Inside Events and Festivals - Edition 8

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Inside Events and Festivals The official publication of the Washington Festivals & Events Association

See Inside: •

How to plan your event entertainment

Some thoughts from “Event Mark”

Announcing the first ever WFEA Fall Conference in Ellensburg

A glance at WFEA member events in August

The Lineup Stretching Your Entertainment Dollars How to plan your event entertainment Page 4

It’s Your Party! Mark Hendrickson on how he processes an event Page 8

WFEA’s First Fall Conference Learn from leading experts in the events and festival field at WFEA’s first fall conference Page 12

WFEA Member Events in September WFEA calendar listing of events to attend around the state this coming month Page 16

Inside Events and Festivals Edition 8 Washington Festivals & Events Association

Stretching Your Entertainment Dollars Craig Cooke, Pacific Rim Talent


he main question to ask yourself before you schedule Artists is “Do I want to Entertain or Educate the guests at my event”. If your event is a true Arts and Crafts event, or an event based on a cultural experience then you are in the “Educate” camp looking to turn your patrons on to new sounds, ideas, and experiences. If your event is more mainstream like a food festival or beer garden then you are looking for the most popular cover bands you can find. The above thoughts are assuming your event is not presenting National hit charting artists. That is a whole different ball game. When setting up your schedule, slot the bands for 60 to 90-minute sets with no less than 30 minutes between each act for set changeover. As to when you schedule your first band, remember that if you start entertainment at 2pm, crowds will arrive at 3pm. Of course, the first act is playing to a small audience but someone has to get the party started.

Having a basic backline in place like a drum kit, guitar and bass amp will help speed up the changeover process and keep your timeline on track. You will want a stage that is at least 2’ tall so the shorter folks in the audience can see over people standing up front or dancers in front of the stage. The deck of the stage should be at least 24’wide by 12’deep free and clear of any speakers for bands to work. The stage needs to be covered to protect from sun and rain. Sidewalls help keep the sideways rain from coming in and also helps secure the area. Bands like to see a well-run stage that is safe, easy to setup on, and if you can manage setting the stage facing North or South it helps to keep the fans and band from looking directly into a setting sun. Where to find the entertainment? If in the “Educate” camp there are some really good conferences to attend like the NACA college booking conference and the NW Booking conference. Both held in the fall and both are specifically geared to present original acts to buyers. If in the “Entertain” camp then find out from Nightclubs in a 20-mile radius of your event who their top drawing acts are. Those are the ones you want to have play your stage to bring in peeps to keep the party going and buy what you are selling. I have found over the years the best investment for drawing people and insuring success when the weather is bad is a really good and/or popular band. You may not get this act for cheap but…when the weather does not cooperate, I find breaking even is better than losing money. People will brave the elements and buy product if you put something good on the table. So, you know who you want, you have a budget and you want to offer the artists a fair price that won’t break the bank. Here are some ideas: Block buy an act with another event on the same weekend. Let’s say you are the Mill Creek Festival and the Lakewood Summerfest sharing the same weekend. These events are 60 miles apart. The buyers can communicate and perhaps there are a couple common acts they want. Offer the act 60% to 75% of what they would charge each event if one event takes a 3pm show and the other a 7pm show. Continued

Most acts have something to sell like CD ‘s, T-Shirts, etc. Have a 10x10 tent setup with a table and a couple chairs in the vicinity of the stage that they can sell items from. Easy access and parking relative to the stage. Let the artist know they will be able to drive right to the stage for setup and park very close. This is such a relief when traffic is so bad and they have been hustling just to get to your site. A welcome face, a couple people to help carry gear will go a long way to making the artist feel comfortable. Even with the GPS systems, a good map with directions to get to the site and then directions to stage once on the site help a lot. A quality sound system with operators will make it possible for the artist to sound as good as they can for fans and your guests. A green room stocked with water, both room temperature and chilled, some healthy snacks and a mirror is a must. You want the artist to take the stage relaxed after the frustrating drive and looking good when they change into costume.

they will bring lots of friends and family to see them.

Work with popular nightclub acts in setting a performance time like 5:30 to 6:30 that allow them to drive to their high paying club gig that night. Perhaps you can strike a deal with some food vendors that in exchange for mentions from the stage they will feed the bands. Remember they did not have time to stop and get something to eat. Be sure to promote the artists website to further their cause and residual sales of their product and bookings are usually a result. In closing, create a one-sheet you can send the artists showing them what you are offering in the way of a first-class operation and a fair monetary offer. Artists talk to one another and if they are talking your event up because they were treated with class, made to feel welcome, and they sold some product, the reputation your event will have will grow in a good way and the deals you will be able to forge tomorrow will be a result of the efforts you make today.

Sprinkle some local talent in that will be thrilled to share the stage with some bigger named acts that



It’s Your Party! Mark Hendrickson, City of Kent


fter I do some of my best thinking when I’m washing my car. This weekend I was reflecting on the event my car club hosted the day before and the last two events I have been a part of for the City of Kent. I started getting down to business on the car and my mind started to drift toward the things we could do at our events to make the experience better for visitors. Obviously details with layout are analyzed, and marketing, sign placement and maybe a few more sani-cans all get figured out with a cold wash mitt in my hand. My wife and friends describe me during the time leading up to an event as “Event Mark.” I’m not 100% certain it’s a compliment. “Event Mark” usually starts about a week prior to go time. My focus is on point, my preevent anxiety starts to kick in and things have to get done at home with the same precision and speed as they do at work. For some reason the closets need to be organized at 10:30 p.m. followed by emptying the dishwasher. By day two of “Event Mark”, I’ve been informed I’m in “Event Mark” mode. The delivery of that news is rarely complimentary. I usually take note of that information as soon as I finish vacuuming. I was cleaning a few bugs off the headlights of my car when I started to think about what it feels like to be on site at an event. I hadn’t really noticed it before but there is definitely a high that I experience while pulling the strings.

It’s not really the same high one experiences in college when your name is shouted out loud when you enter a room at a party. (Yeah it happened once). This high is when all your senses are cranked up to eleven. The sounds are just a little louder although maybe not as clear. The BBQ vendor’s smoke smells just a little stronger than your remember from last year. (By the end you’re ready to give up BBQ forever). You have an increased awareness of everything around you that is slightly intoxicating. I find my ability to improvise and solve a problem is razor sharp and without emotion. I can make anything

work even if it’s not a part of the plan. I’m just switched on and it feels great! Here’s something I’ve noticed recently. This hit me while cleaning brake dust off the wheels. (I hate brake dust). I talk to people at events about everything and anything while I’m switched on. I’m referring to those people who are a part of the event like sponsors, co-workers vendors, etc. Let’s call them insiders. In my cranked up state, we’re best friends. I ask them about all kinds of stuff and I’m sure I share more than I need to as well. Details about the event, what their kids are doing, what the cops just saw and how I need six more sanicans in the parking lot next year. All of these things are covered along with a few laughs. By the end of the day, all the problems of the world have been solved and implementation of a world-saving plan will begin immediately. Continued

So like any good high, there’s a downside. The next day doesn’t feel so great. My body is sore, mind is shot and the “important” conversations I had on-site the day before with all my BFFs are muted and fuzzy. There’s that one over share that always comes to mind. “Probably shouldn’t have told so and so about that.” I justify that thought by convincing myself I was building relationships. It’s most definitely an event hangover. I don’t really want to talk about how things went until at least 24 hours have past. I have to process it all and figure out how to share the experience in a way that others will fully understand. The car is clean, dried and looks great in the evening sun. The reward of my cleaning efforts come from a thumbs up or friendly compliment by the person

sharing a red light with me. I like that and take it all in. It’s not always that easy when you’re doing an event. You know of all the details that didn’t go quite right. Like that dang rock chip in the hood, you’re likely the only one who sees it. Have fun with your events and enjoy the experience. It’s your party!

Photo by: Lexie J Winters Photography

2019 WFEA FALL CONFERENCE Learn from leading experts in the events and festival field at WFEA’s first fall conference

Red Lion Hotel & Conference Center Ellensburg, WA

October 16-17, 2019 REGISTER

PRE- CONFERENCE WORKSHOP (REQUIRES SEPARATE ENTRY) WEDNESDAY, OCTOBER 16, 2019 EFFECTIVE EVENT ADMINISTRATION, MANAGEMENT AND OPERATIONS** 9:00 A.M.–3:45 PM MANAGING THE FUTURE Paul Jamieson, Sunfest of West Palm Beach, Florida How much has management changed and what does the future hold? Have people, and the world, changed so much that everything you thought you knew is out of date? While these questions could generate dozens of discussions, this session will create a ‘top ten’ list of ideas to help you navigate today (and possibly at least into next year). OPERATIONS Eric Corning, Seattle Seafair Now that you’ve come up with the ideas that will set your event apart from the clutter of the myriad of entertainment choices in your community, it’s time to implement them. Learn how you can do that in an effective manner, including using the latest in technological ideas. STRATEGIES FOR SUPERLATIVE SPONSORSHIP SERVICE THROUGH YOUR OPERATIONS TEAM Bruce Erley, Creative Strategies Group, Denver As difficult as it is to find a new sponsor, one would think more time would be spent on keeping the ones we have happy, fulfilled and ready to renew. Yet many event managers don’t have a protocol and process in place to take care of their sponsors. In this presentation, you’ll learn about ten key steps before, during and after the event that provide the essential elements of service and fulfillment to assure that sponsors keep coming back. UPDATE ON LIQUOR AND CANNABIS LAWS FOR FESTIVALS AND SPECIAL EVENT ORGANIZERS Beth Lehman, Customer Service Manager, and Kevin Milovac, Cannabis Licensing Manager Here’s what all event organizers should know about this very important subject. The WSLCB Licensing and Enforcement Visions will educate you on how to have safe and legal events with alcohol, the deepest dive yet at a WFEA conference on this important subject. They will cover types of licensing permits, ways to obtain and sell alcohol, and relationships with alcohol industry members at events. Although cannabis can’t be sold at festivals and other related events, they will discuss the new world of cannabis related events such as trade shows. (REQUIRES SEPARATE REGISTRATION) *THESE PRE-CONFERENCE SESSIONS WILL QUALIFY FOR CERTIFIED LIVE EVENT PROFESSIONAL CREDIT.

2019 WFEA FALL CONFERENCE WEDNESDAY, OCTOBER 16, 2019 ROUND TABLE SESSIONS 4:00 - 5:45 PM These sessions are held for professionals on a specific topic 1.75 hours. Held in a roundtable setting, attendees can pick their topic and ask questions in an informal setting. It’s a great opportunity to get to know people in your area of expertise. BUILDING STRONG RELATIONSHIPS WITH YOUR CITY Britnee Christen, Director, National Lentil Festival, Pullman From permits to sponsorship, event planners often find themselves working with their city. Join us as we discuss the do’s and don’ts of working with city entities and how you can build a strong working relationship. AGRITOURISM Trevor Lane, WSU Ferry County Extension SOCIAL MEDIA George Sharp, Thurston Economic Development Council


THURSDAY, OCTOBER 17 OPENING KEYNOTE: HOW MUCH WAS THAT AGAIN? 9:00 – 10:00 AM Paul Jamieson, Sunfest, West Palm Beach Florida In an era when costs and competition are increasing at a dizzying pace, so have the challenges related to festival operations, risk management, and safety. This case study will show how one festival – that also suffered catastrophic financial losses in recent years – found creative ways to maintain and improve the quality of the experience for the patron. And the lessons they learned about themselves along the way.


PROFESSIONAL DEVELOPMENT SESSIONS 10:15 – 11:15 AM 50 MONEY-MAKING IDEAS Bruce Skinner, Executive Director, WFEA As the former CEO of the International Festivals and Events Association, Bruce Skinner got to know many of the world’s top event organizers and was often the first person to hear about their new ideas. He’ll present the ones that will help your bottom line. CONNECTING THE ARTS WITH EVENTS Monica Miller, Executive Director, Gallery One, Ellensburg A member of the Washington State Arts Commission, Monica Miller has worked with arts organizations for 20 years on fundraising, grants management and professional development for artists. She currently is the Executive Director of Gallery One in Ellesnburg, which is dedicated to the creation, exhibition and appreciation of visual arts in Central Washington. The organization hosts many great events including Paint Ellensburg, Art About, Jazz in the Valley wine tasting, Brewfest and several more.

PROFESSIONAL DEVELOPMENT SESSIONS 11:30 AM – 12:30 PM SELLING IDEAS & SOLIDARITY IN SMALL TO MEDIUM-SIZED MARKETS Britnee Christen, Director, National Lentil Festival, Pullman Join us as we dive into selling ideas, how to leverage the unique benefits of sponsorship, what’s stopping potential sponsors and how you can best prepare yourself to make the sale and create a long-lasting relationship. TOURISM MARKETING THROUGH EVENTS Amy McGuffin, Kittitas Chamber of Commerce, George Sharp, Thurston County Economic Development Events are an effective way to put heads in beds, particularly during the off peak season. Learn how two people have done that and how they have helped brand their communities by staging exciting spectacles.

PROFESSIONAL DEVELOPMENT SESSIONS 12:30 – 2:00 PM THE FUTURE OF FESTIVALS IN A VIRTUAL WORLD Bruce Erley, Creative Strategies Group, Denver With the proliferation of social media from Facebook to Twitter, YouTube to blogging and an ever-evolving proliferation of new technology designed to capture the time and attention of the public, what will happen to the local community festival and hometown fair? Will it become passé or perhaps be held virtually over the Internet? And will sponsors still find events and festivals a viable marketing and communications option or think of us going the way of the 8 Track? Bruce Erley, President and CEO of Denver-based, Creative Strategies Group, one of the largest country’s leading full-service sponsorship and event marketing specializing in festivals and special events, will share his insights.

PROFESSIONAL DEVELOPMENT SESSIONS 2:00 – 3:00 PM COMMUNITY BRANDING — LESSONS LEARNED ACROSS THE COUNTRY Tripp Muldrow, Partner, Arnett Muldrow Community branding has emerged as a tool for communities to better communicate who they are with their citizens, visitors, and investors. The term “community branding” brings up many different thoughts and misperceptions. Learn how Chambers of Commerce, Local Governments, Tourism Agencies, and Downtown programs have partnered to create branding systems that include community involvement while avoiding the pitfalls of “design by committee.” The presentation will share examples from across the country and in Washington State. If you are contemplating a new marketing campaign for your community, looking at a fresh identity, or exploring partnerships to promote local pride then this session is for you. EFFECTIVE VOLUNTEER MANAGEMENT Trevor Lane, WSU Ferry County Extension Recruit, retain, serve – those are the key messages that you will hear in this session. Learn from someone who has managed over 1500 volunteers, and emphasizes that you have to manage them but be respectful, especially of their time. FUNDING FOR ARTS EVENTS Manuel Cawaling, Inspire Washington Passed and signed into Washington law in 2015, the Cultural Access Program authorizes any county or city in the state to put before the voters a measure to provide sustainable funding to increase access to Cultural, Arts, Science and Heritage programming. Substantial funding is available for the entities, including non-profit festival and events. Hear from Manny Cawaling the Executive Director of Inspire Washington, who will tell you how you can benefit from the law and other cultural advocacy efforts across the state. 3:15 – 4:15 PM ASK THE EXPERTS PANEL Bruce Skinner, Washington Festivals and Events Association Executive Director Bruce Erley, Creative Strategies Group, Denver Amy McGuffin, Kittitas County Chamber of Commerce



The City of Gilroy, California, is bracing itself for potential litigation over the Gilroy Garlic Festival mass shooting July 28 that bloodied the last day of the festival. Three young people were killed and 13 others were injured when a lone gunman fired with a semi-automatic weapon on the crowd. The killer took his own life in a gun battle with police. READ MORE


As people gear up to head to the 31st Annual National Lentil Festival, it brings questions of security measures amid the active shooter situation at the Gilroy Garlic Festival in California. Four people lost their lives that day and thirteen others were injured. Pullman Police and the Chamber of Commerce have both made safety and security a priority. READ MORE


Cities all over the world are facing major crises – from failing services and mounting inequalities, to climate emergencies. And arts and culture have a surprisingly critical role in tackling these kind of urban challenges. Festivals create exciting spaces to experience art, music, culture and film. At their best, they perform a transformative role in society, celebrating traditions and powerfully expressing the meanings that places hold for people. READ MORE


The deaths of two motorcyclists during the 2017 United Bikers of Maine Toy Run is prompting the city to consider new requirements for groups wanting to use city streets. At their meeting recently, councilors will discuss adopting a new requirement that organizers of parades or other events on city streets submit a safety plan. That was a key recommendation of a National Transportation Safety Board report on that accident that also led to injuries for seven other people during the event. READ MORE

September WFEA Member Events At A Glance September 2, Tacoma Honoring the Past and Embracing the Future September 6 - September 7, Walla Walla Wheelin’ Walla Walla Weekend September 6 - September 8, Mukilteo Mukilteo Lighthouse Festival September 7 - September 8, OceanPark Rod Run to the End of the World September 8, Seattle Live Aloha Hawaiian Cultural Festival September 13 - September 14, Renton Multi-Cultural Festival

September 14 - September 15, Seattle Seattle Fiestas Patrias Mid-September 2019 - Mid-November 2019, San Juan Islands Savor the San Juans September 21, Anacortes Pie Fest at the Farmers Market September 21 - September 22, Spokane Valley Valleyfest September 28, Puyallup Steins & Stems September 28 - September 29, Seattle The Italian Festival

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