Inside Events & Festivals - Edition 7

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

See Inside: •

How to evaluate and keep your events constantly refreshed

Behind the scenes of the SR99 Tunnel Grand Opening

Announcing the first ever WFEA Fall Conference in Ellensburg

A glance at WFEA member events in August

The Lineup Developing Programming For Your Event How to keep your event constantly refreshed Page 4

SR99 Tunnel Grand Opening Behind the scenes of how The Workshop celebrated the SR99 Tunnel Grand Opening and closing of the Viaduct Page 7

WFEA’s First Fall Conference Learn from leading experts in the events and festival field at WFEA’s first fall conference Page 10

WFEA Member Events in August WFEA calendar listing of events to attend around the state this coming month Page 13

Inside Events and Festivals Edition 7 Washington Festivals & Events Association

Developing Programming For Your Event Peggy Doering, ValleyFest


t the 2019 WFEA Conference the workshop ‘Developing Programming’ was offered by the City of Spokane Valley and Valleyfest. This cooperative partnership assures that community interests are reflected in the 3-day community event. As each event is slowly concluded, after the last box is packed and equipment trucks pull out, the favorite recap question is “What new event are we having next year”? Whether you are a new or old event, programming needs to be constantly refreshed. Valleyfest’s mission statement is to guide and evaluate whether or not to add specific events and then develop a budget that is realistic for our volunteer organization. Before a new event is added, it is important to consider the amount of interest it may draw from the community and find sponsors that will be passionate and generous. Review the following: • Site map and event amenities • Budget • Volunteers • These details are reviewed intensely before new events are added.

Event Services: Do we have the land and support? Valleyfest received a request from Visit Spokane six years ago. A nonprofit event connected with Visit Spokane wished to relocate from North Idaho to the Spokane Valley. DS Connections, a support organization for parents and family members of children with Down Syndrome, had outgrown their event site for the annual Step Up for Down Syndrome Walk. With this move to Discovery Park, this event now brings about 700 walkers through the Valleyfest grounds. The families stay and play for the weekend and enjoy the amenities the community has to offer. Outdoor Location The locations of the festival are Mirabeau Point Park and CenterPlace with the Spokane River and Plantes Ferry County Park nearby. MultiSport Sunday incorporates activities on the river, Centennial Trail and county roads. Timed events include a triathlon, a 5k/10 race and a Duathlon. The increase of participants came

with partnerships with YMCA, sporting goods stores, and canoe and kayak clubs. In addition, the 5k and 10 K are now part of the Bloomsday qualifiers. Budget Volunteers Can you find a financial partner? Who is going to volunteer? Fishing at the Falls a favorite and popular Saturday activity and is sponsored by a local sporting goods store. Volunteers from Trout Unlimited, Boy Scouts, Girl Scouts and Spokane Riverkeeper assist us with the program. All the fish caught are donated to the Union Gospel Mission. The idea was developed from the artificial pond/falls in the park and incorporated into the events offered at the festival. This very popular event even has its own security detail! Volunteer enthusiasm and working with small business owner The passion and enthusiasm of a community volunteer and his new business venture, produced Swinging the Valley, a country swing dance competition. Again, utilizing and partnering with CenterPlace, the space was created to host a dance contest with over 150 supporters last year. Country swing dancers volunteer and organize this event, while Valleyfest promotes and is included in the overall marketing plan. In conclusion, the programming of your event needs to include: • Common Goal • Community Support • City Support • Relationship Building  Communication  Respect  Not about you • Humor • Trial and Error • Feedback  Evaluation and address issues • Look for opportunities in your Community  Are there already events in your parks that are community run?

SR99 Tunnel Grand Opening Step Forward


fter the unfortunate 2001 Nisqually earthquake, the Alaskan Way Viaduct suffered significant structural damage, and the State of Washington started an ambitious new project to bore a structurally-secure tunnel under downtown Seattle to carry SR99 from SoDo to South Lake Union. The SR99 Tunnel (also called the Alaskan Way Viaduct replacement tunnel) was officially opened for public inspection on February 2nd, 2019. For the opening ceremony, Seattle needed a way to celebrate this pivotal project with the same incredible energy, passion, and spirit that went into its design, construction, and engineering. The Workshop stepped in to meet this challenge. Not only was Step Forward a celebration of this world-class construction, but it also acted as a final farewell to Alaskan Way Viaduct — which had been an icon in the city since 1953. The goal was to engage and inform Seattle about the new changes, invite them to experience this incredible piece of design and construction, and propel them into the future of the city with reminders of change, history, and wonder. This was a complex project, with multiple avenues of experience happening simultaneously. To do this, we worked with WSDOT to leverage technology and create informational tours and walks around the new project, a goodbye festival on the Alaskan Way Viaduct, and an 8k fun run and 12.5-mile biking event through the tunnel and on the viaduct. Over 100,000 people attended the grand opening, which was coordinated between The Workshop and WSDOT. The entire grand opening comprised of four core events happening at multiple entry points at various times. These events were: •

Walks and activities within the new SR99 Tunnel.

Walks, activities, and celebrations on the soon-tobe-defunct Alaskan Way Viaduct.

A bike and run through the tunnel and on the viaduct.

And a ribbon-cutting ceremony.

SR99 Tunnel Walk Experience Since this tunnel was such an impressive undertaking for the city and the state, we utilized the grand opening

as a way to explore and engage with the new architecture. We wanted people to learn and understand the new tunnel — which would have realto-life implications for them during their daily Seattle life. Throughout three core areas (South Hub, Tunnel, and North Hub) visitors and residents could walk through the tunnel and engage in multiple activities. From STEM activities like an Excavation Station and intricate Lego models to a life-size Bertha (the machine that bored the tunnel) cutter head, there were plenty of educational activities. Walkers could also stop at multiple destinations along the way to discover where they were located compared to the city above them. Food trucks were positioned at the north and south hubs and live music played at the south hub to add layers of fun, excitement, and entertainment to this exploratory adventure. Viaduct Walk Experience

This grand opening also served as a goodbye to one of Seattle’s long-standing pieces of architecture — the Alaskan Way Viaduct. We partnered on the viaduct festival with the City of Seattle Department of Arts & Culture, and we combined our skillsets to create a fun, entertaining, and engaging Alaskan Way Viaduct sendoff. Goodbyes can be a good thing! Over 100 regional artists created murals specific to the Viaduct, and there were live performances by prominent local bands and performance artists. The entire Viaduct was transformed into a communal festival where guests could say goodbye to the old after seeing the new. It also served as a great place to position Seattle’s relentless drive towards the future. The festival was aptly named Hello | Goodbye.

8K Fun Run & 12.5 Mile Bike Ride


Seattle is a lively city! In fact, it’s the 5th healthiest city in the U.S. So, finding a way to introduce a bike ride and run were key for us as the designers of this live experience. During this grand opening, there was a 12.5-mile bike ride AND an 8k fun run throughout the tunnel and the viaduct. We partnered with FIZZ events to create the incredible fun run, and the Cascade Bicycle Club helped put together the tunnel biking event. With WSDOT, we were able to direct both of these exciting events and forge incredible vendor relationships that create spectacular experiences for attendees. Visitors and residents could scarf down a food truck taco, listen to some live music, and then run it all off with their family and friends — all while learning the routes, structure, and design of the new tunnel.

The entire grand opening spectacle was created by positioning key technologies with critical entertainment and educational ventures. With over 100,000 people in attendance, we had to ensure that there were multiple routes and activity groups positioned throughout the tunnel. Combining the experience of gaining something profound and beautiful with losing something dear can be a complex event to create. By leveraging local artists and musicians, plenty of fun and activities, and separating the experience into two key locations (i.e., the tunnel and the Viaduct), we were able to create a unique experience that was 100% Seattle and 100% fun and educational!

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

Hotel Windrow, 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 Chastain, 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 Chastain, 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


August WFEA Member Events At A Glance August 1 - August 9, Vancouver Friday Night Movies in the Park Series

August 16 - August 18, Edmonds Civic Field Taste Edmonds

August 1 - August 11, Vancouver Sunday Sounds Concert Series

August 17, Longview Longview Squirrelfest

August 1 - August 14, Vancouver Wednesday Noon Concert Series

August 17, Covington Sausage and CiderFest

August 1 - August 15, Vancouver Thursday Six to Sunset Concert Series August 2 - August 4, Seattle Seafair Weekend Festival

August 17, Tumwater Tumwater Artesian Brewfest August 17, Ocean Park Water Music Festival - Jazz and Oysters

August 3, Olympia Olympia Brew Fest

August 18, Seattle BrasilFest

August 10, Auburn AuburnFest

August 19 - August 25, Long Beach Washington State International Kite Festival

August 10, Covington Covington Kidsfest

August 23 - August 25, Vancouver Vancouver Wine & Jazz Festival

August 10 - August 11, Seattle Seattle Arab Festival August 11, Port Orchard Festival by the Bay

August 24 - August 25, Seattle Tibet Fest August 30 - September 1, Olympia Olympia Harbor Days Vintage Tugboat

August 14 - August 17, Friday Harbor San Juan County Fair August 16 - August 17, Pullman National Lentil Festival

Races & Festival August 30 - September 22, Puyallup Washington State Fair August 31 - September 1, Metaline Falls The “Affair on Main Street�

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