IE Volume 36 Issue 1

the business of international events

The Event Planner’s Survival Guide How to Become a Difficult Person Building Community Vibrancy Through Innovative and Experiential Events

Can a “Return to Normal” Happen in 2021?

the business of international events

The Event Planner’s Survival Guide How to Become a Difficult Person Building Community Vibrancy Through Innovative and Experiential Events

Point Of Sale, Built For Events Trusted at more than 125,000 events yearly for bars, concessions, merchandise, gate sales, parking & more!

Shorter Lines

Fast, Hassle Free Setup

Fast transaction times, fewer button clicks, and all payment types accepted.

Even when WiFi goes down.

Quick to deploy, easy to move, built for last minute changes.

No More Excel Or Manual Entry

Real-Time Sales, All In One Location

Settle vendors digitally within our platform. We do commission and tax calculations for you.

Sales are viewable from anywhere, anytime without needing daily reports. You always have them.

NO UPFRONT COST! Learn More ifea@atVenu.com info.atvenu.com/ifea

Our mission is to help event professionals find reuseable affordable solutions to their signage and decor needs.

We specialize in creative design, custom decorations, flags, banners, mascot characters, and much more!

Custom Decor Street Banners Wayfinding Feather Flags Mascot Characters Custom Creations to Meet Your Unique needs!

Visit DFEST.COM

/DFESTeam CONTACT US:

210-227-5039

sales@dixieflag.com

IFEA VISION A globally united industry that touches Publisher & Editor

lives in a positive

Steven Wood Schmader, CFEE, President & CEO Assistant Editor

way through

Nia Hovde, CFEE, Vice President Director of Marketing & Communications

celebration.

Advertising Carrie Ring, CFEE, Director of Partnerships & Programs Art Director Craig Sarton, Creative Director Contributing Writers Gail Alofsin, Robert Baird, Dave Bullard, CFEE, Jonathan Herrera, Marcello Langoni, Steve McClatchy, Cat McDevitt, Mairin Petrone, Patrick Stewart, Robert Wilson, Kate Zabriskie Photography visitgreaterpalmsprings.com Visit Greater Palm Springs @visitgreaterps

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.

6

IFEA’s ie: the business of international events

Spring 2025

http://www.ifea.com

the business of international events

The Event Planner’s Survival Guide How to Become a Difficult Person Building Community Vibrancy Through Innovative and Experiential Events

On the Cover: Coachella Valley Music and Arts Festival, one of many festivals and events taking place in Palm Springs, California, home of the IFEA’s 70th Anniversary Convention & Expo, presented by atVenu. For more details on events in Palm Springs, click here. Photo Credit: Visit Greater Palm Springs

DEPARTMENTS 10 IFEA President’s Letter 16 IFEA World Board

F E AT U R E S 12

IFEA 70th Anniversary History the Founding Fathers

14

IFEA 70th Anniversary History the First Meeting

66

22 IFEA Foundation Board 31 2025 IFEA/Haas & Wilkerson Pinnacle Award Brochure 71 2025 World Festivals & Events City Awards Brochure 86 Festivals Without Borders 90 2025 Hall of Fame Awards 96 The Un-Comfort Zone 102 2025 Volunteer of the Year Awards 106 The PR Shop 112 What Does ChatGPT Have to Say? 116 Leadership at All Levels 120 Event Profile Palm Springs

82 88

How to Become a Difficult Person

By Steve McClatchy How to Rewire Your Brain for Success

By Margaret Graziano

92

The Event Planner’s Survival Guide

By Mairin Petrone, CFEE

98

The Significance of Parades

By Jonathan Herrera, CFEE

104

The Power of Clarity at Work

By Kate Zabriskie

108

124 Marketplace Spring 2025, Volume 36, Issue 1 “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.

Building Community Vibrancy Through Innovative and Experiential Events

By Patrick Stewart, CFEE

114

Swimming Pools: Enchantment From Their Inclusion to Community Engagement and Marketing Opportunities

By Marcello Langoni, CFEE Vendor Success: How to Build Strong Partnerships for Your Community Event

By Cat McDevitt

IFEA PRESIDENT’S LETTER

BY STEVEN WOOD SCHMADER, CFEE

CELEBRATING

YEARS OF THE IFEA

I

n 2025, we celebrate 70 years of the IFEA. Like special occasions in our personal lives, or our communities, IFEA’s 70th Anniversary offers us a special opportunity to celebrate the past and imagine the future. It allows us a time to reflect on our successes, learn from our mistakes, remember those who have stood by our side along the way, and rededicate ourselves to even greater goals as we look to the next 70 years.

Throughout this coming year, we will share with you some of our history. A look back to the spark that brought us all together. We will also ask each of you to help us reach out to new friends, peers, and industry professionals, who may not yet be a part of our organization (events, municipalities, suppliers, sponsors, educational institutions, students, et al.), to help us grow our global network and continue building upon the resources, talent, and creativity available to us all. And we will ask, along the way, for you to consider a gift to our IFEA Foundation, to help us support and grow the many important educational programs that have become a pillar of the IFEA. In September (22-24), we will celebrate together at our IFEA 70th Anniversary Convention & Expo presented by atVenu in the iconic city of Palm Springs, California, at the beautiful Omni Rancho Las Palmas Resort & Spa. I hope that you will plan to be there with us.

“Today is someone’s dream coming true.”

– Walt Disney Above all else, the one notable thread that has run throughout all 70 years of our history, is the consistent willingness of those in our industry to openly share with one another – our successes, failures, ideas, creativity, experience and friendship. Ours is an industry that is built around dreams and imagination, and the people who understand not only the importance of dreaming, but know how to make them come true. Steven Davison, of Walt Disney Imagineering (notably, Disneyland also celebrates their 70th Anniversary in 2025, as well), pointed out years ago at an IFEA Annual Convention, that we are all “memory makers”. We are also community builders, storytellers, vision painters, bridge builders, and the purveyors of possibility. We bring families, friends, communities, countries and people together. We help them celebrate the special things in their lives, inspire them to see more, and provide the spark that allows them to light the world around them. That is the gift that we bring to the world and the legacy that we will leave. I look forward to imagining new dreams with you as we continue to unite and further our industry around the world.

From spark to spectacle, the journey continues.

10

IFEA’s ie: the business of international events

Spring 2025

From Spark to Spectacle, the Journey Continues

th Anniversary Convention & Expo Palm Springs, California Omni Rancho Las Palmas Resort & Spa

September 22 - 24, 2025 CFEE Classes September 19, 20, 21, 2025

Presented by

12

IFEA’s ie: the business of international events

Spring 2025

IFEA 70th Anniversary History

THE FOUNDING FATHERS In 1956, John Geisler, then director of the St. Paul (Minnesota) Winter Carnival, set out to create a forum where managers and executive directors of the nation’s festivals could get together to share ideas and information. Geisler had been influenced by Robert Meyer’s Festivals U.S.A. in which the contributing writer for The New York Times reported on his travels to America’s festival cities.

Geisler contacted Meyer and told him of his idea to form a national festival association. Meyer was intrigued and agreed to meet Geisler and Max Colwell, then manager of the Portland Rose Festival, in Oregon in June of 1956, to discuss the concept. The three men enthusiastically supported the idea of bringing together festival managers in a formal group. Geisler offered to host a one-day meeting in St. Paul later that summer to explore the proposal further.

Invitations were issued, and six festival managers traveled to the Twin Cities to meet with Geisler, Colwell and Meyer. The group included a cross-section of some of the most influential festivals in the United States. Those in attendance included Reynolds Andricks of Fiesta San Jacinto in San Antonio; Charles Gillett of New York is a Summer Festival in New York City; Roy Erickson of the near- by Minneapolis (Minnesota) Aquatennial; Clarence Arata of the Washington (D.C.) Cherry Blossom Festival; Joseph Mickler of the Ye Mystic Krewe of Gasparilla Pirate Festival in Tampa, Florida; and Walter Van Kamp of Seattle (Washington) Seafair.

The eight festival managers in attendance were unanimous in their intentions to proceed with creating a formal trade association. The group scheduled a fall meeting for the Park Sheraton Hotel in New York City and invited festival managers from across America to attend. Meyer lined up nationally-known speakers from the media to address the festival managers, who promptly voted to form the Festival Managers Association (FMA). In 1957, when Pierre Trombley of Canada’s Quebec City Winter Carnival asked to join, the directors unani- mously agreed to renaming the organization the International Festivals Association (IFA).

John Geisler was elected IFA’s first president. Nearly 40 years later, when he was elected to IFA’s Hall of Fame,

Geisler expressed pride “to have been a part of what has now become an internationally recognized organization and thrilled that it has grown to such great numbers.”

IFEA First Meeting Attendees The IFEA began as a spark of a vision by John Geisler, of the St. Paul Winter Carnival, with the help of Robert Meyer, the author of Festivals U.S.A. and several other top industry leaders of their time. We know from recorded minutes that there were 14 original attendees at the first official meeting held on October 31st, 1956 in New York City. The following is a list of those attendees to the best of our knowledge.

John Geisler

St. Paul Winter Carnival St. Paul, Minnesota (President)

Robert E. Meyer, Jr.

Festival Information Service and Author of Festivals U.S.A.; New York City (Executive Secretary)

Joseph R. Mickler

Ye Mystic Krewe of Gasparilla Pirate Festival; Tampa, Florida (Vice President)

Reynolds L. Andricks Fiesta San Jacinto San Antonio, Texas (Treasurer) Roy Erickson

Minneapolis Aquatennial Minneapolis, Minnesota

Jack Batten

Wichita Mountain Easter Sunrise Service; Lawton, Oklahoma

Dr. Alfred Shoemaker Pennsylvania Dutch Folk Festival Bethel, Pennsylvania J.H. Van Aernam

Albany Tulip Festival Albany, New York

Jack Golbert

Festival of Seven Arts Pike, New Hampshire

Charles Gillett

New York is a Summer Festival / NYCVB; New York City

John D. Meyers

Rose Festival: Newark, New York

Walter A. Van Camp

Seattle Seafair; Seattle, Washington

Clarence Arata

National Cherry Blossom Festival; Washington, D.C.

Max Colwell

Portland Rose Festival Portland, Oregon

Spring 2025

IFEA’s ie: the business of international events

13

14

IFEA’s ie: the business of international events

Spring 2025

IFEA 70th Anniversary History

THE FIRST MEETING

IFEA came to life at a daylong meeting at New York’s Park Sheraton Hotel on October 31, 1956. U.S. President Dwight D. Eisenhower was less than a week from re-election, and New Yorkers were still reveling in the World Series perfect game pitched by the Yankees’ Don Larsen against the Brooklyn Dodgers just three weeks before. Overseas, the world was in Turmoil that October Wednesday. British, French and Israeli commandos were battling Egyptian troops holding the Suez Canal as the United Nations met in emergency situation on the other side of Manhattan Island.

In Budapest, 1,000 Soviet tanks were massing to crush a revolt by Hungarian rebels.

Meanwhile, delegates to the inaugural meeting of what would evolve into the International Festivals & Events Association (IFEA) were ready to go shortly after breakfast. Robert Meyer Jr., the New York writer and freelance communications consultant who had called the meeting, noted that “the earnestness and sincerity of delegates became evident early on the morning of the meeting. They were ready for business at 9.”

Meyer welcomed the delegates and immediately moved that John Geisler, managing director of the St. Paul Winter Carnival, whose idea it was originally to form a Festival Manager’s Association, “be asked to serve as chairman until election of officers at the afternoon session.”

Geisler took the gavel from Meyer and immediately got down to business. Geisler said the new association would be formed to address four issues which festival managers had indicated were paramount in their line of work: Finances, publicity, attendance and attractions. Geisler opened the floor to comments from the delegates, and it quickly became obvious that “finance and publicity were uppermost in the minds of all,” Meyer reported.

Since publicity was scheduled to be the topic of the luncheon session, Geisler recommended that financing festivals be the major topic of discussion at the afternoon session. The motion carried unanimously.

Meyer had lined up an impressive group of speakers for the luncheon. Meyer, whose book, Festivals U.S.A. had sparked Geisler’s interest in creating an association of festival managers, had superb contacts in the nation’s travel and entertainment media. Those chosen to speak at the Association’s first luncheon included Harriet LaBarre, associate publisher of Cosmopolitan Magazine; Lois Winston, director of research for NBC-TV’s Wide Wide World; Arthur Perles, assistant director of press information for CBS-TV; and Paul Showers, associate travel editor for The New York Times.

Following the luncheon, the delegates discussed finances and then proceeded to the organizaSpring 2025

tional part of the meeting. The group voted to approve the name, Festival Managers Association (FMA), and set dues at $25 for members whose annual festival budget was less than $50,000; all others were assessed dues of $100 a year. Robert Meyer Jr. was named FMA’s first executive secretary. He quickly rented a post office box at 123 Cooper Station as the Association’s first address.

Following the organizational portion of the meeting, delegates then turned to the important matter of electing a slate of officers for 1956 and 1957. John D. Meyers, executive secretary of the Rose Festival in Newark, New York, took the floor to propose a slate of candidates. Meyers nominated Geisler for President; Joe Mickler of the Ye Mystic Krewe of Gasparilla Pirate Festival in Tampa, Florida for Vice President; Reynolds Andricks of Fiesta San Jacinto in San Antonio, Texas for Treasurer; and all remaining charter members for the board of directors. Nominations were quickly closed, and Meyers’ slate was elected by acclamation.

Following the meeting, Robert Meyer sent a news release announcing the formation of FMA to all of the hometown newspapers of the charter members.

Meyer also sent dues statements to each member and engaged a printer to print letterheads for the new organization. The dream had officially begun.

IFEA’s ie: the business of international events

15

IFEA WORLD BOARD

BY JOE VERA, CFEE

LEADING WITH GRATITUDE, TRADITION, AND INNOVATION:

A NEW CHAPTER FOR IFEA

A

s I humbly step into the role of Chair of the IFEA World Board of Directors, I extend my deepest gratitude to Jazelle Jones for her exemplary leadership and service as Board Chair in 2024. I also recognize our 2023 IFEA Board Chair, Karen Churchard, CFEE, for her dedication and outstanding work in updating our IFEA Governance Policies, alongside the members of our World Board of Directors and IFEA President & CEO, Steve Schmader, CFEE. Thanks to their efforts, we have a clear and strong direction as we move forward into 2025.

Reflecting on my four decades in the festival and event industry and my long-standing membership in IFEA, my “WHY” has always been clear—education, awards, networking, lifelong learning, meaningful friendships, and giving back to the industry we love.

My passion for IFEA began at my very first conference, where I was immediately struck by the genuine kindness and collaborative spirit of everyone I met. People came together to openly share their best ideas, and that passion to help others has stayed with me ever since.

In 2014, after 34 years at BorderFest, in Hildalgo, TX, I was recruited to start the McAllen Holiday Parade. Although I had produced a parade as part of BorderFest, this was on a far grander scale. I knew I had to assemble the right team, so I turned to IFEA and my industry friends. Years earlier, at an IFEA Convention, I had the privilege of learning about parades from the great Don Whiteley of Argonne Parades in Atlanta, GA. I reached out to industry legends Jean McFaddin of McFaddin Associates, LLC in New York, NY, and Barry Kern of Kern Studios in New Orleans, LA, as consultants. With their expertise and support, the McAllen Holiday Parade presented by H-E-B and powered by Bert Ogden Auto Group was born. It began as a dream—a vision to create a Texas holiday tradition so families wouldn’t have to travel thousands of miles to experience the magic of a national holiday parade. Thanks to partnerships and lessons learned through IFEA, I am honored to say the McAllen Holiday Parade now welcomes over 265,000 visitors annually and has been recognized as the Best Parade in the IFEA/Haas & Wilkerson Pinnacle Awards nine times.

Through IFEA and TFEA (Texas Festivals & Events Association), I have been blessed with lifelong friends, inspiring leaders, and the best mentors anyone could ask for. In IFEA, just as in our own organizations back home, it’s the relationships and friendships that help us make a difference. So many people touch our lives, sometimes without even realizing it. For me, those greats include Kay Wolf, Pete Van de Putte, Jo Ann Andera, Steve Schmader, Paul Jamieson, Jean McFaddin, Tom Bisignano, Guy LaFlamme, Professor Gang Hoan Jeong, Daniel Baldacci, Stephen King, Penny McBride, Mike Baxter, Gayle Hall, David Eads, Bruce Early, Ira Rosen, Eric Martin, and Ed Bautista.

I am also profoundly grateful for the incredible leaders in my own community—John David Franz, Roy Rodriguez, and Isaac 16

IFEA’s ie: the business of international events

Spring 2025

Tawil—our outstanding staff at the City of McAllen, and most importantly, my wife Alma, my parents, my family, and my unwavering faith in God, who has guided me throughout this journey.

Attending the IFEA Convention has been pivotal not just for me but for my entire team at the City of McAllen. The skills, knowledge, and inspiration gained have transformed our city’s cultural and economic fabric, helping us develop world-class events. When McAllen is mentioned in festival and event circles nationwide, people recognize it as a standard-setter. When asked how we achieved this so quickly, our answer is simple: “We did it together.” Our success is a testament to the valued training, education, and networking opportunities provided by IFEA. Today, the City of McAllen team proudly boasts nine CFEE graduates and 20 CFEA graduates, with the city recognizing the value of these programs by rewarding graduates with an annual stipend of $1,000 for CFEE graduates and $500 for CFEA graduates.

In 2025, IFEA celebrates an extraordinary milestone—seventy years of supporting and inspiring our industry! If you haven’t already marked your calendar, be sure to reserve September 22-24, 2025, for the IFEA’s 70th Anniversary Convention & Expo presented by atVenu at the beautiful Omni Rancho Las Palmas Resort & Spa in Palm Springs, California. This promises to be an unforgettable experience filled with learning, networking, and celebration. On behalf of the entire IFEA World Board of Directors, we hope to see you there to commemorate this landmark anniversary and lead the IFEA into the next 70 years of excellence.

Finally, IFEA continues to connect us with cultures and events worldwide. In March 2025, our first joint meeting of the IFEA World Board and IFEA Foundation Board will take place in Gyeongju City, South Korea, hosted by Professor Gang Hoan Jeong, PhD, CFEE (President of IFEA Korea/Asia), the City of Gyeongju, and IFEA Asia. Our meetings will coincide with the 2025 IFEA Asia Pinnacle Awards and Asia Festival City Conference, offering a unique opportunity to experience IFEA Asia’s vibrant activities and meet many of the individuals who play an integral role in our global network.

I look forward to serving this exceptional organization and working together with all of you to continue advancing our industry.

Stay Safe and have a great festival year!

Warm regards,

Joe Vera, CFEE IFEA World Board Chair Assistant City Manager City of McAllen McAllen, Texas

r u o e m W e lc o

2025 IFEA World Board of Directors

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

CHAIR-ELECT VANESSA VAN DE PUTTE DFEST ® San Antonio, TX vanessa@dixieflag.com

IMMEDIATE PAST CHAIR JAZELLE JONES City of Philadelphia Philadelphia, PA Jazelle.Jones@phila.gov

SECRETARY DAVID EADS Pasadena Tournament of Roses Pasadena, CA deads@tournamentofroses.com

IFEA WORLD BOARD GLOBAL OFFICER 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

BRUCE ERLEY, APR, CFEE Creative Strategies Group Denver, CO berley@csg-sponsorship.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

NAN KRUSHINSKI, CFEE City of Port St. Lucie St. Lucie, FL nkrushinski@cityofpsl.com

SAM LEMHENEY, CFEE Creative Event Solutions Philadelphia, PA sam@creativeeventsolutions.com

CURT MOSEL ArtsQuest Bethlehem, PA cmosel@artsquest.org

KAT PAYE, CFEE Chair - IFEA Foundation Board of Directors National Cherry Festival Traverse City, MI kat@cherryfestival.org

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

The IFEA World Board of Directors is an elected, non-compensated body of industry professionals responsible for overseeing the successful operations of the IFEA. In addition to approving policy and direction, Board members serve as an active and involved industry leadership advisory source to the President & CEO. Members proactively support IFEA programs and visions through their input, use of their professional networks on behalf of the association, and personal participation in association programs and activities.

BOARD PROFILE

Nan Krushinski, CFEE

Joined IFEA World Board in 2025 Description of Event/Business: The City of Port St Lucie is South Florida’s second largest city (and Florida’s sixth largest city by population). It occupies 120 square miles on Florida’s scenic east coast and is halfway between Miami and Orlando. The Special Events Division is the city’s newest department.

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

I started in the concert business in the early 1980s. I fell into special events when the event producer quit 30 minutes before the event started and they had no one to run the show. “I can do this,” I thought to myself. And lo and behold, I could. And I did. And I never stopped.

Other Background Experience: My sister Maura and I founded the Pittsburgh Irish Festival in 1991.

We realized that there was no Irish cultural event in Pittsburgh and, having grown up in an Irish household, decided to create one. We each put in some money and hoped we wouldn’t lose our shirts. 34 years later, our festival continues on, as strong as ever, with a vibrant “succession plan” ~ my niece Mairin Petrone, at the helm. I work with so many other Irish festivals around North America, that I co-founded the Association of Irish and Celtic Festivals to keep the Irish festival industry healthy and prosperous, too. We are stronger together.

What Has Been Your Biggest Professional Challenge?

When I started in the concert business in the early 80s, there were not many women in the business side of the industry. Mainly catering or seamstress. It was hard to break through and be heard in the man’s world of music. I quickly realized I had to learn other industry-related skills to move up the ladder. I delved into sponsorship, promotions, marketing, and booking. One thing led to another and special events presented a great opportunity for growth. I enjoyed the challenges and organization of the field. Finding my way through the noise and stereotyping was the hardest part of moving forward out of the concert business. I was lucky enough to find a few women in the business who mentored me. Those who came before and knew what it was like to breakthrough. I will be endlessly grateful to them. I have tried to pay that forward whenever possible.

What is the Best Advice You’ve Ever Received?

• Everything’s negotiable.

Continued on Page 123

18

IFEA’s ie: the business of international events

Spring 2025

FACTS ON FILE Years in the Festival/ Event Business: 40+ Years at Current Place of Employment: <1 Highest Level of Education: College Graduate Degree Received: Bachelor of Science Graduating University: University of Pittsburgh Year Graduated: 1986 Family Details: 2 young adults (23, 25) Last Book or Business Book Read: Bill Clinton: My Life After the White House Last Movie Watched: Twisters.

Last Festival Attended (that wasn’t your own): SunFest Favorite Festival Food / Drink: Funnel cake with LOTS of powdered sugar Nan Krushinski, CFEE Special Events Division Director

City of Port St Lucie Port Saint Lucie, FL, USA 772-292-8233 nkrushinski@cityofpsl.com Cityofpsl.com

BOARD PROFILE

Bruce Erley, APR, CFEE

Joined IFEA World Board in 2025 Description of Event/Business: I founded and ran Creative Strategies Group, a full service experiential marketing and sponsorship agency in 1995, selling the client book to staff in 2023 and now run CSG as a consulting service.

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

I have ALWAYS been a promoter. From serving as campaign manager for my friends running for school office, to marketing and promoting the Up with People show after college. I eventually spent 19 years on Up with People’s staff ultimately serving as the VP for Marketing & Sales. That is where I developed my sponsorship sales chops. I left them during a management turnover in 1995 and started CSG. Other Background Experience: It has been my honor to provide sponsorship consultation to such renowned properties as the Cherry Creek Arts Festival, the Pasadena Tournament of Roses, French Quarter Festivals, Kentucky State Fair, Denver Art Museum, the Seattle Center and many others.

What Has Been Your Biggest Professional Challenge?

Success is based upon finding the right people with which to work.

I have been fortunate to have a great team of people around me who have reflected my work ethos and personal integrity in all we did.

What is the Best Advice You’ve Ever Received?

Be authentic! People buy from people they like, so for better or worse let your personality shine.

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

Meet as many people as you can and stay in touch.

Meaningful relationships will be the cornerstone of your growth and advancement.

What Do You Do To Relax?

Visiting grandkids is our favorite activity. Additionally, Linda and I love to travel the world. During the next 24 months we will be in London, on safari in Kenya, in Maui, the Camino de Santiago in Spain and on a river cruise from Prague to Budapest. I work out with a Continued on Page 123

20

IFEA’s ie: the business of international events

Spring 2025

FACTS ON FILE Years in the Festival/ Event Business: 48 Years at Current Place of Employment: 32 Highest Level of Education: Bachelors Degree Received: Journalism/PR Graduating University: Colorado State University Year Graduated: 1976 Family Details: Married 42 years to Linda Lower Erley, three married sons and 7 grandkids Last Book or Business Book Read: Where the Crawdads Sing Last Movie Watched: Gladiator II and Wicked Last Festival Attended (that wasn’t your own): 2024 Denver Christkindlmarket Favorite Festival Food / Drink: Candied bacon Bruce Erley, APR, CFEE Founder & Principal

Creative Strategies Group Broomfield, CO, USA 720-840-1974 berley@csg-sponsorship.com www.csg-sponsorship.com

ASSOCIATION ENDORSED PARTNER

ASSOCIATION ENDORSED PARTNER

ASSOCIATION ENDORSED PARTNER

The IFEA would like to thank the above partners for their dedicated support of the association.

Association Endorsed Partners have made a commitment to the continued success of our association, our members, and our industry through their umbrella support of all IFEA programs and services.

Show your support for these dedicated providers to our industry by getting to know them, and the high quality products and services that they supply, better.

Interested in becoming an Association Endorsed Partner?

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

IFEA FOUNDATION BOARD

BY KAT PAYE, CFEE

JOIN THE CHALLENGE:

I

HELP FILL EVERY IFEA FOUNDATION SCHOLARSHIP BY MAY 15, 2025

t is with great excitement and immense pride that I write to you today as the newly appointed IFEA Foundation Board Chair for 2025. As the Executive Director of the National Cherry Festival and CEO of The Festival Foundation, I have seen firsthand the power of festivals and events to shape communities, bring people together, and create lasting memories.

I am honored to take on this role within the IFEA Foundation, an organization dedicated to fostering the future of our industry and ensuring that the next generation of event organizers has the tools, resources, and support they need to thrive.

This year, the IFEA is celebrating our 70th anniversary, a milestone that reflects decades of dedication to the festival and events industry. As we commemorate this incredible achievement, I encourage everyone to come together and support the IFEA for the next 70 years and beyond. Whether by attending the 70th Anniversary Convention & Expo this September 22-24, 2025 in Palm Springs, California, joining the IFEA, or engaging with our initiatives, your support will help ensure that our industry continues to flourish and evolve. More details about the Convention can be found here. We look forward to celebrating this special occasion with you!

As we look ahead, I am particularly focused on the Foundation’s efforts to strengthen and expand our scholarship programs. Investing in the education and development of future event professionals is crucial, and I am committed to raising awareness of these opportunities. Scholarships are more than just financial assistance; they are an investment in the creativity, leadership, and innovation that will drive the events of tomorrow. With twenty different scholarships available, each serving a different audience within our industry, there are so many opportunities 22

IFEA’s ie: the business of international events

Spring 2025

to introduce new event professionals to the IFEA and the Convention.

This is the time to take action! I challenge each of you to help us fill every scholarship available this year. Whether it’s by bringing extra staff, encouraging colleagues to apply, or reaching out to other festivals in your city, let’s work together to maximize these opportunities. The scholarship deadline is Thursday, May 15th, 2025. More information about Foundation Scholarships can be found here. Now is the perfect time to start planning and spreading the word.

As many of you know, events play an essential role in our communities. They are the heartbeat of our local economies, culture, and shared experiences. But for that heartbeat to continue, we must nurture the individuals who will lead the way. I firmly believe that supporting the next generation of event organizers is one of the most impactful ways we can ensure the magic of festivals continues for generations to come.

Through scholarships, mentorships, and advocacy, we can provide these future leaders with the skills, experience, and confidence they need to continue the legacy of exceptional events in our communities.

I invite you all to join me in this effort as we work together to ensure the future of our industry remains as bright as ever.

Thank you for your continued support of the IFEA and for your shared commitment to making the world of events a better, brighter place.

Cherry-O! Kat Paye, CFEE IFEA Foundation Board Chair Executive Director – National Cherry Festival CEO – The Festival Foundation Traverse City, Michigan

r u o e m W e lc o

INTERNATIONAL FESTIVALS & EVENTS ASSOCIATION

2025 IFEA Foundation Board

IFEA FOUNDATION BOARD CHAIR KAT PAYE, CFEE National Cherry Festival Traverse City, MI kat@cherryfestival.org

CHAIR-ELECT JESSICA KAMINSKAS The Parade Company Detroit, MI jkaminskas@theparade.org

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

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

KASEY ALLEN, CFEE City of Hutto Hutto, TX kasey.allen@huttotx.gov

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

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

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

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

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

TIM OTTEMAN Central Michigan University Mount Pleasant, MI ottem1tw@cmich.edu

MAIRIN PETRONE, CFEE Pittsburgh Irish Festival Pittsburgh, PA mairin.petrone@gmail.com

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

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

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

JOE VERA, CFEE Chair - IFEA World Board Of Directors City of McAllen McAllen, TX jvera@mcallen.net

The IFEA Foundation Board of Directors is an elected, non-compensated body of industry professionals responsible for overseeing the successful operations of the IFEA Foundation. Members proactively work to raise and secure important funding that helps to support and protect the educational mission of IFEA World.

INTERNATIONAL FESTIVALS & EVENTS ASSOCIATION

FOUNDATION BOARD PROFILE

Tim Otteman

FACTS ON FILE

Joined IFEA Foundation Board in 2025 Description of Event/Business: A mid-sized recreation education department at a mid-sized regional public institution in central Michigan. The only program in the U.S. with three accredited stand only majors. Three majors, five minors, Adventure Seminars (climbing wall & high/low ropes courses), Multi-Sensory Room and large programming spaces.

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

I have always been an event planner - it’s just inside of me. My professional event life prior to higher education was with Special Olympics in Michigan, California and Colorado.

Other Background Experience: • Gus Macker 3-on-3 Basketball Festival / Tournaement Director / 14 years • Amy Otteman Memorial Classic Golf Tournament / 15 years • Mt. Pleasant Country Club / Director of Golf Events / 20 years.

What Has Been Your Biggest Professional Challenge?

Academically - dealing with the pandemic. In our hands-on, service learning based program, we had to be super creative to still deliver the content, but in a remote or hybrid way without the benefit of learning through practical experiences.

What is the Best Advice You’ve Ever Received?

“Do your best, be a good human, make the world a better place and strive for excellence - the whole world is a series of teachable moments”.

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

Get all the experience you can! Being engaged while you are involved! “Can’t never could” and “If you are gonna be dumb, you gotta be tough”.

What Do You Do To Relax?

Golf, read, travel, scuba dive, attend concerts.

What is Your Personal Philosophy?

Improve the quality of lives in the communities in which we exist.

24

IFEA’s ie: the business of international events

Spring 2025

Years in the Festival/ Event Business: 35 Years at Current Place of Employment: 25 Highest Level of Education: Ed.D. Degree Received: Higher Education Graduating University: Central Michigan University Year Graduated: 2008 Family Details: Kaitlin, daughter; Gus, mini Goldendoodle Last Book or Business Book Read: The Exchange: After The Firm Last Movie Watched: Molly’s Game Last Festival Attended (that wasn’t your own): National Cherry Festival Favorite Festival Food / Drink: Pizza Tim Otteman Chair & Professor

Department of Recreation, Parks & Leisure Services Central Michigan University Mt. Pleasant, MI, USA 989-621-2238 ottem1tw@cmich.edu rpl.cmich.edu

THURSDAY, FEBRUARY 13, 2025 11:00 A.M. - 12:00 P.M. MST Maximizing Event Revenue: Ad Spend, Pre-Sales & On-Site Success

THURSDAY, APRIL 3, 2025 11:00 A.M. - 12:00 P.M. MDT Future-Ready Festivals: Artificial Intelligence for Event Success

THURSDAY, FEBRUARY 20, 2025 11:00 A.M. - 12:00 P.M. MST 2024 Industry Deep Dive: Fan Spending at 50K+ Events

THURSDAY, APRIL 10, 2025 11:00 A.M. - 12:00 P.M. MDT Intern ABC’s: The “How To” Regarding Intern Placement, Training, Mentorship and Supervision

Shadi Hayek Vice President of Sales TicketSpice Sacramento, CA

Collette Ingalls Associate Director, Marketing atVenu San Clemente, CA

THURSDAY, FEBRUARY 27, 2025 11:00 A.M. - 12:00 P.M. MST Adding Value and Appeal to Your Sponsorships Bruce Erley, APR, CFEE Creative Strategies Group President & CEO Denver, CO

THURSDAY, MARCH 6, 2025 11:00 A.M. - 12:00 P.M. MST Decisions, Decisions: How You Can Nudge Your Customers (Attendees, Sponsors, Stakeholders, et all.) to Influence Themselves Dave Bullard, CFEE Owner FanFirst Events and Influence Syracuse, NY

THURSDAY, MARCH 13, 2025 11:00 A.M. - 12:00 P.M. MDT Understanding the Unthinkable: Human Trafficking at Events Jordan Pine Founder and CEO Greenlight Operation Camp Hill, PA Sponsored by

David Ramirez, CFEE Founder SDMRamirez San Antonio, TX

Tim Otteman, Professor/Chair, Department of RecreatioParks & Leisure Services Administration Central Michigan University, Mount Pleasant, MI Kat Paye, CFEE, CEO Festival Foundation, Traverse City, MI

THURSDAY, APRIL 17, 2025 11:00 A.M. - 12:00 P.M. MDT Tips for Impractical Weather at Your Outdoor Event

Jeff Hyman Vice President Evan Schaefer, CSEP, CFEE, Chief Operations Officer Delilah Bestler, Agent Degy Booking International, Inc. Delray Beach, FL

THURSDAY, APRIL 24, 2025 11:00 A.M. - 12:00 P.M. MDT Stepping Up Your Sponsorship Sales Game!

Jen Puente, CFE Vice President of Marketing Saffire Milwaukee, WI

THURSDAY, MAY 1, 2025 11:00 A.M. - 12:00 P.M. MDT Volunteer Engagement Trends & Strategies Christine Nardecchia Director of Outreach & Engagement City of Dublin, Dublin, OH

Learn more at www.ticketspice.com

Live presentations of the 2025 IFEA Webinars are FREE to IFEA Members, or are available for purchase for $59 to IFEA Members | $99 to Non-IFEA Members.

LEARN MORE | REGISTER HERE

INTERNATIONAL FESTIVALS & EVENTS ASSOCIATION

FOUNDATION BOARD PROFILE

Kasey Allen

FACTS ON FILE

Joined IFEA Foundation Board in 2025 Description of Event/Business:

I am an Events Specialist with the City of Hutto, where I create, plan, and execute over 20 events per year. My role involves coordinating all aspects of these events, from initial concept and budgeting to logistics and execution. I work closely with vendors, local partners, and community members to deliver high-quality, engaging experiences that bring the community together. In addition to my work with the City of Hutto, I also run a mid-level booking agency, where I unite artists and venues nationwide, ensuring seamless bookings and creating successful live performance experiences.

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

I got my start in the events industry as a volunteer, and that’s when I realized this field was truly in my wheelhouse. The more I got involved, the more I saw how much I enjoyed the creativity, logistics, and excitement of putting events together.

Other Background Experience: Before making the full transition into event planning, I worked as a Financial Manager for an oil company in West Texas, where I developed strong organizational, budgeting, and project management skills. These skills have been invaluable as I moved into the events industry, where attention to detail and strategic planning are crucial to success.

What Has Been Your Biggest Professional Challenge?

One of my biggest professional challenges came when managing a high-profile event with tight timelines and multiple moving parts.

Coordinating with artists, venues, and event teams across different locations required a level of precision and flexibility I hadn’t encountered before. It tested my ability to manage stress, communicate effectively, and stay organized under pressure. I learned that staying calm and focused on the end goal is key, even when things don’t go exactly as planned.

What is the Best Advice You’ve Ever Received?

The best advice I ever received was to ‘build meaningful relationships first and the business will follow.’ In both event planning and booking, the people I work with—vendors, artists, venues, and community members—are the backbone of success. Fostering Continued on Page 123

26

IFEA’s ie: the business of international events

Spring 2025

Years in the Festival/ Event Business: 20 Years at Current Place of Employment: 1 Highest Level of Education: Bachelors Degree Received: Bachelors of Arts in Communications Graduating University: UTPB Year Graduated: 2001 Family Details: Husband, 4 grown kids, 2 grand children Last Book or Business Book Read: The 5 Dysfunctions of a Team Last Movie Watched: Love Actually Last Festival Attended (that wasn’t your own): Fiesta Flambeau in San Antonio Kasey Allen Events Specialist

City of Hutto Hutto, TX, USA 512-702-9385 kasey.allen@huttotx.gov www.huttotx.gov

Is Your Leadership Proactive or Reactive?

Build a culture that elevates thinking above sexual misconduct.

Give 100% clarity

Protect your team, volunteers, and attendees

Build trust and protect your reputation

“

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

A WeVow “Group” for your event includes: ■

■

■

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

■

■

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

■

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

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

INTERNATIONAL FESTIVALS & EVENTS ASSOCIATION

FOUNDATION BOARD PROFILE

Mairin Petrone, CFEE

Joined IFEA Foundation Board in 2025 Description of Event/Business:

The Pittsburgh Irish Festival is a 3-day Celtic celebration founded in 1991.

Mairin also has a private event consulting and contracting business.

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

I was born into it! I grew up around event planners and was destined for the profession.

Other Background Experience: Event work on Picklesburgh, Philadelphia Flower Show, Holiday Celebrations in Downtown Pittsburgh, event production for Family Focus Media in Philadelphia.

What Has Been Your Biggest Professional Challenge?

My event flooded in 2018. Major learning experience.

What is the Best Advice You’ve Ever Received?

Criticism should be taken seriously, not personally.

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

It is not if something goes wrong, it is when something goes wrong - are you prepared for it.

What Do You Do To Relax?

Go to Disney World!.

What is Your Personal Philosophy?

Work hard, play hard!

FACTS ON FILE Years in the Festival/ Event Business: 15 Years at Current Place of Employment: 15 Highest Level of Education: Masters Degree Received: Master of Business Administration Graduating University: Duquesne University Year Graduated: 2013 Family Details: Wife - Brittny Goodell, Daughter - Parker Petrone Last Book or Business Book Read: Leadership by Design, by Annie Frisoli Last Movie Watched: Sister Act 2 Last Festival Attended (that wasn’t your own): Epcot International Food and Wine Festival Favorite Festival Food / Drink: French Fries, Water Mairin Petrone, CFEE Executive Director

Pittsburgh Irish Festival Pittsburgh, PA, USA 412-848-4828 mairin.petrone@gmail.com pghirishfest.org

` Put Some Sparkle Into Your Holiday Decor!

30

YEARS OF AWARDS

2025 IFEA / HAAS & WILKERSON PINNACLE AWARDS COMPETITION CELEBRATING 30 YEARS OF THE IFEA/HAAS & WILKERSON PINNACLE AWARDS COMPETITION

F

or three decades, the International Festivals & Events Association has proudly recognized outstanding achievements in creativity, promotion, operations, and community outreach through the prestigious Haas & Wilkerson Pinnacle Awards Competition. This landmark anniversary celebrates 30 years of excellence in honoring the best of the best in the global festivals and events industry.

The Pinnacle Awards have become synonymous with raising the bar, inspiring innovation, and setting new standards for success.

From events large or small, cities, chambers, festivals, universities, parks and recreation departments, vendors, suppliers, and beyond, the competition welcomes entries from organizations of all types and sizes. Budget-based categories ensure a level playing field, so events big and small can compete fairly.

With categories ranging from Best Event Poster, T-Shirt, Hat, and Promotional Brochure to Best Volunteer Program, Green Program, Sponsor Follow-Up Report, Media Relations Campaign, Social Media Site, and more, nearly every aspect of your event can find its moment to shine.

Over the past 30 years, the Pinnacle Awards have showcased many outstanding examples of how event producers use creativity and innovation to achieve remarkable results. By participating, your organization joins a legacy of excellence that uplifts not only individual events but the entire festivals and events industry.

To further amplify your achievement, the IFEA provides winners with a customizable press release template, making it easy to share your success with local media. Winning a Pinnacle Award not only highlights your hard work and creativity but also underscores your commitment to professionalism and community impact.

Join us in celebrating 30 years of excellence and inspiration by submitting your entry to the 2025 IFEA/Haas & Wilkerson Pinna-

cle Awards Competition today! Let your event’s success be recognized, celebrated, and shared as a shining example of how festivals and events can improve their communities and elevate our industry.

ALL ENTRIES SUBMITTED ONLINE

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

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

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

So, what are you waiting for? Start creating your entries TODAY so they can be judged against the best of the best, in the festivals and events industry. Then get ready to hear your organization’s name announced at the next IFEA Annual Convention & Expo when we once again get to say… “And the winners are… !”

Haas & Wilkerson Insurance, Sponsor of the Pinnacle Awards

Haas & Wilkerson Insurance has proudly supported the IFEA and festivals and events industry for the past 30 years! As 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.

Spring 2025

IFEA’s ie: the business of international events

31

THE CONTEST DEADLINES All entries must be submitted and paid for, ONLINE*, by the following dates: • 1st EARLY BIRD ENTRY DEADLINE: 11:55 p.m.

(MST), WEDNESDAY, APRIL 2, 2025 Entries received on or prior to 11:55 p.m. (MST), Wednesday, April 2, 2025 will receive the 1st Early Bird rate of $40 per entry or $150 per Grand Pinnacle Entry.

• 2nd EARLY BIRD ENTRY DEADLINE: 11:55 p.m.

(MST), WEDNESDAY, May 14, 2025 Entries received between Thursday, April 3, 2025 and 11:55 p.m. (MST), Wednesday, May 14, 2025 will receive the 2nd Early Bird rate of $45 per entry or $200 per Grand Pinnacle Entry.

• FINAL ENTRY DEADLINE: 11:55 p.m. (MDT), WEDNESDAY, JUNE 25, 2025 Entries received between Thursday, May 15, 2025 and 11:55 p.m. (MDT), Wednesday, June 25, 2025 will receive the Final Entry rate of $50 per entry or $250 per Grand Pinnacle Entry.

• All entry fees are inclusive of credit card processing fees.

ELIGIBILITY • Must be an IFEA Member to enter.

• Entries must have been produced and / or used for the first time between June 27, 2024 and June 25, 2025. ° NOTE: We understand that events which occur close to the eligibility deadlines have a limited window to enter their event into the IFEA/Haas & Wilkerson Pinnacle Awards Competition before the final entry deadline.

If your event occurred just prior the start of the 2025 Pinnacle eligibility period (June 27, 2024 to June 25, 2025) and you DID NOT enter your event into the 2024 Pinnacle Competition, please contact Nia Hovde, CFEE at nia@ifea.com to enquire if your event may be eligible to be entered into the 2025 Competition.

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

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

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

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

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

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

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

• Refunds not provided for duplicate entries submitted.

Duplicate entry can be replaced.

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

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

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

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

FREQUENTLY ASKED QUESTIONS As you prepare your entries, you will have many questions.

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

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

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

HOW TO SUBMIT YOUR ENTRIES When you are ready to submit an entry online, go to: www.ifea.com/p/industryawards/pinnacleawards/thisyear/EnterHere 32

IFEA’s ie: the business of international events

Spring 2025

ENTRY FILE NAME FORMAT For Categories 1, 13-64, please save the file name for your entry, using the following format, with no spaces aside from three dashes: • Beginning of every Pinnacle entry file name: 2025IFEAP• Middle of every Pinnacle entry file name: Category Number C# Budget Number B# (Replace # with actual category number and Budget Number.) (So, it should read: C27B3 – for Category 27, Budget 3) • End of every Pinnacle entry file name: -Your Organization Name-Your Event Name (So, ABCOrganization-DEFFestival) ° Note: If entering more than one entry of the same category – please add the number 1, 2, 3 etc. after your Event name, to clearly identify each entry. (So, ABCOrganization-DEFFestival-1) • File extension: (.pdf | .jpg | .png) An example of an actual file name would be: 2025IFEAP-C27B3-ABCOrganizationDEFFestival (.pdf | .jpg | .png) (No spaces in file name.)

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

• For Categories 2-12 ° Submit each entry in a digital format by providing a separate direct -Online Link for each entry to be viewed online. ° Link must remain active until November 21, 2025. ° Video settings must be set so video is available to be downloaded from link.

• For Categories 13-14 ° Save each entry as a single PDF, JPG or PNG file with all images on the same page.

• For Categories 15 – 19 ° Save each entry as a single PDF file.

• For Categories 20 – 38 ° Save each entry as a single JPG or PNG file with all images on the same page. See category details for complete image requirements.

• For Categories 39-64 ° Save each individual entry as one (1) PDF File to include ALL entry information and supporting materials. ° Document page size must be no greater than 8.5 inches x 11 inches (or A4 size paper) ° Preferred layout to be white background with black text. ° Font size for any written text must not be smaller than 11pt. ° Entry must be submitted in English.

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

SUBMITTING ENTRIES: All entries must be submitted in a digital format on the online entry form by either: OPTION 1: UPLOAD A PDF, JPG or PNG FILE of each entry on the online entry form. ° Categories 1, 13-64 eligible for this option. ° NOTE: File upload size limit is 20 MB per entry. The larger the file size, the longer your entry will take to upload.

OPTION 2: PROVIDE A DIRECT LINK on the online entry form, to view / download each entry. ° For Categories 2-12 – Submit link to YouTube (or similar) / Social Media page / Website, etc. ° For Categories 1, 13-64 – Submit a direct link to a PDF, JPG or PNG file of your entry that has been uploaded to YOUR online storage site (Dropbox, Google Drive, WeTransfer, etc.)

• If selecting this option, make sure your share settings allow “Anyone with the Link” to access the file – no password required. Link must remain active until November 21, 2025.

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

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

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

SCORING SYSTEM • Categories 1, 39-64 will be judged using a point system for each individual entry. Each entry is scored separately.

Scores will not be combined.

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

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

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

Spring 2025

IFEA’s ie: the business of international events

33

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

• Scores are available upon request.

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

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

The specific budget category you enter is based on your organization’s event expense budget. (USD, include all cash outflows). (See Pinnacle FAQ at ifea.com for definition). Budget categories are as follows: • Budget #1: Under $50,000 • Budget #2: $50,000 to $500,000 • Budget #3: $500,000 to $1.5 Million • Budget #4: Over $1.5 Million THE WINNERS • A Gold, Silver and Bronze Award will be given in each budget category within a specific category where possible.

• For all entries, each winning festival/event receiving a Gold, Silver or Bronze award is selected from those festivals and events who enter the IFEA/Haas & Wilkerson Pinnacle Awards Competition and are judged on the overall excellence of a festival / event based on the specific criteria and requirements of the specific category(ies) being entered, within each of the four separate budget categories. Festivals / Events recognized as an “IFEA/Haas & Wilkerson Award Winner”, are entitled to use that specific language in sharing the news about a Pinnacle win, for the specific category(ies) won. Language declaring a Festival / Event as the “Best Festival / Event in the World by the IFEA”, is not correct or in line with the nature of the competition and will not be supported or endorsed by the IFEA. • All winners for the IFEA / Haas & Wilkerson Pinnacle Awards will be notified by email no later than Wednesday, August 20, 2025. Notification will go all contacts listed on the Awards entry form. If you have not received a notification email, please contact nia@ifea.com.

• The 2025 IFEA/Haas & Wilkerson Pinnacle Award winners will be announced at the next Annual IFEA Convention & Expo.

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

34

IFEA’s ie: the business of international events

Spring 2025

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

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

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

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

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

30

YEARS OF AWARDS

IFEA/Haas & Wilkerson Pinnacle Category Quick List Please review the specific instructions, requirements, criteria, file type and file size for each of the below categories listed within the 2025 IFEA/Haas & Wilkerson Pinnacle Brochure before you start working on your entries.

1. Grand Pinnacle 2. Best TV Promotion 3. Best Full-Length TV Program 4. Best Video Promotion 5. Best Radio Promotion 6. Best Single Social Video 7. Best Multimedia Component 8. Best Event Website 9. Best Organization Website 10. Best Event Mobile Application / Adaptive Website 11. Best Facebook Site 12. Best Instagram Site 13. Best Single Digital/Social Ad 14. Best Digital/Social Ad Series 15. Best Event / Organization E-Newsletter 16. Best Event Program / Guide 17. Best Newspaper Insert / Supplement 18. Best Promotional Brochure 19. Best Printed Materials (Multiple Page) 20. Best Printed Materials (Single Page) 21. Best Cover Design 22. Best Single Newspaper Display Ad 23. Best Single Magazine Display Ad 24. Best Ad Series 25. Best Promotional Poster 26. Best Commemorative Poster 27. Best Promotional Photograph 28. Best Outdoor Billboard / Signage 29. Best Installation / Wrap 30. Best Invitation / Ticket

31. Best Street Banner 32. Best On-Site Décor 33. Best T-Shirt Design 34. Best Pin or Button 35. Best Hat 36. Best Festival / Event Merchandise 37. Best Sponsor Gift 38. Best Give-Away Item 39. Best Overall Merchandising Program 40. Best Targeted Sponsor Solicitation Proposal 41. Best Individual Sponsor Follow-Up Report 42. Best Sponsor Partner 43. Best Sponsor Activation 44. Best Sponsorship Program for Individual Sponsor 45. Best Overall Sponsorship Program 46. Best Volunteer Program 47. Best Green Program 48. Best Parade 49. Best Educational Program 50. Best Accessibility Program 51. Best Diversity, Equity & Inclusion Plan 52. Best Children’s Programming 53. Best Overall Entertainment Program 54. Best Community Outreach Program 55. Best Event / Program Within an Event to Benefit A Cause 56. Best Event (Within an Existing Festival) 57. Best Emergency Preparedness & Risk Management Plan 58. Best New Festival or Event 59. Best Product or Service 60. Best Vendor / Supplier 61. Best Overall Media Relations Campaign 62. Best Event Management Bachelor’s Degree 63. Best Festival & Event Management Master’s Degree 64. Best Festival & Event Management PhD Program

Spring 2025

IFEA’s ie: the business of international events

35

THE GRAND PINNACLE 1) GRAND PINNACLE

The Grand Pinnacle is the highest award given by the IFEA in recognition of those Festivals and Events* who have a balance of all the elements necessary to ensure a successful event. *Award Winners will be selected from those festivals and events who enter the IFEA/Haas & Wilkerson Pinnacle Awards Competition and are judged on the overall excellence of a festival / event within each of the four separate budget categories based on the specific criteria and requirements of the Grand Pinnacle category.

Festivals / Events recognized as an “IFEA/Haas & Wilkerson Grand Pinnacle Award Winner”, are entitled to use that specific language in sharing the news about a Grand Pinnacle win. Language declaring a Festival / Event as the “Best Festival / Event in the World by the IFEA”, is not correct or in line with the nature of the competition and will not be supported or endorsed by the IFEA.

ENTRY INFORMATION:

Submit entry as one (1) PDF file to include ALL entry information and supporting materials. Complete sections 1-3 in the order listed below, in addition to providing Supporting Materials throughout your entry.

Points will be awarded to the individual sections of your entry, in addition to the overall Judges Criteria.

HOW TO SUBMIT ENTRY: Entry to be submitted online. Please review page size/font requirements, file entry formats, file size, file name format procedures and how to submit entry on pages 2-3 of this brochure.

Supporting Materials: (10 Points)

As applicable, please include any necessary supporting materials for the festival/event, limiting materials to no more than 5 examples for each occurrence, throughout sections 1 and 2 of your entry. Place supporting materials within their specific section. As possible, supporting materials should be provided and viewable within the entry, not linked to an external location.

1. Introductory Information: (10 points)

Within a maximum of 4 pages (total), provide an overview of the following information (a-l) for your event, in the order listed below. Please title each section as noted below: a. A one (1) paragraph promotional overview of your Festival / Event. b. Your Website Address and Social Media Site Links c. A brief history and description of your Festival / Event d. Purpose / Mission e. Event Dates f. Types of Activities Included Under the Festival / Event Umbrella g. Overall Revenue and Expense Budget h. Estimated Economic Impact i. Attendance Numbers & Demographics j. Volunteer Count & Demographics k. Staffing Numbers and Positions l. Founding / Incorporation Date and Management System (i.e.: 501(c)3 Non-Profit staff & volunteer board; city managed; profit-making partnership, etc.)

2. Additional Requirements: (40 Points)

Provide a detailed overview for each of the sections listed below (a-e*) for your festival / event, using no more than two (2) pages for each section. *Be sure to clearly identify each section in order assist the judging process. If your festival / event does not have something that is asked for listed below, please address why your event does not include that element, or what you provide instead, so as not to lose points from the judges. a. Overall Marketing Campaign & Media Outreach Includes, but not limited to an overview of your: • Media Relations, Multi-Media and Social Media Campaigns • Promotions • Advertisements 36

IFEA’s ie: the business of international events

Spring 2025

b. Overall Sponsorship / Funding Program Provide an overview of your overall sponsorship or funding program including: • Who and how many sponsors or funders and what did they sponsor/support?

• Total sponsorship funds or financial support • Activation examples c. Critical Component Programs: Provide no more than one (1) page description for each of the following programs* *Be sure to clearly identify each program in order to assist the judging process. If not applicable, please state as such and/or what your festival / event has in its place.)

• Merchandise Program • Volunteer Program • Diversity, Equity, Inclusion Plan • Accessibility Program • Entertainment Program (music, artists, theatre, performers etc.)

• Green Program • Educational Program • Children’s Program • Community Outreach Program • Emergency Preparedness Plan d. Descriptions of any other Special Programs unique to your event.

3. Supporting Questions: (10 points)

Please answer the following questions (a-d). (Maximum of 1 page per question) a. What did you do to update / change the event from the year before? Were your updates / changes successful? Please provide measurable results / examples.

• If the event is a new event, please answer the following question instead: “What challenges / obstacles did you foresee / encounter in creating the event, and how did you handle them?” Please provide measurable results / examples. b. What makes the event stand out as an internationally recognized event? c. Why should the event win the IFEA / Haas & Wilkerson Grand Pinnacle Award?

Judging Criteria: (30 points)

In addition to being judged on the information provided in Sections 1-3 above, the Grand Pinnacle entry will be judged based on the criteria listed below. The following Judging Criteria is applicable to both the individual entry and the overall event.

• Is the entry / event professional and easy to understand?

• Is the message clear, concise, organized and informative?

• Is the entry / event designed and laid out well?

• Is the entry / event creative and / or display originality?

• Is the entry / event compelling enough to engage an audience?

• Does the entry relay the image of the event?

• What is the overall impression?

• Have all supporting materials and measurable results been provided?

• Does the entry match the purpose / mission for the event?

• Have all requirements been met?

Additional Notes:

• Be sure to answer and provide information for every item requested in Sections 1-3. Failure to provide information requested will result in a deduction of points. If a required item is not applicable to your event, please state as such and/or what your festival / event has in its place.

• Grand Pinnacle entry must score a minimum of 60 points or higher to be considered as a Gold, Silver or Bronze winner.

• This entry is separate from all other categories and divisions. Judges will not refer to, or transfer items from other categories.

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

CATEGORIES TELEVISION & RADIO CATEGORIES Includes TV/ Radio items used to promote a Festival / Event / Organization.

ENTRY INFORMATION FOR CATEGORIES 2-5: • For categories 2-5, entries will be reviewed online by judges.

• Entries must be submitted in a digital format by providing a separate direct link for each entry to be viewed online • Link must remain active until November 21, 2025 • Video settings must be set so video is available to be downloaded from link • Please make sure the link works, before you submit.

• These are standalone items and no written information is required.

HOW TO SUBMIT ENTRY: Entry to be submitted online. Please review page size/font requirements, file entry formats, file size, file name format procedures and how to submit entry on pages 2-3 of this brochure.

Judging Criteria: Each entry will be judged based on the below criteria.

• Does the entry relay the image of the event?

• Is the entry creative and / or display originality?

• Is the entry compelling enough to engage an audience?

• Does it have visual impact?

• Is the message clear, concise, organized and informative?

• What is the “Usability” factor?

• What is the overall impression?

2)

BEST TV PROMOTION

3)

BEST FULL-LENGTH TV PROGRAM

4)

BEST VIDEO PROMOTION

5)

BEST RADIO PROMOTION

For an Ad Spot or PSA used to promote a Festival / Event.

Submit link to access video online.

For a Local / National / Syndicated TV Program used to promote a Festival / Event.

Submit link to access video online.

For a video promotion over 30 seconds, created for TV or Online, used to promote a Festival / Event, created by Festival / Event. (For Videos under 30 seconds, see Category 6, Best Single Social Video).

Submit link to access video online.

For an Ad Spot or PSA used to promote a Festival / Event.

Submit link to access radio online.

Spring 2025

IFEA’s ie: the business of international events

37

CATEGORIES MULTIMEDIA CATEGORIES Includes multi-media items used to promote a Festival / Event / Organization.

ENTRY INFORMATION FOR CATEGORIES 6-12: • For categories 6-12, entries will be reviewed online by judges.

• Submit categories 6-12, in a digital format by providing a separate direct link for each entry to be viewed online • Link must remain active until November 21, 2025 • Video settings must be set so video is available to be downloaded from link • Be sure the website link goes to exactly where you wish the judges to go first.

• Refer to any additional entry information listed next to each category.

• These are standalone items and no written information is required.

HOW TO SUBMIT ENTRY: Entry to be submitted online. Please review page size/font requirements, file entry formats, file size, file name format procedures and how to submit entry on pages 2-3 of this brochure.

Judging Criteria: Each entry will be judged based on the below criteria.

• Does the entry relay the image of the event?

• Does it have visual impact?

• Is the entry organized and easy to navigate?

• Does the entry have exceptional design features and display originality?

• Is the entry creative and / or display originality?

• Is the entry compelling enough to engage an audience?

• What is the “Usability” factor?

• What is the overall impression?

6)

BEST SINGLE SOCIAL VIDEO

7)

BEST MULTIMEDIA COMPONENT

8)

BEST EVENT WEBSITE

9)

BEST ORGANIZATION WEBSITE

For a short video (under 30 seconds) used on any social media channel/platform to promote a festival/event. Includes but is not limited to TikTok videos, Instagram Stories and Reels, YouTube Shorts, Snapchat Spotlights, Short Looping Videos without Sound (GIF’s), etc. (For Videos over 30 seconds, see Category 4, Best Promotional Video).

Submit link to access video online.

Includes, but is not limited to items such as: Screen Savers, Podcasts, Interviews, Educational/ Instructional videos, Montage videos, etc. used to promote a Festival / Event. Does NOT include items that could be entered into categories 2-5, 6, 8-12.

Submit link to view item online. Only one multimedia item per entry.

For a Festival / Event specific website. Different from main organization website.

Submit Web Address Only.

For an Organization Website who produces many Festivals / Events. Different from specific Festival / Event website.

Submit Web Address Only.

10) BEST EVENT MOBILE APPLICATION / ADAPTIVE WEBSITE

For a Festival / Event specific mobile application or mobile responsive / adaptive website. Different from main organization or festival website.

Submit Web Address Only.

11) BEST FACEBOOK SITE

For a Festival / Event / or Festival Organization Facebook site.

Submit Facebook site address only.

12) BEST INSTAGRAM SITE

For a Festival / Event / or Festival Organization Instagram site.

Submit Instagram site address only.

ENTRY INFORMATION FOR CATEGORIES 13-15: • • • •

For categories 13-15, entries will be reviewed online by judges.

Submit categories 13-15, each as a single pdf, jpg, or png file.

Refer to any additional entry information listed next to each category.

These are standalone items and no written information is required.

New: Entry to be submitted online. Please review page size/font requirements, file entry formats, file size, file name format procedures and how to submit entry on pages 2-3 of this brochure.

Judging Criteria: Each entry will be judged based on the below criteria.

• Does the entry relay the image of the event?

• Does it have visual impact?

• Is the entry organized and easy to navigate?

• Does the entry have exceptional design features and display originality?

• Is the entry creative and / or display originality?

• Is the entry compelling enough to engage an audience?

• What is the “Usability” factor?

• What is the overall impression?

38

IFEA’s ie: the business of international events

Spring 2025

13) BEST SINGLE DIGITAL/SOCIAL AD

For a single static ad posted on any social media channel/ platform used to promote a Festival / Event. (For Social Video, see category #6).

Submit one (1) ad as a single jpg or png file.

14) BEST DIGITAL/SOCIAL AD SERIES

For a chronological series of ads posted on any social media channel / platform used to promote a Festival / Event.

Submit a maximum of 5 ads in series. Combine all 5 ads into one single pdf, jpg or png file.

15) BEST EVENT / ORGANIZATION E-NEWSLETTER For an emailed newsletter used to promote a Festival / Event / Organization.

Submit 3 consecutive e-newsletters. Combine all 3 e-newsletters into one single pdf file.

CATEGORIES PROMOTIONAL PRINTED CATEGORIES ENTRY INFORMATION FOR CATEGORIES 16-30: • Submit categories 16-30, each as a single pdf, jpg, or png file, as specified for that category.

• Refer to any additional entry information listed next to each category.

• These are standalone items and no written information is required.

HOW TO SUBMIT ENTRY: Entry to be submitted online. Please review page size/font requirements, file entry formats, file size, file name format procedures and how to submit entry on pages 2-3 of this brochure.

Judging Criteria:

Each entry will be judged based on the below criteria.

• Does the entry relay the image of the event?

• Is the message clear, concise, organized and informative?

• Is the entry creative and / or display originality?

• Is the entry compelling enough to engage an audience?

• Is the entry designed / laid out well and have visual impact?

• Is the entry usable / functional?

• What is the overall impression?

16) BEST EVENT PROGRAM / GUIDE

For Festival / Event programs or guides that are provided to be used during the Festival / Event.

Submit as a single pdf. Include all pages.

17) BEST NEWSPAPER INSERT / SUPPLEMENT

For Festival / Event inserts included in a newspaper that are provided to use during the festival or event.

Submit as a single pdf. Include all pages.

18) BEST PROMOTIONAL BROCHURE

For brochures that are sent out prior to the Festival / Event to promote the event.

Submit as a single pdf. Include all pages.

19) BEST PRINTED MATERIALS (MULTIPLE PAGE)

Includes, but not limited to: direct mail brochures, cookbooks, annual reports, etc. used to promote a Festival / Event. Does NOT include event programs, newspaper insert/supplement, promotional brochures or invitations.

Submit as a single pdf. Include all pages. Only one item per entry.

20) BEST PRINTED MATERIALS (SINGLE PAGE)

Includes, but not limited to direct mail pieces, rack cards, fliers, maps, etc. used to promote a Festival / Event.

Does NOT include cover designs, posters, billboards or invitations.

Submit no more than two (2) photos/images (Front/Back) of item as a single jpg or png file. Image file size 5MB or less. Only one item per entry.

21) BEST COVER DESIGN

For the covers from items such as Magazines, Newspapers, Brochures, Programs etc. used to promote a Festival / Event.

Submit one (1) photo/image of cover only as a single jpg or png file. Image file size 5MB or less.

22) BEST SINGLE NEWSPAPER DISPLAY AD

For a single Festival / Event advertisement in a newspaper.

Submit one (1) photo/image of ad only as a single jpg or png file. Image file size 5MB or less.

23) BEST SINGLE MAGAZINE DISPLAY AD

For a single Festival / Event advertisement in a magazine.

Submit one (1) photo/image of ad only as a single jpg or png file. Image file size 5MB or less.

24) BEST AD SERIES

For a series of Festival / Event advertisements in a magazine or newspaper.

Submit a maximum of 5 ads on one page as a single jpg or png file. Image file size 5MB or less.

25) BEST PROMOTIONAL POSTER

For posters used for promotional purposes to promote Festival / Event. Poster is not for sale at event.

Submit one (1) photo/image of poster only as a single jpg or png file. Image file size 5MB or less.

26) BEST COMMEMORATIVE POSTER

For posters specifically for sale at Festival or Event.

Submit one (1) photo/image of poster only as a single jpg or png file. Image file size 5MB or less.

27) BEST PROMOTIONAL PHOTOGRAPH

For photos used to promote Festival / Event, or those that capture the essence and spirit of the Festival / Event.

Submit one (1) photo only as a single jpg or png file. Image file size 5MB or less.

28) BEST OUTDOOR BILLBOARD / SIGNAGE

For outdoor billboards or signage used to promote Festival / Event - includes traditional print billboards and electronic.

Submit no more than four (4) photos/images of billboard only on one page as a single jpg or png file. Entry must be a photo of the actual Billboard and not a digital mock-up. Image file size 5MB or less.

29) BEST INSTALLATION / WRAP

For any installations and wraps including elevators, vehicles, parking garages, trash cans, etc.

Submit no more than four (4) photos/images of installation/wrap on one page as a single jpg or png file. Image file size 5MB or less.

30) BEST INVITATION / TICKET

For Single or Multiple Page invitations or tickets used to invite guests and attendees or allow entry to a Festival / Event.

Submit no more than four (4) photos/images of invitation only on one page as a single jpg or png file. Image file size 5MB or less.

Spring 2025

IFEA’s ie: the business of international events

39

CATEGORIES EVENT DÉCOR & AMBIANCE CATEGORIES Includes onsite décor items at your Festival / Event.

ENTRY INFORMATION FOR CATEGORIES 31-32: • • • •

Submit categories 31-32, each as a single pdf, jpg, or png file.

Refer to any additional entry information listed next to each category.

These are standalone items and no written information is required.

Entry must be a photo of the actual item being submitted (Street Banner or On-Site Decor) and not a digital mock-up of the item.

HOW TO SUBMIT ENTRY: Entry to be submitted online. Please review page size/font requirements, file entry formats, file size, file name format procedures and how to submit entry on pages 2-3 of this brochure.

Judging Criteria: Each entry will be judged based on the below criteria.

• Does the entry relay the image of the event?

• Is the message clear, concise, organized and informative?

• Is the entry creative and / or display originality?

• Is the entry compelling enough to engage an audience?

• Is the entry designed / laid out well and have visual impact?

• Is the item usable / functional?

• What is the overall impression?

40

IFEA’s ie: the business of international events

Spring 2025

31) BEST STREET BANNER

For Festival / Event banners used on-site or within the city to promote Festival / Event. Includes street banners, street pole banners and promotional outdoor signage. (Does not include Outdoor Billboards or Installations/Wraps.)

Submit one (1) photo/image of banner only as a single jpg or png file. Entry must be a photo of the actual Banner and not a digital mock-up. Image file size 5MB or less.

32) BEST ON-SITE DECOR

Includes, but is not limited to: directional signage, stage backdrops, entryways, flags, inflatables, photo area, selfie station, etc. used on-site to at a Festival / Event.

Submit no more than four (4) photos on one page to illustrate ONE specific décor area at Festival / Event. Submit as a single jpg or png file. Only ONE décor area per entry. Entry must be a photo of the actual Decor area and not a digital mock-up. Image file size 5MB or less.

CATEGORIES MERCHANDISE CATEGORIES Includes merchandise sold at Festival / Event / Organization.

ENTRY INFORMATION FOR CATEGORIES 33-38:

• Submit categories 33-38, each as a single pdf, jpg, or png file.

• Refer to any additional entry information listed next to each category.

• These are standalone items and no written information is required.

HOW TO SUBMIT ENTRY: • Entry must be a photograph of an actual merchandise item used/ sold/given out at your Festival / Event • Entry must not be a stock photo or Mock up of merchandise item.

• Entry to be submitted online.

• Please review page size/font requirements, file entry formats, file size, file name format procedures and how to submit entry on pages 2-3 of this brochure.

Judging Criteria: • Does the entry relay the image of the event?

• Is the message clear, concise, organized and informative?

• Is the entry creative and / or display originality?

• Is the entry compelling enough to engage an audience?

• Is the entry designed / laid out well and have visual impact?

• What is the “Usability” factor?

• What is the overall impression?

33) BEST T-SHIRT DESIGN

For T-Shirts sold before/during/after Festival / Event and/or to promote Festival / Event.

Does NOT include Tank Tops.

Submit no more than two (2) photos of actual T-Shirt (Front/ Back) on one page as a single jpg or png file. Black background preferred. Image file size 5MB or less.

34) BEST PIN OR BUTTON

For Pins sold before/during/after Festival / Event and/or to promote Festival / Event.

For Single Pins Only. No Pin Sets.

Submit one (1) photo of Pin/Button as a single jpg or png file.

Remove Pin from any packaging before photographing. Black background preferred. Image file size 5MB or less.

35) BEST HAT

For Hats sold before/during/after Festival / Event and/or to promote Festival / Event.

Submit no more than two (2) photos of actual Hat on one page as a single jpg or png file. Black background preferred. Image file size 5MB or less.

36) BEST FESTIVAL / EVENT MERCHANDISE

For Festival / Event merchandise sold before/during/after Festival / Event and/or to promote Festival / Event. Includes all other merchandise that you have for sale at your festival/event. Does NOT include T-Shirts; Pins; Hats; Sponsor Gifts; Give-Away Items.

Submit no more than four (4) photos on one page of single Merchandise item as a single jpg or png file. Black background preferred. Image file size 5MB or less.

37) BEST SPONSOR GIFT

For gifts a Festival / Event gives to a specific sponsor of their Festival / Event as a thank you gift.

Submit no more than four (4) photos on one page of Sponsor Gift as a single jpg or png file. Black background preferred.

Image file size 5MB or less.

38) BEST GIVE-AWAY ITEM

For merchandise items that are given out at Festival / Event to all attendees at that Festival / Event and are not for sale. Includes but not limimited to: Race medals, T-Shirts, Beverage Mugs, etc.

Items that are NOT eligible for this category include items that are raffled/auctioned off at Festival / Event.

Submit no more than four (4) photos of Give-Away item on one page as a single jpg or png file. Black background preferred.

Image file size 5MB or less.

Spring 2025

IFEA’s ie: the business of international events

41

CATEGORIES MERCHANDISE CATEGORIES 39) BEST OVERALL MERCHANDISING PROGRAM

Entry should focus on the overall merchandising program for the entire Festival / Event / Organization.

ENTRY INFORMATION: Submit entry as one (1) PDF file to include ALL entry information and supporting materials. Complete sections 1-2 in the order listed below, in addition to providing Supporting Materials throughout your entry. As possible, supporting materials should be provided and viewable within the entry, not linked to an external location. Points will be awarded to the individual sections of your entry, in addition to the overall Judges Criteria.

HOW TO SUBMIT ENTRY: Entry to be submitted online. Please review page size/font requirements, file entry formats, file size, file name format procedures and how to submit entry on pages 2-3 of this brochure.

Supporting Materials: (30 Points) • Please include photographs/images of merchandise items available in your merchandise program in addition to merchandise displays.

1. Overview Information: (30 Points) Please provide a detailed overview explaining the following information (a-i), in the order listed below, using no more than one (1) page to explain each section. Please title each section as noted below. a. Introduction & description of event b. Name (if applicable) and description of merchandising program. c. Overall revenue and expense budget for merchandise lines d. Target market for merchandise program (population / location) e. Marketing efforts tied to merchandise program f. Community support in selling / distributing merchandise g. Outlets for selling merchandise (Festival Store Front/Online Store, Grocery Stores, etc.) h. Measurable results (Including number / variety of items; number of outlets selling items, etc.) i. Overall effectiveness of merchandise program 2. Supporting Questions: (10 points) Please answer one of the following questions using no more than one (1) page.

• If the program is an existing program, what did you do to update / change this program from the year before? Were your updates / changes successful? Please provide measurable results / examples.

• If the program is a new program, what challenges / obstacles did you foresee / encounter in creating the program, and how did you handle them?

Judging Criteria: (30 points) Your entry will also be judged based on the below criteria.

• Is the entry / program professional and easy to understand?

• Is the message clear, concise, organized and informative?

• Is the entry / program designed and laid out well?

• Is the entry / program creative and / or display originality?

• Is the entry / program compelling enough to engage an audience?

• Does the entry / program relay the image of the event?

• Does the entry / program match the purpose / mission for the event?

• What is the overall impression?

• Have all supporting materials and measurable results been provided?

• Have all requirements been met?

42

IFEA’s ie: the business of international events

Spring 2025

CATEGORIES SPONSORSHIP CATEGORIES 40) BEST TARGETED SPONSOR SOLICITATION PROPOSAL

41) BEST INDIVIDUAL SPONSOR FOLLOW-UP REPORT

ENTRY INFORMATION: Submit entry as one (1) PDF file to include ALL entry information and supporting materials. Complete sections 1-2 in the order listed below, in addition to providing Supporting Materials throughout your entry. As possible, supporting materials should be provided and viewable within the entry, not linked to an external location. Points will be awarded to the individual sections of your entry, in addition to the overall Judges Criteria.

ENTRY INFORMATION: Submit entry as one (1) PDF file to include ALL entry information and supporting materials. Complete sections 1-2 in the order listed below, in addition to providing Supporting Materials throughout your entry. As possible, supporting materials should be provided and viewable within the entry, not linked to an external location. Points will be awarded to the individual sections of your entry, in addition to the overall Judges Criteria.

HOW TO SUBMIT ENTRY: Entry to be submitted online. Please review page size/font requirements, file entry formats, file size, file name format procedures and how to submit entry on pages 2-3 of this brochure.

HOW TO SUBMIT ENTRY: Entry to be submitted online. Please review page size/font requirements, file entry formats, file size, file name format procedures and how to submit entry on pages 2-3 of this brochure.

Supporting Materials: (50 points) • Please include a sponsor solicitation package that was used to target a specific sponsor along with any other additional materials/ images of items that were sent with the proposal. (Okay to substitute name of sponsor for generic name for confidentiality, however please make it clear on your entry you are doing this.)

Supporting Materials: (50 points) • Please provide a sponsor follow-up report sent to a specific sponsor with any other additional materials/images of items that were sent with the report. (Okay to substitute name of sponsor for generic name for confidentiality, however please make it clear on your entry you are doing this.)

1. Overview Information: (20 points) Please provide a detailed overview explaining the following information (a-c), in the order listed below, using no more than one (1) page per section: a. Introduction and description of main event. b. Name of Sponsor c. Introduction, effectiveness and success of Sponsor Solicitation Package

1. Overview Information: (20 points) Please provide a detailed overview explaining the following information (a-c), in the order listed below, using no more than one (1) page per section: a. Introduction and description of main event. b. Name of Sponsor c. Introduction and effectiveness of Sponsor Follow-Up Report

Entry should focus on actual Sponsorship Proposal that was used to target a specific sponsor for your Festival / Event.

Judging Criteria: (30 points) Your entry will also be judged based on the below criteria.

• Is the entry / proposal professional and easy to understand?

• Is the message clear, concise, organized and informative?

• Is the entry / proposal designed and laid out well?

• Is the entry / proposal creative and / or display originality?

• Is the entry / proposal compelling enough to engage an audience?

• Does the entry / proposal relay the image of the event?

• Does the entry / proposal match the purpose / mission for the event?

• What is the overall impression?

• Have all supporting materials and measurable results been provided?

• Have all requirements been met?

• Would you recommend or support this opportunity if in a position to do so?

Entry should focus on actual Follow-Up Report that was generated for a specific sponsor for your Festival / Event.

Judging Criteria: (30 points) Your entry will also be judged based on the below criteria.

• Is the entry / report professional and easy to understand?

• Is the message clear, concise, organized and informative?

• Is the entry / report designed and laid out well?

• Is the entry / report creative and / or display originality?

• Is the entry / report compelling enough to engage an audience?

• Does the entry / report relay the image of the event?

• Does the entry / report match the purpose / mission for the event?

• What is the overall impression?

• Have all supporting materials and measurable results been provided?

• Have all requirements been met?

• Would you recommend or support this opportunity if in a position to do so?

Spring 2025

IFEA’s ie: the business of international events

43

CATEGORIES SPONSORSHIP CATEGORIES 42) BEST SPONSOR PARTNER

43) BEST SPONSOR ACTIVATION

ENTRY INFORMATION: Submit entry as one (1) PDF file to include ALL entry information and supporting materials. Complete sections 1-2 in the order listed below, in addition to providing Supporting Materials throughout your entry. As possible, supporting materials should be provided and viewable within the entry, not linked to an external location. Points will be awarded to the individual sections of your entry, in addition to the overall Judges Criteria.

ENTRY INFORMATION: Submit entry as one (1) PDF file to include ALL entry information and supporting materials. Complete sections 1-2 in the order listed below, in addition to providing Supporting Materials throughout your entry. As possible, supporting materials should be provided and viewable within the entry, not linked to an external location. Points will be awarded to the individual sections of your entry, in addition to the overall Judges Criteria.

HOW TO SUBMIT ENTRY: Entry to be submitted online. Please review page size/font requirements, file entry formats, file size, file name format procedures and how to submit entry on pages 2-3 of this brochure.

HOW TO SUBMIT ENTRY: Entry to be submitted online. Please review page size/font requirements, file entry formats, file size, file name format procedures and how to submit entry on pages 2-3 of this brochure.

1. Overview Information: (70 points) Please provide a detailed overview explaining the following information (a-g), in the order listed below, using no more than one (1) page per section: a. Introduction & description of main event b. Name of Sponsor c. Description of sponsor; level of sponsorship (cash/in-kind); details of benefit package and length of sponsorship/ partnership d. Quantity and quality of support to event by sponsor e. Goals and success of relationships for both event and sponsor f. How the sponsor stands out over all other sponsors. g. Activation of Sponsorship by Sponsor

Supporting Materials: (10 points) Please include any necessary supporting materials for the program throughout your entry. Please limit your supporting materials to those actually sent / used with sponsor: • Images of Printed materials (brochures / programs etc.)

• Images of Promotion / marketing / media materials • Supporting photographs • Measurable results: tangible & intangible

Entry should highlight a specific sponsor of a Festival / Event that stands out above all others.

Judging Criteria: (30 points) Your entry will also be judged based on the below criteria.

• Is the entry professional and easy to understand?

• Is the message clear, concise, organized and informative?

• Is the entry designed and laid out well?

• Is the entry creative and / or display originality?

• What is the overall impression?

• Have all requirements been met?

Entry should focus on activation of a sponsor/sponsorship during a Festival / Event.

1. Overview Information: (50 points) Please provide a detailed overview explaining the following information (a-g), in the order listed below, using no more than one (1) page to explain each section: a. Introduction & description of main event. b. Introduction & description of sponsor, level of sponsorship (cash/inkind); details of benefit package; length of sponsorship/partnership c. Description and purpose of Activity/Program at event, that the Sponsor is sponsoring. d. Describe the roles of the Event/Sponsor in the creation of the activation efforts. (i.e. – Did the event create everything, did the sponsor, or both?) e. Explain the originality of the activation efforts (i.e. – are the activation efforts unique to your event, or does the sponsor use the same activation for all events they sponsor?) f. Describe the overall sponsor activation in detail. g. Describe the overall effectiveness / success of the sponsor activation.

2. Supporting Questions: (10 points) Please answer one of the following questions using no more than one (1) page.

• If the activation is an existing activation, what did you do to update / change this activation from the year before? Were your updates / changes successful? Please provide measurable results / examples.

• If the activation is a new activation, what challenges / obstacles did you foresee / encounter in creating the activation, and how did you handle them?

44

IFEA’s ie: the business of international events

Spring 2025

Judging Criteria: (30 points) Your entry will also be judged based on the below criteria.

• Is the entry / activation professional and easy to understand?

• Is the message clear, concise, organized and informative?

• Is the entry / activation designed and laid out well?

• Is the entry / activation creative and / or display originality?

• Is the entry / activation compelling enough to engage an audience?

• Does the entry / activation relay the image of the event?

• Does the entry / activation match the purpose / mission for the event?

• What is the overall impression?

• Have all supporting materials and measurable results been provided?

• Have all requirements been met?

• Would you recommend or support this opportunity if in a position to do so?

CATEGORIES SPONSORSHIP CATEGORIES 44) BEST SPONSORSHIP PROGRAM FOR INDIVIDUAL SPONSOR

Entry should focus on an activity or program within a Festival / Event that was created for a specific sponsor.

ENTRY INFORMATION: Submit entry as one (1) PDF file to include ALL entry information and supporting materials. Complete sections 1-2 in the order listed below, in addition to providing Supporting Materials throughout your entry. As possible, supporting materials should be provided and viewable within the entry, not linked to an external location. Points will be awarded to the individual sections of your entry, in addition to the overall Judges Criteria.

HOW TO SUBMIT ENTRY: Entry to be submitted online. Please review page size/font requirements, file entry formats, file size, file name format procedures and how to submit entry on pages 2-3 of this brochure.

Supporting Materials: (10 points) Please include any necessary supporting materials for the program throughout your entry. Please limit your supporting materials to those actually sent / used with sponsor: • Images of Printed materials (brochures / programs etc.)

• Images of Promotion / marketing / media materials • Supporting photographs • Measurable results: tangible & intangible 1. Overview Information: (50 points) Please provide a detailed overview explaining the following information (a-e), in the order listed below, using no more than one (1) page to explain each section: a. Introduction & description of main event b. Name of Activity/Program created and name of Sponsor c. Description and purpose of event/program being sponsored d. Description of sponsor; level of sponsorship (cash/in-kind); details of benefit package and length of sponsorship/ partnership e. Overall effectiveness / success of the program 2. Supporting Questions: (10 points) Please answer one of the following questions using no more than one (1) page.

• If the program is an existing program, what did you do to update / change this program from the year before? Were your updates / changes successful? Please provide measurable results / examples.

• If the program is a new program, what challenges / obstacles did you foresee / encounter in creating the program, and how did you handle them?

Judging Criteria: (30 points) Your entry will also be judged based on the below criteria.

• Is the entry / program professional and easy to understand?

• Is the message clear, concise, organized and informative?

• Is the entry / program designed and laid out well?

• Is the entry / program creative and / or display originality?

• Is the entry / program compelling enough to engage an audience?

• Does the entry / program relay the image of the event?

• Does the entry / program match the purpose / mission for the event?

• What is the overall impression?

• Have all supporting materials and measurable results been provided?

• Have all requirements been met?

• Would you recommend or support this opportunity if in a position to do so?

45) BEST OVERALL SPONSORSHIP PROGRAM Entry should focus on the entire sponsorship program for all sponsors, for the entire Festival / Event.

ENTRY INFORMATION: Submit entry as one (1) PDF file to include ALL entry information and supporting materials. Complete sections 1-2 in the order listed below, in addition to providing Supporting Materials throughout your entry. As possible, supporting materials should be provided and viewable within the entry, not linked to an external location. Points will be awarded to the individual sections of your entry, in addition to the overall Judges Criteria.

HOW TO SUBMIT ENTRY: Entry to be submitted online. Please review page size/font requirements, file entry formats, file size, file name format procedures and how to submit entry on pages 2-3 of this brochure.

Supporting Materials: (10 points) Please include any necessary supporting materials for the program throughout your entry. Please limit your supporting materials to those actually sent / used with sponsor: • Images of Printed materials (brochures / programs etc.)

• Images of Promotion / marketing / media materials • Supporting photographs • Measurable results: tangible & intangible 1. Overview Information: (50 points) Please provide a detailed overview explaining the following information (a-i), in the order listed below, using no more than one (1) page to explain each section: a. Introduction & description of main event b. Description of overall Sponsorship Program c. List of all current sponsors for event; levels of support; longevity of each d. Available benefit packages and valuation formulas e. Description of sponsor research targeting and sales process f. Description of sponsor service team and steps taken when new agreement is signed. g. Describe current sponsor renewal process & retention rate h. Overall effectiveness / success of the program i. Supporting Materials: Please provide a copy of Sponsor Agreement Sales Packet / Proposal; a copy of Sponsorship Follow Up Report and a sample of Sponsor Agreement 2. Supporting Questions: (10 points) Please answer one of the following questions using no more than one (1) page.

• If the program is an existing program, what did you do to update / change this program from the year before? Were your updates / changes successful? Please provide measurable results / examples.

• If the program is a new program, what challenges / obstacles did you foresee / encounter in creating the program, and how did you handle them?

Judging Criteria: (30 points) Your entry will also be judged based on the below criteria.

• Is the entry / program professional and easy to understand?

• Is the message clear, concise, organized and informative?

• Is the entry / program designed and laid out well?

• Is the entry / program creative and / or display originality?

• Is the entry / program compelling enough to engage an audience?

• Does the entry / program relay the image of the event?

• Does the entry / program match the purpose / mission for the event?

• What is the overall impression?

• Have all supporting materials and measurable results been provided?

• Have all requirements been met?

Spring 2025

IFEA’s ie: the business of international events

45

CATEGORIES CRITICAL COMPONENT CATEGORIES 46)

BEST VOLUNTEER PROGRAM

Entry should focus on the overall Volunteer Program for a Festival / Event / Organization.

ENTRY INFORMATION: Submit entry as one (1) PDF file to include ALL entry information and supporting materials. Complete sections 1-2 in the order listed below, in addition to providing Supporting Materials throughout your entry. As possible, supporting materials should be provided and viewable within the entry, not linked to an external location. Points will be awarded to the individual sections of your entry, in addition to the overall Judges Criteria.

HOW TO SUBMIT ENTRY: Entry to be submitted online. Please review page size/font requirements, file entry formats, file size, file name format procedures and how to submit entry on pages 2-3 of this brochure.

Supporting Materials: (10 points) Please include any necessary supporting materials for the program throughout your entry limiting materials to no more than 5 examples for each area listed below (if applicable).

• Printed materials (brochures, handbooks, recruiting materials, evaluation forms, signage, etc.)

• Promotional / marketing / media materials • Merchandise materials • Information provided to participants / volunteers / sponsors / students / charities etc.

• Supporting photographs • Measurable results: tangible & intangible 1. Overview Information: (50 points) Please provide a detailed overview explaining the following information (a-q), in the order listed below, using no more than one (1) page to explain each section, together with applicable examples: a. Introduction and description of main event b. Name of Volunteer Program (if applicable) in addition to description and purpose / objective of Volunteer Program c. Target audience / attendance / number of participants of Volunteer Program d. Duration of program (start to finish) and years program has been part of event e. Volunteer demographics (age, gender, individuals, charities, schools etc.) f. Volunteer job descriptions for each position. g. Explain and describe Recruitment methods / materials / applications h. Explain Communication methods / materials used with Volunteers i. Provide examples of Training guides / programs / handbooks / materials j. Provide Organization & schedule information / materials k. Explain Volunteer perks / benefits l. Highlight Volunteer Appreciation / recognition methods/ materials m. Describe Volunteer Retention methods / materials n. Provide description of sponsor / charity / volunteer / school / other group involvement with program and benefits to each (if applicable) o. Overall revenue/expense budget of program p. Overall effectiveness / success of program q. Measurable results: ratio of volunteers to guests; # of volunteers; # of volunteer hours; # of volunteers in database; estimate of the financial value of your volunteers.

46

IFEA’s ie: the business of international events

Spring 2025

2. Supporting Questions: (10 points) Please answer one of the following questions using no more than one (1) page.

• If the program is an existing program, what did you do to update / change this program from the year before? Were your updates / changes successful? Please provide measurable results / examples.

• If the program is a new program, what challenges / obstacles did you foresee / encounter in creating the program, and how did you handle them?

Judging Criteria: (30 points) Your entry will also be judged based on the below criteria.

• Is the entry / program professional and easy to understand?

• Is the message clear, concise, organized and informative?

• Is the entry / program designed and laid out well?

• Is the entry / program creative and / or display originality?

• Is the entry / program compelling enough to engage an audience?

• Does the entry / program relay the image of the event?

• Does the entry / program match the purpose / mission for the event?

• What is the overall impression?

• Have all supporting materials and measurable results been provided?

• Have all requirements been met?

CATEGORIES CRITICAL COMPONENT CATEGORIES 47) BEST GREEN PROGRAM

Entry should focus on the overall green/recycling program and the implementation of that program at a Festival / Event.

ENTRY INFORMATION: Submit entry as one (1) PDF file to include ALL entry information and supporting materials. Complete sections 1-2 in the order listed below, in addition to providing Supporting Materials throughout your entry. As possible, supporting materials should be provided and viewable within the entry, not linked to an external location. Points will be awarded to the individual sections of your entry, in addition to the overall Judges Criteria.

HOW TO SUBMIT ENTRY: Entry to be submitted online. Please review page size/font requirements, file entry formats, file size, file name format procedures and how to submit entry on pages 2-3 of this brochure.

Supporting Materials: (10 points) Please include any necessary supporting materials for the program throughout your entry limiting materials to no more than 5 examples for each area listed below (if applicable).

• Printed materials (brochures, handbooks, recruiting materials, evaluation forms, signage, etc.)

• Promotional / marketing / media materials • Merchandise materials • Information provided to participants / volunteers / sponsors / students / charities etc.

• Supporting photographs • Measurable results: tangible & intangible

2. Supporting Questions: (10 points) Please answer one of the following questions using no more than one (1) page.

• If the program is an existing program, what did you do to update / change this program from the year before? Were your updates / changes successful? Please provide measurable results / examples.

• If the program is a new program, what challenges / obstacles did you foresee / encounter in creating the program, and how did you handle them?

Judging Criteria: (30 points) Your entry will also be judged based on the below criteria.

• Is the entry / program professional and easy to understand?

• Is the message clear, concise, organized and informative?

• Is the entry / program designed and laid out well?

• Is the entry / program creative and / or display originality?

• Is the entry / program compelling enough to engage an audience?

• Does the entry / program relay the image of the event?

• Does the entry / program match the purpose / mission for the event?

• What is the overall impression?

• Have all supporting materials and measurable results been provided?

• Have all requirements been met?

1. Overview Information: (50 points) Please provide a detailed overview explaining the following information (a-o), in the order listed below, using no more than one (1) page to explain each section: a. Introduction and description of main event b. Name of Green Program (if applicable) in addition to description and purpose / objective of Green Program c. Target audience / attendance / number of participants d. What “Green” initiatives were used at event (i.e. – recycling; alternative methods of transportation; renewable energy etc.) e. How were initiatives promoted to the public? Include marketing materials. f. Education programs pertaining to green program (for public, sponsors, volunteers etc.) g. How was green program enforced / encouraged, tracked, and staffed? h. Who assisted green program (vendors, volunteers etc.)? i. Measurable results – how much was recycled; savings / cost of Green program; carbon footprint reduction j. Non-tangible results: education; awareness; involvement etc. k. Duration of program (start to finish) and years program has been part of event l. Description of sponsor / charity / volunteer / school / other group involvement with program and benefits to each (if applicable) m. Tie-in of program to main event n. Overall revenue/expense budget of program o. Overall effectiveness / success of program

Spring 2025

IFEA’s ie: the business of international events

47

CATEGORIES CRITICAL COMPONENT CATEGORIES 48) BEST PARADE

Entry should focus on either a stand-alone Parade or a Parade that is part of a larger Festival / Event.

ENTRY INFORMATION: Submit entry as one (1) PDF file to include ALL entry information and supporting materials. Complete sections 1-2 in the order listed below, in addition to providing Supporting Materials throughout your entry. As possible, supporting materials should be provided and viewable within the entry, not linked to an external location. Points will be awarded to the individual sections of your entry, in addition to the overall Judges Criteria.

HOW TO SUBMIT ENTRY: Entry to be submitted online. Please review page size/font requirements, file entry formats, file size, file name format procedures and how to submit entry on pages 2-3 of this brochure.

Supporting Materials: (10 points) Please include any necessary supporting materials for the program throughout your entry limiting materials to no more than 5 examples for each area listed below (if applicable).

• Printed materials (brochures, handbooks, Recruiting materials, evaluation forms, signage, etc.)

• Promotional / marketing / media materials • Merchandise materials • Information provided to participants / volunteers / sponsors / students / charities etc.

• Supporting photographs • Measurable results: tangible & intangible 1. Overview Information: (50 points) Please provide a detailed overview explaining the following information (a-l), in the order listed below, using no more than one (1) page to explain each section: a. Name, introduction, description, purpose and objective of Parade b. Introduction and description of overall festival/event, if Parade is part of a larger festival/event (if applicable) c. Tie-in of Parade to main festival/event (if applicable) d. Target audience / attendance of Parade e. Number and type of entries in Parade f. Overall revenue and expense budget of Parade g. Duration of Parade (start to finish) and years Parade has been in existence h. Activities planned before, during and after Parade i. Description of sponsor / charity / volunteer / school / other group involvement with Parade and benefits to each (if applicable) j. Community involvement and impact of Parade k. What makes the Parade unique and creative? l. Overall effectiveness / success of Parade 2. Supporting Questions: (10 points) Please answer one of the following questions using no more than one (1) page.

• If the parade is an existing parade, what did you do to update / change this parade from the year before? Were your updates / changes successful? Please provide measurable results / examples.

• If the parade is a new parade, what challenges / obstacles did you foresee / encounter in creating the program, and how did you handle them?

48

IFEA’s ie: the business of international events

Spring 2025

Judging Criteria: (30 points) Your entry will also be judged based on the below criteria.

• Is the entry / parade professional and easy to understand?

• Is the message clear, concise, organized and informative?

• Is the entry / parade designed and laid out well?

• Is the entry / parade creative and / or display originality?

• Is the entry / parade compelling enough to engage an audience?

• Does the entry / parade relay the image of the event?

• Does the entry / parade match the purpose / mission for the event?

• What is the overall impression?

• Have all supporting materials and measurable results been provided?

• Have all requirements been met?

CATEGORIES CRITICAL COMPONENT CATEGORIES 49) BEST EDUCATIONAL PROGRAM

Entry should focus on an educational program, component or feature that is part of a larger festival / event / organization.

ENTRY INFORMATION: Submit entry as one (1) PDF file to include ALL entry information and supporting materials. Complete sections 1-2 in the order listed below, in addition to providing Supporting Materials throughout your entry. As possible, supporting materials should be provided and viewable within the entry, not linked to an external location. Points will be awarded to the individual sections of your entry, in addition to the overall Judges Criteria.

Judging Criteria: (30 points) Your entry will also be judged based on the below criteria.

• Is the entry / program professional and easy to understand?

• Is the message clear, concise, organized and informative?

• Is the entry / program designed and laid out well?

• Is the entry / program creative and / or display originality?

• Is the entry / program compelling enough to engage an audience?

• Does the entry / program relay the image of the event?

• Does the entry / program match the purpose / mission for the event?

• What is the overall impression?

• Have all supporting materials and measurable results been provided?

• Have all requirements been met?

HOW TO SUBMIT ENTRY: Entry to be submitted online. Please review page size/font requirements, file entry formats, file size, file name format procedures and how to submit entry on pages 2-3 of this brochure.

Supporting Materials: (10 points) Please include any necessary supporting materials for the program throughout your entry limiting materials to no more than 5 examples for each area listed below (if applicable).

• Printed materials (brochures, handbooks, Recruiting materials, evaluation forms, signage, etc.)

• Promotional / marketing / media materials • Merchandise materials • Information provided to participants / volunteers / sponsors / students / charities etc.

• Supporting photographs • Measurable results: tangible & intangible 1. Overview Information: (50 points) Please provide a detailed overview explaining the following information (a-l), in the order listed below, using no more than one (1) page to explain each section: a. Introduction and description of main event / organization b. Name (if applicable), description and purpose / objective of Educational Program c. Target audience / attendance / number of participants d. Provide a detailed description of the education program / curriculum e. Who provided the education and in what setting? f. Involvement by local educational institutions and professional education (if any) g. What was the take-away for attendees / participants? h. Duration of program (start to finish) and years program has been part of event i. Tie-in of program to main event j. Overall revenue/expense budget of program k. Description of sponsor / charity / volunteer / school / other group involvement with program and benefits to each (if applicable) l. Overall effectiveness / success of program 2. Supporting Questions: (10 points) Please answer one of the following questions using no more than one (1) page.

• If the program is an existing program, what did you do to update / change this program from the year before? Were your updates / changes successful? Please provide measurable results / examples.

• If the program is a new program, what challenges / obstacles did you foresee / encounter in creating the program, and how did you handle them?

Spring 2025

IFEA’s ie: the business of international events

49

CATEGORIES CRITICAL COMPONENT CATEGORIES 50) BEST ACCESSIBILITY PROGRAM

Entry should focus on the accommodations and programming that are available that make a Festival / Event accommodating and accessible to people of all abilities.

ENTRY INFORMATION: Submit entry as one (1) PDF file to include ALL entry information and supporting materials. Complete sections 1-2 in the order listed below, in addition to providing Supporting Materials throughout your entry. As possible, supporting materials should be provided and viewable within the entry, not linked to an external location. Points will be awarded to the individual sections of your entry, in addition to the overall Judges Criteria.

HOW TO SUBMIT ENTRY: Entry to be submitted online. Please review page size/font requirements, file entry formats, file size, file name format procedures and how to submit entry on pages 2-3 of this brochure.

Supporting Materials: (10 points) Please include any necessary supporting materials for the program throughout your entry limiting materials to no more than 5 examples for each area listed below (if applicable).

• Printed materials (brochures, handbooks, Recruiting materials, evaluation forms, signage, etc.)

• Promotional / marketing / media materials • Merchandise materials • Information provided to participants / volunteers / sponsors / students / charities etc.

• Supporting photographs 1. Overview Information: (50 points) Please provide a detailed overview explaining the following information (a-j), in the order listed below, using no more than one (1) page to explain each section: a. Introduction and description of main event / organization b. Target audience / attendance of Festival/Event c. Name (if applicable), description and purpose / objective of Accessibility Program d. Provide a description of the types of accessibility arrangements that have been made at festival/event (1 page each), including but not limited to: • Information listed online about your Accessibility Program • How your website and other online applications have been changed/updated to meet accessibility standards.

• What services your event has for attendees with mobility disabilities; who are deaf or hard of hearing; who are blind or have low vision; have Alzheimer’s; or have Autism.

• What arrangements have been made for service animals?

• What medical considerations, in addition to any other services have been made available for attendees with disabilities. (visible/non-visible) e. Describe behind the scenes efforts made to implement accessibility program (signage/training etc.) f. Overall revenue and expense budget for Accessibility Program (if available and applicable) g. Duration of Accessibility Program (i.e.: all year, just at the event?) and years Program has been in existence h. Festival activities accessible to attendees with disabilities, including those only available to attendees with disabilities i. Description of sponsor / charity / volunteer / school / other group involvement with Accessibility Program and benefits to each (if applicable) j. Overall effectiveness / success of Accessibility Program

50

IFEA’s ie: the business of international events

Spring 2025

2. Supporting Questions: (10 points) Please answer one of the following questions using no more than one (1) page.

• If the program is an existing program, what did you do to update / change this program from the year before? Were your updates / changes successful? Please provide measurable results / examples.

• If the program is a new program, what challenges / obstacles did you foresee / encounter in creating the program, and how did you handle them?

Judging Criteria: (30 points) Your entry will also be judged based on the below criteria.

• Is the entry / program professional and easy to understand?

• Is the message clear, concise, organized and informative?

• Is the entry / program designed and laid out well?

• Is the entry / program creative and / or display originality?

• Is the entry / program compelling enough to engage an audience?

• Does the entry / program relay the image of the event?

• Does the entry / program match the purpose / mission for the event?

• What is the overall impression?

• Have all supporting materials and measurable results been provided?

• Have all requirements been met?

CATEGORIES CRITICAL COMPONENT CATEGORIES 51) BEST DIVERSITY, EQUITY & INCLUSION PLAN

Entry should focus on the Diversity, Equity & Inclusion (DEI) efforts made by a Festival / Event.

ENTRY INFORMATION: Submit entry as one (1) PDF file to include ALL entry information and supporting materials. Complete sections 1-2 in the order listed below, in addition to providing Supporting Materials throughout your entry. As possible, supporting materials should be provided and viewable within the entry, not linked to an external location. Points will be awarded to the individual sections of your entry, in addition to the overall Judges Criteria.

Judging Criteria: (30 points) Your entry will also be judged based on the below criteria.

• Is the entry / plan professional and easy to understand?

• Is the message clear, concise, organized and informative?

• Is the entry / plan designed and laid out well?

• Is the entry / plan creative and / or display originality?

• Is the entry / plan compelling enough to engage an audience?

• Does the entry / plan relay the image of the event?

• Does the entry / plan match the purpose / mission for the event?

• What is the overall impression?

• Have all supporting materials and measurable results been provided?

• Have all requirements been met?

HOW TO SUBMIT ENTRY: Entry to be submitted online. Please review page size/font requirements, file entry formats, file size, file name format procedures and how to submit entry on pages 2-3 of this brochure.

Supporting Materials: (10 points) Please include any necessary supporting materials for the plan throughout your entry limiting materials to no more than 5 examples for each area listed below (if applicable).

• Printed materials (brochures, handbooks, evaluation forms, signage, etc.)

• Promotional / marketing / media materials • Information provided to attendees.

• Supporting photographs 1. Overview Information: (50 points) Please provide a detailed overview explaining the following information (a-j), in the order listed below, using no more than one (1) page to explain each section: a. Introduction and description of main event b. Target audience / attendance of Festival/Event c. Name (if applicable), description and purpose / objective of DEI Plan d. Provide an outline of the DEI Plan that has been made at festival/event e. Describe behind the scenes efforts made to implement DEI Plan (signage/training etc.) f. Overall revenue and expense budget for DEI Plan (if available and applicable) g. Duration of DEI Plan (i.e.: all year, just at the event?) and years Plan has been in existence h. Festival activities specifically focused on DEI efforts i. Description of sponsor / charity / volunteer / school / other group involvement with DEI Plan and benefits to each (if applicable) j. Overall effectiveness / success of DEI Plan 2. Supporting Questions: (10 points) Please answer one of the following questions using no more than one (1) page.

• If the plan is an existing plan, what did you do to update / change this plan from the year before? Were your updates / changes successful? Please provide measurable results / examples.

• If the plan is a new plan, what challenges / obstacles did you foresee / encounter in creating the plan, and how did you handle them?

Spring 2025

IFEA’s ie: the business of international events

51

CATEGORIES CRITICAL COMPONENT CATEGORIES 52) BEST CHILDREN’S PROGRAMMING

Entry should focus on specific programming for Children at a Festival / Event.

ENTRY INFORMATION: Submit entry as one (1) PDF file to include ALL entry information and supporting materials. Complete sections 1-2 in the order listed below, in addition to providing Supporting Materials throughout your entry. As possible, supporting materials should be provided and viewable within the entry, not linked to an external location. Points will be awarded to the individual sections of your entry, in addition to the overall Judges Criteria.

HOW TO SUBMIT ENTRY: Entry to be submitted online. Please review page size/font requirements, file entry formats, file size, file name format procedures and how to submit entry on pages 2-3 of this brochure.

Supporting Materials: (10 points) Please include any necessary supporting materials for the program throughout your entry limiting materials to no more than 5 examples for each area listed below (if applicable).

• Printed materials (brochures, handbooks, Recruiting materials, evaluation forms, signage, etc.)

• Promotional / marketing / media materials • Merchandise materials • Information provided to participants / volunteers / sponsors / students / charities etc.

• Supporting photographs 1. Overview Information: (50 points) Please provide a detailed overview explaining the following, using no more than one (1) page to explain each section: a. Introduction and description of main event b. Name (if applicable), description and purpose / objective of Children’s Program c. Target Audience / main target age group d. Attendance / number of participants e. Activities /entertainment provided f. Local School involvement g. Tie-in of program to main event h. Overall revenue and expense budget of specific program / event i. Description of sponsor / charity / volunteer / school / other group involvement with event / program and benefits to each (if applicable) j. Duration of program (start to finish) and years program has been part of event k. What makes the program unique and creative? l. Overall effectiveness / success of program 2. Supporting Questions: (10 points) Please answer one of the following questions using no more than one (1) page.

• If the program is an existing program, what did you do to update / change this program from the year before? Were your updates / changes successful? Please provide measurable results / examples.

• If the program is a new program, what challenges / obstacles did you foresee / encounter in creating the program, and how did you handle them?

52

IFEA’s ie: the business of international events

Spring 2025

Judging Criteria: (30 points) Your entry will also be judged based on the below criteria.

• Is the entry / program professional and easy to understand?

• Is the message clear, concise, organized and informative?

• Is the entry / program designed and laid out well?

• Is the entry / program creative and / or display originality?

• Is the entry / program compelling enough to engage an audience?

• Does the entry / program relay the image of the event?

• Does the entry / program match the purpose / mission for the event?

• What is the overall impression?

• Have all supporting materials and measurable results been provided?

• Have all requirements been met?

CATEGORIES CRITICAL COMPONENT CATEGORIES 53) BEST OVERALL ENTERTAINMENT PROGRAM Entry should focus on the overall entertainment programming at a Festival / Event. Includes, but not limited to: Stage/Wandering/Children’s/specialty entertainment/performers; impromptu/ unexpected entertainment; other miscellaneous entertainment features.

ENTRY INFORMATION: Submit entry as one (1) PDF file to include ALL entry information and supporting materials. Complete sections 1-2 in the order listed below, in addition to providing Supporting Materials throughout your entry. As possible, supporting materials should be provided and viewable within the entry, not linked to an external location. Points will be awarded to the individual sections of your entry, in addition to the overall Judges Criteria.

Judging Criteria: (30 points) Your entry will also be judged based on the below criteria.

• Is the entry / program professional and easy to understand?

• Is the message clear, concise, organized and informative?

• Is the entry / program designed and laid out well?

• Is the entry / program creative and / or display originality?

• Is the entry / program compelling enough to engage an audience?

• Does the entry / program relay the image of the event?

• Does the entry / program match the purpose / mission for the event?

• What is the overall impression?

• Have all supporting materials and measurable results been provided?

• Have all requirements been met?

HOW TO SUBMIT ENTRY: Entry to be submitted online. Please review page size/font requirements, file entry formats, file size, file name format procedures and how to submit entry on pages 2-3 of this brochure.

Supporting Materials: (10 points) Please include any necessary supporting materials for the program throughout your entry limiting materials to no more than 5 examples for each area listed below (if applicable).

• Printed materials (brochures, handbooks, Recruiting materials, evaluation forms, signage, etc.)

• Promotional / marketing / media materials • Merchandise materials • Information provided to participants / volunteers / sponsors / students / charities etc.

• Supporting photographs • Measurable results: tangible & intangible 1. Overview Information: (50 points) Please provide a detailed overview explaining the following information (a-h), in the order listed below, using no more than one (1) page to explain each section: a. Introduction & description of main event. b. Description of all Entertainment efforts at Festival/Event including, but not limited to, Stage/Wandering/Children’s/specialty entertainment/performers; impromptu/ unexpected entertainment; other miscellaneous entertainment features. c. Overall revenue and expense budget for Entertainment Programming; any sponsor involvement; free vs. ticketed entertainment. d. Target market for overall Entertainment Programming in addition to each area of programming if different from overall. e. Marketing efforts tied to Entertainment Programming. f. Community involvement in promoting and/or selling tickets. g. Measurable results (including attendance numbers if available) h. Describe the overall effectiveness / success of the Entertainment Program.

2. Supporting Questions: (10 points) Please answer one of the following questions using no more than one (1) page.

• If the program is an existing program, what did you do to update / change this program from the year before? Were your updates / changes successful? Please provide measurable results / examples.

• If the program is a new program, what challenges / obstacles did you foresee / encounter in creating the program, and how did you handle them?

Spring 2025

IFEA’s ie: the business of international events

53

CATEGORIES CRITICAL COMPONENT CATEGORIES 54) BEST COMMUNITY OUTREACH PROGRAM

Entry should focus on programming done throughout the year by a Festival / Event to benefit and help include all parts of the community, while enhancing the image and brand of the Festival / Event/ Organization throughout the year.

ENTRY INFORMATION: Submit entry as one (1) PDF file to include ALL entry information and supporting materials. Complete sections 1-2 in the order listed below, in addition to providing Supporting Materials throughout your entry. As possible, supporting materials should be provided and viewable within the entry, not linked to an external location. Points will be awarded to the individual sections of your entry, in addition to the overall Judges Criteria.

HOW TO SUBMIT ENTRY: Entry to be submitted online. Please review page size/font requirements, file entry formats, file size, file name format procedures and how to submit entry on pages 2-3 of this brochure.

Supporting Materials: (10 points) Please include any necessary supporting materials for the program throughout your entry limiting materials to no more than 5 examples for each area listed below (if applicable).

• Printed materials (brochures, handbooks, Recruiting materials, evaluation forms, signage, etc.)

• Promotional / marketing / media materials • Merchandise materials • Information provided to participants / volunteers / sponsors / students / charities etc.

• Supporting photographs • Measurable results: tangible & intangible 1. Overview Information: (50 points) Please provide a detailed overview explaining the following information (a-i), in the order listed below, using no more than one (1) page to explain each section: a. Introduction and description of main event b. Name (if applicable), description and purpose / objective of Outreach Program c. Target audience / attendance / number of participants d. Impact program had on the community e. Tie-in of program to main event f. Duration of program (start to finish) and years program has been part of event g. Overall revenue/expense budget of specific program h. Description of sponsor / charity / volunteer / school / other group involvement with program and benefits to each (if applicable) i. Overall effectiveness / success of program 2. Supporting Questions: (10 points) Please answer one of the following questions using no more than one (1) page.

• If the program is an existing program, what did you do to update / change this program from the year before? Were your updates / changes successful? Please provide measurable results / examples.

• If the program is a new program, what challenges / obstacles did you foresee / encounter in creating the program, and how did you handle them?

54

IFEA’s ie: the business of international events

Spring 2025

Judging Criteria: (30 points) Your entry will also be judged based on the below criteria.

• Is the entry / program professional and easy to understand?

• Is the message clear, concise, organized and informative?

• Is the entry / program designed and laid out well?

• Is the entry / program creative and / or display originality?

• Is the entry / program compelling enough to engage an audience?

• Does the entry / program relay the image of the event?

• Does the entry / program match the purpose / mission for the event?

• What is the overall impression?

• Have all supporting materials and measurable results been provided?

• Have all requirements been met?

CATEGORIES CRITICAL COMPONENT CATEGORIES 55) BEST EVENT / PROGRAM WITHIN AN EVENT TO BENEFIT A CAUSE

Entry should focus on any fundraising or awareness programs done by Festival / Event, to raise funds or awareness for a specific cause, other than their own Festival / Event.

ENTRY INFORMATION: Submit entry as one (1) PDF file to include ALL entry information and supporting materials. Complete sections 1-2 in the order listed below, in addition to providing Supporting Materials throughout your entry. As possible, supporting materials should be provided and viewable within the entry, not linked to an external location. Points will be awarded to the individual sections of your entry, in addition to the overall Judges Criteria.

Judging Criteria: (30 points) Your entry will also be judged based on the below criteria.

• Is the entry / program professional and easy to understand?

• Is the message clear, concise, organized and informative?

• Is the entry / program designed and laid out well?

• Is the entry / program creative and / or display originality?

• Is the entry / program compelling enough to engage an audience?

• Does the entry / program relay the image of the event?

• Does the entry / program match the purpose / mission for the event?

• What is the overall impression?

• Have all supporting materials and measurable results been provided?

• Have all requirements been met?

HOW TO SUBMIT ENTRY: Entry to be submitted online. Please review page size/font requirements, file entry formats, file size, file name format procedures and how to submit entry on pages 2-3 of this brochure.

Supporting Materials: (10 points) Please include any necessary supporting materials for the program throughout your entry limiting materials to no more than 5 examples for each area listed below (if applicable).

• Printed materials (brochures, handbooks, Recruiting materials, evaluation forms, signage, etc.)

• Promotional / marketing / media materials • Merchandise materials • Information provided to participants / volunteers / sponsors / students / charities etc.

• Supporting photographs • Measurable results: tangible & intangible 1. Overview Information: (50 points) Please provide a detailed overview explaining the following information (a-i), in the order listed below, using no more than one (1) page to explain each section: a. Introduction and description of main event b. Name (if applicable), description and purpose / objective of Event/ Program c. Description of selected cause and why/how it was selected d. Target audience / attendance / number of participants e. Tie-in of program to main event f. Duration of program (start to finish) and years program has been part of event g. Overall revenue/expense budget of specific event/program h. Description of sponsor / charity / volunteer / school / other group involvement with event / program and benefits to each (if applicable) i. Overall effectiveness / success of program 2. Supporting Questions: (10 points) Please answer one of the following questions using no more than one (1) page.

• If the program is an existing program, what did you do to update / change this program from the year before? Were your updates / changes successful? Please provide measurable results / examples.

• If the program is a new program, what challenges / obstacles did you foresee / encounter in creating the program, and how did you handle them?

Spring 2025

IFEA’s ie: the business of international events

55

CATEGORIES CRITICAL COMPONENT CATEGORIES 56) BEST EVENT (WITHIN AN EXISTING FESTIVAL) Entry should focus on a specific event that is held during the course of a larger Festival / Event.

ENTRY INFORMATION: Submit entry as one (1) PDF file to include ALL entry information and supporting materials. Complete sections 1-2 in the order listed below, in addition to providing Supporting Materials throughout your entry. As possible, supporting materials should be provided and viewable within the entry, not linked to an external location. Points will be awarded to the individual sections of your entry, in addition to the overall Judges Criteria.

HOW TO SUBMIT ENTRY: Entry to be submitted online. Please review page size/font requirements, file entry formats, file size, file name format procedures and how to submit entry on pages 2-3 of this brochure.

Supporting Materials: (10 points) Please include any necessary supporting materials for the program throughout your entry limiting materials to no more than 5 examples for each area listed below (if applicable).

• Printed materials (brochures, handbooks, Recruiting materials, evaluation forms, signage, etc.)

• Promotional / marketing / media materials • Merchandise materials • Information provided to participants / volunteers / sponsors / students / charities etc.

• Supporting photographs • Measurable results: tangible & intangible 1. Overview Information: (50 points) Please provide a detailed overview explaining the following information (a-i), in the order listed below, using no more than one (1) page to explain each section: a. Introduction and description of main event b. Name (if applicable), description and purpose / objective of Event within Festival c. Target audience and attendance / number of participants d. Overall revenue/expense budget of event e. Tie-in of program to main festival f. Duration of program (start to finish) and years program has been part of event g. Description of sponsor / charity / volunteer / school / other group involvement with event and benefits to each (if applicable) h. What makes the event unique & creative? i. Overall effectiveness / success of program 2. Supporting Questions: (10 points) Please answer one of the following questions using no more than one (1) page.

• If the program is an existing program, what did you do to update / change this program from the year before? Were your updates / changes successful? Please provide measurable results / examples.

• If the program is a new program, what challenges / obstacles did you foresee / encounter in creating the program, and how did you handle them?

56

IFEA’s ie: the business of international events

Spring 2025

Judging Criteria: (30 points) Your entry will also be judged based on the below criteria.

• Is the entry / program professional and easy to understand?

• Is the message clear, concise, organized and informative?

• Is the entry / program designed and laid out well?

• Is the entry / program creative and / or display originality?

• Is the entry / program compelling enough to engage an audience?

• Does the entry / program relay the image of the event?

• Does the entry / program match the purpose / mission for the event?

• What is the overall impression?

• Have all supporting materials and measurable results been provided?

• Have all requirements been met?

CATEGORIES CRITICAL COMPONENT CATEGORIES 57) BEST EMERGENCY PREPAREDNESS & RISK MANAGEMENT PLAN

Entry should focus on the overall risk management / emergency preparedness plan for a specific Festival / Event with specific focus on the physical safety of attendees in the event of inclement weather, active shooter, crowd surges etc.

ENTRY INFORMATION: Submit entry as one (1) PDF file to include ALL entry information and supporting materials. Complete sections 1-2 in the order listed below, in addition to providing Supporting Materials throughout your entry. As possible, supporting materials should be provided and viewable within the entry, not linked to an external location. Points will be awarded to the individual sections of your entry, in addition to the overall Judges Criteria.

Judging Criteria: (30 points) Your entry will also be judged based on the below criteria.

• Is the entry / plan professional and easy to understand?

• Is the message clear, concise, organized and informative?

• Is the entry / plan designed and laid out well?

• Is the entry / plan creative and / or display originality?

• Is the entry / plan compelling enough to engage an audience?

• Does the entry / plan relay the image of the event?

• Does the entry / plan match the purpose / mission for the event?

• What is the overall impression?

• Have all supporting materials and measurable results been provided?

• Have all requirements been met?

HOW TO SUBMIT ENTRY: Entry to be submitted online. Please review page size/font requirements, file entry formats, file size, file name format procedures and how to submit entry on pages 2-3 of this brochure.

Supporting Materials: (30 points) Please include any necessary supporting materials for the program throughout your entry limiting materials to no more than 5 examples for each area listed below (if applicable).

• Printed materials (brochures, handbooks, evaluation forms, signage, etc.)

• Promotional / marketing / media materials • Information provided to participants / volunteers / sponsors / students / charities etc.

• Supporting photographs • Measurable results: tangible & intangible • Please submit a detailed documentation of the security plan used at your event. Please note, if entry wins an award, it will be posted on the Member Only section of ifea.com for other members to view.

1. Overview Information: (30 points) Please provide a detailed overview explaining the following information (a-h), in the order listed below, using no more than one (1) page to explain each section: a. Introduction and description of main event b. Name (if applicable), description and purpose / objective of plan c. Agencies consulted and/or responsible for plan d. Roles & responsibilities of individuals involved with implementing plan e. Depth and scope of plan f. Overall revenue and expense budget of plan g. Description of sponsor / charity / volunteer / school / other group involvement with plan and benefits to each (if applicable) h. Overall effectiveness / success of Plan 2. Supporting Questions: (10 points) Please answer one of the following questions using no more than one (1) page.

• If the plan is an existing plan, what did you do to update / change this plan from the year before? Were your updates / changes successful? Please provide measurable results / examples.

• If the plan is a new plan, what challenges / obstacles did you foresee / encounter in creating the plan, and how did you handle them?

Spring 2025

IFEA’s ie: the business of international events

57

CATEGORIES CRITICAL COMPONENT CATEGORIES 58) BEST NEW FESTIVAL OR EVENT

59) BEST PRODUCT OR SERVICE

ENTRY INFORMATION: Submit entry as one (1) PDF file to include ALL entry information and supporting materials. Complete sections 1-2 in the order listed below, in addition to providing Supporting Materials throughout your entry. As possible, supporting materials should be provided and viewable within the entry, not linked to an external location. Points will be awarded to the individual sections of your entry, in addition to the overall Judges Criteria.

ENTRY INFORMATION: Submit entry as one (1) PDF file to include ALL entry information and supporting materials. Complete sections 1-2 in the order listed below, in addition to providing Supporting Materials throughout your entry. As possible, supporting materials should be provided and viewable within the entry, not linked to an external location. Points will be awarded to the individual sections of your entry, in addition to the overall Judges Criteria.

HOW TO SUBMIT ENTRY: Entry to be submitted online. Please review page size/font requirements, file entry formats, file size, file name format procedures and how to submit entry on pages 2-3 of this brochure.

HOW TO SUBMIT ENTRY: Entry to be submitted online. Please review page size/font requirements, file entry formats, file size, file name format procedures and how to submit entry on pages 2-3 of this brochure.

Supporting Materials: (10 points) Please include any necessary supporting materials for the program throughout your entry limiting materials to no more than 5 examples for each area listed below (if applicable).

• Printed materials (brochures, handbooks, signage, etc.)

• Promotional / marketing / media materials • Merchandise materials • Information provided to participants • Supporting photographs • Measurable results: tangible & intangible

Supporting Materials: (10 points) Please include any necessary supporting materials for the product or service throughout your entry, limiting materials to no more than 5 examples for each area listed below (if applicable.)

• Photos of product or service • Promotional / Marketing Materials • Additional Supporting materials as needed.

Entry should focus on a Festival / Event, created from scratch for the first time, between June 22, 2023 and June 19, 2025, that is not part of a larger Festival / Event.

1. Overview Information: (50 points) Please provide a detailed overview explaining the following information (a-h), in the order listed below, using no more than one (1) page to explain each section: a. Introduction and description of main event b. Name, description and purpose/objective of new Festival/Event c. Target audience and attendance / number of participants d. Overall revenue/ expense budget of Festival/Event e. Duration of Festival/Event (start to finish) f. Description of sponsor / charity / volunteer / school / other group involvement with Festival/Event and benefits to each (if applicable) g. What makes the Festival/Event unique & creative? h. Overall effectiveness / success of Festival/Event 2. Supporting Questions: (10 points) Please answer the following question using no more than one (1) page.

• What challenges / obstacles did you foresee / encounter in creating the event, and how did you handle them?

Judging Criteria: (30 points) Your entry will also be judged based on the below criteria.

• Is the entry / event professional and easy to understand?

• Is the message clear, concise, organized and informative?

• Is the entry / event designed and laid out well?

• Is the entry / event creative and / or display originality?

• Is the entry / event compelling enough to engage an audience?

• Does the entry / event relay the image of the event?

• Does the entry / event match the purpose / mission for the event?

• What is the overall impression?

• Have all supporting materials and measurable results been provided?

• Have all requirements been met?

58

IFEA’s ie: the business of international events

Spring 2025

Entry should focus on a product or service provided by a vendor or supplier to a festival or event. Vendor/Supplier/Festival/Event eligible to submit entry.

1. Overview Information: (50 points) Please provide a detailed overview explaining the following information (a-f), in the order listed below, using no more than one (1) page to explain each section: Overview Information (50 points) a. Introduction and description of the new product or service b. Goals & objectives of product or service c. Application of product or service at a festival or event d. Overall effectiveness of product or services e. Target market for product or service f. Measurable results: tangible & intangible 2. Supporting Questions: (10 points) Please answer one of the following questions using no more than one (1) page.

• If the program is an existing program, what did you do to update / change this program from the year before? Were your updates / changes successful? Please provide measurable results / examples.

• If the program is a new program, what challenges / obstacles did you foresee / encounter in creating the program, and how did you handle them?

Judging Criteria: (30 points) Your entry will also be judged based on the below criteria.

• Is the entry / product professional and easy to understand?

• Is the message clear, concise, organized and informative?

• Is the entry / product designed and laid out well?

• Is the entry / product creative and / or display originality?

• Is the entry / product compelling enough to engage an audience?

• Does the entry / product fulfill a specific need for the industry • Does the entry / product match the purpose / goals for the product?

• What is the overall impression?

• Have all supporting materials and measurable results been provided?

• Have all requirements been met?

CATEGORIES MEDIA RELATIONS CATEGORIES For effective media campaigns that generated news coverage, instead of paid or donated advertising time.

60) BEST VENDOR / SUPPLIER

Entry should focus on a specific vendor / supplier of a festival / event that stands out above all others. Festival / Event must submit entry.

ENTRY INFORMATION: Submit entry as one (1) PDF file to include ALL entry information. Complete section 1 in the order listed below. Points will be awarded to the individual sections of your entry, in addition to the overall Judges Criteria.

HOW TO SUBMIT ENTRY: Entry to be submitted online. Please review page size/font requirements, file entry formats, file size, file name format procedures and how to submit entry on pages 2-3 of this brochure.

1. Overview Information: (70 points) Please provide a detailed overview explaining the following information (a-i), in the order listed below, using no more than one (1) page to explain each section: Overview Information (50 points) a. Name of Vendor / Supplier b. Website and Social Media Links for Vendor / Supplier c. Description of the Vendor / Supplier and the product/service they provide to event d. Quantity, quality and length of service provided to event by vendor / supplier e. Activation provided by event for vendor / supplier f. Activation provided by vendor / supplier for event g. How the vendor / supplier stands out over all other vendor / suppliers h. Target market for vendor / supplier i. Measurable results: tangible & intangible Judging Criteria: (30 points) Your entry will also be judged based on the below criteria.

• Is the entry / product professional and easy to understand?

• Is the message clear, concise, organized and informative?

• Is the entry / product designed and laid out well?

• Is the entry / product creative and / or display originality?

• Is the entry / product compelling enough to engage an audience?

• Does the entry / product fulfill a specific need for the industry • Does the entry / product match the purpose / goals for the product?

• What is the overall impression?

• Have all supporting materials and measurable results been provided?

• Have all requirements been met?

Spring 2025

IFEA’s ie: the business of international events

59

CATEGORIES MEDIA RELATIONS CATEGORIES For effective media campaigns that generated news coverage, instead of paid or donated advertising time.

61) BEST OVERALL MEDIA RELATIONS CAMPAIGN

Entry should focus on the entire media relations campaign for their specific Festival / Event – including both traditional media and social media.

ENTRY INFORMATION: Submit entry as one (1) PDF file to include ALL entry information and supporting materials. Complete sections 1-2 in the order listed below, in addition to providing Supporting Materials throughout your entry. As possible, supporting materials should be provided and viewable within the entry, not linked to an external location. Points will be awarded to the individual sections of your entry, in addition to the overall Judges Criteria.

HOW TO SUBMIT ENTRY: Entry to be submitted online. Please review page size/font requirements, file entry formats, file size, file name format procedures and how to submit entry on pages 2-3 of this brochure.

Supporting Materials: (10 points) Please include any necessary supporting materials for the campaign throughout your entry limiting materials to no more than 5 examples for each area listed below (if applicable).

• Examples of Traditional and Digital Media coverage including Media Ads, Billboards, Inserts/Supplements, Programs, Newsletters, Press Releases, TV/Radio segments (provide link), blog posts or influencer mentions, etc.)

• Social Media Evidence, including screenshots, links or analytics reports showcasing posts from various platforms, hashtag usage and reach, engagement metrics, influencer collaborations. promotional materials • Creative Content including Videos (links) graphics, photos, advertising/ promotional examples, creative engagement tool examples 1. Overview Information: (50 points) Please provide a detailed overview explaining the following information (a-i), in the order listed below, using no more than one (1) page to explain each section: a. Introduction & description of main event b. Purpose / objective of the media relations campaign c. A detailed outline of your entire media relations campaign for your event including editorial Calendar and Timeline for Campaign, coordination efforts across traditional media, social media and influencers. d. List all mediums and platforms used including traditional media, digital channels, social platforms, use of social influencers and partnerships. e. Target audience / demographics for the campaign (traditional media/ social) f. Target locations for media, detailing how you targeted local, regional, national and international markets and why. g. Examples of Creative Engagement Tactics – including Contests/ Polls/Quizzes and Hashtags – explaining how they encouraged user-generated content and interaction. h. Measurable results indicating: • Percent of media outlets targeted that provided coverage • Social analytics overview (impressions, shares, engagement rates, audience demographics, etc.)

• Estimate of revenue and / or attendance increase attributed to the campaign i. Overall effectiveness of the campaign explaining how well objectives were achieved.

60

IFEA’s ie: the business of international events

Spring 2025

2. Supporting Questions: (10 points) Please answer one of the following questions using no more than one (1) page.

• If the program is an existing program, what did you do to update / change this program from the year before? Were your updates / changes successful? Please provide measurable results / examples.

• If the program is a new program, what challenges / obstacles did you foresee / encounter in creating the program, and how did you handle them?

Judging Criteria: (30 points) Your entry will also be judged based on the below criteria.

• Is the entry / campaign professional and easy to understand?

• Is the message clear, concise, organized and informative?

• Is the entry / campaign designed and laid out well?

• Is the entry / campaign creative and / or display originality?

• Is the entry / campaign compelling enough to engage an audience?

• Does the entry / campaign relay the image of the event?

• Does the entry / campaign match the purpose / mission for the event?

• What is the overall impression?

• Have all supporting materials and measurable results been provided?

• Have all requirements been met?

CATEGORIES EDUCATIONAL INSTITUTIONS OFFERING EVENT MANAGEMENT PROGRAMS 62) BEST EVENT MANAGEMENT BACHELOR’S DEGREE

Entry should focus on a detailed overview of the Event Management Bachelor’s Degree at a University/College.

ENTRY INFORMATION: Submit entry as one (1) PDF file to include ALL entry information and supporting materials. Complete sections 1-2 in the order listed below, in addition to providing Supporting Materials throughout your entry. As possible, supporting materials should be provided and viewable within the entry, not linked to an external location. Points will be awarded to the individual sections of your entry, in addition to the overall Judges Criteria.

Judging Criteria: (30 points) Your entry will also be judged based on the below criteria.

• Is the entry / program professional and easy to understand?

• Is the message clear, concise, organized and informative?

• Is the entry / program designed and laid out well?

• Is the entry / program creative and / or display originality?

• Is the entry / program compelling enough to engage an audience?

• Does the entry / program relay the image of the school?

• Does the entry / program match the purpose / mission for the school?

• What is the overall impression?

• Have all supporting materials and measurable results been provided?

• Have all requirements been met?

HOW TO SUBMIT ENTRY: Entry to be submitted online. Please review page size/font requirements, file entry formats, file size, file name format procedures and how to submit entry on pages 2-3 of this brochure.

Supporting Materials: (10 points) Please include any necessary supporting materials for the program throughout your entry limiting materials to no more than 5 examples for each area listed below (if applicable).

• Student recruiting materials • Student application materials • Marketing materials for program • Complete outline and syllabus of course(s) • Reading requirements list for students • Sample testing Materials 1. Overview Information: (50 points) Please provide a detailed overview explaining the following information (a-j), in the order listed below, using no more than one (1) page to explain each section: a. Introduction & History of School/University b. Purpose / objective of Event Management Bachelor Degree c. Date program was founded & time frame course is offered d. Number of staff members & student to staff ratio e. Number of students enrolled / number graduated f. Tuition costs / Financial assistance offered g. Overall revenue and expense budget of program h. Writing/Speaking/Testing/Research requirements for students i. Practical event experience required (internships/assigned event management etc.) j. Overall effectiveness of degree/program - Alumni success (what are alumni of program doing now?)

2. Supporting Questions: (10 points) Please answer one of the following questions using no more than one (1) page.

• If the Degree is an existing Degree, what did you do to update / change this Degree from the year before? Were your updates / changes successful? Please provide measurable results / examples.

• If the Degree is a new Degree, what challenges / obstacles did you foresee / encounter in creating the Degree, and how did you handle them?

Spring 2025

IFEA’s ie: the business of international events

61

CATEGORIES EDUCATIONAL INSTITUTIONS OFFERING EVENT MANAGEMENT PROGRAMS 63) BEST EVENT MANAGEMENT MASTER’S DEGREE

Entry should focus on a detailed overview of the Event Management Master’s Degree at a University/College.

ENTRY INFORMATION: Submit entry as one (1) PDF file to include ALL entry information and supporting materials. Complete sections 1-2 in the order listed below, in addition to providing Supporting Materials throughout your entry. As possible, supporting materials should be provided and viewable within the entry, not linked to an external location. Points will be awarded to the individual sections of your entry, in addition to the overall Judges Criteria.

HOW TO SUBMIT ENTRY: Entry to be submitted online. Please review page size/font requirements, file entry formats, file size, file name format procedures and how to submit entry on pages 2-3 of this brochure.

Supporting Materials: (10 points) Please include any necessary supporting materials for the program throughout your entry limiting materials to no more than 5 examples for each area listed below (if applicable).

• Student recruiting materials • Student application materials • Marketing materials for program • Complete outline and syllabus of course(s) • Reading requirements list for students • Sample testing Materials 1. Overview Information: (50 points) Please provide a detailed overview explaining the following information (a-j), in the order listed below, using no more than one (1) page to explain each section: a. Introduction & History of School/University b. Purpose / objective of Event Management Master’s Program c. Date program was founded & time frame course is offered d. Number of staff members & student to staff ratio e. Number of students enrolled / number graduated f. Tuition costs / Financial assistance offered g. Overall revenue and expense budget of program h. Writing/Speaking/Testing/Research requirements for students i. Practical event experience required (internships/assigned event management etc.) j. Overall effectiveness of degree/program - Alumni success (what are alumni of program doing now?)

2. Supporting Questions: (10 points) Please answer one of the following questions using no more than one (1) page.

• If the Degree is an existing Degree, what did you do to update / change this Degree from the year before? Were your updates / changes successful? Please provide measurable results / examples.

• If the Degree is a new Degree, what challenges / obstacles did you foresee / encounter in creating the Degree, and how did you handle them?

62

IFEA’s ie: the business of international events

Spring 2025

Judging Criteria: (30 points) Your entry will also be judged based on the below criteria.

• Is the entry / program professional and easy to understand?

• Is the message clear, concise, organized and informative?

• Is the entry / program designed and laid out well?

• Is the entry / program creative and / or display originality?

• Is the entry / program compelling enough to engage an audience?

• Does the entry / program relay the image of the school?

• Does the entry / program match the purpose / mission for the school?

• What is the overall impression?

• Have all supporting materials and measurable results been provided?

• Have all requirements been met?

CATEGORIES EDUCATIONAL INSTITUTIONS OFFERING EVENT MANAGEMENT PROGRAMS 64) BEST EVENT MANAGEMENT PHD PROGRAM

Entry should focus on a detailed overview of the Event Management PhD Program at a University/College.

ENTRY INFORMATION: Submit entry as one (1) PDF file to include ALL entry information and supporting materials. Complete sections 1-2 in the order listed below, in addition to providing Supporting Materials throughout your entry. As possible, supporting materials should be provided and viewable within the entry, not linked to an external location. Points will be awarded to the individual sections of your entry, in addition to the overall Judges Criteria.

Judging Criteria: (30 points) Your entry will also be judged based on the below criteria.

• Is the entry / program professional and easy to understand?

• Is the message clear, concise, organized and informative?

• Is the entry / program designed and laid out well?

• Is the entry / program creative and / or display originality?

• Is the entry / program compelling enough to engage an audience?

• Does the entry / program relay the image of the school?

• Does the entry / program match the purpose / mission for the school?

• What is the overall impression?

• Have all supporting materials and measurable results been provided?

• Have all requirements been met?

HOW TO SUBMIT ENTRY: Entry to be submitted online. Please review page size/font requirements, file entry formats, file size, file name format procedures and how to submit entry on pages 2-3 of this brochure.

Supporting Materials: (10 points) Please include any necessary supporting materials for the program throughout your entry limiting materials to no more than 5 examples for each area listed below (if applicable).

• Student recruiting materials • Student application materials • Marketing materials for program • Complete outline and syllabus of course(s) • Reading requirements list for students • Sample testing Materials 1. Overview Information: (50 points) Please provide a detailed overview explaining the following information (a-j), in the order listed below, using no more than one (1) page to explain each section: a. Introduction & History of School/University b. Purpose / objective of Event Management PhD Program c. Date program was founded & time frame course is offered d. Number of staff members & student to staff ratio e. Number of students enrolled / number graduated f. Tuition costs / Financial assistance offered g. Overall revenue and expense budget of program h. Writing/Speaking/Testing/Research requirements for students i. Practical event experience required (internships/assigned event management etc.) j. Overall effectiveness of degree/program - Alumni success (what are alumni of program doing now?)

2. Supporting Questions: (10 points) Please answer one of the following questions using no more than one (1) page.

• If the Degree is an existing Degree, what did you do to update / change this Degree from the year before? Were your updates / changes successful? Please provide measurable results / examples.

• If the Degree is a new Degree, what challenges / obstacles did you foresee / encounter in creating the Degree, and how did you handle them?

Spring 2025

IFEA’s ie: the business of international events

63

IFEA/HAAS & WILKERSON PINNACLE AWARD ENTRY CHECKLIST Please be sure to review the following checklist to make sure you have completed everything before, during and after you enter your entries: ❍ REVIEW all the categories in the 2025 IFEA/Haas & Wilkerson Pinnacle Award Brochure ❍ REVIEW the Eligibility Dates for when items entered need to have been produced and / or used for the first time ❍ REVIEW Entry Deadlines on page 2 of brochure. ❍ DECIDE which categories you want to enter. ❍ REVIEW the specific requirements needed to enter each category. ❍ COMPILE all items needed for the specific category. ❍ CREATE your entry(ies) – be sure to include EVERYTHING that is listed for your category. ❍ PROOF your entry before you submit. ❍ SAVE your entry in the file format required for the specific category (either a png, jpg, pdf or an online link). See page 2-3 of brochure. ❍ SAVE the file name for your entry in the format listed on page 2 of brochure. ❍ SUBMIT your entry by going to this page: www.ifea.com/p/industryawards/pinnacleawards/thisyear/EnterHere ❍ REVIEW “To Submit an Entry” instructions on the above page. ❍ REVIEW “Important Notes” regarding proofing, submitting multiple entries in the same category and payment options. ❍ REMEMBER to contact Nia Hovde, CFEE at nia@ifea.com if you need to pay by check for your entries BEFORE you start entering. ❍ COMPLETE Sections 1, 2 and 3 of the online entry form for EACH entry. ❍ PROOF each entry form before you select submit. ❍ SUBMIT your entry. ❍ SELECT “Continue Shopping” to add more entries, or “Check Out” when you’re finished. ❍ WATCH for an emailed receipt and recap of your entries once submitted from ifea@ifea.com. Check your spam/junk folders if it doesn’t arrive in your inbox. ❍ ENTER more entries as needed at any time until the final deadline. ❍ REMEMBER to email ONE (1) high resolution copy of your Organization OR Event Logo to nia@ifea.com. ❍ TIPS & POINTERS? Review some of the Tips & Pointers we’ve gathered from your peers over the years here: www.ifea.com/p/industryawards/pinnacleawards/pinnacle-tips--pointers ❍ QUESTIONS? Review all the FAQ’s listed here: www.ifea.com/p/industryawards/pinnacleawards/pinnacle-faqs ❍ CONTACT: Nia Hovde, CFEE, Vice President/Director of Marketing & Communications at the IFEA if you have ANY QUESTIONS or ISSUES at nia@ifea.com.

64

IFEA’s ie: the business of international events

Spring 2025

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

Building Community

VIBRANCY

Through Innovative and

Experiential Events

By Patrick Stewart, CFEE 66

IFEA’s ie: the business of international events

Spring 2025

As a life-long resident of Panama City Beach, Florida, I have seen its transition from a summer destination with roughly 5,000 full time residents, into a year-round community with approximately 20,000 residents. The days of restaurants and amusements shutting down once the summer was over, are gone. The drive to work that was only riddled with rows of pine trees on either side of the road has now become a thriving corridor for the community.

It all started with the New Year’s Eve Beach Ball Drop. A big idea, casually dropped during a meeting, that eventually took on a life of its own and has since been voted number one for the “10 Best New Year’s Eve drops across the United States”

by USA Today. The event instantly became a huge success, checking all of the boxes for an event that builds community vibrancy. The event is unique, inclusive, and accessible, encourages active participation from diverse groups and it fosters a sense of belonging among residents and visitors alike.

According to the Oxford Dictionary, the definition of vibrancy is the state of being

live, work and play simply matter to our health and well-being. One of the most effective ways to cultivate this vibrancy, at least to this author, is through special events that capture the unique spirit of the community and offer memorable experiences for both locals and visitors.

For me, it starts with community engagement as the foundation for any vibrant city. Engaging residents in special events not only brings people together but it also strengthens community bonds and promotes a sense of ownership and pride. Look to engage your residents by sourcing local talent, partnering with local theatre groups or dance studios to support your themed events. We all know that the grandparents would not miss the opportunity to see their grandchildren perform at an annual holiday event.

Panama City Beach hasn’t always been a vibrant community with year-round visitation and a healthy number of residents. It wasn’t until the early 2000’s that this shift started. I don’t credit the shift solely to special events, but their impact in shaping

A vibrant community is a healthy, supportive, resource-rich environment that inclusively taps human, economic and natural capital to thrive and grow together. full of energy and life, and nowhere is that more important than in the community that you choose to live in. The places that we

the community can’t be denied. In fact, our strategic plan now focuses on the utilization of special events to enhance the Spring 2025

quality of life for all, increase community engagement and to provide cultural and recreational opportunities.

Collaboration is key. Consider joining forces with your community stakeholders, engage with non-profit organizations, schools and others to help them achieve both your events goals, as well as theirs.

In certain instances, you may consider partnering with multiple agencies to increase the event’s success.

Reflecting on our inaugural Gulf Coast Salute Air Show, I recall the remarkable county-wide collaboration involving the City of Panama City Beach, the Convention and Visitors Bureau, the Bay County Chamber and the Panama City Beach Chamber. That type of collaboration builds and strengthens a community, furthering its ability to enhance the quality of life for residents.

Build brand alignment with community sponsors who can reinforce the event and not just contribute monetarily. Sponsors can be one of your greatest assets. Look towards in-kind donations, and event activations that enhance the visitor experience.

Marketing and promotional support works both ways, the sponsor should talk about their participation and support of the event almost as often as your event talks about its appreciation for the sponsor. Providing them with prewritten copy and images for social media never hurts. This practice also applies to your vendors and entertainers.

The correct venue and date will make or break the events ability to build community vibrancy. Take the time to consider the impact the event will have on local infrastructure, police, fire and traffic. Booking the event during peak season would naturally attract a built-in-crowd, but it’s essential to consider that the impacts of your event will affect not only the residents but also every vendor, employee, volunteer, and attendee.

Choose the right venue for your event. Make

IFEA’s ie: the business of international events

67

2023 New Year’s Eve Ball Drop - Focus on experiences that immerse your attendee in the environment. Inviting them to be a part of the event and not just an attendee.

sure it is accessible to everyone. Choosing public parks and street closures as event venues is a great way to create a welcoming atmosphere, as attendees are already familiar with the surroundings.

When planning your city’s event calendar, aim to offer a diverse range of events that appeal to various interests and highlight what makes your city unique. Start with the staple events like tree lightings, Mardi Gras, Christmas parades, New Year’s celebrations, and 4th of July festivities.

Then, add special events that cater to niche markets and unique themes. For example, consider a Pirate’s and Renaissance Festival on Columbus Day weekend or a wine and culinary event in the spring. This mix of traditional and innovative events will help engage a broader audience and showcase the best your city has to offer.

We drop a beach ball on New Year’s Eve because we are a beach destination and we do it twice. The first drop takes place at 8:00 p.m. so that families with young children can celebrate, filling the streets with thousands of inflatable beach balls. The second drop is the traditional drop at midnight, allowing those who are passionate about ringing in the New Year, a fun and immersive environment to gather. It’s unique and appeals to a larger demographic of people.

If you are a municipality or visitors bureau, strongly consider which events you choose to support and sponsor. Ensure they are reinforcing your brand and community goals. Make sure they understand the importance of what your community is trying to build and hold them accountable.

The events that take place in your city steer public perception and resident sentiment.

You can’t have an article focused around building vibrant cities without covering one of the hottest topics in the event industry today, sustainability. There is no doubt that we are seeing a huge shift towards sustain68

ability, not only from the event narrative, but also through our communities. Event attendees are looking for ways that they can reduce their environmental impact.

Give them a reason to feel good about choosing your event. Reduce your single use items and offer options for recycling for the items that you cannot eliminate.

For years, we grappled with over-catering at our events—fulfilling rider after rider and stocking catering tents with food, of which over half would end up going to waste. It is important to have those conversations with your artists and entertainers about meal buyouts. Provide options that help customers feel good about choosing to send a runner vehicle for a to-go order, rather than leaving food on warmers for hours. Remember, there’s no one-size-fitsall solution to the sustainability issue; find what works best for your city.

Special events can breathe life into a community by driving economic growth.

They draw visitors from near and far, who spend money at local hotels, restaurants, and shops. This surge in activity boosts local businesses and creates jobs, both temporary and permanent. For instance, organizing a large festival or concert requires staff for planning, security, and event management, creating employment opportunities for local residents. Additionally, a vibrant event scene enhances the community’s appeal to tourists, residents, and investors, potentially yielding further economic benefits in the long run.

But the impact of special events goes beyond just immediate spending. When visitors spend more, local governments collect more tax revenue, which can be reinvested in things like infrastructure and public services. This improves the overall quality of life for everyone in the community. Successful events also serve to showcase local culture and attractions,

IFEA’s ie: the business of international events

Spring 2025

enticing people to return and extend their stay. This ongoing interest helps diversify the local economy and makes it more resilient. Plus, the excitement generated by these events bring residents closer together, fostering a strong sense of community and shared identity.

Vibrancy in a community is essential for health and well-being, and special events are a powerful tool to cultivate this energy.

Panama City Beach, Florida, has transformed from a summer-only destination to a vibrant, year-round community. Events like the New Year’s Eve Beach Ball Drop played a significant role in this change, becoming a nationally recognized event that fosters community engagement and inclusivity.

When developing your events, I challenge you to find the recipe that enhances your community. Highlight local talent and embrace unique themes to boost residents’ pride and sense of ownership. Collaborate with stakeholders, sponsors, vendors, and entertainers to further strengthen community bonds and improve the City’s overall quality of life. Focus on hot social topics and trends, such as sustainability, because efforts to reduce environmental impact are becoming increasingly important.

Strategically manage your event calendar to find the right fit within your community.

A diverse event lineup that reflects the community’s unique spirit can significantly contribute to its vibrancy and growth.

Overall, pay close attention to your attendees during the event, actively seek their feedback and take a moment to reflect on what is truly important with our events. Community.

Patrick Stewart received his Bachelor’s degree in Recreation, Tourism and Events from Florida State University.

After graduation he was offered a fulltime position as the Sports Marketing and Special Events Coordinator, later being promoted to the Operations Manager and most recently in 2023 to Director of Special Events.

Stewart’s role as Director of Special Events for Visit Panama City Beach is responsible for the development, implementation and management of the Visit Panama City Beach special event programs, including: producing signature events, development of new events, development and enhancements of special event venues, and to serve as the primary liaison between Visit Panama City Beach, the City of Panama City Beach and Bay County.

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!

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: Sally Croker President & CEO Innovative Sponsorships IFEA CITIES, CVB’S & TOURISM VIRTUAL AFFINITY GROUP Moderated by: Tammy Dooley, CFEE Director City of Granbury CVB Moderated by: Rebecca Phillips Recreation Program Super Richmond Parks, Recreation & Community Facilities IFEA VOLUNTEER PROGRAMS VIRTUAL AFFINITY GROUP Moderated by: Whitney Amann Volunteer & Donor Engagement Coordinator National Cherry Festival Moderated by: TaKeyia Dickens, CFEE Community Partnerships Manager National Cherry Blossom Festival IFEA OPERATIONS VIRTUAL AFFINITY GROUP Moderated by: Becky Genoways, CFEE President Genoways Event Management Moderated by: Ira Rosen, MA, CFEE IFEA Foundation Board Immediate Past Chair CEO ILR, LLC, Festival and Event Consulting

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 ART EVENTS VIRTUAL AFFINITY GROUP Moderated by: Stephen King, CFEE IFEA World Board Member Executive Director Des Moines Arts Festival IFEA MARKETING & PR VIRTUAL AFFINITY GROUPS Moderated by: Dave Bullard, CFEE IFEA Foundation Board Member Owner FanFirst Moderated by: S. David Ramirez IFEA Foundation Board Member Principal Consultant SDMRamirez, LLC IFEA PARADES VIRTUAL AFFINITY GROUP Moderated by: Ed Bautista, CFEE Chief Creative and Strategic Officer Bautista Event Specialists Team IFEA GENERAL SESSION 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 Immediate Past Chair City Representative and Director of Special Events City of Philadelphia

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

2025 IFEA WORLD FESTIVAL & EVENT CITY

©

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

ABOUT THE

IFEA WORLD FESTIVAL & EVENT CITY AWARD

©

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

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

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

72

IFEA’s ie: the business of international events

Spring 2025

RECIPIENT CITIES INCLUDE: IFEA World Festival & Event Award recipient cities come from all over the globe including such cities as: Sydney, Australia; Dubai, United Arab Emirates; São Paulo, Brazil; Rotterdam, The Netherlands; Nice - Côte d’Azur, France; London - England Jinju City, Gyeonsangnam-do, South Korea; Krakow, Poland; Philadelphia, Pennsylvania, USA; Denver - CO, USA; Greater Palm Springs - CA, USA; Milwaukee - WI, USA; Louisville - KY, USA; Ottawa - Ontario, Canada; Boston - Massachusetts, USA; Tucson, Arizona, U.S.A.; Des Moines, Iowa, U.S.A.; Maribor, Slovenia; Taupõ - New Zealand; New Taipei City, Taiwan; Phuket, Thailand; Ballito-KwaDukuza, KwaZulu-Natal, South Africa, and much, much more. A complete list of winning cities and details about each can be found at www.ifea.com.

ENTRY INFORMATION Quick Reference Guide

DEADLINES

• Entry Deadline: 11:55 p.m. (Mountain Time Zone) – Wednesday, July 16, 2025 • Entry must include completed entry, additional requested details and application form with payment • Due to time constraints in judging, late entries cannot be accepted.

FEES

The total cost to enter the IFEA World Festival & Event City Award© is $895 (U.S. Dollars) for IFEA Members and $1195 (U.S. Dollars) for non-IFEA Members per entry. Payment may be made using a Visa, MasterCard or American Express credit card or by Check (made payable to the IFEA)

ELIGIBILITY

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

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

JUDGING

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

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

74

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

SCORING SYSTEM

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

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

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

SELECTION AND NOTIFICATION

• Award Recipients will be notified via email

by Wednesday, August 13, 2025. Notification will go to the primary contact listed on the entry application.

• The 2025 IFEA World Festival & Event City Award© will be presented during the next IFEA Annual Convention & Expo.

Each recipient city will be highlighted in a brief video presentation at the award ceremony and on-site throughout the convention.

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

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

MAXIMIZING YOUR AWARD

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

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

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

IFEA’s ie: the business of international events

Spring 2025

• Winning recipients will be provided with the rights to use the 2025 IFEA World Festival & Event City Award© Winner logo on their websites, press releases and other appropriate City letterhead, brochures, marketing materials, etc.

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

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

RELEASE & USAGE

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

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

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

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

ENTRY REQUIREMENTS

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

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

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

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

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

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

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

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

NEW ALL ENTRIES SUBMITTED ONLINE

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

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

IMPORTANT DETAILS

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

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

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

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

ENTRY FILE NAME FORMAT

Please save the file name for each of your entry components, using the following format, with no spaces: • Beginning of each component file name: 2025IFEACityAward • Middle of each component file name: Your City Name, State and Country • End of every component file name: Component Name • (Components include: Description; Media; Photograph; Video; Letter; Main Entry.)

• File extension: (.pdf | .jpg | .png | .xlsx) An example of an actual file name would be: 2025IFEACityAwardBoiseUnitedStatesMainEntry.pdf

ENTRY FILE TYPE FORMAT

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

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

HOW TO SUBMIT ENTRIES

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

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

Link must remain active until November 21, 2025.

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

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

File upload size limit is 20MB per component.

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

TIPS & POINTERS

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

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

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

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

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

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

QUESTIONS

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

IFEA World Festival & Event City Award

©

ENTRY REQUIREMENTS

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

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

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

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

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

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

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

Section 1.

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

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

Section 2.

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

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

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

Section 3.

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

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

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

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

Section 4.

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

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

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

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

78

IFEA’s ie: the business of international events

Spring 2025

Section 5.

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

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

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

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

Section 6.

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

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

2024 IFEA World Festival & Event City Award Recipients

• Gwangju Dong-gu, Republic of Korea • McAllen, Texas, United States • Milwaukee, Wisconsin, United States • Philadelphia, Pennsylvania, United States • Phuket, Thailand • Pittsburgh, Pennsylvania, United States

• Port Macquarie Region, New South Wales, Australia • Sydney, New South Wales, Australia • Tucson, Arizona, United States

2016 IFEA World Festival & Event City Award Recipients

• McAllen, Texas, United States • Philadelphia, Pennsylvania, United States • Sukhothai, Thailand • Tongyeong, South Korea

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

2022 IFEA World Festival & Event City Award Recipients

2015 IFEA World Festival & Event City Award Recipients

2023 IFEA World Festival & Event City Award Recipients

• Chiang Mai, Thailand • Jinju, South Korea • McAllen, Texas, United States • Penghu, Taiwan • Philadelphia, Pennsylvania, United States

2019 IFEA World Festival & Event City Award Recipients

• Coffs Harbour, New South Wales, Australia • Gimje-Si, Jeollabuk-do, South Korea • Philadelphia, Pennsylvania, United States • Rotterdam, South Holland, The Netherlands • Sydney, New South Wales, Australia • West Palm Beach, Florida, United States

2018 IFEA World Festival & Event City Award Recipients

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

2017 IFEA World Festival & Event City Award Recipients

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

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

2014 IFEA World Festival & Event City Award Recipients

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

2013 IFEA World Festival & Event City Award Recipients • Boston, Massachusetts, United States • Hwacheon-Gun, Gangwon-do, South Korea • Nice, Côte d’Azur, France • Ottawa, Ontario, Canada • Rotorua, Bay of Plenty, New Zealand • Salvador, Bahia, Brazil • Sydney, New South Wales, Australia

2012 IFEA World Festival & Event City Awards Recipients

• Ballito-KwaDukuza, KwaZulu-Natal, South Africa • Campos do Jordão, São Paulo, Brazil • Denver, Colorado, United States of America

• Dubai, United Arab Emirates • Dublin, Ohio, United States of America • Grapevine, Texas, United States of America • Hampyeong-gun, Jeonlanam-do, Korea • Lhasa, Tibet Autonomous Region, People’s Republic of China • London, England • Maribor, Slovenia • Newcastle, New South Wales, Australia • Republic of Trinidad and Tobago, The • Sydney, New South Wales, Australia

2011 IFEA World Festival & Event City Award Recipients • Dubai, United Arab Emirates • Gimje-si, Jeollabuk-do, South Korea • Indianapolis, Indiana, United States • Johannesburg, Gauteng, South Africa • Joinville, Santa Catarina, Brazil • Meizhou Island of Putian City, Fujian Province, China • Reykjavik, Iceland • São Paulo, São Paulo, Brazil • Shanghai, China • Sydney, New South Wales, Australia

2010 IFEA World Festival & Event City Award Recipients

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

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

WHAT DOES MEMBERSHIP WITH THE IFEA PROVIDE YOU?

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

Sponsored by

IFEA VIRTUAL AFFINITY GROUPS

ONLINE WEBINAR

Sponsored by

SE R I ES

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

82

IFEA’s ie: the business of international events

Spring 2025

How to Become a DIFFICULT Person

By Steve McClatchy

The board meeting was taking place on the top floor of a high-rise building. The floorto-ceiling windows presented a perfect view of the Philadelphia skyline. The high-back leather swivel chairs and the breakfast buffet, complete with waffle station, completed the impressive atmosphere.

We weren’t five minutes into the meeting when the executive who presented first shared a statistical fact about the business that a particularly difficult person in the room didn’t like. That difficult board member argued with the presenter and disputed the fact until all the time for the presentation was taken up and the presenter never got a chance to finish or make their point. It was agreed that the PowerPoint would be emailed to everyone while they moved on to my presentation.

What they didn’t know was that my presentation was on the topic of maturity and described exactly what I had just witnessed, and how situations like this derail productivity and dismantle engagement for everyone who witnesses them.

Have you ever decided to become a difficult person? There are lots of things that can trigger your conscious or subconscious decision to become difficult. It could be because you’ve been disrespected or exploited, you don’t feel valued, you don’t like someone, you feel inferior or jealous, or possibly you are just plain exhausted.

It’s like a switch that gets flipped and, in an instant, you become difficult. You now have two goals, and they are to waste

time and stop progress. Let me give you some examples.

• I was recently in an Uber that was being tailgated and instead of pulling over or speeding up to defuse the situation, the driver decided to drastically slow down and become a difficult person.

• When visiting one of my clients I noticed that he was in “difficult person” mode, and I asked how he got there. In a large meeting his colleague took credit for his big idea and as a result he was going to make his colleague’s life as difficult as possible.

• An acquaintance recently told me that he had some work done on his house and didn’t like the contractor that did the work. He said the guy didn’t do a bad job; he just thought the guy was a jerk. He then proceeded to drag out the payments just to be difficult.

• One of my clients received an email about a problem that didn’t make her look good and the email copied four other people. She now copies other people every time she sends an email to that colleague.

• An executive at a large insurance company was on a retreat at a beautiful resort with an executive team that he resented. The executive did nothing Spring 2025

but complain about every service and amenity at the resort so that no one enjoyed their stay.

My niece works at a fast-food restaurant where you place your order and pay at the counter, and then you wait in a seating area for them to bring your food out to you.

When you pay with a credit card you are prompted on the screen to give a tip. If you don’t leave a tip then they make you wait longer for your order.

• I was delivering a workshop for hotel staff and we were talking about difficult customers and how they deal with them. They told me there are lots of ways to get even for not being treated with respect by a customer. One of the things you can do is to “accidentally” not activate their electronic room key.

When they get to their room with all their stuff their electronic key card doesn’t work which means they have to lug all their stuff back to the front desk to get it activated.

When you make the decision to become difficult your goal is simple - waste time and stop progress. To accomplish this, you will find yourself doing one of three things. You will either break agreements, argue/disagree with facts, or complain outspokenly about what’s wrong while ignoring anything that is right. These tactics are guaranteed to waste time and stop progress in any situation.

First, we will discuss agreements. Your agreements can be either explicit or implicit.

Explicit agreements are agreements where both parties verbally, digitally, or in writing agree to do something. Implicit agreements cover how you and the other party are expected to behave and treat each other while executing your agreements. For example, we can explicitly agree that you will pay me a certain amount of money to mow your lawn and implicitly agree that we will treat each other with dignity and respect as we complete the agreement. If either agreement is broken one of three things will most likely happen. We can repair the broken agreement with an apology and commitment to adhere in the future, we can decide to end the relationship, or we can play passive-aggressive games including breaking all future agreements. If you have ever decided to play passive-aggressive games instead of addressing the broken

IFEA’s ie: the business of international events

83

agreement directly by either fixing or ending the relationship, then congratulations, you have become a difficult person.

How do you use facts to become a difficult person? A fact is a fact; they are irrefutable, undeniable, and filled with evidence-based information. Yesterday’s weather, stock market performance, and game scores are facts. You can’t change them or argue them. Even if you don’t like me, you can’t argue when I say it was 75 degrees outside yesterday. If I state an evidence-based fact you would have to agree with me, right? What if you would rather do anything in the world except agree with me? What if you have decided to become a difficult person? If you really wanted to you could find a way to argue with anything I say, even if it is a “fact”.

Facts are usually expressed within a context.

If you want to argue a fact, all you have to do is change the context. When I said that it was 75 degrees yesterday you could easily argue that fact by saying, “not in Canada!” or “not at 11am” or “in the afternoon it went above 75.” To argue or disagree with facts all you have to do is take them out of the context in which they were intended. As a result, all progress is stopped, and that was your goal when you made the decision to become difficult, so you win.

Focusing on what’s wrong instead of what’s right is a big timewaster as well.

Complaining about people, places, things, or circumstances is an easy way to ruin any event or interaction designed to celebrate, reward, recognize, or enjoy time together.

If this is what the event or interaction is designed to achieve, complaining deflates that positive energy and then all the time and effort spent on that event was just wasted. Congratulations, you win! If you want to take your difficulty to the next level you can even say that you are happy and that everything is fine while acting angry, upset, moody, sad, and are maybe even giving a few people the silent treatment.

This not only wastes time by destroying the goal of celebrating, but it gives you a cover.

If anyone calls you on it, you can deny it and ask why they are being so sensitive!

You probably now have a pretty good understanding of what I’m talking about when I say, “decide to become a difficult person.” Being difficult destroys someone’s influence as a leader. We have all felt the impulse to do these things and a mature person doesn’t give in to the impulse. They take the high road. They don’t give in to the desire to prove they can win or make the other person lose.

If you are upset that you have been 84

disrespected, address it privately, one-on-one. Address the emotion that you sense is behind the behavior, instead of the behavior itself. Say something like, “I’m sensing that you’re frustrated” and if that doesn’t draw out the problem, then bring up the behavior that revealed the emotion.

If they still deny it, then let them know if they ever want to discuss it, they should come directly to you. If their behavior continues, do this again one-on-one and use the same approach. This will show that you do not participate in relationship games, and the problem will be confronted and not brushed aside. This actually builds the trust that your employees have in you because it demonstrates consistency and maturity. Don’t get even by disrespecting the other person, this only ruins your influence and your ability to lead.

If someone breaks an agreement and doesn’t come to you and apologize, then you need to go to them. Address it privately with them by saying, “I need your help with something, do you have a minute? We had an agreement, and we are no longer in alignment with the agreement, and I need your help.” Notice this little script doesn’t include asking why they broke the agreement, stating the impact of the broken agreement, or even threatening or punishing the person. This script is short, it’s easy, and you won’t believe how effective it is, and how quickly you can restore function in the relationship. If they get angry, let them know that if you can’t talk about it without yelling, then you are going to wait until there will be no yelling. If they accuse you of something else as a retaliatory or distracting tactic, tell them you are willing to talk about that after you address the current broken agreement. If they get silent and retreat, tell them that all you are looking for is confidence that this won’t happen again in the future. Addressing broken agreements without damaging trust and being able to move the relationship forward afterwards is an important leadership skill that very few people have, which makes it very valuable in the marketplace.

If someone is arguing for the sake of arguing, or misrepresenting facts, take a break, get one-on-one and call it out in a gentle but respectful way. Something like “I’m sensing that this meeting is not going anywhere. Do you want to discuss how to fix this?” Usually, they won’t even ask you what you are talking about because they know how obvious it is. You will find that if you create a safe environment and show genuine concern for why they are being difficult they will share with you exactly

IFEA’s ie: the business of international events

Spring 2025

what’s bothering them. If you can fix it by apologizing and/or accepting an apology and making new agreements moving forward to ensure it won’t happen again, you will save time and productivity, and increase engagement in the relationship.

Instead of playing passive-aggressive games, face what has happened head on and address it. It might be uncomfortable, but it’s the mature thing to do. If done correctly, you can save the time that was about to be wasted, restore progress, and increase your influence as a leader.

We need more people that have these skills in the business world. This level of maturity will enhance the speed and quality that your team, workgroup, or organization produces so that your business can consistently thrive and grow in the marketplace, where the best and fastest win. We also need more people that have these skills outside of the business world to foster more harmonious relationships and increase satisfaction in our personal lives.

Maturity is no joke. If you have a leader who needs to develop these skills, get help. You won’t only be helping them; you will be helping everyone that works with them. If you are trying to increase your engagement scores and keep your best talent from leaving, skilling your leaders in this area is job one. If you are considering promoting someone who is a top performer but doesn’t have these skills, get them proficient in this area first. Leading people is not the same as doing a job well. It’s actually an entirely different job altogether. If you want to discuss working together in these areas reach out to me at Steve@Alleer.com.

The content for this article is taken from my new book titled Leading Relationships which will be released in February 2025 by leading business book publisher, John Wiley & Sons and can be pre-ordered here.

To receive future articles to help you on your journey to building high performance relationships, connect with me on LinkedIn. Steve McClatchy is a keynote speaker and author of the award-winning New York Times Bestseller Decide: Work Smarter, Reduce Your Stress & Lead by Example. In every speech Steve weaves insight, interaction, and actionable content with humor, inspiration, and motivation. If you would like to learn more about having Steve deliver a keynote speech or workshop for your organization or association, email Steve@Alleer.com or call 610-407-4092.

Omni Rancho Las Palmas Resort & Spa Palm Springs, CA U.S.A. Sept 23 & 24, 2025 Connect with buyers in person and keep your company’s name top of mind when it comes time for them to spend.

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

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

Spring 2025

IFEA’s ie: the business of international events

85

FESTIVALS WITHOUT BORDERS

WITH ROBERT BAIRD

PROS AND CONS

OF AI (ARTIFICIAL INTELLIGENCE)

I

f you ask an Artificial Intelligence (AI) to tell you its pros and cons, you get this: Artificial intelligence (AI) has many potential benefits, but it also presents some challenges: • Pros • Efficiency: AI can make work more efficient and productive and can automate repetitive tasks.

• Convenience: AI can improve everyday life and standard of living.

• Accessibility: AI can help marginalized groups by making things more accessible for people with disabilities.

• Safety: AI can improve workplace safety.

• Unbiased decisions: AI can make unbiased decisions.

• 24/7 uptime: AI can run 24 hours a day, 7 days a week without needing a break.

• Cons • Job displacement: AI could cause mass unemployment as robots replace people.

• Privacy risks: AI poses dangerous privacy risks.

• Disinformation: AI can be easily politicized, spurring disinformation and opinions masquerading as facts.

• Racism: AI can hurt racial minorities by repeating and exacerbating human racism.

• Lack of emotion and creativity: AI lacks emotion and creativity.

• Ethical concerns: AI may use questionable data collection practices.

• Too good to be true: AI can produce information that is “too good to be true”.

To ensure that AI serves the greater good, it’s important to strike a balance between its potential benefits and drawbacks.

Now, me: As attractive as AI might be to help us function more efficiently, we must remember that it is simply a tool and, as a tool, requires attention to its use, lest we suffer injury. So, how can we use it at festivals?

• Sustainability: AI can analyze on-site waste management and energy consumption and help improve both.

• Crowd Management: AI can analyze visitor behavior and location to identify overcrowding and potential safety issues. AI can also help reduce wait times and guide attendees to less crowded areas.

• Security: AI can identify potential threats and can alert security to ensure crowd safety.

86

IFEA’s ie: the business of international events

Spring 2025

• Box Office and Ticket Pricing: AI can provide instant sales data and even set event pricing according to desirable algorithms set by the festival.

• Inventory: AI can track sales across the board, adjust inventory levels and automatically replenish low items.

• Scheduling: AI can create complex work schedules using information on the availability and responsibilities of staff and volunteers • Website Creation: AI can be used to create festival websites.

So, what’s the downside?

Well. An AI might schedule jobs so efficiently that people end up losing their jobs. Efficiency has a place but there may be other considerations which an AI cannot entertain. The fact is that an AI is not a human being. And for all our faults and foibles, we can exercise human judgement and consider a wide range of factors that simply cannot be programmed into an AI. Since an AI is not human, it cannot, by definition, exercise humanity. So, there is no empathy or sympathy or compassionate consideration when needed.

And, given that an AI can possibly access a multitude of data and then utilize that data in ways we cannot even imagine, there is a real possibility of security being breached and that sensitive information will be exposed, and violations of privacy may occur which will, in turn, jeopardize the reputation of your organization and render it liable for any such breach.

In the end, this tool must be judiciously used, and specific guidelines and parameters must be set to control AI and make best use of it. AI is here to stay, and we should enthusiastically embrace what it can do, guard against any negative consequences and reap the benefits of this enhanced and amazing technology.

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

88

IFEA’s ie: the business of international events

Spring 2025

How to REWIRE YOUR BRAIN for Success

By Margaret Graziano

The human brain is incredibly adaptable.

It holds the potential to change, learn, and grow throughout our lives. However, many people unknowingly sabotage this by operating with a fixed mindset, the belief that abilities and intelligence are static.

Research shows that this mindset limits personal and professional success, as well as discourages any positive change.

On the other hand, a growth mindset, the belief that skills can be developed, unlocks boundless possibilities.

Do you feel stuck, unmotivated, or frustrated by repeated challenges?

Maybe you find yourself resisting new experiences or feeling overwhelmed and burnt out by stress. These are just a few of the symptoms of a fixed mindset.

The key to shifting from a fixed to a growth mindset is in the chemistry of our brains. The chemicals dopamine, serotonin, endorphins, and oxytocin all play a role in our motivation, emotional resilience, and adaptability. If your brain has lower levels of these chemicals, change becomes a challenge. However, just adding some simple self-care practices to your life can increase these neurotransmitters and prime your brain for growth.

8 Strategies to Rewire Your Brain 1. Improve Your Sleep Habits Sleep is foundational for mental and physical health. During sleep, the brain clears toxins, consolidates memories, and prepares for new learning. Aim for 7–9 hours of consistent, high-quality sleep by establishing a bedtime routine, avoiding screens before bed, and creating a relaxing sleep environment.

2. Eat for Brain Health Nutrition profoundly impacts the brain. A diet rich in fruits, vegetables, lean proteins, and complex carbohydrates supports the production of neurotransmitters like serotonin. Avoid processed foods and added sugars, as they can disrupt your gut microbiome and negatively affect mood and cognitive function. Even small dietary changes, such as reducing sugar or increasing fiber intake, can make a noticeable difference.

3. Get Moving Regular physical activity boosts endorphins, reduces stress, and improves overall brain function. Even moderate exercise, like walking, swimming, or yoga, oxygenates the brain and strengthens its adaptability. Consistency is key, so find a form of movement that feels enjoyable and sustainable.

4. Practice Mindful Focus In today’s fast-paced world, constant distractions diminish focus and productivity. Train your brain by practicing mindfulness or meditation. Focus on one task at a time, and take periodic breaks from technology to recalibrate your attention. Even five minutes a day of deep breathing or intentional concentration can improve your ability to manage stress and improve clarity.

5. Calm Your Mind Chronic stress impairs the brain’s ability to adapt and grow. Counteract stress by engaging in calming activities like nature walks, deep breathing exercises, or journaling. Quiet moments allow the brain to reset and process information more effectively. Immersing yourself in peaceful surroundings, such as a park or forest, can significantly lower cortisol levels and foster a sense of well-being.

6. Embrace New Experiences Novel experiences stimulate neuroplasticity by challenging the brain to form new connections. Learning a new skill, taking up a hobby, or exploring a creative activity all encourage growth and adaptability in your brain. Whether it’s learning to cook, play an instrument, or paint, pushing yourself to try something unfamiliar keeps your brain active and flexible.

7. Cultivate Gratitude Gratitude directly impacts brain chemistry by increasing dopamine and serotonin levels. Start a daily gratitude journal to focus on the positive aspects of your life. This simple practice shifts your perspective toward growth. Gratitude also enhances your relationships, which strengthens social bonds and further supports emotional health.

Spring 2025

8. Engage Your Senses Deep observation helps you become more present and aware of the world around you. Take time to fully engage your senses, whether it’s savoring the taste of food, listening to the sounds of nature, or noticing details in your surroundings. This practice promotes mindfulness, stimulates curiosity, and encourages a sense of wonder about the world.

The Growth Journey Starts Now Rewiring your brain is not an overnight process. It requires discipline, rigor, and the development of the right habits. By incorporating even just a few of these selfcare strategies into your life, you’ll create the foundation for sustained personal and professional growth.

Start with one practice today, and commit to building from there. Small, consistent changes lead to significant transformations over time. Embrace the journey, and watch your mindset shift from thinking about what isn’t possible, to everything that is possible.

Having an open mindset is a necessity.

With rapid advancements in technology, shifting social landscapes, and global challenges, those who stay curious, adaptable, and open to new ideas are the ones who thrive. An open mindset encourages innovation, strengthens relationships, and helps us navigate change with confidence. On the other hand, holding onto rigid beliefs or outdated views can lead to missed opportunities and stalled growth. In a world that rewards flexibility, a closed mind can hold you back more than ever before.

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.

IFEA’s ie: the business of international events

89

2025 IFEA It’s time to present the IFEA’s most prestigious honor. It’s time to induct someone into the IFEA Hall of Fame for 2025. Who will it be? Will it be your own Executive Director? Will it be one of your mentors? Will it be a colleague you’ve met at an IFEA Annual Convention? Will it be… you? Who that person will be is up to you. Now is the time to submit a nomination for that leader and recognize them for their outstanding achievements and contributions to the festivals and events industry.

QUALITIES AND CHARACTERISTICS OF THE IFEA HALL OF FAME Induction into the IFEA Hall of Fame is a mark of distinction, reserved for those who have made exceptional contributions to the festivals and events industry. These individuals are not only recognized for their achievements but also for the qualities that have set them apart as leaders, innovators, and mentors. IFEA Hall of Fame Inductees embody many of the following key qualities and characteristics—traits that illustrate their lasting impact on the industry and the high standards they uphold.

• Visionary Leadership: Demonstrates a forward-thinking approach and has guided successful events or initiatives that have had a lasting impact on the industry.

• Commitment to Excellence: Consistently strives for high standards in event planning, management, and execution, with a commitment to quality that sets an example for others.

• Industry Innovation: Known for introducing new ideas, concepts, or technologies that have shaped the way events are planned and experienced, enhancing the industry’s progress.

• Professional Integrity: Maintains a reputation for honesty, ethics, and reliability within the industry, earning respect from peers, partners, and attendees alike.

• Mentorship and Support of Others: Shows a dedication to nurturing future industry leaders, sharing knowledge, and offering guidance to colleagues and newcomers in the field.

• Service to the Community and Industry: Engages in initiatives that positively impact the community and contributes to the growth and betterment of the festivals and events industry as a whole.

• Achievement and Impact: Has a proven track record of successful events, influential projects, or initiatives that have had a measurable, positive effect on the industry or community.

• Global Impact and Reach: Recognized not only on a local level but also on a national or global scale for contributions that have raised the profile of the events industry worldwide.

• Long-standing Dedication: Has many years of experience and commitment to the field, with a body of work that demonstrates consistency, resilience, and dedication.

• Adaptability and Resilience: Known for effectively navigating challenges and adapting to industry changes, showing resilience and innovation even in difficult circumstances.

ABOUT THE AWARD: Known as the associations most prestigious honor, the IFEA Hall of Fame recognizes those outstanding individuals who, through their exceptional work and achievements, have made a significant contribution to the Festivals and Events Industry and a profound difference in the communities they serve, both locally and internationally. The International Festivals & Events Association is now accepting nominations from its members for those individuals who meet this to be inducted into the IFEA Hall of Fame.

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

(Current IFEA World Board of Directors, IFEA Foundation Board of Directors and IFEA Staff Members are not eligible to be nominated*).

HOW INDUCTEES ARE SELECTED: Once nominations have been received, the IFEA Hall of Fame Committee, comprised of members of the IFEA World Board of Directors, will review all nominations and select one or more individuals to be honored into the IFEA Hall of Fame.

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

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

NOMINATION DEADLINE: Nominations should be submitted no later than 5:00 PM (MDT) Wednesday, June 11, 2025.

Spring 2025

IFEA’s ie: the business of international events

91

The Event Planner’s Survival Guide

By Mairin Petrone, CFEE First Aid Kit flashlight

Pencils & Pens sunglasses

water

fire hydrant

Energy bars

Bug Spray

cell phone

work boots

gloves Caffeine

duct tape rain coat

underwear

drill 92

IFEA’s ie: the business of international events

sun screen Spring 2025

Event producers are tough. We’re adaptable. We’re anxious. We’re stressed. We share “I have shown up to my event naked” nightmares.

Most importantly, we’re planners, and we like to be prepared.

We’ve all heard of the “event bag”, right? Usually, a pre-packed tote or toolbox full of the basics like tape, scissors, zip ties, and sharpies. I don’t know about you, but I am one of those people who shows up to an event not just with an “event bag” but with several event suitcases. I can’t imagine the thought of getting a blister and not having a special blister Band-Aid on hand. Or not having scissors strong enough to cut a zip tie. Or forgetting my allergy medicine. Or having my phone die without a charger ready to go. Or needing rope and not having rope and then having to waste an hour of precious event build time going to get rope. Time is money and preparedness is sanity! I have been known to show up to my temporary event offices with so much stuff that my teammates poke fun at me. Those same teammates are very grateful when I happen to have the exact size Allen wrench that they needed or, rope, obviously.

This topic came up a lot in my recent work with the Pennsylvania Horticultural Society’s Philadelphia Flower Show. As we all know, the COVID-19 pandemic changed a lot about events - masks, distancing, enhanced cleaning, handwashing stations, etc. For the Philadelphia Flower Show, this change took on the form of moving the world’s largest and longest running flower show outdoors for the first time in almost two hundred years.

Events outside are completely different animals. Your exposure changes drastically and a significant number of things shift when you take away that ceiling and four walls. You’re probably thinking of things like generators and cabling for power, tents for shade and rain protection, enhanced security, new layouts, etc.

I wonder if you have considered your people and yourself yet. If not, prioritizing preparing yourself, your staff, and your volunteers to be outdoors is key to the success of your event. Happy and healthy

team members will likely result in more productivity and more efficiency, which will lead to a better experience for your event attendees, vendors, sponsors, and so on and so on. It is so important to be prepared mentally, physically, emotionally, spiritually, and practically. Take care of your body, your mind, and your event!

The Philadelphia Flower Show began in 1829 and has since been held indoors, most recently in the Pennsylvania Convention Center. Now that the pandemic has subsided, the event has moved back indoors but in 2021, COVID forced the incredible team behind the Show to rethink how and where the event would occur and a move outside felt like the smartest and safest decision. The team spent two wild and wonderful years in Philadelphia’s FDR Park and having spent many years working on outdoor events, I thought it would be helpful to share some tips with the team who had never done an event outside before. I pulled from my own experience and polled my event producing community on social media to create the ultimate event survival guide.

Now that COVID-19 appears to be behind us, this list has since taken on a new form to be inclusive of all events, both those indoors and outdoors, casual and fancy, personal and professional, small and large, and everything in between.

Disclaimers: Not every item or tip and trick in the below list is for everyone. Some items may feel like total “no brainers”.

Some planners may not have the resources to acquire all the below items. Whether you are a seasoned event producer or brand new on the scene, I hope you are at the very least able to find a few helpful nuggets in this guide. Or you can be just like me and roll up to every event with several suitcases full of literally every single item listed below and then some!

Trust me, they’ll laugh in the beginning and then thank you later.

Spring 2025

Event Survival Guide What to wear: • Shoes o Good, broken in shoes o Water proof o Work Boots o Consider changing shoes daily o Consider having a second pair on hand o Rain boots – keep nearby o Always have extra dry socks o Compression socks o Dr. Scholl’s Inserts • Fanny packs – stylish and practical or a murse or shoulder bag • Hats – sun and rain protection • Sunglasses • Sunglass neck strap • Eye glass cleaner (if applicable) • Contact lens solution (if applicable) • Consider cargo shorts – no one will judge you, I promise • Tide to go • Rain coat (I recommend frogg toggs) • Downy wrinkle releaser • Change of underwear (things can get sweaty!)

• Mini, travel sewing kit • Poncho • Safety Pins • Sweater or sweatshirt for chilly evenings or mornings (recommend layering) First Aid/Medical/Health/Safety Items: • Band-aids • Blister band-aids • Blister prevention stick • Sunscreen • Chapstick • Bug spray • Anti-itch – cortisone, etc.

• Tylenol, Motrin, Aleve etc.

• Inhaler – if needed • Epipen – if needed • Trick for bees: put a dryer sheet in your pocket • COVID specific o Extra Masks o Gloves o Hand sanitizer o Hand wipes o Cleaning wipes o Lysol • Hand warmers • Icy/hot, Biofreeze, Arnicam etc.

• Tums • Other personal meds • Gold bond • Tampons, pads, birth control • Kleenex

IFEA’s ie: the business of international events

93

• Seasonal Allergy Meds • Lotion Food and Beverage: • Stay hydrated! Stay hydrated!

Stay hydrated!

• Don’t forget to eat – consider packing small snacks like granola or protein bars • A small cooler for snacks and drinks is always recommended!

• Energy bars/power bars • Gatorade • Caffeine of your choice (but not too much!)

• Liquid IV Technology/Personal Supplies: • Phone wall charger • Portable phone charger and cord • Personal wifi hotspot (if you have one) • iPad • Computer and charger • Portable power bank • Sharpies • Pencils/Pens Hygiene: • Deodorant • Foot spray • Gum • Floss • Toothbrush, toothpaste • Hair brush • Comb • Mints • Body wipes • Hair spray • Extra hair ties • Safety Pins • Mini sewing kit • Bobby Pins • Shoe inserts Attitude: • Sense of humor • It is not IF something goes wrong, it is when – be prepared!

Pre-event tips (the last thing you want to do is find out your driver’s license expired or your car insurance lapsed mid-event!): • Get a good night’s sleep as much as you can!

• Get any routine medical visits out of the way well in advance – dentist, PCP, etc.

• Stock up on your personal toiletries if you’re running low • Take care of vehicle oil changes, inspections, etc. early if they expire during event • Check on any other items with expiration dates – driver’s license, car insurance,

94

car registration/inspection, passport, TSA precheck, etc. – and try to handle in advance • Review any on site protocols and emergency plans • Put all important contact numbers into your cell phone favorites • Plan outfits in advance and lay out your clothes • Keep up with vitamins, vitamin c, etc.

• Pay all personal bills in advance of event so you don’t forget during Kids!

Do you have kids? If so, this section is for you. My wife, Brittny, and I just welcomed a baby girl, Parker! Now, my event prep has totally leveled up. In addition to preparing myself for my event season, I am now responsible for preparing her for those busy times. It is important to me to make sure that my wife and our daughter are all set for my long days away. And to make sure I have everything I need in case Parker needs to be with me at all during events (she is my succession plan, after all). Here are some recommendations and things to think about if you and/or your spouse are unavailable to your family for long stretches before, during, and after your event: • Childcare!

• Kid’s doctor’s appointments – pediatrician, dentist, etc.

• Kid’s medication refills, if necessary • Diapers, diaper cream, wipes, etc. should all be well stocked prior to an event • Clothing o Back to school clothes/uniforms o Laundry is all set • Food o Are you breastfeeding/pumping?

Make sure you have a pumping plan, location to nurse, etc. o Are you formula feeding? Make sure you have enough formula on hand to last for the duration of your event. o Older kids? Plan meals for them if your childcare is unable to. You can freeze meals, order groceries, etc.

• Events in late summer/early fall o Is your back-to-school shopping with your kids done? Do they have all their school supplies, books, clothes, uniforms, etc.? o Are after school/extracurricular activities registered for? Sports uniforms ordered?

• Events around the holidays o Is your holiday shopping done? o Do you need to get your kid’s teachers presents?

• Events in the spring o Are summer camps lined up?

IFEA’s ie: the business of international events

Spring 2025

o Childcare? o Summer activities?

• Will your kid(s) be attending your event for long stretches? o Have activities planned for them o Pack sunscreen and lots of meals/snacks o Bring a pack-n-play, diaper bag, change of clothes, etc., if appropriate o Create an emergency plan for the kids – where will they meet you if something goes wrong, who at the event site should they go to with an issue, are there areas they should avoid at the event, etc.

Below you will find even more ideas about what supplies to have with you at an event! Do you have anything that you would add to this list? I’d love to hear from you! Wherever and whenever your event is, I hope that you always show up prepared for anything and everything that may come your way!

Other Handy Supplies: Air compressor for tires Foam floor pieces/fatigue mats Gaffers tape in varying colors Batteries (AA, AAA, D, etc.)

Box cutters Brooms and dustpans Buckets Bug spray Bug swatter / zapper Bungee Cords Cable drum Cable ties of varying lengths and thicknesses Caution tape Chalk chalk spray Clorox / Lysol wipes Coded locks for portable restrooms Cones of varying sizes Contact Person Lists (emergency, staff, etc.)

Cordless Screwdriver Crowbar Disposable gloves (latex, nitrite, vinyl) Dollies Drill Drill set / bits Dry Erase Markers Duct Tape Extension cords Fans Fire extinguishers Flags (safety) Flashlights Foil, saran wrap, wax paper Funnels Garbage bags of varying sizes, colors,

and Thickness Gum / Mints Hammers, nails, screws Hand Sanitizer / Hand Wipes Highlighters Jumper cables Key rings Knives Kwik covers / table covers Ladder Laminator Laminator sheets Locks and chains for gates, etc.

Marking spray Masking Tape Measuring tape, laser measurer Megaphone Moving pads Mr. Clean Magic Erasers Office paper products (plates, cups, napkins, silverware) Painters Tape Paper towels Parking tape Pencils Pens Phone charger USB bricks Plyers Power strips Raid (pest control) Replacement blades (carpet knife /

box cutter) Rolls of wire, insulation Ropes of varying thicknesses and lengths Rubbing Alcohol Pads Safety vests Scissors – always have lots of scissors Scotch Tape Screwdrivers (flat / Phillips head) Sharpies – always have lots of Sharpies Snacks Sponges Staple gun Staples Staplers Step ladder Surge Protectors Sunscreen Table covers Tarps of varying sizes and colors Tension straps Tissues Toilet paper Toolbox with varying tools Tote bags Towing cables Traps – fly, mouse, ant Umbrellas / Rain Gear Velcro Water WD40 Wetvac

Whistles White Board Windex Wire cutters Working Gloves, light and heavy duty Wrenches Ziplocs of varying sizes Mairin Petrone is an independent event contractor and consultant. She most notably serves at the Executive Director and President of the Pittsburgh Irish Festival, Founder of BRIGID – a celebration of Ireland’s Patron Saint, and as Development Director for Family Focus Media, LLC., a publishing company in Philadelphia. She has also done work for the Pennsylvania Horticultural Society/Philadelphia Flower Show, iIrish newsmagazine, Pittsburgh International Folk Festival, and the Pittsburgh Downtown Partnership where she was part of the team responsible for the production Picklesburgh, Light Up Night, and more!

Mairin lives with her wife, Brittny, and newborn daughter, Parker, in Pittsburgh, PA. In her spare time, she loves supporting women’s sports, binging TV shows, and going to Disney World!

The #1 Event Ticketing Software for Event Pros Leading festivals are switching to TicketSpice to save time, increase revenue, and elevate their visitor experience.

Scan to chat with a ticketing expert.

Rated 4.9/5 Stars from over 300 Reviews

Spring 2025

IFEA’s ie: the business of international events

95

THE UN-COMFORT ZONE

WITH ROBERT WILSON

SUCCESS IS SIMPLE

WHEN THIS HAPPENS!

Here’s how to remove any complexity from achieving your dreams.

R

ecently I was interviewed by Rocky Buckley, a strategic business coach and creator of the Power Persona Project.

We discussed an aspect of success that I wish I could give to everyone: the concept of a positive temperament or mental state, so I decided to share the conversation in this column.

Rocky: “Is success simpler or more complex than people think?”

Rob: “It’s simple if you enjoy what you are doing, and then no problem seems too big, complex, or insurmountable.”

Rocky: “How does enjoyment connect to simplicity? Not quite getting that.”

Rob: “It’s my opinion that if you love what you’re doing you don’t notice any complexity.”

Resistance Creates Conflict Which Creates Complexity Rocky: “OK, so it’s more about perception and flow than anything else?”

Rob: “Yes, state of consciousness is everything; it is self-efficacy combined with a positive mental attitude. You know how you feel when you’re on a roll - in the zone - when you can’t do anything wrong? You are creating no resistance; resistance creates conflict which creates complexity. Have you ever been in an extreme hurry, and you’re running out of time, and suddenly, with things you’ve done flawlessly for years, you start making mistakes, which puts you further behind; frustration starts to build, and the errors and irritation begin to snowball? That’s the moment you need to pause, take a deep breath, and regroup, and then go back to your tasks. Sure, there are businesses that have many moving parts - hence complex - but they don’t all have to be perfect at once. I always encourage people who have a business idea to get started on it even if they don’t know everything yet. You will learn as you go along. And, yeah, sometimes it’s painful to watch as they stumble along, but if they have heart and enthusiasm, you cheer them on anyway. If you wait until you have all your ducks in a row, you may never get started.”

Resistance Makes the Journey Difficult Rocky: “Right, I guess the question is, how simple or complex is it to get into the frame of mind, state of being, that you are 96

IFEA’s ie: the business of international events

Spring 2025

describing? It seems as if you are describing what it feels like after you’ve figured it out.”

Rob: “On the contrary, I’m talking about how it feels when you begin. If you are passionate about achieving something all the obstacles are just parts of the journey. And, you want the obstacles; you enjoy overcoming them. As an example, some mountain biking courses have all sorts of physical obstacles: log piles, rock piles, narrow bridges, dirt humps, and lots of tree roots; I’ve even seen a see-saw. If you start mountain biking and enjoy the trail riding, eventually you will want to work on your technical skills and you start to tackle riding over the obstacles. Of course, you can go around them until you are ready. Developing the skill to ride over the obstacles is part of the journey; part of the joy of mountain biking.

The success of getting there, building the know-how, is the end of the journey. If you aren’t enjoying a pursuit; you aren’t going to stay with it, and if you do stay with it, the journey is going to be difficult and seem much more complex - because of your mental resistance to it - than it would be to someone who desires and enjoys it.”

Passion Creates the Appetite to Learn Rocky: “That makes a lot of sense to me and I can see how simplicity could be derived from this combination of factors.”

Rob: “One last note, I’ve taken on many pursuits not because I was interested in them, but because it pleased someone else. These never worked out well for me, seemed overly complex, and typically ended up in failure. I’ve even had family members work to block me or dissuade me from pursuing things that I loved - especially when it came to being a professional writer. I don’t recall that happening when I decided to become a professional speaker. I was much older, more mature, and had achieved success as a writer, so I believed in myself enough that I could make it as a paid speaker.

It was a journey that had been brewing under the surface of my consciousness for years, and I recall the moment it crystallized: I saw Patty Kitching deliver the keynote speech to the closing ceremony of a Hugh O’Brian Youth Foundation leadership retreat.

She was funny, entertaining, and informative, and I couldn’t get over how much fun she was clearly having in giving that speech.

When she finished, I turned to my wife and said, “I can do that. I want to do that!” That was the beginning of my conscious journey.

I wouldn’t make my first professional speech until six years later - I had a lot of learning to do, and I needed to discover a market - all of which came together in time. I didn’t see it as complex, although Continued on Page 123

Why Use a Portal?

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

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

Common Denominators

Popular Portals

TRIPinfo.com

Pioneer

Some of the first commercial websites launched in 1996

One of the first commercial travel websites – launched in 1996

Purpose

Trusted website, loyal audiences

Trusted website, loyal audience

Design

Simple, clean, and largely unchanged since launch

Simple, clean, and largely unchanged since launch

Influence

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

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

Pages per Visit, Time on Site

Higher than non-portal sites

Higher than non-portal sites

Bounce Rate

Lower than non-portal sites

Lower than non-portal sites

Privacy

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

THE SIGNIFICANCE OF PARADES Uniting Communities and Celebrating Culture

By Jonathan Herrera, CFEE

98

IFEA’s ie: the business of international events

Spring 2025

Parades are universal spectacles that have captivated people for centuries, either through direct observation or media portrayal. These vibrant processions are integral to our collective experience and play a significant yet often underappreciated role in community life. Events like the Rose Bowl Parade in Pasadena, California, the Macy’s Thanksgiving Day Parade in New York City, and the Mardi Gras Parade in New Orleans, Louisiana, draw millions of viewers and participants, showcasing the enduring appeal of parades. Regardless of their scale, parades are essential to communities, offering numerous benefits and fostering a sense of joy, unity, and cohesion that would be sorely missed in their absence.

Parades as Unifying Forces Parades transcend simple gatherings of people marching down streets; they create a comprehensive experience that unites participants and spectators alike. These celebrations break through social, economic, and political barriers, promoting a sense of community and collective identity. By encouraging people to engage with their neighbors and share in a common celebration, parades strengthen the social fabric and promote mutual support and understanding. This social cohesion is vital for the well-being of communities, helping to build stronger, more resilient societies.

Parades bring to life the streets they traverse with a symphony of colors, sounds, and movements. They are the heartbeat of community celebrations, cultural expressions, and social connections. From the smallest towns to the largest cities, parades draw people out of their homes and into shared spaces of festivity and camaraderie. These events reflect humanity’s collective spirit, reminding us of our shared histories, diverse cultures, and capacity for joy. In a world often focused on division, parades stand out as beautiful expressions of unity and hope, celebrating the richness of our shared human experience.

Parades create lasting memories for those who participate and watch.

The sight of vibrant floats, the sound of marching bands, and the communal atmosphere contribute to experiences that stay with individuals for a lifetime. Families often make attending parades a cherished tradition, gathering loved ones to enjoy the spectacle together. This tradition not only strengthens family bonds but also encourages a sense of continuity and belonging within the community. These

memories are passed down through generations, ensuring that the spirit of the parade endures.

The Evolution and Cultural Significance of Parades The tradition of parades dates back to ancient civilizations, where they served as displays of military might or religious devotion. Over time, parades have evolved into complex cultural expressions, celebrating everything from national holidays to local heritage. Global phenomena like Mardi Gras and Carnival draw visitors from around the world, showcasing the universal appeal of parades. These events highlight the adaptability and enduring nature of parades, which continue to evolve while maintaining their core purpose of celebration and community building.

Parades encapsulate a complete experience for all participants. They serve as unifying forces within communities, creating moments where the vibrancy of life takes center stage. Parades draw both locals and visitors, touching an intrinsic aspect of the human spirit. Spectators witness a procession of bands, floats, and dancers, partaking in a collective celebration that transcends individual differences and reflects the best of their community. This unity and solidarity are invaluable, underscoring the profound impact of parades on community cohesion.

Parades serve as cultural showcases, presenting the unique traditions, costumes, music, and dances of different communities. They offer a platform for cultural exchange, where diverse groups Spring 2025

can share their heritage and learn from each other. This cultural exchange fosters mutual respect and appreciation, breaking down barriers and promoting inclusivity.

Parades like the Notting Hill Carnival in London, with its vibrant display of Caribbean culture, or the Chinese New Year parades worldwide, exemplify how parades can celebrate and preserve cultural identities while promoting global understanding.

Storytelling Through Parades At their core, parades are about storytelling. Each float, costume, and musical note tells a story of heritage, triumph, or even protest. Parades are a canvas upon which communities paint their identities, performing the narratives that define them. The Macy’s Thanksgiving Day Parade, for instance, narrates themes of abundance and shared blessings, while Mardi Gras parades express freedom and indulgence before the solemnity of Lent.

These narratives are woven into the fabric of the parade, creating a rich tapestry of cultural expression that resonates with both participants and spectators.

Parades also serve to celebrate significant achievements and milestones within a community. Whether it’s a sports team winning a championship, a school celebrating its anniversary, or a city commemorating its founding, parades provide a public platform to honor these accomplishments. This recognition fosters a sense of pride and unity, encouraging community members to continue striving for excellence. By celebrating collective achievements, parades reinforce the values and goals of the community,

IFEA’s ie: the business of international events

99

inspiring future generations to contribute to their shared success.

Economic and Social Benefits of Parades Parades contribute positively to the well-being of communities. Annual parades offer unique opportunities for communal gathering and celebration, akin to family reunions where pride and fellowship are paramount. The sense of pride instilled by parades, particularly when they attract outside attention, is unparalleled, elevating the community’s standing and instilling immense satisfaction. This collective pride strengthens community bonds and encourages a sense of belonging and mutual respect.

Organizing a parade requires meticulous planning, coordination, and significant resources. Communities often face challenges such as inclement weather, logistical issues, and opposition.

However, the resilience of parade 100

organizers and participants prevails, overcoming obstacles to ensure the event’s success. Behind the scenes, an extensive collaborative effort involves detailed planning, community involvement, and promotion to encourage participation and awareness.

This collaborative spirit is a testament to the power of parades in bringing people together for a common cause.

The route of the parade is strategically designed to complement and promote corresponding festivals or events, drawing attendees and boosting economic activity.

Parades are an extension of these events, reflecting the host city or organization’s commitment to showcasing community potential. The effort invested in organizing a parade should be commensurate with the desired outcome—a successful event that unites the community. Thoughtful route planning ensures maximum visibility and engagement, enhancing the overall

IFEA’s ie: the business of international events

Spring 2025

impact of the parade.

Parades also have tangible economic benefits, attracting tourists, boosting local businesses, creating jobs, and stimulating spending. Events like the McAllen Holiday Parade in Texas, for example, have a significant economic impact of approximately $14.3 million to the local economy. This event, one of the largest illuminated holiday and helium balloon parades in the United States, showcases the economic potential of parades as major drivers of regional prosperity. Parades serve as marketing tools, promoting unique community attractions and encouraging future visits. This economic activity supports local economies, generating revenue and creating opportunities for growth and development.

Participating in parades, whether by marching, dancing, or playing an instrument, is a joyful and communal physical activity. The positive emotions associated with parades reduce stress and increase happiness, while social interaction fosters a sense of community and reduces feelings of isolation and depression. The physical activity involved in participating in or preparing for a parade promotes health and well-being, contributing to the overall fitness of the community.

Parades serve as platforms for education and awareness, highlighting important holidays, social issues, and historical events. They offer opportunities to inform and teach about history, social issues, and cultural practices, serving as forms of advocacy that bring attention to causes and mobilize support for change.

Educational floats and displays can provide valuable insights into community history and values, making parades not only entertaining but also enlightening.

Overcoming Challenges Despite their many benefits, Parades, while being vibrant celebrations of culture and community, face several challenges that can impact their success and sustainability. Here are some of the common challenges that parade organizers often grapple with such as: • Logistical Intricacies: The orchestration of a parade is a complex affair, demanding detailed planning and coordination. Ensuring an uninterrupted procession, crowd management, and navigating road closures are just some of the logistical challenges involved.

• Financial Hurdles: Securing adequate funds for a parade is a significant task.

Expenses range from obtaining permits to ensuring security, building floats, and providing entertainment. Striking a balance between a constrained budget and the desire to deliver a memorable event is a frequent concern for organizers.

• Weather Vulnerability: Given their outdoor nature, parades are at the mercy of the elements. Unfavorable weather conditions can result in cancellations or diminished attendance, impacting both the experience and its financial benefits.

• Safety and Security Measures: The safety of everyone involved in a parade is of utmost importance. This encompasses managing large crowds, coordinating emergency services, and mitigating potential threats, all of which require thorough security planning.

• Community Discontent: At times, parades may encounter resistance from within the community, with concerns ranging from the disruption they cause to disagreements over the theme of the event.

• Sociopolitical Dynamics: Parades can act as platforms for advocacy, often becoming epicenters for political and social discourse. Maintaining an environment that respects diverse opinions while ensuring peace can be a delicate task.

• Environmental Implications: The impact of parades on the environment, including waste and pollution generated by floats and attendees, is an increasing concern. Organizers are tasked with adopting eco-friendly practices to mitigate these effects.

• Cultural Considerations: Parades that showcase cultural elements must carefully consider cultural sensitivity and inclusivity, ensuring that they respectfully and accurately portray the traditions they aim to celebrate.

However, the resilience and determination of parade organizers and participants often turn these events into powerful statements of defiance and solidarity, addressing these challenges necessitates thoughtful consideration and proactive

management to ensure that parades remain delightful events that contribute to the cultural tapestry of society.

Organizers are tasked with navigating these issues with innovation, diligence, and a dedication to creating safe, inclusive events that resonate with all members of the community.

Behind the Scenes of a Successful Parade The adage that it takes a village to raise a child is aptly applied to parade organization—it requires a concerted effort from a dedicated team. Planning begins well in advance, with meticulous attention to detail in every aspect, from float construction to entertainment procurement. Community involvement is crucial, and the success of a parade hinges on the support and participation of local schools, organizations, and businesses. Promotion and advertising are integral, with a focus on encouraging parade entries and community awareness.

On the day of the parade, the culmination of months of preparation is put to the test. The importance of volunteers cannot be overstated; they are the linchpin that ensures the smooth execution of the event. Volunteers are positioned along the route, ensuring the procession moves smoothly and safely. Their roles vary widely, from helping to construct and decorate floats to managing crowd control and providing information to spectators.

Volunteers often work tirelessly behind the scenes, driven by a passion for their community and a commitment to making the event a success. Their efforts are essential in creating a seamless and enjoyable experience for all involved.

Volunteers also bring a unique energy and enthusiasm to the parade. Their dedication and hard work reflect the community’s spirit, adding a personal touch to the event. They often include members of local organizations, schools, and clubs, fostering a sense of ownership and pride in the parade. This involvement strengthens community bonds, as people from different backgrounds and interests come together to contribute to a shared goal. The volunteer experience itself can be rewarding. Leadership plays a pivotal role in navigating the complexities of parade organization, ensuring that personal dynamics do not impede the event’s success.

Post-parade efforts focus on cleanup, reflection, and gathering data to improve future events, ensuring the best experience for attendees. By addressing Spring 2025

challenges head-on and learning from each event, communities can continue to improve and grow stronger. For instance, the McAllen Holiday Parade partners with University of Texas Rio Grande Valley to follow up each parade with a survey, gathering the necessary data to ensure the best experience for attendees. This feedback is invaluable, allowing organizers to refine their strategies and celebrate the successful portrayal of culture and tradition.

Conclusion Parades come in all shapes and sizes—some famous, others less known.

They are integral to community life, celebrating heritage, fostering unity, and providing respite from routine. Parades are not merely tourist attractions but vital community components, offering numerous benefits, both tangible and intangible. When successfully executed, they significantly impact community cohesion and spirit.

Parades are powerful reminders of our shared humanity and the joy of being part of a community that celebrates together.

They are living canvases, vibrant tapestries of sound, color, and movement. Many residents cherish parades as family traditions, gathering loved ones to marvel at dazzling displays and create lasting memories.

From the rhythmic beat of a drum line to the laughter of children chasing candy, parades are feasts for the senses and balms for the soul. They weave together the many threads of society into vibrant tapestries of communal celebration, reminding us of what it means to be part of a community. In their absence, a void would be left in communities where they once brought joy, unity, and cohesion.

They highlight the human need for celebration and connection, serving as vital expressions of cultural identity and community spirit. They are a testament to human creativity, resilience, and the enduring desire to come together in celebration.

As communities continue to evolve, the tradition of parades will undoubtedly remain a cherished and essential part of our social fabric, continuing to inspire joy, unity, and pride for generations to come.

Jonathan Hererra is the Special Events Manager, Recreation Division for the McAllen Parks & Recreation in McAllen, TX. Jonathan graduated with a Certified Festival & Event Executive Certification from the IFEA in 2024.

IFEA’s ie: the business of international events

101

2025 IFEA

Sponsored by SecurEvent Solutions

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

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

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

2025

Do something amazing today and submit a nomination for that hard-working volunteer to the 2025 IFEA Volunteer of the Year Award.

Nominations are currently being accepted for the 2025 IFEA Volunteer of the Year Award.

ABOUT THE AWARD: Whether an individual acts as a volunteer administrator of an event or contributes his or her time and resources in support of a larger, multi-event organization with a paid staff, the efforts that are put forth by volunteers to our festivals and events deserve our heartiest congratulations and recognition. It is for that reason that the IFEA Volunteer of the Year Award was created.

The IFEA Volunteer of the Year Award recognizes those outstanding event volunteers whose unselfish and dedicated service to a member festival or event has made a significant difference in their community and mirrors the commitment to success in our professional ranks.

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

Volunteer nominations submitted for the 2024 Awards may be carried over into the 2025 competition with the permission of the nominator. The nominator will have the option to re-write the nomination if desired.

HONORING THE WINNER: The winner of the 2025 IFEA Volunteer of the Year award will be honored at the next Annual IFEA Convention & Expo at the IFEA Awards Luncheon to accept their award. Additionally, the winner will be featured in an issue of “ie” magazine, on the IFEA Website and in email promotions. *Includes 2 nights hotel, airfare and Convention registration.

PAST WINNERS: To view a complete list of past winners and their nominations, go to the Awards Section on www.ifea.com NOMINATION DEADLINE: Nominations should be submitted no later than 5:00 PM (MDT) Wednesday, June 11, 2025 ENTRY FORMAT: Please EMAIL your nomination in a Word document.

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

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

THE NOMINATION PROCESS

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

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

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

1. A high-resolution photograph of the volunteer you are nominating.

(300 dpi or higher) 2. A local media list (up to 15 contacts) in order for IFEA to send Press Releases to your media.

• Please submit in Excel format.

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

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

Spring 2025

IFEA’s ie: the business of international events

103

The Power of Clarity at Work How Goals, Roles, and Tasks Transform Teams

By Kate Zabriskie

Wait, I thought I was doing this!

Imagine a team starting a project with energy and optimism. Ideas are flying, everyone’s ready to contribute, and the excitement is high. But a few weeks in, the team is struggling, and the wind is out of their sails. People are frustrated, deadlines 104

are slipping, and despite all the effort, they’re behind. Sound familiar?

That’s the cost of confusion. When teams aren’t clear on goals, roles, and tasks, even the most talented group can lose direction. Clarity isn’t just nice-to-

IFEA’s ie: the business of international events

Spring 2025

have—it’s what keeps teams aligned, productive, and, yes, drama-free. When everyone understands the bigger purpose behind their work, their unique role, and the tactical steps needed to get there, teams don’t just function—they thrive.

Let’s start by looking at what can go wrong without clarity, then explore the benefits of getting everyone on the same page, and finally, break down how to make clarity part of your team’s culture.

The High Cost of Confusion Without clear goals, roles, and tasks, the impact on teams is anything from demoralizing to destructive.

Double the Effort, Half the Results Picture Doug and Arora, both assuming they’re leading the next client pitch. They each spend hours preparing, researching, and crafting slides. Finally, they meet, only to realize they’ve both been working on the same thing. Instead of doubling their productivity, they’ve doubled their workload. That’s time and energy wasted—and they’re left wondering why it happened in the first place.

Missed Deadlines and Frustrated Teams Imagine a content team tackling a project with a tight deadline. They’re confident they can get it done, but no one’s clear on roles. Karen thinks Colin is handling client follow-ups, while Colin assumes Karen’s on it. Hours pass as they scramble to sort out tasks. By the time they sort it out, the deadline has passed, and trust fades as frustration sets in.

Burnout on the Horizon Consider John, a team member new to the project. He’s eager to contribute, but no one’s clear on his role. Days pass in uncertainty, and over time, the lack of direction drains his energy. Without a clear role, John isn’t just unproductive—he’s on a fast track to burnout.

The Blame Game When roles and responsibilities are unclear, accountability fades. If something goes wrong, the response becomes “not my job” or “I thought someone else was handling that.” Blame circulates, and soon, the team is more focused on defending actions than solving problems.

The Magic of Clarity The cost of confusion is depressing, but when clarity is present, a team transforms from a group of individuals into a coordinated unit. Goals, roles, and tasks create a structure where every person can confidently contribute, knowing how their work ties into the bigger picture. Here’s how targeted clarity works:

Clear Goals Connect to the Greater Purpose Clear goals give every team member a sense of purpose. When goals link to a bigger “why,” people make better decisions about where to spend their time and energy. Imagine the team’s goal is to “increase customer satisfaction scores by 20% this quarter.” Why? Because high satisfaction improves retention, loyalty, and referrals. Each team member understands that by improving these scores, they’re building stronger client relationships that will drive future growth. Clear goals turn work into a shared mission.

Clear Roles Keep People in Their Lanes When roles are defined, each team member knows their unique contribution. Patrick focuses on research, while Karen leads presentations. They can each focus on their strengths without worrying about overlap or missed tasks.

Clear roles promote accountability and empower people to bring their best without fear of stepping on toes.

Clear Tasks Get the Sausage Made Tasks are the tactics that bring goals to life. Clear tasks provide a roadmap that makes daily work straightforward.

Vague instructions like “make customers happy” create hesitation. But if the task is specific — “send follow-up emails to five top clients this week”—each step brings the team closer to the goal. Clear tasks are what keep the wheels turning and make meaningful progress possible.

Five Simple Steps to Building a Culture of Clarity Making clarity part of your team’s DNA doesn’t have to be complicated. Here are five steps to bring goals, roles, and tasks into focus: Step One: Set Specific, Measurable Goals Goals should be like a GPS pin. Move away from vague ideas like “improve client engagement.” Instead, set a target like “increase customer satisfaction by 15% by the end of the quarter.”

When goals are measurable, they give the team a clear destination, helping everyone stay focused and motivated.

Step Two: Define Roles with Purpose Each team member should understand their specific part in the mission. If Spring 2025

Rod is responsible for research and data analysis, make sure everyone knows that’s his lane. Defined roles mean less confusion, fewer overlaps, and more accountability. Plus, team members feel confident knowing their contributions matter.

Step Three: Break Big Goals into Actionable Tasks General instructions leave too much to interpretation. Break big goals down into bite-sized tasks. Instead of “make the product launch successful,” assign tasks like “prepare a launch strategy proposal” or “organize a demo day with top clients.” When tasks are actionable, team members know exactly what needs doing.

Step Four: Encourage Open, Consistent Communication Clarity isn’t a one-time fix—it’s a habit.

Create an environment where team members feel safe to ask questions and clarify expectations. Open communication keeps misunderstandings small and creates a culture where clarity is everyone’s responsibility.

Step Five: Use Tools That Keep Everyone Aligned Use shared tools to keep goals, roles, and tasks in one place. When everyone can access a shared roadmap, confusion decreases, alignment improves, and the whole team can focus on what really matters.

Wrapping It Up Clarity isn’t just about getting things done—it’s about giving your team the foundation to thrive. When everyone understands the goal, their unique role, and the tasks that bring it all together, work becomes more than a to-do list. It becomes a shared mission where each person is confident in their contribution.

Kate Zabriskie is the president of Business Training Works, Inc., a Maryland-based talent development firm. She and her team provide onsite, virtual, and online soft-skills training courses and workshops to clients in the United States and internationally.

For more information, visit www.businesstrainingworks.com.

IFEA’s ie: the business of international events

105

THE PR SHOP

WITH DAVE BULLARD, CFEE

IS IT TIME

TO TAKE NEW ROADS

I

n a recent IFEA Marketing & PR Affinity Group Zoom chat, one member said the media landscape was changing very quickly, requiring significant changes in the way she dealt with and budgeted for marketing. Let’s talk about some of those changes and maybe offer a few ideas for coping with rapid change.

Traditional media is fading towards irrelevance: Many radio stations are unmanned for most of the day in all but the larger media markets. They used to be the home of a morning show, hourly newscasts and strong community presence. Now, an entire radio station can be reduced to the size of a computer and the hosts can sit in their home offices 1,500 miles away to record and file their talk snippets via the internet. They are as local as they can be for people finding little nuggets in the hometown paper, which isn’t much at all. Some don’t even try.

And even those stations with live and local staff have cut their community outreach.

As for your local TV station, big companies are recouping the millions they paid for stations by cutting costs. Fewer reporters, videographers often eliminated entirely, salaries chopped. Many markets that used to have veteran anchors and reports now subsist on young people straight out of college who know very little about their communities and make so little money that when their contract is up in two years, they leave. Ratings are a fraction of what they used to be. Community investment is disappearing.

Newspapers are being hollowed out one by one. The Gannett Co., publisher of USA Today and the largest newspaper chain in the nation, has many newspapers with no local news staff. One reporter may write stories for several zombie papers in a region.

Others are giving up on hard news, walking away from government, courthouse and arts beats in favor of pop culture coverage that draws readers to their websites. In 2024, 130 newspapers closed.

Many others stopped publishing daily and some stopped entirely, moving all content to their website. Circulation continues to drop.

In our Zoom chat, the member noted that she used to get a media sponsorship for free, which included not just commercials but also news coverage of her event. Now, she has to pay for the ads and the coverage isn’t a given.

I spent the first 40 years of my career in traditional media, so it pains me to say this: It’s time to think about walking away from traditional media.

Here’s a thinking exercise: If you were to redirect the money you normally spend on traditional media ads, what would you do with it? You could, for instance, invest more in digital media ads. You could spend more time and some money to create your 106

IFEA’s ie: the business of international events

Spring 2025

own higher-quality content for your social channels. Or you could hire a part-time marketing writer to make your newsletter shine and drive more ticket sales. You could pay for space at other events to market your event and sell tickets. You could buy an expensive item to raffle off as a fundraiser. You could hire another sponsorship sales person. After all, the goal is to make money come in, whether it’s from ticket sales or sponsorships. Lots of roads to choose!

I get it: Change is scary and there is comfort in doing the things that worked before. Thinking about change uses time we think we don’t have. I’ve been there. When I ran PR and marketing for the Great New York State Fair in Syracuse, I stopped printing 1.1 million magazine-style guides and stopped paying to insert them in Sunday papers across the state. Wasn’t this going to hurt us, I was asked over and over again? After all, we’d been doing it for years. There was no effect, and the money was successfully rerouted. A few years later, I stopped all daily newspaper advertising. Again, it had no impact on our business.

The decision-making consultant and former high-stakes poker pro Annie Duke recently offered a framework for making a hard decision in a column in the Washington Post. It boils down to this: Examine the four outcomes: You do something different or stay the same; you like the outcome or you don’t. What’s the probability of each outcome and what are the pros and cons?

Use it to make your decision.

No matter what you decide, the situation is clear: The companies that once linked us fairly efficiently to our customers and had strong community-minded investment are all but gone. These are now strictly commercial transactions and you can expect no more of them than you can expect from Facebook. You’re not at a crossroads with two paths from which to choose. Instead, you’re circling on a roundabout with a dozen potential offramps. It may be time to take a new road.

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.

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

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

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

EVENT RESOURCE MARKETPLACE

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

Viewable online, 24/7

Digitally distributed each week

Event Insider

IFEA WEBSITE BOX AD

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

Viewable online, 24/7

Event Resource Marketplace

IFEA website box ad

For more information about IFEA, email carrie@ifea.com or call 208-433-0950 ext:2 POWERED BY

SWIMMING POOLS:

Enchantment From Their Inclusion to Community Engagement and Marketing Opportunities

By Marcello Langoni, CFEE

108

IFEA’s ie: the business of international events

Spring 2025

Swimming pools are often seen as the embodiment of leisure and relaxation. A swimming pool can have a much more significant role in the fabric of communities than one might initially perceive. They are not only centers for recreation but also powerful incentive for community engagement and marketing opportunities. This comprehensive exploration will dive into many of the countless benefits of swimming pools for special events, their potential for marketing and sponsorship, and their impact on community projects, involvement, and pride. Swimming pools provide a versatile venue that can be transformed to fit the theme of any celebration. Adding a swimming pool to your festival or event can significantly enhance the experience for attendees, providing a unique and engaging environment that fosters community spirit and celebration. Here’s a look at the benefits of incorporating swimming pools into special events like the 4th of July, Easter, and more, focusing on underwater activities and the potential for much more.

Swimming Pools: A Hub for Special Events Imagine the joy and excitement that fills the air during special events like Easter or the 4th of July. Now, add a swimming pool to this picture, and you have a recipe for an unforgettable community gathering.

The City of McAllen offers an Underwater Easter Egg Hunt, where children dive and splash for their prizes. On the 4th of July, our Aquatica Extravaganza serves as the perfect patriotic festivity, with games, music and frozen popsicles for all who attend. These events have been made a traditional event among the community and are looked forward to.

Underwater Easter Egg Hunts: A Splash of Easter Fun Pools can become an aquatic playground for things such as underwater egg hunts which are an innovative twist on the traditional Easter egg hunt. Offering a refreshing and exciting activity for families, events like these become rapidly popular and sought after not just from the families and groups that attend but from businesses for sponsorship opportunities. By placing weighted, waterproof eggs at the bottom of the pool, we have created an adventurous challenge that encourages children and adults alike to dive in and explore in hunting for over 3000 eggs across the bottom of the pool floor. For the group that are not able to swim and are not comfortable diving, we have a designated area where easter eggs float across the top of the water and

are made easily accessible for even the non-swimmers to participate. Both activities not only add an element of excitement to your Easter event but also encourages physical activity and engagement in the water. Arts and crafts are made available on picnic benches, photo opportunities are staged to capture the memorable event, and prizes are exchanged for the eggs collected by those who participate.

4th of July Pool Celebrations: Making a Splash A swimming pool can be the centerpiece of a 4th of July celebration, providing a cool escape from the summer heat and a venue for a variety of water-based games and activities. After a morning of a patriotic 4K run, parade, and live entertainment and games all in the downtown area of our city, we invite the community to join us at our pool for Aquatic Extravaganza. Imagine families and friends gathering around the pool, enjoying a swim, enjoying a 177 foot water slide, or participating in friendly competitions of corn hole or table top games such as Block Stacking, Hook and Ring, and Dominos all by the pool side on picnic benches. All while surrounded by music, patriotic decorations, and the spirit of independence. All this is offered during the City of McAllen’s Aquatic Extravaganza that leads to our “Concert in the Sky” Firework Show that is in sync with a custom 4th of July playlist played over a local radio station and over speakers around the facility so all can enjoy.

Marketing and Sponsorship Opportunities Incorporating a swimming pool into your event opens numerous marketing and sponsorship opportunities. In the “Marketing and Mediums” Certified Festival and Event Executive Seminar at the International Festival and Events Association Convention – Ripple Effect held in McAllen, TX, speaker Penny C. McBride, CFEE explained eight steps in creating a Marketing Plan. Creating a marketing plan is crucial in having the event achieve and align the goals for both you and your sponsors. The eight-step explained in the core class program helped achieve these goals seamlessly.

1. “What is your Why? Begin with the end in mind.”

2. “Align your why, with your how. Don’t drive with your eyes closed.”

3. “If I knew…I could make better marketing decisions. Who are you up against?”

Spring 2025

4. “Define your target audience. You cannot make everyone happy.”

5. “Position you event.”

6. “Craft your strategy.”

7. “Align resources with strategy.”

8. “You can not manage what you do not measure.”

When it comes to marketing and sponsorship, swimming pools offer a unique platform. Businesses can sponsor poolside events, gaining visibility among the local community in a setting that is associated with positive, family-friendly experiences. Using the events such as Aquatic Extravaganza and Underwater Easter Egg, and the information from the eight steps, we were able to set a clear mission, understand the target audiences, and create a smooth event layout, which allowed us to know what sponsor best fit our event. Sponsors can have their banners displayed around the pool, with a branded windscreen that can promote the sponsor and provide privacy to your facility, branded games and activities can feature sponsor products and giveaways for participants as well. This may enhance the event experience and also embeds the sponsor’s brand into the cherished memories of all attendees, but does it fit? Marketing research is important and having the information from your event can pair you with the right sponsor. In “Understanding Sponsorship” Bruce L. Erley explains, Sponsors are most interested in the connection between your attendee profile and their customer profile. Having basic information for the event, a well thought out sponsor package and proposal, and following through with sponsor services and fulfillment, will keep sponsors and attendees returning to your event.

Community Projects and Involvement Swimming pools can serve as the focal point for community projects and involvement. Swimming pools are venues where people of all ages come to learn to swim, participate in water safety programs, and engage in healthy physical activities. They provide a space for water safety education such as lifeguard, CPR and first aid training, swimming lessons with ages starting as young as 6 months in parent/baby swimming lessons, and community-building activities. By hosting special events at the pool, you encourage local participation and foster a sense of unity and pride within the community.

IFEA’s ie: the business of international events

109

Community Pride Through Pool Events A well-maintained community pool is a source of local pride. Events at community pools can significantly boost that pride.

They demonstrate the community’s investment in providing enjoyable and safe recreational spaces for all residents.

Special pool events become a source of local tradition, where memories are made, and community bonds are strengthened.

Special events like Father/Son Canon Ball Competition give father/son teams an opportunity to bond and enjoy the time at the pool while showing off their canon ball skills in a variety of categories. Hosting End of Year parties or Kick Off parties with local schools, school groups, and organization also reflects the community’s commitment to providing safe, enjoyable spaces for families and individuals to gather and make lasting memories. Special events such as these at our pools often highlight local culture, achievements, and milestones, further strengthening the community’s identity and sense of belonging.

Setting Up for Pool Events The setup for pool events requires careful planning. Defining your event and selecting the best time and date for the event needs to be decided first. When selecting a date for your event you should consider special dates like holidays and national calendar dates. Schedules such as local school schedules and university schedules can help in attendance to your event if scheduled during students off dates and away from testing dates. Once your date is selected for your event, creating and having a clear event outline with safety top of mind is important. Having staff know their responsibilities and more importantly what needs to be done in case of any emergency is top priority. All staff in any pool facility should be well educated in their facility Emergency Action Plan (EAP), which outlines how to manage emergency situations and includes policies, procedures, and instructions. This 110

will minimize any confusion in the case of an emergency and any injuries overall, or worst-case scenario the potential loss of a life. Ensuring safety adds peace of mind to all participants in your event and allows for maximizing the event experience. Setting up decorations, entertainment, and preparing the pool for activities for events like egg hunts, private rentals, or swim classes is what will make the whole experience a memorable one and continue to have your participants return year after year. Proper planning ensures that the event will run smoothly and that all attendees will have a safe and enjoyable time.

Maintenance and Care of Pool Facilities Maintaining the pool for public events is crucial. Regular cleaning, water quality checks, and equipment inspections are necessary to ensure the pool remains a safe and inviting place for everyone.

Pool maintenance ensures compliance with local health and safety regulations, which may include specific requirements for water quality and pool equipment.

Proper maintenance also extends the life of the pool and reduces the likelihood of unexpected issues during events. It is always good practice to run and inspect all equipment prior to an event. Simple tasks involving all facility staff such as cleaning drinking fountains, brushing pool wall and pool floor, keeping seating area clean, etc., builds a sense of pride to staff who oversee the facility. Regularly cleaning the pool area helps keep the surrounding environment looking well-maintained and pleasant.

Sponsor Design and Development for Pool Events Creating a sponsor’s design for pool events involves careful consideration of the pool environment and the sponsor’s branding needs. Defining the events purpose and goals to align with the sponsor needs is important in the overall event planning.

Know your ideal attendees and understand

IFEA’s ie: the business of international events

Spring 2025

their interests, and what activities appeal to them through demographics and cultural background information of the community. Choose themes that can incorporate all these elements in the process in addition to selecting materials that will withstand water exposure and ensure that the design is visible and attractive to event attendees. Keep in mind your cost and any potential revenue streams apart from any sponsor engagements and participation count of your event to analyze and provide data for future events will help secure more sponsors and better design and develop while building sponsor relations.

Choosing the Right Pool for Your Event Selecting the right pool for your event is essential. Consider the size of the pool, the facilities available, access and space availability, and the expected number of attendees. Many pools also offer different amenities like waterslides, diving boards and poolside rock walls. The pool should be able to accommodate your event’s activities and provide a comfortable and enjoyable experience for all participants.

Accessibility to participants is important as well. Being able to provide access to all members of the community regardless of any disabilities helps build community engagement. Pools with ramps or poolside lifts allow your event to be accessible to everyone in your community. Some pools may not have a shallow area and may not have an area that is safe to children under 3ft in height. Age and height restrictions may have to be considered depending on the event that is to be hosted.

In conclusion, adding a swimming pool to your festival or event offers a multitude of benefits, from enhancing the attendee experience with unique activities and elements to providing marketing and sponsorship opportunities. Pool events encourage community involvement and pride, making them an invaluable addition to any celebration or event. With careful planning and maintenance, a pool can become a cherished venue that becomes a memorable part of many families and community groups in your area.

Marcello Langoni is the Superintendent of Aquatics for the McAllen Parks & Recreation in McAllen, TX. Marcello graduated with a Certified Festival & Event Executive Certification from the IFEA in 2024.

WHAT DOES CHATGPT HAVE TO SAY? TALENT AND WORKFORCE MANAGEMENT:

THE FOUNDATION OF FESTIVAL AND EVENT SUCCESS WITH CHATGPT

T

he festivals and events industry is a vibrant and dynamic space that thrives on creativity, precision, and community engagement. But behind every dazzling display of artistry or meticulously executed logistics lies a complex web of workforce management. Among these challenges, recruiting and retaining skilled professionals emerges as one of the most critical priorities. Event organizers must address this issue with innovative strategies to build resilient, motivated, and highly skilled teams capable of delivering unforgettable experiences.

The Importance of Skilled Professionals in Events The events industry demands a unique blend of technical expertise, creativity, and adaptability. Roles such as production managers, marketing specialists, technical directors, and operations coordinators are pivotal to ensuring an event’s success. These positions require not only technical skills but also the ability to remain calm under pressure, think on one’s feet, and collaborate with diverse teams. However, finding individuals who meet these criteria is often easier said than done.

The competitive nature of the field means that skilled professionals are in high demand. Many are drawn to opportunities offering better compensation, work-life balance, or career progression. This challenge is compounded by the industry’s cyclical nature, with many roles being seasonal or project-based. To counteract these issues, event organizers need to implement strategies that make their organizations more appealing and sustainable for top talent.

Creative Recruitment Strategies Attracting the right talent starts with creative and targeted recruitment efforts. Traditional job postings may not always reach the desired audience, so organizations are increasingly turning to niche platforms and industry-specific job boards to find candidates with the right expertise. Social media platforms like LinkedIn, Instagram, and Twitter have also become valuable tools for showcasing company culture and engaging with potential hires.

Another approach is establishing partnerships with educational institutions. By collaborating with colleges and universities that offer programs in event management, hospitality, or technical production, organizations can create internship pipelines that feed directly into their workforce. For example, large-scale events like the New Orleans Jazz & Heritage Festival work closely with local schools to identify and train emerging talent, ensuring a steady influx of skilled professionals.

Retaining Talent Through Stability and Growth Retention is just as crucial as recruitment. One way to combat the industry’s transient nature is by offering year-round 112

IFEA’s ie: the business of international events

Spring 2025

employment opportunities, even for traditionally seasonal roles.

Cross-training staff for multiple responsibilities ensures they can contribute to various projects, reducing downtime and providing greater job security. For instance, an operations coordinator for a summer music festival might transition to organizing a winter holiday market within the same organization.

Providing clear paths for career advancement is another effective retention strategy. Organizations that invest in mentorship programs, leadership training, and professional development demonstrate a commitment to their employees’ long-term success. When team members feel that their growth is a priority, they are more likely to remain loyal to the organization.

Enhancing Compensation and Benefits While competitive salaries are a baseline requirement for attracting and retaining talent, benefits and perks can set an organization apart. Offering health and wellness programs, such as gym memberships, mental health support, or wellness stipends, shows a commitment to employees’ overall well-being.

Flexible work arrangements—including remote work options during planning phases or flexible hours—can significantly improve work-life balance.

Organizations might also consider implementing profit-sharing models or performance bonuses tied to the success of an event. These financial incentives align employees’ efforts with the organization’s goals, fostering a sense of ownership and accountability. Additionally, unique perks like travel opportunities, access to industry events, or exclusive networking opportunities can make positions more appealing.

Building a Strong Company Culture A positive and inclusive company culture is one of the most effective ways to attract and retain skilled professionals.

Employees want to feel valued, supported, and connected to their work. Regular team-building activities, open communication channels, and recognition programs contribute to a sense of belonging and purpose.

Organizations like South by Southwest (SXSW) have set a high standard by prioritizing employee engagement.

Their team enjoys opportunities to contribute creatively to event programming, participate in professional development workshops, and receive recognition for their efforts through awards and internal communications. Such initiatives not only boost morale but also reinforce a sense of loyalty and pride among employees.

WITH CHATGPT

Addressing Burnout and Mental Health The fast-paced nature of the events industry often leads to burnout, stress, and mental health challenges. Addressing these issues is critical for both retention and overall team effectiveness.

Providing access to mental health resources, offering wellness programs, and encouraging realistic workloads are essential steps.

For example, the Event Safety Alliance has emphasized the importance of mental health support within the industry, recommending initiatives such as counseling services, wellness check-ins, and training managers to recognize signs of burnout.

By fostering a culture that prioritizes well-being, organizations can create a healthier and more sustainable work environment.

Leveraging Technology for Workforce Management Technology plays an increasingly vital role in talent management. Platforms like Asana, Slack, and Zoom streamline communication and project coordination, while specialized tools like InitLive and Better Impact simplify volunteer management.

Artificial intelligence is also beginning to impact the recruitment process, with AI-driven platforms identifying potential candidates and predicting staffing needs.

The New Orleans Jazz & Heritage Festival, for example, has embraced digital tools to enhance workforce efficiency. By integrating scheduling software and real-time communication apps, they ensure seamless collaboration across their large-scale event team. These tools not only improve operational efficiency but also reduce stress for staff, allowing them to focus on their roles.

Fostering Diversity, Equity, and Inclusion Diversity, equity, and inclusion (DEI) are essential components of a successful workforce strategy. A diverse team brings a range of perspectives and ideas, resulting in more innovative and engaging events. However, achieving true diversity requires intentional effort.

Organizations can start by implementing inclusive hiring practices, such as using unbiased language in job postings and ensuring diverse representation on interview panels. Offering mentorship programs for underrepresented groups can also help bridge gaps and create pathways for advancement. By prioritizing DEI, event organizers not only enrich their teams but also connect more authentically with diverse audiences.

Measuring Success and Adapting Strategies Recruiting and retaining skilled professionals is an ongoing process that requires regular evaluation and adaptation. Conducting employee surveys, analyzing turnover rates, and gathering feedback during exit interviews provide valuable insights into

what’s working and what needs improvement. Organizations that remain agile and responsive to their workforce’s needs are better positioned for long-term success.

Conclusion: Investing in People for Event Success In the festivals and events industry, the quality of the workforce directly impacts the quality of the experience. By prioritizing innovative recruitment strategies, robust retention efforts, and a supportive workplace culture, event organizers can build teams that not only meet the demands of the industry but also elevate it to new heights. Investing in people is not just good business—it’s the foundation of every great event.

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.

Spring 2025

IFEA’s ie: the business of international events

113

VENDOR SUCCESS: How to Build Strong Partnerships for Your Community Event

By Cat McDevitt

Community events are only as strong as the relationships they foster. Among the most crucial relationships for event organizers are those with vendors, artists, and exhibitors. These small businesses play a pivotal role in shaping the event experience, offering attendees unique products, services, and interactions that bring the event to life.

By nurturing strong vendor partnerships, you not only support the local business ecosystem but also elevate your event’s reputation and create memorable experiences for everyone involved. In this article, we’ll explore strategies for building successful vendor relationships before, during, and after your event, along with practical tips for setting your event apart.

Understanding the Value of Vendor Partnerships Vendors are more than a lineup of participants; they are essential collaborators in your event’s success. Whether they are food vendors, artisans, or service providers, these businesses attract diverse audiences, add vibrancy to your event, and enhance the overall atmosphere.

Building strong partnerships starts with understanding why vendors choose to participate in your event. Vendors often see events as an opportunity to: 114

• Boost Sales: Events provide vendors with access to a concentrated audience that aligns with their target market.

• Gain Exposure: Vendors hope to expand their reach and build brand awareness through direct interaction with attendees.

• Engage With the Community: For many small businesses, events are a way to establish their presence in the local community.

Recognizing these motivations allows you to position your event as a valuable opportunity for vendors. By delivering on these expectations, you can foster long-term loyalty and positive word-of-mouth among vendors.

Pro Tip: Share key metrics about your event with vendors upfront. Information like past attendance numbers, demographic details, and your event’s growth trajectory can help vendors assess whether the opportunity aligns with their goals. This transparency demonstrates professionalism and builds trust.

Strategies for Building Vendor Relationships 1. Pre-Event Communication Clear, consistent communication sets the tone for a successful partnership.

Many vendors participate in multiple

IFEA’s ie: the business of international events

Spring 2025

events throughout the year, so standing out requires going the extra mile to keep them informed and engaged.

Start by providing a comprehensive information packet that includes: • Booth setup instructions • Parking and load-in details • Maps of the event layout • Contact information for on-site support • Event schedules and deadlines Additionally, consider equipping vendors with customized marketing materials.

Share posters, branded graphics, and social media posts that vendors can use to promote the event to their own audiences.

This not only helps vendors market themselves but also broadens the event’s reach, driving attendance and engagement.

2. Simplify the Application Process A seamless application process is essential for attracting high-quality vendors. Many small businesses juggle dozens of event applications, and a complicated or unclear process may deter them from applying.

Use an intuitive platform to streamline the application process, allowing vendors to easily submit necessary details and documents. Include clear instructions and avoid unnecessary complexity. Vendors

will appreciate the time saved, and you’ll attract more applicants as a result.

Pro Tip: Collect testimonials from past vendors to showcase the value of participating in your event. Positive feedback can reassure prospective vendors and encourage them to apply.

3. Foster Transparent Policies Transparency in contracts and policies goes a long way in building trust with vendors. Clearly outline: • Terms of participation • Refund policies • Booth setup and takedown requirements • Contingency plans for weather, safety, and cancellations Having these details in writing minimizes misunderstandings and demonstrates that you have anticipated potential challenges.

Vendors will feel confident knowing you’ve thought through every scenario.

Supporting Vendors During the Event The day of the event is your opportunity to solidify relationships with vendors by showing that you’re invested in their success.

1. Simplify Setup and Operations Vendor setup can be a stressful process, so making it as smooth as possible will leave a lasting impression. Provide: • Detailed Maps: Help vendors navigate the venue and locate their booths.

• Clear Signage: Ensure vendors and attendees can easily find key areas like parking, restrooms, and vendor zones.

• On-site Support: Assign staff to assist vendors with unloading, setup, and troubleshooting.

• Staggered Load-in Times: Reduce congestion by scheduling setup shifts.

A well-organized setup process not only eases the burden on vendors but also ensures the event starts on time and runs smoothly.

2. Create a Vendor-Friendly Environment Strategic booth placement is crucial for maintaining a positive atmosphere among vendors. Avoid clustering competitors together, and ensure high-traffic areas are distributed fairly. When vendors feel their needs are considered, they’re more likely to have a positive experience and return for future events.

3. Amplify Vendor Visibility Actively promote your vendors through-

out the event to maximize their exposure.

Use the following channels: • Social Media: Share live updates highlighting vendors and their offerings.

• Event Website or App: Include a vendor directory with descriptions and links to their businesses.

• On-Site Announcements: Spotlight vendors during the event through PA system shoutouts or scheduled demos.

• Event Mapping: If you use an interactive map, make sure to highlight vendor booths so attendees easily locate their favorite shops, see business details, and look at products ahead of time.

Encourage vendors to reciprocate by sharing posts about the event with their own followers. Providing pre-made graphics and suggested captions makes this process effortless for them and amplifies the event’s overall reach.

4. Show Vendors You Value Their Success Go beyond basic logistics by offering additional support, such as: • Wi-Fi access for processing transactions • Vendor-only amenities like water stations or break areas • A dedicated point of contact for troubleshooting When vendors feel supported, they’re better equipped to deliver a positive experience to attendees, which reflects well on your event.

Post-Event Relationship Building Your relationship with vendors shouldn’t end when the event does. Taking steps to maintain these connections ensures loyalty and sets the stage for future collaborations.

1. Request Feedback Send post-event surveys to gather insights from vendors about what worked well and what could be improved. Actively listening to their input not only helps you refine future events but also shows vendors that you value their opinions.

2. Express Gratitude A simple thank-you can go a long way.

Send personalized emails or social media shoutouts recognizing vendors for their contributions. Highlighting their success stories in post-event recaps adds an extra layer of appreciation.

3. Stay Connected Year-Round Maintaining year-round communiSpring 2025

cation helps keep your event top of mind. Consider: • Sending seasonal greetings or newsletters • Sharing updates about upcoming events • Creating a vendor-only social media group for networking and updates These small touchpoints help build a sense of community and loyalty among your vendors.

4. Offer Incentives for Loyalty Implement programs to reward repeat vendors, such as: • Discounts on booth fees for longterm participants • Exclusive perks, like priority booth selection or premium placement • Recognition through badges or awards (e.g., “Top Vendor of the Year”) These incentives encourage vendors to return and foster a sense of pride in participating in your event.

Conclusion Strong vendor partnerships are the cornerstone of successful community events. By treating vendors as collaborators rather than transactional participants, you create an environment where everyone thrives.

Focus on strategies like clear communication, streamlined processes, co-promotion, and year-round engagement to build lasting relationships. These efforts not only support small businesses but also enhance the overall quality and reputation of your event.

Investing in tools like Eventeny can further simplify vendor management, ensuring seamless workflows for applications, booth selection, and contracts.

Ultimately, by prioritizing vendor success, you lay the foundation for a thriving event that benefits your entire community.

Cat McDevitt is a communications specialist with Eventeny, an all-in-one event management platform based in Atlanta. Over the past two years, Cat has interviewed hundreds of vendors—from artists and performers to food and craft vendors—gathering valuable insights into what makes events successful. A frequent speaker at industry conferences, most recently the Florida Festivals and Events Association, Cat is passionate about helping event organizers build meaningful vendor relationships and create thriving community events.

IFEA’s ie: the business of international events

115

LEADERSHIP AT ALL LEVELS

WITH GAIL LOWNEY ALOFSIN

SPRING FORWARD!

21 STRATEGIES TO ENERGIZE YOUR MIND, BODY AND LIFE!

S

pring offers an opportunity to hit the refresh button on your energy, mindset, and physical health. Recharging is not about doing more, more, more- it’s about being intentional with your commitments, habits and personal goals. It takes 21 days to adjust your habits. Whether you are looking to boost your productivity, make significant changes in your life or tune up your relationships – personally and professionally – it’s GO time!

Here are a few suggestions as you launch into 2025: 1. Set Goals. What would make your life better? Put realistic goals in writing and re-evaluate them monthly. Ensure your goals are specific inclusive of a timeline. You can always adjust your goals, just get started!

2. Eat a Frog for Breakfast – every day! Plan your day and eat the frog (the hardest task) first. Addressing that frog, whether it is the start of a project or difficult conversation, will give you energy. Ribbit!

3. #OwnIt – Own your thoughts. What you think about becomes your reality. We don’t see things as they are, we see things as we are.

4. Challenge Yourself - Make changes that will improve your life.

And while you are at it, own your mistakes and learn from them.

5. Don’t Close a Door That Could Be Left Open - What are you so angry about? Is it worth it?

6. Take 5! Will it matter in 5 years, 5 months, 5 weeks, 5 days or 5 minutes? Choose your battles.

7. No Gossip, Period - Stop looking out your window with judgment. Take a peek inside your own house. Go home and do your dishes.

8. Aim for a “Complaint Free” Life - Complaining is so unattractive and can attract more negativity. Bless and 116

IFEA’s ie: the business of international events

Spring 2025

release –people, problems and negative thoughts.

9. Read “From Strength to Strength” by Arthur Brooks.

Focused on finding success, happiness and deep purpose.

Read it with a highlighter!

10. Watch the Move “Miracle” - Then watch it again. Smile, Laugh, Cheer!

11. LIVE in YOUR Song! Music connects. Music unites. Begin your day with a playlist that gets you moving – physically and emotionally. Live in your song!

12. Motion is Medicine. You have to walk before you can run. Start your exercise program slowly and realistically. Walk 10 minutes, then 20. Focus on a fitness routine. The little things add up.

13. Eat the Rainbow. Do your best to eat healthy. Your body and mind will thank you.

14. Sleep is a Vitamin. Get at least 8 hours of sleep. You cannot run your engine without fuel. You will be invincible!

15. Laugh. Enjoy the people you encounter. Ignite a good belly laugh, every day. Laughter is contagious.

16. Collect People. To have a friend, be a friend. A true friend.

“Collect” good people in your life.

17. Plus One. What is one more thing you can do to enhance a relationship with your colleague, client, family? Bring your best to the workplace and life.

18. All Phones Down – and put away. Be present. Focus on the person across the table from you. With your family, your friends, your colleagues, your clients and the barista serving you your morning joe.

19. Serve Others - Every morning ask yourself: “What can I do to enhance another person’s life today?” It could be as “simple” as opening a door and offering a smile. The gift of your time is the greatest gift.

20. Gratitude - Reflect every day on the gifts in your life, you know what they are. And say thank you. The best gifts cannot be wrapped 21. LIVE YOUR LIFE! People have more regrets about the things that they didn’t do than the things they did. Chances not taken; decisions not made. Don’t miss out. This is not your “practice” life. Don’t “what if” your life – get there and live it! Happy Spring!

Gail Lowney Alofsin is the Director of Corporate Partnership & Community Relations for the Newport International Boat Show, a subsidiary of South Florida Ventures, Informa Markets.

An adjunct professor at the University of RI and Salve Regina University, author, Global Keynote Speaker and volunteer, Gail lives in Newport, Rhode Island. To date, 100% of the sales of her book, Your Someday is NOW! What Are YOU Waiting For? has raised over $55,000 for non-profit organizations. Visit gailalofsin.com for more information.

You’re Gonna Need

A Bigger Bathtub!

NOW BOOKING 2025 DATES

BABY DUCK

ACTUAL MONSTER

TRUCK

• Over 6 Stories High • Family Friendly • Media Darling

• Land or Water Display • Affordable

What the Du*k?!

“Lord Love a Duck-Toronto Sure Did” -Toronto Star “World’s biggest rubber duck generates big economic impact” -CBC “A Giant Duck Dominates the Detroit Auto Show” -Motonews Today “Giant rubber duck generated millions of dollars” -Global News

HELLO@THE BIG DUCK.US

626-656-3729

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 Matt Clark, Business Consultant 330-481-0938 | Matthew.Clark2@fiserv.com | calendly.com/matthew-clark2 ©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

DISCOVER THE BEST FESTIVALS IN

Palm Springs : FROM ICONIC EVENTS TO LOCAL TREASURES

Photo Credit: Visit Greater Palm Springs

With the IFEA’s 70th Anniversary Convention & Expo presented by atVenu coming to Palm Springs, California this September 22-24, 2025, we couldn’t be more excited to bring our global community of festival and event professionals to this vibrant city. With a rich array of events that celebrate music, arts, food, and culture, Palm Springs offers the perfect backdrop for creativity and connection.

With world-renowned festivals drawing international crowds and charming local events offering intimate experiences, let’s dive into some of the incredible festivals that make this destination so special.

Major Festivals Coachella Valley Music and Arts Festival (April) (On the Cover of “ie” this issue!) One of the most iconic music festivals in the world, Coachella takes place over two consecutive weekends in April at the Empire Polo Club in Indio.

The festival features an eclectic lineup of global artists spanning genres such as rock, pop, hip-hop, electronic, and indie. In addition to its star-studded performances, 120

Coachella is known for large-scale art installations and immersive experiences.

Stagecoach Country Music Festival (Late April) Following Coachella at the Empire Polo Club is Stagecoach, the largest country music festival in the world.

Over three days, attendees enjoy performances from country music legends and rising stars. The festival offers dance halls, food vendors featuring classic southern cuisine, and unique shopping experiences.

Palm Springs International Film Festival (January) Kicking off the year in style, the Palm Springs International Film Festival (PSIFF) is a premier event that showcases some of the best films from around the world. With over 180 films screened and glamorous red-carpet events, it attracts Hollywood celebrities and film enthusiasts alike.

BNP Paribas Open (March) Held at the Indian Wells Tennis Garden, the BNP Paribas Open is one of the most prestigious tennis tournaments outside

IFEA’s ie: the business of international events

Spring 2025

the Grand Slams. The two-week event features top players from around the world competing in a beautiful desert setting.

Modernism Week (February) A celebration of mid-century modern architecture and design, Modernism Week spans 11 days and offers home tours, design talks, films, and parties. This event is a must for architecture enthusiasts, highlighting the unique heritage and style of Palm Springs.

Smaller Festivals VillageFest (Weekly on Thursday Evenings) Every Thursday night, downtown Palm Springs transforms into a vibrant street fair. VillageFest features local artists, food vendors, and live entertainment, making it a favorite for both residents and visitors.

Palm Springs Festival of Lights Parade (December) This beloved holiday tradition features a dazzling parade of floats, marching bands, and performers illuminated with thousands of lights. The festive atmosphere draws families and

Photo Credit: Visit Greater Palm Springs

holiday lovers from across the region.

Lavender Festival (June) Held in nearby Cherry Valley, the Lavender Festival celebrates the blooming lavender fields with farm tours, lavender-infused foods, arts and crafts, and live music.

La Quinta Arts Festival (March) Recognized as one of the top art festivals in the country, the La Quinta Arts Festival showcases the works of talented artists in a scenic outdoor setting. Visitors can browse and purchase paintings, sculptures, jewelry, and more.

Joshua Tree Music Festival (May and October) This biannual event in nearby Joshua Tree combines eclectic music performances with a family-friendly atmosphere. The festival emphasizes community and sustainability, offering yoga, art installations, and workshops alongside live music.

Palm Desert Food & Wine Festival (March) Food lovers flock to this delicious event to sample gourmet dishes, fine wines, and craft cocktails. The festival features tastings, cooking demonstrations, and appearances by celebrity chefs.

Rancho Mirage Writers Festival (January) A literary gathering that brings together some of the finest authors, thinkers, and readers, the Rancho Mirage Writers Festival offers panel discussions, book signings, and keynote speeches.

Greater Palm Springs Pride (November) Celebrating the LGBTQ+ community,

Greater Palm Springs Pride includes a vibrant parade, live entertainment, and vendor booths. The event fosters inclusivity and joy, drawing crowds from across Southern California.

Cinema Diverse: The Palm Springs LGBTQ Film Festival (September) This film festival showcases a wide variety of LGBTQ+ films from around the world. It provides a platform for diverse voices and promotes understanding through storytelling.

As we gather in Palm Springs this September for the IFEA’s 70th Anniversary Convention & Expo presented by atVenu, we look forward to connecting with festival and event professionals from around the world in this inspiring destination. From globally recognized events to charming local celebrations, Palm Springs offers a festival experience for everyone. Let’s celebrate creativity, culture, and community together in this desert oasis.

Photo Credit: Visit Greater Palm Springs

Dia de Los Muertos Celebration (November) The Coachella Valley hosts colorful Dia de Los Muertos events that honor Mexican traditions with altars, music, dance, and cultural performances.

Indio International Tamale Festival (December) Tamale lovers rejoice at this flavorful festival featuring dozens of tamale vendors, live music, and carnival rides. The event celebrates the rich culinary traditions of the region.

Hot Air Balloon Festival & Food Truck Fiesta (November) Held in Cathedral City, this event offers stunning hot air balloon displays, tethered rides, and a wide variety of food trucks serving up delicious fare.

White Party Palm Springs (May) One of the largest gay circuit parties in the world, the White Party Palm Springs is a weekend-long celebration featuring pool parties, dance events, and high-energy music performances.

Spring 2025

IFEA’s ie: the business of international events

121

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

Continued from Nan Krushinski, CFEE Board Profile Page 18

Continued from Bruce Erley, APR, CFEE Board Profile Page 20

• If it’s not done by show time, don’t worry about it ‘cause it’s not happening.

• It’s not brain surgery.

• Breathe.

trainer twice a week, take cardio walks with our dog Tilly and love to be at home chilling.

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

Haha! Buy better shoes. Relax. It’s just an event.

What Do You Do To Relax?

Sleep. Read. More sleep. Genealogy. Travel.

What is Your Personal Philosophy?

Keep it in perspective. Calm down. Let it roll off your back because life is too short.

Continued from Kasey Allen Foundation Board Profile Page 26

trust and open communication has allowed me to build strong partnerships that lead to better events and opportunities.

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

If I could give advice to my younger self, I would say to be patient and trust the process. Events take time to perfect, and there’s always something new to learn. I would also tell myself to embrace the chaos— things will never go exactly as planned, but that’s part of the journey. And lastly, I’d remind myself to invest in my network early. The people you surround yourself with are invaluable resources throughout your career.

What is Your Personal Philosophy?

Love fully...cherish your family...work hard...be comfortable in your own skin...be grateful...keep God in the middle of your life.

Continued from The Un-Comfort Zone Page 96

it may have been. I was hungry for the how-to knowledge and pursued it actively and enthusiastically, and 29 years later, the journey continues. When your desire is strong enough, the universe lines everything up for you and keeps it simple.”

Rocky: “Well said, great story - inspiring!”

Rob: “Thanks, Rocky!”

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

What Do You Do To Relax?

To relax, I practice yoga and love exploring new travel adventures.

What is Your Personal Philosophy?

I believe in embracing growth through curiosity, kindness, and resilience. Life’s challenges are opportunities to learn, and every person’s journey is unique. By staying grounded in empathy and striving to be my best self, I aim to contribute positively to the world around me.

Spring 2025

IFEA’s ie: the business of international events

123

MARKETPLACE

SEARCH MORE VENDORS AT EVENTRESOURCEMARKETPLACE.COM ATTRACTIONS World’s Largest Rubber Duck – Make a splash in your city with The Big Duck—a larger-than-life attraction guaranteed to delight audiences of all ages! Affordable, family-friendly, and a media darling. Whether floating gracefully on the water or perched proudly on land, The Big Duck is more than just an attraction—it’s an event in itself. Loved by locals and tourists alike, she draws crowds, sparks smiles, and inspires communities to embrace the magic of their waterfronts and public spaces.

The world is her bathtub, and now, it’s time to bring The Big Duck to your city! Contact: Craig Samborski | Address: 710 Caribbean Soul Ave. | Hardeeville, SC 29927 | 218-349-6655 | hello@ thebigduck.us | www.thebigduck.us 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 - From enchanting light shows to interactive Santa’s Villages, North Pole Productions transforms events into magical experiences. Discover how we can illuminate your event with our dazzling displays and entertainment options. Contact: Tammy Peters | PO Box 74 | North Adams, MA 01247 | 800-377-4625 | nppshows@gmail.com | www.nppshows.com/ 124

IFEA’s ie: the business of international events

Spring 2025

ENTERTAINMENT PYROTECNICO - For over 125 years, we have the largest fireworks display inventory in the country with an impressive range and depth in creativity and diversity to deliver amplified excitement from small gatherings to large and everything in between. Jared Staph | New Castle, PA USA | 404-725-2894 | jstaph@pyrotecnico. com | pyrotecnico.com ENTERPRISE RESOURCE PLANNING ORACLE NETSUITE – NetSuite is a unified, cloud-based business management platform helping tens of thousands of customers across the globe automate core processes and provide real-time visibility into operational and financial performance. Organizations of all sizes and across dozens of industries run on NetSuite and its applications for finance, supply chain management, customer relationship management (CRM), human resources, professional services, ecommerce, and more. Whether you’re a startup or an enterprise, or somewhere in between, NetSuite gives you the visibility, agility, and control to make the right decisions quickly. Log-In to Access beno.avanesian@oracle.com to unlock preferred pricing discounts on NetSuite and learn more!

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

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

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

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 HAAS & WILKERSON INSURANCE – Celebrating over 80 years in the you total control of your ticketing... ticket options, pricing, convenience fees, branding, funding entertainment industry, providing insurance programs designed to meet the and more. We know what it feels like to be overcharged and under-appreciated. We think you specific needs of your event. Clients throughout the US include festivals, parades, deserve a successful event with a ticketing partner who puts you first. Contact: Shadi Hayek | carnivals and more. Contact: Andrew Vandepopulier | Fairway, KS USA | 800-821-7703 | Sacramento, CA USA | 916-400-0737 | shadi@webconnex.com | www.ticketspice.com andrew.vandepopulier@hwins.com | www.hwins.com TRAVEL PLANNING (BY GROUPS) KALIFF INSURANCE – Founded in 1917, Kaliff Insurance provides specialty TRIPInfo.com – Since 1996, first online reference for all segments of group insurance for festivals, fairs, parades, rodeos, carnivals and more. We insure the travel planners – website and weekly newsletter and subject-specific digital serious side of fun! Contact: David Olivares | San Antonio, TX USA | 210-829-7634 magazines – including festivals. IFEA Member organizations included online. Contact: | david@kaliff.com | www.kaliff.com Eric Cunningham | 8735 Dunwoody Place STE N | Atlanta, GA, 30350, USA info@TRIPinfo.com | www.tripinfo.com K & K INSURANCE – K&K offers insurance solutions for festivals and events INSURANCE / RISK MANAGEMENT

across the US and Canada. Insuring fun since 1952! Contact: Mark Herberger | Fort Wayne, IN USA | 1-800-553-8368 | KK.EventsAttractions@kandkinsurance.com VIDEO PRODUCTION | www.kandkinsurance.com ELSBERG STUDIOS - Visual storytelling changes lives. We believe images are powerful; sometimes more powerful than words. With them we identify, we PROMOTIONAL PRODUCTS connect, we feel, we act. When necessary we use words; words that speak of COVERED NY INC – We cater to our client’s needs by creating retail mission and vision and transformation. Let us tell your story. Brad Elsberg | Nampa, ID USA | structures to hold their product, point-of-sale structures to display their product, and all of the 208-989-5664 | brad@elsbergonline.com | elsbergonline.com 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 | WEBSITE DESIGN (213) 216-4370 | brad@covered.group | https://covered.group/ SAFFIRE – Saffire empowers clients with beautiful, unique and engaging websites that are easy to manage, with integrated SaffireTix ticketing and SAFETY/SECURITY unlimited help when you need it. Contact: Cassie Dispenza | Austin TX IMPERIAL EVENTS SECURITY SERVICES, LLC - Imperial Events Security Services USA | 512-430-1123 | sales@saffire.com | www.saffire.com (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 OTHER USA | 1-888-502-4377 | yousef@iessevents.com | www.iessevents.com TEAMWORK ONLINE – TeamWork Online is a Recruiting System designed specifically for sports and live events and focused on a single goal: attracting SECUREVENT SOLUTIONS – At SecurEvent Solutions we believe your event is as qualified candidates with the right skills to your open jobs, quickly and cost effectively. It comes unique as you are. Carefully blending and merging operations, sales, experience, with or can be attached to any Applicant Tracking System (ATS). Ask TeamWork Online to be your culture, to curate lasting memories. We call this your Event DNA. Understanding recruiter. www.teamworkonline.com/ 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

Spring 2025

IFEA’s ie: the business of international events

125

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