ie volume 34 issue 2

the business of international events

Festivals, Events and Can a “Return to Artificial Normal” Happen in 2021?

Intelligence Of Pears and Elm Trees: Knowing Your Audience The Sponsor Doc - You Want Me To Sell How Much?!!

the business of international events

Festivals, Events and Artificial Intelligence Of Pears and Elm Trees: Knowing Your Audience The Sponsor Doc - You Want Me To Sell How Much?!!

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 a First Data payment processing account, 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&TLTEcellular, Ethernet, Wi-Fi or offline functionality

Save today!

Call Milton Price, Senior Business Consultant at 615-490-2441

© 2020 First Data Corporation, a subsidiary of Fiserv, Inc. All Rights Reserved. The First Data name and logo are trademarks owned by First Data Corporation and registered or used in the U.S. and many foreign countries. All trademarks, service marks and trade names referenced in this material are the property of their respective owners. The Clover marks are trademarks owned by Clover Network, Inc.,a wholly-owned subsidiary of First Data Corporation, and registered or used in the U.S.and many foreign countries. 647915 2020-4

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 Gail Lowney Alofsin, Lisa Apolinski, CMC, Robert Baird, ChatGPT, Cassie Dispenza, Bruce L. Erley, APR, CFEE, Annie Frisoli, CFEE, Laura Grunfeld, Jake Mazulewicz, Ph.D., Sara Montoya, S. David Ramirez, Susan Robertson, Robert Wilson, Kate Zabriskie

Photography Laura Grunfeld, Silver Dollar City

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

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Summer 2023

+1.208.433.0950 Fax +1.208.433.9812

http://www.ifea.com

Good Times Need Quality Insurance.

Festivals are always a fun time, but they do come with their own set of inherent risks. Be proactive and protect your event with Haas & Wilkerson Insurance.

Entertain the idea of insurance solutions for your festival including food, music and cultural heritage, art, agriculture, and more. Get traditional property and casualty insurance customized to your unique industry needs.

With more than 80 years of experience and access to exceptional markets, we’re able to provide quality solutions that are cost-effective and event-specific.

For a comprehensive review of your coverage and exposure, call 913 . 432 . 4400 or visit hwins.com/GoodTimes Independent agent representing Westchester, a Chubb Company, Programs Division. Insurance provided by Ace American Insurance Company and its U.S. based Chubb underwriting company affiliates. Chubb is the marketing name used to refer to subsidiaries of Chubb Limited providing insurance and related services. All products may not be available in all states.

For a list of these subsidiaries, please visit www.chubb.com.

the business of international events

F E AT U R E S

Festivals, Events and Artificial Intelligence Of Pears and Elm Trees: Knowing Your Audience The Sponsor Doc - You Want Me To Sell How Much?!!

On the Cover: Nik Wallenda, best known for his walk over Niagara Falls 13 Guinness World Records, performs his grand finale high-wire walk with his “Zirkus,” high above Silver Dollar City’s Opera House stage.

DEPARTMENTS 10 IFEA President’s Letter 12 IFEA World Board 14 IFEA World Board Profile 16 IFEA Foundation Board 18 The Intentional Leader 24 The Un-Comfort Zone 28 The Sponsor Doc 30 Pinnacle Awards 32 Festivals Without Borders 36 The Digital Life 38 2023 IFEA Hall of Fame Call for Nominations 42 Everyone’s Invited 47 2023 IFEA World Festival & Event City Award 54 What Does Chat GPT Have to Say 56 Leadership at All Levels 58 2023 IFEA Volunteer of the Year Call For Nominations 70 Marketplace Summer 2023, Volume 34, Issue 2 “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.

22

Of Pears and Elm Trees: Knowing Your Audience

By Sara Montoya

26

Don’t Get Distracted by Dazzle – Instead, Reliably and Repeatedly Deliver Good Customer Service

By Kate Zabriskie

34

The Secrets of Visionary Thinkers – 5 Steps to Living in Possibility

By Susan Robertson

40

Festivals, Events and Artificial Intelligence

By S. David Ramirez (and ChatGPT)

52

Five Must Haves in Digital Consumer Experiences Adding What Consumers Want

By Lisa Apolinski, CMC

60

How to Build Trust and Expertise with After Action Reviews (AARs)

By Jake Mazulewicz, Ph.D.

IFEA PRESIDENT’S LETTER

TO U S S O A ROC Y FI K

I

f you toss a rock into a pond, you can see the very visible and obvious ripple effect created by that action, as it spreads and grows. It may be altered (arguably improved and expanded upon) along the way by unforeseen obstacles and currents, but the ripples are certain to reach many new shores and likely to alter many of them, often without anyone recognizing the effect that the original stone toss was responsible for.

In the past few days and weeks I have recognized that ripple effect theory on a larger scale and on a more personalized level. On April 15th, the world recognized the 10th anniversary of the deadly Boston Marathon bombing. And while the occasion was certainly a somber one, with sad memories and tragic, lasting impacts on many individuals, families, organizations and communities, a remarkable array of positive ‘ripple effects’ also became very evident. The recognition of so many first responder and civilian heroes who kept the events of that day from being even more tragic; the bonding of an entire city (‘Boston Strong’) who set an example for us all to follow and emulate in similar circumstances, together with a world of others who stepped up to support however they could; the identification of management and security lessons learned to help prevent/minimize future tragedies; and the creation of many new foundations and initiatives to help others, including, among others: • A national awareness “Stop the Bleed” program to educate people on the proper use of tourniquets; • Recognition of the impact of the trauma (mental health) on first responders, families, and the community; • The launch of “One World Strong,” an organization that encourages survivors of terrorist-related attacks to help survivors of similar events; • Development of a “Swarm Leadership” paradigm by Harvard’s National Preparedness Leadership Initiative after it studied the actions and decisions of those who responded to the bombing; and 10

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I NTO

A P O N D. . .

• Multiple initiatives by and in support of those who survived and in memory of those whose lives were lost.

• Lessons and leaders who will continue to grow and positively touch countless others for many years to come.

Summer 2023

BY STEVEN WOOD SCHMADER, CFEE

festivals and events can create positive ripple effects, ranging from boosting economic growth and tourism to serving as a catalyst for social and environmental progress. From inspiring creativity to leading the way through inclusivity. From embracing new technologies to the building of new foundations that will last long after we have tossed our own rock into the pond.

I invite you and your staff teams to join us for the 66th Annual IFEA Convention, Expo & Retreat; an inspiring celebration of the power of festivals and events to create positive change in our communities and world.

Our lineup of speakers and presenters will include some of the most innovative and inspiring leaders in the festivals and events industry, as well as experts from a variety of fields who will offer new perspectives and insights as we all celebrate and learn from those whose ripple effects have shaped our industry, and those who represent the next generation of new ideas and possibilities.

We are confident that the 66th Annual IFEA Convention, Expo & Retreat will be an unforgettable experience that will inspire and energize attendees. A gathering that promises to create a ripple effect that extends far beyond the event itself, transforming the festivals and events industry for years to come. Don’t miss out on this incredible opportunity to be a part of it all.

So go ahead and toss your rock into the pond. Register now to take advantage of early bird pricing and join us in McAllen, Texas from October 9-11, 2023.

On a more personalized level, I learned just days ago that a good friend and member of our common festivals and events industry – Marie Atwell, CFEE (recognized as part of our IFEA Leadership Legacy program) – had passed away. Over many decades, here in Boise, Idaho and on a much larger scale through her sharing with IFEA peers and friends, Marie had an undeniable and positive ripple effect on her community, her industry and her friends/family, that will continue to be felt and shared for a very long time. Marie was one of the most creative, fun, and energetic people that I have ever known. From original theatrical productions and community parades, to Bowl game events and holiday magic; State Centennial Celebrations, Olympic competitions, and everything in-between; Marie inspired her peers, touched individuals and families, and left behind a legacy of remarkable, magical memories for countless legions of event attendees, families, children, volunteers, sponsors and staffs. A role that I hope we can all emulate in our own worlds.

The festivals and events that we are all responsible for/part of hold immense power to bring about transformation in individuals, organizations, and communities at large; in good times and bad.

They have the potential to create a lasting impact that extends far beyond the duration of the event, motivating people to take action; establish fresh partnerships; become inspired; and cultivate a sense of unity and inclusiveness that can stay with them for a lifetime.

At this year’s 66th Annual IFEA Convention, Expo & Retreat (October 9-11 in the very event-supportive city of McAllen, Texas) we will delve into the many and various avenues through which Summer 2023

IFEA’s ie: the business of international events 11

IFEA WORLD BOARD

BY KAREN CHURCHARD, CFEE

THE TOP 5 REASONS FOR

BEING A MEMBER OF THE IFEA

S

pring has certainly sprung, and I hope this letter finds all of you all enjoying what you love best about this time of the year. Many of you are embarking on your festival or event season, while others such as my team here at the City of Scottsdale are starting to wind down with the impending heat of our summers. For those just gearing up, I wish you all abundant success!

As Chair of the IFEA World Board, I recently reviewed the 2022 IFEA Membership Survey and was reminded that the Top 5 reasons you are members are to: 1. Build industry network and connection 2. Obtain access to industry education 3. Stay current on industry information, standards, issues and trends 4. Align your organization with a reputable industry institution 5. Have access to member discounts on industry products and services

IFEA/ Haas & Wilkerson Pinnacle Awards Aligning your organization with a reputable industry and its members can be accomplished by participating in the Pinnacle Awards. It’s not too late to the enter and receive some recognition for all your hard work! With 70 categories on the Awards Entry List there’s a place for almost every element of your event to be recognized in front of your peers during the 66th Annual IFEA Convention, Expo & Retreat. Final deadline is 5 p.m. (MDT), Monday, June 21. Learn More Here.

And Springtime is the perfect opportunity to accomplish several of these Top 5 reasons by participating in key educational and networking programs beginning with:

Webinars – Live and On Demand Obtaining access to industry education is easily done by bringing valuable festival and event industry education directly to you through the Online IFEA Webinar Series. Learn the latest issues and trends from Social Content to Communications Strategies, Risk & Security Management to Practical Strategic Planning, Driving Revenue to Board Development, and more.

Learn More Here.

These are some of the key opportunities IFEA provides to you, our members, and I hope you will make the most of your membership by participating and keeping the networking and connections going throughout the year.

I look forward to seeing you in McAllen this October!

The 66th Annual IFEA Convention, Expo & Retreat The IFEA Convention is a great opportunity to fulfill all Top 5 reasons for being a member! To be held October 9-11 in McAllen, Texas you are sure to build your industry network and connections – my favorite part of the Convention – providing many Ripple Effects that just might include long lasting friendships. By staying current on industry information, standards, issues and trends through educational sessions, I’m certain you will see the Ripple Effects on your festival or organization based on all that you learn. And the EXPO is a perfect opportunity to access our providers of industry products and services. So, I hope you will join me and bring along your staff, volunteers and key influencers to meet industry experts and take advantage of this great opportunity to prepare for, and respond to, the Ripple Effects that are influencing our industry. Learn More Here.

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Affinity Groups Another fantastic way to fulfill several of the Top 5 is to participate in one or more of the 12 Affinity Groups providing you with a platform to keep the connections, brainstorming and networking all year long. Topics range from various event/festival categories to Cities, Sponsorships to Operations, a CEO Forum to Volunteers, and more. Learn More Here.

Summer 2023

Karen Churchard, CFEE IFEA World Board Chair Tourism & Events Director City of Scottsdale Scottsdale, AZ

2023

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 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.

BOARD PROFILE

William O’Toole, CFEE Joined IFEA World Board in 2023

Description of Event/Business: As a consultant, I provide advisory services to governments and corporations globally, with a focus on enhancing their event portfolios. My expertise encompasses a range of critical aspects, such as conducting comprehensive event and venue assessments, designing and implementing five-year event strategies, resolving creativity challenges, and delivering training to enable effective strategy implementation.

Furthermore, I am actively engaged in teaching roles across various universities and colleges. My work frequently involves visiting remote and diverse locations, where I support initiatives aimed at establishing or revitalizing the events sector. These experiences have culminated in the development of numerous internationally recognized event textbooks, as well as the creation of an events sector Maturity Model.

In Conversation Please Share How You Got into the Events Industry: Drawing on my background in both mathematics and music, I initially began promoting small-scale concerts and dances. Over time, I expanded my efforts to establish a band and talent agency that showcased a diverse range of performers, including Chinese erhu players and Middle Eastern dancers.

To generate work opportunities for these acts, I was compelled to devise innovative event concepts and explore unconventional locations. I developed an adaptable and dynamic approach and was constantly looking for potential opportunities. It meant I had to pitch creative event proposals to large organizations ranging from mining companies to national government departments.

As a result of these efforts, my team and I successfully developed a 14

wide range of unique events, including concerts and performances in caves, volcanoes, wetlands, beaches, and old carparks, with the journey to the gig being part of the experience.

Please Share Other Background Experience: One of my interests was making musical instruments. I went to the UK to a college for music and instruments. I immediately formed a band called Blowzabella (still going) so I could have an income.

We performed at all the re-enactment fairs and festivals in the UK. My instrument was the English bagpipe that I reconstructed from church carvings and paintings from the medieval and renaissance period.

We performed on stilts as that was the perfect moveable stage. Strange – but that was the attraction for our audience.

I learned that you do not need to be a popular attraction, just excellent for a certain audience. When I returned to Australia, I formed another band, Sirocco.

We ended up touring over 30 countries

IFEA’s ie: the business of international events

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from India to Japan to the USA. From this experience I was ready to work anywhere around the world, and I did.

What Has Been Your Biggest Professional Challenge?

Creating and managing events has always been a delight for me. Collaborating with people who are passionate about organising a successful celebration is simply a matter of uniting that enthusiasm to accomplish the numerous tasks that must be done. For example, I put together an event in a swamp. It was a nine-hour drive from the city. We had to bring in generators, build a road, source a huge satellite dish and drive 1000 miles to the site, hire helicopters, tents and even water.

It was a huge success and it started with only $1500. And saved the wetlands.

The most arduous aspect of my career has been promoting the event sector as a legitimate profession. Despite the joy I derive from training event staff and teams, I have encountered resistance when attempting to develop courses.

Often, people perceive events as frivolous parties not to be taken seriously. In response, I worked with a group of colleagues to establish the Event Management Body of Knowledge (EMBOK).

I subsequently authored a series of textbooks to professionalise this industry. I also devised a Maturity Model to demonstrate how events, event companies, and the events sector evolve through development phases. This model enables countries to forecast their event growth, leading to work with the governments in Saudi Arabia, Dubai, Uganda, South Africa, Liberia, and many others.

While this effort has expanded my reach to 30 more countries, the events profession still lacks recognition as a valid profession by many universities and the United Nations.

What Is the Best Advice You’ve Ever Received?

“You’re a long time dead” from my father. Meaning: make the most of your life, the depth of the relationships and the quality and meaning of your work. Well, that is what I thought he meant. The great man never said much.

What advice would you give the younger version of yourself as you started in the Festivals Industry?

As I teach at universities, I do give advice. My advice to the young 20-year-old is to use your passion, your hobby, as the entrance into the world of events. Then you will work to make it a success. The second piece of advice is that: yes, you can start your own event, you don’t have to work for anyone.

What Do You Do to Relax?

Play music, swim (at Bondi beach), read history books (reading The Albigensian Crusade at present), think, argue and try to beat A.I., puzzle over language scripts (currently Korean), go on fabulous adventures with my wife.

What Is Your Personal Philosophy?

Follow the wisdom of my father and mother.

FACTS ON FILE Years in the Festival/ Event Business: 40 Highest Level of Education: University Degree Received: Master of Engineering (Project Management) Graduating University: University of Sydney Year Graduated: 2005 Family Details: family, lots (Significant other; Children; Pets etc.)

Last Book or Business Book Read: Risk Analysis of Complex and Uncertain Systems by Louis Anthony Cox Jnr Last Movie Watched: Rear Window (Hitchcock) Last Festival Attended (that wasn’t your own): Ramadan Nights in Lukemba, Sydney 1.3 million people Favorite Festival Food / Drink: BBQ and a glass of red wine William O’Toole Owner/Consultant Event Project Management System Ltd Bondi Beach, N.S.W., Australia +61418419322 events@epms.net www.epms.net

Summer 2023

IFEA’s ie: the business of international events 15

IFEA FOUNDATION BOARD

BY CASSIE DISPENZA

WE ARE CODEPENDENT

ON EACH OTHER

Greetings IFEA Members!

It’s hard to believe Spring is already here!

Well for most of us—if there’s still snow where you are, I highly recommend a relocation, at least temporarily! Ha! I hope you were able to take a moment to think about your “one thing” idea from my last letter. In case you missed it, my goal for us as an IFEA Foundation board is that each member come up with “one thing” to grow our organization this year. You can take part in this exercise too, by thinking of “one thing” you can do for your own organization or board, or by helping us with initiatives for the IFEA! A large part of our mission as stewards of the IFEA Foundation is to support the IFEA financially with silent and live auction items during our annual convention. This year, members of the IFEA Foundation Board will be making personal calls & emails to IFEA members (that’s you!) to solicit donations for this cause. We appreciate anything you can spare to donate, and if you don’t have any specific ideas in mind, you will be able to browse our Amazon wish list of auction items or make a monetary donation instead.

Past items that have been successful are 16

IFEA’s ie: the business of international events

autographed items from your festival’s bands, popular restaurant gift cards, handmade items from your vendors and jewelry, just to name a few. We also put together vacation packages for our Ultimate Experience Raffle & Live Auction. Think of what you’d like to bid on at auctions and send it our way!

We are codependent on each other to ensure the festival and event industry thrives, and a small donation to the IFEA can go a long way to help us achieve our goals. If you already have a donation in mind, please reach out to me personally at cassie@saffire.com and I can help get your item to the right place!

If not, we will look forward to talking with you as we get closer to the convention, where our live and silent auction take place. If you can’t bid in person, you’ll be able to bid online, so keep your eyes open for an email announcing our auction is live as well.

I look forward to catching up with you this fall in McAllen if not sooner!

Summer 2023

Cassie Dispenza IFEA Foundation Board Chair VP of Strategic Partnerships Saffire, Austin, TX

2023

INTERNATIONAL FESTIVALS & EVENTS ASSOCIATION

IFEA Foundation Board of Directors

CHAIR CASSIE DISPENZA Saffire Austin, TX cassie@saffire.com

CHAIR-ELECT KAT PAYE, CFEE National Cherry Festival Traverse City, MI kat@cherryfestival.org

SECRETARY IRA ROSEN, CFEE Temple University Philadelphia, PA irosen@temple.edu

IMMEDIATE PAST CHAIR ALISON BARINGER, CFEE North Carolina Azalea Festival at Wilmington, Inc. Wilmington, NC alison@ncazaleafestival.org

DAVE BULLARD, CFEE The Great New York State Fair Syracuse, NY dave.bullard@agriculture.ny.gov

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

DAVID KNUTSON City Of Santa Clarita Santa Clarita, CA dknutson@santa-clarita.com

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

STEVEN WOOD SCHMADER, CFEE IFEA World Boise, ID schmader@ifea.com

KAREN CHURCHARD, CFEE Chair - IFEA World Board Of Directors City of Scottsdale Scottsdale, AZ kchurchard@scottsdaleaz.gov

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.

THE INTENTIONAL LEADER

WITH ANNIE FRISOLI, CFEE

CREATING AND SHARING YOUR VISION FOR OTHERS:

CULTIVATING THEIR PURPOSE

S

o often, we forget that our team members desire to be driven, cultivated, and invested in, in order to achieve a greater purpose. Not everybody knows what they’re capable of, or how they’d like to develop over time, but as managers and leaders, we can help them figure it out. Instead of accepting employees or team members at face value, it’s important that we take time to consider their abilities, goals, and potential.

Creating Your Vision for Others Developing your own vision and purpose for someone else can feel unnatural at first. It takes time and effort to consider someone holistically and put yourself in their shoes to discover what aligns with their own sense of fulfillment. And of course, it’s impossible to know everything about someone, so there’s plenty of guessing that goes into this process. But by the time you’ve created a vision for someone else, you’ll feel equipped to empower and inspire them towards their full potential.

You can begin creating a vision for others by asking yourself what skills you know they already possess, what interests they’ve acknowledged they’d like to pursue, what they feel good at (and bad at) when it comes to their work duties, and any other qualities that come to mind when reflecting on this person. By asking yourself how you can combine these considerations, you can begin to design a vision and purpose for them that can be shared to inspire and engage.

for them (as opposed to daunting or pressured). You might want to write down notes or thoughts that they can keep with them to reflect on, but it’s important to let them know what you see in them, what you see for them, and how you plan to help them get there.

Beyond this conversation, you can reinforce these beliefs by addressing potential and purpose with your team as a group, highlighting each person’s strengths and potential.

Cultivating Their Purpose Investing in cultivating your team’s purpose takes effort, but it also pays off. You can continue cultivating your vision and purpose for others by ensuring that you’re checking in with them regularly to see how they feel about the goals you’ve set together or ambitions you’ve identified with them. You can continue to look for opportunities that allow them to practice the skills they’d like to develop and work through the challenges that you’ve identified as a good fit for them. In turn, your employees will feel invested in and cared for while contributing to the bigger picture.

Sharing Your Vision for Others When it comes time to sit down with your teammates and share your vision with them, it’s important to structure your conversation in a way that feels empowering and encouraging 18

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Summer 2023

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

ADMINISTRATION & MANAGEMENT FRIDAY, OCTOBER 6, 2023 9:00 a.m. - 4:00 p.m. (MDT) Presented by: Ira Rosen, CFEE Associate Professor & Director of the Event Leadership Executive Certificate Program Temple University, Philadelphia, PA, USA

MARKETING & MEDIA RELATIONS SATURDAY, OCTOBER 7, 2023 9:00 a.m. - 4:00 p.m. (MDT) Presented by: Penny McBride, CFEE, President & CEO Fredericksburg, Texas Chamber of Commerce Fredericksburg, TX, USA

SPONSORSHIP & SPONSOR SERVICE Sunday, October 8, 2023 9:00 a.m. - 4:00 p.m. (MDT) Presented by: Bruce Erley, CFEE, APR President/CEO Creative Strategies Group Denver, CO, USA

TAKE THE NEXT STEP TO ADVANCE YOUR CAREER Do you want to take your career in the Festivals and Events Industry to the next level?

Do you want to get noticed over everyone else in today’s competitive job market?

Do you want to increase the chances of raising your earning potential?

Do you want to connect with a group of like-minded professionals from around the world?

Do you want to establish professional credibility and demonstrate you are committed to mastering your skills and knowledge in the Festivals & Events Industry?

If the answer is yes to any of these questions, then the IFEA’s Certified Festival & Event Executive (CFEE) Program, sponsored by Kaliff Insurance, is for you!

With intensive core classes covering: Sponsorship; Non-Sponsorship Revenue; Project Management; Operations/Risk Management; Marketing & Media

Relations; and Administration & Management; in addition to an emphasis on industry experience, written communication, public speaking, practical application and continued industry education; completion of the IFEA’s CFEE Certification demonstrates that you have completed the steps necessary to be a professional in the Festivals & Events Industry.

LEARN MORE OR REGISTER TO START YOUR CFEE CERTIFICATION HERE QUESTIONS: Cindy Lerick, CFEE, IFEA CFEE Program Manager, cindy@ifea.com

RIPPLE EFFECT

Mark your calendars for the 66th Annual IFEA Convention, Expo & Retreat! This unforgettable event will take place in the beautiful city of McAllen, Texas from October 9-11, 2023. We invite you to join us for an inspiring celebration of the power of festivals and events to create positive change in our communities.

Festivals and events hold immense power to bring about transformation in individuals, organizations, and communities at large.

They have the potential to create a lasting impact that extends far beyond the duration of the event, motivating people to take action, establish fresh partnerships, and cultivate a sense of unity and inclusiveness that can stay with them for a lifetime. At this year’s convention we will delve into the various avenues through which festivals and events 20

IFEA’s ie: the business of international events

Summer 2023

66 Annual th

IFEA Convention, Expo & Retreat October 9, 10, 11, 2023 • McAllen Convention Center • McAllen • Texas • U.S.A. CFEE Classes October 6, 7, 8, 2023

can create ripple effects, ranging from boosting economic growth and tourism to serving as a catalyst for social and environmental progress.

Our lineup of speakers and presenters will include some of the most innovative and inspiring leaders in the festivals and events industry, as well as experts from a variety of fields who will offer new perspectives and insights. They will share their knowledge and experience on how to create lasting impact through festivals and events.

We are thrilled to be returning to McAllen, Texas for this year’s convention, and we thank them for their generosity and welcoming hospitality. McAllen is a vibrant and diverse city that offers a perfect setting for the convention, with its beautiful natural surroundings, thriving arts and culture scene, and friendly community. It is the ideal location to celebrate the transformative power of festivals and events.

We are confident that the 66th Annual IFEA Convention, Expo & Retreat will be an unforgettable experience that will inspire and energize attendees. It will create a ripple effect that extends far beyond the event itself, transforming the festivals and events industry for years to come. Don’t miss out on this incredible opportunity to be a part of it all.

Register now to take advantage of early bird pricing, and join us in McAllen, Texas from October 9-11, 2023.

We can’t wait to see you there!

LEARN MORE | REGISTER HERE *NOTE: The 66th Annual IFEA Convention footprint will run through 5:45 p.m. on Wednesday, October 11, 2023. Be sure to make your travel arrangements accordingly. Certified Festival & Event Executive (CFEE) Certification education classes will be scheduled in the days leading up to the convention – October 6, 7, 8, 2023. Separate Registration is Required.

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IFEA’s ie: the business of international events 21

O F P EAR S AN D E L M TR E E S:

Knowing Your Audience

By Sara Montoya

You are in the beginning stages of planning an event. There is an anticipation over what this event can become. Whether it is an annual event or the first of its kind, you want the event to be fun, educational, engaging, and if planned correctly, perhaps even financially beneficial. Before you begin brainstorming on themes, creating opportunities for speakers or partnerships, or mapping out the logistics of the event, it is important to pause and take a step back.

manner,” in other words, recognizing your attendees and modifying your event to fit their passions, culture, and attitudes.

Some audience analysis characteristics include: • Attendees’ expectations of your event • Demographics and psychographics (the measurement of people’s attitudes and interests) • Event setting • Event and audience size

Knowing Your Audience: Why? Consider your audience. Who will be attending your event? Without knowing who the event is for, your planning amounts to guessing and grasping for straws.

You want your attendees to enjoy the event and leave feeling like they gained value from it. The only way to give them that experience is to know who they are. Everyone learns, is entertained, and engages differently, your event attendees included.

Before you start planning activities for your attendees to engage in, you have to find out what they are interested in first.

Knowing your audience helps to figure out the kind of message that your attendees will resonate with.

Most people attend events that directly impact them or their community. You need to show your attendees why your event is worth their time, effort, and in most cases, money.

“Baila Esta Cumbia” blasted from the speakers as the captivated audience of abuelitos and children danced around the raised stage, which was lined up with over 20 eager contestants ready to model their intricate, midriff-baring costumes.

Girls of all ages, including a baby styled in a vibrant purple outfit and long wig while being carried by her mother, walked, danced, and twirled across the stage in a nod to the late Mexican-American Tejano icon Selena Quintanilla for a Selena Look-Alike Contest on Saturday, April 30 - El día de los niños/ El día de los libros (Children’s Day/ Book Day).

Día, as the event is most commonly called, is an annual celebration of children, families, and reading that emphasizes the importance of literacy for children of all linguistic and cultural backgrounds. Día is a Mexican tradition started in 1925 and was adopted by Texas native and nationally recognized author Pat Mora, who suggested the idea to Latino faculty at the University

Audience Analysis The University of Pittsburgh’s Department of Communication defines audience analysis as “identifying the audience and adapting a speech to their interests, level of understanding, attitudes, and beliefs.

Taking an audience-centered approach is important because a speaker’s effectiveness will be improved if the presentation is created and delivered in an appropriate 22

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of Arizona. Grassroots support for a celebration linking language and literature grew with REFORMA, the National Association to Promote Library and Information Services to Latinos and the Spanish-Speaking, MANA, a national Latina advocacy organization, and NABE, the National Association of Bilingual Education, advocating for it.

McAllen Public Library in McAllen, Texas celebrates Día every year with festive programming for families from both side of this region’s border that includes bilingual story times, author visits, free books and treats (such as raspas) for children and teens, crafts and activities, visits from community partners, and musical performances. A recent Día celebration included a partnership with the Consulate of Mexico in McAllen to pay tribute to the popular Mexican composer Cri-Cri in an event that brought together guests of all ages, including busloads of students from the Mexican border town of Reynosa, Tamaulipas.

McAllen, Texas is a city of 144,000 in the southernmost part of Texas, whose population is 86% Hispanic and fully bilingual. US News writes, “Despite its reputation as a mere border town, McAllen, Texas, is a vibrant metro area and a major center for retail, international trade, tourism, and manufacturing.” Two international bridges, the McAllen-Hidalgo International Bridge and the Anzalduas International Bridge, saw 11.5 million personal vehicles cross to McAllen in 2022, a 27% increase from 2021.

Tailor Your Event Because of its proximity to the US-Mexican border and its own bi-national culture,

McAllen Public Library tailors its events to their target audience and potential library patrons, knowing that planning events that are too generalized will end up connecting with very few.

Tailoring your event and promotional materials to your target audience will allow you to create messages that will resonate with your attendees on a deep, meaningful level, resulting in long-term relationships with your brand. Finally, if done correctly, your target audience will encourage their families, friends, and colleagues to organically grow your event and brand through word-of-mouth marketing.

Once you understand who your target audience is and what their expectations are, you can begin to tailor your event to meet and exceed their expectations. For example, if the goal of your target audience is to learn, filling your program with speakers who are experts in their field would be the best move. If your target audience is families with small children, games, crafts, and entertainment would be worth the time and effort that it might take to get to your event. If you know that your target audience wants to meet people, you might want to include plenty of networking activities.

However, keep in mind that the attendees from your last event, even if it is a reoccurring event, may not be the same as the attendees you are anticipating for your current program or festival. Your marketing for previous events may have drawn in new people. Think of your target audience as a new group of attendees to reach and develop a relationship with.

McAllen Public Library’s South Texas Book Festival started in 2013 as the McAllen Book Festival. Initially, it was an event for children and teens only. In the many years since its conception, the book festival has transformed several times to meet their audience’s growing expectations.

The first transformation was changing the name and branding of the book festival to the South Texas Book Festival to better showcase the festival’s increasing scope.

“The change to South Texas Book Festival more accurately described our expanded reach; especially, as many of our authors are from, or live in, South Texas,” said Kate Horan, McAllen Public Library Director. “Additionally, our programming also reflects South Texas culture and language, which is so important to feature since so many families from all over South Texas attend our event, which features the best in children’s and teens’ authors and fun activities for the whole family.”

Along with the new name, South Texas Book Festival developed a new logo. The

logo featured bright colors to represent the book festival’s audience, children and teens, and a star icon to represent the state of Texas.

While the entire world pivoted as a result of COVID-19, McAllen Public Library staff quickly learned new streaming software to bring the 2020 and 2021 South Texas Book Festival to our audiences in a virtual format. The core elements of the festival were kept the same, but as a whole, the event was modified to fit the circumstances and meet our audiences’ expectations.

The most recent change to the South Texas Book Festival was a result of receiving valuable feedback from our attendees: adding elements for adults to an event that catered to youth only. McAllen Public Library created the current festival model: a multiday event that includes South Texas Reads!, a region-wide literary event encouraging the Rio Grande Valley community to read and discuss the same book and a presentation by the author during the book festival, and an evening of live poetry readings by South Texas poets. Knowing and listening to our audience, tailoring our event to their feedback, and making these changes has proved to be successful, with over 7,000 attendees enjoying the festival in 2022.

Market to Your Target Audience There’s an old Spanish saying, No le puedes pedir peras al olmo or “You can’t ask pears from an elm tree” that means you cannot ask for something from people who cannot provide them.

This saying affirms that you must know your target audience to meet their needs and expectations; you cannot expect an audience when you do not know who they are. Knowing your audience will provide insight as to how you market your event, including what kind of voice, tone, design, and content you should use. It is important to appeal to your target audience’s motivation for attending your event, so clarify exactly what they will be gaining from their experience. When attendees feel a personal connection to an event or brand, they are more likely to be invested in it and have a more positive experience.

Equally as important is to choose to market on the right channels to reach your intended audience. There is a plethora of channels to choose, and some will be more effective than others, including a website landing page, various social media pages (that each have their own audience themselves), emails, text messages, influencer marketing, among others. Using Summer 2023

the right marketing channel ensures that you are meeting your target audience where they are.

McAllen Public Library’s annual Trick-or-Treat Trail in 2021 marked the first in-person event after the hardships of COVID-19 forced us to go viral with our programming. Even though we knew our patrons were eager to get back into the library for programs and events, there was an obvious hesitation about whether that time was now, and whether our community was ready. Traditionally, the Trick-or-Treat Trail takes place inside the 123,000 square foot Main Library, but the event was tailored to meet the needs of our attendees, and we held the event outside and the trail lined the perimeter of the library. The event attendance exceeded 6,000 people.

The main marketing strategy for the entire event boiled down to one word: safe. All marketing materials spotlighted the fact that the event was going to be a fun way to get the entire family to participate in trick-or-treating in a safe way – outdoors with plenty of social distancing. Entire families dressed up and waited in lines that snaked our parking lot multiple times for the opportunity to get back to a fun event in a secure, healthy way.

As it is often heard in the marketing world, when you know your audience, the audience knows. Our jobs as event planners and marketers are to understand what our target audience wants to attend and help them get there. Peter F. Drucker said, “The aim of marketing is to know and understand the customer so well the product or service fits him and sells itself.”

Sara P. Montoya-Hernandez is a Marketing & Events Coordinator for the McAllen Public Library system.

She and her amazing team plan and promote library services and events to engage and serve the community. She began working with the City of McAllen at McAllen Public Library in 2010.

Sara is passionate about sharing library services with her community and has presented on communication and social media for the City of McAllen, the Hidalgo County Library System, Texas Library Association, and the Texas Municipal League. She aspires to continue to work towards making the library accessible to every person in the community, regardless of ability or social or economic standing. She enjoys experiencing amazing events with her four-year-old and looks forward to napping whenever she gets the chance.

IFEA’s ie: the business of international events 23

THE UN-COMFORT ZONE

WITH ROBERT WILSON

CREATIVITY

HATES FREEDOM

The ironic boon of being challenged by boundaries and constraints.

I

n 1960, publisher Bennett Cerf bet Theodor “Dr. Seuss” Geisel $50 that he could not write a best-selling children’s book using fewer than 100 unique words. Cerf likely figured it was a sucker bet because three years earlier, Dr. Seuss was asked by William Spaulding, a director at book publisher Houghton Mifflin, to write a compelling children’s book using only 225 distinct words. He was to choose the words from a standard first grade vocabulary list of 348 words. Geisel failed and ended up using 236 to write the best-selling book, The Cat in the Hat. which, at the time of Cerf’s bet, had already sold one million copies.

Dr. Seuss accepted Cerf’s bet and upped the challenge by stating that he would write a best-selling children’s book using only 50 words. A few months later, he delivered the 62-page, Green Eggs and Ham using exactly 50 unique words.

Those 50 words are: a, am, and, anywhere, are, be, boat, box, car, could, dark, do, eat, eggs, fox, goat, good, green, ham, here, house, I, if, in, let, like, may, me, mouse, not, on, or, rain, Sam, say, see, so, thank, that, the, them, there, they, train, tree, try, will, with, would, you.

I was surprised to see that the word “taste” is not included!

The story of Sam-I-am, who tries to get someone to taste his dish of green eggs and ham, became an immediate bestseller. It is the fourth highest selling English language children’s book in history, and to date has sold more than 8 million copies.

Dr. Seuss was challenged by a boundary. Boundaries and constraints help stimulate creative thinking. This is where the concept of “thinking outside the box” comes from. When you find yourself boxed in by constraints, you have to use your problem-solving skills to come up with a new solution. Think of the movie Apollo 13 when the ground crew had to figure out - in a matter of hours to prevent the astronauts from suffocating - how to fit a square CO2 filter into a slot designed for a round filter using only items that were available in the spacecraft.

Bennett Cerf put Seuss in a box, then Seuss put himself in an even smaller box. “Would you eat them in a box? Would you eat them with a fox?” A box he had think his way out of in order to create a book that children would love.

When I think of being challenged by a boundary, I often think of some of the physically challenged athletes that I’ve seen over the years. I’ve seen men and women with one leg running marathons and competing in downhill skiing. Two activities that I cannot do, and I have both my legs. I used to wonder why they were able to do so much more than me, until I realized that they were 24

IFEA’s ie: the business of international events

challenged by a boundary, and I wasn’t. Being unable to walk was unacceptable to them, and conquering their disability became a powerful motivating factor. They had to get out of that box!

Creativity and innovation abhor too much freedom. I like to imagine creativity as a prisoner trying to bust out of jail. When your resources and opportunities are limited, you must become innovative. Think of Clint Eastwood, in the true-story movie Escape from Alcatraz, breaking out of prison with a nail clipper.

An even better illustration is the World War II movie The Great Escape. It is an amazing tale of ingenuity. Men with little to work with escape from a German prisoner of war camp. In addition to digging three tunnels without shovels, they made hand drawn traveling documents and identification papers that looked authentic enough to pass for ones made on a printing press. Now that was a box to get out of!

Without boundaries to challenge us, we wouldn’t be as creative. The exception to this rule is political constraint government regulation stifles creativity, and shuts innovation down. We shouldn’t have to worry about being arrested (remember Galileo) just because we have a radical idea. On the other hand, government can stimulate innovation, but what it has to do is... as a French economist once said, “Laissez-faire” which is understood as “get out of the way!” More specifically, what the government can do to stimulate innovation is to: 1. Reduce Taxes, 2. Reduce Regulation, 3. Return to a Sound Currency (like gold), 4. Reform K-12 Education, and 5. Reform Product Liability Law.

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In other words: UNTIE the HANDS of INNOVATORS! 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.

Don’t Get Distracted by Dazzle – Instead, Reliably and Repeatedly

DELIVER GOOD …

By Kate Zabriskie

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They’re hit or miss. Sometimes the service is marvelous. Other times it’s simply meh. I’m afraid to recommend the place because I can’t trust them to deliver.

Maybe I’m just boring, but I don’t like surprises. They’re great one day and disappointing the next. I don’t need to be delighted. I just need what I need when I need it.

Payoff One: Consistently Good Can Build Trust

When an organization delivers a solid service experience with few surprises, people know what to expect, and a certain level of trust develops. On the other hand, when a provider delivers an A today, a C tomorrow, and a D next week, the lack of consistency undermines the trust-building process. In short, A, C, D almost always loses to B, B, B.

Your Move

Take a hard look at what you’re delivering.

Are you steady and consistent, or is there more variation in the service experience? If you’re not performing with regularity, take the time to set basic standards, train on those expectations, and review and refine what you’re doing on an ongoing basis.

Payoff Two: Consistently Good Can Grow Loyalty and Reduce Customer Churn

Reliable service drives loyalty. When customers know what to expect and

they’re in need of what you have to offer, they’re more likely to stick with you if you haven’t had them on a service roller coaster. If you’re great only some of the time and occasionally missing good, you’ve opened the door and invited competitors to give it their best shot to woo your customers away.

Payoff Five: Consistently Good Can Be More Cost Effective

Before investing in shazam, bling, and wow, businesses should ask themselves if those efforts have an appropriate payoff.

If customers don’t value extras, are they worth it? Probably not.

Your Move

Pay attention to what keeps your customers coming back. Is it because you deliver a solid performance, is it because nobody else has tried to lure them away? If it’s the latter, it’s time to focus on the fundamentals.

Your Move

Pay attention to where you’re investing and what kind of payoff you’re getting for your efforts. If customers don’t value what you’re providing, it may be time to modify your offerings.

Payoff Three: Consistently Good Can Reduce the Likelihood of Disappointment

Payoff Six: Consistently Good is Easier to Monitor

Organizations that deliver exceptional one day and good the next may find that their good fails to live up to the expectations exceptional sets. Businesses that deliver a consistently good experience are less likely to run the risk of growing customer expectations to the point where they can’t be met. Those who chase exceptional too often find that they can’t keep topping themselves.

Your Move

Ask yourself if any previous efforts to delight have inadvertently encouraged your customers to expect more than you consistently deliver. If that’s occurred, it’s time to reset expectations.

For example, if your normal service response time is 48 hours and you’ve gotten into the habit of jumping on command for certain customers, it may be time to go back to return to a more manageable schedule.

Payoff Four: Consistently Good is Easier to Train

Showing employees how to deliver exceptional is much harder than teaching them how to consistently deliver a

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Your Move

Take a look at your training and what’s happening on the job. Are you nailing the basics? If not, it’s probably time to focus on the core activities that move the needle for most customers.

What can I say, except every experience is an adventure with those people. I go there because it’s close. I’m not loyal; I’m local. If another option pops up, I’ll probably make a switch.

Many businesses talk about giving exceptional service when they’ve yet to master the fundamentals of a reliable and repeatable experience. They look for opportunities to dazzle when they should first focus on the basics and work toward mastering consistently good.

For too many organizations, there is a misplaced priority on occasionally amazing instead of consistently good. Subsequently, reputations suffer, customers are less loyal, and employees less capable of delivering on what’s promised.

Is that to say that exceptional shouldn’t be a goal? Of course not. However, it’s hard to run before you can walk, and most places occasionally stumble or have difficulty putting one foot in front of the other. Repeatable and reliable good service pays off more often than not for most organizations.

solid performance. By zeroing in on the fundamentals, businesses can streamline processes, reduce complexity, and show their employees how to regularly and reliably deliver something good.

Whether a service experience meets standards is relatively easy to determine.

In contrast, ascertaining delight is much harder and usually more subjective.

Your Move

Focus on what you’re evaluating and how. Are the standards measurable? If not, it may be time to rethink what you monitor and how you communicate that to those people providing service.

Most businesses would see a greater return on their investment if they strived for a grade of consistently good instead of the occasional opportunity to delight and excite. The work is easier and the payoff better in the long run.

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 27

THE SPONSOR DOC

WITH BRUCE L. ERLEY, APR, CFEE

YOU WANT ME TO

SELL HOW MUCH?!!

Dear Sponsor Doc: My boss is putting pressure on me. How does one reasonably set sponsorship goals? Is it based on the surrounding market or is it based on the event budget? I am not sure what makes more sense to set as a goal for myself, but I would love to get your input.

DD, Dallas, TX Dear S.C.:

I have spent years “negotiating” with my clients over what amount of growth they should expect in sponsorship revenue.

Their goals are usually driven by their overall budget needs, not any changes in the event or market conditions that might command higher values.

I have explained many times that as sales goals are speculative, I generally set sponsorship revenue goals as a percentage increase over the prior year. Usually, 10% to 20% is an appropriate and achievable reach.

Another way is to use your prior year sponsorship totals (renewals) as your base foundation for revenue upon which to build your new sponsorship efforts. From there you can set a goal for NEW revenue on top of renewals. Sometimes you can improve that by 50% or more based upon growth or improvements in your event. Some of the things that can increase property value and the associated fees include: • Growth in attendance • Increases in media and digital recognition values • New compelling event assets • Unsold competitive categories • Improvements in market conditions You may be able to increase your sales growth by a larger percentage if your sponsorship program is relatively new and you are in a growth mode. For example, we took over sponsorship sales for an established event that had never sold sponsorship.

In this case the sponsorship revenue grew exponentially as we worked the market and establish a track record. The first year we achieved $30,000 in sales, the next year, $72,000, the third year, $120,000.

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If you feel your boss still wants an unreasonable increase, ask them to explain the basis upon which the value of the sponsorship has been increased. It can’t be just need. It needs an empirical basis of justification.

In any event, annually set goals with some aspirational reach, but that are reasonably achievable, or you’ll always be behind the eight ball!

Best of luck DD with your sales efforts in the year ahead.

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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

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

2023 IFEA / HAAS & WILKERSON PINNACLE AWARDS COMPETITION

GAIN THE RECOGNITION YOUR EVENT DESERVES…

E

ach year, the International Festivals & Events Association recognizes outstanding accomplishments and top-quality creative, promotional, operational and community outreach programs and materials produced by festivals and events around the world, with the Haas & Wilkerson Pinnacle Awards Competition. This prestigious awards competition strives for the highest degree of excellence in festival and event promotions and operations, and in doing so, has raised the standards and quality of the festivals & events industry to new levels.

creativity to achieve a higher level of success. One of the goals of the IFEA is to promote the professionalism of our members and the festivals and events industry as a whole. Therefore, to add further impact to the winning organizations, the IFEA will provide your organization with a press release template for you to distribute to your media list explaining the award and the competition. Your organization will be recognized for taking part in raising the level of professionalism throughout the industry, while at the same time improving your community.

From events large or small, cities, festivals, chambers, universities, parks & recreation departments, vendors & suppliers, and everything in between, events and promotions of nearly every type and size will have the opportunity to be recognized, as entries are categorized into organizations with similar sized budgets. From best Event Poster, T-Shirt, Hat, Promotional Brochure, Website, TV Promotion and Social Media site to best Volunteer Program, Green Program, Sponsor Follow-Up Report and Media Relations Campaign, there’s a place for almost every element of your event to be recognized.

The IFEA / Haas & Wilkerson Pinnacle Awards have provided many outstanding examples of how event producers can use innovation and

All IFEA/Haas & Wilkerson Pinnacle Award Entries will once again be submitted online only, saving you not only financial resources but much needed time. No more printing out and mounting your print entries. No more sending in your actual merchandise items. No more putting your written entries in three-ring binders. And the best of all . . . no more getting your entries completed in advance with enough time to box them up and ship them to the IFEA Office by the final deadline! Simply upload your entries when you’re ready to submit and you’re done!

Haas & Wilkerson Insurance, Sponsor of the Pinnacle Awards

Haas & Wilkerson Insurance has proudly supported the IFEA and festivals and events industry for 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.

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ALL ENTRIES SUBMITTED ONLINE

To get started, just create digital versions of all your entries, enter them through our online entry forml, and pay for them all at one time! (For more details on specific format types accepted, how to name the file names of your entries and how to submit online, keep reading!)

So, what are you waiting for? Start creating your entries TODAY so they can be judged against the best of the best, in the festivals and events industry.

Then get ready to hear your organization’s name announced at the next Annual IFEA Convention, Expo & Retreat when we once again get to say…

“And the winners are… !”

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Please review the specific instructions, requirements, criteria, file type and file size for each of the below categories listed within the 2023 IFEA/Haas & Wilkerson Pinnacle Brochure before you start working on your entries.

34. Best Festival / Event Merchandise 35. Best Sponsor Gift 36. Best Give-Away Item 37. Best Overall Merchandising Program 38. Best Targeted Sponsor Solicitation Proposal 39. Best Individual Sponsor Follow-Up Report 40. Best Sponsor Partner 41. Best Sponsor Activation 42. Best Sponsorship Program for Individual Sponsor 43. Best Overall Sponsorship Program 34. Best Festival / Event Merchandise 44.

Best Volunteer Program 35. Best Sponsor Gift 34. / Event 45. Best Best Festival Green Program 36.

Best Give-Away Item Merchandise 35.

Best Sponsor Gift 37.

Best Program 46.

Best Overall Parade Merchandising 36.

Item Solicitation Proposal 38. Best Best Give-Away Targeted Sponsor 37.

Merchandising Program 47.

Best Educational Program 39. Best Best Overall Individual Sponsor Follow-Up Report 38.

Best Targeted Sponsor Solicitation Proposal 40.

Best Sponsor Partner 48.

Best Accessibility Program 39.

Best Individual Sponsor Follow-Up Report 41. Best Sponsor Activation 49.

Best Diversity, Equity & Inclusion Plan 40.

Partner 42. Best Best Sponsor Sponsorship Program for Individual Sponsor 41.

Best Sponsor Activation 50. Best Best Overall Children’s Programming 43.

Sponsorship Program 42.

Best Sponsorship Program for Individual Sponsor 44.

Best Volunteer Program 51.

Best Overall Entertainment Program 43.

Sponsorship Program 45. Best Best Overall Green Program 44.

52.

Best Community Outreach Program 46. Best Best Volunteer Parade Program 45.

Best Green Program 47.

Best Program 53.

Best Educational Event / Program Within an Event to 46.

48. Best Best Parade Accessibility Program Benefit A Cause Program 47.

49. Best Best Educational Diversity, Equity & Inclusion Plan 48.

Best Accessibility Program 54. Best Best Children’s Event (Within an Existing Festival) 50.

Programming 49.

Best Diversity, Equity & Inclusion Plan 51.

Best Overall Entertainment Program 55.

Best Emergency Preparedness & Risk Management Plan 50.

Best Children’s Programming 52. Best Community Outreach Program 51.

Entertainment 56.

Best Health Safety Plan 53. Best Best Overall Event / &Program WithinProgram an Event to 52. Best Community Outreach Program Benefit A Cause 57.

Best Food & Program BeverageWithin Program Event to 53.

54. Best Best Event Event /(Within an ExistinganFestival) 58.

Best New FestivalPreparedness or Event & Risk Management Plan A Cause 55. Benefit Best Emergency 54.

Best Event (Within anActivity Existing Festival) 59. Best Best Health New Promotion 56. & Safety Plan 55.

Best Emergency Preparedness 57.

Best Food & Beverage Program& Risk Management Plan 60.

Best Festival / Safety Event Adaptation 56.

Best Health & Plan 58. Best New Festival or Event 57. &/ Media Beverage Program 61.

Best Press KitActivity 59. Best Best Food New Promotion 58.

Best New Festival or Event 60.

Best Adaptation 62.

Most Festival Creative/ /Event Effective News Stunt 59.

61. Best Best New PressPromotion / Media KitActivity 63.

Best Media Relations Campaign 60.

Adaptation 62. Best Most Festival Creative/ /Event Effective News Stunt 61.

Best Press / Media Kit 64. Best Best Media Social Relations Media Campaign 63.

Campaign 62.

Most Creative / Effective News Stunt 64.

Best Social Media Campaign 65.

Best Event Management Certification Program 63.

Best Media Relations Campaign 65. Best Event Management Certification Program 64.

Campaign Training 66.

Best Online Event 66. Best Best Social Online Media Event Management Management Training Program Program 65.

Best Event Management Certification Program 67.

Best Event Management Associate Degree 67.

Best Event Management Associate Degree 66.

Event Management Training Program 68. Best Best Online Event Management Bachelor’s Degree 68.

Best Event Management Bachelor’s Degree 67.

Best Event Management Associate Degree 69. Best Festival & Event Management Master’s Degree 68.

Bachelor’sPhD Degree 69. Best Best Event FestivalManagement & Event Event Management Management Master’s Degree 70.

Best Festival & Program 69. Best Festival & Event Management Master’s Degree 70.

70. Best Best Festival Festival & & Event Event Management Management PhD PhD Program Program

IFEA/Haas & Wilkerson IFEA/Haas & Wilkerson Pinnacle Category Quick List Pinnacle Category Quick List

1. Grand Pinnacle 2. Best TV Promotion 3. Best Full-Length TV Program 4. Best Video Promotion 5. Best Radio Promotion Please review the specific instructions, requirements, criteria, 6.

Best Mobile Application file type and file size for each of the below categories listed Please review theIFEA/Haas specific instructions, criteria, 7. Best Multimedia Component within the 2023 & Wilkersonrequirements, Pinnacle Brochure file type and file size for each of the below categories listed before you start Website working on your entries.

8.

Best within theEvent 2023 IFEA/Haas & Wilkerson Pinnacle Brochure before youOrganization start workingWebsite on your entries.

9.

1. Best Grand Pinnacle 2.

Best Promotion 10.

Best TV Facebook Site 1.

Pinnacle TV Program 3. Grand Best Full-Length 11.

Best Instagram Site 2.

Promotion 4. Best Best TV Video Promotion 3.

Best Full-Length TV Program 12. Best Best Radio Single Promotion Digital/Social Ad 5.

4.

Best Video Promotion 6.

Best Mobile Application 13.

Best Digital/Social Ad Series 5.

Promotion 7. Best Best Radio Multimedia Component 6.

Application 14.

Best Event Organization E-Newsletter 8. Best Best Mobile Event /Website 7.

Best Multimedia Component 9.

Best Organization Website 15.

Best Event Program 8.

Best Event Website 10. Best Facebook Site 16.

Best Newspaper Insert / Supplement 9.

11. Best Best Organization Instagram SiteWebsite 10.

Best Facebook Site 17. Best Best Single Promotional BrochureAd 12.

Digital/Social 11.

Best Instagram SiteAd Series 13.

Best Digital/Social 18.

Best Printed Materials (Multiple Page) 12.

14. Best Best Single Event /Digital/Social Organization Ad E-Newsletter 13.

Ad (Single Series Page) 19.

Best Printed Materials 15. Best Best Digital/Social Event Program 14.

Best Event / Organization E-Newsletter 16.

Best Newspaper 20.

Best Cover DesignInsert / Supplement 15.

Best Event Program 17. Best Promotional Brochure 21.

Best Single Newspaper Ad 16.

Insert(Multiple /Display Supplement 18. Best Best Newspaper Printed Materials Page) 17.

Best Promotional Brochure 22. Best Best Printed Single Magazine 19.

Materials Display (Single Ad Page) 18.

Best Printed Materials (Multiple Page) 20.

Best Cover Design 23.

Best Ad Series 19.

Materials (Single Page) 21. Best Best Printed Single Newspaper Display Ad 20.

Best Cover Design 24.

Best Promotional Poster 22. Best Single Magazine Display Ad 21.

Best Single Newspaper Display Ad 23.

Best Ad Series 25.

Best Commemorative Poster 22.

Best Single Magazine Display Ad 24. Best Promotional Poster 26.

Best Promotional Photograph 23.

Best Ad Series 25. Best Commemorative Poster 24.

Poster 27. Best Best Promotional Outdoor Billboard 26.

Best Promotional Photograph 25.

Best Commemorative Poster 27.

Best Outdoor Billboard 28.

Best Invitation 26.

Best Promotional Photograph 28. Best Invitation 27.

Billboard 29.

Best Street 29. Best Best Outdoor Street Banner Banner 28.

Best Invitation 30.

Best Décor 30.

Best On-Site On-SiteBanner Décor 29.

31. Best Best Street T-Shirt Design 31.

Best T-Shirt Design 30.

Décor 32. Best Best On-Site Pin or Button 31.

Best T-Shirt Design 32. Best Best Hat Pin or Button 33.

32. Best Pin or Button 33.

33. Best Best Hat Hat

To View Complete 2023 IFEA/Haas & Wilkerson Pinnacle Award Entry Brochure, CLICK HERE or CLICK HERE to learn more.

Summer 2023

IFEA’s ie: the business of international events 31

FESTIVALS WITHOUT BORDERS

WITH ROBERT BAIRD

A WHOLE

NEW WORLD

Walt Disney’s Aladdin certainly put it well:

“With new horizons to pursue I’ll chase them anywhere There’s time to spare . . .

A Whole New World”

A

nd now we find ourselves in a “whole new world” as the pandemic apparently comes to an end with the news that President Biden has announced his intention to terminate the national emergency concerning the COVID-19 epidemic. Any major social upheaval always leaves the world breaking with the past in many and various ways and people having to re-imagine their lives under different circumstances. The pandemic has been just such an event and we now have an opportunity to re-evaluate everything to reflect this “whole new world”. Long-held beliefs in how things “have” to work have been upended and new trends have overtaken traditional practices. Possible long-term effects on society and individuals have yet to be solidified and these effects will cause changes in how we live, organizational policies, problem-solving and the role of the individual in society. How have things changed and what do we need to consider?

First of all, we have to accept that the world we knew pre-COVID will not likely return as the pandemic comes to an end. This has both positive and negative benefits: the good things we relied on before the epidemic may not all return and the bad things we experienced my not all disappear. Like all things in life, there will be a mix of good and bad. A good stance to take might be to have an open mind as certain things we held on to seem to crumble to be replaced by the new and unknown. Some of these innovations might be better for us and our institutions in the long run and we should give them a chance.

Secondly, the circumstance for individuals will have significantly altered and they may have quite different attitudes to work and play. The rise of the gig economy and change in organizational 32

IFEA’s ie: the business of international events

expectations will mean that people will possibly have more time but fewer resources to play with. This will mean more creative solutions from organizations which hope to encourage participation or support. More flexibility in how we do things may result in more opportunities to reach out to potential patrons.

Thirdly, what we do needs to be more resilient, inclusive and sustainable. The pandemic changed our view of the world and really underlined the precept that we are “all in this together”.

We are connected and can no longer ignore societal issues that perhaps were minimized or even totally ignored before our world got this recent wake-up call. Our policies should now reflect our commitment to being a part of the solution and not contributing further to the problem. We can make sure that, to the extent possible, we show ourselves to be more resilient, more inclusive and do everything we can to commit ourselves and our organizations to sustainable policies.

Finally, we need to realize that the changes wrought by the pandemic will be with us in the future: we will see masks worn more commonly, remote work will be commonplace, the importance of the digital world and its role in transforming our world will continue to grow (and will need commitment from everyone to minimize its ill effects and promote “real” interactions between and among people).

The pandemic taught us once again that common problems can be overcome if we work together. As we move forward, let’s commit ourselves to a whole new world.

Summer 2023

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

McAllen Convention Center October 9 & 10, 2023

McAllen Texas • U.S.A. Connect with buyers face-to-face and keep your company’s name top of mind when it comes time for them to spend.

Booth selection starts soon and is based on the date registrations are received, so don’t wait!

For Registration and More Details Click Here

The Secrets of Visionary Thinkers

34

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Summer 2023

5 Steps to Living in Possibility

By Susan Robertson We tend to believe that famous innovators or other “creative” people have some inherent quality that the rest of us don’t have. But the truth is — they don’t.

They’ve simply cracked the code on how to consistently live in possibility instead of living in obstacle.

Visionary thinkers see possibilities.

Always. Most of us mostly see obstacles, most of the time. We move through work, and life, by addressing whatever next obstacle falls into our path. We problem-solve the next issue on a project, we deal with the next customer complaint, we address the next challenge with our kids. But too rarely do we look up, survey the world, and make a conscious choice to shape our world to be the way we want it to be.

Visionary thinkers make that daily choice - to imagine the possibility of a different world, to hold on to that vision, and to refuse to let the obstacles limit their thinking. They live in possibility.

Visionary thinkers are open-minded, innovative & imaginative, willing to take risks, optimistic, and collaborative – all skills related to creative thinking. They regularly imagine, consider, and pursue new ideas and solutions.

The good news - all of these creative thinking skills are learnable! Anyone can become a more visionary thinker by learning to leverage the creative genius that’s already hidden inside.

One of the primary barriers living in possibility is the negativity bias, a cognitive bias, or mental shortcut, that all humans share. It’s the phenomenon that negative experiences have a greater impact -- on our thoughts, feelings, and behaviors -than positive experiences do. That seems counter-intuitive, but there’s a wealth of research that proves negative affects us more than positive. As a result, we are much more motivated to avoid negative than to seek positive.

Our brains have evolved to excel at identifying potential negatives, so we can avoid them. It’s a survival mechanism, and it happens in the most primitive part of our brain – the amygdala. The amygdala is responsible for detecting threats and triggering the fight or flight response.

It’s laser-focused and lightning fast at identifying potential problems. This instant identification of negatives is what can trap us into living in obstacle.

Living in possibility requires refusing to let the negativity bias rule our thinking. There are a few steps that can make a significant impact, helping us to manage around this pitfall and transform the way we think.

1. Pinpoint the Problem First, we must be able to spot when the negativity bias is at work. The easiest way to do that is by monitoring one simple phrase we say: “Yes, but….” On the surface, these words seem innocuous. And because we say them and hear them so frequently, they don’t seem like a problem.

However, this short phrase is a massive blockade to creative and visionary thinking.

It dismisses any potential positives in an idea or concept, before even identifying what those positives might be. Instead, it focuses the energy and attention of both the speaker and the listeners on all the possible negatives. This can easily overwhelm any idea and immediately kill it.

2. Manage Your Mind Once you’ve determined the negativity bias is at work (someone said “yes, but…”), the next step is to make a conscious choice to change your thinking. The key is to FIRST identify the potential positives in any idea, before focusing on the negatives.

This sounds easy. But it’s actually quite hard. It’s counter to a basic instinct, so it really does require a conscious choice to think this way, plus very real discipline to put it into practice regularly.

3. Nix the Negatives The next critical step is to refrain from saying the negatives out loud – at least not yet. The truth is, regardless that you’ve consciously chosen to identify the positives first, your brain will subconsciously identify the negatives anyway.

It’s instinctive and instant. So even while you’re enumerating positives, your brain will be busy identifying negatives, too.

But the simple trick of not saying those negatives out loud will help dramatically.

Force yourself to speak out loud, and write down the positives first.

4. Teach the Team When working with others, ask them to do the same. Help them understand that letting our natural negativity bias dominate the conversation has the potential to immediately kill ANY idea. Let everyone Summer 2023

know that, of course, there will be a time to solve the problems in the idea, but the first task is to identify the potential in the idea.

If there aren’t enough potential positives, then it’s time to move to a new idea.

But if the idea is visionary and can make a real difference, it’s imperative to hold off on the negativity bias momentarily and allow the brilliance of the idea to shine through.

5. Transform the Troublesome Term Once the above steps have led you to a potentially winning idea, it’s time to address the problems with the idea. To continue to remain in possibility, you must change the conversation; you cannot return to “yes, but…” language.

Instead, articulate the challenges as a “how might we…?” question. So, instead of saying “Yes, but it’s too expensive”, instead say “How might we do it more affordably?” This trick of flipping a problem statement into a problem-solving question is a neuroscience brain hack that will revolutionize your thinking and problem-solving.

This process of identifying positive potential first is the ONLY way to find big ideas. Every successful innovation, in any industry or endeavor, is the result of someone, or a team, choosing to live in possibility in this way.

Visionary thinking requires making space for ideas that, at first, seem scary or difficult. It takes some real courage to push past our immediate “yes, but…” response and instead focus the conversation on “what if…?” If we don’t hold ourselves accountable to look for the positives, we’ll never consider nor implement any truly new ideas. Visionary thinkers must master this skill and learn to live in possibility.

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 35

THE DIGITAL LIFE

WITH CASSIE DISPENZA

DRIVING EVENT REVENUE

THROUGH YOUR WEBSITE

A

n enticing, beautiful website that drives revenue for your organization is rarely “free”. At a minimum, you’re probably required to pay for hosting, software licensing, support and more. So how do you get the most bang for your marketing buck? The good news is if you’re using your website correctly, it can earn you more than it costs. Let’s discuss a few things you can implement to make sure you’re getting your money’s worth!

Your website is your virtual “front door”, providing the only space online where you completely control your messaging and the order in which it’s received. Social media is great, but unfortunately, external platforms get to choose how much we have to pay in order to get eyeballs on our messaging and who exactly sees it. They can (and do!) change the rules any time they feel like it, which makes it difficult to count on as the primary way to get the word out about your events. Make sure your tickets buttons are in highly prominent locations on your website, above the “scroll” on the screen—even on mobile. Don’t assume that it’s “obvious” where to go to buy tickets. A quick story—I was just perusing a festival website the other day that had the option to “choose a date” that you wanted to attend, and THEN it showed buy buttons once you picked your preferred day to visit. I had to look twice before I figured out that I had to select my preferred date prior to being offered a chance to buy! I bet many patrons turn away before finding the festival tickets!

If you aren’t sure if your customers are getting to the right place, check your Google Analytics. You may be able to find a “bottleneck” in your traffic. For instance, if customers get to the tickets page, but then drop off at the cart, check to see if you can eliminate any required form fields or barriers to purchase.

Forcing account creation is one thing that we see deter purchases. Many customers want the chance to check out as a guest, with an oversaturated market of accounts required to complete online transactions.

Even if you don’t sell tickets to events, you can use the above principles to drive the things that do earn you revenue from your website—donations, registrations, sponsorship signups, etc. should all follow the same rules. The more earned revenue you have, the easier it is to justify the costs associated with having a great website! That being said, we’re coming to a day and age where it’s going to be hard for many events to remain completely “free”. Rising costs have all organizations scrambling to make ends meet. If you can, start thinking of ways your event could charge for SOME tickets, even if it’s just at a VIP or exclusive level. Chances are you have patrons willing to pay for a bigger 36

IFEA’s ie: the business of international events

and better experience, even if the rest of the event remains free admission. Offer exclusive bathrooms, places to sit, included drink tickets—whatever you have to sweeten the deal. Don’t leave this money on the table!

In addition to direct sales, never underestimate the marketing value your website can provide in generating email lists! In addition to a basic sign-up field, you can use your website to conduct surveys, contests or other data collecting mechanisms. The exact value of a marketable email address for your organization varies based on how many emails you send and the cost of your products, just to name a few factors. However, we do know that timely marketing emails lead to the highest propensity of a sale and deliver the fastest results, meaning most purchases happen within 2 hours after a send. These two components alone should get you excited about the value of email marketing and the important role your website plays in collecting those addresses!

Finally, your website offers passive revenue streams that are worth looking in to if you haven’t already. Sponsorship logos, advertisements and partner promotions are just a few of the things you could offer. Often, these things are tied into bigger sponsorship packages, but advertisements can leave the door open for a business who may otherwise not want to do a larger sponsorship. For an event, think about related services your patrons may need—hotels, rideshares, specific food vendors, etc.

Reach out and ask if they’d like to see their logo and link on a prominent page on your website!

These and more revenue-generating ideas are just the beginning—as we enter an era where more and more customers are used to buying online, we must adapt and grow our online presence to match consumer expectations. Don’t leave your customers wanting more when they visit your website, or they may choose to spend their dollars elsewhere!

Summer 2023

Cassie Dispenza is the Vice President of Strategic Partnerships at Saffire and the 2023 IFEA Foundation Board Chair. She has extensive experience with online marketing and event planning and has planned strategic events with many companies including the Austin Sports Commission and the United States Olympic Committee. She started working with Saffire in 2011 and since then, the company has grown from supporting a few great organizations in Texas to partnering with hundreds of unique events, venues and destinations across the country. Cassie loves traveling to conferences to share strategic online planning tactics and doesn’t mind getting her boots dirty if you see her and need an extra volunteer.

2023 IFEA

IT’S TIME TO RECOGNIZE THE LEADERS OF OUR INDUSTRY Board of Directors, will review all nominations and select one or more individuals to be honored in to the IFEA Hall of Fame.

It’s time to present the IFEA’s most prestigious honor. It’s time to induct someone into the IFEA Hall of Fame for 2023. Who will it be? Will it be your own Executive Director? Will it be one of your mentors? Will it be a colleague you’ve met at an IFEA Annual Convention? Will it be . . . you? Who that person will be is up to you. Now is the time to submit a nomination for that leader and recognize them for their outstanding achievements and contributions to the festivals and events industry.

ABOUT THE AWARD: Known as the associations 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, both locally and internationally. The International Festivals & Events Association is now accepting nominations from its members for those individuals who meet this to be inducted into the IFEA Hall of Fame.

NOMINATION CRITERIA: Nominations must represent a current or past IFEA member who has made substantial achievements and/ or contributions to the festivals and events industry. Nominees can be retired and represent any facet of our industry (i.e. vendor, supporter, senior professional, etc.).

(Current IFEA World Board of Directors, IFEA Foundation Board of Directors and IFEA Staff Members are not eligible to be nominated*). *Exceptions may be made at the discretion of the IFEA Hall of Fame Committee.

HOW INDUCTEES ARE SELECTED: Once nominations have been received, the IFEA Hall of Fame Committee, comprised of members of the IFEA World

HONORING THE INDUCTEE: The Honoree (s) will be the guest (s) of the IFEA to the next Annual IFEA Convention & Expo*, where they will be inducted at the IFEA Awards Luncheon, in their honor. *Includes 2 nights hotel, airfare and Convention registration.

PAST NOMINATIONS: To view a complete list of past inductees and their stories, go to the Awards Section at www.ifea.com.

NOMINATION DEADLINE: Nominations should be submitted no later than 5:00 PM (MDT) Wednesday, May 10, 2023 ENTRY FORMAT: Please EMAIL your nomination in a Word document.

SUBMIT ENTRIES TO: Nia Hovde, CFEE, Vice President/Director of Marketing & Communications at nia@ifea.com.

QUESTIONS: Please contact: Nia Hovde, CFEE – nia@ifea.com

THE NOMINATION PROCESS Please submit the following information for your nomination: A. INDIVIDUAL SUBMITTING NOMINEE 1. Name • Organization • Address • City • State Zip • Phone • Fax • Email 2. If your nominee is selected, will you be willing to help ensure that they attend the luncheon?

3. If your nominee is selected, will you be willing to assist the IFEA and the inductee in gathering materials to prepare their induction video?

B. NOMINEE INFORMATION Name • Position • Address • City • State • Zip Phone • Fax • Email C. NOMINATION QUESTIONS Please submit a general overview of your nominee’s career, including IFEA involvement; organizations they have worked for, positions held, awards, etc., highlighting how your nominee has had an international impact and made a difference in the festival and events industry.

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

FESTIVALS, EVENTS AND

ARTIFICIAL INTELLIGENCE

By S. David Ramirez (and ChatGPT)

Everywhere you turn, people are talking about the impact that artificial intelligence will have on the world. Some perspectives seem positive, with AI allowing professionals to do more with less, performing to never-before-seen levels of efficiency with a computer providing support along the way. Other perspectives decry AI as the beginning of the end. These tools will eventually evolve into SkyNet, the omnipresent intelligence from the Terminator franchise that is bent on destroying humanity.

I fall into the positive camp. As a marketer working across hospitality, tourism, and events, this technology holds great promise to allow me to work faster, take repetitive tasks off my plate, and take my creative efforts and syndicate them across mediums.

Humans have many perspectives on what AI will do for this industry, but what does AI have to say?

I asked ChatGPT, an artificial 40

intelligence chatbot developed by OpenAI, what it thought about events.

“What effects will artificial intelligence have on the festivals and events industry?”

It expects to affect the industry by enhancing customer experience, increasing communication efficiency, automating event planning, analyzing data, and increasing accessibility.

Some of these elements are aspirational. Many tools are in early iterations and require additional development before fully available (and affordable) to the masses.

Until then, there are three places where event professionals can immediately start adding AI into the mix.

Smarter Emails Email communication is critical to event planning but can be incredibly time-consum-

IFEA’s ie: the business of international events

Summer 2023

ing. Event organizers must email attendees, sponsors, vendors, volunteers, and more.

As events get larger and more complex, the required segmentation within these groups creates even more emails to write.

While tools like CRMs have made the “bucketing” of emails into different sequences or drips easier, most email or database tools still require someone to do all the writing. This is where AI comes in.

As AI gets smarter, it will be easier to feed in the event information and have artificial intelligence produce different iterations of content designed to make the greatest impact on their target audience. Imagine uploading all the details of your event, then having AI generate email sequences designed to influence VIPs, family attendees, foodies, or other ticket types.

With a few more clicks, you have sharable event guides for vendors and exhibitors.

Specialized tools like Lavender.ai are already hitting the market, and some people in sales and sponsorship are

exhibitors. This information needs to be quickly analyzed, with the results made actionable by presenting it to event leadership. This can drastically reduce the time it could take for event safety teams to respond to incidents.

Another benefit of AI-assisted media monitoring and social listening is the ability to identify patterns and trends in the data. By analyzing large amounts of data over time, AI can help event organizers identify what types of content resonate with their audience and which topics generate the most buzz. This information can be used to tailor event messaging and content to meet attendees’ needs and preferences better.

seeing great results using them to write better outbound emails. These tools use AI to analyze data and generate personalized email content that resonates with recipients. This means that event organizers can spend less time writing emails and more time focusing on other projects.

Creating Teams Volunteer and staff organizing is often a major time sink. Volunteer A can only work certain hours on Saturdays, and Staffer B can’t stand for extended periods of time.

Accommodating and creating meaningful experiences for your front-line service workers is instrumental to retention.

Rather than having your staffing teams spend weeks trying to piece together, a smart AI-assisted tool can swiftly map out staffing areas, create schedules, build shifts, and match people to those spots.

This saves time and ensures that everyone is assigned to the right position.

But AI-assisted tools aren’t just limited to scheduling. Tools like Taskade take it a step further by mapping out a project and assigning staff based on skills and the order in which those skills must be applied. This feature streamlines the project management process, making it easier to visualize the work and create timelines or Gantt charts.

As deadlines are met or missed, the tool will automatically update workflows, making it easier to manage the entire project.

Incorporating AI-assisted tools into event planning can significantly improve efficiency and save time, making accommodating the needs of volunteers and staff easier.

Better Media Monitoring and Social Listening Whether you realize it or not, AI has become essential for brands to monitor media coverage and social media conversations. With AI-assisted media monitoring and social listening, organizers can quickly and easily analyze data and gain valuable insights that can help them improve their events and increase safety.

AI can help event organizers by automatically collecting and analyzing data from various media sources, such as news articles, blog posts, and social media platforms. This data can be used to track the buzz around an event, monitor sentiment, and identify key influencers who can help promote the event. AI can also provide real-time notifications when specific keywords or topics related to the event are mentioned online, allowing organizers to respond quickly and engage with attendees and potential attendees.

In the aftermath of Astroworld, one of the major recommendations was ongoing monitoring of social media and digital mentions of an event, including content from attendees, performers, and Summer 2023

Bonus: Thought Leadership As IFEA members, we are the festivals and events industry leaders. We are often called upon to share perspectives on events and their impact on the world around us. This could be as editorials in our local newspaper, a letter from the director in the event program, or an article in “ie: the business of international events” magazine. Writer’s block or struggle with eloquence can affect even the most experienced event professional. AI can help organize ideas, brainstorm new ones, and serve as an editor.

AI is revolutionizing communication, organizing, and planning festivals and events. Expect to see even more innovative AI solutions to help us be more effective and efficient. Are you ready to embrace these latest technologies?

S. David Ramirez is the Sr. Marketing Manager for Brand & Field at TINT, a software company that builds social tools for the world’s top hospitality, travel, and tourism brands. He is the Principal Consultant at SDMramirez, a marketing strategies agency for special events and brand activations.

He was recently selected as the Texas Festivals and Events Association Young Professional of the Year.

David serves on the Texas Festivals and Events Association Board and the International Festivals and Events Association Foundation board. He is a marketing mentor and facilitator for organizations nationwide, including the HELM Business Accelerator, BreakFast and Launch Culinary Accelerator, gener8r (Generator) cybersecurity incubator, and the University of Texas at San Antonio Institute for Economic Development.

IFEA’s ie: the business of international events 41

EVERYONE’S INVITED

WITH LAURA GRUNFELD

INCLUDING PEOPLE WITH DISABILITIES

ADVICE FROM A PERSON

WITH A MOBILITY DISABILITY AN INTERVIEW WITH DAVID SUSSMAN Interacting With Patrons LAURA: Hello David. Thank you very much for taking time to share your experiences, both as an event professional and as a patron with a mobility disability. Can you tell me about an especially memorable experience you had with a patron when you were serving as the Access Center Manager?

David Sussman and I first met in the summer of 2009 while working a small first-year festival in western Massachusetts. It was an adventurous experience complete with a middle-of-thenight campground evacuation because of rising river waters and a naked man on drugs. I learned that David had superb customer service skills and an indomitable, positive spirit.

I had started my event accessibility business 5 years earlier and I asked David if he would like to join my team on other events. David worked with Everyone’s Invited for many years, managing the Access Centers at both the Life is good Festival and at Bonnaroo. Being a passionate music fan, he has volunteered with and attended hundreds of other festivals. For the last 8 years, David has lived in Telluride, Colorado. He is an adaptive ski athlete and instructor, and a disability rights activist.

David retired this year, and I asked him if he would be willing to share some of what he has learned about event accessibility with the event producers from all over the world that read this magazine. David agreed and we spoke over Zoom delving into many aspects of making festivals accessible to patrons with mobility disabilities.

42

IFEA’s ie: the business of international events

DAVID: Immediately my thoughts go back to 2011. I was in the Access Center, where I was responsible for issuing wristbands that grant people permission to use raised viewing platforms and other services relating to their disabilities.

Two young ladies came into the tent, one pushing the other in a wheelchair. I noticed that the young lady in the wheelchair was an above-knee amputee. I greeted them and asked how I could help. They explained that they were looking for a place to sit and watch the music. We got into a little bit of a conversation. I asked, “Who are you excited to see?” They said, “We’re really here for the whole weekend, but tonight is special because Arcade Fire is one of our favorite bands.” She went on to explain that she was there against doctor’s orders. She was living with osteosarcoma, a form of bone cancer, and she was dying. The doctor told her, “If you play your cards right and follow my instructions you could live another six months.” She said, “Well, doctor, I want to go to a music festival before I die.” The doctor said, “I strongly discourage you. Your health is fragile, and you run the risk that your life will end sooner, maybe as early as weeks, rather than the six months that I could see you living.” She said, “I’m going to take that risk because I want to enjoy the time that I have left. This is a decision that I’m making with my wife and we’re going so that I can see my favorite band one more time before I pass.”

Later that night I went into the music venue, and I bumped into those two young ladies. We sat together during Arcade Fire and we kind of huddled in a three-person hug and just sobbed for thirty to forty minutes. The young lady with cancer kept pointing to the ground and saying, “This is where I want to be. This is where I belong. These are the people I want to make my last memories with.”

LAURA: That is an amazing experience. I also know that not all your interactions with patrons who approach you at the Access Center have been so positive. Some people have non-apparent disabilities like a heart condition. The law protects people’s privacy and prevents you from asking about a person’s disability. How did you weed out those that should be granted permission to use the Access Program services from those that were faking it?

DAVID: I asked very simple questions and let them present themselves to me. A typical conversation might go like this, “How

Summer 2023

shuttles? This is the kind of information I need so that I can prepare for the event.

LAURA: Tell me if this is true for you. When I look at the information that is provided on the website, I feel I can tell how much effort they’re putting into their access program. There are some events that will say, “We’re 100% accessible,” and not much else.

That is when I have serious doubts.

DAVID: Yeah, I’ll dig in. If there’s a contact person, I’ll get in touch with them.

LAURA: Have you ever had trouble getting through security?

DAVID: I remember being stopped and my bag searched. “What do you have in here?” Very accusatory. I said, “Catheters! And diapers!

And wipes so I can clean myself when I go to the bathroom!” And they’re like, “OK, go ahead please, go ahead.” I turned it around on them to embarrass them, “You looking at my diapers and my catheters in that bag?” And everyone’s like, “Oh my God.” And they’re like, “OK, you’re good. Have a nice night. Thank you. Bye-bye.”

LAURA: And just to be clear, is it OK if we put that in the article?

DAVID: Heck yeah. That’s the thing, anybody you see in a chair, for the most part, will have a bag with stuff like that in there. can we help you today?” The patron says, “I want to sit down and watch the music.” “I understand you want to sit down and watch the music. The seating areas are for people with significant disabilities who need to sit down and watch the music. Tell me if you feel this applies to you.” One patron replied, “Why are you being such an asshole?” It was challenging.

A gentlemen came in with his young daughter and he said, “I need a wristband. My daughter can’t see and I want to get her up on the platform so she can see the music.” I said, “Well, no disrespect, but the wristbands for the platform are for people with disabilities. Does your daughter qualify?” He replied, “She’s of short stature.” I said, “Well she’s of short stature because she’s seven, not because of a disability.”

I remember another guy, big hulking dude, who came in and said, “Give me a wristband.” I said, “Why don’t you grab a seat and tell me how I can help you?” “I’m telling you how you can help me, you can give me one of those wristbands.” I said, “The wristbands are for people that are living with temporary or permanent mobility disabilities. It gives them the opportunity to sit in a raised viewing area so they can see the show.” He’s like, “Yeah, I know what it gives me. Are you going to give me the f’ing wristband or not?” I said, “I think at this point, it’s a ‘no’.” He called me a name and stormed off.

First Things First LAURA: If you’re thinking about attending a festival that you’ve never been to what’s the first thing you do?

DAVID: The first thing I do is go to their website and see what their access program looks like. Where am I staying? Is it a day-pass kind of thing where I’m going home at night? I’ll want to know about accessible parking, bathrooms, and seating. How far will I need to travel once I’m in the venue and what are the grounds like? Is it paved, grass, gravel? Flat or hilly? Are there

Entrance LAURA: Have you ever been to an event where the entrance wasn’t accessible?

DAVID: All the time but I’m pretty good in my chair because I have a chair specifically made for off-road terrain. It’s heavy-duty, mountain bike tires, and the casters are solid rubber. It’s a hunting and fishing wheelchair. I wouldn’t trust a regular wheelchair at an outdoor festival of size. I used to follow the Grateful Dead. I saw eighty-six Grateful Dead concerts, so every time it was with my crutches going up a hill, having somebody piggy-back me across a little creek or something, stuff like that. But you make do. I love my music.

Viewing Areas LAURA: What experience and advice do you have for producers regarding accessible viewing and seating?

DAVID: An event I attended had a chain link fence around a grass area in front of the sound board where people with disabilities were caged. I’m sorry to say we called it the “cripple cage”. It was horrible.

The solution I like best is a raised platform on scaffolding with bike rack around it to keep other patrons from climbing up. I’ve seen plywood on the ground or a very low platform of maybe 6 inches and these are not high enough to see the stage. Now almost all festivals have a raised viewing platform. I don’t want to stare at somebody’s buttocks. I’m 3’9” in my wheelchair, the platform should be three feet high.

LAURA: I think three feet high is a minimum. Some people are shorter than you. When possible, three and a half or four feet would be appreciated by many. I also feel that we should provide a choice of seating options. A space with the raised viewing platform, set back in the audience where people can get to it, Summer 2023

IFEA’s ie: the business of international events 43

and another place between the stage and the audience so that people with disabilities can be right up front. How do you feel about that arrangement?

DAVID: I’m not necessarily one of the front row people. I’m happier knowing that I can get out in a hurry if I need to, so that back or side viewing platform is better for me. At some indoor venues I’ve chosen to be in the front. It’s a bit smothering because those of us in wheelchairs are surrounded by able-bodied people.

If there was a protected area it would make it a lot more doable.

I went to an indoor festival in town. They carried my wheelchair up for me and I hobbled up the steps. “Always happy to see you David” and everybody’s drinking and doing their thing and dancing. I just got pushed further and further into the back. I paid $66.00 to sit there staring at a bunch of drunk asses dancing in my face and getting stepped on, bumped into, and spilled on.

I’ve been to this place before and knew what to expect but I went anyway because this was my favorite band.

The anxiety of being lower than everybody that is standing, the looks and such that get thrown my way. Not a mean look, it’s that pity, or nice-to-see-you-out-of-the-house look. When I’m with my girlfriend the look says, “Oh look, two wheelchair people holding hands.” I’m thinking “Let’s get out of here.”

LAURA: If there had been a reserved section up front that was in front of the barricade or bike rack that keeps the audience from storming into the stage, that would just take care of it. As long as there’s a protected route to and from that area so you can get back and forth to the bathroom or get out when you want to.

Toilets DAVID: The number one issue that I have dealt with for forty-five years of living life with a disability, is my anxiety about bathroom, bladder and bowel issues. If I feel as though I don’t have access to those facilities within a certain amount of time, I lose my mind. I’d rather leave and be disappointed than put myself in a bad situation.

It is important that some accessible toilets be locked. If they are not, patrons without disabilities will stand in long lines to get into them because they prefer the larger toilets. People with disabilities can’t get in quickly and the toilets fill to overflowing. It gets disgusting.

My girlfriend and I were at a festival recently where this happened.

The staff recognized the problem and cleaned and locked the accessible toilets. They gave us the codes so we could get in.

Crowded Conditions LAURA: Have you been in any overcrowded situations?

DAVID: We’ve seen all the horror stories of people getting trampled. Living life in a wheelchair can get scary quickly. I was at a music festival in Europe in 1999, still walking with my crutches, all of 110 pounds, 280,000 people. One band had ended, and REM was coming on. They were the biggest thing in the world.

I got trapped on a bridge with 30,000 people. I held onto my friend, and I started saying my final prayers. I thought I was going to be trampled. It was terrifying.

fully inclusive. There’s still some work to do providing services to people living with disabilities. Make those accommodations so that, simply put, bottom-line, all the patrons at an event can have the same awesome experience.

It’s mostly simple accommodations that we need to feel that we’re equal. We want to be included. We don’t want producers to do it because they have to do it. We want them to provide a real service accommodating people that need a little extra help.

Advice For First-Time Attendees LAURA: What advice do you have for first time festival attendees with disabilities? How should they approach this daunting task of attending their first festival?

DAVID: It’s daunting, for sure. A lot of the information on the websites is very generic, not very helpful. There’s not a person to contact or an email address. It’s very much like “Figure it out on your own.” Patrons turn to social media like Reddit, Facebook, Instagram, and other social media tools. Sadly, some information is more accurate than others, so check with the festival when you can. There’s still some work to be done as far as festivals providing pertinent information that actually helps people, rather than just a blanket statement that says, “We’re accessible.”

Why Go to the Trouble LAURA: It can be especially difficult for a person with a disability to attend an outdoor event. Why do you go to all the trouble?

DAVID: For me, it’s this unparalleled feeling of joy and happiness that I find when I’m enjoying live music. I was raised in a musical household during a time of great music, the 60s and 70s. My parents were big music people. My brother and sister are older, so I was one of those lucky younger kids who kind of got hooked on music through my brother and sister. Ever since my first concert, which was seeing the band Chicago at the World’s Fair in 1974 in Spokane, Washington, I’ve been hooked on live music and the feeling of freedom and joy and happiness and elation that I feel when I’m listening to bands play.

It’s been a part of my life and will always be a part of my life. I love it. And I’ll put up with a lot to continue doing it. It’s become harder and harder over the years for me, going from an ambulatory, walking with a crutch, and having a few small things that I had to worry about, to now carrying a bag of medical supplies and worrying about pressure injuries to my feet, my buttocks. There is the anxiety of being around able-bodied people almost exclusively, thousands and thousands of them, when I’m in a chair and they’re all towering above. That’s how much live music means to me. I will continue to go to music festivals until I’m in the ground.

Advice For Producers LAURA: What advice do you have for event producers?

DAVID: The community of people living with disabilities continues to be overlooked and I want to make sure that we’re being 44

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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, April 2023.

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Good

Great

CFEE

An Important Step in the Career Track of Industry Leaders As a professional in the Festivals & Events Industry, you know the difference between Good and Great. You’ve dedicated yourself to the “whatever it takes” approach that has become your hallmark. You understand the importance and value of continuing to hone your skills, growing your knowledge base, expanding your professional network, and surrounding yourself with others who have reached the top levels of their careers as well.

CFEE (Certified Festival & Event Executive), the IFEA’s professional certification program, provides the essential difference between good and great among professionals in our industry. It signifies the highest level of achievement. Attainment of your CFEE certification provides recognition of your commitment to excellence, experience, and to your career, placing you in an elite group of the top festival and event professionals in your field. It’s a statement of quality that you bring to the table.

For more information about the IFEA’s professional certification program and our CFEE FastTrack® Program, contact Cindy Lerick at cindy@ifea.com or call +1-314-614-7152.

The CFEE Professional Certification Program is Sponsored by

2023 IFEA WORLD FESTIVAL & EVENT CITY

©

AWARD PROGRAM “Recognizing the best in city-event leadership and partnerships around the world.”

ABOUT THE

IFEA WORLD FESTIVAL & EVENT CITY AWARD

©

The IFEA World Festival & Event City Award © was designed and created as a way for the global festivals and events industry to openly encourage, support, learn from and recognize positive local environments for festivals and events worldwide. If you are considering applying for this prestigious award, you already understand the important role that festivals and events play in your community by: • Adding to the quality of life for local residents; • Driving tourism; • Showcasing a positive community brand and image to the media, business community, and visitors; • Creating economic impact that translates into jobs, tax revenues and enhanced infrastructure improvements; • Providing enhanced exposure opportunities for the arts, not-for-profit causes and other community programs and venues; • Promoting volunteerism and bonding the many elements of the community together; • Encouraging community investment, participation, creativity and vision; and • Building irreplaceable ‘community capital’ for the future.

To achieve and maximize these important returns for the markets that they serve, we must clearly understand their direct correlation to the partnerships with and support from the local community, at all levels, that is critical to the success and sustainability of existing festivals and events, as well as the ability to attract and encourage new events. Through this special award the IFEA is pleased to recognize those cities and markets who have worked, through concerted efforts, to provide an environment conducive to successful festivals and events. For each year’s selected cities, the IFEA World Festival & Event City Award © provides: • A strong platform from which to recognize the success of current and on-going efforts by every component of your community; • A clear positioning statement to encourage continued infrastructure, policy and process enhancement and expansion; and • A powerful marketing statement for use in recruiting and encouraging new festivals, events and businesses.

We look forward to working with you, your city and community partners to recognize the quality efforts and support that you have successfully developed over the years and should be rightfully proud of. Thank you for your continued support of, and partnership with, the festivals and events industry. Best of Luck with your entry!

To learn more about the IFEA World Festival & Event City Award, and how to enter, CLICK HERE. 2 48

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RECIPIENT CITIES INCLUDE: IFEA World Festival & Event Award recipient cities come from all over the globe including such cities as: Sydney, Australia; Dubai, United Arab Emirates; São Paulo, Brazil; Rotterdam, The Netherlands; Jinju City, Gyeonsangnam-do, South Korea; Krakow, Poland; Philadelphia, Pennsylvania, USA; Greater Palm Springs - CA, USA; Ottawa - Ontario, Canada; Boston - Massachusetts, USA; Maribor, Slovenia; Taupõ - New Zealand; Tucson, Arizona, U.S.A.; Des Moines, Iowa, U.S.A.; New Taipei City, Taiwan; Ballito-KwaDukuza, KwaZulu-Natal, South Africa, and much, much more.

A complete list of winning cities and details about each can be found at www.ifea.com.

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IFEA’s ie: the business of international events 49

Past IFEA World Festival & Event Cities Each year, the International Festivals & Events Association announces the recipients of the IFEA World Festival & Event City Award, at the Annual IFEA Convention & Expo. The IFEA would like to congratulate each winning city. For more information about each winning city - go to: www.ifea.com / Industry Awards / World Festival & Event City Awards / Past Recipients

2022 IFEA World Festival & Event City Award Recipients 2014 IFEA World Festival & Event City Award Recipients • Chiang Mai, Thailand • Jinju, South Korea • McAllen, Texas, United States • Penghu, Taiwan • Philadelphia, Pennsylvania, United States

2019 IFEA World Festival & Event City Award Recipients • Coffs Harbour, New South Wales, Australia • Gimje-Si, Jeollabuk-do, South Korea • Philadelphia, Pennsylvania, United States • Rotterdam, South Holland, The Netherlands • Sydney, New South Wales, Australia • West Palm Beach, Florida, United States

2018 IFEA World Festival & Event City Award Recipients • Boryeong-si, Chungcheongnam-do, South Korea • Coffs Harbour, New South Wales, Australia • Gold Coast, Queensland, Australia • Moscow, Russia • Ottawa, Ontario, Canada • Philadelphia, Pennsylvania, United States • Sydney, New South Wales, Australia • Taichung City, Taiwan • Winnipeg, Manitoba, Canada

• Coffs Harbour, New South Wales, Australia • Des Moines, Iowa, United States • Gold Coast, Queensland, Australia • Hadong-gun, Gyeongsangnam-do, South Korea • New Taipei City, Taiwan • Philadelphia, Pennsylvania, United States • Port Macquarie Region, New South Wales, Australia • Sydney, New South Wales, Australia • Tucson, Arizona, United States

• Coffs Harbour, New South Wales, Australia • Dubai, United Arab Emirates • Greater Palm Springs, California, United States • Krakow, Poland • Newcastle, New South Wales, Australia • Philadelphia, Pennsylvania, United States • Sydney, New South Wales, Australia • Taupo-, Waikato Region, New Zealand

• Ballito-KwaDukuza, KwaZulu-Natal, South Africa • Campos do Jordão, São Paulo, Brazil • Denver, Colorado, United States of America • Dubai, United Arab Emirates • Dublin, Ohio, United States of America • Grapevine, Texas, United States of America • Hampyeong-gun, Jeonlanam-do, Korea • Lhasa, Tibet Autonomous Region, People’s Republic of China • London, England • Maribor, Slovenia • Newcastle, New South Wales, Australia • Republic of Trinidad and Tobago, The • Sydney, New South Wales, Australia

• Dubai, United Arab Emirates • Gimje-si, Jeollabuk-do, South Korea • Indianapolis, Indiana, United States • Johannesburg, Gauteng, South Africa • Joinville, Santa Catarina, Brazil • Meizhou Island of Putian City, Fujian Province, China • Reykjavik, Iceland • São Paulo, São Paulo, Brazil • Shanghai, China • Sydney, New South Wales, Australia

2010 IFEA World Festival & Event City Award Recipients

2015 IFEA World Festival & Event City Award Recipients

IFEA’s ie: the business of international events

• Boston, Massachusetts, United States • Hwacheon-Gun, Gangwon-do, South Korea • Nice, Côte d’Azur, France • Ottawa, Ontario, Canada • Rotorua, Bay of Plenty, New Zealand • Salvador, Bahia, Brazil • Sydney, New South Wales, Australia

2011 IFEA World Festival & Event City Award Recipients

2016 IFEA World Festival & Event City Award Recipients

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2013 IFEA World Festival & Event City Award Recipients

2012 IFEA World Festival & Event City Awards Recipients

2017 IFEA World Festival & Event City Award Recipients

• Coffs Harbour, New South Wales, Australia • Dubai, United Arab Emirates • Jinju City, Gyeonsangnam-do, South Korea • Louisville, Kentucky, United States • Newcastle, New South Wales, Australia • Philadelphia, Pennsylvania, United States • Rotterdam, The Netherlands • Sydney, New South Wales, Australia •

• Dubai, United Arab Emirates • Dublin, Ohio, United States • Newcastle, New South Wales, Australia • Philadelphia, Pennsylvania, United States • São Paulo, Brazil • Sydney, New South Wales, Australia

• Boryeong-si, Chungcheongnam-do, Korea • Edinburgh, Scotland • Geumsan-gun, Chungcheongnam-do, Korea • Hidalgo, Texas, United States • Jinju-si, Gyeongsangnam-do, Korea • Louisville, Kentucky, United States • Norfolk, Virginia, United States • Ottawa, Ontario, Canada • Rotterdam, The Netherlands • Sydney, New South Wales, Australia • Salvador, Bahia, Brasil • Taupo, New Zealand

Summer 2023

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!

FIVE MUST HAVES IN DIGITAL CONSUMER

EXPERIENCES

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ADDING WHAT CONSUMERS WANT

By Lisa Apolinski, CMC

are there options to modify or A not so surprising fact – according to technologies, alter the technology so that the investment grow and pivot with changes in the HubSpot, 65 percent of consumers state can business, the economy or the consumer? will the organization providing that the experience they encounter on theAlso, technology be in business in a year, 2 or 5 years? Can someone else, like a website is a “very important” factor in years a third-party vendor or internal IT team, the technology if something were recommending a brand. If that stat is not support to happen? Understanding the cascading enough, HubSpot also reported that 75 effects of choosing a new technology is vital.

Have #5: When In Doubt, Ask percent of consumers expect new tech- Must There is no cost to a conversation. When is any doubt, simply ask. Not sure nologies to be used to create memorable there what needs customers have? Do a poll or focus group and find out how they use the and better experiences. current technology and what improvements The bottom line seems clear – if companies do not invest in the digital consumer experience, there is a potential risk of losing those consumers. What are the most important factors in creating those memorable digital consumer experiences?

Consider these five must haves: Must Have #1: Answer The Need Of The Consumer There is a temptation by organizations to choose new technologies that internal staff think are great, but have no impact on the consumer experience. Even worse, some new additions to their current technologies can make the digital consumer experience worse or more complicated.

When considering adding new technologies, look at what the consumer experiences currently are. Then determine whether the new technology addresses a specific need or improves on the existing experience. If those needs are not being addressed, it may be better to continue that new technology search.

Must Have #2: Make It Measurable There is a great way to determine the impact of a new technology on the digital consumer experience: make sure measurements and KPIs are set up to determine whether the technology has actually impacted the digital experience for the consumer. Yes, the customer experience can be challenging to quantify, but there can be data parameters put into place to make that quantification easier.

These measurements can be how quickly a consumer gets to a completed action on the website, how easy information can be accessed (how many pages to get to content) and how often it is accessed, or even what options are available for additional contact (chat box, form, email or phone). Take the time to work on those measurements.

Must Have #3: Keep Changes Simple When it comes to adding in new technologies, make one change at a time.

This is important for several reasons. Too drastic of a change could impact how well the technology can be integrated into current platforms and cause current technologies to malfunction.

Introducing several changes at once can also make it difficult to determine what change caused an improvement in the experience. It also can make the consumer overwhelmed with the new experience.

Even new technologies that improve the digital experience could be rejected by the visitor if there are too many changes at once. Be patient and do smaller and simpler changes over a period of time.

Must Have #4: Understand Long Term Impact Changes to technologies can have longer types of impact. This goes beyond the digital consumer experience and can affect whether a company can incorporate future digital changes and new technologies coming on the horizon. When reviewing new Summer 2023

could be made. Wondering if a new potential technology is easy to implement and doesn’t have any potential pitfalls?

Request references and ask hard questions about their experience, the implementation process and the impact of the technology.

This also goes for internal staff and asking how the technology may affect their department. Bringing all stakeholders to the table is worth the effort. Take the time to gather information before implementation to remove unnecessary headaches. By having this additional information, better decisions can be made on what technology is chosen and how effective it can be.

Digital consumer experiences are more important than ever. Adding new technologies can enhance those experiences. With the focus on these must haves, companies can implement the right technology at the right time and help the consumer experience their brand in a new and exciting way.

Lisa Apolinski is an international speaker, digital strategist, author and founder of 3 Dog Write. She works with companies to develop and share their message using digital assets.

Her latest book, Grow Your Market Share In A Zombie Apocalypse, provides expert insight and tips for businesses wishing to survive unimaginable economic conditions. For information on her agency’s digital services visit www.3DogWrite.com. * https://blog.hubspot.com/service/ digital-customer-experience

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WHAT DOES CHATGPT HAVE TO SAY?

WITH CHATGPT

THE PROS AND CONS ON USING AI

IN THE FESTIVALS & EVENTS INDUSTRY

A

rtificial Intelligence (AI) has been a buzzword in many industries, and the festival and events industry is no exception. AI is making strides in the events industry, from providing more personalized experiences for attendees to increasing efficiency in event planning. However, AI is not without its drawbacks, such as privacy concerns and potential bias. In this article, we will explore the pros and cons of AI if used in the festivals and events industry.

Pros of AI in Festivals and Events 1. Personalization One of the most significant advantages of AI is its ability to provide personalized experiences for attendees. AI can analyze data such as past event attendance, social media behavior, and survey responses to predict attendee preferences. With this information, event organizers can tailor experiences to each individual attendee. For example, AI could be used to create personalized schedules based on attendees’ interests or recommend vendors based on their previous purchases.

3. Improved Planning AI can be used to improve the planning process for festivals and events. AI can analyze data on attendee behavior and preferences to help organizers make better decisions about scheduling, marketing, and other important aspects of event planning. For example, AI can be used to analyze data on past attendance to predict which events are likely to be the most popular and when attendees are likely to arrive and leave. This information can be used to create more efficient schedules and better allocate resources.

4. Increased Efficiency AI can also increase efficiency at festivals and events. For example, AI can be used to manage traffic flow, parking, and other logistical issues. AI can also automate certain tasks such as ticketing or check-in processes, which can save time and reduce the need for staff. For example, Ticketmaster is using AI-powered chatbots to answer customer questions and provide personalized recommendations for events.

Cons of AI in Festivals and Events

2. Improved Safety and Security In addition to personalization, AI can also improve safety and security at festivals and events. Facial recognition technology can be used to identify potential security risks before they enter the event, helping to keep attendees safe. For example, facial recognition technology was used at the 2018 Winter Olympics in Pyeongchang to identify potential security risks.

AI can also be used to monitor the crowd and detect potential safety concerns. For example, AI-powered cameras can monitor for overcrowding or detect suspicious behavior that may be a potential security threat. This technology has been used at major events such as the Super Bowl and the Boston Marathon.

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1. Cost One of the biggest drawbacks of AI is cost. AI technology can be expensive to implement, and the cost may be prohibitive for some organizers. Additionally, ongoing maintenance and updates may be necessary, which can add to the overall cost.

2. Privacy Concerns Another potential drawback of using AI in festivals and events is privacy concerns. Facial recognition technology, which is used to improve safety and security, could be seen as invasive by some attendees. Additionally, there is always the risk of data breaches or misuse of data collected by AI systems. Attendees may not want their personal information to be collected or used in this way.

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3. Dependence on Technology Another potential downside of using AI in festivals and events is dependence on technology. If AI systems were to fail, it could cause significant disruptions to the event. Additionally, the use of AI could lead to a reduction in human interaction, which could impact the overall experience for attendees.

Some attendees may prefer interacting with humans rather than machines.

4. Potential for Bias Finally, there is also the potential for bias when using AI in festivals and events. If AI systems are not programmed correctly, they could inadvertently discriminate against certain groups of attendees. For example, AI could be programmed to recommend certain vendors based on past purchases, but these recommendations may not be relevant to all attendees.

Examples of AI in Festivals and Events 1. Coachella Music and Arts Festival The Coachella Music and Arts Festival is one of the largest music festivals in the United States and has been using AI to improve the attendee experience in recent years. In 2018, Coachella partnered with Amazon to launch a new feature called Coachella Voice. This feature allowed attendees to use Amazon’s Alexa to get answers to questions such as when their favorite band was performing or where they could find a certain vendor.

Additionally, Coachella has also used AI to monitor the crowd and detect potential safety concerns. In 2018, the festival used AI-powered cameras to detect and respond to potential security threats.

2. SXSW South by Southwest (SXSW) is an annual festival that brings together professionals from the music, film, and tech industries.

In recent years, SXSW has used AI to improve attendee experiences. For example, in 2018, SXSW partnered with IBM Watson to create an AI-powered chatbot that was available to attendees via Facebook Messenger. The chatbot was able to answer questions about the festival, provide recommendations for events and vendors, and even suggest personalized schedules for attendees.

3. CES The Consumer Electronics Show (CES) is one of the largest tech conferences in the world and has been using AI to improve the attendee experience in recent years. In 2020, CES partnered with IBM Watson to create an AI-powered digital assistant called Watson Assistant for Events. The digital assistant was able to answer attendee questions, provide personalized recommendations, and even assist with event planning and scheduling.

Additionally, CES has also used AI to improve safety and security at the event. In 2020, the event used AI-powered cameras to monitor for potential security threats and respond quickly to any issues that arose.

experience. In recent years, the festival has used AI-powered chatbots to answer attendee questions and provide information about the festival. Additionally, AI has been used to monitor the crowd and detect any potential safety concerns.

Conclusion In conclusion, AI has the potential to revolutionize the festival and events industry in many ways, including personalization, improved safety, improved planning, and increased efficiency.

However, as with any new technology, there are also potential drawbacks to consider, such as cost, privacy concerns, dependence on technology, and the potential for bias. As the use of AI in festivals and events continues to grow, it will be important for organizers to carefully consider these pros and cons and weigh the potential benefits against the potential risks.

Sources: • “AI in Events: How Artificial Intelligence Is Changing the Events Industry” Eventbrite, accessed April 18, 2023.

• “How AI is Revolutionizing the Events Industry” Forbes, accessed April 18, 2023.

• “Coachella 2018: Amazon Alexa and AI help festival-goers plan their day” BBC News, accessed April 18, 2023.

• “IBM Watson is the Secret Ingredient in South by Southwest’s Chatbot” Adweek, accessed April 18, 2023.

• “CES 2020: IBM and CTA launch Watson Assistant for Events” VentureBeat, accessed April 18, 2023.

• “Bonnaroo to deploy safety technology during four-day festival” WBIR, accessed April 18, 2023.

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!

4. Bonnaroo Music and Arts Festival The Bonnaroo Music and Arts Festival is another popular music festival that has started using AI to improve the attendee Summer 2023

IFEA’s ie: the business of international events 55

LEADERSHIP AT ALL LEVELS

WITH GAIL LOWNEY ALOFSIN

YOUR OWN PERSONAL GOLD:

HOW KINTSUGI TEACHES US TO EMBRACE OUR IMPERFECTIONS

“With Kintsugi, YOUR cracks are not flaws to be hidden, but stories to be told. Embrace the imperfections in your life and live YOUR own masterpiece.”

Y

OU become the story you choose to tell. Your story, guided by your choices, influences your journey to success on your terms. Your story begins with the conversations you have with yourself, the people you spend time with and the situations you choose or attract.

When most people are faced with a positive or negative thought, they lean towards the negative. Think about your report card or annual performance review. The grade and comments are outstanding except for one. Hmmm…a score of “fair” or “needs improvement?” Our brain tends to focus on the “bad.” Appreciate what you can improve and celebrate your wins. Avoid negativity bias at all costs.

The word “kintsugi” is translated as “golden journey.” The longer version “kintsukuroi” means “golden repair.” Kintsugi is the ancient Japanese art of repairing broken pottery with resin, gold, and other precious metals. As the pottery is restored, the beauty of the piece is enhanced by this technique.

Kintsugi has been referenced as a metaphor for finding beauty in imperfection and embracing our flaws. Our “flawed” experiences can be transformed into something beautiful and valuable. Embracing our imperfections can lead to personal growth, resilience, and serve to inspire others. Our cracks create an interesting life, our own personal story. Embracing our imperfections, we can use the wisdom garnered from our experiences to LIVE our own masterpiece.

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-GLA

When we experience moments of disappointment and disillusion, it is natural to feel deflated, flawed and broken. Let’s explore a few lives that were originally “unsuccessful.”

As a child, Albert Einstein struggled in school to the point of being expelled for his defiant nature. Facing a great deal of rejection while exploring work as a scientist, he continued to hone and believe in his theories, eventually becoming one of the most respected scientists in history.

He missed 9000 shots. He lost 300 games. Cut from his high school basketball team, this icon could not be stopped. He worked hard on his skills and his success led him to become one of the most iconic basketball players in history. You know who this is! “His Airness” - Michael Jordan!

Many people, including me, admire and appreciate Oprah Winfrey. Her personal journey included growing up in poverty and discrimination. Oprah’s resilience and refusal to be defined by her circumstances paved her path to become one of the most influential women in the world. The lives she has impacted with her positive and motivating wisdom are immeasurable.

Embracing our imperfections leads to personal growth and inspires others. Our “brokenness” becomes our own personal gold. By embracing our imperfections, they are transformed into sources of strength. We learn to appreciate the beauty of our flaws.

Think about how you respond to challenges. Perhaps try mending the broken vase or the bowl before disposing of it.

Rewrite your story focused on strength and successes. Do more of what makes you feel great and surround yourself with people you enjoy spending time with. “Bless and release” the negativity in your life starting with the way you talk to yourself.

Your story? Live one that inspires you to be your best self – cracks and all! Find your own Personal Gold!

Summer 2023

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 volunteer, 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

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

2023 IFEA

GIVE THANKS TO THOSE WHO SELFLESSLY GIVE SO MUCH TO YOUR EVENT Take a moment to think about all your hard-working volunteers that will be with your event this year, or have been with you for many years. Would your event be possible without their hard work and dedication?

They all deserve to be recognized just for the fact that they’re volunteering, but is there anyone who stands out above the rest; goes that extra mile to help you and your event? Someone that makes your life easier, just by volunteering to help your event! You thank your volunteers every day for all their hard work, but wouldn’t it be great if they could be thanked by the entire events industry with the IFEA Volunteer of the Year Award?

After all, for all they do for your event - what’s a few moments of your time to jot down a few nice things about them and submit a nomination.

2023

Do something amazing today and submit a nomination for that hard-working volunteer to the 2023 IFEA Volunteer of the Year Award.

Nominations are currently being accepted for the 2023 IFEA Volunteer of the Year Award.

ABOUT THE AWARD: Whether an 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 by volunteers to our festivals and events deserve our heartiest congratulations and recognition. It is for that reason that the IFEA Volunteer of the Year Award was created.

The IFEA Volunteer of the Year Award recognizes 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.

NOMINATION CRITERIA: To be eligible for consideration for the IFEA Volunteer of the Year Award, the nominee shall: • Be a current volunteer of an IFEA member organization • Have provided significant enthusiasm, organizational assistance and specific expertise • Be a volunteer of the nominating festival or event for at least 3 years • Have shown initiative and leadership in his or her efforts • Have a positive attitude • Have exemplified his or her dependability • Have a significant depth of involvement • Have made a difference to the festival or event • Have received no remuneration for services directly associated with his or her volunteer duties HOW THE WINNER IS SELECTED: Once nominations have been received, the IFEA Volunteer of the Year Committee, comprised of members of the IFEA World Board of Directors, will review all nominations and select the Volunteer of the Year winner from all of the candidates submitted.

Volunteer nominations submitted for the 2022 Awards may be carried over into the 2023 competition with the permission of the nominator. The nominator will have the option to re-write the nomination if desired.

HONORING THE WINNER: The winner of the 2023 IFEA Volunteer of the Year award will be honored at the next Annual IFEA Convention & Expo at the IFEA Awards Luncheon to accept their award. Additionally, the winner will be featured in an issue of “ie” magazine, on the IFEA Website and in email promotions. *Includes 2 nights hotel, airfare and Convention registration.

PAST WINNERS: To view a complete list of past winners and their nominations, go to the Awards Section on www.ifea.com NOMINATION DEADLINE: Nominations should be submitted no later than 5:00 PM (MDT) Wednesday, May 10, 2023 ENTRY FORMAT: Please EMAIL your nomination in a Word document.

SUBMIT ENTRIES TO: Nia Hovde, CFEE, Vice President/Director of Marketing & Communications at nia@ifea.com.

QUESTIONS: Please contact: Nia Hovde, CFEE – nia@ifea.com

THE NOMINATION PROCESS

Please submit the following information for your nomination: A. INDIVIDUAL SUBMITTING NOMINATION INFORMATION: Name • Organization • Address • City • State • Zip • Phone • Fax • Email B. NOMINATION INFORMATION: Name • Address • City • State • Zip • Phone • Fax • Email C. NOMINATION QUESTIONS: Please provide a response for each of the questions below, indicating which question you are answering. Please include specific examples for each. Points will be awarded for each question. Points awarded are listed below.

1. Explain your volunteer’s significant depth of involvement.

(20 points) 2. Show specific examples of your volunteer’s roles and responsibilities. (10 points) 3. Describe how your volunteer has provided significant enthusiasm, organizational assistance and specific expertise. (10 points) 4. Explain how your volunteer has shown initiative and leadership in his or her efforts. (20 points) 5. Tell how your volunteer has exemplified his or her dependability. (10 points) 6. Describe your volunteer’s positive attitude. (10 points) 7. Describe how your volunteer has made a difference to the festival or event. What impact has your volunteer had on your festival/event? What void would there be without him or her as a volunteer? (20 points) D. ADDITIONAL INFORMATION: Please also submit the following with your nomination.

1. A high-resolution photograph of the volunteer you are nominating. (300 dpi or higher) 2. A local media list (up to 15 contacts) in order for IFEA to send Press Releases to your media.

• Please submit in Excel format.

• Please include: Name; Organization; City; State; Email

How to Build Trust and Expertise with After Action Reviews (AARs)

By Jake Mazulewicz, Ph.D.

After Action Review (AAR) How Did It Turn Out TheWay It Did?

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Summer 2023

What Did We Actually Do?

What Will We Do Differently Next Time?

What Did We Set Out To Do?

Do you lead your team to learn primarily from successes or from failures?

Many leaders argue that their teams are just too busy to spend time discussing why a successful project went well. They just wrap up fast, then dive into the next project.

So, the unspoken insights and unwritten lessons learned from that project rarely ever get shared or discussed. Often, they just get forgotten in the frenzy of working project after project.

Would you hire an engineer to build you a bridge if all that engineer ever studied was how bridges collapse? Would you hire a recruiter to find you a job if all that recruiter ever studied was how people get fired?

The best leaders help their teams learn regularly from their successes, not just occasionally from their failures.

But learning from success happens automatically… doesn’t it?

After Action Review (AAR) Soldiers perform complex, dynamic, often dangerous missions. And they want to learn as much as they can from each one. In the 1980s, leaders in the US Army realized that they needed a practical way to help soldiers share the unspoken insights and unwritten lessons they learned from their missions. They realized that sharing tribal knowledge and applying tacit skill were key to winning wars. And since it was the Army, they developed a process -- a non-punitive, semi-structured, post job team debrief called an After Action Review (AAR).

After Action Reviews have proven so wildly effective that every branch of the military now uses them. And for some units like flight crews and Special Operations Forces, AARs are almost a religion. They’ve been called, “one of the most successful organizational learning methods yet devised.”

The process of leading a basic AAR is simple. Soon after your team completes a project, gather them in a private space for about 30 minutes, and ask these four questions: 1. What did we set out to do?

2. What did we actually do?

3. How did it turn out the way it did?

4. What will we do differently next time?

Why Use These Questions?

• Have you ever had a discussion degenerate into a fact-free “war of opinions”?

That’s the fate you’ll suffer if you start a debrief by asking for opinions. True, questions 3 and 4 are subjective and do indeed ask for opinions. But notice that questions 1 and 2 are much more factbased. It may seem silly to ask, “What did we intend to do in this job?” But different people have different goals for the same job. The accountant on your team may have intended to maximize revenue. The safety specialist on your team may have intended to reduce the risk of injuries. The team leader may have wanted to finish the job ahead of schedule and under budget. So always start your After Action Reviews by getting facts with questions 1 and 2 before getting opinions with questions 3 and 4.

• “What went well, and what went badly?” This may seem like a great question for a debrief. After all, it cuts straight to the point, right? Here’s the problem. This question nudges us to discuss blame, not improvements.

And blame stops learning in its tracks.

Look at the four After Action Review questions. There’s no hint of fault, failure or blame in any of them. That’s intentional. After Action Reviews focus on learning, not blame. Make sure you keep that focus in every AAR you lead.

1. Successes vs. Failures Some leaders do AARs only for accidents or errors. If you do that, your team will quickly associate AARs with failure.

And they’ll give short, vague answers to get it over with as fast as possible. So, lead about 80% or more of your AARs for successful projects. That way, your team will learn to trust the process and value the results.

2. Now vs. Later Unspoken insights and lessons learned are the most valuable things a team can discuss in an After Action Review. Those unspoken ideas have a half-life of hours or less. So, if you wait a day or more to lead your AAR, much of the priceless, unspoken wisdom will already have been lost, perhaps forever. So, lead the AAR as soon as the project wraps.

3. Leader vs. Facilitator Most leaders like to answer questions.

Usually that’s a good thing. But not in an After Action Review. If you give in to the temptation to answer the questions, you’ll shut your team down until the only person talking is you. So, in an After Action Review, remember that the leader is the person who talks the least.

Choose your AAR leaders accordingly.

• Soldiers are fond of sayings like, “No mission plan ever survives contact with reality” or “The planning is more valuable than the plan.” And in reality, the percentage of complex missions that go exactly according to plan is nearly 0%. Soldiers and other experts in complex, dynamic systems know that in any given job, there’s always a gap between what we plan to do and what we actually do. Notice how question 1 asks about the plan. Some call this “Work as Imagined.” Question 2 asks about the actual job. Some call this “Work as Done.” When you lead your After Action Reviews, use questions 1 and 2 to explore this critical gap, but not eliminate it.

Summer 2023

Three Common Mistakes and How to Avoid Them

If you want a low-cost, low-risk way to build trust and expertise on your team, you will likely never find a more practical method than leading After Action Reviews.

If the US Army has used them for 40+ years, just imagine what kind of value they could create for your team.

Jake Mazulewicz, Ph.D. shows leaders in high-hazard industries why errors are signals, not failures, and how to address the deeper problem, so that everyone can work more reliably and safely. He keynotes and advises globally. He has a decade of experience in Safety for electric utilities, and served as a firefighter, an EMT and a military paratrooper. To learn more, visit www.reliableorg.com.

IFEA’s ie: the business of international events 61

EVENT THE PR PROFILE SHOP

WITH DAVE BULLARD

Silver Dollar GOT City GREAT CONTENT. YOU’VE Attractions

SO WHAT?

Dalton Fischer

Communications Manager dalton.fischer@silverdollarcity.com 399 Silver Dollar City Parkway Branson, MO, United States 417-338-8152 www.silverdollarcity.com

Event Name: Ozark Mountain Summer Celebration DATES: June 3 - July 16, 2023 ATTENDANCE: Over 2 million visitors spanning mid-March to December 30.

NUMBER AND TYPES OF EVENTS: 8; Street Fest, Bluegrass & BBQ, Ozark Mountain Summer Celebration, Summer Nights, Southern Gospel Picnic, Harvest Festival Country Music Days, An Old Time Christmas NUMBER OF STAFF: 1400 WHEN ESTABLISHED: Summer Celebration is new this year, but our summer festival stretches its origin to 1996.

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A Brief History of Ozark Mountain Summer Celebration 2023 brings a new look and feel to the 1880s theme park’s summer festival with the Ozark Mountain Summer Celebration, June 3 to July 16. Anchored on The City’s 40 rides and attractions, Summer Celebration features family-focused entertainment, including Nick Wallenda’s high-flying Zirkus, Hot Time In Rivertown music variety show with the Rivertown Ramberls, a 50-year celebration of the Silver Dollar Saloon Show featuring the Saloon gals and big-city proprietors “Rootz” and “Koontz,” plus various visiting artists performing

IFEA’s ie: the business of international events

Summer 2023

genre-spanning music like bluegrass, folk, country and more.

As families explore the streets of The City, various “trail stops” are sprinkled all around the theme park waiting to be discovered, like street performances from the Rainmaker city resident, a 2-story “Canopy Sky” with 72 rows of colorful pennant totaling to over 1,000, the “World’s Largest Tomato Can,” a rocker garden full of classic rocking chairs and oversized lawn games like cornhole, checkers, tricky triangle and an old-fashioned hook and ring game.

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 Moderated by: Josh Reichart Senior Manager, Partner Activation 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, CFEE IFEA Foundation Board Member Associate Professor / Director of the Event Leadership Executive Certificate Program Temple University

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 Public Relations and Marketing Manager The Great New York State Fair 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

JANUARY 18 – 23, 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

The PointsMap App has a New Look!

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2021

INTERNATIONAL FESTIVALS & EVENTS ASSOCIATION

LEGACY SCHOLARSHIPS These 20 scholarships are made possible by the generosity of many industry donors through the IFEA Foundation.

Each scholarship covers the full registration costs* for a deserving industry professional, student or volunteer to attend, learn and grow from the unparalleled creativity, education and networking of the IFEA Annual Convention & Expo - the leading industry gathering of professionals dedicated to the festival and event field. The 66th Annual IFEA Convention, Expo & Retreat, is scheduled for October 9-11, 2023 in McAllen, Texas, USA. Scholarship Eligibility Scholarships are open to applications from IFEA members worldwide, with the exception of the following six scholarships established for U.S. based applicants only: • The Georgia Festivals & Events Association Scholarship (Georgia members only) • The Mid-Atlantic Festivals & Events Professional Scholarship (CT, DC, DE, MD, NJ, NY, PA, RI, WV members only) • The Tennessee Festivals & Events Professional Scholarship (Tennessee members only) • The Pete Van de Putte Scholarship (Texas members only) • The Joe & Gloria Vera Memorial Scholarship (Texas members only) • The Kay & Vernon Wolf Scholarship (Texas members only) Each scholarship is designed to support and encourage selected and targeted individuals. Applicants must meet the criteria outlined for the specific scholarship that they are applying for and cannot be in a financial position to attend without scholarship assistance. Once these requirements are met, applicants are considered on their cultural diversity, professional aspirations, course of study (if a student), and statement of benefit to themselves and/or their organizations and communities as the result of attending the convention.

We invite you to look through these opportunities and take a moment to learn a little more about the special individuals and groups attached to each.

Apply and get additional details at ifea.com/foundation.

Applications are due in the spring and one application can be used to apply for multiple scholarships.

The Arts Festival Legacy Scholarship The Arts Festival Legacy Scholarship provides support for professional growth to individuals with an arts festival focus and a visual or performing arts background.

The Pat Corda Memorial Scholarship Providing support to young/new professionals currently completing their education or with less than three years in the industry.

The Carolyn and Lee Crayton Legacy Scholarship Providing support to a deserving individual/ organization from a smaller market, with grand visions for helping their community through events, but not yet a budget to match those visions.

The Judy Flanagan Scholarship Providing support to a deserving individual/ organization whose event involves a parade.

The Georgia Festivals & Events Association Scholarship Providing support to a deserving individual/organization from Georgia.

The Gayle Hall Memorial Scholarship The scholarship will provide support to a deserving individual who exemplifies a “get it done” attitude and who is looking to grow their knowledge and industry training, while currently employed in a festival / event industry job.

The Bill & Gretchen Lofthouse Memorial Scholarship Providing support to a deserving individual/ organization currently struggling with shortterm economic or start-up challenges.

2023

INTERNATIONAL FESTIVALS & EVENTS ASSOCIATION

Supporting and Educating the Festivals & Events Industry Since 1993

APPLI CAT

I O N D EAD

May 15, 2 LINE 0 Apply Now23

The Mampre Media International Scholarship Providing support to a deserving individual working with media/marketing responsibilities for an event.

The Bruce & Kathy Skinner Scholarship Providing support to young/new professionals currently completing their education or with less than three years in the industry.

The Jean McFaddin Legacy Scholarship Providing support to a deserving individual/organization who has had at least 2 years active involvement, either as staff or volunteer, in producing a multi-dimensional event and whose career/lives have been inspired or touched by the Macy*s Thanksgiving Day Parade.

The John Stewart Memorial Scholarship Providing support to a deserving individual working with technology responsibilities supporting an event(s).

The Daniel A. Mangeot Memorial Scholarship** Providing support to a deserving individual/ organization seeking advanced education and professional certification. This scholarship provides core curriculum registration fees toward the attainment of the IFEA’s Certified Festival & Event Executive (CFEE) designation.

The Mid-Atlantic Festival & Event Professionals Scholarship Providing support to a deserving individual/ organization within the Mid-Atlantic United States. Includes the states of NY, CT, RI, PA, NJ, DE, MD, DC, and WV. The Richard Nicholls Memorial Scholarship Providing support to a deserving High School senior or College Student with a history of commitment to participating or volunteering in non-profit events / organizations; someone who is well-rounded in extra-curricular activities in and outside of campus life and who has a passion for helping others and/or supporting a cause that enhances the quality of life for individuals or the community at large.

*Transportation, lodging and optional fees (such as CFEE and Continuing Education courses) will be the responsibility of the recipient. The IFEA Foundation may have limited funding available to offset some travel expenses. Please see page 2 of the application if you would like to be considered for a possible travel allowance.

The Tennessee Festival & Event Professionals Scholarship Providing support to a deserving individual/ organization from Tennessee.

The Pete Van de Putte Scholarship Providing support to a deserving individual/ organization from Texas.

The Joe & Gloria Vera Memorial Scholarship Providing support to a deserving individual/ organization from Texas.

The Don E. Whitely Memorial Scholarship Providing support to a deserving individual/ organization whose event involves a parade.

The Kay & Vernon Wolf Scholarship Providing support to a deserving individual/ organization from Texas.

The George Zambelli, Sr. Memorial Scholarship Providing support to a deserving volunteer who has given their time and energies to their community festival/event. **The Daniel A. Mangeot Memorial Scholarship does not over convention registration costs but rather core curriculum fees toward the attainment of the IFEA’s Certified Festival & Event Executive (CFEE) designation.

Interested in building your own legacy through an IFEA Foundation Legacy Scholarship?

Contact Kaye Campbell at +1-208-433-0950 ext 8150 or kaye@ifea.com.

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

MARKETPLACE SEARCH MORE VENDORS AT EVENTRESOURCEMARKETPLACE.COM BANNERS/FLAGS

INSURANCE / RISK MANAGEMENT

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

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

CASH MANAGEMENT FIRST DATA / CLOVER – 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

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

COSTUMES 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

SAFETY/SECURITY 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

EVENT SOFTWARE / APPS

TICKETING

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 use and extremely affordable. Contact: Jerry Waddell | Chattanooga, TN USA | 423-894-2677 | jerryw@videoideas.com | www.pointsmap.com

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

INFLATABLES 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

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IFEA’s ie: the business of international events

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 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

Summer 2023

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

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