IE Volume 35 Issue 2

the business of international events

Enhancing Festivals with Cultural Elements Can a “Return to

Normal” in 2021?

OB-sessed! LeaningHappen Into Influencer Mode to Elevate Your Special Events!

What Is an SOP & Why Your Event Needs One Why You May Be Better Off Without a Sponsorship Broker

the business of international events

Enhancing Festivals with Cultural Elements OB-sessed! Leaning Into Influencer Mode to Elevate Your Special Events!

What Is an SOP & Why Your Event Needs One Why You May Be Better Off Without a Sponsorship Broker

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IFEA VISION A globally united industry that touches

Publisher & Editor Steven Wood Schmader, CFEE, President & CEO

lives in a positive

Assistant Editor Nia Hovde, CFEE, Vice President

way through

Director of Marketing & Communications Advertising

celebration.

Carrie Ring, CFEE, Director of Partnerships & Programs Art Director Craig Sarton, Creative Director Contributing Writers Robert Baird, Dave Bullard, CFEE, ChatGPT, Dave Demer, Bruce L. Erley, APR, CFEE, Margaret Graziano, Laura Grunfeld, Kasey Kelly, Emily Linares, Jenn LoConte, Gail Lowney Alofsin, Curt Mosel, Jessica Rector, Kim Skildum-Reid, Priscilla Celina Suarez, Robert Wilson, Kate Zabriskie Photography Laura Grunfeld, Marvin Young

For association or publication information: IFEA World Headquarters 10400 Overland Rd. #356 Boise, ID 83709, U.S.A. +1.208.433.0950 Fax +1.208.433.9812 With respect to interactions with members/customers or those applying to be members/customers, the IFEA will not cause or allow conditions, procedures, or decisions which are unsafe, undignified, unnecessarily intrusive, or which fail to provide appropriate confidentiality or privacy. If you believe that you have not been accorded a reasonable interpretation of your rights under this policy, please contact the IFEA office at +1-208-433-0950 ext. 8180.

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Summer 2024

http://www.ifea.com

F E AT U R E S On the Cover: The Kentucky Derby Festival, Louisville, KY. To learn more, see Event Profile on page 44. Photo by Marvin Young.

DEPARTMENTS

24

Enhancing Festivals with Cultural Elements: A Guide

by Priscilla Celina Suarez

34

OB-sessed! Leaning Into Influencer Mode to Elevate Your Special Events!

By Emily Linares

42

What Is an SOP & Why Your Event Needs One

By Kasey Kelly

60

Why You May Be Better Off Without a Sponsorship Broker

By Kim Skildum-Reid

66

Overcoming Fear and Resistance to Create Positive Change

By Margaret Graziano

74

Change your Thinking and Create a Culture that People Don’t Want to Leave

By Jessica Rector

82

The Language of Popularity at Work

By Kate Zabriskie

92

Ticket Speculation: What is It and What You Can Do About It

By Curt Mosel and Jenn LoConte

10 IFEA President’s Letter 12 IFEA World Board 16 IFEA Foundation Board 29 Pinnacle Awards 2024 38 What Does ChatGPT Have to Say? 44 Event Profile Kentucky Derby Festival 49 2024 IFEA World Festival & Event City 62 The Sponsor Doc 68 Festivals Without Borders 76 2024 IFEA Volunteer of the Year 78 The Un-Comfort Zone 84 The PR Shop 86 Leadership at All Levels 88 Everyones Invited 95 2024 Hall of Fame 96 $how Me the Money 102 Marketplace Summer 2024, Volume 35, 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.

IFEA PRESIDENT’S LETTER

BY STEVEN WOOD SCHMADER, CFEE

BEHIND THE

HEADLINES

I

FEA’s Event Insider weekly global news recap has proven to be our most popular and highly read on-line information source since we started it in 2009, sixteen years ago. For a fascinating journey through the evolution of our industry during those years, readers can still access every past issue by clicking on the ‘Past Issues’ link at the bottom of each issue.

We are sometimes asked how we choose the global stories that we use and the answer to that is a webinar unto itself.

But recognizing that interest, I thought that I would use my President’s Letter to take you for a look ‘Behind the Headlines.’

The primary purpose of the Event Insider, as with other IFEA programs, is to be educational and informative; to provide a valuable resource that allows our readers be aware of, and prepared for, possible trends and issues, threats and opportunities, that are being experienced by their global peers; to be exposed to new programs and ideas; to simply learn about a unique or interesting event from other cultural or global regions (our photo gallery and/or video connected stories are a great place to find new ideas, or simply 10

to be awed and motivated by all that our shared global industry provides to the world); and to be aware of what the global media is covering (and our audiences are reading) about our industry. The more we are connected, the more we grow our professional abilities to represent, grow and protect our own events and communities.

Research for a single edition of the IFEA Event Insider can take 4-6 hours. Articles must be researched, read completely, and vetted for inclusion. We look for coverage that, where possible, includes facts and information (i.e., economic impact, attendance estimates, ticket sales, funding dollars provided, etc.), or examples of how a situation/program may have been managed, addressed, or provided. Not to judge, but to allow everyone to compare and learn from real situations. And while there is a never-ending plethora of articles about the remarkable things that you all are doing – date and entertainment announcements; the naming of royalty; a local schedule of events, routes, parking; etc.; these do not typically provide the educational value of other stories.

Some weeks there is more news than we can handle. In others, it truly is a ‘slow news’ week. Because we try and cover every niche (festivals, fairs, theme parks, parades, airshows, sporting events, music festivals, community events, cultural events; art events; large national or international events like the Olympics; et al.) and global region of our industry, as well as industry-specific impact areas (sponsorship and funding; risk management; financial and environmental sustainability, city support and services, volunteers, et al.) sometimes the news is unexpectedly weighted in a specific direction, depending upon what is happening in the world.

Often times we, like many of you, feel like there is an overwhelming amount of ‘negative’ news. In other weeks, it may feel like everything is sugar-coated. Either way, we will always include any current national and/or international news that is being covered by the major news outlets

IFEA’s ie: the business of international events

Summer 2024

around the world. As one IFEA member commented: “If you don’t understand the good, the bad and the ugly, you cannot respond from a fully informed position.”

With larger coverage stories, we do our best to provide a balanced and complete picture (through the inclusion of ‘Related Stories’ or coverage by different sources) of what others – your sponsors, cities, volunteers, staff, local media, et.al. – are being exposed to and, in many cases, reacting and responding to. In some stories you will notice that the IFEA is often contacted and quoted by the media as a global industry resource and, in those cases, we try to provide both a realistic, yet positive and forward-looking image of our common industry.

Together with our publication partners at Multiview, we set out some guidelines that we do our best to always follow, as we research and present a multitude of news sources. These include, but are not limited to: • News stories must be current and have appeared within the week since our last edition of the Event Insider.

‘Related Stories’ may be older, if they help to bring the readers up to date on a current and developing story.

• Stories should be selected more for their educational value vs. their promotional value.

• We will always provide complete location information in the headlines, so as not to assume that everyone knows all world cities, countries, and regions.

• News sources must be vetted to be credible sources. We will not typically use any personal blogs or newsletter sources. We will sometimes use ‘Opinion’ articles, if we feel that the point is important and honestly reflective of a current trend or issue, and if it appears in a credible source publication.

• We will never (purposely) use stories that have a ‘paywall’ or ‘firewall’ that requires payment, a subscription, or the providing of personal information to access the story. In some cases, this may preclude our own access to stories Continued on Page 98

IFEA Annual Convention & Expo

Sept. 29 – Oct. 1, 2024 Wyndham Grand Pittsburgh Downtown Pittsburgh • Pennsylvania • U.S.A. CFEE Classes September 26, 27, 28, 2024

Presented by

IFEA WORLD BOARD

BY JAZELLE JONES

YOU’RE BIGGER

THAN YOU THINK:

Why You Should Enter Your City in the IFEA World Festival & Event City Award

T

o my fellow readers of the “ie Magazine” I hope this letter finds you in good spirits and favorable weather as many of you, including my team at the City of Philadelphia, are gearing up for another exciting outdoor festival and event season.

In the midst of event season, my team is also preparing and editing this year’s IFEA World Festival & Event City Award submission.

The IFEA World Festival & Event City Award is a treasured honor that provides cities with global recognition for their collective efforts in creating an environment conducive to successful festivals and events. The award opens the door for networking opportunities and support systems from like-minded individuals from cities around the world who are also champions and advocates for the event industry.

Whenever I’m a guest on a panel or educational session at the annual IFEA Convention, the number one question I get asked is “How do you put your IFEA World Festival & Event City Award submission together?” And the follow up statement I often hear is “I don’t think my city’s event landscape is big enough for that yet.”

I am here today to debunk that myth and remove that limited belief from your mind. You and your city are bigger than you think!

Below are my top four reasons/tips for why you should consider submitting your city for the IFEA World Festival & Event City Award.

1. The Submission Helps You Define Why Your City is a World Festival & Event City When my office first stumbled upon the IFEA World Festival & Event City Award we asked ourselves a similar question. Yes, Philadelphia is big, but are we big enough to submit for this? We’re certainly not as robust as our Big Apple neighbors to the north or as diplomatically placed on the map as our country’s capital just below us. How do we differentiate ourselves from the rest?

We began brainstorming what makes our city so unique and asked the really important question, what do we know and love about Philly that we want the world to learn and appreciate? Once we distinguished our city’s unique identity, we established a list of events and specific city features that mirror Philly’s gritty, yet welcoming personality that we wanted to highlight throughout the submission.

2. Utilize the Submission Requirements as Educational Tools First things first, with any submission you must thoroughly read through the event brochure and entry requirements and break it down section by section. There are six sections to the submission, each with a unique goal to gather the information that will help the judges better understand the event landscape of your city.

Some of this information may be muscle memory to you, other details you may need to do some research. This submission gives you the opportunity to collaborate with your local event-driven community stakeholders and partners for fact finding and information sharing.

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IFEA’s ie: the business of international events

As you gather the information required, you end up with an amazing shared resource for your city that perfectly outlines how your city manages and recruits events. In the end, it’s a great tool to have on file and to share with new employees as they learn the ins and outs of how you operate.

3. With Great Power Comes Great Global Marketing and Network Opportunities!

Think of the submission as an investment in yourself and your city’s brand. This investment elevates you on a global stage and leads you to some amazing networking opportunities with like-minded professionals from around the world. Even more to consider, the IFEA membership offers exclusive access to monthly networking groups, educational webinars, and a plethora of resources to connect with.

It also provides you with a powerful marketing tool for attracting new festivals, events, and even businesses to your city. On a personal level, our submission has helped Philadelphia land some of the biggest events in the world (think FIFA World Cup 2026).

4. Your City and Your Team Deserve the Recognition The unity in a shared sense of accomplishment for our team is the greatest morale boost I could ever ask for. The pride we feel in celebrating our win together and being recognized on stage at the IFEA Convention is worth its weight in gold.

When Philly brings back the IFEA World Festival & Event City Award, we are bringing back a bargaining chip that showcases the tremendous impact our team has in the festival and events world.

Winning this award starts the conversation of why festivals and events are important to the fabric of your city and provides you with a leveraging tool to encourage continued infrastructure and policy enhancements that are critical to the success and sustainability of the event industry.

With that being said, I hope this encourages you to think BIG and submit for the IFEA World Festival & Event City Award on behalf of your city. I look forward to seeing you in Pittsburgh this Fall and if you have any questions during the submission process, feel free to reach out to any of us on the IFEA World Board, or the IFEA Team!

Warm regards,

Summer 2024

Jazelle M. Jones IFEA World Board Chair City Representative and Director of Special Events Mayor’s Office, City of Philadelphia Philadelphia, Pennsylvania

r u o e m W e lc o

2024 IFEA World Board of Directors

CHAIR JAZELLE JONES City of Philadelphia Office of Special Events Philadelphia, PA Jazelle.Jones@phila.gov

CHAIR-ELECT JOE VERA, CFEE City of McAllen McAllen, TX jvera@mcallen.net

SECRETARY BILL O’TOOLE, CFEE Event Project Management System Pty., Ltd. Bondi Beach, NSW Australia event@epms.net

IMMEDIATE PAST CHAIR KAREN CHURCHARD, CFEE City of Scottsdale Scottsdale, AZ kchurchard@scottsdaleaz.gov

ALISON BARINGER, CFEE North Carolina Azalea Festival at Wilmington Wilmington, NC alison@ncazeleafestival.org

MARILYN CLINT, CFEE, COO Portland Rose Festival Foundation Portland, OR marilync@rosefestival.org

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. Kansas State University Manhattan, KS cindy@artofeventsllc.com

CURT MOSEL ArtsQuest Bethlehem, PA cmosel@artsquest.org

IRA ROSEN, CFEE Chair - IFEA Foundation Board of Directors Ira Rosen, LLC Wall Township, NJ irarosen1011@gmail.com

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

Marilyn Clint, CFEE

Joined IFEA World Board in 2024 Description of Event/Business: The Portland Rose Festival Foundation produces the annual Rose Festival, a 100+ year heritage event with three weeks of activities, plus programs that lengthen this footprint.

In Conversation How Did You Get Into the Festivals/Events Industry?

I was sent to the Rose Festival by an employment agency between high school and college. I was starstruck and I didn’t get the job. A few months later they called me for a seasonal gig.

Other Background Experience: I came and left and came and left and came again to Rose Festival.

In between I got more education in college, in business and in valuing myself.

What Has Been Your Biggest Professional Challenge?

Growing from a crack admin to CEO as a woman in the 70s, 80s, 90s and beyond. Finding my voice and the courage to use it.

Learning to shut up occasionally after I started using it. Keeping the lights on through financial downturns, sponsor turnover and the pandemic. Managing and evolving a nonprofit organization with 120 board members and a very small staff.

What is the Best Advice You’ve Ever Received?

The Serenity Prayer: God grant me the serenity to accept the things I cannot change, the courage to change the things I can and the wisdom to know the difference. Courage, Wisdom and Serenity--from my mom when I was a teenager.

What Advice Would You Give the Younger Version of Yourself As You Started Out in the Festivals & Events Industry?

Listen to your mom.

What Do You Do To Relax?

Play ukulele, walk, listen to the Beatles Channel, watch tennis and take naps. I love naps..

What is Your Personal Philosophy?

Listen to the universe, drown out the noise. Choose the voices that matter--all the rest are part of the noise.

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FACTS ON FILE Years in the Festival/ Event Business: 49 Years at Current Place of Employment: 49, off and mostly on Highest Level of Education: College, CFEE Degree Received: BA, English & Philosophy Graduating University: Portland State University Year Graduated: 1980 Family Details: Sister Charlie, Jonnie & Janie, rescue cats Last Book or Business Book Read: Barbara Neely Blanche White Series Last Movie Watched: The Godfather. I’ve seen it more than a hundred times, probably.

Last Festival Attended (that wasn’t your own): Clackamas County Fair–I LOVE fairs.

Favorite Festival Food / Drink: Corn Dog and Diet Pepsi!

Marilyn Clint, CFEE CEO

Portland Rose Festival Foundation Portland Rose Festival Portland, OR, USA 503-522-7396 marilync@rosefestival.org rosefestival.org

IFEA FOUNDATION BOARD

BY IRA L. ROSEN, MA, CFEE

THE POWER

OF CONNECTION

IFEA prides itself on many different things: the quality of our educational programs, an incredible array of member benefits, a high value international convention and others. However, one of the strongest reasons for membership is the power of connections and the networking opportunities that this organization provides. If you look at the home page for the IFEA website, this phrase is noted: “Our success lies in the success of those we serve through professional education, programming, products and resources, networking and representation.” I have taken the liberty of highlighting the word “networking,” as this is consistently one of the key reasons why new members join the organization and why existing members renew. IFEA presents unique opportunities to network and to build strong industry connections. There is a reason why the coffee area at the annual international convention is called “Connections Café!”

Isn’t this the goal of any “professional association?”

According to ChatGPT, part of the definition of a professional association includes the following sentence, which also mentions “networking”: “A professional association is an organization formed by individuals in a particular profession or occupation to promote their collective interests, provide resources and support, establish standards of practice, and facilitate networking and professional development opportunities.” So, what makes IFEA different than any other association when it comes to networking? I believe that the difference is how we promote the power of connection. Typical networking involves a conversation, perhaps an exchange of business cards (for those who still use them!) and perhaps a follow up email, call, or text. Connection, on the other hand, leads to long-term business and often personal relationships. To demonstrate this point allow me to offer a few real-world examples.

When I attended my first IFEA Convention, many years ago, I literally knew one person, the late Don Whiteley, a world-class international parade producer from Atlanta. He and I had worked on a project together and he suggested that IFEA was an organization that could help grow my professional career. At that first convention, Don introduced me to everyone he knew, which, quite frankly, was most of the attendees! Many of those people, including Don, became lifelong friends and colleagues. This experience takes place at every convention and many of my best friends are people that I have met at IFEA events.

The second example of connections was one that was made at the IFEA Convention in Williamsburg, Virginia in 2019. Two of the people who received Foundation scholarships that year and were in the CFEE classes were Sarah Umlauf, Executive Director of the Saint Louis Art Fair and Megan Zaranek (then Megan

Tramonte) who was then Operations Coordinator for an art festival in Florida. Fast forward to 2024 when Sarah was looking for a replacement for their Operations Director. Who applied for and was hired for the position? Yes, kids, Megan Zaranek. A connection that would not have existed without the IFEA Power of Connection.

The next example came as the result of the IFEA Convention in 2023 in McAllen, Texas. Rachel Cieri is Manager of Volunteers for PHS/The Pennsylvania Horticultural Society which produces the annual Philadelphia Flower Show. In this role, she manages in excess of 2,000 volunteers and she was attending the convention on a Foundation scholarship. Through volunteering for the Foundation Night event, she met Alex McNulty, who is the Manager of Member Services at Pasadena Tournament of Roses. In his role, he manages more than 1,500 volunteers. They developed a friendship, and Alex invited Rachel to come to Pasadena to volunteer for the annual Pasadena Tournament of Roses Parade.

She took him up on the offer and had a once-in-a-lifeline learning experience which has enhanced her professional development.

I am especially proud of Rachel, as she is a graduate of Temple University’s School of Sport, Tourism and Hospitality, where I taught for 15 years.

My fourth and final example is Dave Bullard. Dave is an independent festival and event public relations/marketing consultant who has spent decades in the PR/Journalism industries, most recently as the Marketing and Public Relations Manager for the Great New York State Fair. Dave’s first IFEA Convention was in 2019 in Williamsburg, and yes, he was in the same CFEE class as Megan and Sarah! I had the pleasure of interviewing Dave recently and one of his comments was that when he came to his first IFEA Convention, he found his “tribe.” “I didn’t have any expectations when I came to my first IFEA Convention. The first night of CFEE I ate dinner by myself. The second night, a whole group of my CFEE classmates came over to me and invited me to join them to go out that night. That never happened with any other convention or professional association.” Dave is now a member of the IFEA Foundation Board, moderator of the IFEA Marketing & PR Affinity Group, and has built his consulting business through IFEA connections.

These four examples are but a brief collection of IFEA connection stories, and I am certain that many of you reading this have your own story to share. With some articles I have written, I struggle to match the minimum word count. For this article, my challenge was not exceeding my limit!

If any of this resonates with you, I encourage you to support the IFEA Foundation in any way that you can. We do a lot of initiaContinued on Page 98

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r u o e m W e lc o

INTERNATIONAL FESTIVALS & EVENTS ASSOCIATION

2024 IFEA Foundation Board

CHAIR IRA ROSEN, CFEE Ira Rosen, LLC Wall Township, NJ irarosen1011@gmail.com

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

SECRETARY JESSICA KAMINSKAS The Parade Company Detroit, MI jkaminskas@theparade.org

IMMEDIATE PAST CHAIR CASSIE DISPENZA IFEA Foundation Board Chair Saffire Austin, TX cassie@saffire.com

DAVE BULLARD, CFEE FanFirst Fulton, NY debullard@gmail.com

LUANN CHAPMAN The Gatts Group Grapevine, TX luchap@aol.com

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

HAYDEN KRAMER, CFEE Town of Indian Trail Parks and Recreation Indian Trail, NC hpk@indiantrail.org

ALEX MCNULTY Pasadena Tournament of Roses Pasadena, CA amcnulty@tournamentofroses.com

CURT MOSEL, CFEE ArtsQuest Bethlehem, PA cmosel@artsquest.org

DAVID OLIVARES, CFEE Kaliff Insurance San Antonio, TX david@kaliff.com

COLLEEN MURPHY, CFEE Des Moines Arts Festival Des Moines, IA cmurphy@desmoinesartsfestival.org

SARAH UMLAUF, CFEE Saint Louis Art Festival Saint Louis, MO sumlauf@culturalfestivals.com

DAVID RAMIREZ TINT San Antonio, TX david.ramirez@tintup.com

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

JAZELLE JONES Chair - IFEA World Board Of Directors City of Philadelphia Office of Special Events Philadelphia, PA jazelle.jones@phila.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.

INTERNATIONAL FESTIVALS & EVENTS ASSOCIATION

FOUNDATION BOARD PROFILE

Alex McNulty

Joined IFEA Foundation Board in 2024

Description of Event/Business: The Tournament of Roses features the Rose Parade® by Honda and the Rose Bowl Game® by Prudential, America’s vibrant New Year’s celebration. The Rose Parade, a 136-year tradition, showcases grand floral floats, bands, equestrian, and entertainment units. The Rose Bowl Game, a college football classic, is held at the historic Rose Bowl Stadium. If New Years Day falls on a Sunday, the events move to January 2, honoring the tradition since 1893.

In Conversation How Did You Get Into the Festivals/Events Industry?

I can say I have always been the event planner. After moving back to California from the east coast, and settling in the Los Angeles area, I started planning college transfer fairs for Pasadena City College. In college, I completed my degree requirements of an internship with Nordstrom. Pre-Pandemic, I was planning and executing in-store events, along with customer relationship activities for the store. In 2016, my husband and I joined the Pasadena Tournament of Roses as Members. While serving on the Post-Parade operating committee, we were the captains of the Infrastructure team. Together, we planned and executed Float Fest - a showcase of floats (now named), a float viewing event for thousands of visitors.

Other Background Experience: Growing up in the San Francisco Bay Area, I was captivated by commercial aviation. My childhood dream was to become a flight attendant, and I made it a reality. My passion for retail and 18

event management sprouted from my academic background in Apparel Merchandising and Retail Management, focusing on international management.

Complementing this, I hold an Associate of Science in Design and Applied Arts, alongside an Associate of Arts in General Studies. Being an Eagle Scout, I’ve honed the skills to set and achieve ambitious targets, journey across the globe, experience life abroad, and contribute meaningfully to my community. I approach each day with a thirst for knowledge, a readiness to conquer new obstacles, and a desire to enhance my team and organization’s success.

What Has Been Your Biggest Professional Challenge?

My biggest professional challenge is at the Tournament of Roses. My challenge has been dealing with its deep-rooted history and traditions. Balancing these traditions by driving the volunteer program forward requires careful handling. Here’s how I tackle it: First off, I dive deep into understanding the organization’s history, values, and processes especially as they relate to the volunteer program. Building solid relationships with Members is key; it helps me understand where they’re coming

IFEA’s ie: the business of international events

Summer 2024

from and what matters to them. I keep communication open about where we’re headed while still honoring our values and traditions, which helps get everyone on board with any suggested adjustments.

I make sure to involve stakeholders in decision-making, giving them shared ownership and addressing their concerns early on. Changing things gradually helps ease concerns and keeps our roots intact. We make sure to celebrate our rich history, while also being open to new ideas to stay relevant.

Recognizing the hard work of the volunteers and giving them more opportunities for engagement is crucial for success. Regular evaluations help us make sure we’re heading in the right direction and give the volunteers a voice. By being mindful, working together, and thinking ahead, I’m able to strike the right balance between tradition and progress, and support the best volunteers in the world.

What is the Best Advice You’ve Ever Received?

I have two pieces of advice that I carry with me. Both are from Nordstrom. The first piece of advice is to “Leave it better than you found it.” The second piece of advice is from the late Blake Nordstrom, “Extend Yourself. “

What Advice Would You Give the Younger Version of Yourself As You Started Out in the Festivals & Events Industry?

My advice to myself would be double the time you think it is going to take you to complete a task or project. It always will take longer than expected.

What Do You Do To Relax?

To relax, I love to travel. Getting to a destination is half of the adventure, don’t leave it out! I also play with legos.

What is Your Personal Philosophy?

My personal philosophy is measure twice, cut once.

FACTS ON FILE Years in the Festival/ Event Business: 9 Years at Current Place of Employment: 3 Years of Employment, 9 Years of Service Highest Level of Education: Bachelors Degree Degree Received: Apparel Merchandising and Retail Management, International Apparel Poduction, B.S. Graduating University: California Polytechnic University, Pomona Year Graduated: 2013 Family Details: Jerry, my partner in adventure for 20 years, married for 5 years, and Moonpie, our Boxer.

Last Book or Business Book Read: On Gold Mountain, by Lisa See Last Movie Watched: Hunger Games - Ballad of Songbirds and Snakes Last Festival Attended (that wasn’t your own): Macy’s Thanksgiving Day Parade In New York. I was a balloon handler.

Favorite Festival Food / Drink: I’m a sucker for a good Macaroni and Cheese Alex McNulty Senior Manger, Member Services

Pasadena Tournament of Roses Association Tournament of Roses Pasadena, CA, USA 626-449-4100 amcnulty@tournamentofroses.com www.tournamentofroses.com Summer 2024

IFEA’s ie: the business of international events 19

INTERNATIONAL FESTIVALS & EVENTS ASSOCIATION

FOUNDATION BOARD PROFILE

Hayden Kramer, CFEE

Joined IFEA Foundation Board in 2024

Description of Event/Business: The Town of Indian Trail produces 20+ events a year! Everything from holiday related activities to unique events like Battle IT Out! Indian Trail is the largest municipality in our county and the 22nd largest municipality in North Carolina.

FACTS ON FILE Years in the Festival/ Event Business: 10

In Conversation

Years at Current Place of Employment: 8

How Did You Get Into the Festivals/Events Industry?

I grew up in Parks and Recreation playing sports and being involved. When I grew up, I realized that it could be a career and have been involved in government working/volunteering since 2003!

Highest Level of Education: Bachelors Degree

Other Background Experience: I love giving back to the community. I am heavily involved with Rotary and served as President and now Assistant Govenor. I love to see the positive changes a group of people can make!

What Has Been Your Biggest Professional Challenge?

Working in a Town of 42,000 people that lacks an identity is tough!

It is a challenge to create a sense of belonging and appreciation for everyone.

What is the Best Advice You’ve Ever Received?

You get paid in ways other than money. Be proud of your accomplishments and the causes you champion.

What Advice Would You Give the Younger Version of Yourself As You Started Out in the Festivals & Events Industry?

Talk to everyone, learn something from the largest festival and the smallest event.

What Do You Do To Relax?

Spending time with family and friends away from people and crowds.

Involved with Rotary International.

What is Your Personal Philosophy?

Create the memories that families will cherish!

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Degree Received: Leadership in the Public Sector Graduating University: North Carolina State University Family Details: Wife (Kelly), Alayna (Age 6), Emerson (Age 2) Last Book or Business Book Read: Clifford Last Movie Watched: Toy Story Hayden Kramer, CFEE Parks and Recreation Director

Town of Indian Trail Parks and Recreation Indian Trail, NC, USA 704-821-8114 hpk@indiantrail.org www.itsparksandrec.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.

INTERNATIONAL FESTIVALS & EVENTS ASSOCIATION

FOUNDATION BOARD PROFILE

Sarah Umlauf, CFEE Joined IFEA Foundation Board in 2024

Description of Event/Business: Cultural Festivals, producers of the Saint Louis Art Fair (SLAF), creates access to a broad array of visual and performing arts experiences, nurtures the development and understanding of diverse art forms and cultures, and encourages the expanding depth and breadth of cultural life throughout the St. Louis area. The organization offers educational programs to children (Creative Castle) and adults (Emerging Artists as Entrepreneurs Program), as well as access to art and artists through the Traveling Public Art Collection. SLAF celebrated its 30th anniversary in 2023 and seeks support to assist in producing an innovative and inclusive art festival experience.

In Conversation How Did You Get Into the Festivals/Events Industry?

I served on the Artist Relations Committee of the Saint Louis Art Fair for over 10 years prior to becoming Executive Director. As co-chair of the Artist Relations Committee, I met the needs of artists before, during and after the event, including registration, set-up and breakdown of their booths. I also supervised dozens of volunteer committee members.

Other Background Experience: I completed my undergraduate degree at Washington University in St. Louis where I majored in Art History & Archaeology and Italian. I received a M.A. in Art History from The George Washington University. For the past 15 years, I have served as a docent for the St. Louis Art Museum, and in 2020, was appointed Chair of the Docent Board of Directors.

What Has Been Your Biggest Professional Challenge?

Like many of my colleagues, the Covid pandemic created many new challenges for our organization. In order to continue to engage with our audience, we sought creative solutions. Due to the pandemic, the organization produced its first ever Virtual Saint Louis Art Fair in 2020 and in 2021, Cultural Festivals returned the Saint Louis Art Fair on the streets of Downtown Clayton, Missouri in compliance with national and local health and safety directives.

What is the Best Advice You’ve Ever Received?

“Remember to breathe.” While I take this advice quite literally when dealing with a stressful situation, I also use this advice as a reminder to balance my work and personal life.

What Advice Would You Give the Younger Version of Yourself As You Started Out in the Festivals & Events Industry?

Invest in good shoes and don’t be embarrassed to buy the orthotic inserts.

What Do You Do To Relax?

I enjoy spending time with my partner, Kyle, exploring new restaurants.

What is Your Personal Philosophy?

Live life to its fullest.

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FACTS ON FILE Years in the Festival/ Event Business: 5 Years at Current Place of Employment: 5 Highest Level of Education: M.A. Degree Received: Master of Arts - Art History Graduating University: George Washington University Year Graduated: 2004 (M.A.) Family Details: Partner - Kyle Andrews Last Festival Attended (that wasn’t your own): Texas Eclipse Festival Sarah Umlauf, CFEE Executive Director

Cultural Festivals Saint Louis Art Fair St. Louis, MO, USA 314-863-0292 sumlauf@culturalfestivals.com www.saintlouisartfair.com

ASSOCIATION ENDORSED PARTNER

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, CFEE, Director of Partnerships & Programs (208) 433-0950 x8120 or carrie@ifea.com

Enhancing Festivals with Cultural Elements:

a Guide

by Priscilla Celina Suarez

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Have you ever daydreamed about someday dancing the samba in Rio de Janeiro, indulging in fresh and warm beignets in the heart of New Orleans, or immersing yourself in the heartfelt beats of world music? Well, you are not alone!

There are many festivals around the world encouraging you do just that, as they transform communities into exciting showcases of various traditions, art, and heritage. Think of iconic celebrations like San Antonio’s Fiesta, the soulful New Orleans Jazz & Heritage Festival, or the rhythmic extravaganza of the WOMAD (World of Music, Arts, and Dance) Festival. These festivals are not just about fun; they are a passport to celebrating diversity, forging connections, and captivating festival supporters.

In the following sections of this article, I will make sure to share some ideas and examples of current festivals for ideas on infusing your event with that irresistible cultural flair!

Select an Enriching Cultural Theme for Your Event When it comes to your organization planning an event that stands out, the right theme can make all the difference. Instead of sticking to the conventional options your group may have chosen in the past, I encourage you to explore the captivating world of cultures.

Often times, when referring to culture, one automatically thinks of only ethnic or national culture. In reality, there are many types of culture that exist and that we use in our daily lives. Think of pop culture, which is the current mainstream culture that is widely accepted in a society. Other types of culture can include counterculture, corporate, religious, youth, digital, artistic, culinary, linguistic, etc.

Or, maybe even subcultures, which can include smaller cultural groups within a larger society, such as punk, hip-hop, or Tex-Mex. Explore the rich tapestry of human heritage by choosing a theme that will either spotlight a particular culture or embrace a mosaic of global traditions. Whether you are interested in engaging your guests in the spirit of a particular region, or you are aiming for a broader exploration of “World Cultures,” it is crucial to ensure your preferred theme is not only well researched but also genuinely respectful of the cultural tones it embodies.

When reminiscing about festivals that embrace cultural themes, Fiesta San Antonio immediately pops into mind. This lively annual event, held in San Antonio, Texas,

brings together an energetic tapestry of musical performances, culinary delights, and culturally infused activities. With its spirited celebration, Fiesta displays the city’s rich culture and heritage, attracting a diverse group of participants, both from the local community and enthusiastic tourists. The festival’s energy is obvious in its theme and name, serving as a true testament to the city’s cheerfulness during those days.

Cultural Showcases Cultural showcases can give life to your festival by featuring a selection of popular dances, musical presentations, and theatrical shows. Extend invitations to local cultural groups, artists, musicians, and dancers, providing them a stage to present their remarkable talents. These presentations can contain classical performances, contemporary variations, or innovative acts that blend diverse cultural elements.

Arrange storytelling sessions where individuals from different cultures can share traditional stories, myths, and legends. This can be done through live performances or designated storytelling areas. As a public library employee myself, I can say that most local libraries are happy to help you prepare for this particular element!

The New Orleans Jazz & Heritage Festival, fondly known as Jazz Fest, embodies the transformative power of cultural performances. This legendary annual festival, held in the vibrant city of New Orleans, Louisiana, serves as an animated celebration of music, art, and culture. Jazz Fest curates an impressive lineup, spanning from iconic musicians to promising talents, drawing talent from diverse backgrounds that contribute to the festival’s complex tapestry of musical expression.

Throughout Canada, National Indigenous Peoples Day is a significant celebration observed every June 21st.

This day serves as a tribute to the diverse cultures, traditions, languages, and invaluable contributions of Canada’s Indigenous peoples. Celebrations are held throughout the country that serve as a stage to proudly display the rich heritage and resilience of Indigenous communities.

While National Indigenous Peoples Day incorporates various events and activities, the Powwows truly steal the spotlight.

Alongside these captivating gatherings, you will find traditional dances, music performances, and storytelling sessions.

Throughout the festivities, Indigenous Summer 2024

elders and knowledge keepers play an integral role, sharing their wisdom and insights. Attending these events offers a remarkable opportunity to delve into Indigenous history, spirituality, and the ongoing journey toward reconciliation.

Culinary Delights Offer a variety of authentic and diverse cuisine from different cultures by collaborating with local restaurants, food vendors, and community organizations to provide a wide range of traditional dishes and beverages. Inclusivity is key, so consider dietary restrictions and offer vegetarian, vegan, and gluten-free options.

I recommend starting by checking if your hosting city requires any food handler or food truck permits to narrow the list of organizations with whom you are able to collaborate.

One festival renowned for its culinary delights is the Taste of Chicago. It is an annual food festival held in Chicago, Illinois, known for its diverse and delicious offerings. The event features a wide range of food vendors, from local restaurants to international cuisines, allowing attendees to sample an array of dishes and flavors. It is a celebration of the city’s culinary scene and a must-visit for food enthusiasts.

Let us not overlook the globally renowned celebration – Oktoberfest, which stands as Germany’s most iconic and eagerly anticipated event, drawing both locals and visitors from across the globe. Held annually over a span of a few weeks in October, this temporary spectacle of tented beer halls transforms Munich into a lively center where festivalgoers, donned in traditional attire, create an atmosphere of unmatched cheerfulness.

Art Displays and Craft Exhibitions Set up art exhibitions throughout the festival highlighting traditional artwork, crafts, sculptures, and even artifacts from the culture(s) you’re highlighting.

Collaborate with local artists, artisans, and cultural organizations to display their work.

By creating interactive displays and exhibitions designed to offer insights into various cultures, delving into their traditions, historical narratives, and customs. Employ an array of visual aids, informative panels, and multimedia presentations to captivate and inform festival attendees, fostering cultural appreciation and understanding.

It is worth noting that many festivals globally have recognized the magic of art and craft exhibitions. These gatherings

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often serve as exciting celebrations of both local and international talents, where festival attendees have the opportunity to not only admire and acquire art but also engage with a successful community of creative minds.

In a recent World Languages Festival hosted by McAllen Public Library, where I have the privilege of working, we embarked on a collaborative venture with the San Antonio Botanical Gardens to present the popular Botanical Fridas Exhibit at the Main Library. This extraordinary exhibition paid homage to the iconic Frida Kahlo, one of Mexico’s most revered artist, whose legacy continues to inspire art enthusiasts worldwide.

Botanical Fridas displayed a unique collection of 15 eight-foot sculptures and 15 three-foot sculptures, each a testament to the enduring influences that shaped Frida Kahlo’s artistic journey. These sculptures stand as original works of art, crafted by a roster of international artists, and thoughtfully cover the numerous facets of Frida Kahlo’s creative evolution.

By welcoming this remarkable exhibit into a space designed to engage all ages, we not only introduced our patrons to the profound legacy of Frida Kahlo but also beckoned them into the captivating realm of art itself. The Botanical Fridas Exhibit served as a bridge between generations, cultures, and the universal language of creativity, enriching our community’s appreciation for the boundless possibilities of artistic expression.

Workshops and Demonstrations One of the ways in which festivals allow participants to engage directly with cultural activities is by hosting workshops.

Examples range from dance lessons, music workshops, language classes, traditional clothing demonstrations, or hands-on crafts. Encourage your attendees to actively participate and learn about different cultural practices throughout your community. This provides opportunities for attendees to learn about different art forms.

At the University of Texas – Rio Grande Valley in Edinburg, TX, FESTIBA (Festival of International Books and Arts) is an annual cultural event designed to celebrate the arts, literature, and culture.

This festival typically features a wide range of activities and events, including author presentations, book readings, art exhibitions, music performances, dance performances, workshops, and more.

One of its more popular activities are the 26

creative writing workshops offered to the community, which have ranged from poetry to memoir writing classes led by published authors and professors.

Speaking of demonstrations, what is better than a live art demonstration? More than three decades ago, in the picturesque South Padre Island, Sandcastle Days was born. Its humble beginnings sought to showcase the sculpting potential of the island’s sand and emphasize the vital mission of safeguarding their coastal shores. Over time, this family-friendly gathering has evolved into a respected qualifier for the World Championships of Sand Sculpting, where throngs of over 30,000 enthusiastic fans join to witness the remarkable transformation of sand into art.

Other ideas for collaborations with cultural organizations or community groups include offering workshops that delve deeper into specific cultural practices, such as calligraphy, traditional music instruments, martial arts, or traditional cooking. These workshops can provide hands-on experiences and educational opportunities for attendees of all ages.

and an artisan marketplace transports guests to Mexico’s mercados, offering an array of leather goods, authentic treats, stylish clothing, and other discoveries.

Cultural Marketplaces By creating spaces where local artisans, vendors, and businesses can sell traditional handicrafts, clothing, jewelry, and other elements, guests have an opportunity to engage with culture by purchasing items and supporting local communities.

Doing so sends a message that your event welcomes people from various backgrounds and celebrates diversity.

An illustrative case in point is the Smithsonian Folklife Festival, an annual event held on the iconic National Mall in Washington, D.C. during the summertime.

Guided by its commitment to celebrating contemporary cultural traditions, this festival serves as a bridge between artisans from around the world and an international audience, contributing to the preservation of artistic and cultural legacies. The festival’s marketplace extends a warm invitation to explore a rich tapestry of cultures, helping people of all ages to better understand where these diverse items come from and why they’re important.

In the border town of McAllen, Texas, MXLAN blends art, culture, and music during a four-day summer festival committed to celebrating the vibrant spirit of young Latino culture. At MXLAN, attendees are immersed in a sensory journey, where live muralists bring walls to life, a breakthrough music stage sets the beat,

As part of McAllen Public Library’s Marketing Department and Social Media Team, Priscilla Celina Suarez has an opportunity to engage with the library system’s three branches and all public service departments to market over 1,000 programming events (yearly) and monthly marketing campaigns promoting library services and resources. From using graphic design to create engaging content and analyzing data/statistics for infographics to curating content for the library’s social media platforms and occasionally playing photographer, she knows first-hand how challenging it is to keep up with and identify the latest trends and best practices in marketing and public relations. In April 2019, McAllen Public Library was awarded the Texas Library Association’s Branding Iron Award for the rebranding of the South Texas Book Festival. Beyond her work at the City of McAllen, Priscilla was also the McAllen Poet Laureate in 2015-17 and is the author of two books, Cuentos Wela Told Me: That Scared the Beeswax Outta Me and La La Landia: A Journey Through my Frontera CD Shuffle.

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Cultural Ambassadors Recruit volunteers or cultural ambassadors who can provide information, answer questions, and engage with attendees.

These individuals can share their knowledge, promote cultural understanding, and create a more welcoming atmosphere.

This is an opportunity to work with local entities in your region, such as the Chamber of Commerce, public libraries, and local universities.

Remember to approach cultural representation with respect and sensitivity.

Involve members of the community being represented to ensure authenticity and accuracy in the festival’s cultural elements.

By incorporating these ideas, you can create an enriching and culturally diverse festival experience that celebrates the world’s many traditions and promotes understanding and appreciation among attendees.

Is Your Leadership Proactive or Reactive?

Build a culture that elevates thinking above sexual misconduct.

Give 100% clarity

Protect your team, volunteers, and attendees

Build trust and protect your reputation

“

During Treefort, no fewer than 10 people hugged and thanked me for using WeVow. — Lori Shandro Outen, Founder / Producer of Treefort Music Festival

A WeVow “Group” for your event includes: ■

■

■

License to leverage WeVow at/on/in your website, ticketing, registration, event programming, social media, and all PR and communication

■

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Custom URL for reporting incidents and finding resources Custom signage designs to display at your event with WeVow messaging + link

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3 free counseling sessions + resources for anyone who reports an incident as a victim during your event Training guide for key team members regarding best practices for when incidents are reported White glove service

Contact Matt Pipkin at 208.830.3885 or matt@wevow.com for details.

Wyndham Grand Pittsburgh Downtown Pittsburgh Pennsylvania • U.S.A. Sept. 29 - Oct. 1, 2024 Connect with buyers in person and keep your company’s name top of mind when it comes time for them to spend.

Don’t miss the highly anticipated return of the IFEA’s live Annual Convention & Expo!

Reserve Your Space & Find More At www.ifea.com

2024 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.

ALL ENTRIES SUBMITTED ONLINE

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 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.

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… !”

All IFEA/Haas & Wilkerson Pinnacle Award Entries are submitted online, saving you not only financial resources, but much needed time.

Simply upload your entries when you’re ready to submit and you’re done!

To get started, just create digital versions of all your entries, enter them through our online entry form, 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!)

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.

Summer 2024

IFEA’s ie: the business of international events 29

THE CONTEST DEADLINES All entries must be submitted and paid for, ONLINE*, by the following dates: • EARLY BIRD ENTRY DEADLINE: 11:55 p.m. (MST), WEDNESDAY, APRIL 17, 2024 Entries received on or prior to 11:55 p.m. (MST), Wednesday, April 17, 2024 will receive the Early Bird rate of $35 per entry or $125 per Grand Pinnacle Entry.

• 2nd EARLY BIRD DEADLINE: 11:55 p.m. (MDT), WEDNESDAY, MAY 15, 2024 Entries received between Thursday, April 18, 2024 and 11:55 p.m. (MDT), Wednesday, May 15, 2024 will receive the 2nd Early Bird entry rate of $40 per entry or $150 per Grand Pinnacle Entry.

• FINAL ENTRY DEADLINE: 11:55 p.m. (MDT), WEDNESDAY, JUNE 26, 2024 Entries received between Thursday, May 16, 2024 and 11:55 p.m. (MDT), Wednesday, June 26, 2024 will receive the Final Entry rate of $45 per entry or $200 per Grand Pinnacle Entry.

ELIGIBILITY • Must be an IFEA Member to enter.

• Entries must have been produced and / or used for the first time between June 22, 2023 and June 26, 2024. ° NOTE: We understand that events which occur close to the eligibility deadlines have a limited window to enter their event into the IFEA/Haas & Wilkerson Pinnacle Awards Competition before the final entry deadline. If your event occurred just prior the start of the 2024 Pinnacle eligibility period (June 22, 2023 to June 26, 2024) and you DID NOT enter your event into the 2023 Pinnacle Competition, please contact Nia Hovde, CFEE at nia@ifea.com to enquire if your event may be eligible to be entered into the 2024 Competition.

• Entry(ies) must be submitted, received, and paid for, by the above deadline dates to be eligible.

• An online entry form must be completed in its entirety for each entry being submitted.

• The number of entries must equal the number of categories entered. One entry | One online entry form.

• Judges will not refer to items in other categories, nor will they transfer items already judged in other categories.

• Entries and online entry forms must be submitted in English.

PAYMENT OF ENTRIES • Entry(ies) must be paid for in-full, online* when submitting entry(ies).

• *If you need to pay by check or be invoiced for your entries, please contact Nia Hovde, CFEE at nia@ifea.com, BEFORE you start your entry process.

• Refunds not provided for duplicate entries submitted.

Duplicate entry can be replaced.

• If you plan to enter MULTIPLE ENTRIES of the SAME CATEGORY, you must Check Out and Pay for the 1st entry of that category, before the 2nd entry of the same category can be entered. Failing to do so, will cause the 2nd entry of the same category, to over-ride the 1st entry.

• Once your entries have been submitted online, you will receive an emailed receipt for your entries. The receipt will be sent from ifea@ifea.com. If you do not receive the receipt, please check your junk/spam folders.

• Please consider the processing of your payment for your Pinnacle entries and this receipt, notice that your entries were received and processed. However, please don’t hesitate to contact Nia Hovde, CFEE at nia@ifea.com to confirm or ask questions.

DIGITAL ENTRIES ONLY All entries must be submitted in digital format. (No physical entries will be accepted). Additionally, all entries must be paid for online*. Please review and follow the requirements guidelines in this brochure for how to save the file name for each of your entries, in what file format and how to submit your entries.

HOW TO SUBMIT YOUR ENTRIES When you are ready to submit an entry online, go to: www.ifea.com/p/industryawards/pinnacleawards/ thisyear/EnterHere FREQUENTLY ASKED QUESTIONS As you prepare your entries, you will have many questions.

To help answer many of your questions, we have posted our most frequently asked questions on the IFEA website at www.ifea.com/p/industryawards/pinnacleawards/ pinnacle-faqs. Check back often as we’ll continue to post questions and answers as they come in.

TIPS AND POINTERS If you have never participated in the IFEA/Haas & Wilkerson Insurance Pinnacle Awards Competition before, be sure to take a look at some helpful tips and pointers on how to enter that we have gathered from fellow members over the years, to point you in the right direction. They can be found at www.ifea.com/p/industryawards/pinnacleawards/pinnacle-tips--pointers.

QUESTIONS? Contact: Nia Hovde, CFEE, Vice President/Director of Marketing & Communications at Email: nia@ifea.com.

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ENTRY FILE NAME FORMAT For Categories 1, 12-62, please save the file name for your entry, using the following format, with no spaces aside from three dashes: • Beginning of every Pinnacle entry file name: 2024IFEAP• Middle of every Pinnacle entry file name: Category Number C# Budget Number B# (Replace # with actual category number and Budget Number.) (So, it should read: C27B3 – for Category 27, Budget 3) • End of every Pinnacle entry file name: -Your Organization Name-Your Event Name (So, ABCOrganization-DEFFestival) ° Note: If entering more than one entry of the same category – please add the number 1, 2, 3 etc. after your Event name, to clearly identify each entry. (So, ABCOrganization-DEFFestival-1) • File extension: (.pdf | .jpg | .png) An example of an actual file name would be: 2024IFEAP-C27B3-ABCOrganizationDEFFestival (.pdf | .jpg | .png) (No spaces in file name.)

ENTRY FILE TYPE FORMATS Please save your entry(ies) in the following formats: • For Category 1 ° Save as one (1) PDF file to include ALL entry information and supporting materials. ° Document page size must be no greater than 8.5 inches x 11 inches (or A4 size paper) ° Preferred layout to be white background with black text. ° Font size for any written text must not be smaller than 11pt. ° Entry must be submitted in English.

• For Categories 2-11 ° Submit each entry in a digital format by providing a separate direct Online Link for each entry to be viewed online. Link must remain active until ° November 22, 2024. Video settings must be set so video is available to be downloaded from link.

• For Categories 12-14 ° Save each entry as a single PDF, JPG or PNG file.

• For Categories 15 – 18 ° Save each entry as a single PDF file.

• For Categories 19 – 36 ° Save each entry as a single JPG or PNG file. See category details for complete image requirements.

• For Categories 37-62 ° Save each individual entry as one (1) PDF File to include ALL entry information and supporting materials. ° Document page size must be no greater than 8.5 inches x 11 inches (or A4 size paper) ° Preferred layout to be white background with black text. ° Font size for any written text must not be smaller than 11pt. ° Entry must be submitted in English.

For questions on entry format, Contact: Nia Hovde, CFEE, nia@ifea.com.

SUBMITTING ENTRIES: All entries must be submitted in a digital format on the online entry form by either: OPTION 1: UPLOAD A PDF, JPG or PNG FILE of each entry on the online entry form. ° Categories 1, 12-62 eligible for this option. ° NOTE: File upload size limit is 20 MB per entry. The larger the file size, the longer your entry will take to upload.

OPTION 2: PROVIDE A DIRECT LINK on the online entry form, to view / download each entry. ° For Categories 2-11 – Submit link to YouTube (or similar) / Social Media page / Website, etc. ° For Categories 1, 12-62 – Submit a direct link to a PDF, JPG or PNG file of your entry that has been uploaded to YOUR online storage site (Dropbox, Google Drive, WeTransfer, etc.)

• If selecting this option, make sure your share settings allow “Anyone with the Link” to access the file – no password required. Link must remain active until November 22, 2024.

YOUR EVENT/ORGANIZATION LOGO As you’re entering your Pinnacle entries online, with your FIRST entry, please also upload ONE (1) high-resolution copy of your Organization OR Event Logo to be used as needed during the final Awards Presentation. Note: Only one logo will be used. Please upload your preferred logo that will represent ALL your entries.

SOCIAL MEDIA TAGS To assist in social media promotions after the Pinnacle Award winners have been announced, we ask for you to provide your Organization’s or Festival’s Facebook Social Media Tag on the Online Pinnacle Entry Form. (Example @ ifeaworld) Please list with your FIRST entry.

THE JUDGES Entries are judged by recognized professionals in the fields of radio, television, website development, social/multi/ print-media, graphic design, photography, promotions, public relations, marketing, advertising and festival & event planning and management.

SCORING SYSTEM • Categories 1, 37-62 will be judged using a point system for each individual entry. Each entry is scored separately.

Scores will not be combined.

• A possible total of 100 points may be awarded to each entry. Entries must score at least 60 points to be eligible for an award.

• Be sure to answer and include all necessary information for each entry that is requested for that category, within this entry brochure.

• If a required element within an entry is not applicable to your event, please state so within your entry to avoid being marked down on points and/or indicate what element you have instead.

Summer 2024 2024IFEA / IFEA’s Haas &ie: Wilkerson the business Pinnacle of international Awards Brochure events 31 3

• The scoring system is not applicable to TV, Radio, Multimedia, Print & some Merchandising categories.

• Scores are available upon request.

• Failure to meet all requirements or answer / provide all necessary information will result in a deduction of points.

ENTRY BUDGETS Each Pinnacle category is separated into four individual budget categories to ensure that like size festivals & events compete against like sized festivals and events. Judges may combine budget categories within a specific entry, if the number of entries warrants it.

The specific budget category you enter is based on your organization’s event expense budget. (USD, include all cash outflows). (See Pinnacle FAQ at ifea.com for definition). Budget categories are as follows: • Budget #1: Under $100,000 • Budget #2: $100,000 to $500,000 • Budget #3: $500,000 to $1 Million • Budget #4: Over $1 Million THE WINNERS • A Gold, Silver and Bronze Award will be given in each budget category within a specific category where possible.

• For all entries, each winning festival/event receiving a Gold, Silver or Bronze award is selected from those festivals and events who enter the IFEA/Haas & Wilkerson Pinnacle Awards Competition and are judged on the overall excellence of a festival / event based on the specific criteria and requirements of the specific category(ies) being entered, within each of the four separate budget categories. Festivals / Events recognized as an “IFEA/Haas & Wilkerson Award Winner”, are entitled to use that specific language in sharing the news about a Pinnacle win, for the specific category(ies) won. Language declaring a Festival / Event as the “Best Festival / Event in the World by the IFEA”, is not correct or in line with the nature of the competition and will not be supported or endorsed by the IFEA. • All winners for the IFEA / Haas & Wilkerson Pinnacle Awards will be notified by email no later than Wednesday, August 21, 2024. Notification will go all contacts listed on the Awards entry form. If you have not received a notification email, please contact nia@ifea.com.

• The 2024 IFEA/Haas & Wilkerson Pinnacle Award winners will be announced at the next Annual IFEA Convention & Expo.

• All winners will receive an email on the evening of the Awards Presentation which will include a link to a website page that will provide a complete list of winners, press release, logos, etc. This email will go to ALL contacts listed on the Pinnacle Awards Entry Form.

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• A complete list of winners will be posted on the IFEA Website the evening of the Awards Presentation. Winning entries will be posted online on the IFEA Member Only section of ifea.com for other IFEA Members to view after they have been announced.

• Organizations submitting entries for the Grand Pinnacle category must register at least one person for the Annual IFEA Convention & Expo or arrange for a representative to accept any award won on your behalf.

SHIPPING OF AWARDS • If you are not able to be present at the IFEA Awards Presentation to accept your award(s), they will be mailed to you 3 weeks after the IFEA Annual Convention. ° Awards being shipped within the United States will be shipped via the United States Postal Service (USPS) and may take up to 4 weeks to arrive at their destination, once shipped (depending on location). ° Awards being shipped outside of the United States will also be shipped via the United States Postal Service*, the recipient will be responsible for all shipping fees. ° If you would like the IFEA to ship your awards via UPS or FedEx, in order to arrive faster, please indicate that preference on the entry form so we can coordinate the shipment of your awards. Recipient will be responsible for all shipping fees.

RELEASE & USAGE • By submitting your entry to the IFEA/Haas & Wilkerson Pinnacle Awards Competition, you automatically: ° Grant the IFEA the right to use any materials and/or photos from your entries for editorial, analytical, promotional or any other purpose without additional compensation or permission. ° Confirm you have the rights, licenses, permissions and consents to enter the specific Festival / Event in to the competition. ° Confirm that all information within each of your entries is true and accurate to the best of your knowledge. ° Confirm you acknowledge that entering the competition does not automatically guarantee you will win an award. ° Acknowledge your entry/ies are not returnable or refundable. ° Your entry into the competition is acknowledgement of these terms.

• As a not-for-profit 501 (c) 6 organization the IFEA reserves the right to refuse entries from any individual or organization who, at its sole discretion, may represent / display unprofessional, unlawful, unethical, unsafe or other actions/ positions deemed contrary to the best interests of the IFEA and our global industry.

2024 IFEA’s IFEA ie: /the Haas business & Wilkerson of international Pinnacle Awards events Brochure Summer 2024

IFEA/Haas IFEA/Haas & & Wilkerson Wilkerson Pinnacle Pinnacle Category Category Quick Quick List List Please review the specific instructions, requirePlease review the instructions, ments, filespecific type and file size forrequireeach of the Please criteria, review the specific instructions, requirements, criteria, file type and filethe size for IFEA/Haas each of the below categories listed within 2024 ments, criteria, file type and file size for each of the below categories listed within the 2024 IFEA/Haas & Wilkerson Pinnacle Brochure before start below categories listed within the 2024you IFEA/Haas & Wilkerson Pinnacle Brochure before you start working on your entries. & Wilkerson Pinnacle Brochure before you start working on your entries. working on your entries.

1. Grand Pinnacle 1. Best Grand Pinnacle 2.

Promotion 1. GrandTVPinnacle 2.

Best TV Promotion 3.

TV Program 2. Best Best Full-Length TV Promotion 3. Best Best Video Full-Length TV Program 4.

Promotion 3. Best Full-Length TV Program 4.

Best Video Promotion 5. Best Best Video Radio Promotion Promotion 4.

5.

Best Radio Promotion 6.

Best Single Social Video 5. Best Radio Promotion 6. Best Best Multimedia Single Social Video 7.

Component 6. Best Single Social Video 7.

Best Multimedia Component 8.

Best Event Website 7. Best Multimedia Component 8.

Best Event Website 9.

Website 8. Best Best Organization Event Website 9. Best Best Facebook Organization Website 10.

Site 9. Best Organization Website 10.

Best Facebook Site 11.

10. Best Best Instagram Facebook Site Site 11. Best Best Single Instagram Site 12.

Digital/Social Ad 11. Best Instagram Site 12.

Best Single Digital/Social Ad 13. Best Best Single Digital/Social Ad Series 12.

Digital/Social Ad 13.

Best Digital/Social Ad Series 14.

Best Event / Organization E-Newsletter 13. Best Digital/Social Ad Series 14. Best Best Event Event Program / Organization E-Newsletter 15.

14. Best Event / Organization E-Newsletter 15.

Best Event Program 16.

Insert / Supplement 15. Best Best Newspaper Event Program 16.

Best Newspaper Insert / Supplement 17.

Best Promotional Brochure 16. Best Newspaper Insert / Supplement 17. Best Best Promotional Brochure 18.

Materials (Multiple Page) 17. Best Printed Promotional Brochure 18.

Best Printed Materials (Multiple Page) 19.

18. Best Best Printed Printed Materials Materials (Single (MultiplePage) Page) 19. Best Best PrintedDesign Materials (Single Page) 20.

19. Best Cover Printed Materials (Single Page) 20.

21. Best Best Cover Single Design Newspaper Display Ad 20.

Best Cover Design 21.

Best Single Newspaper Display 22.

Best Single Display AdAd 21. Best Single Magazine Newspaper Display Ad 22. Best Best Single Magazine Display Ad 23.

Series 22. Best Ad Single Magazine Display Ad 23.

Best Ad Series 24.

23. Best Best Promotional Ad Series Poster 24.

Best Promotional Poster 25.

Poster 24. Best Best Commemorative Promotional Poster 25. Best Best Promotional Commemorative Poster 26.

Photograph 25. Best Commemorative Poster 26.

Best Promotional Photograph 27.

Billboard 26. Best Best Outdoor Promotional Photograph 27. Best Best Invitation Outdoor Billboard 28.

27. Best Outdoor Billboard 28.

29. Best Best Invitation Street Banner 28.

Best Invitation 29. Best Street Banner 29. Best Street Banner

30. Best On-Site Décor 30.

Best On-Site Décor 31.

30. Best Best T-Shirt On-SiteDesign Décor 31. Best Best T-Shirt Design 32. or Button 31. Best Pin T-Shirt Design 32.

Best Pin or Button 33.

32. Best Best Hat Pin or Button 33. Best Best Hat 34. / Event Merchandise 33. Best Festival Hat 34.

Best Festival Event Merchandise 35. Best Best Festival Sponsor// Gift 34.

Event Merchandise 35.

Best Sponsor Gift 36.

Best Give-Away Item 35. Best Sponsor Gift 36. Best Best Overall Give-Away Item 37.

Merchandising Program 36. Best Give-Away Item 37.

Best Overall Merchandising Program 38.

Sponsor Solicitation Proposal 37. Best Best Targeted Overall Merchandising Program 38.

Best Targeted Sponsor Solicitation Proposal 39.

Best Individual Sponsor Follow-Up Report 38. Best Targeted Sponsor Solicitation Proposal 39. Best Best IndividualPartner Sponsor Follow-Up Report 40.

39. Best Sponsor Individual Sponsor Follow-Up Report 40.

Best Sponsor Partner 41.

40. Best Best Sponsor Sponsor Activation Partner 41. Best Best Sponsorship Sponsor Activation 42.

Program for Individual Sponsor 41. Best Sponsor Activation 42.

Best Sponsorship ProgramProgram for Individual Sponsor 43. Best Best Sponsorship Overall Sponsorship 42.

Program for Individual Sponsor 43.

Best Overall Sponsorship Program 44.

Program Program 43. Best Best Volunteer Overall Sponsorship 44. Best Best Green Volunteer Program 45.

Program 44. Best Volunteer Program 45.

Best Green Program 46.

45. Best Best Parade Green Program 46.

Best Parade 47.

Program 46. Best Best Educational Parade 47. Best Best Accessibility Educational Program 48.

Program 47. Best Educational Program 48.

Best Accessibility Program 49.

Equity & Inclusion Plan 48. Best Best Diversity, Accessibility Program 49. Best Best Children’s Diversity, Equity & Inclusion Plan 50.

Programming 49. Best Diversity, Equity & Inclusion Plan 50.

Best Children’s Programming 51. Best Best Children’s Overall Entertainment Program 50.

Programming 51.

Best Overall Entertainment Program 52.

Best Community Outreach Program 51. Best Overall Entertainment Program 52. Best Best Community Outreach Program 53. / Program Within an Event to 52. Best Event Community Outreach Program 53. Best Event / Program Within an Event to A Cause 53. Benefit Best Event / Program Within an Event to Benefit A Cause 54. Best Event (Within an Existing Festival) Benefit A Cause 54. Best Event (Within an Existing Festival) 55.

Best Emergency Preparedness & Risk Management Plan 54. Best Event (Within an Existing Festival) 55.

Best Emergency Preparedness & Risk Management Plan 56.

New Festival or Event 55. Best Best Emergency Preparedness & Risk Management Plan 56. Best Best New Promotion Festival or Event 57.

Activity 56. Best New New Festival or Event 57.

Promotion Activity 58. Best Most New Creative / Effective News Stunt 57.

Best New Promotion Activity 58.

Most Creative / Effective News Stunt 59.

Best Overall Media Relations Campaign 58. Most Creative / Effective News Stunt 59. Best Best OverallManagement Media Relations Campaign 60.

Bachelor’s Degree 59. Best Event Overall Media Relations Campaign 60.

Best Event Management Bachelor’s Degree Degree 61. & Event Management 60. Best Best Festival Event Management Bachelor’sMaster’s Degree 61.

Best Festival & Event Management Master’s Degree 62.

Program 61. Best Best Festival Festival & & Event Event Management Management PhD Master’s Degree 62. Best Festival & Event Management PhD Program 62. Best Festival & Event Management PhD Program

To View Complete 2024 IFEA/Haas & Wilkerson Pinnacle Award Entry Brochure, CLICK HERE or CLICK toPinnacle learn more.

2024 IFEA /HERE Haas & Wilkerson Awards Brochure 5 2024 IFEA / Haas & Wilkerson Pinnacle Awards Brochure 5 Summer 2024 2024IFEA / IFEA’s Haas &ie: Wilkerson the business Pinnacle of international Awards Brochure events 33 5

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OB-sessed!

Leaning Into Influencer Mode to Elevate Your Special Events!

By Emily Linares Welcome to the world of event planning, where creativity knows no bounds and trends evolve faster than you can say “hashtag worthy.” In a time where experiences matter as much as aesthetics, event planners have an opportunity to bring the most unique and niche visions to life. One surefire way to captivate audiences and leave lasting impressions is by incorporating cohesive branding and trends into your events. Don’t worry! This doesn’t mean reinventing the wheel or scrapping the ideas you have developed over years of hosting. In this article, you can expect to learn ways to take your events to the next level and showcase all the content-worthy details!

At this point, some of you may be apprehensive about changing things about your events when it seems the trends will fly by us faster than we can accommodate them. However, in order to keep a fresh audience and offer components of the event that cater to all ages, it’s time to lean into the new and now. Use these six tips to transform your event norm!

1. Set the Stage: The Power of Branding Picture this: your event is a blank canvas, and branding is your vibrant palette of colors. Remember the days of cut-and-paste vision boards with magazine clippings and too much glitter glue? Your event should have a vision, and creating a mood board featuring images, colors, and themes you want to include can help ensure you’re creating an experience like no other. Like a brand, your event should have a consistent theme, color scheme, and visual identity reflecting its purpose and values. Unleash your inner brand

strategist and create an event persona as captivating as a trending hashtag.

Pinterest is one of the best resources out there to create a virtual board. Just search for words and ideas that feel like the right vibe for your event, and watch the vision come to life. I consider this process step one of any event and scour the internet for various resources for each aspect of my event. Imagery is such a powerful source of inspiration and often how influencers are successful in creating their personal brand. An event brand is just as important so you can ensure that when people think of your special day, the essential details come to mind.

Pro Tip: Choose colors that resonate with your event’s mood and message.

Remember, just like influencers curate their feeds, you’re curating an experience.

2. Creating FOMO Before It Even Happens In the world of influencers, hashtags are the magic spells that summon likes, shares, and comments. Apply this enchanting strategy to your event by crafting a unique and catchy event hashtag. Encourage attendees to use it and watch the social media magic unfold!

While effective, it’s important to note that hashtags aren’t the only way to draw buzz about your event, even before it happens! User-generated content is your biggest help in this space. Even though you may not be the exact person doing the marketing for your event, as the host, you know what attractions score big every year, and it’s on you to help share the love!

People are used to sharing their lives in real-time by tagging the location of your event or tagging your handle on social Summer 2024

media. As you wrap up your event each year, take a social media deep dive on the things that “went viral” and save that content for next year’s event. As you build up excitement through ticket sales or date announcements, use those nuggets to bring attention to some showstoppers for your event and watch the attention roll in.

The “Influencer” effect helps people who shared content feel recognized, and the Easter Eggs you are dropping in advance of your event make you seem trendy and build a new level of anticipation for your experience!

Pro Tip: Infuse a playful twist into your hashtag, something that’s both memorable and on-brand. It’s all about being trendy and pun-tastic!

3. A Picture-Perfect Setting: Instagrammable Spaces If a tree falls in a forest and no one posts about it on Instagram, did it happen? The answer is a resounding “no!” Design your event spaces with content creation in mind. Think photogenic backdrops, charming installations, and delightful nooks that attendees can’t resist snapping. Content Creation has evolved so that the way to take things to the next level is to go beyond the selfie installation for a complete experience worth sharing.

Vlogs and live story sharing are the future of social sharing, and one selfie station won’t make the cut. By ensuring your branding is cohesive across the event and creating spaces that are welcoming and meant to be shared, you set yourself up for user-generated content to come from your event. You may have heard of the art installation known as Museum of Ice Cream, a fully interactive indoor play

IFEA’s ie: the business of international events 35

space dubbed as a “safe space for human connection and learning through play.”

While a fully functional museum, the iconic rooms with slides and pools of sprinkles are enough to make anyone’s Instagram feed brighten up. The attention to detail in the space gives a 360-degree experience and ensures that no matter what is shared from the event, it is cohesive with the brand and the mission. There’s no need to create an entire installation for each event, but knowing that those details will be captured and shared, whether intentional or not, urges us as creators to curate events where we celebrate every photo and memory captured.

Pro Tip: Create a standout photo op that’s impossible to resist. Giant floral frames, quirky neon signs, or even a wall of mesmerizing balloons—it’s all about creating the perfect selfie moment.

4. All About Me: Using Personalization to Your Advantage In brand marketing, swag bags are like golden tickets to Willy Wonka’s chocolate factory. For your event, craft goodie bags that are a delightful blend of trendy and practical. Imagine if an influencer’s “haul” video came to life! A great example of this we have seen recently in the event space is influencer brand trips. Companies are sponsoring paid vacations in tropical places to encourage content creators to use their products and share all the tips and tricks. Along with these magical destinations is an all-inclusive experience designed to fit the individual influencer’s aesthetic. This includes clothing in their styles and sizes to wear on the trip or personalized merchandise and apparel to showcase as part of their content. Beauty brand Tarte is infamous for hosting these elaborate brand trips, and watching the vlogs of arrival is like kids on Christmas morning. Rooms are filled with PR items, personal swag, and then photos and videos galore are taken all weekend. Many of these details work best for events on a smaller scale, but there are ways to take the intention behind this personalization and apply it to your festivals. VIP and Sponsor swag is where I truly feel this personalization shines. Taking time to make your sponsors feel special is one of the best ways to retain those relationships year after year! Handwritten thank-you notes are one of the oldest ways to show appreciation and can go a long way! If you are a government or location-based event, a great way to make swag feel intentional at your event is to source with 36

local groups. It may be a seasoning from your local BBQ shop, or organic soap bars from the farmer’s market, but those little details will have your attendees feel like you thought of every detail for their experience and will continue to visit you year after year.

Pro Tip: Collaborate with local artisans and brands to curate swag that resonates with your event’s theme. Bonus points for eco-friendly and reusable items!

5. Trendy Treats: Culinary Adventures for the Gram Influencers are all about food that’s not just delicious but also a feast for the eyes.

Elevate your event’s culinary offerings to influencer standards. Think vibrant and Instagram-worthy dishes that attendees can’t wait to share with their followers. The wedding industry has really taken on this sector of event planning, and we’ve seen it bleed into traditional events. A “signature drink” craze has taken over, and couples often showcase a “his and hers” drink, or even in recent years, a drink inspired by a pet! This nod to the event hosts is intimate and personalized and makes attendees feel included as part of their story. We’ve seen this carry over to events through drinks at concert venues based on the artist, such as a “Lavender Haze Punch” inspired by Taylor Swift at her Eras Tour.

Often, these food and drink details are costs we would have incurred anyway, but tying them back to the brand keeps reminding people how cohesive your experience is. If the food itself remains simple, create an interactive station for it! Unique ideas have come out for food presentation in the last few years such as champagne serving walls, at home hibachi style dinners, and custom cotton candy shape cones!

Pro Tip: Incorporate food stations where attendees can customize their dishes. Interactive and aesthetically pleasing—what more could an influencer ask for?

6. Entertain with a Twist: Performance as an Artform Like influencers engage their followers with captivating content, your event’s entertainment should be an art form.

Whether it’s a live band, a mesmerizing dance troupe, or an unexpected flash mob, let your entertainment be the talk of the town. People love to be included in the action, so interactive entertainment will always be a big hit! In large-scale event planning, it’s important to think about each attendee’s perspective of

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the entertainment, as they are the ones who will be the judge of whether it was a successful event. Knowing your audience and the demographic of event attendees is essential to ensuring that the activities you provide serve them. Influencers are great at this aspect of hoping because they can use their marketing brain to tap into who they’re talking to when it’s time to plan something fun!

Pro Tip: Surprise your attendees with an unexpected performance. It’s all about creating moments that are as shareable as a viral meme.

Above all, it’s important to keep in mind that while TikTok stars may be the talk of the town right now, they’re not reinventing the wheel; maybe they’re just putting a new coat of paint on the car! You know your events inside and out, and these tips can allow you to take a step back and evaluate what steps you can take to improve your practices for future years.

Remember, just as influencers charm their audiences, you have the power to mesmerize yours. So let your creativity reign supreme, turning every event into a viral sensation that will have attendees and their followers talking for days!

Emily Linares is the Special Projects and Events Manager for the McKinney Economic Development Corporation (MEDC) in McKinney, TX. The MEDC holds many events annually, including quarterly tech networking events, annual golf tournaments, community forums, and grand openings. She previously served as Marketing and Events Manager for the City of Corinth, where she hosted various festivals and banquets. Emily holds her bachelor’s in hospitality management from the University of North Texas and her Master’s in Strategic Communication from Texas Tech University. She is currently working towards her CFEE and can be reached at elinares@ mckinneyedc.com Sources: Museum of Ice Cream: www.museumoficecream.com/austin/ Time Magazine: time.com/6279894/ tarte-brand-trips-influencer-marketing/

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, CFEE, Director of Partnerships & Programs at (208) 433-0950 ext. 8120 or carrie@ifea.com

WHAT DOES CHATGPT HAVE TO SAY?

NAVIGATING THE DIGITAL HORIZON:

THE EVOLUTION OF FESTIVALS IN THE AGE OF TECHNOLOGY

I

n the realm of festivals and events, a seismic shift has been underway—a transformation propelled by the relentless march of technology. Gone are the days when festivals were confined to physical spaces, limited by geographical boundaries. Instead, we find ourselves amidst a digital revolution, where virtual and hybrid events have emerged as powerful contenders, reshaping the landscape of communal celebration.

The rise of virtual events, spurred on by the COVID-19 pandemic, has accelerated this evolution. Suddenly, festivals that once thrived on in-person interactions were forced to adapt or risk fading into obscurity. Yet, what initially seemed like a temporary solution has unveiled a wealth of opportunities previously unexplored.

One of the most notable advantages of virtual events lies in their accessibility. No longer bound by the constraints of distance or travel, participants from across the globe can converge in a digital arena, fostering a truly inclusive experience. Take, for instance, the Sundance Film Festival. In 2021, faced with the challenges of the pandemic, Sundance went virtual, offering online screenings accessible to audiences worldwide. This shift not only preserved the essence of the festival but also expanded its reach, democratizing access to independent cinema.

However, as the dust settles and the world cautiously reopens, the future of festivals seems poised to embrace a hybrid model— one that seamlessly blends the physical and digital realms. The allure of in-person interactions remains undeniable, but the lessons learned from the past few years have underscored the importance of digital integration.

Hybrid events offer the best of both worlds, catering to diverse audience preferences and expanding the scope of engagement.

Consider the example of Coachella, one of the world’s largest music and arts festivals. In 2022, Coachella unveiled plans for a hybrid edition, featuring both live performances and virtual components. By embracing this hybrid model, Coachella not only ensured the safety of attendees but also tapped into a global audience hungry for immersive experiences.

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Yet, the transition to hybrid events is not without its challenges.

Organizers must navigate a complex landscape of technology, ensuring seamless integration between physical and digital elements. Moreover, they must strike a delicate balance, preserving the unique atmosphere of their events while harnessing the potential of digital platforms.

In this digital age, innovation reigns supreme. From augmented reality (AR) experiences to interactive live streams, festivals are harnessing cutting-edge technology to captivate audiences in new and exciting ways. Take, for instance, Tomorrowland, one of the world’s largest electronic dance music festivals. In 2021, Tomorrowland unveiled a groundbreaking virtual experience, complete with immersive 3D stages and interactive features. By leveraging AR technology, Tomorrowland transported attendees to a virtual realm, blurring the lines between fantasy and reality.

Yet, the evolution of festivals goes beyond mere technological advancements—it reflects a broader shift in audience preferences and behaviors. In an era defined by connectivity and convenience, consumers crave experiences that are not only entertaining but also customizable and interactive.

To meet these changing demands, organizers are reimagining the festival experience, placing greater emphasis on personalization and engagement. Take, for instance, South by Southwest (SXSW), an annual conglomerate of film, interactive media, and music festivals. In recent years, SXSW has embraced a data-driven approach, leveraging attendee feedback and analytics to tailor programming to individual interests. This focus on personalization has not only enhanced the attendee experience but also fostered a sense of connection and belonging.

Moreover, festivals are increasingly embracing immersive technologies to create truly unforgettable experiences. From virtual reality (VR) installations to mixed reality (MR) performances, technology has become a tool for storytelling and expression.

Consider the example of Burning Man, an annual event that celebrates art, self-expression, and community in the Nevada desert. In

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recent years, Burning Man has embraced VR technology, allowing participants to explore virtual renditions of its iconic installations and artworks. By extending the reach of the festival beyond its physical confines, Burning Man has created a global community united by a shared love for creativity and expression.

Yet, amidst the excitement of technological innovation, organizers must remain mindful of the potential pitfalls. As festivals increasingly rely on digital platforms, concerns around data privacy and cybersecurity loom large. Moreover, the proliferation of virtual events raises questions about the future of physical gatherings and the long-term viability of traditional festival formats.

Nevertheless, the evolving landscape of festivals presents a wealth of opportunities for organizers and attendees alike. By embracing technology and innovation, festivals can transcend geographical boundaries, foster inclusivity, and create truly transformative experiences. Whether physical, virtual, or hybrid, the future of festivals is boundless—a testament to the enduring power of human connection and creativity in the digital age.

As festivals continue to evolve in the digital age, the role of social media cannot be overstated. Platforms like Instagram, TikTok, and Twitter have become essential tools for organizers to promote their events, engage with attendees, and amplify the festival experience.

Social media allows festivals to extend their reach far beyond their physical or virtual confines, tapping into vast networks of followers and influencers. Take, for example, the Glastonbury Festival, a legendary music and arts event in the UK. Despite its cancellation due to the pandemic in 2020 and 2021, Glastonbury remained a focal point of cultural conversation on social media.

From throwback photos to live-streamed performances, fans around the world were able to participate in the festival’s spirit, albeit from a distance.

Moreover, social media serves as a platform for user-generated content, empowering attendees to share their experiences and connect with like-minded individuals. Festivals are increasingly incorporating social media activations and challenges, encouraging attendees to document their journey and interact with the broader community. This level of engagement not only enhances the festival experience but also serves as a powerful marketing tool, driving anticipation and excitement among potential attendees.

In addition to social media, the advent of live-streaming technology has revolutionized the way festivals are consumed and experienced. Live-streamed events offer a convenient and accessible alternative for those unable to attend in person, allowing them to participate from the comfort of their homes.

This shift towards digital consumption has prompted festivals to rethink their content strategy, prioritizing high-quality live streams and exclusive digital content.

Take, for instance, the Montreux Jazz Festival, an iconic music event held annually in Switzerland. In recent years, Montreux Jazz has embraced live streaming, offering virtual access to its world-class performances and behind-the-scenes content.

By leveraging live-streaming technology, Montreux Jazz has expanded its audience reach and solidified its status as a global cultural institution.

Furthermore, live-streaming opens up new avenues for monetization, enabling festivals to generate revenue through pay-per-view access, sponsorships, and digital merchandise. This additional revenue stream not only offsets the costs of producing virtual events but also provides a sustainable source of income for organizers.

Yet, as festivals increasingly blur the lines between physical and digital experiences, questions arise about the future of communal gatherings and shared spaces. Will virtual events replace the need for physical gatherings altogether, or will they coexist harmoniously in a hybrid landscape? The answer remains uncertain, but one thing is clear: technology has forever altered the way we perceive and participate in festivals.

In conclusion, the evolving landscape of festivals in the digital age represents a convergence of creativity, technology, and human connection. From virtual reality installations to live-streamed performances, festivals are harnessing the power of technology to create immersive and inclusive experiences for attendees around the world. As we navigate this brave new world of digital celebration, one thing is certain: the spirit of festivals—rooted in community, creativity, and camaraderie— remains as vibrant as ever, transcending physical boundaries and technological barriers.

Hello, I am ChatGPT! As a language model developed

by OpenAI, I have been trained on a vast amount of text data and use advanced algorithms to generate human-like responses to text-based inputs. My abilities include understanding natural language input, generating coherent and contextually appropriate responses, and adapting to user preferences over time. I have been used in a variety of applications, including chatbots, virtual assistants, and language translation tools. With ongoing training and refinement, I have the potential to revolutionize the way we communicate with technology and with each other. I’m constantly learning and improving, and I enjoy exploring new topics and expanding my knowledge base. When I’m not busy answering questions or assisting with tasks, I love to read, write, and analyze language data.

A Note from the Editor: We’re excited to introduce, “What Does ChatGPT Have to Say”, a new column for “ie” magazine that will be created and written from questions posed to ChatGPT. Recognizing the potential that Artificial Intelligence could have on the Festivals & Events Industry and ChatGPT’s vast knowledge and ability to generate original ideas, we thought this would be a fun way to bring a fresh perspective to “ie” magazine, and provide readers with new and engaging content. We can’t wait to see what interesting and thought-provoking insights ChatGPT will bring to its column and the magazine’s readership! If you have a topic you’d like ChatGPT’s to address in an upcoming column, please contact Nia Hovde, CFEE, Vice President/ Director of Marketing & Communications at nia@ifea.com.

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IFEA’s ie: the business of international events 39

EXHIBITOR SPOTLIGHT

What Year Was Your Company Established?

Cast & Crew was founded in 1976 How Many Employees Does Your Company Have?

Complete multi-division headcount: ~1,400 What Areas Do You Serve With Your Product/Service?

We are registered in all 50 states and also have offices in Canada. Additional Cast & Crew locations are in the U.K. and India.

How Many Festivals and Events Do You Work With On an Annual Basis?

1000/year including festivals, live events and concert tours What is Your ‘Elevator Pitch’ and/or Slogan About Your Product/Service?

Cast & Crew Live Entertainment is the leading provider of employer-of-record payroll services for festivals, live entertainment, venues, theater and tours. We have decades of experience paying both union and non-union production crews, staff and talent in addition to performing artists. Our experts partner with you on every production, guiding you through the complexities of wage & hour laws and other federal, state and location requirements. Our team handles all year-end W-2s as well as any unemployment claims.

Clients also receive full access to our online onboarding & timecard platform and other tools at no extra cost. Accessible on any device from a smartphone to a laptop, our platform makes it easier than ever for employees to digitally submit onboarding forms and digital timecards, while allowing supervisors to easily view at a glance who is missing paperwork or a timecard.

How/Why Did Your Company/ Product/Service Get Started?

Comprised of the prestigious brands of CAPS and The TEAM Companies (TTC), Cast & Crew Live Entertainment is the largest provider of festival & concert tour payroll 40

in North America. Both CAPS and TTC were founded on the value of exceptional client service paired with in-depth industry knowledge, and the belief that a successful company should always have someone available to pick up the phone, answer client questions and provide valuable insight.

What New or Improved Product/Service Do You Have to Offer That IFEA Audiences Need to Know About?

We are excited to share our best-in-class workers’ compensation coverage. Get peace of mind knowing that every crew member we pay on your behalf is covered.

All claims are handled efficiently by our in-house workers’ compensation experts.

What Sets Your Product/ Service Apart From Your Competitors?

Even the most seasoned organizer can struggle when it comes to properly onboarding and paying the union & non-union crews and other freelance workers that support the production of their festival or live event. With Cast & Crew Live Entertainment, you receive a partner with a uniquely experienced team that understands your day-to-day workflows and challenges.

What Advice Would You Offer to Festivals and Events Searching For Your Type of Product/Service?

We recommend searching for a true partner that understands the unique challenges and timelines of the live entertainment industry. More than just a payroll company, Cast & Crew Live Entertainment becomes an extension of your brand and a resource for accessing a wealth of industry knowledge.

What is Your Company’s Customer Service Philosophy?

Customer service lies at the heart of our corporate philosophy. Our goal is to empower our customers with the freedom to focus on more important things.

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T.J. Sagen

Director, Live Entertainment Sales Cast & Crew Live Entertainment 2300 Empire Ave. Burbank, CA 91504 USA 708-362-8585 TJ.Sagen@castandcrew.com CastandCrew.com How many years have you been with your company?

One Year What are your favorite festival foods?

Funnel Cake, Turkey Legs, Fried Oreos.

What do you like to do to relax?

Travel and disconnect from the world.

What is the name of the last business book you read?

The 5-Minute Recharge by Lynne Everatt, and Addie Greco-Sanchez What is the name of the last movie you watched?

The Iron Claw

With that in mind, our team of experts is standing by to guide you through all complex labor regulations and employment tax requirements.

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!

What Is an SOP

& Why Your Event Needs One

A Step-by-Step Guide

By Kasey Kelly

Have you ever experienced the chaos of trying to manage an event without a clear plan in place? I’m sure you have and if this scenario is all too familiar, then it’s time for you to consider setting up standardized operating procedures (SOPs) for your event - and no, I’m not talking about those bureaucratic requirements used in corporate organizations. An SOP can be created quickly and easily with simple steps that allow you to maintain organization during set up and tear down of your events. In this article, we’ll explore what an SOP is and why it can be so beneficial for your event planning process.

Ready to dive deeper into the world of SOPs? Let’s go!

Picture this: you’re gearing up for your big event, everything is in order, except for one thing - a pandemic suddenly 42

drops into your lap. Just like that, half your staff is out sick, and you’re caught off guard. But fear not! With a solid set of SOPs in place, you can still have a successful event. Without one you are caught in a maelstrom of “What Do I Do Now?!? So and so always does this job and now we have to reinvent the wheel.”

Okay, so maybe it doesn’t have to be a worldwide catastrophe that catches you off guard, but there are plenty of mundane showstoppers out there just waiting to poke their noses into your business. How about if the company that manages your venue is suddenly dismissed… all of them.

Poof! Gone! Now you’re left with empty halls and the logistical nightmare of how to fill them. The people that have always run things are no longer employed or available to ask questions to. The one guy that

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knew everything is basking on a beach somewhere in the sun sucking on a Mai Thai. Again, having those SOPs will go a long way to help you salvage your peace of mind and calm your nerves. You may still have a lot of hard work to do, but at least you have a road map to get there.

It’s easy to see that there are countless things that could go wrong when you are planning an event but just having that plan in place can make all the difference. So why not give yourself some peace of mind and make those SOPs a priority?

“If You Fail to Plan, You Are Planning to Fail” - Benjamin Franklin At its core, either an event or a business

is a series of processes. Whether large or small. If there’s one document that should be the go-to for how to get things done, it’s a standard operating procedure, or SOP. An SOP can be a powerful tool for making sure everyone understands their role when it comes to hosting an event.

Not only does it make it easier to delegate tasks, but it also ensures that each person is aware of the goals and expectations of the event. And with proper implementation and maintenance, you can create an effective SOP that will benefit both you and your audience. Every detail of your event matters, from the initial concept all the way to cleanup post-event. Having an SOP in place helps keep everybody organized and on track. This isn’t just useful for more complex events; even simple affairs could benefit from having a basic framework in this form. It gives you direction, focus, and structure. As long as you have taken into account user input and feedback along the way, chances are you’ll have a successful event next time around!

Alright, so we know what it is and why we need it. Now we’re wondering how the heck we’re supposed to write one. It’s pretty simple! You just need to start with a basic form that outlines the “what, where, when, why, and how” of your process.

Make sure to include all the nitty-gritty details like equipment needed, volunteer/ staff responsibilities, timelines, and budgets. The more you list out, the better.

And here’s the best part: your SOP is a living document that can be updated and changed as needed. Don’t be intimidated - start with a simple process like “how to get ice for an event” and work your way up from there. Trust me, once you’ve got one in place, you’ll feel like a weight has been lifted off your shoulders. Here is a simple example.

So, you’ve got your shiny new SOP all typed up and ready for action. Now what?

Well, the first thing you want to do is make sure you’ve got it handy where you’ll need it most.

I would strongly suggest having both a printed and digital copy. And while we’re speaking of having a digital copy, make sure that you save your document as a PDF. Not only will it preserve all your hard work, but it’ll also keep others from making accidental changes. Trust me, you don’t want someone to “accidentally” delete a crucial step. Overall, the key to implementing your SOP is to make sure it’s clear, accessible, and always available when you need it. I would suggest saving a copy on a drive that everyone can access, and a private copy so you can replace the other

one if you need to.

“Plans are of little importance, but planning is essential.”

- Winston Churchill With each step clearly listed out, completing tasks should be a breeze.

Of course, there’s always a chance of running into unexpected obstacles, but that’s where documentation comes in.

Just add any necessary changes to the SOP document and keep on moving. As your event grows and evolves, so will your SOPs, so don’t be afraid to switch things up. Don’t limit yourself to your SOP - just because something isn’t listed doesn’t mean it can’t be done.

Don’t try and bite off too big of an item at a time. You may want to break huge, multi-faceted items into smaller parts. If you are going to have a rodeo, there is not an easy way to put all that vast amount of information and multiple processes into one document. Take the ticketing portion and split it off on its own. The same with security. Keep breaking it down into smaller and smaller components. Some items may seem too small when you get it on paper, but that doesn’t mean that it doesn’t need to be documented anyway.

Without writing that information out, it would be really intimidating to try and get even the simplest job completed.

Make sure and contact a subject matter expert to help write out the procedure. For example, Security really should be set up by your law enforcement professionals.

Contact your local Emergency Management office to begin with. They may direct you to either the Police Department or the Sherriff’s office for your town or city as it can vary from place to place. They have a vested interest in making sure that you have the best possible plan in place.

Ultimately, creating and implementing an SOP can give your event the organizational structure it needs to be successful.

It doesn’t need to be an overwhelming endeavor either. Start with a handwritten copy, have someone type that up, then ask questions of the original author and have them read and edit the typed version.

By breaking down each step of writing an SOP and piecing it back together as a comprehensive plan, you can easily and effectively navigate through the unknown.

And if you need some inspiration along the way, look at a few practical examples of real SOPs, using something similar as Summer 2024

a template for your own event’s plan. The key is to keep your SOP relevant and up to date throughout different phases of your event—which can be done with a little consistency and patience. Take notes on what worked and what needs some more attention.

Creating a complete collection of thorough SOPs may require some manpower, collaboration, and attention to detail, but the rewards are worth it. You’ll have an efficient event, satisfied staff, volunteers, and participants. Begin by writing a list of SOPs that could make your event run smoother. Then, develop a template and start writing. Once you’ve finished, review the SOP for completeness and accuracy, and then get it to the people who need it.

But don’t forget to keep your SOPs up to date and, most importantly, use them! It doesn’t make sense to spend all that time creating SOPs if they just sit unread on someone’s hard drive. SOPs are meant to be used. For instance, when there’s staff turnover, an SOP can quickly educate a new employee about their role. Also, when starting a new event or expanding your series into a new city, an SOP can give you a strong starting point for how to build that event. But wait, there’s more! Even returning staff members can benefit from an SOP. It can refresh and remind them of the most efficient way to handle the event process they’re involved in. Everyone who’s part of that event process should read the SOP on a regular basis. Trust us, it’s worth it!

So don’t procrastinate any longer, dust off that plan of action, refine the details, and watch the success unfold! With all these tips in mind, why not try writing an SOP for your event today?

“I never dreamed about success. I worked for it.”

- Estée Lauder Meet Kasey Kelly, the powerhouse executive director behind the Midland County Fair in Texas! With years of experience in event leadership, including stints at Rock the Dessert, Tall City Blues Fest, Very Merry Midland, and Oktoberfest, Kasey knows how to bring the fun wherever she goes. Since taking the helm at the fair in 2018, she’s been making waves and raising the bar for unforgettable community events.

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EVENT PROFILE

Kentucky Derby Festival Louisville, Kentucky, United States kdf.org DATES: April 5 – May 2, 2024

Photo by Marvin Young

NUMBER OF EVENTS: 70

A Brief History of the Kentucky Derby Festival

ATTENDANCE: 1.5 million BUDGET: $7 million NUMBER OF VOLUNTEERS: 4,000 NUMBER OF STAFF: 22 WHEN ESTABLISHED: 1956 TYPE OF GOVERNANCE: 501(c)(4) BOARD OF DIRECTORS: Yes NUMBER OF DIRECTORS: 75

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

“We are a community organization of 4,000 volunteers who work all year to provide quality entertainment that enhances the community,” said Festival President and CEO Matt Gibson.

Produced annually since 1956, the Derby Festival® has become a whirlwind of more than 70 special events.

The Festival blasts off each year with the Opening Ceremonies – Thunder Over Louisville, one of the nation’s largest annual fireworks extravaganzas! The ensuing two weeks of excitement and entertainment promise something for everyone.

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For sports fans there is basketball, volleyball and golf. For music lovers the concerts are almost non-stop.

With two-thirds of the Festival events free, families can enjoy numerous just-for-kids activities without stretching their pocketbook.

Other highlights include a half and full marathon, hot-air balloon events and live bed racing! The Great Steamboat Race pits historic paddle-wheelers on the mighty Ohio River. The event that started it all, the Pegasus Parade marches down Broadway.

With outdoor concerts at Kroger’s Fest-a-Ville and the elegant Fillies Derby Ball, dance and dress range from frivolous to fancy. The Festival includes several formal affairs, as well as casual, foot-stomping good times all around the community. From elephant ears and corndogs at the Chow Wagon to ethnic foods and pet-friendly cocktail hours at Kroger’s Fest-a-Ville and local wine-tasting at WineFest, culinary adventures abound.

More than just being entertaining, the Derby Festival generates in excess of $127.9 million annually for the local economy. Events on the Festival schedule

also help to raise nearly $300,000 for area charities each year.

The Commonwealth’s largest single annual event, and one of Louisville’s most popular entertainment attractions, the celebration is produced by Derby Festival, Inc., a private, nonprofit civic organization with a professional staff of 23 and a volunteer board of 75.

“We know we have done our job well by the smiles of the people who attend our events,” said Gibson. Smiles that stretch on endlessly.

Their Funding: The Derby Festival is a private, not-for-profit organization. The 501(c)(4) Festival raises all its funds privately.The Derby Festival does not receive tax dollars for event production.

Photo by Marvin Young

We are a self-sustaining business with its entire annual budget derived from four primary sources: • Corporate sponsorships • Pegasus Pin and merchandise sales • Concessions proceeds • Event ticket sales and entry fees The overall estimated annual economic impact of the Derby Festival is $127.9 million.* That means for every $1 spent producing the Festival $22 is generated for the local economy.

Their Economic Impact by Event: • Thunder Over Louisville – $56,663,177 • Chow Wagon/Fest-a-Ville on the Waterfront – $16,472,795 • Pegasus Parade –$22,462,902 • Great Balloon Fest – $5,079,449 • Marathon/miniMarathon – $4,923,936

• Great Steamboat Race – $703,535 • Great Bed Races – $465,448 • $1 Million Hole in One Golf Contest – $306,588 • They’re Off! Luncheon – $160,579 • WineFest – $136,194 The Festival hosts 1.5 Million attendees in a traditional year, with the largest event being Thunder Over Louisville. The entire Festival produces 70 events and operates on a budget of $7 million. The average customer at a Festival event spends $32.

The Festival is produced by a full-time staff of 22 event professionals, a board of directors of 75 community leaders, and a network of 4,000 volunteers. *Economic Impact Study was conducted in 2011 by the University of Louisville’s MBA Program. **Information for this Event Profile was gathered from the Kentucky Derby Festival website, kdf.org.

Photo by Marvin Young

Summer 2024

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EXHIBITOR SPOTLIGHT

What Year Was Your Company Established?

1889 How Many Employees Does Your Company Have?

1,000 employees - Plus, seasonal employees as needed What Areas Do You Serve With Your Product/Service?

We have regional offices in primary markets across the country with particular focus in Texas and Florida and the North, NE, Mid-Atlantic, Mid-West, and the South.

How Many Festivals and Events Do You Work With On an Annual Basis?

We bring smiles to over 3,200 fireworks shows across the country each year.

What is Your ‘Elevator Pitch’ and/or Slogan About Your Product/Service?

For over 125 years, spanning five generations, Pyrotecnico award-winning, fireworks displays continue to deliver jaw-dropping excitement. Our creative team has won many awards for our unique choreography and impeccable synchronicity in regions across the country including the coveted international Gold Jupiter award. Pyrotecnico is part of the Live Events house of brands which includes PyrotecnicoFX, our second legacy company, which has been making waves across music, sports, and special events for decades. Additional Live Events companies include a powerful mix of the best in the end-to-end live event production business: Active Production & Design, Delicate Productions, Gemini Light Sound Video, and Zenith Lighting. We have the largest fireworks display inventory in the 46

country, and the only provider offering drones and fireworks in-house. This perfect combination provides us with the opportunity to be mega-creative and diverse in how we bring your vision to life.

How/Why Did Your Company/ Product/Service Get Started?

The Pyrotecnico story began over 125 years ago in a small town in Italy by founder, Constantino Vitale. Fireworks were a common village trade made by locals to be shot primarily for religious ceremonies. But Constantino was uniquely gifted in the craft. Immigrating to America in 1922, Constantino set up shop outside of Pittsburgh, Pennsylvania in New Castle. The business took off, primarily selling fireworks from a catalog to local community organizations.

Constantino’s passion for fireworks was reflected throughout the local community as many took second jobs supporting Vitale’s booming business. With the onset of World War II, community needs changed, and the company produced TNT ignitors for the military instead of fireworks.

Adapting to community and market demands would become a key factor in the continued success of the Vitale family fireworks business.

What New or Improved Product/Service Do You Have to Offer That IFEA Audiences Need to Know About? need to know about? We recently added more sizzle to our fireworks arsenal of offerings with DRONE SHOWS. For total sky domination, clients can add drone light shows to their fireworks displays creating unbelievable, social media worthy experiences. This powerful combination is an unforgettable visual masterpiece. From 100 to 1,000 drones, our experts design shows of every size.

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Christopher Liberatore

Executive VP of Fireworks cliberatore@pyrotecinco.com

Jared Staph

Account Manager jstaph@pyrotecnico.com Pyrotecnico 800-854-4705 pyrotecnico.com

What Advice Would You Offer to Festivals and Events Searching For Your Type of Product/ Service?

Pyrotecnico has the largest fireworks display inventory in the country, and the only provider that offers drones and fireworks in-house. This full-service offering creates convenience for clients - it’s only one phone call and we take care of the details ensuring a safe environment for your audience and our crew. Qualified and trained crews are on-site working our events, instilling that the highest safety standards are met at every level, at every event.

What is Your Company’s Customer Service Philosophy?

Whatever your dream is, we’re here for it! With over 125 years of experience our work speaks for itself.

Stay Connected When You Can’t Connect in Person Through IFEA’s Virtual Affinity Groups!

F

eaturing participant discussion between some of the top professionals in our industry today, IFEA’s Virtual Affinity Groups provide an online platform on ZOOM* to keep the connections, brainstorming and networking going. Join us to participate-in these valuable discussion groups and network with your peers. Be sure to come with questions and professional experiences to these valuable open-topic dialogue sessions taking place bimonthly as we’ll be discussing current trends, issues, challenges and opportunities.

IFEA SPONSORSHIP VIRTUAL AFFINITY GROUP Moderated by: Patrick Merna Vice President of Strategic Partnerships 500 Festival, Indianapolis, IN IFEA CITIES, CVB’S & TOURISM VIRTUAL AFFINITY GROUP Moderated by: Wes Rhea, CDME Chief Executive Officer Visit Stockton

IFEA MARKETING & PR VIRTUAL AFFINITY GROUPS Moderated by: Dave Bullard IFEA Foundation Board Member Owner FanFirst IFEA PARADES VIRTUAL AFFINITY GROUP Moderated by: Ed Bautista, CFEE Chief Creative and Strategic Officer Bautista Event Specialists Team

IFEA VOLUNTEER PROGRAMS VIRTUAL AFFINITY GROUP Moderated by: Alex McNulty Manager, Member Services Pasadena Tournament of Roses

INDUSTRY NEWCOMERS VIRTUAL AFFINITY GROUP Moderated by: Scott Schmader Director of Membership (and industry newcomer!)

International Festivals and Events Association

Moderated by: Erin Jackson Marketing & Events Specialist Gravina, Smith, Matte and Arnold Marketing & PR Firm

IFEA GENERAL SESSION VIRTUAL AFFINITY GROUP Moderated by: Steve Schmader, CFEE President / CEO International Festivals & Events Association

IFEA OPERATIONS VIRTUAL AFFINITY GROUP Moderated by: Becky Genoways, CFEE President Genoways Event Management Moderated by: Ira Rosen, MA, CFEE, IFEA Foundation Board Member CEO ILR, LLC, Festival and Event Consulting IFEA ART EVENTS VIRTUAL AFFINITY GROUP Moderated by: Stephen King, CFEE IFEA World Board Member Executive Director Des Moines Arts Festival

IFEA’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.

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

LEARN MORE | REGISTER HERE www.ifea.com/p/resources/ifea-affinity-groups

J O I N T H E IF E A T O D AY !

WHAT DOES MEMBERSHIP WITH THE IFEA PROVIDE YOU?

Membership in the IFEA provides value from all directions, including invaluable contacts and savings worth many times the membership investment. The more you use them, the higher your return. In addition to “ie” The Business of International Events, membership with the IFEA provides you . . .

Sponsored by

IFEA VIRTUAL AFFINITY GROUPS

ONLINE WEBINAR

Sponsored by

SE R I ES

z If you’re not a member of the IFEA, join now at www.ifea.com, or contact Scott Schmader, Director of Membership, at scott@ifea.com.

2024 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!

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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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ENTRY INFORMATION Quick Reference Guide

DEADLINES

• Entry Deadline: 11:55 p.m. (Mountain Time Zone) – Wednesday, July 17, 2024 • Entry must include completed entry, additional requested details and application form with payment • Due to time constraints in judging, late entries cannot be accepted.

FEES

The total cost to enter the IFEA World Festival & Event City Award© is $795 (U.S. Dollars) for IFEA Members and $1095 (U.S. Dollars) for non-IFEA Members per entry. Payment may be made using a Visa, MasterCard or American Express credit card or by Check (made payable to the IFEA)

ELIGIBILITY

Applications for the IFEA World Festival & Event City Award© may be submitted by the City itself or by an event(s) on behalf of their City. It is our hope that the application process itself will result in an even closer working partnership and dialogue between the Applicant City and the festivals and events who serve that market.

Applicants may re-apply for the IFEA World Festival & Event City Award© each year.

JUDGING

Judging of the IFEA World Festival & Event City entries is done by an international panel of respected event professionals, who have been pleased to discover that there are many amazing programs happening around the world that will help us all to raise the bar for our own communities, showing us what is possible – at every level – when vision and leadership combine.

The IFEA World Festival & Event City Award are presented on an individual basis to exemplary cities around the world that we hope others will emulate. The awards are not designed as a competition of one city against another, but rather to recognize those individual cities that have ‘raised the bar’ for everyone, taking into account the cultural, economic and geographic challenges that they have met, mastered and often changed along the way. For that reason, we may present multiple awards each year, while some will be encour©

aged to strengthen or make adjustments to selected components of their entry criteria for reconsideration in future years.

SCORING SYSTEM

• A possible total of 100 points may be awarded to each entry based upon the individual components listed under Sections 1-6 of the overall entry.

• Failure to meet all requirements or answer/ provide all necessary information may impact judging decisions and will result in a deduction of points.

• If a section or element does not apply to your City, please state this within your entry (explaining why it does not apply) in order to avoid losing points.

SELECTION AND NOTIFICATION

• Award Recipients will be notified via email

by Monday, August 14, 2024. Notification will go to the primary contact listed on the entry application.

• The 2024 IFEA World Festival & Event City Award© will be presented during the IFEA’s 67th Annual IFEA Convention & Expo. Each recipient city will be highlighted in a brief video presentation at the award ceremony and on-site throughout the convention.

• If you are unable to attend the IFEA’s 67th Annual Convention & Expo to accept your award, please arrange for a representative to accept on your behalf.

• If you are not present at the awards presentation to accept your award, it will be mailed to you 4 weeks after the convention concludes at your expense. The IFEA will coordinate shipping arrangements and payment with you once your award is ready to ship.

MAXIMIZING YOUR AWARD

Being selected as an IFEA World Festival & Event City is only the beginning of the benefits to be gained from this special honor.

• Each winning recipient of the IFEA World Festival & Event City Award© will receive an engraved award suitable for indoor display and a personal letter of congratulations.

• Duplicate IFEA World Festival & Event City awards are available for purchase by award recipients wishing to share their honor with the many partners who helped them to win.

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• Winning recipients will be provided with the rights to use the 2024 IFEA World Festival & Event City Award© Winner logo on their websites, press releases and other appropriate City letterhead, brochures, marketing materials, etc.

• The IFEA will announce all IFEA World Festival & Event City Award© recipients to the world’s leading media sources, including all local market media contacts provided to the IFEA by selected applicants.

• IFEA World Festival & Event City Award© recipients will be featured in a special on-line tribute section at www.ifea.com in perpetuity and in a special section of ie: the business of international events, the IFEA’s industry-leading magazine.

RELEASE & USAGE

By submitting your entry to the IFEA World Festival & Event City Award, you automatically: • Grant the IFEA the right to use any materials from your entry for editorial, analytical, promotional or any other purpose without additional permission or compensation. All materials and photos submitted as part of the application will become the property of the IFEA. • Confirm that all information within your entry is true and accurate to the best of your knowledge.

• Acknowledge your entry is not able to be returned. Copies should be made prior to submitting your entry, as desired. Note: Proprietary or sensitive information will not be shared if identified clearly.

• Agree that if selected as a winning applicant, the IFEA may use their City name and representative’s photos in all press releases and program marketing materials, both hard copy and electronic versions.

• Acknowledge that your entry into the competition is acknowledgement of these terms.

ENTRY REQUIREMENTS

Working in partnership with local community leadership, festivals, events, organizations and businesses, please provide a clear overview and understanding of the festival and event environment in your City/Market through your responses to each defined section. The application process in itself is a great opportunity to evaluate internally the areas where your City excels and other areas where you may be able to strengthen your efforts and further support local programs. Cities interested in being considered for the annual IFEA World Festival & Event City Award© must submit and include the following information:

1. DESCRIPTION: A one (1) paragraph description of your city (to be used for promotional purposes by the IFEA). (Submit as PDF Document).

2. MEDIA LIST: An email list of your local media contacts for IFEA for use to announce the selected recipients. Please limit to your 25 main contacts. (Submit as Excel Document).

3. PHOTOGRAPH: An individual photograph representing either an overhead view of your city or a festival setting within your city (at least 300 dpi in size). (Submit as JPG or PNG format).

4. VIDEO: A three (3) minute video presentation representing your City. (Submit video as a link to an online video location such as YouTube or submit as a MPF, WMF, MOV file located on a file storage of your own such as Google Drive or Dropbox) Please ensure video is downloadable from souce.

5. LETTER: A one (1) page introductory letter stating why your City should be selected to receive the IFEA World Festival & Event City Award. (Submit as PDF Document).

6. MAIN ENTRY: Your overall completed IFEA World Festival & Event City Award© Entry providing responses and supporting information for the following sections. Refer to pages 6-9 for detailed descriptions required for each section. This part of your entry must be submitted as one (1) PDF Document.

• Section 1: Community Overview • Section 2: Community Festivals & Events • Section 3: City/Government Support of Festivals & Events • Section 4: Non-Governmental Community Support of Festivals & Events • Section 5: Leveraging ‘Community Capital’ Created by Festivals & Events • Section 6: Extra Credit

NEW ALL ENTRIES SUBMITTED ONLINE

To view examples of past IFEA World Festival & Event City Award© recipient entries, go to: www.ifea.com / Industry Awards / World Festival & Event City Award / Past Recipients.

When you are ready to submit your entry, go to: www.ifea.com/p/industryawards/worldfestivalandeventcityaward/currentyear

IMPORTANT DETAILS

• Please submit your main entry (as listed in components 6 under Entry Requirements above), as one (1) single PDF Document.

• Components 1-5 listed under Entry Requirements may be submitted as separate pieces from the main entry, but must be submitted at the same time.

• All entry information should be provided in English and typed using 11-point font.

All entries must be SUBMITTED and PAID FOR online. Please review and follow the guidelines below for how to format, submit and pay for your entries in addition to reviewing the entry requirements.

ENTRY FILE NAME FORMAT

Please save the file name for each of your entry components, using the following format, with no spaces: • Beginning of each component file name: 2024IFEACityAward • Middle of each component file name: Your City Name, State and Country • End of every component file name: Component Name • (Components include: Description; Media; Photograph; Video; Letter; Main Entry.)

• File extension: (.pdf | .jpg | .png | .xlsx)

Link must remain active until November 22, 2024.

OPTION #2: Uploading each individual component of your entry (1-6) individually on the online Entry Form (note: Video component will still need to be submitted as a link due to file size).

Upload option only available on desk top computer. Not available on mobile devices.

File upload size limit is 20MB per component.

The larger your file size, the longer your entry will take to upload.

TIPS & POINTERS

Please save your entry components in the following formats: • Main Entry, City Description and Introductory Letter: Please submit as PDF Documents.

• Media List: Please submit in an Excel Document • City Photo: Please submit as a JPG | PNG • City Video: Please submit your city video as a link to an online video location such as YouTube OR submit as a MPF, WMF, MOV file located on a file storage of your own such as Google Drive or Dropbox. Please ensure video is downloadable from souce.

• Not all components under a specific section will pertain to everyone. Don’t worry; there are no ‘right’ or ‘wrong’ answers and our international judging panel will base their decisions on overall impressions after reviewing all of the submitted information.

We are all learning from each other, with the goal of strengthening the partnerships, benefits and returns to our respective communities from the festivals and events that are such an important part of the community fabric and we hope to find additional new ideas being implemented from within all of the award entries that we can share in the future.

• Responses to the requested information may require a straight-forward numerical answer, or a more descriptive definition.

While we have placed no limits on length, we encourage you to provide the most succinct answers possible that clearly make your point.

• Support materials, photos, videos, brochures, copies, etc. should be inserted following the responses to each section.

• As needed, we may communicate with the primary contact on the application to clarify any questions that may arise.

HOW TO SUBMIT ENTRIES

QUESTIONS

An example of an actual file name would be: 2024IFEACityAwardBoiseUnitedStatesMainEntry.pdf

ENTRY FILE TYPE FORMAT

Questions: Please contact Nia Hovde, CFEE at nia@ifea.com.

Entries may be submitted using the online form by either: OPTION #1: Providing a direct link on the Entry Form, to a file that has ALL the components of your entry and has been uploaded to YOUR online storage site (Dropbox, Google Drive, We Transfer or similar). If selecting this option, make sure your share settings allow “Anyone with the link” to access the file.

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If you have any questions or need clarification on any criteria, please contact either: • Steve Schmader, CFEE, President & CEO at schmader@ifea.com • Nia Hovde, CFEE, Vice President/Director of Marketing & Communications at nia@ifea.com

IFEA World Festival & Event City Award

©

ENTRY REQUIREMENTS

Working in partnership with local community leadership, festivals, events, organizations and businesses, please provide a clear overview and understanding of the festival and event environment in your City/Market through responses to each of the following sections. The application process in itself is a great opportunity to evaluate internally the areas where your City excels and other areas where you may be able to strengthen your efforts and further support local programs.

Please submit the following information: 1. A one (1) paragraph description of your city (to be used for promotional purposes by the IFEA) 2. An email list of your local media contacts in Excel format for IFEA for use to announce the selected recipients. Please limit to your 25 main contacts.

3. An individual photograph representing your city - preferably of a festival setting within your city (at least 300 dpi in size).

4. A three (3) minute video presentation representing your city. (Refer to Important Details section for video format.)

5. A one (1) page introductory letter stating why your City should be selected to receive the IFEA World Festival & Event City Award.

6. Your overall completed IFEA World Festival & Event City Award© Entry providing responses and supporting information for Sections 1-6 below. This part of your entry must be submitted as one (1) singular entry piece/document/PowerPoint/Pdf, etc. Please refer to the Entry Requirements and Important Details sections for specific entry formats and details.

To view examples of past IFEA World Festival & Event City Award© recipient entries, go to: www.ifea.com / Industry Awards / World Festival and Event City Award / Past Recipients

Section 1.

Community Overview Goal: The information in this section should help provide us with a better understanding of your community and the infrastructure in place to host and/or support those producing and attending festivals and events.

• Please provide an overview of your community that will provide us with as many elements as possible, such as: a. Current City Population b. Current SMSA or LUZ Population (Standard Metropolitan Statistical Area or Large Urban Zone) c. Population within a 50 Mile Radius of Applicant City d. Primary Festival and Event Venues Available (Indoor and Outdoor. For example: Theatres, Plazas, Bandshells, Parks, Stadiums, Fairgrounds, Sport Facilities, Convention Centers, etc., including those facilities planned for completion within the next two years. Include Estimated Capacities for each. For outdoor venues, use a formula of 1 person per 3 square feet if no other total capacity numbers are available.) e. Water and Power Accessibility in Outdoor Venues f. Wifi Accessibility throughout Venues in City (signal / affordability) g. Hospital and Emergency Response Availability h. Total Number of Hotel Rooms Available i. Public Transportation Options j. Parking Availability (Paid lots, meters, and free) k. Walking Paths, Bicycle Lanes l. Estimated City Visitors Annually Attributed to Festivals and Events

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Section 2.

Community Festivals and Events Goal: The information in this section should provide us with an understanding of the diversity and success of current festivals and events that serve your city residents and visitors throughout the year.

• Please provide us with a good overview of the leading festivals and events currently operating in your market. A full-year calendar of events is very helpful as we consider this area.

Please provide the following for the ‘Top 10’ festivals or events in your market: a. Festival or Event Name b. Top Executive Contact Information c. Number of Years Festival or Event has been Produced d. Event Dates (Minimally the month held, with days if clearly defined – For example: the last weekend in June. If the event is a series, list the starting and ending dates – For example: Every Wednesday, June through August.) e. Primary Target Audience (For example: Families; Young Adults; Seniors; Children; Specific Cultural Heritage Groups; All Community Segments; Out-of-Market Visitors, etc.) f. Recurrence Cycle (Annually, Every 5 Years, etc.) g. Estimated Combined Aggregate Attendance

Section 3.

City/Governmental Support of Festivals and Events Goal: The information in this section should help us to understand the strength and depth of support by the applicant City and other area governmental bodies (County, State, taxing districts, etc.) and demonstrate a clear awareness of event support needs by government agencies and officials.

• Please define or describe each of the following elements (a-i) below, as completely and accurately as possible.

• Where available and appropriate, please provide examples and copies.

• If a section or element does not apply to your city, please state this within your entry and why it does not apply and/or what you may have/use instead. a. Defined and Accessible Public Objectives and Support Statements for Festivals and Events by the City and Other Local Government Agencies b. Direct Funding Support Provided to and/or Budgeted for Festivals and Events from the City or Other Government Agencies c. In-Kind Services Support Provided to and/or Budgeted for Festivals and Events from the City or Other Government Agencies d. Support Provided by Festivals and Events to Help with Community Awareness/Protection (For example: On-site vaccination locations/coordination; Requirements - as allowed by your city/state governments - for proof of vaccination/negative testing; masks; safe distancing; other increased safety measures by event attendees.) e. Any New Programs Created to Prepare For/Protect Against Future or Continued Pandemic or Other Unexpected Challenges f. Defined Role of the City in Festival and Event Approval g. City-Provided Festival and Event Process Coordination and Assistance Systems (For example: Existence of a City Events Department; ‘One-Stop Shopping’ for Permitting and Municipal Service Needs; Shared Resource Programs for Volunteer Recruitment/Management, Non-Proprietary Equipment Usage/Maintenance, Insurance/Music Licensing Provisions, etc.) h. Participation in Official Capacity by City Department Representatives on Boards and Planning Committees of Local Festivals and Events i. Local Laws, Ordinances, Regulations, Permits and Policies Impacting and Supportive of Festivals and Events (For example: noise ordinances, traffic regulations, curfews, parking fees, fireworks regulations, ambush marketing control, alcohol service requirements, taxes, food safety, insurance requirements, risk management expectations, etc.) j. Green Initiatives: What assistance does the city offer to encourage and support green initiatives by festivals & events? k. City Provided Festival and Event Training Programs (For example: Marketing, Planning, Budgeting, Risk Management, Alcohol Service, City Department Introductions, Professional Certification, etc.)

7 l. Direct Industry Involvement / Memberships by Any of the Above

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Section 4.

Non-Governmental Community Support of Festivals and Events Goal: The information in this section should help us to understand the commitment to festivals and events and direct support provided by community individuals and non-governmental organizations. Without this type of support most festivals and events could not achieve the level of success that these important partnerships help to build.

• Please define or describe how each of the following elements/organizations (a-l) below (if applicable) lends their support to ensure the success and outreach of local festivals and events completely and accurately as possible.

• Answers should be provided as an overview reflective of the entire community versus an individual event/organization, with enough detail to provide a clear picture of support.

• If a section or element does not apply to your city, please state this within your entry and why it does not apply and/or what you may have/use instead. a. Volunteer Involvement b. Sponsorship Support (include in your answer a list of the ten (10) most prominent corporate sponsors in your market) c. Media Support d. Chamber of Commerce / Convention & Visitors Bureau Support (Promotion and marketing activities, familiarization tours, travel writer access, material creation, information distribution, grant funding, visitor hosting, etc.) e. Downtown Associations (Support by Downtown merchants and businesses) f. Organizations to Assist Individuals with Disabilities g. Local Event Cooperatives h. Sports Commissions i. Educational Institution Support j. Special Incentives/Discounts Provided to Festivals and Events by Local Venues (For example: special discounted rates for use of a local performing arts venue; provision of ticketing services, etc.) k. Access to Industry Suppliers in the Local Market (For example: banners and decorations; generators; portable toilets; merchandise; generators; stage, lights & sound; golf carts; security; chairs; barricades; ATM’s; communication services; etc.) l. Direct Industry Involvement / Memberships by Any of the Above

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Section 5.

Leveraging ‘Community Capital’ Created by Festivals & Events Goal: The information in this section should help us to understand how the City and its non-governmental partners maximize the ‘community capital’ created by festivals and events in your market.

• Please define or describe how your City uses the branding and marketing images/ opportunities provided by your local festivals and events to leverage return in other areas.

• These may include, the items below, among others.

• If a section or element does not apply to your city, please state this within your entry and why it does not apply and/or what you may have/ use instead. a. Community Branding (How are local festivals and events used to promote and build upon the positive image of the city?) b. Promoting Tourism (How are local festivals and events used to promote tourism visits?) c. Convention Marketing (How are local festivals and events used to recruit conventions to the city during the times that festival or event activities may serve as an extra incentive for choosing a destination?) d. Corporate Recruiting Efforts (How are local festivals and events used by Economic Development efforts to recruit new businesses to consider choosing your market for their operations?) e. Relocation Packets and Information (How are local festivals and events used in information designed to entice individuals / organizations to relocate to your city?) f. Familiarization Tours (How are local festivals and events used by your City and Convention & Visitors Bureau as part of ‘Familiarization Tours’ for visiting meeting planners, VIP’s, etc.) g. Out-of-Market Media Coverage (How are local festivals and events used to secure interest in coverage from out-of-market media sources, travel writers, etc.?) h. Enhancing Exposure to the Arts and Other Causes (How are local festivals and events used to feature, highlight, expose new audiences to, or drive support for the arts and other causes?) i. Creating Highly Visible Public Relations Campaigns for City Facilities and Services (How are local festivals and events used to drive positive public relations campaigns for things like police image, parks usage, fire safety, EMT roles and support needs, use of local transportation options, marketing of/exposure to local venues, support of local bond issues, etc.?) j. Encouraging Community Bonding, Participation, and Celebration (How are local festivals and events used by the City to bond all of the diverse elements of the community together, encourage community involvement and support, and celebrate who we are when we are at our best?) k. Highlighting or Developing Underused Venues or Sections of the Community (How are local festivals and events used to encourage usage of or exposure to underused venues or city neighborhoods, underdeveloped sections of the City, etc.?) l. Creating Legacies and Images Beyond the Event (How are local festivals and events used to create lasting legacies (venues, programs, infrastructures and images of the City after and in-between events?)

Section 6.

Extra Credit This section provides an opportunity to highlight any other programs, services, resources, activities, etc., that may not have been included or covered in the previous sections. Some examples may include the items below, among others, a. Skills Development - Availability of Certificate or Degree Programs in Festival & Event Management through a Local University or Private Provider b. Members of Your Event Community Who Currently Hold a Certified Festival & Event Executive (CFEE) Designation c. Secondary School System Graduation Requirements that Encourage Volunteerism and Community Service during Festivals and Events d. A Festival and Event Shared Resource Program in Your City (For example: shared warehousing, office space, equipment, staff, etc.) e. Defined and used Risk Management Partnerships between the City and Events f. Efforts to Actively Recruit New Events to Your City (Please include reference to any applications made/secured if this area pertains) g. Other Creative Endeavors

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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

2023 IFEA World Festival & Event City Award Recipients • McAllen, Texas, United States • Philadelphia, Pennsylvania, United States • Sukhothai, Thailand • Tongyeong, South Korea

2014 IFEA World Festival & Event City Award Recipients

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

• 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

2017 IFEA World Festival & Event City Award Recipients • 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

2012 IFEA World Festival & Event City Awards Recipients • 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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• 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

2013 IFEA World Festival & Event City Award Recipients

2019 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

• 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 2024

Remember the Helping Hands that Got You Where You are Today?

Lend yours through a gift to the IFEA Foundation – IFEA’s key partner in helping to support and enable festivals and events worldwide. Every dollar adds to our ability to improve and expand on the resources and services available through

the IFEA – from convention scholarships, to hosting top-quality industry presenters and programming, to online education, access and more – all designed to raise the bar for everyone in our global industry, no matter how big or small.

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

Why You May Be Better Off Without a Sponsorship Broker

By Kim Skildum-Reid

Every week, my various inboxes overflow with questions from around the world, and the two things I’m asked most are whether I will sell sponsorship on their behalf (broker), and whether I can recommend a sponsorship broker.

For the record, the answers are: No, I’m not a sponsorship broker; and you might find someone on the sponsorship broker registry on my website.

As for wanting a sponsorship broker in the first place, I understand the appeal; I really do. They can be fantastic. But I want you to understand that brokers are not the solve-all-problems, automatic revenue panacea that many rightsholders think they are.

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Here are some of the big reasons you might be better off without a broker.

Good Brokers Are Hard to Come By There aren’t that many really good sponsorship brokers out there, and those good ones are in hot demand. Because of that demand, they are able to cherry-pick the biggest, most established, easiest-tosell properties for their portfolios.

If your property fits that bill, a broker could be a good option. If not, you’re very unlikely to get a good broker. That doesn’t mean your property doesn’t have commercial value. It simply means you’re going to be on your own to sell it.

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And There are Plenty of Bad Ones If your property doesn’t fit what good brokers are looking for, don’t worry, there are plenty of bad brokers out there who will gladly scam you!

Seriously, most brokers are decent, ethical people, but there are also some crooks who employ very unscrupulous tricks to con smaller, less established, and/or naïve rightsholders. It’s enough of a problem that I wrote a blog about it: How to Spot a Sponsorship Broker Scam (and One Broker You Should Avoid). You should definitely read that blog before committing to any broker, if only so you can know the red flags, if you see them.

You Could be Wasting the End of Your Sales Window The plain truth is that most rightsholders that want a sponsorship broker aren’t successful in securing one. Worse, they often burn a lot of lead time trying to secure a broker, leaving not enough time to sell it themselves.

If you’re six months out from launch, you’re quickly getting toward the end of the sales window. Yet, this is right around the timeframe many organisations hit the panic button, realising that they’re way behind on sponsorship, and they don’t have the time or impetus to do it themselves. They then burn 2-3 months trying to find a broker, getting knocked back repeatedly, at least in part because of the lack of lead time. By the time the rightsholder realises it’s not going to happen, the sales window has closed.

Your Property is Your #1 Priority While you can – and should – contract a broker for a dedicated number of hours per month, the truth is that most good brokers will be in the market with several or more properties simultaneously. They can work their guts out for you over those dedicated hours, but you have the ability to dedicate more hours, and more flexible hours, than a broker does. You can also be more responsive to potential sponsors, if a question or tricky situation comes up, as there isn’t that extra layer of communication.

So, while a broker may have more expertise and/or more existing sponsor contacts, you care more. You have more skin in the game. It’s your property that sinks or swims. And this can counterbalance a lot of what a broker brings to the effort.

You Know the Fans Sponsors don’t want to connect with your organisation or property. They want to connect with the fans, and you know those fans better than anyone.

You know why they care, what has meaning, how they engage (in person, remotely), who they influence, and so much more that is important to a sponsor.

That kind of information tells the sponsors whether these are their people, and critically, how to align and add value to the fan experience.

A good broker will take all of that on board, and use it in their offers, but they won’t be able to readily provide the kind of granular information about your segments, their passions, and their priorities, that you can.

Brokers Take a Substantial Cut While the exact percentages, retainers, and terms vary a lot from one broker to another, and one contract to another, you’re still committing a substantial portion of revenue to an outside seller. They need a substantial portion of a substantial amount of revenue raised, or it’s just not worth their while.

If your property is newer, smaller, or less established, and a broker does consider taking you on as a client, their retainer and cut will likely be even higher.

Direct Communication Between You and the Potential Sponsor is a Big Plus Sponsors want to know who they’ll be working with. They want to know that everything negotiated is understood by both parties. They want to be able to ask questions and get accurate and timely answers. This is all easier with no third party in the middle.

It needs saying that a good broker will never deliberately sell something you don’t have or don’t understand, and that they’d never mislead a sponsor, but details can still be lost in translation. And good brokers will definitely want you involved in final negotiations, because sponsors know that’s smart. They don’t want to end up with a signed contract, then find out in the first meeting that there are requirements or terms that aren’t understood.

There’s No Guarantee They’ll Be Successful There’s no guarantee that any sponsorship sales effort – by a broker or your team – will be successful. There are lots of things you can do, and a broker can do, to shorten those odds, but there is never a guarantee.

If your team is doing the selling, you’ll know every single day how the effort is progressing.

Good brokers will absolutely keep you apprised with periodic reports and meetings, but you won’t get that information in real time, and it’s unlikely to include the kind of gut-level feeling you get when your offers just aren’t working, and need to be reinvented.

Plus, if a broker isn’t successful, you’ll still have paid the retainer, which can be a significant chunk of money to often cash-strapped rightsholders.

And a Word on Sponsor Matching Services This side note is about online sponsorship matching services. Most of these services suck. They take a fee from you and promise you’re going to get your offer in front of lots of sponsors, who will come to the site to browse opportunities. Except sponsors really don’t do that. They’re Summer 2024

already snowed under with proposals.

There are a couple of these services that have been around for a while, but I’ve had several dozen software companies – who know zero about sponsorship – come to me, wanting to demonstrate their ground-breaking new approach to sponsor matching. Newsflash, it’s never ground-breaking, and virtually all of them have shut down within a few months.

That’s my take, but you need to make your own decisions. Definitely do a deep dive with customers and reviews, ask around on social, and if you think it’s a worthwhile investment – it’s not usually a huge amount of money – go ahead and do it.

What you shouldn’t do is think this is some kind of broker-esque, revenue-generator that will have enquiries and money flowing to you from the moment you sign up. If you get any return at all, it’s likely going to require some patience.

The Upshot I’m not for a second saying that a good broker isn’t worth having on your team, and there are some great ones around. What I’m saying is that you may not be able to secure a broker, and that it’s not the end of the world. And if you’re on the fence about it, you need to know that there are some upsides to keeping this process in-house.

If your primary concern is that you lack sponsorship skills, here are some resources that will help: • Getting to “Yes” – This is my comprehensive, online course for rightsholders.

It’s packed with advice, angles, ideas, and super-practical how-to.

• The Sponsorship Seeker’s Toolkit 4th Edition – The whole process, step-bystep, supported with tools and templates.

Kim Skildum-Reid is one of the sponsorship industry’s most influential thought leaders. She has a blue-chip list of consulting and training clients spanning six continents, is author of global industry bestsellers, The Sponsorship Seeker’s Toolkit and The Corporate Sponsorship Toolkit, and commentates to major business media around the world. She is the brains behind industry hub, PowerSponsorship. com, and offers sponsorship consulting, training, speaking, and coaching.

Kim can be reached at: Email: admin@ powersponsorship.com | Phone AU: +61 2 9559 6444 | Phone US: +1 612 326 5265 or for more information, go to: powersponsorship.com/.

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THE SPONSOR DOC

WITH BRUCE L. ERLEY, APR, CFEE

IT’S ALL ABOUT “WHO” -

THE IMPORTANCE OF AUDIENCE INSIGHTS Dear Sponsor Doc: I produce a large festival that is free to enter. My sponsors are asking for an accurate attendance count and demographics. Other than having clicker counters at entrances and doing audience intercept surveys, do you have any other suggestions to determine accurate attendance and an audience profile.

D.R. – San Antonio

Dear D.R.:

Event organizers have been struggling with this question for years. Needless to say, it is easy to provide accurate attendance at gated events, but it has been a daunting task to get a reliable attendance estimate at free events. Further, many event producers do not conduct the needed research to be able to answer “who” is coming to my festival.

Why is this data important? Accurate attendance numbers and audience insights are essential to inform a variety of factors. How can I better plan for event production, insurance, and other key performance indicators if I truly know (rather than guess) how many people come to my event? Where and how should I be marketing my event to grow attendance? What potential sponsors would be interested in the specific audience attending my event?

The good news is that there have been remarkable advances in the technology available to event producers to track this information. The key to all these options is mobile phones.

According to industry sources, 97% of Americans own a smart phone and spends 5 hours and 24 minutes on their mobile device each day. That means the vast majority of those attending your festival or event have their smart phone on them.

There are now a number of companies that can provide detailed information on your audience by tracking the unique signature each of our devices emits. Don’t get too creeped out by this, as this information is aggregated and cannot identify the specific user by name or address. But the detail of the data provided is truly amazing! Here are three options that I have reviewed and demoed.

LiveGauge (www.livegauge.com) Toronto-based LiveGauge is a pioneer in the field, collecting data for live events since 2012. They collect mobile phone signatures by providing the event with a small, “black box” cellular “Audience Traffic Sensors” that track cellular unique signatures in a radius of 50 feet of the unit. As they work on cellular data, no WIFI is needed. Each sensor can operate for up to ten hours on a single battery charge.

They pre-ship the sensors for you to place at festival entry points and special attractions (stages, kids’ areas, etc.,) wherever you want to measure attendance. If you have a single entrance and exit, you can get away with one box. If you have multiple entry points and assets at which you want to track attendance, you’ll need more.

After the data is collected, you access their dashboard and can adjust the collection radius as needed to track total attendance, 62

IFEA’s ie: the business of international events

(unique phones signatures detected), movement around the event and linger time, (all the monitors work together to show where each phone signature went and how long they were there) as well as attendance peaks and valleys throughout the day. They can even overlay local weather conditions to gauge its impact on visitor traffic.

Their basic program provides some extrapolated demographic information such as age, marital status, and race. They also can provide a much deeper dive into demographics and lifestyle information with an overlay program from a third party at an extra fee.

The cost for one monitoring unit is about $1,200 for a one-day event. They provide volume discounts for additional monitors and days of use. If you had a two-day event and used five monitors; I estimate it would cost around $10,000.

The real benefit of LiveGuage is their high accuracy of measuring pings in very specific areas and providing highly granular attendance data.

Placer.ai (www.placer.ai) Both Placer.ai and Spatial.ai (see next service) use a different technology to monitor and track unique phone signatures which measures foot traffic. Rather than issuing a physical sensor as LiveGuage does, they collect data directly from cellular towers.

In essence you will create a “geo-fence” around the specific area, (your event site) you want to count phone pings. Also called a polygon, these specific geographic boundaries can be adjusted and moved for various locations within your site, but the data collected is not quite as precise as the LiveGuage sensors can detect.

Since this phone data has been collected and cached for several years, you can actually go back one, two or three years to compare and see how attendance has changed at your event.

You can even look at data from your competitors or other similar events around the country. Using their dashboard, Placer.ai’s location analytics include the number of visitors, frequency, duration of stay. Further, this service can track the movement of your festival guests to sponsor locations thus demonstrating the effectiveness of bounce back activities.

Placer.ai’s special sauce is the insights they can provide on your audience profile. Their proprietary aggregated data provides a broad range of customer demographics – income, gender, even favorite shopping spots.

When you subscribe to their annual service, you can use it for any number of events, venues, or other purposes. The cost runs between $15,000 and $20,000 based upon number of users and audience size.

Summer 2024

Continued on Page 99

EXHIBITOR SPOTLIGHT

What Year Was Your Company Established?

1962 How Many Employees Does Your Company Have?

1000+ What Areas Do You Serve With Your Product/Service?

We are a national company serving 43 states and over 275 metro areas.

How Many Festivals and Events Do You Work With On an Annual Basis?

Many, and all over the country!

What is Your ‘Elevator Pitch’ and/or Slogan About Your Product/Service?

Since 1962, National Event Services has been the nationwide leader in the temporary site services industry offering temporary fences, barricades, portable restrooms, and mobile storage containers to a variety of special events. National Event Services provides its products to music festivals, fairs, parades, festivals, sporting events, state fairs and more.

Serving over 275 metro areas nationwide, and over 60 years of experience, we provide the peace of mind you need for your next event. Visit us online today at www.rentnational.com or call us at 800-352-5675.

How/Why Did Your Company/ Product/Service Get Started?

National Event Services understands the relationships we build are just as important as the quality of work we put into each project. It’s with this principle in mind that has made us grow to become the largest supplier of temporary fencing, 64

barricades, portable toilets, restroom trailers, and mobile storage containers in the nation. National’s team of experienced professionals dedicate themselves to each project until every customer is satisfied with the results. This was our goal when we started in 1962. This is what continues to define who we are today.

What New or Improved Product/Service Do You Have to Offer That IFEA Audiences Need to Know About?

Restroom trailer rentals from National Event Services offer a “spa-like” experience. With spacious stalls featuring floor to ceiling doors, climate control, overhead music, frosted glass accent lighting and twin stainless steel sink basins and vanity mirrors, you might want to take it home!

What Sets Your Product/ Service Apart From Your Competitors?

With decades of experience combined with friendly service and top-of-the-line rental products, National makes renting temporary site services for your next event a breeze. For unparalleled service and superior customer support, contact us today for the best temporary site solutions today!

What Advice Would You Offer To Festivals And Events Searching For Your Type Of Product/Service?

Call us! Let’s talk.

What Is Your Company’s Customer Service Philosophy?

At National Event Services, we prioritize exceptional experiences through a customer-centric approach, tailored solutions, and unwavering reliability.

IFEA’s ie: the business of international events

Summer 2024

Matthew Shimada Marketing Coordinator

National Event Services 15319 Chatsworth St Mission Hills, CA 91345 USA 818-221-6000 info@rentnational.com www.rentnational.com How many years have you been with your company?

14 What are your favorite festival foods?

All of it!

What do you like to do to relax?

I love to travel and take photographs.

What is the name of the last business book you read?

“On Becoming a Leader”

by Warren Bennis What is the name of the last movie you watched?

Mission Impossible

Overcoming Fear and Resistance to Create Positive Change

By Margaret Graziano 66

IFEA’s ie: the business of international events

Summer 2024

In the dynamic landscape of today’s business world, change is inevitable.

However, fear is one of the biggest obstacles to creating positive change.

With fear comes resistance and when both of them are at play, your organization becomes stuck in place and unable to overcome new challenges and market shifts.

To enable your organization to be agile enough to adapt to and adopt change, it’s essential to understand the necessary steps to overcome and move beyond the inevitable constraints that resistance and fear causes.

What’s Causing Fear?

A big problem with having unresolved fear present in your organization is that it’s hard to know where it’s coming from. In fact, most of the time, you won’t even realize you or the people around you are in a state of fear. You can’t fix a problem you don’t even know about. Change management can only be effective when you navigate your fears.

Some common fears can include a fear of failure, fear of not being able to manage change, fear of exposing one’s vulnerabilities, and fear of the unknown.

These just scratch the surface. Every person and every organization is unique and has different fears that may cause challenges in the workplace.

To overcome fear, you first have to understand what is bringing that fear to the surface. Be conscious of your own fears and acknowledge them. Be curious and ask others in the organization what concerns them about impending changes and what makes them uneasy about moving forward. Ask why people are afraid. Getting past fear is much easier when you know what you’re up against.

Open Your Mind Resistance to change is how your organization falls behind. When people fear the uncertainties associated with change, they tend to resist even beneficial transformations, keeping the organization stuck in a frustrated state.

One of the most common causes of resistance is close mindedness, which is often born out of fear. Once you understand what is causing that fear, it’s important to open your mind to the new possibilities and ideas that you may have been resistant to.

Just because you’ve gotten by doing things a particular way doesn’t mean there isn’t a better alternative. Being open to diverse perspectives and ideas leads to innovation and market leadership. It’s much easier to gain buy-in and engagement from people when you get curious and include their opinions and perspectives.

Hiring people from a variety of backgrounds and areas of expertise can support this. Anyone you hire and engage with about moving the organization forward needs to be committed to your vision or the vision of the company. People who don’t care often resist change because they don’t see how it benefits their personal agenda.

Manage Your Ego Allowing your ego to take charge of your behaviors only leads to a struggle to innovate and grow as an organization. That goes for everyone else in your organization as well.

It’s important that you take a good look in the mirror and see where you resist doing things differently or moving into unknown territory.

If you always have to be right, struggle with feedback, blame others for your failures, and/or don’t hire people smarter than you, these may be signs that your ego has too much control over you and is inhibiting your ability to change and keep your organization in a position that makes a positive impact. You may not even realize it. A few ways to remedy this personal and professional challenge include: • Encouraging feedback from within the organization – It allows for you to better understand what’s working within your company and what can still be improved upon.

• Practicing Self Awareness – If you don’t realize your ego is controlling your actions, it’s crucial to look inward to understand why it’s causing you to act in ways that thwart your personal effectiveness so that you can be better at self-managing.

• Being grounded in who you are – Living true to yourself and understanding your values and goals is key. The ego often overreacts to failure and self-limiting thoughts. Grounding yourself in authenticity fosters consistency and clarity of direction. When your actions align with your true self, you project clarity and certainty because you are being genuine and transparent.

• Getting out of Frustration and into Courage – It takes courage to be wrong and admit to it. Cultivating your ability to admit missteps and embrace vulnerability is key to effectively managing how much your ego controls your behavior. This transparency also models vulnerability and authenticity for others to follow.

Have A Direction Being stuck in place can often indicate a lack of specific direction. If you don’t know where you’re going, you’ll never know when you’re there. Your organization, the people within it, and you yourself all need Summer 2024

direction. People need to see the vision, and they need to understand why they must feel compelled to act on that vision.

Ask questions of yourself and those around you. What is your purpose? What is the vision of your organization? Why is that important? How will it benefit the organization, the people in it and you?

What is the contribution you most want to give? When do you know you’ve given it?

Establishing a purpose and defining the contribution your organization aims to make are fundamental aspects of overcoming fear and resistance. Clearly articulated goals and a shared vision provide the necessary guidance for navigating through challenges and driving positive change. When people see and feel the vision, they understand why and how they can contribute. This gives them the positive energy to create and move forward, rather than react and stay complacent.

If you don’t have a direction, it’s easy to just stick with whatever you and your organization are doing right now and not change anything. While this approach may keep you afloat for a little while, it won’t enable long-term growth and success for you or your company.

Wake Up and Meet Your Higher Self When you embody the contribution you aspire to be and make and adjust your behaviors to be congruent with that contribution, you stand a little stronger, your stride is more confident and your insights more profound. When you take time to establish measures for success and effectiveness, actively seek feedback from others, have a clearly defined direction and focus, and feel strong and secure about yourself and your abilities, that’s the point at which fear and resistance no longer have a hold on you.

That’s when you and your organization are psychologically and ontologically free to create the positive change you aspire to see.

Margaret Graziano, known as the Evolutionist, is the founder and CEO of KeenAlignment, as well as a Wall Street Journal Best-Selling Author for her book “Ignite Culture.” She has been recognized as one of Silicon Valley’s Top 100 Women Leaders. Magi’s groundbreaking work is driven by her power to uncover and catalyze human potential. Go to bit. ly/3Zd0dCG to take KeenAlignment’s Culture Assessment and rate the quality and effectiveness of your Organizational Culture.

IFEA’s ie: the business of international events 67

FESTIVALS WITHOUT BORDERS

WITH ROBERT BAIRD

ATTRACTING YOUNG PEOPLE

TO YOUR FESTIVAL

O

ne of the burning questions at the recent Festival and Events Ontario 2024 Conference was: “How do we attract young people to our festival?” Festivals are aware of the need for ensuring the continuity of attendees and getting young people to attend is a priority if the festival is going to survive. Here are some suggestions:

4.

Consider your Pricing Strategies

1.

5.

Increase Food Options at the Festival

6.

Utilize Peer Pressure

7.

Constantly Innovate

1.

2.

3.

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Include Young People in Planning

If you are trying to decide what would appeal to young people at your festival, ask local young adults or youth groups what they might like to do? Including young adults in the ideas process often encourages meaningful participation in the actual event. Consider including young adults in the management and delivery of your activity, where appropriate. Involving young adults in this process can validate your activities, and provide spokespeople on social media to promote the events.

Use Social Media

Young adults focus on social media and are used to accessing multiple online content platforms. Our festival offerings need to reflect that reality and compete favorably with that content. Create social media campaigns that will appeal to young adults. Make sure that your social media presence is up-to-date and easy to navigate. Young adults share what they like on social media and this can be a benefit to spreading the word on what your festival has to offer.

Provide Unforgettable Experience

Young adults come to your event to learn. Give Young Adults an experience they’ll never forget and can post on social media platforms. Interactive exhibits can provide unique opportunities to engage young adults. A variety of activities, both physical and mental can challenge youth, especially if they engage interests in music, photography, media, sports, etc. Incorporate on-line or virtual experiences as much as possible. Provide an ambiance that will appeal to the aesthetics of young adults. Are the décor and lighting dramatic? Is good use made of graphics that appeal?

Young adults love to try all types of cuisine. You can attract young adults by marketing your event as having unique eats. Food trucks are an excellent way of doing this and incorporating food full of surprises. Young adults will come for the food and stay for the festival.

Young adults love to participate in social events and don’t want to miss one where their friends will be attending. By providing limited tickets or exclusive offers or perks for the first 100 tickets sold, etc. you can make your event attractive to the young adult audience. This can also generate buzz on social media.

It is important to maintain variety in the overall festival offerings. The foods offered on site, the experiences, and the entertainment geared to young adults. But experiences need to be novel each year so it is necessary to constantly innovate and find new ideas.

Being socially conscious, technologically savvy and providing innovative immersive experiences are all ways to attract young adults. This demographic requires thinking “outside the box” but they can be enticed to attend your festival and provide a generation of future attendees.

Be Eco-friendly and Sustainable

Young adults expect eco-responsibility at any event. They want to see recycling facilities for plastic water bottles or cutlery. You should focus on reducing the carbon footprint of your event. Consider going paperless, using digital instead.

Where possible, provide organic and sustainable food choices with your vendors.

IFEA’s ie: the business of international events

Find out what young adults might be willing to pay to attend your festival. Consider a “pay-what-you-can” ticket for young adults or different ticket tiers with associated “perks” to provide a number of ticket packages to choose from.

Summer 2024

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

INSURANCE

RELAX

YOU’RE COVERED K&K Insurance—the choice for festival and event coverage.

With over 70 years of sports and leisure insurance expertise, K&K protects festivals and events with coverage designed for your unique needs. And when claims occur, our colleagues are here to respond quickly and effectively.

• Arts & craft festivals • City celebrations • emed festivals • Ethnic festivals • Exhibitions/ expositions • Music festivals

• Holiday celebrations • Parades • Concerts • Concessionaires, Exhibitors, Vendors

kandkinsurance.com

eventinsurance-kk.com

800.553.8368 K&K Insurance Group, Inc. is a licensed insurance producer in all states (FL license #L007299, TX license #13924); operating in CA, NY and MI as K&K Insurance Agency (CA license #0334819)

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.

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.

2024

INTERNATIONAL FESTIVALS & EVENTS ASSOCIATION

Supporting and Educating the Festivals & Events Industry Since 1993

APPLI CAT

I O N D EAD

May 31, 2 LINE 0 Apply Now24

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. More Details / Apply Here

EXHIBITOR SPOTLIGHT have instilled deep fear within me. What compounds this fear is the inadequate availability of swift assistance in the event of an overdose. I am dedicated to making a meaningful difference, even if it starts with something seemingly small – like a vending machine. Ensuring that help is accessible when and where it is needed is a cause that resonates with me personally.

What Year Was Your Company Established?

2023 How Many Employees Does Your Company Have?

3 What Areas Do You Serve With Your Product/Service?

Nationwide How Many Festivals and Events Do You Work With On an Annual Basis?

25-30 What Is Your ‘Elevator Pitch’ and/or Slogan About Your Product/Service?

Step into a safer festival experience with OpiSafe Vending! Our innovative machines offer life-saving Naloxone kits and fentanyl/ xylazine test strip packs for free, prioritizing harm reduction and reducing opioid overdoses. Join us in shaping unforgettable events with unwavering safety. Your rental empowers safer festivals, making a lasting impression on attendees. Act today for a secure tomorrow and lead the charge in proactive harm reduction at your event!

How/Why Did Your Company/ Product/Service Get Started?

As a mother, the rampant opioid crisis and the alarming accessibility to various drugs

72

What New or Improved Product/Service Do You Have to Offer that IFEA Audiences Need to Know About?

OpiSafe Vending Solutions stands at the forefront of festival safety revolution, confronting the opioid crisis headlong through groundbreaking harm reduction vending machines. These machines dispense free Naloxone kits and fentanyl/xylazine combination test strip packs, marking a pivotal stride towards change.

What Sets Your Product/Service Apart From Your Competitors?

In addition to our innovative harm reduction vending machines and portable harm reduction kits, our business model is focused on an all-encompassing safety solution for our customers. From shipping, placement, stocking medications, and dedicated onsite maintenance and support during the festival, we handle all the details.

What Advice Would You Offer to Festivals and Events Searching For Your Type of Product/Service?

Our advice is to plan for opioid incidences before they happen! It is important for event coordinators to realize that this is a national issue that affects large, urban areas and small communities alike. Plan ahead and create an environment of safety for your patrons.

What Is Your Company’s Customer Service Philosophy?

At OpiSafe Vending Solutions, customer service is more than a department – it’s a promise. A promise to stand by your side, to ensure the safety of your festival goers, and to make a positive difference in the communities we serve.

IFEA’s ie: the business of international events

Summer 2024

Carla Douglin Founder & CEO

OPISAFE VENDING SOLUTIONS 9466 Georgia Avenue #2041 Silver Spring, MD 20910, USA 202-410-5815 hello@opisafevending.com opisafevending.com How many years have you been with your company?

Since the start!

What are your favorite festival foods?

Funnel cake.

What do you like to do to relax?

Watch movies and budget.

Ah, bliss…

What is the name of the last business book you read?

The Compound Effect by Darren Hardy What is the name of the last movie you watched?

Persuasion

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

Change your Thinking and Create a Culture that People Don’t Want to Leave

By Jessica Rector

74

IFEA’s ie: the business of international events

Summer 2024

5 Steps to Turn Negative Thoughts Into Positive Actions Do you have a Negative Nancy (NN) or Toxic Tim (TT) that you’re keeping longer than you should? Would you let them go if you weren’t so short staffed? One Negative Nancy or Toxic Tim infiltrates the whole company and it spreads throughout, affecting everyone.

Think of it like this: You attend a meeting that NN was in. When you leave, you approach Positive Polly and share with Positive Polly, “It’s so frustrating dealing with NN. Why is she still here? All we do is constantly listen to her babble and unhappiness.”

Before you know it, you become a Negative Nancy, and Positive Polly sees the impact the original NN has made on you and the team. It only takes one person thinking negatively to bring the whole environment, culture, and team down. In order to help you, Positive Polly shares the following.

You have 60,000 thoughts a day and 80% of them are negative. These come in the form of doubt, worry and stress and are linked to poor attitudes, declining engagement, and poor performance.

Most people think they are positive and optimistic, yet negativity shows and they don’t recognize it. In fact, 95% of your thoughts are repetitive. So, all of the negative thoughts keep getting repeated, impacting how you show up, speak out, lead, and live.

Your thoughts are the fundamental foundation of everything you do and everything you don’t do, yet often times you don’t think about them. When was the last time you thought about what you thought about?

If you’re like most people you think the same way you’ve always thoughts, resulting in the same behaviors, actions, and results. If you want to change relationships, communication, interactions, or your confidence, you must first change how you think. Once you change that, then everything else will change as well.

Here is a five-step process to help you change your thoughts to invoke different actions, behaviors and results and develop a positive work environment.

It’s called the Stand up/Sit down exercise.

This is a great exercise to do as a team.

Have someone read a set of statements.

For every statement you agree with, you will move your body. Everyone starts in a stand-up position. For example, if the first statement is “If you’ve ever thought you’re not smart enough,” and you agree, you’ll sit down. If you disagree with the statement, you’ll remain as you were. If the next statement is, “If you’ve ever thought you don’t have enough time,” and you agree, you’ll move (either stand up or sit down depending on what you did for the first statement). This repeats for every statement read (there should be about 15 statements read). During this activity, you can expect to hear laughter evoke from your group, as they are moving for most of them, which shows that negative thinking arises without you consciously knowing. And you have a lot more of them than you believe.

1. Identify—Recognize your Thoughts There’s an exercise to help you very specifically identify your negative thoughts.

4.Reframe List all the ways to reframe the negative thought. There are two ways to do this reframing. First, you can say the opposite

2. Write It Once you’ve identified your negative thoughts, it’s important to write them down.

Something happens in your brain when you write things down. They tend to become real, and you remember them more.

So, when you write down your negative thoughts, you become more mindful when they arise. Follow the rest of the process with just one of your negative thoughts.

Once you have mastered one, work on another (you don’t want to overwhelm you or burn you out on doing too many at once).

3. Triggers What are your triggers for your negative thinking? Triggers can be a place, situation, mood, experience, or thing. If you’ve ever had a conversation with someone and walked away saying to yourself, “Why do I even bother,” then you also know a trigger can be a person too. And many times, it is a person. Write down all of your triggers.

When you’re aware of your triggers, you can be on the lookout for them. When they come up, as they will, you are armed to not allow the negative thoughts to follow.

Summer 2024

of the negative statement. Instead of staying I’m not a good enough leader, you can say, “I’m an awesome leader.” The second way is to ask questions. For instance, what courses do I need to take to become a better leader, what leadership book should I read to improve my leadership skills or who can mentor me into being a better leader. Your brain is constantly talking to. If you say you’re not a good enough leader, your brain will validate it with all the ways that it’s true. If you say you’re an awesome leader, your brain will validate it with all the ways that it’s true. So, listening to the positive part of your brain will make all the difference in your work and life.

5. Action Once you have your reframing options, pick one to take action on. Nothing changes until you take action on it. Small action makes a huge difference. If you want to know the best leadership book to read, you may initially think you do not know any, however, your brain can solve that dilemma. It’ll reply with ideas to look up leadership books on Google, put a post on Facebook asking your friends for their recommendations or look up Amazon book reviews. Then it’s time to decide which action you will take (which book to order and order it). Small consistent action is key to eradicating negative thinking.

The more you work through this process the more positive thoughts you have.

You’ll soon recognize negative thoughts in others and can help them master their own mindset. You’ll become the Positive Polly and help develop a positive work environment that no one wants to leave.

Jessica Rector, MBA, author of the #1 best-selling “Blaze Your Brain to Extinguish Burnout” and nine other books, helps organizations, leaders, and teams Say Yes to eradicate burnout and enhance mental health.

As a burnout trailblazer, her research is used in her consulting and speaking and often shared on her podcast, “The Say Yes Experience.” For how Jessica can help your organization and team, go to www.jessicarector.com

IFEA’s ie: the business of international events 75

2024 IFEA

Sponsored by SecurEvent Solutions

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.

2024

Do something amazing today and submit a nomination for that hard-working volunteer to the 2024 IFEA Volunteer of the Year Award.

Nominations are currently being accepted for the 2024 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 2024 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 2024 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 22, 2024 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

The IFEA Volunteer of the Year Award is sponsored by SecurEvent Solutions. The cross-over between security services and event volunteers is integral to ensuring the smooth and safe operation of any event. While security services provide professional expertise in safeguarding attendees and assets, volunteers play a crucial role in supporting various logistical and operational aspects of the event. Together, they form a cohesive team dedicated to creating a secure and enjoyable environment for all attendees. The collaboration between security services and volunteers highlights the importance of community engagement and cooperation in fostering a positive event experience. Sponsoring the IFEA Volunteer of the Year Award demonstrates a commitment to recognizing the significance of volunteers and bolstering the mission of each event through active support. For more information on SecurEvent Solutions, go to: www.secureventsolutions.com

THE UN-COMFORT ZONE

WITH ROBERT WILSON

WHAT WERE YOU

CERTAIN ABOUT? The problem with certainty is that nothing really is.

W

hen I was 11, I was certain that kissing caused pregnancy - boy, did I take a ribbing for that. I used to be certain that butter, salt, red wine, and coffee were bad for me. Now I hear that all of those in moderation may actually be healthy for me to consume.

There’s a problem with certainty... nothing is really certain.

Most of the people in the world used to be certain that: malaria is caused by bad smelling air from swamps; the sun revolves around the earth; the earth is flat (notwithstanding the current fad); bloodletting or draining the blood out of people improves health; swimming within an hour of eating causes cramps and drowning; bats are blind, and that eating tapeworms will help you lose weight (remarkably there are still a few idiots doing this).

Certainty makes people comfortable, and it gives them a sense of security. It also generates confidence, which sometimes can turn into arrogance.

The problem of certainty is nicely illustrated in the classic parable of the Blind Men and the Elephant. Five blind men touch different parts of an elephant then argue among themselves about what an elephant is. The blind man who touched the elephant’s side said, “It is a wall.” The man who touched the tusk said, “It is a spear.” The one who touched the trunk said, “It is a snake.”

The man who touched the leg said, “It is a tree.” The one who touched the tail said, “It is a rope.” Each was certain of the whole truth even though his knowledge was limited.

Certainty stifles freedom and creativity. Lately, I’ve heard phrases like: “the science is settled: and “a consensus of scientists agree.” But, science isn’t about consensus, politics is. Science is about evidence, provable - repeatable - evidence. In science, one person can be right and everyone else wrong.

In 1848, Dr. Ignes Semmelweis discovered that handwashing between patients stopped the spread of disease and saved lives.

He promoted this concept, but all other doctors believed that bad air caused disease and wouldn’t listen to him. Semmelwies continued to promote his idea, so a colleague had him locked up in an insane asylum where he died. Today handwashing is preventing the worldwide spread of disease.

Thankfully, now, we have the Scientific Method: start with a question you are curious about; do some research, make a hypothesis (an educated guess), predict a conclusion; test your hypothesis by conducting experiments; analyze your data and draw a conclusion.

Rinse and repeat. Once you think you’ve proven something, your theory will gain credence when someone else is able to duplicate your experiments. Others may try to disprove it, or see if another theory works even better. There is no certainty in science.

This quote from physicist, Carlo Rovelli, says it best, “The very foundation of science is to keep the door open to doubt. Precisely because we keep questioning everything, especially our own premises, we are always ready to improve our knowledge. Therefore a good scientist is never ‘certain’. Lack of certainty is precisely what 78

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makes conclusions more reliable than the conclusions of those who are certain: because the good scientist will be ready to shift to a different point of view if better elements of evidence, or novel arguments emerge. Therefore certainty is not only something of no use, but is in fact damaging, if we value reliability.”

During times of political upheaval and violence, people start seeking stability, authority, and certainty.

Religious certainty has led to persecution, massacres, and war. My ancestors were Huguenots, Christian Protestants from southern France. The Huguenots were tortured and burned at the stake by the Catholic Church; it got so bad, nearly a million of them, including my family, fled the country to save their lives.

Political certainty in the 20th century led to an estimated 100 to 200 million deaths.

Journalist Henry L. Mencken once observed, “Moral certainty is always a sign of cultural inferiority. The more uncivilized the man, the surer he is that he knows precisely what is right and what is wrong. All human progress, even in morals, has been the work of men who have doubted the current moral values, not of men who have whooped them up and tried to enforce them. The truly civilized man is always skeptical and tolerant, in this field as in all others. His culture is based on “I am not too sure.”

I recently read L. Neil Smith’s sci-fi short story: A Matter of Certainty. In fact, it inspired me to write this article. It’s about two alien armies battling over a planet in the middle of nowhere. Both armies have exhausted their resources, and the mother planets have sent word that no supplies are coming, and that - in order to survive - they must cease hostilities and colonize their respective sides of the planet. A pair of emissaries arrive, from a third alien culture, who have been hired by both sides to teach the combatants how to stop fighting and save their species. The story is told via a conversation between the ranking officer from one army and one of the envoys, who explains how his species stopped warring when it came to realize, “The real crime is acting on a belief that certainty entitles you to impose your views on others.”

The real problem with certainty is that it doesn’t offer a tolerance to, or a strategy for, dealing with change. Change is constant, and certainty inevitably yields to it. Instead of certainty we need a healthy skepticism, and the courage to question authority.

Summer 2024

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.

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EXHIBITOR SPOTLIGHT

What Year Was Your Company Established?

2006

event and sporting venues, parades, cities and counties, hospitals, houses of worship, farmers markets and large public gatherings.

How Many Employees Does Your Company Have?

46

What New or Improved Product/Service Do You Have to Offer that IFEA Audiences Need to Know About?

Meridian’s Archer 1200 is the world’s leading US SAFETY ACT Certified mobile anti-vehicle barrier and a game changer in the industry. Not only does the Archer 1200 prevent vehicles from impacting crowds of people, its rapid deployment by a single person – without requiring heavy equipment to install – allows law enforcement, event security staff, and public works to secure roadways and access points in minutes. Meridian’s innovative new Archer Rapid Gate utilizes the Archer 1200 barriers to create a cost-effective entrance point, and our Archer Rapid Gate offers easy access for larger vehicles, articulating fire trucks, and commercial trucks.

What Areas Do You Serve With Your Product/Service?

North America, Europe, Australia and New Zealand How Many Festivals and Events Do You Work With On an Annual Basis?

Meridian sells, rents and deploys vehicle mitigation barriers and access gates to hundreds of events throughout North America and our service areas.

What Is Your ‘Elevator Pitch’ and/or Slogan About Your Product/Service?

MERIDIAN Rapid Defense Group engineers and manufactures mobile barrier solutions that make people, communities, and places safer. Our US SAFETY ACT Certified barriers are deployed by law enforcement, event and sporting venues, public works, fire, cities, and many others. All of our 100% American made barriers, beam gate and rapid gate products are designed to be quickly deployed without heavy equipment.

Ask us for a free Vehicle Safety Mitigation Plan (VSMP) for your vehicle mitigation and public safety scenarios.

How/Why Did Your Company/ Product/Service Get Started?

Meridian was founded to protect our military troops and prevent vehicle-based suicide bombers from accessing military bases, embassies, and critical infrastructure, but after vehicle attacks on civilians in Nice, France, London, England, Munich, Germany, New York City, and other cities, we expanded our products to provide security for 80

What Sets Your Product/ Service Apart From Your Competitors?

Meridian’s anti-vehicle barriers and access point equipment do not require electricity or hydraulics to operate, are modular in design to provide a range of deployment options and are constructed of 100% American made steel. Our Archer 1200 barriers are also ballistically rated and carry a lifetime warranty.

What Is Your Company’s Customer Service Philosophy?

As a leader in sales, rental and deployment support, Meridian strives to offer service and support of our wide range of vehicle mitigation products. Our regionally based teams can provide barrier and access point deployment services, assist with Vehicle Safety Mitigation Plans (VSMPs), augment existing safety equipment, and provide after purchase service, support and certified training.

IFEA’s ie: the business of international events

Summer 2024

Brad Smith

Director of Trade Shows MERIDIAN RAPID DEFENSE GROUP 177 E Colorado Boulevard, Suite 200 Pasadena, CA 91105, USA 503-307-4712 hello@opisafevending.com www.betterbarriers.com How many years have you been with your company?

Since 2006, Brad Smith helped to launch the company and has worked as the military sales rep, regional sales and deployment specialist, and is now the Director of Trade Shows and Events.

What are your favorite festival foods?

Almost any vegetarian foods, especially burritos, hot sandwiches, and of course, lots of coffee.

What do you like to do to relax?

Hiking, biking, traveling and enjoying a sunny beach with an icy beverage in hand.

What is the name of the last business book you read?

Getting Things Done by Dave Allen What is the name of the last movie you watched?

Poor Things

The LANGUAGE of POPULARITY at Work: What to SAY (and Do) to STAND OUT in a

CROWD

By Kate Zabriskie

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Summer 2024

While the word popularity may remind many of us of our middle school or high school days, in the adult playground of professional life, being popular isn’t about cafeteria table politics; it’s about mastering the art of positive influence, nurturing relationships, and sculpting an aura of approachability and trustworthiness.

Adopting ten proven strategies can quickly increase your standing in any workplace crowd.

Be a Good Listener: Active engagement is the key to being a good listener. True engagement means waiting for your turn to speak and genuinely immersing yourself in understanding your colleagues’ thoughts and experiences. You can use phrases like, “I see what you mean; could you tell me more about that?” or “It sounds like you’re saying...” to demonstrate your attention. Asking open-ended questions like, “What do you think would be the best approach?” or “I’m interested in hearing more about this. Can you elaborate?” helps deepen the conversation.

Additionally, showing empathy by asking, “How did that make you feel?” can make your colleagues feel truly heard and valued.

Offer Help and Support: Being known as a supportive and helpful colleague can greatly enhance your standing in the workplace. Knowing when to help involves recognizing moments where you can lend a hand and offering assistance in a non-intrusive way. Use language like, “I noticed you’re quite busy; can I help with anything?” or “If you need assistance with that project, I’m here to help.” Such small acts of kindness build trust and appreciation among your peers, fostering a collaborative and friendly work environment.

Celebrate Others’ Successes: Celebrating your colleagues’ achievements, whether big or small, fosters a positive and supportive environment.

Express your happiness for them with sincere language like, “Congratulations on your success, you deserve it!” or “Your hard work on this project paid off. Well done!” Acknowledging their milestones with phrases like, “I’m so happy to see your efforts being recognized!” or “It’s great to see your talents appreciated like this!”. Acknowledging others’ success contributes to a culture of mutual respect and admiration.

Be Open and Approachable: Balancing professionalism with friendliness is key to being open and approachable. You can project approachability by being willing to engage in conversations and showing a genuine interest in others. Use phrases like, “I’d love to hear your thoughts on this,” or “Feel free to drop by my desk if you need anything.” Encouraging dialogue with, “Let’s brainstorm together,” or “I’m always open to new ideas” can foster a sense of camaraderie and collaboration. Openness not only makes you more accessible to colleagues but also contributes to a positive and inclusive work environment.

Be Positive and Have a Good Sense of Humor: Maintaining a positive attitude, especially during challenging times, is vital. A good sense of humor can also make you a welcome presence in the workplace.

Phrases like, “Let’s keep our spirits up; we can tackle this challenge,” or “A little humor goes a long way in times like these,” can uplift the mood. Being able to laugh at yourself with comments like, “Well, that didn’t go as planned, but I learned something new!” shows resilience and tenacity.

Be Respectful and Inclusive: Treating everyone with respect and inclusivity is fundamental in a healthy workplace. Respect means valuing each person’s unique perspective and background. Use language that shows this respect, like, “I value your perspective,” or “Your experience in this area is insightful.” Avoid making assumptions and using language that could be viewed as discriminatory. Phrases such as, “I’d like to understand your viewpoint better,” or “Let’s ensure we hear from everyone,” promote inclusivity and respect for diversity.

Be a Team Player: Being a team player involves putting the team’s success ahead of personal glory. You can show group engagement with language like, “What’s best for the team?” or “Let’s work together to find the best solution.” Show willingness to compromise and collaborate with phrases such as, “I’m open to your thoughts,” or “Your input is valuable in achieving our common goal.” Sharing credit with statements like, “We couldn’t have done it without your expertise,” fosters a spirit of teamwork and collective achievement.

Summer 2024

Be Curious and Learn from Others: Exhibiting curiosity and a willingness to learn from others can greatly enhance your professional relationships. Express this by asking questions like, “Can you teach me more about this?” or “I’d love to learn from your experience in this area.” Acknowledge the value of learning from others, regardless of their titles, with phrases like, “You bring a unique perspective; what do you think?” or “I admire your approach to this problem; can you explain it to me?”

Be Honest and Transparent: Honesty and transparency are key to building trust. Communicate openly with phrases like, “I want to be honest about the challenges we might face,” or “It’s important for me to share how I feel about this.” When mistakes happen, admit them with statements like, “I made an error, and here’s how I plan to fix it,” or “I take responsibility for that mistake.” Being transparent about your intentions can also be expressed through language like, “My goal in doing this is...”

Focus on Self-Improvement: Concentrating on your personal and professional growth involves a mindset of continuous learning and self-reflection. “I appreciate your insights on how I can do better,” or “Your feedback is valuable to my growth.” By focusing on self-improvement, you demonstrate a commitment to being the best version of yourself, which benefits you and the entire team.

Popularity in the workplace isn’t about seeking approval or competing for attention. It’s about embodying values that foster strong, respectful, and authentic relationships. With a few simple shifts, you can improve how others perceive you and increase your workplace status in no time.

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 83

THE PR SHOP

WITH DAVE BULLARD

I’M ON THE FENCE

ABOUT AI. HERE’S WHY.

T

his year, you’re going to read thousands of words about artificial intelligence and, possibly without knowing it, thousands more words written by AI. Most of them will tell you how AI is going to improve the job of public relations and marketing. Me? I’m not so sure. Not yet, anyway.

Multi-billion dollar corporations and multi-million dollar agencies are already using artificial intelligence and singing its praises.

They’re using it to draft press releases, write and schedule social media posts, monitor for trouble online and more. The free and low-cost versions of their enterprise-level AI tools are filtering down the levels to all of us. Some of us are already making use of them.

In the most recent PR & Marketing Affinity Group chat (What?

Never heard of this great, free benefit? Go here, sign up and join our party!), one member noted that they’re using AI to write alt tags for photos and it’s saving them time. Others are testing their use for first draft writing and auto-response bots. There’s some skepticism but it seems most hope that this new tool will help our small or solo marketing shops do more, do it faster or with less expense.

It may do all these things and more, but right now, there’s good reason to be cautious.

The Washington Post tested Amazon.com’s new chatbot, called Rufus (Jeff Bezos owns both Amazon and the Post, interestingly) and found “the chatbot wasn’t a disaster. But I also found it mostly useless,” no better than a regular search query.

The Post also tested chatbots for tax preparation software makers TurboTax and H&R Block and offered this advice: “Rely on either AI for even lightly challenging tax questions, and you could end up confused. Or maybe even audited.” “Using AI to spot edible mushrooms could kill you,” said a Post headline.

Pick a reputable publication and you can find articles just like these.

It’s early days for AI and issues like these are normal, at least in these days when products are rolled out before they’re fully developed and tested. They depend on us to be the test community, unpaid and to be rewarded with a mature product that raises its prices beyond what many of us can pay. AI will do some fine things in time. But I think you should be very skeptical of claims that it will change everything for the better.

Why am I skeptical? It’s possible my skepticism is rooted in my age. I grew up watching 3 channels of glorious black-and-white TV. Fine, but I’ve always loved technology and jumped into it as early as I could. I had one of the first handheld calculators, edited linear video using the late, great Video Toaster on a computer running Amiga OS, and founded one of the nation’s first 84

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online-only local news publications when the online audience was still (unfortunately) small.

I’m no Luddite.

Two things make me skeptical. First, I worry about the skill set needed to embrace AI writing in full. Yes, pumping a well-formed query into an AI can turn out a first draft of a press release, but now, instead of needing the ability to write an article, you need three other skills – you need to be able to write a proper query, you need to become an expert fact-checker, and you need to become a great editor.

Writing an effective query is a pretty technical skill, filled with trial and error. Fact-checking is a vastly underrated skill. When you turn the job of writing over to a machine, you can’t trust a thing it has written until you verify all of it. Fact-checking isn’t easy and it isn’t quick. As for editing copy written by someone or something else, it’s a high-level skill that requires every tool in the writing toolbox. None of this seems to me to be a time-saving thing, at least for the longer and more complex pieces.

Second, the word “artisan” keeps rolling around in my head as I think about AI. Our festivals and events are not like mass-produced consumer products. We create unique events for unique sets of consumers and sponsors. We create artisanal festivals and events.

They are by definition, creative endeavors. Machines, no matter how good they are, aren’t creative in any way. Creativity is a human trait.

Writing is also artisanal. No machine, no matter how well stocked with words from the past, can write in a creative way. Imagine your best writing with all of the soul, spark and life taken out of it.

Despite the biggest claims of the AI champions, AI will never write anything better than you can. (Alternate take: If AI can write better than you can, hire a good human writer and see the difference.)

My bottom line: Play with AI if you want and wait for its best uses to emerge. In the meantime, when it comes to telling your festival’s story, trust the best machine for the job: You.

Summer 2024

Dave Bullard, CFEE is owner of FanFirst Events and Influence, consulting on production, public relations and marketing for events and festivals. He served for 10 years as PR and Marketing Manager of the Great New York State Fair, directing a $1 million marketing budget for the 1.3 million-attendance festival. Dave is available anytime to IFEA members to kick around ideas and brainstorm solutions. He also moderates the IFEA PR & Marketing Affinity Group. He’s at debullard@gmail.com and 315-575-6320.

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LEADERSHIP AT ALL LEVELS

WITH GAIL LOWNEY ALOFSIN

CHANGE” IS THE ONLY CONSTANT:

7 STRATEGIES TO LEAD THROUGH CHANGE

I

n the words of the ancient Greek philosopher, Heraclitus, “Change is the only constant.” We are always in a state of movement and growth. Do you remember traditional telephones with a landline? Pagers, Palm Pilots, Blackberry’s? Imagine where we would be today without our mobile phones!

The idea of change can incite a great deal of emotion. Your leadership prowess will assist you in applying a positive mindset towards the changes in your life – both personal and professional. Whether you are the CEO or an entry-level employee, YOUR ability to adapt and LEAD through change will make a significant difference in the success of your business.

As you navigate the four stages of change – Shock, Fear, Acceptance and Transformation - these 7 leadership strategies will assist!

1. Show Up. The first step to effective leadership is to show up. Be present. It is essential to show up both physically and mentally for your team. Your team members look to you for guidance and reassurance in times of uncertainty. A leader that is visibly present and available demonstrates a strong commitment to supporting a team through the challenges they face. It could be as simple as attending meetings, checking in with team members, or being there to listen.

2. Adapt. Embrace change versus resist it. Change is as an opportunity for growth and innovation. Be flexible and willing to adjust your strategies as needed. Encourage your team members to adapt and provide them with the support and resources they need to be successful. Showcase YOUR resilience.

3. Positivity. Maintaining a positive attitude is crucial for effective leadership and business in general. YOUR attitude sets the tone for your team. Focus on the opportunities that change can bring. Celebrate small wins and encourage your team members to appreciate everything. Avoid negativity bias where the sole focus is on the negative. “We’ve always done it this way” are words to “bless and release.” Change will bring new skills and opportunities. Embrace the concept of “Kaizen” – continuous improvement.

removes uncertainty and moves teams forward. Listen actively to the concerns of your team in addition to their feedback and ideas.

5. Relationships: Take the time to get to know your team members on a personal level and understand their strengths, weaknesses, and motivations. People are not robots. Show empathy and be supportive of both professional and personal growth. We all want to be led by someone we can count on to be there for us.

6. Kintsugi: Kintsugi is the Japanese art of repairing broken pottery with gold or silver lacquer, emphasizing the beauty of imperfection and the value of resilience. As a leader, kintsugi is relevant through acknowledging and celebrating both your own and your team’s imperfections and failures. View mistakes as opportunities of learning and growth. Encourage a culture of that embraces mistakes. Our mistakes become our own personal gold, decorating the broken or challenged chapters of our life. Resilience will be YOUR “Super Power.”

7. Take 5: Ask Yourself: Will this matter in five years, five months, five weeks, five days, or even five hours? This perspective will allow you to prioritize the opportunity in front of you. With long term perspectives, you will focus your efforts on what truly matters. Don’t panic about the little things - channel your energy into addressing the most critical issues at hand and let go of what no longer serves you – personally and professionally.

Leadership is a mindset. Change, as the only constant, is not going away anytime soon! These seven strategies will offer the opportunity to lead through any obstacle or new endeavor.

As a leader, you do not have all the answers. What you DO is the opportunity to positively influence your colleagues and stakeholders through YOUR humility, intelligence and grace.

4. Communication. Be available for your team. Being clear, concise and transparent about the changes will make all the difference in how the change is embraced. Information is appreciated when it is timely, accurate and shared. Communication 86

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Summer 2024

Gail Lowney Alofsin is the President of Leadership at ALL Levels, an educational and inspirational keynote and training company. She has worked in the events industry for over three decades and currently serves as the Director of Corporate Partnership and Community Relations for the Newport International Boat Show in Newport, Rhode Island. A Director on 5 boards focused on food insecurity, education and business, Gail has served as Adjunct Faculty at the University of Rhode Island for over 25 years – experiencing a great deal of change! She can be reached at: gail@gailspeaks.com or 401-640-4418.

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EVERYONE’S INVITED

WITH LAURA GRUNFELD

INCLUDING PEOPLE WITH DISABILITIES A GOOD MEDICAL POLICY

LEADS TO BETTER ACCESSIBILITY & HAPPIER PATRONS

This Is A True And Tragic Story.

A man and his young son who was in his early teens, approached the entrance to a music festival. They were to camp out for several days, listen to hours upon hours of excellent live music, and gather ‘round the campfire with friends. It was to be an exciting adventure and bonding experience. The father was especially keen to attend this event with his son because he knew it may be one of their last adventures together.

During the search process, the security team was suspicious of the many bottles of prescription drugs the dad carried. In front of the child, they insisted that the father name his condition and the purpose of the drugs. The dad resisted for a long time, and he became more and more distressed. Finally, sobbing, the dad revealed that he had cancer. The shocked son had not known of his dad’s cancer diagnosis until that moment 88

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Photo by Laura Grunfeld

Not only was this atrocious customer service but the Americans with Disabilities Act prohibits unnecessary inquiries into the existence of a disability. Security did not need to know about his condition. They only needed to confirm that the prescriptions for the medications were in this man’s name. It was a simple matter of checking his identification.

I have known other cases of poorly trained security and gate staff confiscating medication, removing necessary medical equipment and supplies, and asking inappropriate medical questions. You can prevent such encounters from happening by taking the following two steps: 1. Develop and deliver a thorough training for your security team and other gate staff.

2. Develop clear medical policies for your patrons and post them on your website.

Security teams at festivals are charged with protecting attendees from illicit drugs, weapons, and other dangerous things. At the same time, they are expected to provide excellent customer service, all under stressful conditions. It is not an easy job, and they are hampered by the temporary nature of these events where staff do not always have a lot of experience or training. It is worth investing the time and resources to provide proper training.

The results are more confident and amiable staff, happier and better served patrons, and it may help avoid a nasty lawsuit.

1. TRAINING FOR SECURITY & GATE STAFF Patrons with disabilities are not exempt from the security search and the same search procedures apply to them. However,

Summer 2024

there should be an understanding that they may need to bring additional items to make it possible to attend the event. They may be especially sensitive to touch, or they may experience greater anxiety at going through the search. Many people with disabilities have non-apparent disabilities such as chronic pain, epilepsy, diabetes, hearing loss, autism, post-traumatic stress disorder, and so many other conditions. For these reasons it is best to post experienced, calm, and compassionate staff in these positions.

People with certain medical conditions, food allergies or food sensitivities, may need to bring in their own food, even if the event has a “no outside food” policy. Some events will only allow food and beverages that are in factory sealed containers. You will have to allow for some exceptions to this rule.

The Search 1. As always, ask permission and explain what you will do before doing it.

2. Do not ask about the patron’s medical condition.

3. Mobility equipment like a wheelchair, scooter, crutches, etc., is considered an extension of the body and is not to be touched without permission.

4. Before searching a bag, ask if there is anything fragile or dangerous or anything else they want to tell you about.

5. If the patron is concerned, call for the supervisor.

6. Do not remove necessary medication or medical equipment.

7. Some patrons may be carrying items of a private nature that they do not want displayed for everyone to see. Sanitary or toileting supplies, medications, or syringes, are examples.

8. Security should be careful that the stick they use to search bags does not damage medical equipment or other fragile items.

9. Allow patrons to select the use of a wand or a pat down rather than moving through the portal.

10. Allow the patron to request a same-gender private screening.

If this is provided, a second staff person must be present, and the patron’s companion may also be present.

11. Patrons with disabilities may have permission to bring otherwise banned items to assist them while attending the event.

This may include chairs, foods & beverages, coolers, umbrellas, particular medical devices, unusual but approved mobility devices, etc. Most of these items will be pre-approved and are on the Permissions Sheet provided by the Access Team.

However, use common sense and make allowances for people who did not know they needed permission or who had a recent injury or flare up of a condition.

12. Medications: • All medication must be in a prescription bottle with the patron’s name printed on the label.

• The patron may only bring the amount of medication needed while on site.

• Prescriptions must be current, not expired, and the person needs to present a photo ID. • They may not mix different types of meds in one bottle.

• Syringes are only allowed with accompanying prescription medication.

• If there is a concern about the medication, call over a member of the Medical Team who can identify the medications and confirm that they match the label (or not).

13. Moms who are nursing and/or pumping may use the Access Lane and have permission to bring their coolers and pumping gear.

14. If a deaf patron is involved in a security or medical incident, the event must provide effective communication. This may be a sign language interpreter, paper and pen, texting, or other

accommodation. Ask the patron what works best for them and provide the accommodation as quickly as possible.

Medical Equipment Some people wear an insulin pump or other medical device on their body. This must not be removed or damaged in any way. Nor should the person be required to show the device in public.

A security staff member demanded that a patron pull down her pants part way when he saw a bulge under her clothing. The teen was out for a fun day with her friends and was mortified to show her private medical device and bare part of her hip in public. The security person was justified in his concern that she might have a weapon but should have respectfully and calmly asked her to step aside to a private area and had a female security guard check what the bulge was.

Patrons with implanted or body-worn medical devices may need to avoid walking through a security portal, or close to an RFID scanner, as electromagnetic interference can affect the proper functioning of the device. A 2019 letter from the U.S. Food and Drug Administration to the Federal Communications Commission on radiofrequency exposure stated that “Several types of active medical devices (e.g., implantable cardiac pacemakers, implantable deep brain stimulators (DBS), spinal cord stimulators, implantable drug infusion pumps, and body worn insulin pumps) are known to be susceptible to electromagnetic interference (EMI) due to low frequency sources such as metal detectors, electronic anti-theft systems, and radio frequency identification (RFID) systems.”

Offer to use a handheld wand or to do a pat down instead.

Keep the wand at least 6” away from the device and do not linger over that area. If scanning RFID bracelets, the patron should hold their arm away from their body or put the bracelet on their ankle.

Keep the wand away from the medical device.

Mobility Devices Only those who have mobility disabilities may use mobility devices. Manual and motorized wheelchairs, 3 or 4-wheeled mobility scooters, crutches, canes, cane chairs, walkers, knee scooters, and other typical mobility devices are allowed. Atypical devices should be pre-approved and be on the Permissions List.

Call an Access Team member to evaluate any other unusual mobility devices before turning anyone away. Devices such as golf carts, ATVs, 2-wheeled scooters, that are too fast, large, or heavy are not allowed in the crowd.

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Access Lane Set Up To facilitate a smoother experience, ask patrons with disabilities to enter via the “Access Lane,” reserved for them and identified with a sign that has a wheelchair symbol. This lane is often shared with the VIPs or other smaller groups of attendees or staff. The lines and waiting time are shorter and the gate staff are specially trained in the needs of patrons with disabilities.

The Access Manager will have compiled a list of patrons who have special permission to bring in certain items. Give a copy of the list to the person who is handling the screening. The list should state the name and accommodation but not the medical condition, e.g. “Maria Garcia, permission to bring cooler, outside food & beverages,” with no mention of her food allergies.

Some events like to station a member of the Accessibility Team at this entrance. This is a good idea, but they must partner with a member of the Security Team. The Accessibility Team screens for special permissions and the Security Team handles the search.

Allow the patron with the disability to bring all their companions with them through this lane so that they are not separated.

4. Vendors at this event have (fill in the blank, e.g. gluten free, peanut free, vegetarian, vegan, etc.) foods. Here is a link to a full list of vendors and their food offerings.

2. POLICIES FOR PATRONS Revise the policies as they apply to your event. The Access, Security, and Medical teams will want to confer on the final version of your medical policy statement. Post the policies on your Accessibility Information webpage.

Pacemakers & Other Implanted or Body Worn Medical Equipment Review the manufacturer’s instructions regarding your device and its susceptibility to electromagnetic interference (EMI). Notify staff at the gate if you need an alternative screening procedure and do not want to walk through the metal detection portal or close to the RFID reader. You may request a pat down or use of a handheld wand. Advise staff not to hold the wand close to or linger over the device. You may place your RFID bracelet on your wrist or your ankle if you prefer that the reader be kept at a greater distance from your medical device. It is best to enter via the Access Lane.

The Search Patrons with disabilities will be searched as are patrons without disabilities. Be prepared for a Security Team member to go through your bags. To control for weapons or other dangerous items you may walk through a metal detector or opt for a handheld detector or a pat down. You may request a private screening.

Medications Policies 1. Medications must be in prescription packaging with prescription labeling.

2. Your state-issued photo I.D. must match the name on the label.

3. The meds must be current, not expired.

4. Medications may not be mixed in one bottle but must remain in separate containers as the pharmacist issued them. Ask the pharmacist for travel-sized containers.

5. Bring no more than the amount of medication needed for your individual use for the duration of the event.

6. Syringes are only allowed with accompanying prescription medication.

7. If your medication must be kept cool, you may either use the refrigerator in the Medical Tent or bring a small soft-sided cooler to store your items. Dump your ice safely to the side before entering the security checkpoint. Once you have entered the event you may stop by the Access Center for more ice at no charge.

Medical Policies 1. Dispose of medical waste and sharps in proper medical waste containers. You will find these containers (insert location).

2. Patrons who find it necessary to leave the site for medical purposes such as to pick up supplies or perform medical procedures, will need to (insert the system for leaving and re-entering the event).

3. Powered medical devices may be recharged at the Access Center, on the reserved viewing platforms or…. (describe where outlets for recharging are located).

4. Patrons who overheat easily may find relief by visiting the following cool locations: (insert list of air-conditioned tents, misting stations, shaded areas, and the like).

5. People who need accommodations that don’t fit within the rules may write (email address) to make their request.

Mobility Devices 1. Only those who have mobility disabilities may use mobility devices.

2. Manual and motorized wheelchairs, 3 or 4-wheeled mobility scooters, crutches, canes, cane chairs, walkers, knee scooters, and other typical mobility devices are allowed.

3. Other motorized mobility devices are not allowed except on a case-by-case basis. Two weeks prior to the event, write to (email address) with information about the mobility device you wish to use. Send a photo of the device and a link to the manufacturer. The event will make every effort to come to a decision within one week of receiving the email. Once inside the event, go to the Access Center for a tag for the device and to learn about other Access Program services.

A FINAL NOTE You won’t necessarily need every policy above. Pick and choose, edit and revise, and add your own. Take care of the patrons and the staff. You’ve got this!

Food & Beverage Policies If you have a medical condition, food allergy or sensitivity that necessitates that you bring your own food or beverages, please comply with the following or write to let us know what additional accommodation you need.

1. Bring only the amount of food and beverage that one person needs.

2. Bring factory sealed food and beverages. If this is not possible, write to ask for an additional accommodation.

3. You may bring a small, soft-sided cooler with non-glass containers to store your items. Dump your ice safely to the side before entering the security checkpoint. Once you have entered the event you may stop by the Access Center for more ice at no charge.

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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 2024.

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Call or email Carrie Ring, CFEE, Director of Partnerships & Programs (208) 433-0950 ext. 8120 or, carrie@ifea.com

Learn More at ifea.com

TICKET SPECULATION: What is It and What You Can Do About It

By Curt Mosel and Jenn LoConte

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Before digital technology became the norm, concert venues, promoters and musicians only had to worry about ticket scalpers showing up outside the show, trying to sell tickets to hopeful concert goers looking to score a ticket. Today, the idea of third-party ticket sellers, also known as ticket speculators, has become a sophisticated and often difficult to catch industry, and the unknowing public is left feeling taken advantage of and rightfully angry. Unfortunately, that frustration can spill over to the venue and even the musician they wanted to see perform.

Ticket Speculation Defined Ticket speculation is the practice of reselling a ticket without having purchased the ticket prior to promoting it for sale.

Speculators typically market their ‘tickets’ on social media pages of the rightsholder organization (i.e.) the venue, and at an inflated price. Speculators may say a concert is sold-out when it in fact is not or may say they have tickets available before the event even goes on sale. Most times, these tickets are sold at an outrageous price point, or they may not even exist at all. The unknowing public sees the speculator’s post for ‘on sale tickets’ on the venue’s social media page and thinks it’s legit.

The goal for the ticket speculator is to lure the patron, using official looking photographs, verbiage and duplicated content in order to confuse the purchaser into thinking they are on the official site of the rightsholder. They also mislead the public into thinking inventory is sparse or sold out.

Ticket speculation is occurring more frequently than ever before and the speculator is becoming smarter, as well. Let’s

say an individual is looking to purchase two tickets to an upcoming show. They log into a social media platform of the venue where they know the concert is taking place. They see a post from ‘someone’ stating they have two tickets to the now sold-out show and they’re great seats!

The buyer takes a closer look at the post, maybe even clicking on the person who posted it. It seems like a real person, maybe even someone with a ‘trustworthy’ profile photo and they think – seems real.

But, in reality, the individual who posted having the tickets for sale, isn’t even a real person; it’s a ‘bot’ – a software application belonging to the speculator, with the intent to imitate human activity. The individual gives their credit card information, thinking they scored tickets to a sold-out show, and they don’t mind paying more money than they thought they would since they think it’s sold-out.

Take note: the use of Bots has been illegal since 2016 when the BOTS Act was enacted. Yet, there has only been one enforcement of this act since that time.

(The BOTS Act gives the FTC authority to take law enforcement action against Summer 2024

individuals and companies that use bots or other means to circumvent limits on online ticket purchases).

So, what happens next? A few possible outcomes – the buyer gets their tickets, goes to the show and sees it’s clearly not sold out and they’re now upset that they got duped into paying more money. Or, they may not even receive their tickets and when they try to contact the seller, they’re non-existent. They may decide to contact the venue itself, asking for help, but unfortunately, the venue can’t refund money for tickets that didn’t come from them and had nothing to do with the transaction.

Ultimately, frustration is usually directed at the rightsholder or the artist, but the speculator remains invisible in the background. The person who unknowingly purchased these tickets wants justice for what’s happened, and the speculator is invisible.

Tickets speculators also prey on individuals who do not speak English as their native language. A more specific example sites a Spanish-speaking family who spent an exorbitant amount of money to see a favorite Latin performer at a recent music festival. According to the site that the family purchased their tickets from, they thought it was a sold-out show.

When the family arrived inside the venue, they were surprised to see the large number of empty seats that never filled during the show. They complained to the venue and after further research on the part of the box office, it was discovered that the tickets were not purchased from them, but instead from a ticket speculator who was acting as the venue.

Who is Affected by Ticket Speculation?

The short answer – everyone involved in the live music ecosystem. Aside from the ticket buyer, there are many individuals, businesses and organizations who will suffer from this malicious practice. The venue has to spend countless hours fielding and responding to phone calls, emails and social media posts making the public aware that they are not the venue that sold the tickets in question and cannot be held accountable for the buyers’ financial loss.

They also have to take extra time deleting speculator posts and warning the public not to buy from third party sites. A show may be postponed or even canceled but because the tickets were bought from a third party, refunds are impossible to issue.

Venues may also be affected if ticket speculators file chargebacks through their

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Recently, the Commonwealth of Pennsylvania put forth a bill (House Bill1658) to force resellers to follow strict guidelines in addition to a fine of $1,000 per violation. credit card companies for tickets they couldn’t resell after the event is over, upwards of a few thousand dollars per month.

Travel and tourism are affected, as well. When the promised ticket fails to materialize, the venue loses credibility in the eyes of the public and businesses like restaurants, bars and parking garages lose vital income. Even the performers are negatively affected when tickets are sold for a premium by speculators, and the musician receives no piece of profit from that inflated ticket price. They can even lose fans over bad experiences that they had nothing to do with.

And, vendors can be adversely affected, too. Ticket speculators will try to sell event space to unknowing vendors who may then purchase the space for thousands of dollars, travel across the country to the event and when they arrive, are turned away because they didn’t actually purchase vendor space through the venue.

What the Public Can Do and What’s Happening on the State and Federal Level?

Ultimately, a federal law will unify the country in ending ticket speculation but involvement on a state level can help to keep the momentum going. Contact your local legislator to discuss ticket speculation and write a letter to your state senator.

Recently, the Commonwealth of Pennsylvania put forth a bill (House Bill1658) to force resellers to follow strict guidelines in addition to a fine of $1,000 per violation. “When a consumer pays for a ticket, they have a right to assume the seller has that ticket in hand,” commented PA Representative Rob Matzie. “That’s not always the case because of speculative ticketing. If the reseller fails to obtain the ticket, it’s the consumer who loses out.

They’re out the price of the ticket and any other money they’ve laid out on travel, hotels and other expenses.”

The bill – which is supported by Ticketmaster, Live Nation and the Pennsylvania Attorney General – would also prohibit resellers from creating deceptive websites

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or images that trick consumers into thinking they are purchasing their tickets directly from the venue.

Matzie said his legislation is not intended to eliminate a market for secondary sellers, but to do away with a predatory and deceptive practice that can leave consumers empty-handed.

Additional bills have been put forward by the U.S. Senate including the Fans First Act and the U.S. House of Representatives (H.R. 3950), the Transparency In Charges for Key Events Ticketing (TICKET) Act which is expected to pass this spring.

What Can Organizations Do? Curt Mosel, ArtsQuest Chief Operating Officer, joined a panel discussion at the International Festivals & Events Association’s 2023 Convention, with over 80 organizations in attendance, on current issues and events that directly impact the way we do business, affecting our customers, clients and communities.

“At ArtsQuest, we rely heavily on ticket sales, approximately 250,000 are sold each year,” commented Mosel, Chief Operating Officer at ArtsQuest.

“That includes our over 4,000 programs (festivals, concerts and shows), camps and classes for youth and adults each year along with Musikfest, the nation’s largest non-gated music festival. Ticket speculators directly sabotage our mission of providing access to the arts for all and negatively affect our community.”

The practice of ticket speculation is evolving fast, from ticket purchases to vendor space. Even key words that an organization uses (i.e.) tickets vs. tix can change the outcome of a search. Solution? Continually evolve your messaging.

“Organizations are greatly impacted by this deceptive practice,” continues Mosel.”

From headlining concerts to smaller visual arts programs including youth camps and classes, IFEA members and cultural organizations around the country can become victims.”

Mosel adds that fans should be 100% sure they are clicking on the legitimate venue site when purchasing tickets to an event. And, be informed that the official

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venue is not always the top site on a search engine since speculators often outspend rightsholders to market their deceptive site.

Venue sites can help, too. “Educating the public about ticket speculators can help keep them at bay,” Mosel continues.

“Continual posts on the rightsholder’s social media pages and websites, warning people not to purchase tickets from anyone other than the venue itself.

And, if something seems questionable, call or email the box office or the organization itself.”

Ticket speculators make money off everyone involved in the live music ecosystem. They are not re-investing in that system which ultimately hurts everyone from the venue to the musician to the stagehand and ultimately the ticket buyer.

Curt Mosel is the Chief Operating Officer at ArtsQuest, a nonprofit arts and cultural organization with a mission of providing access to the arts for all. Mr. Mosel has been with ArtsQuest for 15 years, leading a 30+ person team responsible for marketing, merchandise, public relations, ticketing corporate partnerships, operations and IT initiatives supporting arts and cultural programming for the region. He has also successfully led the development of the FIFA World Cup™ SoccerFest & Viewing Party in 2014 which attracted more than 50,000 people to the city of Bethlehem and was also named one of the Best New Events of that year by IFEA. Mr. Mosel resides in Emmaus, PA.

Jennifer LoConte is the Director of Communications at ArtsQuest and has over 20 years of experience in public relations, crisis communications and both professional and creative writing. She has worked in a number of industries including non-profits, law enforcement agencies and corporate real estate.

She enjoys furthering the mission of ArtsQuest through storytelling and building relationships with members of the media. Ms. LoConte resides in Bethlehem, PA.

2024 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 2024. 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).

HOW INDUCTEES ARE SELECTED: Once nominations have been received, the IFEA Hall of Fame Committee, comprised of members of the IFEA World Summer 2024

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 22, 2024 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.

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$

$HOW ME THE MONEY

WITH DAVE DEMER

“IF I HAD A NICKEL

EVERY TIME….”

We’ve all used that line, fill in the blank as it applies to your life.

In the event business, I’d be a rich man if I had a nickel every time I heard that an event has a kids area or live music or a beer garden or “fun for the whole family.” While all those attributes are true, they don’t do much to differentiate you in the mind of a potential sponsor. It seems like every event promotes the same thing. Instead, what makes your event different? What’s your event’s story that you can tell in an elevator that someone will remember?

Beyond the usual, what parts of your event would be memorable to a potential sponsor?

Sponsors get pitched every day by someone … be it traditional media or an event sponsorship. It’s important to be sure when you’re pitching that you have something memorable to talk about.

Some lifestyle events have their story built in. If it’s a chocolate festival or a golf expo or a pet fair, those differentiators are easier to come by because there are fewer of them, maybe even the only one in town. They are unique so they are easier to remember.

If you’re producing an art festival or a 5k or community celebration, it’s tougher to find the uniqueness to promote to potential sponsors as part of your story.

The good news is, it’s not too late! It might take less effort and cost than you think to add a twist that becomes memorable.

For some inspiration, you might read “Purple Cow” by Seth Godin. The premise of the book is that if you’re driving to work one day and you pass a cow, when you get to the office you likely wouldn’t think to mention the cow to your coworkers. But if you saw a purple cow, you’d want to share that you witnessed it. It stood out because it was different.

How can we take our kids area and make it “purple”.

For an art festival, could you have kids create their own art and sell it at some dedicated kids booths? Imagine the pictures! Maybe create some fun competitions modeled after the TV Cooking shows, where you provide a 96

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combination of materials and let a few artists see what they can create on the spot? Imagine the looks on their faces when they open their box of materials. What if you dropped paint balls out of a helicopter and had canvases spread out below to create art from the air?

For a 5k, could you add a theme, maybe as simple as a “pajama run” and encourage people to run in their sleepwear? And the starting sound is an alarm clock? Or everyone has to start the run backwards? Or start with a round of Dizzy Bat? A couples run where hand holding across the finish line is mandatory?

In Purple Cow, Godin uses the word “Remarkable”, meaning that someone thought enough of what they saw to remark to others about it. Is your event remarkable? Do you have a story worth telling? Is it unique enough for a sponsor to remember you?

If not, grab a few friends, colleagues, attendees, participants, sponsors or whoever you can bounce ideas off and get a little wild in a brainstorm session (wine might help)!

Get crazy… go ahead and write down ideas that are probably too crazy, you can always reel them back in.

Not only will it make your event more remarkable to attendees, but it will be memorable to potential sponsors as well. I can promise, if a sponsor had a nickel each time they heard about an event that was fun for the whole family.

Dave Demer has been selling sponsorships for events of all shapes and sizes since 1993. In his 30+ years he’s picked up a trick or two to target, research, meet and close sponsors to the tune of millions of dollars. He’s been media, sports, special events and non-profits. He’s currently the Founder and President at The Event Shop (www.TheEventShop.com) a non-retainer based sponsorship sales firm. And on weekends, he still loves a great festival, concert or sporting event!

Get paid.

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Call Tino Georgiou, Senior Commercial Business Consultant at 904-430-7682

© 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

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from your local market. In these cases, if you are able to access an article that you think we should include, you may take a screen shot of that story and send it to us in a .pdf format.

• All global regions should be represented in each issue, as applicable news is available. With that noted, interestingly, some global regions do a much better job of giving coverage to festivals and events on a regular basis.

• For stories with a larger impact, we will look for follow-up stories in the weeks ahead, to provide readers with a continuing insight into ongoing details and coverage.

• An important starting source for article research are the equivalent publications produced by our ‘Association Alliance’ industry partners, as they use ours as well.

• We will include coverage of IFEA Award recipients, often with the intent of sharing examples of how your peers are leveraging those honors with their cities, sponsors, et al.

As we research and provide coverage to all of our members and readers, we also use the news internally, to help us determine important topics and sources to include as part of our future IFEA Convention sessions; webinar presentations; ‘ie’ magazine articles; and to continually update our professional training curriculum.

Many of you have submitted articles and stories to us that you feel others should be aware of. We appreciate that extra set of professional eyes and welcome your input. If you have an article that you would like to forward to us, please send it to schmader@ifea.com and we will consider it, using all of the above criteria. If you have a regular system for dissemination of your own media releases, please add the IFEA to your media list.

We wish you all, and our global industry peers, only good news and headlines of your success!

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tives throughout the year and my next column will focus on the Annual Convention and Foundation night in Pittsburgh, Pennsylvania, but for now if you want to give, here is the link: www.ifea.com/p/foundation/waystogive.

Looking forward to connecting with all of you soon!.

Ira L. Rosen, MA, CFEE IFEA Foundation Board Chair President and CEO Ira L Rosen LLC. FESTIVAL AND EVENT CONSULTING Wall Township, NJ

Continued from Page 62

Spatial.ai (www.spatial.ai) Spatail.ai uses a similar smart phone data collection technology to Placer.ai. Within their dashboard, you establish the geographic boundary and set the dates you want to monitor around your desired festival site or venue. In the same manner as Placer.ai, it provides an accurate measurement of visitors, frequency, and duration of stay.

In my opinion, what makes spatial.ai so interesting is how they take the collected cellular analytics and cross match with social media usage to provide highly specific consumer insights. If you want to have a remarkably granular profile of who is attending your festival, this will blow your mind.

Their “Proximity” software provides a methodology whereby they categorize neighborhoods into 17 different household classifications, segmented into 80 descriptive lifestyle segments.

These cohort groups include such descriptions as “Rising Professionals,” Plugged-In Parents,” and “HighRisers.”

You can even download your membership, email or registration lists and they can sort and categorize your current followers into these lifestyle classifications so you can focus your marketing to grow those segments.

Their “Persona Live” software segment customers by what they actually do online and offline. This customer segmentation system classifies people by their social, mobile, and web behaviors using an address link. “FollowGraph” reveal the top interests of every neighborhood by uncovering the brands, interests, and activities people love, to improve audience targeting and location strategy.

This annual subscription can also be used for as many events, venues, and other research you like. For most event producers, the base cost is going to be $10,000 for the annual subscription.

D.R., this is a lot to digest, and I know for many annual event producers these prices may be out of reach. But I believe this data will be a game changer in how we grow our events and attract new sponsors. As I know the costs of these services may be budget-pro-

hibitive for many organizations, I suggest you consider working with other events in your community under one subscription, which is already being done here in Denver by several local nonprofits.

I would encourage you to schedule a free demonstration from two or more services so that you can compare and contrast what best meets your needs. In any event, I hope this helps you see what is out there. I think it is a total game changer when it comes to measuring attendance and providing audience insights.

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

Help Us Spread the News About the IFEA Convention & Expo presented by atVenu!

SPREADING THE NEWS: The greater the number of individuals aware of the IFEA Annual Convention & Expo, presented by atVenu, the more potential attendees we can attract. Can you help us spread the news across your social media platforms and share the importance of attending the IFEA Convention?

Let your peers in the festival and event industry know how enthusiastic you are about attending this essential event and encourage them to join you!

Are you ready to make this year’s IFEA Convention into the most dynamic and captivating gathering of industry professionals to date? We need your help!

Join us in attracting even more festival and event industry professionals to the Convention, by:

INVITING YOUR IDEAL CONNECTIONS: Who are the festival and event industry professionals you’ve been eagerly anticipating connecting with? The IFEA Annual Convention & Expo, presented by atVenu offers the ideal platform to meet them.

Extend personalized invitations to those industry peers who inspire you, challenge your thinking, or possess valuable knowledge you’d love to tap into. Ensure that

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they don’t miss out on this must-attend Convention by sharing all the details!

TAG AND ENGAGE: When sharing information about the Convention on your social channels, consider tagging the individuals or organizations you wish to connect with. Spark conversations, pose questions, and express your enthusiasm for meeting them this September 29-October 1 in Pittsburgh, PA! Engage with their posts and leave a lasting impression. Help us create a powerful online presence leading up to the Convention!

This is Your Convention!

Seize the opportunity to shape the make-up of your fellow attendees!

Together, let’s create an unforgettable experience that will inspire and energize attendees and create a lasting impact that extends far beyond the Convention itself!

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PEOPLE PROFILE

Evangeline B. Payno

Description of Event/Business: The Panagbenga Festival, celebrated annually in February in Baguio City, Philippines, epitomizes a vibrant celebration of life, renewal, and culture. It is derived from the Kankanaey term “season of blooming,” reflecting its focus on floral diversity and cultural heritage. The festival features elaborate street dances in flower-themed costumes, and floats decorated with stunning floral arrangements, attracting tourists globally and boosting the local economy. It underscores the importance of environmental conservation while promoting community involvement and unity. Through its multifaceted activities, the Panagbenga Festival highlights the rich Filipino culture, advocating for sustainable tourism and economic development in harmony with nature.

In Conversation How Did You Get Into the Festivals/Events Industry?

My entry into the events industry began as a Banquet Manager at the Baguio Country Club, laying the foundation for my career in managing significant events.

This role expanded when I was tasked with overseeing the Panagbenga Festival operations for three to four months annually, stepping aside from my regular duties since 2013. In the last 11 years, I have led the festival’s comprehensive management, collaborating with volunteers and committees to ensure the success of all programs and activities.

This experience has honed my skills in strategic planning and community engagement, significantly contributing to my professional growth and deepening my passion for the events industry.

Other Background Experience: My career in the events and hospitality sector has evolved through varied roles, beginning as an Assistant Billing and Collection Manager for six years, which established my financial management skills. I then progressed to a Banquet 100

Manager, enhancing my event organization capabilities, and subsequently managed the dining outlets at Baguio Country Club. Further roles included serving as Reservations Manager, Research and Development Manager, and Special Assistant to the General Manager since 2014. Concurrently, I have been the Chief of Staff for the Baguio Flower Festival Foundation since 2013 and a Board of Director for the Hotel and Restaurant Association of Baguio since 2014, roles that have enriched my leadership, strategic planning, and industry collaboration skills.

What Has Been Your Biggest Professional Challenge?

The Panagbenga Festival, a cornerstone of Baguio City’s cultural and economic landscape, faced unprecedented challenges due to the pandemic, compounded by the absence of local government funding. As Chief of Staff for the Baguio Flower Festival Foundation, steering the festival through this tumultuous period was the most significant challenge of my career.

Pre-pandemic, the festival’s self-sustaining model relied on sponsorships, vendor fees, and community involvement.

However, the pandemic’s arrival

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necessitated a complete reevaluation of our financial and operational strategies to ensure the festival’s survival and future prosperity.

The sudden halt of events worldwide, including the Panagbenga Festival, precipitated a dire financial strain, disrupting our traditional revenue streams.

In response, we pivoted towards virtual events to keep the community engaged, exploring alternative revenue sources like digital sponsorships and online merchandise sales. This shift, although temporary, was pivotal in maintaining our connection with the festival’s audience and ensuring some level of financial stability.

Operational adaptability became crucial.

We reimagined festival events to comply with health protocols, focusing on smaller, safer gatherings and leveraging outdoor spaces to minimize health risks. These adjustments required innovative planning and a deep commitment to the festival’s ethos and the safety of our community.

The path to recovery has been arduous but enlightening, teaching us the value of resilience, adaptability, and community support. As we navigate the post-pandemic world, these lessons remain our guiding light, fueling our determination to ensure the Panagbenga Festival not only survives but thrives in the years to come.

What is the Best Advice You’ve Ever Received?

The profound advice, “Adapt and evolve. Decisions are made by those who show up,” has significantly influenced my professional journey, particularly in navigating the challenges of managing the Panagbenga Festival with very limited funding and during the pandemic. Embracing adaptability has enabled me to respond creatively to financial constraints and operational hurdles, fostering innovation and resilience. The emphasis on presence— being actively engaged and participating in decision-making processes—has underscored the importance of commitment and influence in driving positive outcomes. This advice has become a cornerstone of my leadership philosophy, highlighting the power of adaptability, engagement, and the willingness to confront challenges head-on for success.

What Advice Would You Give the Younger Version of Yourself as You Started Out in the Festivals & Events Industry?

To my younger self, embrace adaptability and presence; your flexibility and active engagement are pivotal. Cultivate resilience against inevitable setbacks and cherish relationships—they enrich your journey. Remember, growth and impact lie in evolving and showing up, both in life and your career. Navigate with courage and an open heart.

What Do You Do To Relax?

Traveling serves as a rejuvenating escape, enriching my life with new insights and experiences. Similarly, quality time with my pets— two Shih Tzus and a Pug—offers unparalleled joy and comfort.

These hobbies provide not just relaxation but also a reminder of life’s simpler pleasures and the importance of connection.

What is Your Personal Philosophy?

In life, be resilient, grow constantly, and cherish connections.

Face challenges as lessons, dive into moments with full presence, and cultivate relationships with care. Embrace diversity with empathy, lead responsibly, and remember: our legacy lies in our actions. Live boldly, love deeply, and leave a mark that matters.

FACTS ON FILE Years in the Festival/Event Business: 11 Years at Current Place of Employment: 20 Highest Level of Education: Post Graduate Degree Received: Master of Science in Business Administration Graduating University: Saint Louis University Year Graduated: 2012 Last Movie Watched: Napoleon Last Festival Attended (that wasn’t your own): Kadayawan Festival of Davao Favorite Festival Food / Drink: Beer and Barbecue Evangeline B. Payno Chief of Staff

Baguio Flower Festival Foundation Inc Panagbenga: The Baguio Flower Festival Baguio City, Benguet, Philippines 63744424315 epayno@gmail.com www.panagbengaflowerfestival.com

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MARKETPLACE

SEARCH MORE VENDORS AT EVENTRESOURCEMARKETPLACE.COM BANNERS/FLAGS dfest ® – Designs and manufactures creative decor solutions for festivals and events. We specialize in custom flags, banners, directional signage, entryways, street banners, installation and hardware. Contact: Rudy Martinez | San Antonio, TX USA | (800) 356-4085 | rudy@dixieflag.com | www.dixieflag.com CASH MANAGEMENT atVenu – atVenu is a leading platform that specializes in live event sales. They offer a range of comprehensive solutions, including point-of-sale, inventory management, real-time reporting, digital food vendor settlements, and more.

With feature sets specifically designed to meet the unique needs of live events, it is a trusted partner for hundreds of festivals, sporting events, concert venues, fairs, and more. atVenu’s point-of-sale system is quick and easy to set up, manage, and deploy, making it ideal for small teams and events big and small alike. The platform is built to save you time, ensure faster-moving lines, and be reliable when your connectivity isn’t so you never lose out on sales. | www.atvenu.com FIRST DATA / CLOVER / FISERV – Cloud-based point of sale and full business solutions for cash or cashless events. Clover is uniquely designed to be customized to fit your business needs. Clover accepts all payment types - EMV/Chip, Card Swiped, Keyed and Apple Pay/Google Pay. Clover’s product line is available with WIFI, ethernet, or 4G/LTE data connectivity and can be leased, purchased or rented month-to-month. First Data has exclusive pricing for hardware and card processing for the festivals and events industry. Contact: Tina Hollis | Riverview, FL USA | 239-287-8221 | tina.hollis@firstdata.com | www.firstdata.com

EVENTENY – Eventeny was built to help festival & event organizers manage their vendors, artists, exhibitors, volunteers, and sponsors, all in one platform. You can create team workflows, applications, maps, schedules, surveys and so much more. From small community festivals to managing multi-day sci-fi conventions, to virtual events, we’ve got it all! Contact: Greg Wright | Address: Peachtree Corners, GA 30092-2936 USA | Phone: 314-471-6079 | Email: greg@eventeny.com | Website: www.eventeny.com POINTSMAP® – PointsMap® has proven to be an effective and useful software for Festivals and Events. Create custom points at their exact location on your PointsMap with photos, descriptions, website links, multi-media, PDF’s and even “inside maps”. Your visitors can “PLAN” before the festival using their desktop computer, and then “NAVIGATE” the festival using their Smartphone. Visit www.PointsMap.com/SLAF and http://www.PointsMap.com/WichitaRiverFest/ to see how PointsMap is being used. It’s easy to use and extremely affordable. Contact: Jerry Waddell | Chattanooga, TN USA | 423-894-2677 | jerryw@videoideas.com | www.pointsmap.com SCHED - Easy-to-use event scheduling and management software that helps event planners organize, schedule, promote, and execute excellent in-person, online, and hybrid meetings, conferences, festivals and other events. Taylor McKnight | St. Petersburg, FL USA | 727-798-6898 | support@sched.org | sched.com/ INFLATABLES BIG EVENTS - Rents and sells giant helium and cold-air inflatables for parades and special events. Huge inventory of quality, one-of-a-kind balloons. Experienced and dependable full-service company. Charles Trimble | Oceanside, CA USA | 760-477-2655 | charles@bigeventsonline.com | www.bigeventsonline.com

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

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

DÉCOR/DISPLAYS/BACKDROPS

INSURANCE / RISK MANAGEMENT

ATOMIC - We set the stage for maximum effect through production, design services, custom set construction and modular systems. Rob Barber | Lititz, PA USA | 717-626-4408 | rob.barber@atomicdesign.tv | www.atomicdesign.tv EVENT SOFTWARE / APPS

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

42CHAT - 42Chat is the leading provider of Conversational A.I. Solutions for organizations and events looking to enhance & protect their brand, gain & retain customers, and capture & act on insights. Contact: Daly Elias | Draper, UT USA | 1-952-232-9699 | daly.elias@42chat.com | www.42chat.com

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

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K & K INSURANCE – For 60 years, K & K insurance has been recognized as the leading provider of SPORTS-LEISURE & ENTERTAINMENT insurance products.

Contact: Mark Herberger | Fort Wayne, IN USA | 1-866-554-4636 | mark.herberger@kandkinsurance.com | www.kandkinsurance.com SAFETY/SECURITY IMPERIAL EVENTS SECURITY SERVICES, LLC - Imperial Events Security Services (IESS) is a leading event security provider nationwide. Operating since 1993, IESS has decades of experience securing all types of events. Contact Yousef Kassis | Philadelphia, PA USA | 1-888-502-4377 | yousef@iessevents.com | www.iessevents.com SECUREVENT SOLUTIONS – At SecurEvent Solutions we believe your event is as unique as you are. Carefully blending and merging operations, sales, experience, culture, to curate lasting memories. We call this your Event DNA. Understanding your Event DNA allows SecurEvent Solutions to build security operations that will integrate with all event areas. Contact: Joshua Field | Ft. Lauderdale, FL USA | 763-226-4162 | jfield@secureventsolutions.com WEVOW – Build a culture that elevates thinking above sexual misconduct. Year-round and seasonal programs available for both staff and volunteers. Contact: Matt Pipkin | Boise, ID 83702 USA | 208-830-3885 | matt@wevow.com | www.wevow.com TICKETING SAFFIRE – Saffire empowers clients with beautiful, unique and engaging websites that are easy to manage, with integrated SaffireTix ticketing and unlimited help when you need it. Contact: Cassie Dispenza | Austin TX USA | 512-430-1123 sales@saffire.com | www.saffire.com VIDEO PRODUCTION TICKETSPICE – Instantly Increase Ticket Revenues!

TicketSpice is different, because you keep 100% of the ELSBERG STUDIOS - Visual storytelling changes lives. We believe images are ticketing fees and only pay 99 cents per ticket! It’s the only online ticketing platform that gives you powerful; sometimes more powerful than words. With them we identify, we total control of your ticketing... ticket options, pricing, convenience fees, branding, funding and connect, we feel, we act. When necessary we use words; words that speak of more. We know what it feels like to be overcharged and under-appreciated. We think you deserve a mission and vision and transformation. Let us tell your story. Brad Elsberg | Nampa, ID USA | successful event with a ticketing partner who puts you first. Contact: Shadi Hayek | Sacramento, 208-989-5664 | brad@elsbergonline.com | elsbergonline.com CA USA | 916-400-0737 | shadi@webconnex.com | www.ticketspice.com TRAVEL PLANNING (by Groups) TRIPInfo.com – Since 1996, first online reference for all segments of group travel planners – website and weekly newsletter and subject-specific digital magazines – including festivals. IFEA Member organizations included online. Contact: Mark Browning | Johns Creek, GA USA | 770-825-0220 | mark@tripinfo.com | www.tripinfo.com

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

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Rising to New Heights Together 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