Inside Events & Festivals - Edition 5

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

See Inside: •

How to work with high quality vendors

Separate from the clutter with your sponsorship proposal

Save the date for the 2020 WFEA Conference

The Lineup Save the Date 2020 WFEA Annual Conference Page 4

Working with Vendors Eddie Redman of Grand Event Rentals and Scott Carls of AVMS give a few tips when working with vendors Page 5

Taste of Tacoma June 21-23, 209 Page 9

The Effective Sponsorship Proposal How to build your sponsorship proposal through the sponsor’s eyes Page 11

Photo by: Lexie J Winters Photography

Save the Date! 2020 WFEA Annual Conference

March 18-20, 2020 Bellevue Red Lion

Working With Vendors Eddie Redman, Grand Event Rentals Scott Carls, AVMS of Seattle


avid Doxtater of The Workshop produces some of the top events in the State. He and other top producers believe that working with high quality vendors like AVMS of Seattle and Grand Event Rentals of Bothell is extremely important if you want to ensure that you have superior and safe tenting, tables and chairs, stages, audio visual, lighting, sound and other equipment.

24,000 square feet. He feels that festival and event organizers should make sure that they are working with vendors who have experience and knowledge of their product.

“It helps you to brand your event,” said Doxtater. “If an event has low quality production qualities, attendees will equate the event itself to the poor equipment that is being used.”

AVMS provides audio visuals, lighting and sound to many Galas, festivals, corporate parties and other events, including the Fred Hutchison Cancer Research Center Gala, and events that benefit Boy’s and Girl’s Clubs, Cystic Fibrosis, schools and other causes. Grand Event Rentals works with many of the same type of affairs, supplying tents, tables and chairs, linens, dishware, stages, pipe and drape, etc.

Scott Carls, the Staging Vice President of AVMS of Seattle, says that event organizers sometimes underestimate how important robust projection, audio and lighting are. “They think that they can produce something using equipment that is similar to what they use in their house,” Carls said. “They don’t realize that that doesn’t work for large scale events in larger spaces. “They need professional advice on how big a screen should be and how much lighting and sound is needed for larger areas.” Eddie Redman of Grand Event Rentals says that his company has learned a lot, growing from a warehouse of 3,000 square feet in 2002 to its current space of

“A lot of suppliers don’t understand the industry and for example, don’t know that you need to pull a permit and follow code rules,” said Redman.

“We believe that an audience, whether it be there to support a cause or at a film festival, wants to be entertained and engaging for the attendee,” said Carls. AVMS and Grant Event Rentals provided high quality projection for the 26th Annual WFEA Conference in Bellevue on April 4 at the organization’s annual recognition dinner.


They, along with Alexander Party Rentals and AVR Production Services combined to take the event to the next level. The event room was old and outdated, but was transformed into a first class venue with the quality provided by these WFEA vendor members. “You have to be very flexible, and provide equipment that fits the customer,” said Carls. “We can provide for equipment for a smaller event that provides higher image resolution, but we also can provide technical equipment that can light up a large venue,” he continued. A Few Tips When Working With Vendors from Eddie Redman and Scott Carls You should make sure: •

Of the quality of the Audio visual equipment that you’re bringing to your event.

The tent you’re renting will hold up under adverse weather – you need a lot of weight to hold it down.

That you don’t necessarily go with the lowest bid.

That you understand the equipment that the company does well – some companies will try to rent you everything but have knowledge of only a few items. “We don’t do PA systems or electrical,” says Redman. “That’s not our expertise.”

That you work with vendors that take the time to understand the industry. “By attending WFEA, you can learn about new codes and get ideas on what works,” says Redman. “You also get a chance to meet with new vendors and understand their products.”

Photo by Christopher Nelsen

Taste of Tacoma June 21-23, 2019 Summer is almost here – and the perfect way to enjoy great food and entertainment, is at the Taste of Tacoma. June 21-23 at Point Defiance Park. 40+ restaurants and food vendors. 70+ live acts, live chef cook-off battles, Craft Beer and Wine Tasting, Funtastic carnival, and more. Free Admission.

Discounted food and drink packages on sale now, at:

The Effective Sponsorship Proposal “Don’t sell the steak, sell the sizzle!” ELMER WHEELER, American advertiser By Bruce Skinner WFEA Executive Director, Author of Event Sponsorship


he best proposals are those that help sponsors differentiate themselves from their competitors, known in the marketing world as “separating from the clutter.” If you are successful in researching, developing added value and most importantly, have looked at sponsorship through the sponsor’s eyes, your proposal will be effective. You have already agreed on almost every point in your last face-to-face meeting. Not only has the company agreed to be your sponsor, but details of the agreement have already been negotiated, and only final tweaking needs to be done. Unfortunately, once again, many properties skip all of the aforementioned procedures, and mail off tens and even hundreds of proposals that pay little, if any attention to the wants and needs of the sponsors -these presentations cover only what the event needs, and not what the sponsor desires. The proposals are generic – no matter who the event manager is sending them to – they read exactly the same. These type of proposals most often end up in the potential sponsor’s trash can. Even if an event gets lucky once in awhile, it will only receive a small amount of cash. Here’s an example of one of those presentations (See Figure 4-1), which unfortunately, is what all too many sponsorship proposals look like. This is for a festival of trees, an event that is one of many similar events that are held across the country between Thanksgiving and Christmas. A typical tree festival displays Christmas trees that are sponsored by companies, and then designed by interior decorators or artists. They are typically auctioned off at a black tie gala type of event at high prices, which makes the event one of the most successful fundraising events in the country. However, many tree festivals are staged by hospital foundations and other philanthropic organizations. They are good at raising money through contributions, but many don’t understand the sponsorship game. Obviously, the President made no attempt to find out about the telecommunications company’s business. That’s why his presentation violated many of the principles of creating a good proposal. It:

1. Wasn’t customized for the sponsor’s business category. 2. Wasn’t customized for the individual sponsor within the business category – what are its target markets as compared to its competition? 3. Didn’t contain any items that would give added value, and does not consider the company’s marketing goals 4. Didn’t price the sponsorship correctly. Just because the tree cost the Foundation $550, it doesn’t mean that the sponsorship is worth that – its value might be higher or lower, depending on the sponsor. 5. Didn’t contain any demographic information on the event, and if that audience will fit the customers of the sponsor. 6. Didn’t provide for product category exclusivity – the sponsor’s competition might be in the same room. Contrary to the above, there are many good proposals that have been developed. Let’s take a look at one developed by Bruce Erley of Creative Strategies Group in Denver (See Figure 4-2). Continued

Figure 4-1 Proposal For a Communications Company By a Festival of Trees Organization

September 11, 2018

Telecommunications Company Anywhere U.S.A. Dear Sue: I am writing you hoping that your company will once again be a sponsor for the 2018 Festival of Trees. Since its inception in 1991, the Festival of Trees has grown to be the most successful event in the state. Over 5,000 people now attend it over a three-day period, and it raises vital monies for equipment at the hospital. Since the Hospital District encompasses two cities, this event is an excellent vehicle for you to cover both communities. This year’s event will be held November 24-26. If you would choose to be a seven-foot tree sponsor for $550.00 (our cost), you would receive: 1. A seven-foot, fully decorated tree, which can be designed by you or by a designer that we would find. 2. Two special guest admissions to the Festival Gala held Friday, November 24. 3. Ten festival admission tickets during public days (November 25-26).

4. Recognition in the special festival program and at the event itself. 5. Mention in the official publication of the hospital, which is distributed to every home in two counties. 6. An eighth page advertisement in the local newspaper. Thank you for your consideration. I will give you a call in the near future to discuss this further. In the meantime, if you have any questions, please don’t hesitate to give me a call. Sincerely,

Foundation President

As opposed to the presentation for the festival of trees, this proposal was developed after several meetings with the sponsor. It is a great example of what you can achieve by listening and addressing the needs of the sponsor. It:

marketing goals and objectives.

1. Places Coors at a special level, separating the brewer from its competition. That’s especially important at a beer festival that features many different beers. This proposal raises Coors above other beer sponsors, by giving the company “recognition as industry leader and benefactor.”

1. Be filled with added value and benefits, meeting the company’s marketing goals.

2. Presents demographic information on the event, and how the audience fits one of the target markets of Coors. 3. Contains the opportunity to promotions within the festival.



4. Suggests that Coors become the sponsor of the Educational Pavilion (which it did), which describes the process of making beer. This also places them as an industry leader. 5. Gives Coors substantial media and Internet exposure. 6. Allows Coors to show a video that Creative Strategies learned that they wanted shown during an earlier meeting. 7. Provides the sponsor with hospitality benefits that will be of interest to its key customers, clients and employees. 8. Concludes by looking at the needs of the sponsor: “an excellent investment in the achievement of Coors Brewing Company’s key marketing and communication objectives.” Of course, the Coors proposal above was made after a face to face meeting, and although we highly recommend that over “cold calling,” you won’t get in the door every time. In fact, more than once you will be faced with a sponsor telling you, “Send us a proposal and then we will see if we need to set up a meeting.”

In that scenario, a proposal needs to be concise, relatively short and hard-hitting. You’re counting on a potential sponsor getting hit quickly between the eyes with one of your points that fits with his or her

The Keys to Developing A Good Proposal A proposal must:

2. Contain pertinent demographic information from your event, which matches with the potential sponsor’s target audience. 3. Be highly customized for the business category and for the sponsor in the category – if it’s not, it’s in the wastebasket. 4. Provide for the opportunity to be exclusive, thus separating the sponsor from its competitors. 5. Provide plenty of exposure, not just signage and brochure mentions, but substantial media exposure. As stated above, the proposal itself needs to be short. However, feel free to include any background material on your event, in a notebook that is well tabbed. In addition, you need to include several high quality photos of your event. “The point is not to make them arty,” said Bruce Storey, former CEO of the Cherry Creek Arts Festival in Denver, in the IFEA’s Official Guide to Sponsorship. “Rather, show brand names adjacent to crowds representative of the demographics your prospect needs. Spend the money this year to employ a good professional photographer so that you will have the correct tools for next year’s proposals.”

Figure 4-2 An Ensemble of Rights & Benefits

The Great American Beer Festival has designed our sponsorship program to provide you with the greatest possible exposure and opportunity to reach and impact your key target groups. Among the marketing and communications rights and benefits Coors Brewing Company will receive as an Official Sponsor are: 

Top Level Industry Sponsorship of the Great American Beer Festival •

Sponsor name receives presenting recognition with nation’s leading beer tasting event (e.g. “Coors Brewing Company…Official Sponsor of the Great American Beer Festival”)

Guaranteed dominant presence to a highly-desirable Male 21 - 34 audience of 22,000 people attending three sold-out public tastings between August 16 - 18, 2001, at the Colorado Convention Center in Denver, CO

Recognition as industry leader and benefactor

Multi-year agreement with first right of refusal allows for strategic implementation of sponsorship benefits and the opportunity to build brand promotions with GABF

Proprietary Naming Opportunity For Exclusive GABF Program Or Venue •

Sponsor receives first right for proprietary naming rights for specific events or venues within the festival. (e.g. “Coors Brewing Company Educational Pavilion”) Key naming opportunities for Official Sponsors include:  Education Pavilion  Exhibition Area  Volunteer Program  Brewer’s Hospitality Area  Brewer’s Gathering  Judge’s Reception

Guaranteed Media Coverage •

Primary logo recognition in Denver ADI paid and promotional advertising valued at $135,000+ from media partners: ($204,000 in 2000)  Denver Rocky Mountain News (Renewal Pending)  The Hawk Radio (Renewal Pending)

• 

Official Sponsor status in all press kits and general news releases

Internet Exposure •

Logo recognition of GABF’s home page on

Hot link from GABF Festival Homepage to sponsors Web Site


Figure 4-2 

Extensive On-Site Dominance •

Dominant name position on exterior the Colorado Convention Center marquee banner seen by 8,500 Downtown drivers daily

Dominant logo position on sponsor marquee banner inside Hall A of the Colorado Convention Center

Rotating logo recognition and acknowledgment on Video Wall

Opportunity to present video presentation on Video Wall (Maximum running time: 10 minutes)

Dominant on-site signage through prime placement of four aisle or wall logo banners throughout Exhibition Hall

Logo recognition on industry sponsor marquee banner inside Brewers Hospitality Area and at Awards Ceremony attended by 2,000 brewing industry executives from across the nation

Full Promotional Rights •

Top-level, Official Sponsor trademark recognition in all GABF collateral promotional materials including:  5,000 GABF Promotional Posters distributed throughout Colorado prior to the event  5,000 Promotional kiosk cards distributed locally and mailed nationally  1,500 Volunteer T-shirts  Full page, four-color ad in premium location in 10,000 Programs (can do front/back inside cover)

Opportunity to participate in GABF Special Offers  Right to create and promote GABF sweepstakes and contests

• 

Opportunity to create cross promotions with other GABF corporate sponsors and media partners

Customer Relations and Staff Benefits •

Hospitality Benefits for distribution to key customers, clients and employees, including:  100 GABF Public Session Tickets  20 Invitations to Awards Ceremony  10 Invitations to Judges Reception  10 Tickets to private Brewers’ Gathering

An Excellent Marketing Value Your sponsorship of the Great American Beer Festival is an excellent investment in the achievement of Coors Brewing Company’s key marketing and communications objectives.

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