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the business of international events

Can a “Return to Normal” Happen in 2021? Joe Vera, CFEE 1956 - 2025

the business of international events

Joe Vera, CFEE 1956 - 2025

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IFEA VISION A globally united industry that touches

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

lives in a positive

Assistant Editor Nia Hovde, CFEE, Vice President

way through

Director of Marketing & Communications

celebration.

Advertising Carrie Ring, CFEE, Director of Partnerships & Programs Art Director Craig Sarton, Creative Director Contributing Writers Robert Baird, Ashley Bush, CFEE, Bruce L. Erley, APR, CFEE, Joe Goldblatt, Baylor Hendrickson Hall, CFEA, Lori Irwin, Ed.D., Sydney Lee, Gail Lowney Alofsin, Cat McDevitt, Denny Meline, CFEE, William O’Toole, CFEE, Tim Otteman, Ed.D., Jordan Pine, S. David Ramirez, CFEE, Janessa Romero, Kim Skildum-Reid, Azeneth A Vasquez, CFEE, Robert Wilson Photography Central Michigan University, City of McAllen, Texas, IFEA Korea, McAllen Parks & Recreation,

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

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the business of international events

F E AT U R E S Joe Vera, CFEE 1956 - 2025

On the Cover: On April 16, 2025, our 2025 IFEA World Board Chair, Joe Vera, CFEE passed away. Joe’s loss is felt deeply by all who had the privilege of knowing him — and by countless others across the globe whose lives and work were touched by his unwavering passion for, and dedication to, the festivals and events industry.

DEPARTMENTS 10 IFEA President’s Letter 16 In Memorium 20 IFEA Foundation Board 25 2025 IFEA/Haas & Wilkerson Pinnacle Award Brochure 36 Events Interface 42 Freedom Talks 45 2025 World Festivals & Events City Awards Brochure 60 What Does ChatGPT Have to Say? 68 The Sponsor Doc 72 2025 Hall of Fame Awards 78 Festivals Without Borders 88 The Un-Comfort Zone 92 2025 Volunteer of the Year Awards 102 Leadership at All Levels 116 Securing the Future 120 Marketplace Spring 2025, Volume 36, Issue 2 “ie” is published quarterly by the International Festivals & Events Association, 10400 Overland Rd. #356, Boise, ID 83706, USA. Permission to quote from material herein is granted provided proper credit is given to IFEA.

IFEA 70th Anniversary History Publicity & Finances

IFEA 70th Anniversary History Madame President

Rightsholders’ Guide to Using AI for Sponsorship By Kim Skildum-Reid

Hands Off Our Live Events! By Joe Goldblatt

Beat by Beat: Insights into Urban Festival Planning By Baylor Hendrickson Hall, CFEA

The Dark Side of Events: Behind the Curtain: Bribery, Gifts, and the Fine Line of Hospitality By William O’Toole, CFEE

Reimagining Tradition: Embracing New, Curated Events in Your Event Portfolio By Ashley Bush, CFEE

Coming Home: Celebrating Anniversaries Tim Otteman, Ed.D. & Lori Irwin, Ed.D.

The Importance of Knowing Street Closures and Route Planning When Accompanying Celebrities by Azeneth A Vasquez, CFEE

5 Key Strategies to Strengthen Leadership Buy-In A Big Opportunity! By Denny Meline, CFEE

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Maximize Event Ticketing Data for Smarter Event Planning By Cat McDevitt

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2025 IFEA Asia Conference & Pinnacle Awards Successfully Held in Gyeongju, Korea By Sydney Lee

IFEA PRESIDENT’S LETTER

BY STEVEN WOOD SCHMADER, CFEE

THE LEGACIES UPON

WHICH WE STAND

s we plan for the special milestone of the IFEA’s 70th Anniversary, I have been reminded of so many friends and peers and legends of our industry, who, individually and collectively, helped to lay the foundation for the organization that we are today, leading us through decades of evolution; seeing us through challenging times and heydays; teaching, and sharing, and celebrating our successes with us. We truly do stand on the shoulders of giants. Over the past few months, those reminders have hit closer to home, as we have experienced the loss of several special friends and IFEA icons since the start of the year. 2025 IFEA World Board Chair, 2009 IFEA Foundation Chair, and 2005 IFEA Hall of Fame Inductee Joe Vera, CFEE (City of McAllen, Texas); 1991 IFEA World Board Chair, and 1996 IFEA Hall of Fame Inductee John H.B. ‘Jack’ French (Pasadena Tournament of Roses); 2010 IFEA Foundation Board Chair, and 2007 IFEA Hall of Fame Inductee Kay Wolf, CFEE (Texas Festivals & Events Association), and 2014 IFEA Foundation Board Chair Pam Sartory (Sunfest of Palm Beach County). I was able to attend the funeral and memorial service (respectively) of Joe Vera and Kay Wolf, together with other IFEA friends, and aside from the sadness and loss felt by all those present, my thoughts and awareness went far more so to the number of lives – exponentially – that these amazing individuals had touched, creating memories and milestones, through their IFEA involvement, and the many other chapters in their multifaceted

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and exemplary lives and careers, that we were all fortunate enough to have been a part of. They have all left legacies that remain in each of us. No one understands milestones and memories better than all of you who are reading this letter. We create them every day. For families, communities, and humanity. Through the individual and collective efforts and dedication of each of us, and our peers, past and present, around the world, we have the unique honor of having touched virtually every life on the planet, peacefully and positively, through celebration. We tell the stories of those we serve, help to celebrate the world’s achievements, bond people together, and build community. That will be our legacies, as well. Through our IFEA 70th Anniversary celebration, we pay tribute to our founders, whose dreams have brought us all closer together for 70 years; to those no longer with us, who have touched us as friends, taught us as professionals, and made us better; to our partners and friends close to home and around the globe, who will help us to touch the world in the years ahead with new dreams and possibilities never imagined; and to our IFEA ‘family’ – past, present, and future. We invite all of you to join us, by helping us to expand our IFEA family; by remembering and emulating friends lost; by celebrating with friends and peers at the IFEA 70th Anniversary Convention & Expo, presented by atVenu (September 22-24 in Palm Springs, California), and by continuing to build and strengthen the legacies upon which we are fortunate to stand.

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

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IFEA 70th Anniversary History

PUBLICITY & FINANCES

The two issues that charter members in attendance at the first annual meeting of the then Festival Managers Association in New York City on October 31st, 1956 were most concerned about were publicity and finances. The four guest speakers at the luncheon, held in a ballroom at New York’s Park Sheraton Hotel, gave the assembled managers some valuable tips on how to get publicity – what a later generation would call marketing and brand identity – for their festivals. The four speakers agreed on several basic strategies. They advised the managers to set firm festival dates six months in advance of the actual event and to call local and state media frequently to remind them of that date. The travel and entertainment media representatives urged the festival managers to submit complete reports of festival events to their local media on a timely basis, including photographs. ‘Know your media’ was a message that all four media representatives repeated. In advice that presaged the electronic media age, the four media representatives gave delegates advice on how to get network television coverage of their festivals. Network television in 1956 was just beginning to supplant radio as a national entertainment medium. The media representatives, two of whom

worked for television networks, advised the festival manager to go to the owner of their local network affiliate for advice on how to get network coverage. When it came to financing festivals, the second issue that was of most concern to festival executives in 1956, the managers themselves had numerous ideas to share. John Geisler of the St. Paul Winter Carnival and Roy Erickson of the neighboring Minneapolis Aquatennial told the group how they raised money for the two Twin Cities festivals through the sale of booster but- tons. J.H. Van Aernam, chairman of the Albany Tulip Festival, related the story of how the festival canceled a social ball that made no money and replaced it with a very profitable community dance. Jack Batten, executive director of the Wichita Mountain Easter Sunrise Service in Lawton, Oklahoma, described how his group forged an association with the local United Fund, while Dr. Alfred Shoemaker, director of the Pennsylvania Dutch Folk Festival in Bethel, Pennsylvania told how his group sold regional food and craft ware to help finance the festival. Several of the festival managers spoke of their experiences in booking and attracting name entertainment to their festivals, Summer 2025

including Charles Gillett of the Summer Festival in New York City. Jack Golbert, director of the Festival of Seven Arts in Pike, New Hampshire, told of how his festival greatly reduced the cost of providing professional entertainers by block booking acts. Other festival managers shared their financing ideas with colleagues. Joe Mickler, executive officer of Ye Mystic Krewe of Gasparilla Pirate Festival, related how his festival relied on a paying membership plan which restricted attendance at festival social functions, but was so popular that there were waiting lists. Reynolds Andricks, managing director of Fiesta San Jacinto in San Antonio, discussed the role of float sponsorship in his festival’s popular annual parade. How to finance festival events remained a staple of IFA meetings from then on. Madeline Neupert, who was active in IFA throughout the 1960s and served as the Association’s president in 1963, recalled that one of the great benefits of membership was the opportunity to learn how colleagues raised money for their festivals. “The people from the Minneapolis Aquatennial gave me the idea of having the local bank sell festival tickets at their branches,” Neupert said. “We controlled the tickets, but they did the bookkeeping.”

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IFEA 70th Anniversary History

MADAME PRESIDENT

IFEA’s first female member went on to become the Association’s first female president. Madeline Neupert was a Bridgeport, Connecticut native who has spent the past half-century in nearby Stratford, Connecticut. Neupert graduated from high school in her native Bridgeport in 1945 and worked as a legal secretary for nearly 15 years. During the 1950s, she became an active volunteer for the city’s annual P.T. Barnum Festival, which got its start in 1949. “P.T. Barnum was much more than a showman or circus operator,” she said. “He developed a number of waterfront neighborhoods in the city and was actually elected Mayor of Bridgeport.” Neupert’s volunteer activities with the Festival got her involved with the Parade of Champions and the American Legion Drum Corps competition. In 1956, Festival organizers asked Neupert to become executive director. Neupert remembered how the Festival brought the community together. “It was a great equalizer,” she said of the volunteer work that kept the Festival running smoothly. “For the guy on the factory floor, it was his chance to sit with the big guys. The fact that everyone was welcome was a great way to build volunteer participation.” Neupert added that the local ownership of what later became Fortune 500 corporations was of inestimable value to Festival organizers. “When I was executive director,” she said, “I could pick up the phone and call the owner of Bridgeport Brass. Today, the corporations often make the decisions when it comes to local festivals, but the top people rarely participate.”

Neupert joined what was still IFA in 1960, four years into her 12-year tenure as executive director of the Barnum Festival. At the time, she was the first female member of the Association. But there weren’t all that many men who belonged to the organization, either. “I think there were only about six or eight people at the first meeting I attended,” Neupert laughed. Meetings in the early 1960s were far more informal and less elaborate than they later became. Neupert recalled that at the time, all of the Association’s meetings were held at the Summit Hotel in New York City. “We didn’t need too large a room,” she said. “We met once a year, and we were in touch the rest of the time by phone and by mail. We didn’t have e-mail then.” Neupert was elected vice president of the Association in 1962 and became president the next year. She noted that John Geisler and Ken Walstad, founding members of the Association and directors during her term as president, would typically take the train out from Minneapolis several days prior to IFA meetings to confer with Neupert. “All we would talk about was festivals,” she said. “There was no discussion of world affairs, no conversation about religion, no debate about politics – only about festivals.” Neupert described her presidency as uneventful. “There was not an awful lot involved,” she said. “You’d be responsible for getting a couple of speakers for the meeting. And you’d have to line up hospitality rooms where we would inevitably stay up all night talking.” One of the fondest memories of Neupert’s years in IFA was how casual those early meetings were. In the Summer 2025

1960s, there was no annual banquet. “Who wants to go to dinner?” Neupert would ask late in the afternoon, pairing up members by their preference that evening for steak, or Italian, or Chinese. “Our meetings were obviously informal,” Neupert added. “We did have speakers in those days, but the talent was in the gathering of the members themselves.” Madeline Neupert stayed active with IFA through the late 1960s. In 1968, she resigned as executive director of the Barnum Festival to raise a family. She did association work on the side, and after her children were raised, finished her career as coordinator of corporate compliance programs for General Electric Corp. She never forgot those early years with the Association. “The thing I remembered most about the IFA was the people,” she said. “We all had something in common. I grew a great deal because of my exposure to those people. Because of the small numbers, we were just such a tight- knit group.” Neupert paved the way for other talented female festival executives who would serve as president of IFA. The Association’s second female president was Josephine Hauck of Indianapolis. Hauck, the executive director of the Indianapolis 500 Festival from 1962 to her retirement in 1992, served as president of the Association in 1967 and 1968. By that time, IFA membership represented 125 of the nation’s better known festivals. IFA’s third women president in less than a decade, Dorothy Walkmeyer of the National Cherry Festival in Traverse City, Michigan, headed the organization in 1972.

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IN MEMORIUM Remembering Joe Vera, CFEE

Joe Vera, CFEE 1956 - 2025

t is with profound sadness that we share the passing of our dear friend and colleague, Joe Vera, CFEE, who passed away peacefully on the morning of April 16, 2025, surrounded by his loving family. Joe’s loss is felt deeply by all who had the privilege of knowing him — and by countless others across the globe whose lives and work were touched by his unwavering passion for, and dedication to, the festivals and events industry. A visionary leader and tireless advocate for excellence, Joe devoted more than five decades to public service. Since joining the City of McAllen in 2014, he played a pivotal role in transforming the city into a vibrant hub of culture and community. He oversaw key departments including the McAllen Convention Center Facilities, Public Library, Palm View Golf Course, and Parks and Recreation. Under Joe’s leadership, signature events such as the McAllen Holiday Parade flourished. First recognized as the Best New Event by the IFEA in 2014, the parade has since drawn hundreds of thousands of attendees and earned numerous accolades — including receiving the IFEA / Haas & Wilkerson Insurance Pinnacle Award for Best Parade eight times and the TFEA Best Parade in Texas Award nine times. His vision also helped McAllen earn the prestigious recognition of IFEA World Festival & Event City on three occasions. Joe was a fierce champion of the IFEA/ Haas & Wilkerson Insurance Pinnacle Awards competition where he empowered his team at the City of McAllen to strive for excellence, resulting in hundreds of award-winning entries over the years — a testament to his belief in celebrating and elevating the work of event professionals around the world. Joe’s impact extended far beyond city borders through his long-standing involvement with the International Festivals & Events Association (IFEA) and the Texas Festivals & Events Association (TFEA). He served two terms on the IFEA World Board of Directors and was serving as the 2025

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IFEA World Board Chair at the time of his passing. In 2005, Joe was inducted into the IFEA Hall of Fame, one of the highest honors in the industry. He was a past president of both the Texas Festivals & Events Association and the Texas Association of Fairs and Events and was inducted into the TFEA Hall of Honor. Beyond his professional accomplishments, Joe was a devoted community servant. An Eagle Scout, he embodied the spirit of leadership, generosity, and service, giving back through organizations like the United Way, Sacred Heart Catholic Church, Lions Club, Boy Scouts, and 4-H. Joe often quoted P.T. Barnum: “The noblest art of all is making others happy.” By that measure, Joe was truly an artist — an incomparable spirit who brought joy, inspiration, and connection to all those around him. We have lost not only a remarkable leader, but a truly great person — kind, visionary, generous, and full of heart. An example to be embraced and emulated by us all. Joe will be missed more than words can express. Our thoughts and heartfelt condolences are with Joe’s family, friends, and the many professional peers who are mourning this tremendous loss. His legacy will continue to inspire through the communities he helped to build and the joy that he championed. Memorials May Be Made To: Sacred Heart Catholic Church at 208 E. Camelia, Hidalgo, TX 78557 IFEA Foundation Memorial Scholarship In honor of Joe’s long-standing commitment to the IFEA and the Festivals & Events Industry, the IFEA has created a Memorial Scholarship in his honor. For more information about the Joe Vera, CFEE Memorial Scholarship, Click Here. To make a donation to the Joe Vera Memorial Scholarship, Click Here.

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

KELI O’NEILL WENZEL, CFEE O’Neill Events & Marketing Management Kansas City, MO keli@oneillevents.com

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

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

IN MEMORIUM

Remembering Kay Wolf, CFEE Kay Wolf, CFEE 1946 - 2025

ith heavy hearts, we share the passing of our dear friend, colleague, and mentor, Kay Wolf, CFEE. Kay’s unmatched passion for the festivals and events industry and her unwavering dedication to TFEA, IFEA, and her beloved festival family touched countless lives. More than a leader, Kay was a guiding light—lifting others with her wisdom, generosity, and steadfast support. Her love for this industry and the people in it was evident in all she did, and her legacy will live on in all who knew her. Kay Victory Wolf was born Frances Kay Victory on August 14, 1946, to James and Dora (Hunt) Victory and raised in Corpus Christi. After high school, she married her first husband and moved to California while he was deployed to the Vietnam conflict. She returned to Texas and attended business school at Del Mar College. In 1970, she lost her home and all possessions in Hurricane Celia, which remains one of the deadliest and most costly storms in Texas history. This only made her dig deeper into her coastal community, where she owned a small business. It was here that she met the love of her life, Vernon Wolf, with whom she shared 40 years of maråriage and an adopted son, Jason. Kay joined the Aransas Pass Chamber of Commerce and served as its Executive Director for 25 years, leading the community’s initiatives around business development and retention, member 18

engagement and economic development. Under her leadership, Shrimporee, a festival celebrating the community’s maritime history, blossomed into a signature event, garnering state-wide notoriety. Always curious and an avid-learner, Kay pursued professional development, including event workshops produced by Texas A&M University, which led her and others to found what became known as the Texas Festivals & Events Association (TFEA). She served multiple terms as a member of the association’s board, including a term as Chair; and was inducted into the TFEA Hall of Honor. She was instrumental in helping TFEA become an official chapter of the International Festivals & Events Association (IFEA) and became an active IFEA volunteer, including a term on the IFEA Foundation Board. She earned her Certified Festival & Event Executive (CFEE) designation and in 2007, Kay was inducted to the IFEA Hall of Fame. Kay became well-known in the Chamber industry for the accomplishments within her own chamber and her willingness to share and mentor others in the industry. In 1994, the Texas Chamber of Commerce Executives (TCCE) awarded her the Arthur A. Roberts Distinguished Service Award and in 2000 she received the Marvin Hurley Award, which are the two highest accolades presented by TCCE. She retired from her Chamber career in 1999 and relocated to Bulverde, to join San Antonio-based DFEST in the role of Market Manager. With her knowledge of the festival and event industry and extensive professional contacts she was a natural fit to grow the company’s business. In 2006, she was recruited by the City of Hidalgo to the position of Assistant City Manager and relocated to Mission, Texas. Her event expertise proved invaluable as she organized efforts to enhance and expand the renowned and award-winning Hidalgo Festival of Lights, while also making signifi-

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cant contributions to promoting Borderfest. She oversaw the Old Hidalgo Pump House Museum and World Birding Center and was known for setting up hundreds of miniature Christmas village components from her own personal collection to display there for everyone to enjoy. In 2016, Kay retired from her municipal career and became the Executive Director of her much beloved TFEA. During her nineyear stint at the helm of TFEA, she oversaw the creation of the Texas Event Management Institute, with the aim of bringing affordable and accessible professional development and accreditation to all Texas event professionals and volunteers. She also served as the manager of the Texas Association of Fairs & Events for several years. Throughout the many facets of her professional career, Kay was known and admired by her peers for her strong desire to mentor, share and collaborate. Friends knew her as a kind, generous and loving person who deeply invested her heart in service to others. Kay was a 55-year member of the Aransas Pass #162 Order of the Eastern Star and served numerous community organizations. Kay was a devoted believer in Christ and was an active volunteer at Mission First United Methodist Church. She completed a Walk to Emmaus retreat and freely shared her faith with others. She loved birds and butterflies, long conversations with friends and daily golf cart rides around the neighborhood with her much-adored Lemon Beagle, Chancey. The world has lost a truly loving and caring spirit, but her legacy lives on in the many lives she has changed for the better. Rest in peace, Kay. You will be deeply missed. Memorials May Be Made to the: IFEA Foundation’s Kay & Vernon Wolf Memorial Scholarship Fund (10400 Overland Rd. #356, Boise, ID 83709. Learn More)

e are saddened to share the passing of Pam Beiter Sartory, who passed away on May 3, 2025. Pam was a dedicated member of the IFEA Foundation Board from 2009 to 2015 and served as Foundation Board Chair in 2014. During her tenure on the Board, she was the Finance Director at SunFest in West Palm Beach, Florida, where she spent ten years making a lasting impact before moving on to become the Director of Accounting at Roger Dean Chevrolet Stadium in Jupiter, Florida. Pam was a valued supporter of the IFEA and a cherished member of our community. We know you join us in extending our deepest condolences to Pam’s friends and family.

Pam Beiter Sartory 1966 - 2025

e are saddened to share the passing of John H.B. “Jack” French, former CEO of the Pasadena Tournament of Roses Association, who died peacefully at his home in Palm Springs on January 28, 2025, surrounded by his loving family. He was 86. A respected and visionary leader in the festivals and events industry, Jack served as the 1991 Chair of the IFEA World Board and was inducted into the IFEA Hall of Fame in 1996, recognizing his outstanding contributions and enduring legacy. His impact on the field and the lives he touched will be remembered with deep appreciation and admiration.

John H.B. (Jack) French 1938 - 2025 Summer 2025

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IFEA FOUNDATION BOARD

BY KAT PAYE, CFEE

OUR SHARED RESPONSIBILITY

TO THE FUTURE

s Chair of the IFEA Foundation Board, I am continually inspired by the impact we create together—impact that resonates through every event, every educational experience, and every professional milestone within our global festivals and events community. It’s a privilege to serve in a role that gives me a front-row seat to the incredible work being done across the industry and the meaningful ways our Foundation continues to elevate and empower those at the heart of it all—you. The IFEA Foundation exists with a clear and meaningful mission: to support and strengthen the programs that build up the professionals who bring magic and meaning to our communities through festivals and events. From emerging leaders to seasoned experts, the Foundation helps ensure access to the tools, training, and resources that elevate us all. Whether it’s by helping someone attend their first IFEA Convention, pursue the CFEE designation, or gain insight from one of our webinars, every effort is a step toward advancing our shared goals and our industry’s collective future. Thanks to your continued generosity and engagement, the Foundation is proud to support and fund: • Educational Program Support – Creating access to learning opportunities that grow careers and organizations alike. • Convention Speaker Support – Helping bring world-class speakers and thought leaders to the IFEA Annual Convention. • CFEE Certification Program – Supporting those pursuing the Certified Festival & Event Executive designation—our industry’s highest professional achievement. • IFEA Webinars – Making relevant, year-round professional education available anytime, anywhere. • “i.e: the business of international events” – The Magazine for the Festival & Events Industry – Offering thought-provoking articles, insights and global perspectives to keep us all inspired and informed. And this year is a special one for us all. As we look ahead to the 70th Anniversary of the IFEA Annual Convention, we’re thrilled to be gathering in person from September 22–24, 2025, at the Omni Rancho Las Palmas Resort & Spa in beautiful Palm Springs, California. This milestone Convention will be more than just a reunion of peers and colleagues—it’s a celebration of seven decades of growth, innovation, and unity in the festivals and events industry. It will be a time to reflect on how far we’ve come, acknowledge those who have paved the way, and inspire the next generation to carry the torch forward. As part of the 70th celebration, we are working hard to make this Convention one of the most memorable yet, and we need your help. One of the Foundation’s most important fundraising efforts—our annual auction—will return, and we are actively seeking contributions. Whether it’s a unique experience, a one-of-a-kind item, or a package that showcases the best of your event or region, your 20

IFEA’s ie: the business of international events

auction donation will directly support the educational and professional development programs that define our industry’s future. These auction items not only raise essential funds for the Foundation, but they also represent the incredible diversity and creativity within our global community. They are a reflection of who we are and what we have to offer each other—and they always make the auction one of the most fun and engaging parts of the Convention. Additionally, I would be remiss if I didn’t encourage you, your staff, or fellow colleagues to apply for the IFEA Legacy Scholarships—a fantastic opportunity to grow professionally while experiencing all that the Convention has to offer. These scholarships are designed to remove barriers and expand access to the Convention and its invaluable learning and networking opportunities. The deadline to apply is May 15, and I hope you’ll consider this not just for yourself, but for someone on your team who’s ready to take the next step in their career. The Foundation believes in investing in people, and the Legacy Scholarship program is one of the best examples of that mission in action. Each year, we hear stories from scholarship recipients who walk away from the Convention inspired, more confident, and more connected to the global events community. That ripple effect carries forward in the work they do at home—and in the lives they touch through their events. Of course, none of this would be possible without YOU - our partners, supporters, and believers in the power of education and collaboration. Whether you’ve attended a webinar, pursued your CFEE, submitted a speaker proposal, or simply shared an issue of “ie” with a colleague, you are part of the ripple effect the IFEA Foundation creates. This 70th Anniversary year gives us the perfect opportunity to reflect not only on our shared history, but also on our shared responsibility to the future. Your involvement - no matter how big or small—helps sustain the educational programs that prepare our next generation of leaders, empower seasoned professionals to evolve, and keep our industry vibrant and resilient. On behalf of the Foundation Board, thank you for your continued belief in what we do—and in who we do it for. Together, we’re not just supporting an industry, we’re investing in the people who bring it to life. I can’t wait to see many of you in September as we celebrate 70 years of tradition, innovation, and connection. Cherry-O!

Summer 2025

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

2025

INTERNATIONAL FESTIVALS & EVENTS ASSOCIATION

IFEA Foundation Board of Directors

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.

EXHIBITOR SPOTLIGHT

FOR ALL YOUR PRINTING, PACKAGING AND PROMOTIONAL NEEDS, WE HAVE YOU COVERED Brad Dawn What year was your company established? 2019 How many employees does your company have? 12 with branches Los Angeles and New York. What areas do you serve with your product/service? We have domestic and import vendors distributing products locally, regionally, nationally and international. How many festivals and events do you work with on an annual basis? We are actively involved with an expo, trade show, or event monthly. How/why did your company/product/ service get started? My partner and i have amassed 50+ years in the printing and production worlds. We have brought all of our vendor sources together to create a network of endless production capabilities so if you can dream it up, we can bring it to life. What is your ‘elevator pitch’ and/or slogan about your product/service? For all of your printing, packaging and promotional items we have you covered! 22

What new or improved product/service do you have to offer that IFEA audiences need to know about? In 2024 we formed strategic alliances with a national firm giving us the capabilities to service printed publications, magazines and mailers direct to events or to targeted mailing audiences throughout the country. What sets your product/ service apart from your competitors? Our entire team works at warp speed with a sense of urgency on all of our projects. Creating an environment of confidence for our clients is critical to our mantra. Clients know that when they engage us in product manufacturing they can rely on timely and efficient service. What advice would you offer to festivals and events searching for your type of product/service? The most memorable merchandise are the products that are thought and planned out in advance. Take the time to ideate over 1 signature piece of unique merchandise and plan that out far in advance so that every attendee will look at that item and it will envoke lasting memories. What is your company’s customer service philosophy? Never put off for tomorrow what can be done today.

IFEA’s ie: the business of international events

Summer 2025

President

Covered 3401 Glendale Blvd, Unit C Los Angeles CA 90039, USA 213-216-4370 brad@covered.group covered.group How many years have you been with your company? With the company since 2017; rebranded in 2019. What are your favorite festival foods? Anything sweet… sugar makes everything better! What do you like to do to relax? I am an avid golfer taking advantage of any opportunity to play the beautiful courses around the country. What is the name of the last business book you read? I am obsessed with Stuart Woods books based on the character Stone Barrington. What is the name of the last movie you watched? I had a date night with all the girls in the family, my wife, 2 daughters and daughter in law to watch Wicked

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

ON DEMAND AT IFEA.COM Maximizing Event Revenue: Ad Spend, Pre-Sales & On-Site Success

Future-Ready Festivals: Artificial Intelligence for Event Success

2024 Industry Deep Dive: Fan Spending at 50K+ Events

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

Adding Value and Appeal to Your Sponsorships Bruce Erley, APR, CFEE Creative Strategies Group President & CEO Denver, CO

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

Understanding the Unthinkable: Human Trafficking at Events Jordan Pine Founder and CEO Greenlight Operation Camp Hill, PA

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.

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 Annual Convention & Expo! Reserve Your Space & Find More Info at www.ifea.com Expo Luncheon Sponsored By

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!

IFEA’s ie: the business of international events

Summer 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©

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

Summer 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

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

IFEA’s ie: the business of international events

Summer 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

BEAT

Insights into Urban Festival Planning By Baylor Hendrickson Hall, CFEE

Festivals and events take place all across the world, in every setting imaginable: from festivals hosted in rural country fields and city parks, to beaches and boats, to downtown streets. Each event, and its unique setting, poses a different set of challenges and benefits to event organizers. Those settings also help infuse some of the “magic” into an event and can be a driving force behind what makes the event unique. 56

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Take Bristol Rhythm & Roots Reunion (BRRR) as an example – BRRR is a music festival hosted annually in Historic Downtown Bristol TN/VA. Not only is BRRR hosted in an urban setting, but it also takes place in an area known for its unique location – the downtown area is split down the middle on State Street, marking the dividing line between the City of Bristol, Tennessee and the City of Bristol, Virginia. This means that in planning for an event such as Bristol Rhythm & Roots Reunion, all the rules, regulations, city ordinances, etc. must be considered for two cities – and making it even more complicated, two cities residing in different states. This type of scenario might make one wonder – why host an event that poses such challenges? Why not find a different, easier location? Is it because the organizers of Bristol Rhythm & Roots Reunion are crazy overachievers, that they decided to host an event in such a challenging location? Maybe that’s true. But more likely, or better yet – in addition to that being the case, they also understand the benefits of hosting an event in a unique location that highlights their community and region. So, when event organizers are looking to establish a new event, particularly in an urban downtown setting such as Bristol TN/VA, what are some of the challenges they should expect and what are some of the benefits? Working with Merchants and Residents When walking down any urban city street what are the typical things you encounter? Merchants sweeping the stoops in front of their shops, tourists grabbing a cup of joe from the local coffee shop after checking out of their hotel, possibly a resident taking their dog for a quick stroll downtown. Now consider what that would look like with a ticketed event taking place around them. Does that mean the merchant would need a ticket to enter the event simply to have access to their storefront? Does the coffee shop lose business if the tourist leaving the hotel can’t enter their business? Can the resident who lives downtown walk their dog down the street like usual without having to purchase a ticket to the event? These, and so many more like these, are all questions that one must answer when planning an event that encompasses an urban, populated environment. Figuring out how to include, inform, and partner with merchants and residents is one of the most dynamic challenges to hosting an

urban event. On the alternative front, having satisfied and participating merchants and residents can be a huge benefit. Community “buy-in” is huge for any event. These merchants and residents are a built-in audience, who can help promote, support, and attract patrons to your event if you are able to garner their support from the beginning. Conversely, not having the support of the downtown merchants and residents where your event is taking place can be a nail in the coffin to its success before you even start, so it’s imperative to work with these individuals and figure out how to make sure your event positively impacts them, does not make their jobs and needs impossible to do, and does not create an environment that they do not wish to be a part of. City Support All events and festivals need a multitude of assets, ranging from financial assets, material needs, staffing, etc. One of the benefits often awarded to events hosted within an urban footprint is the support given by the city in which the event takes place. Often, cities value the enrichment – and often economic impact – provided by festivals and events. One of the many factors people use in deciding where to live is the community life provided: are there local eateries, things to do, diverse activities, etc. and therefore adding events to the calendar is enticing for cities. Hosting an event inside city limits does pose challenges as well. City permits, ordinances, and/or regulations can often be difficult to navigate and take time, and careful consideration to ensure they are properly filed and managed, etc. Additionally, when including investors into your event, whether it’s in the form of sponsorship dollars, city support, or other options, it also becomes a challenge to determine just how much input those investors may have. If a host city gives money in support of your event, are they then allowed to make suggestions/ recommendations/decisions regarding the event? Different events, and different event organizers, may have different answers to that question, but whether the answer is yes or no, it is important to set those boundaries and expectations early before you encounter that challenge. Bristol Rhythm & Roots Reunion, for example, accepts feedback from both contributing cities and has found that it can become difficult to satisfy all groups involved. It’s also important to remember that while ideas are welcome, not Summer 2025

everyone fully understands the complexity of event planning and what that entails, so organizers must be prepared to consider ideas but make decisions that benefit the entire event and not any one group of investors. Crowd Control When considering an event, looking at the layout of the “footprint” is a primary logistical task. Urban festivals often take place in multiple venues, spread out over city blocks and even sometimes in the streets themselves. Determining how event organizers plan to control their crowd is one of the initial tasks to be tackled. Do you plan to fence around the area and host a ticketed event? If you plan to fence, can and/or how do you fence an urban area that encompasses so many different elements? If you don’t plan on fencing your event, do you still plan to host a ticketed event, and if so, how do you control entry? If your event isn’t ticketed, how do you plan to gauge attendance and prepare for audience size? If your event is spread out over multiple venues, or even multiple blocks, oftentimes it will allow for more patron attendance, but it’s imperative to plan activities that will help keep the crowd dispersed and not all trying to attend the same show in one place. This creates the need for ancillary events taking place in between the main events scheduled. This type of event layout can be challenging to plan and manage, but it can also create a dynamic and interesting event. Bristol Rhythm & Roots Reunion is a ticketed event, where the entire downtown city is, in fact, fenced in. There are 5 ticket booths, with events spread out among 15 stages. Event organizers also schedule competing acts on different stages throughout the event to help ensure no single stage sees an influx of too many people. This is just one example of ways to help mitigate the risk of one area of your event becoming too populated. Regardless of how event organizers choose to manage their crowd, it is always important to ensure they have a realistic idea of their attendance so that they may make the appropriate preparedness plans. Response Planning Speaking of preparedness plans: every good event organizer knows the importance of having a strong emergency preparedness and response plan. Making an emergency preparedness and response plan for an event that encompasses different venues, public spaces, private dwellings,

IFEA’s ie: the business of international events 57

Ask yourself: What makes my community a great place to live? If you can answer that question, and then figure out how to communicate that to tourists attending your event, then you are very likely creating a multitude of reasons for those tourists to visit your community again and again. restaurants, hotels, park space, etc. can be a challenging task. Each of the elements above – working with merchants and residents, city support, and crowd control – all play an important role in building your plan. The questions below are just a few that will help when creating this plan: • What is your relationship with local merchants and residents, and what needs to be done to positively maintain those relationships? • What are the specific ordinance guidelines and laws you need to abide by? • What is your relationship with the host city? • What does your event footprint look like? • What will your means of crowd control be? • What happens during a weather-related situation? Are you able to shift towards indoor venues when needed? The response to stages outside would be quite different than to those inside. • What other types of incidents do you need to plan for within your unique event location? Based on the questions you use to establish your plan you might find that one overarching plan with multiple sub-plans fits your scenario best. You may also find that you need several different plans depending on elements of your plan that could shift year to year (e.g. merchant relationships, venue agreements, city support). Response planning is also an area where community support is key. Working 58

with the local, and even regional and state, police departments and emergency response teams can help work out so many of the details for your plan and make sure that the first responders working your event feel comfortable with, and fully informed about your event and your plan. Emergency preparedness and response planning is key to all events, and even though urban events can be tricky and difficult to make plans for, there are solutions to those challenges that can be figured out with time and the proper people involved. Community Highlight One of the best opportunities an urban festival or event provides is the chance to highlight your local community. Bringing tourists – and tourism dollars – into your region can provide a significant economic boost, helping to support your local merchants and bringing tax dollars to the city. Ask yourself: What makes my community a great place to live? If you can answer that question, and then figure out how to communicate that to tourists attending your event, then you are very likely creating a multitude of reasons for those tourists to visit your community again and again. If your event becomes an annual event, it is also possible that it could become a staple of your community and will help create opportunities to engage multiple surrounding communities. All of this engagement is a positive driver for your event that then feeds directly into your community, one that can become a positive repeating cycle. These are only a small number of the challenges and benefits that come with

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planning an urban festival, or any festival for that matter. It is important to be aware of the difficulties an event organizer may face when hosting an urban downtown festival, but it is also important to remember how rewarding and impactful events like these can be. To use the example festival, Bristol Rhythm & Roots Reunion, one last time: a 2015 economic impact study showed that BRRR visitors from outside the region had a $16.1 million impact on the region itself. That is a huge impact to not only one community, but many communities, and can be the catalyst some need to enhance the cities, towns, and areas they live in. When taking on the challenge of hosting this type of event, I suggest looking at it much as you might have looked at your response planning – to be successful in planning the event, and not becoming overwhelmed by the details or get stuck “in the weeds,” break down your event into manageable sections, and just take it “beat by beat”! Baylor Hall has held several positions within Birthplace of Country Music in Bristol TN/VA including Director of Operations, and now serves as Deputy Director. She assists in the oversight of all administrative and operational duties for the three branches of the organization – the Smithsonian-affiliated Birthplace of Country Music Museum, Radio Bristol, and the annual Bristol Rhythm and Roots Reunion music festival.

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WHAT DOES CHATGPT HAVE TO SAY?

AUDIENCE EXPERIENCE IN THE AGE OF AI

AND PERSONALIZATION

he world of festivals and events has always thrived on connection, excitement, and immersive experiences. As technology advances, artificial intelligence (AI) is transforming nearly every aspect of the attendee experience. From the moment an attendee expresses interest in an event to the time they leave the venue, AI-driven tools are enhancing engagement, streamlining operations, and personalizing experiences in unprecedented ways. AI-powered tools are enabling event organizers to create hyper-personalized experiences that cater to individual preferences, making festivals and events more engaging, efficient, and accessible than ever before. Festivals and events that harness AI are not only improving the attendee experience but also gaining a competitive edge in an increasingly digital world. AI-Powered Marketing and Ticketing AI-powered marketing platforms are revolutionizing how festivals connect with their audiences. Through data analysis and predictive algorithms, AI can identify potential attendees, determine their interests, and deliver personalized marketing campaigns. Platforms like IBM Watson and Salesforce Einstein analyze past behaviors, social media interactions, and browsing history to recommend events tailored to an individual’s preferences. This level of personalization not only increases ticket sales but also enhances customer satisfaction by ensuring attendees are aware of events that truly interest them. Dynamic pricing strategies, driven by AI, are also changing the ticketing landscape. Much like airline fares, AI can adjust ticket prices in real time based on demand, purchasing patterns, and even external factors such as weather forecasts. Ticketing platforms such as Eventbrite and Ticketmaster have implemented AI to optimize pricing, ensuring events maximize revenue while remaining accessible to a broad audience. AI can also predict which ticketing tiers will sell out first, allowing event organizers to adjust availability and promotions accordingly. Beyond pricing, AI is enhancing ticketing fraud detection. By analyzing purchasing patterns and identifying anomalies, AI can detect scalping or fraudulent purchases, ensuring a fairer experience for genuine attendees. Festivals like Tomorrowland and Burning Man have begun leveraging AI-powered verification systems to combat fraudulent ticket sales and counterfeit passes. The Sundance Film Festival has also implemented AI-driven fraud detection in its ticketing system, helping to curb ticket reselling and scalping. Enhanced On-Site Experiences Once attendees arrive at an event, AI continues to play a crucial role in shaping their experience. Chatbots and virtual 60

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assistants, powered by natural language processing, provide instant information on schedules, directions, and FAQs. Chatbots such as Satisfi Labs’ AI Concierge have been deployed at major events, including the US Open, offering real-time assistance to attendees while reducing the workload on human staff. Facial recognition technology is another AI-driven advancement transforming event entry and security. Music festivals like Coachella and sports venues worldwide have experimented with AI-powered facial recognition for seamless, contactless entry, reducing wait times and enhancing security. These systems can quickly verify identities, detect potential threats, and provide a more efficient check-in experience than traditional methods. AI is also being used to enhance engagement through personalized event experiences. Music festivals such as Lollapalooza have employed AI-driven apps that recommend performances based on an attendee’s listening history and schedule. Similarly, SXSW’s AI-powered event app helps attendees navigate complex schedules by curating custom itineraries based on their interests and past engagements. AI-driven personalization extends to vendor recommendations, where AI can suggest food trucks, merchandise, or activities that align with an attendee’s preferences, enhancing their overall event experience. The Electric Daisy Carnival (EDC) in Las Vegas has introduced AI-powered food and merchandise recommendations, allowing attendees to find options that best suit their tastes and dietary preferences. AI and Interactive Experiences Beyond logistics, AI is driving interactive experiences that deepen attendee engagement. Augmented reality (AR) and virtual reality (VR) powered by AI are creating immersive storytelling experiences. The Tribeca Film Festival, for example, has used AI-driven VR experiences to transport attendees into films and historical settings, offering a level of engagement never before possible. Similarly, the South by Southwest (SXSW) festival has incorporated AI-powered interactive installations that respond to attendee movements and voice commands, creating highly engaging and unique experiences. Music festivals and live concerts are also leveraging AI to enhance performances. AI-driven visuals and lighting effects react in real time to the mood and energy of the crowd, creating dynamic and responsive stage productions. Coldplay’s 2022 tour incorporated AI-powered wristbands that changed colors based on the music and audience movements, turning the entire stadium into an interactive light show. At the Austin City Limits Music Festival, AI-generated visuals have been used to create real-time, synchronized stage backdrops that shift in response to crowd engagement.

Summer 2025

WITH CHATGPT

AI is also making strides in accessibility. Events are now implementing AI-powered real-time translation and captioning services to accommodate international audiences and those with hearing impairments. Google’s AI-powered speech recognition tools are being used at conferences and live events to provide instant subtitles, ensuring greater inclusivity for all attendees. The New Orleans Jazz & Heritage Festival has introduced AI-powered language translation services, making the festival more accessible to non-English-speaking attendees. AI is also enhancing interactive experiences through AI-generated music and content. AI-powered DJs, such as those created by Mubert and Endel, are capable of generating music that adapts to the crowd’s energy in real time. Additionally, AI-generated visual art installations, like those seen at Burning Man, offer attendees a constantly evolving artistic experience tailored to the atmosphere and crowd engagement. AI-Driven Health and Safety Monitoring Ensuring the safety of festival attendees has always been a top priority, and AI is now playing a crucial role in health and security monitoring. Many large-scale events, such as the Super Bowl and Lollapalooza, have started using AI-powered surveillance systems to detect potential security threats in real time. AI-enhanced cameras analyze crowd movements, identify potential safety hazards, and alert security personnel about possible risks, from overcrowding to suspicious behavior. During the COVID-19 pandemic, AI also played a role in monitoring social distancing and mask compliance at events. Events like CES implemented AI-driven thermal scanning and crowd-monitoring tools to ensure attendee safety. AI-driven health monitoring is expected to continue evolving, with wearable devices potentially tracking attendees’ well-being during events and sending alerts if someone requires medical attention. AI is also improving emergency response times. AI-driven predictive analytics can assess crowd density and movement patterns to identify potential dangers before they escalate. Events like the Glastonbury Festival have begun integrating AI-powered security monitoring to detect potential safety issues, improving real-time decision-making for emergency teams. The Future of AI-Driven Engagement Looking ahead, AI’s role in the festival and event industry will only continue to expand. Predictive analytics will refine audience targeting even further, ensuring marketing efforts reach the right individuals at the right time. AI-driven chatbots will become even more sophisticated, offering near-human interactions that enhance customer service before, during, and after events.

As AI continues to evolve, event organizers who embrace these innovations will set new standards for personalized, efficient, and sustainable event experiences. By integrating AI thoughtfully and ethically, the industry can create more engaging, inclusive, and environmentally conscious events that resonate with modern audiences. Sources: IBM Watson. (n.d.). Retrieved from www.ibm.com/watson Salesforce Einstein. (n.d.). Retrieved from www.salesforce.com Eventbrite. (n.d.). Retrieved from www.eventbrite.com Ticketmaster. (n.d.). Retrieved from www.ticketmaster.com Satisfi Labs. (n.d.). Retrieved from www.satisfilabs.com Google AI. (n.d.). Retrieved from https://ai.google

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.

Summer 2025

IFEA’s ie: the business of international events 61

EXHIBITOR SPOTLIGHT

What year was your company established? 1993 How many employees does your company have? 300+ What areas do you serve with your product/service? We provide event security planning, staffing and management nationwide. How many festivals and events do you work with on an annual basis? Over 150+ What is your ‘elevator pitch’ and/or slogan about your product/service? We’re a seasoned event security company that plans and manages events nationwide. We’re scalable enough to be able to handle a project of any size, and lean enough to be able to give every customer the attention they deserve. How/why did your company/ product/service get started? Our owner purchased the company in 2001 when it was your typical security guard firm. With her background in events and security, she focused on the event services side of the business. Today, we exclusively service events across the country. What new or improved product/service do you have to offer that IFEA audiences need to know about? We stay current on trends in the event security industry and there are a lot of new products out there that accomplish guest 62

safety without sacrificing a positive experience. Weapons detection systems, easy to use surveillance camera technology, and more. We can source all of it. What sets your product/ service apart from your competitors? It’s easy to assume all security firms are the same. There are many that give our industry a bad reputation. Compared to many of our competitors who work nationally, we are small. We pride ourselves on being partners with our clients. We don’t have a sales department. Our clients work with me, our Director of Consulting, or our Owner when planning for their event. While we’re a tight knit group, we are scalable to be able to handle any sized event anywhere. We give the same attention to a 3-day festival expecting 1,000 people that we would to a 10-day long event expecting 150,000. We work to earn a reference from all our clients. What advice would you offer to festivals and events searching for your type of product/service? Ensure the provider is adequately licensed to operate in the state your event is being held and ask them exactly how they plan to service your event. Will they need to hire staff or do they have staff already? Are they self-sufficient or will they need you to rent them radios, a golf cart, feed them, etc.? What is your company’s customer service philosophy? Our mission is to ensure every event is uneventful. Our goal is to ensure every client gives us a glowing recommendation. Our philosophy is to do that in a way that is customer service focused. We’re 99% customer service, 1% security.

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Yousef Kassis VP, Operations

Imperial Events Security Services 2501 Wharton Street, Unit I Philadelphia, PA 19146, USA 888-502-4377 yousef@iessevents.com www.iessevents.com How many years have you been with your company? 14 years What are your favorite festival foods? Churros What do you like to do to relax? Build legos with my youngest daughter What is the name of the last business book you read? Lead it like Lasso What is the name of the last movie you watched? Moana 2

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Corruption in the events industry isn’t always dramatic—but it is dangerous. From subtle gifts to lavish hospitality, the lines between goodwill and unethical behaviour can blur quickly. As global scrutiny increases and sponsors tighten expectations, it’s more important than ever for event professionals to understand the risks and respond with practical, proactive measures. The following is an excerpt from my recent book “The Dark Side of Events: Navigating Corruption and Risk Management”. It is a topic rarely talked about and yet can destroy an event, and the reputation of the people involved. Judging by the trends around the world, anticorruption policy and procedures will be part of the engagement and contracting process for events. All the major sponsors have these types of policies, and the legal world is trending towards making it mandatory. But it is not complex and is really just common sense. There are detailed descriptions from the United Nations available for the mega events, such as the Olympics, with costly solutions such as hiring an audit company. But for the average festival this is far too time consuming and expensive. The below excerpt is an example of what to look for and, therefore, the background to developing an effective and simple anti-corruption policy. Bribery Perhaps the most direct type of corruption is bribery. There is no data on the extent of it, except people’s opinions and speculation. Secrecy is the very nature of bribery. An all-encompassing definition of bribery is found in the Anti-bribery Management Systems of the International Standards Organisation: “3.1 bribery: offering, promising, giving, accepting or soliciting of an undue advantage of any value (which could be financial or non-financial), directly or indirectly, and irrespective of location(s), in violation of applicable law, as an inducement or reward for a person acting or refraining from acting in relation to the

performance of that person’s duties” (ISO 37001:2016, p.2) Colloquially, it is to offer money or favours to an official to misuse their authority. Secretly paying a customs and immigration official to expedite the passage of a performer into the country is an example of petty bribery. Understanding the characteristics of the transaction will help in minimising its occurrence. Table 1 lists these. Table 1: Bribery Transaction Characteristics • Intent: both parties must know they derive benefit from the transaction. • Opportunity: It is done in secrecy without other members of the staff seeing it happening and generally at a point of constraint or where a decision must be made that permits an action. • Benefit: there must be a benefit to both parties. • Consequence: there can be unintended consequences that expose the act of bribery. Hence both parties must consider these. For example, for the customs official, this extra cash may show up in their lifestyle. Each of these characteristics can be used to expose the two parties to the transaction. But far more important, in the fluid and complex management of events is to use the characteristics to prevent bribery in the first place. Bribery in sport is very well described in the publications and websites such as the excellent documents written by the International Partnership Against Corruption in Sport (IPACS). The recordSummer 2025

ed examples of corruption in sport are worldwide and extend over history from the time of the ancient Greeks. The aim of most corruption in sport competitions is to remove the element of chance. According to IPACS there are three types of bribery: competition manipulation such as match fixing, concealing doping and bribery to do with the management of the sport. For the purpose of events, each of these may be considered if there are competitions of any kind as part of the event program. The international gambling that is found in sports is not found in events. As ‘chance’ does not play a large part in events, many of the types of sports corruption are not as important. When a member of the event team or volunteer accepts a bribe, it opens them to extortion. The first bribe leads to other bribes which then compromises the staff member who is extorted. Hence a simple small payment can be leveraged to a major criminal act. To illustrate this: At a festival, the parking volunteer is slipped an undercover payment to allow a member of the pubic to park their car, just for 10 minutes. The next day the person asks again for that space, the volunteer parking attendant refuses, so the person ups the amount. The volunteer agrees. The next day, the same situation, but the volunteer refuses. The person then threatens to tell the event organises that the volunteer is accepting bribes. This time the volunteer agrees. This is called grooming, and the event team and volunteers must understand that a bribe is not a standalone occurrence; it may rapidly lead far worse situations. Grooming, in this context, refers to the calculated approach of targeting people with authority. It involves the intentional manipulation by individuals, whether they’re part of an organization or not, with the aim of identifying and exploiting this insider. The ultimate goal is to enable or expand fraudulent or corrupt activities. Those who engage in grooming dedicate significant effort to understanding their potential targets. They use various tactics to manipulate, pressure, or extort these individuals to achieve their corrupt objectives. To illustrate the secrecy involved in corruption there is a specialist terminology, prison slang, in gaols/jails for grooming, the target is called a duck and the practice of gradually manipulating them with simple requests or small bribes until they can be extorted is called ducking. The various laws on this imply that the event team, their organisation or company, although temporary, is required to prove they have adequate procedures in place,

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members and Associated Persons of a An interesting and highly specialised value in excess of £250 arising from or with employment at the World scam is the predatory conference. This connected Sailing or actions taken in behalf of the World Sailing must be notified in writing to is outgrowth of the modern academic the Anti-Bribery Compliance Officer with of the receipt of the gift or benefit. need to publish. An academic’s career 7ThedaysAnti-Bribery Compliance Officer will record it in the Register of Gifts.” (World is dependent on measures related to Sailing, 2024). Similar to World Sailing, numerous publishing and citations. The imperson- large event-sponsoring companies maintain guidelines on gifts. Government al algorithmic rating system over the organising committees most certainly will have a policy as it is too close to bribery. A web has further enabled the fraud. A seemingly small gift may lead to extortion and further favours. The potential receiver predatory conference is a conference should always ask why they are receiving that exists but has no international aca- a gift. This can be a cross-cultural issue. In some countries gifts are expected and demic standing. it is an insult not to come forward with a not just for their staff and volunteers, but it must include “persons associated”. This may be taken to mean the myriad of suppliers and other temporary personnel. How far this will extend remains to be seen. The Appendix and chapter 10 provide templates for this looming issue for events and governments who host events. Story 27: Gangsta Extortion An investor company had placed a lot of money - millions of dollars – into a Gangsta Rap concert. The investor was smart enough to ensure the money from the ticket sales went to their company before it was handed over to the event company. Everything looked good as the tickets were selling well and there were offers to take the concert to other cities. The venue for the night had over 15,000 people. The performers arrived in limousines. One of the important performers took the investor aside and demanded a bag of illegal drugs before he and his act would go onstage. This is an example of extortion. Illegal in many ways and the performer knew exactly the right time to demand it. Gifts and Hospitality It is very common to give gifts in events around the world and gifts can take many forms. It can include souvenirs, hospitality, travel costs, donations, memberships and, the very common one, tickets to the event itself. From concerts to festivals to conferences, gifts are common. The distinction between an innocent gift and 66

a bribe is about the intention. Even this is not at all clear as the intention is not obvious. Often the corrupt gift giver uses this ambiguity to deny it is a bribe. Even if there was no result of the gift, it can still be regarded as a bribe. As pointed out in the Hong Kong Prevention of Bribery Ordinance (PBO): ”as long as the offeror believes that the advantage given is a reward for favours done for him in business dealings, an offence is committed even if the recipient of the bribe has not eventually offered any assistance.” (Hong Kong, 2023) Here it should be emphasised that there are two parties, the giver of the gift (offeror) and the receiver. With private events such as weddings, gifts are expected. With many events tipping can be construed as a gift. With public events it is the value of the gift that is used to evaluate if it is a corrupt practice. The general advice such as from the ISO 37001 is to steer clear of gifts that can be misconstrued as bribes even if both parties are well intentioned. Larger events and annual events may have a clear written policy on gifts. It may include criteria such as the market value of gifts that can be given or accepted, the need to report all gifts immediately, seek approval in advance or accepting or giving gifts. Once again, the sports world is far in advance of the event sector on this issue. An example of this is the Anti-Bribery Policy of World Sailing: “All gifts and benefits (including hospitality or entertainment) given or received by World Sailing employees, Board

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gift of a certain value. For example, the Fakelaki (“little envelope”) in Greece and the complexities of reciprocal gift giving in Japan. As gift giving and receiving often falls into the border zone or the grey area of legality and corruption, there are no end of stories in the media. Festivals, where giving a gift is part of the event, can easily be a cover for buying influence. Story 6: Diwali Gifts The Indian Gudjarat Anti-Corruption Bureau (ACB), for example warns about the yearly Diwali Festival. The festival called “Festival of Lights” celebrates the victory of light over darkness, good over evil, and knowledge over ignorance. An interesting irony is that it can also be a cover for bribing officials. According to the ACB, the gifts to the government officials can include cash, air tickets and luxury accommodation abroad. This is beyond the traditional gifts of a silver coins embossed with images of deities and traditional Indian sweets. Story 7: Chinese Mooncake Festival In Chinese mandarin the word is guanxi (关系) - local influence - and an event that provides an opportunity to increase a person’s guanxi is the Mooncake Festival. It goes back over 3,000 years to the Zhou Dynasty. It was a time to give thanks for the harvest and to pray for future bounty. The Mooncake is the symbol of the event, and it is a time for family reunions and offerings. Unfortunately, the offerings can also be a cover

may be a dark side of events, Corruption may be a dark side of events, Corruption but with vigilance and transparency, it’s we can all work to keep in check. but with vigilance and transparency, it’s oneIf you are a festival or event professional who has witnessed or one we can all work to keep in check. experienced collusion, favoritism, bribery, for very expensive mooncake gift baskets and banquets given to local government officials, according to the Central Commission for Discipline Inspection (CCDI). The CCDI set up a website, an app and an account on Wechat to entice people to report on gatherings, banquets, sponsored tours and bribes accepted by government officials during the festival. The two examples mentioned above demonstrate that when seemingly minor instances of bribery associated with widely celebrated events across cities and towns are aggregated, they can result in significant corruption and have a substantial impact on society. Individually, the instances of gift-giving might seem trivial. However, the Indian Gudjarat Anti-Corruption Bureau (ACB), and Chinese Central Commission for Discipline Inspection realise the cumulative and pervasive effect on trust, governance and social capital. The mega events are far more centralised and therefore the instances of corruption can be spectacular and involve international players. The effect, and possibly the amount, may well be dwarfed by the secret petty corruption found in the myriad of smaller festivals held around the country. Another example probably never thought of shows that the corrupt can also be pursued around the world. Story 18: Predatory Conference An interesting and highly specialised scam is the predatory conference. This is outgrowth of the modern academic need to publish. An academic’s career is dependent on measures related to publishing and citations. The impersonal algorithmic rating system over the web has further enabled the fraud. A predatory conference is a conference that exists but has no international academic standing. To quote the American librarian, Jeffrey Beall, who has explored this scam in detail: “These are not conferences organized by scholarly societies. Instead, they are conferences organized by revenue-seeking companies that want to exploit researchers’ need

to build their vitas with conference presentations and papers in the published proceedings or affiliated journals.” (Beall, 2015, p. 2) It is interesting to read the experience of people who have been scammed into attending these conferences. It is surprisingly similar to the Fyre Festival. Some the descriptions include a welcome party that took only 30 minutes, food was cheap lunch box and tea, small, crowded rooms, presentations with no research and just photos of a destination. One example of the extent of the predatory conference scam, the US Federal Trade Commission took legal action against OMICS, iMedPub, and Conference Series. These companies were based in India but had an office in Texas. This fact allowed the FTC to prosecute them in the USA. In 2019 they were fined $50.1 million for engaging in deceptive business practices. Bribery, gifts, and hospitality are just the tip of the iceberg when it comes to corruption risks in the events industry. As this excerpt illustrates, even well-intentioned gestures can carry unintended consequences if not carefully managed. But these challenges are not insurmountable. With awareness, clear policies, and a commitment to integrity, event professionals can create environments that are both ethically sound and operationally successful. In The Dark Side of Events: Navigating Corruption and Risk Management, I explore a wide range of corruption types that can impact events of all sizes—from subtle conflicts of interest to overt acts of fraud and collusion. The book offers real-world examples, case studies, and practical tools such as customizable templates, risk assessment questionnaires, and sample anti-corruption policies. These resources are designed to help you not only identify and mitigate risks, but also to build trust with partners, sponsors, and the communities you serve. By facing these uncomfortable truths head-on and equipping ourselves with the right knowledge and tools, we can protect the integrity of our events—and the reputations of those behind them. Summer 2025

or fraud, your insights can play a crucial role in further research on this topic. I am continuing to collect real-life stories from industry insiders to shed light on the often hidden but impactful issue of corruption in our sector. Your contributions will help highlight the challenges and pave the way for fairer, more transparent practices. What We’re Looking For: Non-incriminating personal experiences or observations; Instances where you’ve seen unethical practices like collusion or favoritism; Stories of how bribery or fraud affected events and people involved. Corruption undermines the integrity of the events industry, disadvantaging honest businesses and professionals. By sharing your experiences, you can contribute to a critical conversation that can lead to meaningful change. To Share Your Story just head to my website directly, HERE. Bill O’Toole, the IFEA’s 2018 Hall of Fame Recipient, is one of the most globally connected and influential professionals in the festivals and events industry. Starting his career in music after earning a Pure Mathematics degree, Bill’s accidental journey into events began with organizing student treks and concerts. He later toured the world with bands like Blowzabella and Sirocco, managing everything from logistics to performances. His passion for cultural exchange and event power led him to create impactful events in remote areas, promote peace through celebration, and develop international festival strategies. Recognizing a need for professionalism in the field, he co-authored foundational textbooks, pioneered the EMBOK model, and played a central role in global training programs, including for the IFEA. Bill has consulted for governments and organizations across five continents, helped shape Saudi Arabia’s event strategy, and continues to influence the industry through education, leadership, and his ongoing contributions to professional standards and global collaboration. The Dark Side of Events is published by Goodfellow Publishers and can be found HERE.

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THE SPONSOR DOC

WITH BRUCE L. ERLEY, APR, CFEE

ADDING VALUE AND APPEAL TO YOUR SPONSORSHIPS:

FROM TRANSACTIONAL TO TRANSFORMATIONAL Dear Sponsor Doc: Sometimes I feel like I’m selling soap rather than sponsorships. My pitches are based upon what rights and benefits I can provide. The sponsor is interested in more “stuff” and acts like my packages are more of a buffet from which they can pick and choose. Do you have any suggestions on how I can break out of this? EB – Boston, MA Dear E.B.:

I have fallen into those types of dysfunctional relationships before. They feel like faceless transactions void of any passion for what the partnership can truly accomplish. You need to move beyond the “what” you are selling to the “why” should they care. Today’s most successful partnerships go beyond logos and banners—they create meaningful experiences, connect with communities, and drive long-term impact. As event professionals, we must rethink how we approach sponsorship not just as a means to fund our initiatives, but as an opportunity to build something greater—together. I want to encourage you to rethink the sponsor relationship. A good starting point is to consider whether your current sponsorships are transactional or transformational. Transactional sponsorships are familiar to most. In this model, sponsors provide financial or in-kind support in exchange for tangible, measurable benefits—such as logo placement, naming rights, or exhibit space. These arrangements are generally short-term and focused on immediate visibility. While they serve a purpose, they often fail to engage the sponsor in deeper, more meaningful ways. By contrast, transformational sponsorships are about co-creating value. These partnerships are rooted in shared values, mutual growth, and long-term vision. Instead of simply offering exposure, you invite sponsors to become part of your story. You collaborate to develop experiences and messaging that resonate with your audience and align with the sponsor’s brand. These relationships evolve over time, often delivering lasting benefits far beyond the event itself. To assess where your partnerships stand, ask yourself: • In what ways do our sponsors impact our property beyond just writing a check? • How does our event reflect or enhance the identity of the sponsor? • Are we enhancing the audience’s experience in ways that are clearly connected to our sponsors? 68

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In today’s experiential marketing environment, three trends are pushing sponsorships into a new era: data-driven audience insight, authentic storytelling, and the shift from exposure to experience. 1. The Power of Audience Insights Your most valuable asset isn’t your venue, schedule, or even your programming—it’s your audience. Understanding who they are, what they value, and how they engage is critical not only for event planning but also for attracting the right sponsors. To gain this insight, you must become an audience expert. That means investing in data collection through surveys, ticketing analytics, engagement metrics, and more. Sponsors want to know who they’re talking to—and how well you know them. When you demonstrate this depth of knowledge, you become a more compelling partner. It’s no longer enough to guess who your audience is or rely on outdated assumptions. Measurement and analytics are now essential tools in crafting sponsor proposals that hit the mark. 2. It’s All About Storytelling At the heart of every great sponsorship is a story worth telling. As event professionals, we are not just organizers—we’re storytellers. When we help sponsors tell their story in a way that aligns authentically with our own mission, magic happens. Begin by identifying the shared “why” behind your event and the sponsor’s involvement. Why does this partnership matter? What common values or goals bring you together? Once you’ve uncovered that, build messaging and activations that highlight this connection. Audiences are much more likely to engage when they feel the relationship is real, relevant, and inspiring. Storytelling humanizes your event and your sponsor. It transforms a logo on a banner into a trusted voice in your community. 3. Moving From Exposure to Experience Today’s audiences want more than a passive experience—they want to participate, to engage, and to feel something. And guess what? Sponsors do, too.

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Continued on Page 117

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

EXHIBITOR SPOTLIGHT

What year was your company established? 1998 How many employees does your company have? 70+ What areas do you serve with your product/service? National How many festivals and events do you work with on an annual basis? More than 700! What is your ‘elevator pitch’ and/or slogan about your product/service? Saffire offers the industry’s only integrated ticketing and website platform! We offer real-time ticket data and allow for easy website updates, making online ticket sales efficient and user-friendly. With the capability to manage everything from anywhere at any time, Saffire enhances your overall experience. We proudly serve a diverse range of industries, including fairs, festivals, rodeos, agri-tainment, and tourism. Alongside our premium ticketing and branding services, we are committed to providing outstanding support, ensuring our clients receive the best assistance in the industry. Saffire is your go-to partner for all your ticketing and website needs! How/why did your company/ product/service get started? We have been in business since 1998 as Wright Strategies, a custom web development firm working with global clients including KEEN Footwear, Nike, Intel, Panasonic, Jeep and Chrysler. We launched the Saffire platform in 2009. We desperately wanted to take what we’d learned in custom development and build a platform in a niche market, so when an event asked us to do a website for them, it felt like home immediately. 70

What new or improved product/service do you have to offer that IFEA audiences need to know about? Saffire has always offered creative services, but recently we’ve achieved some incredible results in our branding and rebranding projects! We are proud to partner with clients to create custom logos, brand kits, taglines & slogans, and event them designs among a myriad of other creative services to make brands shine! Our process relies heavily on the input and goals of each client’s unique organization. With the help of our creative services, our award-winning client websites stand apart in the industry as custom-branded digital experiences.

Jessica Bybee-Dziedzic VP Client Operations

Saffire 11138 SE Main St Milwaukie, OR 97222 USA 512-430-1123 jessica@saffire.com www.saffire.com

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

How many years have you been with your company? I’ve been with the team for over 17 years!!! That’s before we were Saffire!

What advice would you offer to festivals and events searching for your type of product/service? Managing your website & ticketing in one location can help save your sanity by offering two services through one great provider that you know and trust. Look for versatile technology and equipment that can be adjusted to work in multiple scenarios, and don’t forget that an effective support team is a crucial bridge between your ticketing process and the success of your event!

What do you like to do to relax? I love playing fetch with my dogs! It has the twofold benefit of enjoying some time in the sun and ensuring their exhaustion for the rest of the day.

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

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What are your favorite festival foods? I look for the most “local” flavor I can find and always try to find something NEW!

What is the name of the last business book you read? The Ideal Team Player by Patrick Lencioni What is the name of the last movie you watched? My husband & I are BIG movie buffs and watch both old and new movies ALL the time. We just completed a Gene Hackman marathon after his passing by watching Runaway Jury, Enemy of State, Absolute Power, The Firm, and Unforgiven all within the last 3 days.

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.

SPONSORSHIP & SPONSOR SERVICE FRIDAY, SEPTEMBER 19, 2025 9:00 a.m. - 4:30 p.m. (MDT) Presented by: Bruce Erley, CFEE, APR President & CEO Creative Strategies Group IFEA World Board Member Denver, CO, USA

MARKETING & MEDIA RELATIONS SATURDAY, SEPTEMBER 20, 2025 9:00 a.m. - 4:30 p.m. (MDT) Presented by: David Ramirez, CFEE Founder SDMRamirez IFEA Foundation Board Member San Antonio, TX, USA

ADMINISTRATION & MANAGEMENT Sunday, September 21, 2025 9:00 a.m. - 4:30 p.m. (MDT) Presented by: Ira Rosen, MA, CFEE Ira Rosen, LLC IFEA Foundation Board Member Philadelphia, PA, USA

TAKE THE NEXT STEP TO ADVANCE YOUR CAREER Do you want to take your career in the Festivals and Events Industry to the next level? Do you want to get noticed over everyone else in today’s competitive job market? Do you want to increase the chances of raising your earning potential? Do you want to connect with a group of like-minded professionals from around the world? Do you want to establish professional credibility and demonstrate you are committed to mastering your skills and knowledge in the Festivals & Events Industry? If the answer is yes to any of these questions, then the IFEA’s Certified Festival & Event Executive (CFEE) Program, sponsored by Kaliff Insurance, is for you! With intensive core classes covering: Sponsorship & Sponsor Service; Marketing & Media Relations; Administration & Management; Administration & Management;

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

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

REIMAGINING TRADITION:

Embracing New, Curated Events in Your Event Portfolio By Ashley Bush, CFEE

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the internet. Now, more than ever, Close your eyes... I know it seems a bit weAlso, can find a lot of our entertainment fingertips. We can tap a few keys weird since you are supposed to be atandourbrowse hundreds of things to do right in our own neighborhood. There is reading this article, but read the entire always such a vast number of emerging and trends to keep up with. instruction and then just follow me for technologies Again, with so many options, it is hard to stand out if your events aren’t changing a moment. Close your eyes and think with the times, and the people. When parks and recreation fail to produce of the most memorable event that you relevant and interesting events that people want to attend, they cease being have ever attended. When you have it, relevant. Here are several examples of what happens when people find parks and you can open your eyes again. recreation no longer relevant: Welcome back! Now that you have thought about that particular event, ask yourself, “why was it memorable?” What made it the most memorable event that you have ever attended? And that, ladies and gentlemen, is what you want to capture in your parks and recreation events. Whatever that thing is that made that event so worthwhile for you that it stuck in your memory, that is what you want to translate into the work that you do planning events for parks and recreation. And that is event curation. To level set, let’s define what event curation is, or “curated events,” so that we are all on the same page. “Curated” means something that is carefully chosen and thoughtfully organized. This term is frequently used in the museum or art world. A “curated event,” though, is a unique, experiential event that can also serve to fill a purpose that your organization may have. The magic is that they can be multi-fold and can have a high return, if done right. In the parks and recreation world, we typically see events that are largely focused on youth and families, and activities that are held in recreation centers. Events such as holiday celebrations, community picnics or barbecues, arts and crafts workshops, ports related tournaments/events, and indoor activities like dances, shut-ins and pool parties. In the dynamic landscape of parks and recreation, the creation of compelling, curated events isn’t just about entertainment; it’s about fostering community engagement and promoting well-being. However, in a world where trends evolve rapidly, it’s crucial for parks and recreation event employees to continuously innovate and refresh their event offerings. This article explores the importance of infusing new life into old event catalogs and provides examples on the strategies used to do so.

The aforementioned activities have been the cornerstone of parks and recreation’s programming and events for a very long time, but those activities are not all that there is to providing fun and engaging opportunities for your community. There are so many new and creative ways that you can bring people into your parks and get them engaged in activities and events that showcase the best of what your organization or agency has to offer. You just have to get a bit creative. We will get to those ideas in a bit. For now, let’s learn a little more about why these traditional event formats no longer suffice. There has been a shift in community interests. People are looking for experiences. They want to attend something that allows them to not only engage in a physical way, but in an emotional and cerebral way. Even if it has the same core factors – sports, swimming, recreation center activities, people want more. So, ask yourself: How do I elevate the things that I am already doing in order to provide an experience for attendees? The demographics of many communities have changed, and we may continue to see changes, whether in that same community or in others. Residents are moving out, moving in, and moving on. The creation of businesses like Airbnb have also led to transitional neighborhoods. Neighborhoods where there are not a lot of permanent residents and the people you see may be different from week to week. In some cities, you see an increase in competition. There are event organizers and businesses that are hosting events that are similar to the things a parks and recreation association may have done in the past. They are creative, they have the funding, and they are able to create things that you may not think you can do. Summer 2025

1. Decreased Community Engagement: The primary purpose of parks and recreation departments is to enhance community well-being and engagement. If events are not compelling or fail to align with the interests of the community, residents may disengage, leading to a decline in community participation. 2. Underutilization of Facilities: Relevant events contribute to the utilization of parks and recreational facilities. When events lack appeal, these spaces may remain underused, leading to a missed opportunity to maximize the community’s benefit from the available amenities. 3. Loss of Trust and Credibility: A consistent lack of appealing events may erode trust and credibility in the eyes of the community. Residents may question the effectiveness of the parks and recreation department in meeting their needs and providing valuable recreational opportunities. 4. Impact on Local Businesses: Events can stimulate economic activity by attracting visitors to local businesses. If events are not attracting attendees, local businesses, such as restaurants, shops, and vendors, may experience reduced foot traffic and revenue. 5. Decreased Funding Support: Community support and government funding for parks and recreation programs are often influenced by their perceived impact and relevance. If events fail to draw interest, it may become challenging to secure funding and resources for future programs and initiatives. 6. Missed Opportunities for Social Connection: Events play a crucial role in fostering social connections within a community. When events lack appeal, residents may miss out on valuable opportunities to connect with

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neighbors, reducing the overall sense of community. 7. Limited Cultural and Artistic Expression: Events often serve as platforms for cultural and artistic expression. If parks and recreation events do not showcase local talent or celebrate community culture, the potential for enriching the community’s cultural landscape is missed. To combat these issues, parks and recreation must evolve and innovate. Let’s examine how several parks and recreation departments across the East Coast are reimagining tradition and embracing curated events that resonate with modern audiences: Philadelphia Parks & Recreation Philadelphia, Pennsylvania: Philadelphia Parks & Recreation has reinvigorated its annual “Parks on Tap” event series, which brings a pop-up beer garden to different parks across the city. This initiative not only revitalizes underutilized green spaces but also promotes community engagement and supports local businesses. By collaborating with the city’s health department, Parks & Recreation has expanded the event to include wellness activities such as yoga classes and healthy eating workshops, catering to a diverse audience. You can learn more about “Parks on Tap” by visiting: www.parksontap.com/ Boston Parks and Recreation Department - Boston, Massachusetts: The Boston Parks and Recreation Department has embraced the trend of urban gardening by launching the “Green Spaces Initiative.” This program converts vacant lots and neglected spaces into vibrant community gardens, providing residents with access to fresh produce and educational resources. By partnering with the city’s housing authority and environmental organizations, the department has transformed urban landscapes, fostered a sense of community pride, and promoted sustainable living practices. Creative inspiration is a click away. Read more about Boston’s urban gardening here: www.boston.gov/ departments/parks-and-recreation/ mayors-garden-contest New York City Department of Parks & Recreation - New York, New York: The New York City Department of Parks & Recreation revitalized its iconic Central Park with the “SummerStage” series, a 76

city-wide festival bringing free concerts, dance performances, and theater to various parks across the city. This initiative not only supports local artists but also provides accessible cultural experiences to residents. By partnering with non-profit organizations and corporate sponsors, the department ensures a diverse lineup of performances that cater to a wide audience. Additionally, “SummerStage” includes community workshops and educational programs, enriching the cultural fabric of New York City. Learn more about “SummerStage: cityparksfoundation.org/summerstage/ Baltimore City Recreation and Parks Baltimore, Maryland: Baltimore City Recreation and Parks launched the “Rhythm and Reels” series, which combines outdoor movie nights with live music performances in different parks throughout the summer. This initiative rejuvenates public spaces by transforming them into vibrant community hubs. By working closely with local artists, musicians, food and merchandise vendors, the agency fosters a sense of community and supports the local economy. Additionally, “Rhythm and Reels” includes family-friendly activities and wellness programs, promoting healthy lifestyles and cultural enrichment in Baltimore’s neighborhoods. Learn more about Rhythm and Reels by visiting: bcrp.baltimorecity.gov/ rhythm-and-reels/ Now, let’s examine your event portfolio. Below is a list of questions that can assist you in assessing your department’s event portfolio. These questions are meant to get you thinking about where you can infuse creativity and innovation into your event offerings. • What are some events in our portfolio that need a refresher? • What are some things that I wish we could do? Why aren’t we doing them? • How can we overcome whatever roadblocks are preventing my department from trying something new? • Are there any recurring themes or patterns in our event programming that we can switch up? ◦ Example: all your department’s events include the same elements – arts and crafts section, bounce houses, DJ, etc. • Are there any underserved communities that we can curate events for? • Are there any gaps in event offerings, or opportunities to introduce new and innovative experiences?

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If you are still having a hard time thinking about how you can curate events for your department, here are two of my original ideas to get you started: • In the last five years, pickleball has become very popular. It has been labeled as the fastest growing sport in America.1 How can you take advantage of recreation activity that people have newly become super energized about? How do you draw people into your parks or other facilities who don’t know what it is, never had the desire to play it, and/or those who love it and can’t get enough of it? Picklefest! Create an event on or near pickleball courts where you host a pickleball game or tournament, but you also have all things pickle. Food, activities, drinks, etc. Partner with logo businesses to create special, limited-edition items for the event and watch how engaged your surrounding community becomes. • Host a silent movie in the park! Purchase silent disco headphones, partner with locals, survey the community to see what they would be interested in watching, and finally, pull out your blow-up movie screen. This is a fun, affordable way to get a diverse group of people into your space. Everyone loves movies! And this twist on a simple movie in the park speaks to the introvert and the extravert. As stewards of public spaces and community well-being, parks and recreation event employees play a vital role in shaping memorable experiences for everyone in their communities. By embracing innovation, collaborating across agencies, and curating diverse events that reflect the spirit of the times, we can continue to thrive in an ever-changing landscape. Reimagining tradition isn’t about abandoning the past but rather evolving with the present to create a more vibrant and inclusive future for all. Ashley Bush is the current Chief of Special Events for Baltimore City Recreation & Parks and the Chief Curator, Curated Creatives, LLC. She has been planning events for well over 15 years and truly enjoys creating memorable experiences. While the City of Baltimore and her personal endeavors keep her busy, you can often find her flying the friendly skies, as she is also an avid traveler. Ashley can be reached at: Ashley.bush@ baltimorecity.gov.

FESTIVALS WITHOUT BORDERS

WITH ROBERT BAIRD

DEALING WITH

TURBULENT TIMES

“May you live in interesting times” is an expression that may be thought of as either a blessing or a curse, but certainly describes, albeit as an understatement, current reality. We are all experiencing the effects of “interesting” times: dramatic news items daily, changes in international relationships, drastic effects on our everyday lives, and a constant uncertainty permeating our thoughts and feelings. Change is a part of living, and there are simply many things we cannot control. We have to accept the reality and focus on what we can do. Here are some suggestions for coping with the current state of the world: 1. Stay Connected to Like-Minded People Not everyone agrees with what is going on in the community, state, country, or world. Find your “tribe” and keep in touch. You have friends and allies. Keeping in touch with friends and allies will help you to weather the storms. Sharing concerns makes you more resilient when dealing with the difficult pressures swirling around you. 2. Do What You Can One can be overwhelmed by frightening headlines and multiple crises and end up feeling helpless, but an antidote to that feeling is to take action: reach out to comfort a colleague, write to your Congressional representative, sign a petition. Human beings have a history of rising to the occasion as witnessed, for example, in the response to the Covid outbreak, or the war-torn areas of the globe where humanity triumphs in dealing with the worst situations possible. Do what you can to show how you feel and work to maintain principles in which you believe despite powerful others who try to deny them.

for their opinions and advice will help. We are stronger together than on our own. As difficult as it is, taking the stance that “this, too, shall pass”, and that we can and will deal with it will ensure that it will be dealt with. Our attitudes inform our actions and create positive outcomes. 5. Stay Hopeful. We have all weathered crises before and, as history teaches us, the pendulum swings back and forth, so what was operative today will be gone tomorrow. Be grateful for the positives in your life and look past the current crisis to a better future. Never underestimate the power of the human spirit: it has accomplished miracles in the past and is an ongoing beacon to everyone who is presented with life’s challenges. As the poet Alexander Pope wrote: “Hope springs eternal in the human breast.” And we should all continue to hope for better outcomes, regardless of circumstances.

3. Take Care of Yourself Living through tough times is mentally and physically draining. Get enough sleep, exercise regularly, and eat well. If you can, find relaxing activities to calm the tension. If we run down, then our energy lags and our ability to deal with things is measurably lessened. A cup of tea for the Brits was always calming – use whatever helps ease the tension in your own life. 4. Stay Motivated. Don’t give up. There are always wins, even small ones, in any situation. Researching more about a subject and consulting others 78

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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

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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

EXHIBITOR SPOTLIGHT

What Year Was Your Company Established? 1962 How Many Employees Does Your Company Have? 1000+ What Areas Do You Serve With Your Product/Service? We are a national company serving 43 states and over 275 metro areas. How Many Festivals and Events Do You Work With On an Annual Basis? Many, and all over the country! What is Your ‘Elevator Pitch’ and/or Slogan About Your Product/Service? Since 1962, National Event Services has been the nationwide leader in the temporary site services industry offering temporary fences, barricades, portable restrooms, and mobile storage containers to a variety of special events. National Event Services provides its products to music festivals, fairs, parades, festivals, sporting events, state fairs and more. Serving over 275 metro areas nationwide, and over 60 years of experience, we provide the peace of mind you need for your next event. Visit us online today at www.rentnational.com or call us at 800-352-5675. How/Why Did Your Company/ Product/Service Get Started? National Event Services understands the relationships we build are just as important as the quality of work we put into each project. It’s with this principle in mind that has made us grow to become the largest supplier of temporary fencing, 80

barricades, portable toilets, restroom trailers, and mobile storage containers in the nation. National’s team of experienced professionals dedicate themselves to each project until every customer is satisfied with the results. This was our goal when we started in 1962. This is what continues to define who we are today. What New or Improved Product/Service Do You Have to Offer That IFEA Audiences Need to Know About? Restroom trailer rentals from National Event Services offer a “spa-like” experience. With spacious stalls featuring floor to ceiling doors, climate control, overhead music, frosted glass accent lighting and twin stainless steel sink basins and vanity mirrors, you might want to take it home! What Sets Your Product/ Service Apart From Your Competitors? With decades of experience combined with friendly service and top-of-the-line rental products, National makes renting temporary site services for your next event a breeze. For unparalleled service and superior customer support, contact us today for the best temporary site solutions today! What Advice Would You Offer To Festivals And Events Searching For Your Type Of Product/Service? Call us! Let’s talk. What Is Your Company’s Customer Service Philosophy? At National Event Services, we prioritize exceptional experiences through a customer-centric approach, tailored solutions, and unwavering reliability.

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Scott Barley

Director of Sales & Marketing National Event Services 15319 Chatsworth St Mission Hills, CA 91345 USA 818-221-6000 info@rentnational.com www.rentnational.com How many years have you been with your company? 14 What are your favorite festival foods? All of it! What do you like to do to relax? I love to travel and take photographs. What is the name of the last business book you read? “On Becoming a Leader” by Warren Bennis What is the name of the last movie you watched? Mission Impossible

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Learn More at ifea.com

COMING HOME: Celebrating Anniversaries Tim Otteman, Ed.D. & Lori Irwin, Ed.D. 82

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f you are around long enough in the festival and event industry, it’s inevitable that you will be presented with the opportunity to celebrate a milestone anniversary. This type of celebration could be the acknowledgement of a landmark year of an event, the length of time using a particular activation space or even the recognition of service by individuals or service groups. At Central Michigan University (CMU), we recently celebrated the 75th anniversary of Finch Fieldhouse, the home of the Department of Recreation, Parks & Leisure Services Administration (RPL). The building was built in the middle of campus in 1950 primarily as the home for intercollegiate athletics and physical education courses. After athletics and physical education vacated the facility in the mid 1970’s, Finch became the home for the academic recreation department and ROTC, campus recreation and multi-purpose programming space for the university and the mid-Michigan community. Today, Finch still hosts the RPL and ROTC programs and the corresponding classroom spaces, but also houses Adventure Seminars (a multi-use gym with a climbing wall, high and low ropes elements, bouldering wall, zip line and team building activities), a Multi-Sensory Room and large programming spaces. After the nine-month planning process and execution of this “75th Anniversary Celebration of Finch” in mid-March, we believe we have gleaned some key components we think could help other festival and event planners with similar events. So, without further ado, here are some guideposts for you to consider with your anniversary celebrations: Don’t Mistake The Story While you may have identified that the main purpose of your event is to celebrate an anniversary, it is really an opportunity for storytelling. The Family Business Consulting Group states that, “Yes, your organization is turning X years old, but that’s not the story – it’s the excuse to tell a story. We have a long-standing mantra when it comes to anniversaries: You’re not good because you’re old. You’re old because you’re good.” Work with your team to identify the culture, mood, highlights, accomplishments and future goals that have and will make an impact on your organization. It is important to make sure that you don’t just highlight years in service, but that you are telling the story you want to tell.

Embrace The History To most effectively celebrate any anniversary, it is important to spend the time needed to really dive into the history of the event or venue you are recognizing. Some of the history surely will be archived by you in old boxes held for years in a storage facility somewhere within your organization. But these boxes are full of gold! Programs, pins, posters, photos, events, agendas, committee rosters, contact information, job descriptions, evaluation forms, etc. provide a great starting point for your investigation. You should also be able to access historical information and important artifacts via local historical societies within your community. Your chamber of commerce; convention and visitors bureau; public/regional university libraries and past sponsors are also invaluable sources of information. For our celebration, we worked tirelessly with the Clarke Historical Library, an arm of CMU’s Park Library focused on collecting, preserving and promoting nationally recognized collections including the history of CMU. The materials you uncover will be able to be utilized in a variety of locations. The current RPL Department Chair stated in a social media post promoting the event, “The staff at Clarke Historical Library is a treasure trove of resources that is quite honestly probably underutilized by faculty and staff. I don’t think we all realize how much cool stuff they have.” Lastly, identifying and talking with key stakeholders (found in your captured history or uncovered as you investigate) will begin to open a timeline to the celebration. These leaders will help to pinpoint significant milestones and Summer 2025

personnel critical to telling your whole story, in addition to all the anecdotes and “behind the scenes” discussions from the past that shaped its history. We created a chat group with our retired faculty affectionally called “The Legends” to pick their brains en masse and to make sure we were engaging and honoring them in the process. A retired adjunct professor and former director of campus recreation shared the following, “Today was an outstanding day! Great stuff! If people wouldn’t have begun to depart, I would have stayed for hours. Well worth everyone’s time to make the trip – thanks for all the effort!” Create A Visible Timeline With all the incredible photos you will uncover, create a life-sized timeline in a prominent location at your celebration. A picture truly is worth a thousand words! These photos can create an impressive graphic representation of your story and the years that you are recognizing that may include maps, construction blueprints and progress photos, founding members, key leaders, critical events, important changes, etc. For our 75th event, we created a timeline from 1950 to 2025 in the old auxiliary gym where we were hosting the event. On one wall, every four feet represented a five-year period of time – 100 photos were stretched over 75 feet of wall space. A spine was created to show a midline and stringers were placed above and below the midline leading to photos in chronological order. An CMU alum stated, “Absolutely awesome event! I truly enjoyed going down memory lane. An event extremely well planned and very

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throughout the facility, procuring photos, writing scripts, taping their narratives and designing signs. This foundation was then developed into permanent acrylic signage mounted inside Finch. The signage uses QR code technology to access the 90 second videos narrated by CMU’s athletic play-by-play announcer including closed captioning. The script for each video has also been translated into braille and they are housed in the departmental office. In the two days prior to the event through the two days after the event, over 170 new, unique users accessed the videos (almost 9 hours of total viewing) to assist in learning the about 75 year history. The videos from the seven locations are also prominently displayed on the RPL website at rpl.cmich.edu. As one of the granddaughters of the facility’s namesake exclaimed, “What an awesome gift for the community at CMU and the town of Mt. Pleasant. LEGENDARY!”

much appreciated!” It was impressive to see the photos turn from black and white to full color as the timeline advanced through the years and to see both changes and what remained the same. Some of the highlights that visitors really enjoyed were the older photos like Stevie Wonder performing as a 19-year-old in 1969, Jane Fonda speaking out against the Vietnam War in 1970, the display of the AIDS Quilt in 1991 and headshots of past and current faculty and staff. We are currently in discussions and negotiations with the university to install the timeline on a permanent basis. A former RPL Department Chair explained, “All these years we talked about being a family, but I had no idea we were anything close to being that large and supportive. From the couple who met in 84

class and are still married 35+ years later to the student who was in the very first therapeutic recreation class, congrats on a grand and memorable 75th!” Leave A Memory In addition to the life-sized timeline, this anniversary celebration also presented an opportunity to create a permanent addition to Finch Fieldhouse. RPL 552 (Environmental Interpretation) is a course in our outdoor & environmental recreation curriculum that prepares students for cultural and natural heritage interpretation in parks, natural resources, zoos, camps and non-profit agencies. Applying the concept of narrative interpretation, students created an interpretive trail at key points throughout Finch that highlight history by identifying seven locations

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Remember The Stakeholders One of the key considerations in the planning of any anniversary-driven celebration is making sure that all the stakeholders are contacted and invited. Not that all parties need to be part of the planning of the event, but they should be considered and valued. Some will opt to help, and others won’t. For anniversaries like the Finch 75th, many different constituent groups (people who worked, were housed or attended classes in the building) were invested in Finch over the last eight decades so it is very important to identify and acknowledge them. For this celebration, critical tenants included CMU Athletics, the RPL Department and the ROTC program along with numerous departments and organizations from both on and off campus (i.e. University Events, Student Activities and Involvement, Career Services, the

event, with an online merchandise sales program affiliated with the celebration, with a bourbon partnership via a distillery in Detroit and with all the branding at the event. Event items utilizing the logo and color scheme included the event program, “things to do” sheet, interpretive trail map, life-sized timeline, evaluation form, donation instructions, signage, photo booth and giveaways. One bonus – even the RPL Department Chair got into the spirit dressing like a professor from the late 1960s!

Mt. Pleasant Chamber of Commerce, Mt. Pleasant Parks and Recreation, etc.) for all kinds of events and functions such as Homecoming, Greek Week, job fairs, concerts and community events. But maybe the most important groups to include are the people who left a valuable imprint and their families. Key organizational leaders, both current and retired, and their family members will not only be thrilled and honored to be invited, but also may provide valuable perspectives from the past including memories, photos, documents and artifacts. At our event, many Finch grand and great grandchildren were able to attend along retired faculty and staff and the children of faculty members who have passed. One Finch granddaughter declared on the social media platform Facebook, “This weekend we celebrated the 75th anniversary of Finch which was named after my grandfather and it’s also my alma mater. The event was amazing and extra special to share with my brothers, sister-in-law, niece, nephews and cousins. We had a great time making new memories and laughing over things growing up. As a family, we are proud of the legacy the Fieldhouse represents and thrilled to be part of the weekend. A huge thank you to the team for organizing and hosting this wonderful celebration!” Branding Is Better The success of any anniversary celebration is rooted in how well branded and marketed the event is to your identified stakeholders and target markets. A logo, color palette and font family (brand kit)

will help with consistency for all potential attendees and will allow also allow for image use in signage, merchandise, give aways, programs, etc. that is both repeatable and memorable.

Focus On Current & Future One of the target markets for any anniversary celebration should be the event/festival/venue’s current and future users. Many times, no one benefits more from the “history lesson” an anniversary provides than the people currently engaged, but who don’t have a historical perspective of why things are done the way they are or what changes have been made out of necessity to improve quality or for the greater good of the event or space. Due to the power of attachment through memory and emotion, Finch

In today’s world of event marketing, this type of branding can be utilized with all forms of media – social channels, email blasts, postcards – to promote the celebration. Using as many platforms as possible is beneficial to insure you are finding people where they “live.” For the 75th celebration of Finch, we employed a student designer to create a logo in CMU’s color scheme with a crest layout. The top of the crest is a graphic representation of the peak of the Fieldhouse and a diamond is used as it is the universal symbol for a 75th anniversary. This logo was used in all marketing of the

Fieldhouse has become a “home” to many of its past participants. The impact of placemaking continues to play a huge role in the positive commitment and loyalty stakeholders carry for Finch. One recent graduate mused, “75 years of Finch Fieldhouse. A place where I found more than just walls; I found a home. During some of the toughest times, it was where I felt safe, supported and ready to grow. It’s where I discovered my path with the RPL Department, where dreams felt possible and where my journey truly began. So many emotions, from frustration to growth, from tears

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to determination. The professors who became family, the moments that shaped my future – all of it happened in that building. I would not be who I am today and where I am today without that special place. Forever grateful for Finch and forever proud to be a Chippewa!” The Inevitable Pivot Of course, not everything goes perfect at events of this size and scope! But as employed with all activations, you must be able to adjust on the fly and adapt to what is immediately needed. At our event, we had technical issues with sound which impacted opening remarks and the raffle giveaway, we missed an opportunity to take group photos with current and past faculty and staff and needed bags for all the souvenir materials that were being given to attendees. Overall, the event was a huge success and we know that this experience was an opportunity

to contribute to the history and culture of an organization many are personally and professional invested in and care for deeply. Sources: The Family Business Consulting Group (2024) 10 tips and Ideas for a Successful Company Anniversary; https://www. thefbcg.com/

Tim Otteman, Ed.D., is a professor of event and recreation management and the Chair of the Department of Recreation, Parks & Leisure Services Administration at Central Michigan University. He has authored numerous articles regarding event management, serves on the IFEA Foundation Board and is a 2018 Gus Macker 3-on-3 Basketball Festival Hall of Fame inductee.

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Lori Irwin, Ed.D., CPRP, is an associate professor of event and recreation management at Central Michigan University. She is the Chair of the Council on Accreditation for Parks, Recreation, Tourism and Related Professions, is the immediate Past President of the Michigan Recreation & Park Association and is a 2018 Gus Macker 3-on-3 Basketball Festival Hall of Fame inductee.

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

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

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

Pay It Forward. Help Sustain the “Premier Association Supporting and Enabling Festival & Events Worldwide”

Give Today IFEA.com / Foundation / Ways to Give Questions? Contact Kaye Campbell, CFEE, Director of Finance

at kaye@ifea.com or +1-208-433-0950, ext. 8150

THE UN-COMFORT ZONE PSSST, SUBTLE SUGGESTIONS

CAN ALTER YOUR BEHAVIOR Exposing yourself to the media is exposing yourself to the power of suggestion.

n recent posts, I have written about the importance of Critical-Thinking, and how it can be impeded by Cognitive Biases. Another obstacle to the clarity of critical-thinking can be the Power of Suggestion. The power of suggestion is very powerful indeed; if I say, “Don’t think of a red apple.” you are going to think of a red apple anyway, even if it is just the momentary flash of an image in your brain. And, when our subconscious mind is exposed to a constantly repeated message, it is going to penetrate unless we are paying attention. When I taught advertising classes, I introduced the concept of the Power of Suggestion to my students by sharing this description: “Imagine you’re holding a ripe, bright yellow lemon, now see yourself rolling it back and forth underneath your palm on a table to break up the pulp inside and loosen the juice. Next cut the lemon in half and pick up one of the halves. Hold it upright, bring it close to your face, squeeze it, feel the juice spray, watch it pool up on the surface, and smell the sour lemony aroma. Now lean in and slurp the juice into your mouth... raise your hand if your mouth is watering.” I’ll bet your mouth is watering too - just from reading this! When it comes to advertising, most of us are accustomed to seeing the power of suggestion in action: a sizzling steak with crisscross grill marks, a steaming pizza with bubbling cheese, or lobster, shrimp and crab drizzling with hot butter - all popping up on our screens around dinner time in order to trigger our appetites. How else is the power of suggestion being used? Is it being used for good or bad? The Healing Power of Suggestion Most of us are also familiar with the concept of placebos which are (usually sugar pills) given to someone in a drug trial, who then gets better even though he or she did not receive the real medicine. Placebos work because of the power of suggestion. Another concept, Nocebo, is when someone who is given a placebo experiences the adverse reactions or side effects that are attributed to the real medicine. I recently watched a documentary (Mind Field, Season 2, Episode 6: The Power of Suggestion) that featured a feasibility study conducted by Samuel Paul Louis Veissière, Ph.D., Assistant Professor of Psychiatry at McGill University in Montreal, Quebec, Canada, and Jay Olson, Ph.D. Psychiatry, and professional magician, to determine if some childhood illnesses could be cured by the power of suggestion. The subjects of the study included a boy with chronic headaches; a girl with eczema who was compulsively picking at it and causing bleeding and scabbing; and a hyperactive boy with ADHD. They were put into 88

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a deactivated MRI scanner and told that the treatment would help with their problems. After the treatments all three children saw their symptoms go away. I was fascinated by the study and especially how Dr. Olson used his expertise in magic to increase the credibility of the procedures to make them more believable to the subjects. So, I reached out to Dr. Olson requesting an interview, and he agreed. I began by asking Dr. Olson, “How did your background as a magician lead you to an interest in researching the power of suggestion?” Dr. Olson replied, “Magic led me to psychology. Magicians don’t know why magic tricks work; they know how to make them work; they know how to fool people; but they often don’t know the mechanisms underlying the different tricks. What pulled me into psychology was studying some of these tricks... and then I started using magic and a kind of deception that magicians use as a method to enable other things in psychology like new kinds of paradigms, and one of those paradigms we showed in that documentary where we were making people feel like we were controlling their mind.” He continued, and said that led to his asking this question: “What if we could make people feel like they have more control over their symptoms?” I then asked Dr. Olson to elaborate on this statement he made in the documentary, “What we do with the MRI scanner is we stack so many different layers of deception in their head: this is a proper neuroscience study done at the Neurological Institute, and that’s why we wear lab coats, why we have all this scientific looking equipment, by the time they actually started the study they’ve already in their mind built up all these different layers of credibility. They really believe that what we’re doing is real.” (NOTE: in the documentary Dr. Samuel Veissière, qualifies this further by stating, “The work we do with children actually does not involve lying. We tell them at first that everything that they see and that everything that we do in the lab is a suggestion. We explain to them that suggestion is a way to tap into the power of their mind, and we keep emphasizing even as they go into the scanner that it is their mind and their brain that is doing the healing that they are basically reprogramming their own brain.”) Dr. Olson elaborated by telling me about the Swiss Cheese Model of Deception and how it is used in social psychology studies. He explained how it’s a metaphor that many thin layers of imperfect protection can be more helpful than one thick layer such as a big elaborate cover story. Each thin layer is fairly effective, but it has holes in it like the holes in a slice of Swiss cheese. If there was only one layer then someone might see through the hole and recognize the deception, but if you stack

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WITH ROBERT WILSON

several thin layers it is less likely that the holes will line up such that someone might see through the deception. The layers will be subtle things like lab coats, stethoscopes, and different pieces of equipment showing brain scans. All of these little hints and cues increase the power of suggestion. He concluded, “When you add up all these different small layers of deception, you end up planting assumptions in people’s heads rather than making explicit statements. If we say, ‘we are credible neuroscience researchers,’ then people may question that.” As this study demonstrates, people are influenced by authority figures, and we have many of them who figure prominently throughout our lives starting with parents, then teachers, physicians, religious leaders, politicians and even our peers.

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.

Much of What You Believe May Be the Product of Suggestion Hypnotists use the power of suggestion to help people change behaviors. They begin by getting the subject to relax. Once the subject is relaxed or in a trance (a state of semi-consciousness between being asleep and awake), the hypnotist will make suggestions which will hopefully be accepted by the subject’s subconscious mind. In his book, Four Arguments for the Elimination of Television, Jerry Mander cites that many experts consider television watching to be on par with hypnotism. This made me wonder how the constant negative stories presented by the news media might begin to stack up and increase the levels of fear felt by the viewing audience. When people are frightened or otherwise thrown off balance, they are more prone to suggestion. For example, after seeing a news report of a tragic event such as an airplane crash, some people will be more likely to fear flying. People often overestimate the chances that it will also happen to them (see Availability Bias in my article: Cognitive Bias is the Loose Screw in Critical Thinking). Another example is when you hear on the news that it is flu season, that suggestion may give you an expectation of catching the flu which might actually cause you to suffer flu-like symptoms. “The media’s the most powerful entity on earth. They have the power to make the innocent guilty and to make the guilty innocent, and that’s power. Because they control the minds of the masses.” Malcolm X We watch television to relax and be entertained, however when we are not on guard against the power of suggestion, we are vulnerable to it; advertisers and media programmers count on this. Protect yourself by staying alert, or - better yet - turn the TV off! Summer 2025

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EXHIBITOR SPOTLIGHT

What year was your company established? 1987 How many employees does your company have? 10 or less What areas do you serve with your product/service? National How many festivals and events do you work with on an annual basis? Many contacts from IFEA, TFEA, etc. What is your ‘elevator pitch’ and/or slogan about your product/service? PointsMap is an Interactive Online Progressive Web App (PWA) that allows YOU to Quickly Create Your Unique Map with Points of Interest from Your Administrative Desktop! Everything your users want to find, see, navigate & do… all in the palm of their hands. It’s easy, affordable and quick to develop and maintain! How/why did your company/ product/service get started? We are a Media Development company

and recognized the need for an App for Festival and Events, as well as year-round tourism, to help their visitors navigate. We have spent over 10 years developing the PointsMap Desktop and App for that purpose. What new or improved product/ service do you have to offer that IFEA audiences need to know about? How Innovative, Affordable, Easy to Use and develop, update. What sets your product/service apart from your competitors? The PointsMap App offers unique features that no other Apps offer. What advice would you offer to festivals and events searching for your type of product/service? Visit PointsMap.com. Watch the Demos. Scan the QR Code to launch it on Your Mobile Device. Try it You Will Like. What is your company’s customer service philosophy? The customer is King. We provide quick and extensive service and help in developing and using our Apps.

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JERRY WADDELL President

VIDEO IDEAS / POINTSMAP Chattanooga, TN 37402 USA 423-894-2677 Office 423-488-9262 Cell jerryw@videoideas.com Videoideas.com and PointsMap.com How many years have you been with your company? I founded the company. 37 years. What are your favorite festival foods? Pizza, Nachos and Funnel Cakes What do you like to do to relax? Golf, Movies and Binge Watch Shows What is the name of the last business book you read? not available What is the name of the last movie you watched? Top Gun Maverick - Oppenheimer

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Summer 2025

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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

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The Importance of Knowing Street Closures and Route Planning When Accompanying Celebrities by Azeneth A Vasquez, CFEE

Festivals and events serve as vibrant expressions of cultural heritage, community spirit, and collective celebrations. Whether it’s a parade, music festival, film premiere, or a high-profile cultural event, celebrities draw attention, crowds, and sometimes unexpected challenges. One of the critical elements in ensuring the smooth operation and safety of such occasions is meticulous management of street closures and route planning, especially when celebrities are involved. In the following sections of this article, let’s explore the significant importance of understanding street closures and planning routes when accompanying a celebrity or celebrities, highlighting how these factors contribute to the overall success and security for festival and events. Street closures are fundamental measures taken during festivals and events to manage crowd flow, enhance security, and facilitate the smooth operation of activities. By closing off certain streets or areas, organizers can create controlled environments that ensure 94

both safety and accessibility to attendees, including celebrities. Understanding Street Closures Street closures are not merely inconveniences, but are strategic measures aimed at maintaining order, safety, and accessibility during small or large gatherings. Where hundreds or thousands of attendees and media personnel gather, street closures serve several critical purposes: Security and Crowd Control: The presence of celebrities attract significant crowds, both fans and media alike. Street closures help in managing these crowds, ensuring that public spaces are controlled and that the safety of all attendees, including the celebrities and their personnel, is prioritized. Traffic Management: Festivals and events often interrupt normal traffic patterns. Street closures are essential for rerouting vehicles away from congested areas, preventing gridlock, and allowing

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emergency services easy access if needed. For celebrities who have tight schedules, knowing which streets or areas are closed enables efficient route planning to avoid delays. Event Logistics: Organizers rely on street closures to facilitate the smooth operation of events. They enable the setup of stages, booths, and other infrastructure necessary for the festival or event to function effectively. By coordinating with local authorities and event organizers, celebrities can ensure that their arrivals and departures are streamlined, minimizing disruptions to their schedules. Public Relations and Perception: How street closures are managed reflects on the event’s organization and professionalism. A well-coordinated closure that minimizes inconveniences to residents and businesses enhances the overall experience for attendees and participants. Celebrities benefit from being associated with well-organized events, as it enhances their public image and ensures a positive experience for fans and the media.

Effective route planning is essential for ensuring that celebrities arrive at their destinations punctually and safely amidst the festival’s lively environment. Event organizers collaborate closely with local authorities, transportation providers, and security teams to map out secure and efficient transportation routes. This planning process involves considering factors such as venue proximity, traffic patterns, alternate routes, and potential disruptions, ensuring contingency plans are in place for unforeseen circumstances. Planning Routes with Celebrities Celebrities bring star power and excitement to events, serving as grand marshals, special guests, or performers. Accompanying a celebrity to a festival or event requires meticulous planning and attention to detail, especially when it comes to navigating through potentially chaotic environments: Advance Coordination: Prior to the event, it’s crucial to coordinate with event organizers and local authorities to obtain detailed information about street closures and alternative routes. This ensures that the celebrity’s arrival and departure are seamless and punctual. Security Considerations: The presence of celebrities at public events requires robust security measures to protect their safety and manage crowd interactions. Celebrities often have security teams that require specific access points and routes. Understanding your street closures allows for the identification of secure entry and exit points, ensuring the safety of the celebrity and their personnel. This approach can minimize security risks and ensures a controlled environment amidst the festive atmosphere. Time Management: Festivals and events operate on restricted schedules, with multiple appearances, interviews, and performances scheduled throughout the day. Knowing which streets are closed and planning alternative routes can help in managing time effectively, minimizing the risk of delays. Contingency Planning: Despite meticulous planning, unforeseen circumstances can arise. Knowing alternative routes and having contingency plans in place ensures that adjustments can be made swiftly without compromising the celebrity’s schedule or safety.

Media and Fan Interactions: Celebrities often engage with the media and fans during events. Understanding street closures allows for strategic planning of these interactions, ensuring they occur in controlled environments that prioritize safety and accessibility. Case Studies and Examples Examining successful holiday parades and events featuring celebrities provides valuable insights into best practices for managing street closures and route planning: Macy’s Thanksgiving Day Parade (New York City, USA): This iconic parade features celebrities as grand marshals and performers, requiring extensive street closures along its route through Manhattan. Route planning ensures the parade’s logistical efficiency and enhances its spectacle, attracting millions of spectators and media coverage worldwide. Music Festivals: Music festivals such as Coachella or Glastonbury host performances by top artists, drawing immense crowds. Street closures around festival grounds enable organizers to control access and ensure the safety of performers and attendees. Film Festivals: Events like the Cannes Film Festival or Sundance Film Festival attract several celebrities and media outlets. Street closures around venues are essential for managing crowds and ensuring that red carpet arrivals proceed smoothly. Sporting Events: Major sporting events, such as the Super Bowl or the Olympics, often feature celebrity appearances. Understanding street closures and coordinating with event security are crucial for managing the influx of attendees and ensuring the safety of VIPs. Challenges and Solutions Navigating street closures and route planning presents unique challenges that require proactive solutions and collaborative efforts: Community Relations and Outreach: Temporary street closures can impact local businesses and residents. Effective communication and community outreach help mitigate disruptions, garner support for the event, and promote understanding of its cultural and economic benefits. Summer 2025

Traffic Management and Alternative Routes: Coordinating alternative routes and transportation options minimizes traffic congestion during the event. Collaboration with local authorities and transportation agencies ensures efficient traffic flow while accommodating the needs of participants and spectators. Encouraging the use of public transportation and designated parking areas reduce reliance on private vehicles. Street closures support accessible routes for pedestrians and cyclists, promoting sustainable transportation options during the event. Weather Preparedness and Contingency Planning: Weather can be unpredictable throughout the year. Contingency plans for inclement weather ensure the safety of participants, spectators, and celebrities, while maintaining the event’s schedule and entertainment value. Festivals and events exemplify the intersection of cultural celebration, community engagement, and strategic event management. The importance of knowing street closures and planning routes when accompanying celebrities in your festival or event cannot be overstated. Street closures and route planning play a pivotal role in ensuring the success, security, efficiency, safety, and enjoyment of festivals and events, particularly when celebrities are involved. By understanding these logistical elements and collaborating effectively with organizers, local authorities, and celebrity participants, the festivals and events continue to uphold its tradition as a cherished community event that celebrates unity, diversity, and festive spirits. In the dynamic world of events, preparation is key. By recognizing the importance of road closures and planning, we raise the standards of professionalism and safety, ensuring that every festival and event is a success and memorable for attendees, celebrities with their accompanying teams, and all participants involved. Azeneth Vasquez is an Administrative Assistant for City of McAllen City Manager’s Office. Prior to working for the city, she had zero experience working in festivals and events; she had purely been a spectator. In 2014, she began her career with the city in the Engineering dept. assisting in road closures at the inaugural McAllen Holiday Parade. Presently, her experience ranges between assisting with sponsors, booking international marching bands, and working with an assigned celebrity.

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EXHIBITOR SPOTLIGHT

What year was your company established? 1917 What areas do you serve with your product/service? International How many festivals and events do you work with on an annual basis? 750 What is your ‘elevator pitch’ and/or slogan about your product/service? We insure the serious side of fun! What sets your product/service apart from your competitors? The “Kaliff Edge”. Event and Amusement Coverages are not simply a portion of a myriad of categories in the Kaliff portfolio of lines. It’s our sole business! Our clients have access to our experts 24/7/365 with a century of real world, “Boots on the Ground” industry experience. Every Kaliff client receives unrivaled customer service and response backed by over 100 years of success. We specialize in the specific risks and needs of each individual category of event and amusement insurance focusing on our client’s unique operations and specialized coverage requirements. We are a Coverholder for Lloyd’s of London, the strongest insurance organization in the world with over three centuries of uninterrupted coverage, and have customized relationships with Domestic Carriers. Our relationships with you are dedicated and long-term. Our mission is to create a faster, simpler, friendlier and cost effective 96

approach for the protection of your organization and its officers. How/why did your company/ product/service get started? Founded by the current Chairman and CEO Mitchell Kallif’s grandfather, Morris H. Kaliff in 1917, Kaliff Insurance has served the risk management and insurance needs of the business and amusement industry for the past 100 years. In the early 1920’s, Morris H. Kaliff built a stellar reputation as a nationally recognized life insurance agent. Mitchell is now the third-generation leader of Kaliff Insurance and those early experiences shaped the way he conducts business today. He and his team not only have a solid grasp on the one-of-a-kind technical and coverage needs of the amusement industry, they also understand the uniqueness of the people whose livelihood depends on the success of their carnivals, festivals, fairs, and events. It’s why Kaliff has become the most trusted name in the business. What new or improved product/ service do you have to offer that IFEA audiences need to know about? Contingency Programs/Event Cancellation/Weather and Acts of Violence What advice would you offer to festivals and events searching for your type of product/service? Coverage, safety and service first without consideration of premium. What is your company’s customer service philosophy? Customer Service is the bedrock of our company.

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David Olivares Vice President of Sales and Marketing

Kaliff Insurance San Antonio, TX 78213 USA 210-829-7634 david@kaliff.com www.kaliff.com How many years have you been with your company? 13 years What are your favorite festival foods? Chicken on a Stick, Elote (Mexican Street Corn) What do you like to do to relax? Take an evening stroll in the neighborhood with the family. What is the name of the last business book you read? The Power of Zero – David McKnight

EXHIBITOR SPOTLIGHT

SecurEvent s o l u t i o n s

What year was your company established? Established in 2021 How many employees does your company have? 5 What areas do you serve with your product/service? National service provider How many festivals and events do you work with on an annual basis? 75+ How/why did your company/product/ service get started? The company is dedicated to crafting tailored plans designed to make all events safer. What is your ‘elevator pitch’ and/or slogan about your product/service? SecurEvent Solutions provides events and facilities professional safety and security consulting services. Building solutions unique to each of our clients, we offer a full range of services, including: Operational Planning, Design & Support, Policy Creation & Review, Event & Security Managers and unapparelled access to event security resources.

What advice would you offer to festivals and events searching for your type of product/service? Make sure your security consultant shares the same values as your organization/event.

Joshua Field Owner

What new or improved product/service do you have to offer that IFEA audiences need to know about? SecurEvent Solutions is able to manage all aspects of your safety and security plan from planning, technology, resource procurement and event day oversight.

SecurEvent Solutions Ft. Lauderdale, FL 33301 USA 763-226-4162 jfield@secureventsolutions.com

What sets your product/ service apart from your competitors? SecurEvent Solutions is a one stop solution provider utilizing industry professionals and best practices. At SecurEvent Solutions we believe your event is as unique as you are, carefully blending and merging operations, sales, experience, culture, to curate lasting memories. We call this your Event DNA. Understanding your Event DNA allows SecurEvent Solutions to build security operations that will integrate with all event areas. What is your company’s customer service philosophy? We focus on being partners not contractors. Summer 2025

How many years have you been with your company? 5 Years What are your favorite festival foods? Onion rings or fried cheese curds. What do you like to do to relax? Spending time at the beach with family, friends, and my puppy. What is the name of the last business book you read? The Subtle Art of Not Giving a F*CK What is the name of the last movie you watched? The Irish Men

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5 KEY STRATEGIES to Strengthen Leadership Buy-In

A BIG OPPORTUNITY! By Denny Meline, CFEE

How do you transform a good event into a great one? What role did leadership play in ensuring the success of your special event? How can the involvement and backing of your organization’s leadership turn challenges into opportunities? Consider the last event you organized! Was it a success? In the high-stakes world of event management, these questions are more than just theoretical – they are critical to achieving outstanding results. How do we secure this invaluable support? How can you ensure that they not only endorse your event but actively champion it? We all know that unconditional support from organizational leaders is the key to overcoming logistical challenges, financial constraints, and other unexpected hurdles. Imagine the impact of having unwavering support from your leadership team. Whether you work in the corporate, non-profit, or government sector, the success of your events heavily relies on 98

the support you receive from organizational leadership. This support often referred to as “buy-in”, goes beyond mere approval or financial allocation; it entails a genuine dedication to your objectives and a firm belief in the value of your events. By gaining leadership support, you can ensure that your events receive the necessary resources, attention, and participation to achieve their goals. To attain high level support, it’s essential to employ a multifaceted approach that resonates with leaders on both strategic and personal levels. In the City of McAllen, employees have utilized the strategies outlined in this article which have

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been instrumental in providing pertinent information to leadership and garnering their full support. The city’s residents have experienced an enhanced quality of life due to the success of events brought to life through the collaborative efforts of their employees and leadership support. Aligning Events with Strategic Goals Linking your events with the organization’s strategic goals is the cornerstone for gaining leadership buy-in. When leaders see a direct alignment between the event and your

organization’s long-term objectives, they are more inclined to support and advocate for it. This alignment ensures that the event is not viewed as a standalone activity but as an integral part of your organization’s broader mission and vision. To achieve this alignment, you must clearly define the event’s purpose and demonstrate how it contributes to the organization’s strategic goals. This requires a compelling narrative that connects the event to the organization’s goals, emphasizing why leadership support is essential. Every great idea encounters obstacles and opposition. Studies have proven that leaders who wholeheartedly champion a project are better prepared to navigate these challenges as they can utilize their authority to address issues, find common ground, and keep the project moving forward. Their support is essential for maintaining momentum and overcoming resistance from different stakeholders. This kind of support can cultivate an environment that encourages creativity, leading to the development of innovative products, services, and business strategies that drive sustained growth. By doing so, leaders

are more inclined to invest their time and resources into such endeavors as they directly contribute to your organization’s growth strategy. Moreover, these endeavors provide a platform for leaders to engage with stakeholders, demonstrate their dedication to the organization’s vision, and inspire employees by recognizing successes and setting future goals. Communicating how the event supports key objectives such as growth, community engagement, or industry leadership can help leaders recognize its value. Clear Communication and Planning Effective communication and meticulous planning are vital in securing leadership buy-in for special events. Leaders need to understand the vision, objectives, and benefits of an event clearly and comprehensively. This understanding can only be achieved through transparent, consistent, and engaging communication, which builds trust and ensures that all parties are well informed and aligned. Developing a robust communication plan Summer 2025

is the first step toward this goal. This plan should outline how and when information will be shared with leadership, keeping them informed throughout the planning and execution phases. Regular updates, detailed briefings, and opportunities for open dialogue are crucial elements of this plan. These touchpoints allow for continuous engagement, enabling leaders to provide input, ask questions, and feel connected to your event’s progress. When leaders demonstrate genuine support and enthusiasm for an event, it sends a powerful message to the entire organization. Employees are more likely to feel valued and motivated when they see that their leaders are not only supportive but also actively engaged in the initiatives you are working on. By actively addressing potential challenges and presenting thoughtfully crafted solutions, event planners can showcase their preparedness and competence, thereby strengthening leadership’s confidence and support. Thorough planning is equally vital. A comprehensive event plan encompassing timeline, resource allocation, risk manage-

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ment strategies, and contingency plans demonstrates to leaders that your event is well-organized and feasible. This detailed approach reassures the leadership that your event is in capable hands and that their support will significantly impact its success. Additionally, involving leaders in the planning process by seeking their input and feedback can cultivate a sense of ownership and investment in the event. Data – Driven Decision Making Using real time data and analytics to drive decision-making is vital in today’s data-centric world. Data-driven decision-making provides a solid foundation for justifying events and presenting their benefits in a compelling and credible manner. When making decisions backed by concrete evidence, leaders are more likely to support initiatives and understand their potential impact and success. To effectively leverage data, your organization must first identify the key metrics and indicators that will measure the event’s success. By collecting and analyzing data related to key metrics, you can comprehensively evaluate the impact of your initiatives and present the results in a clear and accessible manner. This not only helps leaders understand the impact, but it also enhances their confidence and willingness to support your initiatives. Demonstrating ROI is an essential aspect for management and in maintaining sponsor confidence and fostering long-term partnerships. Continuously monitoring and analyzing data throughout the event lifecycle allows for real-time adjustments and improvements, demonstrating your commitment to achieving the best possible outcomes. By presenting data and metrics from past events, you can substantiate the feasibility and potential success of future initiatives, which is crucial for maintaining sponsor confidence and fostering long100

term partnerships. Furthermore, leaders who are genuinely committed to the organization’s values and goals can inspire trust and confidence among customers, investors, and other stakeholders, ultimately enhancing the organization’s brand and opening new opportunities for growth and collaboration. Community Engagement Engaging the community is also imperative for gaining leadership support for your events. Community engagement fosters a sense of shared purpose and responsibility, creating a supportive environment. When leaders see strong community involvement, they are more likely to endorse and invest in your event. To effectively engage the community, you should take a participatory approach by involving community members in planning and execution. Listening to the community’s needs and feedback ensures the event is relevant and impactful. Conducting comprehensive surveys, hosting impactful town halls, and actively engaging in insightful discussions with residents builds relationships and understanding of community needs and strengthens the connection between the community and events. Actively listening to the community’s needs and incorporating their feedback ensures that your event

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is relevant and impactful. If you have not already done so, another big asset is to investigate building relationships with key community stakeholders, such as local businesses, nonprofits, and community leaders, to assist in the decision-making process by having them input ideas. These stakeholders can include local businesses, nonprofit organizations, community leaders, and residents. Collaborating with these groups can enhance your event’s reach and impact. Communicating the positive impact of the event on the community is crucial for engagement. Sharing success stories and tangible outcomes can create a compelling narrative for leadership. Engaging the community early and consistently is key to gaining management support. Strategic Partnership & Sponsorship Establishing strong strategic partnerships and securing sponsorships are another essential commodity for the success and sustainability of any event that leadership thrives on. We often hear about how much events cost. Where do we find funding? This can be frustrating and stressful at times for you and your staff. However, reaching out and securing different partnerships in the community can raise your event to the next level.

These partnerships provide the necessary resources, expertise, and credibility to support events over the long term. By partnering with organizations that share similar goals and values, events can benefit from complementary skills, resources, and networks, ultimately enhancing their impact. On the other hand, sponsorships offer financial support and enhance the event’s credibility. Sponsors are attracted to events that align with their corporate social responsibility goals or marketing objectives, creating a mutually beneficial relationship. To attract and retain sponsors, organizations must demonstrate the value and impact of the event and involve them in the planning process. This involves presenting a compelling case for why the event is worth sponsoring, including detailed information about the target audience, expected outcomes, and promotional opportunities for the sponsor. Get sponsors the information they need and get it to them quickly. Having them involved early in the planning process and engaging them on feedback allows sponsors to have ownership in the event. This will only strengthen the commitment and support for future events. Sustainability for any event should be one of your overall end goals that all organizations should strive for. Building long-term relationships with partners and sponsors ensures that the

event can be sustained over time. This requires ongoing communication, mutual respect, and a shared vision for the future. By fostering these relationships, organizations can create a stable foundation for their events, ensuring continued leadership buy-in and support. Conclusion Embracing the Big Opportunity – seize it with determination! One of the initial and straightforward methods to elevate your events springs from ensuring that your leadership comprehends your efforts. YOU MUST TELL AND SHARE YOUR STORY! The influences of leadership buy-in cannot be overstated. Knowing that opportunities for improving your events are just a swing and chip away, this opportunity can lead to helping you and your team fulfill goals when it comes to producing an event which can lead to better morale, reduce anxiety and stress. However, securing leadership buy-in is a multifaceted process that demands a purposeful and strategic approach. By aligning events with strategic goals, transparent communication, thorough planning, leveraging data-driven decision-making, engaging the community, and fostering strategic partnerships for sustainability through sponsorships, you can effectively gain the support and commitment of your leaders Summer 2025

in your community. These strategies not only enhance leadership buy-in but also contribute to the overall success and impact of your events. Implementing these approaches with a warm, personal touch can help create a more engaged, supportive, and motivated leadership team, ultimately driving the organization towards its strategic objectives. It goes beyond mere approval or financial support to encompass a deep, genuine commitment to your goals and vision. True buy-in from leaders drives organizational alignment, enhances motivation and morale, ensures resource allocation, and helps navigate challenges. By understanding and leveraging the power of leadership buy-in, you have a BIG OPPORTUNITY to unlock new levels of success for your all your events! Denny Meline, CFEE s the Director of McAllen Parks & Recreation in McAllen, TX. He graduated from Texas State University with a Bachelors of Exercise Sports Science, Health and Fitness Management in 2001 and The University of Texas Rio Grande Valley with a Master of Science - MS, Kinesiology and Exercise Science in 2009. He graduated with his Certified Festival & Event Executive Certification from IFEA in 2024.

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LEADERSHIP AT ALL LEVELS

WITH GAIL LOWNEY ALOFSIN

YOUR “SUCCESS” IS NOT A STRAIGHT LINE!

MAKE WAY FOR HYPHENS! The Upside: Why Being a Multi-Hyphenate Works Adopting multiple professional identities can be incredibly powerful. Here’s why: • Adaptability. Personally, and professionally, we live in a world of constant change. Wearing multiple hats, multi-hyphenates pivot quickly. • Enhanced Energy Level. Multi-hyphenates are energized by a variety of interests, experiences, life lessons and people. Choose what excites you! • Life Beyond Cha-Ching! Multi-hyphenates build a life reflecting multiple passions, talents, and goals. They live their purpose. • Bridge Builder. Multiple interests offer connection with a diversity of ideas, people and opportunities linking industries and sparking unique connections.

“So… what do you do?” It sounds like a simple question - yet for many of us, it’s not. You might start with one answer— “I’m in sales”— and find yourself adding, “I also teach, write books, speak, serve on several non-profit boards.” You have many interests and passions which can lead to multiple careers. You are not defined by one role. I did not view myself through this lens until introduced prior to a keynote speech. The emcee listed a few of my titles: business development - sales and marketing – author- speaker- adjunct faculty - nonprofit volunteer- radio show host, referring to me as a “multi-hyphenate.” Commencing my career in the late 80’s, the traditional model was —pick a job, stay in your lane, retire. Yet I found myself saying “yes” to opportunities coming my way and built a multi-faceted life, embroidering career and personal life. Blending interests, talent, energy, and values – the common theme of my passion was lifelong learning, personal development and volunteerism, creating a life that aligned with who I am and how I want to live. This is the new normal. Multi-hyphenates are showing up, standing out, and carving out careers that fit. If you can relate – there is no need to explain yourself. You are not confused. You are not scattered. You are a multi-hyphenate. Own it and LIVE it!

BEWARE! It’s Not All Glamorous • Burnout. Juggling multiple identities and interests requires structure. Just because you can do it ALL does not mean you should. Set boundaries. • Beyond One Label. There is bias in the professional world. When you do not fit a category – your credibility may be questioned. YOU do YOU! • Time Management. If you work for a company in addition to having your own, put the time in! Be careful not to jeopardize your performance in your full-time job while pursuing passions. • Decisions. Decisions. Options can be overwhelming. Say “no” to options that do not fuel you. Curious about being a multi-hyphenate? Already on this path? Consider the following: What unites your roles? What systems can you use to stay organized? What traits build your brand? The Bottom Line: If you are a multi-hyphenate, you are not lost, you’re on to something. You’re not scattered, you’re strategic. You’re not indecisive, you’re intentionally diverse. Your job is not to meet other people’s expectations. Your job is to build a career that lights you up and a life that feels like yours. So, the next time you are asked, “What do you do?” Smile, breathe and reply: “I do a lot of things that bring my life a great deal of joy.” Own YOUR hyphens!

So, What Is a Multi-Hyphenate? A multi-hyphenate blends multiple roles or careers—often across different industries—into one professional identity. Think Dwayne “The Rock” Johnson: professional wrestler – actor – producer – energy drink and tequila entrepreneur. The point is: you don’t have to choose just one thing. You “get to” build a life that includes it “all.” And guess what? That’s not a weakness. It’s a superpower. 102

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Gail Lowney Alofsin is a multi-hyphenate! Director of Corporate Partnership & Community Relations for the Newport International Boat Show, a subsidiary of South Florida Ventures, Informa Markets, adjunct professor at the University of RI and Salve Regina University, author, global keynote speaker and trainer/trainers, volunteer and IFEA columnist, Gail lives in Newport, Rhode Island. Visit gailalofsin.com for more information.

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MAXIMIZE Event Ticketing Data

for Smarter Event Planning By Cat McDevitt Event ticketing data isn’t just about ticket sales – it’s a goldmine for planning and executing successful events. In this article we’re going to dive into four ways you can use your ticketing analytics to optimize event marketing, staffing, sponsorship packages, and more! Event planning is about creating the best experience for your attendees (in the most budget-friendly way possible). That’s why it’s imperative to use all resources at your disposal, especially ticketing data. These statistics can deliver valuable insights 104

that will not only streamline your planning process but also improve the experience for your event attendees. Now without further ado, let’s jump into four actionable tips that will help you maximize the data at your disposal. Identify and Understand Your Target Audience The words “target market” and “target audience” are thrown around quite a bit in the event planning industry, but it’s important to understand what these

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phrases mean and how they can help you plan better events. Your target market (or target audience) is the group of people that you’re trying to reach with your event marketing. This group is composed of demographics (age, gender, location, etc.) that help you refine your target market to a generalized population. Example: I organize a quarterly street festival in Chicago’s Lincoln Park neighborhood. When I analyze my ticketing data I find that out of 1,500 tickets sold, 900 purchases included an adult ticket

and a children’s ticket. This shows that most people who are buying tickets to my festivals are families with young children. Using this insight, I can adjust my event marketing plan to target families in the Chicago area. Pretty cool right? If your event is more general, you might not have such a clear distinction between groups of ticket buyers. Don’t worry, you can still use your ticketing data to bolster event marketing efforts. In this scenario, you’ll want to create a “secondary market” or “secondary audience”. This is the group of people that while statistically significant, isn’t quite as large as your primary target audience. For instance, in the example above I use my ticket analytics to find that 900 out of 1,500 ticket purchasers bought an adult ticket and a children’s ticket. Those 900 folks will be my primary audience: families with children. But what about the other 600 people? Using my ticketing data, I can see that out of the 600 purchasers, 450 bought a 21+ ticket and are between the ages of 21 and 35. This insight demonstrates my secondary market: young adults in Chicago. Now that I have these insights thanks to ticket analytics, I can plan and execute a successful event marketing campaign. I’ll want to cater to my primary audience first, showcasing all of the family friendly attractions that my event has to offer, but I’ll also be sure to highlight aspects that appeal to young adults as well. Tip: To further refine your ticketing data, add some additional questions for your attendee to answer at checkout like age and/or gender. Don’t add too many additional queries – you don’t want to bog down the checkout process and induce buyer fatigue, but a few simple questions can go a long way in understanding your attendee demographics. Optimize Your Event Marketing Strategy Understanding target audiences isn’t the only marketing tactic you can discover using your ticketing data. Arguably just as important is knowing when and how people are buying tickets to your event. Ticket analytics can provide valuable information that can help you determine which marketing tactics are most successful in driving ticket sales. Knowing when your target audience is most likely to make a purchase is key to event promotion. Think about it, if 60% of your audience is likely to make a purchase between the hours of 6pm and 10pm, but you’re running social media ads between the hours of 9am and noon, you’re not reaching a key portion of your target market.

Example: Through an analysis of my ticketing data, I can see that most tickets are being purchased the weekend before the event. This tells me that I will get the highest return on my advertising investments if I align paid social media ads with the peak sales times. This goes for other marketing channels as well, including email and influencer campaigns. In addition to perfecting the timing of your marketing campaigns, ticketing data can also provide insights on which marketing channels are the most effective for your event. When selling tickets online, it’s important to understand where your buyers are coming from. When you’re looking for an event ticketing software, make sure to go with a provider that can deliver these valuable insights. Knowing where your attendees are coming from can prevent you from spending your marketing budget on non-starters, and increase your event ROI. Tip: Eventeny offers a comprehensive event dashboard where you can track analytics like ticket purchase time, visitor source, and audience demographics! Learn more here Improve Event Staffing and Operations Ticket purchase data is amazing for pre and post event audits, but when it comes to the event itself, it can be difficult to maximize efficiency based on purchase analytics alone. This is where ticket check-in data becomes crucial. Ticket purchase data is the information you can gather about event attendees before the event, while ticket check-in data allows you to actually follow attendees to your event and beyond. When somebody purchases tickets online, at some point a worker at your event is going to ask to see their ticket, usually at the event entrance. During this process your attendee is “checked-in” meaning their ticket has been marked as used. Knowing when the majority of attendees are entering your event can give you vital information, assisting in your staffing plan. Example: Using my event check-in data, I can analyze when there are peaks in attendance, and modify my staffing accordingly. By preparing ahead of time for slow or busy periods, I can make sure I have the exact amount of volunteers I need to handle both peaks and valleys in my event attendance. When you assign the same number of event volunteers or staff to every shift, it creates a recipe for stress. During busy periods your event staff will be Summer 2025

overwhelmed, and during slow shifts they’ll be bored and antsy. Using ticket check-in data to determine when you’ll need more or less staff is an easy way to take care of a problem before it begins. Tip: If you want to get really fancy, use your ticket check-in data to create a heat map showing what entrances receive the most traffic, and when the busiest times are for attendee arrival. This visualization can help you streamline your planning process, and it can also be a valuable inclusion in sponsorship proposals. Strengthen Event Sponsorship Packages Beyond ticket sales, sponsorships are a key revenue generator for many in the events industry. What if I told you that these two things often go hand in hand? Just as you’re looking for a favorable return on investment in your event marketing efforts, your sponsors are looking to see that on their end as well. The main clue that sponsors are looking for when analyzing if their event fits is a similar target audience (there’s that word again). When you’re pitching potential sponsors it’s important to show them why your event is a good investment, and the most practical way to do this is through attendee demographics. If a potential sponsor can see that your event attendees are a close match to their target market, you’re that much closer to closing a deal. Now you have all the tools you’ll need to make ticketing data work for you. Optimizing your event marketing, sponsorship proposals, and event staffing with a data-driven strategy is the best way to ensure you’re getting the most out of your ticketing software. Don’t have access to these insights? Eventeny’s ticketing solution can provide everything mentioned in this article and more! 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.

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EXHIBITOR SPOTLIGHT similar stress and challenges. Since then, we’ve helped event organizers plan over 20,000+ events by creating user-friendly tools that allow organizers to manage all aspects of their events in one place. What year was your company established? 2018 How many employees does your company have? 56 & counting! What areas do you serve with your product/service? Local, regional, national, & international (Canada). How many festivals and events do you work with on an annual basis? 20,000 events on our platform and growing! What is your ‘elevator pitch’ and/or slogan about your product/service? In a world where event planning ranks as the 5th most stressful job, Eventeny is here to ignite a revolution! Outfox chaos with our all-in-one platform that eliminates manual planning, stress, and inefficient processes. Our user-friendly tools enable you to plan easier and live better, creating incredible events of any size. Join us to revolutionize event planning and enjoy seamless, stress-free experiences. With Eventeny, everything is easier. Our platform (which hosts over 1.2 million users) helps you streamline and manage artists, vendors, exhibitors, volunteers, sponsors, tickets, on-site payments, interactive maps, schedules, and more. Over 20,000 events have already discovered the benefits of our innovative tools. Event planners report a decrease in admin work by 4 months and a 90% reduction in line time. Event planning doesn’t have to be stressful. How/why did your company/ product/service get started? Eventeny was born out of necessity when our founder’s sister struggled to manage her events effectively. No software on the market met her specific needs, so Eventeny was created to help her plan easier events. During this development, we realized many other event organizers faced 106

What new or improved product/service do you have to offer that IFEA audiences need to know about? We’ve added many new features, including dynamic date pricing, evProtect (refund protection), conditional logic for volunteers, admin ability to assign seats, payment installments, and more. Most recently, we also added evCover to our platform, an easy way for your vendors to get event insurance! But that’s not all! Program management—a highly sought-after feature for managing celebrities, speakers, and talent—is 2025’s biggest release. This seamless integration enhances your guest management workflow, making event planning smarter, easier, and more profitable. What sets your product/ service apart from your competitors? You can start for free! We have no setup, contract, or consultation fees. Our service boasts 4.9-stars on Google reviews. The platform is constantly growing, with new features added daily and instantly available to our customers at no additional cost. Our customer service team is exceptional, going above and beyond to ensure organizers feel supported and prepared for their events. Just check our Google reviews! What advice would you offer to festivals and events searching for your type of product/service? If you’re looking into a similar product, make sure it meets the highest standards for privacy and security. That means strong network and system protection, reliable and durable service, secure products, strict organizational safeguards, robust application security, and full control over your data, including privacy and portability. What is your company’s customer service philosophy? Our goal is to alleviate the stress of event organizers, ranked as the 5th most stressful job worldwide, by providing excellent technology and unparalleled support.

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Greg Wright Event Specialist

Eventeny Peachtree Corners, GA, 30010, USA 314-471-6079 greg@eventeny.com www.eventeny.com How many years have you been with your company? Just hit the 3 year mark! What are your favorite festival foods? Fried bologna sandwich. What do you like to do to relax? Listen to music, watch movies, and get some sleep! What is the name of the last business book you read? Mike Weinberg’s “New Sales Simplified” What is the name of the last movie you watched? No movies recently, I’m finishing up the series, “Peaky Blinders.”

CALLING ALL IFEA MEMBERS:

Win BIG in IFEA’s ‘7 for 70’ Challenge—70 Years of Excellence Awaits! Join our biggest membership drive yet—the “7 for 70” Anniversary Challenge! For 70 years, IFEA has united the world’s most creative and passionate festival and event pros. Now, it’s YOUR turn to shape our future—and win incredible prizes!

Your Challenge: Recruit 7 New Members It’s simple: Bring in just 7 new members and pick one of these amazing rewards: • FREE 1-Year IFEA Membership – We’ll cover your renewal! • FREE IFEA Annual Convention Registration – Join us for world-class networking and our 70th celebration! • FREE CFEE FastTrack Registration – Earn the industry’s top certification on us!

Why Join the Fun? • Grow Your Network – Connect with pros, sponsors, and partners YOU recruit. • Boost Your Influence – Be seen as a leader who strengthens IFEA. • Unlock New Ideas – More members mean more insights to elevate your events. • Shape Our Legacy – Build the community YOU want for the next 70 years!

How to Play & Win: • Recruit new members using our TOOLS & TARGET LISTS. • Offer them a DISCOUNT to join. • Track your progress on our LIVE Leaderboard—coming soon! • Top recruiters get exclusive perks and recognition!

Ready to Start? Visit IFEA.com for details: Sign-Up, Recruiting Tools, Terms & Conditions Questions? Contact Scott Schmader, IFEA Director of Membership scott@ifea.com | +1-208-433-0950

2025 IFEA ASIA

CONFERENCE AND PINNACLE AWARDS

Successfully Held in Gyeongju, Korea

By Sydney Lee 108

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he 2025 Pinnacle Awards and Asia Festival City Conference, hosted by IFEA ASIA, were successfully held over three days from March 19 to 21 in Gyeongju, Korea. The event welcomed delegates from 60 cities across 11 countries—including the

United States, Ireland, Uzbekistan, China, Japan, Thailand, and the Philippines— demonstrating the growing global relevance of festivals as platforms for cultural exchange and urban development. Notably, the conference received strong attention from the Korean Ministry of Culture, Sports and Tourism, as well as the Korea Heritage Service, underlining the event’s significance on a national policy level. Gyeongju, the host city, is renowned for its extraordinary historical and cultural assets. Often called an “Open-air Museum,” the city is a designated UNESCO World Heritage Site and will host the 2025 APEC Summit, where the top 21 Summer 2025

member economies will convene. Its role as the conference venue added both symbolic and strategic depth to the event. A Milestone for IFEA: First World Board Meeting in Asia The conference began with a landmark event: the first-ever IFEA World Board meeting to be held in Asia since the organization’s founding in New York in 1956. This gathering marked a historic expansion of the association’s reach and impact within the Asia-Pacific region. On the evening of March 19, a welcoming reception featured keynote addresses from global festival leaders and a night tour of Gyeongju’s iconic heritage sites—including Woljeonggyo Bridge and

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Donggung Palace & Wolji Pond—which offered attendees an unforgettable glimpse into the city’s illuminated historic charm. Theme of the Year: Festivals, Cultural Heritage, and the Night-time Economy The overarching theme of the 2025 conference focused on the intersection of festivals, cultural heritage, and the nighttime economy. Discussions emphasized how these elements form a new paradigm for urban development by driving tourism, creating employment, and shaping vibrant cities. The night-time economy, in particular, was spotlighted as a strategic growth area for revitalizing communities and attracting younger generations. David Eads, CEO of the Pasadena

Tournament of Roses (USA), who shared five key success factors from the 137-year-old event: intergenerational storytelling, a robust volunteer base, national institutional collaboration, and a culture of continuous innovation. Gail McGibbon, CEO of Sligo BID introduced Ireland’s Sligo Night Festival. She emphasized the power of night-time programming in smaller cities (populations of 20,000–30,000), presenting Sligo as a model for creating safe, vibrant, and economically beneficial after-dark experiences. Lin Xing Yu, Senior Consultant for the Qingdao International Beer Festival (China), showcased the dramatic growth

of the annual 24-day festival, which spans 800,000㎡ and drew 7.04 million attendees in 2024. The festival ranked No.1 among China’s top ten festival brands and has transformed Qingdao’s cityscape with night illuminations, drone shows, and fireworks, illustrating the economic and cultural potential of night festivals. Mayor Park Beom-in of Geumsan City presented the Geumsan World K-Insam Festival as a successful example of Korea’s industrial-cultural tourism model. The festival, rooted in the country’s renowned ginseng industry, integrates wellness, culinary, and beauty elements into its programming. It has evolved into a family-friendly event designed to appeal to all five senses while promoting local industry and heritage. The conference concluded with a joint declaration by representatives of ten cities and festivals—including Gyeongju, Iksan, Geumsan, Buyeo, Daegu(Buk-gu), Chiang Mai (Thailand), and delegates from Malaysia—pledging to work together to strengthen the festival industry and foster cultural collaboration across Asia. On March 21, the Pinnacle Awards Ceremony recognized the most outstanding festivals in Asia. Winners will advance to the final round of the global IFEA World Pinnacle Awards. During the ceremony, the official flag for the 2026 IFEA ASIA Conference was formally handed over to Deputy Governor of Chiang Mai, Thailand, signaling the next exciting chapter of regional cooperation. Later this month, IFEA ASIA will participate in the World Championship Barbecue Cooking Contest (WCBCC) in collaboration with the Memphis in May International Festival in the United States. Public relations booths will be operated to showcase the cultural assets of Hongseong City and Geumsan City, further expanding the global visibility of Korean festivals. As IFEA ASIA continues to grow as a hub of international festival exchange and urban innovation, we invite ongoing interest and support for its future endeavors in creating stronger cultural networks across the globe. Sydney Lee is a Director at IFEA Korea. She received her Master’s Degree from Pai Chai University and will receive her Certified Festival & Events Executive Certification (CFEE) at the IFEA’s 70th Anniversary Convention & Expo presented by atVenu this September 22-24, 2025 in Palm Springs, California.

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NEW MEMBER BENEFIT EXCITING NEWS! We are thrilled to unveil the latest initiative aimed at providing even greater value to our members by introducing our partnership with Oracle NetSuite! NetSuite serves tens of thousands of customers to help satisfy omnichannel shoppers with a unified financial system covering inventory and order management, ecommerce, CRM and marketing, and more! Our partnership provides the IFEA community with the chance to secure preferred pricing on NetSuite SaaS licensing.

Click Here for More Info

INTERNATIONAL FESTIVALS & EVENTS ASSOCIATION

LEGACY SCHOLARSHIPS These 20 scholarships are made possible by the generosity of many industry donors through the IFEA Foundation. Each scholarship covers the full registration costs* for a deserving industry professional, student or volunteer to attend, learn and grow from the unparalleled creativity, education and networking of the IFEA Annual Convention & Expo - the leading industry gathering of professionals dedicated to the festival and event field. Scholarship Eligibility Scholarships are open to applications from IFEA members worldwide, with the exception of the following six scholarships established for U.S. based applicants only: • The Georgia Festivals & Events Association Scholarship (Georgia members only) • The Mid-Atlantic Festivals & Events Professional Scholarship (CT, DC, DE, MD, NJ, NY, PA, RI, WV members only) • The Tennessee Festivals & Events Professional Scholarship (Tennessee members only) • The Pete Van de Putte Scholarship (Texas members only) • The Joe & Gloria Vera Memorial Scholarship (Texas members only) • The Kay & Vernon Wolf Memorial Scholarship (Texas members only) Each scholarship is designed to support and encourage selected and targeted individuals. Applicants must meet the criteria outlined for the specific scholarship that they are applying for and cannot be in a financial position to attend without scholarship assistance. Once these requirements are met, applicants are considered on their cultural diversity, professional aspirations, course of study (if a student), and statement of benefit to themselves and/or their organizations and communities as the result of attending the convention. We invite you to look through these opportunities and take a moment to learn a little more about the special individuals and groups attached to each. Apply and get additional details at ifea.com/foundation. Applications are due in the spring and one application can be used to apply for multiple scholarships.

The Arts Festival Scholarship The Arts Festival Scholarship provides support for professional growth to individuals with an arts festival focus and a visual or performing arts background. The Pat & Nick Corda Memorial Scholarship Providing support to young/new professionals currently completing their education or with less than three years in the industry. The Carolyn & Lee Crayton Scholarship Providing support to a deserving individual/ organization from a smaller market, with grand visions for helping their community through events, but not yet a budget to match those visions. The Judy Flanagan Memorial Scholarship Providing support to a deserving individual/ organization whose event involves a parade. The Georgia Festivals & Events Association Scholarship Providing support to a deserving individual/organization from Georgia.

The Gayle Hall Memorial Scholarship The scholarship will provide support to a deserving individual who exemplifies a “get it done” attitude and who is looking to grow their knowledge and industry training, while currently employed in a festival / event industry job. The Bill & Gretchen Lofthouse Memorial Scholarship Providing support to a deserving individual/ organization currently struggling with shortterm economic or start-up challenges.

INTERNATIONAL FESTIVALS & EVENTS ASSOCIATION

Supporting and Educating the Festivals & Events Industry Since 1993 The Mampre Media International Scholarship Providing support to a deserving individual working with media/marketing responsibilities for an event.

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

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

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

The Daniel A. Mangeot, CFEE Memorial Scholarship** Providing support to a deserving individual/ organization seeking advanced education and professional certification. This scholarship provides core curriculum registration fees toward the attainment of the IFEA’s Certified Festival & Event Executive (CFEE) designation. The Mid-Atlantic Festival & Event Professionals Scholarship Providing support to a deserving individual/ organization within the Mid-Atlantic United States. Includes the states of NY, CT, RI, PA, NJ, DE, MD, DC, and WV. The Richard Nicholls Memorial Scholarship Providing support to a deserving high school senior or college student with a strong record of volunteering in nonprofit events or organizations, active in extracurriculars on and off campus, and dedicated to helping others or advancing causes that improve individual lives or the broader community. The Bruce & Kathy Skinner Scholarship Providing support to young/new professionals currently completing their education or with less than three years in the industry. *Transportation, lodging and optional fees (such as CFEE and Continuing Education courses) will be the responsibility of the recipient. The IFEA Foundation may have limited funding available to offset some travel expenses. Please see page 2 of the application if you would like to be considered for a possible travel allowance.

The Pete Van de Putte Scholarship Providing support to a deserving individual/ organization from Texas. NEW The Joe Vera, CFEE Memorial Scholarship Providing support to a qualifying applicant from either the City of McAllen, Texas, USA or from our international industry. The Joe & Gloria Vera Memorial Scholarship Providing support to a deserving individual/ organization from Texas. The Don E. Whitely Memorial Scholarship Providing support to a deserving individual/ organization whose event involves a parade. The Kay & Vernon Wolf Memorial Scholarship Providing support to a deserving individual/ organization from Texas. The George Zambelli, Sr. Memorial Scholarship Providing support to a deserving volunteer who has given their time and energies to their community festival/event. **The Daniel A. Mangeot Memorial Scholarship does not cover convention registration costs but, rather, core curriculum fees toward the attainment of the IFEA’s Certified Festival & Event Executive (CFEE) designation.

Interested in building your own legacy through an IFEA Foundation Legacy Scholarship? Contact Kaye Campbell at +1-208-433-0950 ext 8150 or kaye@ifea.com. More Details / Apply Here

EXHIBITOR SPOTLIGHT

What year was your company established? 1986 How many employees does your company have? 6 What areas do you serve with your product/service? Nationwide & Worldwide How many festivals and events do you work with on an annual basis? Hundreds What is your ‘elevator pitch’ and/or slogan about your product/service? Elevate & transform your event space with our award-winning decorative inflatable designs. How/why did your company/ product/service get started? It all started back in 1984 with our first invention the Airtubes®, long, colorful air-filled tubes, which took us to installations all over the world incl the White House, the Los Angeles Olympics Grounds, Tokyo and Dubai. The next invention was the Windtubes®, 8-foot tubes that inflate with quick hand movements and are sold as toys and promotional items. On a large scale, we took the basic elements of “air” and “tube” a step further and developed the Dancing Inflatables known as The Fly Guys®. The patented Fly Guys debuted in the 1996 Olympic Closing Ceremony as 60-foot humanoid figures that appeared to dance…. and the rest is history. AirDD has emerged and grown to be a leading global brand for innovative inflatable decorative designs. What new or improved product/service do you have to offer that IFEA audiences need to know about? To name a few, we just launched our brandnew line of inflatable Mushrooms, available in 3 different sizes and multiple color combinations. Our Hi-Lights product line is now 114

available in new vibrant fabric colors. And, the ever so popular Metallic Spheres AKA Mirror Balls, are now offered in additional new colors and sizes along with the newly introduced silver Metallic Rings. What sets your product/ service apart from your competitors? AirDD is more than a rental company — we’re a creative partner in bringing bold visions to life. What sets us apart is the combination of an overgoing product design innovation, uncompromised highest product quality, and top-notch customer service support. We’ve been at the forefront of inflatable event design since 1986, and our products are built to both wow and work — eye-catching, durable, and practical for real-world event demands. Our rentals include buffer days for setup and takedown (with no extra transit fees). We offer an ever-growing product catalog of of-the-shelf designs and fully custom pieces. What advice would you offer to festivals and events searching for your type of product/service? Don’t just look for a vendor — look for a dedicated production partner. The best experiences come from collaboration, creativity, and clear communication. When choosing decorative products/applications, consider not only how the product looks, but how it aligns with your themed vision and/or brand visibility, audience engagement, logistical efficiency, ease of use, and of course, overall quality and reliability. What is your company’s customer service philosophy? Everything and anything we do revolves around providing our customers with the best and highest standard of customer service experience. From the initial contact to the delivery of our products, we go out of our way to ensure that every single client, old and new alike, will have nothing short of a great and memorable experience and joy from using our products and services.

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Zeev Weissman CEO

AirDD 9844 Glenoaks Blvd. Los Angeles, CA, 91352, USA 818-765-8100 zeev@airdd.com www.airdd.com How many years have you been with your company? 8 What are your favorite festival foods? Craft Beer, Tacos, Pies. What do you like to do to relax? Listen to music, watch sports, play with my dog, and go to the movies. What is the name of the last business book you read? Fanocracy by David Meerman Scott & Reiko Scott What is the name of the last movie you watched? A Complete Unknown

SECURING THE FUTURE

WITH JANESSA ROMERO

HOW TECHNOLOGY IS

CHANGING EVENT SAFETY accurate, and helps make sure everyone gets through the entrance safely and quickly. With OpenGate, security is tighter without being disruptive, creating a better experience for everyone. New Tech vs. Old Tech Old Technology: • Manual Metal Detectors: Handheld wands and pat-downs take time, are labor-intensive, and leave room for mistakes. • Static CCTV Cameras: Fixed angles mean they can’t cover everything, and monitoring often happens in real-time, so threats may not be spotted fast enough. • Paper Checklists: Trying to manage large crowds with paper can be slow, clunky, and hard to update on the fly.

New Technology:

When it comes to event security, technology is totally changing the game. What used to rely on traditional methods is now being replaced with smart, innovative solutions that make events safer and easier to manage. From advanced surveillance systems to AI-driven threat detection and real-time data analytics, these new tools are helping security teams stay one step ahead and handle situations faster. One of the more impressive advancements is how mobile apps and cloud-based platforms are bringing everything together. Security personnel can communicate seamlessly, ensuring they’re always in the loop and ready to act in real time. And let’s not forget about the newest developments in weapons screening systems. These high-tech systems make entry points smoother and faster with non-intrusive metal detection, so guests experience less waiting and more time enjoying the event, while still keeping everyone safe. Not only do these tech upgrades improve safety, but they also give event organizers valuable data to make security protocols even better next time.

• OpenGate Screening Systems: Non-intrusive metal detection with fast, accurate results. Entry is quicker and smoother, plus the sensors are top-notch. • AI-Enhanced Surveillance: Real-time monitoring, facial recognition, and smart anomaly detection keep an eye on things 24/7. Drones and mobile cameras make sure no area goes uncovered, with instant alerts when something’s off. • Digital Platforms and Apps: Communication among security teams is super easy. Updates, crowd management, and even personal security details for attendees can all be tracked in real time. In the end, technology is making event security faster, more effective, and a whole lot easier. It’s making events not only safer but also more enjoyable, with a smooth experience for guests and peace of mind for organizers.

The OpenGate Revolution in Event Security Screening OpenGate screening systems are a real game-changer when it comes to event security. They use non-intrusive, high-throughput metal detection, meaning guests can breeze through security without long delays or unnecessary physical contact. It’s efficient, 116

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A proud alumna of Florida International University, Janessa holds a Bachelor’s degree in Criminal Justice, augmented by a minor in Social Media Marketing. Her journey unfolds at the intersection of law and creativity, where she has harnessed her profound understanding of criminal justice to create compelling content for SecurEvent Solutions. With an adept blend of strategic thinking and a love for marketing, Janessa has become a driving force behind the company’s engaging and informative content. She has seamlessly integrated her criminal justice expertise with a fervor for marketing, positioning herself as the Marketing Director of SecurEvent Solutions.

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of steam and there is still time to jump on. I’m excited to explore these concepts with you and see all the amazing things you’ll do. Until next time, find a small experiment you can do to pilot these tools in your own organization. The future is bright and filled with events. The technology is there is help make us better. Take comfort that there are plenty of event nerds running around the IFEA ready to share.

S. David Ramirez, CFEE, is an award-winning marketer and technologist. He is the founder of SDMRamirez, a San Antonio-based agency working with events, entrepreneurs, and ecosystems. He is a sought-after speaker, presenting at dozens of events and conferences each year. He serves on the boards of the International Festivals and Events Association Foundation and the Texas Festivals and Events Association. Mostly, he’s a nerd. Talk to him about anime, craft beers, and science fiction.

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The best sponsorships now include experiential elements that create emotional connections between brands and audiences. Whether it’s an interactive activation, a sponsored lounge, or a co-created workshop, these moments foster engagement that sticks. Sponsors are looking to you for ideas. They want creative, bold strategies that go beyond traditional ad space. So don’t be afraid to experiment. Include activation concepts in your proposals. Invite sponsors into the brainstorming process. And most importantly, take risks in pursuit of memorable experiences. So how do you evolve your sponsorship strategy? Start by reframing your mindset. Don’t just sell packages - build partnerships. Use data to paint a picture of your audience. Tell a compelling story that connects your mission to theirs. Offer opportunities for sponsors to truly enhance the event experience in ways that are aligned, innovative, and emotionally resonant. When you do that, sponsorships stop being a financial transaction—and become a force for mutual success. The Sponsor Doc

Bruce L. Erley, CFEE, APR is the Founder and President of Creative Strategies Group, a consultancy based in Denver, Colorado which he founded in September, 1995. Creative Strategies Group (CSG) specializes in sponsorship and event marketing consultation for events, festivals, nonprofit organizations and other properties as well as municipalities and for-profit companies. With more than four decades experience, Erley is considered a master in the field. In 2012, Erley served as the World Board Chairman of the International Festivals & Events Association (IFEA). He is a 2015 inductee into the IFEA Hall of Fame. He is Accredited in Public Relations (APR) by the Public Relations Society of America and a Certified Festival & Events Executive (CFEE) by the International Festivals and Events Association. Contact Info: Bruce L. Erley, APR, CFEE President & CEO Creative Strategies Group Phone: +1-303-558-8181 Business Email: berley@csg-sponsorship.com Column Enquiries Email: bruce@sponsordoc.com

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EXHIBITOR SPOTLIGHT

In 1962 entrepreneur James Thomson (IFEA Hall of Famer) began building 3-D Displays for department stores. He met Jean Gros formerly of Macys and purchased his inventory and embarked on this journey of balloons. What areas do you serve with your product/service? We serve a global clientele. Give us your ‘Elevator Pitch’ about your product/service. We offer turnkey parade and event solutions. Do you need event staff or brand ambassadors? We can do that. We can bring in giant balloons with just a phone call. We can bring in world class parade floats that assemble on site and go away at the end, no storage or transportation needed. We can handle all the details and make the producer’s job easier. From small town parades to the Olympic Games, we can bring spectacular to any event. What is your newest product/service that you have to offer that attendees need to know about? Kung Fu Panda, Where’s Waldo, Power Puff Girls.

How many employees does your company have? 10 full time staff. 40-50 Event Staff. How has your company grown over the years? We began in the garage attached to the back of our family home and have moved into a 15,000 sqft manufacturing facility, doing events all over the world. 118

What is different about your product/service vs. your competitors? Quality Staff: the finest people work for our teams. Quality Product: we build more detail and beauty into our balloons than anyone in the world. Hassle free event experiences. We offer turnkey packages rather than pricing plus shipping, plus travel, plus build us a float, plus this and that. Once you have our numbers you know what you will pay and what you will

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get. We are even supplying helium to more and more of our clients to take away that headache from the event producer. We know you already have enough on your mind. How many years have you exhibited at the ifea’s Expo? Long time vendor since the 60’s, exact date is unknown. Why did you decide to exhibit at the ifea’s 62nd Annual Convention, Expo & Retreat? Tradition and relationships. What do you hope to get out of exhibiting at this year’s expo? Connect to build great friendships. Meet new friends and connect with old ones. What is the best sales advice you’ve ever received? Be genuine. Be creative and listen more than you speak. CONTACT INFORMATION Stephen Thomson President/ CEO Dynamic Displays / Fabulous Inflatables 6470 Wyoming Ave. Suite 2024 Dearborn, MI 48126 313-212-1298 steve@fabulousinflatables.com www.fabulousinflatables.com

JO NATH AN BU RN S

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

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/ 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 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/

COMMUNICATIONS VOZZI – VOZZI is a SMS/MMS company changing the way brands interact with their audience. Tried and trusted in the Sports & Entertainment industry, our all-in-one texting solution empowers brands to modernize their fan engagement strategy and boost revenue. Contact: Ben Young, CEO | Holladay, UT USA | 801-842-6737 | ben@getvozzi.com | site.getvozzi.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 120

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VOZZI – VOZZI is a SMS/MMS company changing the way brands interact with their audience. Tried and trusted in the Sports & Entertainment industry, our all-in-one texting solution empowers brands to modernize their fan engagement strategy and boost revenue. Contact: Ben Young, CEO | Holladay, UT USA | 801-842-6737 | ben@getvozzi.com | site.getvozzi.com ZAPPlication - WHERE ARTISTS & ART FESTIVALS CONNECT (ZAPP) provides art fair and festival administrators with a suite of tools to digitally collect and jury applications, manage booth payments, and communicate with applicants all in one easy-to-use

Summer 2025

digital platform. Artists can apply to hundreds of shows nationwide through a central website. With over 100K registered artists, ZAPP is the top choice for art events! Contact: Ken Cho | Denver, CO, USA | 303-629-1166 | zappsales@wearecreativewest.org | www.zapplication.org/ FIREWORKS PYROTECNICO - For over 125 years, we have the largest fireworks display inventory in the country with an impressive range and depth in creativity and diversity to deliver amplified excitement from small gatherings to large and everything in between. Jared Staph | New Castle, PA USA | 404-725-2894 | jstaph@pyrotecnico. com | pyrotecnico.com INFLATABLES BIG EVENTS - Rents and sells giant helium and cold-air inflatables for parades and special events. Huge inventory of quality, one-of-a-kind balloons. Experienced and dependable full-service company. Charles Trimble | Oceanside, CA USA | 760-477-2655 | charles@bigeventsonline.com | www.bigeventsonline.com DYNAMIC DISPLAYS / FABULOUS INFLATABLES – Designs, manufacturers, for rent or purchase – costumes, props, floats, helium balloons, event entry ways and décor. Offers complete and flexible service packages for small towns and large international events. 50+ years of parade/event experience. Contact: Steve Thomson | Dearborn, MI USA | 800-411-6200 | steve@fabulousinflatables.com | www.fabulousinflatables.com INSURANCE / RISK MANAGEMENT HAAS & WILKERSON INSURANCE – Celebrating over 80 years in the entertainment industry, providing insurance programs designed to meet the specific needs of your event. Clients throughout the US include festivals, parades, carnivals and more. Contact: Andrew Vandepopulier | Fairway, KS USA | 800-821-7703 | andrew.vandepopulier@hwins.com | www.hwins.com KALIFF INSURANCE – Founded in 1917, Kaliff Insurance provides specialty insurance for festivals, fairs, parades, rodeos, carnivals and more. We insure the serious side of fun! Contact: David Olivares | San Antonio, TX USA | 210-829-7634 | david@kaliff.com | www.kaliff.com K & K INSURANCE – K&K offers insurance solutions for festivals and events across the US and Canada. Insuring fun since 1952! Contact: Mark Herberger | Fort Wayne, IN USA | 1-800-553-8368 | KK.EventsAttractions@kandkinsurance. com | www.kandkinsurance.com MARKETING VOZZI – VOZZI is a SMS/MMS company changing the way brands interact with their audience. Tried and trusted in the Sports & Entertainment industry, our all-in-one texting solution empowers brands to modernize their fan engagement strategy and boost revenue. Contact: Ben Young, CEO | Holladay, UT USA | 801-842-6737 | ben@getvozzi.com | site.getvozzi.com

SECUREVENT SOLUTIONS – At SecurEvent Solutions we believe your event is as unique as you are. Carefully blending and merging operations, sales, experience, culture, to curate lasting memories. We call this your Event DNA. Understanding your Event DNA allows SecurEvent Solutions to build security operations that will integrate with all event areas. Contact: Joshua Field | Ft. Lauderdale, FL USA | 763-226-4162 | jfield@secureventsolutions.com COMMUNICATIONS VOZZI – VOZZI is a SMS/MMS company changing the way brands interact with their audience. Tried and trusted in the Sports & Entertainment industry, our all-in-one texting solution empowers brands to modernize their fan engagement strategy and boost revenue. Contact: Ben Young, CEO | Holladay, UT USA | 801-842-6737 | ben@getvozzi.com | site.getvozzi.com TICKETING SAFFIRE – Saffire empowers clients with beautiful, unique and engaging websites that are easy to manage, with integrated SaffireTix ticketing and unlimited help when you need it. Contact: Cassie Dispenza | Austin TX USA | 512-430-1123 | sales@saffire.com | www.saffire.com TICKETSPICE – Instantly Increase Ticket Revenues! TicketSpice is different, because you keep 100% of the ticketing fees and only pay 99 cents per ticket! It’s the only online ticketing platform that gives you total control of your ticketing... ticket options, pricing, convenience fees, branding, funding and more. We know what it feels like to be overcharged and under-appreciated. We think you deserve a successful event with a ticketing partner who puts you first. Contact: Shadi Hayek | Sacramento, CA USA | 916-400-0737 | shadi@webconnex.com | www.ticketspice.com TRAVEL PLANNING (BY GROUPS) TRIPInfo.com – Since 1996, first online reference for all segments of group travel planners – website and weekly newsletter and subject-specific digital magazines – including festivals. IFEA Member organizations included online. Contact: Eric Cunningham | 8735 Dunwoody Place STE N | Atlanta, GA, 30350, USA info@TRIPinfo.com | www.tripinfo.com VIDEO PRODUCTION ELSBERG STUDIOS - Visual storytelling changes lives. We believe images are powerful; sometimes more powerful than words. With them we identify, we connect, we feel, we act. When necessary we use words; words that speak of mission and vision and transformation. Let us tell your story. Brad Elsberg | Nampa, ID USA | 208-989-5664 | brad@elsbergonline.com | elsbergonline.com WEBSITE DESIGN SAFFIRE – Saffire empowers clients with beautiful, unique and engaging websites that are easy to manage, with integrated SaffireTix ticketing and unlimited help when you need it. Contact: Cassie Dispenza | Austin TX USA | 512-430-1123 | sales@saffire.com | www.saffire.com

PROMOTIONAL PRODUCTS COVERED NY INC – We cater to our client’s needs by creating retail structures to hold their product, point-of-sale structures to display their product, and all of the promotional collateral necessary to bring awareness to their product. For All Your Printing, Packaging and Promotional Needs, We Have You Covered. Contact: Brad Dawn | Los Angeles, CA 90039 USA | (213) 216-4370 | brad@covered.group | https://covered.group/ SAFETY/SECURITY

OTHER TEAMWORK ONLINE – TeamWork Online is a Recruiting System designed specifically for sports and live events and focused on a single goal: attracting qualified candidates with the right skills to your open jobs, quickly and cost effectively. It comes with or can be attached to any Applicant Tracking System (ATS). Ask TeamWork Online to be your recruiter. www.teamworkonline.com/

IMPERIAL EVENTS SECURITY SERVICES, LLC - Imperial Events Security Services (IESS) is a leading event security provider nationwide. Operating since 1993, IESS has decades of experience securing all types of events. Contact Yousef Kassis | Philadelphia, PA USA | 1-888-502-4377 | yousef@iessevents.com | www.iessevents.com

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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.

IE Volume 36 Issue 2