ie: the business of international events - Fall 2016 by International Festivals & Events Association

the business of international events

The Festival Organiserâ&#x20AC;&#x2122;s Guide to Corporate Social Responsibility The Politics of Dancing A Case for Diversity Organizational Innovation Marketing Musings from the Presidential Campaigns

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the business of international events

F E ATU R E S

The Festival Organiser’s Guide to Corporate Social Responsibility The Politics of Dancing A Case for Diversity Organizational Innovation Marketing Musings from the Presidential Campaigns

On the Cover: Wild costume are just part of the 10 day celebration of all things cycling at the Rotorua Bike Festival in Rotorua, New Zealand held annually in the month of February. Rotorua is the world's premier, all-year-round, mountain biking resort.

The Politics of Dancing by Jon Fillman

Is Marketing Critical to Your Festival/Event or Even Your Organization? by John R. Melleky, CFRE, CFEE

Here We Grow Again! Reorganizing Communication Chains Among Staff and Volunteers by Corie Schweser

A Case for Diversity Organizational Innovation by Jason Kingsley

Unmanned Aircraft Systems at Events by Jon Pollock

The Importance of Emergency Preparedness Planning for Festivals by Evan M. Schaefer

The Festival Organiser’s Guide To Corporate Social Responsibility (CSR) Part 1 of 3 by Dan Rose

DEPARTMENTS 10 President’s Letter 12 The Board 14 Foundation 16 Safely Does It 18 The Un-comfort Zone 20 Leadership at All Levels 22 The Digital Life 24 Turnstiles: Marketing for Event Managers 57 2016 IFEA 61st Annual Convention, Expo & Retreat Brochure 79 2016 IFEA Webinar Series Brochure 86 Marketplace

Fall 2016, Volume 27, Issue 3 “ie” is published quarterly by the International Festivals & Events Association, 2603 W. Eastover Terrace, Boise, ID 83706, USA. Permission to quote from material herein is granted provided proper credit is given to IFEA.

PRESIDENT’S LETTER

Steven Wood Schmader, CFEE

FOR THE LOVE OF CITIES AND EVENTS “You don’t care about sustaining something that you don’t love.” Peter Kageyama

Author, For the LOVE of Cities; Community Development Consultant; Grassroots Engagement Strategist; IFEA Opening Keynote Speaker

“The best way to predict the future is to create it.” Peter Drucker

Management Consultant, Educator, Author

THE WORLD IS CHANGING. AND IT’S NOT GOING TO STOP. Our communities are changing; our volunteer base is changing; our city partnerships, boards and employees are changing. Government, media and sponsors are changing. Technology, rules and processes, venues and marketing mediums are changing. The economy is changing. Virtually every stakeholder group and how we serve/service them, partner with them or entertain them is changing. And, sadly, our safety and security considerations are also changing. With all the change going on around us, our events must change as well. In fact, if the world is changing, we need to be an engaged part of the transition team, helping to lead the conversation. As management guru Peter Drucker shared in his observations: “The best way to predict the future is create it.” For more than six decades, the IFEA has been there to help identify and chart the course for our industry to best navigate and manage their way through the universe of challenges and opportunities. To identify changing 10

trends and needs, initiate and moderate critical discussions, develop the resources to stay ahead of the game, and to raise the bar for everyone. To recognize our successes, inspire new possibilities, and to help create the future that we desire, for our events and the cities that host them. To bring together the leaders of our industry (from every stakeholder group) to share, teach, train, talk, debate, support and set new directions, together. Peter Kageyama, author of For the LOVE of Cities, and this year’s IFEA Opening Keynote Speaker, noted that we don’t care about sustaining something that we don’t love and the same is true of all of our stakeholder groups. When we love something, we cherish it; we protect it; we do extraordinary things for it. When we are loved, we flourish as people and are enabled to achieve great things. And the same can be expected when cities and events are loved. Our challenge is to foster and create the environment for that love, through meaningful connections

IFEA’s ie: the business of international events

Fall 2016

with all stakeholders, to flourish. For the love of both events and cities, I invite you to join your global peers for the 61st Annual IFEA Convention, Expo & Retreat, September 27th-29th (three full days), at the beautiful JW Marriott Tucson Starr Pass Resort & Spa, in Tucson, Arizona, U.S.A., as we gather to explore the realities and best practices of the present, together with creative new possibilities for the future. As we consider the challenges of the world around us and call upon our collective creativity and experience to explore answers, solutions and opportunities that will allow our industry, and the cities and countries that host our events, to showcase themselves and the world around us at our best. This time together with your professional peers may very well be the most valuable possible use of your resources; providing returns that reach far beyond the three-day Convention. I encourage you to invite and include your staffs, boards, sponsors, cities and Continued on page 87

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THE BOARD

New Technologies and Non-Traditional Urban Planning at Festivals & Events I recently experienced a spectacular performance of robotic exo-skeletons worn by spectators attending a production called Inferno, presented as part of Elektra, a modern art festival featured in Montreal. ‎Two months ago, I submitted a project to our City planning services, to create a 24 shipping containers artistic installation in our downtown core as the site for a series of performing arts events for the entire summer. This aesthetic modern installation will require the removal of about 60 parking spots and will become one of the public programming hubs for Canada's 150th Celebration in the Nation's Capital. Such a project will serve as a pilot program while City Urban Planners explore different avenues to rejuvenate the area. For over three years’, beacons have been used by a variety of festivals in connection with experience enhancement apps ‎to push customized messaging and opportunities to consumers. These three examples are just a few examples of how new technologies and non-traditional ‎urban planning models demonstrate are often part of our events and festivals. Not only are such initiatives allowing our events to evolve and remain current, but they are also permitting us to differentiate our offerings from competitors. Continuous innovation 12

mechanisms can facilitate securing alliances with key local stakeholders and innovators as well as demonstrating your value added to city officials and decision makers. By their very nature, events are expected to be incubators of innovation. Their ephemeral status allows them to be large scale laboratories for social policies, urban design and technological applications. But too often, festival management strictly focuses on how to duplicate the standard model developed by similar entities in other markets and therefore miss the opportunity of creating unique programs building on their city’s unique assets. By fostering such innovation, by opening up to non-traditional alliances and by pushing for continuous changes, not only will you be able to maintain leadership position in the market place and ensure the sustainability ‎of your event, but you will also nurture a win-win relationship with city officials and community leaders. Events can be one of the research and development arms ‎of a city or community as they can not only test

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new approaches, but they can also be a catalyst to stimulate the imagination and the vision of local leaders and residents. Events should be considered an essential element of any smart city or as a way to reach such status. Applying proper planning processes, conducting external macro and micro environmental analysis and doing a full review of your internal capacity and unique assets are not just for global organizations, it is a must if you want to remain current. Investing in consultation with traditional and non-traditional stakeholders is the very best fuel for innovation and to generate profitable research and development opportunities.

GUY LAFLAMME 2016 IFEA World Board Chair Executive Director, Ottawa 2017 Professor, Telfer School of Management, University of Ottawa ON, Canada

IFEA VISION A globally united industry that touches lives in a positive

Publisher & Editor Steven Wood Schmader, CFEE, President & CEO Assistant Editor Nia Hovde, Vice President/Director of Marketing

way through

Advertising Kaye Campbell, CFEE, Director of Partnerships & Programs

celebration.

Sylvia Allen, CFEE Associate Director of Sales Art Director Craig Sarton, Creative Director Contributing Writers Gail Lowney Alofsin, Mark Breen, Jon Fillman, Sean King, Jason Kingsley, John R. Melleky, CFRE, CFEE, Jon Pollock, Dan Rose, Evan M. Schaefer, Corie Schweser, Robert Wilson, Kendra Wright Photography Andrew Rafkind

For association or publication information: IFEA World Headquarters 2603 W. Eastover Terrace Boise, ID 83706, U.S.A. +1.208.433.0950 Fax +1.208.433.9812 With respect to interactions with members/customers or those applying to be members/customers, the IFEA will not cause or allow conditions, procedures, or decisions which are unsafe, undignified, unnecessarily intrusive, or which fail to provide appropriate confidentiality or privacy. If you believe that you have not been accorded a reasonable interpretation of your rights under this policy, please contact the IFEA office at +1-208-433-0950 ext. 18.

http://www.ifea.com Fall 2016

IFEAâ&#x20AC;&#x2122;s ie: the business of international events

FOUNDATION

It Happened Even With an Officer 30 ft Away. On May 5, 2016, there was a shooting at the Kentucky Derby Festival Pegasus Parade (“Parade”). Two 15 year old boys spotted a 17 year old rival in the crowd near 4th and Broadway along the Parade route. They fired, striking their intended target while also hitting a 14 year old girl with a stray bullet (who was an innocent bystander). All of the victims were transported to the hospital and lived. The Parade was delayed for 8 minutes and when the all clear was given by Louisville Metro Police, it continued down the route to the dispersal area.

The Parade is the Festival’s oldest and longest running event. It started in 1956 with a nighttime production and has become one of the most cherished and anticipated events on the Festival’s schedule. An estimated 200,000 people attended in 2016. I chose this topic for my IFEA Foundation Chair letter because it happened to us. To the Kentucky Derby Festival, one of the largest annual events in the world, during a time when we had approximately 800 police officers along the two mile Parade route. There was an officer no more than 30 feet from where the shots were fired. It happened to us and it showed us that our Emergency Action Plans were spot on and that our relationships with LMPD and the Mayor’s office are strong. If a shooting happens at an open air event in broad daylight with a massive police presence, what can possibly be done to prevent incidents like it in the future? What can we learn from this? I ask those questions rhetorically 14

because I don’t have the answers. It’s a larger, broader question that requires further discussion and collaboration. What I can tell you is that we learned from our peers at IFEA and it helped us prepare for it. The Boston Marathon bombing served as a defining moment in our industry. It caused our staff members to reexamine our own preparedness and further refine policies that will address these types of situations. We learned and listened to those Boston officials during the IFEA Convention in Pittsburgh in 2013. We knew that someday that something similar might happen to us. As we prepare for the upcoming IFEA Convention in Tucson this September, I encourage all of you to take full advantage of every opportunity to learn and network once you arrive at the JW Marriott. Ours is a unique industry in that nobody is afraid to share their trade secrets! We come together every year to collaborate, celebrate and pass on whatever knowledge is needed to

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help somebody out. That kind of “open book” policy is nearly unheard of in the world of business. It’s one of the reasons I love working in festivals and events! I look forward to coming together with all of you to discuss these very difficult issues. We’ll share our story and what we learned from it. In turn, we’ll also learn from you. That’s exactly what makes this Convention so worthwhile and so necessary.

JEFF ENGLISH, CFEE 2016 IFEA Foundation Board Chair Vice President of Administration/General Council Kentucky Derby Festival Louisville, KY

SAFELY DOES IT

By Mark Breen

TOP TIPS FOR PARADE SAFETY Parades happen the world over and can regularly draw crowds into their hundreds of thousands Here in Ireland we have our annual St. Patrick’s Day parades, which sees every city, town, village and parish bedecked in green for the day. St. Patrick’s Day parades now take place all around the world, such is the impact of the Irish and our culture. Indeed, all around the world different nations and religions run parades of varying shapes and sizes.

Parades can be among the most creative and exciting events to watch and enjoy as well as to plan and run. That said, they are an event possessed of their own unique characteristics that can present a range of challenges to us as event organisers. The Challenges The first major challenge posed by parades is that they make us as event organisers, specifically safety-conscious event organisers, do something we not generally happy to do – mixing pedestrians with moving vehicles. The risk posed here is obvious but, as with most risks, it can be managed and made reasonably safe. Another of the challenges is that the involvement of children is often integral to a parade event. They have a saying in Hollywood that you should never work with animals and children and the same has often been said with respect to children and events. The risk here is that children are more inclined to be caught up in the excitement of being part of an event and are generally less likely to take direction and structure. This can make it tough for us as event organisers to ensure they are safe while partaking in and enjoying the parade. Children in the crowd pose a particular risk too. Parades tend to be family events so it’s natural to have children in the crowd. In fact, if we DON’T have children in the crowd then we’ve probably done 16

something wrong. The issue arises if and when children run towards the parade floats or groups. This often happens if groups within the parade are giving out free sweets or promotional items. Children get drawn forward and this can put them in harm’s way, particularly when the parade includes vehicles. Top Tips We’ve learned a lot in our time to date planning & managing parades. These have ranged from Dublin Pride parades with 25,000 participants and hundreds of thousands watching, through to smaller St. Patrick’s Day parades with only 3,000 participants, mainly children, and 20,000 people watching. We approach them all the same way and there are some key elements common to them all. They include: Separate Your Vehicles and Pedestrians for as Long as You Can We always plan to have the vehicles stage (assemble) in one location and the pedestrians to gather in groups elsewhere. Often these locations are very close to one another but still maintain that important separation so we cut down on the issues encountered when crowds of people including children mix with (often large) moving vehicles. When possible we carry this over to the far end of the parade, having vehicles and pedestrians finish the parade at different points.

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Insist That Representatives from Participant Groups Attend a Briefing in Advance of the Parade This affords us as event organisers an opportunity to impress upon the groups the importance of certain systems and procedures in place for the parade. It is also a great chance for the participants to ask questions to make sure they understand what to expect and what’s expected of them. Divide Your Parade Route into Zones Do this and assign responsibility for the safety of the participants and spectators in each zones to a Zone Safety Manager. We find that this allows people to get to grips with their zone and understand its unique challenges and key points, rather than having to understand the whole route and all its nuances. Instruct Participants Not to Throw Things from Vehicles into the Crowd I’ve seen this go wrong in a variety of ways. Sweets being thrown out to the crowd fall short and a child tries to squeeze through the barrier to retrieve it and gets stuck. Other times children have rushed forward into the path of parade vehicles to get free promotional items being given out. The safe way to facilitate this is for the parade group to have walking participants interacting with the crowd and handing things out directly. Continued on page 87

Good

Great

CFEE

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CFEE (Certified Festival & Event Executive), the IFEA’s professional certification program, provides the essential difference between good and great among professionals in our industry. It signifies the highest level of achievement. Attainment of your CFEE certification provides recognition of your commitment to excellence, experience, and to your career, placing you in an elite group of the top festival and event professionals in your field. It’s a statement of quality that you bring to the table.

For more information about the IFEA’s professional certification program, and our 2016 CFEE FastTrack® Program, contact Cindy Lerick at clerick@culturalfestivals.com or call +1-314-614-7152. The CFEE Professional Certification Program is Sponsored by

THE UN-COMFORT ZONE

With Robert Wilson

IF YOU BELIEVE... DON'T HOLD BACK! BELIEF IS THE ONE COMPONENT YOU NEED TO SUCCEED I sat astride my banana seat bike in a parking lot and stared down a thirty foot strip of pavement. It was six inches wide and lined with rubber balls. I was nine years old and participating in a bicycle rodeo. The objective was to ride the entire length without hitting a single ball. The slightest bump would send them rolling. Nearly a hundred kids had entered, and so far no one had done this event perfectly. Each contestant got three tries. The best hit only five balls, most hit dozens. I didn’t see the difficulty. It looked easy, and as it turned out, for me, it was. I did it on my first attempt. No one else was able to do it - even with three tries. I was able to do it for the simple reason that I believed I could. Decades later, riding my mountain bike, I attempted to ride a 20 foot length of six-inch board that was elevated 12 inches off the ground. I was lucky if I could complete the length one try in twenty. That measly 12 inches of doubt shattered my belief system. As Henry Ford said, “If you think you can or you think you can’t, you’re right.” We’ve seen sports stars whose belief system took them to the top of their game: Michael Jordan swooshing the net for a lifetime average of 30 points per game; Tiger Woods routinely sinking impossibly long putts of 50 feet or more; and Babe Ruth pointing to the outfield fence where he would hit a home run. What is their secret? Other than the thousands of hours of practice, which many lesser players also have, each of these men visualized what they wanted to achieve then allowed themselves to do it. Their belief put them “in the zone.” When our belief is strong enough, we will succeed. Or as Buddha put it, “We are what we think. All that we are arises with our thoughts. With 18

our thoughts, we make the world.” Is there something you believe you can do, but you’ve never tried? Many years ago I was president of my neighborhood association. Each month I had to give a brief speech that amounted to little more than giving announcements. Nevertheless, it made me extremely nervous and I clung to the lectern in a white-knuckle grip as I read my notes out loud. During that time, I participated as a counselor to a group of teenagers attending a Hugh O’Brian Youth Foundation leadership seminar. The Saturday night dinner keynote speaker was entertaining and informative; she was also relaxed and clearly having fun. I remember thinking to myself, “I can do that. I want to do that!” In those two succinct sentences I made a belief statement and a desire statement, both of which are necessary for success. I genuinely believed that I could speak professionally because I had told many a good story across a dinner table, but at the same time I remembered how I felt speaking to the neighborhood association with a stomach full of butterflies. To combat those feelings I joined a Toastmasters club and learned what I didn’t know about public speaking. It took me a year before I could break free of the lectern and my notes. Two years after that I started speaking professionally. I gave presentations on advertising which is the industry I’ve worked in most of my life, but

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more than anything I wanted to speak on innovation and creativity. During my first year or two of speaking, I met a nationally known professional speaker. He asked me what topic I spoke on and I replied, “Creativity.” He scoffed at that and said, “There’s hundreds of guys speaking on that - you need to find your own niche.” On that advice I developed some additional topics, but soon found that the presentation which led to the most recommendations was the one on creativity. What was the difference? It is a subject that I am passionate about. Creative thinking has improved my life time and time again, and it is my belief that it will help others. When I speak on it, I am in the zone. Is there a business you believe you would be successful in? You would not be dreaming about it - seeing yourself doing it - if you didn’t believe you could! Michael Jordan didn’t become a basketball star without developing the skills he needed first. He took as many as 2000 practice shots a day to imprint those skills into his mental and physical circuitry. Perhaps all you need is practice. If there is something you want to do, but haven’t tried, then break it down. What parts of the business do you believe you can do? What parts do you believe you can’t do? Do the parts you can do outweigh the ones you can’t? If yes, then you’re off to a good start, and the odds are in your favor. But if the opposite is true, don’t let that stop Continued on page 87

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LEADE RSH I P AT ALL LEVE LS

With Gail Lowney Alofsin

THE POWER OF POSITIVITY: HAPPINESS AS A CHOICE! “Everyone wants to live on top of the mountain, but all the happiness and growth occurs while you're climbing it.” ― Andy Rooney “I will be happy when I lose weight, buy a new car, have a boyfriend, make more money…” sound familiar? Chances are you have experienced these thoughts or have listened to these words from a friend or colleague. The truth is, happiness is a choice. Wake Up! Wake up and choose to be happy. When you wake up in the morning, you should decide what kind of day you would like to have. There is an expression, “Don’t let anyone else get behind the steering wheel of your mind – choose your own thoughts!” Every day offers the opportunity for a new beginning. There may be times when extenuating circumstances influence your day, your week and your month. If you find yourself commencing every day in an ornery mood – it may be time to re-frame your thought pattern. Reframe! Practice “re-framing” your thoughts – personally and professionally. Take a look at what truly aggravates you about a colleague, client or friend. Perhaps there is something in their life, a situation or influence, inciting their behavior. Perhaps there is nothing wrong with their behavior - are you envious of their success or talents? The grass is always greener. Reframe the way you think about things, especially your life. Re-frame your mindset from a “have to” to a “get to.” You do not “have to” go to work, the gym, networking event or family outing, you “get to.” Pay attention to how many times you say “have to” when it comes to items that are, indeed, a privilege. 20

Gratitude! What is going well in your life? Focus on this. One of my octogenarian friends, Sister Ernestine, professes that when she wakes up and knows her name, she knows it is going to be a great day! Make it a practice to thank your co-workers and your team. You may think, “Why should I thank my co-workers? It is their job to get that done. They are getting paid to come to work.” Sound familiar? Yet how do you feel when you are thanked? Avoid Comparison. Do your best not to compare yourself to others. Live in a state of gratitude, be thankful for the gifts and blessings in your life. Take a minute to list these gifts – every day! You woke up, opened your eyes, got out of bed, had running water, enjoyed a great cup of coffee, the list goes on. There is always something to be thankful for. Even in the midst of tragedy, you can find something you are grateful for. In the words of Socrates, “He who is not contented with what he has, would not be contented with what he would like to have.” Gratitude is powerful! 50.40.10. Sonja Lyubomirsky, an esteemed professor at the University of California, Riverside, has researched human happiness for close to two decades. Her research concludes that 50% of our happiness is determined by genetics, 40% by our habits, thoughts and actions (the things we control) and 10% due to our circumstances (career, home and living situations). While this may be counterintuitive as we feel that money, things, a great job,

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beautiful home will make us happy, happiness initially comes from within. Think about what this means for you! Intentional happiness is 40% under your control? What are the “simple” things that make you happy? Smell of the ocean? Mountains? Exercise? Baking? Reading a book? Lyubomirsky’s research on “Positivity” in the workplace deduced that a positive work environment is 50% more likely to have lower employee turnover, 38% more likely to build productive teams and 44% more likely to have higher customer satisfaction. Positivity is a vitamin! The Power of Positivity The value of your relationships, personal and professional, is a catalyst for your success. Your “value” to your clients, colleagues and friends is determined by your deeds and actions. Are you living these values? Test yourself – take a look at your calendar and it will reveal what you value most. What is guiding your most significant relationships? The happiest people look beyond themselves to assist others. We live our lives – accumulating and achieving. At some point, the focus is off us and our inner mantra becomes “How can I serve?” And finally, think about your relationship with yourself. You spend Continued on page 85

ASSOCIATION ENDORSED PARTNER

The IFEA would like to thank the following partners for their dedicated support of the association. Association Endorsed Partners have made a commitment to the continued success of our association, our members, and our industry through their umbrella support of all IFEA programs and services. Show your support for these dedicated providers to our industry by getting to know them, and the high quality products and services that they supply, better.

THE DIGITAL LIFE

By Kendra Wright

Marketing with Facebook Live Throughout The Digital Life series, I have shared digital ways to improve your life, health, productivity and marketing. Today we are going to dive into the trendy new Facebook Live feature where I’ll tell you how you can use this tool to enhance your marketing (and maybe even your life). Why Use Facebook Live Facebook Live is catching on like wildfire! There’s no denying the importance of video in digital marketing, and we’ve all learned to behold the power of Facebook. Because Facebook is so prolific and videos are so popular online, my prognosis is great for Facebook Live. If you aren’t familiar with Facebook Live, it’s a live video broadcasting platform similar to Periscope or Meerkat. Facebook Live is similar to Apple’s Facetime, but with an audience rather than one-to-one broadcasting. Whereas Periscope is owned by Twitter, Facebook Live’s integration with Facebook will make it hard for Periscope to continue to gain traction. With Facebook Live, you can take audiences up close or behind the scenes for literally anything. What’s even better is it connects your videos to where much of your audience already lives— on Facebook! How to Use Facebook Live The beauty of Facebook Live is that it’s simple to use. 1. Go to place a post on Facebook, and you’ll see concentric circles with Live Video. 2. Just like a status update, you will post some text, in this case a description of your video. 3. Then click Go Live, and you will be live on Facebook to anyone watching your feed. 4. Again, like status updates, Facebook will continue to include your post in feeds as long as it is getting interactivity like Comments, Shares and Likes. And while it’s so new, interactivity is very likely. 22

Tips for Facebook Live So, how can you make your live streams exciting and informational? Two of the best ways are through promotion and presentation. 1. Give your followers a heads up few days before you start your live stream. Promote your broadcast with a post or a short video saying when the live stream will be and what you’re going to share. This will let your followers know when to tune in and will help increase your viewers. Especially for things like concert lineup announcements, there’s a great potential to draw interest! 2. Once you’re ready for the actual live stream, it’s show time! (Take deep breaths…relax…you got this!) I always like to start with a warm smile and a few inviting welcome sentences. The first few seconds of the video

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Fall 2016

Your Event Has

IMPACT…

SHOW IT!

Commission Your IFEA Economic Impact Study Today

In uncertain times, we must often remind those whose support we depend upon, of the important economic and social value that our festivals and events bring to the communities we serve. Having a credible and current economic impact study can do just this, in addition to increasing credibility with stakeholders, providing quantified data to sponsors, presenting reliable data to base future marketing and programming decisions upon and much, much more. Unfortunately, this critical resource, especially with credible credentials, is often financially out of reach for most events even in a good economic environment. Recognizing this, the IFEA has created a cost effective, industry credible program to provide Economic Impact Studies at a budget-accessible investment. Call us today to learn more.

GETTING STARTED For more information about this valuable IFEA program, please contact: Kaye Campbell, CFEE, Director of Partnerships & Programs • +1-208-433-0950 Ext 815 • kaye@ifea.com

Turnstiles: Marketing for Event Managers By Sean King

Marketing Musings from the Presidential Campaigns As of this writing, immediately before the Conventions for both the Republican and Democratic Parties, we can only comment to the results of the primary season. Obviously, the world of politics is a fluid situation through November 8, but as a one snapshot in time, we hope to offer a different perspective for you to view your marketing work and planning.

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Fascinating! It’s really the only word you can use to describe what has happened so far in the 2016 presidential campaign. There has been a great deal spoken and written about these campaigns so far, but there must be some marketing lessons learned to help us in our own work. At first you might ask what presidential elections have to do with marketing an event or a festival – but trust me, there is as much crossover in politics as there are in the entertainment, sports or consumer products industries. Hopefully, we will be able to frame a few questions that might shift the perspective on your work and have you think about your own challenges through the prism of how political campaigns have formulated and executed their plans. What you will not get here is any political commentary in favor or against any candidate, unless of course it offends or excites me as a marketer. I do not fashion myself to be a political consultant. Actually, I’m far from it. But I am an enthusiastic observer and an acute learner from the lessons being taught when hundreds of millions dollars are being spent on advertising and marketing campaigns. Sometimes the money is spent on ideology, but the majority of it is spent on brands – those of candidates and political parties. Let’s look at some of the interesting items on the Democratic side first. Hillary Clinton’s candidacy was a foregone conclusion eight years ago. For the better part of the last decade, the campaign that was built is now being executed. Yet an upstart self-proclaimed socialist in his 70’s gave the campaign a real run for their money – especially among the youngest voting constituency – those in their 20’s and 30’s. Sen. Sanders tapped into the same grass roots that propelled the current President to office. The small $25, $100, $250 donors are the ones who created a war chest that even exceeded Clinton’s fundraising efforts for several months. Now, let’s look at this from a marketing perspective. On one hand you have an established name with almost immediate brand recognition. But the brand has its own challenges. Rightfully or wrongfully, there’s a question of trust not only in Mrs. Clinton’s history but also as an establishment candidate. This uneasiness in the electorate was the pathway the Sanders team chose to follow and amplify to great success. It was not a winning strategy, but Sanders was able to keep young people involved based on having a message that people believed in and wanted to hear. One secret to great marketing is always to take the public’s perception

Here’s another point to make in the world of event marketing: Having the opportunity to create a vision for your guests or supporters is sometimes more important than all of the pragmatic approaches you can list. and leverage it to your own advantage. We like to call it marketing jujitsu. If you’re promoting an event that already has carved out space in the public’s mind, it is imperative to use that for your own advantage. One of the reasons new events and new programming too often fail is because there’s no brand recognition with the public at-large, but in creating comparisons or contrasts in the audience’s mind, you can help to generate the excitement necessary for your event to gain the necessary momentum. My own personal perspective is the Sanders team did a better job of creating a vision for folks to buy into. The Clinton team, on the other hand was being much more pragmatic about how they would govern once elected. Sanders on the other hand was building upon the enthusiasm, especially from the millennial generation, that anything is possible and a revolution can break the stalemate that has frozen Washington for so long. Here’s another point to make in the world of event marketing: Having the opportunity to create a vision for your guests or supporters is sometimes more important than all of the pragmatic approaches you can list. This is not an easy strategy. However, most marketing professionals are competent on one side of the ledger or the other but not both. How do you approach your marketing and promotion? Can you tap into both the vision side of what your guests want to experience and the pragmatic side of what they will encounter at your event? The difference between mediocre success and wild accolades may be the difference in you being able to connect both sides. Lastly, one of the most interesting statistics from the primaries comes from the analysts at Nate Silvers’ fivethirtyeight.com website is the impact of Facebook on this campaign. Bernie Sanders has been substantially ahead on the number of likes across the country, well in excess of Mrs. Clinton. One might think given the importance of social media in the last campaigns – particularly in 2008, that the Clinton team would’ve embraced a strategy to build legions of followers and Fall 2016

“likes.” However, they have seceded that territory to the Sanders campaign, and one might argue it has worked extremely well for the challenger. Of course, ‘likes’ are not votes, but you would have to admit it would be an indicator of trends across the country especially in younger demographics. The populist movement in the Democratic party was led by Sanders, yet more people voted for Mrs. Clinton. There was a real, visceral energy associated with Sanders supporters, yet Clinton has lacked the excitement and electricity so far to spur a movement similar to the campaigns in 2008 and 2012. What is to be learned of all of this? Of course, we don’t have access to the inside data the campaigns have, but from what we can extrapolate, the ability for the Sanders campaign to engage through social media is one reason for his success. Is this because of the “revolution” messaging? Is this because social media gains more momentum with big, major changes? Either way, with the changes that Facebook has instilled over the past two years, it is clear that the power is in the hands of the individual and the more any organization, campaign, event or festival can connect with their individual constituents, the more successful your social media strategy will be. The Red Side Heading into their Convention in Cleveland, the Republicans are being led by an upstart, political newcomer who has mastered the merging of social media and celebrity to engage an unsatisfied population. The old school establishment never found the answer for how to address this challenger and this has become a classic case of an old brand not knowing how to pivot to take on a new brand. In a primary campaign that once had seventeen candidates, only one survived, yet his support from fellow Republicans is minimal at best. Of course, there are plenty of reasons for this lack of engagement, including messaging that can be determined to be questionable

IFEA’s ie: the business of international events

The Bush campaign is a political version of a “New and Improved” product that really wasn’t, and failed to resonate with the audience. No matter how much money you put into marketing, campaigns such as these are destined to fail by not connecting to the imagination and vision for the future. at best to even his biggest supporters. Gone are candidates who represented different factions of the party, some which were on paper to be exceptionally capable candidates, but who failed to connect with the voting public. The Jeb Bush campaign, with incredible name recognition and a war chest of $100 million plus, was unable to go toe-to-toe with the appetite for change within the country. Unfortunately, even with some progressive ideas, the Bush brand simply did not have the luster needed to propel the candidate into a meaningful position within the competition. There is a marketing lesson to be learned by brands and entities that you will not keep your same space indefinitely by doing the same old, same old. When in all reality, you’ll get a shrinking slice of the pie as newer, more agile competition takes your market share. This sounds unremarkably familiar to many of my colleagues in the arts world. The Bush campaign is a political version of a “New and Improved” product that really wasn’t, and failed to resonate with the audience. No matter how much money you put into marketing, campaigns such as these are destined to fail by not connecting to the imagination and vision for the future. Of course, the political world skews this concept due to heaviness of the subject matter (economy, trade, healthcare, foreign policy), but one can project these same challenges to any event that simply lacks the energy to drive people to do something. What do you want me to do? Give me a vision of what it’s going to be like when we get there! In too many cases, good marketing folks wring their hands saying “we didn’t have enough resources (money, time, personnel)”, when in most cases it is the concept of what we are selling that is not connecting with our audience. On the other hand, Donald Trump is the candidate that the 21st Century created. In this social media-driven, what’s trending, brash is best, 26

speak it like it is, reality-tv world, Trump is the natural evolution. Trump has proven many of the marketing truisms that are out there. Celebrity has value. Speaking in sound bytes is how people like to learn their news. Twitter is the perfect platform for personalities to share their worldviews. What’s better than Twitter to share your thoughts if you are a star of the political, entertainment or sports world? But just because Twitter (or Snapchat or Instagram) works for them, doesn’t mean it works for every marketer. Twitter is the platform for anyone that has a following. The entire platform is driven by celebrity – whether a movie star, sports icon or a high profile personality local to your community or activity. Most organizations and events fail on Twitter because there’s no “there” and the audience is too small or too niche or too seasonal for it to work. When organizations or events use Twitter in that same way, we fail because there’s not a building of a conversation and it’s simply a moment in time. We haven’t built the following necessary for people to hang on our every word. We can use Twitter to broadcast information, but to really tap into our follower’s imagination and make it mean something, more engagement is necessary. That fact, combined with the small percentage of the population on Twitter, causes it to not be worth the time invested by our colleagues at non-profits or departments where time is the most precious resource. One of the other marketing staples that the Trump campaign has been able to master is to find the right message and stay on it. Trump has been speaking the words many people want to hear. “Make America Great Again.” This is very simple and one of the few messages on which he has stayed consistent. Despite where the other candidates may take the conversation, he has claimed the space of what his targeted audience wants to hear. In the end, the results have been pretty remarkable. Through the primaries, the

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Republicans have come out in droves to vote at participation levels higher than the past few election cycles. Trump has tapped into a common man ethos or at the very least – the place where a vocal majority of Republican mindset resides. What stands yet to be realized is whether the cult of personality can win in the general election. From a marketing perspective what is interesting to watch is how Trump’s aggressive style and personality and “winning” messaging plays to so many different demographics. One of the pillars I believe of successful marketing is to “go big or go home.” And it is clear Trump is using this strategy in spades, although maybe not in the way many would have hoped. If one were writing this script (and who knows someone might be) what is the next, bigger, more controversial statement that can be made by candidate Trump that will feed the next news cycle.? Momentum in advertising is a difficult thing to harness and the Trump campaign has been successful at generating more and more each given day. Another lesson to be learned for marketers or fundraisers. The new approach of this campaign is foregoing the tactics established over several decades of campaigns of not raising significant amounts of money, not using traditional television advertising, relying solely on social media, not having a “ground game” of volunteers in the key battleground states. Will this pan out? Or at some point will the traditionalist approach be needed and will it be too late to get started. It is clear that political campaigning has changed in 2016 and maybe forever. Establishment is gone. Dealing straight with the public on your terms is the norm. Those are both trends we as event and festival marketers need to wrap our heads around, sooner rather than later. I encourage you to reflect through some of the elements we reviewed here to see how they may help you in sharing your unique event or festival. What would you do similarly or what would you avoid when creating your next marketing plan? And beyond all, please VOTE on November 8! Sean King is a Principle at Aspire Consulting Group in Allentown, PA and has been consulting with small businesses and non-profit organizations for over 20 years. He also blogs regularly at www.artsmarketingblog. org. You can follow Sean on Twitter @skingaspire or contact him at: sking.aspire@gmail.com

EXHIBITOR SPOTLIGHT Big Events began around 1988 as a division of a large manufacturer of giant inflatables in San Diego, California. In 1991 the division was sold to Greg Sadler and Charles Trimble who incorporated the company in the name of Big Events, Inc. Its main business in the early days was the rental and installation of giant inflatables, both helium and cold-air. In those days, the clients included Budweiser and Disney and the jobs involved everything from installations at Disneyland, to grand openings at Walt Disney World, to taking the Budweiser “Budman on a Jetski” inflatable boats on tour. One of the highlights of those early days was taking a towering, 75 foot tall Maleficent giant inflatable on a Disney tour to 12 states and Canada over a 13 week period. It was quite a task because the inflatable Maleficent weighed in at about 3500 pounds. It took three large 220v fans for inflation and a crew of 15 to unload and load the platform trailer that she was carried on! How many employees does your company have? Today Big Events, has five full time employees and over 25 part time balloon supervisors that work parades and special events. How has your company grown over the years? Over time we have had the opportunity to build our parade balloon inventory to something valued at over 1 million dollars plus. We have also built a reputation for building superior custom inflatables, both helium and cold-air. We are known for our great artwork, attention to detail and affordable pricing. What areas do you serve with your product/service? Our service area is mostly the United States and Canada where we are invited to many of the large and small parades as well as festivals and events. We like being in the large parades where we can bring out our biggest balloons, but we also love the smaller home town parades and try to have balloons that we can offer to both. We are willing to travel to almost anywhere there is a parade. We have enjoyed a good amount of international travel and have been fortunate enough to visit cities like London, Brussels, Dublin, Moscow, Hong Kong, Bangkok, Auckland, Acapulco, Mexico City, Panama City, Singapore and Tel Aviv to name a few. Give us your ‘Elevator Pitch’ about your product/service. Big Events, Inc. is truly a giant parade balloon company that has the world’s largest inventory of helium balloons and cold-air inflatables. We have licensed characters and generic balloons for

almost any occasion. If we don’t have it we can probably build it. Our prices are competitive and reliable. We carry a large liability insurance policy and have workman compensation insurance on our crews. Our parade balloon supervisors are thoroughly trained and experienced so you can depend on a successful parade. Big Events builds custom balloons for sale and is a worldwide leader for quality inflatables and balloons. Our exciting designs and high quality artwork set the standard for the industry. What is your newest product/service that you have to offer that attendees need to know about? We have a great inventory of licensed characters and generic parade balloons, both helium and cold-air inflatables. We also offer custom helium balloons and cold-air inflatables using the same expertise and quality we do for our own inventory. What is different about your product/service vs. your competitors? We save on helium expense by filling our balloons with the amount of helium needed to fly well, which is usually not 100% of the volume of the balloon. We then top the balloons off with air We have a large shop-warehouse where our experienced crew inspects, cleans, repairs and maintains our balloons and our customers’ balloons. How many years have you exhibited at the IFEA’s Expo? We are a long term Expo Vendor going back too many years to count! Fall 2016

Why did you decide to exhibit at the IFEA’s 61st Annual Convention, Expo & Retreat? I enjoy being at the Convention and Expo to see old friends and new prospects. We do most of our business on the internet and over the phone and so it is always a treat to have the opportunity to visit with people face to face. What is the best sales advice you’ve ever received? Listen to your customer. Sometimes we are so busy telling the client how wonderful we are that we forget to listen to what they want from us. What is your customer service philosophy? We treat our clients the way we like to be treated and try to be easy and fun to work with. Parade balloons should be fun and exciting and we try to bring some of that magic to each client’s parade. There are some technical, legal and safety issues with balloons, and we try to make sure our clients are aware of and understand those issues and let them know what we can and cannot do. Mostly we want the parade balloon experience, from the organizer, to the sponsors and right down to the balloon handlers, to be something they enjoy and want to repeat. CONTACT INFORMATION Charles Trimble President Big Events, Inc. 1613 Ord Way Oceanside, CA 92056 760-477-2655 charles@bigeventsonline.com www.bigeventsonline.com

IFEA’s ie: the business of international events

THE POLITICS OF DANCING By Jon Fillman

Don’t Forget These 5 Key Considerations as You Put Your Best Foot Forward.

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If you’re considering producing a new outdoor special event or festival involving parks, streets or other public spaces, you’ll want to visit the local government office or its designee to inquire about the fees, schedules and policies that regulate use of public space in the community. The information typically prepared is designed to guide interested parties in understanding how to apply for and secure the required permissions and permits. Before you take that step, take a moment to consider several more nuanced factors that are often overlooked. Things like evidence of demand, sustainability and a focus on the development of constructive relationships early in the process all play vital roles in determining where, when, and if the event you’re envisioning will actually materialize. 1. Is There Evidence of Demand for the Event in the Community? You’ve been thinking about it for years. It’s the greatest event ever! Something you’ve never quite seen in the community before. Even the reception from your colleagues is encouraging. Ask yourself this: “Is this the best way to identify a need?” Is this idea based on your personal interest, organizational need, or is it based on a community need? How do these interests coincide with those of the community? This key step is foundational. Identify those points, write them down in bold letters, thoughtfully consider what that looks like, and create a list of actions steps from there. Just as is said in entrepreneurship, ‘don’t just start a business - solve a problem.’ Special events and festivals can be used to address problems, or just as easily can become problems if not built on a solid foundation. Let’s assume there’s already a built-in audience within the community for the event. And because this audience is made up of community residents and day-trippers from adjacent areas you’ve probably got a win-

ning idea already. If your event is attracting visitors from out of the area, however, think about how their attendance as well as the event as a whole, could improve the quality of life for area residents? How can the event leave a positive, lasting impression? While cities, counties and states will appreciate the benefits of increased tax revenues from outside sources, local government will respond to the citizens they serve. If you have strong community support, nonprofit and local government support for the event will naturally follow. Make sure you’re building on a model that’s trending up. Always outline the pros and cons of an event with evidence of demand in mind. Event plans are really just small business plans and business plans are only as good as the research, evidence and facts that support them. Take time to carefully analyze the market and local climate. Reach out to local leaders, business owners, potential sponsors and local media to gauge interest. Much can be learned and many pitfalls avoided through the vetting process. Finally, and most importantly, seek feedback from the specific areas or districts in which the event will be held. Too often Fall 2016

community engagement is an afterthought and not in the forefront of planning. It may be challenging but community engagement is a rewarding process that requires a fair amount of time and sensitivity to diverse opinions and competing priorities. In preliminary conversations and meetings be forthcoming and realistic when outlining outputs and outcomes to help assure neighborhood support and trust is poised to remain strong beyond the initial public announcement or the event’s inaugural year. 2. Is the Event Sustainable? Some may think about sustainability as a purely financial challenge. To the same degree, consider the community’s capacity to support the event socially, politically, and environmentally. The concept of sustainability over time could either mean the time of initial public announcement to the time that occurs, or it could be a reference to the period of time between event occurrences. Whichever the case, create a list of potential weaknesses and threats that could negatively impact the event and determine the best strategies to proactively address those issues should they arise. Here’s an example: Think about the word, competition. If you’ve got a great event idea, there will eventually be competition. This could be competition for the event’s concept, established date, location, resources, attendees…I’ll dare to say it the VOLUNTEERS!? What is your plan to protect and preserve the event property, its market share, sponsorships and investments, its commitments to supporters? How will you turn the threat of competition into an opportunity to improve the event? As you spend time working through each scenario, you’ll discover that preparedness is a key component of achieving and maintaining sustainability. What if you determine the event has clear community support but is simply not financially sustainable? Well, you could quit. But seriously, that’s when you’ll need to decide if it’s adequate to prepare alternate ideas such as a scaled down option with less risk, partner with the competition or if you would rather seek outside support to maintain the event as originally conceived. Financially sustainable events are attractive, durable, nimble and responsive, a goal shared by organizations of all types and sizes and an important attribute of the events that have endured decades of change. Launching an event organically can provide a solid foundation over the long run. In comparison, there is something to be said when the benefits of an event to a community garner the support of local government, providing advantages that balance the playing field. The event may also present a

IFEA’s ie: the business of international events

unique opportunity for private sector partnerships; the event may not require a great deal of attention to innovation or change as long as that support is committed and remains. Yet one lackluster performance under the pressure of public reporting or private investments could leave the event at risk of collapse without the mechanisms to seamlessly recover and continue. 3. Should you Seek Sponsorship or Partnership with the Local Government? Securing and managing a sponsorship agreement with local government can also consume time and resources that reduce the overall financial benefits. Keep in mind that events sponsored by public agencies are often subject to unique conditions and requirements. However, support and endorsement of an event by local government helps to bolster credentials for other event fundraising and sponsorship efforts. Government support can provide advantages beyond cash or in-kind contributions such as a higher priority or guaranteed access to public space. There’s a variety of methods cities use to conduct event sponsorship and support programs. It’s important to have an understanding of available programs and timelines, the minimum criteria and how any existing sponsorships were established. And what about broader strategic partnerships? Local governments are generally attracted to opportunities to partner with organizations that help them deliver services to citizens and visitors in a more efficient manner. Can a one-day or weekend event deliver on a sponsorship that makes a positive difference? Absolutely. But an annual strategic partnership may open the door for a scope of work that is greater than a single event or moment in time. If your motivation is to play a role in remedying a known community challenge through special events, focus your efforts on how your organization and the work it conducts throughout the year naturally align with the goals and visions of local governing bodies. If the event is not prepared to meet the criteria for sponsorship, and the organization producing the event is not strongly suited to work with government as a larger strategic partner, the focus should naturally be on sponsorships and partnerships with corporate, private and charitable funding sources. 4. How Can Your Event Compliment Other Municipal Priorities? It is important to stay keyed in to the ebbs and flows of municipal capacity limits in providing required support resources such as police, fire and sanitation, in granting accommodations 30

for time and space, and sponsorship support. There are limited amounts of all three and there is almost always competition for the highest and best uses. Cities manage both long range and short range plans that largely reflect the community’s priorities. Review these plans as well as the city’s budget, committee meeting minutes, blogs and social media posts. Follow local news of proposed special events, and follow public dialog after events. Be sensitive to those factors as you evaluate the field. In studying these items consider where, when and how your event best fits. Here’s an example of how priorities can both coincide and compete: A new foot race for downtown streets will help promote health and wellness while raising funds for charity. Health and wellness are quality of life indicators. Activities that promote a high quality of life align with a local government priority. It’s also a local government priority to encourage use of public transportation and expand transit service routes. Investments have been made to promote public transit improvements and a downtown race will interrupt service delivery at a critical time. The organizer of the race is well aware of these considerations and hasn’t lost any time selecting a starting location served by a new transit stop. The organizer has researched transit schedules and plans the route to avoid most interruptions. A portion of proceeds from the race will support a local charity that is working to install covered bus shelters. The event’s website promotes transit service routes overall and monthly bus passes are included with early bird registration. Plus, there’s a free single day pass for spectators! The event is titled, Race to the Bus! The community is on board. 5. Are You Prepared to Execute? Do You Have Knowledgeable and Reliable Resources In Place? Overall, hold your ideas in confidence and wait to start any serious conversations until you have as many of your ducks in a row as possible. When you’re ready to move from visioning at 30,000 feet, change your focus to more ground level logistics. This may be the time to schedule meetings with government staff and other local agencies to gain an understanding of the process for permitting and approval. Know what has been approved in other instances. If there appears to be any discrepancies in your plans to do something similar, inquire about ways to modify the plan and continue forward. Bring a few team members who can best speak to specific components of the plan. Be sure to have

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all documents available in a format that is descriptive, clear and concise. Your performance in meetings with local officials will prove you have done your homework, you’ll be confident in your plan and will leave everyone with a positive first impression. You will want to know your own business, and the business of other events with similarities to yours. You want to show that you and your team are competent and capable of executing the event as proposed. When that message is clear, be assured that where flexibility exists you’ll be on the receiving end of the most positive, expedited outcomes before, during and after the event. So yes, outdoor special events are inherently products that use spaces not specifically created for the purpose, and sometimes, that’s the purpose. Special events and festivals can become temporary micro-climates, challenging opinions of what could be. Outdoor special event and festival organizers can most successfully navigate just about any political landscape by thoughtfully building relationships within the community early in the planning process. Organizers should keep in mind the needs and desires of stakeholders that could experience both positive and negative impacts as a result of the event. Even the smallest matters can become political when priorities compete, when planning and preparation for the big dance are sidelined by unanticipated threats. As event organizers, nonprofit organizations, community members and government officials, we continually search for opportunities to work together, to negotiate for the greater good and benefit of the whole. Help the community help you create the best dance ever! Jon Fillman joined the City of Asheville, NC in 2007 and is responsible for outdoor special event administration under the Community & Economic Development department. Asheville’s outdoor public spaces have grown to accommodate over 400 festival and special event occasions annually, all of which are designed and produced by independent businesses and nonprofit organizations. Prior to relocating to Asheville, Jon served as director of quality assurance for National Cinema Network in Philadelphia, program manager for SPI Marketing in New York, fulfillment manager for LPI Media in New York, and advertising & conference coordinator for Kelby Media, Tampa.

EXHIBITOR SPOTLIGHT

Bob Riggs, a professional vendor, created CloudFair as a solution to a universal problem, the Vendor Application Process. With his technology background, he transformed the tedious assortment of hand-written applications into a single platform where Vendors have the ability to apply to events with their computer, tablet, or smartphone using CloudFair.net. Now, vendor applications will be received and processed by events in a digital format. This format can be exported to your spreadsheet software. For CloudFair to work, we need events like yours on our website which is why it’s FREE for fairs, festivals and events, and very reasonable for vendors. It has become so much more than an online application system, it has become a business solution for vendors and events. With feedback from you, it now has an audit system that allows concession vendors to submit their sales online, a payment system for application and contract fees, a message system to send notes to vendors, a sales tracker and much more. All important information is now available in one place, your CloudFair desktop. CloudFair has moved the Event industry forward with technology designed specifically for the Event industry. How many employees does your company have? We have 3 employees. How has your company grown over the years? CloudFair is a new company. After 3 years of intensive research and development, CloudFair is launching our product to vendors and event organizations. What areas do you serve with your product/service? CloudFair is a cloud-based business that can be used internationally. We currently have an English version. All it takes is an internet connection. Give us your ‘elevator pitch’ about your product/service. CloudFair.net is your solution to accepting online vendor applications. It's FREE for events and setup is a breeze. When your event teams up with CloudFair, it becomes your vendor application headquarters for your event. Once you list your event on CloudFair.net, you will send your vendors to us. The vendors will register, then fill out the standardized application complete with uploaded photos, insurance information and references in an easy, downloadable format. After a couple clicks, you will

receive your vendor’s application online. With CloudFair, you will also have access to our searchable vendor database, a concession audit system, downloadable reports, vendor information, and more. Setup your live online demonstration at CloudFair.net today! What is your newest product/ service that you have to offer that attendees need to know about? We are always adding features based on input from our members. We have a few new features we’re excited about. Now your event organization is able to search the vendor database to find a specific type of vendor. An example, if you need a pizza vendor and you are in Colorado, it will list local pizza vendors. How cool is that? We also have added a payment feature to collect application fees and contract amounts. Lastly, we added the ability to have entertainment and services in our database. What is different about your product/service vs. Your competitors? CloudFair was created because the industry lacked anything like it. Our main competition is actually the old way of doing applications – the handwritten paper application. We were created by our

industry with the help of fairs, festivals and vendors. We were able to start from scratch and design it using terminology used by our industry. The goals: To end the duplication and redundancy of the efforts of professional vendors and professional organizations. To standardize the application process. To be able to search for events and apply. To keep track of upcoming events and the status of applications. To be searched by professional organizations and allow them to invite you. Cloudfair in unique, you can use it as a tool. You can accept paper and our digital applications. We can export our data to your expensive accounting software. How many years have you exhibited at the IFEA’s Expo? We are a second time vendor. Why did you decide to exhibit at the IFEA’s 61st Annual Convention, Expo & Retreat? We wanted to be part of an organization that is interested in innovation and education. What do you hope to get out of exhibiting at this year’s Expo? Our goal is to introduce people to CloudFair.net, and all of the benefits it has to offer. CloudFair can be for everyone, from events with only 20 vendors to large events Continued on page 85

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By John R. Melleky, CFRE, CFEE

“We want to target millennials – so we should concentrate only on social media.”

“We do not need to spend money on marketing.”

“We are a tradition – people know and expect it. The press will cover us.”

MARKETING

“Everyone knows our festival.”

CRITICAL to Your

FESTIVAL / EVENT

or Even Your ORGANIZATION? 32

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OWNED MEDIA

We all have said it or heard it. But, does it make it true? How important is marketing your festival, event or even your organization and what it stands for? The reasons are more far reaching than you might realize and impacts all aspects of the organization and festival. To start at the basics, there are three types of media – owned, earned and paid. Owned media includes platforms your organization possesses and controls such as your website, mobile site or social media like Facebook, Twitter or Instagram. Paid media is what you pay for and covers all platforms including radio ads, outdoor billboards, print advertising and paid social media posts on Facebook. Earned media is coverage that you obtain that could be considered word of mouth and includes press coverage such as public service announcements, posts or shares about your event on social media, articles based on your press releases, use of your hashtag in the digital world, recommendations or blogs. Earned media can also include what you have negotiated with your media partners including bonus ads after what you have paid for. All three types are important and each help drive the message. All are necessary to meet your goals and objectives. More importantly, they help identify and engage the festival audience and fan base, which can lead to building the other components of the festival. For instance, if you have merchandise to sell at the festival such as posters or t-shirts, it could be beneficial to build excitement about the merchandise prior to the start of the festival. Many organizations hold events like poster unveilings to showcase the new poster design. Having a press conference tied to the unveiling can lead to earned media and coverage, which expands the audience to the entire community. Sending out social media posts can engage your current base and build earned media through the individuals sharing the content to their social circle. Purchasing radio or print ads

can engage audiences you might be trying to reach to purchase the item or drive traffic to your website to purchase the items online and engage someone new to become a part of your organization and join the electronic mailing list. It all goes hand in hand to build an audience. But why build that audience? With so many communication messages, people might not have your organization or festival at the top of their priority list. They have attended year after year, but life gets busy and this year, they might miss it without various messages in various mediums to remind them and engage them. How many times have you said, “Oh I forgot about that” and you did not attend? It happens to the best of us. But, what did that mean for your organization if you did not engage someone in your constituency is a loss of revenue, loss of opportunity, and loss to build your community outreach and impact. Is paid media important? The idea of a media partner has changed. In the past, media companies were willing to be a media partner and your entity would

EARNED MEDIA

receive certain amounts of coverage, including some prime hour coverage. That coverage under the control of the media partner – they determine the time, amount, and locations. How does that help you meet your goals and drive your message? In some instances, it may not. Therefore, it is wise to consider some paid advertising. This puts you in the driver seat to determine the message, when it is placed and where it is placed. These decisions should be based on your goals and objectives to reach and grow your constituent base. Many media partners are now looking for “pay to play.” In order to have a full rounded media partnership, you might need to pay for some advertising to get additional spots, more coverage or perhaps even some promotional Fall 2016

activities at the festival or event. In addition, utilizing all types of media platforms are important. It is not a one type fix to build that audience and engagement. People are creatures of habit and they obtain information in a variety of ways. It can be via radio, television, social media, or seeing a billboard while driving (or sitting in traffic). Knowing your target market can help determine the best platforms and media outlets. As community builders, it is important to include all types of media to inform and engage everyone in your target market. What makes festivals and events incredible is that it should be a way to involve the entire community in a celebration in some way. The celebration is not for a certain few – it should be open to anyone with the interest and excitement. The programming at the festival is a way to segment and engage various members of the community. In addition, as new people come to the community, they are unaware of the festival and tradition and should be included. Communities are living and breathing organisms and without engaging new people, the festival can become stagnant and the audience can diminish. It is important to consider where the new audience will come from, especially since people do get older. Building audience is one important aspect since it is also a financial driver for the organization in regards to ticket and merchandise sales and also as potential donors for philanthropic programs to increase your impact and outreach. It helps the volunteer program and could lead to future board members. Media is important and also affects sponsorships. Everything ties together… all boats rise with the tide. Sponsorships are now more than having a company give money and you place their logos on items or at the event. Companies and organizations want to engage with your audience in person and through various forms of media.

PAID

MEDIA

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Corporate dollars fall into two realms – marketing dollars and philanthropic dollars. Marketing dollars are from the marketing department and relate to the corporation spending to meet their business goals and objectives. It is a business decision. Philanthropic dollars are from the organization’s foundation and relate to emphasis areas that they want to support. Everyone is competing for sponsor dollars and companies do pay attention to what you are doing in local, regional and national media. With sponsor packages, many companies now give the package to their advertising agency to determine the value and if it is a good partnership opportunity. Companies have taken a more business approach to sponsorship – it is no longer doing something good for the community. As festival/ event and even nonprofit executives, we must also think in that space. Corporate dollars fall into two realms – marketing dollars and philanthropic dollars. Marketing dollars are from the marketing department and relate to the corporation spending to meet their business goals and objectives. It is a business decision. Philanthropic dollars are from the organization’s foundation and relate to emphasis areas that they want to support. There is more of a feel good for these dollars, but having programs with definitive goals, objectives and results are required. The days of giving money for just “feel good” causes are pretty non-existent. Companies want to make a difference in the communities they serve, but they will support organizations that can show how the dollars can make an impact and a difference in the community and is typically more than just the economic impact of your festival or event. As companies measure an organization and a possible partnership, they will 34

analyze the media component in each aspect – owned, paid and earned. The organization will want to determine the reach in each area. As a nonprofit, you need to be able to have that information and speak to the trends. Knowing your marketing and its impact is vital to tell your story and the impact that your organization’s marketing and media has on programs and events. There are various systems available to measure the impact and to know the reach locally, regionally, nationally and internationally. Part of that media mix is who is being reached by that media. Having the demographics of the media outlet is as important as knowing the analytics of your owned media. Possible partners are looking to reach certain demographic and psychographic data. The more information you have, the better the ability to develop a strong partnership. This all ties together – utilize your owned media as a hub of information. Paid and earned media can be used to generate interest and your social media platforms can inform and engage the audience to act. By having all three types of media components in play, sponsors can then engage in each platform and a robust activation and engagement can occur. This will lead to larger audiences, and eventually, larger sponsorship dollars. Marketing dollars and impacts are critical components in a sponsorship program. If there is no media component, many companies might only

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sponsor for a year or two. That creates a strain on your sponsorship program as you result in constant turnover. Also, sponsors want to know the media impact of the festival as a whole – what were the specific measures and audience for the festival and the various media campaigns. Are there further activation opportunities throughout the year with this media impact? They are watching and comparing your festival and event against other properties. If yours is lacking or is on a decline, this can be detrimental to your income stream and ways to create new and exciting content for your audience. Without that new content, then the audience diminishes, further damaging your property. Owned, earned and paid media are all important aspects to promote your festival, event or nonprofit. Each type has various platforms that can build, engage and inform audiences and build engagement with your organization in various capacities. Sponsors look to see the engagement and use of media. Having various media tools enhances the partnership and dollars to your organization. For any aspect of your organization to grow, you must consider the impact of media, marketing, engagement, and sponsorship as they all tie together. John R. Melleky, CFRE, CFEE is a Principal of FIG Solutions, a consulting firm that assists organizations in “Filling In Gaps” as needed. The firm assists in all aspects of organizational management, including board relations, strategic planning, fundraising, sponsorships, marketing and public relations, event and festival management, merchandising volunteers and membership. He is also currently working with the Edison Festival of Light in Fort Myers, FL, Southwest Florida’s largest and longest-running festival as Executive Director of Development. Prior to FIG Solutions, Melleky served as the Chief Executive Officer for the Fiesta San Antonio Commission which produces Fiesta San Antonio, an 11 day festival with over 100 events throughout all of San Antonio. Melleky also served for 17 years as a volunteer with the Richmond Christmas Parade and has served as Operations Director for many corporate events for FORTUNE magazine, Time Warner, Real Simple, Warner Music and MasterCard.

EXHIBITOR SPOTLIGHT

When National Event Services first started in 1962, we initially only sold chain link fencing. When customers inquired about renting fences, our business model changed and the rest, as they say, is history! Today National Event Services and National Construction Rentals are the largest suppliers of rental fence, barricades, portable restrooms, storage containers, and temporary power in the country. Good thing we listened to our customers! How many employees does your company have? National Event Services employs just under 1,000 employees across the country. How has your company grown over the years? National Event Services is a barometer of the times. When times are good, we grow. When times are tough, we slow, but events exist rain or shine. 2015 was a great year for us, and 2016 has been even better! What areas do you serve with your product/service? National Event Services serves 70 metro areas nationwide. Give us your ‘Elevator Pitch’ about your product/service National Event Services has been partnering with concerts, festivals, air shows, sporting events, marathons, golf tournaments, the Olympics, Presidential inaugurations and more for over 50 years. Our rental fencing,

crowd control barricades, portable toilets, comfort stations, and mobile storage containers will take your next event to a higher level. Call us today. What is your newest product/ service that you have to offer that attendees need to know about? We have brand new luxury comfort stations that are so nice, you’ll forget you’re in a restroom trailer! What is different about your product/service vs. your competitors? Our service is second to none, and we offer fencing and barricades to more areas of the country than any of our competitors. How many years have you exhibited at the IFEA’s Expo? National Event Services has exhibited at the IFEA Expo for many years and is happy to be a part of this year’s expo.

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What do you hope to get out of exhibiting at this year’s Expo? As with every show we attend, we are looking to strengthen current relationship and create new business opportunities for years to come. What is the best sales advice you’ve ever received? Don’t ever “sell” to anyone. Inspire and help others along the way and the rest will follow. What is your customer service philosophy? Treat people the way you want to be treated. CONTACT INFORMATION Scott Barley Sales & Marketing Director National Event Services 15319 Chatsworth St Mission Hills, CA 91345, USA 800-352-5675 info@rentnational.com www.rentnational.com

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HERE WE

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REORGANIZING COMMUNICATION CHAINS AMONG STAFF AND VOLUNTEERS By Corie Schweser Did you ever have one of those “Oh No, AH-HA” moments when you realized you thought you were sailing smoothly thru the planning stages of your event. You were rocking the communication highway when a pending weather event, AKA Mother Nature, decided she needed to test your stress level. Not only do you have hundreds of volunteers and vendors but thousands of guests that have to be told instantly that they needed to close up shop and evacuate your event. As in the past, we would have our standby radios, sending all types of copious messages to those committee people who were empowered to make decisions. Same things we have been doing for the last 40 years. Comfortable and confident Right? Fortunately, everything turned out fine and Mother Nature zipped

around us like a kid on a skateboard. However we knew that the way we were communicating needed to change in order to stay current alongside our risk management protocols. We asked a lot of questions from the staff, volunteers and the risk management team on how we can do a better job while keeping in mind the different scenarios we could be dealing with at any given time. We took into consideration the many ways you could communicate, the methods available to use, what is too much communication, was the message emergency or informational, the silos of communication, would the message be relayed to the volunteers clearly or would it become the campfire game, “Telephone”, changed and distorted. What was decided upon was creating

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a hierarchy chart that would force the silos of communication. We created themed silos that focused on the bevy of events that the festival hosts throughout the weekend such as: Sports, Royalty, PR and Social Media, Children Activities, Entertainment etc. each with a dedicated volunteer event chairman responsible for each silo. There is only one paid staff member, who answers to the Board of Directors, so that person was at the top decision making role. This top decision maker also was the point of contact for the risk management team that monitors the different levels of emergencies or threats. The second level of the themed silos would be managed by the individual volunteer themed chairman who are in a leadership role. In this role they would receive communication from the POC and disseminate it to their volunteer event committee members which would flow to the volunteers that support each event. Once these hierarchy silos were defined, the committee decided to limit what is communicated thru these silos during festival hours, thus keeping the radio chatter to a minimum. The volunteer committee leadership mentioned that it was sometimes a problem with providing radios to volunteers because they want to use the radios all the time which creates a new challenge during emergency situations. We never want to discourage any volunteer from providing details of issues or problems however if the communication is flowing down the silos then it must flow up the same method. If the volunteer, working in conjunction with the event committee member, sees something such as an injury or potential risk, has a question or needs additional help, they will contact the Event Chairman for that specific event immediately. Most of the time, the event chairman can manage whatever the situation is or questions the volunteer may have. If the Event Chairman believes that it needs to be communicated to the second tier, Themed Event

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Chairman, it will be communicated to them and so on up the silo. To keep the events and radio chatter streamlined, we assigned each event with its own channel with the knowledge that some events will only take an hour and some a few hours. The entertainment themed silos had their assigned channel for use the entire weekend due to their complexity and stage locations. Each level of the silos had their responsibility levels defined and what they were empowered to do should a crisis or weather event occurred. We knew that training volunteers was just as important as creating these silos. In order for processes to work, clearly defined roles and training had to happen and be documented. Our festival is currently celebrating its 40th year and has never done a full audit of its volunteer event management and experience. We had the mindset that if it wasnâ&#x20AC;&#x2122;t broken and there were no issues bubbling to the surface, we were fine. We all know that in this day of social media we could not live by this thought anymore. Everyone quickly judging everything simply by someoneâ&#x20AC;&#x2122;s social media post, instead of the true facts. We updated our volunteer guidelines to incorporate our mission and vision statements.

Outlined the purpose of our festival which was created as a way for the Miami County non-profits to raise valuable revenue to support their programs. This also included how to handle event and festival finances, sponsorships or contributions. A section on how to handle communications and public relations including the media, along with this section came the insertion of the hierarchy silos of communication plan. We would have monthly meetings with our Themed Event Chairman and the volunteer in charge of that event looking at how this communication silo would affect them and does it make sense. The meetings were attended as well by the emergency response team to help define the levels of emergency that could affect the festival. It was decided that there would be two levels of emergencies. Level Two Emergency was described as a situation where it was necessary to inform all staff and volunteers of a potential upcoming weather or other type situation that is cause for concern. The method of notification would be by radio and face to face communication. The themed silo chairman sending that communication to their appropriate event groups of responsibility. A Level One Emergency was described as a situation that is potentially very dangerous and a

possible threat to the safety of the festival attendees, volunteers and staff. Once this Level One Emergency was determined the plan was to have all events shut down. All business conducted by our vendors would stop and they would be required to take shelter immediately. We would use a broader plan to disseminate this silos of communication and the Business Manager of the festival in partnership with the Emergency Response Team would send out a mass notification call by voice and text. This mass notification call would have the contact numbers of all our chairman and volunteers and could be sent and received in seconds. We would send out messages to our attendees by social media, website, and announcements by our PA systems. A precise message will be created to provide a sense of urgency and also keep calm and order while finding shelter. This precise message over the PA system will be repeated every two minutes until festival site is cleared for emergency personnel response. Our festival also provides free shuttle rides so contacting the bus drivers with festival attendees on board to seek shelter was also put into our mass notification plan. We also wanted to make sure that there was a quick way for our volunteers to contact the emergency response team at the unified command center about potential issues or situations they have observed. We wanted them to feel safe and not threatened or uncomfortable. We created two specific codes for them to use over the radio, a code 44 and a code 22. These codes were in alignment with what the emergency response uses already among their team. The code 44 was to be only used if they observed or suspected criminal activity or a situation they felt is a potential threat to the safety of the festival overall. They would have to maintain their position, if possible, stay calm and be ready to assist if necessary. The code 22 would be used in case of an accident or injury. They would have to provide in a calm voice where they were in the festival grounds by providing the name of the nearest street or booth number. Report in a normal manner providing as much detail as possible the nature of the incident. These calls would be made over the main channel 1 on the radio everyone in a decision making capacity could here and respond accordingly. Any time after these codes were used, the public safety personal would compile a statement from the volunteer with key points and distribute to staff. The committee decided that we should put this new plan of communication to a Continued on page 85

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Is Your Online Marketing

PLUGGED IN? Let the IFEA Take a Look with our New Online Marketing Audit Program

If you are like most events/organizations, your on-line marketing presence and visibility is really just a summation of non-related, often outdated, components and links and access to miscellaneous tools/ toys that someone in a seminar somewhere said that you should be using, with no real ‘plan’ to it at all. You may not even be sure anymore just what you have or what it should do, let alone having a plan for strengthening / upgrading it. If this sounds like you, it’s probably time for an online tune-up. We’ll make sure your Online Marketing is Plugged In! Working with some of the most experienced professionals in the field, IFEA is pleased to offer our new “IFEA Online Marketing Audit.” The Audit includes a formal evaluation of a festival/ event’s online visibility by an expert team from Edgeworks Group that includes web developers, social media consultants and online marketers. This broad assessment – a starting point for defining both a short-and-long term roadmap for creating a powerful online presence covers your event/ organization’s: • Online reputation • Social and mobile integrations • Search optimization • Website usability • Social media efforts. • Installation of tracking tools • Updates and customizations to existing tracking programs • Verification of Webmaster tools for both Bing and Google

To learn more about the IFEA’s Online Marketing Audit, please contact: Kaye Campbell, CFEE Director of Partnerships & Programs at kaye@ifea.com or +1-208-433-0950 ext: 815 or Click Here

A CASE FOR

ORGANIZATIONAL INNOVATION By Jason Kingsley

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Many of our communities, whether those in which we live, work, or play, are constantly changing. These are the communities in which our events take place; however, communities are not just a place. They make up our Board of Directors, our staff, contractors, vendors and suppliers, our volunteer force, and in some cases our memberships. They are the interactions and human behaviours, the shared experiences and expectations, values, and beliefs between individuals. Because of this, some may think that diversity and inclusion is not something that can necessarily be seen, has no tangible benefit, and is hard to quantify. For this article, we will be focusing on diversity and inclusion at the Board level, with staff, contractors, vendors and suppliers, our volunteers and our memberships, and how we can create engaging, diverse, vibrant internal communities. We will also look at what the benefits of diversity and inclusion are and some of the ways we can measure the success of our initiatives. Diversity and inclusion continues to be a hot topic for the LGBT community, with the most prominent current issues focusing around trans rights, “bathroom bills,” and similar matters of policy, both at the municipal and federal levels. As a Canadian, the conversation differs slightly compared to other countries, such as our American neighbours; however, the conversations are still taking place around the world. Through over fifteen years of involvement with the Calgary Pride Festival, the last six of which have been at an executive level, I have seen the impact of creating and supporting a diverse and inclusive community first hand. I have been involved in and seen shifts in public policy, and the perceptions and behaviours of individuals. As diversity and inclusion can be a daunting subject, with some misconceptions about what it is, let’s start by defining what they are. Diversity is all the ways we differ. It is what makes us unique, the sum of all our parts and all our experiences. Inclusion is the process of recognizing and bringing these diverse resources together. Through respect and connectivity, we are able to harness the benefit and wealth of knowledge that these diverse resources have to offer. When thinking about diversity and inclusion, with the ongoing growth in media attention, the words diversity and inclusion are becoming synonymous with the lesbian, gay, bisexual and transgender (LGBT) communities. Some may also be drawn to thinking about gender equality as it relates to women’s rights, feminism, and sexism, as well as ethnic minorities.

If we are talking about diversity as we defined above however, it means looking at all those who differ from ourselves. This may also include race and cultural heritage, age, disability, marriage, civil partnership and family units, religion, pregnancy, and so on. For the purpose of this article, we are going to be focusing on LGBT diversity and inclusion. Global Statistics: • Only 61 out of 196 countries in the world prohibit discrimination in employment because of sexual orientation. United States Statistics: • A report issued by UCLA’s Williams Institute in 2013 showed that: • 21% of LGBT employees report having being discriminated against in hiring, promotions, and pay. • 47% of transgender employees reported similar discrimination in the workplace. • The LGBT community earns as little as $0.68 for every dollar that heterosexual workers earn, with equal or greater qualifications. • According to the American Civil Liberties Union: • Only 21 states have state-wide employment non-discrimination laws covering sexual orientation and gender identity. • 96% of Fortune 500 companies have LGBT workplace protections and say that such policies have boosted their business. Canadian Statistics: • A report issued by Angus Reid indicates that some discrimination persists for working Canadians: • 34% of gays and 40% of lesbians have experienced discrimination during their professional lives. • 10% of employees still find employers and co-workers intolerant towards LGBT individuals. • 28% of respondents who have not come “out” at their workplace say they fear negative consequences. According to the Canadian Community Health Survey: • 12% of gay men earned less than their heterosexual counterparts. So what does this mean for the festival and event industry? Through the variety of stakeholders that festivals and events engage with year after year to ensure Fall 2016

successful planning and execution, organizations will likely encounter several generations of individuals. These different generations may all have very different experiences with diverse communities, and organizational changes can sometimes be difficult to accept, causing conflict or resistance to arise. However, for millennials and the younger generations, diversity and inclusion may already be part of their experience. In the past, businesses have addressed issues of diversity and inclusion much the same as the rest of society, and based on what was deemed appropriate by society at the time. Now, we are beginning to see a global movement in the workplace, and an ongoing shift to create more diverse and inclusive business practices, as the “business case for diversity” continues to become a modern business mantra. This shift, according to a study conducted by the Williams Institute in 2013 indicates “A diverse workforce (or in more nuanced versions, a well-managed diverse workforce) will lead to lower costs and/or higher revenues, improving the corporate bottom line.” As the success of many of the festivals and events that I have worked on can be directly related to the dedication of a well-motivated and productive group of staff and volunteers, as well as the support of local city business units, vendors and suppliers, research suggests that there is a direct economic benefits to creating and maintaining a diverse workforce. The same Williams Institute study highlighted the following specific benefits that would have a positive impact on an organizations bottom line: • Improved recruitment and retention of talented employees • New ideas and innovations generated by drawing on a workforce with a wide range of characteristics and experiences • Attracting and better serving a diverse customer base • Increasing employee productivity • ecuring business with public sector clients that require employment non- discrimination or domestic partner benefits policies • Boosting morale and employee relations by responding favourably to requests from employees or unions All of the festivals and cultural events that I have been involved in have been managed by non-profit organizations with a Board of Directors; some (but certainly not all) have staff, and typically a robust volunteer component. Calgary Pride, which is responsible for the

IFEA’s ie: the business of international events

second largest parade in Calgary, is also one of the smallest non- profit organizations, comprised of eight Board members, currently no paid staff, and approximately three hundred volunteers, the majority of which are utilized the week of the festival. At this point, I typically hear a lot of conversation regarding “quotas” and “seat- fillers.” Personally, I dislike the concept of a quota, whether it’s staff or volunteer related, and have always believed that the best candidate should be the one to fill the role. At the opposite end, having been in roles with national organizations responsible for annual nation-wide fundraising campaigns to small volunteer driven festivals with no paid staff such as Calgary Pride, I’ve also experienced far too many times what happens when organizations just fill a seat because someone raises their hand and has the time available. As an organization that works within and represents the LGBT community, it would be easy to assume that Calgary Pride is a diverse and inclusive organization, and in some respects it is. The truth of the matter, though, is that it could do better. The majority of our Board of Director’s are currently gay Caucasian males. There is very little cultural or ethnic diversity, gender diversity, and even diversity of sexual orientations. Even for an organization that is specifically serving the LGBT community, diversity and inclusion can be a difficult undertaking. It is important for an organization, regardless of what community they serve and without having to implement quotas, to be aware of diversity and inclusion, and can be actively seeking out equally skilled candidates to recruit from traditionally discriminated and underrepresented groups, especially for key Board positions. This past year, Calgary Pride began to take an active role in the identification and recruitment of Board members, which saw the addition of a trans woman and a heterosexual male (who is also the parent of two young children). This addition to our Board helped provide new insight and innovative approaches to working with the trans community. Out of this a new partnership with the Trans Equality Society of Alberta (TESA) 42

was stimulated to expand our programming, and in March of 2016, Calgary Pride and TESA held the largest Trans Day of Visibility event in Canadian history, and based on our research the second largest in the world behind San Francisco. With diversity and inclusion conversations focusing more and more around the LGBT community recently, there is a definite “business case for diversity.” Festivals and events are uniquely positioned to be leaders in promoting diversity and inclusion in their local markets through their interaction with a variety of stakeholders, from sponsors to volunteers. What Can You Do To Become a More Diverse and Inclusive Organization? 1. Assess your organizational environment to develop and maintain diverse and inclusive LGBT-supportive policies, and ensure that they align with your organizations core values. 2. Evaluate the Board of Director’s, staff, and volunteers to ensure that there is diverse representation at all levels of the organization. 3. Conduct an audit of your contractors, vendors and suppliers, city and government agencies, and any other stakeholders of the organization to ensure their policies and core values align with those of your organization. 4. Establish a LGBT affinity group to promote the professional and personal development of your Board members, staff, and volunteers. How Can You Measure the Success? 1. Improved and increased Board, staff, and volunteer applications, recruitment, retention, training, and promotions from traditionally discriminated and underrepresented groups. 2. Reduced incidence of discrimination, and less discrimination leading to an increase in job satisfaction. This also relates to reductions in absenteeism when efforts are made to create an inclusive organizational culture.

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3. Increased innovations, which could be measured through initiatives such as new festival programming and activities, approaches to sponsorships and funding, or targeting new segments of the market. 4. Increased membership in LGBT affinity groups. This allows individuals in your organization an opportunity to discuss ideas outside of their specific business unit in a social setting. While the focus of this article has been on the LGBT community, the benefits of diversity and inclusion can be applied to other traditionally discriminated and underrepresented groups, and the steps on how to become a more diverse and inclusive organization, and the ways to measure the success of your efforts, are not mutually exclusive to the LGBT community. With a direct impact on not only the health and wellness of your staff and volunteers, but also the potential to improve your bottom line, as festival and event professionals, fostering a diverse and inclusive environment just makes sense! Jason A. Kingsley is the Vice President and Producer at Calgary Pride. As a community driven leader, Mr. Kingsley’s experience with Calgary Pride began over fifteen years ago, and has spent the last six years as the Vice President and Producer, establishing the festival as one of Calgary’s most prominent cultural events. Through his leadership, the festival has expanded from a three-day long weekend to ten days comprised of over thirty events, with attendance increasing by over ten-fold in that time. Jason received his Bachelor of Commerce degree in Entrepreneurial Management from Royal Roads University, is a Certified Festival and Event Executive (CFEE) candidate currently completing his professional certification through the International Festival and Event Association (IFEA), and is in the process of applying for his MSc in Event Management. He has over ten years of professional festival and event experience, and is frequently involved in community development initiatives. Jason can be reached at: vicepresident@calgarypride.ca.

EXHIBITOR SPOTLIGHT

Marvel Characters Appearance Program Company (“MCAP”) has been working with some of the hottest Marvel Super Heroes for Meet and Greets and Shows for over 20 years. MCAP is the only authorized worldwide licensee of Marvel who provides live Marvel Character appearances and shows globally. Some of our hottest Marvel Super Heroes for Meet and Greet and Shows are: Spider-Man, Iron Man, Captain America, Thor, Ant-Man Hulk, Black Widow and more. MCAP has scheduled appearances in malls, retailers, fairs, festivals, community events, sporting events, amusement parks and water parks, museums, libraries, zoos, aquariums, schools, trade shows, hospitals, just to name a few! How has your company grown over the years? Our unique success comes from our team’s dedication to EXCELLENCE. Our team of in-house professional performers, directors, designers, costume makers & production specialists are the best in the business. If given the opportunity, MCAP will take your Event or Promotion from idea to reality; ensuring that it is a complete success! What areas do you serve with your product/service? MCAP provides live appearances and shows worldwide. Give us your ‘Elevator Pitch’ about your product/service. The World of Children’s Entertainment is a fast moving business; however, MCAP has more than 20 years of successful experience in the entertainment industry, and end result has given us the leading edge! Our unique success comes from our team’s dedication to EXCELLENCE. What is your newest product/service that you have to offer that attendees need to know about? Custom character costume replication for movie premieres and special events. MCAP works closely in conjunction with Marvel’s film makers to develop replica movie costumes for all of our live character

appearances and exciting interactive shows!! No matter what your event requires, we can provide it – interactive events, customized shows, educational awareness programs, autograph sessions, photo ops and more. What is different about your product/service vs. your competitors? We have built a reputation second to none globally for the planning and full production of live performance events; and the complete turn-key staging of high energy, brand building promotions that help our customers drive their business. MCAP offers a unique edge and we offer a strong model that achieves results! Our events take live Children’s Entertainment to a new level. Great customer service! We have been commended on making events happen with very short notice. All of our events are a huge success and customers have raved over the increased traffic when having the Marvel Characters appear at their events. How many years have you exhibited at the IFEA’s Expo? First-time Exhibitor Why did you decide to exhibit at the IFEA’s 61st Annual Convention, Expo & Retreat? We feel this is a great opportunity to promote our company and make Fall 2016

everyone aware of this unique opportunity as a brand building company that achieves results. What do you hope to get out of exhibiting at this year’s Expo? Increase company and brand awareness to help drive sales What is the best sales advice you’ve ever received? Follow Up - Follow Up - Follow Up What is your customer service philosophy? Treat your customers like you want to be treated……. is our goal to create fun and excitement and make every event unique and special. CONTACT INFORMATION Judy Janisheski Vice President, Special Events and Operations Marvel Characters Appearance Program Co 145 N. Franklin Tpke, Suite 115, Ramsey, NJ 07446 201-818-9400 jjan@marvelappearance.com www.marvelappearance.com

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Unmanned Aircraft Systems at Events By Jon Pollock

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Background and General Information: There is no doubt that in 2016 we are living in a technological age. Technology has been an invaluable tool for society to advance in countless ways and in the last 20 years especially, we have seen almost inconceivable advancements made. One specific sector of technology that has become incredibly pertinent over the last five years is the use of Unmanned Aircraft Systems (UAS) or drones, as they are more commonly known. Drones are certainly a great tool for many different types of individuals and industries, however as their use becomes more pervasive, so do the issues surrounding them. This topic is especially important for event professionals to be educated on, as UAS use becomes more common recreationally for ordinary citizens at open-air events. One of the difficult things about the UAS issue is that technology evolves so quickly it can be difficult for the legislation to keep up, this is one of the major challenges facing drone regulation. The governing body that determines the legislation for UAS usage is the Federal Aviation Administration (FAA), the national aviation authority of the United States, with powers to regulate all aspects of American civil aviation. These responsibilities include the construction and operation of airports, the regulation and management of air traffic for both civil and military aircraft, the certification of personnel and aircraft, and the protection of US assets during the launch or reentry of commercial space vehicles(1). The FAA defines a UAS as the unmanned aircraft (UA) and all of the associated support equipment, control station, data links, telemetry, communications and navigation equipment necessary to operate the unmanned aircraft. The UA is the flying portion of the system, flown by a pilot via a ground control system, or autonomously through use of an on-board computer, communication links and any additional equipment that is necessary for the UA to operate safely. The FAA issues an experimental airworthiness certificate for the entire system, not just the flying portion of the system(2). An estimated 700,000 UAS were to be sold in the United States in 2015, according to the Consumer Technology Association(5). The first step in the regulation of drone usage was to enact a policy requiring drone users to register their UAS with the FAA. Users must register their drone giving the FAA the ability to track a UAS to its’ owner or operator in the event of an accident or

incident. According to the FAA, more than 425,000 people have registered their drones since December 21, 2015(5). Any UAS weighing more than .55lbs (250g) must be registered with the FAA. In addition, the owner of the UAS must be 13 years of age or older and a U.S. citizen or permanent legal resident of the U.S. The FAA has created both an online and hard copy version of the registration to help streamline the process for the growing market of individuals using these devices. The FAA has also produced a number of operational limitations for the use of drones to help regulate their use and maximize safety of flight. 1. UAS aircraft may only reach a maximum height of 400ft above ground level. 2. Operators must keep their UAS within their sightline (without the use of any vision aiding devices other than contact lenses/prescription glasses) during the flight. a. A first-person view camera does not satisfy this requirement 3. UAS aircraft must be operated in a manner as not to interfere with manned aircraft. 4. When flown within 5 miles of an airport the operator must notify, in advance, the airport operator and control tower. 5. A maximum airspeed of 100mph (87 knots). 6. Minimum weather visibility of 3 miles from control station. 7. No operations are permitted in Class A airspace (18,000ft and above). 8. No person may act as operator for more than one unmanned aircraft at one time. 9. No careless or reckless flight operations. 10. A pre-flight inspection of the UAS by the operator is required. The other challenge surrounding the use and regulation of UAS aircraft is the enforcement of enacted laws and policy. Federal regulations and statutes, like those regarding the use of UAS aircraft, can only be enforced by federal agents, of which the quantity does not support the ability to enforce in a widespread manner. This issue has caused many states and larger cities to enact their own legislation on UAS use so local and state law enforcement agents have the ability to enforce. According to the New York Times, more than 20 states approved drone laws this year, as have major cities like Chicago, Los Angeles and Miami. Many of these regulations placed tough restrictions on areas to fly and clamped down on the use of drones to spy on Fall 2016

neighbors. The intervention of the FAA has created frustration for many local lawmakers who feel the agency’s drone rules do not go as far as many states and municipalities that are explicitly banning flights within cities and over homes, strengthening privacy protections and imposing steep criminal and financial penalties on violators(6). To combat this issue and provide consistency across the board, the FAA has provided documentation detailing guidance for UAS enforcement operations, and encouraged city and state governments to enact the FAA policy at a state level. Impact on Events: All of the legislation and regulation on UAS use has become a necessity with the meteoric rise in drone use both commercially and recreationally by average citizens. For event professionals this is an especially pertinent topic as amateur “pilots” often see open-air events and sports games as an ideal place to fly their UAS. This can present a problematic situation for event organizers and law enforcement alike due to many of the enforcement complications discussed above. Here, at the Kentucky Derby Festival we have a unique perspective on drone and UAS use due to the many facets of our kick-off event, Thunder Over Louisville. Thunder Over Louisville is a two-fold event featuring an air show with military and civilian aircraft, followed by the largest fireworks show in North America, with nearly 60 tons of fireworks illuminating the Louisville skyline. The single day event is attended annually by over 500,000 spectators and takes place on the largest annual open-air venue on the continent, bringing up a number of considerations regarding UAS use. Many of these considerations are not exclusive to Thunder Over Louisville and should be examined at open air events all over the world. 1. Unauthorized UAS entry to a venue can disrupt the event. Specifically in regards to Thunder Over Louisville with an air-show and fireworks both occupying the airspace above the venue. 2. The obvious potential for injury or death due to a crash or technical malfunction. These UAS aircraft can weigh up to 55 pounds and if one were to fall from its max height of 400 feet it could cause serious injury or death to a patron at an event. 3. The main viewing area for Thunder Over Louisville is Louisville’s Waterfront Park, a public, city-operated venue. This means KDF officials can not restrict anyone from entering for any reason. It is also

IFEA’s ie: the business of international events

Policing a land-locked venue is difficult enough, but water gives UAS operators the ability to launch their aircraft from down the river, potentially affecting our air-show or fireworks display, without even setting foot near the venue.

a challenge to regulate ingress and egress to the venue as it is open-air, without any perimeter fencing. 4. UAS aircraft are also able to circumvent ground based security to bring illegal or unapproved contraband into a venue undetected. This could create a safety and security issue for all attendees. 5. A UAS can be launched from land or water, causing concerns for Thunder Over Louisville as our venue is bordered by the Ohio River on the north. Policing a land-locked venue is difficult enough, but water gives UAS operators the ability to launch their aircraft from down the river, potentially affecting our air-show or fireworks display, without even setting foot near the venue.

legal ramifications. While flying his drone, Wilson flew to the center of the stadium, behind a scoreboard, to avoid four parachutists who were landing on the field. A campus police report says that the drone came within 25 feet of the parachutists, but Wilson contended

All of the above issues are just a few of the myriad of concerns that come with UAS use. Taking these into account when planning an event is becoming more essential as stories continue to surface detailing incidents with UAS aircraft. One such incident happened at the University of Kentucky in the fall of 2015. University of Kentucky Law Student Peyton Wilson crashed his UAS at the University of Kentucky’s Commonwealth Stadium during a football game, and shortly after Wilson received a “terrifying” letter from the FAA notifying him of 46

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his footage showed that his drone was nowhere near the parachutists. Wilson then lost connection to and control of the drone. The drone had a preprogrammed return flight it would follow if it lost connection, however this feature malfunctioned and instead, the

drone flew toward the suite patio deck on the south side of the stadium and crashed into a glass wall of the patio area occupied by 10 people, according to court records. Wilson was charged with wanton endangerment and criminal trespassing (although Wilson himself did not enter the stadium, his drone crashed inside on private property), but was able to plead to a lesser charge and a small fine. Prior to this incident the University of Kentucky had no official regulations in place regarding the use of drones at events or in university facilities, but that has since changed(7). The university now requires individuals to apply for a permit through the university’s event management office at least seven days prior to the requested event. In addition, operators must be able to show proof of general liability insurance that covers operation of the UAS(8). The University of Kentucky had to respond reactively to this situation and now has a plan in place to produce consistency in the future. As the rate of UAS incidents increases nationwide we will see more organizations be proactive in instituting guidelines and procedures to regulate the use of UAS aircraft and drones, before they experience an incident. The FAA does have a policy in place to cover sporting events, stadiums and major events, however it is not yet an all-encompassing event policy and requires an exhaustive application process. Section 91.145 deals with the “Management of aircraft operations in the vicinity of aerial demonstrations and major sporting events”. The FAA will issue a Notice to Airmen (NOTAM) designating an area of airspace in which a temporary flight restriction (TFR) applies when it is determined that a TFR is necessary to protect persons or property on the surface or in the air, to maintain air safety and efficiency, or to prevent the unsafe congestion of aircraft in the vicinity of an aerial demonstration or major sporting event(9). Having a policy in place, and educating individuals on said policy, can go a long way towards helping deter unpermitted or illegal UAS use.

The best advice for event professionals to heed in regards to this issue is to be proactive. Never wait until you have a problem to decide how you will deal with it. The Future of UAS Use at Events: The topic of drone use at events is still very new and will continue to evolve as technology improves. The best advice for event professionals to heed in regards to this issue is to be proactive. Never wait until you have a problem to decide how you will deal with it. It is essential to have plans in place for every type of situation, even if you think, “it can’t happen here”. What this means for event producers is to put a policy in place and educate your spectators, attendees and participants. Create signage and post regulations so everyone has the ability to access the information and educate themselves. Event organizers should also work in concert with local law enforcement and Flight Standards District Offices (FSDO) to ensure cohesion in education and enforcement. For more information on this topic you can visit the Federal Aviation Administration’s website at www.FAA.gov and stay up to date with the latest policies and procedures. Jon Pollock is an Event Manager with the Kentucky Derby Festival in Louisville, Kentucky, where he has helped plan and produce the past three Festivals. An Ohio native, Jon ventured to Louisville in 2012 to obtain a Master’s Degree in Sport Administration from the University of Louisville, before settling into his current role with the Festival. The events he manages range from a parade, to a cycling event, to a bed race, providing him a unique mix of experiences.

University of Kentucky Law Student Peyton Wilson crashed his UAS at the University of Kentucky’s Commonwealth Stadium during a football game, and shortly after Wilson received a “terrifying” letter from the FAA notifying him of legal ramifications. Fall 2016

Sources 1. What we do. (2005, March 10). Retrieved June 06, 2016, from https:// www.faa.gov/about/mission/activities/ 2. Unmanned Aircraft Systems (UAS) Registration. (2016, June 06). Retrieved June 06, 2016, from http://www.faa. gov/uas/registration/ 3. Overview of Small UAS Notice of Proposed Rulemaking. (n.d.). Retrieved June 03, 2016, from http://www.faa. gov/regulations_policies/rulemaking/ media/021515_sUAS_Summary 4. Know Before You Fly Reaches Major Milestone with More than 500,000 Unique Visitors to Website. (n.d.). Retrieved June 03, 2016, from http:// knowbeforeyoufly.org/2016/06/knowbefore-you-fly-reaches-major-milestone-with-more-than-500000-uniquevisitors-to-website/ 5. Kang, C. (2015, December 27). F.A.A. Drone Laws Start to Clash With Stricter Local Rules. Retrieved June 02, 2016, from http://www. nytimes.com/2015/12/28/technology/ faa-drone-laws-start-to-clash-withstricter-local-rules.html?emc=edit_ th_20151228 6. McKay, M. (2016, January 09). University of Kentucky student speaks out about crashing drone in football stadium. Retrieved June 02, 2016, from http://www.kentucky.com/ news/local/counties/fayette-county/ article53915475.html 7. UK Business Procedures - Unmanned Aircraft Systems. (2016, June 03). Retrieved June 03, 2016, from http:// www.uky.edu/EVPFA/Controller/files/ BPM/BPM D-2.pdf 8. ECFR — Code of Federal Regulations. (n.d.). Retrieved June 07, 2016, from http://www.ecfr.gov/ cgi-bin/text-idx?c=ecfr;sid=506fca3464a63595357c6153f7024d34; rgn=div8;view=text;node=14%3A2 .0.1.3.10.2.4.27;idno=14;cc=ecfr

IFEA’s ie: the business of international events

THE IMPORTANCE OF

BY EVAN M. SCHAEFER

EMERGENCY PREPAREDNESS PLANNING FOR FESTIVALS 48 48

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Contrary to popular belief, emergency preparedness planning isn’t the sexiest part of event planning but it is certainly a necessity. More often than not, preparedness is “uncomfortable” because it requires the event planner to anticipate different types of disasters and assemble necessary resources needed to provide safety for all people in attendance at the event. This article will focus on the Incident Action Plan (IAP) (also known as an Event Action Plan (EAP) a preparedness tool that is often referred to as the “play book”. It can be written to fit the scope and needs of your event as well as produce several resources or best practices used to manage your event and communicate with attendees. After being issued a Presidential directive by President George W. Bush on February 28, 2003, the Department of Homeland Security released the National Incident Management System (NIMS) on March 1, 2004. NIMS is a systematic, proactive approach to guide departments and agencies at all levels of government, non governmental organizations, and the private sector to work together seamlessly and manage incidents involving all threats and hazards regardless of cause, size, location or complexity in order to reduce loss of life, property and harm to the environment. One of the five (5) components used often in the event industry is the Incident Command System (ICS). ICS is a fundamental element of event management that provides systematic organization through a combination of facilities, equipment, personnel, and communications using consistent terminology and a pre-determined organizational structure. I was first introduced to NIMS and the Emergency Preparedness process described within NIMS when I worked for Arizona State University (ASU) producing their large scale student events. While it wasn’t a requirement, I found that the use of an Event Action Plan (EAP) provided a consistent form of communication, streamlined accountability and created a

unified approach to executing the events. I learned a lot about the effectiveness and necessity for having an event plan from ASU’s Director of Emergency Preparedness. In November 2014, I left ASU and joined the Arizona Super Bowl Host Committee as a member of the Operations and Logistics team. Our team served as a key stakeholder and contributor to the City of Phoenix Emergency Preparedness department and their event plan for the most popular professional sporting event in the world. In addition to the hundreds of thousands of people that visited the valley for Super Bowl XLIX, the Waste Management Phoenix Open (yielding 200,000+ attendees annually) occurred the same weekend. An Event Action Plan (EAP) is a comprehensive document created from individual ICS forms used to assist in systemizing information from local, state and federal agencies, in an effort to execute a successful event. Below is a list of the ICS and supplementary forms that I use when producing events of any size. A popular ICS method of streamlining communications during an event is to create a Command Post. The Command Post serves as the centralized communications hub for the entire event. A typical Command Post consists Fall 2016

of Police, Fire, Medical, Security, Public Information Officer (PIO), and a member of the team producing the event that has decision making authority. All radio calls run through the Command Post in order to effectively dispatch resources to the appropriate locations in a timely fashion. In addition to local and state agencies, the Federal Government has assets available for large scale events that traditionally draw or anticipate a large number of attendees. Through the coordination by local and/or state law enforcement agencies, the Office of Infrastructure Protection within the Department of Homeland Security is able to connect event personnel with Federal resources that are available at your disposal for FREE. That’s right, the resources provided by the Federal Government are FREE! If deemed appropriate, here are a few of the resources that are available to you: Infrastructure Visualization Platform (IVP): A tactical multimedia tool that creates an interactive visual guide of any location by integrating various types of data. The IVP generates 360-degree geo-spherical video and panoramic geospatial imagery of facilities, surrounding areas, transportation routes, and other features of interest to provide emergency response personnel and critical infrastructure owners and operators with a cross-platform tool that allows them to present data, make quick and informed decisions, and confidently respond to an incident. The information resulting from an IVP assessment is provided in an interactive IVP Report, which incorporates a wide variety of data, including evacuation plans, standard operating procedures, geospatial and aerial facility views, schematic/floor plans, and vulnerability assessments. (Formerly, the Computer-Based Assessment Tool or CBAT.) Homeland Security Information Network (HSIN): HSIN is the encrypted network for homeland security mission operations to share Sensitive but Unclassified information with other Federal, State, Local, Territorial, Tribal, International, and Private Sector partners. These groups use HSIN to manage operations, analyze data, send alerts and notices, and in general, share the information they need to do their job. Tabletop Exercises: As part of the preparedness cycle, planners and event personnel can participate in tabletop exercises that simulate different disasters that can occur

IFEA’s ie: the business of international events

ICS FORMS

WHAT IS IT?

Title Page

This helps to identify the name of the event, provide a graphic that identifies the event and shows the date and time of the event.

ICS 201

Captures vital information prior to the implementation of the formal planning process.

ICS 202

Contains the objectives, weather info, general safety message and a table of contents used to paint a broad stroke picture of what ICS documents will be included.

ICS 203

Full accounting of incident management and supervisory staff helping to shape the hierarchy and assist with creating the ICS 207 (org chart).

ICS 204

Breaks down each of the divisions and groups with specific assigned resources and identifies the supervisor and number of personnel assigned to them. This assists with managing the span of control (the number of people a person can effectively supervise). It also outlines specific duties and responsibilities in addition to being used as a “briefing sheet” for the personnel assigned to those areas. An Event Operation Plan or addendum of any kind can be used if the responsibilities are too large for the fillable portion of the form. Groups and Divisions are used to describe work responsibilities and may include areas like; law enforcement, fire, medical, volunteers, sanitation, etc.

ICS 205

Provides a detailed understanding as to the radio frequency assignments for all divisions/groups. An ICS 205T is a roster inclusive of all working personnel’s e-mail addresses and cell phone numbers.

ICS 206

Presents the event’s Medical Plan inclusive of nearest hospitals, locations of First-Aid resources and landing instructions for helicopters, if applicable.

ICS 207

The 207 is an illustrated org chart to outline the hierarchy reporting structure to support the ICS 203.

ICS 208

Extends the Safety Message and identifies any potential threats for the overall event.

Event Operations Plan

The EOP is completed as a supplement to the ICS 204 that provides more detail for briefing information that may need to be explained more in depth.

Onsite Event Contact List

Augments the ICS 205T and is made into a lanyard containing contact information for essential personnel. The lanyard allows for easy and immediate access in the event of an emergency.

Operational Layout

Operational layout provides geographical locations for all of the important parts of the event. It also helps to identify where the most people are anticipated or expected as a part of what is happening on the event footprint. For example; a command post, lost and found, lost parents areas, and staging area’s that could be identified on the layout.

Golf Cart Access Routes Map

If applicable, this map will illustrate the authorized routes for golf carts (and other vehicular travel) to travel before, during and after the event. In most cases, if it can be avoided, operating golf carts during the hours of the event increases the amount of potential risk for injury so we attempt to avoid this action.

Emergency Vehicle Access Map

Provides medical response teams with critical information so they know how to efficiently access the footprint if responding to an emergency.

Security Deployment

Usually presented as a dot map, this map helps identify where security and law enforcement resources are located in case they need to be redeployed to other areas of the event.

Operations Schedule

A chronological timeline of events that includes items like; load in/out of all equipment, vendors and infrastructure. The timeline can also capture arrival and anticipated departure times for groups and division along with important locations like; security personnel, briefing locations, the command post and, pre/post event arrival and departures. arrival, briefing, post and check out times.

Production Timeline

This timeline includes artist performance times, fireworks, opening ceremony, etc. Anything that you expect the guests to participate in while during the open hours of the event.

Credential Board

The credential board is a display of all display credentials that provides an explanation of the areas personnel are authorized to access. Other credentials needing to be included would be parking passes, wristbands, golf cart passes, etc.

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While preparing an EAP is not the most exciting part of event planning (for some), I guarantee you it is worthwhile and will help calm the chaos that will ensue if something happens during the event. In order to make it engaging and worthwhile, the exercise director can divide the room based on areas of responsibility (Police, Fire, Metro Transportation, Promoter, Security, etc.) or put multiple disciplines at the same table. The intent when dividing by area of responsibility is that groups will have to physically move to other tables within the room to gather intel that impacts them and ultimately leads to relationship building and the understanding of responsibilities. If done correctly, this can be an extremely impactful way to assure everyone is working from the same plan. Welcome Voiceovers: Pre-record welcome messages reminding your guests to locate the exits closest to them. Often integrated with other messaging, the intent is to get attendees “thinking” about what to do during an emergency. Video Screens: Often used in conjunction with voiceovers, slides and/or images direct people to remain calm and make their way towards the nearest exit. Colors that incite fear (“red” or “orange”) should be avoided as they might misrepresent the situation and cause panic or unrest among your guests. If You See Something, Say Something Campaign: This is a national campaign that raises public awareness of the indicators of terrorism and terrorism-related crime, as well as the importance of reporting suspicious activity to state and local law enforcement. Emergency Texting System (ETS): Similar to what you see in most large public stadiums and arenas, employing an emergency texting system will not only benefit the guests but also personnel as a backup communication system. An ETS vendor can establish a keyword that is promoted around the venue

for guests to use in order to identify issues happening around them. It is congruent with the national “If You See Something, Say Something” campaign. Additionally, working personnel can utilize the system in the event their radio communication becomes unavailable as a mechanism to communicate back to the Command Post. Personnel Roles/Responsibilities: All personnel, whether volunteer or paid staff, should be given a role to assist in the event of an emergency. Briefings are critical for relaying roles and responsibilities to all staff and should include emergency procedures to be followed in case of an emergency. In most cases, your emergency messaging will include reminding guests to follow the direction of event staff so they must know what to do. Remind all staff to remain at their posts unless their life is in danger or until given instructions to leave by the Command Post. Continuity of Operations Plan (COOP): This is a contingency plan that addresses how an organization will continue operations during a threat or actual incident, such as a natural disaster, terrorist attack, or other emergency or incident, in which the organization’s primary operating facility is rendered inoperable or is compromised in some way.

REFERENCES: National Incident Management System. (2015, October 3). Retrieved from https://www.fema.gov/national-incident-management-system Interview with Christine Figueroa [E-mail interview]. (2016, February 24). Homeland Security. (n.d.). Retrieved February 26, 2016, from https:// www.dhs.gov/see-something-saysomething/about-campaign

HOW DOES THIS APPLY TO MY EVENTS? Disasters at a local, national or even global scale can sometimes have an impact on events close to home. The Indiana State Fair Stage Collapse of 2011 and the Oklahoma State Homecoming Parade 2015 are two examples of how disasters can reshape different processes and procedures for preparedness. The Boston Marathon bombing was also an event that shook the nation. One of the reasons so many people Fall 2016

survived that horrific event was because many of the runners/workers and law enforcement/first responders were prior military or in the medical field and were trained in Tactical Emergency Care, in particular applying tourniquets and dressing to open wounds. While you can’t anticipate the type of emergency, if an evacuation is necessary, think of the various resources you have at your disposal and utilize them accordingly. While preparing an EAP is not the most exciting part of event planning (for some), I guarantee you it is worthwhile and will help calm the chaos that will ensue if something happens. As a professional event producer, ignorance is not bliss. Remember, the people attending your event assume you have thought of everything and have a plan in place to protect them if something happens. You owe it to your staff, volunteers and attendees to be as prepared as possible and able to alter your plan in a moments notice if necessary. For more information about Emergency Preparedness and Incident Command System, I encourage you to look into training offered by FEMA (training.fema.gov). The training will help you gain a better perspective and assist with preparedness. While you won’t be able to prepare for everything that happens, knowing what to do and who to contact “in the event of” is what separates event planners and event professionals.

Interview with Allen Clark [E-mail interview]. (2016, February 28). Evan Schaefer is the Event Producer for the Tempe Oktoberfest in Tempe, AZ. Prior to this he was the Director of Events at the Downtown Tempe Authority; Event Planner for Arizona State University (ASU) and a member of the Operations and Logistics team for the Arizona Super Bowl Host Committee.

IFEA’s ie: the business of international events

The Festival Organiser’s Guide To Corporate Social Responsibility (CSR) Part 1 of 3 DETAILING CORPORATESOCIAL SOCIALRESPONSIBILITY RESPONSIBILITYIS, IS, DETAILING WHAT WHAT CORPORATE HOWFESTIVALS FESTIVALS ARE ARE USING USING IT IT AND HOW HOW HOWYOU YOUCAN CANIMPLEMENT IMPLEMENT A SUCCESSFUL SUCCESSFULCSR CSRSTRATEGY STRATEGYWHEN WHEN PLANNING PLANNING A FESTIVAL A FESTIVAL

By Dan Rose

TOP TIPS FOR CREATING A SUCCESSFUL CSR STRATEGY

WHAT IS CORPORATE SOCIAL RESPONSIBILITY?

THE BENEFITS OF CORPORATE SOCIAL RESPONSIBILITY

CORPORATE SOCIAL RESPONSIBILITY AND YOUR BOTTOM LINE

HOW FESTIVALS AND SHOWS USE CORPORATE SOCIAL RESPONSIBILITY

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Corporate social responsibility (CSR) is becoming an increasingly important factor for anyone organising a festival or show, particularly in terms of environmental protection and community/ stakeholder engagement. With rising concerns regarding the negative effects of various festivals and shows on the environment potentially casting the industry in a bad light, we are seeing a rise in the number of ‘green festivals’, with some of the biggest festivals taking a strong stance on corporate social responsibility. Read on to discover exactly what corporate social responsibility is, how it is already being used within the festival industry, how it can be a benefit to your festival or show and how to create a successful CSR strategy going forward.

Fall 2016

WHAT IS CORPORATE SOCIAL RESPONSIBILITY? Corporate social responsibility is an initiative or strategy a company adopts in order to assess and positively improve their effect on the environment and social wellbeing of the wider community. Companies or corporations adopting CSR strategies are seen to be making a conscious effort to go above and beyond what is required of them by regulators and environmental protection groups in order to take responsibility for their impact on the environment and community. The ISO 26000 Csr Guidelines The International Organisation for Standardisation (ISO) released corporate social responsibility guidelines, named ‘ISO 26000’, in 2010 which offers information on socially responsible behaviour and how it can be implemented within a company. The ISO 26000 guidance on social responsibility is a voluntary guidance standard, meaning that there are no specific requirements detailed as there is no certification offered to those using the ISO 26000 standards. It should be used to improve a company’s social responsibility activities voluntarily and ISO suggests that those using these guidelines should promote the fact they have used the ISO 26000 guidelines to help validate their CSR activities. CSR activities usually do not have a direct financial benefit, however they do promote the company’s positive social and environmental standing, which in turn can encourage a loyal following and subsequent financial gain. Common issues companies confront with CSR activities include: • Protecting the environment • Encouraging fair operating practices • Community involvement

IFEA’s ie: the business of international events

Your festival may also want to consider contributing to local projects, such as supporting youth activities or local community clubs. These types of activities spread positive sentiment throughout the community and give tangible and visible evidence of the positive effect your festival has within the area. These three main areas can be categorised into ‘Community’, ‘Environment’ and ‘Economy’ CSR. Which activities a company chooses to focus could be due to the cause fitting their brand or values, or simply personal preference. CSR AND THE COMMUNITY Community engagement and development within the community is a particularly important area of corporate social responsibility in the festival industry. Festivals & shows draw masses of people to certain areas, such as the 135,000 people who experience Glastonbury each year. This can cause a real disruption to the local community, with noise pollution, littering and gridlocked roads being just a handful of issues the local community have to face each summer. Festivals need to ensure they are keeping local residents happy and giving something back in return for their tolerance. Glastonbury Festival works hard with the local community, particularly with the residents of Pilton, Pylle and Sticklynch who are offered free tickets to the festival as a sign of goodwill for their tolerance to the disruptions caused. Caring For the Local Community ‘Helping the community’ is quite a broad term, and your festival needs to decide which area of the community it should focus on. Following in Glastonbury, Reading Festival and Radio 1’s Big Weekend’s footsteps, it is a great idea to offer free tickets to your festival for anyone living within a certain distance of your festival that may be negatively affected by it. 54

However, it’s not just about the local community, but the wider community too, therefore charitable donations are often used in order to show support to specific causes. It’s also important to care for your festival’s internal community: employees, volunteers and helpers. Corporate social responsibility from an internal standpoint means considering the human rights of those under your employment and ensuring they have a safe and fair working environment. It’s about resolving grievances, being culturally sensitive and avoiding discrimination whilst providing a good standard of living for everyone involved. CSR AND THE ENVIRONMENT The environmental impact of festivals is an issue all organisers need to be aware of. Festivals in the UK are collectively responsible for 14 kilo-tonnes of

carbon dioxide each year, therefore the responsibility to reduce this figure and give back to the environment lies with the festival organisers themselves. Carbon Emissions From Festivals However, with 70% of those carbon emissions coming from the attendees travelling to each festival, the success of any environmental campaign relies on the involvement of the attendees as well as the festival organisers. Camp Bestival and many other environmentally conscious and eco-friendly festivals are taking steps to reduce their carbon footprint by signing up with ‘Energy Revolution’, a registered festival charity investing in clean energy and tackling climate change. Camp Bestival is working with Energy Revolution and their partner, The Converging World charity, in order to fund a 1-megawatt wind turbine in the Tamil Nadu area of India within the next 5 years. They also work with ‘Big Green Coach’ to try and reduce emissions from attendees travelling to the festival by lowering the number of vehicles being used, while Big Green Coach commit to protecting 5 square feet of Amazonian rainforest for every customer they transport to Camp Bestival. Littering At Festivals Carbon dioxide is not the only environmental threat caused by festivals; the amount of litter left behind by festival attendees can be substantial. It is the responsibility of festival organisers to encourage attendees to clean up after themselves and to deal with any waste issues after the festival is over. One of the main issues is attendees leaving their tents behind, for example, around 20 tonnes worth of tents are left behind at Reading Festival each year. In 2015, Reading Festival introduced a new tent cleaning and packing service

Any festival’s corporate social responsibility activities should concentrate on reducing their negative impact on the environment in order to protect the planet and show a real commitment to environmental recovery.

IFEA’s ie: the business of international events

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in an attempt to encourage attendees to take their tent with them and reduce the level of waste. This shows that Reading Festival are trying to tackle a big issue and are facing up to their environmental responsibility. Environmental Solutions For Festivals There are many options available to festivals looking to include environmental protection within their corporate social responsibility strategy. With emissions from attendees travelling to the festival having the most detrimental impact on the environment, implementing and encouraging greener ways to travel to and from the festival is a great place to start. Strategies include signing up with Big Green Coach, encouraging car sharing networks and rewarding attendees who display environmentally friendly behaviours. Any festival can also sign up with Energy Revolution and commit to raising money for the charity through ticket sales and fundraisers, or follow Camp Bestival’s lead and commit to a specific environmental project. CSR AND THE ECONOMY Depending on the size of the festival, the turnover can be breathtakingly high, however the cost of putting on the festival decreases profits substantially. For example, Glastonbury Festival 2015 reportedly sold £35 million worth of tickets, however only saw a profit of £764,000 after all costs were covered. This is in part due to the fact that Glastonbury takes its economic responsibilities very seriously, ensuring fair payment across all areas of the festival and giving back to the community financially. Annual Festival Spend In the UK Festivals are great for the wider economy, with music tourism reportedly generating £3.1 billion worth of direct and indirect spend in the UK in 2014 by 9.5 million music tourists. The Association of Independent Festivals (AIF) reports that AIF member festivals themselves added £1 billion to the UK economy between 2010 and 2014. While these figures prove festivals to be healthy for the economy, there are several economic factors which festivals may still want to consider within their corporate social responsibility activities. As previously mentioned, the costs involved with organising a festival can be staggeringly high, therefore the festival organiser has a responsibility to ensure the festival

As part of their corporate social responsibility strategy, organisers should ensure that local businesses are benefitting from the festival and that profits are being used to support charities. It can be of huge benefit to the festival to partner up with a charity, promoting their activity through specific campaigns. is profitable enough to support its employees financially and provide them with a good standard of living. The festival organiser is also accountable for ensuring all costs are covered appropriately, such as paying for the rental of venue/land, any equipment used and entertainment hired. Supporting Festival Performers The Guardian recently reported on literary festivals refusing to pay authors appearing at their events and expecting them to appear for free. This has caused quite a stir in the industry, with Paul Pullman resigning as patron of the Oxford literary festival and a negative light being shone upon certain festivals which have refused to pay. Supporting the Local Community Festivals also have a responsibility to support the economy of the wider community. According to AIF, over £80 million was spent in local UK businesses between 2010 and 2014 due to there being a festival in the area. This is a fantastic way for festivals to prove their economic worth and showcase their corporate social responsibility accomplishments. Glastonbury is a notable example of this, with festival organiser Michael Eavis donating the vast majority of the festivals profits to different charities and only taking home a modest salary himself. While this may not be realistic for all festivals, this a great example of economic CSR in action.

Fall 2016

In Part 2 of this article, you will learn about how festivals and shows use corporate social responsibility to their advantage including a case study on how Glastonbury, a leading UK festival implements CSR.

Dan Rose is Managing Director of Hampshire based Event Insurance Services, one of the leading providers of all types of event insurance in the United Kingdom. The company prides itself on a reputation built on outstanding personal service and is celebrating its 20th Anniversary this year. Dan has been with the company for nine years and has long been a festival goer himself. https:// www.events-insurance.co.uk

IFEA’s ie: the business of international events

IFEA

C AR E E R N E T WOR K

The Power of Bringing Great People Together with Great Careers Looking for an experienced employee to fill that vital job position? Interested in a career or wanting to advance yourself in the festivals and events field? Want to be sure that you target the top people in the festivals and events industry and ensure that your organization doesn't miss the most qualified candidate available? IFEA's Career Network can help. Now with a new partnership through online job board and applicant tracking system, TeamWork Online, your search base for positions and your reach to find qualified candidates has grown exponentially within the live festivals & events industry. With a reach of over 1.25 million potential candidates and educators interested in sports and live event positions, this new partnership between IFEA and TeamWork Online not only brings increased qualified candidates to your employment position,

but also increased employment positions to those candidates looking for employment! Positions range from top management positions such as CEO, Presidents and Executive Director to Special Events Coordinator, Volunteer Coordinator, Sponsorship Sales and more. Even internship and volunteer positions can be posted! Even better, if there’s not a position posted in an area or company you’re interested in, the TeamWork Online system can notify you when something becomes available! It’s an ever expansive employment network that is constantly talking and working on your behalf! If you are currently in search of a candidate, or are someone in search of employment, get started in your search today through IFEA Partner, TeamWork Online.

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Fall 2016

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Fall 2016

IFEA’s ie: the business of international events

O I S S E F O R P AL PROFESSION E DUCATION

EA to track and IF e th n o t n u o c g “We can always ed to be payin e n e w t a th s e y identify the issu ecome a realit b y e th re fo e b ften attention to - o provide ready to n e th d n a t rke s in our own ma s and solution e rc u so re g in lead n access to the e craft our ow w s a ry st u d r in available to ou d to serve as se a le p n e e b have ulresponse. We ork through m tw e n A E IF e th an active link in dership.” ns of KDF lea FE E tiple generatio Mike Berry, C

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g Yo • BYOD (Brin ting (A 3-Part Workshop) OI ke ar M On-Line Sponsorship R ts to Maximize ion en Ev g in at re • C ctivat Sponsorship A orship Retention • Maximizing ns po S l fu ss ce uc • Secrets to S Legacy Revenue Lines in ound Level • New Trends orship Success on a Year-R ning Quality Sponsors ai ns • Scoring Spo Identifying, Securing and Ret o We Need to be tD s: • Capital Idea lue of Events to Cities: Wha Va • Proving the lasses nsor-Tinted G Measuring? ld Through Spo ent and Sponsorship or W e th g in ee lvem • Viewpoint: S Attendee Invo ow to Amplify • Game On: H Mobile Engagement Activations via

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this year’s LEADE RS at N IO AT S R present and AN D CONVE sionals (past, es of S PEAKE RS pr p to e ns in the ude many of th stry organizatio du in d convention incl ize gn co ternationally re change) future) and in rs: (*subject to he ot g on am , g* in ud cl in , stivals, world • Rotterdam Fe s t en nd urnam The Netherla • Pasadena To rts Festival Des Moines A Las Vegas • of Roses n u so ea Bur • Harley David Solutions • Ottawa 2017 0 Festival t en m 50 ) in • Enterta • (Indianapolis gies Group te surance • Creative Stra s / Saint Louis • Kaliff In k Management al iv • Event Ris • Cultural Fest Solutions, LLC ehem Art Fair e nc ra su In Bethl n so er • ArtsQuest / • Haas & Wilk ssom lo B st rry fe he ik C l us M t • Nationa t Managemen • Event Projec S.N ET), Festival it m es Sum Systems (E PM • Creative Citi o Australia iC ps • Pe ssociates, LLC l • McFaddin A • Fiesta Bow ent of tm ar • U.S. Dep • Saffire urity Event & ec S g d tin an ke el ar M om H • O’Neill stival Fe e id Pr • Calgary Management . .K U , ity 30 rs 20 , tt Unive • Skills Village • Leeds Becke ower Show ca fri Fl South A • Philadelphia giving Day Company Macy*s Thanks l Events • • The Parade ua n nn tio A va d Inno Parade an • Alliance for top ail S et s R ay & S s al op iv C st • Tall • Dubai Fe otes • Arizona Coy n in the Arts Establishment ona io at uc riz A Ed of h • Yout • University Festival Cherry Festival up l e na os io R at d N an • rtl • Po a agement Gro ttsdale, Arizon • Festival Man Alliance, • City of Sco ted s et Invi • Living Stre • Everyone’s rs se La & ks or w on Tucs • Lantis Fire ircraft Fort Worth Experimental A • • Downtown et tre n S n tio ai ia M oc / Ass Initiative Events Festival • Genoways Fort Worth Arts , riential ity pe rs Ex ve z ni bi U • Sho • Pai Chai ns Private at Communic io South Korea l na io at May Intern Limited, India • Memphis in on al iv • City of Tucs Fest rnia ifo al a, Canada, C w , tta se O Jo of • City • City of San s al iv st Branch Fe l sh tra of Iri Event Cen • Association versity ni U t in Po • High & Events n tio ia oc ival, ss st A Fe stival • Riverbend • Chicago Fe & Event TN a, og k no is Chatta • EventSet R ntown New Zealand Rio Nuevo Dow d • Management, ) an t C en (N m y nt op el ou Redev • Watauga C District ent Authority n m io at op liz el ev ita D ev m R Touris tatesman • The Idaho S Resources • Visit Tucson usic Festival t M • Entertainmen ther • Beale Street ts Association ea W n en io Ev • Festivals & na • Precis nix Area Southern Arizo • Greater Phoe sitors of Tucson and Vi & n io ir nt fa Conve • Seattle Sea ent of Tourism tm us ar ea ep ur D B • Dubai Media Marketing • Noise New and Commerce rneys and Flag Event tto e A ixi l el (D ox st Tr fe y D • • Hawle ) am Te s Service Counselors ents stival ev Fe st by Fe er lk D fo or ky N • • Kentuc ale, Arizona ue Merchants • City of Glend onio • Fourth Aven nt A • Fiesta San Association ration rt Harbor Corpo elopment ev po D ew m N is • ur To • ch of ea te B ta lm S Pa the • SunFest of Commission of o County Sonora, Mexic niversity, Festival & tate U • IFEA World • California S es iti Event C Chico ion l Affiliates Texas, Convent • IFEA Globa ore • Grapevine, M y u an ea • …and M & Visitors Bur giving ks an Th s d’ al • McDon go Parade, Chica

Fall 2016

IFEA’s ie: the business of international events

L L A A I I C C E E SPSP US SPECIAL FOC S IE OPPORTU N IT

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S ION COMnePwAS T N E V N EA O IF C FIR ST-TIM E R’Snd running, stop by to meet some p.m. – (*All sessions

th 5:00 the grou ber 26 , from Before you hit ening, Septem ev ss’ session. y pa da on om M C vention friends on on C ’s er ees im -T our ‘First nvention attend 6:00 p.m., at r first-time co ou g ize in m im ax co m el w to ard to w d advice on ho We look forw an s tip e th le ab in lu r py Hou some va join us for Hap and to sharing , en t Th ee e. m nc to n experie lity Suite your conventio Team Hospita s ce vi ng ki er S or t tw e ne ® Flag Even ers, and let th dfest / Dixie me dinner partn so d fin , ds en more new fri begin! conversations

S U C O F Fall 2016

IFEA’s ie: the business of international events

S S E C C SU SS E C C U S G N I CE LE B RAT E NT M E V E I H C A AN D

2016

2016 ends evements of fri tstanding achi ou e cal th ng cr izi d recogn nced the iti ted and adva Celebrating an ar st al ve on ha si es m and prof any who our creative and peers, m ed nd es pa ak ex m t wha that have a big part of conversations x decades, is si an able. As we th or e or em m m luable and horizons for va th bo po n io nt Convention, Ex ual Conve the IFEA Ann on of the IFEA iti Ed d l an ua nn ns A ersatio own 61st king those conv ta celebrate our ue in nt co to e pleased & Retreat we ar w levels. ne to possibilities

N S LU NCHeEthOan being D R A W A A E IF mor gs that mean

thin Don’t miss There are few sional peers. es of pr ur yo uesday, recognized by Luncheon (T ds ar w A A E works the 2016 IF by Lantis Fire made/ th), sponsored 27 ople who have r pe be e m th te ep to S te bu tri y pa h throug their we pause to to light the way & Lasers, as ue in nt co d stry great an make our indu d creativity. commitment an

IFEA’s ie: the business of international events

Fall 2016

nt al peers as we: Festival & Eve Join your glob FE E (Certified C for 16 r ba 20 r e th ou e to rais • Recognize , who continue es tion at ca du tifi ra er G C ) al Executive Profession E FE C e (th r industry everyone in ou Insurance); sored by Kaliff on sp Program is mbelli 16 IFEA / Za • Award the 20 e Year Award, th of lunteer Fireworks Vo Partner longtime IFEA sponsored by izing the works, recogn Zambelli Fire to the all volunteers contribution of ; ts en r global ev success of ou our 2016 Recipients of e th ze ni og ec R • City stival & Event IFEA World Fe ing city/event izing outstand Award, recogn : and ound the world partnerships ar all of H A E IF to our 2016 • Pay tribute nor ho t es ee, the high Fame Induct ledgment ow kn ac r field, in bestowed in ou n to and dous dedicatio of their tremen ents industry. festivals and ev .) impact on the to www.ifea.com above awards go e th of l al t ou ation ab (For more inform

n to be ater honor tha re g o n is re e “Th rstand.” ose who unde th y b d e iz n g o rec

din, President - Jean McFad ssociates, LLC McFaddin & A of the Macy*s Past producer Day Thanksgiving Years Parade for 25 all of 1999 IFEA H Fame Inductee

ILKE R SON W & S A A H / IFEA E AWAR Dy Sof L C A N IN P E the first da INSU RANC orable cap on

th put a mem with the Join us as we tember 27 ) ep S , ay sd ue n (T / Haas & the conventio ar. The IFEA ye e th of t en ed ev y tribute to most anticipat e Awards pa cl na in P e nc sura ries, from Wilkerson In multiple catego in e nc lle ce ex rship; and both creativity ions to sponso andise; operat ch rand er G m d to te g ve marketin of the co e presentation th ony to em er up C g in ds all lead demy Awar ca A e th is is aas & d. Th The IFEA / H Pinnacle Awar ents industry. ev d izing an s gn al co iv re st , wards for the fe e Pinnacle A nc are ra s, su ar In ye n 20 Wilkerso more over r fo e nc lle ce ent ex orsed festival and ev ociation End by IFEA Ass d re s this so is m on ’t sp proudly rance. Don ilkerson Insu W “And & s … aa ar H he wait to Partner ent as we all ev l ia ec sp d unoppose ” ard goes to… the Pinnacle Aw deadline is

ard final entry son Pinnacle Aw /Haas & Wilker om.) EA IF a.c e ife Th w. e: (Not n go to ww more informatio July 18th. For

T N E M E Fall 2016

IFEA’s ie: the business of international events

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I N FOR MAL GATH E R I NGS est cess to the b “The ready ac s, not only in se in our business revery hallway, sions, but in e e, hospitality suit ception, and ted. Our Board is unpreceden forward to the and Staff look r tion each yea IFEA Conven f the EA as part o IF e th r e d si n and co .” re our success su n e s lp e h t a team th illiam Flinn W ctor Executive Dire es os R of t men asadena Tourna

rofessional ts of any p ar p t es b e icated One of th end some ded sp to ce an ch e g, looking convention is th rs - reconnectin ee p d an s nd ing a time with frie reat idea, shar g xt ne at th g The IFEA ahead, plannin ecial memory. sp a r o e, ng le vides laugh, a chal & Retreat pro o xp E n, tio en onv l informal 61st Annual C r those specia fo es iti un rt o p ersations. plenty of op rings and conv he at g le b ra o and mem

… STRONOatMivY A G F O Cities G e IN l Cre FR E E EVE N e internationa

joined th ultural 2015, Tucson entific, and C On Dec. 11, ucational, Sci Ed ns such io st at N fir e United nomy, the City of Gastro Network of th ld or W nts a ra as au ) st ned re N ESCO dependently ow Organization (U In s. t te es ta rg S la d ’s Tucson the Unite designation in present one of re es an ss th ne e si or ts m l food bu The city coun and other loca omic sectors. on ec employ more g in ch w hi ro w , blishments and fastest-g ta es in ng ki in dr rants and bars nts and mber of restau 1,200 restaura nu l e ta ar to e e) th ag f ople! O tional aver than 30,000 pe a 41% U.S. na . vs r, de 3% ol (6 s in cations t two-third , that favor lo the city, almos es ss d ne si un fo bu n be can non-chai ambiance that locally owned, the welcoming of ll fu w downtown s, ne tie er 50 historical prop lo, more than eb Pu ld O e Marriott Tucson cson. In th e from the JW throughout Tu rid b ca ur e ut in , and all but fo short five-m ed since 2008 restaurants (a en op ve ha ) . 1965 ort & Spa tructed before Starr Pass Res buildings cons in es ac sp to are nestled in ts ivals & Even from the Fest ds en fri r ou ther with Working toge n Arizona cson & Souther Tu of n io at ci so As Downtown sit Tucson, the Vi , Z) A TS EA (F JW Marriott ship, and the er rtn Pa on cs Tu e pa, we will e sure to entic ss Resort & S Pa rr ta S on vorites’ that ar cs fa Tu l ca ‘lo ld or of W n e this ith a selectio s, as you explor provide you w great memorie e m so globe. e te th ea cr nd ers from arou any palette and pe d an ds en nomy with fri .) City of Gastro p.m. - 9:00 p.m mber 27th, 6:00 te ep S , ay sd (Tue

ONOMY the Ania Terrace …AN D AS, TcoRme join your friends and peers onob lems down to

er your pr Following dinn gazing. Shrink universe ening of star ev l ia markable the ec re sp d a an for st va w ho bering just size, by remem ly is! around us real the wonders of rizona to view A rn he ut so telescope or tter place than oked through a lo r ve There is no be ne ! ve ha ur opportunity o many people s, so here is yo ar st the night sky. S ith w of d s re view ing skies litte yield impressive seen dark, even tion-free skies llu nd our po yo ht be lig s y, xie dr tions, gala lla te Tucson’s clear, ns co e th l as incredible r own Moon, usters, as wel cl ar the planets, ou st g in at es will provide galaxy, fascin he-art telescop f-t own Milky Way -o te ta S e. ble celestial t in deep spac otherwise invisi g in br gas clouds ou d an se Saturn, the w to the univer il. The rings of ta de us with a windo le ib ed cr in the Moon, ain view with ers and seas on at cr e objects into pl th r, te pi enu for this d moons of Ju the viewing m on cloud bands an be l al ay m des who will far, far away nomy Tour Gui ro st A and galaxies ed nt le ta ening and the tions! remarkable ev iversal conversa un , w ne l al e m so t ar p.m.). st 0 :3 us help th p.m. – 10 ber 27 , 9:00 m te ep S , ay (Tuesd change) are subject to (*all sessions

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en ® Dixie Flag Ev -time The dfest / ored by long ns po -s co , te ui S the y of lit rt ta Hospi uch a pa d to est®, is as m df r te we look forwar or d pp an , IFEA su ut sessions ko ght ea ni y br r da ou on ion as ne! Open M yo er ev IFEA Convent to e m elco , before arm Tucson w ends and new extending a w t up with old fri ee m nesday to .) ed m W p. 6:00 m.) and (beginning at ng at 9:00 p. ni in eg (with a (b te t ui gh S y ni ® pitality dinner, Tuesda the dfest Hos .), m p. ovides 0 pr :3 ) 10 ex ng at ort compl night (beginni tarr Pass Res S e th x and la of re w d, tio vie to unwin spectacular pa e and a place tim ally, a ric to ith is w H s ndee functions. convention atte sessions and ’s d le EA IF du e he th sc e of e hub of connect outsid cognized as th re is te ui S y ® pitalit the dfest Hos orking system. tw ne n conventio

OLF CLU Bthe Starr G N O S C U T STAR R PASonSnew meaning when playing a gamToe pat100 Golf

a kes ondé Nast as Desert golf ta d b (rated by C lu C f ol f Facility nestle ol G G on re Pass Tucs er Signatu lm Pa e, d ap ol sc rn A nd e la 27-hol ountain Resort). As if a tural desert m uare of Tucson’s na op dr ck g 20,000 sq ba tin e na against th nge, rejuve ra g tion, in iv ira dr sp in -loaded enough with a double lf shop wasn’t go op ity dr al ck qu ba pe and to on and the foot clubhous r views of Tucs la e cu th , ta ip ec sh sp er awed by our partn prepare to be es. As part of ng s ra te n ra ai l ia nt ec ou tural m provide sp of Tucson’s na ain offered to r ag te ce af on er s ay ha f Club x per pl Starr Pass Gol p.m.; $49+ta 00 a 1: ch re hi fo w , be ur stay player play during yo ($69+tax per ee wishing to nd te at y an r fo 1:00 p.m.) . le did in 2015 number of peop s in rs of your peer in joining othe ed th leading st re te in , r 26 may be day, Septembe For those who of golf on Mon d ident of the un es ro Pr al h, is rm a fun, info t Jeff Engl ac nt ay co se ea f.org, or, you m ention, pl at jenglish@kd into the conv n, tio n da tio un en Fo m Festival ns. Simply Kentucky Derby own reservatio ur yo e ak m 0406 to call 520-670e rate. e this exclusiv iv IFEA to rece

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IFEA ns io ct te ne “Con ns. Loca d in and conversatio gs in er th ga e daytim ctions Café” Foyer, “Conne om lro al B na izo convention, the Ar throughout the y da y er ev is open g atmosphere up with and a relaxin e ffe co mply catching g in provid e-on-one or si on ssible ss ce ne si ac bu e ar g doin cyber ones le hi w – conducive to ns tio ec oviding the ing human conn lar hang-out, pr pu po a friends. Promot s ay w al at are so rtable venue is connections th too - this comfo those personal g in en th ng re for st perfect venue s. eryone’s succes ev to nt importa

A worries. At to forget your t en HASHAN IeSfeP om m a g, stival? Take ey are receivin th th Tough year at the treatment u’ll not healed by is e an Desert. Yo on , or pa on S S al ic ag Hashani m e th ying a nsory bliss of you while enjo but by the se i surrounding ct ca e th in it d see understand an ge. sa as m hypnotic ding s any day (exclu f all Spa Service of % and 20 17 y jo 61 en 1s can ll 520-79 IFEA attendee ay. Simply ca st ial ur ec yo sp g is th rin ) du receive 9/24 and 9/25 ‘moment’ and ur yo le du he to sc mention IFEA . discount

ITIES s PPORTU N O E N rs all attendee O N O re & Ret at offe ON E vention, Expo posed

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ofessionals ival & Event Pr Seasoned Fest Events Industry the Festivals & Those New to rs t Board Membe Festival & Even ip City Leadersh rs ee Agencies Key Volunt s/Sponsorship or ns po S t en Festival & Ev ents Industry e Festivals & Ev Suppliers to th ltants d-Winning Industry Consu ind IFEA Awar eh B s rk pa S e The Creativ merce mbers of Com Events & Cities VBs, and Cha C , ns tio iza an Tourism Org ation Staff Parks & Recre /Students itutions/Faculty st In Educational ntatives Media Represe ociations from Allied Ass es iv Peers from Representat Management’ e nc ie er xp ‘E Professional Field orld ivals & Events Around the W take in the Fest /S st re te In an All those with y. al network toda your profession to ng di ad d tart building an

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ortthe most imp re a s ip h s n o ti mail“Personal rela . You can buy s s e in s u b d o nd the ant key to go friendships. A y u b ’t n a c u t o ing lists; y ships are bes n o ti la re l a n o pers the most valuable -plus years 0 6 r o F . e c a ther built face-to-f r industry toge u o g in g n ri b n IFEA has bee face-to-face.” utte, CFE E CEO am Te s vice ® Flag Event Ser ee ct Dfest / Dixie l of Fame Indu 2011 IFEA Hal Pete Van de P

an industry share events in our d an d s an al iv rs st lie essful fe the supp The most succ tanding that rs r de un ou g an in ; rt of keep monality e a critical pa important com ar ry ’. st ge du in ed r g ‘leadin support ou d part of the vendors who , dynamic an sh fre ey share their e, Th . tiv rs va stakeholde events inno ed itt m m with co t g our mos w challenges They are amon us to meet ne lp he , eas us id e ith r creativ d skills w ith us to turn ou experience an w er rtn ent pa ev d e an evate th solutions, ey help us to el cost-effective Th . es iti al re ul successf munities. and visions into s and our com ee nd te at r ou r experience fo nts rtant compone the most impo of e rs on to is va ow trade sh event inno to festival and The IFEA Expo lly ca ifi d ec an sp e d ost creativ n. Geare features the m of our conventio po Ex , le EA ab IF in ings imag akers, the rvices for all th and decision-m se d an de ra ts pa uc tables, ideas, prod t parade infla leading edge surance, gian in , se di oducts, cash pr an ch and beverage including: mer od r fo s, er ncing, sponso n’s perform eb support, fe w floats, childre d an g s, tin m ra ke prog rvices, mar rs, university management se fireworks, lase y, rit eachers, bl cu se s, , ns om ro ble rest rta gifts, decoratio po , es ur pt ti cannons, sand scul control, confet t face-painting, ke tic , ns io rship software and attract needs, sponso g tin entertainment in pr , g, os di ascots, stagin s, awards, ra , costumed m ns generators, tent io at ic n bl tio pu en ial conv photography, usually at spec e; or and services; m h, ill uc w m u and yo d, and much, ur challenges lights and soun eativity, and yo cr ur yo po! t, Ex lis ur EA yo r at the IF pricing! Bring u are looking fo yo s er sw an e find many of th ber 28th, from sday, Septem ne ed W on segments: will be open into three main d The IFEA Expo de vi di is d 7:00 p.m. an – 1:30 p.m. 11:00 a.m. to h: 11:00 a.m. nc Lu e IFEA d an g in ry for lunch, th • Expo View r ideas or hung fo ry y other ng an hu by e ar ed (Unoppos s! Whether you ed ne th bo ll ow will fulfi Expo trade sh . m. – 5:30 p.m tings: 1:30 p. sessions); ee M or it up t ib to se ing and Exh e perfect time • Expo View owd? This is th cr e th ur needs yo of s sh us ru ndors to disc Don’t like the ve ed ct le se ahead of the meeting with your meetings le a one-on-one du he sc ePr act informamore detail. e: Vendor cont ot and visions in (N e tim ur w) or simply maximize yo rtual Trade Sho Vi convention to e lin on r ou st for them. und through what works be or tion can be fo flo ow sh 00 p.m. with on the trade 5:30 p.m. – 7: ask any vendor r: ou H py al and toast ing and Hap e your best de os cl • Expo View to e m Ti ions). ks available. any other sess drinks and snac (Unopposed by s! ip sh er rtn to your new pa committing y organization an e, iv nt ce in l nt customer As a specia not be a curre ay m (* ss ne si ed at $100 to new* bu last year) valu e th in ith w er th g the 2016 business toge Exhibitors durin or d/ or have done an s or ns discount any IFEA Spo receive a $100 ill w r, or more with te af ys gistration, up d up to 30 da ion & Expo re nt ve IFEA Expo an on C l ua 2017 IFEA Ann towards their r organization. to $500 off pe

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re bar. The futu e th g in is ra l“Never stop row their know g to e u n ti n o c se who nd belongs to tho nal network, a io s s fe ro p ir e and th edge base, exp ativity.” Jim Holt, CFE E ndaries of cre u o b w e n h tc stre nt & CEO Preside ational Festival is in May Intern

ent nce, the Kaliff Insura festival and ev Sponsored by ogram allows pr d an k© n ac io Tr at st E) Fa al certific Executive (CFE their profession e et g pl in m ic pr co l to ia sionals at spec one year and industry profes in s nt g. ne lin po du m he lass sc ogram co over class-by-c all required pr tantial savings bs su achievement of a e ts th en d that repres nent towar po m in co d ire a requ professionals CFE E classes, ht by leading ug ta x si e e ar th n, of rtificatio . Three professional ce desire to attend ho to w in l al g in to ar lead are open offered each ye our field and m classes are lu cu E participants rri FE cu C re New 2016 required co s. si d ba g tin ta s, electives, an n on a ro required classe the conventio r ei th al of on l si al es e E Prof complet ceive their CFE can potentially ns in time to re io at lig arted in 2015 ob st ng ho ki w And those written/spea n! io nt E ve on C eting all six CFE the 2017 e: Those compl Certification at ot (N ! t on en cs Ev & Tu l Festiva ng yours in CFEA (Certified may be receivi a ive t. ce re en ill hm w mplis classes ucational acco core curriculum gnizing your ed co re te ca tifi er Associate) C

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th 16 tember 24 , 20 Saturday, Sep p.m. ion deal sional educat 9:00 a.m. - 4:00 eas of profes ar y an m revenue le of hi W portion p, the major hi rs so on comes sp ns with ganizatio many event or by d ch as te su ra s ne ge s – item ditional source tra e . This or se m di m fro merchan beverage, and d an ose od th fo , at ts ticke ed to look ion is design ct ru s. st in ce ur of so area revenue n-sponsorship no of s nt ne r compo ; items and othe oways Events President, Gen E, FE C s, na ay Internatio l Becky Genow phis in May em Presented by M r, to ac ialist Contr Program Spec phis, TN Festival, Mem

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mber 25 Sunday, Septe p.m. industry is 00 4: ent of our 9:00 a.m. em el c si ba simple reason The most ement for one ag an m k is /r g of people. operations a large gatherin is t en ev or al ensure that – any festiv organizer is to y an of y rit io st possible The top pr d in the safe te uc nd co is signed to look gathering struction is de in of ea ar is anagement manner. Th ions and risk m at er op al tiv es , providing a ents of event/f al approaches tic at the basic elem ac pr d an ery event. philosophical translated to ev be n from both the ca at th e dg tion of knowle ent sound founda t, Entertainm FE E, Presiden C , A ip M sh , er en Ira Ros Event Lead Presented by and Director, r so es of Pr Assistant e University On Location; ogram, Templ Pr te ca tifi er Executive C

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2016 tember 26th, Monday, Sep p.m. e agement of th 9:00 a.m. - 4:00 ent is the man em g ag in an at m gr t te ec in Proj It concerns liver the event. ting, process to de such as marke management of s use ea ly ar nt e ie all th they effic ations so that er of op d es an iv ct gn je desi fy the ob ces and satis ur e so bl re ta t un en co ev the es an ac ders. It produc ol eh to ak s st t sk ta en the ev legate akeholders, de to the event st rt particular, it po In re to e. in ed el system us control tim a h the is bl ta es and e all phases of the event team ement to manag ag e an th m t to ec n, oj ols of pr preparatio employs the to planning and e th h ug ro th ncept, event, from co n. w do e event clos E, President, enoways, CFE G ky ec B Contractor, Presented by m Specialist ra og Pr ; ts en phis, TN Genoways Ev Festival, Mem International ay M in is ph Mem program w of CFEE psis or overvie EE full class syno tration for CF gis Re . om Note: For a to www.ifea.c go nts me the ire requ rate from urses are sepa done FastTrack Co n, but can be tio en nv Co al Leslie t ac 61st Annu nt co form. Please using the same 0 Ext: 812 or 95 -0 33 -4 08 +1-2 McFarlane at training session . Note: All IFEA leslie@ifea.com to change. ct bje enters are su topics and pres

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’ e Market Place ac rr Te a ni “A e Join us in th n Fiesta’ EA ‘Foundatio IF l ia ec sp ry for a ve tend the celebra ex e w as n, tio Party and Auc (officially ependence Day d In an ic ex M tion of th)! Presented September 16 on d ze ni g co re opment Tourism Devel e th ith w r togethe ora, Mexico e State of Son th of on si is m from Com special guests ith w , on cs Tu it and Vis of Sonora, and the State on cs Tu of ity C lebrate the exicana will ce M he oc N l ia this spec alls and the bridges vs. w of g in ld ui b r. the d us all togethe on b to ts en ev power of s and gle with friend in m d an k rin Dine, d and around ss the border ro ac m o fr rs lace pee ng our marketp yi jo en le hi w the world icians. Our rumental mus st in d an rs o by the vend , surrounded re ua sq n w to magical ing of the ran desert sett no o S r la cu ta rlookspec esort and ove R s as P rr ta S beautiful n, will prolights of Tucso g in kl in tw e th ding ing setting for bid ct fe er -p re tu vide a pic and live ms at our silent ite e rit vo fa ur dation on yo the IFEA Foun t efi en b to auctions ucational rt of all our ed o p p su r ei th and year. throughout the programming ation FEA ‘Found “I e th l, al Best of cluded at d Auction is in n a y rt a P ’ a tion Fiest of your conven t ar p as e g ar no extra ch ndar and ark your cale m o S n! io at registr e for all the fun! plan to be ther es you and/ tion encourag da un Fo m, EA IF te a special ite Note: The ization to dona an t rg uc t/o od pr en ev or or your portunity, age, travel op e th ck in pa e ed nc ud rie cl expe to be in ning package IFEA’s / service / di p support the el H n. tio uc A n tio da of our industry IFEA Foun and the future on si nd is m l na ers from arou educatio professional pe 3ur 43 yo 8ith 20 w 1+ g alon ation call to r more inform go Fo . or ld r or be w em e th IFEA staff m y an to lk ge ta home pa at 0950 and ion of the IFEA ct se n tio da the Foun . www.ifea.com Fall 2016

IFEA’s ie: the business of international events

N N R R U U T T E E RR T N E M T S N E E V M N I T VENS -O N N I R N U O T E N R R U T RE

ention speakers suppliers, conv d an s or e nd ve foundation of th IFEA Expo gether, are the to ready access to , ho w s er ad ersation. al industry le al industry conv and other glob core of our glob e th d an e nc IFEA experie

We are so sure you will return home from the IFEA 61st Annual Convention, Expo & Retreat with at least one idea, approach, relationship, or renewed energy and enthusiasm, that is worth at least the value of attending (and you actually did attend), that we are willing to guarantee a return on your investment. If not, you can write to us (with a “cc” to your board) explaining how you did not receive a return on your investment and we will refund your full registration fee.

reas-s l wivaasl pw Feast estiv m oFm looss ss B lo y B rr y e rr h e C h c l C l a A anEd aonndg eofIFthEeAIF “The NNaatitioonna fnth ti o e g e n m ti t e e rs fi m t e ry rs thw fi te fe e ve rary thry lebve t eatve atnth weereceare h ret se T pn e s a y. a t d n e to t m n e e lv m n inevo cary t lv inavo stmaerent ve ere s utheast th tin ne ou ticn rna-oryn. -iTnhve ers ivtu re n n e a th th re 0 e ests.6 h d ve a w n ’s c s -i n e o six-odn turn an oargrtanneizrsahtiip p othree thre m re r e fo h d w e n s ifi e h ip st d h a w ju ec es. nelyrs oveorursixfiedld feewsopeaartsi b erd in d ifi a st le ju r a ly le si c a s, e e e e th ld uwrch n anA bise so rkoinugr, fireeso in o T mheentIFcE r tw e e d n a l le a r n a io le c roefess urces, IFeEsAtoispth itThceom n.”orking, reso ntieotw l ta a n n se io re ss p fe re ro d p n atieosntoa e itdcuocm .” representation Diana Mayhew, CFE E education and E sident Pre , CFE Diana Mayhew stivnt Fe re P side al y Blossom National Cherr .C. Dom n,ss Blo y to hirrng he l Cas NationaW

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61st Annual Convention & Expo - Schedule At-A-Glance TIME

Sat., Sept. 24

Sun., Sept. 25

Mon., Sept. 26 Tue., Sept. 27

7:00 a.m. 7:30 a.m. 8:00 a.m. 8:30 a.m.

Wed., Sept. 28 Thur., Sept. 29 Trade Show Set-Up AM

Trade Show Tear Down AM

Educational Sessions

9:00 a.m. 9:30 a.m. 10:00 a.m. 10:30 a.m.

Convention Opening & Keynote Speaker

11:00 a.m. Educational Sessions

11:30 a.m. 12:00 p.m. 12:30 p.m.

Lunch on Own

Lunch on Own IFEA Awards Luncheon

1:00 p.m. 1:30 p.m.

IFEA Expo Trade Show and Lunch

(Expo Continues through afternoon Educational Sessions)

‘Inspire the Industry’ (Box Lunch)

2:00 p.m. 2:30 p.m. 3:00 p.m.

CFEE FastTrack Class

Educational Sessions

Affinity Group Sessions Educational Sessions

3:30 p.m. 4:00 p.m. 4:30 p.m. First-Timer’s Convention Compass Session

5:00 p.m. 5:30 p.m.

Closing Session and Speaker

IFEA/Haas & Wilkerson Pinnacle Awards

IFEA Expo Trade Show Happy Hour Reception

6:00 p.m. 6:30 p.m. 7:00 p.m. 7:30 p.m. 8:00 p.m.

Attendee Free Evening

dfest® Hospitality Suite Happy Hour Welcome

Attendee Free Evening of Gastronomy & Astronomy IFEA ‘Foundation Fiesta’ Party & Auction

8:30 p.m. 9:00 p.m.

Attendee Free Evening

9:30 p.m. 10:00 p.m.

dfest® Hospitality Suite

10:30 p.m. EDUCATION

Departure or Free Time

dfest® Hospitality Suite NETWORKING/SOCIAL

CONTINUING EDUCATION

FREE TIME

* Connections Cafe is open all day during the convention hours for coffee breaks and networking.

AWARDS PROGRAMS

EXPO TRADE SHOW

61st Annual IFEA Convention, Expo & Retreat

September 27, 28, 29, 2016 • Tucson, AZ - U.S.A.

HOTEL INFORMATION: The JW Marriott Tucson Starr Pass Resort & Spa in Tucson, Arizona, U.S.A. will serve as the headquarters for the IFEA Annual Convention. By staying at the IFEA designated hotel, you help us to keep our other convention costs down. For hotel reservation information, go to: www.ifea.com and select the 61st Annual Convention button on the front page for more information. Once registered, you will receive an email confirmation of your paid convention registration.

1. AFFILIATION Please submit one form for each attendee, payment may be combined. Organization:__________________________________________________________________________________ Promo Code:_________________ Name: ________________________________________________________________ Name for Badge:______________________________________ Position Title:__________________________________________________________ First IFEA Convention

Yes

Address: ___________________________________________________________________________________________________________________ City, State/ Province, Zip Code:_________________________________________________________________________ Country: ____________________ Phone:________________________________________________________________ E-mail: ______________________________________________ • For membership information please contact Beth Petersen at beth@ifea.com or +1-208-433-0950 ext. 816. 2. REGISTRATION FEES IFEA (Please submit all monies in U.S. Dollars only.) IFEA Member Non-Member 1st Attendee Rate (Good till September 16th, 2016) $795 $995 $____________ 1st Attendee Rate (after September 16th, 2016) $895 $1095 $____________ 2nd, 3rd, 4th Attendee (Same Organization) (Fill Out Attendee Info page 2) Qty. _____ x $595 each $795 each $____________ 5th Attendee or More (Same Organization) (Fill Out Attendee Info page 2) Qty. _____ x $495 each $695 each $____________ Full Time Student (Current Class Schedule Required) $345 each $545 each $____________ Qualified Volunteer (Contact IFEA for Definition) $345 each $545 each $____________ Spouse/Guest (Social Activities Only) $345 each $545 $____________ REGISTRATION FEES INCLUDE: All Educational Sessions during the main convention; All Coffee Breaks at Connections Cafe; Entrance to the dfest ® Hospitality Suite; Entrance to the IFEA Awards Luncheon & Pinnacle Awards Presentation; Entrance to the IFEA Expo in addition to the Lunch and Happy Hour at the Expo; IFEA Foundation Auction Night Event; Inspire the Industry Luncheon on final day; and IFEA Convention Program Book & Convention Attendee List. 3. PRE-CONVENTION ADDITIONAL EDUCATION OPPORTUNITIES (Seminars and speakers subject to change.)

CFEE FastTrack© – September 24th, 25th, 26th: $500 $865 $____________ FastTrack© Registration Fee Includes All 6 Required Core Curriculum Courses. Days 1, 2, 3 Offered During the 61st Annual Convention & Expo. Days 4, 5, 6 to be Offered During the 62nd Annual Convention & Expo. (If completing the second phase of the Convention Fast Track, contact clerick@culturalfestivals.com) Individual CFEE Day Registration: CFEE Seminar Day 1: - Saturday, September 24th: $175 $335 $____________ Non-Sponsorship Revenue Programs - Presented by Becky Genoways, CFEE CFEE Seminar Day 2: - Sunday, September 25th: $175 $335 $____________ Operations & Risk Management - Presented by Ira Rosen, MA, CFEE CFEE Seminar Day 3: - Monday, September 26th: $175 $335 $____________ Project Management - Presented by Becky Genoways, CFEE CFEE (Enrollment Fee) $200 $350 $____________ If starting the CFEE Program, this fee must be paid in addition to the FastTrack© Registration Fee. Final CFEE (Certification Fee) $250 $350 $____________ If finishing the CFEE Program and graduating at this years convention, this fee must be paid. (Must be an IFEA Member to Graduate.) 4. IFEA 61st ANNUAL CONVENTION & EXPO COLLECTORS LAPEL PIN Purchase your IFEA 61st Annual Convention Collectors Lapel Pin Qty. _____ x By purchasing a pin you will be entered into the ‘50/50 Raffle’ drawing at the IFEA Foundation Night Party & Auction.

$10

$10 $____________ TOTAL amount enclosed: $____________

5. PAYMENT: All fees are payable in U.S. Funds. Your registration form CANNOT be processed until payment is received. To ensure that you are pre-registered for the 61st IFEA Annual Convention & Expo, return your signed registration form with full payment by Friday, September 2nd, 2016. After that, please call Leslie McFarlane to make sure your registration has been received at +1-208-433-0950 ext: *812. Select method of payment:

VISA

MasterCard

American Express

Discover

Check (make check payable to IFEA)

Print Cardholder Name:______________________________________________________________________________________________________ Signature:__________________________________________________________________________________________________________________ Credit Card Number:_________________________________________________________________________________________________________ Expiration Date: ______________________________________________ CVN Code:___________________ (MC/Visa-3 digit code back) (AMX-4 digit code front) 6. CANCELLATION POLICY: Full refunds will be provided for cancellations made prior to 5 p.m. (Mountain Time), Fri., Sept. 2nd, 2016. A 50% refund will be provided for cancellations made between 5 p.m. (MT), Fri., Sept. 2nd, 2016 and 5 p.m. (MT) Fri., Sept. 16th, 2016. After 5 p.m. (MT), Fri., Sept. 16th, 2016, there will be no refunds or cancellations made. Please contact Leslie McFarlane for questions or cancellations (leslie@ifea.com or call +1-208-433-0950, Ext. *812). Fax: +1-208-433-9812 • Mail: 2603 W. Eastover Terrace, Boise, ID 83706, U.S.A. • Phone: +1-208-433-0950

Remember All Those Who Helped You Get Where You Are Today? The IFEA “Fund for the Future” provides critical funding to ensure that the IFEA has reserves in place to protect against future economic shifts and realities in a constantly changing world; to allow the organization to

keep pace with new and changing technologies necessary to communicate with and serve our global industry; and to support a continued expansion of our services, resources, programming and outreach around the world.

Pay it Forward With a Gift to IFEA’s

‘Fund for the Future.’ Your donation will ensure that our world always has something to celebrate!

Contact any IFEA Foundation Board, IFEA World Board, or IFEA Staff Member for more information. Individual and Organizational Contributions are welcomed and encouraged. All contributions are tax-deductible in the United States.

For more information go to www.ifea.com.

ASSOCIATION ENDORSED PARTNERS

ASSOCIATION SPONSORS

ASSOCIATION SUPPORTERS

61st ANNUAL CONVENTION PARTNERS

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For IFEA sponsorship opportunities, contact Steve Schmader, CFEE, President & CEO at +1-208-433-0950 ext. 818 or schmader@ifea.com or Kaye Campbell, CFEE, Director of Partnerships & Programs, Phone: +1-208-433-0950 ext. 815, or kaye@ifea.com

2016 IFEA Webinar Series

IFEA is pleased to present our 2016 Webinar Series! Offering online educational sessions hosted by industry leaders and special guests, the IFEA Webinar series covers a wide variety of topics important to your organization’s success. Webinars are easy to attend . . . just view and listen to the presentation online from the comfort of your own computer - without even leaving your desk! No Travel Expense Required. Can’t make the live presentation of the Webinar? All Live webinars are recorded and are available for purchase to watch at your leisure. What better way to receive great educational information by great presenters while saving both time and travel expenses! Registering for a Webinar: Live Webinars are available for purchase via any of the following methods: • Online at the IFEA Store • Faxing or mailing in the Webinar Registration Form ❍ (See separate brochure/registration form for Webinars on Demand) • Calling the IFEA at +1-208-4330950 ext: 3 Webinar Start Time in Your Time Zone: 7:00 a.m. Hawaii 9:00 a.m. Alaska 10:00 a.m. Pacific 11:00 a.m. Mountain 12:00 p.m. Central 1:00 p.m. Eastern 6:00 p.m. GMT Webinar Length: 60 Minutes Individual Webinar Cost: • $59 - IFEA Members • $59 - Association Alliance Members • $99 - Non-IFEA Members

Registration cost is per computer site for as many people as you can sit around your computer. Gather additional staff, volunteers, or board members around your computer so they too can join you for this learning experience at no additional charge! Buy More, Save More Webinars in Bulk Pricing: The more Webinars purchased, the more available for free. May combine Live Webinar Presentations and Webinars on Demand to take advantage of this special offer. See separate Webinars On Demand Brochure for On Demand lineup. (Call, Mail or Fax orders only, not available for online purchasing) • BUY 3 Webinars and Receive 1 FREE • BUY 5 Webinars and Receive 2 FREE • BUY 10 Webinars and Receive 5 FREE • CFEE Elective Credit: If working toward your CFEE Certification each indiviual webinar is eligible for one CFEE Elective Credit. • Questions? Contact: Nia Hovde, Director of Marketing & Communications at: nia@ifea.com

© Copyright 2016. The presentation, materials and content of these Webinars are the intellectual property of the International Festivals & Events Association (IFEA) and the specific presenter for each webinar. They are presented for the educational use of each paying customer to the IFEA. Any reproduction, rebroadcast or reselling of this webinar, or the content contained within, by an outside party, without the expressed written consent of the IFEA is strictly prohibited.

2016 IFEA WEBINAR SCHEDULE THURSDAY, APRIL 28, 2016

Event Marketing from A-Z Sean King, Principle, Aspire Consulting Group, Allentown, PA

THURSDAY, MAY 5, 2016

Is Your Event Ready for Severe Weather? Take the Test and See Wayne Mahar, President, Precision Weather Service, Syracuse, NY

THURSDAY, MAY 12, 2016

Secrets to Successful Sponsorship Retention Bruce Erley, CFEE, APR, President/CEO, Creative Strategies Group Denver, CO

THURSDAY, MAY 19, 2016

Media Relations- Staying Cool When the Heat Is On Scott Fraser, Principal, Fraser Communications Group, N. Scituate, RI

THURSDAY, MAY 26 2016

Moving Beyond Engagement to Sales: Finding a Way to Measure the Real Return of Social Media Mark O’Shea, Co-Founder Steve Richo, Co-Founder Noise New Media, Nashville, TN

THURSDAY, JUNE 2, 2016

Thinking About Cashless? Take a Strategic Approach Jim Shanklin, Senior Consultant, Contratto, Inc., Seattle, WA

THURSDAY, JUNE 9, 2016

Why Didn’t You Tell Me That Was Excluded Andrew Vandepopulier, Producer Mike Rea, Recreation Sales Manager Carol Porter, Producer Haas & Wilkerson Insurance, Fairway, KS

THURSDAY, OCTOBER 13, 2016

A Spit and A Handshake Jeff English, CFEE, Senior Vice President of Administration/ General Counsel, Kentucky Derby Festival, Louisville, KY

THURSDAY, OCTOBER 20, 2016

Catering is for Show, Concessions are for Dough: The Keys to a Successful Food and Beverage Program Mary Ann Dilling, Director of Business Development, Experimental Aircraft Association, Oshkosh, WI

THURSDAY, OCTOBER 27, 2016

Maximizing Your Revenue Through Online Sales Kendra Wright, President, Saffire, Austin, TX

THURSDAY, NOVEMBER 3, 2016

From Volunteers to Super-Volunteers Florence May, President & Managing Member, The Registration System, Fishers, IN

THURSDAY, NOVEMBER 10, 2016

Capital Ideas: Identifying, Securing and Retaining Quality Sponsors Diana Mayhew, CFEE, President, National Cherry Blossom Festival, Washington, D.C.

THURSDAY, NOVEMBER 17, 2016

Game On: How to Amplify Attendee Involvement and Sponsorship Activations via Mobile Engagement Julia King, President Propaganda3, Kansas City, MO

THURSDAY, DECEMBER 1, 2016

16 Sensational Event Ideas and Trends from 2016 Ted Baroody, President, Norfolk Festevents, Norfolk, VA

THURSDAY, DECEMBER 8, 2016

Keeping Your Event Fresh – The Creative Process Ira Rosen, CFEE, Assistant Professor, Temple University School of Tourism and Hospitality Management, Point Pleasant, NJ

Thursday, April 28, 2016

11:00 a.m. – 12:00 p.m. Mountain Time Event Marketing from A-Z Sean King, Principle Aspire Consulting Group, Allentown, PA Twenty-six letters in the alphabet. The Event Marketing from A-Z webinar explores 26 ideas and concepts, one for each letter, to make your 2016 Festival and Event marketing more effective. Updated for the 2016 event season, the A-Z session reviews the basics and introduces the latest trends in advertising, marketing, social media, sponsorships and more. Marketing changes in the blink of an eye. Spend this fast-paced, informative hour to gain insight on what will make your 2016 event marketing plan a success. Sean King is a Principle at Aspire Consulting Group in Allentown, PA and has been consulting with small businesses and non-profit organizations for over 20 years. He also blogs regularly at www. artsmarketingblog.org. You can follow Sean on Twitter @skingaspire or contact him at: sking.aspire@gmail.com.

Thursday, May 5, 2016

11:00 a.m. – 12:00 p.m. Mountain Time Is Your Event Ready for Severe Weather? Take the Test and See Wayne Mahar, President Precision Weather Service, Syracuse, NY This Webinar will feature a unique Table Top severe weather exercise geared to outdoor events. This exercise features developing severe weather on a typical outdoor fair, festival or concert timeline. The clock is ticking. Your decisions will be critical. The Webinar will be followed by a quick review of severe weather safety for outdoor events and a few minutes for Q & A at the end. Wayne Mahar is the President of Precision Weather Service, a private weather consulting firm based in Syracuse, NY and the leaders in forecasting and safety for events in North America. Clients include The Academy Awards, MLB All Star Gala, Super Bowl concerts, San Francisco to LA AIDS Bike Ride, Oklahoma City Heart Walk, most Hollywood red carpet 80

events, Coachella, high profile weddings, major concerts, New York State Fair, Los Angeles St. Patrick’s Day Festival, Toronto Nuit Blanche Festival, Boots and hearts Country Music Festival and many more...

Thursday, May 12, 2016

11:00 a.m. – 12:00 p.m. Mountain Time Secrets to Successful Sponsorship Retention Bruce Erley, CFEE, APR, President/CEO Creative Strategies Group, Denver, CO Finding sponsors is one thing. Keeping them is another. What are some of the secrets to sponsor retention as well as generating interest to upgrade a level. Bruce Erley will share some of the secrets they use at CSG to keep sponsors coming back from setting expectations, assuring successful engagement, integrating the sponsorship into their organization and creates incentives for future upgrades. Bruce Erley, CFEE, APR is a 30-year veteran of the event marketing and sponsorship field and is regarded as a leading sponsorship expert for the festivals industry. He founded Creative Strategies Group (CSG) in 1995. Prior to that time, Bruce was the Vice President for Marketing and Sales for the International, educational and cultural organization, Up with People, where he directed sponsor sales, entertainment marketing and merchandising operations. At Creative Strategies Group, Bruce conducts all general consultation, including the development of property audits, sponsorship plans, corporate sponsorship programs and training, as well as directs CSG’s ongoing operations. Erley is widely acclaimed as a top presenter on sponsorship topics for the festivals and events industry.

Thursday, May 19, 2016

11:00 a.m. – 12:00 p.m. Mountain Time Media Relations Staying Cool When the Heat Is On Scott Fraser, Principal Fraser Communications Group, N. Scituate, RI We’ve all said things we wish we could take back, but when it comes to speaking with the media you always have to be on your “A”

IFEA’s ie: the business of international events

Fall 2016

game. There is no room for slips of the tongue or stumbles. This session will give you some of the basic “Whos, Whats and Hows” of media relations. We will also discuss some Very Important Points that all who deal with the media should know. You will learn the proper techniques for preparing for and taking part in a media interview—what to wear, how to sit, etc. Remember it is not just what you say, how you say it is equally as important. Scott Fraser is a veteran communications professional with more than 30 years of experience. As principal of Fraser Communications Group (FCG), he provides public relations, media relations, crisis communications, government affairs and voiceover talent for his clients who range from small non-profits, to international corporations. He has been hired to protect the reputations of companies in crisis, and gain positive public exposure for clients ranging from an emerging high tech company to established organizations in healthcare. Sought after as a public speaker, Fraser also is an adjunct professor at Salve Regina University in Newport, RI, teaching courses in Crisis Communications and Public Relations.

Thursday, May 26 2016

11:00 a.m. – 12:00 p.m. Mountain Time Moving Beyond Engagement to Sales: Finding a Way to Measure the Real Return of Social Media Mark O’Shea, Co-Founder Steve Richo, Co-Founder Noise New Media, Nashville, TN We all know that we’re supposed to be maximizing our event presence on social media...every article and educational session will tell you that. So, we all do our best to aim precious resources - time and money toward that goal; get more ‘friends’, more ‘followers’, more ‘likes’, more ‘views’; but how do we know that any of that is translating into sales (for our sponsors and ourselves)? Join the co-Founders of Noise New Media as they address the question that most never ask...”How do we measure the real return of social media?” Noise New Media has successfully combined innovative social media strategy with digital applications development and campaigns. Their low-fi, guerilla approach to music and entertainment marketing has helped clients raise their profile while en-

gaging with their target audiences through the use of the new media technologies. With a fair industry and entertainment client base that represents 8.5 million annual ticket sales, Noise New Media has established itself as the premier social media marketing agency for venues, agricultural & state fairs, events and rodeos. Clients include the Houston Livestock Show and Rodeo™, San Antonio Stock Show & Rodeo, Tim McGraw and many others. Founded by Steve Richo and Mark O’Shea, Noise New Media is based on Music Row in Nashville, TN.

Thursday, June 2, 2016

11:00 a.m. – 12:00 p.m. Mountain Time Thinking About Cashless? Take a Strategic Approach Jim Shanklin, Senior Consultant Contratto, Inc., Seattle, WA Now that all US consumers have “embedded-chip” credit and debit cards, and all retailers are required to use chip-reading/NFC (Near-Field Communications) Point of Sale devices, cashless transactions are inevitable for festivals and events. Your visitors will expect and demand non-cash transactions from all of your points of sale. Join Jim Shanklin, CFEE for ideas on how to strategically` address the inevitable changes, minimize the “push-back” from board members and vendors and avoid other pitfalls of moving to a cashless event. Jim Shanklin founded Festivals.com in 1995 and has been a 20-year IFEA member. Now with his new company, Contratto, Inc. he is working with IFEA members in cashless and sponsorship projects.

Thursday, June 9, 2016

11:00 a.m. – 12:00 p.m. Mountain Time Why Didn’t You Tell Me That Was Excluded Andrew Vandepopulier, Producer Mike Rea, Recreation Sales Manager Carol Porter, Producer Haas & Wilkerson Insurance, Fairway, KS

to catastrophic consequences for you and your event. In this session we’ll review some of the standard and specialty exclusions that could lead to an uninsured claim and show you how to find them before it’s too late. After graduating from the University of Central Missouri with a degree in Business and Education Andrew Vandepopulier began working in the disaster and catastrophe claims field for Farmers Insurance. He spent 3 years working around the Midwest handling all types of claims from hail to wildfires. In 2010, Andrew joined Haas & Wilkerson’s Fair and Festival division and has been serving the insurance and risk management needs of the event world ever since. With Clients all over the country ranging from the largest fairs in the nation to the smallest festivals, we have a product for all types of events.

Thursday, October 13, 2016

11:00 a.m. – 12:00 p.m. Mountain Time A Spit and A Handshake Jeff English, CFEE, Senior Vice President of Administration/ General Counsel Kentucky Derby Festival, Louisville, KY The list of complex legal issues facing the festival and event industry continues to grow each year! Let’s spend an hour discussing your event’s legal standing on issues such as protestors, waivers, personal copyrights, risk management, drones, and conceal & carry laws. We’ll also answer the age-old question of whether contracts agreed to the old fashioned way – with a spit and a handshake – are legally enforceable! There will be plenty of time for Q&A to help save money on some of those legal bills. Jeff English is the Senior Vice President of Administration and General Counsel for the Kentucky Derby Festival. For eight years he’s managed KDF’s legal work, along with serving as the Executive Director of the non-profit KDF Foundation and supervising the KDF Merchandise Department. He’s a 2004 graduate of Washburn University School of Law in Topeka, KS and received his CFEE certification in 2013.

The biggest misconception about event liability insurance is that there’s little difference from one general liability policy to another. It’s a dangerous assumption and could lead Fall 2016

Thursday, October 20, 2016

11:00 a.m. – 12:00 p.m. Mountain Time Catering is for Show, Concessions are for Dough: The Keys to a Successful Food and Beverage Program Mary Ann Dilling, Director of Business Development Experimental Aircraft Association, Oshkosh, WI Come and take part in a fun filled educational Webinar on everything you ever wanted to know about the Food and Beverage industry. Menus, accountability, commission structure, and commemorative pieces are just a few of the topics that will be covered in this Webinar. Mary Ann L. Dilling, CFEE is currently the Director of Business Development for the Experimental Aircraft Association (EAA) in Oshkosh, WI. As the Director of Business Development, Mary Ann’s team encompasses three areas: Exhibits, Advertising and Sponsorship. The team currently recruits more than 800 exhibitors during its fly in AirVenture. Before November 2015, Mary Ann was the Director of Events and Hospitality at EAA for the past 3 festivals seasons where her department was for responsible the F&B program; the Sales Program for EAA’s venues; the Housing Program that secures the over 2400 room nights for their annual event AirVenture; the Event Administration Program ; and A/V Program. Previously she served as the Executive Director of Fond du Lac Festivals for the past eleven festivals seasons.

Thursday, October 27, 2016

11:00 a.m. – 12:00 p.m. Mountain Time Maximizing Your Revenue Through Online Sales Kendra Wright, President Saffire, Austin, TX Are you getting the most bang out of your digital buck? There’s more to ecommerce than just “selling stuff”! You can utilize your website to facilitate business with sponsors, vendors, renters, and more. When you do sell online, you can also learn how to maximize your revenue per sale! Join

IFEA’s ie: the business of international events

us as we cover the ins and outs of increasing the value of your online presence based on our 15+ years’ experience selling online. Kendra Wright has spent the last 20 years in online marketing, working with clients like Nike, KEEN Footwear, Jeep, Chrysler, Intel, Panasonic and Frito Lay. Six years ago, she gave it all up to launch Saffire, integrated online marketing and ticketing for hundreds of events, venues and destinations.

Thursday, November 3, 2016

11:00 a.m. – 12:00 p.m. Mountain Time From Volunteers to SuperVolunteers Florence May, President & Managing Member The Registration System, Fishers, IN Turning your volunteers into a strong motivated team has never been easier. Identify your volunteer program’s strengths, weaknesses and alarming pitfalls in five easy steps from: Volunteer Training, Job Descriptions and Risk Controls to Volunteer Management Technology and Evaluation. Volunteers can be your greatest event assets – the better you prepare, the better return you can receive on your volunteer investment. Florence May led the TRS online registration system development project in 2000 to support her event planning company, Simply Hospitality. She conceived the software based on 15 years of sport and event management working with clients including National League of Cities, American Association of Museums, NCAA Final Four Host Committees, and the Indianapolis Motor Speedway’s USGP. Flory is a national speaker and author on topics including professional event management, volunteer best practices and top technical trends.

Thursday, November 10, 2016

ing the pipeline filled; Creating assets and benefits beyond the “norm”; Understanding/ identifying motivating factors that attract potential sponsors; and Making that “electric” connection between sponsors and your event, focusing on the value of strategic activation. Diana Mayhew became Executive Director of the National Cherry Blossom Festival in 2000, and has been President of the National Cherry Blossom Festival since 2007. Her success as a “connector” has led to developing strong partnerships with business, media, government and industry leaders, resulting in the Festival’s growth in programming, funding, and staff support. Today, the strengthened brand of the National Cherry Blossom Festival receives local, national and international recognition, attracting more than 1.5 million attendees each year and generating over $150 million for the nation’s capital annually. Diana currently serves on the World Board and the Foundation Board of the International Festivals & Events Association (IFEA) and is a member of Leadership Greater Washington, the Destination DC Marketing Advisory Committee, and the Woman’s Leadership Group of the Boys & Girls Club of Greater Washington. She was recognized by the Washington Business Journal as one of the 2012 Women Who Mean Business.

Thursday, November 17, 2016

11:00 a.m. – 12:00 p.m. Mountain Time Game On: How to Amplify Attendee Involvement and Sponsorship Activations via Mobile Engagement Julia King, President Propaganda3, Kansas City, MO

11:00 a.m. – 12:00 p.m. Mountain Time Capital Ideas: Identifying, Securing and Retaining Quality Sponsors Diana Mayhew, CFEE, President National Cherry Blossom Festival, Washington, D.C. This important Webinar will focus on topics that are critical to sponsorship success: Expanding your prospect base and keep82

The heightened expectations of festival attendees in recent years – especially among the much-coveted millennial demographic – has demanded that both festival planners and sponsors activate users and engage with them in new and innovative ways. Through a marriage of mobile app technology and old-fashioned, fun-filled game mechanics, Propaganda3 has crafted a scavenger hunt module as part of its proprietary festival app platform. Built to enhance the festival experience, the module can be adapted to any festival’s look and voice; it offers the ability to highlight lesser traveled areas of your event;

IFEA’s ie: the business of international events

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it provides compelling sponsorship interactions; and it creates a memorable interactive experience for attendees. Join us for a tour of the technology, a review of the relevant results from recent festival activations and an preview of the consumer insights that can be derived to help make your next event a rousing success. Julia King believes that good software solves problems. Great software anticipates and avoids them. In her 15+ years leading software development teams, Julia has built her career by divining the sort of consumer insights that create great software and building strong partnerships that result in great software solutions. She works with clients to define and articulate their goals, understand their needs, and find solutions to real business problems. She cultivates trust through informed guidance and provides a clear vision for strategies and tactics informed by the deep-seated conviction that all software — whether its an app, a site or a game — should fulfill a need. With early professional roots in account planning, hands-on consumer research and strategic planning, Julia is adept at finding the simple (but not always obvious) insights and actionable business information that makes Propaganda3’s work, well, work. Couple that with her experience in event and festival planning, Julia will find just the right feature or function to fill an attendee need and solve an organizational problem.

Thursday, December 1, 2016

11:00 a.m. – 12:00 p.m. Mountain Time 16 Sensational Event Ideas and Trends from 2016 Ted Baroody, President Norfolk Festevents, Norfolk, VA Join us for this idea inspiring Webinar where the 16 best ideas and trends that took place at festivals & events in 2016 will be presented. Covering different areas of the event industry from sales, operations and programming this Webinar will not only be a great recap of 2016 – but hopefully ignite some ideas for your events for 2017. Good ideas can be and should be a win-win-win partnership - Good for the guest, your partners and for you! Ted Baroody is a graduate of North Carolina State University, Raleigh, North Carolina, USA. After college he moved to Norfolk, Virginia to start his own small

sports marketing company, Victory Promotions. After a couple of years of power boat racing production under Victory Promotions, he served as Marketing Director for a group of local radio stations in Virginia Beach, Virginia for 5 years. From 1996 to 2011 he was the Director of Development of the not-for-profit event marketing company, Norfolk Festevents, Ltd. known as “Festevents,” and is now the President of Festevents. Ted also works with many non-profit organizations as a volunteer, event coordinator and as a board member and is on the IFEA Foundation Board of Directors.

Thursday, December 8, 2016

11:00 a.m. – 12:00 p.m. Mountain Time Keeping Your Event Fresh – The Creative Process Ira Rosen, CFEE, Assistant Professor Temple University School of Tourism and Hospitality Management Point Pleasant, NJ With everything going on in the world today, and the rapid pace of change, if your event isn’t constantly growing, changing and keeping up with times, you may soon start to see it dwindle! During this important session, you will learn about the many tools and techniques that you need to be aware of to keep the excitement in… and attendees at… your festival. Ira Rosen is an Assistant Professor with Temple University’s School of Tourism and Hospitality Management. He teaches several event management courses and directs the School’s award-winning Event Leadership Executive Certificate Program. Additionally, he is President and Chief Executive Officer of Entertainment On Location, Inc. (EOL), a full-service event production and consulting company based in Point Pleasant, New Jersey.

Webinars On Demand Looking for a different webinar topic – don’t forget to check out our Webinars OnDemand – previously recorded webinars that are now available for download. For a complete list of available Webinars On Demand, just go to the IFEA Store. How Webinars Work IFEA Webinars are Website-enabled seminars that function much like a teleconference. They use your computer’s Website browser to display presentation materials and other applications important to the Webinar topic, with the audio portion of the presentation provided either through your computer speakers or over the phone. Once your registration has been submitted, you will receive an email from the IFEA confirming that you have been registered for the Webinar. The day before the scheduled Webinar, you will receive an email with specific instructions on how to log in for the Webinar. You will receive this email again, the day of the Webinar. Once this information has been received, joining a Webinar is as easy as 1, 2, 3! 1. Log In To The Webinar: To start the Webinar, log in to the specific website address that you received for the Webinar and connect to the presentation. Webinars can

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be viewed on virtually any computer with a high-speed internet connection. 2. Listening To The Webinar: After you’ve logged in and gained access to the Website, you have two options to listen to the audio portion. You can either dial the telephone number provided to hear the webinar via a conference call, or if you have computer speakers, you may listen via your computer speakers. (The phone number provided will not be an 800 number, so all costs for the call will be incurred by the registrant.) 3. Sit Back and Learn: Once you are logged in, all you need to do is sit back and learn! It’s just like any other seminar, except you’re sitting comfortably at your own desk! Throughout the webinar, you are able to ask questions to the presenter using the online Question/ Answer messaging system that is part of the Webinar screen. The Webinar Organizer will view your question and present it to the speaker at the end of the presentation. Along with the Webinar itself, all registered attendees will receive a copy of the presentation used for the webinar prior to the webinar start time in addition to the recorded copy of the webinar after the webinar presentation.

IFEA’s ie: the business of international events

Upcoming Live Webinar Presentation Registration Form REGISTRATION CONTACT INFORMATION Webinar Participant: ____________________________________________________________________________________________________________ Webinar Participant Email:________________________________________________________________________________________________________ Organization:_________________________________________________________________________________________________________________ Address:___________________________________________________________________________________________________________________ City, State/Province, Zip Code:_______________________________________________________________________ Phone:__________________________ PURCHASE INFORMATION

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2016 UPCOMING LIVE WEBINARS: To register please make your selection by checking (√) from the webinars below: ❍❍ Thursday, April 28, 2016 ❍❍ Thursday, June 2, 2016 ❍❍ Thursday, November 3, 2016 Event Marketing from A-Z Thinking About Cashless? Take From Volunteers to Super-Volunteers a Strategic Approach Florence May, The Registration System, Fishers, IN Sean King, Aspire Consulting Group, Allentown, PA Jim Shanklin, Contratto, Inc., Seattle, WA ❍❍ Thursday, May 5, 2016 ❍❍ Thursday, November 10, 2016 Is Your Event Ready for Severe ❍❍ Thursday, June 9, 2016 Capital Ideas: Identifying, Securing Weather? Take the Test and See Why Didn’t You Tell Me That and Retaining Quality Sponsors Was Excluded Diana Mayhew, CFEE, National Cherry Blossom Wayne Mahar, Precision Weather Service, Syracuse, NY Andrew Vandepopulier, Mike Rea, Carol Porter Festival, Washington, D.C. ❍❍ Thursday, May 12, 2016 Haas & Wilkerson Insurance, Fairway, KS Secrets to Successful Sponsorship ❍❍ Thursday, November 17, 2016 Retention Game On: How to Amplify Attendee ❍❍ Thursday, October 13, 2016 Bruce Erley, CFEE, APR, Creative Strategies Group Involvement and Sponsorship ActivaA Spit and A Handshake Denver, CO tions via Mobile Engagement Jeff English, CFEE, Kentucky Derby Festival Julia King, President Louisville, KY ❍❍ Thursday, May 19, 2016 Propaganda3, Kansas City, MO Media Relations- Staying Cool ❍❍ Thursday, October 20, 2016 When the Heat Is On Catering is for Show, Concessions are ❍❍ Thursday, December 1, 2016 Scott Fraser, Fraser Communications Group, for Dough: The Keys to a Successful 16 Sensational Event Ideas N. Scituate, RI Food and Beverage Program and Trends from 2016 Ted Baroody, Norfolk Festevents, Norfolk, VA Mary Ann Dilling, Experimental Aircraft Association ❍❍ Thursday, May 26 2016 Oshkosh, WI Moving Beyond Engagement to ❍❍ Thursday, December 8, 2016 Sales: Finding a Way to Measure the Keeping Your Event Fresh – ❍❍ Thursday, October 27, 2016 Real Return of Social Media The Creative Process Maximizing Your Revenue Through Mark O’Shea, Co-Founder Online Sales Ira Rosen, CFEE, Temple University School of Tourism Steve Richo, Co-Founder Kendra Wright, Saffire, Austin, TX and Hospitality Management, Point Pleasant, NJ Noise New Media, Nashville, TN Registration cost is per computer site for as many people as you can sit around your computer. Once your registration has been submitted, you will receive an email from the IFEA confirming that you have been registered for the Webinar. The week before the scheduled Webinar, you will receive an email with specific instructions on how to log in for the Webinar. You will receive this email again, the day before the Webinar and the hour before the scheduled Webinar. Webinars in Bulk offer is applicable to both Upcoming Live Webinar Presentations and Pre-Recorded Webinars On Demand. Payment must be received in full at time of registration to participate in Webinars. No refunds on webinar registration unless notified 24 hours prior to start of webinar.

If working towards your CFEE Cerification, each individual webinar is eligible for one CFEE Elective Credit.

International Festivals & Events Association • 2603 W Eastover Terrace • Boise, ID 83706 - U.S.A. Questions: Contact Nia Hovde, Director of Marketing & Communication at nia@ifea.com or Phone: +1-208-433-0950 ext: 3, Fax: +1-208-433-9812 • www.ifea.com

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more time with yourself than anyone else. A positive you, will make for better company! Happiness is YOUR choice! Live every heartbeat!

test to see ifall of the months of planning will work out as we had hoped. We thought that since our festival occurs in the downtown area this would be a great place to run the test. Each volunteer would be designated an area of the city that pertains to a color code assigned by the Emergency response team. We ran scenarios for level one and level two emergencies and went into full practice mode alongside our volunteers. It ran as well as can be expected with some volunteers a little hesitant to say the specific details as needed to assist personnel. We thought we would also add a texting component should the volunteer be in a situation that by speaking over the radio could put them in a worse situation. They would text their event chairman the details of their situation and response would be immediate according to the situation. Training of the volunteers also included a quick refresher on CPR and basic first aid. This helped them understand what questions the first responder may ask them and also save lives until help does arrive. We found that at least starting with the basic breakdown of the hierarchy of communication to our volunteers and

Gail Lowney Alofsin is an author, speaker, adjunct professor and business executive. Her new book, Your Someday is NOW – What are you Waiting For? has raised over $25,000 for non-profit organizations since it was launched in April 2014. A lifelong student and humanitarian, Gail believes that we all have the capability to be a leader in our own lives, influencing the lives of others to positive peak performance and success. She can be reached at 401-640-4418, gail@gailspeaks.com, twitter: @gailalofsin and gailspeaks.com.

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with thousands. It allows your organization to reduce the duplication of efforts and make you more efficient. Remember your office is always with you, just a login away.

chairman prevented unnecessary radio chatter and aligned safety measures with our risk management plan. The volunteers felt more confident about the assigned positions, that we as a festival cared about them and their safety. They felt they had the tools to do a great job for the festival, which as we know is an important component to retaining good volunteers. Even though Mother Nature tested our stress levels by creating a perfect storm, it forced us to look over our own communication plans. We took for granted we had everything right, we were too complacent because nothing “bad’ had happened thus far. The next time Mother Nature wants to come calling, we feel confident we can handle this storm, no matter if she skateboards around us or not. Corie Schweser is the current Business Manager of the Troy Strawberry Festival. She started her career as a volunteer 15 years ago and is now in her 3 year as a festival manager. She is currently working toward her CFEE certification.

What is the best sales advice you’ve ever received? Be there to solve the problem, not create the problem, based on the customer’s real needs. What is your customer service philosophy? Obviously, to create a responsive team, but more than that we are an evolving business. Our Members, both the vendors and the event organizations, are our partners. Their ideas and suggestions for enhancements are huge to us. Because of this partnership you will be getting new features in real time. CONTACT INFORMATION Robert Riggs CEO CloudFair PO BOX 27740 Las Vegas, NV 89126 USA 800-433-9650 bob@cloudfair.net Cloudfair.net

IFEA Professional Facilitation Would you like your festival/event/organization to… • Achieve organizational clarity? • Define actionable priorities? • Create a sustainable strategic vision? • Build better partnerships and enhance teamwork? If you answered yes to any of these questions then your event is a star candidate for IFEA’s Professional Facilitation Services! Let the IFEA provide a trained facilitator for your next board retreat, community visioning exercise or teambuilding event. You define the agenda, involved stakeholders and timeframe and an IFEA facilitator develops the methodology and provides the objectivity to lead your group though productive discussions to yield the desired outcomes. PROGRAM COST IFEA Member Rate: $1,000 per day* Non-IFEA Member Rate: $2,500 per day* *Fees do not include any travel-related expenses. Additional research required prior to the event will be billed at a cost of $100 per hour. To set up a Facilitation or for more information about this valuable IFEA program, please contact:

Kaye Campbell, CFEE, Director of Partnerships & Programs +1-208-433-0950 Ext 815 • kaye@ifea.com International Festivals & Events Association • 2603 W. Eastover Terrace • Boise, ID 83706 • USA • Phone: +1-208-433-0950 • Fax: +1-208-433-9812 • www.ifea.com

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MARKETPLACE

BANNERS/FLAGS dfest® - The ONE source for creative design, custom decorations, street banners, mascots, video marketing & installation for events. All services tailored to fit your unique needs. Contact: Pete Van de Putte Jr., CFEE, President; Address: 1930 N. Pan Am Expressway, San Antonio, TX 78208; Phone: (800) 356-4085; Fax: 210-227-5920; Email: sales@dixieflag.com; Website: www.dixieflag.com. FIREWORKS LANTIS FIREWORKS AND LASERS - Provides display fireworks and laser specialists, computerized, choreographed fireworks, indoor/ outdoor programs, special effects. Fully licensed and insured in Nevada, Arizona, Utah, Wyoming, Idaho, Colorado, Texas and Alaska. Contact: PO Box 491, Draper, UT 84020-0491; Phone: 800-443-3040; Email: lantispyro@yahoo.com; Website: http://www.lantisfireworks.com/v3/.

INTERNET POINTSMAP® - PointsMap® has proven to be an effective and useful software for Festivals and Events. Create custom points at their exact location on your PointsMap with photos, descriptions, website links, multi-media, PDF’s and even “inside maps”. Your visitors can “PLAN” before the festival using their desktop computer, and then “NAVIGATE” the festival using their Smartphone. Visit www.PointsMap.com/SLAF and http://www. PointsMap.com/WichitaRiverFest/ to see how PointsMap is being used. It’s easy to use and extremely affordable. Contact: Jerry Waddell Address: 1100 Riverfront Pkwy, Chattanooga, TN 37402-2171; Phone: 423-894-2677; Email: jerryw@videoideas.com; Website: www.pointsmap.com.

INFLATABLES DYNAMIC DISPLAYS, FABULOUS INFLATABLES - Designs, manufacturers, for rent or purchase – costumes, props, floats, helium balloons, event entry ways and décor. Offers complete and flexible service packages for small towns and large international events. 50+ years of parade/event experience. Contact: Steve Thomson; Address: 6470 Wyoming St. Ste #2024, Dearborn MI 48126; Phone: 800-411-6200 Fax 519-258-0767; Email: steve@ fabulousinflatables.com; Website: www.fabulousinflatables.com

SAFFIRE EVENTS - Saffire is award-winning software providing events & venues with beautifully designed, online event destinations, including integrated content management, mobile, social, ecommerce, email and more. Contact: Kendra Wright; Address: 248 Addie Roy Rd, Ste B-106, Austin TX 78746-4133; Phone: 512-430-1123; Email: info@saffireevents.com; Website: www.saffireevents.com. PUBLICATIONS TRIPINFO.COM - Their widely recognized database drives their reference media, constantly updated by travel destinations who submit their information updates online. Publishes website, print atlas & handbook, newsletters, and road maps. Address: 3103 Medlock Bridge Rd, Norcross, GA 30071-5401; Phone: 770-825-0220; Email: mark@tripinfo.com; Website: www.tripinfo.com.

INSURANCE HAAS & WILKERSON INSURANCE – Over 50 years experience in the entertainment industry, providing insurance programs designed to meet the specific needs of your event. Clients throughout the US include festivals, parades, carnivals and more. Contact: Carol Porter, CPCU, Broker; Address: 4300 Shawnee Mission Parkway, Fairway, KS 66205; Phone: 800-821-7703; Fax: 913-676-9293; Email: carol.porter@hwins.com; Website: www.hwins.com.

SCHEDULING APPS SCHED* LLC - Conference and festival organizers use SCHED*'s to manage their website's schedule of events, seamlessly integrate social networking and provide their attendees with tools like personal agenda builders, dynamic attendee directories and mobile applications. Contact: Taylor McKnight; Address: 5818 33rd Ave N St. Petersburg, FL 33710-1810; Phone: 727-798-6898; Email: support@sched.org; Website: sched.org.

K & K INSURANCE – For 60 years, K & K insurance has been recognized as the leading provider of SPORTS-LEISURE & ENTERTAINMENT insurance products. Contact: Mark Herberger; Address: 1712 Magnavox Way, Fort Wayne, IN 46804; Call: 1-866-554-4636; Email: mark. herberger@kandkinsurance.com. Website: KandKinsurance.com. 86

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other stakeholders in that opportunity as well. It is that inclusiveness, those common bonds, that natural expansion of our conversations that will strengthen the role that we play and the impact that our industry can have on the changing world around us. We look forward to welcoming you to Tucson in September!

you. Belief must be supported by desire. If your desire is strong enough, you will gain the skills and subsequently the self-belief you need to succeed. Once you’ve identified the parts you can’t do, ask yourself, “Can I learn to do them?” If not, hire someone else who can. Perhaps you don’t even know which parts you don’t know. That’s OK; hire a consultant, or talk with someone who has already succeeded at this or a similar business. Delegating what you can’t do, frees up your belief system and enables you to focus on what you can. When you believe you can do something - you don’t really think about it - you just do it. It’s the thinking about it that sometimes holds you back. According to David Eagleman, in his book Incognito: The Secret Lives of the Brain, if you’re getting trounced in tennis, ask your opponent how they are able to serve so well. He says that will cause them to start thinking about how it is done to the point that they won’t be able to do it anymore. Are you over-thinking your desire? In my research of creative thinkers and

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Have a System in Place to Ensure Vehicle Safety The biggest issue we run into here is community groups, sports clubs etc. using long flatbed trailers on which they position children and adults, often interacting with a themed set. Railings on the trailer are key. What the children will be doing while on the trailer is important. The manner in which the driver controls the vehicle helps ensure the children enjoy the experience safely. You should have a system to ensure these and other considerations are boxed off. Parades are great events, providing fun for all the family. They can be tough to have run smoothly and safely. Hopefully this column may have provided you with some tips and insights to help you in running your next parade. Mark Breen is Co-Founder & Senior Partner of Cuckoo Events based in Dublin, Ireland. He is an award- winning event Safety Officer and one of the most experienced and qualified event safety practitioners in Ireland. He has worked at the London 2012 Olympics as well as on some of Ireland’s largest outdoor events. He writes and speaks regularly on all things event-related, particularly event safety. He is a Graduate Member of the Marketing Institute of Ireland and holds a Postgraduate Diploma in PR & Events. He has specialist qualifications in Spectator Safety Management as well as Crowd Science. He is also soon to begin an MSc in Crowd Safety & Risk Analysis. Mark and the Team at Cuckoo are passionate about helping people run safer events and devote a lot of time to doing so. Mark is very active on Twitter @ mark_breen and @CuckooEvents. The multiple award-winning Cuckoo Events website can be found at cuckoo.ie

innovators, the one trait I found that was nearly universal among them was the belief that they will succeed. They believe they will be able to create whatever it is they have set out to create. They believe they will be able to solve the problem they are facing. Thomas Edison may have expressed it best, “I have not failed 700 times. I have not failed once. I have succeeded in proving that those 700 ways will not work. When I have eliminated the ways that will not work, I will find the way that will work.” What are you waiting for - if you believe you’ll succeed - you will. Go for it! Robert Evans Wilson, Jr. is an author, humorist and innovation consultant. He works with companies that want to be more competitive and with people who want to think like innovators. Robert is also the author of the humorous children’s book: The Annoying Ghost Kid. For more information on Robert, please visit www.jumpstartyourmeeting.com

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determine if your viewers are going to stick around or keep scrolling. So, keep a confident, yet loose and exciting demeanor. Also, let your audience know what you’re going to talk about and for how long. I know I always like to hear a small list of agenda items if I’m going to listen to someone talk for a while. 3. Finally, the Facebook Live broadcast should end with a call to action. You could encourage people to visit your website or sign up for something. It’s important to include a next step to keep your audience engaged with the organization after the broadcast is over. 4. Promote your video. Just like promoting posts, you can promote your video. My Experience with Facebook Live I’ve now posted my first video both personally and for business. I’m not going to lie to you – it was nerve-wracking! The excitement of broadcasting live can be scary, but all it takes is a little bit of practice to get the hang of it. And it’s better to get practice while others are practicing as well. The reality is, we’re all newbies, so it’s a great time to be a novice at Facebook Live. The reward is absolutely worth the risk! Take our experience using Facebook Live at Fall 2016

Saffire, for example. When we did our first Facebook Live video, we paid $20 to boost it to our followers. Out of 1,050 fans, 547 watched the video, 756 saw the video in their feed, and our total cost per video view came out to ONLY $0.04 per view! This is such a great deal and prices for videos will only continue to go up. This is where it truly pays to be an early adopter, so get on board soon for the best bargain! I hope you add Facebook Live advertising into your budgets ASAP. I know you won’t regret it! Break a leg! Kendra Wright started her career managing non-profit fundraising events. Then in an “about face,” she took a job managing global Internet strategies at a Fortune 1000 company in 1995, just as the Internet came to being. She left that company in 1998 to found Wright Strategies, working with clients like KEEN Footwear, Nike, Jeep, Chrysler, Intel and Panasonic. Then in 2009, Kendra launched Saffire to do integrated online marketing and ticketing for hundreds of events, venues and destinations. It’s been a wild ride! Kendra can be reached at kendra@saffire.com, and more information about Saffire can be found at www.saffire.com.

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