Et Cultura Final Booklet

Et Inquisition

Our Research Journey

Framework of Our Work

Discove r Analyz e Act

External Research: SWOT and District 7 & 8 Insight

Internal Analysis: Business Model Canvas, Sustainable Competitive Advantage

Marketing communication methods and tactics for attendees, sponsors, and volunteers

External Analysis

Strengths ●

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Weaknesses Strengths

Offers several entertainment avenues ○ Music ○ Art ○ Film ○ Speakers Location - Downtown St. Petersburg Time of year - favorable weather conditions Experienced crew

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Threats

SWOT Analysis

Weaknesses

Threats ●

Weekend competitors ○ St. Pete Run Fest ○ Shopapalooza Part 1 ○ Bert Smith Chillounge ○

Night Craftart Festival

Young New to area Lack of community awareness Few sponsorships

Opportunities

Opportunitie s

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Gain market share Increase sponsorships Increase attendance Book “big name” entertainers

National Festivals Speakers: Aspen Ideas Music: Austin City Limits, Electric Daisy Carnival, Bonnaroo, Lollapalooza Film: Film & Music, In[Focus] Art + Makers: Coconut Grove Arts Festival, Artisphere, Sante Fe International Folk Art Market Interactive/Innovation: SXSW, Life Science Art Tech Festival, CREATE, Digital Graffiti Festival, New York Electronics Arts Festival

Local Festivals Music: Blues Festival Art: Gasparilla Arts Festival

Film: Sunscreen Film Festival Makers: Markets for Makers

Best Practices ● ● ● ● ●

Speakers: Be engaging, optimistic for change, and informative Music: Credible headliners, contests for promotions, credible ticketing company Film: Workshops on digital techniques, invite experts in the field as speakers Art + Makers: Interactive art shows, scholarship incentives, business mentorship program for artists/vendors Interactive/Innovation: Increased social media usage, partner with local businesses or sponsors

For all venues: VIP Guests, Long lines, accessibility and timing of the event

Population

District Demographic 2017 Demographics District 7 District 8 Data

Citywide

33,532

32,138

259,906

Population Percentage, Male

46.74%

46.55%

48.30%

Population Percentage, Woman

53.26%

53.45%

51.70%

Households

12,738

13,238

105,443

Median Household Income

$35,312

$47,902

$48,858

Per Capita Income

$18,570

$25,621

$28,944

37.4

42.9

42

Race, African American

67.50%

9.40%

23.00%

Race, White

27.30%

74.40%

69.00%

Race, Hispanic

4.50%

12.10%

7.00%

Race, All Others

0.70%

4.10%

1.00%

Unemployment Rate

8.30%

5.60%

5.00%

$1,858

$2,316

(TBD)

5.26%

4.83%

(TBD)

Median Age

Average Entertainment Expenditures Entertainment as a Percentage of Income

District Interviews

Amy Foster District 8 City Council Person

Chris Steinocher President and CEO St. Petersburg Chamber of Commerce

Lisa Wheeler Bowman District 7 City Council Person

District 7 Buyer Personas Mary Ritz

Age: 38 year’s old Race: White Education: No high school diploma Employment: Unemployed Marital Status: Unmarried Residence: Rents a subsidized apartment in Childs Park Income: public assistance of $18,600 per year

Auggie West

Age: 37 years old Race: African American Education: High school diploma with some college Employment: St. Pete Water Resources Department Marital Status: Unmarried Residence: Rents home in Westminster Heights Income: $35,300 per year

District 8 Buyer Personas Carrie Findler

Age: 41 years old Race: Caucasian Education: College Employment: Attorney Marital Status: Lives with partner Residence: Rents a home in Historic Kenwood Income: $47,900 per year

Lee Stagger

Age: 42 years old Race: Caucasian Education: College degree Employment: Banker Marital Status: Married with children Residence: Disston Heights Income: $121,000 year (dual income with wife)

Customer Experience Map District 7, Mary Ritz Step 1

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Is concerned about a quality education for her two children Limited knowledge of other options for their schooling Needs a way to discover other options on a limited budget

Step 2

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Hears about Et Cultura Interactive “Radical Schools” session from another parent volunteer at school Goes to public library to research more about the Et Cultura Finds appeal in low ticket price for 5 days of the event

Step 3

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Signs up for ETC mailing list In the months approaching the festival she continues to talk to other parent volunteers about it

Step 4

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Attends radical school interactive Makes connections with other attendees who are concerned about public education Brings children to the open-to-thepublic events on Baum Street to enjoy the fun and games there e.g.

Ping Pong, face painting, etc.

Step 5

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Emails & mail keeps her connected to new developments in interactive sessions after event Wishes to keep her children active in ETC events catered to children throughout the year

Customer Experience Map District 7, Auggie West Step 1

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Wants to find another way to expand his interest in film and filmmaking Willing to spend little amount of discretionary income on a fun outlet

Step 2

Step 3

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Sees ETC poster advertisement while he it out filming with his GoPro

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Searches for more information online and discovers film section on landing page

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Surprised to find interactive session on “seeds” that addresses economic resilience; addresses his concern for stability of living on limited income

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Continues to look up information on Aresty Speakers and film events Talks about ETC with coworkers because he spends the majority of his time there Purchases tickets a couple weeks before the event when he has set some money aside for it

Step 4

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Goes to “Seeds” interactive portion where he meets locals that are also concerned about improving community sustainability Attends film screenings and meets local filmmakers and other filmmaking junkies (like himself)

Step 5

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Connects with filmmakers he learned about at ETC on social media Starts to make a documentary film on his experience in applying “seeds” to his life Follows ETC on instagram to get updates on next year’s events

Customer Experience Map District 8, Carrie Findler Step 1

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Is looking for a way to get plugged into the arts and music scene in St. Petersburg because of her exposure to the arts in college

Step 2

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Close neighbors invite her & her partner to join them at ETC for the music, arts + makers events Looks ETC up through facebook and discovers their themes of local inclusivitythis is a selling point for her

Step 3

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She purchases her and her partner tickets online soon after (price is not an issue) Shares ticket purchase via social media Starts following ETC on facebook

Step 4

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She purchases a watercolor canvas from the ETC art exhibit She is happy to see such diversity among the crowds at ETC and is excited to tell the rest of her neighbors about the festival Posts picture of them & their friends at festival

Step 5

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The watercolor canvas is hung up in their living room and is a conversation piece for all their house guests She looks forward to next year's’ events and is considering attending “Future City” because she values the development of city programs

Customer Experience Map District 8, Lee Stagger Step 1

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● Needs a way to showcase and sell his woodwork so he can begin his dream business while he works full-time Looking for local events where he can ● do that with limited time that he has working and finishing his education in college

Step 2

Hears about ETC featuring a “makers” section on the local morning news channel as he gets ready for his job Does a google search and goes on ETC website to find out more information

Step 3

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Decides to purchase his family tickets to the event because it has other things his family would enjoy together Wants to experience how the “makers” are set up to see if his woodwork would be a good fit to sell

Step 4

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Gets a chance to network with local makers who are selling at the festival

Step 5

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Signs up to be a vendor at next year’s event Receives email updates on ETC updates and vendor info Looks for local business development programs for striving entrepreneurs like himself

Internal Analysis

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USFSP City of St. Petersburg Volunteers Local Businesses Local Politicians Community Leaders Venue Locations Media Outlets Musicians and Bands Film maker Artists and Makers Entrepreneurs Speakers Sponsors

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Value driven Variable costs Marketing cost Start-up cost Monthly recurring costs

Arts Music Film Makers Interactive (talks, speakers, collaboration) Workshops Food Trucks

Qualitative Showcasing ● Arts ● Music ● film ● Interactive talks ● Workshops ● makers Educating and inspiring community ● Future ideas ● Living well ● Seeds ● Future cities ● Radical schools

Online website Social media Automated services Local brand ambassadors Community ○ Blogs ○ Neighborhood associations ○ Clubs

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ETC Business Model Canvas

Physical - venues, staging infrastructure Intellectual - topics, ideas Human - volunteers, organizers, filmmakers, musicians, artists, makers, speakers, innovators, writers, community leaders Financial - sponsors, donations, ticket sales

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Online Face to face fliers Open discussions Word of mouth Local media outlets Pop-ups

Ticket sales Food and beverage Sponsors Merchandise Donations

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Diversified Niche market Mass market

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VRIN Model

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3 key aspects of Et Cultura’s competitive advantage - Relationship with Aresty Speakers - Experience of ETC Founders - Satellite Model with multi-venues

Resource Utilization ● How to use these resources to Et Cultura’s advantage? ● Focused differentiation strategy: Customize wide array of attractions of their satellite model (interactive, music, film, art and makers) to the specific needs of the consumers within St. Petersburg’s districts. ○ Develops an inclusive experience for customers

Marketing Communication Methods

Overview: ETC Pop Up Events ● ●

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These events will allow Et Cultura to maintain a presence in the city of St. Petersburg year-round and will be catered to the unique needs of inhabitants within each district District 7 ● Bridge the gap between those who cannot afford attending all days of the festival, giving them more experiences with ETC throughout the year ○ Reach out to community through fun family-oriented events at local parks ○ Holding additional film screenings in locations in district 7 where the community can gather conveniently District 8 ● Focus on establishing the ETC presence at other well-known establishments and events in St. Petersburg ○ Through key local partnerships ○ Help connect their brand to credible brands

Pop Up Event: ET Continues Auggie West, District 7 ● ● ●

Attends a screening of the film “Feel Rich” at Carter G. Woodson Museum “Feel Rich” a documentary sub titled, “Health is the New Wealth” ○ produced, narrated, and starring Russell Simmons, Rapper Common and Quincy Jones II The film is followed by a panel discussion and invitation to continue the conversation at the 2018 Et Cultura Festival

Pop Up Event: ET Cultivates Mary Ritz, District 7

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Give the community something to walk away with: ○ ETC will host mini Festivals called “St.Pete’s Artsy Family Fests” at parks within district 7 & 8 throughout the year leading up to Et Cultura ○ This will help engage the community to spend more time with their families, they will be able to grow and learn together. These festivals will give them memories to walk away with for years to come. ○ Teaches their children to give back to the community and appreciate the arts. It could also spark creative minds at a young age and if they participate in yearly events, the community could watch them grow and see their progress. ○ Mary takes her children there after hearing about it from fellow PTA members and makes it a yearly tradition to go and spend time with her children.

Pop Up Event: ET Celebrates Carrie Findler, District 8 ●

Historic Kenwood: Ideal setting reaching out to a very active community of people who are highly involved with reinvesting into their neighborhood and St. Petersburg as a whole ○ Bungalow Fest: ETC sets up a tent at Seminole Park providing food & beverages (no other tent has this). They can hand out information on their event highlighting aspects of art & makers. There is a big draw in Historic Kenwood centered around architecture and art (as demonstrated by other tents set up at the event i.e. local restoration builders and their painted benches in the park). Also, ETC can attract more volunteers because people in that community love to get involved with local festivals.

■ Takes place right before ETC festival in the fall ■ Place ETC advertisements in Bungalow Fest brochure ■ Et Conversation inspires Carrie to present the value of the event to the partners at her law firm and the practice becomes an event sponsor

Pop Up Event: ET Collaborates Lee Stagger, District 8 ● ● ●

ETC Host events at USFSP because it’s in the ideal location in downtown St. Petersburg and a common grounds for students from all districts.

The event could be centered around an energy-filled night of games, entertainment, and live music (e.g. open mic) to reach out to an active student body.

Though Lee Stagger is an accomplished banker, he decides to continue his education at USFSP. He hears of Et Cultura through fliers posted on campus and attends with his children.

Meet Et Inquisition

Born and raised in the Tampa Bay area, Sydney is a Management Information Systems major set to graduate in December 2017. She has a background in the financial services industry that started at Morgan Stanley where she worked with a team of financial advisors. Eventually, the team moved their practice to Raymond James thus initiating the transition of over $100 million in financial assets that Sydney helped facilitate.

In May of 2017, she began an internship at Jackson National Life Insurance Company in their Information Security department. Fortunately, she was offered a full-time position as a Security Controls Analyst and will relocate to Lansing, Michigan upon graduation. At this time, she is finishing school, working out of Jackson's Tampa location, and studying to become a Certified Information Systems Security Professional (CISSP).

Sydney Elflein Co-Project Manager U.S. Navy veteran, senior at USFSP studying business management. Raised in Minnesota, and now is currently a Florida resident and loving it! In the military, I was able to travel to various locations such as: Dubai, India, Hong Kong and Perth, Australia. The experiences from traveling around the world helped shaped who I am currently in the workforce. I have been working for Chili’s as a part time server for the past two years. I have an opportunity to travel abroad to work for Chili’s as a Manager for the next few years. If those plans fall through, my goal for after graduation is to work in the HR field. My vision is to help shape the business world into a more comfortable and enjoyable environment. My hobbies include going to the causeway and reading with my dog, or spending time with my family.

Jenna Silva Co-Project Manager

Fun Fact: Loves anything comedy related and dreams of being a comedian on SNL (Guess I picked the wrong major).

Senior business management major at USFSP. I was born and raised in the Garden State (NJ), 15 minutes from New York City and decided to leave Jersey for college because I just needed to get away. I grew up playing sports, wrestling being the main sport which I started when I was in 3rd grade and then continued on into college. I was also a member of the golf team in high school.

My passions do not end with sports. I am pursuing a career in construction management as a project manager. I have always been fascinated with the construction industry and I want to make my dreams a reality. I’ve had the incredible opportunity to work on a few awesome projects, a roller coaster (Busch Gardens “Cobra's Curse�) and a hospital (Florida Hospital Carrollwood). I also enjoy cooking, hanging at the beach, baseball, and the gym.

Presentation Director Jared Gagliardi

Editor In-Chief Brooke Beasley

Brooke is a senior at USFSP majoring in business marketing. Born and raised in Florida until her mother married a man in the army. She was then off to Germany and then three other duty stations thereafter in the states. After graduating high school in Virginia, she decided to move back to Florida to be closer to family and to attend USFSP. After getting her Associates, she took a break to get licensed in cosmetology. While pursuing a career in that field, she discovered her interest in marketing and decided to finish her degree while working as a stylist and receptionist. Since that time, she has slowly made her way out of the salon and still has clients that she visits to do their hair. She has also had the opportunity to gain a great amount of insight as a Marketing Director at Chick-fil-A and interning for a digital marketing agency in Station House. She is an animal lover and has a Boston Terrier who is her best friend. In her free time she likes traveling, doing yoga, reading, cooking, and playing guitar.

Research Director Christopher Burke

Chris Burke, 55, and his wife Traci, are 30+ year residents of St. Petersburg. Chris is the President of Guardian Restoration Services, Inc., a Florida company that specializes in the repair and restoration of homes and commercial buildings. He is a City of St. Pete Commissioner serving on the Community Planning and Preservation Commission and is a member of the Rotary Club of St. Petersburg, Past President of the Northeast Exchange Club and served 5 years on the Ribfest Executive Committee, an event that has raised over $4 million for local charities.

Fun Fact: In July of 2015, Chris successfully swam across the English Channel and became just the 110 th person in history and one of just a handful of people over the age of 50 to complete the three most challenging and iconic open water swims the English Channel, the Swim Around the Island of Manhattan and the crossing of California’s Catalina Channel.

Saint Petersburg Florida has been my home for 30 years. I was born and raised here, and have grown very accustomed to warm weather, beautiful sunsets and what I like to think of as a small piece of paradise.

My parents sent me to a private school for elementary and middle. I graduated high school in 2006. After high school I attended St. Petersburg College and obtained an associates in arts degree as well as an associates in science degree for restaurant and hotel management.

I started working very early in life. At age 13 I was working for my family’s structural steel business. I worked every summer till I was 18; at 18 I started working full time to pay for college. After graduating from Saint Petersburg College I started to become restless and decided to get back in school and finish with my bachelors at USFSP.

Creative Director Ben Powell

As for my future, I have found more purpose in life and my father has decided to hand his company over to me someday. In my free time I have always enjoyed cooking, fishing, golfing, reading, building art and furniture with metal.

Sources http://explore.sxsw.com/hubfs/Hosted%20Files/2017%20SXSW%20Conference%20Demographics.pdf?submissionG uid=f273989a-1b5d-4095-94ff-05a5171e0bee http://explore.sxsw.com/hubfs/Hosted%20Files/2016%20SXSW%20Economic%20Impact%20Analysis.pdf?submissi onGuid=6b244032-d10f-4b21-b0aa-63f62f80baae http://explore.sxsw.com/hubfs/Hosted%20Files/2017%20SXSW%20Event%20Stats.pdf?submissionGuid=ef67148be3a3-4269-b4fa-993608db6ff9 https://www.filmandmusic.com/ http://www.infocusvideoevent.com/conference-2016/ http://www.tampabay.com/blogs/media/tampa-ranks-behind-miami-and-orlando-in-most-fun-cities-in-america-list/23 38166 http://businessofsoftware.org/2015/07/fifteen-traits-of-the-most-brilliant-conference-speakers/ https://www.aspenideas.org/content/spotlight-health https://www.aspenideas.org/speakers/list?festival=2016

Sources http://sunscreenfilmfestival.com/about/history/ http://www.blues411.com/interview-tampa-bay-blues-festival-sun-beach-the-blues/ http://www.tampamargaritafest.com/single-post/2016/12/13/2016-Festival-Study-Findings-and-Improvements-for-201 7-Festival http://gasparillainteractive.org/about/ http://gasparillaarts.com/about-the-festival/festival-history/ http://gasparillaarts.com/video-recap-46th-annual-raymond-james-gasparilla-festival-of-the-arts/ http://gasparillamusic.com/wp-content/uploads/2014/09/gmf2015-sponsorpackage.pdf http://www.themakersfest.com/about-the-event/ http://www.cgaf.com/ http://www.10best.com/awards/travel/best-art-festival/