Inside Events and Festivals - January 2019

Page 1

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

See Inside: •

Annual WFEA Conference Set for Bellevue, April 3-5

How tiny Bucoda received major media attention

Developing an event marketing and communication plan

The Lineup Networking in Bellevue Mike Berry of the renowned Kentucky Derby Festival will keynote the WFEA annual educational conference Page 4

Bucoda The tiny town of Bucoda, Wash (Population 565) differentiated itself and earned major Seattle media attention Page 6

The Marketing Foundation John Thorburn of Boldhat Productions offers a step by step plan on how to build an effect event marketing plan Page 10

WFEA Targets Spokane, Vancouver Seminars will be held in two of Washington’s leading event cities, featuring top regional and local presenters Page 13

Legislation for Food Trucks If passed, this bill will make food tuck vending more cost effective and efficient. See how you can help out Page 14

Reaching for the Summit Here’s how you can receive the most prestigious awards in the industry for creative and promotional event programs Page 16

25 Years of Professional Development Be a part of the northwest’s premier gathering of event professionals

The Northwest’s premier annual gathering of festival and event professionals for learning and networking will be held April 3-5 at the Red Lion Hotel in Bellevue. The conference will feature three days of intensive workshops, educational sessions, and keynote presentations from local and national industry leaders. The Washington Festivals and Events Association has been producing a professional development conference for the past 25 years. Over 30 professional development sessions will be presented during the three day conference, which will allow for attendees to connect with business leaders. For more information and registration:

Click Here See page 18-21 for the full conference schedule.

Photo Credit Clair Ferris

“Standoutness” Boo-coda Spectacular sets itself apart with “spook-tacular” festival

Standountness, how can you have your festival and a new festival. The EDC created a press release about event standout from the crowd? the Town buying a Hearse and creating a two month long festival to become Washington’s Halloween The tiny Town of Bucoda, Washington, population Town. The Mayor sent the press release out to more 565, and with only two businesses captured the than 300 media outlets in Washington State and media’s attention with their first annual two month- nationally. The Mayor also worked with Experience long Boo-Coda Spook-Tacular Festival. In May 2018, Olympia and Beyond, the official Destination the idea of the Boo-Coda Spook-Tacular was Marketing Organization for Thurston County to pitch proposed by George Sharp, Rural Program Manager the Boo-Coda Spook-Tacular and the Haunted House with the Thurston Economic Development Council to media in the Seattle and Portland area. The press (EDC) to Bucoda Mayor Alan Carr as a way to build on release resulted in the Bucoda story being picked up their annual Scary-nites Haunted House, Bucoda on the front page of the Daily Olympian, Tacoma Thriller event and the fact that they change the name News Tribune (TNT), the Daily Chronical (Centralia) as of the town from Bucoda to Boo-Coda by well as the video attachment of the story being proclamation each October. picked by more than 100 Newspaper websites across the country. King5’s Drew Mikkelsen interviewed the The Mayor formed a committee and got to work on Mayor and Town Council Member Steve “Digger” creating a list of events and activities that would set Purcell the friendly undertaker onsite of the Haunted the Festival apart from other Festivals in the Pacific House for 2 hours which resulted in a 2 minute Northwest. The Mayor and committee decided to segment on the 5:30pm King5 evening news and that create the following: Do It Yourself Halloween story was picked up on other stations. The Seattle Decorations (Tombstone) Workshops, Trick or Treat Times sent a reporter to cover the Hearse Procession every night in October at Joe’s Place (120 year old and Viewing that resulted in an almost full page story, business), Pumpkin (Shaped and Tasting) Pancake as well as the story being promoted on their Breakfast every Saturday in October, Halloween Facebook page and included in their daily Home Decoration Contest, Ghost Story Telling enewsletter. Contest, presentations on Funeral Industry Cultural and Religious Customs and How to Write your Own Continued -> Obituary and Tombstone workshop, a Hearse Procession (like a parade) and Viewing (like a car show), Pine Box Derby Casket Races, Cemetery Tour, Pumpkin Carving Contest, Coloring Contest, Vendor Fair, as well as continue the Haunted House and Bucoda Thriller which is part of Thrill the Word, where communities across the world dance to the Michael Jackson Thriller Video on the last Saturday of October at the exact same time, 3pm PST in Bucodas case. To further standout from the crowd the Mayor and Town bought a Hearse to take to area parades and festivals with magnetic signs and a banner to promote visiting Bucoda, the Festival and Haunted House. The town approached Eastside Big Tom, a popular Burger stand in Olympia to create the official Boo-Coda BooBerry Milkshake made with Vanilla Ice Cream and BooBerry Cereal. Eastside Big Tom handed out $2 off coupons to the Haunted House with every Milkshake purchased. The media coverage was amazing for a tiny town and

The Only in Washington website, Facebook and email channels picked up the story as well. The ThurstonMason Senior News included the story on the front page of their publication. Boo-Coda Spook-Tacular was deemed a success and the Mayor and committee voted to do it again in 2019. They will being branding Bucoda as the World’s Tiniest Town with the Biggest Halloween Spirit and with the goal to ultimately be the home annually to the World’s longest (108 Hearses) Hearse Procession and largest Viewing and the Pine Box Derby featuring the World’s largest Casket Race with 80 Casket Race Teams. You can watch them grow and a world record or secure a proclamation by your local get International Media Coverage at elected officials. Look for Human interest stories and . connect with a partner and or a worthy cause. Reach out to area media and invite them for a behind the How can your festival or event standout from the scenes view of how your festival is making an impact crowd? Review the inventory of what you already are for your community and attendees. Good luck and doing and look for ways to tweak it to create report your results to us for inclusion in our something unique just to your event, maybe try to set enewsletter.

The Rapidly Changing Marketing Landscape Learn how to be Specific, Measurable, Achievable, Relevant and Timebound By John Thorburn. Bold Hat Productions

How we reach festival and event guests continues to be a rapidly changing landscape. The tools and mediums that were effective in delivering thousands of attendees less than 10 years ago are now delivering a lesser ROI and new technology is emerging daily that we must keep up with or risk losing out to smarter competition.

your target audience is for your event. This could involve two questions: Who are you currently attracting to your event, and who do you hope to attract moving forward? Those answers may be different, or they may be the same. Either way, you need to do your homework in how to attract your audience efficiently.

Careful and methodical planning when starting your event marketing efforts is the key to meeting your overall goals. This is the glue that binds all your communications efforts together, and sets you on a path that gives you confidence in the choices you make when determining how, when and where to execute campaign elements.

For example, if you’re hoping to attract Gen Y (Millennials), do you know how to talk to that generation? Research shows that Gen Y responds best to messaging that is Short, Direct, Personalized, Humorous, Honest, Ethical, and Surprising. They prioritize Happiness, Diversity, and Social Responsibility. They value experiences, not products. So, how will your marketing message, or the photos you choose to use in your marketing, best reflect the interests of Gen Y?

Identify your Campaign Objectives: Once you’ve established your objectives, those will help you identify your areas of primary focus. •

Are you selling tickets?  What’s your sales goal to hit budget?  Are you selling tickets online in advance? Identify that goal specifically.  Are you selling tickets at the event? Identify this goal specifically, as well. • Do you need to deliver on promised sponsor benefits? • Are there other areas of your event that drive revenue?  Beer Garden sales, Event Merchandise, etc.? • Are there other stakeholders you need to deliver benefits for?  Community partners, craft vendors, artists, etc.? PRO TIP: Do everything in your power to ensure each objective is a SMART goal. SMART stands for Specific, Measurable, Achievable, Relevant, Time-bound. If your objectives are not SMART goals, it will be nearly impossible to evaluate your campaign’s success and make informed decisions on how to improve on your efforts in the future. To learn more about SMART goals, here’s a great article: -goals-and-objectives/

Who is your Target Audience? Identify and spend the energy to learn about who

There are hundreds of resources and articles online that can tell you more about Gen Y, Gen X, the Baby Boomers, and the quickly emerging Gen Z audience. Do your research because a one-size fits all approach to attract a crowd is not as effective is it used to be. Here’s a great resource to dig into generational marketing trends: blog/ws/2016/09/28/generational-marketing-tactics Continued ->

What is the best messaging for your campaign?

Now Get to Work!

The goal here is to establish the tone and components of your overall marketing campaign. This tone would be carried throughout all campaign elements: social media marketing, print advertising, radio scripts, TV spots, website copy, e-newsletters, and press releases. Again, this may not be a one-size fits all message as you should be using different mediums to reach different audiences. But establishing your overall voice will set you on the correct path to creating a streamlined marketing message.

Once you’ve established your Campaign Objectives, Target Audience and the Best Messaging, now the real work begins.

If you’re producing a craft market style event, what are some important word choices to consider in your messaging? Handmade, one-of-a-kind, shop small, local and organic?

How do each of the following campaign components meet your objectives, reach your target audience and deliver a concise message appropriate for each medium? • • • • • • • • • •

Campaign Graphics Social Media Event Website Print Advertising Online Advertising Printed Collateral Materials E-blasts & E-Newsletters Public Relations & Media Outreach Signs & Banners at the Event Merchandise Sales at the Event

For a little creative inspiration, here’s a simple resource to help you think of new ways and words to consider in building your messaging just by typing in a word like “crafts”: If you’ve set SMART goals for your campaign to words-associated-with/crafts achieve, and followed the plan above, you will have given yourself the tools to make powerful decisions when evaluating the effectiveness of your next event marketing campaign.

Vancouver, Spokane Feature 1-Day Seminars Two WFEA one day seminars will be held in Spokane and Vancouver on February 28 and March 7 respectively.

The Association will bring event organizers together at Gonzaga University in Spokane and at Columbia Bank in Vancouver for exciting and networking and educational opportunities. Attendees will learn how to sell more sponsorship, increase their bottom line, and enhance other aspects of their event in order to take them to the next level. Katherine Morgan, the Senior Vice President and Spokane-Boise marketing manager for Bank of America will speak in Spokane, while Jeff Curtis of the Portland Rose Festival will headline the Vancouver seminar. Bruce Skinner, the author of the book Event Sponsorship and current Executive Director of WFEA, will speak at both events.

Spokane, WA

Vancouver, WA

February 28, 2019

March 7, 2019

Gonzaga University

Columbia Bank

For Schedule and

For Schedule and



Click Here

Click Here

Food Truck Legislation Introduced If passed, Senate Bill 5218 will reduce costs for the state’s mobile food vendors By Lori Johnson, Washington State Food Truck Association

A new bill has been introduced into the 2019 State Legislature. Senate Bill 5218, which if passed, will make food truck vending across county lines significantly more cost effective and efficient for mobile food vendors. The bill has been referred to the Senate - Agriculture, Water, Natural Resources and Parks Committee, which is where food safety bills are considered in the Senate. In all local health jurisdictions in Washington, a mobile food vendor must obtain an Operating Permit. The first part of this 2-part permit process requires the mobile food vendor to complete and submit 2copies of a Plan Review Application, which describes in great detail exactly how the vendor will safely Currently, a Plan Review has an average one-time fee operate. The Plan Review Application (usually around of ($500 - $860 per jurisdiction), and the 30-pages), requires some of the information listed requirements are found in our state food code. below: Additional costs to the vendor are incurred due to the time required to complete the lengthy application, • A Business Plan. • An approved commissary kitchen location, with travel to the inspection location, as well as potential opportunity cost from being unable to vend during signed use agreement. the part of the day required for the inspection. After • Commissary kitchen procedures. the Plan Review has been completed and approved, • A list of all equipment inside the mobile unit. which can take between 4 - 8 weeks, the mobile food • Proof of appropriate restroom access. • Menu (detailed list of all foods and beverages to be vendor then applies for the Annual Operating Permit ($725 - $1,750 per year, per jurisdiction). served). • Food & water sourcing information. • Wastewater disposal information. • Flow chart (step-by-step for each menu item), showing: food storage, food prep, food portioning or packaging, cold holding or hot holding for transport and handling. • Site or itinerary information (planned vending locations) • Mobile food unit building plans, including: scaled drawings & photos with dimensions and layout/floor plan. • Detailed drawings of the onboard water system. • List of cleanable materials within the mobile unit, and what they are made of. • Provide the make and model numbers for all equipment inside the mobile unit. • An L & I insignia sticker (i.e., proof of Labor & Industry approval). • Operating procedures, including: hours of operation, tank maintenance, set-up and take down, and the cleaning schedule.

If passed into law, this Plan Review reciprocity bill will result in a positive fiscal impact to mobile food vendors due to a reduction in plan review fees, it would eliminate the costs associated with travel time and opportunity costs incurred while obtaining the Plan Review approvals in neighboring local health jurisdictions, it would eliminate the need to maintain commissary kitchens in other jurisdictions ($1,000 to $2,000 per month, in each jurisdiction) and it would benefit event planner and organizers, by creating a larger pool of mobile food vendors who can more readily cross county lines. If you would like to tell the legislature that you support this bill (SB-5218), here’s a link to do so:

Enter WFEA’s Summit Award Program Here’s your opportunity for recognition

in the state’s premier event competition

The Washington Festivals and Events Association will once again recognize outstanding creative, promotional and community outreach programs and materials produced by events and festivals from throughout the State at its annual conference on Thursday, April 4 at 6 p.m. at the Red Lion Hotel in Bellevue. “This is a great opportunity for organizers to receive statewide recognition,” said WFEA President Peggy Doering of Spokane. “We divide the awards into three different budget categories so that all events will have the opportunity to take home a gold award.” Here’s the Step by Step process on how to enter:

Step 1: Fill out the online application form

Apply Here All entries will be organized into one of three (3) categories based on total overall event budget, which is to include both cash and in-kind expenses: $49,999 and Under; $50,000$249,000 and Over $250,000. The committee reserves the right to combine budget categories based upon the number of entries submitted. Entries must be received by end of business March 4th, 2019.

Step 2: Pay for your entries After completing the online application you can pay by credit card online or choose to be invoiced and send a check to WFEA at 1015 Georgiana St. Port Angeles, WA 98362. Each entry fee is $15.00 if received by March 2nd, 2018.

Step 3. Submit your digital copy Send your digital copy to: Any questions about what digital copies to send, please reference the Summit Award rules here:

Rules Any other questions please contact WFEA at 360-441-7190 or email

WFEA Conference Schedule April 3-5, 2019 Red Lion, Bellevue

PROFESSIONAL DEVELOPMENT SESSIONS 10:15 - 11:15 AM The Nuts and Bolts of Building and Strike Mike Prebezac, Event Management Services Learn the basics of how to set up your event at the lowest possible price. This session will also delve into what type of vendors you should use in order to make your event efficient and safe.


• • • • • • • •

Sponsorship Marketing Plan Outstanding Events and Leadership Sell Sponsorship

Let’s Make a Deal Mike Berry, CEO, Kentucky Derby Festival Just like the popular game show, sponsorship activation can be a game of negotiation, strategy and choices. Should you keep providing the benefits you offer to a sponsor or entice them to trade for what’s behind Door Number Two?

Researching Potential Partners Benefit Packages Activation and Being Creative The Keys to Successful Sales Sponsorship Fulfillment How to Keep Sponsors Coming Back

Instructors: Mike Berry, Kentucky Derby Festival; Melissa Jurcan, Compass Group, USA; John Thorburn, Bold Hat Productions; Beth Knox, Special Olympic Games USA *THESE PRE-CONFERENCE SESSIONS WILL QUALIFY FOR WASHINGTON CERTIFIED FESTIVAL AND EVENT CREDIT. (REQUIRES SEPARATE REGISTRATION)

ROUND TABLE SESSIONS 4:00 - 5:30 PM Industry veterans moderate rotating round-table discussions on timely subject matter

• • • • • • • • •

Working With Vendors Booking Musical Acts Event Production Sponsorship Fulfillment Board of Director Development Working With Your City Risk Management Non-Profit Accounting Effective Social Media

Update on Liquor and Cannabis Laws for Festival and Event Organizers Enforcement Sergeant Steve Telstad, Lt. Steve Grassfield, Officer Kevin Russom, and Licensing Customer Service Manager Beth Lehman Here what all event organizers should know about this very important subject. The WSLCB Licensing and Enforcement Divisions will be educating you on having safe and legal events with alcohol. They will cover types of licensing and 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 also discuss the new world of cannabis related events such as trade shows. The Greening of Events Melissa Johnston, Waste Connections of Washington, Sally Fisher, Clark County A growing trend is that event attendees are becoming more aware of the environment. Learn the many ways on how you can green up your event.


NEW COMERS SESSION 5:30 - 6:00 PM Jonah Falk and Raina Melchor, Workshop Events, Chuck Cuzzetto, Peninsula Metropolitan Parks District First timers are urged to come and meet WFEA Board members and learn how they can best learn from the conference experience.

11:30 AM - 1:30 PM Building Connections – Expo Speed Dating Discover the latest trends in our industry with many top event suppliers and producers. Each table at the lunch will be hosted by a vendor/ exhibitor, who will distribute materials and discuss the merits of their product with fellow table members. During the four course lunch, each table will be visited by four different suppliers, who will discuss four different topics.


THURSDAY, APRIL 4, 2019 OPENING KEYNOTE 9:00 - 10:00 AM Deal or No Deal: Mike Berry, CEO, Kentucky Derby Festival The loss of a major sponsor can be challenging to the financial wellbeing of any event. However, the impact isn’t just measured in sponsorship fees. We will discuss a case study of how the Kentucky Derby Festival replaced an event sponsor while ensuring a viable future and reassuring a nervous public.


Festivals and Events on the Microsoft Campus Microsoft Panel

THURSDAY, APRIL 4, 2019 PROFESSIONAL DEVELOPMENT SESSIONS 1:45 - 2:45 PM Pass the Pepper: Spicy Ways to Increase Food and Beverage Sales Jody May, Festivals Inc. Food, along with boutique spirits, wine and Craft Beer focused events have taken over the festival landscape in the past 10 years, and with that, have created an increased level of competition that currently challenges major festival producers to step up their game, stay relevant and find new and creative ways to increase food and beverage sales. It takes more than just great food. Join Jody May, President, and Trudi Webster, Media Director and Culinary Liaison from Festivals. Inc. to hear about current trends, social media and marketing, and the value of how local knowledge and partnerships can assist to ‘spice up sales,’ at your festival. Website Visibility Jon Stone, CEA Partners Explore SEO tips and tricks that can help you better connect with those who are searching for your product or service. Learn about best practices including link-building, site speed, long-tail keywords and image optimization. Discuss the shifting role of websites in an increasingly social environment. The Volunteer Staff Partnership Trevor Lane, WSU Ferry County Extension Volunteers are an essential part of festivals and events. There are three evidence-based aspects to supporting festival and event volunteers in your community: recruit, reward, and retain. Learn how these aspects can improve your festival and help volunteers feel engaged and appreciated. Events and Municipalities Chris Swenson, Film + Special Events Program Manager/Seattle Special Events Committee Chair PROFESSIONAL DEVELOPMENT SESSIONS 3:00 - 4:00 PM Insurance – Are You Ready? Dale Johnson, Francis L. Dean & Associates This session will cover what to insure against, and how to apply for coverage and get the best deal. Here ideas on walk-throughs, golf carts, certificates of insurance, volunteers and several other subjects.

PROFESSIONAL DEVELOPMENT SESSIONS 4:15 - 5:15 PM Building a Marketing and Communications Plan John Thorburn, Bold Hat Productions The success of every event hinges on an effective plan to attract guests or ticket buyers. Learn how to develop a comprehensive marketing and communications plan and build your own playbook to increase engagement and grow attendance. 4 Easy Steps to a Waste-free Event! Heather Teegarden, CSEP, Natural Resources Outreach Programs Coordinator, WSU Snohomish County Extension Did you know that converting your event to "waste-free" can actually save you money? Join this fun and engaging session to learn the steps to success for planning your next event or festival. We will cover the benefits, the challenges, and the solutions that make it possible, with real event examples and templates that you can use for your next event! New recycling rules will be covered too! Why We Sponsor What We Do Corporate Sponsorship Representatives Erin Combs, Head of Marketing, Lyft Learning From Your Mistakes Craig Cooke, Pacific Rim Talent As event organizers we all make mistakes. Look at these mistakes as opportunities to learn a better way. Craig will share some of his blunders and then discuss the lessons learned and the remedies moving forward. Blunders include incorrect placement of vendor booths as they pertain to water drainage, fire lanes, power lines, and facing the sun. Handling signature gatherers, service animals, and public nuisances. Placement of Port a Potties and generators in relation to the neighbors. WFEA AWARDS AND AUCTION DINNER 5:45 PM Help us recognize the best of our industry, as we welcome new inductees into the WFEA Hall of Fame, the State’s Volunteer Year, and the winners of the Summit Awards, which embodies the best of the festival and events industry.

Practical Project Management David Doxtater, The Workshop One of the Northwest’s leading event producers will give a practical approach to planning and managing a complex live event project. Learn how to budget, develop a team, track work flow and milestones, document a production plan, and how to train and manage an onsite team. Standout-ness George Sharp, Rural Program Manager for the Thurston Economic Development Council Center for Business and Innovation This session is both for you as a professional and for your festival or event. You will learn ideas on how to be seen as leader and expert in your field and community, as well as how to have your festival or event standout from the 1,000’s of festivals taking place annually. Learn how the National Lentil Festival was in the New York and L.A. Times in its second year of existence in 1990 and how the Tiny Town of Bucoda, Washington and their first year Boo-Coda Spook-Tacular Festival received an estimated $100,000 of earned media in 2018, including a 2 minute segment on King5 News.


Friday, April 5, 2019 PROFESSIONAL DEVELOPMENT SESSIONS 8:30 - 9:30 AM Operations From Vision to Reality (2 hr., 15 minute session) Becky Genoways, Genoways Event Management, Rockford, IL Operations contributes significantly to the success of any event or festival. This session covers four main elements of operations: site selection and design, event infrastructure, support services, and planning and implementation tools. Successfully planning for these essential operations elements can make or break an event and the planning tools provided will make the event planning and execution appear seamless. Developing Programming for Your Event Peggy Doering, Spokane Valleyfest Whether you are a new or old event, programming needs to be constantly refreshed. Learn how to get new ideas in order to keep up with your audience’s expectations. Also discover how to utilize community resources to beef up your event.

PROFESSIONAL DEVELOPMENT SESSIONS 9:45 - 10:45 AM Beginner’s Panel: Ask the Experts Bruce Skinner, WFEA, moderator; David Doxtater, Workshop Events, Beth Knox, formerly of Special Olympics USA Games Bring your questions to this seasoned panel of event producers. Between them they have over 125 years of experience! Event Disaster Management Robert Ezelle, Washington State Emergency Management Director Robert Mitchell, Director of Community Disaster Medicine Events will never be disaster-proof, but they can be disaster ready. Learn how you can develop a program that will provide for safety for community leaders, first responders, bystander/victims, as well as festival performers and the audience.

Lessons Learned at Big Festivals Greg Flakus, GF Strategies, Bonnaroo, Coachella Many festivals sometimes say we are small and we don't have the same challenges as big festivals do. Come hear Greg Flakus from GF Strategies Measuring Economic Impact share with you what he has learned from working with three of the Scott Nagel, Dungeness Crab & Seafood Festival, Port Angeles largest music festivals in North America, and two of the most successful The need for information about the economic impact and in the world. Bonnaroo, Coachella, Outside Lands. Greg will share his demographics of the audiences of festivals and events has never been findings from having worked with these festivals as they have evolved greater. Festival management is serious business, but sometimes it’s difficult to persuade government, sponsors, and business, that a festival in the past five years. He will share how these festivals have managed to adapt to the attendee and create new concepts every year. contributes to the economic vitality of your community. Learn the basics of economic impact and demographic studies, what they can do CLOSING KEYNOTE for your organization, and how this can answer those LTAC grant 11:00 AM - 12:15 PM questions required by the State. Ten Steps to Maximize Your Revenue: Becky Genoways, Genoways Event Management, Rockford IL Working With the Washington Tourism Alliance In an industry that is constantly looking for new revenue streams and Mike Moe, Managing Director, Washington Tourism Alliance 2018 marked a significant milestone for Washington’s tourism industry, how to maximize current streams, this is a “Top 10” checklist of critical areas to revisit at your event for increasing non-sponsorship revenues. as the legislature unanimously supported legislation to reestablish statewide tourism marketing. Learn what’s underway, what’s planned for the future, and how events can benefit.


Washington Festivals & Events Association 1015 Georgiana St. Port Angeles, WA 98362