformation of Events: Some Silver Linings to Post Pandemic Shut Down
the business of international events
Marketing Resources in Unexpected Places Environmental Sustainability in the Festivals and Events Industry Transformation of Events: Some Silver Linings to Post Pandemic Shut Down
Get paid. Sell more. Run your event better. Get more customers by accepting more payment types Securely and reliably accept more payment types and appeal to more customers – credit, debit, check, gift cards, mobile pay and more. With Clover, you get: • Special IFEA processing rates and hardware pricing while using partners like Saffire, Etix, Magic Money and Showorks • One-click enterprise and audit reporting solution for fairs and vendors with Apex Ceph reporting • Real-time sales data and employee management capabilities • Seasonal rental opportunities • Register functionality for retail sales, ticketing, parking, concessions and much more • Analytics to help you identify how far your patrons are traveling and their spending habits • Flexible connectivity and built-in AT&T LTE cellular, Ethernet, Wi-Fi or offline functionality
Save today! Call Milton Price, Senior Business Consultant at 833-563-1018 © 2023 Clover Network, LLC. The Clover name and logo are registered trademarks owned by Clover Network, LLC and are registered or used in the U.S. and many foreign countries. Use of Clover requires a Merchant Processing Agreement. All trademarks, service marks and trade names referenced in this material are the property of their respective owners. 1378261 2023-8
Our mission is to help event professionals find reuseable affordable solutions to their signage and decor needs. We specialize in creative design, custom decorations, flags, banners, mascot characters, and much more!
Custom Decor Street Banners Wayfinding Feather Flags Mascot Characters Custom Creations to Meet Your Unique needs!
Visit DFEST.COM
/DFESTeam CONTACT US:
210-227-5039
sales@dixieflag.com
IFEA VISION A globally united industry that touches
Publisher & Editor Steven Wood Schmader, CFEE, President & CEO
lives in a positive
Assistant Editor Nia Hovde, CFEE, Vice President
way through
Director of Marketing & Communications Advertising
celebration.
Carrie Ring, CFEE, Director of Partnerships & Programs Art Director Craig Sarton, Creative Director Contributing Writers Robert Baird, Dave Bullard, CFEE, ChatGPT, Dave Demer, Bruce L. Erley, APR, CFEE, Annie Frisoli, CFEE, Tammy Gazzola, Margaret Graziano, Laura Grunfeld, Gail Lowney Alofsin, Diane O’Connell, William O’Toole, CFEE, Susan Robertson, Shannon Walker, Mandy Watson, Robert Wilson, Kate Zabriskie Photography Gail Alofsin, Destination NSW, Laura Grunfeld, Mandy Watson/Fall for Greenville
For association or publication information: IFEA World Headquarters 10400 Overland Rd. #356 Boise, ID 83709, U.S.A. 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. 8180.
6
IFEA’s ie: the business of international events
Winter 2023
+1.208.433.0950 Fax +1.208.433.9812
http://www.ifea.com
ATOMIC creates live environments that engage audiences and make a bold impression.
SET CONSTRUCTION
MODULAR SYSTEMS
DESIGN
PRODUCTION SERVICES
Fabricating your vision to reality, our Set Construction team is ready for the challenge. From unique fabric structures to organic metal shapes, our team of expert craftsmen can make it happen.
Using the latest design software, 3D visualization tools and decades of experience in the live event industry, we create stimulating visual designs that push boundaries.
ATOMICDESIGN.TV
Easy ordering, and quick set-up, ATOMIC Modular Systems’ award-winning arsenal of modular backdrops, columns, arches and walls are a “packs small, plays big” solution for any budget with flexibility for customization and branding.
From concept development to executing the smallest of details, our producers, creatives and innovators are versed in every aspect of your live event.
LITITZ • LAS VEGAS • LOS ANGELES • NEW YORK • MIAMI • FRANKFURT
the business of international events
Marketing Resources in Unexpected Places
F E AT U R E S
Environmental Sustainability in the Festivals and Events Industry Transformation of Events: Some Silver Linings to Post Pandemic Shut Down
On the Cover: Photo from Gold winning entry for Best Promotional Photograph in the Over $2 Million budget category for the 2023 IFEA/Haas & Wilkerson Pinnacle Award winner – Destination NSW / Vivid Sydney!
DEPARTMENTS 10 IFEA President’s Letter 12 IFEA World Board 14 IFEA Foundation Board 16 Event Profile Vivid Sydney 2023 18 Book Reviews 20 What Does ChatGPT Have to Say? 22 The Sponsor Doc 26 Festivals Without Borders 30 2023 Pinnacle Awards 40 The Un-Comfort Zone 42 2023 IFEA World Festival & Event City Awards 50 The PR Shop 52 2023 Hall of Fame: James L. Holt, CFEE 58 The Intentional Leader 60 2023 Volunteer of the Year: John White 62 2023 Volunteer of the Year Semi-Finalists 68 Leadership at All Levels 75 Everyone’s Invited 80 Show Me the Money 81 2023 CFEE Graduates 84 Marketplace Winter 2023, Volume 34, Issue 4 “ie” is published quarterly by the International Festivals & Events Association, 10400 Overland Rd. #356, Boise, ID 83706, USA. Permission to quote from material herein is granted provided proper credit is given to IFEA.
24 36 46 56 66 72
78
Creating a Resilient Company Culture: Navigating Change and Thriving Amidst Challenges by Margaret Graziano How HR Technology Can Help Prevent Your Event From Fraud By Shannon Walker Transformation of Events: Some Silver Linings to Post Pandemic Shut Down By Tammy Gazzola Mind the Gap What to Do When Customer Expectations and Reality Collide By Kate Zabriskie What’s Sinking Your Employee’s Wellbeing? 5 Titanic Lessons for Leaders to Keep Their Crew Afloat By Diane O’Connell Marketing Resources in Unexpected Places: How to Leverage Existing Programs to Bring National Attention to Your Event By Mandy Watson
The Secrets of Visionary Thinkers: 2 Simple Steps to Crushing Subconscious Assumptions By Susan Robertson
IFEA PRESIDENT’S LETTER
BY STEVEN WOOD SCHMADER, CFEE
“LIGHT A CANDLE FOR ME.”
A
t our just completed 66th Annual IFEA Convention & Expo, our theme was ‘Ripple Effect,’ as we addressed the many broad challenges, issues and world events, whose ripple effects touch and impact us all every day. We also recognized our own power to turn the tides in our favor, that lies in our ability and commitment to work together with our global peers and the remarkable resources and talent that resides there to identify creative new solutions and possibilities. But far more important, our goal was to leave all those attending with a clear understanding and appreciation on a far more microlevel, as we took time to reflect and remember the ripple effects that all of us and our respective events - individually and collectively – do and can have on others. Ripple effects that include: • The joy that we create • The stories that we help to tell • The lives that we touch and motivate • The support that we provide to our teams and professional peers • The families, communities, and world that we bond together • The leadership that we provide • The creativity that we spark and share • The dreams that we inspire • The example that we set for others, as others have set for us Ripple effects that we should never take for granted. One of those missing from our convention was Thérèse St-Onge, CFEE, 2003 IFEA World Board Chair and 2006 IFEA Hall of Fame Inductee. Thérèse sadly passed away on September 27th, just two weeks before we all gathered 10
IFEA’s ie: the business of international events
Winter 2023
together for our annual reunion of friends and peers. Very few – if any – could compare with Thérèse’s positive and passionate commitment to the IFEA; to our global industry; and to her friends and family, whom she valued and loved beyond words. Thérèse fought a very long and hard, ten-year battle with thyroid cancer, doing her best to maintain the positiveness that was her hallmark. In the end, given a worsening prognosis and declining quality of life, she made the incredibly hard decision to choose a medically assisted death (possible in Canada) and passed peacefully with her beloved husband, Rollie, and her family by her side. I had the very real honor to talk with Thérèse and Rollie the day before she left us, in a phone call to say ‘good-bye.’ It was perhaps the hardest call that I have ever been on, but a unique opportunity to reminisce; to laugh; to cry; and to underline a friendship that I know we will all treasure for being allowed to be a part of. Her call reminded me that the IFEA is far more than the professional association that we are incorporated to be. We truly are a global family. A family of friends, whose support goes far beyond just being professional peers. Thérèse asked me to please pass her love along to each of you – her IFEA family – whom she cherished, and to thank you all for being such an important part of her life. There is a song from the musical ‘Wicked’ that says, “Who can say if I’ve been changed for the better. But because I knew you, I have been changed for good.’ If you can have a goal, and leave a ripple effect, I hope that that is all of our legacies…to be that person for as many others, as possible. One of Thérèse’s last requests in our call was to ‘light a candle for me,’ which I did (literally) on the day of her passing, but I would ask all of you to please join me in keeping Thérèse’s candle (her ‘ripple effect’) burning bright through all that you do – individually; through your events; through your communities; and around the world. Thank you. Thérèse St-Onge 2006 Hall of Fame Video
IFEA WORLD BOARD
BY KAREN CHURCHARD, CFEE
REFLECTING
ON THE YEAR
O
n behalf of the IFEA World Board, thank you to those who attended and supported the recent 66th Annual IFEA Convention, Expo & Retreat presented by Clover! From our presenting sponsor Clover, to attendees, presenters, sponsors, exhibitors, volunteers, and staff, your dedication and participation is much appreciated. A special note of gratitude to the exceptional team from the City of McAllen for hosting IFEA for a second consecutive year and for showcasing the traditions of Dia de Los Muertos through décor and a special alter in honor of our deceased IFEA “family.” The IFEA Convention & Expo is always a special time to network and share, educate through CFEE and convention sessions, and celebrate and honor the recipients of our awards programs such as the Volunteer of the Year, Hall of Fame Inductee, and the Haas & Wilkerson Pinnacle Award Winners and the World Festival & Event City Award recipients. Additionally, the fundraising events produced and hosted by the IFEA Foundation Board were exceptional! A shout out with much thanks to Foundation Board Chair, Cassie Dispenza, CFEE for her passion in continuing the Foundation Board’s purpose of ensuring that the IFEA has the resources to fulfill its educational mission. It’s hard to believe 2023 is already coming to an end. As I reflect on this past year, I greatly appreciate the work that was done to create a three-year Strategic Plan as well as the continued support and participation by our IFEA World Board members. The Strategic Plan, to be implemented by the board and staff, focuses on four goals: 12
IFEA’s ie: the business of international events
Winter 2023
1. Increase and Expand Membership 2. Expand and Strengthen Educational Offerings for our Membership 3. Define the Association and Who it Serves 4. Elevate and Grow IFEA’s Brand Awareness. If accomplished, these goals will strengthen this organization and its membership, which is truly the heart of IFEA. As the board works on implementing the Strategic Plan, I encourage each of our members to renew your membership, participate in the Virtual Affinity Groups held throughout each year, engage in all the IFEA education offerings, and make plans to attend next year’s IFEA Convention & Expo. Again, my thanks to the many members, board members, sponsors, staff and beyond who wholeheartedly support this important organization! My hope for 2024 is that IFEA’s membership continues to grow through the leadership of our incoming 2024 World Board Chair - Jazelle Jones, Deputy Managing Director / Director of Operations for the City of Philadelphia Office of Special Events. It’s been an honor to serve as your 2023 World Board Chair. Having the opportunity to do so twice has been humbling.
Karen Churchard, CFEE IFEA World Board Chair Tourism & Events Director City of Scottsdale Scottsdale, AZ
u o Y Thank
From the
IFEA World Board of Directors
CHAIR KAREN CHURCHARD, CFEE City of Scottsdale Scottsdale, AZ kchurchard@scottsdaleaz.gov
CHAIR-ELECT JAZELLE JONES City of Philadelphia Office of Special Events Philadelphia, PA Jazelle.Jones@phila.gov
SECRETARY JOE VERA, CFEE City of McAllen McAllen, TX jvera@mcallen.net
IMMEDIATE PAST CHAIR DIANA MAYHEW, CFEE National Cherry Blossom Festival Washington, D.C. dmayhew@ncbfdc.org
CASSIE DISPENZA, CFEE IFEA Foundation Board Chair Saffire Austin, TX cassie@saffire.com
BOB BRYANT 500 Festival Indianapolis, IN bbryant@500festival.com
DAVID EADS Pasadena Tournament of Roses Pasadena, CA deads@tournamentofroses.com
MATT GIBSON Kentucky Derby Festival Louisville, Ky mgibson@kdf.org
WARWICK HALL, CFEE Safety Set Consulting Section 646 Taupo, New Zealand contact@s646.com
STEPHEN KING, CFEE Des Moines Arts Festival Des Moines, IA sking@desmoinesartsfestival.org
SAM LEMHENEY, CFEE Creative Event Solutions Philadelphia, PA sam@creativeeventsolutions.com
CINDY LERICK, CFEE Art of Events, LLC. Fort Myers, FL cindy@artofeventsllc.com
BILL O’TOOLE, CFEE Event Project Management System Pty., Ltd. Bondi Beach, NSW Australia event@epms.net
STEVEN WOOD SCHMADER, CFEE IFEA World Boise, ID schmader@ifea.com
VANESSA VAN DE PUTTE DFEST ® San Antonio, TX vanessa@dixieflag.com
KELI O’NEILL WENZEL, CFEE O’Neill Marketing and Event Management Kansas City, MO keli@oneillevents.com
The IFEA World Board of Directors is an elected, non-compensated body of industry professionals responsible for overseeing the successful operations of the IFEA. In addition to approving policy and direction, Board members serve as an active and involved industry leadership advisory source to the President & CEO. Members proactively support IFEA programs and visions through their input, use of their professional networks on behalf of the association, and personal participation in association programs and activities.
IFEA FOUNDATION BOARD
BY CASSIE DISPENZA, CFEE
THANK YOU FOR
YOUR ONGOING SUPPORT Greetings IFEA Family, As we approach the Thanksgiving holiday, this is a note full of thanks and gratitude for an amazing year serving as your IFEA Foundation Board Chair! Let me start with a sincere thank you to all who participated in the 66th Annual IFEA Convention, Expo & Retreat, presented by Clover. The hospitality in McAllen, Texas was top-notch, and I loved spending time with all of you again! The educational sessions at the convention this year were truly outstanding and I hope everyone that attended left the event feeling energized with new creative ideas to take home to your organization. I also want to give a personal THANK YOU to all who joined us at the Dia de Los Muertos Gala Foundation Night Celebration! We had a beautiful evening at the McAllen Performing Arts Center celebrating our industry & remembering those who have gone before us. Thank you to all who donated auction items, bid on auction items, bid on Ultimate Experiences, bought 50/50 tickets (wasn’t that fun!) and gave in honor or in memory of a loved one. I am so proud to say, together, we raised more than $50,000, far exceeding our goals!! These important funds will be used to provide educational opportunities for future IFEA leaders. If you missed out on the convention, you can still be a part of our group effort to support 14
IFEA’s ie: the business of international events
Winter 2023
the IFEA and the continued education of its members. When considering your end-of-year giving, please reflect on a donation to the IFEA. For me personally, I have met some of my best friends and most trusted colleagues through events and gatherings of the IFEA, which I am sure is true for many of you too! Please consider paying it forward by supporting educational opportunities for our organization’s future that will help provide this same experience for future leaders. Finally, as we close out 2023, I want to thank you for allowing me the opportunity to serve as the IFEA Foundation Chair. To all the IFEA Staff & my fellow board members—you have made my time as Foundation Chair so enjoyable and rewarding. I am so proud of how we worked as a team this year to achieve our goals! I can assure you we are in good hands moving forward as we now get to welcome Kat Paye, CFEE as the 2024 Foundation Board Chair. I am confident she will continue to move the Foundation into a period of growth and sustainability. Congrats, Kat – and best of luck!
Cassie Dispenza IFEA Foundation Board Chair VP of Strategic Partnerships Saffire, Austin, TX
u o Y Thank
INTERNATIONAL FESTIVALS & EVENTS ASSOCIATION
From the
IFEA Foundation Board of Directors
CHAIR CASSIE DISPENZA, CFEE Saffire Austin, TX cassie@saffire.com
CHAIR-ELECT KAT PAYE, CFEE National Cherry Festival Traverse City, MI kat@cherryfestival.org
SECRETARY IRA ROSEN, CFEE Festival & Event Consulting Philadelphia, PA irosen@temple.edu
IMMEDIATE PAST CHAIR ALISON BARINGER, CFEE North Carolina Azalea Festival at Wilmington, Inc. Wilmington, NC alison@ncazaleafestival.org
LUANN CHAPMAN The Gatts Group Grapevine, TX luchap@aol.com
ERIN FORTUNE, CFEE Music for All Indianapolis, IN erin.f@musicforall.org
ANNIE FRISOLI, CFEE Creating Community, LLC Goodyear, AZ anniefrisoli@gmail.com
JESSICA KAMINSKAS The Parade Company Detroit, MI jkaminskas@theparade.org
CURT MOSEL, CFEE ArtsQuest Bethlehem, PA cmosel@artsquest.org
COLLEEN MURPHY, CFEE Des Moines Arts Festival Des Moines, IA cmurphy@desmoinesartsfestival.org
DAVID RAMIREZ TINT San Antonio, TX david.ramirez@tintup.com
BRUCE SMILEY KALIFF, CFEE Kaliff Insurance San Antonio, TX bas@kaliff.com
KAREN CHURCHARD, CFEE Chair - IFEA World Board Of Directors City of Scottsdale Scottsdale, AZ kchurchard@scottsdaleaz.gov
DAVE BULLARD, CFEE FanFirst Fulton, NY debullard@gmail.com
DAVID KNUTSON City Of Santa Clarita Santa Clarita, CA dknutson@santa-clarita.com
STEVEN WOOD SCHMADER, CFEE IFEA World Boise, ID schmader@ifea.com
The IFEA Foundation Board of Directors is an elected, non-compensated body of industry professionals responsible for overseeing the successful operations of the IFEA Foundation. Members proactively work to raise and secure important funding that helps to support and protect the educational mission of IFEA World.
EVENT PROFILE Destination NSW Julie Turpie
General Manager, Events julie.turpie@dnsw.com.au The Rocks, NSW, Australia 231-947-4230 www.destinationnsw.com.au
Event Name: Vivid Sydney 2023 DATES: 26 May - 17 June 2023 ATTENDANCE: 3.48 million BUDGET: $4 million+ ANNUAL DURATION: 23 days NUMBER AND TYPES OF EVENTS: Over 300 events including the free Vivid Light Walk installations and 3D projections, Vivid Music gigs, Vivid Ideas talks and Vivid Food events. NUMBER OF VOLUNTEERS: 701 NUMBER OF STAFF: 20 WHEN ESTABLISHED: 2009 MAJOR REVENUE SOURCES BY PERCENT: Vivid Sydney is primarily funded by the NSW Government through Destination NSW with an operational budget in excess of $4 million. In addition, more than 10 NSW Government agencies plus sponsors, media partners, the tourism industry, major venues and local government also contribute commercial revenue and value-in-kind services to support the event. EXPENSES BY PERCENT: Content Operations TYPE OF GOVERNANCE: By Agency BOARD OF DIRECTORS: No
16
A Brief History of Vivid Sydney 2023 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 days and nights in May-June. This Autumn-Winter period is traditionally NSW’s lowest visitor season – Vivid Sydney ignites the city with life, colour and world-class events, dispelling the cold and enticing visitors. In 2023, Vivid Sydney encompassed 14 locations around the harbour and foreshore, Central Business District (CBD) and inner city. This year’s free Vivid Light Walk is the longest in the festival’s history, covering 8.5km of the city with 60 light installations, plus additional ticketed Light attractions at the Royal Botanic Garden Sydney, Taronga Zoo and Wynyard Station’s previously abandoned underground tunnels, open to the public for the first time. This year also introduced the new festival ‘pillar’ of Vivid Food alongside Light, Music and Ideas, with more than 20 culinary events.
IFEA’s ie: the business of international events
Winter 2023
Other Interesting Details About Your Event: Celebrating creativity, innovation and technology, Vivid Sydney, Australia’s largest festival once more dazzled and delighted audiences for 23 days and nights attracting a record-breaking 3.48 million attendees, 900,000 more than 2022. The festival is owned, managed and produced by Destination NSW, the New South Wales Government’s tourism and major events agency. A bright star on Sydney’s events calendar, Vivid Sydney is a signature event in NSW and plays a critical role in stimulating the visitor economy. Vivid Sydney contributes employment, tourism activity and entertainment for the people of Sydney and NSW, plus enrichment of our creative industries. In 2023, Vivid Sydney generated $206.1 million in visitor expenditure, the largest in the event’s 13-year history. In 2023, for its 13th year, Vivid Sydney united more than 300 events and 700
artists under the theme of ‘Vivid, Naturally’, looking toward and paying tribute to the natural world’s beauty, strength and resilience. With some of Australia and the globe’s most boundary-pushing artists, thought-leaders, musicians and culinary talents, Sydney shined bright as a beacon of world-leading creativity, culture and community. In 2023 the festival expanded its core pillars of Vivid Light, Vivid Music, Vivid Ideas to include the brand-new pillar – Vivid Food. Vivid Food celebrated NSW produce and beverages, culinary talent and venues through collaborations with NSW chefs, producers and national and international talent across 282 events at 18 venues. On the Cover of “ie” Magazine: The Winter, 2023 issue of “ie: the business of international events” magazine features the Gold winning entry for Best Promotional Photograph in the Over $2 Million budget category for the 2023 IFEA/Haas & Wilkerson Pinnacle Award winner – Destination NSW / Vivid Sydney! In 2023, Destination NSW and Vivid Sydney won a total of seventeen Pinnacle Awards including Gold awards for: Best Video Promotion; Best Instagram Site; Best Single Digital/Social Ad; Best Digital/Social Ad Series; Best Newspaper Insert / Supplement; Best Single Newspaper Display Ad; Best Ad Series; Best Promotional Poster; Best Promotional Photograph; Best Outdoor Billboard; Best Street Banner; Best Sponsor Activation; Best Overall Sponsorship Program; Best Media Relations Campaign; Best Social Media Campaign; and a Silver award for Best Event / Organization E-Newsletter. Destination NSW and Vivid Sydney also won the Gold award for the Grand Pinnacle Category, the highest award given by the IFEA in recognition of those Festivals and Events entering the competition who have a balance of all the elements necessary to ensure a successful event. Many congratulations to Destination NSW and Vivid Sydney on this magnificent achievement!
BOOK REVIEW
FROM THEORY TO PRACTICE: EVALUATING THE LATEST EVENT MANAGEMENT BOOKS
I
n these days of AI and ChatGPT (oh, have you met XAI yet?) do we really need books? Short answer, YES! Unlike a blog or a tweet, books are the outcome of months, or years in my case, of working, thinking, testing and refining. As books can be quite a time commitment for the reader, I have created this column “From Theory to Practice: Evaluating the Latest Event Management Books” which will review Event Management Books from the event practitioner’s perspective to assist you in deciding which ones to browse, read or ignore. Let’s start with three hard ones. • Event Portfolio Management: Theory and Practice for Event Management Authors: Vladimir Antchak, Vassilios Ziakas, and Donald Getz • Event Impact Assessment: Theory and Methods for Event Management and Tourism Author Donald Getz • Dictionary of Event Studies, Event Management and Event Tourism Editor Donald Getz Event Portfolio Management: Theory and Practice for Event Management The concept of a city or regional events program as a portfolio is an attractive idea. It derived from the management of a group of investments such as a share portfolio. By owning a mixed group of investments, ‘diverse’ is the term, then the up and down times can be better navigated. The words used are ‘integrated’ and ‘efficient use of resources’, because one event in the portfolio often supports other events. Figure 1. New Zealand, one of the first nations to recognise the power of events and the need to direct their benefits and costs using strategic planning
18
IFEA’s ie: the business of international events
For example, the wine and food festival may lose money in one year, whereas the country concert will make money. One will subsidise the other. The next year it may be the other way around. Hence over the long term the event program is a success. The basis of portfolio management involves choosing the right investments so that while some are losing value, others are gaining. Hence, risk is part of the model. Of course it is more complex than that and is certainly sprinkled with mathematical magic dust to appear deep, tending towards wish fulfilment. However, the portfolio model does transfer easily to a group of events. I have noticed the terminology of portfolio management has recently crept into government funding of event programs around the world. It fits perfectly with the language of government policy development and centralised planning. With that in mind, the usefulness of this book is found in the terminology used and defined. But be aware, the book is academic with copious references and frequent citations in every paragraph. If you prefer a summary, the book has it at the end of each chapter. That would be a good place to start and figure out what parts are useful to your events program. If you want to understand how this model is applied there are very good case studies. In particular, New Zealand and Edinburgh are interesting from a festival perspective. I have followed both since I trained event teams in New Zealand and in Edinburgh in the early 2000s. It illustrates how the events sector has moved along the path of maturity. Both places heavily rely on attracting tourists and were, therefore, the first to develop, apply and improve this rational system. Like New Zealand, Edinburgh has published their strategies and event impact reports online. Three chapters provide an excellent overview of these. Additionally, there is an overview of the IFEA Figure 2. New Zealand may have a population of only 5 million, but their events development is first class.
Winter 2023
Figure 3. Excellent assessment of the impact of Edinburgh’s festival portfolio strategy.
WITH WILLIAM O’TOOLE, CFEE World Festival & Event City Award from the perspective of portfolio management. In summary, the portfolio model is very attractive to governments once they understand the return on investment of events and the benefit of integrating the allocation of resources. If you want to comprehend and conquer this model to your advantage, the chapter summaries are a good place to start. Event Impact Assessment An excellent survey of the impact of festivals is detailed in Donald Getz’s suitably titled ‘Event Impact Assessment’. Don has been the theoretician for the events sector for many years. His first textbook in 1997 was a milestone for academic interest in events. Over the years I have seen many an ‘economic impact study’ (EIS) that tendered towards wishful thinking and ensuring the consultant comes up with the ‘right figures’. It is stunningly complex as there are so many intangible outcomes of a great festival and rarely does the EIS take into account the real political decisions that drive festivals or the total cost of the event. But, be that as it may, impact assessment is here to stay and if your festival needs such a study, this is a good book to read before you hire the consultant. It covers the definitions, methods used to assess an event, and chapters on the cultural, social, ecological, built environment and economic impacts. Although it is replete with multiple citations and references that takes away from the flow of the writing and ideas, I guess that is part of the mysterious academic world.
definitions of soundscaping, liminality and standoff distance. Well worth a browse. These three books illustrate the advance of event management from practical trade skill to a profession. Even though we are all annoyed by the overuse of obscure terminology in the world, these books are a step in the right direction to communicate with other professions, centralised planning and Government strategies. All this is now necessary in the festival and events sector. We can thank Professor Donald Getz for editing this series and writing the seminal textbook. If you would like more information on the publications mentioned in this review or are interested in other Event Management publications and would like Bill to review them, please contact Bill directly at: events@epms.net. William (Bill) O’Toole, CFEE is an events development specialist consultant who has authored several textbooks on events, risk, and crowds. His recent publications include “Crowd Management: Risk Security Health” (2020), “Safe and Healthy Crowded Places” (Government manual, available for free online), and “Risk Management for Events” (2022). He has trained event teams around the world in project and risk management. He is a member of the IFEA World Board and is currently researching the application of advanced risk tools listed in ISO31010 to the management of events and festivals.
Dictionary of Event Studies, Event Management and Event Tourism Finally, I’ll just have a word or two about the new Dictionary of Event Studies, Event Management and Event Tourism. The theme of this review is ‘terminology’. For a profession to be taken seriously, the professional must be able to describe what they do and what they achieve. This dictionary is not at the event operational level. It is more about the management theory. It is excellent if you have to deal with the government with over 2000 definitions. I am certain you will find words that will impress as well as convey the exact meaning of festival management and impacts. Personally, I submitted over 300 definitions from my work over the years in event and risk management and event strategy development. For example you won’t find out about types of microphone, Fresnel lenses or ticket collection, but you will find the Winter 2023
IFEA’s ie: the business of international events
19
WHAT DOES CHATGPT HAVE TO SAY?
WITH CHATGPT
ENVIRONMENTAL SUSTAINABILITY IN THE FESTIVALS AND EVENTS INDUSTRY:
T
PIONEERING ECO-FRIENDLY PRACTICES
he festivals and events industry is undergoing a transformative shift driven by a growing awareness of environmental sustainability. While events are celebrated for uniting people in joyous celebrations and cultural experiences, they simultaneously have the potential to leave a substantial ecological footprint, giving rise to environmental concerns. In response to these challenges, the industry is actively adopting eco-friendly practices aimed at minimizing its environmental impact. This column delves into the industry’s embrace of sustainability initiatives, with a particular focus on reducing single-use plastics, implementing robust recycling programs, and promoting sustainable transportation options. Additionally, it spotlights festivals that are leading the way in environmental sustainability, identifies key challenges that need to be addressed, and provides a comprehensive guide to navigating these challenges effectively. Reducing Single-Use Plastics: An Imperative Step Towards Sustainability Single-use plastics are one of the most significant contributors to pollution and environmental degradation. The festivals and events industry has recognized the need to reduce its reliance on these materials, with numerous steps being taken to address this issue. • Plastic Bans and Alternatives: Many festivals are actively banning single-use plastics, including plastic straws, cups, and cutlery. Instead, they offer biodegradable or reusable alternatives. The Bonnaroo Music and Arts Festival in the United States, for example, has eliminated single-use plastic cups in favor of reusable souvenir cups that attendees can use throughout the event. [1] • Waste Diversion and Recycling: Festivals like Glastonbury in the United Kingdom have implemented waste diversion and recycling programs, ensuring that plastic waste is collected and recycled properly. These initiatives encourage festivalgoers to deposit their waste in designated recycling stations. [2] • Engaging and Educating Attendees: Many festivals engage and educate their attendees about the environmental impact of single-use plastics and the benefits of reducing their use. The Woodford Folk Festival in Australia has a “Trash Tribe” that educates festivalgoers about responsible waste disposal. [3] • Implementing Recycling Programs: A Path to Sustainability • Recycling programs are essential in reducing the environmental footprint of festivals and events. These programs encourage the responsible disposal of waste and the recycling of materials, contributing to a more sustainable event experience. • Comprehensive Recycling Infrastructure: Leading festivals 20
IFEA’s ie: the business of international events
Winter 2023
are investing in comprehensive recycling infrastructure, including clearly marked recycling bins, waste sorting stations, and partnerships with waste management companies. The Coachella Valley Music and Arts Festival in the United States is known for its extensive recycling efforts, diverting a substantial portion of waste from landfills. [4] • Incentivizing Recycling: Some festivals offer incentives for recycling, such as discounts on food and beverages for those who return empty cups or bottles. The Fuji Rock Festival in Japan rewards attendees who participate in their recycling program with festival merchandise. [5] • Collaboration with Local Communities: Festivals often collaborate with local communities to ensure that the waste generated by the event is properly processed and recycled. This not only reduces the event’s environmental impact but also benefits the local area. The WOMADelaide festival in Australia actively collaborates with the local government and communities for waste management. [6] Sustainable Transportation Options: Reducing Carbon Footprint Promoting sustainable transportation options is another key aspect of environmental sustainability in the festivals and events industry. By encouraging attendees to use greener means of transportation, festivals can significantly reduce their carbon footprint. • Public Transportation and Shuttle Services: Festivals often partner with public transportation providers to offer shuttle services, reducing the number of private vehicles on the road. The Roskilde Festival in Denmark has an extensive shuttle service network, making it easy for attendees to arrive by train or bus. [7] • Bicycle Parking and Carpooling: Many festivals provide secure bicycle parking facilities and incentivize carpooling. The Electric Picnic Festival in Ireland encourages attendees to carpool by offering designated parking areas and priority access to the festival grounds. [8] • Carbon Offsetting: Some festivals go the extra mile by investing in carbon offset programs. They calculate the event’s carbon footprint and invest in renewable energy projects or reforestation efforts to offset their emissions. The Shambhala Music Festival in Canada is committed to carbon neutrality and offsets its emissions through renewable energy projects. [9] Exemplary Festivals Leading the Way Several festivals have set commendable examples in adopting eco-friendly practices. These festivals serve as role models for the industry, showcasing the feasibility of environmentally sustainable event management.
• Glastonbury Festival (United Kingdom): Glastonbury, one of the world’s most iconic music festivals, is renowned for its dedication to environmental sustainability. The festival’s “Love the Farm, Leave No Trace” initiative encourages attendees to minimize their environmental impact. Glastonbury has been at the forefront of reducing single-use plastics and has a robust recycling program. [10] • Roskilde Festival (Denmark): The Roskilde Festival is a pioneer in sustainable transportation options. It actively promotes public transportation and provides a comprehensive shuttle network, making it one of the most accessible festivals in Europe without the need for private cars. [7] • Shambhala Music Festival (Canada): Shambhala is a shining example of a festival that invests in carbon offset programs to achieve carbon neutrality. It showcases the potential for festivals to not only reduce their emissions but also contribute positively to the environment. [9] Addressing Challenges and Taking Further Steps While the festivals and events industry has made significant strides in adopting eco-friendly practices, several challenges persist: • Economic Constraints: Implementing eco-friendly initiatives can be expensive. Festival organizers often face economic constraints, making it challenging to invest in sustainable infrastructure and practices. • Changing Attendee Behavior: Encouraging festivalgoers to actively participate in environmental initiatives can be a challenge. Organizers must continue to educate and incentivize attendees. • Resource Management: Waste diversion and recycling programs require efficient resource management, which can be complex for large-scale events. To address these challenges and take further steps towards environmental sustainability, festivals can consider the following: • Sponsorship and Partnerships: Seek sponsorship and partnerships with organizations that share the festival’s commitment to sustainability. This can provide financial support for eco-friendly initiatives. • Innovative Fundraising: Explore innovative fundraising approaches, such as offering “green” ticket packages that include carbon offset contributions or reusable merchandise. • Technology Integration: Embrace technology for waste management and attendee engagement. Mobile apps can guide attendees to recycling stations, and RFID technology can incentivize and reward responsible behavior. • Collaboration with Local Governments: Work closely with local governments and communities to ensure that waste is processed efficiently, and transportation options are integrated into regional planning. The festivals and events industry is undergoing a significant transformation towards environmental sustainability. By reducing single-use plastics, implementing recycling programs, and promoting sustainable transportation options, festivals can minimize their ecological footprint. Exemplary festivals, such as Glastonbury, Roskilde, and Shambhala, have shown that it is possible to lead by example. While challenges persist, including economic constraints and changing attendee behavior, innovative solutions and collaboration with local communities and governments can pave the way for a more sustainable future in the festivals and events industry. By adopting best practices and learning from the experiences of pioneering festivals, the industry can continue to progress towards a more environmentally responsible and sustainable future.
References: 1. Bonnaroo Music and Arts Festival. “Plastic-Free Bonnaroo.” Retrieved from www.bonnaroo.com/news/plastic-free-bonnaroo/ 2.
Glastonbury Festival. “Sustainability.” Retrieved from www. glastonburyfestivals.co.uk/information/green-glastonbury/
3.
Woodford Folk Festival. “Trash Tribe.” Retrieved from woodfordfolkfestival.com/environmental-sustainability-trash-tribe/
4.
Coachella Valley Music and Arts Festival. “Sustainability.” Retrieved from www.coachella.com/sustainability/
5.
Fuji Rock Festival. “Eco Action.” Retrieved from fujirockfestival.com/eco/en/
6.
WOMADelaide. “Sustainability.” Retrieved from www.womadelaide.com.au/info/sustainability
7.
Roskilde Festival. “Sustainability.” Retrieved from www.roskilde-festival.dk/news/2023/11/28/sustainability-roskilde-festival
8.
Electric Picnic Festival. “Getting Here.” Retrieved from www. electricpicnic.ie/info/getting-here
9.
Shambhala Music Festival. “Sustainability.” Retrieved from shambhalamusicfestival.com/sustainability/
10. Glastonbury Festival. “Love the Farm, Leave No Trace.” Retrieved from www.glastonburyfestivals.co.uk/information/ green-glastonbury/leave-no-trace/ Hello, I am ChatGPT! As a language model developed by OpenAI, I have been trained on a vast amount of text data and use advanced algorithms to generate human-like responses to text-based inputs. My abilities include understanding natural language input, generating coherent and contextually appropriate responses, and adapting to user preferences over time. I have been used in a variety of applications, including chatbots, virtual assistants, and language translation tools. With ongoing training and refinement, I have the potential to revolutionize the way we communicate with technology and with each other. I’m constantly learning and improving, and I enjoy exploring new topics and expanding my knowledge base. When I’m not busy answering questions or assisting with tasks, I love to read, write, and analyze language data.
A Note from the Editor: We’re excited to introduce, “What Does ChatGPT Have to Say”, a new column for “ie” magazine that will be created and written from questions posed to ChatGPT. Recognizing the potential that Artificial Intelligence could have on the Festivals & Events Industry and ChatGPT’s vast knowledge and ability to generate original ideas, we thought this would be a fun way to bring a fresh perspective to “ie” magazine, and provide readers with new and engaging content. We can’t wait to see what interesting and thought-provoking insights ChatGPT will bring to its column and the magazine’s readership! If you have a topic you’d like ChatGPT’s to address in an upcoming column, please contact Nia Hovde, CFEE, Vice President/ Director of Marketing & Communications at nia@ifea.com.
Winter 2023
IFEA’s ie: the business of international events
21
THE SPONSOR DOC WHERE THE DOC GOES
WHEN HE NEEDS ADVICE
Dear Sponsor Doc: My boss recently added finding sponsors for our city event to my job description. He said that I had shown initiative and some success for selling and thought I’d enjoy this new focus. I guess the good news is that I’m pretty pumped about it! I was in retail sales earlier in my career and I’ve enjoyed the few parts of my current position that interacts with our event partners. But...I’ve got a lot to learn. I’d appreciate your suggestions for where to go to learn more about selling sponsorship. Where did you learn your skills? Many thanks,
K.M., South Carolina
Dear K.M.:
Congratulations on your new responsibilities! I’m so glad that you are excited about it, as that is really the most important element to being successful. You need to enjoy what you do! There are a number of resources and learning opportunities to develop sponsorship sales skills. Here are some that I rely upon! 22
IFEA’s ie: the business of international events
Winter 2023
International Festivals & Events Association So, the fact that you read IFEA’s ie magazine is a great start! They are a professional association (www.ifea.com) with annual membership that starts at $340 annually, depending on your organization’s budget. I can say, without reservation, that IFEA has been the most important organization in my professional
WITH BRUCE L. ERLEY, APR, CFEE
development over the past 40 years. From conferences to webinars to professional certification, they share their industry knowledge to all their membership. Here are some specific places to look within IFEA. • Join the IFEA Sponsor Affinity Group. This is a monthly video meeting of IFEA members who all sell sponsorship. We share issues, ideas, trends and encouragement. Learn More Here. • Dig into IFEA’s Resource pages. You can look up past issues of ie Magazine, (including dozens of my Sponsor Doc column) or review IFEA Pinnacle award-winning submissions. They also have a treasure trove of examples, templates, agreements and other items you can use. Learn More Here. • Attend the next IFEA Conference. There are usually at least a half dozen sessions just on sponsorship topics. Learn More Here. The 2024 date will be announced soon. • While you are there, consider becoming certified as a festival & event executive by attend pre-conference CFEE classes. I wrote the curriculum and instruct the day-long session on Mastering Sponsor Sales. Learn More Here. Sponsorship Marketing Association After the sale, decline and virtual disappearance of IEG (www.sponsorship.com), the former sponsorship industry powerhouse, a new industry professional association, the Sponsorship Marketing Association (SMA) has emerged. Learn More Here. Their mission is to grow the industry and provide inspiration and information to help sponsorship marketers thrive. A membership organization, ($1,200 annually) SMA has created a number of valuable sponsorship resources including: • Sponsor Mastery Summit held each fall with more than 500 industry professionals. Learn More Here. • Hosted webinars, providing real-world learning experiences to help sponsorship marketers master the art and science of sponsorship. Learn More Here. • An video interview series with industry thought leaders, Learn More Here. • Resource sponsorship materials free tools, guides, and templates Learn More Here. I have really valued the industry research they are now providing and just attended their 2023 SMA Summit and feel the knowledge they are imparting is top notch.
Event Marketer Event Marketer (https://www.eventmarketer.com) is an industry publication and conference producer to serve the information needs of strategic brand-side event marketers and agency executives across the spectrum of face-to-face marketing. • They publish Event Marketer Magazine, a monthly subscription-based magazine ($299/year) filled with case studies, articles on the latest trends in promotions and leads on who’s doing what. Learn More Here. • They also air The Event Peeps Podcast, in which they explore the experiential marketing discipline through the people, the playbooks, the ideas, and the strategies that are inspiring event campaigns. Learn More Here. • Their annual conference is the Experiential Marketing Summit held each spring. From traditional breakout sessions to Q&As, to deep-dive workshops, to power panels and keynotes—you’ll get senior-level perspectives on the current experiential marketing landscape and what’s to come next. Learn More Here. KM, I hope you find these resources useful in your quest to expand your knowledge of sponsorship. Certainly, you can find additional opportunities online, but these are the top resources I utilize. I have enjoyed a long career in the field and hope you have the same experience. The Sponsor Doc Bruce L. Erley, CFEE, APR is the Founder and President of Creative Strategies Group, a consultancy based in Denver, Colorado which he founded in September, 1995. Creative Strategies Group (CSG) specializes in sponsorship and event marketing consultation for events, festivals, nonprofit organizations and other properties as well as municipalities and for-profit companies. With more than four decades experience, Erley is considered a master in the field. In 2012, Erley served as the World Board Chairman of the International Festivals & Events Association (IFEA). He is a 2015 inductee into the IFEA Hall of Fame. He is Accredited in Public Relations (APR) by the Public Relations Society of America and a Certified Festival & Events Executive (CFEE) by the International Festivals and Events Association. Contact Info: Bruce L. Erley, APR, CFEE President & CEO Creative Strategies Group Phone: +1-303-558-8181 Business Email: berley@csg-sponsorship.com Column Enquiries Email: bruce@sponsordoc.com
Winter 2023
IFEA’s ie: the business of international events
23
Creating a Resilient Company Culture: Navigating Change and Thriving Amidst Challenges by Margaret Graziano
In an era marked by immense volatility and complexity, characterized by technological advancements, business consolidations, fierce competition, and economic fluctuations, you may find yourself in an unprecedented time of change. The aftermath of the pandemic continues to linger, with burnout, stress, and overwhelm persisting among individuals and teams. Amidst this tumultuous landscape, the challenge is this: How can organizations emerge stronger from the trials of recent years? How can they cultivate a culture that thrives, adapts, and responds effectively to the unpredictable? The answer lies in fostering an emergent culture - one characterized by change management prowess, response agility, and a positive environment with fulfilled employees. Understanding Culture When more than two people come together, whether as a couple, a family, or a company, they form a human system. Within this system, culture serves as the driving force or energy. Culture possesses the power to create and destroy, providing guidelines for interaction, conflict resolution, motivation, and progress. The objective of examining and shaping organizational culture is to channel the collective energy of individuals into a productive force - one that mirrors the synchronicity found in natural phenomena, such as the coordinated movements of a school of fish or flock of birds. This is called an emergent culture. Influencing Culture Effective impact on company culture entails understanding and influencing the energy inherent within the human system. To initiate this process, focus on the following areas: Start With the Leader All culture begins with the CEO; the leader of the organization. What is their vision? Who are they as a leader? What are their values? Are they operating and living congruent with all of those markers, no matter how challenging or stressful the circumstances may be? Having a CEO who can answer those questions clearly and can live in alignment with them consistently is the foundation on which a company’s culture gets built. If the CEO is frazzled, overwhelmed, and in survival mode, that is going to set the tone for the entire organization. Whatever energy the CEO brings to the company and to their life will be the energy that other people pick up on and assimilate to in order to fit in and make it. Thus, the CEO must be conscious. They must be awake and aware of what they’re emanating through their words and their actions. They must ensure that they have a
clear vision, bolstered by positive moods and inspiring language that rallies people around their vision and engages them into action. Human systems are guided by behaviors, beliefs, actions, what’s said, what’s unsaid – all of that equates to the energy of the human system, and energy is culture. So, what kind of culture is the CEO creating? Cultivate the Leadership Team The leadership team further propagates cultural attributes throughout the organization. Behaviors exhibited by this team tend to cascade down to various departments. Similar to the CEO, leadership must demonstrate consciousness and accountability for their actions. This includes acknowledging their role in shaping the culture and undertaking personal growth to support a healthy, high-performance human system. By focusing on the following key elements, the leadership team can contribute to a thriving culture: • Achievement. The company knows what they’re here to do, why they’re doing it, and how they’re measuring it. Organizational achievements are individual achievements, and vice versa. Achievements are specific, measurable, attainable results that are bound in time. • Self-actualization. Each person is conscious. They know what their strengths and weaknesses are, and they’re responsible for them and the impact they have on others. They’re doing their own development and personal work just like the CEO is. • Affiliation. People are partnering, collaborating, sharing ideas, and problem solving on an interdepartmental level. Cross-functional teams are committed to the noble cause and vision for the organization and are coming up with ways to problem solve together to fulfill the vision. • Humanistic Managers. Managers authentically care about their people. They are aware of what’s going on in their employees’ lives, what their goals are, and how they want to grow. When an employee knows to their core that their manager has their best interests at heart and they want them to thrive, difficult conversations to improve performance can happen. Mentorship, coaching, and caring for people comes with humanistic management, and it supports employees who grow and thrive. Assess Environment and Employees Employee behavior provides insights into the prevailing environment. Key considerations include whether they Winter 2023
experience autonomy, trust, and support in their roles. Ask these questions to assess the environment that your employees are navigating: • How well do employees handle changes and upsets and challenges in the market? • Do people feel the freedom and trust to share new ideas, take risks and have space to fail? • Is there space in the time at work to ideate, innovate and co-create? • Are the meetings inspirational and motivating or just a laundry list of getting things done? • Is everyone clear on what the noble cause is? • Is the right architecture or systems in place for people to work effectively together? • Is the leadership team dismantling anything getting in the way of employees taking the ball and running with it? • If there’s a problem, are the employees the ones to solve it? • Are people being given the autonomy they need? • Are people held accountable to their agreements and promises and measures? • Can you have difficult conversations? Achieving Resilience Through Emergent Culture In times of uncertainty, organizations with the ability to adapt and pivot harness their power. Such resilience hinges on a healthy human system and a shared commitment to the company’s purpose. Leadership needs to exemplify responsibility, optimism, and collaborative problem-solving across departments to overcome obstacles and realize the company’s vision. This approach cultivates an emergent culture, capable of navigating challenges effectively. While creating an emergent culture demands considerable dedication, care, and focus, the rewards are boundless. With a culture founded on change management skills, response agility, and employee fulfillment, organizations can not only weather storms but also soar to new heights. Margaret Graziano is the founder and CEO of KeenAlignment, as well as a Wall Street Journal Best-Selling Author for her book “Ignite Culture.” She has been recognized as one of Silicon Valley’s Top 100 Women Leaders. Magi’s groundbreaking work is driven by her power to uncover and catalyze human potential. Go to https://keenalignment.scoreapp.com to take KeenAlignment’s Culture Assessment and see if you have an Emergent Culture.
IFEA’s ie: the business of international events
25
FESTIVALS WITHOUT BORDERS
WITH ROBERT BAIRD
SUCCESSFUL
CONFERENCE GUIDE
I
t’s that time of year again: conference time! The dust has settled and the conference is a memory. And now that the conference is behind us, what might we have done to make it a better experience? This guide will highlight some of the best ways to ensure that one gets the most out of a conference. Many conferences turn out to be not as useful because we failed to plan adequately in advance, or we planned the trip, not realizing the stopover that would delay our arrival until the wee hours, when getting ground transportation might be a problem. Perhaps we have no strategy or plan for the conference and completely forgot to bring enough or any business cards. Such pitfalls are easy to avoid. Here are some suggestions that can help make conference attendance more rewarding and useful. Advance Preparation • Review the Conference Program and schedule, and identify relevant sessions, speakers and networking opportunities. • Set goals and objectives – what do you want to achieve or get out of this conference? Set specific networking, learning, and professional development goals. Rather than “Network with experts”, make it “Connect with 5 industry experts.” • Leave time and space for unexpected connections – chance meetings in an elevator or coffee bar can be productive. • Plan the Trip • Research flights or other modes of transportation most convenient. • Choose your accommodation based on price vs. convenience. The conference hotel may not be the best choice. Explore alternative accommodation options. • Check with the conference to see if they recommend accommodation, restaurants, and things to do and see outside of the conference. • Packing essentials is important: o Identification documents – passport, other ID as required o Stationery – Pens, highlighters, notebook, BUSINESS CARDS! o Laptop with charging cord (and cords for other devices like cell phone) o Business and casual attire o Comfortable shoes o Personal care items – medications, tissues, breath mints, hand sanitizer, pain relievers o Backpack for conference materials o Umbrella, sunglasses, plugin adapters 26
IFEA’s ie: the business of international events
Winter 2023
Networking • Prepare an elevator pitch – in 25 words or less - who you are, what you do, and what value you can bring. Be prepared to revise as needed. • Connecting with fellow attendees - Begin conversations by commenting on the event, the speaker, or the venue. Asking open-ended questions encourages discussion. Listen attentively to the other person and ask follow-up questions. Never interrupt a conversation or try to dominate a conversation. • Participate in as many group activities, workshops, or discussion sessions as possible. Contribute to the discussions, share insights, and ask questions. a. Take notes, record salient points, record contact data. Avoid Burnout • Create a personal schedule • Leave time between sessions to assimilate what you have learned. • Allow for breaks during the day for rest or a coffee break. • Get enough sleep, maintain your exercise routine if possible and get out into the fresh air periodically to clear your mind • Post Conference Follow-up • Consolidate your notes and takeaways from the conference • Consider sharing them on social media • Follow-up on any connections made during the conference via email or phone • Assess the value of the conference to you. Conferences are a necessary part of doing business in today’s world. Connections made at conferences can help everyone improve their own particular field of endeavor and ensure that one can keep current with modern trends. Information gleaned can educate and elucidate what we do; people we meet can become valued colleagues, mentors or even future employers. Happy conferencing! Robert Baird is President of BAM! Baird Artists Management Consulting in Toronto, Canada and an acknowledged expert in international touring including visas, withholding and taxation. He offers free advice to artists, agents, managers and venues and has an international clientele. He served for many years on the Executive Board of Festivals and Events Ontario (FEO) and is a former Vice-President of that organization. He can be reached at: P: 1-800-867-3281 E: robert@bairdartists.com or for more information go to: www.bairdartists.com
EXHIBITOR SPOTLIGHT
What year was your company established? 1984 How many employees does your company have? 44,000 What areas do you serve with your product/service? International How many festivals and events do you work with on an annual basis? Clover is a global company and works with many events and festivals across the globe. Recent events have been Jazz Fest, College World Series, and many sporting arenas across the US. What is your ‘elevator pitch’ and/or slogan about your product/service? Clover POS is a powerful and user-friendly point of sale system that helps businesses streamline their operations and enhance customer experiences. With its sleek hardware and intuitive software Clover offers a wider range of features including inventory management, sales tracking, employee management, and customizable apps that cater to various business needs. Whether you’re a large festival or bustling food concession, Cover POS empowers you to manage transactions, analyze data, and grow your business with ease. How/Why did your Company/ Product/ Service get started The company’s goal was to create a modern and innovative point-of-sale system that could address the evolving needs of businesses, particularly small and medium-sized enterprises. We aimed to provide a platform that combined both hardware and software to offer a comprehensive solution for payment processing, inventory management, and business 28
analytics. Over time, Clover POS gained popularity for its user-friendly interface and customizable features, which contributed to its growth and adoption by various businesses across different industries. What new or improved product/service do you have to offer that IFEA audiences need to know about? Integrated ticketing and RFID wristband solutions, self-ordering kiosk, Clover Point of Sale with LTE/WIFI and Ethernet capabilities and offline transaction mode, exclusive event reporting with independent vendor real-time sales and items data capture, along with preferred IFEA member pricing. We also offer on-site support to help concessionaires become comfortable with our devices. What sets your product/ service apart from your competitors? 1. **Modular and Customizable System:** Clover offers a modular system that allows businesses to customize their point-of-sale setup according to their specific needs. This flexibility means that businesses can choose the hardware components and software apps that best suit their industry and operations. 2. **App Marketplace:** Clover’s App Marketplace provides a wide variety of third-party apps that can be integrated into the POS system. This enables businesses to enhance their functionality with specialized apps for tasks like marketing, loyalty programs, employee management, and more. 3. **User-Friendly Interface:** Clover POS is known for its user-friendly interface, making it easy for both business owners and employees to quickly learn and navigate the system. This reduces training time and potential errors during transactions.
IFEA’s ie: the business of international events
Winter 2023
Milton Price Business Consultant
Clover 307 Chamblee Court Mt Juliet, TN 37122, USA 615-490-2441 Milton.Price@Fiserv.com www.clover.com How many years have you been with your company? 6 yrs What are your favorite festival foods? Roasted corn, fresh squeezed lemonade and frozen drinks. What do you like to do to relax? Staying physically fit is a great way to relieve stress. Cigars help too! What is the name of the last business book you read? How to Win Friends and Influence People by Dale Carnegie. What is the name of the last movie you watched? John Wick 4
4. **Analytics and Reporting:** The system offers robust analytics and reporting features, providing insights into sales trends, inventory levels, customer behavior, and other valuable data. This data-driven approach helps businesses make informed decisions to optimize their operations. 5. **Security:** Clover POS employs advanced security measures to protect customer payment information and business data. It is Payment Card Industry Data Security Standard (PCI-DSS) compliant, offering encryption and tokenization to ensure secure transactions. 6. **Cloud-Based:** Many aspects of Clover POS are cloud-based, which enables businesses to access their data and manage their operations remotely. This is particularly useful for business owners who want to monitor their business even when they’re not physically present. 7. **Customer Support:** Clover offers customer support and technical assistance, helping businesses troubleshoot issues and get the most out of their POS system. 8. **Versatility:** Clover POS caters to a wide range of industries, including retail, restaurants, services, and more. This versatility makes it a suitable choice for various business types. 9. **Sleek Hardware Design:** The hardware design of Clover POS is modern and aesthetically pleasing, contributing to a positive customer experience and enhancing the overall ambiance of the business. 10. **Integration:** Clover POS integrates with various payment processors and platforms, providing businesses with choices and flexibility when it comes to accepting payments. These factors collectively contribute to what sets Clover POS apart from its competitors, making it a popular choice among businesses looking for
an advanced and customizable point-ofsale solution. What advice would you offer to festivals and events searching for your type of product/service? Look for an organization that is reliable and trustworthy, with a winning track record. In summary, using a POS system and accepting credit cards can help businesses operate more efficiently, improve customer satisfaction, enhance financial accuracy, and gather valuable insights for strategic decision-making. It’s a step toward modernizing business operations and staying competitive in a digital economy. What is your company’s customer service philosophy? Clover POS emphasizes a customer service philosophy centered around providing exceptional support, assistance, and guidance to its users. The company understands that its success is closely tied to the success of its customers, and therefore, it strives to offer a positive experience through its customer service approach. Here are some key aspects of Clover POS’s customer service philosophy: 1. **Customer-Centric Approach:** Clover POS places the needs and satisfaction of its customers at the forefront of its operations. The company recognizes that happy customers lead to long-term relationships and referrals. 2. **Timely Support:** Clover POS aims to provide timely responses to customer inquiries and issues. Whether it’s a technical question, a troubleshooting request, or general assistance, the company’s support team is available to help promptly. 3. **Accessibility:** The company ensures that its customer support channels are easily accessible. This may include options like phone support, email, live chat, and online resources to help customers find the information they need quickly. 4.
**Expertise:** Clover POS’s customer service representatives are knowledgeable about the product and its features. Winter 2023
They are trained to provide accurate information, address concerns effectively, and guide customers through various aspects of using the POS system. 5.
**Problem Resolution:** When customers encounter challenges or issues, Clover POS is committed to working diligently to find solutions. This includes diagnosing technical problems, offering step-by-step guidance, and troubleshooting until the issue is resolved.
6. **Empowerment:** Clover POS aims to empower its customers by providing them with the tools and knowledge they need to navigate the POS system successfully. This could involve training resources, tutorials, and educational materials. 7.
**Feedback and Improvement:** The company values feedback from its customers and uses it to continuously improve its products and services. Clover POS is open to listening to suggestions, addressing concerns, and implementing changes based on customer input.
8.
**Personalization:** Each customer’s needs and challenges may be unique. Clover POS understands this and strives to personalize its support to address individual circumstances effectively.
9. **Transparency:** Clover POS believes in transparency in its interactions with customers. This includes clear communication about product features, pricing, and any updates or changes. 10. **Long-Term Relationship:** Beyond providing assistance with immediate concerns, Clover POS aims to build lasting relationships with its customers. This involves ongoing support, updates, and adapting to changing customer needs. In essence, Clover POS’s customer service philosophy revolves around delivering a positive and supportive experience to its users. By prioritizing customer satisfaction, providing knowledgeable assistance, and fostering open communication, Clover POS aims to build trust and loyalty among its customer base.
IFEA’s ie: the business of international events
29
Proud to insure excellence in the festivals & events industry
CONGRATULATIONS to the 2023 IFEA/Haas & Wilkerson Insurance
Pinnacle Award Winners
T
he International Festivals & Events Association (IFEA) and Haas & Wilkerson Insurance recognized the outstanding accomplishments and top-quality creative, promotional, operational and community outreach programs and materials produced by Festivals and Events around the world* on Monday, October 9, 2023 at the 66th Annual IFEA Convention, Expo & Retreat, presented by Clover, in McAllen, Texas, U.S.A., as the winners of the 2023 IFEA/Haas & Wilkerson Pinnacle Awards were announced. Sponsored by industry leader Haas & Wilkerson Insurance, the professional competition drew entries from some of the world’s top festivals and events*. Winning entries came from organizations as diverse as the Cherry Creek Arts Festival in Denver, CO; the Dublin Irish Festival in Dublin, OH; the South Texas International Film Festival in Edinburg, TX; the Saint Louis Art Fair in St. Louis, MO; the Kentucky Derby Festival in Louisville, KY; the Pasadena Tournament of Roses in Pasadena, CA; the City of McAllen Holiday Parade in McAllen, TX; the National Cherry Festival in Traverse City, MI; The Parade Company in Detroit, MI; the Philadelphia Flower Show in Philadelphia, PA; the United San Antonio Pow Wow in San Antonio, TX; the Washington’s Birthday Celebration in Laredo, TX; ¡ARTE VIVA! in Naples, FL; and Folklorama in Winnipeg, MB, Canada; Canada Together in Vancouver, BC, Canada; Vivid Sydney in Sydney, Australia; Festival Lent in Maribor, Slovenia; and Chiang Mai Blooms in Bangkok, Thailand. 30
IFEA’s ie: the business of international events
Winter 2023
Awards* were handed out in 70 different categories including: TV/ Radio, Social and Multimedia; Print and Merchandise, in addition to Festival and Event programs such as Sponsorship; Education, Accessibility; Children’s; Emergency Preparedness and Entertainment. The Grand Pinnacle, the highest award given by the IFEA in recognition of those Festivals and Events* who have a balance of all the elements necessary to ensure a successful event, was also awarded. *All winners are selected from those Festivals and Events who specifically enter the competition. Each category is separated into four separate budget categories. Each entry is judged within those budget categories, against the criteria and requirements of the specific category. The IFEA and Haas & Wilkerson Insurance would like to congratulate not only the Grand Pinnacle Winners listed below, but all the 2023 IFEA/Haas & Wilkerson Pinnacle Award Winners! • To view the complete list of 2023 IFEA/Haas & Wilkerson Pinnacle Award Winners CLICK HERE. • IFEA MEMBERS, to view the 2023 IFEA/Haas & Wilkerson Pinnacle Award Winning Entries, Log-In from the following page CLICK HERE. • To view photos of all the 2023 IFEA/Haas & Wilkerson Pinnacle Award Winners, CLICK HERE.
Gold - Grand Pinnacle - Budget: Under $100,000 McAllen Public Library - South Texas Book Festival – McAllen, TX, United States McAllen Book Festival was established in 2014 with thousands of attendees from all over South Texas and beyond. It is the region’s only festival for children, teens, and their families. Combining literacy promotion, regional & national authors, and children’s entertainment in a festive atmosphere, McAllen Public Library (MPL) promotes a lifelong habit of reading for pleasure and fun. In August 2018, we re-branded our annual book festival and now have a new name, logo, and broader appeal. McAllen Book Festival (MBF) is now South Texas Book Festival (STBF). Although we intend to stay local as STBF, we want to welcome the community beyond McAllen and expand our target demographic. Families from South Texas attend our festival, and the name change more accurately describes our expanded reach. Anew logo came along with the excitement of the name change. For more information, Click Here.
Silver - Grand Pinnacle - Budget: Under $100,000 City of Pigeon Forge – Wilderness Wildlife Week – Pigeon Forge, TN, United States The purpose, objective and mission of Wilderness Wildlife Week is to raise awareness within the general public to the issues concerning the natural environment and, in particular, adversities facing Great Smoky Mountains National Park, as well as environmental and species-related triumphs. Programs are designed to impart the practice of good environmental stewardship to the general public while increasing public knowledge of the varied ways to protect the environment through the many educational lectures and materials available onsite. Additionally, it is Wilderness Wildlife Week’s goal to promote an active interest in Appalachian artistic and cultural programs such as painting, basket making, music and other forms of modern art such as photography; to help affect the way people view environmental responsibilities and to increase overnight visitation to Pigeon Forge during a traditionally slow tourism period.For more information, Click Here.
Bronze - Grand Pinnacle - Budget: Under $100,000 Pittsburgh Irish Festival – BRIGID – Pittsburgh, PA, United States BRIGID, A Celebration of the Celtic Goddess and Patron Saint of Ireland was held on Saturday, February 4, 2023 at the Rosemary Heyl Theatre in Antonian Hall at Carlow University. BRIGID is a non-religious event, created by the team at the Pittsburgh Irish Festival with the mission to celebrate Brigid the Saint, Brigid the Goddess, to be a celebration of Irish and Celtic Women, to celebrate light and Springtime, and to celebrate of Irish and Celtic culture overall. The other main goal was to create awareness of Brigid, who she was, what she symbolizes, her miracles, her importance to Celtic culture, and contributions to history. The event featured an all-female line-up of Irish and Celtic entertainers. For more information, Click Here.
Gold - Grand Pinnacle - Budget: $100,000 to $750,000 Lubbock Arts Alliance - Lubbock Arts Festival – Lubbock, TX, United States Prepare to be captivated, inspired, and delighted at the 45th Annual Lubbock Arts Festival in Lubbock, Texas. This extraordinary event sets itself apart with its vibrant musical theme, captivating visual art exhibits, breathtaking décor, outstanding programming, and an impressive lineup of talented artists and performers. Step into a world where education, inspiration, and pure joy intertwine as the Festival unfolds. Experience the magic of “Beat Goes On!” - an event unlike any other, where every moment is designed to enchant and leave a lasting impression. The Festival has been managed by the Lubbock Arts Alliance since 1978, and has become recognized statewide as the largest fine arts and crafts event in West Texas. For more information, Click Here.
Silver - Grand Pinnacle - Budget: $100,000 to $750,000 Visit Stockton – Stockton Flavor Fest – Stockton, CA, United States Stockton Flavor Fest was hosted May 19–21, 2023, at the Weber Point Events Center in Downtown Stockton. The three-day festival was a celebration of the food, music, and cultures that make up the diverse communities in Stockton, California, which has been called one of the most diverse cities in America (US News, 2020). In partnership with the City of Stockton and with the help of local nonprofits, organizations, artists, and creatives, Stockton Flavor Fest created a sense of pride and excitement in our community. For more information, Click Here.
Bronze - Grand Pinnacle - Budget: $100,000 to $750,000 Weatherford Chamber of Commerce – Parker County Peach Festival – Weatherford, TX, United States The 37th Annual Parker County Peach Festival®, a premier Texas One-Day festival event was held on Saturday, July 9, 2022, in beautiful, historic downtown Weatherford, TX. Thousands of attendees purchased bushels of peaches and enjoyed lots of peachy treats. There were over 200 art/craft, food, and activity vendors, and two (2) entertainment stages and children’s activities. We pride ourselves on being a family-friendly event. For more information, Click Here.
The IFEA/Haas & Wilkerson Pinnacle Awards are sponsored by Haas & Wilkerson Insurance. Haas & Wilkerson Insurance has proudly supported the IFEA and festivals and events industry for more than nearly three decades. As the presenting sponsor of the Annual IFEA Convention, Expo & Retreat, and the title sponsor of the IFEA/Haas & Wilkerson Pinnacle Awards Program, they have helped to raise the quality and standards of excellence for festivals and events around the globe. With over 80 years of entertainment industry experience behind them, they provide insurance programs designed for each event’s specific needs and have a long list of clients that includes festivals, fairs, parades, carnivals and more. Learn more about them at www.hwins.com.
Gold - Grand Pinnacle - Budget: $750,000 to $2 Million Charlotte Center City Partners – Charlotte SHOUT! - Charlotte, NC, United States Experience the electrifying atmosphere of Uptown Charlotte from March 31 to April 16 when Charlotte SHOUT! returns for an exciting multiweek festival. Celebrating creativity, innovation, diversity, and resilience, this event showcases nearly 200 captivating installations, performances, and activations. Discover the unique Pianodrome, America’s first amphitheater made entirely from upcycled pianos, and be enchanted by the interactive art installation, “POP!” Explore the serene Serenity Garden and immerse yourself in the mesmerizing “Affinity” light and sound adventure. Encounter the larger-than-life Roaming Gnomes and engage with the renowned “Impulse” interactive display. Delight in live music, indulge in culinary delights at the Charlotte StrEATs Festival, and uncover surprise installations throughout Uptown. Join us for an unforgettable experience at Charlotte SHOUT! For more information, Click Here.
Silver - Grand Pinnacle - Budget: $750,000 to $2 Million Des Moines Arts Festival® - Des Moines, IA, United States The Des Moines Arts Festival is Iowa’s largest and most prestigious arts and cultural event drawing over 200,000 people annually to downtown Des Moines the last weekend of June. The Festival featured 184 professional visual artists, their original artwork in a variety of mediums reflects the very best, having been juried from 765 applicants. Sponsors and non-profit organizations offered a variety of interactive arts activities designed to engage and enhance the experience for our guests. Live music, performing arts and strolling street theatre provided non-stop entertainment. Culinary offerings were provided by local and regional restaurants, breweries and mobile vendors. For more information, Click Here.
Bronze - Grand Pinnacle - Budget: $750,000 to $2 Million City of McAllen - McAllen Parks & Recreation - McAllen Holiday Parade – McAllen, TX, United States Over 185,000 people went above and beyond at the official South Pole of Texas this December 3, 2022 at the largest holiday and helium balloon parade in Texas, the McAllen Holiday Parade. The 2022 production featured host Mario Lopez, new celebrity appearances, 32 giant character balloons, 55 illuminated floats, 13 marching bands and the “original” home of the Vuelta Zone. The Vuelta is a Texas Tradition that began at the McAllen Holiday parade. The phenomenon known as “Vuelta,” or “turn” in Spanish has become a McAllen tradition. This year, thousands of visitors celebrated in the South Padre Island Vuelta Zone and chanted “Vuelta!” to cheer on hundreds of balloon handlers as they spun giant helium balloons. This tradition takes place in the zone and along the 1.5-mile parade route. The parade also celebrated the 2022 theme, “South Pole and Beyond” with a series of new giant space themed illuminated floats handcrafted by the McAllen Float Studio. Thousands of hours go into creating these one-of-a-kind floats each year which were proudly on display in this year’s parade. The new Skybox fan experience also premiered featuring Dallas Cowboys cheerleaders, giveaways and more presented by the South Texas Airport of the Dallas Cowboys. In its ninth year, the event has been awarded the Best Parade in the World 5x and Best Parade in Texas 5x by the International and Texas Festival and Events Associations. For more information, Click Here.
Proud to insure excellence in the festivals & events industry
Gold - Grand Pinnacle - Budget: Over $2 Million Destination NSW - Vivid Sydney – The Rocks, NSW, Australia Vivid Sydney is Australia’s largest event and the Southern Hemisphere’s largest festival of Light, Music, Ideas and Food. Celebrating creativity, innovation and technology, Vivid Sydney transforms the Harbour City annually into a kaleidoscope of colour and culture for 23 days and nights. The festival is owned, managed and produced by Destination NSW, the New South Wales Government’s tourism and major events agency. A bright star on Sydney’s events calendar, Vivid Sydney is a signature event in NSW and plays a critical role in stimulating the visitor economy. Vivid Sydney contributes employment, tourism activity and entertainment for the people of Sydney and NSW, plus enrichment of our creative industries. In 2023, for its 13thyear, Vivid Sydney united more than 300 events and 700 artists under the theme of ‘Vivid, Naturally’, looking toward and paying tribute to the natural world’s beauty, strength and resilience. With some of Australia and the globe’s most boundary-pushing artists, thought-leaders, musicians and culinary talents, Sydney shined bright as a beacon of world-leading creativity, culture and community For more information, Click Here.
Silver - Grand Pinnacle - Budget: Over $2 Million Pennsylvania Horticultural Society - PHS Philadelphia Flower Show – Philadelphia, PA, United States For 194 years, the Philadelphia Flower Show has showcased diverse and sustainable plant varieties, cutting-edge garden and design concepts, and stunning floral displays meant to inspire and educate attendees from around the world. The Flower Show hosts world renowned competitions in horticulture and artistic floral arranging, gardening presentations, demonstrations, and special events. The Show’s 2022 theme was In Full Bloom, a double entendre for when flowers are at their peak that asked attendees to celebrate the passion for life we feel when we are emotionally “in full bloom.” This theme invited Show attendees to celebrate and explore the positive impact of nature in their lives, and conveyed good health and positive wellbeing. At a time when so many were turning to nature and the outdoors to find solace, the design and décor for the 2022 event celebrated our innate human connection to nature, plants, and gardens, featuring vibrant colors and interesting floral combinations that brought joy and wonder to guests during a time of uncertainty. For more information, Click Here.
MARK YOUR CALENDARS FOR THE 2024 IFEA/HAAS & WILKERSON PINNACLE AWARD DEADLINES:
• 1st Early Bird Entry Deadline – Wednesday, March 6, 2024 • 2nd Early Bird Entry Deadline – Wednesday, May 1, 2024 • FINAL Entry Deadline – Wednesday, June 19, 2024 The 2024 IFEA/Haas & Wilkerson Pinnacle Award Entry Brochure will be available in December, 2023. Online Submission will be accepted starting in January 2024.
Is Your Leadership Proactive or Reactive? Build a culture that elevates thinking above sexual misconduct.
Give 100% clarity
Protect your team, volunteers, and attendees
Build trust and protect your reputation
“
During Treefort, no fewer than 10 people hugged and thanked me for using WeVow. — Lori Shandro Outen, Founder / Producer of Treefort Music Festival
A WeVow “Group” for your event includes: ■
■
■
License to leverage WeVow at/on/in your website, ticketing, registration, event programming, social media, and all PR and communication
■
■
Custom URL for reporting incidents and finding resources Custom signage designs to display at your event with WeVow messaging + link
■
3 free counseling sessions + resources for anyone who reports an incident as a victim during your event Training guide for key team members regarding best practices for when incidents are reported White glove service
Contact Matt Pipkin at 208.830.3885 or matt@wevow.com for details.
How HR Technology Can Help Prevent Your Event From Fraud By Shannon Walker
36
IFEA’s ie: the business of international events
Winter 2023
When an event is not properly equipped with the right security enhancements, it can easily fall victim to cases of fraud, theft, and asset misallocation. One of the most well-known cases of event fraud from the last few years was the now-infamous “Fyre Festival”. Fyre Festival was an event that took place in early 2017 - it was to be a huge music festival featuring celebrities, tropical accommodations, incredible food, and more. However, it did not pan out in the way most event-goers expected, with the entire festival being terribly planned and executed, from start to finish. After the event, it was also revealed that the organizer had scammed investors out of $26 million dollars, which was the root of many event issues to begin with. This event had huge potential to be a great experience for everyone involved, but fell victim to a now-infamous case of fraud. All types of large events, including charity, fundraising, networking and festivals, are seen as profitable targets for fraudsters. Each of these occasions sees large sums of money flowing into the financial department of the event organizer. Many event organizations rely on different teams working together to raise funds, which significantly increases the access points for cash inflow to the organization or event. While safeguards such as increased security can help protect events in the external front, proper internal safeguards are also needed to prevent occupational fraud when it comes to large-scale events. Employing the right technology before, during, and after all event operations will help minimize risk and ensure safety for everyone involved. What is Event Fraud? Fraud is a broad term that is often associated with wrongdoing by someone for financial gain. When applied circumstantially, it can take on many different forms but is generally differentiated as being either external or internal fraud relative to companies, organizations and other financially lucrative entities. So, when we’re discussing event fraud, we examine how different stakeholders may potentially defraud the organizing body of the event, causing a financial loss for the organization. What is Occupational Fraud? Sometimes referred to as employee or workplace fraud, occupational fraud is any form of asset misappropriation, corruption or financial statement fraud that occurs internally in an organization. The larger the
organization, usually the more significant the risk of fraud. However, even smaller organizations or events can be targeted without the proper screening and reporting processes in place. Understanding these different types of fraud will help set the stage to delve into the nuances of how to prevent it at your upcoming event. Asset Misappropriation The first and most common type of occupational fraud is when an employee uses their position (can be any level, not just influential executives) to steal money or other valuable assets for their own gain. Asset misappropriation is often used as an umbrella term to describe many different fraud cases, as the different tactics are often used simultaneously. Smaller organizations may see petty cash theft, cheque tampering, and abuse of credit cards. In larger organizations, including events, we can often see falsified expense reports or purchase orders made out to fake vendors or misuse of equipment that ultimately cost the company. Corruption Corruption commonly occurs in more complex fraud cases where the perpetrator targets various key decision-making processes to subvert the result in their favour. This tactic is used to misappropriate assets or create fraudulent financial statements and often targets individuals or vendors outside the immediate organization. In the cases of large events, those who work with various vendors through different departments, right down to the personnel working on the event floor, can make corrupt decisions. Here, bribery, false payments and collusion with vendors to subvert or substitute products are common corruption tactics by individuals. A small-scale example of this may be someone working on the event floor accepting bribes to let in unauthorized attendees. Whereas a large auction event may have issues with missing products or not being delivered as promised due to a corrupt individual. Financial Statement Fraud In financial statement fraud cases, you usually deal with an individual or team who works directly in or with your organization’s finance department. Your organization may be small enough that your entire financial team is only one person. These cases are complex as the fraudster is usually savvy enough to know which sheets, income statements or cash flow statements to falsify to deceive Winter 2023
those who read them. Usually, financial statement fraud cases will fall into two categories. The first is considered a mix of asset misappropriation and corruption when the perpetrator falsifies documents for their own personal gain, and the second is when a key decision-maker falsifies the documents to deceive stakeholders specifically to keep the business afloat. Charity events are particularly susceptible here as sums of money often come into the organization through multiple streams. As explored, occupational fraud is a complex issue, and cases will vary between organizations and events. Knowing how vulnerable you are, beyond just securing your finance department, will be crucial for setting up your fraud prevention plan. Understanding Your Weak Points External Liabilities While occupational fraud focuses on the internal workings of your organization, as uncovered through the nuances of corruption, third parties can also play a role. Whether it be event suppliers or individuals attending, you must be aware of points where external influence can lead to fraudulent activity. The first potential vulnerability could be through payment methods. If you are running an event that requires prepayment or uses an online donation system, you must ensure the system’s security. For attendee’s sake, you want to use secure payment methods and encryption technology to uphold data privacy. Whether running your own site or using a third party, ensure there is an SSL script. On the back end, ensure employees have limited access to funds. Going cashless is often the most secure during the event to help streamline all finances and keep physical money off the event floor. If you do accept cash, regularly remove it from the tills around the event to a location only accessible by authorized individuals. Another external weakness for events is ticket fraud, especially for smaller-scale events with less top-down control over how tickets are disrupted. This vulnerability may be both external and internal, as people may target employees to help them create fake tickets to access the event, and a corrupt individual may comply. If you have a large team of employees selling tickets through multiple streams, it can be harder to control.
IFEA’s ie: the business of international events
37
Internal Liabilities Unfortunately, your most significant internal liability for fraud is likely your employees. People have many reasons for committing fraud, and those with the right motivations can target lucrative events and see working for them as an opportunity to leverage their goals. As discussed, corruption and coercion can be toxic viruses that lead to a significant loss for your organization. However, fortunately, with the proper training, security measures and enough people on your team doing the right thing, these individuals can be weeded out. If you run an event requiring many volunteers, vetting the right people for highstakes jobs can be more challenging. Often, budgets won’t allow for event management to take on more paid employees, and it can be harder to find willing volunteers. In other cases, having too many volunteers can make your organization more vulnerable. In any case, having the right checks and balances by positioning people strategically in roles can help keep essential activities or actions by employees from flying off your radar. Implementing HR Technology Accounting Software Whether your finance team is big or small, accounting software can help to safeguard and streamline your financial documents. Using a software service for this will be more accessible for events that have operations in various locations. There is tailored software for nonprofit organizations that need to precisely keep track of donors, volunteers, grants and fundraising, separate from employee payroll and overall event budget. The primary bookkeeping and auditing services can also help you better track cash inflows and outflows and monitor any suspicious activity. Employee Records Ensuring you have comprehensive employee records that include background checks can help reduce the risk of internal fraud. You should get to know your prospective employees during the vetting process. However, keeping hard records such as full names, security numbers, emergency contacts, and banking information all in one secure place can help you quickly look up employees when needed. Additionally, for events that need added security, you can use this information to implement employee access cards to enter certain authorized areas, helping you better track who is going where and when. Reporting Hotlines One of the best methods for internally 38
securing your event operations is by giving your employees an outlet to report any suspicious activity without fear or reparation. Running an event has even more moving pieces than your average organization, so having employees who hold each other accountable is necessary for exposing illicit behaviour. Traditionally, tip hotlines have used the most basic toll-calling technology to have employees report to an internal administrator. However, these pose issues to the integrity of the hotline, as there is a conflict with anonymity when a member of the organization is receiving and auditing complaints, which can disincentivize employees from reporting. Fortunately, technology has since advanced and encrypted third-party systems and software can manage all hotline processes to ensure the utmost security and safety of the reporter. Additionally, other reporting modes can be implemented, such as a web-intake form, which increases accessibility for those uncomfortable reporting complaints over the phone. In the past, negative connotations have existed around those who report internal wrongdoing against their workplace, even in cases as severe as fraud. It is essential, when the stakes are as high as they are at large events that these whistleblowers are supported. Any reporting tool implemented should be entirely anonymous and followed by a comprehensive anti-retaliation policy that cracks down on anyone who retaliates against a peer for speaking up. Additionally, executives and others working in positions of power for the event should show their outward support to those who have the courage to speak up. Implementing these measures helps to encourage a speak-up culture, which is necessary for the success of internal reporting tools and the success of your event. Educating Staff Ensuring that all staff present at the event and working behind the scenes are educated on their roles and how to ensure the security of people and finances at the event will be essential for smooth operations. Once you have effectively vetted trustworthy employees for your event, be sure to properly educate them on the various technologies and procedures put in place to help protect the event from financial fraud. Hold training sessions before the event to ensure everyone is comfortable using the technology and asking questions when needed. When delegating roles, ensure employees have responsibilities to oversee each
IFEA’s ie: the business of international events
Winter 2023
other’s work, which will help to provide checks and balances. For example, avoid leaving one person in charge of all financial transactions, auditing, or payroll without any oversight. Have employees review the anti-retaliation policy and understand how and when they should speak up. Knowing how and when it is appropriate to use a reporting tool will help encourage employees to feel comfortable when they need to do so. Additionally, making known the signs of suspicious activity will help make your organization more aware as a whole and better prepared to make a report. Knowing the Signs With all the different types of fraud, your organization remains vulnerable at many points. Knowing the signs in individual behaviour can go a long way in preventing occupational fraud committed by employees or volunteers involved in your event. Check in with employees regularly. Those who are unforthcoming with vital information affecting the event, avoidant of straightforward questions, and quick to shift blame may be deemed suspicious. You should pay equal attention to those in customer and vendor-facing positions who work directly with financial records, as both can commit different types of fraud. Conclusion With the prevalence of occupational fraud affecting all industries, it is imperative to understand how your event organization may be vulnerable. With robust internal mechanisms supported by up-to-date technology and policies, you are better suited to safeguard your organization’s finances. Ensure all employees and volunteers are adequately trained and comfortable speaking up against wrongdoing. Know the signs and protect those who speak up with integrity to protect the organization. With all these safeguards in place, you can hopefully step out on the day of your event with the comfort of knowing you are well-protected, and can have a safe and enjoyable event for everyone involved, without becoming the next “Fyre Festival”. Shannon Walker founded and is President of WhistleBlower Security Inc. (WBS), an ethics reporting and case management provider. She has a Masters in Communications (Public Relations) from Pepperdine University and B.A. (Communications) from Simon Fraser University.
ASSOCIATION ENDORSED PARTNER
ASSOCIATION ENDORSED PARTNER
The IFEA would like to thank the above 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. Interested in becoming an Association Endorsed Partner? Contact Carrie Ring, Director of Partnerships & Programs (208) 433-0950 x8120 or carrie@ifea.com
THE UN-COMFORT ZONE
WITH ROBERT WILSON
WHY DO YOU NEED A
PURPOSE IN LIFE?
The benefits of having a purpose are enormous.
“W
hat do you want to be when you grow up?” my father asked me when I was eight years old. He would periodically ask me this question (as would numerous other adults - it still seems to be a popular question to ask children when they are too young to have a clue). Two years earlier, I answered, “I want to be a scuba diver like the man in Sea Hunt (a popular TV series from the 1960s). But this time, I answered, “I want to be a writer.” I had recently been praised for some poetry and stories I wrote; I enjoyed writing and it seemed to come naturally. I haven’t wavered since. It’s rare to know what you want to do for the rest of your life; it’s even rarer to know your purpose in life. I certainly didn’t know mine at age eight. Two years later, after a particularly good sermon by my minister, Dr. Cecil Myers, I told my mother I wanted to be a minister. Dr. Myers was a master storyteller and joke teller. He is the only preacher who has ever been able to hold my attention. My mother suggested that I enroll in confirmation classes with my church. Wow, that cured me of any desire to be a minister; I quickly realized I wasn’t interested in all the religious stuff. What I was interested in was telling great stories and jokes. At age ten, my interest in becoming a speaker was already emerging. But, speaking - telling great stories and jokes - is still NOT a purpose. When I was 12, I saw a Mark Twain impersonator on stage, and it crystalized in my mind what I wanted to be: a humorist writer and speaker. But, that was still not a purpose. I wouldn’t discover my purpose until I was much older and had a body of written work under my belt. When I was in college, I became interested in politics - not with the traditional two parties - but with an idea. I was attracted to the Non-Aggression Principle (NAP), similar to the Golden Rule, the NAP is the belief that a person is free to act as they choose as long as they do not initiate force, or the threat of force, against another person or their property. It’s an ideology that embraces freedom and peace. In brief, I believe it’s wrong to hurt people and take their stuff, and that there are NO exceptions. When I went back and reviewed my collection of short stories, novels, and novellas, I discovered a unifying theme. They were all - in some aspect - about being bullied and standing up to the bullies (it made sense: I was severely bullied as a kid, and it took me years to overcome it). I had found my purpose: helping people deal with bullies. It was driving my interest in politics, and it was emerging subconsciously in the words of my fiction. I have been passionate about this cause ever since. Today, I define my political belief as voluntaryism (look it up). 40
IFEA’s ie: the business of international events
Winter 2023
Here’s Why It is So Important to Have a Purpose Having a purpose is all about finding what activities make you happy while at the same time being able to use your natural talents to pursue them. Then, it’s all about getting so involved and absorbed with your passion that you completely lose track of time. If you don’t know what your purpose is, how do you find it? That’s easy - you follow your joy. When you feel joy, it is such a powerful emotion that it speaks the truth from the depths of your subconscious. Think of the things that have brought you joy in the past. Next make a list of those times and look for a pattern. Sometimes, you have to search for your purpose. The way to do that is to force yourself to try new activities: take a class; join a club or other group; volunteer; learn a new skill, start a new hobby. Try to remember anything in which you’ve ever expressed interest, then go back and explore it. Having a purpose in life is vitally important! Studies have shown that having a purpose leads to a longer healthier, wealthier life. According to a 2010 study published in Applied Psychology people who have a purpose live longer. Now that’s real value! According to Time Magazine, purposeful living has been linked to a lower risk of disease, better sleep, and other healthy behaviors. And, according to a study in JAMA Psychiatry, having a purpose in life helps aging people maintain their function and independence. People in the study, who reported having a sense of purpose were less likely to have weak grip strength and slow walking speeds, both of which are signs of declining physical ability and risk factors for disability. They also noted that people with purpose are more proactive in taking care of their health. Additional studies reported that purpose-driven people have lower levels of inflammation. Last, but not least, a 2016 study published in the Journal of Research and Personality found that “individuals who feel a sense of purpose make more money than individuals who feel as though their works lacks meaning.” There’s some solid motivation for finding a purpose. Go find your purpose, it doesn’t have to change the world, it just has to engage your passion. Once you’ve found it, go live a longer, happier, healthier, wealthier life. Robert Evans Wilson, Jr. is an innovation/change speaker, author, and consultant. He works with companies that want to be more competitive through innovation and with people who want to think more creatively. Rob is the author of ...and Never Coming Back, a psychological mystery-novel about a motion picture director; The Annoying Ghost Kid, a humorous children’s book about dealing with a bully; and the inspirational book: Wisdom in the Weirdest Places. For more information on Robert, please visit www.RobWilsonSpeaker.com.
2023 IFEA World Festival & Event City Award Recipients “Recognizing the best in community leadership and festival and event partnerships around the world.” The International Festivals & Events Association announced and recognized the 2023 recipients of the “IFEA World Festival & Event City” award during the 66th Annual IFEA Convention, Expo & Retreat in McAllen, Texas, United States on October 11, 2023. The IFEA would like to congratulate all of our 2023IFEA World Festival & Event City Award Recipients.
42
Philadelphia Pennsylvania, United States
Philadelphia lives up to its “City of Brotherly Love and Sisterly Affection” moniker.
The City of Philadelphia, founded in 1682, has been dubbed “the Birthplace of America” for a reason. As one of the country’s first cities, Philadelphia is deeply rooted in rich history and culture that helped shape America’s early government. Recently designated a Certified Welcoming City, Philadelphia is the largest city in the nation to gain this certification. This formal designation recognizes cities that have created policies and programs reflecting their values and commitment to build truly welcoming communities. The diverse communities that call this city home are proud to showcase historical attractions, beautiful parks, and many modern adaptations, all to ensure
Philadelphia has a long and extensive history when it comes to the event and hospitality industry. The first international trade show in the United States, the Centennial Exposition, took place in Philadelphia in 1876, exactly one hundred years after the signing of the Declaration of Independence. Today, as the United States of America approaches the sesquicentennial milestone, Philadelphia remains in the international spotlight. In 2025, Philadelphia expects to host the United States Navy and the United States Marine Corps to commemorate the 250th birthday of each branch. Philadelphia will take center stage in 2026, hosting USA250 celebrations throughout the year, the FIFA World Cup and Major League Baseball All-Star Weekend festivities. Philadelphia stands ready to work with the world’s best event producers over the next three years to deliver signature events, honor our country, and bring people together in creative and meaningful ways. VIEW VIDEO
IFEA’s ie: the business of international events
Winter 2023
McAllen Texas, United States
Looking for a city with a heart for celebration? I know a place. I know a place that brings people closer. A place where cultures blend, friends gather, and new traditions are created. I know McAllen, Texas.
Sukhothai Thailand
“Sukhothai” means “the dawn of happiness” as this is a city of happy people who are always ready to share their happiness with visitors. Nestled in the peaceful mountainous landscape and steeped in Thailand’s cultural heritage of a glorious kingdom, Sukhothai not only paved the way for Thailand as a nation, but is also recognized as a UNESCO World Heritage
McAllen is a bicultural community that grew under the Texas sunshine into an event city like no other. McAllen’s roots are woven into every celebration, creating new traditions and transforming seasonal events into unforgettable experiences - like the McAllen Holiday Parade. Not only is it the largest illuminated holiday and helium balloon parade in Texas, has been selected as the Best Parade in the World 5x and Best Parade in Texas 5x by the International and Texas Festival & Events Associations, respectively. Designated by the Texas Governor, McAllen is the official South Pole of Texas, Santa’s warm weather winter getaway, and home to holiday events that blend seasonal fun with south Texas personality.
Site, proving its value for all humanity. In addition, the city’s abundant agriculture, combined with its local cultural legacy, has contributed to Sukhothai becoming a city of creative economy in folk art. The local festivals amid the unique historical backdrop serve as a testament to how rich in culture the city is. Not only that, with the government and the private sector collaborating to develop infrastructure and facilities, the historical city of Sukhothai is now ready to host diverse types of international festivals. The people are also ready to welcome organizers and travelers from all over the world to Sukhothai where they can enjoy the beautiful atmosphere of this world heritage city, experience the abundance in cuisine and agriculture, as well as join in passing along the cultural and folk heritage through unique festivals and events that will leave a lasting impression on any visitors. VIEW VIDEO
For more information on the IFEA World Festival & Event City Award and information on how to nominate your city for the 2024 Award – Click Here. To view past recipients of the IFEA World Festival & Event City Award – Click Here. Winter 2023
McAllen created original festivals like Fiesta de Palmas and MXLAN where Latino culture thrives, and a place for special events that celebrate the arts, subcultures, competition, and inclusive outdoor fun. McAllen hosts over eight-hundred events each year that generate over sixty-nine million in annual economic impact; with an additional eleven-point-eight million dollars of impact from the McAllen Holiday Parade. Thanks to the work of over twenty-seven hundred volunteers and a dedicated special events team. Feel like celebrating? Experience McAllen, so you’ll be the one who knows a place-McAllen, Texas. VIEW VIDEO
Tongyeong South Korea
Tongyeong is located in the central part of the southern coast of Korea, and the center of s the central city of Hallyeohaesang National Park. Tongyeong, the city with a population of 140,000 is a beautiful Tourism Vacation City surrounded by 570 islands. Tongyeong was selected as the UNESCO Creative City of Music and a city of art where famous artists such as Isang Yun, Jeon, Hyukrim and Pak, Kyongni came from and also designated as the 1st Night Tourism City of Korea and it is the representative Tourism City of Korea. And Tongyeong is the festival city hosts Four Season Festivals such as Tongyeong Hansan Battle Festival, Tongyeong Heritage Night, Tongyeong International Music Festival, Tongyeong Theatre Arts Festival, Tongyeong Art Festival, The International ISANGYUN Competition etc. VIEW VIDEO
IFEA’s ie: the business of international events
43
EXHIBITOR SPOTLIGHT
What year was your company established? 2021 How many employees does your company have? 7 What areas do you serve with your product/service? We service events nationwide. How many festivals and events do you work with on an annual basis? 35 What is your ‘elevator pitch’ and/or slogan about your product/service? SecurEvent Solutions is your comprehensive one-stop solution, bringing together a team of industry professionals dedicated to delivering excellence through best practices. We firmly believe that every event is a reflection of your unique identity, and as such, we meticulously harmonize operations, sales, experiences, and cultural elements to craft unforgettable memories. This harmonious amalgamation defines what we term your “Event DNA.” By delving deep into the essence of your Event DNA, SecurEvent Solutions possesses the insight needed to construct security operations that seamlessly integrate across all facets of your event. What sets your product/ service apart from your competitors? We meticulously plan and strategize to ensure seamless safety and security operations during events and within various facilities. 1. Design & Support: Our experts collaborate to design customized security measures and provide ongoing support to guarantee effective implementation. 2. Policy Creation & Review: We assist in the development of robust 44
security policies and conduct thorough reviews to ensure their relevance and effectiveness. 3. Event & Security Managers: Our skilled professionals take charge of event and security management, overseeing all aspects to maintain a secure environment. Unparalleled Access to Event Security Resources: We offer exclusive access to a wealth of event security resources, enhancing the overall safety strategy. How/why did your company/ product/service get started? SecurEvent Solutions has identified a void within the full-service safety and security event management sector and has taken proactive steps to address this gap. The company is dedicated to crafting tailored plans to meet the unique needs of its clients. What advice would you offer to festivals and events searching for your type of product/service? When seeking security management and planning services for festivals and events, prioritize experienced firms with a strong track record. Ensure their approach aligns with the event’s size, nature, and potential risks. Collaborate closely to detail security needs comprehensively. Effective communication, efficient crowd management, emergency preparedness, and rapid response are pivotal. Remember, proactive measures are key to a safe and successful event. What is your company’s customer service philosophy? At SecurEvent Solutions, we prioritize seamless experiences and attendee safety. We commit to proactive planning, swift response to incidents, and a courteous demeanor. With professionalism and vigilance, we ensure events unfold securely, fostering trust among clients and guests, leaving lasting positive impressions.
IFEA’s ie: the business of international events
Winter 2023
Joshua Field
Founder & Managing Principal SecurEvent Solutions 1501 NE 4th Ave Fort Lauderdale Fl 33301, USA 954.368.2582 jfield@secureventsolutions.com www.secureventsolutions.com How many years have you been with your company? 3 Years What are your favorite festival foods? I am a traditionalist when it comes to festival food, it needs to be fried and preferably a onion rings, corn dogs or an order of cheese curds. What do you like to do to relax? Spending time at the beach with family and friends. What is the name of the last business book you read? Principles by Ray Dalio What is the name of the last movie you watched? John Wick 4
THE VALUE OF PARTNERSHIPS – Through the generosity of our partners below, we are able to strengthen our support of the festivals and events industry and continue to provide high quality, educational programs, products and services to our members. Help us thank them for their support, by first turning to those on this list for the opportunity to earn your business, whenever the need arises. ASSOCIATION ENDORSED PARTNERS
ASSOCIATION & CONVENTION SPONSORS
INTERNATIONAL FESTIVALS & EVENTS ASSOCIATION
ASSOCIATION SUPPORTERS | BENEFIT PROVIDERS
Interested in sponsoring? Contact Carrie Ring, Director of Partnerships & Programs at (208) 433-0950 ext. 8120 or carrie@ifea.com
TRANSFORMATION OF EVENTS: Some Silver Linings to Post Pandemic Shut Down Tammy Gazzola 46
IFEA’s ie: the business of international events
Winter 2023
The COVID-19 pandemic undeniably reshaped every aspect of our lives, including the way we organize and experience events. With social distancing measures, capacity restrictions, and health protocols, event planners and organizers were forced to innovate and adapt to a new normal. While the challenges were immense, COVID-19 also presented an opportunity for positive change in our industry. For many event coordinators, including me, we were forced to re-evaluate each event including location, event layout designs, revenue streams and other logistics that had been in place for years. To many of our surprises, this paved the way for more inclusive, sustainable, and engaging gatherings. I want to highlight just a few of the positive changes we have made over the past three years. I am not saying it was an easy process, but the investment in time and learning how to adapt has made a positive impact for sure. Redefining Space Utilization One of the significant shifts in event layout during the pandemic was rethinking of space utilization. With the need for social distancing, event organizers have had to allocate larger areas for gatherings, reducing crowding and creating a more comfortable environment for attendees. 1. Reimagining Space and Flow: With the need to maintain physical distance between attendees, event organizers had to reconsider the layout and flow of their gatherings. This led to more expansive venues or creative utilization of outdoor spaces. By embracing this shift, events found that participants had greater freedom to explore and interact with various attractions without feeling crowded. The enhanced spatial experience allowed for a more enjoyable and immersive event. 2. Improved Accessibility and Comfort: Forced expansion often resulted in wider aisles and increased seating
options, making events more accessible for people with mobility challenges. Attendees appreciated the increased comfort and ease of movement, creating a more inclusive environment. Additionally, open-air setups and natural ventilation in outdoor events boosted air circulation and contributed to a more pleasant overall experience. From my personal experience because of forced expansion, we found our event space has become easier to navigate, allowing for better pedestrian flow and preventing bottlenecks or congested areas. Prior to 2020 our 250 art, craft, food, and activity vendors were side by side with no additional space between the booths. Booth spaces are 20 feet wide by 10 feet deep. This created a long, continuous line of vendors. This layout made for beautiful pictures of our event and was very aesthetically pleasing. As we began to re-imagine the layout, Winter 2023
we became aware that this layout only allowed for vendors to sell from one side. We recognized this as a problem though we had never received a complaint from vendors or attendees. When looking to re-open our event post shut down 2020, we were forced to either remove vendors or find a way to expand. We opted for a complete redesign of vendor layout and expansion of the festival grounds. Pre-COVID this expansion would have seemed impossible as we are restricted by two state highways that intersect in the middle of our festival grounds. Being forced to either expand or drastically reduce the number of vendors, it was apparent we had to get creative and find a way to expand the usable area. Today, our festival grounds have grown over 25%. We have utilized adjoining privately owned parking lots and worked closely with our city to expand on additional city streets. This allowed us to not only maintain the same number of vendors but have now added an additional 25+ since the expansion. Vendors currently have a 20 x 10 booth space with a minimum of 10 feet additional space on at least three sides. This allows for easy in and out of three sides of the assigned booth and more engagement. Vendors have more flexibility on layout, and they can determine how attendees enter, exit, engage or shop. Survey results from vendors and attendees overwhelmingly reflect the positive response we have received from this change. I believe this new approach to space utilization will likely continue as people become accustomed to more spacious and organized events. This forced expansion has led to many unexpected opportunities. Flexibility in Event Planning & Revenues The pandemic forced event organizers to adapt quickly to rapidly changing circumstances. As a result, a new level of flexibility and agility became ingrained in our event industry. As organizers we became adept at “pivoting” from in-person to virtual or hybrid formats, depending on the prevailing situation. This newfound adaptability enabled events to continue even during uncertain times and ensured attendees could still participate regardless of location or travel restrictions. Our team adjusted quickly to on-going changes and learned to be flexible. This included when making event plans to include plans B & C in case quick changes were needed. This did require additional upfront preparation but resulted in smoother events. Today we
IFEA’s ie: the business of international events
47
have implemented this preparation plan which has resulted in easier pivoting for unpredictable circumstances. This new planning process also includes diversifying revenue streams and not relying solely on ticket sales. Adding additional revenue streams such as new sponsorships, merchandise sales and VIP experiences has added a whole new level of funding avenues to current events. The relationship building with sponsors has been elevated to a new level and is crucial. We have found that communication is key to not only acquiring sponsorship but maintaining it for future events. Sponsors post pandemic require additional data and ROI. We have found that many of our sponsors do not want a physical space at the event but prefer an on-line presence with promotion that creates an even larger audience reach for their advertising dollars. With the use of digital analytics creating a post summary event report for sponsors has become key to securing sponsorships and keeping them! Technological Advancements and Innovation The pandemic served as a catalyst for technological advancements in the event industry. Virtual event platforms, networking tools, and interactive applications saw significant improvements, enhancing the overall experience for attendees. For our largest event we were forced to rethink the way we charged admission. Previously a cash only at the gate event, now needed a hands free admission option due to the pandemic. This required a new on-line ticketing platform. Transitioning from cash-based ticket sales to online ticket sales for our festival had a significant impact on analytics and marketing plans. After 35 years of taking only cash at the gate for 50,000 attendees, this required clear communication and extensive education of the new procedures for attendees and volunteers. Prior to the pandemic there had been great resistance to an on-line ticketing platform but due to the circumstances this option was well received. Today on-line ticket sales account for two-thirds of the over 50,000 tickets sold. This one change also catapulted analytics and data for our event. Some of the information we have gained through this platform include: 1. Data Collection and Analysis: Online ticket sales provide a wealth of data that can be analyzed to gain insights into customer behavior. You can 48
collect information like demographic data, purchase history, and location, which can help you understand your audience better. Analyzing this data allows you to identify trends, such as peak sales periods, preferred ticket types, where attendees are traveling from, if they will be staying overnight in hotels, etc. 2. Personalization: With online ticket sales, you can gather customer data and preferences. This enables you to personalize marketing efforts, such as sending targeted email campaigns based on previous attendance or interests. Personalization can improve the overall customer experience and increase the likelihood of repeat attendance. 3. Real-time Reporting: Online ticketing platforms often provide real-time reporting tools. This allows you to track ticket sales as they happen, enabling you to make quick adjustments to marketing strategies if sales are slower than expected. With multiple entry points you can see which entries have high capacity and troubleshoot to alleviate long wait lines at entry. 4. A/B Testing: Online ticketing platforms make it easier to conduct A/B testing for marketing materials. You can experiment with different ad creatives, pricing structures, and messaging to determine what resonates best with your audience. With the real time reporting tools, you can see immediate response to ticket sales from on-line promotions. 5. Cost-Efficient Marketing: Online marketing can be cost-effective. You can allocate marketing budgets more efficiently based on the performance of various online channels. With the online analytics available you can receive a clear report of reach and trackable engagement. 6. Email Marketing and Remarketing: Online ticket sales allow you to collect customer email addresses. You can use this data for email marketing campaigns, including reminders about the festival, special promotions, and follow-up surveys to gather feedback for future improvements. 7. Inventory Management: Online ticketing platforms provide tools to track ticket inventory in real-time. This prevents overselling and allows for better management of ticket availability. 8. Social Media Integration: You can easily integrate online ticket sales with social media platforms, allowing you to reach a wider audience and engage with
IFEA’s ie: the business of international events
Winter 2023
potential attendees through targeted advertising and social sharing. 9. Access to Analytics Tools: Online ticketing platforms often offer built-in analytics tools or integrations with third-party analytics platforms. These tools can provide valuable insights into website traffic, conversion rates, and customer behavior. The transition to online ticket sales empowered our festival staff with a wealth of data and tools to enhance our analytics and marketing efforts. Leveraging this data-driven approach has led to more informed decision-making, improved customer experiences, and ultimately, increased ticket sales and festival attendance. Conclusion While the COVID-19 pandemic posed unprecedented challenges to the event industry, it also spurred remarkable positive changes and transformations. The adoption of new event formats, increased focus on communication & relationship building and the embrace of flexibility and technology have reshaped the industry. These positive changes have not only ensured the industry’s survival through the pandemic but also positioned it for a stronger, more engaging & inclusive, and innovative future. I think it is important that we reflect on how far we have come in the past three years and note the positive changes we have made in our personal events and as an industry as a whole. I know for me, working with my friends and colleagues through IFEA has been instrumental in navigating the changes. The network of support and sharing of best practices is a valuable tool. I relied on this team of support throughout the uncertainties of the pandemic and still do today. John Maxwell once said “Change is inevitable; Growth is optional.” Thanks to this organization I can look at how far we have come post shut down and be proud of the positive changes we have made in our industry and events. Tammy Gazzola wears many hats in Weatherford TX. Tammy serves as the President of the Weatherford Chamber of Commerce. The Chamber has over 1,000+ members, serves as the Visitor Center for Weatherford and they organize the two largest events in the county! Event Co-ordination is a very important skill needed for all the roles Tammy serves in her community. She says it is definitely one of the funnest parts of her job!
Stay Connected When You Can’t Connect in Person Through IFEA’s Virtual Affinity Groups!
F
eaturing participant discussion between some of the top professionals in our industry today, IFEA’s Virtual Affinity Groups provide an online platform on ZOOM* to keep the connections, brainstorming and networking going. Join us to participate-in these valuable discussion groups and network with your peers. Be sure to come with questions and professional experiences to these valuable open-topic dialogue sessions taking place bimonthly as we’ll be discussing current trends, issues, challenges and opportunities. IFEA SPONSORSHIP VIRTUAL AFFINITY GROUP Moderated by: Patrick Merna Vice President of Strategic Partnerships 500 Festival, Indianapolis, IN IFEA CITIES, CVB’S & TOURISM VIRTUAL AFFINITY GROUP Moderated by: Mandy Watson Special Events Manager Dept of Parks, Recreation & Tourism City of Greenville Moderated by: Wes Rhea, CDME Chief Executive Officer Visit Stockton IFEA VOLUNTEER PROGRAMS VIRTUAL AFFINITY GROUP Moderated by: Alex McNulty Manager, Member Services Pasadena Tournament of Roses Moderated by: Erin Jackson Marketing & Events Specialist Gravina, Smith, Matte and Arnold Marketing & PR Firm IFEA OPERATIONS VIRTUAL AFFINITY GROUP Moderated by: Becky Genoways, CFEE President Genoways Event Management Moderated by: Ira Rosen, MA, CFEE, IFEA Foundation Board Member CEO ILR, LLC, Festival and Event Consulting IFEA ART EVENTS VIRTUAL AFFINITY GROUP Moderated by: Stephen King, CFEE IFEA World Board Member Executive Director Des Moines Arts Festival
IFEA MARKETING & PR VIRTUAL AFFINITY GROUPS Moderated by: Dave Bullard IFEA Foundation Board Member Owner FanFirst IFEA PARADES VIRTUAL AFFINITY GROUP Moderated by: Ed Bautista, CFEE Chief Creative and Strategic Officer Bautista Event Specialists Team IFEA DIVERSITY, EQUITY & INCLUSION (DEI) VIRTUAL AFFINITY GROUP Moderated by: Steve Schmader, CFEE President / CEO International Festivals & Events Association IFEA CEO VIRTUAL AFFINITY GROUP Moderated by: Jazelle Jones IFEA World Board Member Deputy Managing Director / Director of Operation City of Philadelphia Office of Special Events
IFEA’s Virtual Affinity Groups are available to current IFEA Members as one of the many valuable benefits for being a member of the IFEA. If you’re interested in networking and brainstorming with your peers in the virtual networking Affinity Groups, we encourage you to join the IFEA to participate, in addition to receiving many more great benefits.
LEARN MORE | REGISTER HERE www.ifea.com/p/resources/ifea-affinity-groups
THE PR SHOP
WITH DAVE BULLARD
THIS YEAR, TAKE BACK
(SOME OF) YOUR VOICE
F
or the last decade or so, we’ve been building up our social media presence. First, we set up shop on Facebook. Then Twitter and Instagram. Pinterest, SnapChat, LinkedIn and TikTok followed. WhatsApp, Twitch, YouTube, Tumblr and more – so many more. Somewhere out there are abandoned MySpace pages. Social media is headed towards maturity but isn’t there yet. These are its teenage years. And like teenagers, social sites are occasionally surly, needy and withdrawn. Facebook is the teen hiding in his room, showing himself (and your content) less and less often in public and demanding more money from Mom and Dad. Twitter is the teen that wants you to call them by a new name (“Just call me ‘X’, okay?”) and is developing antisocial tendencies. TikTok can’t grow an attention span, and so on. They all have one thing in common, though. Like teenagers without a driver’s license, they still need us, though they hate to admit it. These sites make money from us because we voluntarily give our content to them. Not only that, we spend money to hire additional staff to create content to help Facebook and X and TikTok make more money. (If your local newspaper said they’d give you more free publicity if you would pay for a reporter for them, you’d think that was nuts.) And yet, some key social sites have been making it harder for us to reach the audiences we’ve built. Facebook keeps changing its algorithm to limit how many of your subscribers see your posts – currently it’s 10% or less – and X’s many changes have made it a more toxic swamp than ever. National Public Radio walked away from X after a dispute with the social media company and saw only a 1% drop in traffic to its website. NPR had more than 50 X accounts for its various content areas. Beyond that, some are beginning to question the use of social media for business marketing in general. Drew Curtis is a pioneer of the early ‘net’. His website, Fark.com, has been around since 1999, before social media. He said recently, “We’ve been reviewing social media effectiveness for the past several months and have pretty much concluded what NPR did recently - social media is great if you want to cultivate an audience on someone else’s platform, not so great if you want to cross-pollinate an audience onto your own platform. There was a time where that wasn’t the case, but so it goes. We won’t be shutting down Fark’s social accounts completely, but we won’t be regularly posting there going forward. The {Fark site newsletter} will continue however…” So, here’s a thought exercise: What if, in 2024, you spent more money and effort on media that you control and maybe a little less on media you don’t? 50
IFEA’s ie: the business of international events
Winter 2023
You control your website, your phone app and your email newsletter. I’m willing to bet that your newsletter is an underused asset. Newsletters aren’t flashy or trendy and they get taken for granted as a result. But think about this: You can spend an hour cutting together a quick video and writing a solid script for a social post that will be seen by less than one in every 10 subscribers to your Facebook page, or you can use the same content in your newsletter that will be sent to every single subscriber. (And why not both?) Social sites make it harder than they should to provide you with proof that posting with them helps you sell tickets and merch. They want you to focus on other metrics like “engagement” and you’ll need to jump through additional hoops to get real proof of effectiveness. Your newsletter and website can be set up to give you all the proof you need. Here’s how to get started: First, commit to making your newsletter a real priority this year. I know everyone’s absurdly busy, and time doesn’t expand just because you need it to. So, think hard about where you will take time from. My suggestion: Pull a little time from social media. Or rank your priorities and assign times and values to them. Next, commit to a schedule of publication. Monthly in the offseason, perhaps, and ramping up as the event gets closer. Regardless of schedule, use the newsletter to make your major announcements directly to your audience, at the same time as you hold a press event or send out a news release or make a social post. Finally, track your results. Set up mirrored pages on your website so that you can know exactly how many visits to your sales page and how many sales were created from a newsletter link, social post or website story. I’m not advocating getting rid of your social media efforts. I’m saying that in the rush to give someone else our content with often little in return, there remain tools that can provide you solid benefit and proof of effectiveness. Dave Bullard, CFEE is owner of FanFirst Events and Influence, consulting on production, public relations and marketing for events and festivals. He served for 10 years as PR and Marketing Manager of the Great New York State Fair, directing a $1 million marketing budget for the 1.3 million-attendance festival. Dave is available anytime to IFEA members to kick around ideas and brainstorm solutions. He also moderates the IFEA PR & Marketing Affinity Group. He’s at debullard@gmail.com and 315-575-6320.
JANUARY 14 – 19, 2024
EVENT MANAGEMENT SCHOOL
A Comprehensive Training and Educational Experience for those producing and/or working closely with community events.
The Event Management School at Oglebay National Training Center in West Virginia is 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 – from sponsorship/revenues to operations/risk management, media/marketing to volunteers/team building, business/budgeting to community/city partnerships and more – and then test your knowledge/skills/creativity against your peers. A two-year program, second year students will work closely with Event Management School expert advisors/instructors to design/create a complete event template to be presented as part of their final assessment project. Don’t miss out on this unique opportunity. REGISTRATION INFORMATION AT WWW.IFEA.COM!
Presented by a Partnership For Excellence in Event Education.
For more information: www.IFEA.com +1. 208.433.0950
www.NRPA.org 800.626.NRPA (6772)
oglebay.com/NTC 800.624.6988, ext. 4126
2023 IFEA
2023
James L. Holt, CFEE President & CEO Memphis in May International Festival Memphis, TN, USA The International Festivals & Events Association is pleased to announce the induction of one of the festival and event industry’s finest professionals into the IFEA Hall of Fame – James L. Holt, CFEE, President & CEO of the Memphis in May International Festival in Memphis, TN, USA. 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, Jim joins the prestigious ranks of 64 others inducted into the hall. Jim was honored at the 66th Annual IFEA Convention, Expo & Retreat presented by Clover, in McAllen, TX, USA, where he was presented with his award during the IFEA Awards Luncheon on Wednesday, October 11, 2023. Jim Holt’s involvement in events began over 45 years ago while a college student at Ohio University, in Athens, Ohio. His love of music led him to apply for a position on the campus entertainment board, and he was selected for the Pop Concert Committee, where he worked on marketing, promotion, and production of concerts by Emerson, Lake and Palmer, comedian Steve Martin, southern rockers the Outlaws. In his junior year he was named Chair of the Pop Concert Committee where he booked and promoted concerts by the Doobie Brothers, Billy Joel, Eddie Money, Gary Wright, and Helen Reddy.
52
IFEA’s ie: the business of international events
Winter 2023
His involvement with festivals began in the fall of 1978 when he decided the campus needed an outdoor springtime event, foreshadowing a major move later in his career. He lobbied the Student Activities Committee for grant funding and solicited support from the Black Student Association. With funding in hand, a free one-day outdoor music festival, Spring Celebration 79, was launched on May 19, 1979. An estimated 7,000 students attended the event at the Mill Street Field which featured musicians Jay Ferguson, Cameo, and Ohio country rockers McGuffey Lane. The event became an annual affair at the university until funding issues developed in the late 1980’s. Following his junior year in college, having decided his future was in the concert industry, Holt left school to accept a position as Director of Promotion and Production with Mid-South Concerts in Memphis, TN, a regional concert promotion company. He worked promoting and producing many of the top Rock, Pop, Urban and Country stars of the 70’s, 80’s and 90’s including Bruce Springsteen, Van Halen, The Police, U2, AC/DC, Prince, Bob Segar, Whitney Houston, and George Strait. While at the company he began booking artists at area colleges, regional events, and festivals in Memphis, Little Rock, Knoxville and Jackson, MS, as well for corporate clients like FedEx and Kroger. He developed touring concert properties for Procter and Gamble’s Folgers Coffee with Tom Jones and country legend George Jones. After working for several years with Contemporary Christian Music artists including Sandy Patty, the William Morris Agency asked him to help develop and promote a touring rendition of Handel’s Messiah with an ensemble cast of top CCM artists for a nationwide tour during the Christmas Holiday season. He booked, promoted, and co-produced The Young Messiah Tour for four years notching sellout crowds in major market arenas from coast to coast, attracting an audience of over 450,000 patrons, and culminating in a national pay-per-view broadcast from Chicago’s Rosemont Horizon.
In 1989 an official from Memphis in May contacted Holt seeking assistance with booking a major headline artist in Tom Lee Park on one night for their struggling Beale Street Music Festival, which was then held in the blues nightclubs on the famous street. Holt declined the offer but told festival officials that his firm would be interested in working together if the entire focus of the festival’s programming was moved to the large riverfront park for the entire weekend. Based on his prior work with civic festivals in the region, Holt recognized the potential for a large-scale music festival in Memphis. A partnership was formed with Mid-South Concerts supporting Memphis in May and the event was moved to the riverfront park in 1990 featuring headliners Stevie Ray Vaughn and Ray Charles. The festival was an instant success attracting 20,000 attendees in its first year. The Beale Street Music Festival grew and expanded and by 1997 was attracting over 115,000 patrons, becoming the largest annual event in the city of Memphis. In 1998 Memphis in May was in financial peril after sustaining a $600,000 loss that year and was looking for new leadership. Holt, at the time working for a Nashville talent management agency, was asked to apply for the festival leadership position. The future of the financially troubled organization was in doubt, and there was uncertainty about whether a festival could be held in 1999. On October 8, 1998, Holt was announced as the new Executive Director to lead Memphis May International Festival having been selected from more than 80 applicants. Holt worked with community leaders to resolve the festival’s outstanding debts, rebuilt the organization’s staff, and renegotiated vendor and supplier contracts. In May 1999, Memphis in May International Festival returned in full force with record attendance and generated a million-dollar surplus. With the festival’s return to financial stability, the board of directors promoted Holt to CEO in 2000 and to President and CEO in 2002. While his background was formed in the concert and talent industry, Holt’s scope of leadership at Memphis in May International Festival expands beyond the flagship music festival. Over the course of his twenty-five-year tenure leading the Memphis in May International Festival, Holt has directed and managed 22 foreign country salute
Winter 2023
programs working with ambassadors of foreign embassies, political leaders, government officials, and ministries in countries around the world. Conducting comprehensive cultural, artistic, and educational programs and events, as well as economic development programs seminars has led to Holt traveling to foreign countries around the globe. In addition to the music and international programs, Holt developed the festival’s annual World Championship Barbecue Cooking Contest into what USA Today’s 10Best calls “the Most prestigious BBQ contest”. Under his leadership, the contest grew to a record 265 teams traveling from across the country and around the world to compete for the title of World Champion. The event is now regularly featured on national television broadcasts by the Food Network, A & E, and the History Channel as well as network news broadcasts. Over the course of his 25-year career, Holt has produced and developed a wide variety of festival programs including the Sunset Symphony, Great Southern Food Festival and Great American River Run. Paid attendance for events conducted during his tenure have topped 3.5 million and generated a significant economic impact for the City of Memphis, totaling 149 million dollars in 2019 alone. Holt said that what brought him and has kept him in the event industry is his desire to contribute to activities that bring joy and happiness to others. There is a strong sense of satisfaction in playing a role in creating memorable experiences for others. Holt’s festival and event career has brought him into contact with a broad spectrum of individuals from all walks of life, and he says his work is never dull and always interesting. He cites the IFEA as being the most profound resource for his success in the industry, citing the knowledge of great leaders in the industry including Steve Schmader, Johann Moerman, Tom Bisignano, Kelven Tan, Chip Baker, Paul Jamieson, Jeff Curtis, Ted Baroody, Becky Genoways, Bob Bryant, and Colm Croffy, as individuals who have helped him along the way professionally and become great friends in the process. While he is proud of his accomplishments in the festival and events field, he draws his greatest sense of satisfaction from his four adult children and seven grandchildren. Please join us in congratulating our 2023 IFEA Hall of Fame inductee, Jim Holt, CFEE.
IFEA’s ie: the business of international events
53
EXHIBITOR SPOTLIGHT
What year was your company established? 2021 How many employees does your company have? 11 What areas do you serve with your product/service? Open Sky serves all types of industries. From cities to corporations, so private events to large-scale events & everything in-between. How many festivals and events do you work with on an annual basis? Open Sky works with hundreds of events and industry leaders every year. What is your ‘elevator pitch’ and/or slogan about your product/service? Open Sky represents the cutting edge of entertainment technology. By blending advanced drone technology with world-class animation and creative choreography, we create mesmerizing displays that push the boundaries of what’s possible. With Open Sky drone light shows, the sky is your canvas. How/why did your company/ product/service get started? During the Pyeongchang Winter Olympics’, I saw my first drone light show from the comfort of my couch. I immediately felt the emotion that drone light shows evoke, and he knew that I wanted to be a part of that emerging industry. I called up my partners and built a team. We all came to the same conclusion that the sky was not the limit, it was our opportunity! What new or improved product/service do you have to offer that IFEA audiences need to know about? Drone light shows represent an innovative and captivating new product offering that 54
amaze customers with stunning visual displays. By choreographing a fleet of synchronized drones equipped with LED lights, these shows create dynamic and mesmerizing aerial formations, logos, and animations across the night sky. Unlike traditional fireworks, drone light shows are environmentally friendly, producing no noise or harmful chemicals. They offer a high degree of customization, allowing customers to tailor the display to specific events, themes, or branding. The precise control of each drone’s movement and color provides a level of precision and intricacy that’s difficult to achieve with other mediums. This cutting-edge technology is safer, adaptable, and leaves a lasting impression, making drone light shows a sought-after choice for entertainment, celebrations, advertising, and events, revolutionizing visual experiences on a grand scale. What sets your product/service apart from your competitors? Open Sky will treat you like family. We live on the foundation of “do unto others has you would have them do to you.” By taking this approach, we feel like we want to build a relationship with clients, not just get another sale. We provide a white glove service and will do everything in our power to make you look like the star of the show. What advice would you offer to festivals and events searching for your type of product/service? Drone light shows create stunning visuals in the night sky, enhancing the atmosphere and leaving a lasting impression. Drone light shows are a captivating and innovative form of entertainment that can elevate the overall guest experience. They are versatile and customizable, allowing you to tailor the show to your theme or message. What is your company’s customer service philosophy? Do unto others as you would have them do to you.
IFEA’s ie: the business of international events
Winter 2023
Jesse Stone
Co-Founder / President Open Sky Drone Light Shows 1090 Center Drive Park City, Utah 84098, USA 801-996-4857 jesse@openskypro.com www.openskypro.com How many years have you been with your company? Since the beginning. I own and helped create the business What are your favorite festival foods? Giant corndogs and handheld Mexican corn. What do you like to do to relax? I love to be outside. Growing up in the mountains of Utah I learned to love and appreciate the beauty of mother nature, and her unrelenting creativity and peace. If it involves fly fishing or golfing, I’m on board! What is the name of the last business book you read? Ray Dalio, Principles. What is the name of the last movie you watched? Super Mario Bro’s
Remember the Helping Hands that Got You Where You are Today?
The IFEA Foundation “Fund for the Future” provides critical funding to ensure that the IFEA has reserves in place to protect against future economic shifts and realities in a constantly changing world! It allows the organization to keep pace with new and changing
technologies necessary to communicate with and serve our global industry and it supports a continued expansion of our services, resources, programming and outreach around the world. In a nutshell… it enables those who power celebration.
Pay It Forward. Help Sustain the “Premier Association Supporting and Enabling Festival & Events Worldwide”
Give Today IFEA.com / Foundation / Ways to Give Questions? Contact Kaye Campbell, CFEE, Director of Finance
at kaye@ifea.com or +1-208-433-0950, ext. 8150
MIND THE GAP What to Do When Customer Expectations and Reality Collide By Kate Zabriskie
“I don’t understand. This hotel has no restaurant, no concierge, and no valet. It’s not at all what I expected. The place had no standards.” - Guest at a Roadside Motel “I showed her the picture of Jennifer Aniston and asked for the same haircut. She cut my hair, but I still don’t look a think like Jennifer Aniston. I’m not going back there.” -Client at a Salon “We went to the National Park and didn’t see a single buffalo. They really need to do a better job scheduling the animals. I’m very disappointed.” - Guest at a National Park Most of us know motels aren’t hotels, a haircut isn’t cosmetic surgery, and wild animals don’t follow a viewing schedule. So, how does the minority conclude otherwise? The answers are endless: lack of information, misinformation, wishful thinking, etc. Regardless of the source of the confusion, service providers must address the misalignment. The easiest way to handle such issues is to avoid them. When that can’t happen, we must address them with calm, empathy, and willingness to educate. Step One: Be Clear About What You Have First-rate service providers are clear about what they have and don’t. For instance, you have opulence if you work in a well-maintained historic hotel with old-world charm and a beautiful lobby. What you likely don’t have, however, is large bathrooms, soundproof walls, and other modern amenities. Pretending you’re something you’re not is the first step toward disaster. Questions to Consider • Does this product or service last forever, or does it need to be replaced at some point? • Do we provide a premium, mid-grade, or budget offering? • Are our prices aligned with the experience? Step Two: Provide Clear Product and Service Descriptions Accuracy and transparency are the cornerstones of trustworthiness. As a service provider, strive to give clear, concise, and accurate descriptions to ensure customers’ expectations align with what you offer. • Detailed Listings: Provide specific details about the product or service. For a hotel, this might include room sizes, available amenities, the age of the building, and any unique features.
• Use High-Quality Visuals: Images and videos can provide a genuine sense of the product or service. Ensure that visuals accurately represent what customers will receive. • Highlight Unique Features: Emphasize what sets your offering apart. If it’s that old-world charm in a historic hotel, showcase it. Make it clear why it’s a selling point. • Address Potential Shortcomings: Be upfront about any limitations. For instance, if the hotel rooms have smaller bathrooms due to the building’s historic nature, mention it. Transparency can prevent future dissatisfaction. • Customer Reviews: Allow space for customers to leave reviews. Prospective customers often find real-world experiences valuable, and it adds an additional layer of transparency. • Frequently Asked Questions (FAQs): Include an FAQ section addressing common queries and concerns. The extra information can help clarify any ambiguities about the product or service. • Questions to Consider: o Have we described the product or service using straightforward and jargon-free language? o Do the visuals we’ve used align with the actual experience or product? o Are there any features or limitations we’ve overlooked in our description? If any of those suggestions scare you, go back to step one and get real about what you have. Step Three: Leverage Calm and Empathy When a customer, client, or guest reaches an inaccurate conclusion, responding with patience and understanding can make all the difference. • Listen Actively: Before jumping to solutions or defenses, take a moment to listen to the concerns. “You haven’t seen a single buffalo in three days? That Winter 2023
is a surprise.” This simple act can often diffuse heightened emotions. • Empathize with Their Perspective: Put yourself in the other person’s shoes. Even if expectations seem misplaced, understand that the feelings are valid from that person’s viewpoint. “It’s never fun to think something is going to happen, and then it doesn’t.” • Clarify Without Condescension: Offer clear explanations without talking down to the individual. “I wish every guest would have the opportunity to see these beautiful creatures. If they weren’t wild animals, they might be more accommodating.” • Offer Solutions When Possible: If there’s a way to address the concern, even if it’s not exactly what the customer hoped for, it can still go a long way. “Our museum does have an extensive exhibit about buffalo. You can visit today or see it online. Also, they have an IMAX film that features buffalo. Although not the same as seeing them live, some angels in the film are magnificent. • Revisit Your Written Promises as a Last Resort: If there is no solution or a limited solution, refer customers to the written statements you crafted in step two. We know the walls are thin, and that’s the nature of a historic property. That’s why we asked you to acknowledge possible noise when booking your room. What I do have is earplugs. Most guests have told me they greatly reduce the noise. Would you like to have a pair or two? • Questions to Consider: o Are there common themes in customer misunderstandings that we can address proactively? o What resources can we provide our team to equip them with the right information and approach? Navigating customer expectations is a nuanced dance. While you can’t control every perception, you can influence it through clarity, empathy, and education. Embrace every positive and negative interaction as a learning experience and a chance to enhance your service. The journey of aligning expectations and reality is ongoing, but with dedication and understanding, it benefits service providers and their clientele. Kate Zabriskie is the president of Business Training Works, Inc., a Maryland-based talent development firm. She and her team provide onsite, virtual, and online soft-skills training courses and workshops to clients in the United States and internationally. For more information, visit www. businesstrainingworks.com.
IFEA’s ie: the business of international events
57
THE INTENTIONAL LEADER
WITH ANNIE FRISOLI, CFEE
STOP SILOING:
I
EMBRACING THE POWER OF COLLECTIVE SUCCESS
n the world of leadership, rewarding individual success has been a go-to approach for, well, decades. And while acknowledging individual achievements is important, it’s vital to recognize the drawbacks of siloing teams solely through this lens. By only focusing on individual accomplishments, leaders tend to overlook the immense potential and benefits of recognizing and celebrating team success. Read on to learn more about the disadvantages of over-siloed teams and the transformative power of recognizing and valuing collective achievements. Let’s take a closer look at the limitations of siloing teams: When teams are overly compartmentalized and individual success becomes the sole focus, there are a few issues that can hinder team success. Here are some of the drawbacks I notice the most: • Reduced Collaboration & Communication By placing too much emphasis on individual achievements, you might notice that team members become less inclined to collaborate or share knowledge with each other. Siloed teams often lack effective communication channels, hindering the flow of ideas and expertise across departments. This silo mentality stifles innovation and limits the potential for breakthroughs across teams. • Lack of Synergy & Team Cohesion In siloed environments, team members primarily focus on their individual goals, leading to scattered connections and a fragmented sense of purpose. This isolation prevents the formation of strong, collaborative bonds between team members and inhibits the collective synergy that arises when individuals work together towards a shared objective. Without a sense of unity, teams struggle to reach their full potential. Teamwork makes the dream work, don’t forget that! • Inefficient Resource Allocation Siloed teams often duplicate efforts and resources, as each individual or department operates independently without a cohesive understanding of the bigger picture. Not only does this waste your team’s valuable time, but it also wastes energy and resources across the board. By recognizing and valuing team success, you can allocate resources in a way that drives efficiency. 58
IFEA’s ie: the business of international events
Winter 2023
How to embrace team success: Recognizing and celebrating team success brings benefits that can propel your organization and teams forward. Here are a few of my favorite key advantages: • Foster Collaboration & Innovation By shifting the focus toward team success, leaders promote a collaborative environment where individuals come together to leverage their diverse skills and perspectives. Recognizing the achievements of the team as a whole cultivates a culture of collaboration, fosters innovation, and enables the development of new ideas and solutions. • Enhance Engagement & Motivation When team success is acknowledged and celebrated, it instills a sense of pride in team members. Doing so boosts morale, fosters a positive work environment, and strengthens employee engagement and motivation. The result? Higher productivity and better overall performance. • Optimize Resource Utilization Recognizing team success allows leaders to gain a holistic understanding of how resources are utilized across departments. In turn, adjustments can be made to promote the efficient allocation of resources and prevent duplication of efforts. Your organization can streamline processes, avoid unnecessary redundancies, and allocate resources where needed. If your goal is to improve performance across collaborative efforts while inspiring new ideas and cutting down on clutter in the workplace, it might be time to shift your focus from individuals to teams! Annie Frisoli is Founder & CEO of Creating Community, LLC. She hosts leadership workshops for individuals and organizations, staff retreats to build cohesive teams, and strategic planning sessions for teams and board members. She is a popular speaker and adds energy to any space she arrives. Annie (CFEE), is also a faculty member at the IFEA/NRPA Event Management School and serves on the IFEA Foundation Board. For more information: www.anniefrisoli.com
2023 IFEA
2023
John White
Nominated by the The Parade Company Detroit, MI, USA The importance of volunteers to our industry cannot be overestimated. Whether the individual acts as a volunteer administrator of an event or contributes his or her time and resources in support of a larger, multi-event organization with a paid staff, the efforts that are put forth deserve our heartiest congratulations and recognition. It is for that reason that the IFEA Volunteer of the Year Award was created to recognize those outstanding event volunteers whose unselfish and dedicated service to a member festival or event has made a significant difference in their community and mirrors the commitment to success in our professional ranks. The International Festivals & Events Association is pleased to announce John White from The Parade Company in Detroit, MI as the recipient of the 2023 IFEA Volunteer of the Year Award. As this year’s winner, John was the guest of the IFEA at the IFEA’s 66th Annual Convention, Expo & Retreat, presented by Clover, in McAllen, Texas, USA. He was recognized and presented with his award during the IFEA Awards Luncheon on Wednesday, October 11, 2023. 60
IFEA’s ie: the business of international events
Winter 2023
John White’s volunteer journey began in 1958 when he was a young man working for J.L. Hudson Department Store. Back then, employees of the department store were “volun-told” to participate in the Thanksgiving Parade. Fast forward 64 years and John is still rocking and rolling! As a dedicated volunteer for America’s Thanksgiving Parade presented by Gardner White, John has volunteered for all but three Parades! Over the years, John has held just about every position in the Parade. He has volunteered as a Banner Carrier, Balloon Handler, Band Marshal, and Clown. He also serves as one of our rockstar tour guides! With a wealth of knowledge about the Parade, John has a warm, personable demeanor that makes him one of The Parade Company’s best tour guides. Whenever John conducts a tour, he goes above and beyond to make it a memorable experience. Usually, he shows up an hour before the tour, wearing his famous penny loafers (usually two different color shoes), a colorful fedora hat or a Parade Company baseball cap, Parade buttons, a Parade vest, and a Parade shirt. John has parade spirit in spades! As a result, John is often requested for specialty tours and VIP groups. Guests who have enjoyed his tours often recommend him to their friends and family as well. The Parade Company receives many requests for its paper mâché (Big Heads) to appear at grand openings, corporate events, and other local parades. Volunteers usually wear the Big Heads at these events. The paper mâché heads weigh anywhere from 5lbs to 50lbs depending on the head. John has been a remarkable helper at these events, whether he is wearing a Big Head or serving as a Handler for another volunteer. He always shows up on time and with a smile. Besides volunteering with The Parade Company, John is very active in the community. Over the past 15 years, he has served as a docent tour guide at the Detroit Zoo, as a volunteer at the Detroit Grand Prix for 5 years, and as a volunteer with the Detroit Riverfront Conservancy since 1990. Despite his busy schedule, he still manages to donate an average of 150 service hours a year to The Parade Company, and spend time with his partner Larry, son Brian, daughter JoLynne Marie, and grandchildren Conor, Preston, Brennan, and Braden! The Parade Company staff have come to know and love John over the years. Whatever task John is asked to do, he gives it his all and never complains. There is passion in everything he does. It’s in his strut as he marches down Woodward as a Band Marshal for the Parade. It’s in his smile when he greets guests at events, and it’s in his spirit when he connects with the guests on his tours. John is one of a kind. We at The Parade Company are beyond thrilled and happy to congratulate John White - the IFEA Volunteer of the Year! Please help us congratulate our 2023 IFEA Volunteer of the Year Award Winner, John White.
2022
2023 IFEA
T
he IFEA 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 2023 IFEA Volunteer of the Year Awards Competition.
Steven Spencer The Parade Company Detroit, MI, USA Steven Spencer is a cherished and dedicated volunteer who has left an indelible mark on The Parade Company. His significant depth of involvement dates back to 1991 when he first joined our ranks. What began as a humble contribution in our Art Studio, helping with float painting and construction, evolved into a remarkable journey of service and leadership. His remarkable commitment and passion for The Parade Company have made him an exceptional asset to our organization. Over the years, Steven has donned several hats, serving as a Parade float driver, Costume Marcher, and volunteering for the prestigious Hob Nobble Gobble® event presented by Ford. He takes on the role of Volunteer Captain for the St. Patrick’s Parade and the Rooftop Party presented by Ford, where his leadership skills shine. Notably, he has been a prominent tour guide, using his infectious enthusiasm and extensive knowledge to create a memorable experience for our guests. Moreover, he has embodied our mascot “Clownie” at various appearances, bringing joy and smiles to all those he encounters. In recognition of his outstanding contributions, Steven was named The Parade Company’s “Art Van Volunteer of the Year” last year. Steven’s roles and responsibilities span a wide spectrum, from painting floats and unit marshaling to entertaining as Clownie. He has excelled in these roles, earning promotions to the position of Volunteer Captain for key events. As Clownie, he goes above and beyond to interact with the crowd, pose for photos, and uplift the spirits of our guests. The enthusiasm, organizational assistance, and specific expertise that Steven brings to The Parade Company are truly exceptional. He serves as a tour guide, using his captivating personality and “WOW” factor to engage guests of all ages. He tailors his presentations to suit the audience, ensuring a memo62
IFEA’s ie: the business of international events
Winter 2023
rable and engaging experience. Recognizing his extraordinary talents, Steven now spearheads our tour guide training program, ensuring that new guides uphold the same level of excellence he embodies. His tireless efforts to improve and elevate The Parade Company have not gone unnoticed. Steven’s initiative and leadership are evident in his actions. In 2017, he offered valuable insights for improving the tour program, which were used to update the training manual. His dedication was so remarkable that he was entrusted with the role of trainer for the tour guide program. He has consistently demonstrated thoughtfulness and a willingness to contribute to the betterment of our organization. Dependability is one of Steven’s defining qualities. He has been a reliable and invaluable asset, stepping in to help when needed, even on short notice. He willingly accepted a last-minute request to appear as Clownie, demonstrating his unwavering commitment. Over the years, he has been recognized with The Parade Company’s Golden Megaphone Award for conducting the most tours, showing up consistently during our busiest month. His dependability extends beyond attendance; he consistently delivers excellent tours, conducting over 190 tours in the previous year. Steven’s positive attitude radiates through his actions and interactions. He is always ready and willing to help, regardless of the task at hand. One notable instance during the Ford Fireworks Rooftop Party showcased his selflessness, where he chose to assist the Volunteer Director with moving heavy tables instead of watching the show. His willingness to go above and beyond, even in challenging circumstances, exemplifies his positive spirit. The impact that Steven has made on The Parade Company is immeasurable. He has served as a Volunteer Captain and taken on extra responsibilities, consistently raising the bar for those around him. The Parade staff holds him in high regard, knowing they can depend on him without hesitation. Steven’s contributions have been pivotal in our ability to address unforeseen challenges and fill crucial roles. His enthusiasm, passion, and dedication have become integral to our organization, and without him, a significant void would be left in our midst. We deeply appreciate his commitment, and we hope that he continues to be a part of The Parade Company for years to come.
Del McRea Visit Panama City Beach Panama City Beach, FL, USA Del McRea, known as the Panama City Beach Pirate, is more than just a participant in the Visit Panama City Beach Annual Pirates of the High Seas Fest. He has played a pivotal role in the festival’s success for the past ten years. Del’s significant contributions include directing the pirate invasion, attracting vendors and entertainers, and rallying fellow pirates to join the event. Del’s level of involvement is truly remarkable. He readily goes above and beyond to support the festival, whether it means waking up at 4:30 a.m. for early morning media interviews, dressing up as a pirate for social media promotions, hosting meet and greets for kids, or participating in virtual events during the global pandemic. Del’s dedication and enthusiasm have made a substantial impact on the Pirates of the High Seas & Renaissance Fest. His contributions extend beyond his enthusiasm; Del also provides valuable organizational assistance and specific expertise. He’s the first to arrive for media interviews, social media initiatives, and photoshoots. His “can-do” attitude and commitment to public safety during large-scale events have been invaluable.
Dan Katanski The Parade Company Detroit, MI, USA Dan Katanski’s volunteer involvement with The Parade Company is nothing short of extraordinary. For more than three decades, Dan has been a pillar of support, enthusiasm, and organizational excellence within the organization. His dedication as the Captain for the Equestrian Escorts, affectionately known as the “super pooper-scoopers,” has made him an indispensable asset to the success of the parade. What truly sets Dan apart is his unwavering commitment to ensuring the smooth operation of this essential aspect of the parade. Dan’s responsibilities as a Volunteer Parade Captain are diverse and demanding. He attends key meetings in preparation for the parade, providing essential insights and support. His role extends to training new recruits, and he goes the extra mile by creating and updating a comprehensive training manual that equips volunteers with the knowledge and skills needed for their role. Beyond his leadership and organizational prowess, Dan’s attention to detail is remarkable. He inspects the pooper-scooper carts for any necessary repairs and ensures they are prepared and ready for assembly before assigning volunteers to equestrian units. After the parade, he goes the extra mile by driving back to the studio to assist with the disposal of horse debris. Despite the long hours and demanding tasks, Dan’s dedication shines through, and he never complains. His contributions to The Parade Company are invaluable, and his service is truly outstanding. Dan’s volunteer work is characterized by his boundless enthusiasm, organizational skills, and expertise. His infectious enthusiasm is a driving force that infuses every task with positivity and energy. He
In 2020, when the world faced a pandemic, Del took the lead in creating an award-winning virtual experience, serving as the face of the event and gathering his crew for filming, earning several prestigious awards and recognitions. Del’s leadership is evident during the festival, where he ensures that everyone is organized and supports the event team. He leverages his extensive network to bring in out-of-town pirates and has been instrumental in expanding the festival’s “Little Pirate” kids’ zone and improving the pirate invasion with a new script and a real sword fight, which he leads. His dependability is unquestionable, consistently showing up on time and ready to assist with any task, from early morning media interviews to carrying heavy VIP gift bags. Beyond the Pirates of the High Seas Fest, Del willingly volunteers for other Visit Panama City Beach events, assisting with concert setups and teardowns. Del’s positive attitude is infectious, and his willingness to help is unparalleled. He brings a sense of adventure and fun to every volunteering mission, embodying the spirit of a legendary pirate. Del’s impact on the festival is immeasurable. His authentic pirate persona resonates with children, and he has become a beloved figure, prompting the establishment of a dedicated meet and greet time for young attendees. Del has left his mark on the Kids’ Zone, the Pirate Invasion, the sword fight, the parade, marketing efforts, and more. Without Del McRea as a volunteer, the festival would undoubtedly lose a significant source of FUN and authenticity, making his presence truly “Arrghhh-some.” is well aware that the role of a pooper-scooper may not be the most glamorous, so he takes it upon himself to make the experience fun and enjoyable for all involved. His training manual is a testament to his enthusiasm, blending humor and informative content to engage and educate new recruits. Additionally, Dan’s expertise in handling equestrian units is unparalleled, ensuring that everything runs smoothly before, during, and after each parade. Initiative and leadership are inherent qualities in Dan’s efforts. He takes it upon himself to provide post-Parade reports with valuable suggestions for improvement. Dan’s dependability is a hallmark of his service. He has participated in every Parade since 1990, and he approaches his responsibilities with the utmost seriousness. Even when facing health issues, he proactively secured a Co-Captain and worked closely with her to ensure a smooth transition of duties. His commitment to the continuity of the parade’s success is unwavering, and he can always be relied upon to support the organization. A positive attitude radiates from Dan in everything he does. His love for the parade is evident in the warmth and enthusiasm he brings to his tasks. He fosters a sense of camaraderie and fun, even in less glamorous roles, making every volunteer feel valued and appreciated. Dan Katanski has left an indelible mark on The Parade Company. His impact on the organization and the events it hosts is immeasurable. His dedication, attention to detail, and leadership have elevated the quality of the parade year after year. Without Dan as a volunteer, there would undoubtedly be a void in the organization. His humor, remarkable dedication, and ability to inspire and engage others are qualities that set him apart and make him an invaluable asset to The Parade Company. The parade and its participants are fortunate to have a volunteer of Dan’s caliber, and his contributions have made a profound difference in the success and spirit of the events. The gratitude and appreciation for everything Dan does for The Parade Company are immeasurable.
To view information on this year’s winner and past Volunteer of the Year winners, Click Here. For more information about the IFEA Volunteer of the Year Award, Click Here. Winter 2023
IFEA’s ie: the business of international events
63
EXHIBITOR SPOTLIGHT
What year was your company established? 2023
machine. Ensuring that help is accessible when and where it is needed is a cause that resonates with me personally.
How many employees does your company have? 2
What new or improved product/ service do you have to offer that IFEA audiences need to know about? OpiSafe Vending Solutions stands at the forefront of festival safety revolution, confronting the opioid crisis headlong through groundbreaking harm reduction vending machines. These machines dispense free Narcan kits and Fentanyl testing strips, marking a pivotal stride towards change.
What areas do you serve with your product/service? National How many festivals and events do you work with on an annual basis? Approximately 25-30 What is your ‘elevator pitch’ and/or slogan about your product/service? Step into a safer festival experience with OpiSafe Vending! Our innovative machines offer life-saving Narcan kits and Fentanyl testing strips for free, prioritizing harm reduction and reducing opioid overdoses. Join us in shaping unforgettable events with unwavering safety. Your rental empowers safer festivals, making a lasting impression on attendees. Act today for a secure tomorrow and lead the charge in proactive harm reduction at your event! How/why did your company/ product/service get started? As a mother, the rampant opioid crisis and the alarming accessibility to various drugs have instilled deep fear within me. What compounds this fear is the inadequate availability of swift assistance in the event of an overdose. I am dedicated to making a meaningful difference, even if it starts with something seemingly small – like a vending 64
What sets your product/service apart from your competitors? There are no other services like OpiSafe Vending Solutions! In addition to our innovative harm reduction vending machines, our business model is focused on an all-encompassing safety solution for our customers. From shipping, placement, stocking medications, and dedicated onsite maintenance and support during the festival, we handle all the details. What advice would you offer to festivals and events searching for your type of product/service? Our advice is to plan for opioid incidences before they happen! What is your company’s customer service philosophy? At OpiSafe Vending Solutions, customer service is more than a department – it’s a promise. A promise to stand by your side, to ensure the safety of your festival goers, and to make a positive difference in the communities we serve.
IFEA’s ie: the business of international events
Winter 2023
Carla Douglin Owner
OPISAFE VENDING SOLUTIONS LLC 9466 Georgia Avenue #2041 Silver Spring, MD 20910, USA 301-371-2701 hello@opisafevending.com www.opisafevending.com How many years have you been with your company? 1 What are your favorite festival foods? Funnel cake! What do you like to do to relax? Movies and budgeting are my happy place! What is the name of the last business book you read? The One Thing by Gary Keller What is the name of the last movie you watched? The Hard Word (Australian, early Guy Pearce)
What’s Sinking Your Employee’s Wellbeing? 5 Titanic Lessons for Leaders to Keep Their Crew Afloat By Diane O’Connell
The sinking of the Titanic stands as a tragic and haunting reminder of human fallibility. And, surprisingly, the parallels between the Titanic disaster and today’s workplace wellbeing cultures are striking. The Titanic, once deemed “unsinkable,” faced unforeseen challenges, inadequate preparation, and communication breakdowns – all factors that bear an uncanny resemblance to issues plaguing today’s workplaces. The correlation demonstrates that critical aspects of employee wellbeing, such as mental health, communication, and a feeling of psychological safety, impact the business’ management of risk, profitability and productivity no matter what the situation.
66
IFEA’s ie: the business of international events
Winter 2023
This article embarks on a journey to unravel the synergy between the Titanic’s tragic narrative and the intricate tapestry of workplace culture to shed light on valuable lessons that can be applied to foster healthier, more resilient, and safer work environments. So, let’s explore the correlation between history’s most infamous shipwreck and the ever-evolving landscape of workplace wellness. 1. Lack of Vision (Mental Health): The Titanic had binoculars hidden away in a locked cabinet. Yet, these crucial tools remained untouched throughout the voyage. The reason? A lack of confidence and the fear of consequences, because the ship was brand new, prevented the crew from breaking the glass cabinet to access them. Not feeling empowered to make the decision left them with severely limited vision, so they didn’t see the iceberg until it was too late. Just as the Titanic’s fate could have been different with better vision, business leaders today should heed this lesson and equip their talent with the necessary tools and insights to ensure forward vision and the confidence to take action. It’s not enough to thrive in the present; leaders must prepare for the future, recognizing that mental wellbeing directly impacts productivity, which directly impacts profits. This proactive approach guarantees that wellbeing programs and benefits remain effective and adaptable, capable of meeting the ever-evolving demands of the modern workplace. 2. Communication Breakdown (Setting Expectations): Just as poor communication protocols and delayed response played significant roles in the Titanic disaster, within an organization, they can have a ripple effect that deteriorates the workplace culture. In the absence of clear communication channels, information isn’t adequately disseminated and feedback mechanisms fail, so employees’ access to vital support and resources become compromised. This, can lead to a decline in overall productivity. Much like the Titanic crew needed clear communication protocols to navigate expectations and obstacles, modern organizations must foster an environment of open and honest communication, where expectations are well-defined and readily accessible so employees can be fully engaged and effectively address the evolving demands of today’s workplace.
In doing so, leaders not only enhance employee satisfaction, mental health, and productivity but also safeguard their profits from potential disasters on the horizon. 3. Neglecting Warning Signs (Leadership): The Titanic received several warnings about icebergs in its path, which were not adequately heeded because they prioritized sending messages for the first-class passengers. Similarly, poor workplace cultures may neglect warning signs of employee distress, such as high attrition, increased absenteeism, or declining productivity because it is focusing attention in the wrong areas. When leadership fails to recognize and address these signals, the repercussions can be profound, impacting employee satisfaction and overall wellbeing which can lead to disengagement. By actively recognizing and addressing signs of employee distress, they not only enhance well-being but also safeguard the overall health and success of the organization. In this era where leadership and employee wellbeing are intrinsically linked, astute and empathetic leadership can make all the difference. 4. Inadequate Planning (Crisis/Risk Management): The Titanic’s sinking was partly attributed to insufficient planning and failure to account for potential risks, such as ICEBERG COLLISIONS! Inadequate workplace wellbeing programs often stem from a lack of strategic planning and risk assessment. Neglecting to anticipate and address employee wellbeing issues can set the stage for increased stress, burnout, disengagement, and physical and mental illnesses which increases the risk of attrition, injuries, employee driven lawsuits, costly mistakes, and eventually customer dissatisfaction. The Titanic serves as a sobering reminder that crisis and risk management are essential. Organizations can proactively identify and mitigate risks by safeguarding not only the health and happiness of their workforce but also their own stability and success in an ever-changing and challenging business environment. In this era where wellbeing and risk management are intertwined, foresight and preparedness can make all the difference. 5. Insufficient Resources and Support (Profits): The Titanic was designed with limited lifeboats, a short-sighted and arrogant Winter 2023
approach that prioritized profits over passenger safety. Similarly, inadequate resources and support allocated to workplace wellbeing programs can hinder their effectiveness. When organizations cut corners with insufficient funding, lack of dedicated staff, or inadequate training, they risk limiting the program’s ability to address the pressing needs of their employees. In today’s workplace landscape, organizations must recognize that investing in comprehensive programs not only benefits their employees but also contributes to their long-term prosperity. Organizations must understand that neglecting employee well-being can lead to negative outcomes, impacting both their people and their bottom line. A holistic and comprehensive commitment to employee welfare is a wise and forward-thinking strategy that ensures lasting success and sustainability. Conclusion The parallels drawn between the Titanic disaster and the realm of workplace culture underscore critical lessons for organizations striving for success. The Titanic’s tragic fate, serves as a stark reminder of the importance of proactive strategies and resource allocation in safeguarding the wellbeing of the business and its employees so they can navigate the complex waters of today’s business world with confidence and resilience. By addressing risks, providing ample resources, and staying attuned to warning signs, creating robust wellbeing programs with effective communication and a vision for adaptability are the essential tools in navigating the complex waters of today’s ever-evolving workplace. So, don’t make the titanic error of neglecting workplace wellbeing as a “nice to have” initiative. Instead, chart a course towards a healthier, more prosperous and resilient future by prioritizing the wellbeing of your organization’s greatest asset—its employees. Diane O’Connell is an author, speaker, coach, workplace culture reinvention strategist and attorney and mediator. After being diagnosed with Generalized Anxiety Disorder (GAD), Diane left the practice of law to focus on helping businesses create measurable success, reduce risk and improve profitability with a workplace culture of wellbeing that works at Sorting it Out, Inc. For more information, please visit: www.SortingItOut.co
IFEA’s ie: the business of international events
67
LEADERSHIP AT ALL LEVELS
WITH GAIL LOWNEY ALOFSIN
ELEVATE
YOUR LIFE! 7 Strategies for Embracing Gratitude
“Gratitude turns what we have into enough.” – Aesop behind you, visit an older friend, assist a colleague at work, smile at strangers. Practice kindness daily. Celebrate Progress
We chastise ourselves for what we do not complete. Take an inventory of your personal achievements, no matter how small they may seem. Whether it is completing a project at work, learning a new skill, or taking a step toward a personal goal, give yourself credit and be grateful for the progress you have made. “Get To” Mindset
I
n a world of “always on” and “busy being busy”- we may overlook the reasons we have to be grateful. We are bombarded with demands, expectations, and deadlines, distracting us from the beauty of the “little” things in life. Cultivating a spirit of gratitude can be a transformative practice that leads to greater happiness, contentment, and a more positive outlook. Gratitude is not only a source of joy but also a strategy for managing life’s challenges and uncertainties. Scientific research has shown that practicing gratitude can lead to numerous physical, emotional, and psychological benefits. People who cultivate gratitude tend to experience improved mental health, reduced stress, increased resilience, and stronger relationships. So, let’s get started with 7 strategies for embracing gratitude. Presence
Being grateful for the “little” things starts with presence; taking time to notice and appreciate small details in your life. For example - the taste of your morning coffee, running water from your faucet, the fact that you woke up today and the colors of the autumn trees – your presence will assist you in connecting with the world on a deeper level. Reflect and Record
Whether in the notes section on your phone or a physical journal, jot a few things that you are thankful for – every day. You can do this in the morning, evening, or both. Reflect on the things in life you tend to take for granted including the gift of your family, spirituality, friends, career, and talents. Share Joy, Live Joy
Doing something impactful for someone else is a gesture of goodwill that evokes gratitude both from the person benefiting and the warm feeling in your heart. Hold the door for the person 68
IFEA’s ie: the business of international events
Winter 2023
Remind yourself of the aspects of your life for which you are grateful. We work in the event and experiential marketing industry – does it get better than that? By focusing on what you “get to” do versus “have to” do, your lens on life shifts dramatically. Express Your Appreciation
Our late Aunt Joan professed “Write a thank you note for a thank you note!” While she did not mean this literally, she would remind us to express our appreciation for people who make a difference in our life. Telling your loved ones how much you value them, or expressing thanks to colleagues and mentors, strengthens your relationships and deepens your sense of gratitude. Look Beyond Yourself
Contributing to the well-being of others and making a positive impact on your community will evoke appreciation. When you witness the positive change you bring to the lives of others, it reinforces your own gratitude for the ability to make a difference. Incorporating more appreciation in your life will shift your perspective. Don’t dwell on disappointments, learn from negative situations, and appreciate the lessons these experiences offer. The larger challenges in life can teach us the most. Take several moments each day to be grateful for the blessings in your life. Your gratitude will enhance your attitude, your smile, and your life. There are no “little” things. LIVE EVERY HEARTBEAT! Gail Lowney Alofsin is the Director of Corporate Partnership & Community Relations for the Newport International Boat Show, a division of Newport Restaurant Group. An adjunct professor at the University of RI, Salve Regina University, Western Connecticut State University, author, speaker and board member (5 boards?), Gail lives in Newport, Rhode Island. Gail can be reached: gail@gailspeaks.com or 401-640-4418. For more information: gailspeaks.com or gailalofsin.com
Why Use a Portal? People use portals to get links to search, videos, user posts, purchases, history, resale items...
TRIPinfo.com is a portal used for logistics and details that are needed when planning Leisure Group Trips.
Common Denominators
Popular Portals
TRIPinfo.com
Pioneer
Some of the first commercial websites launched in 1996
One of the first commercial travel websites – launched in 1996
Purpose
Trusted website, loyal audiences
Trusted website, loyal audience
Design
Simple, clean, and largely unchanged since launch
Simple, clean, and largely unchanged since launch
Influence
Among the most popular global websites...hundreds of millions, even billions of monthly visits
Most popular website in its category...consistently 40,000-50,000 monthly visits
Pages per Visit, Time on Site
Higher than non-portal sites
Higher than non-portal sites
Bounce Rate
Lower than non-portal sites
Lower than non-portal sites
Privacy
User privacy protected. Acceptable Ads Certified: Strict global standards for unobtrusive, self-selected, tasteful ads
EXHIBITOR SPOTLIGHT
Ricardo Flores Manager
Fearless Flores Thrill Show 27200 SR70 E Myakka City Florida 34251, USA 941-928-6419 Ffthrill@aol.com www.ffthrill.com How many years have you been with your company? 45 years
What year was your company established? 2000
How/why did your company/ product/ service get started Passed down from family.
How many employees does your company have? 5
What new or improved product/service do you have to offer that IFEA audiences need to know about? On AGT
What areas do you serve with your product/service? Anywhere How many festivals and events do you work with on an annual basis? As many as possible What is your ‘elevator pitch’ and/or slogan about your product/service? The ultimate in entertainment. 70
What advice would you offer to festivals and events searching for your type of product/service? Be confident in the entertainment. What is your company’s customer service philosophy? Guaranteed.
IFEA’s ie: the business of international events
Winter 2023
What do you like to do to relax? Hang out with family What is the name of the last movie you watched? Barbie
CONNECT Exclusive opportunities for vendors to
with top-tier festival & event professionals
VENDOR OPPORTUNITIES In an industry with an annual spend of 1 trillion in the United States, you need to reach industry buyers everyday wherever they go online. With these digital opportunities, you’ll be able to reach top-tier festival and event professionals through the IFEA Event Insider, Event Resource Marketplace, and IFEA website box ads, as they explore ways to improve their business.
IFEA EVENT INSIDER
EVENT RESOURCE MARKETPLACE
IFEA WEBSITE BOX AD
Reaching over 6,500 festival and event professionals, these premier placements will give your company the attention it deserves. The newsletter will focus on news and information that professionals need to run a successful business. That means your message will reach the decision-makers you’re looking to target.
More advertising opportunities designed to fit any marketing budget are within the Event Resource Marketplace. Festival and event professional buyers count on the guide to put them in touch with suppliers for all their project needs, and the ads help lead them to you.
Highlight your core message and drive traffic to your website with exlusive positions on the IFEA website. These box ads will occupy prime real estate to help sell your products and services to industry decision-makers. Retargeting opportunities are available as well, allowing your ad to be seen AFTER the festival and event professionals leave the association website.
Viewable online, 24/7
Digitally distributed each week
Event Insider
Viewable online, 24/7
Event Resource Marketplace
IFEA website box ad
IFEA has partnered with MultiView to provide these advertising opportunities. For more information about them, contact salesinquiries@multiview.com or call 972-402-7000. For more information about IFEA, email kaye@ifea.com or call 208-433-0950 ext: 1 POWERED BY
MARKETING RESOURCES IN UNEXPECTED PLACES: How to Leverage Existing Programs to Bring National Attention to Your Event By Mandy Watson
Few would dispute the important role marketing plays in the events industry. After all, you can’t host special events without guests. Yet, many event organizers frequently struggle with the challenge of coming up with innovative marketing strategies. Conventional media marketing may be the backbone of the industry, but, in a post-COVID world, conventional marketing might not be enough to get people to attend your event. Sometimes it is helpful to take a closer look at your event and see if there are programs that are already in place that you can exploit for marketing potential. In this article, I will discuss how we used a small program at our Fall for Greenville food festival to tap into a previously under-used marketing resource which resulted in national media attention for the festival. History of Fall for Greenville Fall for Greenville is a dynamic three-day event put on by the City of Greenville Parks, Recreation and Tourism department. The festival features over 45 of Greenville’s finest restaurants and over 200 menu items. A Top 20 Event in the Southeast, Fall for Greenville is one of the largest free admission food festivals in the region attracting between 150,000-200,000 people from across the Upstate and beyond. In addition to its diversity of food, Fall for Greenville is known for its free musical entertainment performed by local and regional musical talent on five different stages. Additional ancillary events include a Thursday Night Kick-Off Concert, a variety of children’s activities, culinary demonstrations, wine tasting, beer garden featuring 20 craft breweries, restaurant competitions and much more. As with many events, Fall for Greenville had an ever-evolving marketing plan. When the festival started in 1982, the focus was
to offer an event for the immediate community and showcase what local restaurants and businesses had to offer. With that thought in mind, Fall for Greenville focused on building good relationships with most of the local media outlets including print, radio, and television media. To this day, we maintain great relationships with our local media partners through media sponsorship packages. Our team works with our partners to create comprehensive advertising packages leading up to the festival weekend for maximum exposure locally and regionally. We also work with our Visitor and Convention Bureau who provides important metrics from past years to allow us to better target our advertising. When the COVID-19 pandemic hit in 2020, the in-person festival was cancelled, and the events staff pivoted to a virtual event. This allowed us to still provide something for the community and it allowed us to keep relationships with our media partners, so we were prepared for the next year’s event. In 2021, the festival was held, but the events team focused on the local and regional markets for advertising since flying for events was still not recommended. During this time, however, we were already looking ahead to the 2022 festival. We really started looking for ways to expand our reach to a national level assuming that most COVID restrictions would be at a minimum in 2022. The Turning Point: Post-COVID Plan for Expanding to National Media Coverage While Fall for Greenville had a great relationship with what’s considered traditional media, we realized that we hadn’t really tapped into some of the more non-traditional options such as social media, travel writers, and influencers. We started to brainstorm ideas of how to use these new tools to our advantage to help bring people back out to our events. We looked at the programming at our festival to see if there was anything that we could use to expand our marketing reach. One program that stood out at our festival was The Silver Spoon & Sugary Spoon Food Competition. Winter 2023
Silver Spoon & Sugary Spoon Judging Program The Fall for Greenville Silver Spoon & Sugary Spoon Competition gives participating restaurants the opportunity to be recognized for their top menu item in two categories, savory and sweet. The top three menu items are selected in each category and awards are presented to winning restaurants at the festival. Many vendors display these awards in their brick-andmortar locations throughout the year. While this has always been a popular program, we were typically pulling judges from other City departments or from the Fall for Greenville Board of Directors. We came up with the idea of using the food competition to get influencers & travel writers in the field to come to Fall for Greenville and participate as judges in the 2021 festival. We were hoping that their participation in the 2021 festival would result in national advertising for the 2022 festival. Once we figured out the avenue for getting influencers here, the first step was to figure out who to invite and how to get in touch with those people. To do that, Fall for Greenville partnered with a local PR agency who specializes in bringing outside media to Greenville. We worked with the agency to invite six judges from all over the country to come experience Fall for Greenville. These judges included writers from Garden & Gun, Southern Living, GQ, and various other freelance writers from large publications. We worked with the agency to create a comprehensive itinerary for the judges throughout the festival weekend. The goal of this itinerary was to not only showcase the festival, but to also showcase the City of Greenville and the surrounding County. The judges came into Greenville on the Thursday before the festival and they were presented with welcome packages that included products that highlighted the festival restaurants and vendors. On Friday, we hosted an introductory get together where City leadership came to speak about Greenville. We also went over the judging criteria and rules for the competition. The judging criteria included taste, appearance, creativity, and explanation of dish. The judges were then given a score sheet and a judge badge which would allow them to come to the back of the food tents to receive a sample from the food vendor. The restaurants were directed to provide a smaller portion of their menu item since these judges were having to sample over 50 items. We also asked the restaurants to provide a description of the menu item to explain why they chose the dish and what it meant to them. This was the restaurant’s
IFEA’s ie: the business of international events
73
chance to “sell” their item to the judges. The judges had from noon on Friday to noon on Saturday to taste every restaurant’s menu item and give them a score. On Saturday afternoon, the judges got together to deliberate the scores and pick the winners. That night, the PR agency took the judges out to showcase other local businesses in the Greenville County area. Sunday afternoon, the restaurants were presented with their awards. It is important to note that there was no agreement in place that required the judges to publish any article about Greenville, and Fall for Greenville had no say in what, if anything, was written about the festival. This was just a way to showcase Fall for Greenville and Greenville itself and we hoped that the judges would be impressed by the uniqueness of the festival and the surrounding area. What We Learned from the Program The results exceeded expectations. The judges came to the 2021 festival in October, and by December, multiple articles had been written in nationally published magazines. In the lead up to the 2022 festival, there were 246 mentions of Fall for Greenville leading to a reach of 4.2 million people. These mentions came through multiple platforms including blogs, podcasts, articles, and videos. This media coverage provided free national marketing for the festival and ultimately lead to a record-breaking 2022 year. For the 2022 festival, we had a 36% increase in pre-sale tickets and tickets were purchased from a record-breaking 33 different States and 2 Countries. Some festival vendors reported an increase in sales of 45% and one local business reported they made 74
more than six times their usual profit that weekend. We received amazing feedback from the judges and many of them walked away with great ideas for articles. A lot of the judges loved Greenville so much that they came back to visit throughout the year, and they continued to write articles about, not only the festival, but also Greenville County. Because of this we were able to request more funds from our local County ATAX for the 2022 festival since we could show that Fall for Greenville was bringing national attention to the region. A bonus was that most of the judges were posting about their experience in real time throughout the event. This content, along with the content that our social media team put out, helped to keep patrons engaged throughout the weekend and it offered up another perspective of the festival. While our staff is very familiar with the ins and outs of the festival, it was refreshing to get to see the point of view of visitors who had never been to Fall for Greenville before. It offered great insights to our team of what appeals to the patrons who are attending the event. The benefits of this program extended beyond just media coverage for the festival. One thing that we noticed was that restaurants started to submit higher quality menu items for the food competition once they found out who the judges were. The restaurants wanted to really showcase their talent to the judges and, as a result, multiple restaurants in the festival ended up having articles written about them in these national publications. Since the start of the new judging program, we have consistently seen an improvement in the number and quality of applicants and menu items each year.
ed program resulted in more accolades for the festival, including a recent recognition as a TOP 10 Fall Event in Southern Living. Looking ahead to the 2023 festival, Fall for Greenville has booked a record-breaking 12 judges. These include writers from Garden & Gun, Esquire, Travel + Leisure, and USA Today. New for this year, we are also including experts in entertainment writing. This promises to bring a unique focus to the festival’s musical entertainment in addition to the spotlight that we place on our food vendors.
Building on Success: Expanding the Program Encouraged by the success of this new approach, we were able to build on our program in 2022 and we again invited national media members to the festival for judging. These judges included writers from Food & Wine, the New York Times, GQ Magazine, Conde Nast Traveler, National Geographic Traveler, News and Culture, The Kitchen, and Eating Well. This expand-
Mandy Watson is the Special Event Manager for the City of Greenville in Greenville, SC. Since 2015, she has served as the Saturday Market Coordinator and the Operations Coordinator before moving to the Special Event Manger position in 2020. Mandy oversees all permitting requests for the City, along with all onsite logistics for events including operations, volunteers, and entertainment.
IFEA’s ie: the business of international events
Winter 2023
A Ripple Effect Across Events The success of this program wasn’t limited to Fall for Greenville alone. Once we saw the potential, we decided to extend the program to our 2022 Christmas Parade, where we invited 3 podcasters from the podcast show Deck the Hallmark to be the judges. Not only did they judge the parade floats, but they live-streamed the parade to their audience of almost 40,000 people on all their social media platforms. Conclusion As a result of this marketing approach, we have been able to show a direct link to increased revenue and attendance, and we have had multiple reports on increased tourism throughout the year based on articles directly related to the judging program. This program has not only placed the festival in the national spotlight but has also elevated the profile of the entire region. One of the main strengths of event planners is to learn to adapt and pivot when needed. While many of the repercussions of COVID-19 were negative for the event industry, it did allow event managers an opportunity to look at their events with fresh eyes. In this case, the marketing plan that we had was working, but we just needed that one extra thing to push us over the edge. By looking at our event and re-evaluating existing programs, we were able to harness the power of an untapped marketing resource. So, take a moment to look at your event programming, you may be surprised what you find.
EVERYONE’S INVITED
WITH LAURA GRUNFELD
INCLUDING PEOPLE WITH DISABILITIES
ACCESSIBILITY INFORMATION
ON YOUR WEBSITE
“People with disabilities need quite a lot of information so that they can properly prepare to attend your event.”
At this time of year many events are updating the information on their website for the coming season. What information should be posted about your Access Program for patrons with disabilities? Some events simply say “We are fully accessible. Write if you have questions.” Other events will give every detail about their program. Most fall somewhere in between. WHY POST DETAILED INFORMATION? In my experience, people with disabilities need quite a lot of information so that they can properly prepare to attend your event. I have never had a complaint that there was “too much accessibility information” on the website, only that there was too little. One way to protect your event and better serve your patrons is to give accurate and thorough information about your accessibility services. More information means fewer emails in your inbox and saves the patrons from having to wait for your response. Patrons want prompt replies, but we sometimes get behind when we get close to the event and are busy with many tasks. WHEN TO POST THE INFORMATION? When should you post this information? As soon as possible. Many events share accessibility information at the last minute, just before the festival. Patrons with disabilities need as much, if not more time to plan, than patrons without disabilities. If you have posted any information about the coming year’s festival, your accessibility information should be up there too. Post what information you have and then it’s okay to say, “We are still in the planning stages so check back for additional updates.” Or “This is last year’s information so check back for updates for the coming year’s event.” Knowing what you did last year helps a lot!
WHAT INFORMATION TO POST? What information will your patrons with disabilities need? One way to present the information is outlined here. Each program is different, and you may need to show more or less information depending on the size of your event and other factors. This outline is a place to start. 1. How to get questions answered and make comments before, during and after the event. 2. Deadline(s) to request special accommodations. E.g., how and when to request a sign language interpreter, assistive listening device, permission to bring a standard height folding chair through security, etc. 3. How to get to and into the event for people who need accessible parking, accessible drop off, accessible shuttle service, etc. 4. Services for patrons with mobility disabilities. This is also a good section to include a description of the terrain and distances a patron will travel to get around the event. 5. Services for patrons who are deaf or hard of hearing. 6. Services for patrons who are blind or have low vision. 7. Services for patrons with brain-based conditions. This may mean making accommodations like providing a Social Story, permission to use reserved viewing areas, or offering a Calm Space for people with PTSD, anxiety, Autism and other conditions. 8. Services for patrons with medical conditions. This may include permission to bring in certain foods or medical gear, providing refrigeration for medicines, etc. 9. Service animal policy and procedures. 10. Other Access Program information. Remember, more information will help the patron plan better and you won’t have to answer so many emails. It’s a win-win! Everyone’s Invited, LLC, founded by Laura Grunfeld, is winner of the gold level “Best Accessibility Program,” for the 2018, 2019, and 2022 IFEA/Haas & Wilkerson Pinnacle Awards. Laura writes a regular column helping producers make their events accessible to people with disabilities. She has worked many festivals across the nation and readers can learn more about her event accessibility consulting, training, and production company at www.EveryonesInvited.com and www.linkedin.com/in/lauragrunfeld. Suggest topics or ask questions by writing to Laura@EveryonesInvited.com. © Laura Grunfeld, Everyone’s Invited, LLC, October 2023.
Winter 2023
IFEA’s ie: the business of international events
75
EXHIBITOR SPOTLIGHT
What year was your company established? 1889 How many employees does your company have? 1,000 employees - Plus, seasonal employees as needed What areas do you serve with your product/service? We have regional offices in primary markets across the country with particular focus in Texas and Florida and the North, NE, Mid-Atlantic, Mid-West, and the South. How many festivals and events do you work with on an annual basis? We bring smiles to over 3,200 fireworks shows across the country each year. What is your ‘elevator pitch’ and/or slogan about your product/service? For over 125 years, spanning five generations, Pyrotecnico award-winning, fireworks displays continue to deliver jaw-dropping excitement. Our creative team has won many international awards for our unique choreography and impeccable synchronicity, including the coveted Gold Jupiter award. Pyrotecnico is part of the Live Events house of brands which includes PyrotecnicoFX, our second legacy company, which has been making waves across music, sports, and special events for decades. Additional Live Events companies include a powerful mix of the best in the end-to-end live event production business: Active Production & Design, Delicate Productions, Gemini Light 76
Sound Video, and Zenith Lighting. We have the largest fireworks display inventory in the country with an impressive range and depth in creativity and diversity to deliver amplified excitement from small gatherings to large and everything in-between. How/why did your company/ product/service get started? The Pyrotecnico story began over 125 years ago in a small town in Italy by founder, Constantino Vitale. Fireworks were a common village trade made by locals to be shot primarily for religious ceremonies. But Constantino was uniquely gifted in the craft. Immigrating to America in 1922, Constantino set up shop outside of Pittsburgh, Pennsylvania in New Castle. The business took off, primarily selling fireworks from a catalog to local community organizations. Constantino’s passion for fireworks was reflected throughout the local community as many took second jobs supporting Vitale’s booming business. With the onset of World War II, community needs changed, and the company produced TNT ignitors for the military instead of fireworks. Adapting to community and market demands would become a key factor in the continued success of the Vitale family fireworks business. What new or improved product/service do you have to offer that IFEA audiences need to know about? We recently added more sizzle to our fireworks arsenal of offerings with DRONE SHOWS. For total sky domination, clients can add drone light shows to their fireworks displays creating unbelievable, social media-
IFEA’s ie: the business of international events
Winter 2023
Jodi Dague
Director of Marketing Pyrotecnico 800-854-4705 jd@liveevents.com pyrotecnico.com
buzz worthy experiences. This powerful combination is an unforgettable visual masterpiece. The technology we used has been tested on a global scale during events such as the Tokyo Olympics and the Super Bowl Halftime show - the hype is real! What advice would you offer to festivals and events searching for your type of product/service? Pyrotecnico has the largest fireworks display inventory in the country which provides us with the opportunity to be mega-creative and diverse in how we bring your vision to life. No two shows are the same. For explosive results that create a buzz, this is the type of partner to work with. We also make safety our #1 priority - ensuring qualified and trained crews are on-site working our events as well as instilling that the highest standards in safety are met at every level. What is your company’s customer service philosophy? Whatever your dream is, we’re here for it! With over 125 years of experience our work speaks for itself.
A Siri- like solution that delivers instant answers, personalized connection, and year-round engagement to grow your festival
24/7 Support
Protect & Enhance Your Brand
Gain & Retain Customers
Guests, volunteers, and vendors receive
Protect your brand by instantly reaching
Gain new attendees by leveraging the
curated information, answers, and the
your community during an emergency or
power of text and automatic opt-in.
support they need. Our solutions create
potential PR nightmare. Elevate your brand
Retain customers by responding
a 1:1 connection over text, the only
by showing innovation and a
instantly to their needs and create
channel with a 98% read rate, so our
customer-first approach to support.
year-round engagement in the channels
clients can reach their customers when
where they already communicate.
they need them most.
Scan now to learn more The #1 Event Ticketing Software for Event Pros Leading festivals are switching to TicketSpice to save time, increase revenue, and elevate their visitor experience.
Scan to chat with a ticketing expert.
Rated 4.9/5 Stars from over 300 Reviews
The Secrets of Visionary Thinkers: 2 Simple Steps to Crushing Subconscious Assumptions By Susan Robertson
78
IFEA’s ie: the business of international events
Winter 2023
When we think about famous visionary thinkers, we subconsciously assume that they have some magic characteristic that the rest of don’t have or can’t achieve. But in reality, the only magic they have is an intuitive understanding of how to avoid some very common creative thinking blocks. One of those blocks is the Curse of Knowledge, a cognitive bias, or mental shortcut, that all humans share. Stuck Inside the Box: The Curse of Knowledge You’ve probably heard the term “Thinking outside the box.” And you’ve probably, at some point in your career, been asked the think outside the box. But without any understanding of why the box is there or how it was created, it’s hard to know how to break out of it. The reality is that we each create our own “box”, through this Curse of Knowledge. To understand this concept, imagine for a moment that your task is to think of new ideas for salad dressing. Try to come up with a few in your mind right now - don’t skip ahead! Chances are, the ideas that came to your mind were incremental variations of existing flavors or ingredients. You may have thought of fruit-flavored dressing. Or spicy, chipotle dressing. Or perhaps dressing that’s flavored like your favorite cocktail. Or your favorite dessert. All really interesting ideas, IF you are only looking for ideas that don’t change the current nature of salad dressing, nor the way it’s currently manufactured, packaged, sold, or used. The task was to find NEW ideas for salad dressing. That challenge was not limited to simply new flavors, but your brain likely limited your thinking to mostly just new flavors. Here’s why incremental ideas tend to be the first, and sometimes the only, kind of ideas to emerge. All humans rely on past knowledge to subconsciously try to shortcut problem-solving. We instantly – and subconsciously – call on everything we know from the past to come up with solutions for the new problem. While this ability to call on past learning is an incredibly useful trait in many situations (it’s one of the reasons we’re at the top of the food chain), when you’re looking for new ideas and solutions, it actually becomes a significant barrier. It limits your thinking to nothing but slight variations of what already exists. The minute you saw the words “salad dressing”, your brain made a bunch of
instantaneous assumptions that you’re likely not aware of. Those assumptions were probably things like: • Salad dressing comes in a bottle. • It’s liquid. • It’s stored in the refrigerator. • It’s used on lettuce. • Salad is eaten from a bowl or plate. • Salad is eaten with a fork.
• Well, of course … • We could never...
Using the salad dressing challenge again, now assume one of the above “facts” does NOT have to be true. What ideas could you come up with then? You might think of ideas like: • Salad dressing that you heat in the microwave (not cold). • Dressing for fruit, or for meat (not used on lettuce). • A powder whose full flavor is activated when it contacts the moisture of the lettuce (not liquid). • Salad dressing in the form of a wrap, so you can eat the salad on the go (salad isn’t served on a plate). • Salad dressing in the form of an edible skewer (salad isn’t eaten with a fork). As you can see, the nature of the ideas that arise after crushing the imbedded assumptions is dramatically different from the ideas that came before. That’s because your brain is no longer limiting your creativity with artificial guardrails that may not actually exist and that you weren’t even consciously aware of. Interestingly, the more expertise you have in an area, the more of these limiting assumptions you have subconsciously imbedded in your thinking. So, as an expert in your field, you likely have MANY imbedded assumptions that you’re not aware of, but that are likely impeding your creative thinking in a significant way. The Cure: Assumption Crushing™ Process: Fortunately, there is an antidote to the curse of knowledge. Assumption Crushing™ is a technique that involves consciously surfacing and challenging our hidden assumptions. Assumption Crushing™ Step 1: Surface your subconscious assumptions by generating a long list of statements that start with things like: • Well, in our business everyone knows... • We have to... • Our product is/does/has... Winter 2023
Be sure to list some really obvious, superficial, or seemingly trivial “facts,” observations, processes, etc. Sometimes breaking the obvious ones can lead to the most innovative ideas. For example, the fact that salad dressing is liquid seems fairly trivial. But breaking that assumption led to some truly breakthrough ideas. Assumption Crushing™ Step 2: Once you’ve come up with a long list, pick one that may not have to be true, and start to think of new ideas based on breaking that one. Then pick another and do it again. And again. You’ll amaze yourself with the innovative ideas you come up with. Remember that the Curse of Knowledge is based on experience and expertise. Many people often assume that the best way to get new thinking, new ideas, and new solutions is to bring together a bunch of experts on the topic. But the reality is that all those experts will have a very similar set of subconscious mental frameworks. (They’ll all have essentially the same Curse of Knowledge.). A better way to generate new ideas is to invite a few experts, and then several other people with different experiences, knowledge, and perspectives. Those non-experts will help force the experts to confront and overcome their curse of knowledge. The Curse of Knowledge is a formidable adversary that exists in our brains all the time and hinders our visionary potential. By embracing Assumption Crushing™, we can shatter the chains that confine our thinking and unlock the path to visionary breakthroughs. Susan Robertson empowers individuals, teams, and organizations to more nimbly adapt to change, by transforming thinking from “why we can’t” to “how might we?” She is a creative thinking expert with over 20 years of experience speaking and coaching in Fortune 500 companies. As an instructor on applied creativity at Harvard, Susan brings a scientific foundation to enhancing human creativity. To learn more, please go to: SusanRobertsonSpeaker.com.
IFEA’s ie: the business of international events
79
$
$HOW ME THE MONEY
WITH DAVE DEMER
PROSPECTING
FOR SPONSORS
(How am I going to get there if I don’t know where I’m going?)
W
elcome to the first installment of “$how Me the Money”, a (hopefully) helpful set of tips and tricks to drive more sponsorship dollars into your events, compiled from years of experience selling sponsorships and helping events generate revenue. I’ve been involved in sponsorship for over 30 years. I’ve sold for events large and small, from concerts to festivals, sports to charities. Currently I’m the Founder/President of The Event Shop. My colleague Carol Kirshner deserves the kudos for our tagline: “Connecting Marketers with the events that build brands. Connecting events with the sponsors that build bank accounts”. She sums it up well. We’re a non-retainer based sponsorship sales and consulting firm, and we’re passionate about the power of events to drive results for sponsors. I am tapping into that passion to share with all of you some things I’ve learned over the years, I hope you find it helpful! Successful sponsorship selling is a process. If you start and stop or go down rabbit holes or try to shake up the natural order of the process you won’t be as successful. Today I’ll cover Prospecting. It’s the time of year to start to create target lists of who you’d like to pitch for the upcoming season. It’s a very important first step, and really provides the road map for the rest of the sales process. You can’t get anywhere if you don’t know where you’re going, so take this downtime to make the plan for who you’re going to pitch. In future articles we’ll talk more about how to get meetings, how to uncover opportunities, how and what to pitch and how to close the deal. But none of that means anything unless we have a list of prospects to start with. It’s the beginning of our road map. Assuming that you’ll only get partnerships from a percentage of those you meet with, and you’ll only get a meeting with a percentage of the people you connect with, and you’ll only connect with a percentage of people you reach out to ….. I think you see where I’m going. I didn’t get into events to do math, I got into events because I couldn’t do math. But I do know that using the formula above, I need to create a long list of prospects to be successful. Here are some ways to start that process. Make a list of: • All the companies that sponsor other events in your market • All the businesses that sponsor local sports teams • All the advertisers that you hear or see often on the radio or TV or billboards.
80
IFEA’s ie: the business of international events
Winter 2023
That’s a good start. Now: • Think of the categories that traditionally sponsor events: Banks, Credit Unions, Car Dealers, Real Estate companies, Alcoholic and Non-Alcoholic beverages, Hospitals, Home Improvement companies, etc. • Google the words “(Your city) Hospitals” or “(Your city) Credit Unions”. Add the results to your list. Lastly, think through the “theme” of your event, and come up with a list of categories that fit the theme. For example, if you’re producing the “Anytown Wing Fest”, think of the categories that fit the theme. In this case, maybe Napkins/Paper towels? Wet wipes? Antacid? Blue cheese dressing? I once had to find sponsors for a harvest festival where they served all the corn you could eat. Land O’ Lakes butter was a natural target. One phone call later we had a commitment. (Pro tip: if you have a category that makes sense like butter in this case, but you don’t know all the companies in that category, Google “Land O’ Lakes vs.” …. Before you press enter, you’ll see Google’s suggestions for their competitors, add them too!). Add those companies that fit the theme to your list. How’s the list coming? Are you up to 50? 100? There is no right number, but the bigger the better. Taking the time to do this work will benefit your event. If you don’t take this step, you’ll end up trying to piecemeal together some sponsors with random touchpoints over the year. The math formula just doesn’t work if you don’t start with a long list of potential sponsors that make sense in your market for your event. I hope this has been helpful and look for future articles where we’ll talk more specifics about how to move forward on your prospect list. Bonus tip: If your list is full and you want to get started, use LinkedIn or call the main line to start asking “who handles your advertising decisions”, you’ll be ahead of the game!
Dave Demer has been selling sponsorships for events of all shapes and sizes since 1993. In his 30+ years he’s picked up a trick or two to target, research, meet and close sponsors to the tune of millions of dollars. He’s been media, sports, special events and non-profits. He’s currently the Founder and President at The Event Shop (www.TheEventShop.com) a non-retainer based sponsorship sales firm. And on weekends, he still loves a great festival, concert or sporting event!
CONGRATULATIONS TO OUR 2023 CFEE GRADUATES! The following festival and event industry professionals were recognized during the 66th Annual IFEA Convention, Expo & Retreat presented by Clover for graduating and receiving their Certified Festival & Event Executive Certification sponsored by Kaliff Insurance! Many congratulations to them all for making for taking this important step in their careers!
• Alexis Bremer, National Cherry Festival • Cassie Dispenza, Saffire • Tammy Gazzola, Weatherford Chamber of Commerce • Bailey Judson, National Cherry Festival • Brian Katze, City of Pittsburgh • Kasey Kelly Allen, Midland County Fair • Brian Kendall, City of Henderson
• Vivian Koontz, City of Salisbury Parks and Recreation Department • Emily Linares, McKinney Economic Development • Sara Montoya-Hernandez, City of McAllen • Priscilla Suarez, McAllen Public Library • Amanda Watson, City of Greenville • Will Young, City of Greenville
Interested In Joining Your Professional Peers by Obtaining Your CFEE Certification? The IFEA’s CFEE Certification Program, sponsored by Kaliff Insurance, offers intensive core classes that cover Sponsorship, Non-Sponsorship Revenue, Project Management, Operations/Risk Management, Marketing & Media Relations, and Administration & Management; with an additional emphasis on industry experience, written communication, public speaking, practical application, and continued industry education. Completing the IFEA’s CFEE Certification demonstrates that you have taken the necessary steps to become a professional in the Festivals & Events Industry. If you’re ready to take your career to the next level and become a leader in this industry, consider becoming a Certified Festival and Event Executive. Join the ranks of industry leaders who have achieved this prestigious certification and make your mark on the world of events!
Start (or finish) your IFEA CFEE Certification today and take the first step towards achieving your professional aspirations!
LEARN MORE | REGISTER HERE
EXHIBITOR SPOTLIGHT
S. David Ramirez What year was your company established? TINT was established in 2013 How many employees does your company have? TINT has 45 employees. What areas do you serve with your product/service? TINT provides event technologies and support internationally. We are headquartered in San Antonio, Texas, but have teams distributed globally. How many festivals and events do you work with on an annual basis? We work with over 100 events each year. You may have seen TINT social displays at music festivals, cultural events, university graduations, conferences, and tradeshow. What is your ‘elevator pitch’ and/or slogan about your product/service? TINT helps events discover, display, and capture the authentic perspective of their attendees. We do this through in-person social displays, online website embeds, and year-round digital event communities. How/why did your company/ product/service get started? TINT started as a passion project for a group of college students. It expanded from humble beginnings to one of the most recognized social display and UGC technology providers in North America. Over the years, TINT has incorporated advanced solutions like artificial intelligence, machine learning, managed services, and multi-lingual support. 82
What new or improved product/ service do you have to offer that IFEA audiences need to know about? TINT has launched Event Communities. Replace your Facebook Group with a fully-owned online community that can provide year-round engagement and support of your attendees, volunteers, vendors, and staff. Launch missions to drive activity and create surveys to gamify their off-season experience. What sets your product/service apart from your competitors? Team TINT are event people that do tech. The majority of our events marketing, sales, and support teams have backgrounds in events, travel, tourism, or hospitality. This provides an expert perspective that understands the needs of festival and event organizers. What advice would you offer to festivals and events searching for your type of product/service? There is no one-size-fits-all solution for events looking for social display and attendee engagement technology. The needs of events will vary drastically. Find a solution provider that can understand your specific circumstances and make recommendations based on what defines success for your organization. And make sure they have the support infrastructure that makes it possible. What is your company’s customer service philosophy? Customer Delight before all else. We seek to help events grow, delight them with our software, and be a long-term partner in their success.
IFEA’s ie: the business of international events
Winter 2023
Sr. Marketing Manager
TINT 122 E. Houston Street, Suite 105 San Antonio, TX 78205 915-497-0233 david.ramirez@tintup.com www.tintup.com How many years have you been with your company? Just shy of 5 years. I was a TINT customer before I was hired. What are your favorite festival foods? Anything deep fried and on a stick! Bonus points for cheese or spicy elements. What do you like to do to relax? I love going to experiential popups with my partner. We recently attended a Simpsons-themed event where they recreated Moe’s Tavern. Before that, we were at a Bridgerton-themed tea party. What is the name of the last business book you read? Think Again: The Power of Knowing What You Don’t Know, Adam Grant What is the name of the last movie you watched? Five Nights at Freddy’s. I love a scary movie.
MARKETPLACE SEARCH MORE VENDORS AT EVENTRESOURCEMARKETPLACE.COM BANNERS/FLAGS DFEST – Designs and manufactures creative decor solutions for festivals and events. We specialize in custom flags, banners, directional signage, entryways, street banners, installation and hardware. Contact: Rudy Martinez | San Antonio, TX USA | (800) 356-4085 | rudy@dixieflag.com | www.dixieflag.com ®
CASH MANAGEMENT FIRST DATA / CLOVER / FISERV – Cloud-based point of sale and full business solutions for cash or cashless events. Clover is uniquely designed to be customized to fit your business needs. Clover accepts all payment types - EMV/Chip, Card Swiped, Keyed and Apple Pay/Google Pay. Clover’s product line is available with WIFI, ethernet, or 4G/LTE data connectivity and can be leased, purchased or rented month-to-month. First Data has exclusive pricing for hardware and card processing for the festivals and events industry. Contact: Tina Hollis | Riverview, FL USA | 239-287-8221 | tina.hollis@firstdata.com | www.firstdata.com
HISTORICAL EMPORIUM – Historical Emporium specializes in authentic, durable, high quality historical clothing and accessories. Victorian, Edwardian, Old West and Steampunk for men and women. Since 2003. Contact: Noel Matyas | San Jose, CA USA | (800) 997-4311 | amusement@historicalemporium.com | www.historicalemporium.com DÉCOR/DISPLAYS/BACKDROPS ATOMIC - We set the stage for maximum effect through production, design services, custom set construction and modular systems. Rob Barber | Lititz, PA USA | 717-626-4408 | rob.barber@atomicdesign.tv | www.atomicdesign.tv DRONE / LIGHT SHOWS OPEN SKY DRONE SHOW - Open Sky brings imagination to life through awe-inspiring drone light shows. We create a more united and joy-filled world, one light at a time. Jesse Stone | Park City, UT USA | 801-996-4857 | jesse@openskypro.com | www.openskypro.com EVENT EQUIPMENT OPISAFE VENDING - Elevate festival safety with OpiSafe Vending! We provide life-saving Narcan/Naloxone dispensers through cutting-edge vending machines, ensuring harm reduction at indoor and outdoor events. Carla Douglin | Silver Spring, MD USA | 301-371-2701 | hello@opisafevending.com | opisafevending.com EVENT SOFTWARE / APPS 42CHAT - 42Chat is the leading provider of Conversational A.I. Solutions for organizations and events looking to enhance & protect their brand, gain & retain customers, and capture & act on insights. Contact: Daly Elias | Draper, UT USA | 1-952-232-9699 | daly.elias@42chat.com | www.42chat.com EVENTENY – Eventeny was built to help festival & event organizers manage their vendors, artists, exhibitors, volunteers, and sponsors, all in one platform. You can create team workflows, applications, maps, schedules, surveys and so much more. From small community festivals to managing multi-day sci-fi conventions, to virtual events, we’ve got it all! Contact: Greg Wright | Address: Peachtree Corners, GA 30092-2936 USA | Phone: 314-471-6079 | Email: greg@eventeny.com | Website: www.eventeny.com POINTSMAP® – PointsMap® has proven to be an effective and useful software for Festivals and Events. Create custom points at their exact location on your PointsMap with photos, descriptions, website links, multi-media, PDF’s and even “inside maps”. Your visitors can “PLAN” before the festival using their desktop computer, and then “NAVIGATE” the festival using their Smartphone. Visit www.PointsMap.com/SLAF and http://www.PointsMap.com/WichitaRiverFest/ to see how PointsMap is being used. It’s easy to IFEA’s ie: the business of international events
SCHED - Easy-to-use event scheduling and management software that helps event planners organize, schedule, promote, and execute excellent in-person, online, and hybrid meetings, conferences, festivals and other events. Taylor McKnight | St. Petersburg, FL USA | 727-798-6898 | support@sched.org | sched.com/ FIREWORKS PYROTECNICO - For over 125 years, we have the largest fireworks display inventory in the country with an impressive range and depth in creativity and diversity to deliver amplified excitement from small gatherings to large and everything in between. Jared Staph | New Castle, PA USA | 404-725-2894 | jstaph@pyrotecnico. com | pyrotecnico.com INFLATABLES
COSTUMES
84
use and extremely affordable. Contact: Jerry Waddell | Chattanooga, TN USA | 423-894-2677 | jerryw@videoideas.com | www.pointsmap.com
Winter 2023
BIG EVENTS - Rents and sells giant helium and cold-air inflatables for parades and special events. Huge inventory of quality, one-of-a-kind balloons. Experienced and dependable full-service company. Charles Trimble | Oceanside, CA USA | 760-477-2655 | charles@bigeventsonline.com | www.bigeventsonline.com DYNAMIC DISPLAYS / FABULOUS INFLATABLES – Designs, manufacturers, for rent or purchase – costumes, props, floats, helium balloons, event entry ways and décor. Offers complete and flexible service packages for small towns and large international events. 50+ years of parade/event experience. Contact: Steve Thomson | Dearborn, MI USA | 800-411-6200 | steve@fabulousinflatables.com | www.fabulousinflatables.com INSURANCE / RISK MANAGEMENT HAAS & WILKERSON INSURANCE – Celebrating over 80 years in the entertainment industry, providing insurance programs designed to meet the specific needs of your event. Clients throughout the US include festivals, parades, carnivals and more. Contact: Andrew Vandepopulier | Fairway, KS USA | 800-821-7703 | andrew.vandepopulier@hwins.com | www.hwins.com KALIFF INSURANCE – Founded in 1917, Kaliff Insurance provides specialty insurance for festivals, fairs, parades, rodeos, carnivals and more. We insure the serious side of fun! Contact: David Olivares | San Antonio, TX USA | 210-829-7634 | david@kaliff.com | www.kaliff.com K & K INSURANCE – For 60 years, K & K insurance has been recognized as the leading provider of SPORTS-LEISURE & ENTERTAINMENT insurance products. Contact: Mark Herberger | Fort Wayne, IN USA | 1-866-554-4636 | mark.herberger@kandkinsurance.com | www.kandkinsurance.com SAFETY/SECURITY IMPERIAL EVENTS SECURITY SERVICES, LLC - Imperial Events Security Services (IESS) is a leading event security provider nationwide. Operating since 1993, IESS has decades of experience securing all types of events. Contact Yousef Kassis | Philadelphia, PA USA | 1-888-502-4377 | yousef@iessevents.com | www.iessevents.com WEVOW – Build a culture that elevates thinking above sexual misconduct. Year-round and seasonal programs available for both staff and volunteers. Contact: Matt Pipkin | Boise, ID 83702 USA | 208-830-3885 | matt@wevow.com | www.wevow.com TICKETING SAFFIRE – Saffire empowers clients with beautiful, unique and engaging websites that are easy to manage, with integrated SaffireTix ticketing and unlimited help when you need it. Contact: Cassie Dispenza | Austin TX USA | 512-430-1123 sales@saffire.com | www.saffire.com
TICKETSPICE – Instantly Increase Ticket Revenues! TicketSpice is different, because you keep 100% of the ticketing fees and only pay 99 cents per ticket! It’s the only online ticketing platform that gives you total control of your ticketing... ticket options, pricing, convenience fees, branding, funding and more. We know what it feels like to be overcharged and under-appreciated. We think you deserve a successful event with a ticketing partner who puts you first. Contact: Shadi Hayek | Sacramento, CA USA | 916-400-0737 | shadi@webconnex.com | www.ticketspice.com TRAVEL PLANNING (by Groups) TRIPInfo.com – Since 1996, first online reference for all segments of group travel planners – website and weekly newsletter and subject-specific digital magazines – including festivals. IFEA Member organizations included online. Contact: Mark Browning | Johns Creek, GA USA | 770-825-0220 | mark@tripinfo.com | www.tripinfo.com VIDEO PRODUCTION ELSBERG STUDIOS - Visual storytelling changes lives. We believe images are powerful; sometimes more powerful than words. With them we identify, we connect, we feel, we act. When necessary we use words; words that speak of mission and vision and transformation. Let us tell your story. Brad Elsberg | Nampa, ID USA | 208-989-5664 | brad@elsbergonline.com | elsbergonline.com WEBSITE DESIGN SAFFIRE – Saffire empowers clients with beautiful, unique and engaging websites that are easy to manage, with integrated SaffireTix ticketing and unlimited help when you need it. Contact: Cassie Dispenza | Austin TX USA | 512-430-1123 | sales@saffire.com | www.saffire.com
Stay Informed – Stay Connected – With the IFEA! The IFEA is here to support you, share resources with you, help educate you, provide important information updates to you, help establish and strengthen your industry connections, and so much more! Gain access to important and valuable member benefits and resources:
JOIN the IFEA Today RENEW Your IFEA Membership, Today!
Partnership with the IFEA The IFEA Foundation provides an all-important source of support that allows the IFEA to confidently provide convention scholarships, host top-quality industry presenters, speakers and programming, and help raise the bar for everyone in our global industry. A very special thanks to all those who have contributed along the way, and we look forward to working with you towards the success of our industry for many years to come.
www.ifea.com/p/foundation