Commentary on the New American National Standard for Parade Safety
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Events Deep In the Heart of Downtown
Commentary on the New American National Standard for Parade Safety
VIP and Sponsor Packages? Sponsors and Patrons: Alternate Streams of Income
Events Deep In the Heart of Downtown
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BY STEVEN WOOD SCHMADER, CFEE
As we plan for the upcoming IFEA 70th Anniversary Convention & Expo in Palm Springs (September 22-24), much of my days are filled with conversations and communications with industry professionals (and friends) around the world...speakers; sponsors; vendors; property contacts; Board members; association partners; cities; award entrants, recipients, and judges; attendees; global affiliate representatives; and many more, often including IFEA ‘alumni’, who still feel the warmth and bonds of their IFEA ‘family’. It is a chance to plan and to catch up. To talk about life and the current state-of-affairs in each of our respective worlds. The challenges and opportunities, and the memories of so many good friends and good times. So many great and talented people, each with their own remarkable circle of influence – local and global - who have touched so many others, across the planet, throughout their careers. Who have used (and continue to use) their influence and creativity to make our industry and world a better place. And who, most importantly, have chosen to share both their successes and their mistakes, along the journey, with their peers and friends.
Together, for 70 years, we have gotten though unimaginable challenges, while changing the world for the better. We have been at the heart of the evolution of our industry, and shaped the critical role we play in the larger world around us. We have laughed, and cheered, and cried, and shared, and built great things, together. Perhaps more than anything
else, when times are good, or challenging, it is those connections that have seen us through.
I had the real pleasure, earlier this year, to see the opening of the new Broadway musical ‘Redwood’, starring Idina Menzel. And through it I learned something new and very valuable that has stayed with me:
The roots of the majestic giant redwood trees (some thousands of years old) are extremely shallow, but they spread out. They go in every direction, and they keep on going for a hundred feet or so. And when they come to the roots of another tree, they intertwine with that tree; they lock together. So now, not one tree, but hundreds of trees - or thousands of trees - are linked together. And underneath the surface, lies a vast system of interconnected roots. And that is how the redwoods are able to stand so tall, for so long. Each tree is being held up, and supported, by the others.
The redwood tree’s most important lesson is that, like the roots, we need connection. No one needs to stand alone.
For 70 years, the IFEA has provided those invaluable connections. Intertwining with our friends and peers around the world, to help us stand tall; to withstand adversity; and to encourage and support the success of future generations over the next 70 years.
I hope that you will join us in Palm Springs to celebrate our special anniversary, and to continue growing those connections with others in the IFEA family, as we look to the future. We look forward to seeing you there.
From Spark to Spectacle, the Journey Continues
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September 22 - 24, 2025
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It is both an honor and a responsibility to step into the role of Chair of the IFEA during this landmark 70th anniversary year. While none of us expected this transition to come under such circumstances, I am humbled to follow in the footsteps of such an extraordinary leader, visionary, mentor, and friend - our late IFEA World Board Chair, Joe Vera, CFEE. His impact on this association – and to so many of us personally and professionally – will continue to guide our work and spirit for years to come.
This moment is deeply personal for me. I grew up in this industry, attending conferences as a teenager and young adult, always wideeyed and fascinated by the passion, creativity, and sheer brilliance of the people I met. My professional network exploded as hallway conversations and hospitality suite sing along songs turned into lifelong mentorships and international friendships. At IFEA conventions, I had the privilege to engage with many of the legends and greats – industry pioneers whose names are now part of our shared story –working, leading, and inspiring others to dream big and think even bigger.
As we mark 70 years of this association, we do so in a world that feels more uncertain and more divided than ever. I believe our work and network have never been more essential. Festivals and events are not luxuries; they are lifelines—sources of cultural identity, economic vitality, and emotional connection. In times of
BY VANESSA VAN DE PUTTE
challenge, we do not just endure—we show up, we innovate, and we bring people together.
This anniversary is not just a celebration of the past. It is a call to action for the future. It’s a moment for us all to lean on each other and recommit to the values that built this community: inclusion, collaboration, creativity, and resilience.
Speaking of coming together, I hope you will join us at IFEA’s 70th Anniversary Convention and Expo this fall in Palm Springs, CA. It promises to be more than just a professional gathering—it’s a homecoming. A chance to connect with colleagues, spark new ideas, swap war stories, and recharge your inspiration among people who understand the true magic and mayhem of what we do.
Thank you for your continued support for communities, your tireless work, and your belief in the power of events to uplift and unite. I look forward to serving with gratitude, heart, and hope.
Here’s to 70 years of unforgettable moments - and to many more ahead.
With appreciation,
Vanessa Van de Putte IFEA World Board Chair President & CEO
CHAIR
VANESSA VAN DE PUTTE DFEST ® San Antonio, TX vanessa@dixieflag.com
BRUCE ERLEY, APR, CFEE Creative Strategies Group Denver, CO berley@csg-sponsorship.com
SAM LEMHENEY, CFEE Creative Event Solutions Philadelphia, PA sam@creativeeventsolutions.com
SECRETARY / 2026 CHAIR-ELECT DAVID EADS Pasadena Tournament of Roses Pasadena, CA deads@tournamentofroses.com
MATT GIBSON Kentucky Derby Festival Louisville, KY mgibson@kdf.org
CURT MOSEL ArtsQuest Bethlehem, PA cmosel@artsquest.org
IMMEDIATE PAST CHAIR JAZELLE JONES City of Philadelphia Philadelphia, PA Jazelle.Jones@phila.gov
WARWICK HALL, CFEE Safety Set Consulting Section 646 Taupo, New Zealand contact@s646.com
KELI O’NEILL WENZEL, CFEE O’Neill Events & Marketing Management Kansas City, MO keli@oneillevents.com
IFEA WORLD BOARD GLOBAL OFFICER BILL O’TOOLE, CFEE Event Project Management System Pty., Ltd. Bondi Beach, NSW Australia otoole2006@gmail.com
STEPHEN KING, CFEE Des Moines Arts Festival Des Moines, IA sking@desmoinesartsfestival.org
KAT PAYE, CFEE Chair - IFEA Foundation Board of Directors National Cherry Festival Traverse City, MI kat@cherryfestival.org
ALISON BARINGER, CFEE North Carolina Azalea Festival at Wilmington Wilmington, NC alison@ncazeleafestival.org
NAN KRUSHINSKI, CFEE City of Port St. Lucie Port St. Lucie, FL nkrushinski@cityofpsl.com
STEVEN WOOD SCHMADER, CFEE IFEA World Boise, ID
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.
As we prepare for a major milestone in our industry, I’m delighted to invite you to join us this fall in Palm Springs for the IFEA’s 70th Anniversary Convention & Expo. For seven decades, the IFEA has brought together passionate, creative, and committed professionals who shape the global landscape of festivals and events. This year, we celebrate that extraordinary legacy and—more importantly—look ahead to the next chapter we will build together.
One of the most meaningful aspects of Convention week is the opportunity to give back to the industry that has given so much to each of us. I want to take a moment to highlight two long-standing and impactful traditions that support the IFEA Foundation’s mission: the Online Auction and the Ultimate Festival & Event Experience Drawing.
The Online Auction has always been a powerful tool for supporting scholarships, training, and leadership development programs that ensure our industry remains strong, inclusive, and innovative. As we mark 70 years, I invite you to consider making a contribution to this year’s auction. Whether it’s a signature item from your event, a unique gift basket featuring local goods, a hotel stay or travel package, or even a bottle of wine or specialty food item, your donation makes a difference. Items that reflect your organization, community, or culture are especially meaningful, they help tell the story of who we are as a global festival family and add a special energy to the auction floor.
Equally exciting is the Ultimate Festival & Event Experience Drawing. This exclusive opportunity offers one lucky winner an unforgettable behind-the-scenes experience at one of the world’s most iconic festivals, including travel, accommodations, and VIP treatment. Tickets are just $100, and every purchase directly supports the IFEA Foundation’s work to inspire and educate the next generation of event leaders. It’s a small investment for a chance at a once-in-a-lifetime experience, all while giving back to the future of our industry.
And of course, we hope you’ll join us in person for the 70th Anniversary Auction Party, one of the most anticipated evenings of the Convention. It’s a night to celebrate our collective generosity, share in the energy of the crowd, and toast to the work we all do to lift up our communities and one another throughout the year.
Adding to the festivities this year is the Platinum Palms Pool
Party, a fun and refreshing way to relax and connect. As part of the celebration, we’ll be hosting a rubber duck race down the water slide—a lighthearted and hilarious competition sure to bring out the smiles. Ducks will be available for adoption at the event, with proceeds going to support the IFEA Foundation. Don’t miss your chance to take part in this playful tradition and enjoy a splash of fun under the Palm Springs sun.
To further mark this special occasion, the IFEA has launched the “7 for 70” Membership Campaign. We are encouraging all members to invite seven new event professionals to become part of the IFEA family in 2025. Our strength as an organization comes from our diversity, our shared experiences, and our willingness to grow together. By expanding our membership, we ensure that the IFEA remains a dynamic and forward-thinking hub for industry connection, inspiration, and innovation.
There are many ways to get involved right now. You can donate an item to the Online Auction (deadline August 26, 2025), encourage your vendors or community partners to contribute, purchase a raffle ticket for just $100 for our Ultimate Experience (starting September 2, 2025), bring a friend into the IFEA through the Membership Campaign, or simply join us in Palm Springs to experience the energy, excitement, and sense of belonging that make our industry so special at the IFEA’s 70th Anniversary Convention & Expo this September 22-24, 2025
To submit your auction item, please complete this IFEA Silent Auction Donation Form or contact any IFEA Foundation Board Member. They are happy to assist and will ensure your contribution is showcased beautifully.
Let’s come together to make this 70th celebration unforgettable, not just in the memories we create, but in the legacy, we continue to build for the future of our industry. Your support, generosity, and enthusiasm help keep the IFEA strong, connected, and ready for what’s next.
With gratitude and excitement,
Kat Paye, CFEE
IFEA Foundation Board Chair
Executive Director – National Cherry Festival CEO – The Festival Foundation Traverse City, Michigan
IFEA FOUNDATION BOARD CHAIR
KAT PAYE, CFEE National Cherry Festival Traverse City, MI kat@cherryfestival.org
DAVE BULLARD, CFEE
FanFirst Fulton, NY debullard@gmail.com
COLLEEN MURPHY, CFEE
Des Moines Arts Festival Des Moines, IA cmurphy@desmoinesartsfestival.org
SARAH UMLAUF, CFEE
Saint Louis Art Festival Saint Louis, MO sumlauf@culturalfestivals.com
CHAIR-ELECT JESSICA KAMINSKAS The Parade Company Detroit, MI jkaminskas@theparade.org
LUANN CHAPMAN The Gatts Group Grapevine, TX luchap@aol.com
DAVID OLIVARES, CFEE Kaliff Insurance San Antonio, TX david@kaliff.com
STEVEN WOOD SCHMADER, CFEE
IFEA World Boise, ID schmader@ifea.com
IMMEDIATE PAST CHAIR IRA ROSEN, MA, CFEE Ira Rosen, LLC, Festival and Event Consultant Wall Township, NJ irarosen1011@gmail.com
IMMEDIATE PAST CHAIR CASSIE DISPENZA, CFEE Saffire Austin, TX cassie@saffire.com
TIM OTTEMAN Central Michigan University Mount Pleasant, MI ottem1tw@cmich.edu
VANESSA VAN DE PUTTE Chair - IFEA World Board Of Directors DFEST ® San Antonio, TX vanessa@dixieflag.com
SECRETARY ALEX MCNULTY, CFEE Pasadena Tournament of Roses Pasadena, CA amcnulty@tournamentofroses.com
DAVID KNUTSON City Of Santa Clarita Santa Clarita, CA dknutson@santa-clarita.com
MAIRIN PETRONE, CFEE Pittsburgh Irish Festival Pittsburgh, PA mairin.petrone@gmail.com
KASEY ALLEN, CFEE City of Hutto Hutto, TX kasey.allen@huttotx.gov
HAYDEN KRAMER, CFEE Town of Indian Trail Parks and Recreation Indian Trail, NC hpk@indiantrail.or
DAVID RAMIREZ, CFEE SDMRamirez San Antonio, TX david@sdmramirez.com
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.
By Steven A. Adelman
Effective on May 20, 2025, there is a new American National Standard for Parade Safety, designated as ANSI ES1.42-2025.1 This is important because there was never before comprehensive guidance how to safely operate a parade. Readers of “ie” magazine will need little encouragement to download a new standard written primarily by IFEA members.2 To whet your appetite, here are some of the safety issues we covered.
• An explanation why a safety plan is needed for an event that should proceed at just a few miles per hour, using the example of a vintage fire truck.
• A description of a well-designed staging area and what should take place there, such as a pre-parade briefing by a parade marshal wearing high viz.
• Requirements of parade vehicle operators during the registration process, including a driver’s license and proof of
inspection and insurance.
• Parade vehicle spacing generally, and why dignitaries, children, and large trucks, trailers, and floats may have different spacing requirements.
• Participant rules of conduct for walkers, riders, vehicle operators, and spotters.
• Paths of travel and related safety hazards such as hills, turns, low-hanging wires or streetlights, train tracks, or broken pavement.
• Weather preparedness, including weather monitoring, planning to pause or postpone, and communication among participants and to spectators.
• Operational roles and responsibilities, which can be filled by as many or as few organizers and volunteers as are available at both large and small parades.
• Mitigating the risks of throwing or launching objects towards spectators.
• Considerations before reopening the parade route to vehicular traffic.
The document concludes with examples of parade forms, including an Operator Safety Acknowledgement, a Parade Entry Information Form, Parade Safety and Participant Rules, and a Participant Information Packet.
Before we began writing, we did a literature search so we didn’t reinvent the wheel. We found one previous standard on an important but narrow safety issue.3 Other than that – despite the fact that communities large and small throughout North America hold parades and other events on public streets every year – we found nothing. Nature abhors a vacuum, so we gathered a group of subject matter experts and got to work. The new standard is the result of our efforts.
In this instance, however, “new” depends on one’s perspective. For the people on the Parade Safety Task Group that wrote the document, we put down our pencils nearly a year ago. Since then, our draft went through the various stages of internal and public review that give consensus industry standards their authority.
In other words, time has passed, things have happened, and now there is more to say. Let’s begin the commentary.
The Parade of Horribles Has Already Grown Longer
Our Introduction began with a list of ten incidents that resulted in injury or death from different types of parades across North America. Our goal was to quickly break through the attitude that ‘it can’t happen here’ by showing that it has happened everywhere. We had more than ten examples, but that felt like enough.
A week after the standard was published this spring, a thirteen-year-old Ohio boy died when he fell off a trailer in his town’s Memorial Day parade. The trailer had no railings, which violated our standard as well as the previous parade standard published in 2016. Local news coverage included this quote:
I’ve been doing this for 25 years as a police officer, and I’ve never heard of this happening before.4
Readers of the Parade Safety standard will note the particularly sad irony of one incident listed in the Introduction.
A Colorado child was crushed when he jumped off a flatbed trailer while it was in motion. There was plenty of room on the trailer for the boy to sit next to his church pastor, but the “mobile billboard” was not intended for riders and lacked railings or other means of keeping people on board.5
It provides no pleasure to have been validated so quickly.
A More Robust Discussion of Hostile Vehicle Mitigation
Section 4.3 of the ANSI standard deals with crash barriers for spectator safety. It’s a perfectly reasonable section given the many ways it is important to separate people from moving vehicles. We discussed the merits of concrete versus water-filled barriers and the convenience of public safety and public works vehicles to block traffic while roads are used for public events.
Since we finished drafting in August 2024, however, hostile vehicle mitigation has become a hot topic. In April, a man intentionally drove his truck through a Filipino street festival in Vancouver, British Columbia, killing 11 people. The grief-stricken Greater Victoria Festival Society’s executive director told reporters she could not believe such things ever happened.
You prepare, you anticipate, but nobody could have imagined what happened last Saturday. Nobody.6
Alas, imagination was not necessary, just attention to recent events. In the months before the Vancouver incident, trucks were intentionally driven into crowds at a German Christmas market in December7 and on New Orleans’ Bourbon Street on New Year’s morning.8 A month after the Vancouver attack, a man intentionally drove into the massive crowd celebrating Liverpool winning the English Premier League title.9 As with children falling off parade floats, variations on the latest incidents had definitely happened before.10 The problem was that organizers and public safety officials did not know the relevant history, so they failed to prepare for it to happen to them.
With respect to hostile vehicle attacks, one can expand upon what we wrote a
year ago. Let’s accept that it’s increasingly common for someone to intentionally drive their vehicle into a crowd gathered for a public event.11 Does that mean there will be a hostile vehicle attack at every parade, road race, or street festival? Of course not. Does that mean that the risk is reasonably foreseeable, to use the applicable legal term, at any event planned on public streets? Arguably, yes it does.12 And if a risk is reasonably foreseeable, then the organizers and other stakeholders of that event have a legal duty to take reasonable steps to mitigate the risk of harm.
Fortunately, there are resources available to address this exact threat. We could have cited free recent guidance about hostile vehicle mitigation from the governments of the United States,13 Canada,14 and the United Kingdom.15 We did not think to include them in the Parade Safety standard because our attention was focused elsewhere. This article provides a welcome opportunity to add these increasingly valuable references.
The new Parade Safety standard concludes with several useful Appendices. None is a waiver of liability, which now feels like a bit of an oversight, although less than many people might think.
I recently worked on an urban festival whose site was bisected by several cross streets. Although the event was geared for children and families, there were no crossing guards. But there were waivers for all guests to sign. Happily, there were no safety incidents and it was a delightful event, so I can share the following thoughts with a clear conscience.
A waiver of liability is a type of contract. As I learned in the first week of law school many years ago, a contract is comprised of three things: an offer; acceptance of that offer; and some kind of consideration, which is usually payment but can be anything of value to seal the deal.
A few conclusions flow from the preceding paragraph. Minors cannot legally sign contracts because they are not considered sophisticated enough about their rights to bargain them away. Any waiver involving a child must be signed by their parent or legal guardian on the child’s behalf.
In many jurisdictions, a waiver of one’s right to sue may not completely bar the signer from suing. This is because take-it-or-leave-it deals, called “adhesion contracts,” are disfavored as a matter of law. Courts are happy to hold people to their promises when they have a chance
to negotiate the terms, but where the only options are to accept the entire package or go away, some courts are more lenient.16
Freely negotiated contracts will be enforced even if one party does not understand what they’re signing – this is why adults should have a lawyer read their contracts before signing. With adhesion contracts, however, things that hinder the signer from understanding the terms further reduce the contract’s enforceability. Legalese is not just bad writing, although it’s definitely that – it’s legally less effective writing. Hiding hazards until a guest enters an event does not add legal protection, it creates an erroneous belief that a risk has been managed.
The ideal waiver of liability for a parade participant will be written in clear English (or whatever is the dominant language for the event), and it will identify the rights one is agreeing to waive in plain language that all reasonable participants can understand. We applied these principles to the forms included in the standard’s Appendix. The Operator Safety Acknowledgement at Appendix B has 18 items because parade unit operators should understand the community’s safety expectations in granular detail. Similarly, the Parade Safety and Participant Rules attached as Appendix D has 31 paragraphs because we brainstormed at least 31 safety issues we thought reasonably attentive participants should consider.
Contracts, like safety practices generally, are most effective when people can see and understand what they’re dealing with. Transparency is good.
When I conceived of this article, the idea was to catch up on the year it took to review and publish the American National Standard on parade safety. As I finish writing, I see what a hopeless task that is. Even during this article’s refreshingly short gestation period, there will be Canada Day parades and then Independence Day parades in the States. Maybe the parade of horribles will grow; maybe there will be a near miss that yields valuable insights for future parade organizers and participants.
My hope is that having invested the time to read to the end of this piece, you, dear reader, will be more attuned to potential parade safety incidents around you. Perhaps in some future article I can quote a grateful family thanking you for avoiding a parade disaster. That is an update I would be delighted to write.
ANSI ES1.42-2025, Parade Safety, is a free download. To download, go to ESTA.org, click “Technical Standards Program,” then “Download Standards.” Documents are listed in numerical order, so ES1.42 is near the bottom.
Steven A. Adelman is the head of Adelman Law Group, PLLC and Vice President of the Event Safety Alliance. He creates safety plans, provides crowd manager training, and serves as an event safety standard of care expert in lawsuits. Mr. Adelman led the task groups that created American National Standards for three related aspects of event safety: ANSI ES 1.9-2020, Crowd Management; ANSI ES 1.40-2023, Event Security; and ANSI ES 1.42-2025, Parade Safety.
1ANSI ES1.42-2025, Parade Safety, is a free download. Go to ESTA.org, click “Technical Standards Program,” then “Download Standards.” Documents are listed in numerical order, so ES1.42 is near the bottom.
2Notable contributors include IFEA President and CEO, Steve Schmader, CFEE, and 2024 IFEA Foundation Chair, Ira Rosen, CFEE. Other smart friends are listed in the Acknowledgments on pp. vi-vii.
3ANSI E1.57-2016 (R2021), Recommendations to prevent falls on or off moving parade floats, moveable stages, and similar moving platforms. This document is available for free on the same ESTA.org page.
4Summit County (Ohio) Sergeant Korczynski, quoted in www.youtube.com/ watch?v=EURplXbxW0U.
5ANSI ES1.42-2025, Parade Safety, page 2.
6Event planners across Canada rethinking security practices following Vancouver attack, Coast Reporter, April 30, 2025, www.coastreporter.net/national-news/ event-planners-across-canada-rethinking-security-practices-following-vancouver-attack-10593230.
7Death toll in German Christmas market attack rises to 5, with a 9-year-old among those killed, PBS News, December 21, 2024, www.pbs.org/newshour/world/deathtoll-in-german-christmas-market-attack-risesto-5-with-a-9-year-old-among-those-killed
8‘Back injuries’ and ‘a tripping hazard’: New Orleans officials still resisting anti-ramming barriers after deadly vehicle attack, The Guardian, February 28, 2025, www.theguardian.com/us-news/2025/ feb/28/new-orleans-officials-truck-attack-vehicle-barriers
9Police confirm 109 people injured in parade crash, BBC.com, June 2, 2025, www. bbc.com/news/articles/c2d51kdpzk3o
10Other notable hostile vehicle incidents include a 2021 Wisconsin Christmas parade at which 6 people died, and a ten-fatality incident in Toronto, Ontario in 2018. See Remembering the Waukesha Christmas Parade Victims, WISN.com, November 21, 2023, www.wisn.com/ article/waukesha-christmas-parade-victims/45909528; Parents, siblings, friends; Remembering the lives lost in the Toronto van attack, CBC News, June 20, 2022, www.cbc.ca/news/canada/toronto/toronto-van-attack-lives-lost-1.6495058
11Car-Ramming Attacks Have Increased Over the Years. Here’s Why They’re So Hard to Prevent, Time, May 27, 2025, https://time.com/7288733/liverpool-carvehicle-ramming-attacks-trend-preventionwhat-to-do/
12The people who would make that argument would be lawyers for the victims of a hostile vehicle attack where there were either no mitigation measures in place, or allegedly unreasonable mitigation measures.
13Vehicle Incident Prevention and Mitigation – Security Guide, U.S. Department of Homeland Security Cybersecurity and Infrastructure Security Agency, April 2024, www.cisa.gov/sites/default/files/2024-04/ Vehicle_Incident_Prevention_and_Mitigation_Security_Guide_508_20240418.pdf
14Hostile Vehicle Mitigation Measures, Ontario Traffic Council, January 2023, https:// otc.org/wp-content/uploads/2023/04/ B001463_OTC_Hostile-Vehicle-Mitigation-Guidelines_e01-Final-Draft.pdf
15Public Realm Design Guide – Hostile Vehicle Mitigation, Third Edition, UK National Protective Security Authority, 2022, www. npsa.gov.uk/specialised-guidance/hostile-vehicle-mitigation-hvm/public-realm-design-guide-hostile-vehicle-mitigation-0
16Next time you fly, try carrying on several oversize bags. The airline won’t let you because you agreed to an adhesion contract.
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
What if you had a junior staffer that never called in sick and worked weekends? (We’re event professionals, so I know we always work weekends, but what if they worked even more?) The hottest buzzword in artificial intelligence is agentic AI or AI agents. These are more than a superpowered chat bot answering basic customer support questions. They’re your digital assistant waiting to save you time and energy.
Agentic AI refers to a system designed to operate by itself by making decisions and taking actions without requiring constant human supervision. This is different than how many people use AI which is often at the task level, focused on accomplishing a singular outcome. The term is certainly trendy, but the idea of autonomous digital assistance is not exactly new. While we’re still years away from having conversations with Rosie the Robot or HAL, technology has made it easier and more cost effective than ever to offload repetitive tasks to an AI assistant.
You run a weekly report reviewing ticket sales, sponsorship pipeline, and volunteer recruitment. You know your workflow. You start by looking at your ticket sales dashboard in your ticketing software. You review your sponsorship docs, so many excel sheets. Then, you check your SurveyMonkey to see how many more people have registered to volunteer at your next festival. You may take the results and run it through ChatGPT to clean up the information and make it more easily digestible to other audiences. But at every step of the way, it is you in charge. You may have gotten fancy and used SurveyMonkey’s built-in AI to make the form better or maybe you’re using Microsoft Copilot to more quickly format your excel sheets, but regardless every use of AI in this process is focused on executing a single task and requires human intervention.
Rather than spending an hour or two every week working on your reporting, you could decide to launch an agentic AI. In this case, you would map out your workflow exactly as you would do it. I think of agentic AI as an extremely competent but very literal intern who must be trained and supervised before being left alone with the keys to the office. You create logins so that the agent can check your ticketing, review your sheets, and find new form submissions. The agent will then generate a report and e-mail it to your stakeholders at whatever cadence. Once you’ve got it running efficiently, you suddenly have two extra hours every week that could be spent working on more important or more creative endeavors.
Before going out to find the perfect agentic AI tool, start with your preferred AI. ChatGPT has Tasks that you can schedule and information that it can access from memory, though some of these features may require a paid subscription. Gemini, part of Google, introduced their new agentic model at the end of last
year. Jasper just launched a new suite of intelligent workspaces and purpose-built agents on June 10th.
Consider how to use the AI in the software you are already using before adding new technology to your stack.
Pro Tip: If you’re unsure if your tools have AI elements, one of the easiest ways to find out is to type the name of the tool into your search engine of choice, then the words “artificial intelligence” or “AI” and look at the results. You occasionally need to upgrade your software or have the feature turned on by a customer success manager, but it is better to use existing tools to save money and training time.
After using your existing tools, there will likely be a point where you need more horsepower under the hood. This is where agentic tools come in. I generally do not recommend starting here, particularly if you are unfamiliar with connecting all the tools and systems involved in launching an AI agent.
Popular tools include Jasper, Taskade, Autogen, Cognosys, and CrewAI to name a few. There are countless tools out there to assist you in launching these digital agents. Best practice is always to figure out which platform speaks to all of the software in your tech stack to ensure the greatest possibility of success. For example, if I am running an organization that exclusively uses Microsoft tools then I would most likely use Microsoft Copilot Studio since it is a native tool for launching AI agents within the Microsoft 365 ecosystem.
Pro Tip: Review your data policy and check in with an IT professional. There are always risks when sharing login credentials or providing remote access to software and systems. Ensure that your AI agent is in compliance with your organization’s technology policies, especially if you are working for a municipality or other governmental body.
While there are many opportunities with agentic AI, there are also many pitfalls. One of the most common is someone contracting with a software company and instead of receiving access to a true AI agent, they end up with a supercharged chat bot. If the agent cannot operate autonomously after being trained, then it is not a true AI agent.
Another common issue is bad training. You must treat the AI as the most literal being on the planet. Providing poor instructions, requiring it to access information or systems that it does not understand, and not putting in guardrails for when it cannot complete a task is setting yourself up for bad results.
The final major challenge is becoming too trusting of an AI agent. While we hope for our agents to get to the point where they require minimal human intervention, they still require a human touch. You need to plan to audit its work much in the same way that you would for any intern or junior staffer. You’ll also need to
Securely and reliably accept more payment types and appeal to more customers –credit, debit, check, gift cards, mobile pay and more.
With Clover, you get:
• Special IFEA processing rates and hardware pricing while using partners like Saffire, Etix, Magic Money and Showorks
• One-click enterprise and audit reporting solution for fairs and vendors with Apex Ceph reporting
• Real-time sales data and employee management capabilities
• Seasonal rental opportunities
• Register functionality for retail sales, ticketing, parking, concessions and much more
• Analytics to help you identify how far your patrons are traveling and their spending habits
• Flexible connectivity and built-in AT&T LTE cellular, Ethernet, Wi-Fi or offline functionality
What year was your company established? 2008.
How many employees does your company have? 140.
What areas do you serve with your product/service?
TicketSpice is primarily focused on serving North American markets, but also has customers in South America and the UK.
How many festivals and events do you work with on an annual basis?
We currently serve over 60,000 customers across a variety of industries—including a wide range of festivals and live events.
What is your ‘elevator pitch’ and/or slogan about your product/service?
At TicketSpice, we understand what festivals and events need: engaged audiences and advanced technology to drive conversions and elevate the customer experience. Unfortunately, most ticketing platforms get in the way—with high fees, outdated tools, and limited customization that damage both brand and profitability.
TicketSpice offers an end-to-end solution to help you connect with your audience, convert more visitors, and optimize the customer journey. Our ticketing pages convert 25% of visitors into paying attendees. With built-in journey mapping, you can send targeted messages and calls to action before, during, and after your events.
You maintain full control over branding, layout, and pricing. From merch add-ons and timed entry to custom flows and bundles, you can customize everything without code. Since 2008, we’ve helped more than 60,000 organizers grow their events with smart tools, actionable data, and U.S.based support that answers the phone.
TicketSpice isn’t just a platform. It’s your growth engine—built to help you sell more, stress less, and keep your fans coming back.
How/why did your company/ product/service get started?
Our co-founders came from the event world, producing large events across North America. Frustrated by costly, inflexible platforms, they built TicketSpice to offer a smarter, more affordable alternative. The goal: to put control back in the hands of event organizers.
What new or improved product/service do you have to offer that IFEA audiences need to know about?
We’ve launched dozens of powerful new tools: timed ticketing, dynamic pricing, fraud protection, SMS messaging, and integrated marketing features—each designed to boost revenue and enhance the guest experience. We also offer attendee support services that handle customer questions on your behalf, saving you time and overhead.
What sets your product/service apart from your competitors? Our technology is powerful and flexible, but our true strength lies in our support team. Customers consistently praise their responsiveness, expertise, and dedication. They’re not just helpful—they’re genuinely enjoyable to work with.
What advice would you offer to festivals and events searching for your type of product/service?
Choose a partner—not just a platform. Look for a team that is forward-thinking, collaborative, and committed to solving real-world problems with evolving tools and personalized strategy. You deserve more than just software; you deserve a partner invested in your success.
What is your company’s customer service philosophy? In ticketing, there’s no room for mistakes. Our dedicated solutions team is available seven days a week, offering fast messaging and scheduled calls for deeper support. We’re here to ensure everything goes smoothly—from planning to post-event.
Shadi Hayek VP of Sales
TicketSpice 120 K Street Sacramento, CA 95814 USA 916-586-9460
shadi@webconnex.com www.ticketspice.com
How many years have you been with your company?
Over seven years.
What are your favorite festival foods?
If I’m at a festival, give me a lot of carbs, cheese, sauce and meat. You pick the delivery system!
What do you like to do to relax?
Slow Saturday mornings with coffee, a book, and my little girl playing in the back-yard.
What is the name of the last business book you read?
Less Than One Percent by Imamu Tomlinson
What is the name of the last movie you watched? Heart of Champions
By Alex McNulty, CFEE
Who would have thought that a fashion retailer founded in 1902 could shape the way I lead volunteers today? My nearly nine years at Nordstrom were more than just a job—they were a masterclass in exceptional service, empowerment, and meaningful recognition. These ideas have seamlessly transitioned into volunteer management, where they’ve had an even greater impact. By treating volunteers with the same care, empowering them to take ownership, providing ongoing training, and celebrating their contributions, I’ve seen a volunteer team transform into a passionate, dedicated force—one that rivals the loyalty and enthusiasm of Nordstrom’s best customers.
Nordstrom’s legendary reputation for customer service didn’t happen by chance—it was earned through consistent intentional actions that made every customer feel valued. Whether it’s by finding the perfect pair of shoes or simply listening to a customer’s needs, Nordstrom understands that the key to success is delivering a personalized experience tailored to everyone.
This same principle is crucial in volunteer management. Volunteers are essential to any festival or event. Treating them with the same level of care and attention as Nordstrom treats its customers can make all the difference. Understanding what motivates each person to volunteer and ensuring their experience is fulfilling helps create a positive and engaging environment. Simple gestures, like remembering a volunteer’s birthday, celebrating milestones, or maintaining open communication, go a long way in making volunteers feel valued and respected. When volunteers feel appreciated, they’re more likely to remain committed and enthusiastic about their roles.
Building strong relationships with volunteers is a cornerstone of great service. Creating a meaningful relationship requires at least five separate positive interactions. As leaders, it’s our responsibility to cultivate these connections, ensuring every volunteer feels like a star. By understanding each volunteer’s interests and strengths, we can tailor their experience, making it as enjoyable and fulfilling as possible.
Moreover, regular check-ins with volunteers can help reinforce this relationship. These interactions don’t always have to be formal—sometimes a quick phone call or a casual conversation during an event can make a significant impact. These moments provide an opportunity to listen to volunteers, address any concerns, and express appreciation for their contributions. When volunteers feel heard and understood, they’re more likely to stay engaged and continue giving their best.
At Nordstrom, employees are empowered to make decisions that benefit both the customer and the company. The guiding principle of “Use Good Judgment” gives them the autonomy to take ownership of their actions and make impactful decisions on the spot. This level of trust transforms employees into customer service superstars, capable of delivering personalized and legendary service.
Using good judgement translates into giving volunteers the freedom and responsibility to make decisions within their roles. When volunteers feel empowered, they’re more likely to take initiative, innovate, and excel.
Empowerment, a key factor in Nordstrom’s success, can be just as powerful in volunteer management. The idea isn’t just about delegation; it’s about instilling a sense of ownership and pride in the work volunteers do. When volunteers are trusted to make decisions and take ownership of their roles, they become more invested in the event’s success.
Volunteers aren’t just participants—they’re leaders, innovators and ambassadors for the cause. Encouraging independence and responsibility within the volunteer team can create a positive impact. This creates a culture of initiative and collaboration, where volunteers feel confident in their abilities and are motivated to take on new challenges.
However, it’s important to balance empowerment with support. While giving volunteers the freedom to lead is crucial, providing them with the necessary resources and guidance ensures they can succeed in their roles. This might include offering training, providing access to tools or information, or simply being available to answer questions and provide feedback. By striking this balance, you create an environment where volunteers feel both empowered and supported, leading to better outcomes for the group and the volunteers themselves.
Nordstrom’s success is driven by a relentless commitment to continuous improvement. The company is always refining processes and services to stay ahead of the curve, ensuring that they consistently meet and exceed customer expectations. This dedication to ongoing development has helped Nordstrom maintain its position as a leader in the retail industry.
Nearly 40 years ago at a Nordstrom in Fairbanks, Alaska, associate Craig Trounce encountered a customer trying to return a pair of tires to a store that didn’t sell them.
Despite this, Nordstrom had previously acquired three stores from Northern Commercial of Alaska, which did sell tires among other items.
When Nordstrom took over, it phased out everything except apparel and shoes. Yet, Craig chose to honor the customer’s request after discovering the tires’ value from a local tire company, driving home Nordstrom’s deep commitment to customer service.
This event is now celebrated within the company, symbolized by tires displayed in some stores as a testament to putting customers first. What is your tire story?
In volunteer management, embracing the principle of continuous improvement is equally vital. It involves regularly assessing and updating your volunteer program to keep it effective, engaging, and aligned with your organization’s goals. Continuous improvement is about being proactive rather than reactive, anticipating the needs of your volunteers and the organization, and adjusting to meet those needs.
One way to implement continuous improvement in volunteer management is by gathering feedback from volunteers. This can be done through formal methods like surveys, focus groups, or informal conversations. Informally, they may take place as passing conversations, social interactions, or other in person connections. Feedback will help you recognize areas for improvement to make changes that enhance the volunteer experience.
Staying current with other festivals and events is another important aspect of continuous improvement. The volunteer management landscape is constantly evolving, and understanding what other festivals and events are doing ensures that your volunteer program remains relevant and effective. This might involve attending conferences, participating in webinars, or networking with other volunteer managers to share ideas and learn from each other’s experiences. If you’re facing a situation, chances are someone else has encountered it before, or is dealing with it right now.
A key component of a successful volunteer program is creating opportunities for volunteers to connect and collaborate. Team-building activities, social events, and regular meetings can foster a strong sense of community among volunteers. When volunteers feel connected to each other and to the organization, they’re more likely to work together harmoniously and support one another in their roles. This sense of camaraderie can significantly enhance the overall volunteer experience, making it more enjoyable and fulfilling. Encouraging open communication is another critical aspect of continuous improvement in volunteer management. Actively seeking input from volunteers not only makes them feel valued but also helps identify areas for enhancement within the program. By fostering a culture of inclusivity and teamwork, you create an environment where volunteers feel safe expressing their ideas, concerns, and suggestions. This open dialogue can lead to innovative solutions and improvements that benefit the entire organization. When volunteers feel like they are part of a supportive and inclusive community,
their engagement and commitment to the organization’s mission are significantly enhanced. They become more invested in their roles, taking pride in their contributions and striving to make a positive impact. By continuously improving and nurturing the environment, you ensure that your volunteer program remains vibrant, effective, and capable of achieving its goals, much like Nordstrom’s ever-evolving approach to customer service and operational excellence.
At Nordstrom, hard work and dedication never go unnoticed. The company excels at celebrating success, whether through formal recognition programs or simple, informal gestures of appreciation. This approach boosts morale and fosters a deep sense of loyalty and pride among employees, making them feel valued and motivated to continue delivering their best.
In volunteer management, creating a culture of recognition and gratitude is key. Volunteers give their time and energy to support your organization’s mission, and acknowledging their contributions is crucial to maintaining their engagement and commitment. Recognition can take many forms, from a simple thank-you note to a formal “Volunteer of the Year” award. Recognition doesn’t always have to be formal or grand. Small gestures can be just as impactful. For example, sending a handwritten note to a volunteer after they’ve completed a challenging task shows that you’ve noticed their effort and appreciate their dedication. Featuring volunteers in the organization’s newsletter or social media channels is another way to highlight their contributions and show appreciation.
Recognition is a cornerstone of Nordstrom’s culture, and it can be equally effective in volunteer management. Implementing recognition programs that consistently highlight, and honor volunteers’ contributions helps create a positive and motivating environment. When volunteers feel appreciated and recognized, they’re more likely to remain engaged, committed, and passionate about the organization’s mission.
In addition to individual recognition, it’s important to acknowledge the collective efforts of the volunteer team. Celebrating the success of a project or event, and highlighting how everyone’s contributions made it possible, reinforces the idea that every role is valuable. This collective recognition fosters a sense of teamwork
and unity, which is essential for a strong volunteer program.
Nordstrom’s commitment to inclusivity is reflected in its welcoming atmosphere, where everyone is treated with respect and dignity. The company actively fosters a culture that celebrates diversity and emphasizes the importance of teamwork. This inclusive environment ensures that every employee feels a sense of belonging and knows that their contributions are valued.
In volunteer management, fostering inclusivity is equally crucial. It involves creating a space where all volunteers feel welcome, respected, and valued, regardless of their background or experience. This requires a deliberate approach, such as implementing diversity initiatives, offering cultural competency training, and organizing team-building activities that promote understanding and collaboration.
For example, offering cultural competency training for volunteers can help them better understand and appreciate the diverse backgrounds of the people they serve. This training can also foster empathy and understanding among volunteers, leading to a more inclusive and supportive environment.
Encouraging volunteers to share their unique ideas and perspectives not only helps build a strong, cohesive team but also enriches the overall volunteer experience. Inclusivity is about more than just bringing people together—it’s about ensuring that everyone’s voice is heard and valued.
Just as inclusivity is a cornerstone of Nordstrom’s success, it is equally essential in volunteer management. By actively promoting diversity and fostering a collaborative environment, you create a volunteer program that is not only effective in achieving its goals but also enriching for everyone involved. When volunteers feel valued, respected, and included, they’re more likely to remain engaged, motivated, and committed to the organization’s mission.
Inclusive culture not only strengthens the team but also empowers each volunteer to contribute their best, leading to greater success and fulfillment for the entire organization. Moreover, an inclusive environment can attract a wider range of volunteers, bringing in new skills, perspectives, and ideas that can enhance the organization’s overall effectiveness. When volunteers feel included, they’re more likely to stay engaged and continue contributing—making a gift that keeps on giving, wrapped up with a silver bow.
Through the generosity of our partners below, we are able to strengthen our support of the festivals and events industry and continue to provide high quality, educational programs, products and services to our members.
Help us thank them for their support, by first turning to those on this list for the opportunity to earn your business, whenever the need arises.
Across the globe, people are feeling the weight of economic stress, political division, information overload, and environmental uncertainty. These pressures don’t disappear when attendees walk through the gates of a festival or event—in fact, they often intensify in overstimulating environments. For organizers, staff, and attendees alike, mental wellness has become a key priority that can no longer be left out of the planning process. Today, creating spaces that promote emotional well-being and psychological safety isn’t just a value-add. It’s an expectation. Festivals and events have always played a unique role in our communities. They are places of celebration, connection, and cultural expression. But they also carry a responsibility to care for the people who power them—from the behind-the-scenes teams to the performers to the guests. Mental health and wellness are now vital parts of delivering truly inclusive and meaningful experiences.
One of the most noticeable changes in the event space is a shift toward designing with intention and mindfulness. Many organizers are stepping back from the breakneck pace of jam-packed schedules and instead building in space to breathe. Slower-paced programming allows attendees to take breaks, recover from overstimulation, and enjoy the experience at a healthier rhythm.
This is more than just fewer events on the schedule. Event layouts are being redesigned with thoughtful movement and sensory flow in mind. Clear signage and natural transitions between high-energy and low-energy zones help attendees feel calm and oriented. Spaces are intentionally arranged to avoid bottlenecks and confusion, replacing chaos with calm.
Ambient experiences—such as soundscapes, water features, plant installations, guided meditation areas, and natural lighting—also play a growing role. These elements reduce sensory overload, help attendees self-regulate, and create micro-moments of tranquility amid the excitement. At Desert Hearts Festival in California, for instance, ambient chill-out areas and forested rest zones have become popular with guests seeking balance.
Wellness zones are no longer an experimental idea—they’re a proven staple at many successful festivals. These areas offer much-needed refuge for attendees who are overwhelmed, overstimulated, or managing mental health conditions. Quiet rooms with soft lighting and noise dampening are being widely adopted to support neurodivergent guests, people with anxiety, or anyone who simply needs a break.
Wellness lounges go beyond quiet. They are full-service environments that might include yoga classes, massage therapy, aromatherapy stations, hydration and tea bars, or journaling areas. SXSW in Austin, Texas, introduced a full-scale wellness lounge in 2023 that now features movement workshops, mental health litera-
ture, and access to mindfulness activities—all free to attendees.
Some events are even establishing mental health support kiosks staffed by trained professionals or peer counselors. These booths provide crisis counseling, resource referrals, or emotional support for attendees struggling with stress, trauma, or panic. At Bonnaroo Music & Arts Festival in Tennessee, a dedicated “safe haven” tent offers private support for guests who need it.
These wellness zones also offer symbolic value. They send a powerful message that mental health is welcome in the space and that attendees don’t have to hide their needs or emotions to belong.
While attendee wellness gets much of the spotlight, behind-the-scenes teams are often the ones most at risk for burnout. Long hours, high stress, demanding deadlines, and unpredictable situations can take a serious toll. That’s why more event organizers are taking steps to protect and empower their workers’ mental health.
This starts with training. Event staff and volunteers are receiving basic mental health first aid, learning to recognize the signs of distress in themselves and others, and practicing de-escalation techniques. This knowledge helps create a culture of awareness and care from the inside out.
Scheduling also plays a key role. Rather than pushing through grueling shifts, successful teams now build in mandatory breaks, encourage rest, and rotate responsibilities to prevent fatigue. Events like Burning Man offer on-site wellness teams and post-event debriefing sessions to help volunteers process the experience and return home healthy.
Simple adjustments—like sleep pods, shaded rest areas, nutritious staff meals, and supportive leadership—can make a huge difference in staff morale and performance. These are not luxuries; they are essentials for running a safe, effective, and sustainable event operation.
More events are integrating mental health and wellness directly into the program offerings. These sessions draw attendees who are actively looking for tools and inspiration to improve their well-being. Popular formats include:
• Workshops and panels on topics like managing anxiety, building resilience, preventing burnout, or developing emotional intelligence.
• Movement sessions, including yoga, tai chi, ecstatic dance, breathwork, and sound healing, especially during morning hours to set a calm tone for the day.
• Digital detox challenges that invite attendees to unplug for a few hours, participate in tech-free conversations, or explore phone-free art installations.
At Symbiosis Gathering in Oregon, a whole section of the festival is devoted to “The Village,” where attendees can take part in healing arts, guided journaling, meditation, and plant-based
wellness talks. These programs not only improve individual experiences, but they deepen the festival’s impact by aligning entertainment with meaningful personal growth.
In order to truly support mental health, events must ensure their wellness offerings are accessible, inclusive, and culturally competent. One-size-fits-all solutions don’t serve the diverse communities who attend festivals.
For neurodivergent attendees, event organizers are offering sensory-friendly features such as visual schedules, noise-reducing headphones, calm zones, and sensory maps. Latitude Festival in the UK is a leader in this area, providing sensory calm spaces, visual guides, and specially trained accessibility staff to support guests with hidden disabilities.
Cultural competency is another must. Mental wellness means different things across cultures, identities, and traditions. Some attendees might resonate more with Indigenous healing practices or collective storytelling than with Western mindfulness techniques. Festivals are broadening their wellness programs to include culturally relevant offerings, multilingual support, and representation in speakers and staff.
Accessibility extends beyond programming. Clear signage, step-free access, ASL interpreters, quiet transport options, and staff trained in mental health support all work together to make sure no one is left out. The more these elements are baked into the event design, the more welcoming and effective the entire experience becomes.
Some organizers still ask: does wellness really matter to our bottom line? The answer is a clear yes. When you invest in mental health, you see measurable returns across multiple areas.
Attendee satisfaction goes up. When people feel cared for—not just entertained—they’re more likely to return, spend more, and recommend your event to others. Wellness-forward events generate stronger emotional loyalty because they address real human needs.
Staff and volunteer retention improves. When workers feel supported, respected, and safe, they perform better and stay longer. Burnout decreases, morale increases, and your team becomes a long-term asset instead of a revolving door.
Sponsors and partners take notice. Brands today are seeking alignment with values like mental health, inclusion, and sustainability. Events that demonstrate these commitments attract more—and better—partnerships. For example, Lululemon has co-sponsored wellness programming at multiple festivals, recognizing the alignment with their brand mission.
Most importantly, events that embrace wellness earn a reputation as compassionate, forward-thinking, and community-focused. In today’s competitive landscape, those qualities are what set great events apart.
As we continue to shape the future of our industry, let’s remember that every successful event starts with people. When we prioritize their well-being—attendees, staff, performers, and partners—we create spaces that don’t just entertain but heal, connect, and inspire. Mental health and wellness aren’t passing trends. They are the foundation of sustainable, inclusive, and joyful events. Let’s build that foundation together.
Sources:
• World Health Organization, Mental Health and COVID-19: www.who.int/teams/mental-health-and-substance-use/covid-19
• SXSW Wellness Program Overview: https://www.sxsw.com/ wellness/Burning Man Journal: Mental Health & Community Care: journal.burningman.org
• Latitude Festival Accessibility & Inclusivity: https://www. latitudefestival.com/information/accessibility/Oregon Eclipse Festival Archives: symbiosisgathering.com
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
What year was your company established? 2011.
How many employees does your company have?
Family Owned, 2 employees.
What areas do you serve with your product/service?
Spectrum Weather and Specialty Insurance provides nationwide coverage, licensed in 49 states, ensuring protection for weather-related risks across the U.S.
How many festivals and events do you work with on an annual basis?
We cover 500+ festivals and events annually, offering tailored weather risk protection for smooth operations and financial peace of mind.
What is your ‘elevator pitch’ and/or slogan about your product/service?
We Do Weather Better. Our goal is to consult with you, understand your risk mitigation goals, and design a weather insurance solution tailored to your unique needs. With a wide range of products and access to multiple carriers, we offer a flexible toolset that protects our clients from the financial impact of dangerous or uncomfortable weather.
How/why did your company/ product/service get started?
Founded by meteorologist Robert Holmes, Spectrum was created to fill a gap in weather-related insurance. Combining deep meteorological knowledge with customized coverage options, Spectrum helps businesses and events reduce financial exposure from adverse weather. In 2024, we were honored as the IAFE Associate of the Year for our contributions to the industry.
What is your company’s customer service philosophy?
We focus on responsiveness, clarity, and
personalized care. From fast quotes to swift claims, we deliver efficient, expert service. Backed by highly rated carriers and an in-house meteorologist, we provide precise assessments and dependable protection—no matter your event size.
What new or improved product/service do you have to offer that IFEA audiences need to know about?
• Fair and Festival Weather Insurance: Protects revenue from poor weather affecting attendance or sales.
• Event Cancellation Insurance: Covers financial losses if events are canceled or postponed.
• Adverse Weather Insurance: For severe conditions like rain, snow, or extreme temperatures.
• Heat Index Insurance: Mitigates financial risk due to extreme heat.
• Stepped Coverage Rain Insurance: Offers customizable payouts based on rainfall amounts.
What sets your product/ service apart from your competitors?
The Spectrum Advantage is our personalized service, deep weather expertise, and flexible insurance solutions. We tailor coverage to each client’s unique needs and offer stepped coverage options for fine-tuned risk management. With transparent communication and proactive claims support, we ensure quick payouts and strong partnerships—making us a trusted choice for events nationwide.
What advice would you offer to festivals and events searching for your type of product/service?
Identify key weather risks early and secure tailored coverage that reflects your financial exposure. Understand policy triggers and claims processes. Choose a provider with experience and strong communication to ensure smooth claims handling and confidence on event day.
Robert Holmes President
Spectrum Weather Insurance PO Box 1193
Kearney, MO 64060 USA
816-810-2346
rholmes@spectrumweatherinsurance.com
spectrumweatherinsurance.com
How many years have you been with your company? Since inception in 2011.
What are your favorite festival foods?
Corn Dog with Mustard, Warm Cheese Curds, Sugar Mini Donuts.
What do you like to do to relax?
My hobbies include fishing, yard work, anything in the water, visiting a local racetrack, shooting the bull, and, of course, attending a festival or fair.
By Kate Zabriskie
Companies invest millions of dollars in training each year. Yet, even after extensive education and successful performance in a classroom environment, many seasoned professionals struggle to implement new techniques. Why? The answer lies not in a lack of knowledge but in the power of habit.
Meet Lisa, a customer service manager with 15 years of experience. Despite her expertise, she finds herself stuck in a rut, unable to elevate her team’s performance. “We attend workshops and get fired up about new strategies, but within weeks, we fall back into our old routines. It’s so frustrating.” People like Lisa aren’t outliers. In fact, they are very often the norm.
The culprit? Our brains. Neuroscience reveals that habits, both good and bad, are deeply ingrained neural pathways. These mental shortcuts allow us to navigate daily tasks efficiently, but they can also hinder growth and innovation.
This phenomenon is not unique to customer service. Across industries, from healthcare to finance, professionals find themselves trapped in difficult-tobreak cycles of behavior. The brain’s preference for familiar patterns can be both a blessing and a curse. While it allows us to perform complex tasks without conscious effort, it can also make us resistant to change, even when that change is beneficial. So, how can we break free from this cycle and leverage brain science to create lasting change?
The initial step in rewiring neural pathways is recognizing the habits that hinder progress. Common pitfalls include:
• Reverting to outdated business practices
• Taking shortcuts under pressure
• Becoming overly comfortable with routine tasks
Dedicate time to observing behavior. When do old habits emerge? What triggers them? Identifying these triggers is crucial to interrupting the habit loop. It’s important to note that triggers can be both external and internal. External triggers might include a ringing phone, a crowded queue, or a particularly chal-
lenging customer. Internal triggers could be feelings of stress, boredom, or even confidence that leads to complacency. By mapping out these triggers, you create a roadmap for intervention.
Once triggers are identified, it’s essential to introduce disruptions. This process is not about willpower but about creating new neural pathways. Consider these approaches:
• Engage in positive self-reflection: Regularly remind yourself of the habits you aim to cultivate.
• Practice mindful pauses: When faced with an urge to react, take a moment to breathe deeply. This simple act can interrupt automatic responses.
• Modify the environment: Rearrange workspaces or introduce visual cues that reinforce desired behaviors. The key here is consistency. Each time you successfully disrupt an old pattern, you’re laying the groundwork for a new, more beneficial habit. It’s like creating a new path through a field – the more you walk it, the more defined it becomes.
Eliminating undesirable habits is insufficient; they must be replaced with positive alternatives. Consider these strategies:
• Think about what should occur: Consider all options, not just the tried-and-true choice before responding.
• Embrace thoughtful pauses: Resist the urge to rush. Quality interactions often require patience and careful consideration.
This step is about actively choosing new behaviors that align with your customer service goals. It might involve implementing a new problem-solving approach, adopting a more empathetic communication style, or utilizing technology in innovative ways to enhance customer experiences.
Neuroscience demonstrates that repetition strengthens neural connections, making new behaviors feel more natural over time. Think about the actions you can take to carve new mental pathways.
• Engage in daily reflection: Allocate time each day to review customer interactions, identifying successes and areas for improvement.
• Acknowledge progress: Set achievable goals and recognize when they are met. Positive reinforcement can significantly impact habit formation.
• Establish accountability partnerships: Share objectives with colleagues. Regular check-ins can enhance motivation and commitment.
Consider implementing a reward system that recognizes both individual and team efforts in adopting new habits. This could range from public acknowledgment in team meetings to more tangible rewards for consistent improvement.
Rewiring your brain is a marathon, not a sprint. Neuroscientists suggest it takes about 66 days to form a new habit, so patience is necessary. Remember, progress isn’t always linear. You might have setbacks, but each time you choose a new response, you’re strengthening those neural pathways. Viewing these setbacks not as failures, but as opportunities for learning and refinement is crucial.
“It was challenging at first,” Lisa reflects, six months into her team’s transformation. “But now, our new approach feels second nature. Our customer satisfaction scores have never been higher.”
Understanding the science behind habits and implementing these strategies allows you to break free from old patterns and elevate your customer service to new heights. The result? Happier customers, more engaged employees, and a stronger bottom line.
Kate Zabriskie is the president of Business Training Works, Inc., a Maryland-based talent development firm. She and her team provide onsite, virtual, and online soft-skills training courses and workshops to clients in the United States and internationally. For more information, visit www.businesstrainingworks.com
WITH ROBERT BAIRD
Artists (and others) need to cross borders. Perhaps you are going to cross a border to visit friends, to attend a cultural event, to shop. Or you are an artist performing at a festival in the United States and you are coming from a foreign country. You may be an American citizen travelling to another country and are unsure of the welcome you might receive or problems you might encounter at a border crossing. All of the news items regarding crossing the border into the United States have created uncertainty and nervousness for many people, no matter what border they are crossing. Most people will have few or no problems crossing a border. While artists have not been targeted specifically, they are coming to work in the United States and would want to avoid any obstacles crossing the border.
The following advice should ensure that your border crossings go smoothly:
1. Be prepared for more scrutiny at the border: more questions, more skepticism, more probing. Be sure to answer any and all questions, honestly, directly and succinctly. Do not volunteer any more information than what is asked of you. Know where you are going and why. Know how long you will be there. Be friendly and respectful of authority. Be serious: no jokes, political remarks, etc.
2. Your phone and laptop should be cleansed of anything at all that might suggest criticism of any government administration. Your phone and laptop can be “searched” by border officials. You might consider carrying a burner phone if your personal phone contains what might be considered inflammatory posts, or emails. Your social media identity might contain controversial matter, and this should be considered when crossing a border.
3. Take a binder of documents with you, including:
a. If travelling for pleasure
i. An itinerary of where you’re going and what you’re doing
ii. Copies of hotel reservations or addresses of friends with whom you are staying
iii. Return flight tickets (if applicable)
b. If travelling for business
i. Your business cards
ii. A letter from your employer describing the reasons for your trip
iii. An itinerary of scheduled meetings, etc.
iv. Hotel and travel reservations
c. If travelling to work (perform)
i. Your approved I-797 form
ii. Your complete biography
iii. Sample flyers of performances
iv. Your complete U.S. itinerary
v. The beneficiary list containing your name
vi. The cover letter that was filed with your I-129 application
vii. Flyers of upcoming performances
viii. You should also ensure that your I-94 information is correct. You can check it out at: i94.cbp.dhs.gov/home. Download a copy of the form and keep it with you.
Finally, for everyone, let someone know when and where you are crossing the border. Just in case. Better safe than sorry. Most horror stories about border crossing are related to circumstances or situations that do not apply to most people. The current situation has increased our awareness of the possible difficulties that could arise. But border crossings have throughout history been fraught with hoops through which we have to jump. Careful planning and preparation will ensure that any and all travel, including the border crossings involved, will be smooth and uneventful. As Confucius said, “Happiness is not an arrival, it is the journey itself.” Safe travel!
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
We enjoy working with local organizations that support under-represented groups. Community Boost
Sustainability challenges spark creative solutions. Your event could pioneer the next big idea in event production.
KNOWLEDGEABLE & RELIABLE
Rico Solutions collaborates with event producers to elevate their operations with a clear focus on sustainability, reducing environmental impact and optimizing efficiency at every step.
Cutting waste often means cutting costs. It's a win-win for your budget and the planet.
Consumers care about sustainability. Show them you do, too, and watch your brand value grow.
As regulations tighten, events working towards sustainability are ahead of the curve.
Position your event as a leader in sustainability. Inspire others to adopt green practices and set the standard for the industry.
What year was your company established?
1989
How many employees does your company have?
3,500
What areas do you serve with your product/service?
North America & Globally
What is your ‘elevator pitch’ and/or slogan about your product/service?
Eventim is the number one provider of ticketing services in Europe and number two in the world. 300+ million ticket transactions per year, 820,000+ events/year. Exclusive ticketing partner of the 2006, 2014, 2016 , 2024, 2026 and 2028 Olympic Games.
What new or improved product/service do you have to offer that IFEA audiences need to know about?
We are the leader in ticket technology. Proprietary development of one of the world’s most modern ticketing platforms. Highly performant data centers featuring maximum scalability. Developer of reserved seating, mobile ticketing, NFC and access solutions.
How/why did your company/ product/service get started?
CTS Eventim was founded in 1989 in Europe to fill the need for electronic ticket distribution. Europe’s #1 Concert and Festival Promoter. Operator of some of Europe‘s most renowned festivals.
What sets your product/ service apart from your competitors?
We work with some of the most complex events in the world. We design bespoke solutions to ticket your events and create a seamless access control environment. Our Service and Support sets us apart from our competitors.
What advice would you offer to festivals and events searching for your type of product/ service?
Work with ticketing organizations that are financially stable and are in constant pursuit of creating the best solutions.
What is your company’s customer service philosophy?
We are known for our best in class customer and consumer support and service.
TONY DICAMILLO SVP - Business Development
Eventim-See Tickets 6380 Wilshire Blvd. Ste. 900 Los Angeles, CA 90048 USA 832-473-0603
tony.dicamillo@eventim.com https://eventim.us/
How many years have you been with your company? 4 years.
What are your favorite festival foods?
Funnel cakes and Corn dogs
What do you like to do to relax?
Travel and root for my favorite sports teams
What is the name of the last business book you read? The Presentation Secrets of Steve Jobs
What is the name of the last movie you watched? F1 The Movie
Featuring participant discussion between some of the top professionals in our industry today, IFEA’s Virtual Affinity Groups provide an online platform on ZOOM* to keep the connections, brainstorming and networking going. Join us to participate-in these valuable discussion groups and network with your peers. Be sure to come with questions and professional experiences to these valuable open-topic dialogue sessions taking place bimonthly as we’ll be discussing current trends, issues, challenges and opportunities.
IFEA SPONSORSHIP VIRTUAL AFFINITY GROUP
Moderated by: Sally Croker
President & CEO
Innovative Sponsorships
Moderated by: Colleen Murphy, CFEE
Director of Community Relations
Des Moines Arts Festival
IFEA CITIES, CVB’S & TOURISM VIRTUAL AFFINITY GROUP
Moderated by: Tammy Dooley, CFEE
Director City of Granbury CVB
Moderated by: Rebecca Phillips
Recreation Program Super Richmond Parks, Recreation & Community Facilities
IFEA VOLUNTEER PROGRAMS VIRTUAL AFFINITY GROUP
Moderated by: Whitney Amann
Volunteer & Donor Engagement Coordinator
National Cherry Festival
Moderated by: TaKeyia Dickens, CFEE
Community Partnerships Manager
National Cherry Blossom Festival
IFEA OPERATIONS VIRTUAL AFFINITY GROUP
Moderated by: Becky Genoways, CFEE
President Genoways Event Management
Moderated by: Ira Rosen, MA, CFEE
IFEA Foundation Board Immediate Past Chair
CEO
ILR, LLC, Festival and Event Consulting
IFEA’s Virtual Affinity Groups are available to current IFEA Members as one of the many valuable benefits for being a member of the IFEA. If you’re interested in networking and brainstorming with your peers in the virtual networking Affinity Groups, we encourage you to join the IFEA to participate, in addition to receiving many more great benefits.
IFEA ART EVENTS VIRTUAL AFFINITY GROUP
Moderated by: Stephen King, CFEE
IFEA World Board Member
Executive Director
Des Moines Arts Festival
IFEA MARKETING & PR VIRTUAL AFFINITY GROUPS
Moderated by: Dave Bullard, CFEE
IFEA Foundation Board Member
Owner
FanFirst
Moderated by: S. David Ramirez, CFEE
IFEA Foundation Board Member
Principal Consultant
SDMRamirez, LLC
IFEA PARADES VIRTUAL AFFINITY GROUP
Moderated by: Ed Bautista, CFEE
Chief Creative and Strategic Officer Bautista Event Specialists Team
IFEA GENERAL SESSION VIRTUAL AFFINITY GROUP
Moderated by: Steve Schmader, CFEE
President / CEO
International Festivals & Events Association
IFEA CEO VIRTUAL AFFINITY GROUP
Moderated by: Jazelle Jones
IFEA World Board Immediate Past Chair
City Representative and Director of Special Events
City of Philadelphia
Moderated by: Randy Dewitz, CFEE
Owner
Fanfare Attractions LLC
Membership in the IFEA provides value from all directions, including invaluable contacts and savings worth many times the membership investment. The more you use them, the higher your return. In addition to “ie” The Business of International Events, membership with the IFEA provides you . . .
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.
By Haley Courson
Historic Downtowns are the heart of the city and the gathering place for the community. Even 100+ years after establishment, Historic Downtowns are still the go-to meeting places for all residents and newcomers to gather. It is the place where everyone can feel like they belong.
“People talk about wanting amenities--downtown is the amenity” (Jack White, White Stripes Musician).
In this day of HOA communities, amenities are a hot topic. But instead of longing for what our neighbors have, we should be focusing on what we do have, which for most of these cities with HOA communities, is a preserved downtown.
So, get out and walk around your Downtown to envision what your next community festival could look like! With the placemaking already created, it’s time to fill the space with fun activities that bring the residents together. Welcome everyone back to the place that started it all: Downtown.
“Preservation is simply having the good sense to hold to things that are well designed, that link us with our past in a meaningful way, and that have plenty of good use left in them” (Richard More, National Trust for Historic Preservation).
Our historic downtowns still have plenty of good use left in them! Take advantage of your unique history: use it to make your event special for your residents as well as to attract newcomers. Not only do downtowns evoke fond memories for your residents, but there are also several other perks to holding your event in your downtown area.
To illustrate, old town buildings create a natural perimeter. While some coordinators may prefer the blank slate that an open field offers, downtowns offer unique built-in amenities: indoor bathrooms, local shops, eateries, and “built-in attendees” coming from local apartments above the mixed-use buildings. Hosting an event downtown can conserve your budget by lessening the need for fencing, portable toilets, and activities.
The unique shops located here provide exclusive merchandise that can only be found in downtown! Some shop owners may be encouraged to provide musical entertainment, art activities, and more that serve to attract customers to the business while also expanding your event at no expense to your budget. Shops and restaurants can promote your event in the weeks leading up to your festival as well. By attending and supporting your
festival, attendees are also supporting and shopping locally.
Moreover, Historic Downtowns can be a tourist destination. Use your events as your marketing tool to attract visitors. With the unique architecture, one-of-a-kind shops, and the feeling that can only be found in a historic neighborhood, downtowns are a huge draw for your city. Don’t let this potential go to waste! Plan your community events here and breathe life back into the historic space.
While Downtowns are a fantastic place to hold community events, they also come with challenges. For instance, the narrow streets, brick pavers, and tall sidewalks that give your downtown character are unfortunately not convenient for your disabled residents, young children, and strollers; however, this should not deter you from proceeding with your plans. To ensure a safe and accessible event for all, be sure to consider needs such as renting ramps, purchasing additional signage and tape for any hazardous areas, and establishing easy-to-navigate walkable paths.
Non-compliant business owners represent another potential challenge, especially for those who are unfamiliar with the concept of hosting events. While local businesses greatly benefit from these events, shop owners may be concerned about managing the higher volume of customers, road closures, and complications receiving deliveries. These are all relevant concerns to be mindful of when planning with your downtown business owners. Invite them to your
event planning or overview meetings to keep them informed and updated with upcoming plans. Help them to prepare and identify the positives of hosting your event while also supporting their needs. Creating a thriving downtown involves patience, understanding, and teamwork. Encouraging others to see the potential helps events develop into a rewarding experience for everyone involved.
Additionally, Downtowns usually have narrow streets and sidewalks requiring creative solutions when laying out your event. Placement of vendors, activities, and stages should allow enough space for a safe flow of attendees as well as adequate viewing for everyone to enjoy. Check in with your local fire marshal for their expertise in occupancy management. This will help ensure the proper amount of space for your expected crowd size along with the placement of ingress and egress points. Also, be sure to inquire about drone footage of the event as hourly aerial photos will help with future planning. During the event, walk the layout with the attendees to experience everything from their vantage point. This will identify potential choking points or tripping hazards to be addressed immediately or noted for next year.
Downtowns that have been deserted for “bigger and better” developments slowly fizzle out over the years. This departure leaves behind empty buildings and structures just begging for some TLC. In this case, even the best-planned event will remain unknown because the area is no longer buzzing with shoppers. Meet this challenge by recruiting locals to promote your event! Create your own
buzz by hosting mini pop-up events or art installations in the empty buildings or outdoor areas. Partner with companies who have a solid customer base or social media following to land your downtown in a news article. Survey residents and downtown businesses to garner feedback and include this in your local community event as well.
As mentioned, historic sidewalks and curbs may not be passable for all attendees. Keep in contact with your local City Public Works and Engineering Department. Ask if there are plans to update these paths. If not, what can be done in the meantime to make your event space safe? Some options include renting ramps, barricades, and signage.
Plan meetings with your downtown businesses and include them in the process. They are built-in vendors for your event so be sure to communicate event plans with them. You are potentially bringing hundreds or thousands of people to their doorstep. What can be done to draw them in?
Encourage downtown storefronts to offer art classes, food & beverage tastings, or live music & entertainment during the festival. This draws attendees into their space while
adding free programming for your event! Another way to advertise and gain the support of downtown businesses is to host a window display contest. The winner can be selected by yourself or event attendees. Empty buildings can be viewed as a hindrance or an opportunity. Windows of unoccupied buildings transform into a canvas displaying local artwork, promotional murals, or event mapping.
Alternatively, displays placed inside the building could feature antique artifacts or current advertising. If the owner opens the building to the public, set up a local art gallery or programming suitable for your events theme. Capitalize on the potential that this empty space provides and use it to your advantage!
Market your event to local community members first. Evaluate the city’s demographics and survey residents as to what type of event they would be most interested in attending. People are much more likely to attend if they are involved in the planning. A great way to include residents is by creating a special event board. This board serves the dual purpose of speaking on behalf of the community while at the same time disseminating pertinent information. For those wanting even more involvement, invite them to volunteer in the planning process or the event day itself. Nothing shows more love for their city than volunteering to make it a better place! Once you have the buy-in and support of the local community, begin outwards promotion towards your desired targeted audience.
To stand in the same place as our ancestors, walking on the streets built by their hands, is an awe-inspiring feeling. Hosting your community events downtown breathes new life into the historic site.
Jilly Pretzel (lifestyle & relationship author) views this as “an opportunity to honor our memories and make room for new ones”. Her quote is representative of our historic downtowns which unite the present and
future generations with the past. There is room to reminisce and capacity to create.
Memories are powerful. Those who have experienced the festivities of historic downtown recall these positive memories made with family and friends. It now holds a special place in their heart. Attending these community events often becomes a tradition with attendees returning year after year. This organically creates advocates and promoters for your events and downtown! Providing photo opportunities throughout your event encourages social media posts and spreads the information to others. As the saying goes, a picture is worth a thousand words. Décor enhances the historic beauty of downtown while trendy photo opportunities create a fun interactive experience. Be careful to preserve the natural charm of historic buildings when placing items. Try using a blend of permanent structures such as murals and statues as well as temporary art installations. When others see these posts online, they will not want to miss out!
Keep in mind that memories are created through all five senses: sight, taste, smell, sound, and touch. Invoke all of these at your event by incorporating live entertainment, food and beverage vendors, and hands-on activities for all ages to enjoy.
I will admit that after years of planning events in historic downtowns, they have become very near and dear to me. Each location comes with its own set of challenges, but the goal has always been the same: generate an outstanding turnout of visitors who can enjoy their
city’s historic gathering place. It has been so rewarding to see a once-disregarded downtown transform into a thriving tourist destination. By growing the community’s beloved festivals, local businesses are now booming with the increase of shoppers and
awareness. Residents and event attendees enjoy shopping locally and listening to live music on the once quiet and sleepy city streets. These popular events bring in tourists and prospective residents which re-establish downtown as the place to be.
Haley Courson has worked within the events industry since 2015. Within the events world, she has held positions at a start-up company, non-profit association, and local municipalities. Haley’s current role as Senior Special Events Coordinator has landed her in the fastest growing city in America: Celina, Texas. She enjoys creating memorable experiences and thinking of creative solutions to bring dreams to life!
Please feel free to contact Haley for new ideas, learned experiences, or just to chat about events.
Haley Courson, CFEA. hcourson@ celina-tx.gov. 972-666-3659
Here’s how to control negative self-talk.
In my last article, I wrote about the power of suggestion. I stated, “When our subconscious mind is exposed to a constantly repeated message it is going to penetrate unless we are cognizant of it.” Becoming conscious of indoctrinating media messages is important, but recognizing your own internal propaganda is even more so. Whether positive or negative, your self-talk is continually feeding your subconscious mind with the power of suggestion. Our thoughts control our feelings. For many of us those thoughts are negative and changing them takes some effort. But first you have to become aware of it.
Most likely you did not create the core beliefs that cause your self-talk. Those beliefs were developed in your early youth. Back then your parents were your primary authority figures, and because your very life depended on them, you hung on to every word. And to this day, they still retain that authority over you via your inner dialogue.
On the whole your parents were passing on wisdom to help you survive in the world, but they may have also passed on to you their own insecurities and fears.
I recall announcing to my father when I was eight years old that I wanted to be a writer when I grew up. He laughed and said, “Writing isn’t a job; it’s a hobby.” Nine years later, after several writing successes, I told my father that I planned on studying to be a writer when I started college the following year. He replied with a stern lecture, repeating that writing is a hobby, and that I couldn’t make a living as a writer. I grappled with those words for years. With every rejection letter I received from a publisher, I would hear Dad’s words echoing in my mind, “You can’t make money writing.” Eventually, I learned to remind myself instead of the many occasions when I did make money writing.
Negative self-talk doesn’t always originate in childhood. Bad things happen to us all the time that can rattle our confidence and cause self-doubt to rear its ugly head. Perhaps you were injured participating in an activity you enjoy; or maybe you worked hard on a new idea which was summarily shot down by your boss. Even a minor auto accident can dash your driving dexterity for weeks. Your inner voice starts telling you, “I’m not good enough.” or “I’ll get hurt again if I try that.”
A few years into my becoming an avid mountain biker, I developed some skill at tackling the man-made obstacles on the
trails. One of my favorite trails would switch directions every other day to give riders some variety - except that I always rode on the same day of the week. Then one time, I went on a different day, and got to go in the other direction. One of the obstacles was a narrow 18-inch-wide wooden bridge that went over a fallen tree and a small rocky ravine. At its highest point the bridge was about nine feet off the ground.
There was a slight dogleg turn at the top of the bridge which I had handled with aplomb every time I rode over it - except that day when I went in the opposite direction. I misjudged the turn (which was the reverse of what I was used to), and my front wheel went off the bridge. Fortunately, I had the prescience of mind to thrust myself off the bike while the back wheel was still on the bridge, which propelled me over the rocks in the ravine (where my bike fell) and I landed on the hard dirt ground instead. My injuries were two skinned knees and a bruised elbow, but if I had stayed on my bike, I would’ve broken bones or gotten killed. Over the next month, I did force myself to ride over that bridge two more times - in the original direction - but each time I was terrified. That fear continued to grow with my negative self-talk, and I soon found that I could no longer ride over any narrow wooden bridges on any mountain biking trail. I would see a bridge coming up and my mind would say, “You can’t do this.” and I would go around it or walk my bike across. This continued for years until recently when a friend took me to a mountain biking skills track which had several narrow bridges with a variety of unusual turns that were all only 12 inches off the ground. I rode and re-rode over those bridges until I felt my skill come back, and my inner voice switched gears and started saying, “You can do this.” While I will probably never ride over the bridge that nearly killed me, I am now able to ride over most of the narrow bridges I encounter.
Here’s When You’re Most Likely to Beat Yourself Up
The occasions in which we are most likely to engage in negative self-talk will have to do with work/career, body image, housekeeping, love life, finances/income, and parenting. This frequently arises when we compare ourselves to others, especially after we have made a mistake or encountered a failure. It is never a fair comparison to measure yourself against others because everyone has a different back story, and you cannot know what advantages they may have had.
When you attack yourself with negative self-talk, you create
self-fulfilling prophecies. It is a habit, and any habit can be broken. Everyone can learn or re-learn how to talk about themselves positively instead of negatively. The trick is to start noticing when you speak negatively to yourself, but because it is a habit we don’t even realize that we are doing it. Once you begin to notice it, you can start to change. Changing is really simple. When you catch yourself thinking something like, “I can’t do this.” Reframe your words, and say to yourself, “Stop. Yes, I can do this.” In other words, state the opposite positive thought to countermand the negative one. This will take some practice - especially noticing when you do it - but before long you will have a new habit.
Examples of negative self-talk include phrases like these: “Why do I keep doing that?” “I’m clueless; I have no idea what I’m doing.” “I’ll never be able to do that.” “I should know better than that.” “Ugh, when am I ever going to learn?”
Changing this habit works best when you develop some positive statements or affirmations in advance so that they are ready to use at a moment’s notice. You will also want to create positive statements that you believe; otherwise, it won’t have the same effect when it comes to the power of suggestion on your subconscious mind. Don’t exaggerate but use positive words that you can accept. For example, instead of replacing, “I suck at golf.” to “I’m a great golfer.” say, “I’m a good golfer, and I’m learning and improving every time I play.”
Examples of positive replacement phrases include: “This is an opportunity to experience something new.” “Mistakes help me learn and improve.” “I can train myself to do better.” “I have many skills and abilities.” “I’m living mindfully, working on the next step, and re-examining my priorities.” “I’m getting better at this every day.” “I love myself the way I am.” “Good things are coming my way.”
When you shift to positive self-talk you will begin to develop a positive mental attitude. And, according to the Mayo Clinic that will empower you to experience benefits such as an increased life span, lower rates of depression, greater resistance to the common cold, and better cardiovascular health. Now that’s some great motivation for monitoring and changing your internal dialogue to a more positive one!
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.
What year was your company established? 2021
How many employees does your company have?
25
What areas do you serve with your product/service?
We are a national event support company.
How many festivals and events do you work with on an annual basis?
40+
What is your ‘elevator pitch’ and/or slogan about your product/service?
Rico Brand Companies is a collective of service-focused businesses supporting events, venues, and organizations with creativity, precision, and integrity. Our specialties include signage and branding (Rico Signs), sustainability consulting (Rico Solutions), and janitorial/logistics operations (Rico Event Services).
We handle the details—delivering standout signage, actionable sustainability plans, and smooth event logistics that enhance the attendee experience. With decades of expertise and a problem-solving mindset, we help clients meet today’s needs and tomorrow’s goals.
From local sports commissions to national festivals, we’re the trusted partner behind the scenes—delivering more than services, we deliver peace of mind.
Ask ChatGPT
How/why did your company/ product/service get started?
We launched Rico Solutions to help venues, events, and municipalities implement prac-
tical sustainability strategies. As demand for execution grew, we formed Rico Event Services for operations and staffing. Later, we added Rico Signs to meet the need for fast, reliable signage and branding.
Each division was created in response to client needs, forming an integrated group focused on care, speed, and professionalism. Rico Brand Companies exists to solve problems holistically and support client success on every front.
What new or improved product/service do you have to offer that IFEA audiences need to know about?
Our greatest strength is our people— professionals who bring a detail-driven mindset to every project.
Whether it’s a sustainability consultant spotting a missed waste stream, a signage tech checking alignment, or a staffer managing crowd flow, our team is trained to notice what others overlook. That proactive focus leads to smoother operations, cleaner events, and better experiences.
Details aren’t small—they’re everything. And our people make them count.
What sets your product/ service apart from your competitors?
We understand festivals and events are high-stakes—and that’s where we thrive. Our three divisions—Rico Solutions, Rico Event Services, and Rico Signs—work together to offer flexible, responsive support from start to finish.
We’re known for stepping in when it matters, solving issues early, and making our clients look great. From launching sustainability plans to staffing last-minute needs or delivering standout signage, we act with speed, care, and professionalism.
Rico Tesio CEO
Rico Brand Companies 3809 McKinley Ave Fort Myers, FL, 33901 USA 831-717-7485 rico@ricosolutions.com www.ricosolutions.com
Hiring us means gaining a partner who’s fully invested in your success.
Ask ChatGPT
What advice would you offer to festivals and events searching for your type of product/service?
Start by identifying where you need support—sustainability, operations, or signage—and bring us in early. The earlier we’re involved, the more we can help prevent issues and streamline execution. Share your goals, timelines, and expectations—we’ll meet or exceed them.
Above all, trust us with the details. That’s our specialty, and it’s what makes your event run better, greener, and more memorably.
What is your company’s customer service philosophy?
Be reliable, be responsive, and own the details. We approach every project with care and accountability, offering clear communication and proactive solutions. Our team shows up with answers, not excuses—ready to support your team at every turn and deliver results you can trust.
By Sydney Lee
The cities of Geumsan and Hongseong from South Korea were invited to participate in the globally renowned World Championship Barbecue Cooking Contest (WCBCC), held in Memphis, Tennessee. Over the course of two days, they took part in a meaningful cultural exchange, introducing Korea’s rich blend of tradition and modernity to audiences from around the world. The contest, which draws barbecue masters and tourists from across the globe, provided a vibrant platform to capture the attention of international participants with Korea’s unique cultural heritage.
Organized through the coordination of IFEA Asia, the participation of the Korean delegation included promotional booths that highlighted the country’s representative festivals, local tourism assets, and cultural heritage. Each city showcased its distinct cultural identity through a variety of interactive experiences such as food and beverage tastings, instant photo booths, souvenir-making workshops, traditional performances, and K-POP shows. These diverse programs effectively captured Korea’s charm and left a lasting impression on visitors.
This year’s event was particularly meaningful as the Memphis in May International Festival and the Greater Memphis Chamber had announced South Korea as the 2025 Honored Country. In celebration of this, a delegation of around 40 participants, including mayors and officials from the two Korean cities, visited Memphis and contributed to the festival’s
rich cultural programming.
A central highlight of the booths was the introduction of Korean cuisine. At the Hongseong booth, traditional dishes such as grilled pork belly (samgyeopsal) and kimchi were presented in harmony with American barbecue culture. The pork belly, grilled on a traditional Korean iron lid grill and served with fresh vegetables and kimchi, offered visitors an exotic blend of flavors, drawing enthusiastic responses from the crowd.
Meanwhile, the Geumsan booth focused on ginseng, recognized globally as an important agricultural heritage crop with over 1,500 years of history in supporting Korean health. Visitors were able to sample unique creations such as ginseng fritters and red ginseng lemonade, while engaging in interactive experiences like picking ginseng seeds with chopsticks, posing for photos against a traditional ginseng field backdrop, and making herbal sachets. These activities not only introduced Korea’s diverse and healthy ingredients but also fostered deeper understanding of its culinary culture.
In addition to food, the festival featured vibrant cultural performances, including traditional Samulnori and K-POP stages that captivated audiences of all ages. The four traditional Korean percussion instruments — kkwaenggwari, janggu, buk, and jing — delivered a dynamic harmony that conveyed the essence of Korea’s festive spirit and cultural depth. The K-POP performances, led by the Hongseong K-POP High School performance team, energized the younger audience,
showcasing once again the global appeal and influence of K-POP culture.
During the event, a Memorandum of Understanding (MOU) was also signed between the cities of Geumsan and Hongseong and the Memphis in May Foundation. This agreement laid the groundwork for future exchanges and cooperation in the areas of culture, tourism, and festivals, marking a significant step beyond simple event participation toward long-term, meaningful intercity collaboration.
Through their participation in the Memphis WCBCC, the two Korean cities successfully presented a colorful blend of tradition and modernity, leaving a strong impression on American audiences. The comprehensive showcase of festivals, cuisine, and performances has been praised as a new model for cultural diplomacy. Looking ahead, it is anticipated that IFEA Asia will continue to play a key role in introducing not only Korean but also broader Asian festivals and cultures on international stages, further expanding cultural exchanges with cities around the world.
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.
Nobody likes waiting in line—even entertaining ones. Long lines can cause frustration and anxiety for guests, and they can chip away at the positive memories your event is working to create. Just as important, we know that the faster the queue moves, the sooner guests are inside spending money—boosting revenue for vendors, partners, and the event itself. Managing a successful queue is crucial to delivering a smooth experience from entry to exit. Below are some tips and tricks to help keep lines moving and guests smiling.
One of the easiest ways to reduce on-site lines is to promote online ticket sales. A common mistake is pricing online tickets higher than those sold at the box office to account for online fees. But if you price your box office tickets the same or even slightly higher, guests have an incentive to buy in advance—or even on the spot from their phones.
Signage for Online Ticket Purchases
Make it easy for them. Display QR codes at key points in the entry area with messages like “Skip the Line—Buy Online” or “Grab Your Tickets Here.” QR codes can be placed on signage, flyers, staff name badges, or even sidewalk decals. The more places guests see them, the more likely they are to act.
Line busters are staff or volunteers equipped with mobile ticketing devices—or even a stack of tickets for cash sales—who work the queue directly. This proactive approach helps ease congestion at the main ticket windows and keeps the energy up. It’s a simple yet effective way to convert long lines into shorter wait times.
Designate team members as “line movers”—friendly, informed staff or volunteers who help manage the flow and direction of the line. Sometimes guests are distracted or unsure where to go. A line mover with a cheerful tone (and possibly a voice amplifier) can gently keep people moving and answer quick questions. Line movers can also flag any issues before they escalate, freeing up security and ticket scanning staff to focus on their own roles.
If your event doesn’t already have a designated Guest Services team, consider creating one. This team can handle in-depth questions, seat upgrades, lost & found, and more—keeping ticket line staff focused on quick transactions. Guest Services is a small addition with a big payoff in guest satisfaction.
Many entry lines involve multiple checkpoints: ID checks, security screening, ticket scanning, and more. Rather than stacking them all at one choke point, spread them out physically to keep guests moving. For example, place the ID check a short walk from
WITH JESSICA HODGES, MBA, CFEE
Don’t worry—Cassie is still very much here at Saffire and remains an incredible mentor in the ticketing and website world. You’ll likely see her at plenty of events (probably running circles around the rest of us). She’s graciously handed me the mic for a few editions of this column—thanks, Cassie!
As for the name? Well, since I’m new(er) to the Saffire team—but not new to events—I thought it might be time for a little refresh. Welcome to From URL to IRL. This column will explore the connection between online and on-site experiences—because we’re all in the business of creating memories, and many of those start with a click and become real the moment a guest walks through your gate.
You may hear from me most often, but I won’t be the only voice you’ll see here. The Saffire team is full of event pros with both behind-the-scenes experience and bootson-the-ground know-how. Whether we’re writing from the URL side or the IRL side, we’re here to help make your guest experience smoother, smarter, and more successful.
Thanks for joining us!
the security checkpoint, which is then followed by ticket scanning. The movement helps the line feel faster and more intentional. If your entry area includes concessions, consider offering pre-order and pickup options. Serving alcohol? Think about adding “Drink Ninjas”—staff who deliver beverages to guests in line or in VIP areas to reduce congestion at bars.
Great queue management isn’t one-size-fits-all. It’s important to consider accessibility so all guests can enter your event with dignity and ease. Create designated entry points or fast lanes for guests with mobility devices, sensory sensitivities, or those needing extra time. Mobile ticket scanning from a seated position or a shorter route into the venue can go a long way toward a positive experience.
Signage is one of the most effective—and affordable—tools to improve queue management. Well-placed, easy-to-read signs help reduce confusion, cut down on staff interruptions, and ease the overall guest experience. Ensure your entry layout includes clearly marked signs for:
• Entrances and exits
• ADA-accessible entry points
• Bag check and ID screening
• Ticket scanning stations
• Will-call or box office windows
• VIP or express lanes
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
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.
By Troy Harrison
Have you ever run a marathon? Most people haven’t. But many salespeople run them every day – the long sales cycle. Salespeople love the quick win – that satisfying moment when a prospect becomes a customer in a matter of days or weeks. Sometimes, it’s even the fabled “one call close.” But what about those industries, or even those times, where the sales cycle stretches into months or even years? How do you keep your sales teams motivated, strategic, on-task, and successful when the finish line seems so far away?
Long sales cycles present unique challenges. They test a salesperson’s patience, strategic thinking, and ability to maintain momentum over extended periods. They can also tempt even the most disciplined sales professionals to neglect prospecting, as the gratification of a closed deal feels perpetually out of reach. But here’s the truth: mastering the long sales cycle is not just a skill – it’s an art form. And like any art, it requires dedication, practice, and a specific set of techniques. Let’s explore four key strategies that can help you and your team excel in the marathon of long-cycle sales.
Imagine you’re a farmer (no, not the old, outdated “hunter/farmer” sales term). You know it takes months for your crops to grow, but you also know that if you don’t plant seeds regularly, you’ll eventually have nothing to harvest. The same principle applies to long-cycle sales.
It’s easy to fall into the trap of thinking, “Why start new conversations when I won’t close them for years?” But remember this: you can’t finish a sale unless you start one. Prospecting is the lifeblood of your sales pipeline, regardless of how long it takes to close a deal. A sales funnel that doesn’t consistently fill at the top will run dry at the bottom.
Make prospecting a non-negotiable part of your weekly routine. Set aside dedicated time each day to reach out to new potential clients. Use a mix of cold calls, emails, social media outreach, and networking events to keep your pipeline full. Remember, the seeds you plant today are the deals you’ll close tomorrow – or next year. The best prospecting cadence is to open with
a phone call (yes, a genuine, pick up the phone, voice-to-voice call), attempt to reach your target. If you don’t get an answer (80% to 90% of the time these days), then leave a powerful voice mail message, and switch to LinkedIn connection. Once connected, slow play the connection using engagement techniques, then ask for the appointment 2-3 months after connecting.
Once you’ve initiated a conversation with a prospect, it’s time to shift into strategic mode. This is where the real art of long-cycle selling comes into play. Start by estimating a realistic timeline for the deal. Is it six months? A year? Two years? This timeline becomes your roadmap, guiding your interactions and helping you set milestones along the way. With each contact, your goal should be to move the Buyer’s Journey forward, even if it’s just by inches. This is particularly crucial when you’re up against an incumbent vendor with an existing contract. You’re playing the long game, so every interaction should add value and strengthen your position. Basically, you’re positioning yourself to be the vendor of choice at contract time. Maybe it’s sharing a relevant industry report, offering a fresh perspective on a challenge they’re facing, or simply checking in to maintain the relationship – but offering some new piece of knowledge or expertise every time. The key is consistency. Regular, value-added touchpoints keep you top of mind and position you as a trusted advisor, not just another vendor.
In the span of a long sales cycle, a lot can change. Decision-makers move on, new stakeholders emerge, and organizational priorities shift. Your job is to stay on top of these changes and adapt your strategy accordingly. Make it a habit to regularly verify and update your contact information. But don’t stop there – strive to expand your network within the organization. The more contacts you have, the more resilient your opportunity becomes to personnel changes. “High, wide, and deep” should be your watchword. Get as high on the corporate food chain as you can. Get as many contacts (a wide base of influence) in the target
company as you can. And make sure that they genuinely know you and the value you bring. This approach not only provides you with a more comprehensive understanding of the organization but also helps safeguard your opportunity if your main contact leaves.
Here’s a fundamental truth about sales: a deal happens when need, solution, and timing intersect, and the Buyer’s Journey completes. In a long sales cycle, your job is to be ready when that moment arrives.
Maybe the incumbent vendor slips up, budget suddenly becomes available, or a new initiative aligns perfectly with your offering. Your consistent presence and value-added interactions have positioned you to capitalize on these moments.
Stay alert to industry trends, organizational changes, and any shifts in your prospect’s business that might create an opening. When that window of opportunity opens, be ready to act swiftly and decisively.
Managing long sales cycles is not about passive waiting – it’s about active preparation. It’s about building relationships, demonstrating value, and positioning yourself as the obvious choice when the time is right. There are no shortcuts to anyplace worth going.
Winning in long-cycle sales requires a unique blend of patience, persistence, and strategic thinking. It demands that we resist getting demoralized due to the lack of quick wins and instead focus on building lasting relationships and delivering consistent value. By maintaining a steady prospecting rhythm, thinking strategically, keeping our contacts current, and staying ready for opportunity, we can master the marathon of long sales cycles.
Troy Harrison is the Sales Navigator, a speaker, and the author of “Sell Like You Mean It” and “The Pocket Sales Manager.” He has trained salespeople from 23 different countries who live on three continents and has spoken all over North America and Europe. He helps companies navigate the Elements of Sales on their journey to success. He offers a free 45-minute Sales Strategy Review. To schedule, please visit www.TroyHarrison.com/ssr.
WITH GAIL LOWNEY ALOFSIN
YOUR “SOMEDAY” IS NOW!
THE PULL OF PURPOSE, THE POWER OF YES!
“The richest life is one filled with gratitude for the small things and the moments spent with those who matter most.” - GLA
We’ve all said it - “Someday I will travel, write a book, spend more time with my family, exercise, eat healthy, clear my clutter, change careers…” And then…we don’t. There are many detours and distractions in our daily lives. Our world is “always on” and as we tend to move very fast, we become focused on “more” or “next.” We delay our “Someday” goals.
For over three decades, I poured my heart and energy into a career I genuinely loved. From the hospitality industry (resort, restaurants, and cruise line) to the production of over 2000 events (tradeshows, meetings, weddings, festivals, concerts – including the second ESPN Extreme Games, now known as the X Games). It was a dream career centered on building partnerships, driving revenue, creating unforgettable experiences, and working with remarkable colleagues and interns. Yet, through all the joy and growth, there has always been a steady pull towards life-long learning.
This pull led to teaching at the University of Rhode Island – Journalism, Public Relations, Communication and Career Development Courses for the past 27 years! Teaching reignites my spark and being on campus always feels right. Therefore, when the opportunity came to join the Office of Strategic Initiatives at the University of Rhode Island, it felt like a homecoming. This personal transition, from decades in hospitality and global events with Newport Harbor Corporation, Newport Waterfront Events, Newport Restaurant Group and Informa Markets, is a step into a new career adventure focused on corporate learning and development. A full circle moment!
To this end, I share a few lessons cemented along this career journey that might speak to you as well.
1. The Power of YES! Raise your hand. Say “YES” before you feel ready. Do more than what you are paid to do, with a smile. You do not need perfect timing. Live your opportunities BEFORE you are ready.
2. Progress over Perfection. When you start something new, from your career to hobbies, you do not have to have all the
answers. Live the questions with curiosity. Change is rarely perfect – it can be messy. Look for the lessons in it.
3. Honor YOUR Past. Yet do not let your past hold you back. I loved my work at former companies; they stretched me and shaped who I am today – for better or worse! �� Be intentional as you evolve. Live the growth with gratitude. Build on your past.
4. Relationships are YOUR Superpower. Relationships offer an impactful ROI. Stay in touch, “collect” people. Relationships? They open doors and with care you will keep them open. They build trust. The way you treat people now influences opportunities that may show up later.
5. Service as a Common Thread. Whether producing a world-class event, selling and activating a major sponsorship, or volunteering with non-profit organizations, my compass has always leaned towards service. In my new role, I can connect the people I have “collected” with executive development and educational opportunities. Learning has the capability to transform lives. The Pull of Purpose. Looking back, the signs were always there. Teaching and presenting, whether at the university, conferences or corporations throughout the country, are what lights me up. Your passion will leave clues. Trust the whisper.
What year was your company established?
1996
How many employees does your company have?
37
What areas do you serve with your product/service?
United States, Canada and up to 30 different countries, worldwide.
How many festivals and events do you work with on an annual basis?
We work on over 2000+ events a year across multiple markets both large and small, a good portion of festivals are in that total!
What is your ‘elevator pitch’ and/or slogan about your product/service?
At Degy Booking, we are industry-leading talent buyers and agents dedicated to helping you secure the entertainment you want while saving you time. Whether you’re new to booking or highly experienced, we offer talent buying, operational, and logistical support every step of the way. From intimate gatherings to largescale festivals, our client-focused and transparent process ensures a smooth and successful event.
How/why did your company/ product/service get started?
Founded in 1996, Degy Entertainment has grown into one of North America’s top booking agencies and event producers, serving thousands of clients each year. A proud supporter of IFEA, we’re committed to helping festival and fair organizers access headline talent, turnkey services, and expert planning support. Our team specializes in securing national acts and managing events from talent buying to stage programming and logistics. From large state fairs to small-town festivals, we understand our clients’ challenges and tailor our solutions to meet them. At Degy, we don’t just book shows—we help bring festivals and fairs to life.
What new or improved product/service do you have to offer that IFEA audiences need to know about?
In addition to our robust performer roster, we offer The Big Bounce America—the World’s Largest Bounce House at over 10,000 sq. ft., with a live DJ inside and capacity for over 200 people at once. Visit thebigbounceamerica.com for more on our inflatable attractions. We also offer Headphone Disco, a popular Silent Disco experience used at major festivals nationwide, supported by tens of thousands of headphones. We’ve launched a new monthly newsletter, expanded our festival roster, and introduced a DJ division—proving we’re always evolving to meet client needs.
What sets your product/service apart from your competitors?
Our dedication to clients, versatility across markets, expansive talent roster, and experienced operations team set us apart. We work collaboratively, offering as much—or as little—support as needed. Whether you need full event production or just booking assistance, we’re here to make your event a success, tailored to your comfort level and goals.
What advice would you offer to festivals and events searching for your type of product/service? Honesty is key. Be clear and open about your expectations so we can deliver exactly what you need. Also, choose a partner you enjoy working with and can trust. Talent buying is a partnership, and working with someone reliable, transparent, and invested in your success makes all the difference.
What is your company’s customer service philosophy? We know high-profile events come with high stakes. Our goal is to exceed expectations and build strong, lasting relationships with our clients. You don’t need to be an expert in entertainment—we’re here to guide you, offering the tools and insights to make confident decisions and produce successful, memorable festivals.
Jeff Hyman Vice President
732-818-9600 x 102
jeff@degy.com degy.com
How many years have you been with your company? Over 15 years
What are your favorite festival foods?
Noodles, Pizza (I like to try different areas), anything with tater tots and you just can’t beat a good smoothie on a hot day!
What do you like to do to relax?
I like to cook, listen to music, watch movies and read books, with the occasional puzzle or crossword. Lego and couch days with my kid, wife and dog are always on that list too!
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? The Phoenician Scheme
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.
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.
Digitally distributed each week
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
Highlight your core message and 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
The Event Management School at Oglebay National Training Center in West Virginia is designed around the concept of bringing new and mid-career industry professionals together with some of the most highly-respected and experienced professionals in the field for a comprehensive educational and networking opportunity that will cover the critical basics of successful event management – from sponsorship/revenues to operations/risk management, media/marketing to volunteers/team building, business/budgeting to community/city partnerships and more – and then test your knowledge/skills/creativity against your peers. A two-year program, second year students will work closely with Event Management School expert advisors/instructors to design/create a complete event template to be presented as part of their final assessment project. Don’t miss out on this unique opportunity.
REGISTRATION INFORMATION AT WWW.IFEA.COM!
Tuesday, Sep. 23, 2025
7-10 PM
Omni Las Palmas Resort Palm Springs, CA
Dive into a night of nostalgia and slip into your chic resort wear to join us poolside for this can’t-miss IFEA Foundation event that celebrates the IFEA’s 70th anniversary and raises funds to benefit the IFEA’s ongoing educational programs and mission to keep our industry strong. Included at no extra charge in your convention registration!
Festive Food & Beverages | Larger-Than-Life Lawn Games | Duck Race with Prizes | Silent Auction Music | Drone Show and more!
More details available at ifea.com.
There’s still time to donate an item to the auction! Complete the form here or visit our web page for ideas. Item forms are due by 8/26/2025.
By Steve McClatchy
Think of a time in your life where you were highly engaged. You seldom ever looked at the clock. You may have even missed meals or became dehydrated because you forgot to stop and get a drink. You even found bathroom trips to be a bother because you wanted to get back to what you were doing. Hours, days or even weeks just flew by. You didn’t watch TV because you thought that what you were doing should be on TV. You were learning, growing, achieving, accomplishing, connecting and you not only enjoyed what you were doing you loved it. You knew exactly where you were going and you knew exactly what you needed to do to get there. Some call it “being in the zone” others call it “flow” and today it often referred to as being “engaged.”
Great movies are filled with these types of scenes. The protagonist is challenged, disrespected, set on a mission if they choose to accept it or gets an inspiring idea that will change the world. Movies that come to mind are Rocky when he is preparing for the big fight, Dorothy’s journey to Oz, the Avengers struggle against Thanos, Jack and Rose trying to survive the Titanic, Luke Skywalker fighting the dark side (and his father) or the mission of a sheriff, a marine biologist and an old seafarer to kill Jaws. During these epic quests can you picture any of these characters asking what time it is or the day of the week? In these movies they don’t eat, sleep or even go to the bathroom. Wouldn’t it be nice to have a job where you felt this way all the time? How about some of the time? How about ever? When we are learning new skills, meeting new people, gaining new experiences, solving problems, taking on new projects, setting goals and achieving them we experience growth, movement, and progress. What we experience is engagement. We are engaged in the work that we are doing and in our own lives. These feelings, whether you achieve them personally or professionally, are essential to preventing the feeling of burnout. If you do get to feel this way sometimes in your role (and according to a Gallup study between 65% - 80% of workers say they don’t) it would take more than a 20% increase in pay for you to even start to consider leaving your job.
Engagement is real, it is very valuable, and it goes right to an organizations bottom line. Engaged employees are profitable employees. They work harder, stay focused longer, they are more productive, they are happier in their roles, and they are much more difficult to lure away from a company. Engagement is typically measured and quantified by
tracking discretionary effort. There are many different engagement surveys available that include statements that you either agree or disagree with designed to uncover engagement. Statements include everything from “I am learning and growing in my role” to “my job inspires me” to “I have a best friend at work” to “I have worked after hours in the past two weeks because I wanted to” to “I like my direct manager.” All of these questions are designed to see if any part of your work includes the emotion of desire.
That’s the key! What all these questions are designed to uncover is desire. Engagement is not about having to do something but rather “wanting” to do something. When you want something you desire it. It’s desire that moves a person from just having a job to being engaged. When you are engaged there is a part of your job you enjoy, that you want to do, that you are good at, interested in or might be helping you to grow, become more or move you in a direction you want to go. It is during these times that we consider ourselves engaged. When you are engaged you don’t work for the sake of work. You don’t think about what you are being paid or when you will be finished for the day. You are more interested in enjoying the day to day tasks, in making a difference, having an impact, seeing something through, feeling a sense of accomplishment or the learning and growth. Enjoying the tasks of your job or gaining a feeling of progress is a valuable feeling and employees that feel it are less likely to leave your organization. Gallop also states in their study that on average in 2023, at any given time, one-third of your employees are actively being recruited away from your organization. That means in about a year’s time that includes everyone in your organization. What reason do they have to stay?
Gallup found that workers aged 18 to 24 consider upskilling a more important benefit than retirement, sick leave, parental leave, life insurance and vacation. Even among workers aged 55 and older, more than half (53%) say upskilling is “very” or “extremely” important and 48% would consider switching jobs to be able to do it. Another study showed that feedback delivered effectively that emphasized both your strengths and areas for improvement led to an engagement rate as high as 93%. Knowing how to deliver sincere positive feedback and improvement feedback in a way that helps an employee to increase their impact and productivity is an extremely rare and valuable skill and one that organizations need to invest in developing if they want to not just keep their employees but keep them engaged.
Another area that needs to be focused on that impacts retention and engagement is workplace conflict. In a study conducted by CCP Inc. 76% of employees reported that they have gone out of their way to avoid a colleague because of conflict at work. 18% of employees reported that they witnessed colleagues leaving their organization over workplace conflict. At best workplace conflict adds up to a lack of collaboration, teamwork, communication, trust and creates a toxic work environment. At worst conflict can lead to lawsuits, disengagement, burnout and turnover. Being able to address workplace conflict in a way that removes the conflict and moves the relationship forward is, again, a very rare and valuable skill.
If you are facing some of these issues in your work environment stop living with them and get some help. The skills needed to address conflict, passive-aggressive behavior, disrespect, broken agreements, gossip, politics, turf wars, manipulation, hidden agendas, revenge and behaviors that destroy engagement are essential if you are going to build a productive, high-performance culture where employees are willing to give up a 20% increase in pay to stay. If your leaders don’t have these skills put a plan together and make it a priority. The money, time and disruption to your business will pay off many times over once these skills are utilized and implemented. When leaders lack these skills and relationships are not where they need to be it can cost an organization its employees, its mission, its purpose, its customers and even its existence.
If you have interest in developing these skills within your organization email me at Steve@Alleer.com and we can discuss how I might be a resource to you and your business.
Steve McClatchy is the president and founder of Alleer Training & Consulting and the author of the award winning, New York Times Bestseller Decide: Work Smarter, Reduce Your Stress & Lead by Example and the forthcoming book Leading Relationships: Increase Engagement, Retain Your Top Talent, Hold Others Accountable & Lead High Performance Relationships. Steve provides keynotes and workshops on the topics of Leadership, Time Management, Consultative Selling and New Business Development. If you would like to learn more about the ways Alleer can be a resource to your organization visit www.Alleer.com, email Steve@ Alleer.com or call 610-407-4092.
You have invested countless hours to ensure your event is the most impactful it can be, the last thing you want is for it to be overshadowed by criminal activity that may be lurking in the shadows. The large crowds you have worked tirelessly to gather may be getting poached by those dealing in human trafficking who are exploiting innocent individuals for personal gain.
Human trafficking is modern-day slavery. Through force, fraud, or coercion, people are bought and sold against their will for labor and commercial sex acts. Human trafficking is considered the fastest growing criminal industry worldwide, and it is destroying the lives of 49.6 million people. That figure is more than six times the population of New York City.
Like a virus which goes unnoticed in any system, this industry deepens, spreads, and corrupts local communities without key leaders building awareness and stepping into action. Traffickers understand this reality and continue their dealings while their enterprises remain low-risk and high-reward. All the while, the products they are pushing are real people who are being abused, manipulated, and exploited, and this includes both adults and children. Traffickers can be present in any location, whether in the shadows, in-person, online, in large cities, and in rural areas. They know how to navigate changing landscapes and evade detection, so it is important to remain aware and ready to identify trafficking when we see it.
While human trafficking can occur in a variety of forms and environments, events are attractive to traffickers for several reasons. Namely, a city becomes inundated with a mass of people in a quick amount of time. This can create a frenzy of activity and overwhelm emergency responders, and the large crowds make it easy for them to hide. The influx of people also increases a trafficker’s prospective client list. As hotels, bars, and local attractions fill, traffickers will be looking for visitors who are wanting to have a “good time.”
You might be wondering, “If human trafficking is so prevalent at large gatherings, why haven’t you seen it before?” While providing the following recommendations, keep in mind that traffickers are not going to ring the bells and blow their whistles to alert you to their presence at events. Whether their methodology is sex trafficking or labor trafficking, they are going to blend in so they can make the money they are seeking at the expense of the vulnerable. So how do we change that?
While you’ve been planning your event for many months, a trafficker has also been preparing in anticipation of riding the wave of your hard work. This may look like recruiting more victims to meet the higher demand they will have, posting online ads, paying off key people at various venues to look the other way, and mapping out where they want to set up their operations.
While a trafficker is preparing their moves, you need to get ahead of them and prepare your team’s proactive anti-human trafficking response. Your preparation could save lives.
The first step Greenlight Operation recommends is to schedule a human trafficking training for the key teammates leading and
overseeing your event. It’s hard to prepare a response and strike at an issue with which you are not familiar or do not know how to recognize. The first move is to train key personnel, but do not let the training stop there. While key personnel are vital for implementing anti-human trafficking protocols, they likely will not be the teammates who spot and report human trafficking the day of the event.
So, while you are preparing your anti-human trafficking response, factor in training for the variety of individuals who will be executing the event. The invitation should also be extended to vendors and temporary staff. While this may be a large investment of time on the front-end, you are not only equipping your team to recognize and report human trafficking the day of your event, but you are strategically training more people within the event, festival, and hospitality sphere to be better equipped to detect and act against this heinous crime for future events as well.
It is also important to research the vendors you are working with to vet if they are above board in their employment practices. Labor trafficking is not uncommon in the event, hospitality, and construction industries. Do you know who you are contracting with and their backgrounds? If a proper vetting tool for vendors has been established in advance, you can also rest assured that labor trafficking will likely not be present either.
After training is received, it is time to act. As you are reaching out to law enforcement for your standard emergency and safety planning processes, ask your law enforcement contacts if they could help you with a proactive response to human trafficking for this event.
In the United States, this means you need to coordinate with local, state, and federal agents, as traffickers from outside state lines may be attending, pending the scale of your event, which means it will require federal involvement. Considering these sorts of details will not only help in the response to the trafficking situations uncovered, but it will also be a major support to survivors identified so they are able to have their case handled properly from the start.
The next step is to contact local leaders and agencies who are willing to help you further craft your counter trafficking responses and be advocates for your efforts. The earlier you begin to publicly deter human trafficking at your event through a united front, the more favorable your outcomes will be. If traffickers feel your event team is aware of their criminal intent and is actively looking to stop it, it may prevent them from attending, as well as stop them from adding more victims to their operations.
Additionally, it can be helpful to involve media outlets to further broadcast details about human trafficking, how the public can support efforts, and where survivors can reach out for help. This will not only communicate to traffickers that they are not welcome, but also express to attendees that this sort of activity is not tolerated and that the community is on high alert and equipped to report suspicions. This proactive multidisciplinary response will aid in significantly reducing potential for human trafficking at your events, and empower survivors to reach out for the help.
What year was your company established?
Our company, NLC Consulting Group was established in 2003.
How many employees does your company have?
We currently have 14 employees.
What areas do you serve with your product/service?
We serve international clients with our innovative products for the event industry. We ourselves are organizers of events, festivals.
How many festivals and events do you work with on an annual basis?
We work with 20-25 festivals on average during a year.
What is your ‘elevator pitch’ and/or slogan about your product/service?
We provide the ultimate rain protection for open-air festivals, concerts, and sports events: RAINRAVER™ – The Festiponchooh! – an innovative biodegradable, disposable rain poncho.
How/why did your company/ product/service get started?
The idea came during one of our summer festivals, when a sudden downpour caused chaos. We distributed traditional disposable ponchos for free, which created a fun moment—briefly. Once the rain stopped, hundreds of plastic ponchos were tossed into overflowing trash bins.
We realized most disposable ponchos are single-use and made of non-degradable plastics. Our research confirmed that 90% are used once, and 85% are non-biodegradable. With thousands of festivals happening worldwide, this creates a huge environmental burden.
That’s when we developed RAINRAVER™—a biodegradable, disposable rain poncho made from bio-plastics, offering a better, eco-conscious solution.
What new or improved product/service do you have to offer that ifea audiences need to know about?
RAINRAVER™ ponchos are made from a certified EN 13432 blend of compostable bio-plastics (PLA, PBAT, corn starch). This material provides compostability, strength, water resistance, and lightweight comfort. Renewable sources like corn starch and sugarcane support its eco-friendly profile.
What sets your product/service apart from your competitors? Unlike the 85% of disposable ponchos made from polluting plastics, RAINRAVER™ is eco-conscious and built for performance.
It includes full arm coverage, wrist closures, adjustable hoods, and sizes for adults, teens, and kids. Our ponchos are breathable, odor-free, and made from plant-based ingredients—so they won’t trap heat or create a “sauna” effect like traditional options.
What advice would you offer to festivals and events searching for your type of product/service? We must all work toward reducing—and eventually eliminating—single-use plastic at events. Just as festivals embraced reusable cups and compostable utensils, the time has come for sustainable rainwear.
What Is Your Company’s Customer Service Philosophy? Our philosophy is built on empathy, responsiveness, and long-term relationships. Every interaction is a chance to build trust. We listen, solve problems efficiently, and always aim to exceed expectations.
Tamas Badacsonyi Managing Partner
RAINRAVER™The Festiponchooh! 30 N Gould St Ste R Sheridan, Wyoming, 82801, USA
+36-20-9252-723 info@rainraver.com www.rainraver.com
How many years have you been with your company? 22 years
What are your favorite festival foods? Tacos, shrimps and although rare at festivals, but all quantities of sushi.
What do you like to do to relax?
I love reading in nature, hiking, biking. We live on an estate with more than 50 of our own deer, and it is a routine to walk around their area with my dog, each evening before sunset. When I have a chance I love swimming in the sea and of course: scuba diving!
What is the name of the last business book you read?
Michio Kaku: The Future of Humanity
What is the name of the last movie you watched? It has been a long time since I saw a really good movie. Maybe in the 90s: HEAT with Al Pacino and Robert de Niro. Some favourite series nowadays: “Why Women Kill?”, “White Lotus” “Big Little Lies”
By Iain Lampert, Ed.D.
Chris was nervous.
He was getting ready for his first long-form podcast interview. His job was simple: promote his CPG company.
Chris could tell his own story well enough. He knew his customer. He could say why his product was better than the competition. He had the talking points down.
But what if his interviewer tried to corner him with ‘gotcha’ questions? What if he said something he didn’t mean? This was a great opportunity to promote his brand, but, in a world of viral clips, where your worst moment can live forever online, he also imagined a minefield of mistakes.
There are tested techniques to handle tough questions. These might be best illustrated by telling a tale of two Tuckers.
In 2004, Tucker Carlson and Paul Begala interviewed Jon Stewart on CNN’s Crossfire.
In 2025, the same interviewer did the same to Ted Cruz.
The immediate reactions to both combative interviews starkly differed. That’s because of the techniques the guests used.
Whether you’re prepping for a pitch or media appearance, here’s how to stay sharp under pressure through the lens of these two very different interviews.
INTERVIEW #1:
Stewart v. Carlson & Begala (2004)
“Can I say something very quickly? Why do we have to fight?”
Stewart begins this interview by framing his primary argument with a disarming joke. He keeps this up throughout the remainder of the segment.
LESSON #1:
Know Your North Star.
Jon Stewart took command of the interview’s rhythm from the start. His North Star was clear: partisan media is hurting America. He opened with a disarming question and questioned the interviewers themselves to expose false equivalencies. Stewart wasn’t speaking to the hosts; he was speaking to the American people. When you prep for a high-stakes conversation, ask: what’s the key point I need to make? Which risks am I willing to take to make it stick?
LESSON #2:
Pre-Emptively Answer Questions
Pre-emption is a powerful rhetorical move: call out a tactic as it’s happening
and you deflate its impact. When Carlson accuses Stewart of “sucking up” to John Kerry, Stewart doesn’t deny it. He escalates the absurdity: “I was actually giving him a hot stone massage.” The audience laughs. The tension breaks. You don’t have to meet every insult head-on. Humor is more powerful than denial. If you know an attack is coming, name it early. Disarm with wit.
LESSON #3:
Lean Into Insults
It’s tempting to deny insults or avoid them altogether. Jon Stewart shows a better tactic: lean in. When Carlson says, “I wouldn’t want to eat with you,” Stewart shrugs: “I know. And you won’t.” Each time, he uses humor to deflect and disarm, reinforcing his brand and keeping control. Meanwhile, Carlson grows defensive.
Embrace the insult, twist it, and use it to prove your point. If someone’s trying to rattle you, let them reveal their own bad faith by keeping your cool.
INTERVIEW #2:
Cruz v. Carlson (2025)
Before Ted Cruz joined Tucker Carlson, he knew that, like Stewart, he was entering into a lion’s den. He was supposed to defend potentially overthrowing the Iranian regime.
Tucker was not secretive or shy about his arguments against intervention in Iran. Cruz was a national champion debater in college. He had plenty of time to prepare for Tucker.
Did he?
LESSON #1:
Know Your North Star.
Cruz began strong but lost control by over-explaining. His vague call for a “popular uprising” in Iran lacked specifics, and when pressed, he had no historical example.
Contrast that with Stewart’s sharp, punchy responses. In a tough conversation, clarity beats volume. You can’t filibuster your way to persuasion. If you can’t explain your stance in one sentence, you’re not ready. Rambling makes you sound unsure, even if you’re not.
LESSON #2:
Pre-Emptively Answer Questions
Cruz came unprepared to explain how regime change in Iran would work, why it was different from Iraq, or why it was worth the risk.
If you’re making a controversial claim, expect pushback. Come armed with specific comparisons, clear reasoning, and a simple answer to “why this, not that?”
LESSON #3:
Lean Into Insults
Cruz didn’t lean into the insults. He dodged them, and it cost him. When Carlson grilled him about ties to foreign lobbyists, Cruz grew defensive.
You gain credibility by acknowledging tension and showing why your stance still holds. Don’t flinch. Own the trade-offs. If you don’t frame your story, your opponent will.
THE BIG PICTURE:
1. Before any interview, write down your North Star: the single message you want to leave behind. Say it early, say it clearly, and say it often. This ensures that no matter where the conversation goes, your audience remembers your purpose.
2. If someone throws shade, take a page from Stewart. Own the moment. A little humor or self-deprecation can take the sting out of a jab and win over skeptics.
3. Write out the top five criticisms you could face. Practice your answers. If the host needles you or questions your motives, don’t dodge. Don’t deny. Lean in with clarity and confidence.
Chris took a deep breath. He didn’t have Jon Stewart’s comedic timing or Ted Cruz’s debate trophies. He didn’t need them.
When the microphone turned on and the questions started coming, Chris wasn’t flustered. He wasn’t perfect, either. But he followed those rules, and that’s what stuck.
Dr. Iain Lampert is an international keynote speaker, executive communication coach, and founder of Authentalk. He helps professionals—especially experts, engineers, and executives - become persuasive leaders through strategic communication training. A five-time national champion in public speaking, Iain has coached over 1,600 individuals to turn complex ideas into influential messages. For more on executive coaching and corporate workshops, visit www.authentalk.org
Social media. Artificial Intelligence. The new and recent tools available to festival and events marketers have arrived so rapidly that we struggle to keep up. We are tempted to throw great weight into these new tools, and, seeking to reduce the complication of managing so many weapons at once, make less or even no use of the long-standing tools of publicity and marketing.
AI tempts us with the hope of automating our drudge work, but at the expense of giving up some of the responsibility of how we present ourselves to the public.
The historic tools of public relations, like the lowly press release or the deeply devalued print advertisement, remain part of the foundation of good PR even as they have fallen down the order of importance. So how can we use these still-valuable tools in ways that blend the past, present and future of PR and marketing?
Let’s start with that unloved person standing alone in the corner during the high school dance: The press release.
There are many reasons why the press release of old doesn’t make it these days. Prime among them is this: Newspapers are bleeding subscribers while jacking up newsstand prices and trying to maintain their old monopoly ad rates. TV stations have cut staff, too, and focus on quick-hit stories that are simple for first-time reporters to understand. None of that makes the press release extinct.
My first rule of press releases is this: The main job of a press release is not to influence the public. It’s to influence the press. Keeping the drumbeat of traditional press releases coming creates the belief in editors and assignment desks that your event is worth covering at some point and keeps you top-of-mind, just like a consumer product ad, repeated regularly, does for consumers.
Now, lean into the notion of deeply understaffed newsrooms. Are you announcing a major performer? Send them an artist photo but with your branding on it – date/time/place of show, your logo, maybe a sponsor logo. Not all of your media list will use it on their website, but some will, and you’ve made something they can repurpose easily to their social media sites. Send links to online videos they can use or, if you have the capability, make one yourself and send it along. I worked in TV news and can tell you that senders who make the lives of producers easier, get more and better play in the long run.
Next, chop up that press release for other audiences. If you have an influencer program, turn it into a simple and short who/what/ where/when and include every piece of media you can attach or link to. Add hashtags and social handles. You’ll make better relations by making their jobs easier, especially if they already like you.
Slim it down to a couple of paragraphs for your newsletter. Reduce it down even more and you’ve got your social post and you’ve taken one announcement and given it 360-degree visibility on your platforms. The press release is the master document for positioning your announcement on all your platforms as well as your way of influencing the press.
By the way – stop writing dull releases. If it’s dull in the writing, imagine what it’s like to read it. Tell a story, not a collection of facts.
Here’s a related issue and a fairly easy way to bulk up your press operation: Set up a section of your website for press. In my last job, our press section had a link to all of our press releases, a page of approved logos to use for graphics, a form to apply for press credentials, background information about the festival and a link to the Flickr site for galleries of photos free for public use. Add a section for downloadable broadcast-quality video and you’ve got a powerful tool for encouraging press coverage. I can’t tell you how many hours I saved by directing reporters to that section and how many thank-yous I got for saving them time.
If you keep print ads, make sure there’s a QR code. I dropped newspaper print ads for a state fair and kept only niche publications for agriculture, LGBTQ, and ethnic groups with success. Those groups read every word of their publications.
Here’s another old-school tool: The Rolodex. The circular card file of names and phone numbers used to be indispensable. Guess what? It still is, even though the actual device itself is obsolete. You can use a machine to write a press release (you can, but you shouldn’t) but there’s no high-tech replacement for the high-touch job of human relations.
By now, your contact list contains the press you deal with regularly and very likely the influencers, bloggers and podcasters who post and talk about you from time to time. But the real gold, I think, lies in mining the opinions and perceptions of the people not on your contact list and not in your annual survey – the event patrons who comment on your festival’s social sites, on Reddit, on travel review sites and in website comment sections.
The talk away from your regular channels is likely to be more negative but to the extent you can engage with the most reasonable critiques, you continue to build relationships, one at a time. My former fair director would take the harshest of the comment cards we received and call each person. Every time, they were shocked to get a call, doubly shocked to get a call from “the boss” and grateful to have been heard.
If there’s a theme here, it’s this: It’s about connection. Not only do we want to connect our events to people, but we can do a better job of it if we connect the heart of traditional tools to the hardware of the tools of technology. It isn’t a choice between heart and hardware. We need both.
Dave Bullard, CFEE is owner of FanFirst Events and Influence, consulting on production, public relations and marketing for events and festivals. He served for 10 years as PR and Marketing Manager of the Great New York State Fair, directing a $1 million marketing budget for the 1.3 million-attendance festival. Dave is available anytime to IFEA members to kick around ideas and brainstorm solutions. He also moderates the IFEA PR & Marketing Affinity Group. He’s at debullard@gmail.com and 315-575-6320.
What year was your company established?
2001
What areas do you serve with your product/service?
We can service all fifty United States and Puerto Rico.
How many festivals and events do you work with on an annual basis?
100+ festivals and events, which include concerts, festivals, marathons etc.
What is your ‘elevator pitch’ and/or slogan about your product/service?
On Target Staffing is the only family-owned, nationwide staffing partner with 24/7 availability, clear client and candidate communication, and a personal touch. With over 600 locations and 20,000+ placements daily, we can mobilize vetted teams in under four hours.
Whether you need event crews, brand ambassadors, forklift drivers, call center reps, CFOs, or EMTs, our White-Glove Partnership model combines local labor data, compliance support, and operational precision. We handle everything: recruiting, onboarding, payroll, and more—so your event runs seamlessly.
You’ll never be routed to a call center. Every client gets a dedicated account manager and same-day response.
Whether you’re producing a one-night gala or a month-long festival, we help you focus on your guests while we manage the staffing.
Slogan: “Uniting Talent With Opportunity, Anywhere, Anytime.”
How/why did your company/ product/service get started?
Founded by Roy and Elizabeth James in 2001, On Target Staffing grew from their retail experience, where they saw the direct impact of quality staffing. They built a business rooted in service and high standards. As a family-owned company, we’ve retained top experts while staying involved at ground level. Our leadership is active 24/7 to stay aligned with workforce trends and client needs.
If you want a national partner with a local touch, you’re on target.
What new or improved product/service do you have to offer that ifea audiences need to know about?
In Q3 2025, we’re relaunching OnTargetStaffingLLC.com with a smart, intuitive staffing platform.
It features OnTarget-GPT—our own AI assistant trained on two decades of staffing data and feedback. Employers can request crews, compare rates, and track live dashboards. Candidates get resume tips, job matches, and coaching.
We’re combining innovation with our trusted service to make staffing smarter and more effective.
What sets your product/service apart from your competitors?
• We do it all: Temp, Direct Hire, Executive Search, and Payrolling
• Fill Guarantee: If we accept it, we’ll fill it—or you don’t pay
• 600+ offices nationwide
• Family-owned values with executive access
On Target Staffing, LLC
2804 S College Rd, Suite 101
Wilmington, NC 28412 USA
910-765-0949
Bwilson@ontargetstaffingllc.com www.ontargetstaffingllc.com
How many years have you been with your company? 25 years
What are your favorite festival foods? Funnel Cakes!
What do you like to do to relax?
Kayaking, reading or relaxing on the beach.
What is the name of the last business book you read? On Purpose – How Engagement Drives Success
What is the name of the last movie you watched? Mission ImpossibleThe Final Reckoning
• 24/7 dedicated support
• AI-powered tools for precision hiring
What advice would you offer to festivals and events searching for your type of product/service?
Start early. Share layouts and headcounts. Ask for fill guarantees and real-time communication. Choose a 24/7 partner who adapts to changing needs—seamlessly. What is your company’s customer service philosophy? Family-Driven. Data-Powered. Always On. We treat every job like a promise and every client like family—showing up, following through, and delivering every time.
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ALL PROCEEDS TO BENEFIT THE IFEA FOUNDATION.
By Peggy Curtis, CFEE
Industry wide, we could not survive without our incredibly supportive sponsors. Supporting them in return is one of the highest most important tasks we have going into events. But when Sponsorship revenue isn’t cutting it, it might be time to look at other revenue streams.
Traditional event non-sponsorship revenue, from commissions on alcohol sales and vendors to ticketing events and merchandise sales, requires careful consideration and a good understanding of the community you are serving. These are the foundational blocks of every sustainable event. The right integration of VIP services into your event based on your demographic is another key.
VIP experiences have become a highly sought after perk for many patrons; adding exclusivity to an event and increasing revenue. VIP experiences range from backstage tours to exclusive concert areas, specialty wine tastings, lounge access, exclusive close up parking, or many other special services.
The starting point of VIP perks is to know what the ask is and what will meet the needs of both sponsors and those willing to pay for the VIP perks.
Sponsors traditionally are looking for exposure and advertising opportunities. While the driving force is to make their name the first thing that people think of when they think of that product, like insurance for Country Financial or running shoes for Nike, they often want to showcase their generosity and be good community partners. There are so many opportunities and events to do both of these.
Event staff is challenged to recognize we are providing just one of hundreds of good opportunities for Sponsors, and with that, we must make our event the one that shines above all the rest. Numbers of people that attend is of course a big draw. But with all things equal, providing perks that go along with the sponsorships is what often what sways the Sponsor to choose our event over another.
There are many reasons why a patron might choose a VIP experience, even though they may not be in a position to be a sponsor. One time, “lifetime” experiences are big draws for things like bachelorette or bachelor parties, weddings, family reunions, graduation gifts, anniversary trips, or birthday gifts,
just to name a few. People will spend the extra to get something others don’t have access to; just for the joy of it.
VIP experiences are a key to offering perks that keep sponsors coming back year after year and for patrons to upgrade their festival or event experience. How then do you keep the exclusive offerings for Sponsors without closing off the market for VIP experiences to patrons?
My first and only attempt at adding VIP experiences to our smaller event was a bust. I loved the idea of adding something exclusive that people would buy. We talked about it as a staff and even agreed to the price point for the tables. But as it got closer to the event and the VIP tables were selling, it became clear that it was encroaching on the sponsor offerings. The in-house discussion turned to how we could separate the tables and make it clear what area was for sponsors and what area wasn’t. The VIP area got smaller and pushed to the back in order to entice more sponsorships and the Sponsor area became larger. By the time of the event, all of us were frustrated with the experience. I became acutely aware of the tension that can arise when VIP offerings are offered to more than just sponsors.
Yet other festivals, concerts, sports outings, and one time event centers had found the way to create VIP experiences in which Sponsors had exclusivity and perks, still allowing room for additional VIP experiences. VIP experiences are not new. Box Seats were available in some of the earliest theaters in the United States. Valet parking is offered at the ritziest hotels; Disney offers concierge services at every single stopping point with Fast Pass lanes.
For our small event, the tension then could be due to the relative perspectives of the staff involved. But perspectives can be changed with more experience, knowledge, and creativity. The truth is that 54 festivals are going out of business this year and it’s a race to figure out how to be in the top percentage of those that find a way to financially survive. Tapping into revenue beyond Sponsorships is essential.
The Missing PieceTiered Experiences
When creating VIP experiences, it’s important to differentiate between levels of exclusivity and benefits. This was the missing piece when we tried to implement the idea at our Music and Brews. Taking a look at how this could be done, not just at our event, but as a template for other
events, creating a tiered system stood out as the key to success. Such a balance can allow for Sponsors and Patrons who are willing to purchase them. By tiering your VIP experiences, you can cater to a broader range of preferences and budgets, while still making every level feel special. Below is a guide on how to structure VIP tiers, along with examples for each.
The Silver VIP Experience is the entry-level tier, offering an enhanced experience over general admission without a significant price increase.
Benefits:
• Priority Entry: Skip the regular lines and enjoy faster access to the event.
• Commemorative Badge or Credential: Receive a special badge that signifies your VIP status. It could be a lanyard, a pin, or even a special-colored wristband.
• Exclusive Lounge Access: Relax in a comfortable, private area away from the crowds.
• Extra swag.
Examples:
At the Oregon Jamboree Country Music Festival we have an exclusive entry line. Sponsors can use this line, but it’s dedicated to those who have seats in the VIP Seating area. As an interesting note, this line in 2024 was actually longer than the regular line due to increasing security and a lack of staffing. Still, the VIP patrons would rather wait in the VIP line, than go in the regular GA admission lines, a nod to the importance placed on what is considered a VIP perk.
The Rhinestone Saloon Pass at Stagecoach is a great example of tiered pricing that takes a basic package and gives additional access to an exclusive area. In this case, it’s access to drinks and food right by the stage; providing convenience compared to a general admission pass where you would have to walk a bit to get those things.
The Gold VIP Experience builds upon the Silver tier by adding more personalized services and amenities.
Benefits:
• All Silver Benefits
• Meet & Greet Opportunities: Get up close with select performers or speakers.
• Preferred Seating: Enjoy better views with reserved seating areas.
• VIP Concierge: Access to a concierge service for any assistance during the event.
Examples:
For a theater or individual type concert productions, Gold VIPs could have a meet and greet with the cast, preferred seating in the first few rows. Music festivals have the ability to offer meet and greets for many artists.
The Oregon Jamboree has 2 elevated decks providing VIP table seating and a personal bar that has been only offered exclusively to Sponsors. While it hasn’t been something that is sold publicly, it offers an example of how the Silver level would not have access to this but the Gold level, only available to Sponsors, could have access.
Roguefest captured the heart of this with platform seating for select groups. Bought as a package, they set up platforms in the back of the seating area where a set price was sold individually or to sponsor groups.
Concierge services are making a comeback as our population ages, yet our hearts remain young, especially at large events where the areas are spread out. A one-on-one personal connection is valuable and will keep people coming back year after year when walking all over the festival site searching for the perfect lunch from the hidden food truck they are looking for, is no longer an option.
Along with concierge services we have had a huge surge of requests for close up parking. While we can’t make more room for parking at this time, we have made a golf cart shuttle available for those who request and a people mover shuttle from our most popular parking lot. Stagecoach once again goes above and beyond by offering preferred parking only for those with exclusive packages. Valet parking for top tier buyers could be the right thing to boost sales.
Platinum VIP offers a premium level of service and exclusivity, with top-tier benefits and personalization.
Benefits:
• All Silver and Gold Benefits
• Backstage Tours: See behind the scenes and understand the inner workings of the event.
• Premium Seating: The best seats in the house are reserved for Platinum VIPs.
• Exclusive Gifts: Receive limited edition merchandise or memorabilia.
Examples:
At a sports event, Platinum VIP members might receive a tour of the team’s locker room, seats right behind the dugout or bench, and autographed gear from the players.
While backstage areas at concerts or festivals are often guarded closely, allowing a tour experience would give the one-time experience to higher level buyers. This could be a morning walking tour before all the activities really get going; or early afternoon when things are quieter with some of the lower level artists performing. Even limited access to a mostly restricted area is a highly sought after benefit. Historical or informationally focused tours are a draw in many areas, like what is offered by the Mount Saint Helens Institute. Offering this type of walking tour around a festival with insights like how the vendors or artists are selected, history of the directors of the festival, how did the festival survive the Covid years or other insights could be a bonus added to a tiered level.
The Diamond VIP Experience is the ultimate in luxury and exclusivity, designed for those who seek the most exceptional service and access.
Benefits:
• All Silver, Gold, and Platinum Benefits
• Private Experiences: Personalized encounters or performances just for Diamond VIPs.
• Luxury Transportation: Complimentary limousine or helicopter transfers to the event.
• One-on-One Interaction: Opportunities for personal interactions with stars or key figures at the event.
Examples:
In a concert setting, Diamond VIPs might be treated to a private acoustic
session with the artist, chauffeured transport to the venue, and a personal meet and greet with photo opportunities.
By structuring your VIP experiences into these tiers, you provide clear value at each level and allow customers to choose the level of exclusivity that suits them best. Always ensure that each tier offers an obvious upgrade in benefits to justify the price difference and enhance the overall experience.
Circling back to the tension that occurred with a simple VIP table experience offered to patrons and sponsors, it became clear that a single level up doesn’t lend itself to serve both sponsors and patrons who are looking for an exclusive experience. The best part of a tiered experience is the ability to restrict a certain area or level to sponsors only, while making room for additional revenue streams that would not undercut perks that are provided to Sponsors only.
Peggy Curtis is in her 4th year as the Event Manager at the Oregon Jamboree, where she works closely with the Director and oversees the Box Office, all the Campgrounds, and the incredible business partners (vendors). At home, she is a single Mom of 7, with 2 still requesting taxi services and home cooked meals. On clear sunny days you will find her in her Oru Kayak, taking walks in the forest and enjoying waterfalls, or cheering on her favorite soccer athletes.
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.
L. ERLEY, APR, CFEE
Dear Sponsor Doc:
My boss keeps asking me if I’ve talked to national brands and businesses to sponsor my community festival. I really feel like that is not likely to provide me with any success. What do you think?
Oh, I feel your pain! How many clients have asked me to find that unicorn. And after four decades in the business, I’ll still tell you this: most of the money you’re looking for is sitting right in your backyard.
Local businesses are almost always your best bet—not just because they have dollars to spend, but because they care. They care about your city, your audience, your mission. National brands can work, but unless there’s a deep local tie, you’ll spend a lot of time spinning your wheels.
So, where do you begin?
Start by shifting your mindset. Instead of asking, “Who can give me money?” ask, “Who would benefit from being part of this story?” Because that’s what you’re really offering—a chance to belong to something meaningful in the community.
If your festival brings together families, think of companies who are trying to reach moms and dads. If it celebrates culture, music, or food, look for brands that value authenticity and shared experience. You’re not selling booth space. You’re offering belonging, visibility, and connection.
Next, pay attention to what’s already happening around you. Who’s sponsoring the local farmer’s market or outdoor concert series? Who shows up at parades, community runs, or fundraisers? Those are your warm leads!
And then, find the human behind the logo. There’s no magic job title, but it’s usually the business owner, marketing director, or community outreach person. Look them up. Meet them for coffee. Better yet, show up where they are - at networking mixers, Chamber events, or at the local service club meeting.
Some of the best sponsor conversations I’ve ever had started in the checkout line or talking to other parents at a kid’s soccer game.
Bottom line? Relationships win. Every time. You’re not pitching a sponsorship—you’re inviting someone to invest in something that reflects their values and helps them be seen as a contributor to community life.
If you stay curious, listen more than you talk, and approach this work with a sense of service, you’ll be surprised how many doors open.
Good luck and keep doing good work out there.
All my best,
Bruce
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
What year was your company established?
How many employees does your company have?
80
What areas do you serve with your product/service?
Showpass serves clients across North America, The UK, and Australia
What is your ‘elevator pitch’ and/or slogan about your product/service?
Showpass is a powerful, all-in-one event technology platform that empowers organizers to manage, promote, and optimize events. From ticketing and registration to engagement and analytics, we bring together all the tools organizers need. Our features include mobile ticketing, waitlists, memberships, and resale options—making complex logistics simple.
We believe the future of events lies in integrated solutions. Showpass provides advanced tools to drive sales, gain realtime insights, and manage audiences—all from one dashboard. Whether it’s an intimate show or large festival, our platform scales easily to meet your needs.
With tools like personalized memberships, group sales, and sponsor ticketing, we deliver a seamless experience for both organizers and attendees—reshaping how events are managed and experienced.
How/why did your company/ product/service get started?
Showpass was founded in 2014 by Lucas McCarthy, who was frustrated by long entry lines at events. Wanting to improve accessibility, he built a platform to streamline ticketing and give organizers more control and flexibility. Seeing inefficiencies in traditional models, he envisioned a better system for both fans and hosts.
Showpass quickly evolved from a grassroots idea into a major player in
event tech—helping organizers engage audiences and elevate live experiences through smart tools and innovation.
What new or improved product/service do you have to offer that IFEA audiences need to know about?
We’ve launched several tools to simplify event logistics and improve the attendee experience. Our Timed Admission Widget lets organizers sell tickets for specific time slots, helping manage crowd flow and safety.
Group Sales and Sponsor Sales make bulk distribution easier and more accurate, removing the need for manual ticket handling.
Finally, Self-Serve Exchanges let attendees manage their own tickets—transfers, upgrades, or swaps—saving organizers time while giving users more control.
What sets your product/ service apart from your competitors?
Showpass is more than a ticketing tool—it’s Showpass is more than a ticketing tool—we’re a full-service event partner. From financing and sales to insights and analytics, everything lives in one platform. We even help promoters secure event funding.
Unlike other providers, we offer customizable features like memberships, sponsor tools, and real-time reporting. Our integrated, flexible tools help organizers boost revenue, improve operations, and deliver unforgettable experiences.
What advice would you offer to festivals and events searching for your type of product/service?
Don’t rely on promises—ask to see the product in action. Your platform should be customizable, scalable, and backed by strong support. Look for a system that’s transparent, flexible, and capable of adapting to your unique needs.
What is your company’s customer service philosophy?
Our support team works like part of your own. We know most organizers don’t have full-time staff, so we offer flexible, on-demand assistance to keep your events running smoothly—whenever you need us.
Jonathon McCurley Sr. Account Executive
Showpass
8500 Macleod Tr S Unit 350N Calgary, Alberta, t2h2n1, Canada
403-390-4099
jonathon.mccurley@showpass.com www.showpass.com/sell/
How many years have you been with your company?
I have been with Showpass for 6 months, but I’ve been in the live event ticketing space for over 20 years.
What are your favorite festival foods?
Turkey Legs, ice cream, burgers.
What do you like to do to relax?
I like to watch TV, support my kids in their sports and activities and play soccer, golf, volleyball and cornhole.
What is the name of the last business book you read?
Selling To The CEO
What is the name of the last movie you watched?
Top Gun (Maverick)
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!
• 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
By Russell Trahan
Recent statistics show that more than 29 million people play in some form of a fantasy football league. ESPN reports more than 13,000 monthly users of its fantasy football app, and participation in fantasy football grows at an approximate rate of 32% a year. It is estimated that fantasy football added $11 billion to the U.S. economy last year. Wouldn’t you love for your business to do the same? Well, it can, or come close anyway, with the right kind of publicity. And you won’t need a staff or a budget that size.
All you’ll need is to follow four easy steps based on fantasy football principles that apply to placing articles in magazines both in print and online. Now it doesn’t matter if you’re a service provider, a brick-and-mortar shop, a mom-and-pop shop, a regional chain, or a multi-national powerhouse; all that matters is that you have a target market, a message to impart to them, and a marketing funnel to deliver the results. Just like anyone with a smart phone and a little pre-season research is ready for their first weekly draft, you’ll be ready to armchair quarterback in the big leagues.
In fantasy football, research before the draft is key. You need to know the background of the available players so you can pre-rank them according to your personal preference. Trust your cheat sheets (player rankings). You worked hard to prepare them, and you don’t want to let the other coaches sway you into making a mistake.
Many of these principles hold true for your target market. You need to research who they are and where they are. As it’s said, “Whose pain can you solve, and who’s going to pay you to solve their pain?” Now once you determine your target market, this doesn’t mean you ignore other markets. It just means help those you can the quickest and then go move on to those markets that might take a little longer to convert. As to where they are, this means what media do they read, what social media platforms do they follow, and what podcasts do they listen to. Rather than try to scatter your message anywhere and everywhere, why not be smart and position yourself in front of your target market where they already are?
Your playbook is how you manage your lineup. It helps you make better decisions and gives you the tools to collect and share data. Many playbooks even let you switch to different sports, but we’ll stick to fantasy football for now. Most playbooks can be customized to give you the information you need to see based on the team you’ve drafted and the league you’re in.
When writing an article for the communication source your target market reads, you can keep the same principles in mind as the playbook. Focus on the information they want/need to hear, not just the message you want to give them. Make the article informational, educational and entertaining; not self-promotional or advertorial. You can put all the promotion in an “about the author” paragraph at the end. You want the reader to identify themselves in the article, so write it in the ‘you’ tense: “you might have this problem, here’s how you can solve it…” If they like the advice, they’ll contact you from the bio paragraph at the end! Oh, and editors love bullet points. Give them an article about “5 Myths…” or “6 Steps…” or “7 Ways…” or “4 Easy Steps…”
3. Statistics/Pitching and Tracking and Follow-Up
Critical data provided by research and analysis can be the difference when it comes to your success or failure in fantasy football. There are a number of apps and websites that will compile and analyze your data for you, but you’ll still have to do the work to input it correctly for your team to make sure you’re getting educated and receiving informed rankings in your leagues.
Once you’ve got your article polished and your bio paragraph honed (be sure you have a recent headshot to send along with the article), it’s time to start pitching out your article to the editors of the publications your target market regularly reads. Don’t just blast it out anywhere and everywhere, but tease out the benefit of your article to the editors’ readership, and only when they say their readership would be interested, then send them the full text. This gives you permission to very politely go back to them in a few weeks and ask them if they’ve posted
your article, or if they’ll be printing it an upcoming issue. If they answer is ‘yes’ to either question, ask them to send you a link, a PDF, or a print copy.
4. Postseason/Marketing from the Placements
If you’ve done your research, played your stats, and your team has won, you’re ready for the postseason and the playoffs! In fantasy football the playoffs can have unlimited teams in their brackets and teams with no salary caps. And don’t forget about the wild card teams! Check with the commissioner of your league on how they conduct the playoffs before your season with them begins.
The same can be said about marketing from your articles placements, you want to be ready for them before you even start writing and/or pitching them. You need to have your organization’s website up to date and your social media platforms current. This is where you’re going to put the majority of your placements as they will be links to the online versions. You’ll want to create an “in the media” or an “as seen in” page on your website to put the links when they come in. Also, LinkedIn has an Articles section on your profile. When you do post your article placements on LinkedIn and/or Facebook, be sure to tweet them out – just don’t copy the whole post again, only link to it.
Whether you’re a wine shop with a monthly article in a neighborhood magazine; or a tire shop with a quarterly article in a men’s newsletter; or a management consultancy with a bi-weekly article in a business association ezine, following these steps will take your business growth straight through the uprights and it won’t be a fantasy!
Russell Trahan, is the Owner/President of PR/PR Public Relations and Author of Sell Yourself Without Saying A Word. PR/PR Public Relations is a boutique agency with a 25-year track record of getting 100% of their clients’ placements in front of their target market. For a complimentary consultation, please visit: https://prpr. net/contact-us/
Let’s face it: planning an event is no small task. Whether it’s a high-energy concert, a corporate gathering, or a major public festival, there are a thousand moving parts. From catering and entertainment to guest experience and logistics, every detail matters. But there’s one detail that’s often underestimated— event security. And not just security, but the right security consultant.
We’ve seen how smart security planning can keep events running smoothly—and how poor planning can throw everything off balance.
More Than Just “Guards at the Gate”
When people think of event security, they often imagine a few guards at the entrance with walkie-talkies and a clipboard. That’s part of it—but it’s far from the whole picture.
Real event security starts long before guests arrive. It’s about planning for the flow of people, anticipating risks, protecting the event’s reputation, and making sure the security presence doesn’t overshadow the vibe. Ideally, security should feel invisible—but still be absolutely ready when needed.
A good security consultant works behind the scenes, understanding the tone of the event, the type of crowd you’re expecting, and how to support the overall experience without interfering with it. Done right, it helps guests feel more welcome, not less.
It’s Not Just About Safety—It’s About Trust
Planning for security isn’t just a checklist item—it’s about knowing someone has your back when the
unexpected happens. A solid consultant helps you navigate everything from crowd flow and emergency exits to local regulations and last-minute curveballs (because there are always curveballs).
We’ve worked with plenty of planners who started out anxious about the “what-ifs.” Once a clear security plan was in place, they could finally focus on what they actually wanted to do—throw a great event.
No one shows up to a party hoping to feel like they’re walking into an airport. Security shouldn’t slow people down or make them feel on edge. Good planning makes the process smooth, respectful, and—dare we say—pleasant.
The goal isn’t to create a fortress. It’s to create a space where people can relax, enjoy themselves, and know they’re in good hands.
Event security isn’t one-size-fits-all. Every crowd is different. Every venue has quirks. Every event has its own energy. So cookie-cutter plans don’t really cut it.
A thoughtful, experienced consultant can tailor a strategy to match the unique personality of your event—from the way guests enter, to how staff are briefed, to how potential risks are monitored without becoming a distraction.
Because at the end of the day, security isn’t just about what could go wrong. It’s about helping everything go right.
The IFEA is here to support you, share resources with you, help educate you, provide important information updates to you, help establish and strengthen your industry connections, and so much more! Gain access to important and valuable member benefits and resources.
What Year Was Your Company Established?
May 1998
How Many Employees Does Your Company Have?
15 full-time employees
What Areas Do You Serve With Your Product/Service?
Encore Nationwide provides event staffing, payroll and logistics services throughout the US and Canada.
How Many Festivals and Events Do You Work With On an Annual Basis?
We provide thousands of event-ready personnel at hundreds of festivals, fairs, and events on an annual basis.
What is Your ‘Elevator Pitch’ and/or Slogan About Your Product/Service?
Leveraging over 25 years of experience, we hand-select top talent from our event staffing network that best align with the needs and goals of each event, fair and festival. Our dedicated in-house Account Team oversees every detail of your staffing needs, ensuring expectations are clear from recruitment to placement—and fully met at every stage. We also provide logistics services to clients who want support with asset transportation, warehousing, travel coordination, premium/uniform production and more.
How/Why Did Your Company/ Product/Service Get Started?
Encore Nationwide was founded in 1998 to provide a one stop shop for all nationwide event staffing needs. Before Encore Nationwide, marketing agencies, fairs and festivals were forced to find staff through local mom and pop staffing agencies. Encore now fills all event staffing needs with one phone call.
What New or Improved Product/Service Do You Have to Offer That IFEA Audiences Need to Know About?
Encore has recently become one of the first event staffing companies to provide onboarding and payroll services. Navigating insurance requirements, worker classifications, and compliance with state and federal IRS regulations can be
complex and expensive. For this reason, an increasing number of companies hosting their own events are turning to us to manage their employer payroll, simplifying operations and cutting costs. We take on all aspects of employer payroll, including insurance coverage, workers’ compensation, employee classification, and liability, allowing our clients to focus on ensuring the activation runs smoothly while we manage these details on the back end.
With 27 years of experience under our belt, we have deep knowledge of best practices across a variety of staff roles and event types. Our industry-first proprietary software allows us to screen staff based on program/role requirements and communicate with staff in a streamlined fashion. We can be reached 24/7 via our eCell for any urgent needs, allowing us to respond quickly to shifts in event schedule and/or staff availability.
Do your due diligence and make sure that the staffing company you choose is paying their staff as W2 employees (not independent contractors) and that they hold the proper insurance. Some companies will cut corners to save costs while putting their clients at risk of a lawsuit. As the first event staffing agency to go “all-W2,” staff are our legal employees, not your contractors. This ensures that all risk, liability, and potential IRS classification pressure is taken off your company and placed on the capable shoulders of our team.
We are committed to providing high quality customer service for every event, no matter how large or small, with 24/7 coverage to facilitate after-hours needs. Our goal is to always provide staff who meet or exceed the specific expectations of each event, and we deeply value client feedback on our staff and service to ensure we can optimize partnership for future events.
How many years have you been with your company? 27
What are your favorite festival foods? Funnel Cake, and anything deep fried!
What do you like to do to relax? Skiing and Golfing
What is the name of the last business book you read? Zero to One by Peter Thiel
What is the name of the last movie you watched? A Complete Unknown
By Kate Zabriskie
Ever had that moment when a project seemed crystal clear during a meeting, only to find out weeks later that everyone had completely different interpretations? It’s like playing a grown-up version of the game “telephone,” where what starts as “We need this done by the end of the week” ends up as “We’ll get to it when we can.”
Assuming everyone is on the same page is a mistake that can lead to misaligned expectations, missed deadlines, and frustration. The good news? There’s a simple fix: take deliberate steps to ensure understanding. Here’s a practical guide to avoid ambiguity and foster clarity.
Step One: Acknowledge the Risk of Assumptions
The first step is recognizing that assuming understanding is a common trap. People interpret words and instructions through their own experiences, which often creates gaps in understanding.
Key Practices
• Before ending conversations, ask, “What questions do you have?” This small shift from “Do you have any questions?” creates a more open space for clarification.
• Remember, as the communicator, the responsibility for clarity falls on you. If your message didn’t land, it’s a cue to adjust your approach.
Step Two: Define Terms and Expectations Clearly Ambiguity thrives when instructions are vague. Words like “soon,” “better,” or “ASAP” leave room for multiple interpretations, which can lead to confusion or inaction.
• Use specific language: Instead of saying, “Let’s catch up later,” try, “Let’s meet Thursday at 3 p.m.”
• Quantify goals: Replace “improve sales” with “increase sales by 15% this quarter.”
• Provide concrete examples: If requesting a report, clarify, “I’m looking for something like the analysis we used in last month’s presentation.”
Step Three: Encourage TwoWay Communication
Communication is a two-way street. Without feedback or discussion, it’s impossible to know if your message was received as intended.
Try This
• After sharing instructions, ask, “To make sure we’re aligned, what’s your understanding of the next steps?”
• Create a safe space for questions by saying, “This is a tricky process—what can I clarify for you?”
• Actively listen to responses and adjust if necessary. Conversations should feel collaborative, not one-sided.
Step Four: Document Agreements and Next Steps
Relying on memory is risky, especially when juggling multiple projects or working in teams. Documentation ensures there’s a shared reference point that eliminates ambiguity.
• Send follow-up emails after meetings to summarize key points, responsibilities, and deadlines.
• Use project management tools like Asana or Trello to track progress and keep everyone on the same page.
• Replace vague timelines like “soon” with specific deadlines such as “by Wednesday at 5 p.m.”
Step Five: Clarify Roles and Responsibilities
Unclear roles can lead to tasks falling through the cracks—or worse, duplication of effort. Defining who does what avoids unnecessary confusion.
• Use tools like the RACI framework (Responsible, Accountable, Consulted, Informed) to outline who handles each part of a project.
• Explain why specific responsibilities are assigned. For example, “You’re leading this because of your expertise in X.”
• Revisit roles as needed, especially when priorities or team dynamics change.
Step Six: Avoid Overloading Communication Channels
Too many channels create chaos. When important updates are scattered across email, Slack, and meetings, key details are bound to get lost.
Streamlining Communication
• Choose one primary channel for essential updates and stick to it.
• Use descriptive subject lines like “Project Deadline Update: May 15” instead of generic ones like “Quick Question.”
• Establish rules for when to use each tool. For instance, use email for formal updates and instant messaging for quick questions.
Step Seven: Conduct Regular Check-Ins
Regular check-ins ensure alignment and catch potential misunderstandings before they escalate. Think of these as opportunities to course-correct in real time.
Check-In Tips
• Ask specific questions like, “What challenges are you encountering?” rather than generic ones like, “How’s it going?”
• Compare current progress to initial plans to identify gaps.
• Reaffirm the overarching goal to remind everyone of the purpose behind the work.
Step Eight: Foster a Culture of Clarity
Encouraging clarity as a team value prevents misunderstandings from becoming a recurring issue. When people feel comfortable seeking clarification, mistakes and miscommunications decrease significantly.
Ways to Foster Clarity
• Model clear communication as a leader. Your example sets the tone for your team.
• Celebrate good questions as a sign of engagement and attention to detail.
• Provide ongoing training or resources on effective communication techniques.
Invest Minutes Now and Avoid Hours Later
Assuming everyone understands a conversation or directive in the same way is a shortcut to frustration. But with a few intentional adjustments—asking questions, defining expectations, documenting steps, and fostering clarity—you can drastically reduce ambiguity.
The extra minutes spent clarifying now will save hours of headaches later. Clear communication doesn’t just streamline projects; it builds trust, improves relationships, and ensures everyone can move forward with confidence.
Why settle for guessing when you can guarantee understanding?
Kate Zabriskie is the president of Business Training Works, Inc., a Maryland-based talent development firm. She and her team provide onsite, virtual, and online soft-skills training courses and workshops to clients in the United States and internationally. For more information, visit www. businesstrainingworks.com
What Year Was Your Company Established?
Cast & Crew was founded in 1976
How Many Employees Does Your Company Have?
Complete multi-division headcount: ~1,400
What Areas Do You Serve With Your Product/Service?
We are registered in all 50 states and also have offices in Canada. Additional Cast & Crew locations are in the U.K. and India.
How Many Festivals and Events Do You Work With On an Annual Basis?
1000/year including festivals, live events and concert tours
What is Your ‘Elevator Pitch’ and/or Slogan About Your Product/Service?
Cast & Crew Live Entertainment is the leading provider of employer-of-record payroll services for festivals, live entertainment, venues, theater and tours. We have decades of experience paying both union and non-union production crews, staff and talent in addition to performing artists. Our experts partner with you on every production, guiding you through the complexities of wage & hour laws and other federal, state and location requirements. Our team handles all year-end W-2s as well as any unemployment claims.
Clients also receive full access to our online onboarding & timecard platform and other tools at no extra cost. Accessible on any device from a smartphone to a laptop, our platform makes it easier than ever for employees to digitally submit onboarding forms and digital timecards, while allowing supervisors to easily view at a glance who is missing paperwork or a timecard.
How/Why Did Your Company/ Product/Service Get Started?
Cast & Crew Live Entertainment is the largest provider of festival & concert tour payroll in North America. The organization
was founded on the value of exceptional client service paired with in-depth industry knowledge, and the belief that a successful company should always have someone available to pick up the phone, answer client questions and provide valuable insight.
What New or Improved Product/Service Do You Have to Offer That IFEA Audiences Need to Know About?
We are excited to share our best-in-class workers’ compensation coverage. Get peace of mind knowing that every crew member we pay on your behalf is covered. All claims are handled efficiently by our in-house workers’ compensation experts.
What Sets Your Product/ Service Apart From Your Competitors?
Even the most seasoned organizer can struggle when it comes to properly onboarding and paying the union & non-union crews and other freelance workers that support the production of their festival or live event. With Cast & Crew Live Entertainment, you receive a partner with a uniquely experienced team that understands your day-to-day workflows and challenges.
What Advice Would You Offer to Festivals and Events Searching For Your Type of Product/Service?
We recommend searching for a true partner that understands the unique challenges and timelines of the live entertainment industry. More than just a payroll company, Cast & Crew Live Entertainment becomes an extension of your brand and a resource for accessing a wealth of industry knowledge.
What is Your Company’s Customer Service Philosophy?
Customer service lies at the heart of our corporate philosophy. Our goal is to empower our customers with the freedom to focus on more important things.
How many years have you been with your company? 2.5 Years
What are your favorite festival foods?
Fresh Squeezed Lemonade and Funnel Cakes
What do you like to do to relax?
Travel overseas and disconnect from the real world.
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?
Terrifier 3
Maximizing Event Revenue: Ad Spend, Pre-Sales & On-Site Success
Shadi Hayek
Vice President of Sales
TicketSpice Sacramento, CA
2024 Industry Deep Dive: Fan Spending at 50K+ Events
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
Future-Ready Festivals: Artificial Intelligence for Event Success
David Ramirez, CFEE
Founder SDMRamirez San Antonio, TX
Intern ABC’s: The “How To” Regarding Intern Placement, Training, Mentorship and Supervision
Tim Otteman, Professor/Chair, Department of RecreatioParks & Leisure Services Administration Central Michigan University, Mount Pleasant, MI
Kat Paye, CFEE, CEO Festival Foundation, Traverse City, MI
Tips for Impractical Weather at Your Outdoor Event
Jeff Hyman Vice President
Evan Schaefer, CSEP, CFEE, Chief Operations Officer
Delilah Bestler, Agent
Degy Booking International, Inc.
Delray Beach, FL
Stepping Up Your Sponsorship Sales Game!
Jen Puente, CFE
Vice President of Marketing Saffire Milwaukee, WI
Volunteer Engagement Trends & Strategies
Christine Nardecchia
Director of Outreach & Engagement City of Dublin, Dublin, OH
Sponsored by Learn
Continued from Events Interface Page 20
be mindful of updates to the process that it is following. If you are asking it to access a specific system, and that system has a button move or a change in its underlying code, then the agent will require additional training in order to remain effective.
Save Time and Sanity
It requires time to train AI, but the ultimate goal is to preserve your sanity. We know that event organizers are overstressed, overtaxed, and overworked. This is all about offloading tasks that are important parts of your job but are also major time sucks that take away from other important parts of your role.
You don’t need to spend the next week launching a full-fledged robo-assistant. Start small. Pick one task that makes you groan every week. Then think about how to hand it off to an agent. This
Continued from From Retail To Volunteer Leadership Page 26
The silver box and silver bow are widely recognized symbols of a gift given from Nordstrom. Similarly, the Nordstrom way provided a gift of a powerful framework for volunteer management. By treating volunteers remarkably, giving them opportunities to lead, investing in their growth, recognizing their contributions, and fostering an inclusive community, you create a volunteer program that is not only effective but also deeply rewarding for everyone involved. This approach ensures that the spirit of generosity and engagement continues, much like the lasting impression of a beautifully wrapped gift.
Let’s continue to roll out the red carpet, uplift one another, and make every volunteer feel like a superstar. When
Continued from From URL to IRL Page 50
isn’t about replacing humanity. This is about creating more space for human creativity.
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.
volunteers are treated with the same care and attention as Nordstrom’s customers, the results are transformational. Adopting these principles enhances the volunteer experience and drives the success of your organization.
As we move forward, let’s keep these values at the heart of our volunteer management practices. The Nordstrom way is about more than just making people feel good—it’s about creating a lasting impact for both volunteers and the organization. By embracing this approach, we can build a volunteer program that meets the organization’s needs while enriching the lives of those who dedicate their time and energy.
Let’s continue to refine our methods, strive for excellence, and put people first.
Consider using large print, high-contrast colors, and universal symbols wherever possible. Signage placed at eye level or higher, with consistent branding and language, also helps create a professional, guest-friendly environment. For added accessibility, incorporate QR codes that link to digital maps or spoken instructions.
Some guests will gladly pay to skip the line. Consider offering a premium ticket upgrade that includes perks like early entry, dedicated concessions or bar areas, and access to select restrooms. This can not only enhance the guest experience but also generate additional revenue.
Even with the best systems in place, some waiting is inevitable. What matters most is how your guests feel during that wait. A
When we do, the possibilities for growth and success are limitless. Together, we can create a volunteer program that not only achieves its goals but also transforms lives and strengthens our community.
Alex McNulty, CFEE serves as the Senior Manager, Member Services with the Pasadena Tournament of Roses. He oversees the Member (volunteer) program with more than 1,300 active and retired Members. Members of the Tournament of Roses organize and run the Rose Parade presented by Honda and the Rose Bowl Game presented by Prudential and other festival events celebrated around New Year’s Day.
warm smile, clear communication, and a little empathy go a long way. We’re in the business of creating memories—let’s make sure every interaction, even in line, adds to that experience.
Jessica Hodges, MBA, CFEE, is a Ticketing Account Manager at Saffire with a passion for events and a talent for streamlining the details. She spent nine years with the Festival Foundation, producing signature events like the National Cherry Festival and Iceman Cometh Challenge. With degrees in Public Relations and Business, and a CFEE earned in 2021, Jessica combines digital savvy with real-world experience. In From URL to IRL, she shares tips and strategies to help events succeed—online and at the gate.
When you find yourself at YOUR next crossroad - pause, reflect and listen. YOUR “someday” is in front of you each and every day. The real question is: “What are YOU waiting for?” You do not need to know every step, just take the first step.
You do not need permission or the stars to align. Ask for advice and opinions… yet it is your responsibility to say “yes” to what you feel will bring you joy and fulfillment. Decision is powerful and it is 100% in your hands. Your Someday is, indeed, now! Stop waiting and LIVE EVERY HEARTBEAT!
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.
The steps you take now will cause a domino effect. Once you get an anti-human trafficking response in motion, it has the potential to leave a lasting impact on the community you were present in. The question is, are you willing to sacrifice the time to save lives?
If you are looking to schedule a training or take the next step in preparing your team’s anti-human trafficking response, fill out Greenlight Operation’s contact form at greenlightoperation.org. Together, we are making a difference.
Jordan Pine is the Founder and CEO of Greenlight Operation. She received her degree in Politics from Messiah College and holds over a decade of experience in the anti-human trafficking movement and nonprofit leadership. Jordan is a leading voice in Pennsylvania educating about human trafficking and how to strategically combat it. Her work is driven by her desire to see an end to modern-day slavery and survivors restored.
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
Encore Nationwide is an event staffing company that provides event ready personnel for promotional events, marketing campaigns, fairs, and festivals. Contact: Larry E. Hess | Address: 2447 Pacific Coast Highway, Suite 261 | Hermosa Beach, CA 90254 | 310-357-2848 ext. 1010 | lhess@encorenationwide.com | www.encorenationwide.com
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
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
Showpass is a powerful, all-in-one event technology platform that empowers organizers to seamlessly manage, promote, and optimize every aspect of their events. From ticketing and registration to audience engagement and data analytics, Showpass brings together everything event organizers need to deliver exceptional experiences. Contact: Jonathon McCurley | Address: 350N - 8500 Macleod Trail, Calgary | Alberta, Canada T2H 2N1 | +1 844-307-7469 | 516-455-0300 | jonathon.mccurley@showpass.com | showpass.com
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
Encore Nationwide is an event staffing company that provides event ready personnel for promotional events, marketing campaigns, fairs, and festivals. Contact: Larry E. Hess | Address: 2447 Pacific Coast Highway, Suite 261 | Hermosa Beach, CA 90254 | 310-357-2848 ext. 1010 | lhess@encorenationwide.com | www.encorenationwide.com
Rico Solutions – We specialize in impactful signage, smart sustainability, and flawless logistics—blending deep experience with innovation to exceed client expectations and elevate every event experience. *IFEA Sustainability Partner. Contact: Rico Tesio | Address: 3809 McKinley Ave | Fort Myers, FL 33901 | 831) 717-7485 | rico@ricosolutions.com | www.ricosolutions.com
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
ATOMIC - We set the stage for maximum effect through production, design services, custom set construction and modular systems. Contact: Rob Barber | Lititz, PA USA | 717-626-4408 | rob.barber@atomicdesign.tv | www.atomicdesign.tv
NORTH POLE PRODUCTIONS - From enchanting light shows to interactive Santa’s Villages, North Pole Productions transforms events into magical experiences. Discover how we can illuminate your event with our dazzling displays and entertainment options. Contact: Tammy Peters | PO Box 74 | North Adams, MA 01247 | 800-377-4625 | nppshows@gmail.com | www.nppshows.com/
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!
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/
Showpass is a powerful, all-in-one event technology platform that empowers organizers to seamlessly manage, promote, and optimize every aspect of their events. From ticketing and registration to audience engagement and data analytics, Showpass brings together everything event organizers need to deliver exceptional experiences. Contact: Jonathon McCurley | Address: 350N - 8500 Macleod Trail, Calgary | Alberta, Canada T2H 2N1 | +1 844-307-7469 | 516-455-0300 | jonathon.mccurley@showpass.com | showpass.com
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 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/
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
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
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
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/
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
Rico Solutions – We specialize in impactful signage, smart sustainability, and flawless logistics—blending deep experience with innovation to exceed client expectations and elevate every event experience. *IFEA Sustainability Partner. Contact: Rico Tesio | Address: 3809 McKinley Ave | Fort Myers, FL 33901 | 831) 717-7485 | rico@ricosolutions.com | www.ricosolutions.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 | www.secureventsolutions.com/
Rico Solutions – We specialize in impactful signage, smart sustainability, and flawless logistics—blending deep experience with innovation to exceed client expectations and elevate every event experience. *IFEA Sustainability Partner. Contact: Rico Tesio | Address: 3809 McKinley Ave | Fort Myers, FL 33901 | 831) 717-7485 | rico@ricosolutions.com | www.ricosolutions.com
Encore Nationwide is an event staffing company that provides event ready personnel for promotional events, marketing campaigns, fairs, and festivals. Contact: Larry E. Hess | Address: 2447 Pacific Coast Highway, Suite 261 | Hermosa Beach, CA 90254 | 310-357-2848 ext. 1010 | lhess@encorenationwide.com | www.encorenationwide.com
Rico Solutions – We specialize in impactful signage, smart sustainability, and flawless logistics—blending deep experience with innovation to exceed client expectations and elevate every event experience. *IFEA Sustainability Partner. Contact: Rico Tesio | Address: 3809 McKinley Ave | Fort Myers, FL 33901 | 831) 717-7485 | rico@ricosolutions.com | www.ricosolutions.com
EVENTIM USA is an American-based ticketing company and part of CTS EVENTIM, one of the leading international providers of ticketing services and live entertainment. Over 300 million tickets per year are marketed using the Company’s systems – through physical box offices and mobile/online portals. According to Pollstar’s global rankings for 2023, the EVENTIM Group is the second-biggest promoter in the world. Now operating under CTS EVENTIM: See Tickets - explore.seetickets. us Contact: Tony DiCamillo | Address: 6380 Wilshire Blvd, Suite 900 | Los Angeles, CA 90048 | 323-908-0607 | tony@seetickets.us | www.seetickets.us/
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
Showpass is a powerful, all-in-one event technology platform that empowers organizers to seamlessly manage, promote, and optimize every aspect of their events. From ticketing and registration to audience engagement and data analytics, Showpass brings together everything event organizers need to deliver exceptional experiences. Contact: Jonathon McCurley | Address: 350N - 8500 Macleod Trail, Calgary | Alberta, Canada T2H 2N1 | +1 844-307-7469 | 516-455-0300 | jonathon.mccurley@showpass.com | showpass.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
TRIP Info.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
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
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
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/
Reach
The IFEA Foundation provides a source of support that allows the IFEA to confidently provide convention scholarships, host top-quality industry presenters and programming, and to help raise the bar for everyone in our global industry. A very special thanks to all those who have contributed along the way, and we look forward to working with you towards the success of our industry for many years to come.
www.ifea.com/p/foundation