IE Volume 35 Issue 3

the business of international events

Is Your Organization AI Ready?

Can a “Return to Normal” Happen in 2021?

Micro Events Could Result in Big Community Impact Tips for Impractical Weather at Your Outdoor Event How to Ride Out a Bad Sponsorship

the business of international events

Is Your Organization AI Ready?

Micro Events Could Result in Big Community Impact Tips for Impractical Weather at Your Outdoor Event How to Ride Out a Bad Sponsorship

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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, TaKeyia Dickens, Margaret Graziano, Jeff Hyman, Maggie Mace, Richard Mahler, Steve McClatchy, Adam McMichael, Jessica Nicasio, David Ramirez, Chelsea Rhoads, Traci Ridling, Kim Skildum-Reid, Robert Wilson, Kate Zabriskie Photography Festival Lent

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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http://www.ifea.com

the business of international events

Is Your Organization AI Ready?

F E AT U R E S

Micro Events Could Result in Big Community Impact Tips for Impractical Weather at Your Outdoor Event How to Ride Out a Bad Sponsorship

On the Cover: Festival Lent in Maribor, Slovenia, held from July 21-29, 2024, is one of Central Europe’s largest and oldest open-air festivals, featuring diverse arts, culture, and performances across 20+ venues, attracting 150,000-200,000 attendees annually. To learn more, see Event Profile on page 104. Photo

by Festival Lent.

DEPARTMENTS 10 IFEA President’s Letter

44

Is Your Organization AI Ready?

By David Ramirez

52

Micro Events Could Result in Big Community Impact

By Richard Mahler

60

12 IFEA World Board 14 IFEA Foundation Board 17 IFEA Annual Convention & Expo Brochure 48 Festivals Without Borders 56 The Un-Comfort Zone 62 What Does ChatGPT Have to Say? 68 The PR Shop 76 Show Me the Money 102 Event Profile Festival Lent 106 Marketplace Fall 2024, Volume 35, Issue 3 “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.

66

Tips for Impractical Weather at Your Outdoor Event

By Maggie Mace, Chelsea Rhoads, Adam McMichael, and Jeff Hyman The Human Side of Leadership

By Steve McClatchy

72

Exploring Innovative Procurement Solutions

By Traci Ridling

80

How to Ride Out a Bad Sponsorship

By Kim Skildum-Reid

86

Conquering the Karen Conundrum

By Kate Zabriskie

90

Tips for Increasing Your Event ROI

By Jessica Nicasio

94

The Power of Community

By TaKeyia Dickens

100

Presence: A Key to Effective Leadership and an Emergent Culture

By Margaret Graziano

IFEA PRESIDENT’S LETTER

BY STEVEN WOOD SCHMADER, CFEE

REFOCUS AND LET THE

GAMES BEGIN

F

or those who watched the Paris 2024 Olympic Games Opening Ceremony, you were among nearly 29 million other viewers who tuned-in to one of the world’s acknowledged mega events, impacted by the power of refocusing. As would be expected, there were certainly many reviews, opinions, accolades, and criticisms, following quickly after the lighting of the Olympic cauldron (a hot-air balloon, in recognition of the invention of that spectacular event element by 18th-century French aviation pioneers, launching from the same site in 1783, as the cauldron was lit in 2024) and the closing notes of Celine Dion’s moving finale atop the Eifel Tower. There were also many, many unique challenges (from weather, to technology and special effects, to programming choices and venues, to coverage on such a large and spread out scale) to be overcome, and the not surprising…but certainly unintentional… missteps, by a visible and/or audible few among the thousands of players involved in such a massive production (from those announcing the teams, to the Olympic flag inadvertently being attached and raised upside down after a long journey by the Olympic Spirit on mechanical horseback down the Seine River). At the same time, there were also (and arguably many more) spectacular, inspiring, and memorable moments that will, and should, challenge all of us in the festivals and events industry to reimagine and refocus our own events, at whatever our respective scale may be.

By refocusing on what the Olympic Games represent and what the host city of Paris hoped to inspire and showcase, the producers reinvented for everyone (spectators, participants, athletes, viewers, broadcasters, security services, et al.) what the event was and could be.

If there was one broadly overriding and important consideration and element that the Paris Opening succeeded at putting on clear display, it was inclusivity. Inclusiv-

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ity that reached across people (including all ages, ability levels, and background diversity groups), culture and events, sports, musical genres (often crossing in the same segment), art, architecture and venues, history, city landmarks, special effects, the Seine River, and, of course, the athletes from 206 countries around the world.

While certainly a challenging undertaking on many fronts and at many levels, and not without some downsides (i.e., with such a large footprint, there was no singular show, for one singular audience) if we all refocused on how our own events might rethink ourselves, to highlight that level of inclusivity and market branding value, even in smaller steps, think of the returns that might provide to and from all stakeholders and participants.

For reaching beyond current formulas and comfort zones, to move us all forward, the producers of the 2024 Paris Olympic Games Opening Ceremony deserve a gold medal.

I hope that all of you (and your own Olympic-caliber teams) will join your professional global peers in Pittsburgh, Pennsylvania, USA, this September 29 – October 1, for our Annual IFEA Convention & Expo presented by atVenu, as we Refocus on both purpose and possibilities, ensuring that the power of events continues to fulfill our critical roles of inclusivity and inspiration in a world that needs us now more than ever.

Let the games begin and we will look forward to seeing you in Pittsburgh! *Note: The Annual IFEA Convention footprint will run through 4:30 p.m. on Tuesday, Oct. 1st. Certified Festival & Event Executive (CFEE) Certification education classes will be scheduled in the days leading up to the convention – September 26-28. Separate Registration is Required. For more details, Click Here.

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IFEA WORLD BOARD

BY JAZELLE JONES

EXTENDING AN

INVITATION TO ALL

Dear Colleagues and Friends,

A

s the World Board Chair of the International Festival and Event Association (IFEA), it is my pleasure to extend a warm invitation to all of you to attend our upcoming convention this September. This annual gathering is more than just a convention; it is a vital platform for industry leaders, innovators, and professionals to come together, share insights, and shape the future of festivals and events globally.

The IFEA Convention is renowned for its unique blend of educational sessions, inspirational keynotes, and invaluable networking opportunities. It is a place where ideas are born, collaborations are forged, and the collective power of our community is harnessed to drive our industry forward. In today’s rapidly changing environment, the ability to connect, learn, and innovate is more critical than ever. By attending this convention, you will gain access to cutting-edge knowledge, best practices, and the latest trends that can help elevate your events to new heights. More importantly, you will have the opportunity to engage with peers and leaders who share your passion and commitment to excellence in the festival and event industry.

Networking is a cornerstone of the IFEA experience. The relationships you build here can lead to lasting partnerships, new opportunities, and the exchange of ideas that propel our industry to new levels of success. The power of face-to-face interaction cannot be overstated, and the IFEA convention provides the perfect environment to foster these connections. I encourage you to join us in September and take full advantage of what the IFEA convention has to offer. As they say, “membership has its rewards”.

Membership in the International Festival and Event Association (IFEA) is critical for several compelling reasons including: • Networking Opportunities: IFEA offers so many valuable opportunities to network with new and long-standing professionals in the industry • Educational Resources: IFEA offers a wealth of educational materials, including webinars, workshops, and conferences.

These resources keep members informed about the latest trends, best practices, and innovative strategies in the festival and event industry.

• Professional Development: Through certification programs and professional training, IFEA supports members in enhancing their skills and advancing their careers. This commitment 12

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to ongoing education helps members stay competitive and effective in their roles.

• Industry Advocacy: IFEA represents the interests of festival and event professionals at various levels, advocating for policies and practices that benefit the industry. This advocacy ensures that members’ voices are heard, and their concerns are addressed.

• Exclusive Access: Members gain exclusive access to a variety of tools and resources that are not available to the public.

• Recognition and Awards: Through its prestigious awards programs, IFEA recognizes and celebrates the achievements of its members. This recognition can enhance reputation, attract sponsors, and increase visibility within the industry.

• Community Support: Being part of IFEA means belonging to a supportive community that shares common goals and challenges through our Affinity Groups. Members can rely on each other for advice, support, and inspiration, fostering a sense of camaraderie and mutual assistance.

In essence, IFEA membership is an investment in professional growth, industry knowledge, and valuable connections that can significantly impact the success and sustainability of festivals and events.

Together, we can continue to inspire, innovate, and impact the world through the power of festivals and events.

I look forward to seeing you this September 29 – October 1, 2024 at this year’s IFEA Annual Convention & Expo presented by atVenu, at the Wyndham Grand Pittsburgh in Pittsburgh, Pennsylvania Warm regards,

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

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.

IFEA FOUNDATION BOARD

BY IRA L. ROSEN, MA, CFEE

START WITH

WHY

“The Only Difference Between You and a Cave Dweller Is the Car You Drive” Simon Sinek – “Start with Why”

I

spend a lot of time reading books, blogs, posts, etc. about leadership and how we apply the concepts of leadership to everything that we do. One of my favorite experts on the topic is Simon Sinek, and if you have not read his books, let me encourage you to do so. “Start With Why” is one of my favorites and it is directly applicable to the festivals and events industry.

Although this quotation does not seem to make any sense at first glance, Sinek goes on to explain that the reason that human beings continue to survive is that we are the only species that has the ability to form cultures. We in the festivals and events industry are all about preserving and promoting cultural experiences around the world. The premier organization behind these efforts is the IFEA, and like any entity, we need fuel to survive, and our fuel is your continued financial support.

As we approach the IFEA Annual Convention & Expo presented by atVenu to be held at the Wyndham Grand Pittsburgh Downtown in Pittsburgh, Pennsylvania, U.S.A. from September 29 - October 1, 2024, it is time to reflect on the many giving opportunities that this Convention provides for us.

However, before we look at how to give, we want to look at why we give and what our contributions do. As Simon Sinek says, start with the why, followed by the what and the how. According to Gemini AI, here is an abridged definition of all three terms: Why: This word inquires about the cause, reason, or purpose behind something. It’s used to understand the motivation or justification for an action, event, or situation.

What: This word asks about the nature, identity, or kind of something. It seeks to identify the subject or topic at hand.

How: This word focuses on the method, manner, or process by which something is done or achieved. It seeks to understand the steps or techniques involved.

Simply put, the why defines our reason for being. Asking “why” at the outset of a project is crucial for several reasons: 1. Clarity of Purpose.

2. Prioritization and Resource Allocation 3. Innovation and Creativity 4. Motivation and Buy-in.

5. Flexibility and Adaptability In essence, starting with “why” lays a strong foundation for your project, increasing the likelihood of it achieving its goals.

So as an IFEA member, why should I care and why should I be

involved in the fundraising efforts? Have you ever participated in a Webinar or an Affinity Group? Have you ever read the weekly Event Insider? Have you ever asked a question of another member that they were able to help you with? Have you ever used any member resource, hired an Expo vendor, attended a Convention, connected with another member? If your answer to any of these is “yes”, you should get the why of the Foundation and the “why” of giving. Clearly without financial fuel, IFEA cannot move forward, and we will never be able move beyond the why.

Now that we have covered the why, here is the what. Any money raised by the IFEA Foundation at the Convention and throughout the year goes directly to support the mission of the IFEA and its efforts in a number of areas. These include: • Legacy Scholarships • Certified Festival & Event Executive (CFEE and CFEA) Program • Funding of top quality speakers • Educational publications • Technology and electronic training services • Translation services and more Since its inception in 1993, the IFEA Foundation has been a primary partner of the IFEA, working together to continue raising the level of professionalism in our industry, along with the level of recognition and awareness for the industry and those who work in it, by the media and the general public.

And last, but not least, the “how”. How do we generate the revenue to support the why and the what?

Although our fundraising is a year round effort, the bulk of our focus is on activities surrounding the annual international convention.

If you are able to attend the Convention in person, we do lots of on-site fundraising including a 50-50 raffle, the proceeds of which go directly to a travel stipend to support our scholarship recipients. Stay tuned for further opportunities.

Whether you are able to attend in person or not, there are ample ways to contribute and to bid on great auction items. One of the highlights of the auction is the chance to buy a ticket for The Ultimate Experience, a collection of once-in-a lifetime trips and experiences. There are only 300 of these tickets sold for $100 each. Details of this will be posted soon. Also, for our Convention attendees, Ultimate Experience packages will also be available as live auction items during our exciting Irish-themed Foundation night on Monday, September 30th.

Continued on Page 105

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2024

INTERNATIONAL FESTIVALS & EVENTS ASSOCIATION

IFEA Foundation Board of Directors

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.

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IFEA’s ie: the business of international events

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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 Annual Convention & Expo Our world continues to change around us, influenced by both the natural evolution of our profession and communities, and external circumstances beyond our control.

All of these factors have the potential to blur our grand visions on any given day.

To keep our events crystal clear, relevant, creative, and sustainable, we must make the time, on a regular basis, to REFOCUS. REFOCUS the many components, programs, and relationships that contribute to our success and set us apart from the pack.

ReFocus on being the best that we can be. REFOCUS on what inspires us, motivates us, and drives us.

We invite you, and all those important to making your visions a reality, to join your global peers for the IFEA Annual Convention & Expo, presented by atVenu, and to make that important investment to ReFocus; to learn; to imagine; to share; to expand your horizons; and to reconnect with the grand visions that inspire you the most.

Mark your calendars and save the dates for a game-changing experience at the IFEA Annual Convention & Expo, presented by atVenu! Set to take place at the Wyndham Grand Pittsburgh Downtown, in the vibrant city of Pittsburgh, Pennsylvania, the Convention (described as the “ultimate events industry family reunion,” by attendees) promises unparalleled opportunities for networking, professional growth, and inspiration.

Join us from September 29th - October 1st, 2024, as we ReFocus our efforts to connect with industry leaders, engage in insightful discussions, and explore the latest industry trends and issues. Don’t miss out on this extraordinary event – mark your calendars and get ready for an exceptional experience that is the heart of the festivals and events community! *NOTE: The IFEA Annual Convention & Expo footprint will run through 4:30 p.m. on Tuesday, October 1st, 2024. Certified Festival & Event Executive (CFEE) Certification education classes will be scheduled in the days leading up to the convention – September 26th, 27th, and 28th, 2024. Separate Registration is Required. For more details, Click Here.

CONVENTION OPENING & CLOSING OPENING KEYNOTE SPEAKER

CLOSING KEYNOTE SPEAKER

REFOCUS YOUR STORY, YOUR HAPPINESS AND YOUR SUCCESS WITH BLIND AMBITION

(RE)FOCUS ON THE ‘WOW’!

CHAD E. FOSTER

Rob Barber understands ‘WOW.’ Since joining ATOMIC in 2010, Rob has become an iconic visionary leading ATOMIC’s product development efforts and propelling ATOMIC to be an industry leader in modular scenic stage products with over 125 new products and 13 industry-related design awards. With world headquarters in Lititz, PA, Rob has also launched operations in Los Angeles, Las Vegas, Miami, Tokyo, Singapore, and Frankfurt. Clients include an endless list of A-Lister entertainers, such as Madonna, Elton John, Mötley Crüe, Miranda Lambert, Miley Cyrus, and Taylor Swift, as well as media brands iHeart, MTV, NBC, Hulu, The Talk, and Ellen, plus global brands that include Google, Samsung, and over 30K shows to date.

Speaker, Author, Visionary Can you imagine going blind as a teenager? When most people were preparing for the adventure of adult life, Chad Foster was watching the world he grew up in fade to black.

But that didn’t stop him from becoming the first blind person to graduate from the Harvard Business School leadership program and climbing the corporate ladder as a successful Finance/Sales executive.

‘Officially’ he works at Red Hat, one of the most innovative Tech companies and the world’s largest open-source software company (recently purchased by IBM for $34 billion). With determination, ambition, and drive, he created what Oracle said would be impossible. He gave millions of people the ability to earn a living by becoming the first to create customer relationship software for the visually impaired. He embraced his problem and turned it into a solution.

More importantly, he has chosen to use his life to inspire others. With speaking invites from London to Beijing and the Atlanta Opera commissioning an opera inspired by his life story, Chad inspires people to overcome their own blind spots. To ReFocus their stories.

Chad is a husband, a father, and an avid snow skier (not a joke) who is not just competing with his condition; he is competing with the world’s most successful people. Chad believes he is not successful despite being blind, but rather, because he is blind. In a world full of challenges, both professional and personal, Chad Foster reminds us all how to ReFocus Your Story, Your Happiness, and Your Success with Blind Ambition.

We invite you to join us for an unforgettable opening morning to set the stage for the IFEA Annual Convention & Expo and our time together.

ROB BARBER Chief Creative Officer, ATOMIC

Recent recipient of the 2024 “The Special Event Lifetime Achievement Award”, Rob has delivered the commencement speech and was awarded the Medal of Honor from the PA College of Art & Design, and published an essay in the book “Lights on Lancaster” (John R. Gerdy). Accomplishments that recognize those who have made significant impact in the fields of design and creativity. Rob serves nationally on the Advisory Board of the Parnelli Awards, honoring achievement in Concert Touring. Locally, he serves on the board of the Lancaster County Community Foundation, guiding philanthropy and managing endowments that help shape Lancaster County.

As we all look to continue our successes, in an often unpredictable and changing environment, we must (Re) Focus on that all important WOW factor. But doing so is not all gags, tips, and tricks. You need to make sure that all of your tools are sharpened and ready to go. Join us for this motivating close to our time together, with a new perspective and a fresh look at how to better assess, engage, and execute your next event, your next project, your company, and perhaps yourself.

INSPIRE THE INDUSTRY ‘INSPIRE THE INDUSTRY’ SESSION

‘INSPIRE THE INDUSTRY’ SESSION

REFOCUS YOUR RESILIENCY: FROM VICTIM TO VISIONARY

REDUCE, REUSE, REFOCUS: SUSTAINABLE STRATEGIES THAT WILL STRENGTHEN YOUR EVENT

CHAD E. FOSTER Speaker, Author, Visionary Join us for this very special ‘Inspire the Industry’ session, as keynote speaker Chad Foster leads us through the steps you can take to improve resilience, using and teaching the practical tools you can apply to any situation in order to move your mindset from victim to visionary.

During this powerful session you will map out your resilience journey. After setting out your own personal vision of greatness, you will see your life more clearly than you ever have before, setting you free to discover the amazing advantages that your own disadvantages offer. You can then seek your own gifts - that may be disguised in terrible wrapping paper - and see how the unique perspectives you’ve gained from those disadvantages contribute to your personal vision of greatness.

Nothing in life is permanent. Everybody and everything changes. The only certainty is change. The key is figuring out how you will adapt.

STEVEN KOVACIK President & Founder, ZeroFossil See a need. Fill a need. Born an engineer and raised to respect nature, Steven Kovacik has always had a creative approach to sustainable problem solving. Graduating with honors from the University of Pittsburgh with an ABET accredited degree in Chemical and Petroleum Engineering, Steven went on to gain manufacturing and design experience from positions at General Electric, Goodyear, Pfizer and creative roles with steel and plastics manufacturers that supported the aerospace, defense, and energy industries. Seeing excess waste and environmental impact through human enterprises, Steven went to work applying his skills and knowledge to create sustainable energy solutions accessible for all people. Today, he is the founder and CEO of ZeroFossil, Inc which designs power systems to help solve the energy needs of a growing world. “Turning sunshine into song and dance”, he and his team at ZeroFossil have powered hundreds of events and festivals sustainably, which has saved thousands of gallons of fossil fuels and tons of greenhouse gases from being released into our communities. Steven’s company works with clients on all aspects of event production to create the ultimate guest experience with no earth impact.

Going green with your event doesn’t mean sacrificing profit or the guest experience. Small sustainable practices can have big effects for the future of your event and the community that hosts it. Even simple sustainable strategies can strengthen the relationship with your community, your guests, and your bottom line. Join us for this important session to explore how all of our events can play an important and affordable role in reducing our carbon footprints.

Leadership & Management

PROFESSIONAL EDUCATION

“Every block of stone has a statue inside it, and it is the task of the sculptor to discover it.”

- Michelangelo The intent and effort to ReFocus starts within us all. The greatest opportunities are often hidden within our greatest challenges, but it is up to us to discover them.

For nearly seven decades, the IFEA has provided the festivals and events industry with the very best in professional education and training; a wealth of creative and diverse perspectives; and access to the plethora of expertise and experience that makes up our industry. But it is up to each of us to actively participate and discover the value waiting within.

As we gather together in Pittsburgh, we continue that well-etched tradition, but with a keen awareness of the many new challenges that have presented themselves within our industry and the communities that we serve, in recent years.

We have drawn upon the insights and input of active industry leadership and other respected voices, from around the globe, and have worked to ensure that attendees at all levels - first-timers and repeat attendees, new to the industry or seasoned professional - can all benefit from the answers, ideas and inspiration that is waiting to be discovered.

A sampling of this year’s topics, presented/moderated by the top leaders in our global industry, include*, among others: (* subject to change)

• ReFocus Your Story, Your Happiness, and Your Success with Blind Ambition • From Victim to Visionary Resilience Workshop • Reduce, Reuse, ReFocus: Sustainable Strategies That Will Strengthen Your Event • (Re)Focus on the Wow! • Leadership at ALL Levels: 7 Strategies to Lead Through Change • Matching Money with Mission • Maximizing Internship Programs & Your Event • Understanding the Unthinkable: Human Trafficking at Events • A ReFocus on the Events Industry in 2024, As You Prepare for 2025 • Navigating the New Event Insurance Realities • Using DEI and Placemaking Programs to Inspire People to Reimagine and Reinvent Public Spaces • Event Energizer: Shifting from Routine to Riveting • Understanding Premises Liability Exposure • GeoFencing: How to Use It and Interpret the Data • America 250: A Look Inside the Planning for the U.S. Semiquincentennial • Caring for the Mind Behind the Magic: Promoting Mental Health in Festivals & Events • A Trend is a Trend…Question Is, Will It Bend?

• AI (R)Evolution and the Continued Impact on Events • Scoring Sponsorship and Audience Engagement: Pittsburgh Sports Panel • Pittsburgh Pirates Stadium Tour • Medical Marijuana Sponsorship • Fraud Prevention: Best Practices and Technology to Protect Your Event • Securing Public Gatherings • DEI Accessibility and Protection in an Emergency • Sparking Creativity: Generating Innovative Content for Festivals & Events • All Things Permitted: A Look Inside the City of Pittsburgh Special Events Partnerships • The Power of Community: Reasons Why Community Involvement Can Impact the Way You Plan Your Events • ReFocusing on the View from our Vendor Partners

Sponsorship & Revenues • Matching Money with Mission • A ReFocus on the Events Industry in 2024, As You Prepare for 2025 • Driving Event Revenue Through Your Website • GeoFencing: How to Use It and Interpret the Data • The Perfect 10: Proven Ideas to Keep Your Sponsors Coming Back for More • AI (R)Evolution and the Continued Impact on Events • Scoring Sponsorship and Audience Engagement: Pittsburgh Sports Panel • Medical Marijuana Sponsorship • The Power of Texting: Supercharge Your Sponsorship Engagements • Maximizing F&B and Merchandise Revenues • Maximizing Vendor Management for Unforgettable Events • Why We Sponsor What We Sponsor: Inside the New World of Bank Sponsorships

• ReFocus Your Story, Your Happiness, and Your Success with Blind Ambition • From Victim to Visionary Resilience Workshop • Reduce, Reuse, ReFocus: Sustainable Strategies That Will Strengthen Your Event • (Re)Focus on the Wow! • Leadership at ALL Levels: 7 Strategies to Lead Through Change • America 250: A Look Inside the Planning for the U.S. Semiquincentennial • Caring for the Mind Behind the Magic: Promoting Mental Health in Festivals & Events • A Trend is a Trend…Question Is, Will It Bend?

• Pittsburgh Pirates Stadium Tour • All Things Permitted: A Look Inside the City of Pittsburgh Special Events Partnerships

• ReFocus Your Story, Your Happiness, and Your Success with Blind Ambition • From Victim to Visionary Resilience Workshop • Leadership at ALL Levels: 7 Strategies to Lead Through Change • Maximizing Internship Programs & Your Event • A ReFocus on the Events Industry in 2024, As You Prepare for 2025 • America 250: A Look Inside the Planning for the U.S. Semiquincentennial • Caring for the Mind Behind the Magic: Promoting Mental Health in Festivals & Events • A Trend is a Trend…Question Is, Will It Bend?

• Securing Public Gatherings • DEI Accessibility and Protection in an Emergency • Maximizing F&B and Merchandise Revenues

Technology, Creativity and Innovation

Operations & Risk Management

• AI (R)Evolution and the Continued Impact on Events • Sparking Creativity: Generating Innovative Content for Festivals & Events • Reduce, Reuse, ReFocus: Sustainable Strategies That Will Strengthen Your Event • (Re)Focus on the Wow! • Driving Event Revenue Through Your Website • Using DEI and Placemaking Programs to Inspire People to Reimagine and Reinvent Public Spaces • Safe and Welcoming Events: Choosing the Right Screening Systems and Why It Matters • Event Energizer: Shifting from Routine to Riveting • GeoFencing: How to Use It and Interpret the Data • Scoring Sponsorship and Audience Engagement: Pittsburgh Sports Panel • Pittsburgh Pirates Stadium Tour • Fraud Prevention: Best Practices and Technology to Protect Your Event • The Power of Texting: Supercharge Your Sponsorship Engagements • All Things Permitted: A Look Inside the City of Pittsburgh Special Events Partnerships • The Power of Community: Reasons Why Community Involvement Can Impact the Way You Plan Your Events • Maximizing Vendor Management for Unforgettable Events

• Reduce, Reuse, ReFocus: Sustainable Strategies That Will Strengthen Your Event • Safe and Welcoming Events: Choosing the Right Screening Systems and Why It Matters • Putting Community at the Heart of Your Events with Volunteers • (Re)Focus on the Wow! • Driving Event Revenue Through Your Website • Using DEI and Placemaking Programs to Inspire People to Reimagine and Reinvent Public Spaces • Event Energizer: Shifting from Routine to Riveting • GeoFencing: How to Use It and Interpret the Data • AI (R)Evolution and the Continued Impact on Events • Scoring Sponsorship and Audience Engagement: Pittsburgh Sports Panel • Pittsburgh Pirates Stadium Tour • Volunteers: Easy as Pie • Fraud Prevention: Best Practices and Technology to Protect Your Event • Sparking Creativity: Generating Innovative Content for Festivals & Events • The Power of Texting: Supercharge Your Sponsorship Engagements • All Things Permitted: A Look Inside the City of Pittsburgh Special Events Partnerships • The Power of Community: Reasons Why Community Involvement Can Impact the Way You Plan Your Events

PROFESSIONAL EDUCATION

• (Re)Focus on the Wow! • Leadership at ALL Levels: 7 Strategies to Lead Through Change • Understanding the Unthinkable: Human Trafficking at Events • Driving Event Revenue Through Your Website • Volunteers: Easy as Pie • America 250: A Look Inside the Planning for the U.S. Semiquincentennial • Caring for the Mind Behind the Magic: Promoting Mental Health in Festivals & Events • DEI Accessibility and Protection in an Emergency • Sparking Creativity: Generating Innovative Content for Festivals & Events

Host City Partnerships

• Maximizing Vendor Management for Unforgettable Events • ReFocus Your Story, Your Happiness, and Your Success with Blind Ambition • From Victim to Visionary Resilience Workshop • Leadership at ALL Levels: 7 Strategies to Lead Through Change • Maximizing Internship Programs & Your Event • A ReFocus on the Events Industry in 2024, As You Prepare for 2025 • America 250: A Look Inside the Planning for the U.S. Semiquincentennial • Caring for the Mind Behind the Magic: Promoting Mental Health in Festivals & Events • A Trend is a Trend…Question Is, Will It Bend?

• Securing Public Gatherings • DEI Accessibility and Protection in an Emergency • Maximizing F&B and Merchandise Revenues

Marketing, Branding and Media Relations • Maximizing Internship Programs & Your Event • Correct Response: Being Prepared for the Unexpected • AI (R)Evolution and the Continued Impact on Events • A ReFocus on the Events Industry in 2024, As You Prepare for 2025 • GeoFencing: How to Use It and Interpret the Data • A Trend is a Trend…Question Is, Will It Bend?

• Scoring Sponsorship and Audience Engagement: Pittsburgh Sports Panel • Pittsburgh Pirates Stadium Tour • The Power of Texting: Supercharge Your Sponsorship Engagements • All Things Permitted: A Look Inside the City of Pittsburgh Special Events Partnerships • ReFocus Your Story, Your Happiness, and Your Success with Blind Ambition • From Victim to Visionary Resilience Workshop • Reduce, Reuse, ReFocus: Sustainable Strategies That Will Strengthen Your Event

• Using DEI and Placemaking Programs to Inspire People to Reimagine and Reinvent Public Spaces • All Things Permitted: A Look Inside the City of Pittsburgh Special Events Partnerships • The Power of Community: Reasons Why Community Involvement Can Impact the Way You Plan Your Events • Understanding the Unthinkable: Human Trafficking at Events • GeoFencing: How to Use It and Interpret the Data • America 250: A Look Inside the Planning for the U.S. Semiquincentennial • Pittsburgh Pirates Stadium Tour • Putting Community at the Heart of Your Events with Volunteers • ReFocus Your Story, Your Happiness, and Your Success with Blind Ambition • From Victim to Visionary Resilience Workshop • Reduce, Reuse, ReFocus: Sustainable Strategies That Will Strengthen Your Event • (Re)Focus on the Wow! • Leadership at ALL Levels: 7 Strategies to Lead Through Change • A ReFocus on the Events Industry in 2024, As You Prepare for 2025 • Caring for the Mind Behind the Magic: Promoting Mental Health in Festivals & Events • A Trend is a Trend…Question Is, Will It Bend?

• AI (R)Evolution and the Continued Impact on Events • Securing Public Gatherings

SPEAKERS AND NETWORKING LEADERS AT THIS YEAR’S CONVENTION include many of the top professionals (past, present and future) and internationally recognized industry organizations in the world, including*, among others: (*subject to change) • Chad E. Foster • atVenu • ZeroFossil • ATOMIC • Pittsburgh Pirates • Pittsburgh Steelers • Pittsburgh Penguins • Pasadena Tournament of Roses • National Independent Concessionaires Association (NICA) • Des Moines Arts Festival • Visit Stockton (California) • (Indianapolis) 500 Festival • FanFirst • City of Pittsburgh, Pennsylvania • National Cherry Festival • The Parade Company • Citizens Bank • The ART of Events, LLC • City of Philadelphia, Pennsylvania • Degy Entertainment • Central Michigan University • Greenlight Operation • U.S. Department of Homeland Security (DHS) • Cybersecurity and Infrastructure Security Agency (CISA) • Bautista Event Specialist Team • Kaliff Insurance • Trulieve Cannabis Corp.

• Saffire • VOZZI • Newport Harbor Corporation • America 250 • Ira L. Rosen, LLC, Festival and Event Consulting • TicketSpice • City of San Jose, California

• SXSW • Creative Event Solutions • SecurEvent Solutions • Placer.ai • Kansas State University • TINT • National Cherry Blossom Festival • Genoways Event Management • City of Dublin, Ohio • Haas & Wilkerson Insurance • Eventeny • Pittsburgh Great Race • Pittsburgh Independence Day Celebration • Pittsburgh Light Up Night Celebration • Three Rivers Arts Festival • Picklesburgh Festival • Pittsburgh Irish Festival • Safety Set Consulting, New Zealand • O’Neill Events & Marketing • John F. Kennedy Center for the Performing Arts • DFEST® • …and more

“INSPIRE THE INDUSTRY” GENERAL SESSIONS

SPECIAL FOCUS OPPORTUNITIES “There is no better connection to our industry’s global professional network, and the experience, wisdom and support that lies within, than the IFEA.” – William O’Toole, CFEE Event Development Specialist, Australia

Our “Inspire the Industry” general sessions (separate from our Opening and Closing sessions), beginning or ending each day, are built around the goal of providing targeted presentations, led by selected industry professionals/motivators, with the intent of helping us all to ReFocus on the opportunities that lie before us. Professional inspiration that we can all take home and put to use in our own careers, events and communities.

From leadership and resilience to leading global trends, our “Inspire the Industry” presentations are sure to do just that.

(Monday, September 30th, 3:30-4:30 p.m. and Tuesday, October 1st, 8:30-9:30 a.m.)

“AFFINITY GROUP” SESSIONS

IFEA Convention attendees have a unique opportunity to share “common ground” conversations, in person, with your professional peers, discussing current trends, issues, challenges and opportunities, during our popular “Affinity Group” Sessions (spaced throughout the breakout sessions this year, to allow attendees to participate in multiple Affinity Groups, as desired), including those for: • CEO’s • Sponsorship • Cities, CVB’s & Tourism • Arts Events • Volunteer Programs • Operations & Risk Management • Marketing & PR • Parades Held virtually throughout the year, on-line, we invite you to join us in person for these increased networking and exchange opportunities. Bring your questions and professional experience to these valuable open-topic dialogue sessions. (*All sessions are subject to change.)

ON THE RIGHT TRACK

IFEA educational sessions are selected to ensure that we cover a wide range of important topical areas. For those who are interested in following a specific track/focus of sessions, those will be broken out for you in our official convention program to make scheduling your time easier.

Tracks will include: • Leadership & Management • Sponsorship & Revenues • Operations & Risk Management • Marketing, Branding and Media Relations • Technology, Creativity and Innovation • Host City Partnerships (*All sessions are subject to change.)

A FIRST-TIMER’S ROADMAP TO MAXIMIZING THE IFEA AND CONVENTION

Before you hit the ground running, stop by to meet the IFEA ‘family’ on Saturday evening, September 28th, from 5:00 p.m. – 6:00 p.m., at our “First-Timer’s Road Map” session.

Designed to give our first-time convention attendees, as well as our long-time IFEA ‘family’ attendees, an opportunity to meet some valuable new friends, share some insider tips and advice on how to maximize the days ahead, and get your convention experience off to a fun start. Then, join us for Happy Hour in the DFEST® Hospitality Suite (Governor’s Suite 2340), to meet more new friends, find some dinner partners, and let the networking conversations begin!

PNC PARK TOUR

For any baseball or venue fans, we will be offering an opportunity for an offsite breakout session walk and tour of PNC Park, the home stadium of Major League Baseball’s Pittsburgh Pirates. PNC Park opened in the spring of 2001, and is an intimate, classic-style ballpark that embraces the progressiveness of Pittsburgh while saluting the spirit of early ballpark originals. Its prime location along the shore of the Allegheny River takes advantage of scenic vistas of the downtown skyline and riverfront, creating an exciting and dramatic urban sports venue.

PITTSBURGH GREAT RACE

On the weekend of our IFEA Convention arrivals and opening (September 28th & 29th), the annual Richard S. Caliguiri City of Pittsburgh Great Race, the largest 10K race in Pennsylvania (with some 16,000 participants), plus a 5K Run/Walk, will be taking place in Point State Park, directly across from our hotel. Some special access routes to the hotel may be necessarily taken by any cabs/Uber drivers arriving or leaving from the property on those days. For those

“The fire and ability to change our events, our cities and our world…to touch lives… lies within each one of us, but it must be lit. The IFEA global network provides the inspiration, motivation and support to ignite so many possibilities.”

- Peter Kagwa, President IFEA Africa Founder, Events Warehouse; Kampala, Uganda

driving in, or attending the convention locally, please call the hotel for any special access or parking information. IFEA Member and Great Race Director Brian Katze, CFEE, invites all those interested to walk over to the site to enjoy the event, as your schedule may allow.

SUCCESS SUCCESSANDAND ACHIEVEMENT ACHIEVEMENT

2024 2024

2024 Celebrating and recognizing the outstanding achievements of friends and peers, whose confidence and careers have expanded our creative and professional horizons for nearly seven decades, is a big part of what makes the IFEA Annual Convention both valuable and memorable. As we work to ReFocus our events and priorities, we are confident that these exemplary individuals, organizations, and cities will continue to inspire and guide us all for decades to come.

IFEA AWARDS LUNCHEON There are few things that mean more than being recognized by your professional peers. Don’t miss the 2024 IFEA Awards Luncheon (Sunday, September 29th, 12:00 – 1:45 p.m.), as we pause to pay tribute to the people who have made/make our industry great and who continue to ReFocus our profession on so many levels through their own personal commitment and creativity. Join your global peers as we:

• Recognize our 2024 CFEE (Certified Festival & Event Executive) Graduates, who continue to raise the bar for everyone in our industry (the CFEE Professional Certification Program is sponsored by IFEA Association Endorsed Partner Kaliff Insurance); • Award the 2024 IFEA Volunteer of the Year Award, recognizing the contribution of all volunteers to the success of our global events (the IFEA Volunteer of the Secur Event s o l u t i o n s Year Award is sponsored by SecurEvent Solutions); • Recognize the Recipients of our 2024 IFEA World Festival & Event City Award, recognizing outstanding city/event partnerships around the world; and • Pay tribute to our 2024 IFEA Hall of Fame Inductee(s), the highest honor bestowed in our field, in acknowledgment of their tremendous dedication to and impact on the festivals and events industry.

(For more information about all of the above awards go to www.ifea.com.)

“There is no greater honor than to be recognized by those who understand what you do.”

- Tom Bisignano, CFEE Head of Event Delivery Entertainment & Events Group FIFA World Cup 2026 2019 IFEA Hall of Fame Inductee

IFEA / HAAS & WILKERSON INSURANCE PINNACLE AWARDS

Join us as we put a memorable cap on the first day of the convention (Sunday, September 29th, 4:30 – 6:00 p.m.) with the most anticipated event of the year. The IFEA / Haas & Wilkerson Insurance Pinnacle Awards pay tribute to both creativity and excellence in multiple categories, from marketing to merchandise; operations to sponsorship; and much, much more; all leading up to the presentation of the coveted Grand Pinnacle Awards.

This is the Academy Awards Ceremony for the festivals and events industry. The IFEA / Haas & Wilkerson Insurance Pinnacle Awards, recognizing festival and event excellence for 29 years, are proudly sponsored

by Haas & Wilkerson Insurance. Don’t miss this unopposed special event as we all wait to hear…“And the Pinnacle Award goes to…”

“The ready access to the best in our business, not only in sessions, but in every hallway, reception, and hospitality suite, is unprecedented. Our staff looks forward to the IFEA Convention each year and consider the IFEA as part of the team that helps ensure our success.”

– Diana Mayhew President National Cherry Blossom Festival

“CONNECTIONS CAFÉ”

INFORMAL GATHERINGS One of the best parts of any professional convention is the chance to spend some dedicated time with friends and peers reconnecting, looking ahead, planning that next great idea, sharing a laugh, a challenge, or a special memory. The IFEA Annual Convention & Expo provides plenty of opportunities for those special informal and memorable gatherings and conversations.

“Connections Café,” sponsored

by Eventeny, is the center of IFEA daytime gatherings and conversations.

Located near the heart of the convention sessions and activities, “Connections Café” is open every day throughout the convention, providing coffee and a relaxing atmosphere conducive to doing business one-on-one or simply catching up with friends. Promoting human connections – while cyber ones are accessible too - this popular venue is always a favorite hang-out, providing the perfect setting for strengthening those personal connections that are so important to everyone’s success.

DFEST® HOSPITALITY SUITE

The DFEST® Hospitality Suite, co-sponsored by long-time IFEA supporter DFEST®, is as much a part of the IFEA Convention as our breakout sessions, and we look forward to extending a warm Pittsburgh welcome to everyone! Located in the Governor’s Suite (2340), the hospitality suite will be open on Saturday night, September 28th (beginning at 6:00 p.m.) to meet up with old friends and new, before dinner; Sunday night, September 29th (beginning at 9:00 p.m.) and Monday night, September 30th (beginning at 10:30 p.m.), the DFEST® Hospitality Suite provides convention attendees with a time and a place to unwind, relax and connect outside of scheduled sessions and functions. For more than three decades the DFEST® Hospitality Suite has been recognized as the hub of the IFEA’s convention networking system.

A FREE EVENING OF DINING AND NETWORKING IN PITTSBURGH

Sunday evening, September 29th, offers the perfect opportunity to join up with your IFEA friends and professional peers to explore some of the many and varied culinary options offered by Pittsburgh, many located within easy walking distance of the hotel, and others a short Uber or cab ride away. The hotel staff, local friends, and Visit Pittsburgh staff (who will be on-site in the IFEA Convention Registration area) can help with suggestions and directions.

WHO WILL YOU MEET AT THE IFEA CONVENTION?

ONE ON ONE OPPORTUNITIES

The IFEA Annual Convention & Expo offers all attendees the unique opportunity, in one place and at one time, to be exposed to global industry leaders from festivals and events, large and small; host cities and municipalities; tourism organizations; corporate and media representatives; academic institutions and more.

• Seasoned Festival & Event Professionals • Those New to the Festivals & Events Industry • Festival & Event Board Members • Host City Leadership • Key Volunteers • Festival & Event Sponsors/Sponsorship Agencies • Suppliers to the Festivals & Events Industry • Industry Consultants • The Creative Sparks Behind IFEA Award-Winning Events & Cities • Tourism Organizations, CVBs, and Chambers of Commerce • Parks & Recreation Staff • Educational Institutions/Faculty/Students • Media Representatives • Representatives from Allied Industry Associations • Professional ‘Experience Management’ Peers from Around the World • All those with an Interest/Stake in the Festivals & Events Field Start building and adding to your professional network today.

IFEA EXPO: THE GATEWAY TO CREATIVE NEW PARTNERSHIPS BETWEEN EVENTS AND INDUSTRY SUPPLIERS

As we ReFocus on our events from every angle, the most successful festivals and events in our industry share an important commonality; an understanding that the suppliers and vendors who support our industry are a critical part of keeping our events innovative, fresh, and dynamic. They are among our most committed stakeholders. They share their experience and skills with us, help us to meet new challenges with cost-effective solutions, and partner with us to turn our creative ideas and visions into successful realities. They help us to elevate the event experience for our attendees and our communities and provide us with new perspectives and support that make them an irreplaceable part of our success, and we, theirs.

“What limits us most in life is the picture in our head of how it is supposed to be vs. what could it be. ReFocusing provides a clear vision of what we can be and the inspiration for us to share those possibilities with our peers.”

“Personal relationships are the most important key to good business. You can buy mailing lists; you can’t buy friendships. And the most valuable personal relationships are best built face-to-face.

For nearly seven decades the IFEA has been bringing our industry together face-to-face” – Vanessa Van de Putte President & COO, DFEST®

– Kat Paye, CFEE Executive Director National Cherry Festival The IFEA Expo is one of the most important components of our convention. Geared specifically to festival and event innovators and decision-makers, the IFEA Expo features creative and leading-edge ideas, products and services for all things imaginable; often times at special convention pricing!

Bring your list, your creativity, and your challenges and you will find many of the answers you are looking for (and often not expecting) at the IFEA Expo!

The IFEA Expo returns to its original footprint in 2024 and will be open on Monday, September 30th, from 12:15 to 3:15 p.m., and Tuesday, October 1st, from 12:00 to 2:00 p.m., and is unopposed by any other sessions or activities, ensuring that you have the quality time you need to explore that next great idea and negotiate your best deals! *Lunch, sponsored by Imperial Events Security Services, LLC will be served and available in the Expo on both days. *Connections Café’ coffee service will be available within the Expo while the trade show is open.

SPECIAL INCENTIVE: Get $100 off your 2025 IFEA Convention Registration when you spend $100 or more in NEW business with an IFEA exhibitor! Maximum discount credit of $500 per organization. Offer is good through 3/31/2025.

REFOCUS ON YOURSELF CFEE FastTrack© PROFESSIONAL CERTIFICATION CLASSES Sponsored by IFEA Association Endorsed Partner Kaliff Insurance, the IFEA’s Certified Festival & Event Executive (CFEE) FastTrack© program allows festival and event industry professionals to complete their professional certification and all required program components in one year and at special pricing that represents a substantial savings over class-by-class scheduling.

“Never stop raising the bar. The future belongs to those who continue to grow their knowledge base, expand their professional network, and stretch new boundaries of creativity.”

– Cindy Lerick, CFEE Founder & CEO The ART of Events, LLC Instructor, Kansas State University

CFEE classes, a required component toward the achievement of professional certification, are taught by leading professionals in our field and are open to all who desire to attend. Three of the six required core curriculum classes are offered each year, leading into the convention, on a rotating basis. New 2024 CFEE participants can potentially complete all of their required classes, electives, and written/speaking obligations in time to receive their CFEE Professional Certification at the 2025 Convention! And those who started in 2023 or before (through our live or virtual CFEE training) may be receiving theirs in Pittsburgh! (Note: Those completing only the six CFEE core curriculum classes will receive a CFEA (Certified Festival & Event Associate) Certificate, recognizing your educational accomplishment, but will not be recognized at the convention CFEE graduation.

THE 2024 FULL-DAY CFEE SEMINARS INCLUDE THE FOLLOWING: Operations & Risk Management Thursday, September 26th, 2024 • 9:00 a.m. - 4:30 p.m.

The most basic element of the industry is operations/risk management for one simple reason – any festival or event is a large gathering of people. The top priority of any organizer is to ensure that gathering is conducted in the safest possible manner.

This area of instruction is designed to look at the basic elements of event/festival operations and risk management from both the philosophical and practical approaches, providing a sound foundation of knowledge in the subject area. Learn More Presented by: Ira Rosen, MA, CFEE, President/CEO Ira L. Rosen, LLC, Festival & Event Consulting, Wall Township, NJ, USA

Project Management Friday, September 27th, 2024 • 9:00 a.m. - 4:30 p.m.

Project management is the management of the project to deliver the event. It concerns integrating all the areas of management such as marketing, design, and operations so they efficiently use the event resources and satisfy the objectives of the event stakeholders.

It produces an accountable system used to report to the event stakeholders, delegate tasks to the event team, and establish a control

timeline. In particular it employs the tools of project management to manage the phases of the event from the concept through the planning and preparation to the event close down. Learn More Presented by: Ira Rosen, MA, CFEE, President/CEO Ira L. Rosen, LLC, Festival & Event Consulting, Wall Township, NJ, USA

Non-Sponsorship Revenue Programs Saturday, September 28th, 2024 • 9:00 a.m. - 4:30 p.m.

While many areas of professional education deal with sponsorship, the major portion of revenue generated by many event organizations comes from more traditional sources – items such as tickets, food and beverage, and merchandise. This area of instruction is designed to look at such items and other components of non-sponsorship revenue sources. Learn More Presented by: Becky Genoways, CFEE, President Genoways Events, Rockford, IL, USA

Sponsored by

IFEA Association Endorsed Partner

RETURN ON INVESTMENT

We are so confident you will return home from the IFEA Annual Convention, Expo with at least one idea, approach, relationship, or renewed energy and enthusiasm, that is worth at least the value of attending (and you actually did attend), that we are willing to guarantee a return on your investment. If not, you can write to us (with a “cc” to your board) explaining how you did not receive a return on your investment and we will refund your full registration fee.

“The City of Philadelphia’s popularity in the event world continues to grow in leaps and bounds. We have been very fortunate to have our work recognized around the world and our office and team have benefited tremendously from being a part of the IFEA. As a very forward-thinking city, who believes in positive collaborations, we are happy to be an active participant in the IFEA’s global vision.”

– Jazelle Jones City Representative and Director of Special Events City of Philadelphia, Pennsylvania

Especially in today’s world, the IFEA understands that Return-On-Investment (ROI) is and should be a primary consideration of every leader – events, sponsors, municipalities, tourism organizations and others. With that at the forefront of our minds and conversations, we have designed the IFEA Annual Convention & Expo to provide the highest level of return possible, from every perspective – time, resources, information, creativity, and access to the strongest network of professionals in our global industry.

Whether you are a first-time or a long-time IFEA Convention & Expo attendee, it won’t be difficult to recognize the virtually limitless opportunities provided through professional conversations and networking; our all-inclusive registration, with no separately-ticketed events; our welcoming and event-supportive Pittsburgh, Pennsylvania location; an amazing hotel value at our headquarters hotel; convenient access to professional certification courses prior to the official start of the convention (as your schedule may allow); and much more, including a professional plethora of educational sessions; daily keynote and general sessions; discussion and direct participation groups; and ready access to IFEA Expo vendors and suppliers, convention speakers and other global industry leaders who, together, are the foundation of the IFEA experience and the core of our global industry conversation.

CONVENTION SCHOLARSHIPS

INTERNATIONAL FESTIVALS & EVENTS ASSOCIATION

Since its’ founding in 1993 the IFEA Foundation has provided scholarship assistance to over 300 students, new professionals and financially challenged events, allowing them to attend the IFEA Annual Convention & Expo, CFEE programs, and other special programs. Scholarship recipients are able to return home with new ideas, information, motivation, and a clear focus to take their own events and careers to the next level. Up to 20 IFEA Foundation Legacy Scholarship recipients are eligible to join us at each year’s IFEA Convention. If you are interested in how you might apply for or provide support for future IFEA Foundation scholarships, more information is available in the Foundation section of the IFEA home page at www.ifea.com.

INTERNATIONAL FESTIVALS & EVENTS ASSOCIATION

“May the Road Rise to Meet You” CELEBRATING THE MAGIC OF IRELAND Most everyone likes to claim to being some part Irish! In fact, Pittsburgh is one of the most Irish cities in America, with 16.2% of the city’s population claiming Irish roots! That makes Pittsburgh home to the ninth largest population of residents listing Irish as their primary ancestral group.

Pittsburgh is also home to longtime IFEA member, the Pittsburgh Irish Festival, created to contribute to the rich cultural awareness of Irish history and tradition that exists in Pittsburgh, and whom we have asked to help us celebrate the Magic of Ireland, while bringing the ‘Luck of the Irish’ to our IFEA Annual Foundation Night Party and Auction.

Our primary, annual fundraising event, the IFEA Foundation Night Party and Auction is an all-important source of support that allows us to confidently provide convention scholarships to many young professionals who will become the next generation of industry leadership and to those deserving organizations working to build a solid and successful foundation for their festivals, events and communities. The funds raised also support our capabilities to provide and host top-quality industry presenters, speakers, and programming, helping us to raise the bar for everyone in our global industry.

SILENT AUCTION This year’s IFEA Foundation ‘Silent Auction’ will kick off online September 9th at 10:00am EDT and come to a close on September 30th at 6:00pm EDT, immediately before our Foundation Night Party.

While all item photos, details and bidding will be available online, many items will also be on display the first two days of the convention (September 29th and 30th) on the convention level of the Wyndham Grand Hotel. Whether you’re looking for a fun and relaxing getaway; gifts for yourself, family and friends; or a must-have product or service that helps your festival/event, the auction will have a wide variety of unique and useful items to choose from. All funds enable the IFEA

Foundation to continue their critical support of IFEA’s many programs and services, so bid high and bid often!

“MAY THE ROAD RISE TO MEET YOU” IFEA FOUNDATION IRISH CELEBRATION & LIVE AUCTION On Monday night, September 30th, we wish you ‘Céad Míle Fáilte’ one hundred thousand welcomes - and invite you to join us for a very special Irish experience. A memorable and magical night, to benefit a special cause, join us for an evening of dinner, fun, Irish music, Irish dancing, and, of course, bidding! Wear your green, and bring your Irish luck, as you bid on extended weekend stays, exclusive VIP opportunities, and behind-the-scenes interactions, within our Live Auction/Ultimate Experience packages, including a trip to the Emerald Isle itself!

The winner of our Ultimate Experience Getaway will be drawn and announced, just prior to the Live Auction’s start, and for those finding themselves on the slightly-unlucky end of any bids during the night, we encourage you to consider donating to the ongoing memories of global friends and the magical experiences created by our industry peers, through our ‘Paddle Raise’ portion of the evening!

Best of all, the “May the Road Rise to Meet You” IFEA Foundation Night Irish Celebration & Live Auction is included at no extra charge as part of your convention registration! So, mark your calendar now and plan to be there for this special evening! Sláinte (Cheers)!

A special thanks to our friends at the Pittsburgh Irish Festival for their help in making this evening’s celebration possible: Note: The IFEA Foundation encourages you and/or your event/organization to donate a special item, experience package, travel opportunity, or product / service / dining package to be included in the IFEA Foundation Auctions. Help support the IFEA’s educational mission and the future of our industry along with your professional peers from around the world. For more information call or email Kaye Campbell at +1-208-433-0950 ext. 8150 / kaye@ifea.com or go to the Foundation section of the IFEA home page at www.ifea.com.

IFEA Annual Convention & Expo - Schedule At-A-Glance TIME

Thur., Sept. 26

Fri., Sept. 27

Sat., Sept. 28

Sun., Sept. 29

Mon., Sept. 30

Silent Auction 8:00 a.m. to 6:00 p.m.

Silent Auction 8:00 a.m. to 6:00 p.m.

Tue., Oct. 1

7:00 a.m.

7:30 a.m.

8:00 a.m.

‘Inspire the Industry’ General Session

8:30 a.m.

Convention Opening & Keynote Speaker

9:00 a.m.

9:30 a.m.

10:00 a.m.

10:30 a.m.

CFEE FastTrack© Class

CFEE FastTrack© Class

CFEE FastTrack© Class

Affinity Groups / Educational Breakout Sessions

Affinity Groups / Educational Breakout Sessions

11:00 a.m.

11:30 a.m.

Educational Sessions

12:00 p.m.

12:30 p.m.

Lunch on Own

Lunch on Own

Lunch on Own

1:00 p.m.

IFEA Expo and Lunch

IFEA Awards Luncheon IFEA Expo and Lunch

1:30 p.m.

2:00 p.m.

2:30 p.m.

3:00 p.m.

CFEE FastTrack© Class

CFEE FastTrack© Class

CFEE FastTrack© Class

3:30 p.m.

Educational Sessions Affinity Groups / Educational Breakout Sessions

4:00 p.m.

4:30 p.m.

5:00 p.m.

5:30 p.m.

1st Time Convention Attendee Welcome

IFEA/Haas & Wilkerson Insurance Pinnacle Awards

DFEST® Hospitality Suite Happy Hour Welcome

Attendee Free Evening of Dining and Networking

‘Inspire the Industry’ General Session

Closing Session and Speaker

6:00 p.m.

6:30 p.m.

7:00 p.m.

7:30 p.m.

Attendee Free Evening

Attendee Free Evening

8:00 p.m.

IFEA ‘Foundation Party & Live Auction

8:30 p.m.

9:00 p.m.

9:30 p.m.

Attendee Free Evening

10:00 p.m.

DFEST® Hospitality Suite DFEST® Hospitality Suite

10:30 p.m.

EDUCATION

Departure or Free Time

NETWORKING/SOCIAL

CONTINUING EDUCATION

FREE TIME

AWARDS PROGRAMS

EXPO

* Connections Cafe is open all day during most convention hours for coffee breaks and networking.

Expo Load In: Sunday, September 29, 2024, 2:00 p.m.– 7:00 p.m. and Monday, September 30, 2024, 7:00 a.m.– 9:00 a.m. | Expo Load Out: Tuesday, October 1, 2024, 2:00 p.m.– 4:00 p.m.

IFEA M EM BER CONVENTION REGISTRATION FORM

Sponsored by

Return To: Mail: IFEA 10400 Overland Rd. #356, Boise, ID 83709, U.S.A. Fax: +1-208-433-9812 • Phone: +1-208-433-0950

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

Payment Form: Please complete this form for all those attending the Convention from the same organization. Please use page 1 to add organization information and page 2 to add all individuals from that organization. Be sure to complete sections 1, 2, 3, (4 optional) and 5.)

1. ORGANIZATION INFORMATION (Please add complete details for each attendee being registered on the 2nd page. Duplicate page as necessary.)

Organization: _____________________________________________________________________________________________________________________ Phone: __________________________________________________________ Website: _______________________________________________________ 2. ORGANIZATION CATEGORY: Please indicate which category you/your organization falls into from the list below: (Please check only one).

Affiliate Chapter

Association

Chamber of Commerce

Event Facility

Event Management

Event Planner

Tourism

Consultant Fair

Festival

Convention & Visitors Bureau Foundation

Downtown Association

Government Entity

Individual

Educational Institution Media

Event

Parks & Recreation

Student

Vendor

3. CONVENTION REGISTRATION FEES: (Please submit all monies in U.S. Dollars only.)

REGISTRATION RATE UNTIL: SEPTEMBER 6, 2024

FINAL REGISTRATION RATE: STARTING SEPTEMBER 7, 2024

MAIN ATTENDEE RATE: 1st Attendee Rate:

$795

$895

$ ____________

2nd, 3rd, 4th Attendee (SAME Organization)

$695

$795

x ____ Qty = $ ____________

5th Attendee or More (SAME Organization)

$595

$695

x ____ Qty = $ ____________

ADDITIONAL REGISTRATION TYPES: Full-Time Student (Current Class Schedule Required)

$445

$545

$ ____________

Qualified Volunteer (Contact IFEA for Definition)

$445

$545

$ ____________

Spouse/Guest (Social Activities Only. Does NOT Include educational sessions.)

$445

$545

$ ____________

REGISTRATION FEES INCLUDE: All Educational Sessions during the main convention; All Coffee Breaks at Connections Café; Entrance to the dfest ® Hospitality Suite; Entrance to the IFEA Awards Luncheon & Pinnacle Awards Presentation; Entrance to the IFEA Expo in addition to Lunch at the Expo on both days; IFEA Foundation Auction Night Event; IFEA Convention Program Book & Convention Attendee List; Registration does not include CFEE Certification Classes or Expo Exhibitor Registration. Separate registration required for each.

If registering for CFEE Core Classes or an IFEA Expo Booth, please use the separate registration forms found at www.ifea.com.

4. IFEA FOUNDATION DONATION: The IFEA Foundation, a 501(c)3 organization, works hand-in-hand with the IFEA as its primary partner in raising funds for scholarships, educational programs and more.

Donations to the IFEA Foundation may be tax deductible and a donation receipt letter will be sent for your records.

• Donation Amount (USD): Amount $25 $50 $100 $250 $500 Other $ __________ Promo Code:____________

TOTAL AMOUNT ENCLOSED: $ __________

5. PAYMENT: All fees are payable in U.S. Funds. Your registration form CANNOT be processed until payment is received. A processing fee will apply to all credit card transactions. To ensure that you are pre-registered for the 66th IFEA Annual Convention & Expo, return your signed registration form with full payment no later than 25 days prior to the Convention’s start. After that, please call Kaye Campbell, CFEE to make sure your registration has been received at +1-208-433-0950 ext: 8150.

Select method of payment:

VISA

MasterCard

American Express

Discover

Check (make check payable to IFEA)

Print Cardholder Name: ____________________________________________________________________________________________________________ Signature: ________________________________________________________________________________________________________________________ Credit Card Number:_______________________________________________________________________________________________________________ Expiration Date: _________________________________________________________ CVN Code: _____________ (MC/Visa-3 digit code back) (AMX-4 digit code front) 6. CANCELLATION POLICY: Full refunds will be provided for cancellations made prior to 30 days from the Convention’s start. A 50% refund will be provided for cancellations made 15-29 days before the Convention’s start. After 15 days prior to the Convention’s start, there will be no refunds for cancellations. Please contact Kaye Campbell for questions or cancellations (kaye@ifea.com or call +1-208-433-0950, Ext. 8150).

As a not-for-profit 501(C)6 organization, the IFEA reserves the right to refuse or cancel the registration of any individual or organizational attendee, 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. Additionally, the IFEA does not discriminate on any basis including race, sex, age, religion, national origin, sexual orientation or disability. For the complete Code of Ethics, visit www.ifea.com.

By registering for and attending the IFEA Convention & Expo, you provide the IFEA express permission to use your name, photo and/or likenesses in any and all promotional and/or advertising materials in any medium, including the internet. Additionally, by registering, providing complete contact information and attending the IFEA Convention, consent is provided from all registrants for the IFEA to send emails to the email address listed on this form for each registrant, in addition to listing the complete name and all contact information for each registrant on this form, on the IFEA Convention Attendee List.

I N D IVI D UAL

Sponsored by

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

A T T E N D E E I N FO RMATI O N FRO M SAM E O RGAN IZATI O N

ORGANIZATION: ____________________________________________________________________________________________________________________ Student Volunteer Guest Convention Attendee Name: _______________________________________________________________ Name for Badge: ____________________________________________

1st ATTENDEE

Position Title: _____________________________________________________________________________________

First IFEA Convention

Yes

No

Date of Birth (mm/yyyy): ________________________________________________ Year Started Employment in Festivals & Events Industry: __________________ Ice Breaker: What is one unique fact that people wouldn't know about you? _________________________________________________________________ Special Dietary Needs:

Vegetarian

Vegan

Gluten Free

Address: _________________________________________________________________________________________________________________________ City, State/ Province, Zip Code: ________________________________________________________________________ Country: __________________________ Phone: __________________________________________________________ Cell Phone: _____________________________________________________ E-mail: __________________________________________________________ Website: _______________________________________________________ Student Volunteer Guest Convention Attendee Name: _______________________________________________________________ Name for Badge: ____________________________________________

2nd ATTENDEE

Position Title: _____________________________________________________________________________________

First IFEA Convention

Yes

No

Date of Birth (mm/yyyy): ________________________________________________ Year Started Employment in Festivals & Events Industry: __________________ Ice Breaker: What is one unique fact that people wouldn't know about you? _________________________________________________________________ Special Dietary Needs:

Vegetarian

Vegan

Gluten Free

Address: _________________________________________________________________________________________________________________________ City, State/ Province, Zip Code: ________________________________________________________________________ Country: __________________________ Phone: __________________________________________________________ Cell Phone: _____________________________________________________ E-mail: __________________________________________________________ Website: _______________________________________________________ Student Volunteer Guest Convention Attendee Name: _______________________________________________________________ Name for Badge: ____________________________________________

3rd ATTENDEE

Position Title: _____________________________________________________________________________________

First IFEA Convention

Yes

No

Date of Birth (mm/yyyy): ________________________________________________ Year Started Employment in Festivals & Events Industry: __________________ Ice Breaker: What is one unique fact that people wouldn't know about you? _________________________________________________________________ Special Dietary Needs:

Vegetarian

Vegan

Gluten Free

Address: _________________________________________________________________________________________________________________________ City, State/ Province, Zip Code: ________________________________________________________________________ Country: __________________________ Phone: __________________________________________________________ Cell Phone: _____________________________________________________ E-mail: __________________________________________________________ Website: _______________________________________________________ Student Volunteer Guest Convention Attendee Name: _______________________________________________________________ Name for Badge: ____________________________________________

4th ATTENDEE

Position Title: _____________________________________________________________________________________

First IFEA Convention

Yes

No

Date of Birth (mm/yyyy): ________________________________________________ Year Started Employment in Festivals & Events Industry: __________________ Ice Breaker: What is one unique fact that people wouldn't know about you? _________________________________________________________________ Special Dietary Needs:

Vegetarian

Vegan

Gluten Free

Address: _________________________________________________________________________________________________________________________ City, State/ Province, Zip Code: ________________________________________________________________________ Country: __________________________ Phone: __________________________________________________________ Cell Phone: _____________________________________________________ E-mail: __________________________________________________________ Website: _______________________________________________________ Fax: +1-208-433-9812 • Mail: IFEA 10400 Overland Rd. #356, Boise, ID 83709, U.S.A. • Phone: +1-208-433-0950 If adding more attendees, please duplicate this page.

The Name’s V.A.L., Festi-V.A.L., That Is!

Festi-V.A.L. Powered By

Your Virtual Attendee Liasion for the IFEA Convention To Chat With V.A.L., Simply: Scan in the QR code on you phone Text “HI” to 833-572-0211 Visit the IFEA Website

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

EXHIBITOR SPOTLIGHT What year was your company established?

1996 How many employees does your company have?

25 What areas do you serve with your product/service?

United States, Canada and up to 30 different countries, worldwide.

How many festivals and events do you work with on an annual basis?

We work on over 2000+ events a year across multiple markets both large and small, a good portion of festivals are in that total!

What is your ‘elevator pitch’ and/or slogan about your product/service?

At Degy Booking we are industry leading talent buyers and agents who provide resources and expertise to help save you time and book the entertainment you want for your events. Whether you are a novice or advanced in your experience with entertainment, we offer entertainment buying, operational and logistical support every step of the way. Regardless of size, both small and large, we are client focused and our transparent process will guide you along to a successful event!

How/why did your company/ product/service get started?

Degy Booking International, Inc. (parent company) was started as an Artist management agency in 1996 (Degy Management Services). After several years of successful label signings, publishing deals and licensing agreements, Degy chose to enter the entertainment booking space. In September 2001, Degy Entertainment was launched as a booking arm of our parent company and quickly crew to a client base of nearly 100 music acts. In 2016, Degy created an operational branch of the company that was designed to assist clients with all logistical and operational aspects of their events booked through Degy. Growth continues to this day with the expansion of markets to continue to serve the needs of clients and audiences everywhere.

42

What new or improved product/service do you have to offer that IFEA audiences need to know about?

Along with our talent buying and roster of performers, we offer the World’s Largest Bounce House (over 10,000 ft2) called The Big Bounce America. It can fit over 200 people at once and has a live DJ inside while jumping. Visit www.thebigbounceamerica.com for more details on all the oversized inflatable products available for your events today. Our Headphone Disco – Silent Disco www. headphonedisco. com continues to be on the scene at many major festivals and with 10’s of thousands of headphones nationwide we can cover any size event. We have just announced new additions to the festival roster as well as a new DJ division. Meeting our clients’ needs is essential to our business.

What sets your product/service apart from your competitors?

Our commitment to our clients, versatility in the market, and knowledgeable operations staff. We work side by side with our clients to produce events that meet or exceed their expectations. We will guide and advise you every step of the way.

Don’t need the help? No problem, we can offer you as much or as little operational support as you want. It’s your event and we are happy to be a part of it.

What advice would you offer to festivals and events searching for your type of product/service?

Honesty is the best policy. Be open and transparent with what your expectations are because we can’t meet your expectations if we don’t know they exist. Also, work with someone you can trust will get the job done with you and with full transparency.

What is your company’s customer service philosophy?

We know that when it comes to producing high profile events, the stakes are high.

Our goal is to exceed your expectations and build a solid relationship with your event so we can help contribute to its success. You don’t have to be an expert to buy entertainment, we are here to assist you and make sure you have all the tools and resources you need to make the best decision possible for your festival.

IFEA’s ie: the business of international events

Fall 2024

Jeff Hyman Vice President

Degy Booking International 9826 Montpellier Drive Delray Beach, FL 33446 USA 732-818-9600 x 2 jeff@degy.com degy.com How many years have you been with your company?

Over 14 years What are your favorite festival foods?

Island Noodles, Pizza (I like to try different areas), anything with tater tots and you just can’t beat a good smoothie on a hot day!

What do you like to do to relax?

I like to watch movies and read books, with the occasional puzzle or crossword. Lego and snuggles with my kid is always on that list too!

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

Humble Leadership – currently reading.

What is the name of the last movie you watched?

Oppenheimer

Is Your Leadership Proactive or Reactive?

Build a culture that elevates thinking above sexual misconduct.

Give 100% clarity

Protect your team, volunteers, and attendees

Build trust and protect your reputation

“

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

A WeVow “Group” for your event includes: ■

■

■

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

■

■

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

■

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

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

IS YOUR ORGANIZATION

By David Ramirez

READY 44

IFEA’s ie: the business of international events

Fall 2024

E

vents organizations the world over have already experienced the transformative power of artificial intelligence to enhance and optimize their work. Over the past year, countless software solutions used by event professionals have added AI-assisted features, allowing them to experiment with AI without adding new brand technology to their Stacks1.

Now that AI has proliferated across tools and industries, organizations need to establish policies and procedures to manage the usage and implementation of these technologies across all departments and levels of an organization. Having a strategic framework at the organizational level is vital as more professionals utilize these tools to ideate, create, and execute events.

While this article will primarily address organizational concerns about artificial intelligence, the same framework can be applied to any modernization efforts to pull groups forward and remove tech debt2.

Organizational AI plans should cover each of these three areas.

1. Start with Data 2. Establish Policies for Use 3. Plan to Scale and Educate Event Culture Guides the Plan American architect Louis Sullivan said, “Form Follows Function”. The culture and structure of an events organization are the ideal starting points for establishing policy.

Smaller, newer organizations are generally more agile than larger, more established events. It may be easier to launch a technology initiative in a single department or team before growing it to the entire workforce.

Some event organizations embrace change, while others may take a more conservative approach to change management.

Regardless of the organization’s size, there must be room for experimentation.

Incorporating AI at an organizational level will likely have false starts, unforeseen obstacles, and growing pains. These friction points should not dissuade event professionals from integrating new technology into their workflows.

1. Start With Data Artificial Intelligence, in all its varieties, requires large amounts of data to be productive. Some models, like ChatGPT or Google Gemini (previously Bard), are trained on established data sets, known as Large Language Models. This can be useful for generative output, such as writing marketing copy or updating volunteer handbooks. However, constant data is needed to feed the machine to

create valuable outputs that will give events a competitive edge.

One of the greatest opportunities of AI implementation is in tracking revenue and productivity. Organizations typically spend weeks crunching ticketing data and attendee feedback to find trends. Now, tools incorporate analysis models to find macro- and micro-trends in near-real time.

Feeding The Data Machine This is an exciting proposition on paper, but the reality is that many events are ill-prepared to centralize their data in a useful way for processing. Data silos exist even in smaller organizations. Marketing may hold the information from feedback surveys and ticketing information.

Operations may have volunteer and staff reporting, along with vendor feedback.

Sponsorship has results specific to their own activations. And this gets more complex as events get bigger.

AI gets smarter as it is trained with information. How does your organization organize and maintain records across departments, events, and time? Do you have a large enough body of information to get results from an AI tool?

Looking Towards the Future Many robust data tools remain out of budgetary or technical reach for many organizations. However, as these technologies become more mainstream and less expensive, event professionals will likely be investing in data lakes or warehousing tools to centralize and organize information in the future.

2. Establish Policies for Use The biggest transition into organizational AI is establishing policies that govern use across teams. For many events, it is the wild west. Staff can test, implement, and use tools without seeking approval or permission. Most existing technology use policies do not accurately cover the many AI tools that have popped up overnight.

The ideal AI policy is not intended to be restrictive but rather provide guardrails that allow staff to still experiment and grow while maintaining the safety and integrity of the organization.

Empowered Use and Decision Making… with Scrutiny As the glamor of Generative AI3 wears thin, Predictive AI4 has the potential to advance events by analyzing and forecasting the results of everything from ticket revenue to new program elements to the draw of performers. But we’re still far Fall 2024

from having a crystal ball that allows us to see into our event’s future.

What Can Be Released into The Wild?

Until the technology matures, everything produced by AI should be scrutinized in the same way one would review the work of an intern. Delight in the quality of work, but always check the spelling and math. Even well-trained enterprise-grade technology will occasionally hiccup and struggle with rudimentary tasks. A review by management or leadership should be a mandated step, particularly for elements or content that cannot be easily recalled like print media or public relations announcements.

Understanding that AI is not infallible, ensure all staff and stakeholders know what AI uses are permitted internally and externally.

Seek Consistency Event organizations have unique voices that reflect the vibrancy of their communities. Leaning on AI to write content or create media can put those voices at risk. A well-crafted digital policy will allow people to use these time-saving tools while still maintaining the charm that many attendees and stakeholders expect.

The most straightforward consistency measure is establishing a set of parameters to use as an initial input when prompting an AI tool. Is your event’s style funny, sarcastic, country, metropolitan, or elite? Do you have a specific tone or tenor to your communication? Are there in-jokes or references that people expect? A prompt, used by all staff to “set the scene” for any AI tool, will ensure some amount of consistency.

Larger organizations may find that prompt engineering is not enough.

Tools like Grammarly and Claude allow organizations to take a more active role in establishing brand guidelines and tone at an administrative level, then pushing it into the software used by all teams.

Consistency is king in communication.

Consider how you’re maintaining a voice across the myriad tools and technologies that your team uses.

Data Privacy and Cybersecurity Be mindful that many AI tools are trained on the information put into them.

Understanding the privacy implications of any technology should be part of the due diligence when deploying AI or any tool organization-wide.

The ideal privacy policy will vary by organization. Basic anonymization or

IFEA’s ie: the business of international events

45

scrubbing of Personally Identifiable Information (PII) is a good place to start.

Check with your lawyer or other qualified counsel to see if your organization has specific privacy requirements based on size or location. Also, consider how attendees and other stakeholders may react if they discover their information is being uploaded into a tool without their knowledge.

This may be a good time to update any existing data privacy and cybersecurity policies.

3. Plan to Scale and Educate Robert Burns wrote, “The best-laid plans of mice and men often go awry.”

Without a plan to scale and educate, any attempt to roll out a technology organization-wide will lead to nothing but grief and pain. The scaling plan should consider short-term and long-term goals and equip the human capital with skills to use and maintain the technology effectively.

Short-Term Goals Short-term plans should seek immediate efficiencies and allow room for feasibility testing. Many event organizations have already found these short-term results with AI appearing in existing tools like email marketing software and CRMs. Budget and time should be allocated for experiments with technology and processes that can bring improved results to an event. Staff should be reassured that these experiments are not to reduce headcount but to augment tasks to allow staff to spend more time being creative and focusing on producing events.

Some of these experiments and tests will fail. Staff should feel empowered to “Fail Forward” and share their learnings with others who may be exploring similar avenues. Maybe share best practices during an IFEA Affinity Group?

technology as a strategic pillar in your organizational plan. Make sure your technology goals align with other organizational goals. Technology should not be a philosophical friction point in the future of an event organization.

Education is Fundamental Education is fundamental when deploying organization-wide AI. It supports employees of all levels with the understanding and skills necessary to harness the technology’s potential. Leaders must understand and grasp its strategic value.

Management staff must continuously be trained to administer AI solutions. Even frontline workers and volunteers must be able to use or engage with the tools. A strong education component establishes a culture of innovation and helps people and organizations navigate the complexities of this swiftly evolving technology.

Is Your Organization AI Ready?

Adding any new technology, let alone artificial intelligence, can be a daunting task.

But, as with any major organizational change, success should be measured in months and quarters, not days and weeks. Artificial intelligence is already making seismic changes in our industry. There are so many opportunities for those who are ready to embrace it.

Implement it intelligently. Move with purpose. And don’t forget, you still have that event next week.

Stacks or Tech Stacks: The combination of technology and software an organization uses to accomplish its goals. This can include website tools, CRMs, email tools, task management software, people management tools, marketing technology, general hardware preferences (i.e., Apple vs Windows), mobile technologies, and more.

1

Tech Debt: Borrowed from Software Development. Tech Debt refers to the practice of relying on temporary, easy-to-implement solutions to achieve short-term results at the expense of efficiency in the long run.

Resolving debt requires groups to invest more significantly in modernizing technology, infrastructure, and talent. (Edvantis) 2

Long-Term Goals During short-term experiences, teams will likely encounter software solutions that are too expensive, too difficult to use, or too data-intensive to be implemented viably. Understanding the Technology Growth Cycle5, we’re still in the Innovation and Growth stages. Don’t disqualify or exclude a specific technology because it is too expensive or difficult today. Technology will slowly stabilize over time, prices will decrease, and technical requirements will become more accessible. Using feedback from the short-term experiments will guide future plans.

Long-term technology plans should not take place in a vacuum. Add 46

Generative AI: Generative AI or generative artificial intelligence refers to using AI to create new content, like text, images, music, audio, and videos. Generative AI is powered by foundation models (large AI models) that can multi-task and perform out-of-the-box tasks, including summarization, Q&A, classification, and more. (Google) 3

IFEA’s ie: the business of international events

Fall 2024

Predictive AI: A computer program’s ability to use statistical analysis to identify patterns, anticipate behaviors, and forecast future events. Predictive AI makes statistical analysis faster and (theoretically) more accurate via machine learning and access to vast amounts of data. (Cloudflare) 4

Technology Growth Cycle: The natural lifecycle of a technology or product.

Technology starts with the Innovation Stage, where many rapid breakthroughs and developments happen. Then, it moves into the Growth Stage with widespread adoption and proliferation. Then, Technology moves into the Maturity Stage, where it becomes standardized and established as part of everyday life. Finally, it goes into Decline or Substitution, where it is phased out or replaced by a new technology.

5

The framework of this article was inspired by “Building the AI-Powered Organization,” which appeared in the July-August 2019 issue (pp. 62-73) of Harvard Business Review. A version of the article can be found at hbr.org/2019/07/building-the-ai-powered-organization S. David Ramirez is an award-winning marketing and communications professional from San Antonio, Texas.

He is the Senior Marketing Manager for Partnerships and Events at TINT, the community-powered marketing platform. He is the founder and principal consultant at SDMRamirez, an event strategies agency serving festivals and events nationwide. David is a subject expert in social, digital, and event marketing, presenting at countless events and webinars, including Adweek Social Media Week North America, Social Media Week Los Angeles, Digital Summit Dallas, Internet Summit Raleigh, and a recent plenary on Artificial Intelligence in Event Management at the International Festivals and Events Association annual conference. David is a frequent contributor to the Texas Event Management Institute and the U.T.S.A. Institute for Economic Development. He serves on the International Festivals and Events Association Foundation and the Texas Festivals and Events Association boards. Mostly, he’s a nerd. Talk to him about anime, craft beers, and science fiction.

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

FESTIVALS WITHOUT BORDERS

WITH ROBERT BAIRD

UNDERSTANDING THE

C

VISA PROCESS FOR FOREIGN ARTISTS

ontracting foreign artists to enhance your festival entertainment offerings is always fraught with complications.

Will they make it to my festival with the difficulties involved in current travel as flights are cancelled, or delayed by weather, etc.? Will they be able to get an entry visa in time for their performances at my festival? Once they make it to North America, will they have any problems at the border? What will I need to know to deal with taxation issues?

It has never been easy to cross any borders and today it is complicated and costly, but ultimately worth it, as foreign artists bring their unique talents and performances and enrich what we can offer to our festival attendees.

Here are some of the lessons I have learned in processing visa applications over the past years: 1. Start as early as possible – up to a year in advance.

2. If you try to enter the United States to work without a work visa you can be banned from entry in the USA for up to 10 years.

3. You need an entry visa as well as a work visa to enter the United States. The entry visa is acquired from the State Department under a separate DS-160 process. This does not apply to Canadian citizens as they can cross at the U.S. border with just their work permit.

4. There is a Showcase Exception which may avoid the need for a work visa but there are strict requirements for this Exception. This does not apply to Canadian citizens as they can cross at the U.S. border with just their work permit.

5. You can enter the U.S. 10 days before the approved date on your work visa I-797 and stay 10 days after the approved date BUT, if you intend to stay for the 10-day period after, you must get it approved by the Border Patrol officer when you enter and it must be on your I-94 record.

6. A work visa application is restricted to 25 beneficiaries now.

7. The time frame for a response from USCIS on a visa application is 15 business days with Premium Processing and approximately 3 months with Regular Processing.

8. That response might be a Request for Evidence which will stop the processing clock and require you to respond to the adjudicator’s request for additional documentation.

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IFEA’s ie: the business of international events

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9.

The time required to get an appointment at a Consulate for the entry visa must be factored into your touring schedule.

Wait times for appointments vary from Consulate to Consulate.

10. You must deal with the 30% withholding on fees paid to foreign artists in the United States. It is best to get a CWA or file a W-8BEN-E or Form 8233 whichever is appropriate.

11. Filing of a U.S. tax return is a requirement for foreign artists performing in the United States.

12. There is no requirement to obtain a work permit in Canada for most artists on tour.

13. You must deal with the 15% withholding on fees paid to foreign artists in Canada. An R-105 waiver is recommended.

14. Filing of a Canadian tax return is a requirement for foreign artists performing in Canada. There is a penalty of CAN$2500 for not filing the required return.

Some of these lessons will only be understood if you are familiar with the visa process and becoming familiar with it will be a plus for your organization. The visa process is, understandably, one which requires the applicant to prove the worth of foreign artists and convince immigration authorities that their entry into the country will be a positive benefit to that country. In the end, being able to add foreign artist to festival lineups is a win-win for everyone involved.

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

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!

EXHIBITOR SPOTLIGHT

What year was your company established?

1958 How many employees does your company have?

35 What areas do you serve with your product/service?

Our products have made it to locations all over the world, however, the majority of our regular customers are located in North America.

How many festivals and events do you work with on an annual basis?

We work with more than 500 events each year.

What is your ‘elevator pitch’ and/or slogan about your product/service?

At DFEST®, we design banners, signage, and custom décor so that it has the flexibility to be updated and re-used year after year.

Instead of throwing away and reprinting your banners each time an element changes, DFEST® designed products allow variable information, like sponsors and dates, to be removed and replaced.

How/why did your company/ product/service get started?

DFEST® has been decorating events since we hung flag lines for our very first customer, the Poteet Strawberry Festival, in 1958. What started as “Dixie Decorators”, a home-based convention decorating company, has grown and adapted over the years to a company that prides itself on knowing the industry so that we can offer unique products and affordable solutions tailored to the needs of festival, fairs, and special events.

50

What new or improved product/service do you have to offer that IFEA audiences need to know about?

We have a new feather flag and base combination that allows you to put flags anywhere and is a perfect solution for windy areas. The portable base is made of heavy-duty plastic and can be filled with water or sand to give it weight. The base is stackable for double weight in extra-windy conditions. Use this base with a Falcon feather flag (14ft-17ft), for ideal visibility at your event.

What sets your product/ service apart from your competitors?

Unlike many of our resale competitors, we are a manufacturer. Having an in-house production department and sewing room, we are able to meet tight deadlines and make quick changes that come with the nature of the event industry.

What advice would you offer to festivals and events searching for your type of product/ service?

Try to avoid wasting your decorations budget on throwaway signage. Instead, invest in quality, reliable, and reusable products so that you can build up your decorations inventory and create maximum impact and exposure through your décor.

What is your company’s customer service philosophy?

Our knowledge and service is the added value of our products. When you order form DFEST®, you are working with a real person who has invested time and energy in getting to know the festival and event’s need, and who cares about finding you the best solution for your event.

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Vanessa Van de Putte President & CEO

DFEST® 1930 N. Interstate 35 San Antonio, TX 78208 USA 210-227-5039 vanessa@dixieflag.com Dfest.net How many years have you been with your company?

23 years What are your favorite festival foods?

Raw or Baked Oysters, Chickenon-a-Stick, Steak-on-a-Stick What do you like to do to relax?

Attend drag races, fish while enjoying some beer What is the name of the last business book you read?

Who Moved My Cheese What is the name of the last movie you watched?

Beverly Hills Cop 4

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, CFEE 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

Micro Events Could Result in

BIG Community Impact – Rethinking Fourth of July

By Richard Mahler

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I

n the annals of event planning, there has been a long-standing belief that “bigger is better.” This mentality was driven by the idea that larger events could attract more attendees, generate greater revenue, and leave a bigger impact. Large festivals and massive gatherings became a symbol of success and prestige in the events industry, with organizers striving to outdo each other with grandeur and scale. Though still applicable in certain conditions with the proper funding, this mindset is now evolving as organizers and attendees alike are recognizing the benefits of smaller, more intimate events that prioritize quality over quantity. The shift towards community-focused gatherings reflects a growing appreciation for meaningful connections, personalized experiences, and sustainability in event planning, challenging the notion that bigger always equals better. As the industry continues to evolve, there is a greater emphasis on creating unique, engaging, and impactful events that resonate with community members on a deeper level while returning to the core values of community engagement and collaboration.

Following the event season for the City of Boca Raton, the Community Events staff had extensive conversations regarding available programming for its annual Fabulous Fourth of July program.

Featuring dozens of food vendors, free carnival rides, a movie on the lawn, and live music culminating in a fireworks spectacular, it was a behemoth of an annual event. Spanning over half a century, the existing program had continued to grow to a level where the current situation was untenable. From severely limited parking to

Kids Crafts Fireworks

Live Music

Trolley Service

Food Vendors

Games or Sports

Number

Event Name

Key Component

Time

Description

1

Firecracker 5K

Games or Sports

7AM

5K Race at Florida Atlantic University

2

Liberty Cup

Games or Sports

10AM

Pickleball tournament at Racquet complex

3

Block Party

Kids Crafts, Food Vendors

1PM

Craft stations, limited food vendors, and DJ at local park

4

Fabulous Finale

Live Music, Food Vendors

7PM

Focused version of original event with live music, fireworks, and food vendors.

unusable green space, the available event site did not meet the needs of the existing event or needs of attendees. As such, considerations on how to refine and focus the event were key to the development of a reimagined Fabulous Fourth program.

Listening Before Acting So how does one take a long-standing city event and reshape tradition for its residents? It begins by breaking down your event to aspects that are most valued by attendees and making strategic decisions to emphasize those elements to create a more impactful and cohesive experience for attendees. To do so, surveys and comment forums are critical to ensure staff are making informed decisions regarding the event. At Fabulous Fourth 2023, event staff conducted informal and formal surveys of attendees. More important than affinity for the rides or fireworks were a need for queue line reduction across the board from the trolley stops and rides to food and seating, attendance and large crowds were at the forefront of a majority of responses. Key event components

Noted Important Event Elements Fall 2024

for attendees were “kids crafts”, “quality food vendors”, “live music”, and “games or sports” on the lawn. Taking these into consideration, the staff would generate the building blocks for a revamped Fourth of July program.

In addition to the on-site discussion with attendees, over the next few months the planning group assessed data collected by the city’s Community Advisory Panel.

Two important takeaways from public meetings conducted by the Panel expanded on previous conversations with attendees. Attending community members noted that they “envision a dynamic city with a small-town feel” and wanted emphasis on “resident friendly and family focused” programming. (CRA, 2024) Furthermore, data showed that a large number of attendees were not from the City of Boca Raton. Rather, these individuals had travelled to benefit from the free event offerings at Fabulous Fourth. While balancing the economic benefits of attracting non-residents to city events are critical to the development of tourism and business in the area, the staff’s focus remained on prioritizing the local community members and how to make their experience more positive and meaningful.

Building Blocks The building blocks for a successful event include clear event goals and objectives, thorough planning and organization, effective communication and promotion, a dedicated team of staff or volunteers, reliable vendors and partners, attention to detail, flexibility to adapt to changes, and a focus on attendee experience and satisfaction.

First, in determining goals and objectives, the staff’s approach to Fabulous Fourth was relatively simple: 1) Strategically decrease current event attendance, 2) Provide a higher quality experience through reduced queues, and

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3) Incorporate key event components highlighted by past attendees. These three objectives served as the foundation for the event planning process. As the program schedule developed, community-focused events were at the forefront of the conversation. The goal was to achieve the promotion of genuine connections and relationships among attendees and foster a sense of belonging and camaraderie within the community. Meaningful interactions and tailored engagement would be the key to success.

Taking the key components of “kids crafts”, “quality food vendors”, “live music”, and “games or sports”, the team went to work on generating four unique events for the day. Scattered throughout the city, these would be a creative way to split the anticipated crowd out of the large evening event into more manageable micro-events. Not only would each of these provide one or more of the elements indicated previously, but they provide an experience befitting the wants of individual attendees while creating a scenario where attendance by an individual at all or numerous events would be rare.

Offering a more intimate and inclusive atmosphere for attendees, not only do these events achieve the overall goal of smaller community-focused programs, but the emphasis on selecting locations around the city also provide opportunities for highlighting municipal offerings and exposing community partners or sponsors to new audiences. These events allow staff to focus on impactful and shared experiences of the individual over the principally commercial aspects of largescale festivals.

Event Branding Ensuring cohesive branding across four distinctive events can be a challenge but not impossible when constructing a marketing strategy. To guarantee consistent branding across events, it is essential to establish clear brand guide54

lines that encompass visual elements, messaging, tone of voice, and overall identity. Develop a style guide that outlines specific logo usage, color schemes, typography, and imagery for each event, while maintaining a cohesive brand theme that ties them together. Utilize consistent language, taglines, and key messaging points across all promotional materials, websites, social media platforms, and communication channels to create a unified brand presence. By proactively managing brand consistency across the four events, organizers can strengthen brand recognition, foster audience trust, and create a cohesive brand experience for attendees.

For the Fabulous Fourth program, the team began with a general brand concept for the day long calendar of events. The iconography of this piece would be carried into every subsequent logo, so the core elements had to be strong yet flexible. As shown below, the central components of a constitution themed font paired with a waving American flag evoke deeply rooted patriotic themes. Moreover, these features were easily manipulated to build new pieces for other events.

By borrowing elements such as color palettes, shapes, fonts, or graphic motifs from the main logo and integrating them thoughtfully into new designs, organizers can establish a connection or relationship between the two entities while maintaining their unique identities. To make certain of unified brand presence, visual queues were key in the development of these logos. Flag stripes from the overall identifier can be seen as primary pieces in the Liberty Cup’s paddle board design as well as adjacent to the typeface in Fabulous Finale. When executed strategically, using design elements of one logo in another can strengthen brand recognition, convey a sense of unity, and create a harmonious visual identity across multiple entities.

IFEA’s ie: the business of international events

Comprehensive Communication Communicating such a drastic change to a traditional city event must be done proactively and imaginatively. It is important to be transparent, clear, and provide ample notice to prospective attendees.

Essentially, as an event planner is a storyteller, the communications strategy must be one that clearly speaks to the changes in a way that connects with the individual.

Leaning into the events history or nostalgia is a terrific way to mitigate initial conflict as the community digests alterations.

Incorporating elements that pay homage to the event’s past while introducing new features can strike a balance between tradition and innovation, preserving the event’s heritage while adapting to current trends or preferences. By linking event updates to historical offerings, organizers can create a sense of nostalgia, continuity, and authenticity that resonates with both long-time attendees and newcomers. With Fabulous Fourth, event staff connected to the past in unique and direct ways. The newly added athletic competitions were linked with community baseball games that occurred in the program’s early years. In addition, to represent the event’s years on campus at Florida Atlantic University, the 5K was added to the slate in partnership with the FAU Alumni Association. These, strategic placements, though subtle, provide a baseline for understanding and rationalization for changes in the program.

Utilizing various communication channels such as social media, email newsletters, website announcements, and traditional media outlets, the goal is to reach as many members of the community as possible. With a marketing plan implemented months in advance that clearly outlining the changes, and how attendees can provide feedback or seek further information is critical to easing the transition period between the known and unknown. A full media blitz and information campaign is required for the first two event cycles at a minimum to educate the public on programming changes and how it will positively affect their experience. For each of the stakeholder groups identified, planners must ask themselves some key questions.

• Why do you want to communicate with the community? (What’s your purpose?)

• To whom do you want to communicate it? (Who’s your audience?)

• What do you want to communicate?

(What’s your message?)

• How do you want to communicate it?

Continued on Page 104

Fall 2024

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.

THE UN-COMFORT ZONE

WITH ROBERT WILSON

WHEN YOU USE THIS STUNNING POWER

THERE ARE NO LIMITS

Unleash the possibilities in your life with this creative tool.

“If you can dream it, you can achieve it.”

– Zig Ziglar

I

stress and more tranquility in your life? Is it more confidence to influence others, or to excel further in your career?

have written in this column many times about the value of creative thinking. And, I’ve written about the various key components of creative thinking. But, I’ve never written about how one of those can transform your life for the better. When you put this component to work the world will open up for you.

You’ve probably already used this tool of creativity.

Most likely, at some point in your life, you planned a vacation or a trip. You chose a place, perhaps it was in an exotic location. Then you figured out where you would stay. Next, you arranged how to get there. Finally, you selected the activities you would do: the amusements, entertainments, and dining experiences... or maybe it was with the activities that you started your plan.

Or, perhaps you’ve planned a party. You came up with a theme.

Then you contrived the festivities: dancing, singing, charades, trivia, and such. Next, you selected the foods and beverages to serve.

And, finally you created a guest list and sent out invitations.

When you made these plans, you utilized this amazing tool of creative thinking. And, you can use it to enhance your finances, get the things you want, find the love of your life, and improve your health.

“Imagination is everything. It is the preview of life’s coming attractions.”

– Albert Einstein

“Visualize what you want to do before you do it. Visualization is so powerful that when you know what you want, you will get it.”

– Audrey Flack

“Do not build up obstacles in your imagination.”

– Norman Vincent Peale

What is this amazing tool, this component of creative thinking?

It’s imagination, and it is a natural exercise that we should be doing every day. Everything that comes to us begins with imagination.

But, as we enter full adulthood: working, bills, committing to a relationship; raising a family... we stop using our imagination. And, when we stop using it the progress of our lives slows down or comes to a halt.

“Imagination is the beginning of creation. You imagine what you desire, you will what you imagine and at last you create what you will.”

– George Bernard Shaw What is it that you want? Is it more freedom to do what you want to do? Is it more money to buy the things you want? Is it less

If you’re not living where you want to live; if you’re not driving the car you want; if you’re not working in the profession of your dreams, if you’ve not in the romantic relationship you desire, it’s because you haven’t been using your imagination, or because you’ve been dreaming too small. The good news is that it is never too late to start.

“Nothing limits achievement like small thinking; nothing expands possibilities like unleashed imagination.”

– William Arthur Ward When you are anxious or worried, you shut imagination down.

Or worse, you are imagining the very thing you don’t want. I find imagination is a great way to stop worrying. You replace negative thinking with positive thinking. It helps with mindfulness too, because it gives you a goal that you can focus on daily or in the moment whenever you feel anxiety or depression coming on.

Imagination is the tool we use to program our subconscious mind to help us achieve our goals and dreams. When we imagine something often enough; when our desire becomes potent enough; our subconscious mind starts working 24/7 to achieve that thing until it is accomplished. You will start to notice opportunities or avenues to achieve your goal. Your powerful subconscious mind is always on the alert to deliver on your desires.

“It’s time to start living the life you’ve imagined.”

– Henry James Here’s a way to help you understand how your subconscious mind works: think about the last time you were in the market for a new car. You considered your budget and needs, and then you searched the market. You looked at all the different makes and models that suited your criteria until you finally decided on the one car that would work for you. Before you decided on that particular Continued on Page 105

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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

EXHIBITOR SPOTLIGHT

What year was your company established?

2023

a personalized masterpiece, ensuring each moment is as unforgettable as it is unique.

How many employees does your company have?

Zero

What advice would you offer to festivals and events searching for your type of product/service?

Make sure your security consultant shares the same values as your organization/event.

What areas do you serve with your product/service?

We service the U.S, Mexico, Central America and South America How many festivals and events do you work with on an annual basis?

We try to stay around 50 each year How/why did your company/product/ service get started?

I saw a small drone show presented

by Intel at the Pyeongchang Winter Olympics. This really inspired me and led to starting a drone light show company in the U.S. What is your ‘elevator pitch’ and/or slogan about your product/service?

At Droneshow.com, our passion lies not just in creating memories, but in crafting tailored experiences that exceed our clients’ wildest dreams. With a relentless focus on your vision and objectives, we strive to elevate every event into 58

What sets your product/ service apart from your competitors?

Our drones are the brightest in the industry. One of our drones is the same brightness as four of our competitors’ drones. We also have the capability to fly a single drone for a flight time of nearly 20 minutes. This is nearly DOUBLE the time of show length that our competitors can produce on a single battery.

What advice would you offer to festivals and events searching for your type of product/service?

If you want to create something that people will talk about all year, drone light shows are the answer.

What is your company’s customer service philosophy?

Treat them like family.

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Jesse Stone President

Droneshow.com 799 Mincio Circle St.George, UT, 84770, USA 385-207-9839 jesse@droneshow.com How many years have you been with your company?

3 Years What are your favorite festival foods?

Elote and corndogs What do you like to do to relax?

Fly fishing is a pastime I’ve enjoyed since my youth. Nothing like getting on a river all by yourself in the mountains to help clear your mind.

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

“The 4-Hour Work Week”.

-Time Ferris What is the name of the last movie you watched?

Wish. I have 2 kids, so that’s my jam.

Tips for Impractical Weather

at Your Outdoor Event

By Maggie Mace, Chelsea Rhoads, Adam McMichael, and Jeff Hyman

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W

hen it comes to organizing outdoor events, one must always anticipate the unpredictable nature of the weather. To ensure a successful event despite inclement conditions, it’s crucial to strategize across three key areas: preparation, response, and post-incident management. Remember, the items listed are not exhaustive; each event will have unique requirements. These are essential considerations for weather planning.

Preparation: Weather is impactful to the setup for the event as much as the event itself. So, building a schedule for both the event itself and the setup for the event with contingency time is critical to mitigate any delays. From gusty winds to pouring rain, preparing for all weather eventualities keeps your event on track and enhances its chances of success.

Start by crafting and disseminating an emergency action plan encompassing guidelines for both performers and attendees. Creating a plan that pulls in standards from vendors for the event is important. I.e.: stage provider, production company, video wall company, staffing, and security to have a unified approach as not all vendors may come with the same plan. This plan should outline protocols for various weather scenarios, designated evacuation zones, and sheltered areas to mitigate risks. Prepare visual aids like video slides or recorded audio messages directing individuals to safety spots. Communication helps ensure that everyone is oriented towards a good event for all who are a part of it. Flexibility is the name of the game in these situations, and you might be surprised what you can pull off with out of the box thinking and teamwork when everyone is looped into the plan of attack to help the show stay on track.

Consider what event times are published in marketing. Rarely should artist performance times be published to the public. Stick to Doors/Gates Open time only so that if changes are needed for set times, you don’t have to worry about letting anyone down if something is different than expected.

Investing in weather insurance tailored to your event’s needs can be invaluable, safeguarding against financial losses stemming from adverse weather conditions. Familiarize yourself with different insurance options based on specific weather risks, seeking guidance from reputable event insurance providers.

Mitigate structural risks by understanding the load and wind capacities of staging equipment, deploying properly ballasted Tents/Canopies with wind walls. Prioritize

electrical safety by grounding equipment while maintaining safe distances from water sources. Ensure adequate coverage for instruments and infrastructure using tarps, tents, or Visqueen. Ground cover for heavy equipment and vehicles and attendee foot traffic to protect the venue is also very important. If the stage is covered and it’s just sprinkling, the show can go on!

Roofs protect from not only precipitation but also the sun. Gear overheating is a common problem during primary outdoor event season and many forget that the heat from the sun and electronics don’t mix well.

The heat and Sun are part of weather.

Shade and hydration for attendees and especially event staff are critical elements that many forget about. Add time to the schedule to accommodate rehydration and rest breaks during setup and tear down as needed to keep staff healthy. Have appropriate medical resources available to triage heat related illness. Encourage staff to dress appropriately to keep themselves cool but also protect themselves from sunburn and provide sunscreen to help mitigate the sun’s effects. On particularly hot days, make sure to provide sports drinks in addition to water to ensure staff is getting the hydration they need to keep healthy.

Weather can impact an indoor event too.

Think about how your attendees will travel to and access the venue where your event is taking place. While an indoor event may protect gear and attendees inside the building, severe weather can be dangerous for attendees as they’re waiting in line outside the venue or walking from their cars to get to the venue. Knowing the forecast can help you prepare to keep attendees safe.

Response: In the event of adverse weather conditions, swift and decisive action is paramount. Decision making based on what’s happening with the weather and an evaluation of the risk factors to workers/ staff for setup and operation of the event and, risk to attendees are some of the most important factors.

Communication has two parts- on-site using audio/visual messaging as well as using specified communication channels to patrons to keep everyone up to date on the event.

We recommend communications being directed by a single individual with the blessing of the identified decision makers to ensure accurate and unified messaging that the group is comfortable putting out to the public.

Activate your emergency evacuation plan immediately if safety is compromised, Fall 2024

ensuring all personnel and attendees are evacuated to designated safe areas.

Power down stages and equipment to mitigate electrical hazards and prioritize the well-being of artists and attendees.

If conditions permit, deploy inclement weather materials to shield stage and front-of-house areas, facilitating a swift return to normalcy once the weather subsides. Adhere to safety protocols for lightning storms, clearing the stage for prescribed durations following lightning strikes within a specified radius. Equip staff with appropriate protective gear and adjust schedules as necessary to accommodate delays or disruptions.

In the aftermath of weather-related incidents, assess infrastructure damage promptly, liaising with insurers to expedite repairs and minimize downtime. Implement mitigation measures such as drying out and reinforcing affected areas to restore operational readiness safely and efficiently.

Post-Incident Management: Following the cessation of adverse weather conditions, prioritize safety checks to ensure all equipment and surfaces are dry and secure before resuming activities. Communicate updates and revised schedules to attendees via various channels, including social media and on-site announcements, to maintain transparency and manage expectations. Clear pathways to the stage and provide clear guidance to facilitate a seamless continuation of the event. Capture comprehensive documentation before, during, and after, of all equipment and infrastructure through thorough photography and live video to facilitate insurance claims and ensure adequate coverage in case of damage or loss. Prioritize detailed imagery of each item, including serial numbers and condition assessments, to streamline the claims process and safeguard your event investment.

With these comprehensive preparations and response strategies in place, you can navigate the uncertainties of outdoor events with confidence, ensuring a memorable experience for performers and attendees alike.

Degy Entertainment is your source for everything event related. For over 25 years, they’ve built a reputation as one of the leading entertainment buyers in the world. They book and execute nearly 3,000 events each year in 30 countries around the globe.

For more details, go to: degy.com.

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WHAT DOES CHATGPT HAVE TO SAY?

TIPS AND TRICKS FOR MAXIMIZING

YOUR IFEA CONVENTION EXPERIENCE

W

ith the IFEA’s Annual Convention & Expo presented by atVenu coming up this September 29-October 1, 2024 in Pittsburgh, PA we asked ChatGPT to share some tips and tricks for maximizing your experience at the Convention. Whether you’re a first-timer or a seasoned attendee, here’s what ChatGPT shared to help you have a productive, enjoyable, and memorable convention.

Plan Ahead: First, it’s essential to plan ahead. Before arriving in Pittsburgh, take the time to review the convention schedule and identify the sessions that are most relevant to your interests and professional goals. Make a personal itinerary, but remain flexible as you might discover new sessions or speakers that capture your attention once you’re there. For example, if you’re passionate about sustainability in event planning, highlight sessions that focus on green practices and innovative solutions.

Actively Participate: When attending sessions, actively participate. Don’t be a passive listener. Engage with the content by asking questions and contributing to discussions. This not only helps reinforce your learning but also positions you as an engaged and proactive member of the community. For instance, if a speaker discusses a new marketing strategy, ask how it can be adapted to different event sizes or budgets. Your questions can spark valuable conversations and insights.

Network: Networking is a cornerstone of the IFEA Convention. From the moment you arrive, seize every opportunity to meet fellow attendees. Start conversations during coffee breaks, in hallways, and at social events. Introduce yourself with a brief and memorable pitch that highlights your role and what you’re hoping to gain from the convention. For example, “Hi, I’m Alex, an event coordinator from Denver. I’m here to learn more about integrating technology into festivals.” This approach not only breaks the ice but also helps others understand how they can connect with you.

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Leverage Social Media: Don’t forget to leverage social media. Use the official convention hashtag #IFEA2024 to join online discussions and connect with other attendees virtually. Share your insights, photos, and key takeaways from sessions. This not only extends your networking reach but also positions you as an active participant in the broader IFEA community. If you attend a particularly impactful session, tweet about a key point you learned and tag the speaker to show appreciation and start a conversation.

Attend the Expo The IFEA Expo is another goldmine for networking and learning. Take the time to visit each vendor booth, even those that may not seem directly relevant to your current projects. You never know where a new idea or partnership might come from. Engage with vendors by asking detailed questions about their products and services. For instance, “How can your software improve the attendee experience at our events?” Such interactions can provide valuable insights and solutions that you can implement in your own work.

Celebrate Achievements Celebrating the achievements of your peers is also an important part of the IFEA convention. Make sure to attend the awards ceremony and congratulate the winners. This not only shows your support but also allows you to learn from the best in the industry.

Pay attention to the strategies and innovations that led to their success and think about how you can apply similar approaches in your own work.

Participate in the IFEA Foundation Auction Another way to contribute to the IFEA community is by participating in the IFEA Foundation Auction. This event raises funds to support the association’s educational programs and initiatives. Consider donating an item or service to the auction, or simply attend and bid on the offerings. Your participation helps support the IFEA and its mission to advance the global festival and event industry.

WITH CHATGPT

Explore Pittsburgh: Pittsburgh itself is a vibrant city with much to offer. Make sure to carve out some time to explore its attractions. Visit the Andy Warhol Museum, take a stroll through the historic Strip District, or enjoy a scenic ride on the Duquesne Incline. Exploring the city not only adds to your overall convention experience but also provides opportunities to bond with fellow attendees outside of the formal setting. Organize a group outing to see the city together.

Contribute to the IFEA Community: Contributing to the IFEA community goes beyond attending sessions and networking. Consider volunteering for convention activities or joining a committee. This active involvement not only enhances your experience but also gives back to the organization that supports your professional growth. If you have expertise in a particular area, offer to lead a workshop or roundtable discussion.

Sharing your knowledge and skills can position you as a leader in the field and open doors to new opportunities.

Follow Up: Finally, follow up after the convention. The connections you make are only as valuable as the effort you put into maintaining them. Send personalized emails to the people you met, thanking them for their time and suggesting ways to stay in touch or collaborate in the future. If you discussed a particular topic or idea, reference it in your follow-up to reinforce the connection.

For example, “I enjoyed our conversation about event sustainability. I’d love to continue discussing how we can implement some of the ideas we talked about.”

Pack the Essentials: While you’re planning your time for during the Convention – it’s also important to do some prep work ahead of time and make sure you pack the essentials needed to help make your convention successful. Comfortable business casual attire is typically appropriate for most sessions and networking events, but don’t forget comfortable shoes as you’ll be doing a lot of walking and standing! Remember your business cards. These are crucial for networking. Bring more than you think you’ll need; it’s always better to have too many than not enough. Make sure you have a portable charger for your phone and other electronic devices. You’ll be using your phone a lot for networking, social media, and navigating the convention, so keeping it charged is important. And while you can use your phone or tablet for note-taking, sometimes it’s easier and quicker to jot things down by hand so be sure to pack a notebook and pens. Finally, don’t forget personal care items like hand sanitizer, breath mints, and

a refillable water bottle. Staying fresh and hydrated will keep you feeling your best throughout the convention.

In conclusion, attending the IFEA Annual Convention in Pittsburgh is a fantastic opportunity to learn, network, and grow within the festival and event industry. By planning ahead, actively participating in sessions, networking strategically, engaging with expo vendors, congratulating award winners, contributing to the IFEA Foundation Auction, exploring the city, and following up afterward, and packing smartly, you can make the most of your convention experience.

These tips and tricks will not only enhance your time at the convention but also help you build lasting connections and gain valuable insights that will benefit your career long after the event is over.

Enjoy your time in Pittsburgh and make the most of every moment!

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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EXHIBITOR SPOTLIGHT

What year was your company established?

2018 How many employees does your company have?

58 & counting!

What areas do you serve with your product/service?

Local, regional, national, & international (Canada).

How many festivals and events do you work with on an annual basis?

13,000 and growing What is your ‘elevator pitch’ and/or slogan about your product/service?

Our user-friendly tools enable you to plan easier and live better, creating incredible events of any size. Join us to revolutionize event planning and enjoy seamless, stress-free experiences.

Event planning doesn’t have to be stressful or burdensome. Let Eventeny transform your event planning process and make your next event a success!

How/why did your company/ product/service get started?

Eventeny was born out of necessity when our founder’s sister struggled to manage her events effectively. No software on the market met her specific needs, so Eventeny was created to help her plan easier events. During this development, we realized many other event organizers faced similar stress and challenges. Since then, we’ve been dedicated to simplifying event planning by creating user-friendly tools that allow organizers to manage all aspects of their events in one place. That level of familial support is embedded in our company’s core, as we understand that our mission to make event organizing easier requires not only great technology but also unparalleled support.

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What new or improved product/service do you have to offer that IFEA audiences need to know about?

We’ve added many new features, including seat selection, bulk approvals, ticket reselling, and more. Most recently, event organizers can now offer installment payments for vendors, allowing them to define the number of payments and the time period. Additionally, our customers are very excited about the new ticket mailing and shipping capabilities!

What sets your product/ service apart from your competitors?

Our customer service team is exceptional, going above and beyond to ensure organizers feel supported and prepared for their events. Certain plans even come with a dedicated live event support specialist you can contact for any assistance. Our all-in-one platform ensures that each feature seamlessly integrates with others, making your event management more streamlined and efficient. Just check our Google reviews!

What advice would you offer to festivals and events searching for your type of product/service?

If you’re considering a similar product, ensure it prioritizes the highest standards in privacy and security. This includes network and system security, service reliability and durability, product security, organizational information security, application security, and data privacy and portability.

What is your company’s customer service philosophy?

Our goal is to alleviate the stress of event organizers, ranked as the 5th most stressful job worldwide, by providing excellent technology and unparalleled support and guidance through our Community Engagement Specialist pairing program.

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Greg Wright Event Specialist

Eventeny Peachtree Corners, GA, 30010, USA 314-471-6079 greg@eventeny.com www.eventeny.com How many years have you been with your company?

2 What are your favorite festival foods?

Fried bologna sandwich.

What do you like to do to relax?

Listen to music, watch movies, and get some sleep!

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

Mike Weinberg’s “New Sales Simplified” What is the name of the last movie you watched?

No movies recently, I’m finishing up the series, “Peaky Blinders.”

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THE HUMAN SIDE OF LEADERSHIP

By Steve McClatchy

When you hear the word “leadership” what comes to mind? If you are like most people you think of a title or position, or of sports heroes or world leaders. Leadership may be more recognized and noticeable with these people, but it’s needed on a much more abundant scale.

Every day, in every event, we have an opportunity to lead in one of three key areas.

With every task, conversation or decision we make we have an opportunity to lead our relationships, our business (a team) or ourselves. The importance of leading our own lives and our relationships more effectively are often overlooked as components of leadership. Yet a group leader is doomed to fail if his or her own life is out of balance and their relationships are low in trust.

Those who have staying power as group leaders understand the interdependence of these three key areas. The stronger a leader is in each area the more loyal the followers and the more effective the results produced.

Here are some tips to help you be a better leader in each of these areas.

Lead Yourself We demonstrate good self-leadership when we pursue our personal goals and spend time with what we value most. Our goals and values are the ways we lead our lives, not manage it. Think of everything that keeps you from your goals and values and how hard it is to make time for them. We all know it’s difficult and the person who can do it is the person who is worthy of being followed. Pursuing their goals and values provides the leader with strong character and self-identity. If a leader lacks these things, then they will also lack the ability to effectively lead others.

Lead Your Relationships The first principle of effective leadership at the relationship level is that people don’t follow those they don’t trust. Trust cannot be faked, manipulated or forced but it can be earned.

Establishing compelling trust in relationships is a fundamental skill of effective leadership and will contribute significantly to a leader’s success.

The most important skill in building trust in relationships is listening and understanding. Think about a person who truly understands you a great

deal and now think about how much you trust them. People that will take the time to understand who we are and what makes us tick are people we tend to trust. When our cares and concerns are understood we are more willing to give back. Listening and understanding does not mean you agree, it just means you care.

In your next conversation, even if it’s with your child, let the person you are talking to know that you truly understand their perspective before you give yours. You will not only see a dramatic difference in the way people listen, you will begin building great relationships.

Lead a Team From managing team dynamics to consistently producing measurable results leading a team can be a complex and challenging responsibility. Where most books focus with team leadership is on a team’s mission, vision, values and goals, and for good reason. It is in these basic areas that most teams fail.

Trying to succeed without these components is like trying to win a race without knowing the rules, how far away the finish line is or in what direction.

Once these ingredients are in place a leader needs to make sure the policies, procedures, structure, people, rewards, information, and decision-making power are in alignment.

Correcting misalignments is the number one job of the leader and often the most neglected responsibility. When I say misalignments, I mean anything in the way of a customer being completely satisfied.

If you can take the time to do something every day in one of these three areas, I promise you will experience quantum differences in the success you achieve as a leader.

Steve McClatchy is a keynote speaker and author of the award-winning New York Times Bestseller Decide: Work Smarter, Reduce Your Stress & Lead by Example. Decide has enjoyed global success and has been translated into 11 languages including Japanese, German, Portuguese, and Spanish. In every keynote speech and workshop Steve weaves insight, interaction, and actionable content with humor, inspiration, and motivation. Over the past 20 years Steve has worked with the most prominent organizations in the world including Google, Under Armour, Disney, John Deere, Microsoft, NBC Universal, Accenture, HP, Tiffany’s, Wells Fargo, Campbell’s Soup, and many teams in the NFL, NBA, NHL, and MLB. He speaks frequently at Harvard, Wharton, and Chicago Booth. He has appeared on CNBC, ABC, CBS, Fox News, WSJ TV, and NBC’s The Today Show and has been quoted in The Wall Street Journal, Fast Company, WebMD, Oprah Magazine, Entrepreneur, and Investor’s Business Daily. Steve’s passion is for continual improvement and believes that when we stop growing, learning, gaining experience, and achieving goals we stop living.

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THE PR SHOP

WITH DAVE BULLARD, CFEE

ONE CUSTOMER, TWO BRAINS:

TAILOR YOUR MESSAGES FOR MAXIMUM RESULTS

R

ecently, the world lost a man who changed the way we market and promote. Chances are that you have never heard of Daniel Kahneman. He and a research partner found a way to prove once and for all that we humans are not rational thinkers and that the way we think can be used to influence us. The field he and a few others created, called behavioral economics, affects nearly every phase of our lives, from buying airline and concert tickets to the way we are encouraged to recycle. He won a Nobel Prize for his work.

You can put his life’s work to use for your festivals and events.

I’ll be leading a seminar on this in detail at the upcoming IFEA Convention in Pittsburgh (you’re coming, aren’t you?), but here’s a taste just to get you thinking.

At the heart of his research is this insight: There are two systems at work in our brains. System 1 is fast, intuitive and not big on the details. It helps us avoid the speeding bus, which is good, but it usually depends on past experience when deciding quickly on a new thing, which can be a problem. System 2 is slower. It evaluates the details. When you discuss your event’s benefits (as opposed to its features), this heads straight into System 2. It’s good when sorting out knotty problems but it’s lazy and prefers to let System 1 do all the work.

So how can you use these two systems?

Your marketing and PR need to be simple to understand and appeal to emotions. Say you’re marketing a concert at your event.

Of course, you’re going to have a picture of the performer in your social media post but make it the second photo. The one everyone sees first should be a shot from your files showing excited and happy people from a prior show. Think about the emotions people feel when experiencing your event and work them into your headline, the first line of your press release and social posts.

Blend an emotional benefit into your annual theme. Make people feel. Save the details, such as ticket price, for the landing page.

People put a lot of weight on the first thing they see or hear. It’s called Anchoring Bias. If your pitch for memberships begins with “Was $199, Now $99,” you’ve framed this offer as a deal, and it should help with conversions. Use the Scarcity Effect to move tickets: “Tickets running low - buy now!” or “Only 100 tickets will be sold.” Social Proof – positive reviews from past event patrons – influences people to like and trust you more. Think Amazon’s “Customers Also Bought” feature. Urgency makes System 1 spring to life.

Create a decoy, such as a higher-priced membership package, to sell more of the membership packages that were formerly 68

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the top level, and which remain the most profitable. Here’s an example from Kahneman’s book: A winemaker approached him with a problem. He had two wines on store shelves, one priced at $19 that he said was okay and another at $39 that was excellent. All the sales were going to the cheaper wine. Should he discount the more expensive wine? Spend a lot of money to remarket it? Raise the price of the cheaper bottle? Kahneman told him to create an even better wine at $59 and don’t expect to sell much of it. He did, and the $39 bottles flew off the shelf. The decoy worked. Airlines do this to you all the time with “seat upgrades.” McDonald’s new $5 menu is another example.

During the pandemic, did you notice the signs posted on public bathroom mirrors showing you how to wash your hands?

This comes from behavioral economic research, too. If the sign urging handwashing is in the hallway or taped to the bathroom door, it’s less effective than posting that sign right over the sink.

The closer the message is to the desired action, the more likely it is that people will take that action. The sign activates System 1, which wants action now.

Want to increase the recycling of drink cans and bottles at your event? Post the sign right over the recycling bins. I’ll bet you can think of ways to put this to use to reduce waste and trash at your events but also to help market your tickets and merchandise, too.

These are just a few examples of how marketers influence us – and how you can influence your event patrons – by using the way our brains work. Do you need your customers, members or sponsors to make a quick decision? Tailor the message to System 1. Do you need to change their minds? Craft your message to bypass the gatekeeper and go to sleepy System 2.

Think not only about the person who receives your messages but also about how they process them to get the maximum benefit.

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.

Why Use a Portal?

People use portals to get links to search, videos, user posts, purchases, history, resale items...

TRIPinfo.com is a portal used for logistics and details that are needed when planning Leisure Group Trips.

Common Denominators

Popular Portals

TRIPinfo.com

Pioneer

Some of the first commercial websites launched in 1996

One of the first commercial travel websites – launched in 1996

Purpose

Trusted website, loyal audiences

Trusted website, loyal audience

Design

Simple, clean, and largely unchanged since launch

Simple, clean, and largely unchanged since launch

Influence

Among the most popular global websites...hundreds of millions, even billions of monthly visits

Most popular website in its category...consistently 40,000-50,000 monthly visits

Pages per Visit, Time on Site

Higher than non-portal sites

Higher than non-portal sites

Bounce Rate

Lower than non-portal sites

Lower than non-portal sites

Privacy

User privacy protected. Acceptable Ads Certified: Strict global standards for unobtrusive, self-selected, tasteful ads

EXHIBITOR SPOTLIGHT

What year was your company established?

1938 How many employees does your company have?

95 What areas do you serve with your product/service?

We serve events at the local, regional and national levels annually. Our clients include small town events up to 30 day national events.

How many festivals and events do you work with on an annual basis?

Over 500 Festivals and Events around the country. This includes some of the largest events in the IFEA organization.

What is your ‘elevator pitch’ and/or slogan about your product/service?

Haas & Wilkerson Insurance is a family-owned and operated, full service insurance agency that specializes in risk management solutions for individuals and middle market companies. We have decades of experience, which allows us to offer trusted guidance and appropriate, tailored, and cost-effective insurance solutions. For three generations, we have been insuring risks including amusement parks, carnivals, fun centers, water parks, trampoline parks, fairs, festivals, and rodeos.

How/why did your company/ product/service get started?

In 1929, Albert Haas opened up a general insurance agency. Throughout the years, he realized there was a need for specialized insurance programs and solutions, specifically for the carnival industry. Ralph Wilkerson Jr. joined Al and strengthened the efforts to focus on being 70

a provider for a niche class industry and Haas & Wilkerson Insurance was born.

Today, the business continues to run on the same philosophy and values as was instituted by its founders, being led by a third generation with siblings Ryan and Kimberly Wilkerson at the helm.

What sets your product/ service apart from your competitors?

Haas & Wilkerson Insurance is an independently owned insurance brokerage that provides expert, full-service insurance to organizations throughout North America. Known for specialty and niche insurance products in the family entertainment industry, we also offer expertise in standard commercial and personal insurance. Our services include risk management, third-party claims administration, and loss-control.

What advice would you offer to festivals and events searching for your type of product/service?

When approaching your risk management plan you should always start with an industry professional as your quarterback.

This person can make sure that you and your team get the best coverage available at the best price for your event. We all know that our industry is unique in the exposures each event poses, that is why you need to work with not only an agent that is knowledgeable but also a program that will be there when you need them.

What is your company’s customer service philosophy?

Our goal is to be a trusted business partner with each of our clients, delivering specialized, consultative risk-management advice to businesses within our community and areas of expertise. When our clients succeed, we succeed.

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Christina Ramirez Producer

Haas & Wilkerson Insurance Fairway, KS 66205 913.676.9345 christina.ramirez@hwins.com www.hwins.com How many years have you been with your company?

18 Years What are your favorite festival foods?

Funnel Cake What do you like to do to relax?

Watch my chickens frolic What is the name of the last business book you read?

The Twelve Week Year What is the name of the last movie you watched?

Bad Boys Ride or Die

CONNECT VENDOR OPPORTUNITIES In an industry with an annual spend of 1 trillion in the United States, you need to reach industry buyers and event professionals through the IFEA Event Insider, Event Resource Marketplace, and IFEA website box ads, as they explore ways to improve their business.

IFEA EVENT INSIDER event professionals, these premier placements will give your company

to run a successful business. That means your message will reach the decision-makers you’re looking to target.

EVENT RESOURCE MARKETPLACE

Highlight your core message and are within the Event Resource professional buyers count on the guide to put them in touch with suppliers for all their project needs, and the ads help lead them to you.

Viewable online, 24/7

Digitally distributed each week

Event Insider

IFEA WEBSITE BOX AD

website. These box ads will occupy prime real estate to help sell your products and services to industry allowing your ad to be seen AFTER

Viewable online, 24/7

Event Resource Marketplace

POWERED BY

IFEA website box ad

Exploring Innovative Procurement Solutions: Partnering with Communities to

T U C COS

TS

By Traci Ridling

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The Pasadena Tournament of Roses® Association is a non-profit, volunteer-led organization producing iconic events that ignite the spirit of celebration and unite communities. Each New Year’s Day, the world turns its attention to Pasadena to enjoy the Rose Parade® presented by Honda and the Rose Bowl Game® presented by Prudential. Captivating more than 20 million television viewers in the US and broadcast in nearly 100 countries, the Rose Parade is now entertaining millions through multiple streaming platforms on January 1. The Rose Bowl Game has continued the cherished college football tradition for over a century, delivering the Granddaddy of them All® to 27 million nationwide viewers. Beyond the breathtaking floats and gridiron battles, the Tournament of Roses is committed to enriching the community in meaningful ways through various events and initiatives throughout the year. The Tournament of Roses spreads joy, celebrates tradition, and inspires community spirit, captivating audiences year-round.

Planning and producing events of this magnitude has all sorts of challenges.

Most of us in the event industry are battling increasing costs for services that include security, sanitation, and tent rentals, to name a few. We are also experiencing rising administration expenses for insurance coverage and salaries. Many of us still need to come into an office, where we are also experiencing a hit to our budgets on overhead for our headquarters area, which may include rent, maintenance, building insurance, property taxes, utilities, etc. Increasing costs combined with the challenge of generating new or increased revenue requires us to be creative in keeping our expenses under control without sacrificing the quality of our product and the experience our attendees expect to enjoy when they spend the effort and money to attend our iconic events.

Budgets are under constant scrutiny and increases in the costs of supplies and services can lead to reductions in services for our supporting events if they are not balanced with increases in our revenue streams. Raising costs for our events by increasing ticket prices is only sometimes feasible to generate additional revenue.

Public safety and liability insurance are

a significant percentage of increased expenses, and the costs of these services are rising exponentially.

Sponsorships can be the “go-to” for revenue streams; in the past, certain vendors were open to providing discounts for their services or donating or participating in our fundraising events. Recognition for their participation was worth a discount or donation, but they are experiencing similar pinches in their budgets and the same rising costs. Our recent experience with those who have participated in the past shows they are not doing so at the same level currently. We are grateful for our vendors’ past support. They have been wonderful and have participated when they could. However, we have noticed a decrease in their involvement, which has made it challenging to ask for their continued support.

While developing budgets and working with our vendors for pricing, it became clear that we had to find opportunities to reduce our costs without going the traditional route of increasing revenue and finding a full sponsorship but instead developing a “community partnership” relationship and reducing costs.

These savings would be small but a good foundation for building upon these Fall 2024

relationships as we progress through these challenging financial times. Having direct dialog with our vendors aided in creating opportunities for partnerships for our 2023/2024 events. We found several scenarios where this application reduced expenses for the Association and provided the vendor with a positive return, mainly with recognition as a community partner for the Association. We were able to reduce costs for an extended ongoing service agreement, keep costs to a bare minimum for a new service not budgeted for, help fund a landscape project with rebates and a community partner for labor, and apply discounts to a meeting room renovation that was past due to name a few. Details about each of these “creative procurement” applications are provided in this article, showing that no savings are small and may lead to improved community involvement and partners.

Transforming Partnerships for Cost-Efficient Services: A Case Study with Our First Aid Provider The first example is with the Association’s first aid provider. They provide first aid services during our Parade by utilizing volunteers to staff 20+ first aid stations along the 5-mile Parade route.

The previous contract fees included costs for supplies for the first aid stations and for training their volunteers specifically for our Parade and related events. The cost for this service, while low compared to contracting with a private contractor, increased each year and became untenable for us. And they needed to cover their costs, which were rising as well. Since we needed to reduce costs and they needed to find value in providing these services, our initial plan was to reduce the number of first aid stations by 25%. Although we worked closely with our Fire Department to ensure we would not sacrifice public safety, which we would not have, it was not ideal.

We opened the dialog with our partner and were open and candid about our budgets and the costs for their services.

We found that although they are a national organization, the local chapter is one of the only chapters that provides a service of this kind. They use our event as training for their volunteers and are immensely proud of their work, but they couldn’t do it without reimbursement for costs incurred.

We discovered that recognition of their services was valuable and important to them. They could apply a cash value for the recognition, so we could structure

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an agreement for one year to keep the level of services the same without reducing the number of stations as initially planned. They would get recognition as a Community Sponsor on our website, our digital newsletter, and our print materials such as our event programs.

The cost of their services was reduced by 50% for the 2024 Rose Parade. This was successful for both parties and as a result, we are working out the details for a multiyear agreement with similar terms going forward.

Innovating on a Tight Budget: Establishing A New Service by Partnering with Local Universities Our second example involves professional medical care for our Parade participants during the Rose Parade or following their completion of the Parade.

Although our first aid partner, as described in our first example, provides a tremendous service for our Parade participants, they are limited in their treatment options, which results in medical transports to the hospital that might not be needed since they’ll always err on the side of caution.

They are usually for minor conditions, but since the health and safety of our Parade participants is our top priority, we wanted to improve in this area. So when an opportunity for a local University, specifically their school of medicine, presented itself for involvement with our event, we identified the need for them to provide professional treatment utilizing physicians and nurses at our Parade disbanding. We were excited about this new service, but there was no budget, so we opened a dialog with their team, and we found that recognition for their team and University and becoming a Community Partner was important to them. This group is a primary medical provider and University in Southern California and is building new facilities in Pasadena, home to our Rose Parade.

We could capitalize on their desire to be involved now and in the future. We could spend minimal costs on providing a small tent, generator, food, juice and water for their treatment area. Their team provided the medical supplies, cots, physicians and nurses at no cost to our organization.

They were able to display banners with their organization’s name on-site, they wore logo gear while on-site, and we provided recognition of their services on our website, digital newsletters and in our printed event program.

This service was extraordinarily successful. There were zero (0) hospital transports this year, reducing city fees

we paid in the past but, most importantly, providing quality care to our participants.

Last year, without them on site, we had 20+ medical transports for similar conditions assessed and treated on-site this year instead of sending our participants to the hospital. The group is happy with the recognition they received, enough so that we are negotiating a multi-year agreement in the future.

Creative Solutions for Sustainability and Cost Efficiency: Utilize Rebates, Grants and Community Engagement Our third creative procurement example is a landscaping project at the Association’s headquarters. Our Budget and Finance Committee tasked the Procurement and Facilities team with reducing expenses for the organization’s facilities. Located in a perpetual drought landscape in Southern California, this project needed to be updated to avoid third and fourth tier water rates, comply with water consumption restrictions and provide a pleasing landscape area fitting for the entry to our offices and headquarters.

This specific project included turf replacement and a change to the irrigation. We removed the traditional turf grass, changed the spray irrigation to drip irrigation and installed gravel and DG (decomposed granite) in place of the turf. I’m sure we are not the first organization to take advantage of a rebate, but we certainly did for this project. It is a tedious and time-consuming process, but ultimately, we were approved for a $2,500 rebate. This might sound like little cost savings, but it helped get this project into the approval column.

We didn’t stop there. We have a long-standing relationship with the Scouts participating in our Parade, so when the son of an Association volunteer Member who is an Eagle Scout expressed interest in our past turf replacement and drought tolerance efforts, we expanded that into a project for him. We worked with him to develop a proposal for approval by his Eagle Scout council to work alongside our professional landscaping company to provide labor for the removal of turf, hedges, etc. and labor to plant new approved drought tolerant plants and to install gravel in areas where the turf is being removed. He will get credit for this project as a team leader, and their Eagle Scout group will get recognition for their efforts in our newsletters. Their labor saves our

organization an additional $3,500, and they get well-deserved recognition as a Community Partner and involvement in a sustainability project.

Cost-Effective Solution For Essential Renovation: Community Collaboration for Quality Product Our fourth example demonstrates how we could afford a much-needed renovation to our organization’s meeting room. It was last renovated in 2000, 23 years ago, and the wear and tear were showing throughout the room. The room hosts meetings, dinners, press events, etc. and is our showpiece room. The room was dark in color, the design was outdated, and the carpet was stained and damaged to the point where basic carpet cleaning wasn’t working. Commercial-grade carpeting, wallpaper, paint, etc., are expensive, so we had to be creative once again.

We teamed up with a current Tournament of Roses Volunteer who is an Interior Designer by trade to develop the design and assist with selecting materials. She discounted her hourly rates and charged only pass-through costs on materials (no markup). Staff provided project management services, so this professional cost was eliminated; we were able to get the paint donated, the wallpaper and carpet were discounted, and the wallpaper was installed at a discounted price by giving recognition to these groups as Community Partners in our newsletters, local media and with a temporary plaque (1 year) in the newly renovated room.

We saved a minimum of $15,000 in expenses on this project. Our partners loved the recognition but, most importantly, loved participating in the project.

Bottom Line: Leverage Creative Procurement for Cost Reduction Through Community Partnerships The Pasadena Tournament of Roses is consistently improving its procurement services and initiatives in innovative ways, even amid challenges to reduce spending.

These changes are carefully implemented to ensure they do not compromise the quality of our events and projects. Moreover, they present new opportunities for collaboration with our community partners.

When seeking a service or product, some of these creative solutions described above should take a different place than a solid procurement policy; competitive bidding is always a solid business plan. These creative solutions Continued on Page 105

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$HOW ME THE MONEY

WITH DAVE DEMER

“LIVE BY THE RATINGS,

DIE BY THE RATINGS”

T

hat’s a phrase we used in the radio business selling ads. When our ratings were near the top of the ranking list, that’s the first thing (and sometimes the only thing) we’d talk to potential advertisers about. “Look how good our ratings are, we’re worth every penny we’re charging you.” Inevitably, ratings would fluctuate and the price per commercial would drop, because we made a point of basing the price on the ratings. Ratings dropped, price dropped.

Sports teams have the same issue: Sell by the ticket sales alone and you don’t have a plan for when the team isn’t performing well.

When you’re talking to a potential event sponsor, attendance will come up in the discussion. If you’re lucky enough to have lots of attendees, that’s great, but there is no guarantee they will always be there. And if you don’t have a huge attendance, how do you ask for a dollar amount that isn’t based solely on the number of people at the event?

Fortunately (or unfortunately!), I’ve had plenty of experience in this space. I’ve sold sponsorships for college football teams that had so few attendees, people just sat where they wanted. And radio stations where you had to get to the 2nd page to find their spot on the ranking list. And yes, plenty of events where attendance was weak.

Here’s how I handle it.

I start by downplaying the attendance right from the beginning, not by hiding it, but with my answer being kind of nonchalant and very open ended.

“How many people are expected?”

“I think in the past we’ve had as many as X and as true with all events, we’ve had years with weather where we only had X, but what really is great about our event is…..”

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Fill in the blank from there, maybe with: • The quality of the people that do show up is what really matters • Our event has so much to do for the whole family that people come and stay so you get more time with the people that do attend • They are all local so they can become your customers after the event, they aren’t traveling here to attend • Or one of many other things you can say to shift the conversation away from the quantity discussion.

From there you can try to shift the entire discussion in another direction. Try pivoting to a discussion about what matters most to them, maybe by asking how many customers they’d love to generate out of being a sponsor.

For example, if a car dealer tells you that in order to be a partner at your event, they’d need to generate an additional 20 sales, that’s great info to have. Whether you have 10,000 people or 50,000 people is less important now, instead it’s time to focus on what you can do to help them sell 20 cars. If you do that, they won’t ask about the total attendance number ever again.

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!

EXHIBITOR SPOTLIGHT

What year was your company established?

1993 How many employees does your company have?

300+ What areas do you serve with your product/service?

We provide direct-security guard services in the mid-Atlantic region, and security management/consulting nationally.

How many festivals and events do you work with on an annual basis?

150+ What is your ‘elevator pitch’ and/or slogan about your product/service?

We’re a seasoned event security company that plans and manages events nationwide.

We’re scalable enough to be able to handle a project of any size, and lean enough to be able to give every customer the attention they deserve.

How/why did your company/ product/service get started?

The founder of our company started it in 1993 in order to provide security guard services to events at the then-newly built Pennsylvania Convention Center. Our current owner came to it in 2001 with an event and hospitality background and grew it into a leader in the industry.

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What new or improved product/service do you have to offer that IFEA audiences need to know about?

We offer all types of services but the newest product with the biggest impact on guest safety and experience is the OPENGATE weapons detection system which allows us to screen guests quickly and contactless.

What sets your product/ service apart from your competitors?

We’re a small, family run firm with a seasoned team of event professionals. We don’t just provide or manage the guard force, we fit into your event management team as an extension of that team.

What advice would you offer to festivals and events searching for your type of product/service?

Ask how the provider will service your event. Will they hire security guards specifically for your event? How many events do they service annually? What equipment do they expect you to provide and what do they have in their arsenal already?

What is your company’s customer service philosophy?

Every event we service, we want them to become a reference for future customers.

We are proud that so many customers of ours have been customers for decades.

IFEA’s ie: the business of international events

Fall 2024

Yousef Kassis VP, Operations

Imperial Events Security Services 2501 Wharton Street, Unit I Philadelphia, PA 19146, USA 888-502-4377 yousef@iessevents.com Iessevents.com How many years have you been with your company?

13 years What are your favorite festival foods?

Churros What do you like to do to relax?

Anything near a beach What is the name of the last business book you read?

Great at Work: The Hidden Habits of Top Performers What is the name of the last movie you watched?

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E I D OU

HOW TO R T A BAD SPONSORSHIP (and Get Out Gracefully, when the Time is Right)

By Kim Skildum-Reid

Just about every rightsholder in the world can run through their sponsorship portfolio, noting the great sponsors, the improving sponsors, and the sponsors that are just taking up space – the bad sponsors.

You don’t hate them, and they may be lovely people, but you know they just aren’t right for your property, and you don’t know what to do about them.

To be clear, when I reference “bad sponsors”, I’m not necessarily talking about sponsors with bad intentions, although those do exist. I’m talking about sponsors that are significantly less than ideal for your organisation. These could include…

• Sponsors that aren’t a great fit for your properties values, attributes, or target markets • Sponsors that may have once been a good fit, but they’ve changed direction (or you have), and they’re not anymore • Sponsors that are sponsoring at a far lower financial level than you should be getting in their category, and they have no interest in investing more • Sponsors that don’t leverage well or

at all, adding nothing positive to the fan experience • Legacy sponsors that appear to be investing more out of habit than any belief in the value of the partnership There are bad sponsors that I’m not covering in this blog, because they don’t have good intentions, and the faster you turf them out, the better. These include sponsors that…

• Are bullies • Put you in financial strife • Consistently do things that diminish the fan experience • Demand too much exclusivity • Breach exclusivity Fall 2024

There’s no upside to making nice with these sponsors.

Back to that middle ground – the not-great sponsors that you need to live with for now – and how to make the best of it.

Making a Silk Purse Out of a Sow’s Ear That was one of my grandpa’s favourite sayings, It references trying to make something beautiful out of not-great materials. Sometimes it works. Sometimes it doesn’t. But if you’re stuck in a contract with a less-than-ideal sponsor, there are some ways to make the best of it.

This advice assumes that you’ve tried to change the fundamentals of the relationship – the engagement level, the sophistication level – to no avail, and what you’re doing now is trying to get something good out of the relationship, while riding it out.

Can they make referrals?

The sponsorship industry is robust and global, but the network of sponsors in a given marketplace is generally not that big. Sponsors know each other. They sponsor the same properties, they go to conferences together, they change jobs and grow their networks.

If you’ve got a not-ideal sponsor that is well-connected, you can ask for referrals to other potential sponsors. If you’ve got a specific sponsor in mind, they may be able to help you get a foot in the door. They may also have some ideas for potential sponsors, where they have a contact.

Either way, the only way to know is to ask and, frankly, you should be doing this with all of your sponsors.

Can they substantially extend your marketing plan?

Does your not-great sponsor have substantial marketing channels? A big mailing list or social following?

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High-visibility or high-traffic locations?

You could work with them on leveraging the sponsorship through those channels, extending your marketing efforts.

This does require that you’ve got at least a moderately good target market and value fit, otherwise they’re extending your marketing plan in a direction you don’t want to go. But if that works, this is one way you can extract more benefit from a sponsor.

Can they provide expertise or volunteers?

If the sponsor has tech, operational, or marketing expertise that you would otherwise have to hire in, they may be able to provide that expertise to you. It could be a short-term secondment, or simply some consulting-style advice.

Or maybe they have a workforce that would love to volunteer for your property, providing the people-power to help bring what you do to life.

Either way, it provides both you and the sponsor with more value.

Are there sensible cross-promotional opportunities?

Occasionally, there is some value in pairing up one of your better sponsors with one that is less great, so they can implement a strong leverage idea together.

You could come up with the idea, and bring them together, or you could identify a potential pairing, bring them together, and brainstorm how it could work.

Does it take almost no effort to service them?

Then there are the sponsors that pay the fee year after year, do nothing with the sponsorship, aren’t interested in doing anything with the sponsorship, but demand very little from you. It’s the flipside of “take the money and run”.

This is not the kind of sponsor you want in your portfolio, it’s really not. But if they’re causing no harm, and not limiting the other sponsors you can sell, there’s no huge downside to letting them bumble along for a while.

Moving On Again, the above advice is about riding out a contract that just isn’t working for you. The last thing you want to do is renew it. Truly, don’t renew contracts with bad sponsors. It’s not worth it.

The best demonstration of your value to sponsors is your current slate of sponsors.

If current sponsors see the value, they’re happy, and they’re leveraging in creative 82

and strategic ways, that’s a huge positive for future sponsorship sales. Dead wood in your portfolio isn’t.

Don’t put off the inevitable If you know you don’t want to renew a sponsor, tell them straightaway, even if there are months or a year or more left on the contract. Be super-clear that you are still committed to delivering on the sponsorship, right up until the contract expires, but you won’t be seeking a renewal.

Be upfront Tell them why you won’t be renewing.

Don’t blame individual people, because the issues may be out of their hands. The sponsorship may lack internal buy-in, or it may be a CEO-choice sponsorship that never worked for the brand. Their brand direction may have changed, and what worked for them before doesn’t anymore.

Their attention may be totally focused on some other, huge sponsorship. They may be going through a restructure, or it may be something else.

A good strategy is to say something like one of these…

“We’ve valued you as a sponsor for the past X years, but it appears that the sponsorship isn’t working well for either of us. It’s just not a great fit, and that’s limiting its success. We don’t want that, and I’m sure you don’t either.

For that reason, we’re making the hard call not to seek a renewal at the end of the contract. We will continue to work with you until then, and wish you all the best with whatever comes next for your sponsorship program.”

Or your could swap in…

“Commercial reality is that a property like ours should have a larger, more active sponsor in your category. We realise that’s not something you can do, at the moment, but it is something that we’d be remiss not to pursue.”

Or… “You’ve been a sponsor for many years, which we’ve valued enormously. But in the past few years, the sponsorship appears to lack buy-in and engagement from your stakeholders. It’s not atypical that a sponsorship of this kind of tenure will eventually go off the boil, so we get it.

But rather than beating a dead horse, we believe it’s best that we both move on.”

All of these examples position your organisation as a professional, commercially astute peer, and that’s a good thing. In any case, as difficult as the above conversations may be, it’s

IFEA’s ie: the business of international events

Fall 2024

better than keeping problematic sponsors around indefinitely.

The mutual goodbye One thing that may come of a conversation like the above is a mutual decision to shorten the contract. For instance, if you have 18 months to run on a contract, you may decide to keep going through the next event, and drop the final year.

Again, this must be a mutual decision, and better for everyone involved. If it’s not, then don’t make that offer. But if you do decide to amicably part ways, it frees both parties up to pursue new and better opportunities.

The upshot As a strategist, my inclination is always to try to fix things – and that includes problematic sponsorships. In my experience, the two most effective ways to either fix a sponsorship, or find out it’s not fixable, are these: • Work with a sponsor and their stakeholders to develop a really good leverage plan.

• Hold a sponsor workshop. I do a lot of these, where I walk all of the sponsors through the process of developing their leverage and measurements plans, so they leave with a draft plan and a lot more vision about what they can accomplish with it.

But if you’ve tried one of these strategies – or something like them – and nothing has changed, you need to resign yourself to the fact that it’s unlikely to improve. It’s time to make a plan for life after that sponsor, and make the most of your remaining time with them.

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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EXHIBITOR SPOTLIGHT

What year was your company established?

Piviy was established in 2023.

How many employees does your company have?

Piviy has five employees.

What areas do you serve with your product/service?

Piviy currently serves the Mid-Atlantic Region – Maryland, Washington DC, Virginia, Pennsylvania, Delaware, West Virginia, and New Jersey.

How many festivals and events do you work with on an annual basis?

We currently service approximately 10 events per year.

What is your ‘elevator pitch’ and/or slogan about your product/service?

Piviy serves outdoor festivals/events who don’t have brick-and-mortar restrooms and offer porta potties to general admission attendees. We believe everyone should have an option to use clean, air conditioned, flushing restrooms.

We bring the VIP restroom experience to Festivals and Events a la Carte for a porta potty price. Our booking fee is just $500 per each three-unit trailer. Attendees pay for the upgraded experience for just $2 per use.

How/why did your company/ product/service get started?

Our founder, Jackie Cheron, is a licensed architect and general contractor. She has worked both on the design and construction of buildings for the past twenty plus years. A longtime porta-potty user, she has always wished she didn’t “have” to use one. This is why she started Piviy – to provide choice.

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Large outdoor events and festivals operate on a tight budget. Porta-potties are the most economical solution and are suitable for many people. Piviy provides access to clean, air conditioned, flushing toilets for those who are uncomfortable using porta-potties. Our restrooms include hygiene products, baby changing tables, running water, soap, paper towels, sanitizer, lighting, mirrors, and more. All essentials to maintaining personal hygiene.

What new or improved product/service do you have to offer that IFEA audiences need to know about?

I hope that more organizers see value in providing this option to their attendees and will consider asking Piviy to the party.

What sets your product/ service apart from your competitors?

We have a restroom feedback system to address concerns before they become problems and sensors to monitor usage. These are combined to provide a comprehensive report - valuable operator feedback for how their restrooms are performing.

What advice would you offer to festivals and events searching for your type of product/service?

Fill out an interest form online at piviy.com or text me at 240.512.6633 to set up a call.

What is your company’s customer service philosophy?

Our users are our top priority, and we encourage feedback to achieve this. Tell us your story, we are all human and we all go. How can we help?

IFEA’s ie: the business of international events

Fall 2024

Jacqueline Cheron Owner

Piviy 1126 Maple Ave Rockville, MD, 20851, USA 240-512-6633 jackie@piviy.com Piviy.com How many years have you been with your company?

One year What are your favorite festival foods?

Soft serve ice cream. Especially mint and chocolate swirl. I am also a sucker for fresh roasted candied almonds, they remind me of my childhood in Germany.

What do you like to do to relax?

I love outdoor gardening. I have three gardens – shade, sun, and herbal/medicinal and have been working on them for the past 17 years. Finding the right plant for the right spot and witnessing growth is satisfying.

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

Firstly, I do audiobooks while I’m driving. My ADHD won’t let me read. The Lean Startup is the last business book, but I haven’t finished it yet.

What is the name of the last movie you watched?

Rambo 4, husband’s choice. I fell asleep halfway though.

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CONQUERING THE KAREN CONUNDRUM 5 Steps to Turning the Tides on Tough Customers

By Kate Zabriskie 86

IFEA’s ie: the business of international events

Fall 2024

She wanted to return a cake that was almost gone.

How bad could it have been? Normally, if something is spoiled or not up to standards, it’s returned almost intact. This thing was a pile of crumbs. But it gets better; she demanded cash, yelled at me, and started causing a scene. I hope she never comes back.

He brought his car in for a repair and demanded that we detail it at no charge. “You have no idea who I am!”

Well, I didn’t. His car was a low-end luxury car. Our customers with real money don’t act like that. The entitlement oozed out of every pore in his body. I handled the situation, but he was horrible!”

Encountering customers with challenging behaviors—sometimes colloquially referred to as “Karens”—is an inevitable part of business. (Apologies to all of the very nice people in this world named Karen.) If not handled properly, interactions with these people can escalate and affect the morale of employees and the reputation of the business.

When something is wrong with a product or service, customers should complain, and businesses should do all they can to correct the problem. When customers cross the line, however, they require a different approach.

How to Help Your Team Don’t leave navigating interactions with entitled customers up to your staff to figure out. Entitled customers are not the regular run-of-the-mill challenge, and your staff needs to be ready to handle them.

Step One: Be Clear About What They Can and Cannot Accommodate While rules can seem restrictive on the surface, when thoughtfully developed, they can help employees navigate tough situations. Can they give away products?

Under what circumstances are free upgrades allowed? In other words, where is the line?

Step Two: Give Them a Framework to Follow and Practice It A framework or model can provide guidance employees can access in real time if it’s something they’ve memorized and practiced. ACORN is such a tool.

Acknowledgment and Appreciation: Recognize the customer’s patronage and acknowledge any requests.

“So you want to have your car detailed while we repair it. We can accommodate. I have two packages: a light detail at $150 and a deep detail at $300. Which would you like me to add to your order?”

Customer: “I want you to include the deluxe detail at no charge. I’ve spent a fortune here.”

“And we appreciate your business.”

Clarity and Boundaries: Clearly communicate what is possible within the company’s policies, setting realistic expectations for what services can be provided.

“Our detailing packages do have a cost associated with them.”

Offering Options: Present the customer with viable alternatives or solutions, guiding them toward available choices that align with the company’s capabilities.

“Do you want either package, or should we hold off for another time?”

Repetition and Reaffirmation: Repeat and reaffirm key points as necessary, especially in the face of persistent or unreasonable demands, to maintain a clear and consistent message.

Customer: “Are you deaf? I said I

want you to include it. I spend a lot of money here.”

“Sir, I hear you, and we do appreciate your business. Detailing is not free or something we add in. Again, would you like to purchase a detailing package today?”

Never Engage with or Match the Bad Behavior: Steer the dialogue towards a positive outcome by focusing on constructive solutions, avoiding confrontation, and keeping the conversation on track toward resolution.

Customer: “I want a manager!”

“I can certainly get her.”

Whether it’s ACORN or something else, practice the framework with your employees before they need it.

Step Three: Be Prepared to Handle Escalations Managers are managers for a reason.

When customers cross the line, managers must be willing to step in and support their team.

“Mr. Green, I understand from Wendy that you’ve requested a deep detail package at no charge. Is that correct?”

Customer: “Yes. I spend a lot of money here, and it’s the least you can do. I’ve already wasted too much time on this.”

“As Wendy explained, we appreciate your business. As for the request for free service, that’s not something we can accommodate.

Detailing services have a fee. Would you like to purchase a package?”

Step Four: Learn and Adapt from Every Encounter After a particularly difficult interaction with an entitled customer, it’s beneficial for the team to debrief and discuss what happened, what was handled well, and what could be improved. A review after the fact provides valuable learning opportunities and helps refine the organization’s approach to handling similar situations in the future. Collecting and analyzing feedback from these encounters can also inform potential adjustments to policies and procedures to better serve both customers and staff.

Step Five: Recognize Team Members Who Effectively Manage Challenges Acknowledging and rewarding employees who effectively manage challenging interactions can significantly impact morale and motivation. Recognition Continued on Page 105

Fall 2024

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EXHIBITOR SPOTLIGHT a money-making machine – where your brand comes to life online, and customers are inspired to take action.

What year was your company established?

1998 How many employees does your company have?

70+ What areas do you serve with your product/service?

All over the country! But many of our clients are in Texas, Florida and California.

How many festivals and events do you work with on an annual basis?

More than 700 fairs, festivals, rodeos, venues, destinations and events!

What is your ‘elevator pitch’ and/or slogan about your product/service?

Saffire empowers hundreds of clients with unique and engaging websites, and integrated SaffireTix ticketing, including online, advance and box office sales, all with amazing real-time reporting. Saffire’s Spark content management system puts real-time editing power in your hands by making content and tickets easy to update with unlimited help when you need it. We even offer logo design, branding and creative services to fuel your success and make you shine. We partner with some of the biggest festivals, fairs, rodeos and events across the country, to help put on the best live events!

How/why did your company/ product/service get started?

Since 1998, we’ve done a lot of big things online. We’ve built ecommerce carts that have sold millions of pairs of shoes in multiple languages globally, designed addictive online advergames for Fortune 500 car companies, and even named, branded and sold towns and homes online. But what does marketing shoes, cars and homes have to do with marketing events? It’s all about the challenge of getting people to pull out their wallets while shopping online.

We love turning a marketing website into 88

What new or improved product/service do you have to offer that IFEA audiences need to know about?

Saffire has always offered creative services, but recently we’ve achieved some incredible results in our branding and rebranding projects! We are proud to partner with clients to create custom logos, brand kits, taglines & slogans, and event theme designs among a myriad of other creative services to make brands shine! Our process relies heavily on the input and goals of each client’s unique organization. With the help of our creative services, our award-winning client websites stand apart in the industry as custom-branded digital experiences.

What sets your product/ service apart from your competitors?

Saffire is the industry’s only integrated ticketing and website platform. With Saffire, you have one vendor, one place to log in, one set of integrated data for events you market and sell. For us, the platform is just the mechanism; our value is in helping you actually sell more tickets before your event even starts!

What advice would you offer to festivals and events searching for your type of product/service?

Managing your website & ticketing in one location can help save your sanity by offering two services through one great provider that you know and trust. Look for versatile technology and equipment that can be adjusted to work in multiple scenar ios, and don’t forget that an effective support team is a crucial bridge between your ticketing process and the success of your ev ent!

What is your company’s customer service philosophy?

Empowering people to feel smart and successful is our passion at Saffire. You will always have help at your fingertips, and our goal is to answer every question within 15 minutes so clients can call, email or use our online support system to get any question answered and problem solved.

IFEA’s ie: the business of international events

Fall 2024

Jeremy Emerson Partner, Chief Creative Officer Saffire 11138 SE Main St Milwaukie, OR 97222 USA 512-430-1123 jeremy@saffire.com www.saffire.com How many years have you been with your company?

26 What are your favorite festival foods?

Mount Angel Sausage Company bratwurst, Lobster nachos, craft beer, and anything on a stick!

What do you like to do to relax?

Relaxing on the beach at the Central Oregon Coast, hitting the golf course, playing ukulele, and working in my garden.

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

Invisible Ink, A Practical Guide to Building Stories That Resonate by Brian McDonald What is the name of the last movie you watched?

Ferris Bueller’s Day Off (For Research Purposes ;D )

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TIPS YOUR

FOR INCREASING

EVENT

By Jessica Nicasio 90

IFEA’s ie: the business of international events

Fall 2024

W

hen event planning, maximizing return on investment (ROI) is essential for success. Whether you’re organizing a festival, art show, or convention, achieving a high ROI ensures that your efforts yield significant benefits.

Every aspect of event planning contributes to its overall success from attracting more attendees to generating revenue and fostering meaningful events. Continue reading to learn valuable tips to help you increase your event ROI.

Set Clear Objectives Before you start planning your event, it’s crucial to have a clear idea of what you want to achieve. Take some time to sit down and think about your goals and create an event planning checklist based on it.

When establishing clear goals for your event, define specific targets like the desired ticket sales, the anticipated sponsorship revenue, and the necessary number of artists, vendors, and exhibitors for a successful event. These specific objectives act as milestones for success and effectively steer the planning process.

By defining measurable goals related to ticket sales, sponsorships, and participant numbers, you can focus your efforts on achieving tangible results that contribute to the overall success of your event.

Know Your Audience Understanding your target audience is essential for planning an event that resonates with attendees. Take the time to research and learn as much as you can about the people you’re trying to reach. What are their interests or preferences? What do they hope to achieve by attending your event?

Once you understand your audience well, tailor your event content, activities, and marketing strategies to address their needs and provide value. For example, suppose you’re organizing an event for comic lovers. To appeal to your attendees, you might include genre-specific Q&As, cosplay opportunities, or meet-and-greets with known celebrities in the circle.

Minimizing Staff Costs with Volunteers Cut staffing costs by recruiting volunteers to assist with event logistics, registration, and guest services. Connect with your network and local community organizations to find reliable volunteers who are eager to gain valuable experience and make new connections. Offer clear guidance and training to ensure volunteers understand their roles and responsibilities and show appreciation for their efforts through perks like meals, event souvenirs, or public recognition.

Enhance Engagement Keeping attendees engaged before, during, and after your event is key to maximizing their experience and increasing the number of attendees who will likely attend.

There are many ways to do this. You can incorporate interactive elements like live polls, Q&A sessions, and networking opportunities or even provide activities and food and drink options.

Encourage attendees to participate and interact with each other, and follow up with them afterward to keep the conversation going. Consider creating a dedicated event hashtag and encouraging attendees to share their experiences on social media or setting up a post-event survey to gather feedback and insights. You can do this with Eventeny, an all-in-one event solution with applications, sponsors, ticketing, mapping, and conveniently customizable surveys to help track engagement, what attendees liked, what they didn’t like, and more.

Leverage Technology Technology can be a powerful tool for streamlining event planning processes, enhancing attendee experiences, and collecting valuable data.

Consider using an event management software to automate tasks like registration and ticketing, managing applications, creating maps for your event, scheduling, and more. You can also look for an event management software with a built-in mobile app for attendees to access event information.

Add-ons and Early Bird Discounts Boost your event revenue by offering add-ons such as exclusive workshops, VIP access, or merchandise. Early bird discounts can incentivize attendees to register early, increasing ticket sales and providing a financial boost before the event. Consider offering special perks for early registrants, such as discounted rates to entice attendees to commit sooner rather than later.

Anime Milwaukee, a convention that took to using Eventeny as their event management platform, noticed a 50% increase in ticket sales after adopting this early bird discount method.

Highlight the benefits of sponsoring your event, such as brand visibility, access to a targeted audience, and networking opportunities. Customize sponsorship packages to suit the needs and objectives of potential sponsors, leveraging your event’s unique selling points to attract top-tier sponsors willing to invest in your event’s success.

Consider offering attractive sponsorship packages that provide value and exposure, showcasing the benefits of sponsorship in terms of brand visibility and engagement opportunities. Tailor sponsorship packages to meet potential sponsors’ specific needs and objectives and leverage your event’s unique selling points to attract high-ticket sponsors eager to invest in your event’s success. You can learn about securing sponsors for your next event here.

Measure Success Tracking key performance indicators (KPIs) throughout your event is essential for measuring its success and evaluating your ROI. This could include metrics like attendance rates, ticket sales, attendee satisfaction scores, and revenue generated. Use tools like surveys, polls, and feedback forms to gather insights from attendees and analyze the results to identify areas for improvement for future events.

By regularly monitoring and analyzing your event’s performance, you can make informed decisions, identify trends and patterns, and continuously optimize your event strategy to achieve better results.

Conclusion By implementing these tips and strategies, you can maximize the ROI of your events and achieve greater success in your event planning endeavors. From setting clear objectives and understanding your audience to investing in marketing and enhancing attendee engagement, every aspect of event management is crucial in driving positive outcomes and delivering value to attendees, sponsors, and stakeholders.

Cultivate Partnerships and Attract High-Ticket Sponsors Collaborating with sponsors, exhibitors, and industry partners is instrumental in enhancing the value of your event and attracting high-ticket sponsors. Look for companies and organizations aligning with your event’s goals and target audience, offering them meaningful opportunities to get involved.

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EXHIBITOR SPOTLIGHT and are well-maintained and very flexible.

Through the past 16 years, we listened to our clients and their needs and built all those features, to the extent that Ticketor is now knows as one of the most featureful and flexible ticketing systems.

What Year Was Your Company Established?

2008 How Many Employees Does Your Company Have?

Less than 10 What Areas Do You Serve With Your Product/Service?

International. Ticketor is headquartered in the US and all the design and development is done in the US. However, our service is global and we serve almost all countries.

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

Over 100 What Is Your ‘Elevator Pitch’ and/or Slogan About Your Product/Service?

The Most Featureful, Smart, Easy & Affordable Event Ticketing System and Box-Office Solution Ticketor is the single, integrated solution that can handle all your ticketing, marketing and online presence needs, in a fully-branded (white-label) manner and give you full control over everything: All features are seamlessly integrated into a user-friendly interface, enhancing every aspect of your event management process.

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

Ticketor started back in 2008 as a small but highly efficient company in Los Angeles. We build all our code in-house, in the US, by our engineers. As a result, our product and code have high quality 92

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

Our US-based engineering team are constantly working hard to add new features and improvements to the site.

We listen to your suggestions, needs and changes in the market, and enhance the product quickly and on a daily basis. Our vision is to never take away an existing feature. Moreover, all the new features must be backward compatible. New features are published on the “What is New” page of the site.

What Sets Your Product/ Service Apart From Your Competitors?

Ticketor’s strength comes from: • Great features and flexibility: Ticketor is known as one of the most featureful ticketing systems • Distinguished customer support, through dedicated, US-based, knowledgeable support engineers • Lowest rate in the industry • And most importantly loyal clients who have been with Ticketor for several years and have been recommending it to others

Maggie Cohen

VP of Business Development TICKETOR 17200 Ventura Blvd Los Angeles, CA, USA (+1) 800-467-7179 (+1) 213-537-2527 mcohen@Ticketor.com www.Ticketor.com How many years have you been with your company?

16 years What are your favorite festival foods?

Roasted Corn

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

Schedule a Zoom demo with Ticketor from Ticketor.com before finalizing your decision.

You will be amazed by the features, flexibility, pricing and ease of use.

What do you like to do to relax?

Beaches, boating, swimming

What Is Your Company’s Customer Service Philosophy?

Our pricing structure is set in a way that we don’t make money if you don’t sell. This is our attitude toward customer support.

You can contact us directly through chat, email, phone or Zoom meetings with screen-sharing. We never send you to a level 1, offshore or outsourced customer support representatives.

What is the name of the last movie you watched?

Fauda

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

Rich Dad, Poor Dad

YOUR BRAND + OUR MISSION

Reach festival and event leaders in a memorable and lasting way by aligning your brand with an organization at the heart of what fuels their professional focus – The Premier Association Supporting and Enabling Festival & Event Professionals Worldwide.

EXCLUSIVE BENEFITS OFFERED We’d be delighted to create a custom Sponsorship Package for you.

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

Learn More at ifea.com

THE POWER OF

COMMUNITY: Reasons Why Community Engagement Can Impact the Way You Plan Your Event

By TaKeyia Dickens 94

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Boundless possibilities lay before us; it is our job to envision, act, and lead with the community at the core of our festivals and events.

The current trend emphasizes the importance of community engagement. Many individuals and organizations, from brand activations to employee engagement, are prioritizing community participation.

However, we often go through the motions of “checking the box” without genuinely engaging with the community.

To make a lasting impact, it is necessary to thoroughly understand and cater to our community’s unique and diverse needs.

Festivals and events, when planned with genuine community engagement, can drive the local economy, promote growth, support small businesses, and enhance the overall well-being of residents. The level of community engagement goes beyond surface-level interactions. It can significantly impact the success of any event or program, bringing about a sense of ownership and pride among the community members.

Before we understand why community engagement can impact how you plan your event, let’s discuss the foundation of community. Community is rooted in people who share common interests, values, or goals and come together to support, connect, and build relationships that contribute to a sense of belonging and collective identity. Community shapes our understanding of the world. If you’re looking to create change, educate, or provide a cultural experience, understanding what community is built on is where you would start.

A ton of research shows the social impact of festivals and events. However, there needs to be more research on how communities feel part of and contribute to the festival experience. Let’s look at the difference between involvement and engagement; yes, there is a difference. The Association for Supervision and Curriculum Development (ASCD) defines involvement as “doing to,” meaning one-way communication. ASCD defines engagement as “doing with,” meaning the idea of working together and the emotion that comes with it. Involvement is having community artists perform at your event or having community organizations represented, such as an information booth or activity; however, engagement is creating a focus group with community leaders, school reps, etc.

(whoever you think is valuable) to help fill in the community gaps so your event can not only serve the community but it will have a significant impact on the community, fostering a sense of shared responsibility and collaboration.

As the Community Partnership Manager for the National Cherry Blossom Festival, I aim to educate the many communities in the area about the Festival and the significance of cherry trees. I also aim to involve the community in the Festival and identify ways of evaluating and widening the events and programs for community participation. How do I do this? I’ve learned the difference between community involvement and community engagement.

As a result, I have developed a framework that supports identifying more effective ways to involve local residents in festivals and events that impact their communities.

Here are a few ways community engagement can elevate your event planning efforts and why it’s crucial to incorporate community participation into your strategy.

Collective Vision A collective vision is where community involvement moves to community engagement. Local residents, businesses, and organizations bring invaluable insights that enrich every aspect of event planning, from an idea concept to execution. Involving the community fosters a sense of ownership and pride, ensuring that the event truly reflects the values and aspirations of those it serves.

Communities thrive on a sense of belonging and shared identity. By involving the community in your event planning process, you’re not just organizing an occasion but cultivating a shared experience that fosters connections and strengthens bonds. The best way to do this is by collaborating with community organizations on programming. For example, the National Cherry Blossom Festival (NCBF) is a four-week celebration that spreads springtime joy throughout Washington, DC, and the surrounding areas. We have our signature events that the NCBF Staff produces; however, we also have other events and programs created by Festival partners, Festival Participating Organizations. Participating Fall 2024

Organizations are individuals and groups (i.e., in art exhibits, lectures, film showings, and more) that engage with the Festival to create events that will make the Festival’s vision a reality by presenting dynamic programmatic offerings that align with the core values of the Festival, amplifies the overall brand, and adds depth and vitality to the Festival celebration. Involving various community partners creates a sense of ownership and investment in the Festival. The objective is to create a shared vision that addresses the community’s needs and collaborates with its members to accomplish a unified purpose.

Building Authentic Connections In today’s fast-paced world, it’s hard to make real connections. Yet, community engagement in event planning provides a unique opportunity to bridge the gap between organizers and attendees. Event producers build authentic relationships beyond the event by engaging with the community early and often. Whether through community meetings, focus groups, or online forums, involving community members in the planning process fosters trust, transparency, and mutual support.

Another great example will be the National Cherry Blossom Festival Host Committee for the Pink Tie Party event. The Host Committee consists of community leaders, bloggers, influencers, and some of Washington, DC’s elite. The committee’s purpose is beyond selling event tickets; they help make necessary connections for a successful event.

Whether connecting us to up-and-coming restaurants/chefs, promoting the event on multiple platforms, or making attendees feel welcome when they enter the event, these connections enhance the event experience and lay the groundwork for future collaborations and partnerships.

Leveraging Local Resources Communities are full of valuable resources waiting to be unlocked. The best way to unlock those resources is by attending community meetings, networking events, conferences, and, my favorite, using LinkedIn. You must leave your office, get from behind the computer, and tap

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example, Flowers By Alexes is a local business in Washington, DC, known for creating fantastic floral arrangements. I have developed a strong relationship with Alexes over the years. I understand her passion for the community, her need to promote her business, and her desire to connect with corporate clients. As a result, we both agreed that it was important for her to be the preferred floral provider for the 2024 Festival. Our understanding of her needs and preferences made this decision easy.

I always strive to create wins for the businesses involved, the Festival itself, and the audience/community, ensuring everyone can participate in the event. It was a win for Alexes as she showcased her floral creations to the Festival’s stakeholders. It was also a win for the Festival because it freed up our budget and allowed us to promote a small business within the community. Additionally, it was a win for our event attendees as everyone could take home flowers from some of our events. Furthermore, nurturing every resource and maintaining mutually beneficial relationships is crucial. I discuss this more in “Fostering a Lasting Impact.”

into the people. From venues and vendors to volunteers and sponsors, the local community offers a wealth of assets that can elevate any event. There is no limit on who you connect with. I have connected with janitors and security guards, and they have helped me either connect with the right person or even provided help loading things in for my community programs. By involving community partners and people who have their “boots on the ground” in the planning process, event organizers gain access to a network of support that is both robust and reliable. Local businesses may offer in-kind donations 96

or sponsorships, while volunteers may lend their time and talents to various aspects of event execution. Moreover, partnering with community organizations and institutions can provide access to facilities, equipment, and expertise that might otherwise be out of reach.

Ever since I started working at the National Cherry Blossom Festival, I’ve gained a reputation as the “in-kind queen,” and many people often ask me how I managed to accomplish this. The secret lies in my ability to effectively utilize my resources and identify mutually beneficial opportunities in every partnership. For

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Amplifying Outreach and Engagement Community engagement provides a powerful platform for grassroots outreach and engagement. Event producers can amplify their message and reach new audiences by mobilizing community members as ambassadors and advocates. Social media campaigns, neighborhood canvassing, and word-of-mouth promotion are examples of how community engagement can extend the event’s reach. Aligning the event with community interests and priorities, event producers ensure that it resonates deeply with attendees, fostering a sense of connection and belonging.

The National Cherry Blossom Festival continually strives to extend the Festival’s reach beyond the Tidal Basin by actively engaging community leaders and organizations. Each year, our goal is to develop diverse programming that brings the spirit of the Festival to the wider community. One of the highlights is the Oxon Run Pinknic & Kite Flying event, which has become an enduring springtime tradition. This event attracts members of nearby communities to join us for a day filled with kite flying, delicious food, lively music, and more. Collaborating closely with organizations such as The Friends of Oxon Run and The Anacostia Parks & Community Collaborative has been instrumental in planning and promoting

this event. Our ongoing objective is to work closely with community leaders, local vendors, and businesses to raise awareness for the event and co-create programming that resonates with community members. Rather than only engaging with community organizations and leaders once a year, we maintain year-round connections by attending their events and keeping informed about emerging community leaders. Community members are not just participants; they are valued ambassadors who enthusiastically champion the causes they believe in and actively rally support for them.

Fostering A Lasting Impact An accurate measure of an event’s success lies not in its immediate impact but in its lasting impression on the community. It’s important to ensure that events bring joy in the present and contribute to positive, long-term change within the community. This is particularly evident with the National Cherry Blossom Festival.

While the festival brings four weeks of springtime delight, the real impact lies in its lasting impression and influence on the community.

To achieve this, the Festival actively engages with the community by supporting local events, such as staff walking in the Capital Pride Parade, and participating in community activities, such as the Anacos-

tia River Festival. By doing this, the festival creates opportunities for meaningful dialogue, collaboration, and collective action. From educational initiatives to environmental projects and multicultural campaigns, the festival becomes a platform for addressing important community issues and working toward common goals that result during the spring.

Additionally, by empowering community members to take ownership of the event, the Festival organizers lay the foundation for sustained engagement and community empowerment. This approach ensures that the Festival’s impact extends beyond its duration, leaving a legacy of continued engagement and positive change within the community.

Conclusion: In the world of event planning, success depends not only on logistics and creativity but also on something less tangible yet incredibly powerful: community engagement. Whether you’re organizing a local festival or a charity fundraiser, tapping into your community’s energy and resources can make all the difference.

Community engagement is a key element in event planning. By promoting engagement, we can increase the likelihood that community members will embrace the event or program, enhance their understanding of it, foster collaboration within the commuFall 2024

nity, and establish a local network among themselves. By adopting the community’s collective vision, resources, and passion, event organizers can curate experiences that leave a lasting impact and carry significant meaning. As we gear up for the IFEA Annual Convention & Expo, which will take place in Downtown Pittsburgh with the thought-provoking theme of REFOUS, it is important that we reevaluate our community engagement strategy, set new goals for community success, and use different ways to reconnect with the community.

As we prepare for a new season of festivals and events, let’s remember the incredible impact of community engagement. Embrace the influence of coming together, which can lead to great success.

When we unite as a community, the potential for achievement knows no bounds.

TaKeyia M. Dickens serves as the Community Partnerships Manager for the National Cherry Blossom Festival. Her innovative thinking pushes those around her to think outside the box. Her goal is to identify cultural gaps in communities and bridge those divides. She is dedicated to transforming the community, one blossom at a time. She can be reached at: tdickens@ncbfdc.org.

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EXHIBITOR SPOTLIGHT

What year was your company established?

2018 How many employees does your company have?

17 What areas do you serve with your product/service?

International How many festivals and events do you work with on an annual basis?

12 How/why did your company/product/ service get started?

Our company started due to a gap in the market with outdated approaches.

We aimed to innovate and modernize by challenging traditional norms.

What is your ‘elevator pitch’ and/or slogan about your product/service?

VOZZI is a SMS/MMS company changing the way brands interact with their audience. Tried and trusted in the Sports & Entertainment industry, our all-in-one texting solution empowers brands to modernize their fan engagement strategy and boost revenue.

98

What advice would you offer to festivals and events searching for your type of product/service?

I would advise festivals and events to prioritize innovation and user experience.

Look for a product/service that combines modern technology with seamless integration and excellent customer support.

What new or improved product/service do you have to offer that IFEA audiences need to know about?

We have Text to Buy, Text to Invoice, Tracking every dollar spent via SMS/ MMS on your product, Text to Donate, Text Surveys. Much, Much More.

What sets your product/ service apart from your competitors?

Our product stands out through cuttingedge technology and a customer-centric approach, delivering superior performance and unparalleled user experience.

What is your company’s customer service philosophy?

Vozzi prioritizes a hands-on, partner-centric customer philosophy.

We value collaboration, understand your unique needs, and offer proactive support throughout.

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Payton Barcus Marketing Coordinator

Vozzi 3953 Highland Dr Holladay, UT, 84124 USA 763-226-4162 payton@getvozzi.com site.getvozzi.com How many years have you been with your company?

1.5 What are your favorite festival foods?

Soft pretzels, popcorn, candy, peanuts What do you like to do to relax?

Read, listen to music, go for walks, hang out on the beach, spend time with family and friends.

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

Rich Dad Poor Dad What is the name of the last movie you watched?

Bob Marley - One Love

EXHIBITOR SPOTLIGHT

SecurEvent s o l u t i o n s

What year was your company established?

Established in 2021 How many employees does your company have?

5 What areas do you serve with your product/service?

National service provider How many festivals and events do you work with on an annual basis?

75+ How/why did your company/product/ service get started?

The company is dedicated to crafting tailored plans designed to make all events safer.

What is your ‘elevator pitch’ and/or slogan about your product/service?

SecurEvent Solutions provides events and facilities professional safety and security consulting services. Building solutions unique to each of our clients, we offer a full range of services, including: Operational Planning, Design & Support, Policy Creation & Review, Event & Security Managers and unapparelled access to event security resources.

What advice would you offer to festivals and events searching for your type of product/service?

Make sure your security consultant shares the same values as your organization/event.

What new or improved product/service do you have to offer that IFEA audiences need to know about?

SecurEvent Solutions is able to manage all aspects of your safety and security plan from planning, technology, resource procurement and event day oversight.

What sets your product/ service apart from your competitors?

SecurEvent Solutions is a one stop solution provider utilizing industry professionals and best practices. 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.

What is your company’s customer service philosophy?

We focus on being partners not contractors.

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Joshua Field Owner

SecurEvent Solutions Ft. Lauderdale, FL 33301 USA 763-226-4162 jfield@secureventsolutions.com How many years have you been with your company?

4 Years What are your favorite festival foods?

Onion rings or fried cheese curds.

What do you like to do to relax?

Spending time at the beach with family, friends, and my puppy.

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

The Subtle Art of Not Giving a F*CK What is the name of the last movie you watched?

The Irish Men

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PRESENCE: A Key to Effective Leadership and an Emergent Culture

By Margaret Graziano 100

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T

he world is transforming faster than ever. Many employees and leaders are feeling overwhelmed by rapidly evolving markets, a new generation entering the workforce, and the impact of the digital age.

To adapt to these changes and continue to enable your organization to grow, you first need to look within. It all begins with presence. What does presence mean to you and do you know how to experience what it is to be present in this moment right now?

What Is Presence?

Presence is about relearning how to be in the world and fully engaging in all of life’s unique moments.

Many people are unproductive and unhappy because they haven’t learned to slow down and maximize their effectiveness or optimize their innate intelligence. The impact of this extends beyond just the individual; the people around you, the people you lead, and the culture of the organization are all impacted by someone who isn’t clear and grounded (not present).

There are four main areas of development to consider when it comes to equipping yourself to be present.

1. Focus On Full Presence The working world is full of things that can take you out of the present moment. Multitasking, keeping your cell phone on, constantly checking your emails, and having many open windows on your computer are all things that distract people. Cognitive overload is the result of these distractions, leading people to experience an inability to focus and stay on track, bouts of agitation, and increased distress, culminating in decreases in productivity and strained work relationships. No matter the skill or competence level, when a human being has too many things to keep track of, it’s difficult to focus and complete tasks.

The impacts of distractions and cognitive load are not limited to productivity and relationships with others either. A Harvard study found that mind wandering is also an indicator of a person’s happiness. The more present someone was, the happier they reported themselves to be.

One of the most important things to do to get present is to remove yourself from the world of distraction. Attempt to implement some liberating constraints, such as turning your cellphone off during periods of focus, signing out of your

email account and only logging in during scheduled email sessions, keeping only 1 or 2 windows open on your computer, and blocking out time to focus on specific tasks or projects.

Another way to keep yourself on track and in a present state of mind is to know, understand, and experience what your ultimate purpose is and define what it looks like to operate in alignment with that purpose. When you do that, you give yourself the opportunity to tune in to what is important and how to work in service of that purpose.

2. Embrace Childlike Wonder Childlike wonder is being completely immersed in the world around you. It’s about coming from an open/neutral perspective, getting curious, asking questions, and being aware of when you are judging and evaluating.

Many people become entrenched in their perspectives, beliefs, preferences, points of view, etc. as they grow up. To be fully present with others, you have to let go of your inherent or historical biases.

Otherwise, it’s as if you are viewing the world with orange tinted glasses.

Everything you experience is tinted orange because that’s how you see and perceive.

In this mindset, you won’t be able to accept new and different ideas, or engage with others you speak to.

When it comes to childlike wonder, it’s about setting aside all biases, agendas, perceptions, and beliefs about how things are going to go and being curious so you can truly connect and interact with others as an “empty vessel”. When you are empty of perceptions, preferences, judgements, biases and beliefs, you are truly able to meet people where they are and enable them to not only feel like they are contributing, but to actually contribute.

3. Master Sensory Acuity Sensory acuity is using all our senses to observe the world around us in order to gather detailed information about the present moment. This is especially important for communication because there are other factors that contribute more to understanding someone than just their words. In fact, words make up only about 7% of communication.

Mastering sensory acuity requires using your other keen senses to expand how you see, perceive, understand, and communicate with others. Things like tonality, where their eyes are looking, what color their face is (i.e. blushing), the shape Fall 2024

of their mouth, and how they are standing or sitting are all indicators of the way someone feels that is not communicated through their words.

Developing this skill requires you to focus entirely on the person with whom you are communicating with. Mastering this not only allows you to read people at a higher level, but to also understand and relate to them in a deeper manner, which is directly related to the fourth category.

4. Develop Rapport Developing rapport is essential to cultivating healthy and harmonious relationships with those you work with and those in your personal life. Rapport is about understanding and respecting the feelings of others and in doing so, strengthening your ability to work together.

Developing rapport requires you to establish trust. To do that you need to be able to offer support, communicate effectively, and follow through with what you say. The number one way to break trust is to make promises you can’t or don’t keep. When you can’t keep a commitment, make sure to alert people affected by it as soon as you know. Life gets in the way sometimes. People will understand that a lot better when they are notified in advance of you breaking your agreement.

Be Present to the World Around You and Elevate Your Leadership and Culture Presence at work is about being attuned to the task, function, or project you’re working and the people around you. To be a high-performance leader and to cultivate an emergent culture, it’s crucial that you make developing presence a core tenet of your leadership development. When you embody presence and inspire others to do the same, everyone grows in their ability to connect with each other and build stronger relationships at work, resulting in greater productivity, results, and fulfillment.

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 www.MargaretGraziano.com for more information.

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EVENT PROFILE Narodni dom Maribor Maribor, Slovenia nd-mb.si/

DATES: July 21 – 29, 2024 ATTENDANCE: 150.000 - 200.000 BUDGET: $1,000,000 ANNUAL DURATION: 9 days NUMBER OF EVENTS: 190 + More than 900 Workshops and Presentations in Art Kamp.

Concerts, Film screenings, Children Theatre, Street theatre, Stand-Up shows, Dancing, Workshops, Roundtables, City tours, Folklore, After parties, Comedy shows, Theatre.

NUMBER OF VOLUNTEERS: 50 NUMBER OF STAFF: 55 staff + 600 (including workshops, security, technical staff, supporting staff, students etc.)

WHEN ESTABLISHED: 1993 MAJOR REVENUE SOURCES BY PERCENT: • Sponsorships & Donations: 43% • Ticket Sales: 30% • Municipality: 19% • Ministry of Culture: 5% • Other: 3% MAJOR EXPENSES BY PERCENT: • Programme: 56% • Technical Support: 24% • Marketing & Promotion: 8% • Other: 12% TYPE OF GOVERNANCE:

By Municipality 102

A Brief History of Festival Lent Each June, the medieval Lent district along the Drava River, the historic squares, picturesque streets of the Old Town, and even the mighty city park emerge as festival venues bursting with art, culture, and creativity. With more than thirty years of tradition, Festival Lent is one of the oldest and largest open-air festivals in Central Europe. Every year, it welcomes about two hundred thousand visitors; almost every fourth Slovene has visited it at least once.

It celebrates art, culture, and creativity of all genres for all generations, providing a space for discovery, learning, meeting, and coexisting in a variety of cultures. Lent is a member of the International Festivals and Events Association (IFEA) and the Association of Slovene Festivals (SloFA).

Festival Lent is much more than just a series of events offered at the beginning of summer. It hosts four concurrent festivals, each offering visitors unique and unforgettable experiences. It is no wonder that Festival Lent is the county’s largest festival! Everything from folk art to jazz music, street theatre to creativity, and more, is combined within this festival of festivals: Folkart, the International Folklore Festival (one of the most prominent and renowned folklore festivals in Europe and worldwide), JazzLent and Jazz Podium (featuring popular foreign and Slovenian jazz and jazz-related musicians), Street Theatre Ana Desetnica (a playful street theatre festival, bringing life to city streets and squares) and Art kamp (providing the most popular daily events of the

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festival for younger generations and families in the city park, brimming with creativity, culture, recreation, mingling, and a joyful atmosphere).

More than twenty festival venues, stretching from the banks of the Drava River to the City Park, are only a few minutes’ walk away. The genre-diverse and varied program allows everyone to find something for themselves - from the youngest to the oldest. There are opera and ballet performances, theater and dance shows, jazz concerts, classical music performances, world music showcases, singer-songwriter concerts, chanson and ethno music performances, folklore evenings, street theater performances, film screenings, sports activities, and events and activities for children.

Who’s been here? Music giants and legends such as B.B. King, James Brown, Ray Charles, and Stephane Grapelli, alongside an array of internationally acclaimed artists including Macy Gray, Mercedes Sosa, Paquito D’Rivera, Bob Geldof, Dr. John, Jose Feliciano, Lester Bowie, David Byrne, Maynard Ferguson, Taj Mahal, Alfredo De La Fé, Alfredo Rodriguez, Malia, Eric Burdon & The Animals, Living Colour, Maceo Parker, Femi Anikulapo Kuti, Manu Chao, Fatoumata Diawara, Ilhan Ersahin, Manu Katche, Richard Bona, Al Di Meola, Solomon Burke, Fred Wesley, Jimmy Cliff, Erik Truffaz, Hugh Masekela, Goran Bregović, Đorđe Balašević, and many more, have graced the festival with their presence.

EXHIBITOR SPOTLIGHT

FOR ALL YOUR PRINTING, PACKAGING AND PROMOTIONAL NEEDS, WE HAVE YOU COVERED

What year was your company established?

2019 How many employees does your company have?

12 with branches in LA and NY What areas do you serve with your product/service?

Local. Regional, national and global How many festivals and events do you work with on an annual basis?

2 at this moment tournament of roses/ edc How/why did your company/product/ service get started?

The founding partners collectively spent 50+ years in production of apparel and branched out to use their production contacts and skills to help brand companies in the packaging and promotional world in turn saving clients both time and money.

What is your ‘elevator pitch’ and/or slogan about your product/service?

For all of your printing, packaging and promotional items we have you covered!

What new or improved product/service do you have to offer that IFEA audiences need to know about?

Covered is innovative with both design and marketing concepts with vendor support both domestic and International.

By limiting the touch points and creating innovative products we can enhance brand awareness.

What sets your product/ service apart from your competitors?

Our team works at lightening speed and with a vendor source of over 10,000 companies we have solutions for all our clients needs.

What advice would you offer to festivals and events searching for your type of product/service?

Start early on in the process because the most creative and effective ideas take time to bring to life.

What is your company’s customer service philosophy?

Do not put off until tomorrow what can be accomplished today! Work with a sense of urgency.

Fall 2024

Brad Dawn President

Covered 3401 Glendale Blvd Los Angeles CA 90039, USA 213-216-4370 brad@covered.group covered.group

PROUD SPONSOR OF THIS YEAR’S CONVENTION & EXPO ATTENDEE WELCOME TOTE BAGS.

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(What communication channels will you use?)

• Whom should you contact, and what should you do to use those channels?

(How will you distribute your message?)

(Fleet, 2012) For the Fabulous Fourth team, responses to the questions listed above were all geared toward the education of municipal residents on the changes and benefits to the revamped program. By strategically selecting media partners, advertising avenues, and targeted social media campaigns with a specific reach and geographic focus, the planning group was able to convey these changes directly to city residents without highlighting the event for those in the surrounding area.

Assessing the communication method of a target population is just as important, if not more, as determining their wants or needs in programming. As such, the aforementioned questions are crucial to the successful marketing of an event.

large festivals prove to be increasingly challenging to organize amidst ongoing uncertainties and rising costs. Though the shift to micro-events will not work in every situation, nor will it be of benefit to every event organizer, the inherent benefit of hosting smaller, more intimate gatherings is a fostering of stronger connections among attendees and local communities.

While large festivals may still have their place in the events landscape, the pivot towards smaller events highlights a growing emphasis on quality over quantity, creativity over scale, and meaningful interactions through community building over mass gatherings. This shift in focus will reshape the events industry and present new opportunities for innovation and creativity in event planning while rooting municipal event professionals in the core purpose of their programs, increasing affinity and relationships in the community.

Citations: Fleet, D. (2012, March 21). Strategic Communications Planning. Strategic Communications Planning. www. slideshare.net/davefleet/strategic-communications-planning-a-free-ebook CRA, Boca Raton. (n.d.). Community Conversation Panel Report. City of Boca Raton. bocaraton.granicus. com/GeneratedAgendaViewer. php?view_id=9&clip_id=2642

Not for Everyone The events industry is undergoing a significant shift towards smaller scale and community-focused events, as

The #1 Event Ticketing Software for Event Pros Leading festivals are switching to TicketSpice to save time, increase revenue, and elevate their visitor experience.

Scan to chat with a ticketing expert.

Rated 4.9/5 Stars from over 300 Reviews

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Richard Mahler is Community Events Coordinator in the Parks and Recreation Department at the City of Boca Raton, FL. He previously served as Community Events Coordinator in the City of West Palm Beach and as Associate Director for Student Activities and Involvement at Florida Atlantic University in Boca Raton, FL. He holds a bachelor’s degree in communications from the University of South Carolina-Upstate and a master’s degree in education from the University of Florida.

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make and model, you never noticed those cars on the road. But once you made the commitment to buy that car, you started seeing them everywhere. You were probably shocked at how many there were. It was as if the road was littered with them. That was your subconscious mind alerting you to that which will fulfill your desire.

And, that is how it works when you put your imagination to work.

Perhaps Mahatma Gandhi said it best, “We but mirror the world.

All the tendencies present in the outer world are to be found in the world of our body. If we could change ourselves, the tendencies in the world would also change. As a man changes his own nature, so does the attitude of the world change towards him. This is the divine mystery supreme. A wonderful thing it is and the source of our happiness. We need not wait to see what others do.”

Starting now, take a little time each day to turn your imagination on, and dream about the person you want to be, and the world you want to live in. You have the power to make it possible.

Donating an item or package to one of the IFEA Foundation’s most anticipated fundraising events of the year - our online silent auction is one of the simplest ways you can help us succeed in 2024!

Upcoming Deadlines: • Auction Donation Deadline: September 3, 2024 • Auction Opens: September 9, 2024 • Auction Closes: September 30, 2024 To read more about donating an auction item click here: https:// conta.cc/3LhVh9W and click here to learn more about the IFEA Annual Auction: www.ifea.com/p/foundation/annualauction If you’re interested in donating an Auction Item click here: www.ifea.com/f/289 Additionally, if you are interested in contributing to our “Fund for the Future” at any time, click here: www.ifea.com/p/foundation/waystogive/fundforthefuture

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.

Now that you understand our why, our what and our how, please take a few minutes (and a few dollars!) to invest in your future and ours. Help us to continue to live our vision of being the premier association supporting and enabling festival and event professionals worldwide.

If you have questions at any time about the work of the IFEA Foundation, please reach out to me at irarosen1011@gmail.com Hope to see you in Pittsburgh!

Ira L. Rosen, MA, CFEE IFEA Foundation Board Chair President and CEO Ira L Rosen LLC. FESTIVAL AND EVENT CONSULTING Wall Township, NJ

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should be in partnership with a good procurement policy.

Acknowledging the savings for these examples seems small compared to budgets that exceed millions for the entire event. Still, our approach is that no matter how big of an organization you are, how big your budget is or how small of savings you’ll receive, it’s always productive to talk to your vendors and service providers and find that common ground and what might be valuable to them. Having open and candid discussions from the beginning and being open to creative solutions on how expenses might be reduced can often lead to significant savings and a stronger relationship.

I’ve found the quality of service improves because communication is stronger. More importantly, when our vendors become invested in a service or project, they take pride in their participation, leading to an overall higher level of performance.

This can also lead to future projects that transcend a small discount. Maybe one of these vendors or Community Partners will become a float or presenting sponsor.

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Traci Ridling has been an employee of the Pasadena Tournament of Roses Association since July of 1995.

She started in an entry level position and is now the Senior Director, for the Procurement & Facilities Department. She has been a member of the Leadership Team for over 10 years and also provides staff support for several other operating committees (Float Decorating Viewing, Formation, Floatfest, Liaison & Planning, Services & Properties, and the Granddaddy VIP Tailgate Luncheon).

She is also a member of the Budget & Finance Committee, specifically the subcommittee of Real Estate.

can take many forms, from verbal praise in team meetings to more formal rewards like employee of the month programs.

Celebrating these successes reinforces the value of skilled customer service and encourages continued excellence.

Dealing with entitled customers is a complex challenge that requires a thoughtful, consistent approach. You can navigate these difficult interactions more smoothly by equipping your team with clear policies and effective communication frameworks like ACORN. Additionally, be prepared to step in when needed. And when challenges arise, use each one to learn and grow as a team.

Straight out of high school, Traci worked for the Board of Supervisors for LA County as a member of the Fiscal Team, she then moved on to a private property management company as a Jack of all Trades and then landed at the Tournament of Roses.

For more information please visit www. tournamentofroses.com or email Traci at tridling@tournamentofroses.com.

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.

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MARKETPLACE

SEARCH MORE VENDORS AT EVENTRESOURCEMARKETPLACE.COM BANNERS/FLAGS

EVENT SOFTWARE / APPS

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

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

CASH MANAGEMENT

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

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 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 DÉCOR/DISPLAYS/BACKDROPS ATOMIC - We set the stage for maximum effect through production, design services, custom set construction and modular systems. Rob Barber | Lititz, PA USA | 717-626-4408 | rob.barber@atomicdesign.tv | www.atomicdesign.tv ENTERTAINMENT PYROTECNICO - For over 125 years, we have the largest fireworks display inventory in the country with an impressive range and depth in creativity and diversity to deliver amplified excitement from small gatherings to large and everything in between. Jared Staph | New Castle, PA USA | 404-725-2894 | jstaph@pyrotecnico. com | pyrotecnico.com ENTERPRISE RESOURCE PLANNING ORACLE NETSUITE – NetSuite is a unified, cloud-based business management platform helping tens of thousands of customers across the globe automate core processes and provide real-time visibility into operational and financial performance. Organizations of all sizes and across dozens of industries run on NetSuite and its applications for finance, supply chain management, customer relationship management (CRM), human resources, professional services, ecommerce, and more. Whether you’re a startup or an enterprise, or somewhere in between, NetSuite gives you the visibility, agility, and control to make the right decisions quickly. Log-In to Access beno.avanesian@oracle.com to unlock preferred pricing discounts on NetSuite and learn more!

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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/ FIREWORKS PYROTECNICO - For over 125 years, we have the largest fireworks display inventory in the country with an impressive range and depth in creativity and diversity to deliver amplified excitement from small gatherings to large and everything in between. Jared Staph | New Castle, PA USA | 404-725-2894 | jstaph@pyrotecnico. com | pyrotecnico.com INFLATABLES BIG EVENTS - Rents and sells giant helium and cold-air inflatables for parades and special events. Huge inventory of quality, one-of-a-kind balloons. Experienced and dependable full-service company. Charles Trimble | Oceanside, CA USA | 760-477-2655 | charles@bigeventsonline.com | www.bigeventsonline.com DYNAMIC DISPLAYS / FABULOUS INFLATABLES – Designs, manufacturers, for rent or purchase – costumes, props, floats, helium balloons, event entry ways and décor. Offers complete and flexible service packages for small towns and large international events. 50+ years of parade/event experience. Contact: Steve Thomson | Dearborn, MI USA | 800-411-6200 | steve@fabulousinflatables.com | www.fabulousinflatables.com INSURANCE / RISK MANAGEMENT HAAS & WILKERSON INSURANCE – Celebrating over 80 years in the entertainment industry, providing insurance programs designed to meet the specific needs of your event. Clients throughout the US include festivals, parades, carnivals and more. Contact: Andrew Vandepopulier | Fairway, KS USA | 800-821-7703 | andrew.vandepopulier@hwins.com | www.hwins.com

KALIFF INSURANCE – Founded in 1917, Kaliff Insurance provides specialty insurance for festivals, fairs, parades, rodeos, carnivals and more. We insure the serious side of fun! Contact: David Olivares | San Antonio, TX USA | 210-829-7634 | david@kaliff.com | www.kaliff.com

VIDEO PRODUCTION

promotional collateral necessary to bring awareness to their product. For All Your Printing, Packaging and Promotional Needs, We Have You Covered. Contact: Brad Dawn | Los Angeles, CA 90039 USA | (213) 216-4370 | brad@covered.group | https://covered.group/

OTHER

ELSBERG STUDIOS - Visual storytelling changes lives. We believe images are powerful; sometimes more powerful than words. With them we identify, we connect, we feel, we act. When necessary we use words; words that speak of mission and vision and transformation. Let us tell your story. Brad Elsberg | Nampa, ID USA | K & K INSURANCE – For 60 years, K & K insurance has been recognized as the 208-989-5664 | brad@elsbergonline.com | elsbergonline.com leading provider of SPORTS-LEISURE & ENTERTAINMENT insurance products.

Contact: Mark Herberger | Fort Wayne, IN USA | 1-866-554-4636 | WEBSITE DESIGN mark.herberger@kandkinsurance.com | www.kandkinsurance.com SAFFIRE – Saffire empowers clients with beautiful, unique and engaging PROMOTIONAL PRODUCTS websites that are easy to manage, with integrated SaffireTix ticketing and unlimited help when you need it. Contact: Cassie Dispenza | Austin TX COVERED NY INC – We cater to our client’s needs by creating retail USA | 512-430-1123 | sales@saffire.com | www.saffire.com structures to hold their product, point-of-sale structures to display their product, and all of the

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

TEAMWORK ONLINE – TeamWork Online is a Recruiting System designed specifically for sports and live events and focused on a single goal: attracting qualified candidates with the right skills to your open jobs, quickly and cost effectively. It comes with or can be attached to any Applicant Tracking System (ATS). Ask TeamWork Online to be your recruiter. www.teamworkonline.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 TICKETSPICE – Instantly Increase Ticket Revenues!

TicketSpice is different, because you keep 100% of the ticketing fees and only pay 99 cents per ticket! It’s the only online ticketing platform that gives you total control of your ticketing... ticket options, pricing, convenience fees, branding, funding and more. We know what it feels like to be overcharged and under-appreciated. We think you deserve a successful event with a ticketing partner who puts you first. Contact: Shadi Hayek | Sacramento, CA USA | 916-400-0737 | shadi@webconnex.com | www.ticketspice.com TRAVEL PLANNING (BY GROUPS) TRIPInfo.com – Since 1996, first online reference for all segments of group travel planners – website and weekly newsletter and subject-specific digital magazines – including festivals. IFEA Member organizations included online. Contact: Mark Browning | Johns Creek, GA USA | 770-825-0220 | mark@tripinfo.com | www.tripinfo.com

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NEW MEMBER BENEFIT EXCITING NEWS! We are thrilled to unveil the latest initiative aimed at providing even greater value to our members by introducing our partnership with Oracle NetSuite!

NetSuite serves tens of thousands of customers to help satisfy omnichannel shoppers with a unified financial system covering inventory and order management, ecommerce, CRM and marketing, and more!

Our partnership provides the IFEA community with the chance to secure preferred pricing on NetSuite SaaS licensing.

Rising to New Heights Together The IFEA Foundation provides a source of support that allows the IFEA to confidently provide convention scholarships, host top-quality industry presenters and programming, and to 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