IE Volume 35 Issue 4

the business of international events

Can a “Return toExample Leading by Normal” Happen in 2021?

Fresh Perspectives: Student Feedback on Event Trends Is There Still Value in Producing Hybrid Events?

Festival Immersion – Paving the Path for the Next Generation of Event Leaders

the business of international events

Leading by Example Fresh Perspectives: Student Feedback on Event Trends Is There Still Value in Producing Hybrid Events?

Festival Immersion – Paving the Path for the Next Generation of Event Leaders

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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, Melanie DeVincentis, Bruce L. Erley, APR, CFEE, Julie Gowthorpe, PhD, RSW, Cindy Lerick MA, CFEE, Gail Lowney Alofsin, Margaret Graziano, Charlotte Nicholson, David Ramirez, CFEE, Susan Robertson, Mark Sternberg, Robert Wilson, Kate Zabriskie Photography Cindy Lerick MA, CFEE, Gail Lowney Alofsin, Judy Barnard, David Ramirez, CFEE, Pyrotechnico/Live Events

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

F E AT U R E S

Leading by Example Fresh Perspectives: Student Feedback on Event Trends Is There Still Value in Producing Hybrid Events?

Festival Immersion – Paving the Path for the Next Generation of Event Leaders

On the Cover: The Pittsburgh Vintage Grand Prix is the nation’s only vintage street race and the largest vintage race event. It spans 10 days June _ July and includes two race weekends, car shows, parties, parades and motorsport events.

DEPARTMENTS 10 IFEA President’s Letter 14 IFEA World Board 16 IFEA Foundation Board 18 2024 Pinnacle Awards 28 Festivals Without Borders 34 The Un-Comfort Zone 38 2024 IFEA World Festival & Event City Awards 44 The PR Shop 52 The Sponsor Doc 56 2024 Hall of Fame: Vern Biaett, CFEE 60 Whay Does ChatGPT Have to Say? 68 Leadership At All Levels 74 2024 Volunteer of the Year: Stevan Ryan 81 2025 Event Management School Brochure 98 Marketplace Fall 2024, Volume 35, Issue 4 “ie” is published quarterly by the International Festivals & Events Association, 10400 Overland Rd. #356, Boise, ID 83706, USA. Permission to quote from material herein is granted provided proper credit is given to IFEA.

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Leading by Example: 7 Ways to Turn Your Event into a Sustainability Success Story

By Charlotte Nicholson

32

Using Listening to Increase Presence and Evolve Your Leadership

By Margaret Graziano

40

Is There Still Value in Producing Hybrid Events?

Mark Sternberg

48 58

Festival Immersion: Paving the Path for the Next Generation of Event Leaders Cindy Lerick MA, CFEE How a Manager Can Solve Conflict Between Employees: 5 Steps to Use Now

By Julie Gowthorpe, PhD, RSW

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Fresh Perspectives: Student Feedback on Event Trends

By David Ramirez, CFEE

72

The Secrets of Visionary Thinkers 10 Rules For Brainstorming Success

by Susan Robertson

78

Planning a Drone Light Show: What Event Organizers Should Know

By Melanie DeVincentis

94

Embracing the Cactus A Step-byStep Guide to Navigating Difficult Conversations

By Kate Zabriskie

IFEA PRESIDENT’S LETTER REFOCUS YOUR STORY…

REMEMBER THE MAGIC

We have received a number of requests to share my opening comments at our recent IFEA 2024 Annual Convention & Expo last month in Pittsburgh, Pennsylvania. As we all reflect on a year of continued post-pandemic challenges and look forward to the New Year, with all of its many hopes, and possibilities, and magic, I am pleased to share them with you below: Good morning! And welcome!

Do you remember the magic? I hope we all do.

For those who watched the Paris 2024 Olympic games opening ceremony (the first post-pandemic games), just a few short weeks ago (more recently for those following the paralympic games) you were among nearly 29 million other viewers who tuned-in to one of the world’s acknowledged mega events, impacted heavily 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 salute to events themselves, designed as 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 Eiffel tower. There were also many, many unique challenges (from weather, to technology and special effects, to programming choices and venues, to environmental and health cautions, terrorism concerns, and broadcast 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 10

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.

For reaching beyond current formulas and comfort zones, to move us all forward, the producers of the 2024 Paris Olympic games opening ceremony, and the entire Olympic games competitions, deserve a gold medal.

But the most memorable and inspiring parts of the Olympics – from the athletes to the host city, to the producers and performers, to the world we all find ourselves maneuvering through today, were the stories. Stories of redemption; perseverance; resilience; sportsmanship; relationships; and overcoming the odds.

Stories of inspiration; mentoring; joy and disappointment. Stories of dreaming, and creativity, and inclusivity. Stories that can be found in every one of our own events, simply waiting to be told.

If there was one broadly overriding and important consideration and element that the Paris opening succeeded at putting on clear display, it was inclusivity. Inclusivity that reached across people (including all ages, ability levels, and background diversity groups), culture and events, sports,

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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 opening 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 and scale, think of the returns that might provide to and from all of our stakeholders and participants.

The Olympics brought the world community closer together, if only (visibly) for two short weeks. But the lasting impact (and magic) on so many people, at so many levels, will become stories that will be shared and told for generations. And our own events have that same power, every day, across every global region.

But to do that – much like Olympic and professional athletes have started new conversations and acceptance around taking care of their own mental health - we must learn to refocus - for ourselves and those around us; for our families and teams; our events; and our communities.

As we gather together in the inspirational festival and event focused city of Pittsburgh, our world continues to change around us every day, becoming more complicated; often more stressful; influenced by both the natural evolution of our profession and communities, as well as external circumstances beyond our control.

In the last five years alone, we have seen a plethora of challenges and hurdles that none of us could have imagined a decade ago. Health protocols; the nearly complete shut-down of live events for multiple years; vendor labor shortages; the economy; supply chain logjams; insurance fluctuations; safety and security concerns; environmental expectations; technology advances; political agendas (local, national and global); financial unsustainability; changing entertainment trends; generational volunteer shifts;

BY STEVEN WOOD SCHMADER, CFEE

sponsor restructuring and repositioning; audience uncertainties; even (arguably) over-saturation of some niches of our own industry. And that doesn’t count any personal challenges that many have faced during that same timeframe.

Factors – especially when considering the simultaneous multiplicity of them in recent years – that have the understandable potential to blur our grand visions on any given day. Factors that I would argue - from my own perspective - have changed us all. Some deeply. To keep our events – and ourselves - crystal clear, relevant, creative, healthy, and sustainable, we must make the time on a regular basis – which we have not done often enough to refocus.

Over the next three days we are going to ask you to do just that. To refocus on the many components, programs, and relationships that contribute to our respective and cumulative successes and strengthen the foundations upon which we have built so much. Refocus on being the best that we can be; the happiest that we can be. Refocus on what (and who) inspires us, motivates us, and drives us.

And to refocus on and remember...

• The joy that we create • The stories that we help to tell • The lives that we touch and motivate • The support that we provide to our teams and professional peers • The families, communities and world that we bond together • The leadership that we provide • The creativity that we spark and share, and • The dreams that we inspire …for individuals, for families, for friends, for generations, for communities, countries, and the world, which needs us to be at our best, now, more than ever.

I encourage each of you to take advantage of this unique opportunity (and all IFEA opportunities) to reconnect with your team, your partners, your global friends and peers, and yourself. To rediscover the magic that is still inside of you; still inside of all of us. Remember why you got into this industry in the first place and refocus on reigniting or refueling that flame, sharing it with others, and passing that magic along to your current peers and future generations of leaders.

And speaking of those future generations of leaders, yesterday, before

the official start of the convention, with the help and support of the IFEA Foundation and our good friends at VisitPittsburgh, we held our first-ever student summit on careers in festivals and tourism. This day of inspiration, networking, and practical learning brought together students from colleges and universities across the region.

Attendees were able to learn firsthand about career opportunities, industry trends, and the essential skills needed to succeed in the events and tourism sectors.

Similarly, you will meet during this convention our IFEA Foundation legacy scholarship recipients. Welcome and congratulations to each of you!

And a number of our attendees this year, started out as students in our annual IFEA/NRPA Event Management School, just about 45 minutes from here at the Oglebay National Training Center in Wheeling, West Virginia. Sherri Dimuccio, Executive Director of the National Training Center, will be with us here at the convention, as well.

I led a class at our Event Management School, where I started by asking the students what events they remember (throughout their lifetimes) and why? Then

to enjoy a spectacular fireworks display in the park; the excitement…and a little fear…the first time you recognized that a crowd of thousands had gathered specifically to enjoy what you had dreamed of and worked for months to create; and knowing that the event you did create reflected your community (to visitors and residents, alike) at its best.

Remember what it felt like to be in the position of these young students and new professionals who are just entering our field. Take time to step away from the day-to-day stresses, to refocus, revisit, and to remember the magic one more time.

Recognizing the toll that the challenges of the last 5-to-10 years have taken on our industry, impacting many good friends and longtime industry peers, while researching for our Event Insider global industry news publication, I have noted a positive trend that has expanded and grown, by the global media (and our own organizations), through the now more regular and accepted use of the term ‘post pandemic era’, a term now being considered for inclusion in the Collins English dictionary. As in, “we had our largest attendance of the post pandemic era” or “it was the festivals

Having noted earlier the plethora of challenges that we have all faced in the last five to ten years, while I am confident that we will all see a return to and rise above our pre-2019 successes, to officially define (and accept) the start of a new era for our world and industry – a reset – under current, versus pre-pandemic realities, provides all of us in our industry with a new and welcome ‘blank canvas’. we talked about how to replicate that at our own events. And I ask all of you to do the same. To remember your best event and event experiences. To remember the magic that has fueled and inspired us throughout our careers. Maybe it was the faces of the children along a parade route; the remarkable dedication of legions of volunteers to our visions; an unsolicited, shared memory by someone of how an event you were responsible for touched their families or lives; or maybe it was hot-air balloons and orchestral scores against a morning sunrise sky; generations of friends and families sharing a blanket Winter 2024

largest economic impact since the start of the post-pandemic era.” Which, in simple to understand definitions, makes a clear and accepted assumption that many (if not most) events have not yet fully recovered to the numbers, revenues, and breadth of programming, of our historical record-keeping before 2019 (pre-Covid), and that comparisons to those (by others or ourselves) are not fair or equal.

Having noted earlier the plethora of challenges that we have all faced in the last five to ten years, while I am confident that we will all see a return to and rise above our pre-2019 successes, to official-

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The first Broadway musical that I ever experienced was ‘Pippin;’ the story of the son of King Charlemagne during the Middle Ages, as he searched for meaning and fulfillment in his life. It was a story not about the choice between good and evil, but between the acceptance of reality and non-reality. ly define (and accept) the start of a new era for our world and industry – a reset – under current, versus pre-pandemic realities, provides all of us in our industry with a new and welcome ‘blank canvas’.

A new era, where back-to-the-basics (and tighter financial) operations – at least for the foreseeable future - are understood by all and may even encourage new levels of creativity, ingenuity, and possibilities that we have not seen for a while.

The first Broadway musical that I ever experienced was ‘Pippin;’ the story of the son of King Charlemagne during the Middle Ages, as he searched for meaning and fulfillment in his life. It was a story not about the choice between good and evil, but between the acceptance of reality and non-reality.

In the finale, a dazzling troupe of performers who have tried throughout the musical to push pippin to ‘be extraordinary,’ begin to strip him of all the things that they believe make him whole.

They take away the lights, and sound, and music, and costumes, and stage sets, leaving him without any special props as he looks to his future. A point in his life where he necessarily refocuses on what is really important, accepting that life is never perfect, and recognizing that he still has the ability to achieve and exceed his dreams from this new starting point, perhaps better, and happier, than ever before.

And that is where we find ourselves today. Much in our worlds has changed, and it sometimes feels like so much has been taken away, but now we are at a new and exciting starting point. A new era. A chance to refocus not on our resource limitations, but on our creativity.

A chance to refocus not on the replication of past events, but on the quality and originality and successes of future events.

To refocus on our changing audiences, and supporters, and volunteers, and markets. To dream a little. To dream a lot.

To build new legacies.

And the people and resources that you need to support and inspire you, as you refocus and begin building those new legacies, are right here at this convention.

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I encourage you all to reach out; to introduce yourselves; to share; be generous with your time; find some of our new young professionals and include them in your dinner plans; be open to both learning and to sharing; and don’t be afraid to start the conversation…you never know where it may lead. And I assure you that you are surrounded at this convention by friends.

In the days ahead you will find sessions on a wide spectrum of topics, issues and trends, including sponsorship and revenues; technology, creativity and innovation; operations and risk management; marketing, branding and media relations; leadership and management; host city partnerships, and important new sessions on resiliency and mental health.

You’ll find affinity groups to share both challenges and opportunities with your professional peers ‘on common ground.’

You’ll find cutting-edge vendors in our

Chief Advisor to the Qingdao International Beer Festival in China. Ask him about his book and the many stories around his very interesting career. You may meet Jeffrey Baldwin, General Manager of the Texas Renaissance Fair, recognizable from the recent HBO three-part succession battle docuseries ‘Ren-Faire’; or perhaps you’ll help us welcome Emily Cantrell, the new President & CEO for Seattle Seafair, as she starts her own new adventure; or Randy Dewitz, owner of fanfare attractions, who needs a separate hard drive just to hold all of his event experience and memories; or Irène Morgan from Destination New South Wales in Australia (producers of the remarkable Vivid Sydney), who would love to talk with you about events in her global region of the world. And hundreds of their counterparts and professional peers...and their stories.

You’ll meet our speakers and presenters; our Affinity Group moderators; our CFEE graduates; our Haas & Wilkerson Pinnacle Award winners; our IFEA World Festival and Event City Award recipients; our IFEA World and Foundation board members; our Pittsburgh hosts; our sponsors; our IFEA Foundation scholarship recipients; our vendors; our Volunteer of the Year; and our IFEA Hall of Fame recipient.

All of them here to help us all to refocus and remember the magic.

Much in our worlds has changed, and it sometimes feels like so much has been taken away, but now we are at a new and exciting starting point. A new era. A chance to refocus not on our resource limitations, but on our creativity. A chance to refocus not on the replication of past events, but on the quality and originality and successes of future events. To refocus on our changing audiences, and supporters, and volunteers, and markets. To dream a little. To dream a lot. To build new legacies.

Expo who can help you to take your events to the next level.

And you’ll meet many of our industry’s most remarkable, passionate, and creative individuals...in every hallway, session and social activity.

You may meet Lisa Pulsifer, Manager of Event Support Operations for SXSW, an industry icon event that is often at the leading edge of new trends and issues; or Liz Clifford, Game and Event Manager for the Fiesta Bowl, as they maneuver through new NCAA conference, playoff and broadcast changes; or Xingu (Sing-yu) Lin,

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On behalf of the IFEA World staff and team, including all of our volunteers, local hosts, speakers, sponsors, service providers, exhibitors, and boards, I welcome you to Pittsburgh and to the IFEA 2024 Annual Convention & Expo, presented by atVenu. A place and time to Refocus; to learn; to imagine; to share; to fine-tune; to expand your horizons; and to remember those grand visions that inspire you the most.

Wishing you all a safe, happy and healthy holiday season and a bright, hopeful and magical year ahead!

IFEA WORLD BOARD

BY JAZELLE JONES

REFLECTING

ON 2024

Dear IFEA Members,

A

s we take a moment to reflect on 2024, it becomes abundantly clear that this year has been a remarkable period of innovation and resilience for our community. Festivals and events have emerged as vital platforms for bringing people together, fostering creativity, and celebrating cultural diversity across the globe. Due to the profound creativity, resourcefulness and professionalism of event producers, we have witnessed the transformative power of events to adapt, thrive, and create lasting connections among attendees, even in the face of ongoing challenges.

This year has been particularly noteworthy for the incredible commitment displayed by our community. We have seen events and festivals leverage new technology to enhance audience engagement, streamline operations, and create immersive experiences that resonate deeply with participants. Enterprising event managers were successful in showcasing not just the adaptability of our industry, but also the willingness to embrace new trends that can significantly enhance the attendee experience and drive positive economic impact to communities around the world.

On behalf of the IFEA World Board, I would like to thank our amazing presenting sponsor, atVenu, and extend my sincere gratitude to all who attended the 2024 IFEA Annual Convention & Expo. I would especially like to recognize the wonderful team responsible for the management of such an important event. The dedication of the IFEA staff, World and Foundation Boards, Speakers, Exhibitors, Volunteers and Sponsors, all made this an event to remember. Kudos to Ira Rosen, MA, CFEE, the IFEA Foundation Board and all those who generously donated to support the IFEA. To the 14

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incredible team at the City of Pittsburgh, thank you for your hospitality and providing such a welcoming and positive environment. We had a blast!

Building a strong sense of community among our members is crucial for the continued growth of our industry. By fostering collaboration among members, we can create more dynamic and diverse events. Through utilization of a diverse and ever-expanding portfolio of programs, initiatives and events, the IFEA will continue to educate and nurture the next generation of event leaders while strengthening the bonds within our community, ensuring a brighter future for all involved. I encourage all of you to remain engaged throughout the year, continue to collaborate, recruit new members, and further the mission of IFEA into 2025.

It has been an honor to serve the IFEA and all of you as World Board Chair. We are incredibly fortunate that the amazing Joe Vera, CFEE will be steering the ship next year, and there is no one more qualified to advance this work. I will continue to support the IFEA, and I look forward to continued collaboration with all of you in the years to come!

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 Philadelphia, PA Jazelle.Jones@phila.gov

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

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

SECRETARY BILL O’TOOLE, CFEE Event Project Management System Pty., Ltd. Bondi Beach, NSW Australia otoole2006@gmail.com

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, MA, CFEE Art of Events, LLC. Kansas State University Manhattan, KS cindy@artofeventsllc.com

CURT MOSEL ArtsQuest Bethlehem, PA cmosel@artsquest.org

IRA ROSEN, MA, CFEE Chair - IFEA Foundation Board of Directors Ira Rosen, LLC, Festival and Event Consultant 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 Events & Marketing 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

THANK YOU

L

AND YOU’RE WELCOME

ike most of you, I was taught at a very early age that there are some phrases and words that you can never say too often. Included among these were “please,” “thank you” and “you’re welcome.” As this is my last letter as Foundation Board chair, please allow me to share some thank yous, and you’re welcomes.

In the weeks following the recent outstanding IFEA Annual Convention and Expo, presented by atVenu, I have found myself saying thank you in many different ways to many different people.

First and foremost, thank you to the IFEA Foundation Board.

As all of you know, a leader without a great team is bound to fail.

Everyone on this Board has always said yes to whatever task I put in front of them, and I am looking forward to serving as Past Chair under the outstanding leadership of our next Chair, Kat Paye, CFEE, Executive Director of the National Cherry Festival in Traverse City, Michigan. Special shout out to Dave Bullard CFEE who shared the stage with me at the Foundation Night event as an auctioneer and to Jessica Kaminskas for chairing the Scholarship Committee. Also, thank you to Cassie Roberts Dispenza who as the past chair gave me lots of great advice and guidance.

Thank you to everyone who bought a 50-50 ticket, contributed or bid on a live or silent auction item or bought an Ultimate Experience ticket. The money that was raised from all of these efforts goes directly to support the IFEA’s vision of being the “premier association supporting and enabling festival and event professionals worldwide.”

This year, the Foundation supported a new effort at the annual convention - the first ever IFEA Student Summit, “Igniting the Future of Events.” This event would not have happened without the hard work and support of S. David Ramirez, CFEE and Cindy Lerick, MA, CFEE, so an extra special thank you goes out to them as well as to our sponsors Visit Pittsburgh and David Olivares, CFEE. Also, thanks to all of the students and faculty members who attended the event. Through this effort, we have started to build a coalition of event professors and students throughout the world.

Thank you to our sponsors, expo vendors, speakers and presenters. The energy that you brought to this year’s convention was dynamic. Also, thanks to the team from the City of Pittsburgh for all they did to welcome our attendees and for all your hard work in the midst of a busy event season.

Thanks to the IFEA staff who have been with me every step of the way throughout this year. As someone who has served on a lot of boards, I know the difference between staff and board functions and without this strong understanding and relationship, neither can succeed. It has been a pleasure working with the IFEA staff this year.

Lastly, a huge thank you to all of the sponsors and supporters of the IFEA Foundation Night. Our Irish “May the Rode Rise to Greet You” celebration was one of the most celebratory events of the past 16

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few years. It would not have been possible without a ton of support from our friends at the Pittsburgh Irish Festival who brought so much energy to the event. As the tall leprechaun who had the honor of MCing this event, I cannot express how much your support meant.

Now to the “you’re welcome” side of the equation. To the recipients of the 2024 IFEA Legacy Scholarships, all of whom took the time to thank me for the opportunity to attend the Convention, thanks to the generous donations of our members. The IFEA Foundation helps fund many educational initiatives and our Legacy Scholarship program is one that I am particularly proud of.

Throughout the Convention, many people came up to me to thank me for the efforts that our Board has made on behalf of the advancement of industry education. To each of you a hearty “you’re welcome!”

For anyone who I have helped through my years of involvement with the IFEA, whether CFEE or Event Management School students, webinar or affinity group participants, people who have sat in my presentations or colleagues with whom I have been able to share information, it has been my pleasure, and you are certainly welcome.

Lastly, this is an “anticipatory thank you!” Even though the Annual Convention has passed, you still have an opportunity to contribute to the IFEA through our “Fund for the Future.” The “Fund for the Future” is a joint fundraising effort by the combined IFEA Foundation and IFEA World Board of Directors. Your donation will strengthen IFEA’s programs and services to ensure that we will continue to lead, serve and support our industry, especially when it is in need, for many years to come. If you find it in your means to do so, please donate through this LINK. I did not get into this business for the thank yous or you’re welcomes. I got into this business and remain in the industry after many decades because of the passion that I have to bring the joy of festivals and events to diverse audience around the world. I never expected to break my arm by patting myself on the back for a job well done or to be thanked by clients, customers or colleagues.

But to be perfectly honest, hearing thank you or you’re welcome does give me an energy boost to keep doing what I love to do.

I wish Kat and the incoming Foundation Board nothing but success and I look forward to continuing my support of the IFEA Foundation.

Thank you and you’re welcome!

Ira L. Rosen, MA, CFEE IFEA Foundation Board Chair President and CEO Ira L Rosen LLC. FESTIVAL AND EVENT CONSULTING Wall Township, NJ

2024

INTERNATIONAL FESTIVALS & EVENTS ASSOCIATION

IFEA Foundation Board of Directors

IFEA FOUNDATION BOARD CHAIR IRA ROSEN, MA, CFEE Ira Rosen, LLC, Festival and Event Consultant Wall Township, NJ irarosen1011@gmail.com

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

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

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

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, CFEE 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, CFEE 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 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.

Proud to insure excellence in the festivals & events industry

CONGRATULATIONS to the 2024 IFEA/Haas & Wilkerson Insurance

Pinnacle Award Winners

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he International Festivals & Events Association (IFEA) and Haas & Wilkerson Insurance recognized the outstanding accomplishments and top-quality creative, promotional, operational and community outreach programs and materials produced by Festivals and Events around the world* on Sunday, September 29, 2024 at the IFEA Annual Convention & Expo presented by atVenu, in Pittsburgh, PA, U.S.A., as the winners of the 2024 IFEA/Haas & Wilkerson Pinnacle Awards were announced.

Sponsored by industry leader Haas & Wilkerson Insurance, the professional competition drew entries from some of the world’s top festivals and events*. Winning entries came from organizations as diverse as the Alaska State Fair in Palmer, AK; Cherry Creek Arts Festival in Denver, CO; the Dublin Irish Festival in Dublin, OH; the Lubbock Arts Festival in Lubbock, TX; the Saint Louis Art Fair in St. Louis, MO; the MusikFest in Bethlehem, PA; the Pasadena Tournament of Roses in Pasadena, CA; the Parker County Peach Festival in Weatherford, TX; the Coconut Grove Arts Festival in Coconut Grove, FL; the Iceman Cometh Challenge in Traverse City, MI; the Philadelphia Flower Show in Philadelphia, PA; Seafair Festival in Seattle, WA; the Stockton Lantern Festival in Stockton, CA; Celebrations of Traditions Pow Wow in San Antonio, TX; Canada Together in Vancouver, BC, Canada; Vivid Sydney in Sydney, Australia; Festival Lent in Maribor, Slovenia; Chiang Mai Blooms in Bangkok, Thailand; Fáilte Ireland in Dublin, Ireland; Rome Future Week® in Roma, Italy; Huangling 18

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Shaiqiu Cultural Festival in Shangrao, China; and Cheonan World Dance Festival in Cheonan, Republic of Korea.

Honoring the exceptional achievements and high-quality creative, promotional, operational, and community outreach efforts of festivals and events worldwide, awards* were presented across 62 diverse categories. These included TV/Radio, Social and Multimedia, Print, Merchandise, and Festival and Event programs such as Sponsorship, Education, Accessibility, Children’s, Emergency Preparedness, and Entertainment. The prestigious Grand Pinnacle award, IFEA’s highest accolade, was also given, recognizing festivals and events* that excel in balancing all key elements essential for a successful event. *All winners are selected from those Festivals and Events who specifically enter the competition. Each category is separated into four separate budget categories. Each entry is judged within those budget categories, against the criteria and requirements of the specific category.

The IFEA and Haas & Wilkerson Insurance would like to congratulate not only the Grand Pinnacle Winners listed below, but all the 2024 IFEA/Haas & Wilkerson Pinnacle Award Winners!

• To view the complete list of 2024 IFEA/Haas & Wilkerson Pinnacle Award Winners CLICK HERE. • To view photos of all the 2024 IFEA/Haas & Wilkerson Pinnacle Award Winners, CLICK HERE.

Gold - Grand Pinnacle - Budget: Under $100,000 McAllen Public Library - South Texas Book Festival – McAllen, TX, United States Since its establishment in 2014, South Texas Book Festival has grown into a highly anticipated annual event, attracting thousands of attendees from across South Texas and beyond. By seamlessly blending literacy promotion, featuring regional and national authors, and offering entertainment for all ages in a lively and festive atmosphere, McAllen Public Library (MPL) is dedicated to fostering a lifelong love of reading for pleasure and enjoyment. For more information, Click Here.

Silver - Grand Pinnacle - Budget: Under $100,000 Frankenmuth Dog Bowl – Frankenmuth, MI, United States The Frankenmuth Dog Bowl is the world’s largest Olympic-style festival for dogs, taking place at the Frankenmuth River Place Shops Memorial Day Weekend, every year. The event, organized by the nonprofit Frankenmuth Dog Bowl, Inc., features over 25 activities including competitions, races, parades, and a hot air balloon event. The festival aims to promote responsible pet ownership and supports various charitable causes. For more information, Click Here.

Bronze - Grand Pinnacle - Budget: Under $100,000 Pittsburgh Irish Festival – BRIGID – Pittsburgh, PA, United States BRIGID, is a Celebration of the Celtic Goddess and Patron Saint of Ireland and was held on Saturday, February 3, 2024 at the August Wilson Center for African American Culture in Downtown Pittsburgh. It is a non-religious event created by the team at the Pittsburgh Irish Festival with the mission to celebrate Brigid the Saint, Brigid the Goddess, to be a celebration of Irish and Celtic Women, to celebrate light and Springtime, and to celebrate of Irish and Celtic culture overall. Additionally, it was to create awareness of Brigid, who she was, what she symbolizes, her miracles, her importance to Celtic culture, and contributions to history. The event featured an all-female line-up of Irish and Celtic entertainers.

The event was held on Saturday, February 3 (St. Brigid’s Feast Day in Ireland is February 1 annually) with both matinee and evening performances. There was a VIP Happy Hour, meal (featuring Irish Stew, Bread Pudding, and Irish drinks), artist meet and greet, vendors, raffle, and more. For more information, Click Here.

Gold - Grand Pinnacle - Budget: $100,000 to $500,000 Weatherford Chamber of Commerce – Parker County Peach Festival – Weatherford, TX, United States The 38th Annual Parker County Peach Festival, a premier Texas One-day Festival was held on Saturday, July 8, 2023, in beautiful historic Downtown Weatherford, TX. The event is always held on the 2nd Saturday in July. The history and development of the Parker County Peach Festival is truly fascinating, highlighting both the festival’s growth and its significance in the community. Starting with just 13 arts and crafts booths in 1984. The festival has come a long way, becoming a celebrated event that brings together thousands of attendees each year. The festival’s focus on highlighting Parker County peaches is not only a wonderful way to celebrate local produce but also a unique aspect that sets it apart. Moving to the Historic Downtown Square in 1986 and then adjusting its location to accommodate state highway closures proves the festival’s adaptability and commitment to providing a seamless experience for both attendees and local regulations. The designation of Parker County as the “Peach Capital of Texas” in 1991 is a testament to the quality of peaches produced by the area’s growers and the festival’s impact on the region’s identity. For more information, Click Here.

Silver - Grand Pinnacle - Budget: $100,000 to $500,000 Town of Little Elm – Little Elm Craft Brew & Que – Little Elm, TX, United States The Little Elm Craft Brew & Que Festival is a premier event showcasing top Pitmasters from across Texas, a diverse selection of craft beers and wines, and live performances by Texas ‘Red Dirt Country’ bands. The festival features themed contests, local artisans, and businesses, creating a vibrant atmosphere for attendees. Since its inception, the event has garnered a dedicated following from both longtime supporters and new attendees who quickly become enthusiastic fans. In 2024, the festival reached a record attendance of 14,800, marking its largest turnout to date. The grand finale includes a spectacular choreographed drone and fireworks show over our mainstage and Lewisville Lake. For more information, Click Here.

Bronze - Grand Pinnacle - Budget: $100,000 to $500,000 Lubbock Arts Alliance – Lubbock Arts Festival – Lubbock, TX, United States The 46th Annual Lubbock Arts Festival, presented by United Supermarkets, took place on April 13-14, 2024, at the Lubbock Memorial Civic Center, Lubbock, Texas. With the vibrant theme of “Colorama” the event was a colorful celebration of art and creativity! At the The Lubbock Arts Festival, you can enjoy an exciting combination of special visual art exhibits and captivating performance stages featuring actors, singers, and dancers. Over 100 talented artists from across the nation will be showcasing and selling their original creations, including paintings, pottery, jewelry, and more. You can also immerse yourself in a Juried Gallery of professional art, watch artists demonstrate their creative process, and admire the impressive artwork created by local school students. Don’t forget to bring the little ones to our Children’s Art Area, where they can enjoy free art activities. For more information, Click Here.

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Gold - Grand Pinnacle - Budget: $500,000 to $1 Million Fáilte Ireland - Púca Festival - Dublin, Ireland The traditions and folklore of Samhain have travelled around the world, sustained but evolving throughout history in the migrations and legendary storytelling of the Irish people. Traces of the grand legends of Samhain are found in current day Halloween folklore, ghost stories, gothic literature, ‘trick or treat’, and horror, around the world. The Púca Festival celebrates the cultural persistence of Samhain through some of Ireland’s greatest stories. A major feasibility study conducted 2026-2018 examined evidence gathered from significant archaeology findings, legends, myths and Celtic history, confirming Ireland’s legitimate claim to the origin of modern-day Halloween. The key output was that Ireland has a ‘Significant opportunity to establish the island of Ireland internationally as the original home of Samhain and Halloween traditions in the Western world.’ The Púca Festival was therefore developed by Fáilte Ireland in partnership with local authority stakeholders to harness this unique opportunity and tell the story of Halloween’s origins in Irish and Celtic traditions, with a view to driving more international visitors to visit Ireland in the shoulder season. For more information, Click Here.

Silver - Grand Pinnacle - Budget: $500,000 to $1 Million Phuket Vegetarian Festival - Phuket, Thailand The Phuket Vegetarian Festival has been celebrated for nearly two centuries and was recognized as part of Thailand’s intangible cultural heritage in 2018. Originating from Taoist beliefs brought by Hokkien Chinese migrants in 1825 during the colonial era, the festival has evolved into a unique tradition among Thai-Chinese locals in Phuket. The festival commemorates the Nine Emperor Gods through nine days of various rituals and spectacular processions, drawing tens of thousands of participants from all over Phuket and beyond. During the festival, participants adhere to a strict vegetarian diet to cleanse their bodies and minds, while street stalls offer a wide variety of delicious vegetarian cuisine across Phuket island. For more information, Click Here.

Bronze - Grand Pinnacle - Budget: $500,000 to $1 Million Macon, Georgia’s International Cherry Blossom Festival – Macon, GA, United States Macon, Georgia’s International Cherry Blossom Festival celebrated its 42nd Festival as it showcased the best of Macon and Middle Georgia. For 10 days, guests from all around Georgia, the country and world celebrated the beauty of the Yoshino cherry trees in Macon, Georgia, a town referred to by Congressional Records as the Cherry Blossom Capital of the World. The community and visitors celebrated the 42nd Festival by walking and driving the Cherry Blossom Trail, participating in cornerstone and community favorite events, and joining in the fun of new programming put on by the Festival and its umbrella, sanctioned events. With 80 percent of International Cherry Blossom Festival’s in-house, produced events free or at a nominal admission fee, all residents and visitors were able to put on their pink, join in the festivities, and celebrate “Love, Beauty, and International Friendship,” the Festival’s founding principles. For more information, Click Here.

Gold - Grand Pinnacle - Budget: Over: $100,000 CherryArts – Cherry Creek Arts Festival – Denver, CO, United States The Cherry Creek Arts Festival (CCAF) is recognized as a leading show in the industry and a beloved annual community tradition that has been part of the cultural fabric of Denver for over three decades. This well-established event draws a loyal regional audience, many of whom are collectors, and offers a perfect opportunity to find inspiration and connect with others through art. Our annual festival fills the streets of Cherry Creek North with over 250 juried artists ready to share their talent with the world. Visitors enjoyed plenty of live music, kids’ activities, art, interactive experiences, food, and more from July 1 to 3, 2023. CCAF is a celebration of the visual, culinary, and performing arts, transforming Cherry Creek North into an innovative outdoor art experience. This free, three-day event over the 4th of July weekend features the work of artists from over 13 different media categories and hosts 148,000 visitors. CherryArts (CA) believes that art is for everyone and endeavors to provide interactive art opportunities for all, including family-fun activities at Creation Station and live music throughout the weekend. CCAF continues to be one of Colorado’s premiere cultural events due to its notable standards of quality, excellent event production, visionary community outreach, and exciting artistic expressions. For more information, Click Here.

Silver - Grand Pinnacle - Budget: Over: $100,000 Pennsylvania Horticultural Society - The 2024 PHS Philadelphia Flower Show, “United by Flowers” – Philadelphia, PA, United States For 195 years, the Philadelphia Flower Show has highlighted diverse and sustainable plant varieties, cutting-edge garden and design concepts, and stunning floral displays meant to inspire and educate attendees from around the world. The Flower Show hosts world-renowned competitions in horticulture and artistic floral arranging, gardening presentations, demonstrations, and special events. The Show’s 2024 theme was “United by Flowers” and celebrated the colorful community that comes together to share in their love of gardening, flowers, and plants, and the impact they make on our lives all year round.

For more information, Click Here.

Bronze (Tie) - Grand Pinnacle - Budget: Over: $100,000 Pasadena Tournament of Roses Association –Tournament of Roses – Pasadena, CA, United States Each New Year’s Day, the entire world turns its attention to Pasadena for America’s New Year Celebration, including the Rose Parade® and Rose Bowl Game®. It’s a celebration that’s more than a century old —a festival of flowers, music and sports unequaled anywhere in the world.

Started in 1890 as a way to promote Pasadena’s charm and beautiful weather, the Tournament of Roses has since become America’s New Year Celebration. At the event’s inception, members of the distinguished Valley Hunt Club invited their former East Coast neighbors to a mid-winter holiday, where they could watch games under the warm California sun. The abundance of fresh flowers prompted the club to add another showcase for Pasadena’s charm: a parade to precede the competition, where entrants would decorate their carriages with hundreds of blooms. During the next few years, the festival expanded to include marching bands and motorized floats.

The IFEA/Haas & Wilkerson Pinnacle Awards are sponsored by Haas & Wilkerson Insurance. Haas & Wilkerson Insurance has proudly supported the IFEA and festivals and events industry for more than nearly three decades.

As the presenting sponsor of the Annual IFEA Convention, Expo & Retreat, and the title sponsor of the IFEA/Haas & Wilkerson Pinnacle Awards Program, they have helped to raise the quality and standards of excellence for festivals and events around the globe. With over 80 years of entertainment industry experience behind them, they provide insurance programs designed for each event’s specific needs and have a long list of clients that includes festivals, fairs, parades, carnivals and more. Learn more about them at www.hwins.com.

The first Tournament of Roses football game, which was the first post-season football game in the nation, was staged at Tournament Park on January 1, 1902. When West Coast’s Stanford lost to Midwestern Michigan 49-0, the football contest was replaced with Roman-style chariot races. Football was permanently reinstated as part of the Tournament’s traditions in 1916. While the Tournament’s early days included activities such as chariot races, jousting, ostrich races, bronco busting, polo and tug-of-war, today’s celebrations are headlined by two iconic New Year traditions – the Rose Parade and the Rose Bowl Game. Broadcast across the country and around the world, these events, along with several ancillary events, are the result of the efforts by the Tournament’s volunteer Members, who drive the Association’s activities year-round. For more information, Click Here.

Bronze (Tie) - Grand Pinnacle - Budget: Over: $100,000 Scottsdale Arts – Canal Convergence – Scottsdale, AZ, United States Scottsdale Arts’ Canal Convergence features 10 consecutive days of engaging, interactive art experiences along the Arizona Canal in Scottsdale, Arizona. This free event celebrates the vibrant arts and culture community in Scottsdale, drives economic impact for the city, and brings people from all over the world together in a sense of wonder and inspiration through the beauty and accessibility of public art. In 2023, Canal Convergence featured 12 large-scale art installations created by local, national, and international artists. In addition to the interactive artworks, the event featured various educational and family-oriented activities, art-making workshops, and site tours. Canal Convergence also offered a broad selection of live music, dance performances, a mini film festival, and a beer, wine, and food garden that featured local food vendors each night. Don’t forget to bring the little ones to our Children’s Art Area, where they can enjoy free art activities. For more information, Click Here.

Proud to insure excellence in the festivals & events industry

MARK YOUR CALENDARS FOR THE 2025 IFEA/HAAS & WILKERSON PINNACLE AWARD DEADLINES:

• Early Bird Entry Deadline – Wednesday, April 2, 2025 • FINAL Entry Deadline – Wednesday, June 25, 2025 The 2025 IFEA/Haas & Wilkerson Pinnacle Award Entry Brochure will be available in January 2025.

Online Submission will be accepted starting in January 2025.

Winter 2024

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LEADING BY EXAMPLE: 7 WAYS TO TURN YOUR EVENT INTO A SUSTAINABILITY SUCCESS STORY

By Charlotte Nicholson

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As the urgency of climate change becomes increasingly evident, the question on many event organizers’ minds is: how can we make our events more environmentally friendly? In an era where consumers are choosing to support businesses and experiences that align with their values, it is the perfect time to audit your operations and lead by example by integrating sustainable practices into your event.

In recent years, the demand for eco-friendly initiatives has grown exponentially. Attendees are more conscious than ever about the environmental impact of events; however, event organizers often feel constrained by a lack of time, budget, or resources to make meaningful changes.

Tackling sustainability can seem daunting and overwhelming. Events face numerous environmental challenges, such as waste generation, energy consumption, water usage, and their overall carbon footprint. While the burden of reducing environmental impact often falls on attendees - bring your own water bottle, ride your bike, etc. - the larger responsibility lies with event organizers to create an atmosphere where sustainability is a top priority in all aspects.

As you organize your next event, consider how you can incorporate sustainable practices to not only reduce environmental impact but also inspire attendees and fellow event organizers to follow suit. Here are seven ways to make your event more sustainable and help pave the way for a greener, more responsible future.

1. Waste Reduction and Management Waste at festivals and events is unavoidable, and it is up to event organizers to ensure waste is managed in the most environmentally conscious way possible.

The first rule when it comes to waste at your event is to ensure there are more than enough waste stations around the event site. Overflowing garbage cans and litter is not conducive to a sustainable event.

Adding sorting stations to your event can increase public education and awareness about the waste they are creating.

Each waste station should include a separate bin for garbage, recycling, and compost, with clear signage instructing attendees on how to sort their waste.

While this tactic is not foolproof and rarely works perfectly, it encourages attendees to pause and consider their impact. You can expand your waste stations by having a volunteer “Green Team’’ operating each waste station, ensuring proper sorting.

Mandate biodegradable and recyclable

materials wherever possible, especially in food vendor guidelines. Many municipalities have existing food vendor guidelines that you can apply to your event or build upon. These guidelines could include: • No plastic cutlery (opt for bamboo or wooden cutlery options) • No styrofoam (paper-based is ideal) • Clear waste disposal guidelines for vendors Companies like Boxed Water and PATH are leading the charge by opting for paperbased cartons and BPA-free aluminum bottles instead of plastic water bottles.

Limit handouts that turn into waste. If you have community or sponsor activations at your event, prohibit brochure or pamphlet distribution. Remove paper programs from your event and transfer the information to an app that attendees can use on their phones.

Food waste is another significant challenge in the event industry. Globally, approximately one-third of food produced for human consumption is lost or wasted.

Whether you are giving out free food at a community event, providing a catered meal to conference attendees, or running a food vendor program at a festival, food waste is inevitable. During the event planning process, calculate realistic consumption estimates and build a plan for what to do with any food waste. Many charities, food banks, or soup kitchens will accept food donations on the spot, so develop a plan with them in advance where possible. Food rescue organizations, such as Second Harvest in Canada or Food Rescue US, find surplus, edible food that businesses and events can’t use and distribute it to people in need within the local community.

Food rescuing helps divert food waste from landfills while also supporting local communities facing food insecurity.

2. Transportation Community surveys often highlight active transportation as a top priority. As more communities, and their residents and visitors, embrace sustainable travel options, events should be no exception.

Communication is key. Strongly encourage your attendees to use active transportation - such as walking, biking, or scootering - or sustainable transportation like public transit or carpooling - to travel to your event. Promote this message through social media, email reminders, and your event website. Help attendees plan out their travels by publishing a map with the key bike lanes that lead to your event site, along with the closest public transit Winter 2024

stops and routes. Highlight the attendee benefits: not only are they reducing their carbon footprint, but their experience of accessing and leaving the venue will also be improved. For example, someone who biked or walked to a holiday fireworks show will arrive home before some vehicles have even left the parking lot.

So, you’ve encouraged active transportation to your event, but what services are you offering once they arrive? Ensure you are providing a safe and secure area for bike storage, ideally with bike racks within or just outside the event site. An emerging trend is the bike valet, which operates like a coat check for bikes and other mobility devices. Valet staff or volunteers park bicycles for attendees, offering peace of mind for cyclists while they enjoy the event. Some bike valets also accept strollers, providing the opportunity to help parents feel more comfortable and welcome at the event.

These initiatives offer a positive benefit to more than just the environment; they help event organizers too, alleviating pressure on parking and traffic congestion in and around the venue. For instance, a single transit bus can hold approximately 30 people, which would otherwise require 15 vehicles if traveling in pairs.

There is no better way to generate enthusiasm than by providing incentives. Partner with local transit to offer ride discounts to your event ticket holders, run contests, or have your vendors provide a discount to attendees who show their bike helmet.

Coachella, which takes place in the middle of a California desert, has done a fantastic job of preventing 125,000+ daily attendees from driving their own vehicles to the venue. In addition to developing an impressive shuttle system, they have taken it a step further by incentivizing carpooling.

In 2007, they launched Carpoolchella, an annual contest where attendees in vehicles with four or more passengers have the chance to win prizes such as food vouchers, backstage passes, and a grand prize of lifetime VIP tickets.

3. Water Consumption Water conservation on a large scale can be a challenging task and is one that often gets overlooked in event planning. Water is a critical component of an event’s many on-site facilities: toilets, laundry, bottle refill stations, hoses, food and beverage areas, and more.

Start by conducting a full audit of your event’s water usage to identify areas for conservation and efficiency. Use this audit

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to develop a plan outlining specific steps to reduce water consumption.

Install water bottle refill stations and actively encourage attendees to bring reusable water bottles. Consider prohibiting the sale of plastic water bottles at your event and offer reusable water bottles for purchase instead.

Collaborate with your venue or municipality to discuss and implement greener water usage practices. Seeking their expertise and support can help you develop effective strategies for water conservation.

Adapt these tips to suit your event, as strategies will vary based on location and venue type.

4. Sustainable Procurement A successful event relies on a multitude of vendors and suppliers - production, tent and event rental providers, food and beverage services, ticketing, and more. To truly achieve sustainability, it is important to source sustainable vendors and suppliers.

Incorporate sustainability pillars into your procurement policies. If you evaluate proposals and quotes based on cost alone, consider diversifying evaluation criteria to include sustainability. Sourcing local goods and services is a great place to start.

This approach creates a trickle effect where vendors and suppliers who want to participate in your event or receive your business will be motivated to adopt sustainable practices. Over time, this not only elevates the sustainability of your event and increases supplier options, but also encourages broader industry change.

5. Energy Efficiency The most effective ways to improve energy efficiency at your event are to reduce energy usage and incorporate green energy solutions wherever possible.

Start with the basics: use LED lighting, opt for electric vehicles and buses for shuttles and transport, shut off or turn down systems when not in use (technology, lighting, thermostats, equipment, etc.), and limit generator usage.

Take it a step further and explore creative solutions: is there an opportunity to install solar panels at your venue?

Or, consider engaging attendees with interactive activations, such as stationary bikes or seesaws that power a smoothie blender or a phone charging station.

At Glastonbury in 2023, organizers worked with Octopus Energy to erect a 28-meter wind turbine on the festival site.

The turbine generated up to 300kWh of power each day, supplying clean energy to food vendors via a mini grid.

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Your organization can purchase carbon offset credits to counteract the emissions the event produces. Consider also giving your attendees the option to offset emissions from their own travel to the event by adding a carbon offset purchase option on your ticketing system.

6. Engagement and Education Effective communication and engagement are key to the success of any new program. Consumers and event attendees are increasingly seeking products and experiences that align with their values.

By actively promoting your organization’s efforts in reducing environmental impacts, you will earn more respect and interest from your audience and potential attendees.

Empower your staff and volunteers by involving them in these efforts. When they feel they are making a difference, they will take pride in being a part of the event.

Run an awareness campaign in advance of your event that highlights the sustainability initiatives you are building into the event. In addition to educating your attendees about environmental impacts related to events, this also contributes to a positive brand image for your event.

Consider using various channels like social media, newsletters, and your event website to promote. Share behind-thescenes content, success stories, and practical tips on how attendees can support your sustainability efforts.

7. Evaluation To ensure your sustainability practices are impactful and continue to evolve, it is important to evaluate them annually. As your event approaches and you are in the throes of planning, sustainability initiatives may naturally take a backseat to other logistics that take priority. Before reaching this point, assign someone from your team to manage and assess your sustainability efforts on-site.

This person can monitor the implementation of the initiatives, make real-time adjustments, and note areas for improvement. This will contribute to the post-event assessment.

It is also important to gather feedback from your attendees to understand their perspective of the programs. Did they notice them? Did it enhance their event experience? Are they more inclined to attend next year because of these efforts?

This information can be collected via on-site surveys or post-event email surveys.

Once your evaluation is complete, compile and share the positive outcomes and statistics. Publicly celebrating your successes will boost your event’s reputation and can inspire others in the industry to follow suit.

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A few final tips to remember when working toward a more sustainable event: • If you have a small team and are overwhelmed at this challenge, start small.

Begin by addressing one sustainability issue in the first year. Focus on effectively building that one change into your event, then develop a five-year plan for gradual implementation of additional initiatives.

• To overcome the cost barrier of incorporating sustainability initiatives into your event, seek a sustainability partner. Collaborating with a company aligned with your mission and values provides high-profile benefits to both your event and the partner.

• Extend your efforts beyond the event itself by integrating sustainability values into your organization year-round.

To drive meaningful change, your operations behind the scenes need to reflect what you are promoting publicly.

In today’s world, incorporating sustainable practices into event planning is not just a trend but a necessity. By prioritizing sustainability in the event planning process, you will reduce your event’s environmental footprint while at the same time inspiring positive change in our industry and communities.

Charlotte Nicholson is the Civic Engagement & Events Coordinator for the City of Charlottetown in Prince Edward Island, Canada. She is a graduate of Holland College’s Event Management program and has spent the last eight years helping to build Charlottetown as a vibrant place to live and to visit.

Article Sources/References: • www.visitscotland.org/events/ advice-materials/sustainability • www.charlottetown.ca/events___initiatives/event_attraction___hosting/ sustainable_events_manual • www.bizbash.com/production-strategy/ experiential-marketing-activations-sponsorships/media-gallery/22847676/ why-were-these-water-bottles-all-overcoachella-this-year • www.wfp.org/stories/5-facts-about-foodwaste-and-hunger https://secondharvest.ca/ • foodrescue.us/ • www.desertsun.com/story/life/entertainment/music/coachella/2015/04/19/ recycling-bins-sustainability-polar-bear-coachella/26022817/ • octopus.energy/blog/the-turbine-thatrocked-glastonbury-2023/

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

FESTIVALS WITHOUT BORDERS

WITH ROBERT BAIRD

CONFERENCES –

I

WHEN THINGS GO BAD

am back attending fall conferences and became aware of the many aspects of a conference that need creative planning and military-like precision in making sure that events work out as planned. But what happens when the “best-laid plans of mice an’ men, gang aft a-gley”? (Or, as we might say, go off the track).

When something unexpected arises, we need to have a Plan B in place and “pivot” to ensure a modicum of success if not a completely acceptable alternative to deal with the crisis.

The Speaker is a No-Show We were all anticipating the Key Speaker at the Conference.

Her reputation preceded her, and the topic was of interest to many people attending the conference. Imagine our dismay when we were notified that, due to border crossing issues, the Speaker would not be able to make it. Here is what the Festival did: 1. No one went ballistic or freaked out. When something beyond your power happens, you can only accept it and move on.

2. The Festival contacted the Speaker and asked for a recommendation for a replacement. Unfortunately, the replacement was not available at such short notice.

3. The Festival asked one of the other scheduled speakers to do double-duty to fill in.

4. This was a win for everyone. The fill-in speaker was used to doing corporate events and threw in a bit of appropriate comedy with the audience disappointment in mind. The audience learned a few things, were entertained and the whole experience was enjoyable.

5. The Festival also arranged to have the Speaker’s address recorded and sent out to anyone attending the Festival who wanted it.

The Tech Threatened to Destroy the Presentation We knew there was a problem when the presentation was running late and there were people scurrying around with cables and replacement computers. The PowerPoint was not working, and it was crucial to the presentation.

Here is what the Festival should have done: 1. Have a technician test the equipment immediately before the presentation and be on hand to ensure that it works when the presentation is starting 2. Have the tech staff on call and let the presenter know how to contact them, if there is a problem.

3. Let the audience know what is happening.

4. Have handouts in lieu of a PowerPoint if necessary.

5. Perhaps switching rooms if feasible.

Everything needs a contingency plan and when you don’t have one it can be disastrous.

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There weren’t Enough Chairs No one expected the workshop to be so popular, but it struck a chord, and it was obvious that the room was too small and there weren’t enough chairs. Here is how this was solved: 1. The Conference staff on hand contacted the venue staff, told them what was needed and the staff responded immediately.

2. The room divider was moved back to create a larger space and an adequate number of chairs for participants were quickly put out.

Obviously, they could have moved the workshop to a larger space or broken participants up into several smaller groups if smaller rooms were available.

A Hurricane Almost Came to Call No one expected the weather to deteriorate so rapidly, and the conference participants were understandably nervous when weather reports indicated the possibility of severe weather at the site, including a possible hurricane. Here’s what happened: 1. The Festival alerted all participants to the possibility of inclement weather.

2. The Festival let everyone know via email, social media and the Festival app the impact of the weather might have including cancelling events, cancelling the rest of the festival, safety precautions and procedures.

3. The Festival had required cell-phone numbers on the registration form and they were able to send out text messages as well.

In the end the storm was not as severe as anticipated and there was virtually no impact on the Festival, but everyone felt that they had been well served by the Festival’s primary concern for attendee safety.

As the late American author and motivational speaker Zig Ziglar said, “Expect the best: Prepare for the worst and Capitalize on what comes”. With a bit of precaution and contingency plans, our best will be good enough.

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

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

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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: ■

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

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

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

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

EXHIBITOR SPOTLIGHT

What year was your company established?

We were established in 1965.

events. The family’s success is supported by team members like John Breen, who represents them at events like IFEA.

How many employees does your company have?

We have 38 employees currently.

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

Ashworth Awards continually creates new products to meet customer needs, even those not on our website. We introduce unique designs, such as our sustainable Dimensional Steel line, using recycled materials. We produce a variety of metal items like coins and medals, and also customize textiles, kitchenware, display systems, and more.

What areas do you serve with your product/service?

We work with hundreds of festivals and events, though events can always depend on personability thanks to a dedicated account executive and support representatives.

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 Ashworth Awards, we’re changing the world one medal at a time—though we offer more than medals. From recognition to sustainability, we deliver innovative, high-quality products that bring joy to events worldwide. Combining tradition with a creative touch, our earth-conscious products use recycled materials and eco-friendly manufacturing.

For top-quality products and service, choose Ashworth Awards. We care about your events and often participate to ensure we create the best products for your needs. We’re dedicated to helping your organization grow and can be your go-to for all event product needs.

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

Douglas R. Ashworth founded Ashworth Awards as a manufacturer of emblematic and recognition jewelry in Southern Massachusetts and Northern Rhode Island. His son Daniel, wife Kimberly, and daughter Morgan now lead the company, expanding their product range for sports, festivals, and 30

What sets your product/service apart from your competitors?

Our unique Dimensional Steel product line is a process created exclusively by Ashworth Awards—you won’t find it anywhere else.

Many of our products, including Dimensional Steel and Woodallion lines, are made from 100% recycled materials, reflecting our commitment to sustainability. Supported by dedicated account executives and manufacturing teams, we ensure high-quality products and exceptional service. Our production process is faster than the industry standard, delivering most jobs in 4-6 weeks, compared to the typical 12 weeks or more.

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

Our best advice: plan ahead. As a custom manufacturer, designing and producing made-to-order products takes time. We’re here to simplify the process, but ordering earlier than expected ensures timely delivery and helps you better prepare for your event.

What is your company’s customer service philosophy?

At Ashworth Awards, we’re custom product consultants. We collaborate to find the right products for you, considering your budget and interests. Your dedicated account executive is here to assist you every step of the way.

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John Breen Account Executive

Ashworth Awards 41 Richards Ave. North Attleboro, MA, 02760, USA +1 800-325-1917 (toll free) john@ashworthawards.com www.ashworthawards.com How many years have you been with your company?

11 ½ years.

What are your favorite festival foods?

Pizza, New England Chowdah (no it’s not spelt chowder), and is Beer a Food?

What do you like to do to relax?

You can catch me listening to Sir Paul McCartney while I complete my favorite hobby and hidden talent, watercolor painting. You might be lucky enough to get one someday!

Check out some of my earlier art on Linked-In and my socials.

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

“Ticket Masters” by Josh Baron and Dean Budnick.

What is the name of the last movie you watched?

The Shawshank Redemption (one of Dan, Morgan, and my favorites).

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

Using Listening to Increase Presence and Evolve Your Leadership

By Margaret Graziano

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Being present in today’s world is more difficult than it has ever been before. Everyone is constantly bombarded by emails, text messages, social media, news, advertisements, and all the other distractions of the modern world.

A lack of presence, especially in leadership, can often lead to poor communication, a lack of rapport with those around you, and volatility, uncertainty, confusion, and ambiguity in the workplace.

One of the easiest ways to solve this problem is to understand and change the way you listen to those around you.

Most people don’t focus on or participate in listening in a way that actually makes a difference. Learning to truly listen and engage with whomever you are talking to enables connection, builds trust, and elevates flow across the board. When you strengthen your ability to listen, you become a better communicator. When you level up your ability to hear, you show up as somebody who is more open to feedback and who appreciates the contribution of what others are thinking and feeling.

Upleveling your listening begins first and foremost with understanding what, how, and when you aren’t really listening.

Listening from Obligation When this happens, there is little to no effort from the listener, either due to various distractions or a lack of caring about what the speaker has to say. Common behaviors when you’re listening at this level are multitasking, such as playing on your phone or scrolling through emails when someone is talking to you, tuning out/daydreaming, and anticipating what you think they are going to say and interjecting words for them. This kind of listening makes it impossible to develop rapport.

This level of listening also includes pretend listening, where you are not paying attention to the speaker, however you still act as though you are listening. The listener’s brain is paying attention to other things, but they are maintaining involvement in the conversation. Think of sitting next to someone very talkative on the plane or talking on the phone with a chatty family member.

You aren’t absorbing or understanding the information the speaker is sharing.

Listening from the Inside This is selective listening or downloading. In this level, you are only listening for what someone else is saying to confirm facts you already believe to be true. You are

listening inside of your existing context. You parcel out information that you perceive to be uninteresting, lacking in value, or that doesn’t conform to your biases and preconceived notions. This level of listening is problematic because you only hear what you want to hear. When you listen this way, it’s all too often to brush feedback aside and/or filter it out altogether.

You know you’ve been listening like this when you come out of a conversation and everything you expected to happen happened. This type of listening is all about you. Your purpose in listening is to validate yourself and invalidate another if they disagree with you. There is no freedom and nothing new will be created in this kind of listening.

Listening for New Information This level of listening is about seeking new information, new data, and new perspectives. It’s listening to learn. However, you are still listening for what’s in it for you. You’re not curious, but listening to gain knowledge or get something out of the listening. You are taking what you already think and building upon it.

At this level you are open to hearing something you haven’t heard before. You have some new data points and information that challenges your assumptions. Perhaps it exposes some new content or new reality to you. Here, you can actually walk away from the conversation with a memory of what was said and how it changed your perception. You leave the conversation thinking new things or in new ways.

Listening with Curiosity and Compassion In this level of listening you are really connecting to the other person. You’ve got an empathic, emotional connection. This is when you’re listening soul to soul, heart to heart, and seeing the experience through another person’s eyes. You’re not only challenging your own assumptions, but actually considering that the other person’s reality is valid. You get to experience that person’s experience. Most one-on-ones should be done with this empathic, emotional connection. You’re letting go of your agenda and having an open mind and heart, building Winter 2024

trust, and deepening your relationship with this person. You’re curious.

This is when you are fully engaged and focused on the speaker’s words and what those words mean to you and to the speaker. Nothing distracts you from the person with whom you are speaking. They have your full and undivided attention and it is clear to them that this is so.

Listening for What’s Possible This level of listening is generative. You have moved beyond any friction and are completely immersed in flow. Everybody is participating. You both are in service of something bigger than the agenda and listening with an open will. In this level, you aren’t just listening to the person, but acknowledging the future that wants to be created. This is where innovation happens.

This is where the collective genius is not just tapped into, but realized.

This is the highest and most meaningful level of listening and is where you want to spend as much time as possible.

Listening at the Highest Level Every Time We all need diverse opinions and viewpoints. When you listen from the lower levels of listening, which is not really listening at all, you miss out on so much, from critical information and feedback, to a chance to develop rapport with your team, a loved one, or even a total stranger.

The most effective leaders all excel at listening from the highest level. They make people feel valued, respected, and understood. They are also always honing their skills and becoming better listeners. They continually work on opening their mind, heart, and will. It’s a continual process of evolution. They are present and focused on whatever or whomever is in front of them. Meaningfully listening to those around you enables you to elevate yourself as a leader, build trust and rapport, and empower the people you’re listening to.

Evolving your leadership and achieving optimal results begins with listening.

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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THE UN-COMFORT ZONE

WITH ROBERT WILSON

HERE’S THE REAL DIFFERENCE

BETWEEN AMATEURS AND PROFESSIONALS

How Experience Trumps the Rules.

O

ver the past decade, I’ve seen several dozen variations of the following urban legend posted online: A large ocean going ship stalled at sea when its engine broke down. None of the shipboard maintenance crew could repair it, so the shipping company helicoptered a consultant out to the stranded ship. The grizzled old ship mechanic with 40 years experience carefully inspected the engine from top to bottom. He then took a small hammer from his tool bag and gently tapped the engine which immediately roared back to life. He then told the ship’s captain, “That will be $20,000.” “What?!” cried the captain, “You hardly did anything. I demand a detailed bill.” The mechanic jotted briefly on a scrap of paper and handed it to him.

It read: Tap with a hammer: $2; Knowing where to tap: $19,998.

I believe this story is so popular because it resonates with people who are still paying their dues and looking forward to the day when they too will have mastered the skill set necessary to do a job with ease and aplomb while receiving the big bucks.

Back in 1999, during the looming Y2K crisis, my friend Marty got to enjoy a similar role to the ship mechanic. The problem was that many older mainframe computers, because of data storage issues, kept track of the years by the last two numbers only, i.e., 98 for 1998, 99 for 1999... and when 00 got here the date might roll back to 1900 instead of forward to 2000. Businesses and government were concerned that if not corrected, it would cause all sorts of problems for everything from banking ledgers to high-rise building HVAC systems. The media, as usual, fear-stoked the public into believing that the entire world economy would shut down and cause chaos. As a computer programmer, Marty was one of the few people still able to write code in COBOL and FORTRAN who had not yet retired. He earned crazy-huge consulting fees as he rushed from company to company correcting their computer code. I recall him saying, “I wish 1999 would last forever!”

Back when I bought my first house, I had an experience similar to the ship’s captain. My house was a 62 year old Craftsman bungalow with one bathroom on the first floor, and a potential second bathroom in the basement. I say potential because the previous owner started remodeling the basement bathroom by stripping out all the fixtures and tile, but broke the waste pipe under the toilet when removing the bowl. The project was abandoned leaving the room completely bare except for the exposed fresh water pipes.

I wanted a second bathroom so I wouldn’t have to wait in line when the main one was occupied. As a new homeowner motivated to save money, I set out to repair the broken waste pipe myself. I chiseled out the concrete floor around the waste pipe opening, creating a hole about 12 inches in diameter, then removed the bent and torn lead pipe elbow that fed into the 34

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sewer line. Next I measured the opening to the cast iron sewer line where the new elbow would have to fit.

I then went to a plumbing store and requested a proper replacement. I was given a white plastic PVC elbow-shaped pipe and a rubber flange to make it fit snugly into the cast iron pipe. When I got home it would not fit, so I took it back. The man at the plumbing store said, “It’s definitely the correct size. I didn’t say it would go in easy.

You will have to force it in. You may have to beat it in with a hammer, or lever it in with a two by four, but this is the right pipe for your job.”

I took it back home, and set to work. I could not hammer or lever it in because there wasn’t room to generate enough force.

However, I was surprisingly able to fit my car jack into the hole, but every time it would start to work, the PVC pipe would pop out of the cast iron pipe instead of going straight in.

At that point I became frustrated and decided to finish the job later. I had many other projects I wanted to do on that house. Unfortunately, I never got back to finishing the basement bathroom, and had to wait in line whenever a family member or guest got to the working bathroom first. Six years later, I bought my second house and moved into it. I kept the first house as a rental property, and I knew that if the second bathroom was functional I could charge a higher rent.

I still needed to put in the tile and install fixtures, so I called in a plumber to get the waste pipe problem out of the way. I watched as the man picked up the two pieces I had purchased six years earlier. He slipped the flange over the end of the PVC elbow and found - as I had - that it wouldn’t fit into the cast iron pipe. He pulled a knife out of his pocket, shaved a thin layer off the rubber flange, and slid the elbow right into the cast iron pipe. He spent all of five minutes, and charged me $60 - a bargain! I thought to myself, “Gee, if I’d hired you six years ago, it would’ve only cost me $10 a year to NOT wait in line!”

And, that my friends, is when I learned the difference between an amateur and a professional. It was a great lesson in creativity too. I realized that when something doesn’t work according to the rules, it’s okay to modify, bend, or break them.

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.w

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?

1991 in a record store.

How many employees does your company have?

About 100 nationally, and 4k globally What areas do you serve with your product/service?

Our focus at IFEA is to serve clients in North America, but are happy to connect folks doing international events to our partners oversees.

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

Over 8,000 events in venues and over 100 festivals, shows, and fairs.

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

In the chaotic world of live events, where unpredictability reigns supreme, See Tickets stands as a beacon of reliability and support. We understand the challenges you face and we’re here to lighten your load.

Our mission is simple: to take ticketing off your plate so you can focus on all of the other chaos. As Apple of Alamo City Comic Con attests, navigating the live events industry is akin to a battlefield, and the See Tickets team is your trusted ally in the fray. Choose See Tickets, and let us handle the chaos of ticketing, so you can concentrate on the chaos of making your event a resounding success.

“It starts with a ticket”

36

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

Founded 1991 in a record store in Nottingham, England, See Tickets serves over 8000 clients including the Glastonbury Music Festival, Leavenworth Oktoberfest, The Big Texas Beer Fest, and the Age of Chivalry Renaissance Festival.

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

We have a robust ticketing platform, reporting, offering timed ticketing, customized white label design, reserved seating, RFID, exchange tool, and sponsorships.

What sets your product/ service apart from your competitors?

What sets See Tickets apart is our stability. As a subsidiary of CTS Eventim, the second largest ticketing provider in the world, which services the Olympics and FIFA World Cup, we are excited to offer our top-quality client service, security, and longevity as a Partner. We are also partners with the National Independent Venue Association, where we championed the bill to fund venues and promoters during the pandemic, supporting our clients through the times, and internally with no layoffs.

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

Do your research to make sure this is a Partner who can truly support your growth and longevity. Will you have someone to call?

What is your company’s customer service philosophy?

The customer experience starts with a ticket!

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Hannah Owen

Business Development Manager SEE TICKETS Austin, TX 78704 USA 512-296-7038 Hannah.Owen@seetickets.us www.seetickets.us How many years have you been with your company?

1 year - hoot!

What are your favorite festival foods?

Dippin Dots and Corn Dogs What do you like to do to relax?

Yoga, trash tv, and a nice nap.

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

Talk to Strangers - Matt Dahlia What is the name of the last movie you watched?

Beetle Juice, Beetle Juice

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 (Indianapolis) 500 Festival IFEA CITIES, CVB’S & TOURISM VIRTUAL AFFINITY GROUP Moderated by: Wes Rhea, CDME Chief Executive Officer Visit Stockton IFEA VOLUNTEER PROGRAMS VIRTUAL AFFINITY GROUP Moderated by: Alex McNulty, CFEE IFEA Foundation Board Member Manager, Member Services Pasadena Tournament of Roses Moderated by: Erin Jackson, CFEE Marketing & Events Specialist Gravina, Smith, Matte and Arnold Marketing & PR Firm IFEA OPERATIONS VIRTUAL AFFINITY GROUP Moderated by: Becky Genoways, CFEE President Genoways Event Management Moderated by: Ira Rosen, MA, CFEE IFEA Foundation Board Chair 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 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 INDUSTRY NEWCOMERS VIRTUAL AFFINITY GROUP Moderated by: Scott Schmader Director of Membership (and industry newcomer!)

International Festivals & Events Association IFEA GENERAL SESSION VIRTUAL AFFINITY GROUP Moderated by: Steve Schmader, CFEE President / CEO International Festivals & Events Association 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 Chair City Representative and Director of Special Events City of Philadelphia

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

2024 IFEA World Festival & Event City Award Recipients “Recognizing the best in community leadership and festival and event partnerships around the world.”

Pittsburgh, PA, United States

A city built on innovation, Pittsburgh continues to push the envelope with major contributions in technology, education, medicine and beyond. Whether it’s your first time, or your fiftieth, once you emerge through the Fort Pitt Tunnel, a world of possibility unfolds – a city of multitudes. Known for small-town friendliness Milwaukee, WI, United States

Milwaukee is known as the City of Festivals, McAllen, TX, United States

The International Festivals & Events Association announced and recognized the 2024 recipients of the “IFEA World Festival & Event City” award during the IFEA Annual Convention & Expo presented by atVenu in Pittsburgh, PA, USA this past September 29, 2024. The IFEA would like to congratulate all our 2024 IFEA World Festival & Event City Award Recipients.

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Looking for a city with a heart for celebration? I know a place. A place where cultures blend, friends gather, and new traditions are made. I know McAllen, Texas.

McAllen is a bicultural community that grew under the Texas sunshine into an event city like no other. Its roots are woven into every celebration, creating new traditions and transforming seasonal events into unforgettable experiences—like the McAllen Holiday Parade. It’s the largest illuminated holiday and helium balloon parade in Texas, selected as the Best Parade in the World 7 times and Best Parade in Texas 6 times

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with big-city buzz, Pittsburgh has a world of food, beverage, sports and cultural options in our walkable downtown, all steps from the David L. Lawrence Convention Center.

In the eyes of many of our visitors, Pittsburgh offers a surprising and unexpected experience, with natural beauty, unique terrain and diverse offerings at every turn – where 446 bridges lead you to 90 neighborhoods that offer their own flavor (and their own way to eat fries), where thousands of acres of riverside parks and Appalachian paths are waiting to be explored, where you’ll find for every rule, this city holds the exception.

And, because of our long heritage in being the exception to the rule, we stand out from the rest in the way we win the hearts of visitors from near and far.

VIEW VIDEO and all year round, we celebrate the city’s many diverse cultures, ethnicities and identities, the expansive and gifted arts community, and unique occasions. From the world’s largest music festival, spread across three weekends every summer to the largest celebration of Pride in Wisconsin, PrideFest, the largest celebration of Irish and Celtic culture outside of Ireland at Irish Fest to the rumbling rally of motoculture during the Harley-Davidson Homecoming Festival, we celebrate just about everything in the City of Festivals.

VIEW VIDEO by the International and Texas Festival & Events Associations.

McAllen, a 2-time IFEA World Festival & Event City, welcomed guests to over 800 events and festivals. In 2023, its celebrations, like the McAllen Holiday Parade, continued to transform every event into an unforgettable experience.

Designated by the Texas Governor as the official South Pole of Texas, McAllen is Santa’s warm winter getaway, home to holiday events blending seasonal fun with South Texas personality. The city created festivals like Fiesta de Palmas and MXLAN, where Latino culture thrives, along with events celebrating the arts, subcultures, competition, and inclusive outdoor fun.

McAllen hosts 803 events annually, generating over $75 million in economic impact, with an additional $16 million from the McAllen Holiday Parade, thanks to 2,700 volunteers and a dedicated special events team.

Feel like celebrating? Experience McAllen, Texas—you’ll be the one who knows a place.

VIEW VIDEO

Gwangju, Dong-Gu Republic of Korea

As of 2024, Gwangju Dong-gu comprises 13 districts with a population of 55,341. This area blends urban and natural

Philadelphia, PA, United States

Philadelphia has a long and extensive history when it comes to the event and hospitality industry. The first international trade show in the United States, the Phuket, Thailand

Phuket, Thailand’s largest island, attracts tourists from all over the world with its diverse array of natural attractions, vibrant culture, and contemporary conveniences.

Situated in the Andaman Sea, Phuket’s strategic geographical location facilitates

environments, including the old city center around Chungjang-ro and Geumnam-ro, and parts of Mudeungsan Mountain.

Recent urban regeneration efforts have increased the population. Gwangju Donggu is surrounded by 36 cities within 50 miles, with 3.5 million residents, including Gwangju’s five districts and cities from Jeollanam-do and Jeollabuk-do. Famous for festivals, the area is a cultural hub where tradition and modernity coexist, exemplified by the Chungjang Festival of Memories, which combines retro and modern elements. Gwangju Dong-gu is becoming a global festival hub with a nostalgic theme, implementing a 10-year roadmap for festival globalization and hosting inter-

national events like the Busking World Cup while enhancing attractions like the Miracle Theater and Fire Art Parade. Citizen participation is encouraged through the Citizen Festival School and youth planning group ‘Jjin-i,’ fostering collaboration among residents, merchants, and artists. Festivals in key areas like Geumnam-ro stimulate regional growth, with major events like Chungjang Festival of Memories, Raon Festa, and Old City Hall Night Festival.

The city promotes a “City of Humanities” image through festivals like the Chungjang Festival and Mudeungsan Inmun Festival, proclaiming Gwangju Dong-gu as a city of humanities based on past successes.

VIEW VIDEO

Centennial Exposition, took place in Philadelphia in 1876, exactly one hundred years after the signing of the Declaration of Independence. The City of Philadelphia, named “the Birthplace of America,” is filled with rich history and culture dating back more than 340 years. As one of the country’s first cities, the local community is proud to showcase historical attractions, beautiful parks, and many modern adaptations, all to ensure Philadelphia lives up to its “City of Brotherly Love and Sisterly Affection” moniker. Today, as the United States of America approaches the semi quincentennial milestone, Philadelphia remains in the international spotlight. In

2025, Philadelphia expects to host the United States Navy and the United States Marine Corps to commemorate the 250th birthday of each branch. Philadelphia will take center stage in 2026, hosting USA250 celebrations throughout the year, the FIFA World Cup and Major League Baseball All-Star Weekend festivities.

Philadelphia stands ready to work with the world’s best event producers over the next three years to deliver signature events that honor our country and bring people together in creative and meaningful ways.

VIEW VIDEO

seamless accessibility via air, land, and sea routes, with Phuket International Airport serving as a gateway for direct flights from major international cities. Renowned for its vibrant festivals and distinctive cuisine, Phuket’s rich cultural heritage is showcased through events such as the Vegetarian Festival, featuring elaborate processions and rituals, and the Phuket Peranakan Festival, celebrating the island’s unique blend of Thai and Chinese heritage.

Moreover, Phuket’s designation as a UNESCO City of Gastronomy in 2015 underscores its culinary significance, with a diverse array of dishes reflecting a harmonious fusion of different cultural influences. Phuket’s robust tourism industry drives economic growth and employment

opportunities, supported by urbanized infrastructure and a wide range of accommodation, catering, and leisure services.

Phuket is a fantastic destination for outdoor activities including hiking, golf, snorkeling, and scuba diving, thanks to its immaculate beaches, azure oceans, and lush hills. Its thriving arts and entertainment scene also offers visitors of all interests a variety of entertainment and culturally enriching opportunities.

Furthermore, Phuket has emerged as a leading destination for health and wellness tourism, boasting top-quality medical facilities and specialized healthcare services, further enhancing its appeal as a world-class tourist destination.

VIEW VIDEO

For more information on the IFEA World Festival & Event City Award and information on how to nominate your city for the 2025 Award – Click Here.

To view past recipients of the IFEA World Festival & Event City Award – Click Here.

Winter 2024

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Is There Still Value in Producing

Hybrid Events?

By Mark Sternberg

municipality could provide hybrid Even from this single sentence you may • Aaccess to town hall meetings, bring in remote consultants to assist in planning projects, or connect with sister cities. be thinking, “The pandemic is over... I The recorded audio and video have enough Zoom calls... why would you capture from the event is ready be crafted into assets for future anybody WANT to do ANYTHING vir- toevent marketing. No matter the type of event, that trite adage remains true… tually??? Can you give me one reason “a picture is worth a thousand words…” when marketing your experiences to why I should consider it?” That’s a fair and prospective attendees (and sponsors) they are priceless. Depending on your desired outcome, and type of event, you question, and I’m so glad you asked... can also utilize the recorded content to a video on demand library that will A hybrid event, by definition, is just the build grow over time.

Also, if you struggle to receive media combination of virtual online compocoverage, you can now provide content media outlets and more easily join nents with a live in-person event. With a totelevision stations for interviews or spots (either in real-time or recorded). Making bit of creative thinking, many of your live a local news producer’s job easier will almost certainly increase your coverage.

A hybrid layer can be used to craft events can still offer worthwhile benea unique virtual experience, that advantage of a digital medium. fits to you and your potential remote au- takes Your programing does not need to be to merely “broadcasting” the dience. And there is no need for fear... limited in-person programing. If you can provide emcee or host for your remote implementing a hybrid component does anparticipants, they can act as a guide and ambassador for your brand. Imagine possibilities of cross promoting not necessarily mean complicated set- the your other events, directing people to your website and social media, and ups or expensive equipment. connecting different activities that you are Let’s Start with Five Ideas That Can Make a Hybrid Layer Appealing for Your Events…

Adding hybrid components to your events allows for remote individuals to be a part of a traditional in-person event. While this may be obvious, the reasons to not attend in-person can be varied. Mobility or health issues may be a limiting factor for many people, not just the elderly. Your potential attendees might be separated geographically or have scheduling challenges with family or work. Alternatively, they may just have a lower level of interest right now, and do not want to commit the time and effort to attend in-person. No matter the reason, creating a virtual option lowers the barrier to attend, and opens your programing to a wider audience.

You do not need to limit your hybrid planning to virtual spectators.

Remote presenters can help raise the

quality of your educational or experiential programming, without burning through your (limited) budget. Skipping the travel, housing, and meal costs for a few presenters, as well as shortening the time commitments for your non-local presenters, might allow you to include higher-profile presenters. Also, the lower financial investment can allow you to include more diverse offerings and “fringe” areas of interest, leading to further growth in programming. A few examples: • A Community Fair that includes booths might offer hybrid sessions teaching basics of woodcarving, DIY crafting, needlepoint, or other educational sessions.

• A Bluegrass and Country Music Festival might add a panel discussion featuring in-person and remote artists.

Imagine connecting your audience with well-known musicians, artists, actors, or other figures.

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offering. If things are starting to sound complicated, remember that everything does not need to happen live and in realtime. Sim-live (prerecorded content that feels like it is happening in the moment) is a fantastic way to provide high-quality content without the variable of speakers “going off script” or streaming unexpected problems. It can also allow for better integration of graphics, visual aids, pre-packaged videos, and more... but we can talk about all the tech stuff later...

If you require registration for remote participants, you can utilize the provided contact information for future marketing and communications use. If you ask for the right information, it can help provide a clearer picture of your current market segment and reveal what target groups you may be missing. Likewise, this data can assist with sponsor retention and finding new sponsor matches for your future events.

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Let’s Look at Some Examples of Use Cases: How can my virtual participants be more than just spectators?

1. Virtual breakout rooms are a fantastic way to allow two-way communication (if you have enough participants). You only need to create video conferencing links for individual sessions and invite remote participants. It may be helpful to include some “plants” in the remote audience to help spark discussion and make remote participants feel more comfortable to engage.

2. Chat functionality can be used to feed panel questions with a YouTube Live or Facebook Live event. Or you could use texting for in-person and remote audiences to use the same system for panel questions (this is an effective way for a moderator to also screen and streamline questions).

3. Gamification – use Kahoot or online polling systems to get feedback from everyone. This is a fantastic way to check for comprehension in educational settings or allow the audience to make requests and feel involved.

4. Add a “virtual phone booth” to an expo hall booth to remotely connect anyone from your staff to the event. This lowers the travel and time commitments for your team, but still allows for people to interact with those onsite.

How could I create a virtual layer with my events?

Meetings, Conventions, Conferences are natural fits for considering a virtual layer. There is a reason we have an entire industry of video conferencing software, convention management apps, and remote learning systems. When you implement this type of use on a smaller scale in your city or organization, you could: • Produce stronger educational sessions for the public.

• Do professional development for your staff, consider how you could improve the quality by joining forces with other organizations. You can share presenters (and costs), discuss ideas/issues/best practices, or allow your constituents to connect with like-minded people from other areas.

Festivals and Fairs may take a bit of creative thinking to implement, but can use for promotional efforts but also to give access to more people – better exposure to quality events = more likely prospective attendees will come: 42

• Produce your own media coverage either pre-event or during the event through streaming a few select booths.

• Do interviews with concert acts or share a sample of live performances to entice people to join live.

• If you have auctions, include a way for virtual participants to bid on items.

• Highlight unique sponsorship activations by streaming from their locations.

What Investment is Needed?

Hopefully by now, the possibilities and payoffs are clear. But you may be asking yourself what resources you need to be successful... and doubt that you even HAVE them. The short answer is you DO… You only need to determine the appropriate scale to being with.

First, some basic resources to consider: Equipment – the technology hardware required to capture the event (cameras, microphones, etc.), to compose and construct a cohesive production (camera switcher, audio mixer, laptop with production software), and a way to cast it to your viewers (software or hardware encoder).

Production Staff – You need people to operate the equipment and do the tasks above. Typically, 1-2 people can handle mixing audio, video, and monitoring the stream. Depending on the number, type, and placement of cameras, you may also need operators for them.

Marketing Staff – Just like the live portion of your event, you need people to make us aware that it is happening, and how to access. This is almost entirely pre-event work, but they can also provide photos and other content of your event as happens.

Time – You will need the hours dedicated to planning and creating something worthy of your audience’s attention.

Additional Logistics – You will need to supply sufficient power, a reliable internet connection with enough bandwidth/ speed to transmit your stream, equipment, and desirable locations for cameras/ mics/presenters (try to find spots that look good and places without excessive background noise).

Virtual Host or Emcee – Depending on the production level, having a host can help guide your remote audience through different sessions or activities and create a cohesive experience.

This person can also be in front of the in-person audience but can be far more effective if they are only focused on the

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remote audience (picture the in-studio desk that anchors the coverage from multiple Olympic venue and provides interviews and information).

Here are some free software resources that can produce quality results: OBS – “Open Broadcast Software” (https://obsproject.com/) can be used to assemble your audio, video, text, graphics, recorded content, websites, and other sources into “scenes” that you design ahead of time. OBS Studio is the original (more powerful but a bit more intimidating) and OBS Streamlabs (https://streamlabs. com/) is a modified version that many find to be less powerful, but a bit easier to learn. Since OBS Studio is open source, there are many plug-ins, and it has an ever-growing pool of features. You can create some surprisingly sophisticated results with this tool through a small investment of time learning the software, and a bit of equipment. There are MANY YouTube tutorials on how to start using OBS, and how to utilize the more sophisticated features.

VDO Ninja – is a free video conferencing solution to bring remote presenters into OBS. It is more powerful than Zoom (you can adjust audio and video of each person independently and can add/remove them from the screen into a virtual “Green Room.” With this added functionality, it has a bit of a learning curve to implement.

Here are some reliable hardware solutions that are widely used: ATEM Mini Switchers from Blackmagic Design – If you have multiple cameras, you will need a way of switching between them. This is a line of video switchers (7-8 different models) that allow you to change between multiple video and audio inputs, and most can also stream directly to YouTube, Facebook, Twitch, and other platforms. Basic use is straightforward (and there are many learning resources to assist). More advanced features take some time to learn but allow you to do some high-end production when you are ready (use of green screens, up/down keys, picture in picture, etc.).

Cameras can connect via HDMI ports (some models also have professional level SDI connectors as well). Cost ranges from $300 to over $1300 USD. Focusrite Scarlet Audio Interfaces – Audio Interfaces are devices that connect an audio mixer or microphones to your laptop (normally via a USB-C input).

Some audio mixers have a built-in audio

interface (look for a USB-B port). If you know how to connect a basic audio mixer for live events, adding this will allow you to send sound into the computer (without overtaxing your laptop) and deliver audio to your hybrid participants. Entry level models are $100-200 USD. HDMI Video Capture Devices/ Cards – These allow you to forego other hardware (like the ATEM) and connect HDMI cameras or other computers to your laptop (via a USB port). These are typically $20-$300 USD. Great… So How Do I Do This?

Start with something that is achievable and will help provide easy engagement...

1. Small implementation - DIY and start today: a. Grab your cell phone and use the camera and mic on YouTube, Facebook Live, or a Zoom call... it if helps you get the job done, it counts :) b. Record a few sessions and play them back with a presenter or staff member answering questions in a chat to provide a “sim-live” feel. YouTube, Facebook Live, Zoom, or any other method you have that allows for video playback and chatting can do this.

Two-way interaction is more engaging, but ANY involvement makes more people connect with your event. c. Have a handful of in-person participants do short testimonials or video diary posts (perhaps give them free tickets or access to special events for being an influencer/promoter) and post to your social media. Be sure to help promulgate crowd interaction with quality discussion in the comment threads. d. Do a podcast or video podcast series on-site. If you build a decent setup, it is easy to get participants, friends of your organization, local officials, etc. to come record. Remember to ask your sponsors!

2. Step-Up – spend some time and DIY with a bit of learning: a. Have a virtual host on Zoom/ YouTube/Facebook to do interviews, share b-roll footage, prerecorded videos, etc. b. Have one space or session room dedicated to hybrid presentations so you do not need to set up and tear down equipment (this makes setup much easier). c. Implement a basic streaming setup (OBS) and consumer-level inputs (HDMI capture cards, webcams, and

virtual audio controls). You can send this back into Zoom or stream it to YouTube, Facebook Live, etc. d. Add basic graphics (full-screen slides, static bugs, scrolling text, and lower 3rds). e. Focus on content from a “studio” and use sim-live pre-recorded content to avoid more complicated or stressful connections and switching situations. f. Utilize conference software with builtin “streaming” functionality – makes it easier for multiple simultaneous streams. Many utilize Zoom inside their platforms, or simply create a Zoom Event (a relatively new feature) where you can link multiple Zoom meetings into one larger event.

3. Intermediate - DIY for the tech savvy or with your “AV guy” to help: a. Create a home base for streams to live - embed on your event website with a low-budget platform (WP plugin, etc.) or purchase a video platform package (gov and large orgs could utilize this for a wide variety of use cases). b. Implement multiple camera shoots (and media inputs) for individual sessions with a physical video switcher (ATEM). c. Implement NDI cameras (wireless devices on your network) or remote connections to switch between multiple sessions or locations. d. Utilize remote panel members and presenters through Zoom or VDO Ninja. e. Include performances (live music, entertainers, etc.) that require higher-end audio capturing.

4. Advanced – You can hire a contracted professional crew: a. Add motion graphics, stingers, etc. b. Add real-time data (scoreboards for games, gift counter, donor scroll, countdown clock, etc.). c. Utilize green screen assets and upstream/downstream keys for layered video. d. Multiple simultaneous streaming locations to choose from.

What Can Go Wrong?

Everything… just like other aspects of planning your event, you will need to learn, plan, test, do it, and repeat. It will improve, and you will figure out what applications make sense for your events.

A few basic areas that are often the cause of issues: Winter 2024

• Copyright – When using YouTube, Facebook Live, Vimeo, and other popular platforms, you need to ensure you are not streaming prerecorded music that is under copyright. Many video platforms have audio scanning that can detect music and will shut down your livestream. Avoiding noisy areas with prerecorded music playing in the background will help avoid this issue and will give you better sound going into your stream.

• Internet connection – sufficient bandwidth speed, and a consistent connection is your friend. This applies to the stream producer as well as those watching and listening at home.

Do a quick speed test to check your upload and download speeds (just Google “speed test”) and then run a few tests and tune in to watch on a few devices. Ideally you can find a consistent speed of at least 15mbps-20mbps (both uploading and downloading). As always, a hardwired internet connection is typically more reliable than Wi-Fi. • Electricity – if temporary power is questionable on-site, try to have a battery backup or alternative power source.

• Schedules – inevitably, presenters will be late, weather will cause delays, and crowds can slow the start of activities. Stay calm and have some prerecorded video loops ready (this is also a terrific way to highlight sponsors and share information with the viewers) and try to have a way to communicate with viewers (chats, on-screen messaging, etc.).

From a macro view, including hybrid components in our programing is not just about more marketing, developing programing, and increasing attendance.

It can assist us in connecting people with each other and providing unique shared experiences... you CAN do it!

Mark Sternberg is currently the Director of Technology at Music for All and was previously the Events Manager. He has been a part of event production and operation at Music for All & Bands of America since 2011.

In addition, Mark earned a Master of Music in Music Education from Butler University and has over a decade of experience in the classroom.

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THE PR SHOP

WITH DAVE BULLARD, CFEE

MAKE THE CUSTOMER

A

THE HERO

few years back, I was just starting a marketing project with a local non-profit. The director wanted me to meet – and convince – the board president that I could be helpful.

He started to rattle off all the things they did. The list went on for a couple of minutes. When he stopped for air, I shrugged my shoulders and said, “So what?”

This board president, well-off owner of his own company and generally not accustomed to being challenged, let alone by a stranger, raised both his eyebrows and his defenses. Quickly, I explained that all the things you offer are not as relevant to the people you want to reach as you think they are. It’s never the features you offer; it’s always the benefits the user derives from your features that determine whether they want to do business with you.

It helps explain why fast-food joints like McDonald’s rule the restaurant world when there’s far better food out there at similar price points. It can also be one explanation why a competitor’s festival or event is both inferior to yours and better attended.

April Sunshine Hawkins of the Marketing Made Simple podcast sums up the imperative as well as anyone when she says that marketers forget one thing: You’re not the hero of the story – your customer is.

Makes sense, yes? We create events to make other people happy. It doesn’t matter whether a given event is about a thrilling experience or to highlight and help a worthy cause. If people aren’t happy to come, they won’t come. If they don’t enjoy themselves, they won’t come back.

And yet too many of us approach our broadcast commercials, print ads and social media posts by highlighting all the things our events do. I’d be rich if I had a nickel for every TV spot that sounded like this: “The West Nowhere Chicken Fat Festival is back! Enjoy great food, exciting rides, fantastic music and top arts and crafts….”

So what?

Nearly every festival on earth, tens of thousands of them, can say the same thing with minor variations. This kind of marketing makes the festival the hero of the story.

Step one to making the customer the hero of the story begins with the customer. You need to know why they come and what they get out of your event. Surveys are key. Always ask the “on a scale of 1 to 10”-type questions about your event’s features but add questions that probe the visitor’s experience and satisfaction.

The other key piece is to ask open-ended questions that get at the reasons why people come and what they get out of coming.

When I was at the Great New York State Fair, it was the combination of rating-type questions and open-ended questions (put into word clouds to highlight common words and feelings) that gave me the light-bulb moment that reshaped our marketing.

The three most often-used words in our surveys: Family, Tradition, Love. The telling data point: Only about 5% of attendees came alone. Whether with family, friends, work pals, or for a first 44

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date or anniversary (and occasionally, an actual wedding), they came to be with other people. Blend it with the keywords and you get this benefit statement: “People come to have another great day with people they love.”

So, in three simple steps: 1. Talk about the customer’s experience; 2. Understand deeply why they come and remind them every time; 3. Make their emotional experience the focus of your marketing vocabulary.

It is my opinion that the area of event marketing most lacking in solid emotional appeals is in social media. I have reviewed dozens of festival social sites and hundreds of posts for this article and I continue to see some variation of “music, food, rides and games, vendors, art and more” as the focus of the piece. I guarantee you’ve written some form of this list-as-focus. Let’s see how we can improve this: “It’s time again (calls out tradition) for your favorite weekend with your favorite people (family). The Big Festival’s back with the food, music and arts that you love (tradition and emotion) and new experiences to explore. Make memories you’ll share forever (family; tradition) – it starts when you buy tickets for the whole gang here:(URL).”

I’ve seen a bunch of posts that solicit signups for internships, memberships, board positions and more and almost none of them touch on the *emotional* reasons someone would want to do this. Interview 10 former interns. Ask them why they did it, what they got out of it and, crucially, how it made them feel and how it made their lives better. Then rewrite that post (and the website copy and the press release).

Bottom line: People are not rational; they are emotional.

Rational appeals – lists of features – need to be secondary to the emotional reasons they come to your festival and why they can’t wait to come back. After all, it’s not about your festival. It’s about them. Make them the heroes of the story.

If you’d like a free copy consultation, email me at debullard@ gmail.com. I’m happy to – gently – offer suggestions and ideas.

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.

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

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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 . . .

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EXHIBITOR SPOTLIGHT insect project sparked my interest in butterflies, leading me to pursue a Biology degree. Later, I earned an MBA to create a business that would inspire wonder and respect for nature. This has been the core mission of Pacifica Butterflies since day one.

What year was your company established?

2019 How many employees does your company have?

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

Our exhibit travels all throughout the US. How many festivals and events do you work with on an annual basis?

We work with 10-20 fairs, festivals and special events in an average year.

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

Pacifica Butterflies runs live exhibits at fairs, festivals, and special events across the US, showcasing tropical butterflies from around the world. Visitors can hand-feed hundreds of butterflies with nectar sticks in an enclosed garden.

Learn about the butterfly life cycle and pollination while getting up close with nature. This unique, interactive experience attracts large crowds and offers endless photo opportunities as butterflies land on guests.

How/why did your company/ product/ service get startedLLike many kids, I was fascinated by wildlife early on. A high school 46

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

We offer a fun, unique, and educational experience with universal appeal.

Butterflies hold cultural significance, and our immersive exhibit lets guests explore this. The exhibit’s uniqueness will attract new foot traffic, while guests create organic social media marketing through numerous photo and video opportunities.

What sets your product/ service apart from your competitors?

We are one of a handful of traveling butterfly exhibits in the US that is federally approved to feature butterflies from all around the world. Most of our competitors can only showcase species native to the state in which the venue is located, which not only limits the quantity of butterflies but also the overall entertainment value to guests.

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

My advice for venues considering a butterfly exhibit is to ensure a variety of species is included. Multiple species enhance guest entertainment. Many exhibits only feature the Painted Lady butterfly, which has poor flight behavior and results in a less engaging experience.

What is your company’s customer service philosophy?

We are dedicated to delivering excellent customer service and satisfaction.

Our setup and operations are flexible enough to accommodate the unique needs of each venue.

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Tuan Tran

Owner & President Pacifica Butterflies 7851 E Horizon View Dr Anaheim, CA 92808, USA 714-222-2104 info@pacificabutterflies.com pacificabutterflies.com How many years have you been with your company?

I founded the company in 2019.

What are your favorite festival foods?

Funnel cake!

What do you like to do to relax?

Spending time with my family, fishing and exploring the great outdoors.

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

“Leaders Eat Last” by Simon Sinek.

What is the name of the last movie you watched?

I am embarrassed to say that I cannot recall due to having a very demanding 1 year old son.

Festival Immersion: Paving the Path for the Next Generation of Event Leaders

By Cindy Lerick, MA, CFEE 48

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As festivals continue to evolve into dynamic experiences that transcend entertainment, the need for skilled professionals who can design, manage, and adapt to this ever-changing landscape is more critical than ever. Festivals across the United States are recognizing the importance of cultivating new talent, and the Festival Immersion Program bridges the gap between academia and the real world, preparing the next generation of event leaders through a unique blend of theoretical learning and practical application in Events and Festival Management.

The Power of Higher Education in Festival Management Typically, University programs in the field of Festival Management have concentrated on traditional academic teaching methodologies, leaning heavily on research-oriented faculty with little practical experience in the field. There has also been a string reliance on textbooks, which typically have a two or three year timeline between writing and publication. This is not to say that these methods are wrong, they are just not practical for this dynamic industry.

This reliance on “old school” techniques has led to three major challenges:

1. Lack of Practical Experience: Traditional research-based teaching lacks hands-on practical experience, leaving event students unprepared for the realities of festival management.

2. Limited Engagement: Researchbased teaching often relies on passive learning methods, reducing student engagement and inhibiting their ability to actively apply knowledge.

3. Slow Adaptation to Industry Changes: The festival and event industry is dynamic and constantly evolving.

Traditional research-based teaching may not keep up with the fast-paced trends and practices in the field.

As festivals grow more competitive and consumer expectations rise, the demand for educated, agile leaders is greater than ever. University programs, like those at Kansas State University (K-State), provide a fusion of classroom learning and hands-on experiences. Students gain insights into the technical aspects of event planning—such as logistics, vendor relations, and marketing—while mastering the human side of the business, including leadership, communication, and crisis management.

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A shining example of this is the experience of five K-State Hospitality Management students who joined the event management team at the prestigious Saint Louis Art Fair.

For these students, it was more than just an assignment; it was an opportunity to put their classroom knowledge to the test in the real world. Sarah Umlauf, Executive Director for the Art Fair, praised the students, saying, “The K-State Operations Team never quit, never complained, and always approached every challenge with determination and grace.” She added, “It was clear that these talented students not only displayed heartfelt dedication to the experience, but truly lived it.”

Whether they were on-site or learning through peer interviews, these students gained invaluable experience that textbooks alone cannot provide. They learned to communicate under pressure, lead teams, solve problems, and adapt to rapidly changing situations—all essential qualities for future event managers.

Experiential Learning: A Key Evolution in Festival Education Experiential learning lies at the heart of the Festival Immersion program, filling the gap that theory alone cannot address.

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While classroom lessons provide essential knowledge, the real-world application is where students develop crucial skills, such as adaptability, crisis management, and emotional intelligence—abilities that make or break a festival’s success. By providing opportunities for students to work at real events, experiential teaching helps bridge the gap between classroom learning and practical festival management skills.

In a festival environment, challenges are inevitable. Whether facing unexpected evacuations, last-minute vendor changes, or adverse weather conditions, students in the program learn firsthand how to navigate high-stakes situations. Working alongside seasoned industry professionals allows them to hone their problem-solving abilities in ways that a traditional classroom setting cannot replicate.

For instance, the K-State students at the Saint Louis Art Fair had to learn the importance of clear communication and delegation. Simple tasks like setting up banners became complicated without defined roles, and coordination tools like walkie-talkies proved essential. These real-time lessons prepared students for the kinds of challenges they will face as future leaders in festival production.

meaning that event professionals must be able to balance these growing responsibilities. The Festival Immersion Program, in partnership with universities like K-State, is uniquely positioned to produce well-rounded festival professionals who can tackle these challenges.

One critical area where students are making a difference is sustainability. Many festivals are focusing on reducing their environmental impact by implementing zero-waste policies, reducing energy consumption, and encouraging eco-friendly transportation options. Students,

Why Festivals Need Emerging Leaders Festivals today face numerous challenges, from rising operational costs to the need for innovation in order to stay competitive. Furthermore, festivals are increasingly seen as platforms for cultural, social, and economic development, 50

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well-versed in sustainable event design, bring fresh ideas and practical solutions to these issues, providing festivals with innovative ways to operate more sustainably while gaining valuable experience in real-world applications.

Collaborating with Academia for a Future-Ready Workforce For festivals across the U.S., the Festival Immersion program presents an extraordinary opportunity to build meaningful partnerships with academic institutions.

By welcoming university students,

professionals will only increase. The Festival Immersion program goes beyond providing students with valuable experience; it is about preparing them for a future where festivals play an even more integral role in society.

By investing in the next generation of event leaders, festivals can ensure their longevity and success in an ever-changing industry.

Students who complete programs like Festival Immersion enter the workforce with a comprehensive understanding of both the theoretical and practical aspects of festival management. They are ready to handle the complexities of modern event production, from managing budgets and contracts to navigating the challenges of sustainability and community engagement.

festivals can tap into the latest industry research, benefit from cutting-edge event management techniques, and work with enthusiastic young professionals eager to contribute to their success.

Students participating in these programs are trained across all areas of festival management—from vendor coordination to financial planning and marketing. Their ability to apply classroom learning in real-world settings ensures they are well-prepared to step into leadership roles upon graduation.

During their time at the Saint Louis Art Fair, K-State students gained real-world experience in nearly every facet of festival production, from managing beverage booths to handling emergencies. Even students who weren’t physically present learned valuable lessons about teamwork, leadership, and problem-solving through interviews with their peers. Emma, Symone and Lauren, students who could not make the onsite experience said through the interviews for an assignment, they felt they were present and are more comfortable thinking in a more real-world way.

A Future-Ready Workforce: The Legacy of Festival Immersion As festivals continue to evolve, the need for highly trained, adaptable

Conclusion The future of festivals is dynamic and full of potential, but it demands innovation, adaptability, and skilled leadership.

Programs like Festival Immersion, which foster collaboration between universities and festivals, are essential for meeting these demands. By engaging students in hands-on experiences and encouraging critical reflection, festivals benefit from fresh ideas and the latest industry knowledge while students gain invaluable real-world experience. Together, this partnership is shaping the future of the festival industry.

Some keys to success in festival immersion and experiential education include: 1. Curriculum integration: Institutions should consider integrating experiential teaching methods into their event education curriculum to ensure students receive practical crowd management training. We are currently doing this at K-State.

2. Collaboration with industry: Establishing partnerships with industry professionals and organizations can provide students with valuable opportunities for hands-on learning and networking. This is one of the key reasons behind the Festival Immersion Program.

3. Faculty training and support: Ensuring faculty members are trained and empowered to implement experiential teaching techniques is crucial for the success of incorporating these methods into event education.

4. Continuous evaluation and improvement: Regularly evaluating the effectiveness of experiential teaching methods and making improvements based on feedback will enhance the overall quality of event education.

next generation of event professionals. By partnering with academic programs like K-State’s Festival Immersion, you not only ensure the success of your current event but also contribute to the development of a pipeline of talent that will continue driving the industry forward.

For more information or if you are interested in having Kansas State University students immersed in your festival, please contact Cindy Lerick, K-State Instructor, Department of Hospitality Management, at clerick@ksu.edu.

Cindy Lerick MA, CFEE is an Instructor in the Department of Hospitality Management at Kansas State University and is the President and CEO of The Art of Events, LLC, a consulting firm which provides services to a wide range of festivals and events worldwide. She has over 30 years of event management experience for both non-profit and for-profit organizations, and she has produced art fairs, educational seminars, corporate meetings, parades, music festivals, book festivals, galas, marathons, triathlons, and various running and biking events throughout her career. She has held senior positions with multiple non-profit festivals including Irish Fair of Minnesota, Sausalito Art Festival, ArtFest Fort Myers, Saint Louis Art Fair, Main Street Fort Worth Arts Festival, Uptown Association, and Seattle Seafair. She has earned the Distinguished Service Award from the Minnesota Distance Running Association and the Moving Comfort Award from the Northern Lights Running Club. She is the recipient of the MO Dana Distinguished Service Award presented by the National Association of Independent Artists. In addition, she was honored in 2011 by the Western States Arts Federation for her leadership, vision, and commitment to the construction of the ZAPPlication system. Cindy earned a Master of Arts in Creative Events Management from Falmouth University in the United Kingdom in September 2022. She was also certified as “A Greener Festival Assessor.” She serves on the IFEA board, oversees the IFEA Certified Festival and Event Education Program (CFEE), and teaches at the NRPA/ IFEA Event Management School.

Festival producers and CEOs must recognize the value of investing in the Winter 2024

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51

THE SPONSOR DOC

WITH BRUCE L. ERLEY, APR, CFEE

TOP TAKEAWAYS

FROM SMA SUMMIT

Dear Sponsor Doc: I was not able to attend the Sponsorship Marketing Association’s 2024 Summit this year and saw you were there as a presenter. Do have any key tips or takeaways from attending?

S.C. – Denver CO Dear S.C.:

Yes, I was at the SMA Summitt has both an attendee as well as to moderate a panel of museum CEO’s to discuss their approach to corporate sponsorship. It was a great few days with some very talented professionals in the sponsorship field.

In fact, I took quite a few notes from the various presentations I attended and would be happy to share them with you. These are coalesced from a variety of top experts speaking on how to up your sponsorship game.

• Become an Audience Expert – You must dive deep into your audience, whether they are event attendees, spectators, fans, registrants, or visitors. Who are they? What do they value? What do they want? This goes beyond demographics and into lifestyle, buying behaviors, psychographics, and even social media use. This depth of insight is essential for attracting sponsors and making a compelling case for partnership.

Additionally, it will inform marketing, activations, programming and other key elements in producing your event.

• Invest in Measurement Tools – To garner information on your audience, and the effectiveness of your initiatives, you must make analytics a priority. Whether it is audience surveys, services such as Placier.ai or Spatial.ai that collect data using mobile phone signatures or other new technologies available, you must collect key audience metrics for yourself and your sponsors.

• It’s all about Storytelling – If I heard one theme over and over again from both properties and brands during the Summit, it was that we must see ourselves as facilitators of storytelling.

You must find the story that connects your event’s mission, theme, and brand authentically to your sponsor. Find the “why” in your partnership and then craft creative messaging and activations to convey the connection. This will not only strengthen your partnership but increase the relevance to your audience.

• Take Chances – Innovate and experiment with sponsorship assets and activations. Sponsors appreciate it when you look outside the box to take a chance. They look to you for creative solutions to connect their product or service to your property in a meaningful and authentic manner. Provide activation ideas in 52

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your proposals. Strategize with them to plan their engagement activities. Take a risk in pursuit of a great idea!

• Show Your Love – Be relentless about sponsor relations!

Be diligent about your accessibility, adaptability, openness to new ideas and communications. Make sure you let them know what’s working and what’s not. This will be a top factor in retention.

• All Aboard – No sponsorship program will succeed until your get your full organization aligned and connected with the important role sponsorship plays. Everyone, from the CEO down, plays a role in the delivery of partnership excellence! You need to manage up and down the organizational chart to be sure everyone is onboard with the value your sponsors provide.

S.C., I hope these tips and takeaways are helpful. Other than the annual IFEA Convention & Expo, the SMA Summit is my next “must attend” to stay at the top of my profession.

The Sponsor Doc Bruce L. Erley, CFEE, APR is the Founder and President of Creative Strategies Group, a consultancy based in Denver, Colorado which he founded in September, 1995. Creative Strategies Group (CSG) specializes in sponsorship and event marketing consultation for events, festivals, nonprofit organizations and other properties as well as municipalities and for-profit companies.

With more than four decades experience, Erley is considered a master in the field. In 2012, Erley served as the World Board Chairman of the International Festivals & Events Association (IFEA). He is a 2015 inductee into the IFEA Hall of Fame. He is Accredited in Public Relations (APR) by the Public Relations Society of America and a Certified Festival & Events Executive (CFEE) by the International Festivals and Events Association.

Contact Info: Bruce L. Erley, APR, CFEE President & CEO Creative Strategies Group Phone: +1-303-558-8181 Business Email: berley@csg-sponsorship.com Column Enquiries Email: bruce@sponsordoc.com

EXHIBITOR SPOTLIGHT

What year was your company established?

2019 How many employees does your company have?

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

National 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?

Black Walnut Productions is a full service event production company, specializing in large scale concerts and corporate events.

Our goal is to provide professional production and make your event the absolute best it can be. Whether indoors or outdoors, one afternoon or a six month tour, ticketed or invitation only, we’ve got you covered.

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

We wanted to be able to provide firstclass service in an environment that cares for our employees as much as we care for our customers.

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

We provide state-of-the-art audio, lighting, backline and video systems to elevate the experience and production value of our clients’ projects.

What sets your product/ service apart from your competitors?

We pride ourselves on fostering an environment of positivity and safety as we work personally with each of our clients, using our combined decades of experience in all facets of the industry to make their event come to life.

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

Never settle for mediocrity. The industry is constantly changing and the needs and expectations of audiences are no different.

Partner with a team that will guide you through the ever-changing landscape of the industry.

What is your company’s customer service philosophy?

From concept to fruition, we pride ourselves on being honest and transparent as we manage our clients’ expectations through clear communication.

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Jon Roth CEO

Black Walnut Productions 599 Black Ave Chambersburg, PA 17201, USA 717-476-3687 Jon@Blackwalnutproductions.com blackwalnutproductions.com How many years have you been with your company?

Founded the company in 2019.

What are your favorite festival foods?

Soft Serve Ice Cream.

Fried Cheese.

What do you like to do to relax?

Ride my Harley Davidson.

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

“EntreLeadership” What is the name of the last movie you watched?

Hunter Killer

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TRIPinfo.com

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Some of the first commercial websites launched in 1996

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Trusted website, loyal audiences

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Simple, clean, and largely unchanged since launch

Simple, clean, and largely unchanged since launch

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

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Lower than non-portal sites

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2024 IFEA

2024

Dr. Vern Biaett, CFEE Retired Festival & Event Producer / University Professor / Consultant / Expert Witness Okatie, SC, USA The International Festivals & Events Association is pleased to announce the induction of one of the festival and event industry’s finest professionals into the IFEA Hall of Fame – Dr. Vern Biaett, CFEE, Retired Festival & Event Producer, University Professor, Consultant and Expert Witness, in Okatie, SC, USA. Known as the association’s most prestigious honor, the IFEA Hall of Fame recognizes those outstanding individuals who, through their exceptional work and achievements, have made a significant contribution to the Festivals and Events Industry and a profound difference in the communities they serve. Induction into the Hall of Fame is considered the highest of industry honors.

Selected from a group of his industry-peers, Vern joins the prestigious ranks of 65 others inducted into the hall.

Vern was honored at the IFEA Annual Convention & Expo presented by atVenue, in Pittsburgh, PA, USA, where he was presented with his award during the IFEA Awards Luncheon on Sunday, September 29, 2024.

Dr. Vern Biaett, CFEE was probably destined to be in the festival and events industry. Raised in a military family, living in 12 places over 16 years he met diverse people and constant packing and setting up became an art form. In high school he found time to decorate the gym for homecoming and as a college undergrad he organized fraternity socials and co-produced the Phi Sig A-Go-Go street party. Lifeguarding as a summer job 56

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taught him to manage and protect large crowds of unruly people.

While earning his Master’s degree in Commercial Recreation at Arizona State he was introduced to the five basic elements of program planning.

In 1975 Vern became the recreation director at a retirement community and began programming special events. And when Vern went to prison in 1980 … to work as one of the Arizona Department of Corrections’ first recreation specialists, he acquired a sense of how leisure activities transform lives. Upon release in 1985 he became a park district recreation supervisor for the City of Phoenix, managing hundreds of full and part time staff. Vern’s life to this point provided a remarkable skill set for his future success in the festivals and even industry.

When Phoenix started a new Office of Special Events in 1987 Vern transferred into a Special Events Coordinator position.

The Office of Special Events permitted and provided assistance for national and community events such as the Grand Prix, ancillary Super Bowl events, and Matsuri, Irish and Cinco de Mayo festivals. It also produced dozens of its own major downtown festivals and parades, one of which was the Fabulous Phoenix 4th of July, which literally exploded when Vern became its chairman, attended by thousands and viewed by thousands more on a live TV special. The Office of Special

Events was an important player in the revitalization of downtown Phoenix as a premier tourism and entertainment destination.

In 1997 Glendale Arizona’s Marketing Department hired Vern as their Special Event Manager. By 2004 eight major annual events had been established, highlighted by the Glendale Glitters 50-day holiday light festival. Vern and his events team attracted large crowds to Glendale’s redeveloping historic downtown, generated millions of dollars in positive publicity and enhanced its economic impact with sales taxes increasing fivefold. Vern was most proud of his Civic Pride volunteers, who over this time span received 50% of event alcohol sales and distributed $500,000 in grants to local non-profits.

Special events were a major factor in rebranding Glendale as it soon became the home of an NHL arena, NFL stadium and MLB spring training ballpark.

Ben Franklin said, “Tell me and I forget, teach me and I remember, involve me and I learn.” Leaving active event management, Vern forged ahead into an impactful events industry academic role. For the next eight years at Arizona State he co-created and instructed classes in a Special Events Certificate Program which today continues to offer an exceptional base of event planning knowledge. Notably, he arranged for 100 students to participate in the 2008 Super Bowl half time show and dared to serve as advisor for the ASU Undie Run. Always a student, Vern completed his PhD, with a dissertation researching the onsite behavior of event participants. Relocating in 2014 to High Point University in North Carolina, the now Dr. Biaett accepted a position as Assistant Professor and Founding Chair of the Event Management Department. Vern designed courses, hired faculty, connected with local event professionals and quickly brought to life a BA degree in Event Management, that received multiple IFEA/Haas & Wilkerson Pinnacle Awards, but his real passion was interactive teaching, mentoring, and storytelling that instilled in students a passion for innovation, creativity, and critical thinking. Students especially loved his event operations class assignment of improving the porta-potty experience, with best projects receiving “Crappy Awards.”

Winter 2024

Students were required to volunteer for and produce events – many as fundraisers for non-profits, conduct field research, complete internships and were encouraged to participate in professional event organizations. The 2020 High Point University graduating senior class awarded Dr. Biaett its faculty excellence award as best professor. As an academic, Vern was a prolific researcher and writer with 40 publications and attending international academic conferences to present his groundbreaking Organic Festivity Theory.

He also volunteered as an editor/reviewer for a dozen academic journals.

Vern has retired now, but still occasionally consults with major events as well as assists small cities with policy and permitting procedures as he had done for many years, currently working with a new arts festival in Sarasota Florida.

He continues to be a sought-after expert witness in event-related court cases.

Vern’s industry involvement extended beyond event production and academics.

Joining the Arizona Parks and Recreation Association as a student in 1972, he later became president and was its foundation board chair for 10 years. An original member of the Arizona Festivals and Events Association he was president on three occasions. In 1993 Vern attended his first IFEA Convention, immediately joining and quickly achieving CFEE status.

He served on the President’s Council for 25 years, the IFEA Foundation Board for 8 years, and as Event Educators Affinity co-chair for 10 years. He’s written articles for “ie” magazine and regularly presented at IFEA Conventions and Webinars, as well as state and regional festival and event conferences embodying the spirit of industry knowledge sharing.

Recognized for his contributions through the years, Vern was bestowed city manager awards for exceptional public service in both Phoenix and Glendale, recognized as an Emeritus Professional by the Arizona Parks and Recreation Association, received a Big Kahuna from the Arizona Festivals and Events Association, and included in Strathmore’s 2019 Who’s Who. Dr. Vern Biaett’s multifaceted career as a self-described fun manager, his mentorship, community enhancement efforts, industry advocacy, transformative impact, and dedication to excellence make him a standout IFEA Hall of Fame recipient.

Please join us in congratulating our 2024 IFEA Hall of Fame inductee, Dr. Vern Biaett, CFEE

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HOW A MANAGER Can Solve Conflict Between Employees: 5 Steps to Use Now

By Julie Gowthorpe, PhD, RSW

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“Sort it out on your own,” is no longer an option for businesses when employees are in conflict. Management goals commonly include maintaining harmonious work environments that make employees happy and motivated, but how do you achieve this when people don’t get along? As teams grow and turnover happens, a variety of personalities and experiences become part of the landscape. In other words, conflict between people is inevitable. How do you, the manager, approach disputes between employees?

The answer lies in realizing how people perceive conflict with others is influenced by many factors including personality, and associatively what they have experienced throughout their lifetime. When you look at your business, is there someone who struggles with others? Perhaps you’ve notice that what they expect from others is different than what they deliver? Until you think about who you are managing and then, what they have coped with throughout their lives, you will be unprepared. This is because how people interpret interactions, and conflict, depends on what they experienced in the past—before they met their coworker.

Is your business manufacturing, professional service, or retail? No industry is exempt. Jennifer managed a large coffee chain store. Taught to pay attention to dynamics, she observed how employees interacted and communicated. When two employees, Ted and Arlene, who often travelled to work together, became embroiled in a dispute over tips, Jennifer quickly intervened, reminding them of their friendship. Jennifer saw the ineffectiveness of this approach, noticing how Ted ignored Arlene while Arlene made jokes about Ted to another barista. Jennifer worried customers felt the tension. When district manager, Lee, stopped into the café for a check-in, she immediately noted the friction. Lee met the employees independently and then jointly. Jennifer watched Ted and Arlene return to work, smiling and having light conversation.

What did Lee do differently than Jennifer?

5 Steps to Resolve Conflict Between Employees Translates into: Identify the Anxiety that Blocks Resolution Lee put this into action by talking with the employees about who they are, before she waded into the issue at hand. She learned that Ted had been exploited as an adolescent by people he trusted. Lee realized that relationships made Ted feel

vulnerable, so she reassured him that Arlene and the company cared for him and there was no intent to harm him. Lee also learned that Arlene was a single parent to two children and feared being unable to provide financially. Lee reassured Arlene that the tip situation would be resolved so she would not experience financial distress.

She reaffirmed that work is a safe place.

Think Like Your Employee This effort can be proactive, so when conflict arises, you already know your employees. Ask questions like: What do weekends look like for you? Are they busy with obligations or do you get downtime?

Ask these questions with curiosity, not as though you are filling out a questionnaire! This genuine interest builds trust so that when you intervene in an employee dispute, they see that you care about their overall wellbeing.

When conflict happens, effective intervention is directed by empathy. How does your employee think about things based upon what you know about them and their life?

For example, Lee knew that Arlene worried about income so her intervention considered how Arlene needed to feel safe and secure that finances would not be jeopardized.

Cool Your Jets Before Taking Off Into Problem Solving Let’s face it, most managers, owners and leaders find dealing with conflict between employees uncomfortable. This prompts a reactive response, whereby we want the conflict resolved, and fast! Unfortunately, this approach leaves people feeling unheard, dissatisfied and vulnerable to further conflict. Instead, slow down. When your reaction is to quell your own anxiety with a quick solution, like separating them, and solving what they are upset about rather than why it’s placing a tiny Band-Aid on a gaping wound. Like Lee, take time to meet with them individually. Consider whether the experience has made them feel unvalued or unsafe (physically, emotionally, or financially) and what would need to happen to lower this anxiety.

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Keep the Relational Goal Paramount When you are meeting individually with the employee, don’t lose sight that the goal is to heal the relationship between the employees. Unless they can work in complete silos, it is helpful to think of this relationship as a necessary elastic cord that must be flexible and intact for the relationship to work. Even if you can establish distance between the two, keep in mind that unresolved conflict can ripple across teams, like smoke from forest fires.

Like Lee, shift from individual meetings to sitting together. As the manager, take the lead with a calm, assertive and compassionate tone. Reiterate that you understand each of their experiences and the purpose now is to find ground for resolution. Start by highlighting the positives you have heard and that you are pleased with the effort they have made to engage professionally.

Set a Collaborative Direction In your joint meeting, summarize what you heard from both employees and highlight the things that were the same. For example, “Jill, you mentioned that you have always worked well with Mark and Mark, you complemented Jill about her creativity.

While this disagreement has been serious, let’s not minimize the many hours and interactions that have been successful.”

Even with resolution, reinforce the collaborative direction of the company. If Mark felt angered by having to take calls for Jill when she took lengthy lunches, and Jill felt Mark’s tone was condescending, demonstrate your commitment to maintaining collaboration. For example, “I understand you can be great workmates.

To address this problem, we have created a schedule for phone coverage that does not always rely on Mark and will be sending out a reminder to the team that lunches are within designated times.” In other words, make sure you close the loop!

Julie Gowthorpe, PhD, RSW, is a leading authority in the field of relationships. Renowned for her expertise in simplifying complex concepts, she shares this through a thriving private practice and a weekly radio broadcast, Dr. Gowthorpe speaks candidly with intimate and large groups. She transforms the lives of individuals and business teams, and in her forthcoming book, I Hate People, continues her mission to foster stronger, healthier connections. Visit www.gowthorpetherapists.com for more information.

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WHAT DOES CHATGPT HAVE TO SAY?

HOW INFLATION AND RISING COSTS

ARE CHANGING THE FESTIVAL AND EVENT LANDSCAPE As the world grapples with rising inflation and soaring costs, the festivals and events industry is facing its own economic challenges. What used to be manageable budgets are now stretched thin due to increased expenses for materials, labor, and travel.

These issues are forcing event organizers to rethink their entire planning processes—from ticket prices and sponsorship strategies to cost-cutting measures and finding new revenue streams.

The question on everyone’s mind is: how can festivals continue to thrive without sacrificing quality or attendee experience?

Over the past year, inflation has caused significant disruptions across many industries, but few have felt the pinch as strongly as event planning. According to a report by the U.S. Bureau of Labor Statistics, inflation in 2023 reached levels not seen in decades, with consumer prices rising by 6.5%. For event organizers, these hikes are felt in everything from the cost of renting venues to paying staff and performers. Even mundane expenses, like food and beverage costs, have skyrocketed, putting immense pressure on planners to find creative ways to keep their events afloat.

Take, for example, Coachella, one of the most iconic music festivals in the world. In the past, organizers had more flexibility with their budget, but now, according to Pollstar, they are facing rising costs for everything from artist contracts to staging equipment. This year, they’ve had to increase ticket prices by nearly 20% to offset these financial pressures. While the higher prices may deter some attendees, organizers are banking on Coachella’s brand value to justify the added cost. “We’re fortunate to have a loyal fanbase, but even we can’t escape the realities of today’s economic climate,” said a spokesperson for Goldenvoice, the company behind Coachella.

This balancing act between maintaining ticket sales and covering rising expenses is a tightrope many festival organizers are walking. In response to this financial strain, some events have introduced tiered ticket pricing as a way to maintain accessibility while increasing overall revenue. By offering premium packages that include exclusive experiences—like meet-and-greets with performers or VIP seating—organizers can boost income without alienating attendees on a tighter budget. Lollapalooza, for instance, has successfully implemented a tiered pricing model that allows for both standard and VIP ticket options, ensuring that the event remains financially viable without pricing out the average concertgoer.

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WITH CHATGPT

However, raising ticket prices alone isn’t always enough. Many organizers are looking for new ways to bring in revenue without depending solely on admissions. One emerging trend is the increased focus on sponsorship deals. Corporate sponsors have long played a role in event funding, but with costs rising, their involvement has become more critical than ever. Festivals are now offering more integrated, custom sponsorship packages that allow brands to have a larger presence at the event. At Bonnaroo, for example, major brands like Toyota and Red Bull have become more than just logos on banners. They’re active participants, providing immersive experiences for attendees, such as Toyota’s interactive car exhibits and Red Bull’s energy lounges. These partnerships not only bring in additional funding but also enhance the overall festival experience, creating a win-win situation for both sponsors and organizers.

Some smaller festivals, however, don’t have the luxury of leveraging big-name sponsors. For these events, cutting costs has become a key survival tactic. Reducing the scope of an event is one way to minimize overhead without compromising the core experience. The Treefort Music Fest in Boise, Idaho, has scaled back by cutting less critical activities, such as its ancillary art installations, while still maintaining its focus on music. “We knew we had to make sacrifices, but we wanted to ensure we were cutting the right things,” said one of the event’s organizers. “It’s about being smart with our choices so the audience still feels like they’re getting the full experience.”

Another approach festivals are taking to offset rising costs is by going digital. Hybrid events, which combine in-person and virtual experiences, became a necessity during the COVID-19 pandemic. Now, they’re emerging as a cost-effective solution to inflation. By offering a virtual component, festivals can sell more tickets without the added expenses of on-site logistics, like crowd control, food services, or additional staffing. Sundance Film Festival, for example, has continued offering its online platform post-pandemic, providing virtual access to film screenings and panel discussions. This move has expanded their audience base globally and allowed them to generate extra revenue while reducing in-person event costs.

Yet, not all adaptations are about reducing the bottom line.

Some event planners are using the current financial climate as an opportunity to innovate. In Europe, where inflation has also hit hard, festivals like Tomorrowland in Belgium are experimenting with cashless payments, which not only reduce transaction times and staffing needs but also provide an opportunity to analyze attendee spending patterns more effectively. This data can help organizers streamline operations and make better decisions about future events.

As inflation continues to shape the economic landscape, it’s clear that festival and event organizers must remain agile.

The cost of doing business has increased across the board, but those who can adapt by raising ticket prices strategically, securing stronger sponsorship deals, and finding creative ways to cut costs will come out ahead. While it’s unlikely we’ll see a return to pre-inflation pricing anytime soon, the innovations taking place in the industry today will likely become the new normal.

Festivals that can successfully navigate this period of financial uncertainty will not only survive but may even find themselves better positioned for growth in the future.

In an industry driven by creativity, the current economic challenges may ultimately serve as a catalyst for innovation, forcing organizers to think outside the box and embrace new ways of doing business. For festival-goers, this means that while ticket prices might be higher and events smaller in scale, the experience will continue to evolve in exciting and unexpected ways.

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?

Blast! Events was established in 2023.

How many employees does your company have?

We have a team of 7 individuals.

What areas do you serve with your product/service?

We serve all areas of the globe!

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

The International Fireworks Championship, held annually in Traverse City, MI, USA, just wrapped up its second year.

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

Blast! Events creates unforgettable experiences by bringing together the world’s top fireworks teams to compete in spectacular, choreographed shows. We specialize in large-scale events like the International Fireworks Championship, where artistry, innovation, and pyrotechnics light up the sky. Whether you’re looking for a jaw-dropping display, or a world-class competition, we ignite excitement at every event.

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

After I retired from the fireworks wholesale and display industry, everyone asked me what I was going to do next. I thought about it, and all I really wanted to do was watch amazing fireworks displays put on by award-winning international fireworks companies from across the world. That inspired me to create Blast! Events and launch the International Fireworks Championship, a platform that not only brings together the 62

best in the world, but also allows me to continue enjoying what I love.

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

We have multiple events to offer besides the International Fireworks Championship.

We can help you with the execution of any fireworks-centered event.

What sets your product/ service apart from your competitors?

Our team has a track record of setting world records and pushing the boundaries of pyrotechnic innovation. Our prestigious events have gained international recognition for showcasing exceptional fireworks displays and the participation of renowned companies across the globe. Demographics of ticket purchasers showed that 45% of ticket buyers resided more than 150 miles from the event. Many traveling from other states and internationally. These events fill hotel rooms, restaurants, and all other support assets utilized by large crowds.

Ultimately brining an economic boost to the local economy.

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

Choose a provider with a proven track record in safety and professionalism. With decades of experience, our team ensures every show is meticulously planned and executed with the highest of safety standards.

What is your company’s customer service philosophy?

At Blast! Events, we are dedicated to delivering top-notch customer service with a focus on creating unforgettable experiences.

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Bruce Tyree CEO

Blast! Events 1611 Gray Rd. West Branch, MI 48661 USA 989-942-0684 btyree@blasteventsllc.com BlastEventsLLC.com How many years have you been with your company?

I have spent over 35 years in the pyrotechnic industry and have helped produce some of the largest and most complex fireworks displays in the world.

What are your favorite festival foods?

Any kind of taco.

What do you like to do to relax?

I love enjoying the great outdoors.

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?

Inside Out 2 (I have two grandchildren).

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Fresh Perspectives: Student Feedback on Event Trends

By David Ramirez, CFEE

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they had strong inclinations for cover The inaugural IFEA Student Summit, held bands and sing-along opportunities, valuing the ability to enjoy live music at a during the 2024 IFEA pre-conference, exlower cost than national tours. plored student perspectives on event trends. Takeaways for Event Organizers This insight opens new possibilities Dave Bullard, CFEE, owner of FanFirst for music. Many talent bookers focus on bands representing “classic” eras Events and Influence, hosted a “reverse pan- cover like the 60’s or 70’s. Events targeting a younger demographic should include a mix el,” turning the tables on traditional discusof performers representing a wide range of the local music scene interspersed with sions. Instead of industry experts weighing cover bands performing current Top of the in, students were the ones evaluating event Charts music. or International concepts and providing candid feedback on National Touring Acts - (100% Positive) There was a strong preference for what motivates their age group to attend or national or international acts. Students believed these performances offered more participate in festivals and events. value and excitement, making them a top choice for event entertainment.

Armed with voting paddles and their opinions, students shared perspectives on everything from esports’ appeal to local vendors’ value. Their direct and unfiltered commentary offered unique insights into the next generation of event-goers’ tastes, preferences, and priorities.

The session revealed some surprising perspectives, challenging the assumptions of seasoned professionals and setting the stage for future event planning with a fresh, youth-driven approach.

A special thank you to Daniel Hamilton, Claire Grunden, Camden Colt, Elizabeth Higgins, Sabrina Robinson, Theresa Rudesill, Emma Palyo, Vinh Bright, and Lillie Bowman for their candor, contributions, and participation in the IFEA Student Summit. Thank you to IFEA, IFEA Foundation, VisitPITTSBURGH, David Olivares, and SDMRamirez for supporting the Student Summit.

Esports and Gaming Elements (40% Positive) The students expressed mixed opinions on attending esports activities at events.

Many questioned the value of leaving home for an experience they could replicate online. While there was consensus that attending could be “cool” for unique or novel events, it’s still not widespread enough to be a significant draw. There needed to be an authentic connection between the esports and the event.

Takeaways for Event Organizers It isn’t enough to tack esports or video game competitions onto existing programs. There needs to be intentionality

in event design. Digital arts and fandom events have an advantage of a clear crossover audience. This is an exercise in creativity to find a sensible narrative thread that ties together more traditional festivals and the gaming world.

Sponsor activations are a great place for the initial foray into gaming experiences. Consider partnering with a local or regional esports team to provide a more authentic esports experience that has the potential to draw attendees.

Takeaways for Event Organizers Attending national acts is highly appealing in a world where Taylor Swift and Bad Bunny concerts have turning pricing and attendance on their heads. This is also a belief that festivals are less susceptible to the scalping and problematic pricing schemes prevalent in area shows. Larger events should be connecting with talent routing or advancing organizations to explore opportunities to pick up tour dates.

Live Art and Collaborative Art (80% Positive) Overall, students were enthusiastic about watching live art or collaborative art installations. They found it difficult to justify paying for these experiences and noted they lacked the patience to endure long performances. However, when live art was part of a larger stage show, it was viewed more favorably.

K-pop, J-pop, and other East Asian Popular Music (60% Positive) Students universally recognized the global fanbase of KPop and adjacent music genres. Students expressed concerns about not being familiar with the dances or fan chants, which could lead to feeling left out of the experience. A student succinctly said, “They’re intense like Taylor Swift fans.”

Takeaways for Event Organizers The proliferation of selfie museums and Meow Wolf-esque interactive art installations has diluted some enthusiasm around live and immersive art installations. It isn’t enough to have these art elements; they need to be tied into a cohesive narrative and included as part of the larger event’s placemaking and experiential design.

Local or Regional Bands (100% Positive) Students generally had an interest in local or regional bands. They see a clear opportunity for new music discovery or to support the local arts scene. Surprisingly, Winter 2024

Takeaways for Event Organizers K-pop is a significant force in pop culture, with bands like Stray Kids occupying prominent space at arena shows and televised events like the American Music Awards. A surprising number of K-pop-influenced bands and DJs are in local cities. Giving them stage time could cultivate new audiences.

Random Play Dance is a K-pop programming element slowly finding its way into North American events and placemaking. It is an assigned space where fans can dance to the top trending songs. Bringing in a local dance Troup to

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encourage participation is an simple way to activate an otherwise empty space.

Event Coworking Space (40% Positive) Most students were uninterested in coworking spaces at events, preferring to keep the lines between work and leisure separate. For them, events are a chance to escape from work, not engage with it.

Takeaways for Event Organizers Some events and tourism activations have explored the idea of incorporating coworking space to enable remote workers to spend time on the clock as necessary.

There are entire blogs and forums about working at resorts and theme parks.

Though 40% showed a positive response, their actual enthusiasm for event coworking was low, instead sympathizing with friends or family who have jobs that may require them to log in during a leisure activity.

This is representative of changing perspectives on work-life balance.

Pre-COVID, work-life blending gained popularity as a way to reimagine roles to motivate a workforce better. The pendulum has swung back the other way, with Gen Z preferring to have clearer boundaries of where work ends, and personal life begins.

Access to Influencers and Creators - (40% Positive) Students were discerning about influencer access. For most, it depends on the influencer’s reputation and recognition.

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Celebrity status was a greater draw than social media fame, with one student saying, “I love Taylor Swift, but I would never want to meet her.”

Takeaways for Event Organizers Influencers have established their place in the marketing of festivals and events. They’re effective ways of building awareness of events and tapping into responsive audiences. While they’re useful as a channel for sharing information, the star appeal of influencers is diminishing.

Influencer presence isn’t as much of a draw.

Use influencers to focus on top-of-funnel awareness-building activities. They’re best deployed as part of a marketing campaign, not as a programmatic element.

The only exception to this rule is creators who have a topical connection to the event. They can be used fill programming slots, but still be mindful that they may not be the most effective use of space.

Local Vendors & Food (100% Positive) There was unanimous agreement that local vendors and food were a strong draw. Students felt it provided a way to experience the local culture in a centralized location, making it a staple of any event experience.

Takeaways for Event Organizers Brand discovery was an ongoing theme for the students. Social media and digital marketing put a veneer on products and

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services. Events are an effective way for people to experience them “in the wild.”

A diverse offering of local and regional vendors can be a major draw for young people, particularly if you spotlight these businesses in your marketing efforts.

National Vendors and Food (70% Positive) While some appreciated the familiarity of national vendors and chains, the preference leaned toward supporting local businesses. Regional chains were seen as an acceptable middle ground.

Takeaways for Event Organizers Students seemed to seek a balance between familiarity and novelty. While preferences generally leaned towards supporting local, many indicated that they would be inclined to pick up their go-to items from national brands. This opens the door to bringing in these larger businesses as sponsors for activations where people can access their familiar products and services when they need a break from the noise of an event.

Weird Festival Foods (Even Split) Students participated in a weird festival food icebreaker during the summit. With things like garlic ice cream and squirrel gravy on the list, the foods explored in that session were divisive to say the least. Novelty foods weren’t seen as a major motivator but were welcomed when

aligned with the event’s theme. Students who identified as risk-takers were more inclined to try unconventional foods, seeing them as part of the festival’s charm.

Takeaways for Event Organizers Weird and novelty festival foods are great social media fodder. There will always be the risk-takers and the returning attendees who seek out these experiences. However, some of the extremes found in events can be too much for the casual consumer. Temper placement of weird foods, from both a programming and marketing perspective, with more familiar offers. But let’s keep inventing strange things for those who want to explore.

Touch to Pay / Touchless / Cashless (Even Split) Students were divided on touchless and cashless payment options. While they acknowledged the convenience, some preferred cash due to concerns about vendor fees. These events and tourism students were particularly mindful of how implementing these systems impacts not only the event but also the vendors and participants.

Takeaways for Event Organizers Event students are particularly sensitive to how cash-free options require additional fees and technical elements. They recognized that these costs are often passed on to the end consumer. Not all younger generations have that meta-awareness, but it may be a surprisingly large part of the conversation.

Ultimately, the question is, “Does a cashless solution improve or detract from the event experience?” Consider how a firsttime attendee and long-time attendee must navigate these solutions. Will the friction and learning curve reduce their enjoyment and, ultimately, reduce their participation?

During the break, several students discussed Buy-Now, Pay-Later solutions like Klarna, Affirm, and Afterpay. Layaway and credit are not new phenomena but an increasing number of people are using these solutions to purchase higher-value experiences at festivals and events. Many use them even when a vendor doesn’t have a preferred method. Think through how this impacts ticket sales and the experience at the point of purchase.

Dry Events (Alcohol-Free) (Even Split) Dry events were not a deciding factor for most students. While some recognized their importance, they noted that such

events could sometimes “kill the vibe.”

Mocktail trends were positively received as an alternative.

Takeaways for Event Organizers Dry events were not a motivating factor. Even the students who were favorable toward the trend did so in a more abstract way: they had friends who didn’t drink and wanted more options for them. Regardless, ensuring that mocktails are incorporated into beverage programs can drive spending that otherwise would have gone to a much lower price soft drink.

Cannabis Friendly - (Even Split) Opinions on cannabis-friendly events varied. While students were open to cannabis-infused products like seltzers and edibles, many expressed a strong dislike for the smell of cannabis smoke.

Takeaways for Event Organizers Cannabis is a challenge facing the events industry. As more of the world starts legalizing recreational marijuana, events must take the substance’s role into serious consideration. A singular answer hasn’t been found, and the industry will likely continue to debate the best way forward for years to come.

Ferris Wheels, Carnival Rides, and Midway Games (75% Positive) There was skepticism about the safety of carnival rides, but midway games were seen as a fun, nostalgic activity. Many preferred to play games over riding potentially unsafe attractions.

Takeaways for Event Organizers There is a sense of romanticism around carnival rides and midway games that isn’t fully encompassed by nostalgia. A diverse, engaging mix of rides and games can be a draw. Be sure to include them in your marketing materials and clearly reference the options in placemaking and signage.

Classes and Workshops (80% Positive) Classes and workshops weren’t a primary motivator for attendance. However, if tied to the event theme or provided as an engaging hands-on experience, they could be seen as a value-add.

Takeaways for Event Organizers Experiential learning continues to grow, particularly for those who had traditional learning disrupted by the COVID Winter 2024

lockdowns. Positive sentiment towards content-related workshops shows that young people want engaging educational experiences, particularly when they can learn a new skill or concept through hands-on group learning with friends.

Open Answers Students highlighted several other factors influencing their decisions, including affordability, opportunities to connect with friends, and clear event pathways that don’t require much planning. Authentic experiences that feel in touch with the local community and cultures were highly rated.

How to Attend - Take the guesswork out of attendance. Some young people may lack an understanding of how to attend an event. Launch pages, microsites, and campaigns that specifically show attendee experiences and how a person could spend an entire day or week at a festival.

Safety: Safety protocols, town reputation, and visible security measures like metal detectors and bag checks were all essential factors students wanted clarity on. This younger generation grew up in a world with metal detectors at schools. They are extremely aware of what security theater is and what actually provides safety.

Accessibility: Accessibility is an important consideration when attending with friends or family members who might need accommodations. The context and support provided by the event organizer influenced their perception. They still wanted to see it even if they didn’t need accommodations.

S. David Ramirez, CFEE is an award-winning marketing and communications professional from San Antonio, Texas. He is the founder of SDMRamirez, a marketing technologies strategies agency serving festivals, events, and tourism organizations. He is the Senior Marketing Manager for Partnerships and Events at TINT, the community-powered marketing platform. David is on faculty for the IFEA/NRPA Event Management School and the Texas Event Management Institute. 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.

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LEADERSHIP AT ALL LEVELS

WITH GAIL LOWNEY ALOFSIN

WHO KNOWS YOU?

AUTHENTIC NETWORKING BEFORE YOU NEED IT! “Your Network is Your Net Worth.” - Tim Sanders 3. YOUR “Give” Before You “Gain” Mindset.

You will never go wrong with a “Give” first and eventually “Gain” mindset in networking. The best networkers understand this. You have skills, knowledge, and connections to share. You can assist the person you are talking to with advice, insight, or an introduction.

This mindset is not about keeping score or collecting points.

Leave the points to your loyalty clubs, airlines, and hotel! It is about building goodwill and illustrating that you are a person who enjoys assisting others with reaching their goals or expanding connections.

Be a resource. Be known as someone who adds value.

A

lesson learned early in my personal and professional life is “who you choose not to align yourself with is as important if not more important as who you do.”

When presenting on “Authentic Networking” at conferences, corporations, or universities, I recommend “collecting people.”

Identify people who will be impactful on your personal and professional journey. People who will augment your life versus drain it.

People who care about you and who you care about. “Collect” people you truly “connect” with.

Networking is an investment in your business. When it is done well, it can yield great results for decades. Let’s review a few tactics.

1. Popping in From Outer Space? Network BEFORE You “Need” It! One of the most common mistakes in networking is waiting until you need something—whether it is a job lead, advice, or an introduction—to start reaching out. The most successful networkers build connections well before they need them. This approach creates a foundation of trust and goodwill. When you reach out to people early and consistently, they can see you are interested in a real relationship rather than just using them as a steppingstone.

Investing time and effort in people NOW means that if you ever need support, you will have a solid base of relationships willing and able to help.

2. There YOU Are! As my mother professed during our teen years - “To be interesting, be interested.” We all know people who walk into a room with an air of “Here I am” versus “There YOU are!” These tend to be the same people dominating the conversation, assessing whether you or the other people in the room would be of value.

Everyone has something to offer; including this type of person who teaches you how NOT to be!

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4. Who You Align With is Just as Important as Who You Don’t The people you choose to associate with can significantly impact your reputation and opportunities. Align yourself with individuals who share your values and professional goals. Conversely, distancing yourself from those who may have negative reputations or conflicting values is equally important. Your network should reflect the kind of professional and personal image you wish to project.

5. Got Cheese? Follow Up and Stay Connected Networking does not involve one event or singular effort. In my first job, our boss taught us how to “make Swiss cheese” out of newspaper. He advised us to comb the local newspapers and trade magazines, cut announcements (weddings, new jobs, promotions) or interesting articles and mail them to our clients or prospects. An equivalent in our digital world? Email an article, make a nice comment on a client or prospect’s LinkedIn post, text an inspirational quote, tasteful joke, or article they would enjoy. People appreciate knowing you are thinking about them beyond the “sale.”

6. Create YOUR Own C-Suite No matter what your position is in your company or community, you can meet people within or outside of your company whose advice and actions you admire and trust. Mentors provide guidance, perspective, and support. Being a mentor is equally powerful.

In conclusion, with a mindset shift from “gain” and self interest to “give” with the intent of erring on the side of generosity, we build an invaluable network of support, education, and friendships, serving to enrich our personal and professional lives. Enjoy!

Gail Lowney Alofsin is the Director of Corporate Partnership for the Newport International Boat Show, a division of South Florida Ventures/Informa Markets. She serves on five boards focused on food insecurity, education, and business. An author and inspirational speaker, Gail is an Adjunct Professor at the University of RI, Salve Regina University and URI’s Pfizer MBA Program. Gail can be reached: gail@gailspeaks.com or 401-640-4418.

EXHIBITOR SPOTLIGHT

What year was your company established?

2016 How many employees does your company have?

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

Anywhere in the world depending on the job and budget, primarily the United States.

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

150-250 Events Annually What is your ‘elevator pitch’ and/or slogan about your product/service?

We help create infrastructure. Providing everything from flooring to tent structures with the highest quality inventory and skilled installers to meet every timeline.

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

Juan Guevara, the President and CEO, started this company after working for years as a project manager on major events and seeing how crucial a skilled team of laborers and quality equipment was to every build. He started with a few pallets of Matrax flooring and quickly 70

grew into the enterprise you know and love today with over a million square feet of flooring and tent structures, our own fleet of tractor trailers and a team of event experts making it all happen.

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

Triple decker tent structures!

What sets your product/ service apart from your competitors?

We provide it all – the equipment, the labor, the trucking and the project management. We will meet even the most impossible timelines.

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

Be transparent with your budget. If you provide us a budget, we can better crunch numbers to get you to the budget you need to be at, when possible.

What is your company’s customer service philosophy?

We provide the best service and solutions for every event. We believe in working with our clients as a partner with the same goals in mind – a successful event starts from the buildout!

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Ashley Duffy

National Business Development EIS Group 8301 Retreat Rd Walkersville, MD 21793, USA 301-684-7018 ashley@eisgroupusa.com eisgroupusa.com How many years have you been with your company?

4 years What are your favorite festival foods?

Apple Cider Donuts What do you like to do to relax?

Vacation to a tropical beach without my computer and zero cell service..

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

Think and Grow Rich What is the name of the last movie you watched?

Snatch

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Y R T A H I N KERS N O I S I V S T E R C E S

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At various times, the popular press raises the idea that group brainstorming isn’t effective at generating creative solutions. That assertion is erroneous, for a variety of reasons. Groups can and do - successfully brainstorm creative and useful solutions.

But research does show that effective brainstorming requires adherence to some specific guidelines. If it’s done casually, without guidelines, and the sessions are run by people with no knowledge of how to do it well, it will be significantly less effective than it could be.

It will either result in unrestrained chaos with no momentum to move the project forward, or it will just be plain boring (which also results in no momentum).

(And for those of you who know that brainstorming is only one technique in a creative thinking toolbox, please excuse the shortcut. Most people think of brainstorming as any idea generation, and that’s the way it’s used here.)

So, how do you set up your brainstorming sessions for success? Follow the rules. They will see you safely through the necessary level of chaos, to the strategic momentum you’re hoping for.

1. Free Them From the Fear.

It’s very difficult for people to share ideas if they’re concerned about possible negative consequences. A process and a setting that help people get past the fear are critical for the brainstorming to be effective.

One key principle in creating this setting is to prohibit any evaluation (even positive evaluation) during the idea generation.

2. Use The Power Of The Group Build, combine, and create new ideas in the moment. Don’t just collect ideas that people have already had. The building and combining is where the magic happens.

Occasionally break up into pairs or small groups. This will encourage even more sharing and combining of ideas.

3. Get Some Outside Stimulus Duh. Asking the same group of people to sit in the same room and review the same information they’ve seen before is unlikely to result in exciting, new ideas.

Talk to your customers, talk to other

experts, explore how other industries are doing it. Have the meeting in the park or in a museum. Bring some toys into the room.

There are countless ways to shake things up; try something new every time.

4. Encourage the Crazy Everyone has heard someone say at the beginning of a brainstorming, “every idea is a good idea.” And then there’s a collective eye roll because no one believes it. While it’s not true that every idea is a practical idea, it is true that every idea can offer useful stimulus for additional ideas.

Sometimes those ideas that are tossed out as jokes can be the spark that leads to a new direction and a winning idea. So allow, encourage, and use every idea, even if only for creative fodder.

5. It’s a Numbers Game The more “at bats” you have, the more likely you are to hit a home-run. So drive for quantity of ideas. Ensure the session is long enough to generate lots. If you only spend 10 minutes on brainstorming, don’t expect great results.

6. Laugh a Lot Humor stimulates creativity, so let it happen. One easy way to start off a session; have everyone introduce themselves by answering a fun or silly question. One example you could use in the fall: “What’s something you DON’T need more of for the holidays?” Some of the answers could even start sparking real ideas for the session!

7. Homework Is Required Both individual and group efforts are critical for success. So expect and insist on individual preparation in advance and followup afterward. Ensure everyone knows the goal in advance of the session, and ask them to do some homework before they arrive.

When the session is over, create an action plan that allows ideas to continue to be shaped and added to as you move forward.

Winter 2024

8. It’s Not For Amateurs Effective brainstorming requires knowledge and skill, both to participate, and especially to facilitate. It’s a completely different set of techniques and expertise than running other meetings, so don’t assume you can do it well just because you can run a great meeting. If you don’t have a facilitator in your team who has the skill to train the group and run the session, hire an external one, or get some training to develop the skills internally.

9. If It Looks Like a Duck, But Doesn’t Act Like a Duck, It’s Not a Duck If you can’t, or don’t intend to, follow the guidelines for successful brainstorming, then don’t call it brainstorming. For example, a meeting that just becomes a stage for one person to spout their ideas isn’t useful or engaging. And if a brainstorming is not organized and structured appropriately, everyone in the room will feel how ineffective it is, and they’ll be sure to skip your next session. So, either set up for success, or don’t bother.

10. You’re Not Done Until You Decide You’ve all been in this situation; it’s the end of a brainstorming session, you’ve created a long list of ideas, and someone volunteers to type up and distribute the list.

And…. that’s the end. There’s no action, or at least not that anyone is aware of. It’s fairly demotivating to spend time and energy generating ideas and then feel they went nowhere. So, plan time for, and require the group to do, some prioritizing of ideas during the session. Spend at least an equal amount of time on converging as you do on diverging. Yes, you read that right. If you generate ideas for an hour, also spend an hour on selecting, clarifying, and refining ideas at the back end. If you leave the meeting with a huge list of potential ideas, that’s not success. You want to leave the meeting with a short list of clear ideas, and a plan for action on each of them.

Susan Robertson empowers individuals, teams, and organizations to more nimbly adapt to change, by transforming thinking from “why we can’t” to “how might we?” She is a creative thinking expert with over 20 years of experience speaking and coaching in Fortune 500 companies.

As an instructor on applied creativity at Harvard, Susan brings a scientific foundation to enhancing human creativity. To learn more, please go to: SusanRobertsonSpeaker.com.

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Sponsored by

2024 IFEA

sponsored by SecurEvent Solutions

2024

Stevan Ryan

Nominated by the The Kansas City Irish Fest Kansas City, MO, USA The importance of volunteers to our industry cannot be overestimated. Whether the individual acts as a volunteer administrator of an event or contributes his or her time and resources in support of a larger, multi-event organization with a paid staff, the efforts that are put forth deserve our heartiest congratulations and recognition.

It is for that reason that the IFEA Volunteer of the Year Award sponsored by SecurEvent Solutions, was created to recognize those outstanding event volunteers whose unselfish and dedicated service to a member festival or event has made a significant difference in their community and mirrors the commitment to success in our professional ranks.

The International Festivals & Events Association is pleased to announce Stevan Ryan from the Kansas City Irish Fest in Kansas City, MO as the recipient of the 2024 IFEA Volunteer of the Year Award sponsored by SecurEvent Solutions.

As this year’s winner, Stevan was the guest of the IFEA at the IFEA’s Annual Convention & Expo presented by atVenu in Pittsburgh, Pennsylvania, USA. He was recognized and presented with his award during the IFEA Awards Luncheon on Sunday, September 29, 2024.

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Stevan Ryan has been a cornerstone of the Kansas City Irish Fest since 2004. In his 20 years of dedicated service, he has led in various roles, always prioritizing the success of the festival. Stevan approaches each position with pride and a commitment to excellence, regardless of the size or complexity of the task. His leadership spans across multiple committees, including signage, transportation, infrastructure, site hosting, and the Legacy Lounge. Stevan’s involvement is not limited to the festival week; he works tirelessly year-round to ensure everything is meticulously planned and executed. His discipline, honed through his service in the Armed Forces, makes him an indispensable asset to the festival. Without Stevan, a significant void would undoubtedly be felt across all areas of the event.

Stevan’s journey with the Kansas City Irish Fest began with his participation in the Irish Fest Run, leveraging his expertise from his involvement with the Mid-America Running Association and Kansas City Marathon committee. His early contributions included helping with site setup by distributing tables, chairs, and other furniture.

Recognizing the need for better organization, Stevan created a Site Requirement manual, a key tool for the Site Setup committee, facility staff, and festival staff. This manual mapped individual event requirements to their site locations, streamlining the setup process.

Stevan’s leadership extended to the signage committee, where he identified a need for more organized efforts. As the Signage Coordinator, he created a Signage handbook, listing all signs and banners with their locations annotated on the site map.

This enabled multiple volunteers to efficiently place banners and signs. To further improve management, Stevan obtained storage containers for the signage inventory.

Stevan’s discipline and leadership qualities, deeply rooted in his military background, have been instrumental in creating and organizing committees. He and his wife, Gretchen, manage the festival’s transportation, coordinating airport transfers for all the bands and entertainers to ensure their timely arrival. Stevan also oversees on-site transportation, securing and labeling the necessary number of golf carts for easy tracking. His unwavering determination and attention to detail led him to develop a check-in and labeling system for over 30 golf carts, ensuring their proper use and maintenance. His efforts ensure that items and people are efficiently transported across the festival grounds.

Stevan’s role as a site host highlights his dedication to guest services. He serves as a primary source of information for guests and assists with special needs such as wheelchairs and strollers.

His involvement with the Legacy Lounge committee provides a secluded area where volunteers, staff, and board members can relax and recharge, reflecting his commitment to the well-being of his fellow volunteers.

Stevan’s dedication extends beyond the festival week. He attends every meeting throughout the year, always being one of the first to arrive and the last to leave during the festival. His proactive communication and readiness to assist with any needs

make him a reliable and trusted team member. Despite being the oldest volunteer at 83, Stevan’s work ethic remains unparalleled.

Beyond the Kansas City Irish Fest, Stevan has a long history of community service. He was a board member for the Wichita River Festival and served as General Chairman for two years. He helped create the Wichita Running Club and proposed adding the Wichita River Run to the River Festival schedule, which has

become the largest race in Kansas. Stevan has also volunteered for the Kansas City Sports Commission for many years as a member of the Big 12 Basketball Championship Committee and was also a member of the Kansas City Marathon committee, which he first helped by tethering his hot air balloon at the starting line! Every year, he and Gretchen return to Hartwick, IA, where he grew up on a small farm, to host the Hartwick school reunion.

Stevan Ryan exemplifies the qualities of an outstanding volunteer. His extensive involvement, specific contributions, enthusiasm, organizational assistance, and leadership have made a lasting impact on the Kansas City Irish Fest. Stevan’s dependability, positive attitude, and ability to inspire others make him a deserving recipient of the IFEA Volunteer of the Year award.

His dedication to the festival and his unwavering commitment to excellence serve as a testament to the power of volunteerism and the difference one person can make. Stevan Ryan is not only a volunteer; he is a vital part of the festival’s heart and soul.

Please help us congratulate our 2024 IFEA Volunteer of the Year sponsored by SecurEvent Solutions Award Winner, Stevan Ryan.

2024 IFEA Volunteer of the Year – Semi-Finalist

Donna Dolphin Nominated by the SC Festival of Flowers Greenwood, SC Donna Dolphin has long been a vital part of the SC Festival of Flowers and other community events, recognized for her dedication and selflessness. Her involvement touches every aspect of the festival, from managing registrations and answering phones to training new volunteers. Despite South Carolina’s intense heat, Donna consistently goes above and beyond to ensure the festival runs smoothly, contributing to its continued success.

Her impact stretches far beyond her assigned tasks. Donna’s positive energy and willingness to step in wherever needed have set a high standard. Whether she’s teaching middle schoolers how to fold t-shirts or covering for full-time employees at reception, her dependability and initiative have made her indispensable. She is trusted implicitly by all, filling in gaps with efficiency and dedication.

Donna’s selfless efforts uplift those around her, creating a ripple effect of motivation and productivity. Her presence has filled unseen voids, inspiring others to follow her lead. Known affectionately as “Mama Donna,” she has become a beloved figure to festival volunteers and attendees alike.

Donna’s work has left an indelible mark on the SC Festival of Flowers and the wider community, embodying the true spirit of volunteerism. Despite her behind-the-scenes nature, her contributions are immeasurable. It was an honor to receive a nomination for Donna Dolphin for the IFEA Volunteer of the Year, recognizing her for the passion, commitment, and lasting impact she brings to every event she touches.

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EXHIBITOR SPOTLIGHT

What year was your company established?

TicketSpice was established in 2008.

How many employees does your company have?

Just over 100.

What areas do you serve with your product/service?

TicketSpice is primarily focused on serving North American markets, but also has customers in South America and the UK. How many festivals and events do you work with on an annual basis?

WClieckworktwaipthhservertaol ehunntedretsefxets.tivals in North America, and additionally serve 60,000 customers in various other industries.

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

TicketSpice is a modern online ticketing software that will help you increase your revenue, save time, and elevate your customer experience with robust ticketing pages, you can build along side your dedicated account manager. You will grow revenue with demand pricing, merchandise add ons, and additional opportunities through your festival. TicketSpices full set of features, world class customer service, and account managers mean your unique needs will be implemented and streamlined to get you started and selling tickets quicker than ever.

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

Our Founders came from event backgrounds, hosting large events across the USA. Through the ticketing process they felt frustrated, limited, ripped off and under appreciated by the solutions on the market.

They decided to build something themselves and created the most robust ticketing solution on the market with the clearest 76

and most affordable pricing. It resulted in massive growth and the highest ratings for a ticketing company on 3rd part platforms like G2. 4.8/5 stars across hundreds of reviews.

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

In the last few years, we’ve rolled out dozens of new features and services to better serve our customers. Features like timed ticketing, dynamic pricing, fraud protection and various others that have helped our customers become more profitable than ever. Additionally, through our attendee support service, we save our customers endless hours and overhead expenses.

What sets your product/service apart from your competitors?

Overall I believe that we have one of the most robust platforms to help convert customers, operate your event, and grow your revenue. Every platform is different, and every event is different. While our technology is great, our customers rave about our support teams. They’re excellent at what they do, and they are great people.

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

We believe in long lasting partnerships.

We’d encourage festivals to look for a partner that fits your unique needs but who you get along with too. Make sure they are forward thinking enough to be continually developing their product to fix pain points.

What is your company’s customer service philosophy?

Ticketing and admissions can’t afford to go wrong. That’s why we offer full service customer support. Our solutions team is staffed to meet demand 7 days a week, offering rapid messaging support, and scheduled calls.

IFEA’s ie: the business of international events

Winter 2024

Shadi Hayek VP of Sales

TicketSpice Sacramento, CA 95814 USA 916-586-9460 shadi@webconnex.com www.ticketspice.com How many years have you been with your company?

I’ve been with TicketSpice 6 ½ years ago.

What are your favorite festival foods?

If there are nachos available, I’m ordering them!

What do you like to do to relax?

My wife and I go on date nights exploring new restaurants around town, (It’s a really great excuse not to cook!) ending with a relaxing family night in, spending quality time with our beautiful 2 year old daughter.

What is the name of the last business book you read? $100M Offers by Alex Hormozi.

He breaks the box of limitations we put on ourselves in this book. It was inspiring.

What is the name of the last movie you watched?

As a Dad to my adorable 2 year old, my primary movies lately are all things toddler.

Planning a Drone Light Show: What Event Organizers Should Know

By Melanie DeVincentis

Event organizers are always on the lookout for better ways to engage with an audience – seeking dynamic, impactful ways to connect with the crowd and deliver an unforgettable experience. Driven by the social media age, the need for innovation has been accelerated as audiences are regularly exposed to next-level, outrageous moments from around the world. In an era where everyone is constantly sharing, event planners work to stay ahead of the curve by continuously evolving their offerings to captivate attendees. Proven methods like fireworks and lasers choreographed to inspiring music 78

consistently captivate audiences, leaving them amazed and impressed. Innovative event planners wanting to up the ante now have options beyond the traditional to create something fresh and exciting. Enter drone light shows.

The Next Big Thing Recently, organizers’ eyes have turned to the sky presenting awe-inspiring drone light shows to kickstart or wrap up a message or movement with flare. Drone shows are still a novelty, breathtaking displays of which most people have yet to see in person. As technology improves,

IFEA’s ie: the business of international events

Winter 2024

and live event production companies scale their resources, more drone shows will pop up at sporting events, festivals, amusement parks, conventions, and community gatherings.

Choosing the Right Provider Yes, you want creative, passionate people who are as equally excited about your event as you are. A team that is ready to unleash their creativity to imagine the unimaginable and bring it to life. Yet, the basics are important when making your selection. Communication is key. It is essential to find a team that actively

engages and maintains clear, consistent communication with you. Even the simplest drone show has its complexities.

Each show must be tailored to your location and accurately reflect the theme of your event. It is vital to find a team that invests the time to fully understand your vision and can effectively translate it into what will work best in your space.

Along with finding a team that communicates well and is fully involved in fulfilling your visual goals, it is important to find a provider that prioritizes safety above all else and seamlessly manages the regulatory responsibilities. Beyond distancing and local government approvals, drone shows involve adhering to Federal Aviation Administration (FAA) regulations regarding airspace operations and flying unmanned aerial systems (UAS). A turn-key operation that coordinates all permitting and regulatory processes keeps your show safe, legal, and smoothly executed.

Permitting and approvals are necessary for drone shows beyond that of typical fireworks shows. For example, when planning a show near the convergence of the three rivers in downtown Pittsburgh, several groups need to be contacted, including the local fire department, the city’s special events team, the local sports authority, the police department, the county HAZMAT team, the river rescue group, local EMS, and the FAA. The Creative Design Process When used to their fullest potential, drone shows tell an artistic story in the sky. This further emphasizes the need to choose a provider that communicates well.

A provider who not only openly shares what they are doing for you but listens intently and fully grasps the feeling of your message, your vision, and the narrative you want to share. The design process kicks off with important conversations about the key messages and goals that you want your audience to take away from your production. From there the design team uses an advanced technology platform to design your vision in line with your resources. The storyboard presents a draft representation of the show, including important transitions, shapes, images, and symbols that will appear in the sky.

Once the preliminary layout is in place, the choreography is detailed.

Choreography includes programming the movement of the drones in space and outlining for timing, speed, and precision to build the visuals and animations.

Licensed drone pilots can send lights into the sky to create a picture or series of pictures. To effectively tell a story through

images, the sequence, transitions, and timing are just as crucial as the images themselves. Music is then programmed to sync with the drone movements, creating a stunningly cohesive experience.

Your provider should run simulations of the show using special software to test the visuals, choreography, and timing. Once the full story is prepared, good providers share a pre-visualization video with you for approval.

This is your chance to see the show before the show! It’s also an opportunity to provide feedback, and to determine if all of your intended messages are well illustrated.

Budgeting Considerations To achieve the perfect balance with your investment in a drone show, it’s essential to understand the factors driving the cost and assess the impact of your message.

In terms of pricing, drone shows typically range between $18,000 and $20,000 for 100 drones. Packages can start with a minimum of 100 drones, with larger displays reaching over 1,000 drones.

Currently, using 300 to 400 drones tends to offer a solid balance of impact and cost.

The quantity of drones and the amount of custom content are key factors influencing the price. Shows typically include an average of 12-15 elements, though sometimes more. A higher percentage of custom content tends to increase the cost, while using more stock visuals with some custom elements can help keep the price lower.

Your drone show provider will discuss with you what can be done with the number of drones your budget will allow.

Location matters. The physical location of your show may require additional logistic planning and may include: traffic control, special permitting, and approvals.

The parameters you set regarding venue size, story complexity, and messaging will determine what can be done within your budget.

The Future of Drone Light Shows The sky’s the limit - pun intended! Drone technology is new and rapidly evolving. As with any new technology, improvements in capability, design, and efficiency will continue to surface in the near term. Currently, the popularity of drone shows is on the rise.

An exciting way to make an event or show sizzle and drive buzzworthy attention is to enhance the production with pyrotechnics.

Companies specializing in drones or fireworks are joining forces to deliver a complete experience to customers. In this already competitive market, both providers are pushing the envelope, continually raising the bar to enhance their offerings and win your business. A perfect solution is Winter 2024

finding one provider that excels in both!

It’s incredibly exciting to combine these two skills to create innovative displays that were simply impossible just a few years ago. Looking ahead, you’ll see drones with enhanced capabilities, longer shows powered by extended battery life, and new tricks and innovations. The technology is rapidly evolving, and you’ll get to witness its growth and development in real time.

Choosing Drones If you’re ready to make magic in the sky, be mindful that planning a drone light show requires careful attention to detail, communication, and an understanding of the factors that impact both the cost and the creative process. With the right provider, drone shows offer a powerful and innovative way to captivate audiences and leave a lasting impression. As the technology continues to advance, drone displays will only become more versatile and awe-inspiring, generating new possibilities for storytelling in the sky. Event organizers who embrace this emerging trend will have the opportunity to create truly unforgettable experiences.

Melanie DeVincentis is on the communications team for Live Events, a full-service event production company that includes Pyrotecnico.

Pyrotecnico, known for its stunning fireworks displays and special effects offerings, has recently added drone light shows to its arsenal of in-house capabilities. Melanie shares an insider’s look at what to consider during the vendor selection process for drones.

Since 1889, Pyrotecnico has been creating memorable moments on every scale, from intimate family gatherings to large-scale festivals, arenas, and stadiums. Whether they’re telling stories in the sky, amplifying the energy at sporting events, or delivering surprise and delight at concerts, their goal is to leave a lasting impact.

Pyrotecnico is proud to be part of the Live Events house of brands, which includes a powerful mix of the best in end-to-end live event production: Active Production & Design, Delicate Productions, Gemini Light Sound Video, and Zenith Lighting. With the largest fireworks inventory in the country and the distinction of being one of the only providers to offer both drone light shows and fireworks in-house, the company is uniquely positioned to bring your vision to life with limitless creative possibilities.

IFEA’s ie: the business of international events

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Presented by a Partnership For Excellence in Event Education.

THE SCHOOL Quality festivals and events are among the most successful tools available to communities, states, regions, and even countries to increase tourism, create powerful and memorable branding and imaging opportunities, bond people together, encourage positive media coverage, enhance economic impact, and add to the quality of lives for those who live there. On the other hand, a poorly planned, managed and executed event can have a reciprocally opposite effect.

Over time, events themselves have changed; from often informal affairs to spectacular productions, requiring new sets of skills, experience, creativity, financing, planning and leadership. As a result, event management has evolved into a business and an industry, with new demands, challenges and expectations every day; from attendees / participants; sponsors; host communities and a plethora of other partners that the success of any event depends on.

Presented by two of the most respected professional associations in our industry – the International Festivals & Events Association (IFEA) and the National Recreation and Park Association (NRPA) – the Event Management School at Oglebay National Training Center in West Virginia was designed around the concept of bringing new and mid-career industry professionals together with some of the most highly-respected and experienced professionals in the field, for a comprehensive educational and networking opportunity that will cover the critical basics of successful event management and then put students in an applied-knowledge project environment to test and further what they have learned.

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IFEA’s ie: the business of international events

“No other investment is more important for the board of a festival or special event than to assure that their staff is growing in their professional development. The Event Management School at Oglebay provides our industry with one place for new and mid-management level professionals to receive intensive, comprehensive training in the core competencies of event management, conducted by many top professionals in the field.

It is the equivalent of a full-brain download for those who want to have a well-rounded, working understanding of our profession.”

Bruce L. Erley, CFEE, APR President & CEO Creative Strategies Group

Winter 2024

“If you were applying to my organization for a job - and I knew that you had completed the IFEA / NRPA Event Management School program – your resume would rise to the top of the pile.”

Curt Mosel, CFEE, Chief Operating Officer ArtsQuest

THE PROGRAM The Event Management School is designed as a two-year continuing education program.

Students live on-site at the Oglebay Resort and National Training Center with their professional peers and instructors during the one-week institute each year, adding a unique one-on-one networking opportunity for everyone. Year One Students at the Event Management School follow an intensive, interactive, classroom pathway through 24 hours of topical training, from a clear definition of event management as a profession through to the final and important evaluation phase of an event. Year Two Students take it up a notch in applied workshop settings and a unique hands-on, deadline-driven, event concept design, team project experience that combines many critical event management skills, that can be transferred to multiple, real-life scenarios. Event-expert team advisors help to guide event teams through a week of market research, concept creation/design, budgeting reality checks, human resource challenges, and presentation stages of an all-new event concept, for a specially selected city, with a

limited-use “Client” contact. Teams will present their completed plans/concepts to a panel of industry leaders and fellow students on the last day, who will offer critiques, insights and accolades. Plans/Concepts approved by the expert panel will be shared with the selected city for consideration in their market.

top-level experience and continued education.

Additionally, all students enrolled in the program will receive one full year’s access to the IFEA’s professional education on-line Webinar series (a $1000 value). (Live Webinar presentations only.)

THE REWARDS

• Current mid-management event staff looking to broaden their knowledge base while enhancing their professional networks.

• Parks and Recreation managers and staff who produce and/or work with local events.

• Those new to the Event Management field.

• Event Management students looking to strengthen their professional resumes.

• Key event volunteers looking to expand their capabilities.

The Event Management School will bestow an Event Management School Diploma to those successfully completing both years of this intensive continuing education program.

For those needing CEU credits, the NRPA will provide 2.0 CEU’s for each completed year.

Additionally, for those desiring to ‘raise the bar’ by registering for the IFEA’s professional certification program (separate registration required), successful completion of the twoyear Event Management School will earn you designation as a ‘Certified Festival & Event Associate’ (CFEA), the first phase toward future attainment of your ‘Certified Festival & Event Executive’ (CFEE) designation, which recognizes an industry-focused combination of

WHO SHOULD ATTEND

INSTRUCTORS

Event Management School instructors are selected by the International Festivals & Events Association (IFEA) from among the top event management professionals in our industry today.

THE CURRICULUM The Event Management School first-year curriculum was created with the goal of providing a strong basic understanding and awareness of the multiple, critical components involved in event planning and management. The second-year curriculum builds upon that first-year knowledge-base by providing more applied workshop-styled opportunities in specific areas, together with a project-based opportunity to help bring the ‘real world’ a little closer to the classroom.

NOTE: The Event Management School curriculum is not targeted at the corporate meeting-planning niche of our industry, but rather the outdoor public event sector.

“The Event Management School at Oglebay has created a vital tool in developing festival and event industry professionals. As any event producer can attest, training new staff often amounts to a “sink or swim” option. To have a venue where personnel can learn, interact and network with industry leaders, instructors, and peers from other events and markets increases professionalism and output multiple-fold.”

Ted Baroody, CFEE, President, Norfolk Festevents

YEAR ONE CLASSES Strong Foundations: Understanding Event Management and the Importance/Impact of Quality Events The success and sustainability of an event is ultimately built upon the foundations that have been laid long before the public ever experiences it. Behind that success you will find a well-developed pattern of planning and processes, passionate leadership, a dedication to creativity and quality, a commitment to inclusiveness, and the ability to operate as a professional business that clearly understands their product, target market, industry and challenges. You will also find a global industry that has evolved over time into the field that you are/hope to be a part of today; one whose impact touches lives around the world and keeps our communities, cities and world bonded together. This session will explore the ‘why’ of why we are all here; provide a broad overview of this unique and special field; and lay the foundation for the training to follow in the week ahead.

Step One: Business Plans A successful event doesn’t start with the fireworks finale. Behind every exciting, funfilled event is a well-run business, complete with paperwork, planning meetings, legal obligations to be met, and partnerships to be built. Reputations are often based far-

more upon the business side of your event than on who your headline entertainers are. We’ll teach you what you need to be thinking about.

avoided/protected against; staffs and boards to be managed and supported; services to be secured and contracts to be signed. We’ll do our best to help you understand them.

Arriving at the Bottom-Line: Event Budgeting and Budget Management Every time there’s a good idea, someone brings up the budget! A realistic and informed budget can set the stage for a less stressful and more profitable event. We’ll teach you how to create and use a budget to guide your success.

Operations: From Vision to Reality The expansive area of ‘Operations’ is where the rubber meets the road and this session will cover multiple areas that can make or break an event.

• Event Infrastructure: The infrastructure for many events is a lot like building a small village where the day before there was nothing. Stage, lights, sound, tents, vehicles, decorations, bleachers, food delivery, trash pick-up, communications, utilities, parking, et al., we’ll talk about what you may need, where to go get it, and lots of insider-tips to remember in the process.

• Attendee & Support Services: Whenever you plan to draw a crowd, you’ve got to be thinking about what their needs may be: information, medical, lost kids, rest areas, ATM’s, restrooms, trash disposal, signage, communications, safety and security plans; accessibility; and much more. We’ll make sure you don’t forget anything.

• Programming, Site-Design and Event Flow: When did having fun require so much thinking? Like a theme park, effectively planning your event programming, site layout, service accessibility, etc., can

Putting the ‘Community’ in ‘Community Events’: Building a Successful Volunteer Program Volunteers put the ‘community’ in ‘community events’ and some events have legions of dedicated workers who bring valued skills to the table while holding costs to a minimum. This session will cover critical components of a successful volunteer program, including recruiting, training, management, communications, retention and rewards.

Event Administration & Legal Considerations Really? I have to think about that? Despite being a ‘fun’ industry, there are lots of behind-the-scenes ‘t’s’ to be crossed and ‘i’s’ to be dotted; obligations to be met; risks to be

NOTE: All sessions are subject to change.

ultimately affect sales; safety; friendlyneighbor relationships; and the overall experience for your attendees. We’ll cover some important, if not critical, considerations that will keep your event flowing smoothly.

• Environmental Realities: Events can play an important role through education and as a role model in protecting the environment.

We’ll touch on some of the ‘Green Reality’ options that events can consider today.

Introduction to Sponsorship & Experiential Marketing There are very few events today that can operate without sponsorship support, but successful sponsorship doesn’t just happen.

This session will cover the basics of sponsorship and successful sponsorship sales, including why sponsors sponsor and how to identify and create a valuable menu of sponsorship benefits/assets for your event.

Students will also learn about the valuable world of mobile marketing. And we’ll cover the critical role of sponsor service; the key to renewing and keeping those all-important sponsor partners we all depend on.

Marketing & Mediums: Traditional, Social and Creative All the planning in the world won’t make for a successful event unless it is properly marketed. This session will talk about how to develop an effective marketing plan and considerations for working with traditional media (television, newspaper and radio… yes, they are still around and still important) as well as today’s newest technology options.

NOTE: All sessions are subject to change.

Non-Sponsorship Revenue Programs: Food & Beverage, Merchandise, Ticketing & Financial Transactions 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 food and beverage, merchandise and ticketing. This area of instruction is designed to look at such items and other components of important nonsponsorship revenue sources, including financial transactions, touchless transactions, and the constantly changing expectations of those attending our events.

Introduction to Event Risk Management Risk management is a central part of any event organizing committee’s planning cycle – it’s both an operational and “duty of care” requirement. What is it? It is a process whereby the event planning team methodically addresses the risks associated with their activities, with the goal of treating or mitigating those risks which may have an adverse impact (financial, image, reputation, etc.) on the event if the risk is materialized. We’ll make sure you are focusing om the critical considerations.

Social Media Marketing: Understanding the Landscape, Benefits and Challenges It’s a new and quickly changing world, with Facebook, X, LinkedIn, Instagram, TikTok, blogs and many, many more. How do you decide which ones are important and use them as an effective part of your event marketing mix? This session will provide a more in-depth look at maximizing new technologies (including AI) and opportunities.

The Common World of Events and Cities: Building Community through Proactive Events Management For events to meet their full potential, to all interested parties, we must learn to see ourselves as a singular team of partners working toward common goals. Key among those partnerships is the one between events and cities. This session will talk about what a successful partnership looks and feels like when it works.

Is Everyone Invited? Including Those with Disabilities Producers at events around the world are concerned about how they can comply with their country’s disability rights laws and how they can best serve their patrons with disabilities. This fast-paced session provides practical information and a format for designing a comprehensive Access Program for your festival/event. We will discuss important but often forgotten aspects of a wellmanaged Access Program. Help to avoid litigation by being prepared.

How’d You Do? Surveys, Evaluations and Economic Impact Studies No event is complete until the last survey and evaluation is in. This is the first step in all future events and this session will teach you how to do it effectively and cost-effectively.

Year-Two Team City Event Presentations Year-One Event Management School students will participate in the City Event Concept Project reports by second year student teams, asking questions, and serving in the shared role of ‘People’s Choice’ Judge.

YEAR TWO CLASSES The Application of Project Management to Events Events are the end result of countless details, processes, and tasks, all coming successfully together; but how do you manage all of those priorities and make sure nothing falls between the cracks? Project Management is an accountable management method using tools and techniques honed over 50 years of use around the world by governments, corporations, and selected events. This session will set the stage for coordinating everything else that follows and provide an important tool for all those attending.

Customer Focused Events – Planning to Meet the Needs of Your Stakeholders Most events are typically designed from the event producer’s viewpoint, which contrasts sharply with an event’s intended outcomes. This hands-on session introduces The Event Canvas ™ concept, empowering you to envision your events from a fresh and stimulating perspective, which will meet and exceed your stakeholders’ expectations.

Applied Risk Management The tragedy of event realities that include shootings; vehicular incidents; crowd panic and crushes; bombings; stage collapses; airshow crashes; gang-related violence; drugrelated deaths; human trafficking; and a plethora of more generic incidents like tripand-fall accidents; golf carts; vendor safety; et al., at events and in cities of all sizes, serve as stark reminders of the need to plan and prepare for all of the many incidents / possibilities that can / may affect our events on a moment’s notice. This important session will address what keeps us up at night and the steps that we can realistically take to address and respond to those concerns through contingency planning and preparation, as well as on-site during an event.

Inside Perspective: What Cities Want from Events and the New Age of Partnership in Municipal Event Management The relationship between cities and events has been evolving (sometimes devolving) for many years. Whether you are creating a new event or continuing to build upon a long-existing one, you must first start from a level of understanding about what cities want from events. Combining your goals with theirs, you can build a lasting and powerful partnership that will provide exponential benefits for everyone. This session will define some of those key goals and how to achieve them.

The Evolution of AI and Its Impact on Events In a relatively short span of time, AI has changed the course of most every industry, creating both new challenges and new opportunities, as we look to the future. This important course will cover the litany of possibilities to maximize your use of AI, and in turn, your event and staff.

Is Everyone Invited? Designing an Access Program to Include Those with Disabilities Following our introductory course in Year One, this important session will focus more closely on how to produce a well-run Access Program. We will look at how to build a first-rate Access Team, work on creating the Access Program for your EMS City Project event and get specific about how to manage your accessible viewing platforms and areas. Come away better prepared to create a strong Access Program.

Advanced Sponsorship Taking the art of sponsorship to the next level, even before you start selling your event, this session will instruct students on how to conduct sponsor research, where to look, what to look for and how to use what you find. Following on that preparation we’ll cover what makes for a successful sponsorship proposal and, equally important, the follow-up reports that will keep them coming back.

be offered to the selected city contacts for consideration in their own internal creative process and the winning team will be recognized for pride and posterity on the Event Management School ‘Oglebay Cup’ trophy.

During the week, each team (assigned randomly to reinforce the reality of an event environment) will participate in the following project steps: • Research and Development of Creative and Innovative Event Concepts to Serve Market Needs, Challenges & Opportunities; Audiences; Event Calendar; Organizational Mission; Available Venues; and Unique Capabilities • Research & Development of an Event Programming / Management / Operational Plan and Expense Budget to Meet Defined Goals • Research and Development of an Event Income Budget with Suggested and Realistic Sources, plus Sales Strategies, to Meet Defined Goals • Professionally Delivered City Event Concept Presentations (all team members must play a role in the final presentation) in the format of an outside consulting firm presenting concepts to a client Teams will be assessed on Teamwork, Event Proposal / Plan and Presentation.

Applied Budget Development Working from a draft event program plan, and other desired ‘bells and whistles’ that impact the event ‘experience’, students will learn how to develop an event budget, discussing what to include, how/where to research, fair and realistic estimates, the keeping of formula and assumption notes/records, use of a budget in managing an event throughout the planning and production process, budget reports, tracking expectations and more.

City Event Concept Project & Presentations The City Event Concept Project will provide a substantial hands-on experience with an event focus. Event expert team advisors will help to guide event teams through a week of market research, concept creation/design, budget reality checks, and presentation stages of an all-new event concept(s) for an actual city/market (including limited use “Client” contact). Teams will present their completed plans/concepts to a panel of industry leaders and fellow students on the last day, who will offer critiques, insights and accolades. Final plans/concepts deemed the most feasible will NOTE: All sessions are subject to change.

2025 Event Management School Schedule TIME

Sunday January 12

7:00 a.m.

Monday January 13

Tuesday January 14

Wednesday January 15

Thursday January 16

Breakfast

Breakfast

Breakfast

Breakfast

Educational Sessions

Educational Sessions

Educational Sessions

Educational Sessions

Lunch 11:45 a.m. - 1:15 p.m.

Lunch 11:45 a.m. - 1:15 p.m.

Lunch 11:45 a.m. - 1:15 p.m.

Lunch 11:45 a.m. - 1:15 p.m.

Educational Sessions

Educational Sessions

Educational Sessions

Educational Sessions

Free Evening: Oglebay Shops, Zoo and Festival of Lights Tour Open

Dinner and Evening Roundtable Sessions

Free Evening and / or Group Planning Sessions

Graduation Reception and Banquet

7:30 a.m.

8:00 a.m.

8:30 a.m.

9:00 a.m.

9:30 a.m.

Educational Sessions

10:00 a.m.

10:30 a.m.

11:00 a.m.

11:30 a.m.

12:00 p.m.

12:30 p.m.

1:00 p.m.

1:30 p.m.

2:00 p.m.

2:30 p.m.

3:00 p.m.

Educational Sessions

3:30 p.m.

Registration

4:00 p.m.

4:30 p.m.

5:00 p.m.

Orientation

5:30 p.m.

6:00 p.m.

Welcome Reception and Dinner

Presented by a Partnership For Excellence in Event Education.

EMAIL, MAIL OR FAX THIS FORM TO: The National Training Center for Public Facility Managers at Oglebay Resort & Conference Center 465 Lodge Drive, Wheeling, West Virginia 26003 Phone: (304) 243-4126 • Fax: (304) 243-4106 E-mail: ntc@oglebay-resort.com

JAN UARY 12-17, 2025 GENERAL INFORMATION.

Full Name: _________________________________________________________________________________________________________________ Title: ______________________________________________________________________________________________________________________ Name (as you wish it to appear on your badge):__________________________________________________________________________________ Company / Agency: _________________________________________________________________________________________________________ Mailing Address:____________________________________________________________________________________________________________ City: _________________________________________________________________ State / Province: _____________________________________ Zip Code: ____________________________________________________________ Country: ____________________________________________ Phone: _______________________________________________________________ Fax: ________________________________________________ Email: _____________________________________________________________________________________________________________________ Arrival Date: __________________________________________________________ Departure Date: ______________________________________ For any special needs or accommodations, please contact Oglebay at (304) 243-4126. ❍ 1st Year Student

❍ 2nd Year Student

PACKAGE PRICES SINGLE PACKAGE

IFEA/NRPA MEMBER

NON-MEMBER

❍ $2,486.24

❍ $2,786.24

❍ $2,385.44

❍ $2,685.44

❍ $2,284.69

❍ $2,584.69

Lakeside Wing Rooms w/tuition West Wing Rooms w/tuition Byrd Wing Rooms w/tuition TOTAL amount enclosed: $____________________________

Please visit our website at www.oglebay-resort.com for Room descriptions.

METHOD OF PAYMENT: A check, purchase order or credit card for the full package amount must accompany this form in order to complete enrollment. When paying with a credit card, the package amount will be charged to your card upon receipt of registration. You will receive confirmation from Oglebay Wilson Lodge.

NOTE: The balance must be paid prior to arrival.

PACKAGE INCLUDES: • School Tuition • 5 Nights Lodging • 4 Breakfast Buffets • 4 Buffet Lunches • 2 Buffet Dinners • Graduation celebration plated dinner • Continuous coffee / beverage breaks • 5 Beverage tickets • All taxes and applicable fees included in package pricing

❍ Check (make check payable to Wheeling Park Commission) ❍ Purchase Order #_____________ ❍ VISA ❍ MasterCard ❍ American Express ❍ Discover Print Cardholder Name: _____________________________________________________________________________________________________ Credit Card Number:________________________________________________________________________________________________________ Expiration Date: _____________________________________________ CVC Security Number: ________ (MC/Visa-3 digit code back) (AMX-4 digit code front) CANCELLATION POLICY: A cancellation fee of $100 will be charged for cancellation at any time up to 30 days prior to the school; 30 to 7 days prior, 50% will be charged; and with 7 days or less notice, no refund will be issued.

FOR MORE INFORMATION: www.NRPA.org 800.626.NRPA (6772) 7-1-1 for speech and hearing impaired

www.IFEA.com +1. 208.433.0950

OGLEBAY.com/NTC 800.624.6988, ext. 4126

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

Thank You

for your 2024…

• Ultimate Experience Ticket Purchases • 50/50 Ticket Purchases • Live & Silent Auction Bids • Live & Silent Auction Item Donations • Fund for the Future Donations

We couldn’t do it without YOU!

EXHIBITOR SPOTLIGHT

fordable for fans. This philosophy still guides us and is reflected in our mission: To Serve Those Who Love & Create Live Events.

What year was your company established?

2022 How many employees does your company have?

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

We serve many types of festivals (music, arts, beer, food & wine, etc) and venues (concert, performing arts) across the entire US How many festivals and events do you work with on an annual basis?

We worked with over 4,000 events in 2023.

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

Our mission statement and core values should tell you a lot more about us as a company than any slogan or elevator pitch.

We discuss them in company meetings and call out examples of our team members living these every day.

Our Mission: • To Serve Those Who Love & Create Live Events Our Core Values: • Build Meaningful Relationships • Do The Unexpected • Display Infectious Enthusiasm • Have Serious Fun • Deliver Happiness How/why did your company/ product/service get started?

We started Freshtix because, as fans, we saw a need for better ticketing. Existing companies charged high fees and lacked good customer service. We knew we could do better. Our goal was simple: deliver topnotch customer service and keep fees af92

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

This year, we focused on new marketing features and integrations, and we’re thrilled to share our Clover partnership with IFEA members. Now, you can enjoy the powerful marketing of Freshtix with the speed of Clover POS. Enhance the box office experience and reduce lines by loading the Freshtix app on your Clover hardware. Just log in and start selling tickets faster!

What sets your product/service apart from your competitors?

Many companies today cut back on customer experience to boost profits, limiting platform updates or outsourcing support, with some even dropping service altogether.

At Freshtix, we take the opposite approach.

Our development team continually releases new features and integrations to help you sell more tickets. Alongside our robust platform, we’re known for top-notch client and customer service. Our priority is giving partners the tools and support needed to make their events successful.

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

Cheaper isn’t always better. With more events than ever, winning customer dollars starts with a great experience. Do you have access to support when needed?

Will your provider be on-site to help ensure smooth events? At Freshtix, we’re more than a system—we’re your partner.

What is your company’s customer service philosophy?

We believe the event journey starts with ticketing. From purchase to entry, we work to make it smooth and enjoyable, ensuring your customers return year after year!

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Jamie Dwyer CEO & Founder

Freshtix 1206 Spring St NW Atlanta, GA 30309 USA 404-897-2371 jamie.dwyer@freshtix.com www.freshtix.com How many years have you been with your company?

22 years What are your favorite festival foods?

You can’t beat a great taco!

I’m pescatarian so my go-to is blackened fish or shrimp.

What do you like to do to relax?

The beach and lake are my happy places, but I also love cheering for my kids at their sporting events.

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

I’m juggling two right now – Profit First and The Startup CEO What is the name of the last movie you watched?

“Styx” – beautifully shot, tense and thought-provoking!

CONGRATULATIONS TO OUR 2024 CFEE GRADUATES! The following festival and event industry professionals were recognized during the 2024 IFEA Annual Convention & Expo presented by atVenu for graduating and receiving their Certified Festival & Event Executive Certification sponsored by Kaliff Insurance! Many congratulations to them all for making for taking this important step in their careers!

• Laura Blake, Music for All, Indianapolis, IN • Ashley Bush, City of Baltimore, Baltimore, MD • Peggy Curtis, Oregon Jamboree, Sweet Home, OR • TaKeyia Dickens, National Cherry Blossom Festival, Traverse City, MI • Sean Fitzgerald, City of Oviedo, Oviedo, FL • Baylor Hendrickson, Birthplace of Country Music, Bristol, VA • Jonathan Herrera, City of McAllen, McAllen, TX • Erin Jackson, Gravina, Smith, Matte & Arnold Marketing and Public Relations, Fort Myers, FL • Erin Jenks, City of St. Cloud, St. Cloud, FL • Marcello Langoni, City of McAllen, McAllen, TX

• Alex McNulty, Pasadena Tournament of Roses Association, Pasadena, CA • Denny A. Meline, City of McAllen, McAllen, TX • Charlotte Nicholson, City of Charlottetown, Charlottetown, PE, Canada • Mairin Petrone, Pittsburgh Irish Festival, Pittsburgh, PA • Sotero David Ramirez, TINT, San Antonio, TX • Traci Ridling, Pasadena Tournament of Roses Association, Pasadena, CA • Mark Sternberg, Music for All, Indianapolis, IN • Patrick Stewart, Visit Panama City Beach, Panama City Beach, FL • Azeneth A. Vasquez, City of McAllen, McAllen, TX • Casey Watts, Promo King San Antonio • Megan Zaranek, Saint Louis Art Fair, St. Louis, MO

Interested In Joining Your Professional Peers by Obtaining Your CFEE Certification?

The IFEA’s CFEE Certification Program, sponsored by Kaliff Insurance, offers intensive core classes that cover Sponsorship, Non-Sponsorship Revenue, Project Management, Operations/Risk Management, Marketing & Media Relations, and Administration & Management; with an additional emphasis on industry experience, written communication, public speaking, practical application, and continued industry education.

CompletingCompleting the IFEA’s CFEE Certification demonstrates that you have taken the necessary steps to become a professional in the Festivals & Events Industry. If you’re ready to take your career to the next level and become a leader in this industry, consider becoming a Certified Festival and Event Executive. Join the ranks of industry leaders who have achieved this prestigious certification and make your mark on the world of events!

Start (or finish) your IFEA CFEE Certification today and take the first step towards achieving your professional aspirations!

LEARN MORE | REGISTER HERE

EMBRACING THE CACTUS A Step-by-Step Guide to Navigating Difficult Conversations

By Kate Zabriskie 94

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Winter 2024

“I don’t like confrontation, but I’m tired of his abuse. He signed me up for another committee without asking.”

“I know I need to say something about her taking credit for my work, but how to start?”

Step Six: Propose Solutions Next, collaborate and be willing to compromise while at the same time standing firm on your core needs and boundaries.

For example, you might suggest, “What if we extend the deadline by two weeks?

That way, we can ensure the project is completed without cutting corners.”

“Another joy of adulting, I’ve got to have one of those thorny conversations.

Not fun.”

Difficult conversations are inevitable at some point in most people’s lives – despite their lack of popularity.

Avoiding them only leads to bigger problems down the road. The good news?

With a clear framework, tough conversations can strengthen relationships, foster growth, and achieve better results.

This step-by-step guide provides a roadmap for navigating challenging dialogues with calm, empathy, and assertiveness.

Step One: Prepare Yourself Before initiating a difficult conversation, take a moment to think about how you feel and why you need to have the conversation.

What is the core issue you want to address? What are your goals and desired outcomes? Are you trying to affect a behavioral change, or do you simply want to be right? If the answer is the latter, you may wish to pause before starting a dialogue.

A well-formed goal statement is a good way to outline your intentions and keep your actions in check. For example, you might say to yourself, “I want to discuss the project schedule change that happened without my input. My goal is to be included in the future and find a solution that works for everyone now. I’m not placing blame.”

Step Two: Set the Stage As the saying goes, timing can be everything. Given that fact, schedule a suitable time and location for the conversation. The goal is to ensure you have privacy and few distractions. For instance, you could say, “I need to discuss something important regarding the project timeline. Can we talk in the conference room at 2:00 today?”

Step Five: Identify Common Ground As the conversation progresses, look for areas where you agree or share similar goals. Validating each other’s perspectives and emotions can help build trust and create a foundation for finding a mutually acceptable solution. For instance, you could say, “It seems we both want to deliver a high-quality project, even if we have different views on the timeline and how it gets adjusted.”

Step Three: Describe the Situation Objectively Once you and the other person are together, it’s time to explain the situation objectively. Stick to the facts without judgment or blame, and use “I” statements to express your perspective.

“I” statements tend to reduce defensiveness and create an environment of mutual understanding.

1. Begin with “I feel” to take ownership of your emotions.

2. Describe the behavior or situation objectively and without judgment.

3. Explain the reason behind your feeling.

Step Seven: Summarize and Confirm Next Steps As the conversation comes to a close, summarize the agreed-upon solution and action items. Express appreciation for the open discussion and the other person’s willingness to work through the issue constructively. For example, you could say, “To recap, we’ll extend the deadline to allow more time, and you’ll provide an additional team member to assist me. Thank you for working through this constructively and for committing to including me to the extent possible when making future scheduling changes.”

Example: “I feel frustrated that the deadline was moved again without consulting me. I’m now task-saturated and unable to get my work project work and other work done by the new milestone.

I understand there may be valid reasons for the shifting timeline, and I would appreciate being included in decisions moving forward. This isn’t the first time I’ve been left out of discussions. I would also like to see how we might adjust the current schedule.”

Step Eight: Follow Up It’s essential to implement the agreed-upon solution and check in regularly to provide feedback on what’s working or if any adjustments are needed.

You might follow up by saying, “Now that we’ve had a week with the new plan, how do you think it’s going so far? Is there anything we should tweak or address?”

Difficult conversations may never be easy, but with practice and a commitment to effective communication, they can become opportunities for growth, understanding, and stronger connections with those around us.

Step Four: Allow the Other Person to Respond After you’ve shared your perspective, listen actively and allow the other person to respond without interrupting. Additionally, ask clarifying questions to ensure you fully understand their point of view and validate the other person’s emotions and experiences. You might say, “I understand that speed was the goal. Can you tell me how I might be included in scheduling decisions in the future?

Winter 2024

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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` Put Some Sparkle Into Your Holiday Decor!

Get paid. Sell more.

Run your event better.

Securely and reliably accept more payment types and appeal to more customers – credit, debit, check, gift cards, mobile pay and more.

With Clover, you get: • Special IFEA processing rates and hardware pricing while using partners like Saffire, Etix, Magic Money and Showorks • One-click enterprise and audit reporting solution for fairs and vendors with Apex Ceph reporting • Real-time sales data and employee management capabilities • Seasonal rental opportunities • Register functionality for retail sales, ticketing, parking, concessions and much more • Analytics to help you identify how far your patrons are traveling and their spending habits • Flexible connectivity and built-in AT&T LTE cellular, Ethernet, Wi-Fi or offline functionality

Save today!

Contact Michelle Orantes, Senior Business Consultant 813.380.3788 | Michelle.Orantes@fiserv.com ©2024 Clover Network, LLC. The Clover name and logo are registered trademarks owned by Clover Network, LLC and are registered or used in the U.S. and many foreign countries. Use of Clover requires a Merchant Processing Agreement. All trademarks, service marks and trade names referenced in this material are the property of their respective owners.

1431852 2024-5

MARKETPLACE

SEARCH MORE VENDORS AT EVENTRESOURCEMARKETPLACE.COM BANNERS/FLAGS dfest – Designs and manufactures creative decor solutions for festivals and events. We specialize in custom flags, banners, directional signage, entryways, street banners, installation and hardware. Contact: Rudy Martinez | San Antonio, TX USA | (800) 356-4085 | rudy@dixieflag.com | www.dixieflag.com ®

CASH MANAGEMENT atVenu – atVenu is a leading platform that specializes in live event sales. They offer a range of comprehensive solutions, including point-of-sale, inventory management, real-time reporting, digital food vendor settlements, and more.

With feature sets specifically designed to meet the unique needs of live events, it is a trusted partner for hundreds of festivals, sporting events, concert venues, fairs, and more. atVenu’s point-of-sale system is quick and easy to set up, manage, and deploy, making it ideal for small teams and events big and small alike. The platform is built to save you time, ensure faster-moving lines, and be reliable when your connectivity isn’t so you never lose out on sales. | www.atvenu.com FIRST DATA / CLOVER / FISERV – Cloud-based point of sale and full business solutions for cash or cashless events. Clover is uniquely designed to be customized to fit your business needs. Clover accepts all payment types - EMV/Chip, Card Swiped, Keyed and Apple Pay/Google Pay. Clover’s product line is available with WIFI, ethernet, or 4G/LTE data connectivity and can be leased, purchased or rented month-to-month. First Data has exclusive pricing for hardware and card processing for the festivals and events industry. Contact: Tina Hollis | Riverview, FL USA | 239-287-8221 | tina.hollis@firstdata.com | www.firstdata.com 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. Contact: Rob Barber | Lititz, PA USA | 717-626-4408 | rob.barber@atomicdesign.tv | www.atomicdesign.tv NORTH POLE PRODUCTIONS – NPP Shows excels in bringing festive cheer and wonder to any event through expertly crafted holiday displays and interactive experiences. Whether you’re planning a city festival, a corporate holiday party, or a community event, we have the perfect displays and entertainment options to make your event unforgettable. Contact: Tammy Peters, President | 800-377-4625 | nppshows@gmail.com | www.nppshows.com 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 98

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VFX CREATES – VFX creates for the entertainment and business industries, as well as for individuals. Our main markets are haunt attractions and theme parks. Contact: Patrick Voss, President | 618-530-7982 | patrick@vfxcreates.com | VFXcreates.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!

EVENT SOFTWARE / APPS 42CHAT - 42Chat is the leading provider of Conversational A.I. Solutions for organizations and events looking to enhance & protect their brand, gain & retain customers, and capture & act on insights. Contact: Daly Elias | Draper, UT USA | 1-952-232-9699 | daly.elias@42chat.com | www.42chat.com EVENTENY – Eventeny was built to help festival & event organizers manage their vendors, artists, exhibitors, volunteers, and sponsors, all in one platform. You can create team workflows, applications, maps, schedules, surveys and so much more. From small community festivals to managing multi-day sci-fi conventions, to virtual events, we’ve got it all! Contact: Greg Wright | Address: Peachtree Corners, GA 30092-2936 USA | Phone: 314-471-6079 | Email: greg@eventeny.com | Website: www.eventeny.com POINTSMAP® – PointsMap® has proven to be an effective and useful software for Festivals and Events. Create custom points at their exact location on your PointsMap with photos, descriptions, website links, multi-media, PDF’s and even “inside maps”. Your visitors can “PLAN” before the festival using their desktop computer, and then “NAVIGATE” the festival using their Smartphone. Visit www.PointsMap.com/SLAF and http://www.PointsMap.com/WichitaRiverFest/ to see how PointsMap is being used. It’s easy to 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 K & K INSURANCE – For 60 years, K & K insurance has been recognized as the leading provider of SPORTS-LEISURE & ENTERTAINMENT insurance products. Contact: Mark Herberger | Fort Wayne, IN USA | 1-866-554-4636 | mark.herberger@kandkinsurance.com | www.kandkinsurance.com PROMOTIONAL PRODUCTS COVERED NY INC – We cater to our client’s needs by creating retail structures to hold their product, point-of-sale structures to display their product, and all of the 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/

WEVOW – Build a culture that elevates thinking above sexual misconduct.

Year-round and seasonal programs available for both staff and volunteers. Contact: Matt Pipkin | Boise, ID 83702 USA | 208-830-3885 | matt@wevow.com | www. wevow.com TICKETING SAFFIRE – Saffire empowers clients with beautiful, unique and engaging websites that are easy to manage, with integrated SaffireTix ticketing and unlimited help when you need it. Contact: Cassie Dispenza | Austin TX USA | 512-430-1123 sales@saffire.com | www.saffire.com TICKETSPICE – Instantly Increase Ticket Revenues!

TicketSpice is different, because you keep 100% of the ticketing fees and only pay 99 cents per ticket! It’s the only online ticketing platform that gives you total control of your ticketing... ticket options, pricing, convenience fees, branding, funding and more. We know what it feels like to be overcharged and under-appreciated. We think you deserve a successful event with a ticketing partner who puts you first. Contact: Shadi Hayek | Sacramento, CA USA | 916-400-0737 | shadi@webconnex.com | www.ticketspice.com TRAVEL PLANNING (BY GROUPS) TRIPInfo.com – Since 1996, first online reference for all segments of group travel planners – website and weekly newsletter and subject-specific digital magazines – including festivals. IFEA Member organizations included online. Contact: Mark Browning | Johns Creek, GA USA | 770-825-0220 | mark@tripinfo.com | www.tripinfo.com VIDEO PRODUCTION ELSBERG STUDIOS - Visual storytelling changes lives. We believe images are powerful; sometimes more powerful than words. With them we identify, we connect, we feel, we act. When necessary we use words; words that speak of mission and vision and transformation. Let us tell your story. Brad Elsberg | Nampa, ID USA | 208-989-5664 | brad@elsbergonline.com | elsbergonline.com WEBSITE DESIGN SAFFIRE – Saffire empowers clients with beautiful, unique and engaging websites that are easy to manage, with integrated SaffireTix ticketing and unlimited help when you need it. Contact: Cassie Dispenza | Austin TX USA | 512-430-1123 | sales@saffire.com | www.saffire.com

SAFETY/SECURITY IMPERIAL EVENTS SECURITY SERVICES, LLC - Imperial Events Security Services (IESS) is a leading event security provider nationwide. Operating since 1993, IESS has decades of experience securing all types of events. Contact Yousef Kassis | Philadelphia, PA USA | 1-888-502-4377 | yousef@iessevents.com | www.iessevents.com SECUREVENT SOLUTIONS – At SecurEvent Solutions we believe your event is as unique as you are. Carefully blending and merging operations, sales, experience, culture, to curate lasting memories. We call this your Event DNA. Understanding your Event DNA allows SecurEvent Solutions to build security operations that will integrate with all event areas. Contact: Joshua Field | Ft. Lauderdale, FL USA | 763-226-4162 | jfield@secureventsolutions.com

OTHER 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/

Winter 2024

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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