FQFI ANNUAL REPORT 2023
ANNUAL REPORT
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FRENCH QUARTER FESTIVALS, INC. 400 NORTH PETERS STREET, SUITE 205 | NEW ORLEANS, LA 70130 (504) 522-5730 | info@fqfi.org | fqfi.org
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FQFI ANNUAL REPORT 2023
CONTENTS
LETTER FROM PRESIDENT ................. FQFI HISTORY ............ PURPOSE, VISION, VALUES ................. FQFI FY23 ECONOMIC IMPACT ........ FRENCH QUARTER FESTIVAL IMPACT .... 40th ANNIVERSARY ............... SATCHMO SUMMERFEST IMPACT ............. HOLIDAYS NEW ORLEANS STYLE GEAUXING GREEN ............ SUSTAINABILITY GUIDE .................. FIVE-YEAR STRATEGIC PLAN ..... MARKETING ............ SOURCES AND USE OF FUNDS ............ THANK YOU SPONSORS .............. INDIVIDUAL DONORS .............. OUR TEAM ..............
FQFI ANNUAL REPORT 2023
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FQFI ANNUAL REPORT 2023
A LETTER FROM PRESIDENT & CEO Our journey began four decades ago, fueled by a passionate group of civic leaders, a commitment to our city, and a love of our people and our culture. Since 1984, our festivals have blossomed into cornerstones of the city’s cultural calendar. From French Quarter Festival to Satchmo SummerFest and Holidays New Orleans Style, we’ve not only celebrated but also contributed to the cultural tapestry that enriches the quality of our lives and makes our city truly unique. These festivals have grown to be more than events; they are traditions that bring our community together, celebrate the talent and rich culture of our region, and showcase the splendor of the Vieux Carré. As our 40th year comes to a close, it is important to reflect on our journey, acknowledge our growth, and anticipate the evolving needs of our community and our organization. In addition to the community impact this Annual Report details, our team spent much of 2023 developing a longterm strategic framework that lays out a roadmap for growth, innovation, and sustainability. I’m pleased to introduce the five strategic pillars on which we will build the next chapter of our work: 1. Mission Impact: We will redouble our efforts to celebrate New Orleans’ heritage, increasing our support for local musicians, artists, and businesses. Our focus will be on creating impactful experiences that resonate with both residents and visitors, ensuring that all of our programming is an authentic expression of our city’s cultural richness. In doing so we hope to secure our position in our local ecosystem as a critical economic driver and integral thread of New Orleans’ cultural fabric. 2. Financial Sustainability: Our festivals play a significant role in the economic vitality of New Orleans. We will focus on enhancing our own financial sustainability to ensure we can continue to contribute to the economic well-being of the city while providing an exceptional experience for all attendees. We will strive to expand our business model beyond festival-driven income for the purposes of growing staff capacity and expanding the possibilities for FQFI in the future. 3. Optimization: We are committed to operational excellence and steady and continuous improvement. We will strengthen our internal operations and core programming to maximize our current model. Embracing innovation, technology, and best practices will be central to our approach. 4. Growth: We will develop a culture of innovation as we explore new avenues to expand our audience, enhance attendee engagement, and extend the impact of our festivals through strategic partnerships and innovative programming. 5. Thought Leadership: We will leverage our experience and insights to contribute to the broader dialogue on cultural stewardship, festival management, and community engagement, positioning FQFI as a thought leader in culturally and environmentally sustaining festival production. This strategic framework is a reflection our commitment to the city we love, the culture we celebrate, and the community we serve. As we move forward, we do so with respect for our past, enthusiasm for our present, and unwavering hope for our future. Together, we will continue to craft memories that endure and foster a legacy that future generations will cherish. Warmest Regards,
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FQFI ANNUAL REPORT 2023
A BRIEF HISTORY French Quarter Festivals, Inc. (FQFI), a 501 (c) (3) nonprofit organization, embarked on its journey in 1983, with a vision to encourage people to return to the French Quarter to support local businesses. Following extensive street and sidewalk construction in preparation for the World’s Fair, Mayor Ernest “Dutch” Morial unveiled plans for the inaugural French Quarter Festival in April 1984. After the success of the six stage event held on Royal St. and Bourbon St., the non-profit organization recognized an opportunity to once again stimulate the local economy during the holiday season. Thus, “A Creole Christmas” (now Holidays New Orleans Style) was born in 1985. With a growing reputation and strong sense of community, FQFI expanded its portfolio by introducing a third event. In August 2001, Satchmo SummerFest came to life in celebration of Louis Armstrong’s 100th birthday. Today, FQFI hosts three events annually: French Quarter Festival presented by Chevron (April), Satchmo SummerFest presented by New Orleans Tourism and Cultural Fund (August), and Holidays New Orleans Style, in partnership with New Orleans & Company.
1984 (APRIL 6-7 & 14)
The first French Quarter Festival featured impromptu Jazz performances on Bourbon St. and Classical Music performances on Royal St. The first Sunday, April 7 was rained out and re-scheduled for Aprile 14, 1984
1985 The first “A Creole Christmas”(now Holidays New Orleans 1986
FQFI revitalizes a Creole dining tradition and brings Réveillon menus to New Orleans restaurants
Style) was a decorated tree at the police station and the Mardi Gras chorus singing on the steps of the wildlife & fisheries building.
2001 The first Satchmo SummerFest was held in honor of Louis Armstrong’s 100th birthday and the renaming of MSY, now Louis Armstrong New Orleans International Airport.
2023 2023: French Quarter Festivals, Inc. celebrates the 40th anniversary of French Quarter Fest 01
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FQFI ANNUAL REPORT 2023
BIG FREEDIA PERFORMS AT FRENCH QUARTER FESTIVAL 2023
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FQFI ANNUAL REPORT 2023
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FQFI ANNUAL REPORT 2023
OUR PURPOSE. OUR VISION. O U R VA L U E S . PURPOSE To uplift and sustain our local cultural economy and those who create it.
MISSION STATEMENT To promote the Vieux Carre and the city of New Orleans through French Quarter Festival and other high quality special events and activities that showcase the culture and heritage of this unique city, contribute to the economic well-being of the community, and instill increased pride in the people of New Orleans.
VALUES Cultural Integrity: We value the unique and creative traditions of our community and strive to celebrate a collection of musical, culinary, and artistic talent that both honors the rich cultural history of our region and welcomes ongoing innovation. Authenticity: We hold steadfast in our position as an independent, home-grown organization in order to make mission-driven decisions. Stewardship: We work to serve as good stewards of New Orleans’s musical, culinary, and artistic traditions, as well as of our resources and our environment. Diversity: We recognize and respect the rich diversity of our people, our history, our cultural traditions, and our lived experiences, which together make us stronger. Inclusivity: We ensure that our events and programming are accessible to everyone because arts and culture bring us together and are paramount to our quality of life and cultural identity. Community: We create high-quality programming that belongs to the local community we serve.
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FQFI ANNUAL REPORT 2023
FQFI ANNUAL REPORT 2023
french quarter festivals, INC.
fy23 economic impact French Quarter Festival Inc., attracted nearly 900,000 fans featuring 300+ musical performances across 23 stages and offering more than 70 culinary experiences during French Quarter Festival and Satchmo SummerFest in 2023. The event also supported more than 2,800 full and part-time jobs, projected to generate a total of $90 million in earnings for residents of the New Orleans area. According to 2023 Profile and Economic Analysis Reports by the UNO Hospitality Research Center, the two festivals generated a total economic impact of $313.4 million with $170 million in direct expenditures and $142 million in secondary expenditures. Visitor spending is expected to yield $23.8 million in tax revenue for state and local governments with $14 million to the State of Louisiana and $9.7 million allocated to local governments in the New Orleans area.
$313.4M Total Economic impact
Jobs created or supported
90M
2,000+
885,500
70+
in earnings for local residents
engaged fans celebrated and supported New Orleans culture
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2,827 Local musicians showcased
Restaurants and chefs featured
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FQFI ANNUAL REPORT 2023
french quarter festival april 13-16
fy23 economic impact
874,793
Attendees over four days
$310.4M
Total Economic Impact
2,800+
Supported over 2,800 full and part-time jobs
1,800+
Local musicians featured across nearly 300 acts
65
Local restaurants and chefs made up the culinary experience at the Festival
The data above is provided by FQFI and the 2023 French Quarter Fest Visitors Survey conducted by The University of New Orleans (UNO) Hospitality Research Center.
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FQFI ANNUAL REPORT 2023
french quarter festival 40th anniversary april 13-16, 2023
What began as an open call to local musicians to perform on six stages on Royal Street and Bourbon Street, has expanded into a celebrated annual event that welcomed over 875,000 people in 2023 and is a critical economic driver for the city of New Orleans. To celebrate this milestone year, festival organizers planned a special opening day lineup that kicked off with a festive parade featuring brass bands and festival mascots and culminated with a fireworks display over the Mississippi River following the performance by the one and only Irma Thomas, Soul Queen of New Orleans.
It is an honor to be a part of such a wonderful organization that has stood the test of time,” said Emily Madero, President & CEO of FQFI. “FQFI is proud to say we have stayed committed to our mission for four decades, providing a platform for local artists, chefs, and restaurants to showcase their talents. And for our fans, we are even more excited to offer an authentic and memorable experience.” - Emily Madero, President & CEO of FQFI 01
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FQFI ANNUAL REPORT 2023
satchmo summerfest august 5-6
fy23 economic impact
10,484
Attendees over four days
$3.1M
Total Economic Impact
100+
Supported over 100 full and part-time jobs
260
Local musicians featured across 20 acts
7
Local restaurants and chefs made up the culinary experience at the Festival
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Featuring 11 scholars & historians bringing the life and legacy of Louis Armstrong
The data above is provided by FQFI and the 2023 Satchmo SummerFest Visitors Survey conducted by The University of New Orleans (UNO) Hospitality Research Center.
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FQFI ANNUAL REPORT 2023
HOLIDAYS NEW ORLEANS STYLE Holidays New Orleans Style is a curation of the city’s most celebrated traditions dating back to 1985 with the original, A Creole Christmas. A Creole Christmas, which began as one single concert and a Christmas tree, has turned into a 6-week campaign that invites locals and visitors to revel in all the beauty and excitement that the City of New Orleans offers during the holiday season. FQFI, in partnership with New Orleans & Company, the cities official tourism organization, promotes the City through a holiday guide and marketing campaign that features all of the uniquely New Orleans experiences throughout the holidays including Special Events, Réveillon, Réveillon on the Rocks, Papa Noël hotel deals and a Shopping Guide.
Holiday Concert Series Throughout the month of December, FQFI produced 12 holiday concerts at St. Louis Cathedral and Ashé Power House Theater. 5,000+ attendees enjoyed free programming featuring local musicians.
Papa Noël FQFI partnered with 40+ hotels and B&Bs to offer discounted hotel rates and luxurious value packages that attract visitors from near and far.
Shopping FQFI partnered with 17 local retailers to share an authentic piece of New Orleans with shopping offers to find the perfect holiday gift for friends and family.
Special Events FQFI partnered with 60 event producers across the Greater New Orleans area to share signature celebrations and opportunities to enjoy the holiday season with loved ones of all ages.
Réveillon Experience FQFI curated 66 Réveillon experiences including traditional and contemporary Réveillon dinner menus and Réveillon on the Rocks holiday-themed cocktails from top restaurants and bars around the city. 01
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FQFI ANNUAL REPORT 2023
GEAUXING GREEN In 2021
French Quarter Festivals, Inc. launched the Geauxing Green Program, an all-encompassing sustainability initiative that impacts nearly every aspect of annual festival operations. Developed from the understanding that much of the waste generated from live events could be better diverted into organic or recyclable waste streams, Geauxing Green works to lessen the impact of waste on Louisiana’s environment and waterways. Public education/messaging, additional sanitation requirements, and participation from food vendors and the public makes this growing program a first of its kind in the state. In partnership with Barataria-Terrebonne National Estuary Program (BTENP), Geauxing Green is poised to change the standard for sustainability at festivals and events statewide.
OUR GOAL
OUR COMMITMENT
Protect Southeast Louisiana’s waterways, by reducing the amount of festival waste destined for landfills by 80%
All single-use products at Festival are either Recyclable or Compostable. “Sanitation Stations” offer composting and recycling available throughout our Festival grounds.
DIVERSION RATES 2023
% 40
% 56
Overall Diversion Rate
Overall Diversion Rate
HOW CAN I HELP? Join our growing family of Geauxing Green volunteers today! volunteers@fqfi.org 01 14
FQFI ANNUAL REPORT 2023
sustainability guide Building on years of leadership in the event sustainability world, French Quarter Festivals Inc. recently partnered with Keep Louisiana Beautiful (KLB) to create the definitive waste reduction guide for outdoor events in Louisiana! This free resource titled the Greener Grounds Guidebook and Workbook (free downloads available by clicking on photos below) provides practical ways for event organizers to manage and reduce waste, increase recycling, and prevent litter at events. More information about the KLB and the Greener Grounds Grant for event producers can be found here.
Click here to download the Guidebook
Click here to download the Workbook
HOW CAN I HELP? Join our growing family of Green volunteers today! volunteers@fqfi.org 01
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FQFI ANNUAL REPORT 2023
MARKETING outcomes FQFI, a homegrown non-profit organization, has continuously strived to magnify the impact of its annual events and community initiatives. Our commitment to fostering a trustworthy and approachable presence within our city and state resonates through our diverse marketing strategies. As advocates, neighbors, and friends, we stand as ardent supporters of our community, using creative approaches to elevate our outreach efforts and broaden our influence. The marketing and communications department uses a multi-tiered approach to garner the attention of fans.
TRADITIONAL MARKETING METHODS (LOCAL):
OUT-OF-HOME MARKETING METHODS:
» Press and media releases » Promotional materials (brochures, guidebooks, window posters) » Print, television and radio advertisements > 2022 - Houston Radio Partnership » Media pitching
» Public Transportation Signage (bus, bus shelters, trolley) » Billboards and Kiosks » Street banners (Downtown and French Quarter)
DIGITAL MARKETING INTEGRATION: » Implementation of Digital Billboards and Kiosks added in 2022 to target drive-time markets in Baton Rouge, Slidell, Covington, Mobile, Biloxi, Gulfport, Shreveport, Houston, and Pensacola. » New strategy for curated social media campaigns to elevate the brand, including a focus on the 40th anniversary of FQF.
MARKETING OVERVIEW 2023 EARNED MEDIA VALUE
$17.32M
AGGREGATE READERSHIP
9.1B
TOTAL SOCIAL MEDIA IMPRESSIONS
27M
TOTAL SOCIAL MEDIA FOLLOWERS
FACEBOOK: 117K+ INSTAGRAM: 29.4K X(TWITTER): 34.4K
WEBSITE VIEWS
FQF: 994K SSF: 59K FQFI: 995K
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FQFI ANNUAL REPORT 2023
Five-Year Strategic Plan As our 40th year comes to a close, it is imperative to reflect on our journey, acknowledge our growth, and anticipate the evolving needs of our community and our organization. In 2023, FQFI published a five-year strategic plan that lays out a roadmap for growth, innovation, and sustainability. It is the product of two years of comprehensive investigation and collaborative visioning and has only been made possible through the leadership of our FQFI Strategic Planning Committee, our passionate and committed Board of Directors and Staff, and all of our partners and community members who contributed. It is grounded in five strategic pillars that will uphold our beloved festivals and fortify our organization for the challenges and opportunities ahead. This strategic plan lays out a roadmap for growth, innovation, and sustainability. The organization has spent the last two years exercising collaborative visioning and comprehensive investigation to create a strategic plan that lays out a roadmap for growth, innovation, and sustainability. It has only been made possible through the leadership of our FQFI Strategic Planning Committee, our passionate and committed Board of Directors and Staff, and all of our partners and community members who contributed. It is grounded in five strategic pillars that will uphold our beloved festivals and fortify our organization for the challenges and opportunities ahead:
Strategic Priorities
Metrics of Success:
#1 Mission Impact
I. Meaningful Impact on our Cultural Stakeholders • Annual economic impact • Number of jobs festival supports and/or creates • Wages generated for local residents • Number of participating cultural stakeholders • Cultural stakeholders Net Promoter Score • Direct investment in local talent • Media Value (coverage of cultural stakeholders generated through FQFI media opportunities) • Food vendor income
Secure FQFI’s position in local ecosystem as critical economic driver and integral thread of New Orleans’ cultural fabric.
#2 Financial Sustainability Expand our business model beyond festival-driven income for the purposes of growing staff capacity and expanding the possibilities for FQFI in the future.
#3 Optimization Strengthen our internal operations and core programming to maximize FQFI’s current model.
#4 Growth Develop a culture of innovation.
#5 Thought Leadership Position FQFI as a thought leader in culturally and environmentally sustaining festival production.
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II. FQFI events recognized as world-renowned destination events • Number of attendees • Earned Media Value • Social impressions • Visitor demographics • Attendee Net Promoter Score III. Financial security for the organization • Core operating funds secured annually
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FQFI ANNUAL REPORT 2023
sources and use of funds In 2023, Festival Sales, comprising onsite merchandise and beverage sales, constituted 36% of FQFI’s revenue. Additionally, a substantial reliance on sponsorship and philanthropic contributions is integral to sustaining highquality and accessible community events. These contributions, sourced from Sponsorship, Donations, and Grants, make up 64% of our overall funding. Notably, Festival Production expenses in 2023 accounted for 70% of the annual budget.
Revenue
Expenses
$6.4M
$6.2M
Festival Sales, 36%
Festival Production, 70%
Sponsorship, 54%
Personnel, 15%
Donations, 4%
General Operating, 5%
Grants, 1%
Marketing and Promotion, 4%
Other, 5%
COGS, 6%
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FQFI ANNUAL REPORT 2023
thank you! 2023 SPONSORS • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • •
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Abita Brewing Company Aetna Better Health of Louisiana Aimée Farnet Siegel and Mike Siegel Alka Seltzer AOS Interior Environments Barataria-Terrebonne National Estuary Program Blue Bikes Bob Locke Bob & Norma Simms Broussard’s Restaurant & Courtyard Brown-Forman Café Beignet Chevron Clarion Herald Corporate Realty Credit Human Crescent Crown Distributing Cumulus New Orleans Danny & Alana Wolfe DownBeat Magazine Ella Fitzgerald Charitable Foundation Entergy New Orleans Estelle Rainsford Eugenie & Joseph Jones Family Foundation Fidelity Bank Four Seasons Hotel New Orleans French Market Corporation Friend of Fest Funny Bird GE Glass Half Full Caesar’s New Orleans Hancock Whitney Bank Hoffman Media House of Blues Human Health Services I.T.S. Fire Alarm Security iHeart Radio JAMNOLA JAX Brewery Parking Lots & The Berger Company JB Awnings Jones Walker
• Joseph K. & Inez Eichenbaum Foundation • Kathleen & Edmund Schrenk • Keesler Federal Credit Union • KREWE • Landry’s Seafood House • LeafFilter • Linda & Mark Caplan • Louisiana Fish Fry Products, LTD • Louisiana Lottery Corporation • Loyola Music Industry Studies • Mahogany Jazz Hall • McLoughlin Family Foundation • Metropolitan Human Services District • Meyer The Hatter • Morris Bart, LLC • Music Performance Trust Fund • New Orleans Jazz National Historical Park • New Orleans & Company • New Orleans Jazz & Heritage Foundation • New Orleans Jazz Museum at the Old U.S. Mint • New Orleans Public Belt • New Orleans Steamboat Company • New Orleans Tourism and Cultural Fund • NOLA Massage • Ocshner • Offbeat Magazine • Omni Royal Orleans Hotel • One11 Hotel & Park First • Pan-American Life Insurance Group • Peggy Babcock’s Mixed Biscuits • Pepsi • Port of New Orleans • Radio One • Raising Cane’s • Ray & Tobi Carter • Reily Foods • Renaissance Publishing • Republic National Distributing Company • Rhodes Funeral Home
• Riverview Room/New Orleans School of Cooking • Ron & Trisha McAlear • Royal Prestige • Royal Sonesta New Orleans • Sal Borelli • Starry • Steamboat NATCHEZ • Sun Stop Kiosks • Super Chevy Dealers • T-Mobile • Telemundo 42 • The Berger Company • The Big Easy Cruise • The Ella Project • The Derbes Foundation • The Folgers Coffee Company • The Land of Dreams Foundation • The Happy Photobooth • The Helis Foundation • The Leslie Fund • The Plant Gallery • The Spotted Cat Music Club • The Westin New Orleans • The Windsor Court • Three Keys at the Ace Hotel • Tilt Studios • Times-Picayune-NOLA.com-Gambit • Tipitina’s • Touro • Tropical Isle • Vicki & Richard Noorigian • vIVe Hydration Therapy • Voodoo Harley-Davidson • Waste Connections, LLC • WGSO • Where Y’At • Where Traveler • WWL-TV • WWNO • WWOZ • Zapp’s Potato Chips
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FQFI ANNUAL REPORT 2023
INDIVIDUAL DONORS LIVING LEGEND
FESTIVAL FAN
• Fred Marshall • Friend of Fest • Jenny & Robb Vorhoff
MUSIC MOGUL • Sal Borelli • Adrien Lanusse • Virginia Merritt • Carolyn Mitchell • William Stemple
CULTURE CHAMPION • Stuart Barash • Ivy Barney • Kari Beer • Errin Bellan • Bellan’s Fencing Supply • Ryan Berger • Lauren Buggs • Gerald Foret • Adrienne Gernsbacher • Matthew Hayden • Carol Markowitz
• Gail Mautner • Jonathan McElhannon • Richard & Patrica Monnig • Kenneth Morgan Jr • James Noyes • Amanda Waguespack • Ann Wills
• • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • •
Arthur J. Gallagher & Co. Lindsey Barber-Montalvo David Bilbe Jolie Bonck Dennis Brown Barry Buckett Ramona Bull Margaret Christianen Geoff Coats Susan Cole Barrett Cooper Kevin Curley Bob Dalton Zachary Danner Sandra Dartus Lisa Davis Norma Davis Brian Davis Roger Dickerson Charles Douglas Raquel Dufauchard Kenneth Ehrlich Christine Elmassian Evan English Janice Thomas Foulks Naomi F. Garrell AJ Gaulton Kathy Geraci Dan Giblin Avram Goldman Thomas Graser Steven Grannum Ellen Halloran Rose Halloran Ken Hamrick Walter Hanig Randee Hayden Brian Hoefle Gregory Hoffman Adam Jacob Magazine Street Framing
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Joseph Makler Neal Kirby Andy Kopplin Zachary Kupperman Kupperman Companies Tony LaCour Russ Layne Laura Lipkin Joseph Makler Frank Masi Christy Migaud Paul Nelson Nancy O’Donnell Jon Orlando Julie Pfeffer Layne Phillips Cindy Pound Rachel Ratliff Gary Reggio Jerry Reyes Michael Roe Lindsey Roussel James Ryan Chimene Saloy Cynthia Sidney Michael Smith Joseph Soblosky Kristian Sonnier Suzanne Stafford Bryon Stuart Anna Sumas Cherrell Taplin Nancy C. Tyler Patricia Unangst Patricia Waidhas Melissa Weber Sharonda Williams Tim Williamson Janet Work Mark Zimmerman
YOUR SUPPORT MATTERS Your donation ensures that FQFI continues to produce high- quality events that are accessible to all. By supporting our organization you also help us to uplift and sustain our local cultural economy and those who create it. To make a gift today, scan the QR code, or visit: https://fqfi.org/donate
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FQFI ANNUAL REPORT 2023
OUR TEAM 2023 BOARD OF DIRECTORS Emily Madero, President & CEO Tim Williamson, Board Chairman Zeid Ammari Ivy Barney Errin Bellan* Ryan Berger David Bilbe Howard Boyd Raquel “Rocky” Dufaucard Barrett Cooper* Roger Dickerson Janice Foulks Zach Kupperman Brent McCrossen Brittany McGovern Deborah J. Moench* Kenneth Morgan Courtney Nero
Dennis Pearse Trey Reinhardt Jerry Reyes Robert Rizzuto* Lindsey Roussel Matt Schwartz Jeff Semones Mike Siegel Cherrell Simms Taplin Ana Sumas Jeremy Thibodeaux* Adrienne Thomas Gernsbacher Jenny Vorhoff Amanda Waguespack Melissa Weber Sharonda Williams Camille Whitworth Ann Wills*
STAFF Karin Curley, Development Director Sabrina Cutaia, Chief Development Officer Emily Madero, President & CEO Greg Schatz, Entertainment & Stage Production Director Kenneth Spears, Food & Beverage Director David Stover, Finance Director Morgan Valerie, Marketing & Communications Director Andrew Woodruff, Operations Director * Past Board Chair Serving on Executive Committee 01
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